#Japan #Tokyo #Live Streaming #PRIZMA #Real-Time Marketing

Transitioning to Real-Time Marketing with Live Streaming

As the digital age progresses, live streaming is rapidly becoming a pivotal platform for promotions, particularly through the concept of live commerce. This innovative approach allows companies to engage with their audience in real-time, presenting products while simultaneously interacting with viewers. This contrasts sharply with traditional television shopping and conventional social media advertising. The success of live streaming does not solely hinge on broadcasting; instead, it necessitates a keen understanding of consumer psychology and the ability to stir emotional responses and reactions in real-time.

Companies must strategize effectively, deciding what key performance indicators (KPIs) to measure and how to implement these strategies across various industries. To grasp the current landscape of real-time marketing utilizing live streaming, PRIZMA conducted a survey involving both marketing and PR professionals and viewers aged 10 to 60 who have experienced live streaming. This article will highlight essential findings from this research, with comprehensive data available for download as a free white paper.

The Shift in Viewer Behavior

Dominance of YouTube as the Platform of Choice

According to our findings, 85.3% of respondents indicated that they primarily use YouTube for live streaming, followed by 38.5% on Instagram and 28.2% on TikTok. This demonstrates YouTube's superior visibility, trustworthiness, and usability, securing its position as the leading platform for live commerce. However, platforms like Instagram and TikTok also enjoy significant usage, especially among younger demographics, showcasing a trend where live streaming integrates seamlessly into daily activities. Other specialized platforms like Twitch remain niche, indicating that mainstream social media sites have become the focal point for live features. Future strategies for utilizing live streaming will likely pivot around YouTube as a primary axis, supplemented by targeted approaches on Instagram and TikTok.

Popular Genres Outshine Promotion-focused Content

When respondents were asked about their preferred genres of live streams, 40.5% favored music and live performances, 32.1% enjoyed casual chats and vlogs, and 26.2% engaged with game streams. These popular genres emphasize immersive content where viewers seek entertainment rather than direct promotions. In contrast, categories such as food and gourmet (16.3%), beauty and cosmetics (14.7%), and fashion (11.5%) experienced considerably lower interest levels. This suggests that promotional live streams do not yet dominate viewer habits, indicating a need for businesses to introduce strategies that appeal more to specific interests within entertainment formats, weaving product introductions organically into enjoyable experiences.

The Influence of Streamers on Purchase Decisions

The survey results revealed that 57.9% of viewers prefer YouTubers as their live stream hosts, followed by 41.3% who enjoy content from celebrities, 19.4% from TikTokers, and 16.3% from Instagram influencers. The blend of relatability and credibility typically associated with YouTubers strongly resonates with audiences, indicating a clear inclination towards familiar personalities in their viewing habits. Interestingly, 12.3% expressed an interest in Vtubers and virtual influencers, implying that immersive worlds and avatar cultures also garner an audience eager for interactive and engaging content. For brands, the selection of influencers or streamers becomes a crucial component of conversion rates, necessitating a thoughtful pairing of streamers' personas with specific products or services they represent.

Real-Time Purchase Engagements

In probing whether viewers have previously purchased products while watching live streams, 15.9% affirmed they have done so, while 17.1% considered it. This indicates over 30% of viewers are at least interested in live commerce. However, a significant 67.1% stated they had not made a purchase during such events, underscoring the reality that while live streaming excels in visual and emotional appeals, it does not always lead to immediate buying actions. That said, the notable percentage of viewers interested in purchasing or considering purchases presents a promising opportunity for enhancing the efficacy of real-time marketing efforts.

Industry Insights into Live Streaming Strategies

Over 60% of participants confirmed that their respective industries have executed live streaming initiatives. The highest rates were seen in retail (67.5%), entertainment (68.3%), and tourism (66.7%), suggesting these fields benefit from the visual presentation and experiential engagement typical of live streams. Alongside, sectors like beauty and health (60.9%) and education (57.1%) are capitalizing on this strategy, utilizing demonstration and instructional content as effective promotional methods. Differences in adoption rates among sectors are notable, often influenced by factors such as cost-effectiveness and the fit of expression techniques within their marketing agendas.

The survey also explored the emphasis on various KPIs across industries. It appears that brand recognition tends to be the most critical focus overall, especially in retail. In contrast, entertainment and beauty sectors prioritize engagement metrics like comments and likes, while travel and education fields lean towards purchasing incentives. This divergence indicates that operational strategies must reflect each sector's unique objectives for live streaming, culminating in a more tailored approach to achieving desired outcomes.

The Future of Live Streaming Marketing

This survey illuminates a transformative moment for live streaming in marketing where the landscape is shifting from mere viewership to actionable engagement. While audiences primarily consume entertainment content on platforms like YouTube, the personalities they trust and find relatable can increasingly influence purchasing decisions. For companies, the understanding of varying industry landscapes, the distinct KPIs they prioritize, and the strategic deployment of live streaming resonate as vital elements for maximizing effectiveness. Live streaming evolves beyond just a tactical video campaign to become a dynamic, interactive platform that links viewer emotions and behaviors directly to real-time sales efforts. As brands develop their strategies moving forward, it will be essential to focus on optimizing purchase pathways, enhancing influencer partnerships, and designing interactive experiences that compel audiences to engage and convert.

For those eager to understand consumer motivations behind purchase behaviors during live streams, we invite you to download the detailed white paper for free:

Download Free White Paper: Live Streaming Marketing Insights