Influencers and video streaming: an eCommerce trend for 2021
Laia Ordoñez
08/12/2020
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Something has been changing for a few months now, and at the pace of becoming a big trend. Brands and influencers have discovered streaming video. Do you know what it is and how to take advantage of it?
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In everything that has to do with selling online, it is worth always being aware of what is happening in the Asian market. Many times, that is where real revolutions come from, which then become consolidated in the rest of a market that is increasingly global.Well, this return to video marketing is already a new milestone in influence marketing, to the point that large platforms - such as the AliBaba group or Amazon - are betting on streaming.
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Why use video streaming in your strategy
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Just a quick reminder. e will say that video streaming is basically live broadcasting on the Internet. Technology has made something that seemed like science fiction less than a decade ago, really easy today.From the eCommerce point of view, combining influencers with streaming video can only bring more benefits for your marketing influence strategy.Why? Because you will be able to concentrate a large part of the impact of the campaign in a single moment. These programmed sessions are, in a way, like chapters or television programs. Influencers promote and announce them generating expectation to achieve the greatest number of users possible in their live videos.
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In addition, there are platforms that allow access to the recorded content once the session is over, so that it continues to be profitable over time. In this way, you satisfy the obsession with the immediate and FOMO, but you still get the most out of the investment in time.In fact, it is more like a digital home shopping network than unboxing or video analysis, but it has the added credibility and spontaneity that comes with live performance.
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How do influencers work with streaming video?
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Influencers have found in the social networks a very interesting way to continue exploiting their prescribing capacity because:
- Multimedia content is a favorite of many users.
- The immediacy makes the community feel closer to the person with influence.
- Many of these platforms have a chat tool, so interaction is very direct and simultaneous.
- It is really simple and free, which makes it very attractive for them.
In fact, the vast majority of influencers already used video to generate content, so they already have the technical equipment and knowledge of the platforms.YouTube, Facebook, Instagram, Twitch and, of course, TikTok have the ability to make live video, so they do not have to invest in external tools and reach their community natively, without losing engagement along the way. -
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Even so, as we said, the big marketplaces like Amazon or those of the AliBaba group have already offered them space within their own platforms to give room to their "shows". In this way, they make the strategy more vertical and take advantage of it to capture qualified traffic in a direct way and not referred by an external social network.
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Strategies you can develop with influencers and live video
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This is not only reserved for giant companies. With a little imagination and the right resources, it is up to you to implement it in your eCommerce. Here are a couple of ideas.
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#1 - Affiliation
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This is the most traceable and complete way to measure the performance of each action. You need to use a tool but, in return, you will know exactly where each click comes from and the profit generated.
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#2 - Codes
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It may not be as precise or as direct as using an affiliate platform, but if we give a unique code to each one of you who creates this type of content, and that has to be entered during the checkout process, we can achieve a similar effect and obtain good results from the streaming.
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#3 - Takeover of your channels
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You can always let influencers take control of your social networks.
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It is a way to gain visibility among the followers of that relevant person, "force" them to interact with us and have our brand reach them in a more direct way during the streaming broadcast to the whole community that supports them.
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What do you think of this idea? Do you encourage to add the combination of influencers and streaming video in your strategy? If you do, you will be on the cutting edge in 2021.
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Images | Unsplash.