- 27/07/2023
- Category: Press Release
The rapid development of technology has made shopping activities increasingly popular through livestream shopping, better known as “shoppertainment”. By capitalizing on cameras, social media accounts, and products, brands can carry out promotions through live broadcast features. Likewise, buyers can feel a more fun environment because they can interact directly with sellers or streamers. Seeing this, the Center for Digital Society collaborated with Hakka in Difussion #97 “Livestream Shopping: The Future of Digital Marketing Just a Trend? to explain the rapid development of this trend in social media. Syaifa Tania, S.I.P., M.A. (Lecturer of Communication Studies UGM) and Debra Zuan (Lead Program and Operations Hakka Indonesia) became the speakers on this occasion moderated by Luthfi Baihaqi Rizid, CfDS Researcher. This discussion can be watched at Difussion #97 – Livestream Shopping: Masa Depan Digital Marketing atau Tren Belaka?
Live Streaming Features: Shoppertainment
Syaifa opened the discussion by explaining shoppertainment aimed at entertaining and educating then commerce or in other words combining the social media ecosystem with e-commerce. This feature is usually used by influencers and other brands by providing various content platforms. In Asia Pacific, shoppertainment has made a profit of USD 500 billion, one of which is Indonesia. This country is a star market which is believed to be a good shoppertainment market. This is supported by the increase in internet penetration and the adoption of mobile devices, which are relevant in using high social media.
Not without reason, from the survey results, 51% of respondents liked the discussion in livestream shopping, and 74% thought this platform could provide a faster response than other platforms. “Livestream shopping can be a closer marketing communication practice than others. In e-commerce, buyers only see the brand not in real-time, but through this practice, the brand can be seen in real-time by buyers.
TikTok Store Live Stream
One of the social media that is often used as a shoppertainment is Tiktok. This platform allows brands to showcase their products in real-time via live streaming. One brand that uses this live shopping feature is Hakka, a digital business that specializes in talent management, live broadcasts, and digital academies. In Hakka, one account is used to live for 6 hours. This is because Hakka must continue to improve traffic so that viewers are maintained, and transactions are maintained. Every account used live will be monitored in the back layer through a data system containing the number of viewers and goods sold.
This platform is also intended to collaborate with creators to help promote products from short videos or live streams. Later, the brand that will be banned will ask for feedback. In the live stream, you must promote the product to be sold and ask viewers to share the live stream with others and buy the product. “This feature also introduces a new profession that many people are interested in, namely live shopping host. This profession will later be much needed in the field of digital marketing,” said Debra closing the discussion.
Writer: Muhammad Alfasya Syabil Sholatar
Editor: Nadya Olga Aletha
