Think of a classic multi-section cosmetic counter. Even if you’ve never participated, you’ve probably seen enough to photograph the glossy product groups and their knowledgeable staff. This real-time shopping staple is designed to showcase cosmetic brands’ products in real time, with the ingenious touch of a trustworthy expert.
live shopping streams, The son of Thought, she counters the beauty of the future.
BEN is an artificial intelligence entertainment company that uses its bread and butter AI to connect brands with creators of what it calls “unobtrusive integrations” across a variety of content, from digital video on demand and live broadcasts to TV shows, movies, podcasts, music and more. When it comes to digital content, BEN integrations pair companies with content creators whose content matches their products – and thus more likely to have an audience interested in buying.
Subscribe to get daily hottest Tubefilter stories
For these partnerships, BEN focuses on having brands’ products appear throughout the creators’ content, not in one isolated location. Justin Smith, Senior Director of Influencer Integrations at BEN filter tube This data shows that some viewers skip videos forward if content creators pause content for a “That’s word from the sponsor…” momentarily. In addition to manual skipping, there are more and more ad blockers, such as shepherd, which is specifically designed to automatically speed up the parts of videos where creators talk about brands.
So, how can brands expand their ways to reach consumers who are interested in knowing their products?
One way is to partner with content creators who create shoppable live streams.
Live e-commerce is a multi-billion dollar business in China, but its growth has been slower in the United States
Live-streamed e-commerce isn’t a new invention – it’s already a huge multibillion dollar industry in China.
recent report from McKinsey Found that the retail giant in Hangzhou Ali Baba He generated $7.5 billion in “total transaction value” in just the first half hour of the holiday shopping chain it kept Taobao Live November 2020. The McKinsey Report continues to estimate that shoppable live streaming will generate 10-20% of total e-commerce revenue by 2026.
During his last digital summit drum, BEN Vice President of Strategic Partnerships, angelita sierra, explained that live e-commerce has taken hold in the US since 2016, and when Corona virus disease Hit, “Just keep skyrocketing in that direction.”
over the past year, YoutubeAnd Facebook social networking siteAnd Instagram, and TikTok provided all the features or events that put creators in the spotlight as hosts of multi-hour shopping flows. At the same time, Amazon Banners from these platforms have been tapped to join Impact Program And start streaming live with the sole purpose of advertising products from their extensive catalog.
“There are a lot of opportunities,” Sierra said. “The live-streaming component of the new features that the platforms have is very exciting, allowing you to install product catalogs, really allowing you to have a one-on-one conversation with your customers.”
Like those working at beauty counters, she said, “Influencers are reliable sources…there is trust and credibility out there.”
So far, BEN has arranged direct shopping partnerships with brands such as Unilever And with non-profit organizations such as Treating rare diseases, for which it raised nearly $150,000 during a charity stream on Twitch, Sierra said.
Some content creators are reluctant to engage in direct shopping. Here’s why.
Despite opportunities, new platform features, and viewership’s growing interest in live e-commerce, creators are hesitant to switch from sponsor sites in VODs to full-blown shopping streams.
why? Much of the reservation, Smith says, is filter tube, is that creators are so used to arranging brand deals with predetermined payments that they will make an agreed amount regardless of the amount of views or the number of conversions their content generates. On the other hand, most direct shopping partnerships pay only through affiliate links – which means that content creators make a percentage of every sale they make.
“Many small brands have a hard time contracting only with affiliates, as most creators prefer a payment guarantee if they are going to represent a brand or product,” Smith says.
There are also, he adds, “a lot of creatives who fear direct selling because they fear going out of credibility or ‘selling out’.”
In his opinion, these creators are missing.
Content creators who are already popular on platforms like Twitch and YouTube are a prime candidate for hosting shoppable streams.
“Twitch, YouTube, and Instagram are so crowded with influencers that there has to be a way for people with few followers to make money,” he says. “Many creators have not linked posting about the products they love and benefiting from them daily using affiliate links to sell these products. Once you mix direct selling with brand sponsorship and affiliate sales, they can transform their communities into sustainable income.”
Smith says that creators who should look forward to live shopping are people who have “high and interesting” personalities and are “very, very active in their conversations.” Twitch Streamers, for example, are prime candidates.
“This is why Twitch is so good when it comes to selling products compared to someone who doesn’t usually live on Instagram or YouTube,” Smith says. “It doesn’t quite fit if this person never posts on their social media platforms.”
“If you used to be in the chat and someone said, ‘Hey, do they have that in black, or in orange? I can say, “Actually, yes, they have these colors and you can click on the link and see all the colors in there.” Smith explains that this interaction is really important. He’s become somewhat of an expert in the field and his audience, but he’s also sufficiently engaged.”
Smith predicts that in the next three to five years, live shopping could become as big in the US as it is in China — and the creators riding this wave will be early adopters of the live streaming experience.
Right now, Smith says, “everyone sees live e-commerce as the future, but it hasn’t really reached that tipping point where everyone is saying, ‘Wow, this is a really good way to connect with my audience and monetize my personal recommendations. “
Not yet at least.