Aside from the obvious reason that online users prefer consuming video content, live videos, like livestreaming, typically avoid the highly polished appearance of other marketing videos. This is also a very accessible way to penetrate an intimidating market or at least test the market.
Only on a standardised, orderly, and healthy basis can livestreaming develop for longer.
– David Huang, Business Development Director at Azoya
Brands can expect to see more shopping festivals adopt livestreaming as a sales-boosting tool like:
* YouTube's Beauty Fest
* Amazon's Beauty Haul Live
* Ntwrk's Transfer Fest
Those that focus on building their brand’s digital presence — rather than pushing product — in an imaginative yet exclusive way will legitimise livestreams for the wider luxury industry.
Brands went from turning to livestreams as a one-off, celebrity-fuelled tool to replace physical events, to
monetising it and using it weekly, if not daily, to produce evergreen tutorials and guides that will continue to enrich their online presence.
monetising it and using it weekly, if not daily, to produce evergreen tutorials and guides that will continue to enrich their online presence.
We are, in many cases, interacting through video — there’s no reason why e-commerce and shopping will not happen this way too. Once you get used to something that elevates an experience, I can’t see why we’d turn back.
– Sophie Abrahamsson, Chief Commercial Officer at Bambuser
Livestreaming is already too big for brands to ignore — and it’s only going to get bigger. Brands will need to experiment in the meantime to find out what works for them.
