Why More Brands Should Jump On The Livestreaming Bandwagon

In 2019, Singles Day broke all retail records with sales hitting more than $38 billion in the 24 hour period. In fact, merchants and brands participating in the online retail festival earned as much as 20 billion USD from livestreaming alone, selling furniture, apparel, beauty, and consumer electronics.

Livestreaming’s roots can be traced back to live television shopping shows such as QVC and Home Shopping Network, where people could shop for, well, anything under the sun. The faces of these shows were enthusiastic individuals who hoped to make the audience believe in the brand and product. Decades later, we have influencers, actors and other social media stars doing the same thing – only this time, we get to carry them around in our palms and pockets.

In China, livestreaming has become a source of entertainment, with many brands and influencers using it as a tool to launch and quickly sell their products. On livestreaming platforms such as ShopShops, luxury brands and independent re-sellers alike have found themselves a dedicated audience that is quick to lap up their offerings.

But just because a bunch of brands are jumping on the livestream bandwagon, should you? Here are some compelling reasons:

To woo your Gen-Z audience 

Young audiences want quality content at their fingertips, and they want it now. Tune in to Instagram, Facebook, Twitch, Periscope – any platform which facilitates livestreaming and it’s easy to see why.

The scope for consumer engagement and interaction is unlimited – people can ask questions, make purchases, receive updates on their favourite brands or insider information about exclusive launches, and send the host love and appreciation in the form of react buttons and stickers. What’s more, all of this occurs in real-time on people’s handphones.

Beauty brands favoured by millennials, such as Fenty Beauty, Glossier and Sephora have been innovating with their usage of livestreams, where they regularly invite influencers, makeup artists and celebrities to create looks and conduct tutorials. Rihanna herself has regularly taken to livestreaming to promote and educate consumers about the latest products.

To showcase your brand and start a conversation

Why fork out precious marketing dollars for a promotional video campaign, when you can just as easily and effectively leverage live-streaming at a lower cost, and ensure that you reach a wider audience. With livestreaming, you can kickstart a long-lasting conversation with fans and customers, and build credibility by having professionals display and vouch for the quality of the products.

Announcing new products and offering exclusive packages and deals during a livestream is also an excellent way to gauge demand for it.  However, live-streams should be more than simply getting your product to fly off the shelves. You want to connect with people emotionally so they keep coming back to watch you.

To increase authenticity

There is also something inherently raw and realistic about live-streaming, which comes across as intimate and authentic to fans. While polished video campaigns highlighting new products in detail are undoubtedly appealing, the spontaneous and uninhibited nature of a live-stream draws in people easily.  

There is no scope for editing, deleting or revising parts of the content — all the action unfolds before the viewer’s eyes. Sometimes, live-streams do not even need to be in a professional studio with perfect lighting. Influencers and indie brands will often film a session from the comfort of their homes. This makes viewers feel as though they are being included in the private world of an Internet personality.

As a brand, you would want to make yourself accessible to customers at all times. Why not turn to a tool which will help you reach a wider audience, and lend you the visibility to grow?

Want to make livestreaming a part of your media strategy? Write in to hello@mutant.com.sg and we’ll make it happen!

 

Is product placement right for your brand?

Remember that epic selfie Ellen DeGeneres took at the 2015 Academy Awards ceremony with the Samsung Galaxy Note 3? That tweet not only broke the record for retweets previously set by President Obama, but also caused Twitter’s servers to crash.

At this year’s Golden Globes, Fiji Water attempted a similar stunt by hiring model Kelleth Cuthbert, who spent most her time photobombing stars on the red carpet while holding a tray of Fiji Water bottles. The stunt worked: the hashtag #FijiWaterGirl trended on Twitter, and earned 98.9 million impressions on the platform.

As far as product placements go, Samsung is still the one to beat – but there’s no one-size-fits-all approach for successful product placement. Brands are often torn between seamlessly integrating products into the broader narrative, or making it apparent enough to trigger a viral moment on social media.

So, how do you decide what’s right for your brand?

Start with a goal
The goal of any product placement is to reach your target audience, but having precise goals is key to ensuring success. Do you want to drive brand awareness? Is it higher recall you’re after, or are you aiming for greater brand loyalty? Answering these questions will not only inform your strategy and approach, but also help identify the metrics you use to measure success.

Whatever your objectives are, public relations can play a crucial role in reaching your desired audience, and then sparking and shaping conversations with them. There are many ways a strong PR strategy can do this – and tied with a content marketing approach it can go beyond awareness and actually drive leads for your business that you can track and measure.

Make it believable
Pulling off a product placement tie-in is only successful if it is believable. When deciding on a partnership, brands need to identify whether it’s a good fit and in line with its own tonality and values.

Don’t force your brand into a piece of content where it doesn’t feel right – because you will get called out. Reebok’s association with Jerry Maguire is a great example of product placement gone wrong. Reebok paid production company Tristar $1.5 million to feature its products, but the company somehow ended up being portrayed as a villain because of its refusal to sponsor Cuba Gooding Jr’s character. After some legal back and forth, the two companies reached a settlement, which included an ad for Reebok in the film’s credits.

Consider different content types
For most marketers, TV shows and movies are obvious product placement choices. But increasingly, we’re seeing brands experimenting with other formats, only to reap rich rewards. Coca Cola and Subway have both used video games to promote their brands, while musicians like Lady Gaga and Kanye West have seamlessly included brands in their music videos. For instance, brands such as Miracle Whip, Polaroid and Virgin Active made conspicuous appearances in her “Telephone” video, while West’s video for “Wolves” doubled as a promotional ad for fashion house Balmain.

As a marketing tactic, product placements can work incredibly well or backfire spectacularly – so be savvy and cover all your bases when considering a new association.

Want to put some cool products in your ad? We’ll tell you how to go about it when you email us at hello@mutant.com.sg