SOCIAL
YouTube’s Providing More Creators with Access to Shoppable Links
Will live-stream commerce ever become a thing in western markets?
It already has in China, and in some other Asian regions, while there’s also evidence that Middle East-based users are becoming more open to live-stream buying.
But western audiences, not so much.
Yet, with so much potential (the Chinese live-stream commerce sector is now worth $180 billion), the big tech giants are not giving up on it yet, with Insider reporting today that YouTube’s now looking to open up access to its live-stream commerce tools to a much wider pool of creators.
As per Insider:
“By year’s end, members of YouTube’s Partner Program in the US, UK, Brazil, and India with at least 20,000 subscribers will be able to tag their videos, Shorts, and live streams with shoppable links.”
That could see a lot more direct shopping options appearing in many places within the app, while YouTube’s also running a live shopping broadcast on November 10th, which will feature products and presentations from Ulta Beauty, Tula Skincare, and many more.
YouTube’s been looking to tap into live-stream shopping for some time, and the expansion of its presentation tools and options could be a big step up in this respect.
If, of course, western consumers warm to in-stream buying.
And there are some indicators that they are – TalkShopLive, for example, which is focused on live shopping streams, reported last year that its broadcasts were increasing at a rate of around 85% month-over-month, largely led by celebrity influencers.
That got TikTok’s attention, with the platform now partnering with TalkShopLive to re-broadcast and re-share its live shopping offerings, while TikTok’s also working with various influencer agencies to get more top creators sharing shopping streams.
Live shopping is of even more value to TikTok than it is to YouTube, with TikTok seeing huge success with shopping streams in China. But its efforts in western regions, thus far, haven’t taken off.
TikTok’s initial live shopping push in Europe was eventually scaled back due to various teething problems. But it’ll be hoping that its new approach in the US, through TalkShopLive and top creators, will spark new enthusiasm for the option, and will eventually make it a more habitual, engaging element for its billion-plus users.
There are no guarantees though, and right now, it doesn’t seem like live shopping is ever going to expand beyond a niche element.
But it might, and if it does catch on, as exemplified in China, it could become a major marketing consideration very quickly, providing big opportunities to many brands, influencers and creators in each app.
The money is simply too much to ignore for both platforms, while Meta is also still experimenting with the same on IG (though it has shelved live-stream shopping on Facebook).
Essentially, right now, live-stream shopping isn’t a big deal, but it could become one very quickly, and it’s worth taking note of the latest live-stream commerce initiatives at each app, and tracking both how they work, and audience response to such, in order to ensure that you’re tracking the potential.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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