(Source: https://pltfrm.com.cn)
Introduction
In today’s digital age, live-streaming has become a central tool for brands to drive awareness and connect with their target audiences. This article explores strategies that brands can use to increase visibility and engagement in China’s competitive digital market.
1. Reaching New Audiences Through Collaborative Live Streams
1.1 Influencer Partnerships
Partnering with influencers during live streams helps brands tap into existing audiences. For instance, a luxury watch brand collaborated with a well-known fashion influencer on Taobao, resulting in a 50% increase in traffic to their online store during the stream.
1.2 Cross-Promotions with Other Brands
Collaborating with complementary brands for joint live-streaming sessions can help expand reach. A health supplement company, for example, partnered with a fitness apparel brand to host a live fitness challenge, reaching new audiences and cross-promoting products.
2. Creating Shareable Content for Maximum Reach
2.1 Interactive Features
Encourage viewers to share live-stream content by including interactive features like giveaways or contests. For example, a Chinese beverage brand runs a live-streamed contest where participants can win products by sharing the stream with friends, dramatically increasing their organic reach.
2.2 Exclusive Product Launches
Offering exclusive product launches during live streams creates a sense of urgency and excitement. A tech company introduced a new smartphone during a live stream on Douyin, offering early access and special discounts for viewers, driving both traffic and conversions.
3. Building Trust with Transparency
3.1 Behind-the-Scenes Content
Showcasing the production process or offering a behind-the-scenes look at brand operations during live streams builds trust. For instance, a Chinese food brand showed how their products are made, highlighting their commitment to quality and authenticity.
3.2 Live Product Reviews
Allowing influencers or customers to provide real-time reviews during live streams can enhance transparency. A cosmetics brand, for example, invited makeup artists to demonstrate how their products work, generating real-time feedback and building credibility.
4. Leveraging Data to Optimize Campaigns
4.1 Performance Analytics
By analyzing data from live-streaming events, brands can optimize future campaigns. A Chinese fashion retailer tracks engagement metrics during live events to refine their strategies, ensuring that future streams resonate with their target demographic.
4.2 Audience Segmentation
Segmenting the audience based on behavior during live streams allows for tailored content. For example, a gaming company tracks which types of content viewers engage with most, then adapts their future streams to better cater to these preferences.
Case Study: A Beauty Brand’s Live-Stream Success on Taobao
A beauty brand launched an exclusive live-streamed product demonstration on Taobao, featuring popular influencers and offering live reviews. The session attracted over 1 million views, resulting in a 60% increase in product sales within the first 24 hours of the stream.
Conclusion
Live-streaming is an effective strategy for increasing brand awareness and engaging with a wider audience. Brands can leverage partnerships, create shareable content, and build trust to significantly boost visibility in the competitive Chinese market.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
