In the age of internet fame, sharing your life as a profession, marketing has been blooming more than ever. Brands have been competing for the attention of the audience of stars like the Kardashians, soon only to realize the expansion of opportunities with the presence of mini-stars, micro-bloggers, who’s much smaller audience does not lack in support or devotion. Their support in a product has shown to bring much higher conversion rates than the celebrities, while having higher engagement rates. How does this relate to brands marketing strategy innovation and its use for Live Stream selling?
Mini-stars with 50-100 thousand followers have an audience that has more trust in them than the more famous stars of social media. Instagram has been a powerful tool to create an audience for those posting their life and identity in a stylish way. It is observable that the ones who have become giants of Instagram have a less unique approach to their online presence, maybe due to their name becoming a brand in itself and using it mostly for personal gains. The ones with a smaller audience have more transparency with their likes and experiences, thus are more authentic. This creates a deeper sense of familiarity for their followers, whose trust grows with each post. Being more relatable and viewed as more ‘common’ by their followers, those in return are more interested in what they recommend to buy.
It is not just about making your advertisement or product be seen, it is about conveying your brand identity directly to the hearts of your audience. Less about the visual effect, the internet and TV is already full of advertisements screaming you are missing out on the best thing there is. Having the unprejudiced attention of the audience is priceless. Having someone who is viewed as a peer or a friend talk about their experience of your product is different to having someone who does it on a daily basis and the fans are already used to the concept of them making a business out of it.
This goes perfectly with Livestream Shopping selling and your brand choosing the perfect host for your presentation. Targeted marketing through micro-bloggers acting as hosts will bring you a much more lively audience and you are more likely to have their attention for the whole stream. You can target the audiences more efficiently, adding to the intimacy and trust created by going live already. It will be a more unique event, bringing the audience and your brand closer through this third party that brings realness and life to the table. At better costs, you will have more engagement and conversion rates. You can switch up the hosts you choose, opening up to a whole new level of opportunities by maybe making them shorter, but more often. The viewers will want to act on those discounts and excitement spread by someone they see as a peer. Seeing a down to earth human that they relate to so much, they will almost automatically believe in your products presented. The critique will be honest, not just paid for. Thus, less resistance to skip onto the next opportunity out there.