78% haven’t been tapped to collaborate for branded live shopping opportunities, an overwhelming number of them — 86% —said they are ready and willing to partner in this space.
MRM, the leading digital-first marketing agency and Mavrck, the leading all-in-one advanced influencer marketing platform, today released a joint study, “Ask the Creators: Insights on Live Shopping.” The study surveyed Mavrck’s vast network of influencers to learn more about content creators’ perspectives on shoppable live streams.
While not entirely new, social commerce has accelerated in the past couple of years as social platforms have bridged gaps between commerce and content. Live shopping is an organic next step for how consumers are already making their purchases. It combines the ease of online shopping with the in-store experience to create shoppable entertainment at consumers’ fingertips. While it will take some time for U.S. shopping to fully advance to where live shopping is in Asia, there are countless opportunities for brands to start experimenting while it’s relatively young.
The purpose of this survey is to share findings regarding the creator’s perspective on social commerce, specifically shoppable live streams. These insights will prove valuable as brands optimize their influencer strategy and continue to work closely with content creators on their marketing tactics. Mavrck’s report is derived from real survey responses from creators that have opted into the Mavrck influencer marketing index. This data storytelling process provides customers and industry leaders with relevant insights around influencer trends, behaviors, and perspectives.
For this edition, survey respondents were comprised of 535 U.S.-based creators, who are popular on various social networks, with content focusing on a variety of verticals. With an incredibly strong pulse on the influencer marketing ecosystem, content creators hold the key to unlocking valuable insights within the industry to help inform brand marketers’ decision-making and “creator-proofed” concepts. Creator respondents come from different backgrounds when it comes to their age, ethnicity, follower count, and content niches. To further understand the live stream shopping landscape as it applies to these survey findings, let’s break down the respondents’ demographics.
Summary of Key Findings:
- 78% of respondents have not participated in a shoppable live stream in conjunction with a brand partnership before, but 86% of them are willing to do so
- 79% of respondents have never made a purchase from a live stream before, but if they did, 83% said they would likely shop from brands within the fashion/accessories, skincare, cosmetics, or home decor verticals
- Of those who have participated in a live shopping experience before in any capacity, 65% noted that Instagram is their preferred platform; cumulatively, 30% say that TikTok, Facebook, and Amazon Live were also contending platforms
- Live stream shopping overall is an interest to half of the respondents; 50% say they find it a viable method that is fun to do, but 27% note that they don’t have enough information on the topic yet to form an opinion
The full report is NOW available. Click below to download a copy!
About MRM Commerce
MRM Commerce, part of McCann Worldgroup, is an award-winning global commerce consulting practice reaching across all markets and industries to offer innovative products and services. With 15+ years in commerce and a dedicated team of “T-shaped” experts, we provide a full suite of strategy, technology, design, media, and content capabilities.
We take a behavioral science approach to how people engage, shop, and buy. But also, how they feel. And with that, we lean hard into the kind of inclusive commerce that drives sustainable growth, allowing us to develop creative, data-driven, technologically robust experiences — the kind of experiences that balance long-term commercial success with measurable social and environmental impact. All of which allows our clients to build those special, one-of-a-kind, long-term relationships with their consumers. And that drives commerce.
We are recognized by Forrester and Gartner as digital leaders for our commitment to innovation and client service. We have also been awarded “Most Effective Network of the Year” three years running by Effie, among others, among others. Learn more by visiting https://www.mrm.com/en/commerce.html
MRM sits within McCann Worldgroup and is a proud subsidiary of Interpublic Group (IPG), one of the world’s premier global advertising and marketing services companies. Through IPG, we can draw on the talent, tools, and capabilities of partner firms to deliver holistic business solutions for our clients.
Mavrck is the all-in-one, advanced influencer marketing platform enabling companies such as 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 loyalists to create trusted content and insights for customer journey touchpoints at scale. Using its self-service influencer manager, Mavrck allows marketers to take an automated and performance-based approach to influencer marketing.
Founded in 2014, Mavrck’s platform has been recognized for its superior offering by the Shorty Awards and Retail TouchPoints’ Retail Innovator Awards, honored as “Best Influencer Marketing Platform” by Digiday, is the #1 influencer marketing platform for the enterprise on software review site G2, and was named to the 2019 and 2020 Inc. 5000. Mavrck was also named a “Leader” among the top influencer marketing platforms in Forrester’s evaluation, The Forrester New Wave™: Influencer Marketing Solutions, Q2 2020.