China’s live-streaming industry has grown in leaps and bounds over the past few years, led primarily by e-commerce giant Alibaba. Last Singles’ Day (11 November 2019), Taobao live-streaming increased its daily active users by 130% to 41.33 million users. 

It’s no surprise, then, that WeChat has its sights set on live streaming as a means of boosting its e-commerce capabilities. Enter one of WeChat’s newest features: WeChat mini program live streaming.

So what does WeChat mini program live streaming mean for your business? In this article, we look at what it is, why it’s beneficial, and how you might integrate it into your digital marketing strategy.

What is WeChat mini program live streaming?

While live streaming on WeChat isn’t exactly new, the key difference with this update is the seamless integration with WeChat’s mini programs. This has huge implications for WeChat’s – and brands’ – e-commerce capabilities. Brands often use mini programs as online stores, where users can complete closed-loop transactions – from browsing, to checking out, to paying for items – all within one app. With seamless live streaming, brands will now be able to feature their products in a direct and engaging way to consumers, while also allowing viewers to purchase the product immediately via a ‘Buy now’ button, all without having to leave the store.

What are the benefits of WeChat mini program live streaming?

1

The traffic is entirely yours

The coronavirus crisis has put into sharp relief the importance of “private” (or “owned”) traffic. Now brands can add mini program live streaming to their private traffic arsenal. Not only does this provide a key way for brands to communicate directly with the consumers, but the seamless integration means they can keep this traffic within their mini program.

2

There is a low barrier to entry

Brands do need to apply to use the mini program live streaming feature, but applications are typically processed quickly. Once approved, brands then have access to the mini program live streaming suite of tools. Depending on your WeChat proficiency, you may be able to start live streaming after as little as a half-hour self-tutorial.

3

Live streaming videos are highly accessible and will likely have a high conversion rate

There are many user access points for WeChat mini program live streaming, including:

• A subscribe button, so users can easily revisit a mini program live streaming channel

• A share button, so users can share links to live streaming videos to WeChat messages, group chats or moments

• Brands can also share links to a mini program live streaming video via their WeChat official accounts

Taobao has previously reported that one out of every two viewers watching a product-related live stream went on to visit the associated store. While it’s obviously very early days for WeChat mini program live streaming, there’s no reason not to expect similarly high conversion rates. 

How do I integrate WeChat mini program live streaming into my digital marketing strategy?

Many brands have already been using WeChat mini program live streaming to successfully attract and engage consumers. Here are just some of the ways you could do the same:

1

Feature your products

One of the most obvious ways to use your new live streaming capabilities is by featuring your product. Brands could have someone highly knowledgeable about the products (like an in-store sales assistant) feature them online and field responses and answer questions in real time.

2

Live stream events

With the coronavirus crisis necessitating the shutdown of major events around the world, many are finding new audiences online by live streaming events. Camera Della Moda (National Chamber of Italian Fashion), for example, partnered with Tencent to live stream all of the runway shows during Milan Fashion Week. More than 30 brands garnered 16 million views on Tencent Video. 

With lockdowns and social distancing likely to put a dampener on public gatherings for at least the next several months, brands will need to think of creative ways to move such events online.

3

Use KOLs / celebrities

A proven way to spark engagement online is through the use of key opinion leaders (KOLs) or (if your budget allows it) celebrities. This has several benefits:

• KOLs will often bring their own highly engaged audiences with them 

• KOLs spend a lot of time building a close relationship with their followers, so they are seen as highly trustworthy

• As professional content creators, they have the skills and personality to create interesting and entertaining videos that will captivate your existing audience too. 

4

Interact directly with consumers

Use live streaming’s immediacy to interact with consumers by answering their questions and gaining feedback in real time during product reveals or live demonstrations. All of this information can also be used to gauge customers’ preferences and behaviours, which can be applied to future product development.

5

Take advantage of one of the mini program live streaming’s functions

Brands can also take advantage of some of the mini program live streaming’s functions to further engage users and encourage subscriptions. You could, for example, do a regular lucky draw where one subscriber wins a prize each week, or you could provide discounts or special offers by way of coupons that are only available to live-stream viewers or subscribers.

6

Do a mix of the above

None of these techniques have to be done in isolation – in fact, you will probably have more success by combining two or three of these techniques. As this is a relatively new feature, brands will need to experiment with what works best for them.

Still trying to wrap your head around WeChat mini programs, let alone mini program live streaming? Our free WeChat mini program webinar will tell you everything you need to know to get your mini program rolling. Download it now.