Covid-19 accelerated the adoption of live-streaming

[Jahangir655]

Until two years ago many still considered live streaming as something futuristic. Despite its undeniable success in China, it was not the first tool on which brands aimed for their digital marketing campaigns. Then, however, the emergency came from Coronavirus. With the increase of time spent at home, often in front of the smartphone or laptop screen, live streaming has begun to be increasingly exploited.

The number of Chinese producers who started live-streaming sessions on Chinese live-streaming platforms such as Douyin, Wei ya, Taobao Live, and Kuaishou, increased by 50% during the quarantine period. Live streams became a new norm, and hundreds of millions of young people started engaging in live-streaming e-commerce, where they were attracted by special offers and virtual gifts.


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People couldn’t go out to shop, and as they were bored at home, they started to bulgaria telegram number play games and interact with the home shopping network, receiving virtual gifts and purchasing daily necessities, clothes, beauty products, or foreign products in their leisure time.

What does live streaming actually mean?
Live streaming refers to the recording and real-time transmission of audio and video content to a spectator. The live streaming platforms were born in China in connection with the gaming industry, but then they expanded to many other fields. These include entertainment, cooking, information, and shopping.

The live-streaming hosts can be KOLs (Key Opinion Leaders), KOCs (Key Opinion Consumers), professional live streamers, or even simple users. KOLs are Chinese web celebrities, while KOCs are those consumers who have great proximity to their social media followers and greater engagement with them than KOLs.

The contents treated can be the most varied: from how to combine an Italian wine with a typical Chinese dish to the handcrafted qualities of the furniture. The most popular live streams are those showing products in use, like different lipsticks (one of the most popular live streamers, Austin Li, is called the Lipstick King because he became known for showing lipsticks on live streams).