Livestreaming ecommerce—a market-like online shopping experience that feels like an amalgamation of the Home Shopping Network (HSN), game shows, talk shows, and auctions—has taken China by storm. The phenomenon was in part fueled by the pandemic, as brick-and-mortar stores temporarily closed down and consumers sheltered in place. Yet, a year later, livestream shopping is still going strong in the country.
On today's episode, we discuss which platforms have the most creator-friendly environments, how influencer marketing is evolving, and what the next stage of the creator economy will look like. We then talk about Pinterest's new livestreaming feature, the popularity of influencer marketing on TikTok, and how companies should navigate social media coming out of the pandemic. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg.
Livestreaming is a small but growing part of creator culture. Much like Stories, livestreaming is a way for creators and other influential figures on social media to present content that is often less polished than photos or recorded video. Livestreams also give influencers a way to interact with their audience in real time through live chat.