Live-streaming your daily live has become a real trend in China. All you need is your smartphone and a live-streaming app and voila! You can document your life and be a well-known celebrity in China.
What is live-streaming?
You don’t even have to make creative or great content. You can film yourself while having a normal meal, walking your dog, going to the doctor, singing a song, dancing around like a maniac or even just stare in the camera for several seconds. If people like you they will follow your channel and just like that you are able to have hundreds or maybe even thousands of followers.
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Live-streaming is the new hot trend that is taking over China. Countless of regular Chinese people are sharing their daily lives on one of the live-streaming app. Many of them are hoping to get famous and have a lot of fans who admire them. Others are using this to make a lot of cash.
Now which app can you use to live-stream? Besides the very popular ones such as: Yizhibo, Xiandanjia, Douyu and Ingkee, there are many more app available to do live-streaming. However, the battle between streamers is fierce. Because there are so many options to choose from, it is very difficult to be the best of the bunch. You can rank them bases on, which one has the most followers and the number of diamonds that is accessible. Some channels are able to receive millions of diamonds.
So why is live-streaming successful?
So, what’s reasoning behind the success of live-streaming? Live-streaming allows a user to share their live and interact with their fans. And a viewer is able to see content what he or she likes and is also able to interact.
The best equivalent of live-streaming in China is maybe the success of Youtubers in the USA. For some reason people are very curious about other people’s lives and that is why vlogging on Youtube, or posting your short stories on Snapchat or Instagram are also booming. Viewers could watch videos because they find it very interesting, want to do something relaxing or are looking for ways to improve their lives.
Can you make a living out of life-streaming?
Unlike what many people think, live-streaming can be a full-time job and you can make a living out of it. How can you make money out of it? On this online platform, the viewer is not only able to send messages but they could reward the steamer with a virtual bonus. The streamer can then exchange the received bonuses into cash.
To put things in perspective, an example, on the platform Ingkee one yuan has the same value of ten ‘’diamonds.’’ Tipping a beer will cost you 1 diamond, you can buy a Ferrari for 1200 diamonds and a yacht 13140 diamonds. The battle between streamers is fierce, a raking based on the number of followers and the number of “diamonds” is a real phenomenon. Some accounts are able to reach many millions of diamonds.
Why is it necessary for brands to embrace the live-streaming?
So, what’s in it for a company? Well, if your target group of your company are Chinese millennials, you should get on board with this trend as quickly as possible. The online celebrities are seen as an idol and particularly among the young generation. They arguably have the position to influence this demographic. And besides that, they also earn money for promoting the brand’s products.
Advertising through social media has certain benefits like, celebrity can promote a product very easily. Fans are looking up to that celebrity, making them a vulnerable prey to convince. As a consequence, they will buy the product that is recommended by their idol almost instantly. Besides that, people have more faith in a product when it is recommended by someone and certainly when it is someone you know. Simply advertising isn’t always enough to convince people but advertising through influencers could hit the mark.
The cosmetic industry already uses this for commercial purposes. Well-known internationals use live-stream celebrities to promote their brand and therefore selling makeup and skincare products. An example of a brand who has embraced the live-streaming approach is L’Oréal. They have their own live-streaming account at their disposal. It is here where they can interact with makeup lovers and the brand offers different makeup sessions.
A big player in the live-streaming platform is Ingkee. The organization is only a year old but is one of the most downloaded app on China’s Apple Store. With more than 50 million users, you can definitely see why some brands already entered this platform to reach their target audience.
Live-streaming offers a lot of opportunities to brands who want to advertise in China. It is a new way to reach a lot of people in no time and it is absolutely a force to be reckon with.
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