2nd November 2022 - 3 min read
A recent study by Shopee has found that 75% of its survey participants prefer to turn to influencers’ tutorial videos to look for solutions to their daily problems, as well as to expand their product knowledge. Revealed in the Future of E-Commerce With Malaysian Influencers 2022 survey, the study’s data also highlighted the importance and relatability of the influencer community online to the Malaysian public, specifically in the e-commerce space.
Breaking down the 75% of total respondents mentioned, 41% of survey participants said that they rely on influencers to find affordable and effective solutions, while 18% indicated that they feel empowered by the similar interests that they share with their preferred influencers. Another 16% explicitly agreed that influencers are their primary source to help with a problem.
Meanwhile, the remaining 25% of the total survey respondents said that they do not watch influencer tutorial videos.
Speaking at a virtual forum, the head of marketing campaigns at Shopee Malaysia, Kenneth Soh also emphasised the impact of livestreaming for influencers, who use it to build more engaging and personalised relationships with their customers. Not only can they bond and interact with their followers, they can also foster strong brand relationships, stay relevant, and find their own niche – among other things. These, in turn, drive sales conversion and cultivate loyalty among customers.
That said, Soh acknowledged that sales conversion is not necessarily the be-all and end-all of influencer livestreaming. Instead, it can also be about communicating and building trust between members of the community, and between sellers and buyers.
“On Shopee, we have an ecosystem of trusted influencers (on Shopee Live) – they are fellow users and sellers themselves who provide authentic experiences during Big Campaigns. While thousands of buyers watch Shopee Live daily, not everyone watches solely for shopping purposes. In fact, 27% of our surveyed buyers watch Shopee Live for entertainment and educational content,” said Soh, adding that five out of ten respondents said that they relate more to micro-nano influencers with less than 500,000 followers. Meanwhile, Shopee Live is Shopee’s exclusive livestreaming platform that was launched back in 2019.
Respondents also cited other reasons for tuning in to livestreams, including wanting to stay on trend and to share it with family and friends (17%), as well as to win prizes and giveaways (14%).
Shopee’s Future of E-Commerce With Malaysian Influencers 2022 study was conducted fairly recently, between September and October 2022. It drew its survey results from a sample size of 2,459 Malaysian buyers and 1,035 Malaysian sellers on the platform.
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