What to apply to increase online sales?

“Offering exclusive deals and promotions can encourage shoppers to spend more while watching livestreams. Brands should prioritize developing engaging and interactive content to attract and retain viewers throughout the session.”

What do you see behind the 75 billion VND livestream?

Recently, a livestream session on TikTok in Vietnam has reaped a record revenue of 75 billion VND. From this case, experts have made comments about the growing livestream trend in Vietnam.

From a digital marketing perspective, Dr Alrence Halibas, senior lecturer in Digital Marketing at RMIT University Vietnam, said the success of this livestream was due to targeting the right customers, using the right channels, conveying the right message and choosing the right timing.

“ The right customer means TikToker Quyền Leo Daily has targeted his customers very effectively by consistently creating content that is relevant to individuals who value family, have a steady income, and have significant purchasing power,” said Dr. Halibas.

Meanwhile, using the right channel involves the fact that there are currently nearly 50 million TikTok users in Vietnam, so TikTok is still the ideal platform for this livestream session. Dr. Halibas added that using TikTok’s livestream feature has helped the channel owner reach a large audience and leverage the interactive, engaging nature of the platform to drive sales.

In terms of the right message , pre-live promotion plays a key role in creating anticipation and excitement for viewers. “By leveraging popular influencers and introducing exclusive offers, the channel owner has affirmed the value of watching the livestream. During the livestream, they continue to deliver the right message by offering extremely attractive offers.”

“This approach is perfectly aligned with the preferences of Vietnamese consumers, who are known to be price-sensitive and value-conscious,” said Dr. Halibas.

Ms. Halibas further explained the appropriate timing factor. The livestream session time is linked to promotional activities on TikTok Shop and double days such as February 2, March 3 or April 4.

“This strategic timing took advantage of consumer behavioral patterns and promotion-checking habits during these times. Additionally, the 13-hour livestream duration ensured ample opportunities for engagement and sales.”

Dr. Jasper Teow, a lecturer in Digital Marketing at RMIT University Vietnam, gave an analysis based on consumer behavior. He emphasized three basic factors , including trust, scarcity and likability.

“The foundation for this successful livestream was laid long before the event,” says Dr Teow. It starts with the host creating consistent, relatable, and authentic content that builds a sense of connection and trust with viewers. “This trust makes viewers more receptive to product recommendations and discounts during the livestream, which increases their purchase intent,” he explains.

Additionally, the livestream successfully used scarcity tactics in terms of time (“exclusive limited-time sale”) and quantity (“while supplies last”), creating a sense of urgency or fear of missing out (FOMO) in shoppers. “This leads to consumers adopting a ‘buy now, think later’ mindset, making them more prone to impulsive and spontaneous purchases,” Dr Teow noted.

In a traditional market, these sales pitches and marketing tactics can be seen as annoying, pushy or pressuring. This is not the case with the nature of livestreaming. Dr Teow points out that the likability and “star power” of influencers and KOLs cannot be underestimated, as their followers energize them with likes and comments.

“Overall, this dynamic audience engagement created positive sales momentum, contributing to record sales,” said Dr Teow.

Từ phiên livestream đạt 75 tỉ đồng: Áp dụng gì để tăng doanh số bán trực tuyến?- Ảnh 1. — Dr Jasper Teow and Dr Alrence Halibas (right)

What can brands do to increase online sales?

Dr. Alrence Halibas suggests one strategy for brands is to invest in influencer marketing to expand reach and increase engagement.

Agreeing with the above point of view, Dr. Jasper Teow also emphasized the importance of influencer marketing. According to him, brands should ensure that the selected content creators are the right "faces".

“Ideally, these should be influencers who have authentic, engaging stories to engage their followers and can speak about the product or product category with genuine passion and/or expertise on the topic,” says Dr. Halibas. “Combining pre-existing influence with consumer psychology tactics will greatly increase the chances of successful online sales campaigns.”

“Similarly, it is important to create anticipation through pre-event advertising to build excitement and anticipation in viewers,” explains Halibas.

Furthermore, they can leverage consumer psychology, like FOMO, to motivate viewers to take immediate action.

Will another record be set?

Dr. Halibas predicted that this record could be broken in the future. That livestream also marked the initial success of the viral livestream trend in Vietnam.

“With the continued growth of digital platforms and changing consumer behavior towards online shopping and entertainment, many brands and influencers can use livestreaming to effectively connect with viewers and increase sales,” said Dr. Halibas.

Dr Teow predicts new records based on the growing growth of livestreaming and influencer marketing in Vietnam.

He also noted that: “Followers/fans/friends/family of different influencers will be eager to see their favorites succeed. This can lead to a ‘race’ between influencer communities and ever-higher sales records.”

However, as competition intensifies, businesses need to be aware that if livestreaming becomes too saturated, it can easily lead to consumer fatigue. “Brands will have to come up with more innovative and creative ways to maintain buyer interest and engagement on livestream channels,” Dr Teow concludes.

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