直播行銷: 運用直播創造更大效益

台灣的直播平台如雨後春筍般出現,無論是Facebook、Instagram或YouTube的直播功能,或是17直播、抖音、Twitch、Live.Me等直播平台,各式平台功能都宣告全民直播時代來臨。Livestream platforms began to spring up everywhere, as the livestreams on websites (Facebook, YouTube, Instagram) and livestream platforms (17, TikTok, Twitch, Live.Me) announced the arrival of the livestreaming era.

直播行銷: 運用直播創造更大效益

在三年前,直播平台通常運用於遊戲或運動賽事上,直播遊戲的人可以透過人氣與廣告賺取收入。然而,這三年間直播生態出現了巨大的變化,直播平台在科技上結合了網路影音、線上視訊、社群網站、即時通訊等相關科技,逐步發展出其獨特的商業模式。對對品牌而言,若能搭上直播潮流,將人氣轉化為實際購買行為將是一大商機。直播行銷與過去的影片行銷不同,關鍵不只在創造內容,必須更在意直播「即時性」,也就是直播當下能夠湧入的最大人數,因此如何刺激網友來看直播是成功的關鍵。
 
Three years ago, livestream platforms were typically used in games or sporting events, and game streamers could earn revenue through popularity and advertisements. However, the livestream has changed tremendously over the past three years as streaming platforms have integrated online media, video chat, social media platforms, and instant messaging to gradually develop this unique business model. Livestreaming can be a tremendous business opportunity for brands that can convert popularity into actual purchases. The key to livestream marketing is not just to create content like video marketing, but also care about its “immediate” and the maximum amount of viewers that can be attracted to the stream. Therefore, motivating people to view the streams is key to success.