New Report from MRM Commerce and Mavrck Reveals Content Creators Ready to Work With Brands in the Growing Live Shopping Space

While not entirely new, social commerce has accelerated over the past two years as social platforms have bridged the gaps between commerce and content. Online shopping is an organic next step in how consumers already shop. It combines the ease of online shopping with the in-store experience to create buyable entertainment at consumers’ fingertips. Although it will take some time for US shopping to fully progress where live shopping is Asiathere are countless opportunities for brands to start experimenting when they are relatively young.

Commenting on the study, MRM Commerce’s Head of Social Commerce and Partnerships, Taylor Siegel said “We have been entrenched in the social commerce space for some time now and are excited to see the first signs of its broader upswing. We have found an incredible partner in Mavrck through their leadership in marketing platforms of influence and their direct access to a vast network of content creators. There are countless opportunities for brands to leverage the live shopping space and now is the time to get in early.”

Instagram was the go-to social platform that creators said they used for live shopping experiences, and TikTok was an emerging second, especially among creators in the 18-34 cohort. “We find that many creators, especially those who originally built their audience on Instagram, are experimenting with Instagram’s live shopping capabilities to begin with,” said Sean Naegeli, Chief Creator Officer and co-founder of Mavrck. “TikTok is rapidly catching up with its live shopping feature and we anticipate this will be a huge opportunity for creators to monetize and for brands to grow their social commerce revenue. Brands should start their live shopping planning now .”

The survey of full-time and part-time creators revealed a range of insights into social platforms, creator demand, personal shopping habits and content to highlight key areas where brands can start filling in the gaps.

Influencers are eager to partner with brands for live shopping content

  • 78% of respondents admit they have not yet been asked to collaborate on branded live shopping opportunities
  • 86% of respondents said they were ready and willing to partner to create branded live shopping content
  • 68% of respondents said they had participated in general partnerships with live-streaming brands that did not include shopping features.

Influencers share their personal shopping habits

  • 79% of respondents admitted that they had never done a live purchase themselves if they had to make a purchase
  • 86% of respondents agreed on items below $100 would be a fair price for live shopping
  • When asked what types of items would drive live shopping, 45% of respondents said they were more likely to buy fashion apparel from a shoppable livestream; 23% said they would most likely buy skincare or cosmetics; and 15% said they would buy home decor

The best platforms for live shopping experiences

  • Among the content creators who had participated in live shopping, over 65% identified Instagram as their preferred platform for uploading features
  • TikTok was the second favorite platform at 16%, followed by Facebook (8%), Amazon Live (6%), Twitch (3%) and YouTube Live Shopping Beta (2%)
  • Responses aligned with demographic preferences by platform: 81% of respondents who preferred TikTok for live shopping were in the 18-34 age bracket, and 55% of respondents who preferred Facebook to go live had between 35 and 44 years old.

The best content for live shopping experiences

  • 59% of respondents said how-to’s and tutorials were the most compelling content for live shopping
  • Styled live streams were also particularly popular at 20%, followed by “buy with me” live streams at 14%.
  • The results of this survey reveal a deeply human experience: for most, showing rather than telling a story is the preferred way to discover a new product or service.

Brands operating in the US should start including live shopping experiences into their overall social strategies while the opportunity still presents itself. Overall, the study revealed that there is much to learn from content creators regarding the future success of live shopping, as the marketing industry continues to explore the full range of information and data available in social commerce.

Learn more about the study and receive the full report at https://try.mavrck.co/live-shopping-report/.

About MRM Commerce

MRM Commerce, part of McCann Worldgroup, is an award-winning global commerce consultancy that spans across markets and sectors to deliver innovative products and services. With over 15 years of trading experience and a dedicated team of T-shaped experts, we provide a full suite of capabilities across strategy, technology, design, media and content.

We take a behavioral science-based approach to how people engage, shop and buy. But also, how they feel. And with that, we lean heavily on the kind of inclusive commerce that drives sustainable growth, enabling us to develop creative, data-driven, and technologically robust experiences – the kind of experiences that balance long-term business success with a measurable social and environmental impact. All of this allows our customers to build those special, unique, long-term relationships with their consumers. And that stimulates trade.

We are recognized by Forrester and Gartner as digital leaders for our commitment to innovation and customer service. We’ve also been voted “Most Efficient Network of the Year” three years in a row by Effie, among others, among others. Learn more by visiting https://www.mrm.com/fr/commerce.html

MRM is part of McCann Worldgroup and is a proud subsidiary of Interpublic Group (IPG), one of the world’s leading advertising and marketing services companies. Through IPG, we can leverage the talent, tools and capabilities of partner companies to provide end-to-end business solutions to our customers.

About Mavrck

Mavrck is the all-in-one advanced influencer marketing platform enabling companies like P&G, Express, and General Mills to harness the power of social proof that consumers trust today. Marketers use Mavrck to discover and collaborate with influencers, advocates, referrers, and followers to create trusted content and insights for customer journey touchpoints at scale. Using its self-service influencer manager, Mavrck enables marketers to take an automated, performance-based approach to influencer marketing.

Founded in 2014, Mavrck’s platform has been recognized for its superior offering by Shorty Awards and Retail TouchPoints’ Retail Innovator Awards, honored as “Best Influencer Marketing Platform” by Digiday, is the influencer marketing platform #1 for the company on the G2 software review site, and was named to the 2019 and 2020 Inc. 5000. Mavrck was also named a “Leader” among the top influencer marketing platforms in the rating from Forrester, The Forrester New Wave™: Influencer Marketing Solutions, Q2 2020.

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