In recent years live shopping has had a spike in popularity. With China taking the lead on livestream shopping, we have learned that live shopping offers a unique real-time service for consumers to speak to a brand representative, hear reviews, and see the product. With the bonus of Facebook and TikTok’s livestream features like dynamic links that take a consumer directly to product checkout within the social platform and eliminate the risk of attention loss.
Brands are increasingly investing in social content and influencer marketing. Consumers today trust influencers, viewing them through the lens of peers, friends, or whom they aspire to be like. Brands recognize this and see influencers as a more authentic source of shopping inspiration and are migrating towards an ‘always-on’ strategy – beyond long-term, costly influencer partnerships.