For many years now, most Chinese companies have been exploring ins and outs of ad placements across different social media platforms including Instagram, Facebook and many others to engage their clients across the globe. However, with the changing business environment, Alibaba has identified a new strategy to grab and maintain people’s attention. Alibaba is tapping into video influencers to attract more clients and sell more across the globe.
The Use of Video Influencers
Video is becoming an essential tool across different industries and especially now with the COVID-19 crisis. For shoppers in China, video is a rage and short video apps are gaining enormous popularity to match the needs of online fans. Shopping via Douyin, TikTok’s Chinese sister is the real deal offering merchants exclusive content marketing and promotion opportunities. During the lockdown, many consumers have been heavily dependent on live videos to check an array of products and services they can access online.
In China and most parts of the globe, the apps have been used to enhance domestic consumption. For instance, during the first quarter of 2020, more than 4 million people are already exploring online live shopping sessions in China. In other countries, video creators, developers and brands especially those that have video influencers have enjoyed huge followings. This is one of the reasons as to why some American venture capitalists have already acknowledged Amazon collaboration. This is just a few years after most Chinese counterparts focused on live streaming as Amazon Live was launched last year.
Currently, Alibaba is one of the top shoppable video platforms in China with huge plans to attract, train and make the most of international video influencers. This means Alibaba can sell more globally through AliExpress, Alibaba’s platform that has been a major marketplace and shopping destination for more than 180million annual active clients.
“Chinese manufacturers are always looking for ways to sell and influencers are the quickest way to drive traffic these days,” says a chief executive officer of Robin8 Miranda Tan.