Our industry is powered by innovation. So much so that it can be hard to know where to look next. Luckily there are those among us who seem to dedicate their lives to considering what’s around the corner, exploring and testing new technologies, emerging innovations and fresh ways of thinking.
These people are the catalysts, the fire starters, that help us understand the power and potential of these things.
As Editor of NDA, they’re the people I most enjoy talking to. So we’ve decided to launch a new series this year, Firestarters, interviewing these people to discover what they think is worth paying attention to and why.
Today, we sit down with Marcos Angelides, Co-Managing Director at Spark Foundry to find out why he’s so excited about live streaming for brands.
Live streaming is emerging as a compelling option for brands to engage their customers. Why should they be paying attention to it now?
It’s been fascinating to watch. In markets like China, live streaming has been a massive phenomenon for years, particularly in live commerce. The West, however, is only just catching on.
Historically, live content was seen as a less attractive form of video content because it lacked the polish of edited videos. But we’re now seeing a shift towards unpolished, authentic content, think TikTok and the rise of documentary-style, everyday moments. It’s a cultural shift, where people tire of one style and embrace another.
Brands are realising that live streaming can humanise them. It’s about showcasing unfiltered moments, having authentic conversations, and creating connections, even in a digital-first world.
What does this mean for brands that might not have obvious content opportunities, or small businesses?
The beauty of live streaming is that it creates a stage for any brand, no matter how “boring” they think they are.
For instance, factories showcasing their production lines or employees sharing their day-to-day working lives can resonate deeply with audiences. People love behind-the-scenes content. A few years ago, this would have been considered niche or irrelevant. Now, it’s highly engaging.
However, it’s crucial to handle this carefully, especially with employee-generated content. There’s an opportunity to empower employees and give them a platform, but brands need to protect and fairly compensate them. It’s a delicate balance.
What role does commerce play in live streaming?
Live commerce is massive, particularly in China. In fact, live influencers there drive up to 35% of all ecommerce sales. On Singles Day, Austin Lee, a top live influencer, sold $2.9 billion worth of products in five hours., equivalent to the box office sales of Avengers: Endgame.
The difference lies in the approach. While traditional ‘live commerce’ such as QVC was about scripted, polished presentations, today’s live commerce thrives on authenticity and real-time interaction.
Influencers respond to questions on the fly, making it feel like a personal conversation. It’s the digital equivalent of talking to an expert in a store, but with the added entertainment of a live show. This blend of commerce and entertainment is what sets it apart.
What about high-end products? Can live streaming work for luxury brands?
Absolutely. Luxury brands are already experimenting with live streaming. The Lux Collective, for example, sold an £8,000 Birkin bag during a live event.
The idea that live is only for cheap, disposable products is outdated. It’s about creating an engaging experience where customers trust the host and feel confident in their purchases, even for big-ticket items like TVs or cars.
What role do publishers and platforms play in this space?
Platforms like TikTok, Meta, YouTube, and even Amazon have an enormous opportunity here. Amazon, in particular, is well-positioned because it already dominates commerce and is now exploring the entertainment side.
Publishers, too, can play a crucial role. For example, a brand like Vogue could excel in luxury live events, while publishers like LADbible, with their deep understanding of social media, can help brands navigate live streaming effectively.
That said, live streaming requires a specific skill set. It’s different from creating a short-form video or producing a movie.
Holding an audience’s attention for hours is a unique challenge. We’re seeing influencers and publishers experiment and refine this craft, which is exciting.
Why is the live element so important? Couldn’t brands just use pre-recorded videos?
Live streaming offers a sense of honesty and immediacy that pre-recorded videos can’t replicate. When hosts answer questions in real-time, it’s like being in a store and speaking to an expert. You feel part of a shared experience, which builds trust and connection.
Additionally, live streaming captures attention in a way pre-recorded content often doesn’t. It’s immersive and entertaining, creating a sticky experience that keeps people engaged, a stark contrast to the West’s obsession with frictionless, distraction-free online shopping. The longer you engage someone, the more likely they are to convert.
