Live streaming on Taobao has been gaining more and more popularity since its launch in 2016.
Like this one above, they all seem very entertaining to watch, and especially engaging by allowing users to ask questions during the streaming process.
This kind of sales model doesn’t require much set-up or training. For the sellers, not only are they providing services and promoting their products at the same time, it is also an opportunity for them to show off their personality, build trust with customers, as well as to stand out from hundreds of other sellers who sell pretty much the same thing.
Similar to the spread of live streaming on Facebook, Instagram, etc., being filmed has never been this common. From a viewer’s perspective, live streaming is probably something with more genuinity and interaction than many other things one sees on everyday media. The impact is also spontaneous, like reality TV but the audience gets invited to be part of the show as it is happening. Here’s another example in advertising:
However, the dark side of technology has quickly emerged. There also seems to be a tendency for murder, suicide, crimes being broadcasted on live streaming, and they got circulated online faster than ever because of social media. Suddenly it feels like Hunger Games could happen anytime soon in the real world. But Facebook has already reacted to that and found a solution, which is to hire 3000 “Content Monitors” to review the live streaming content as they go live. A solution that is not so high-tech but perhaps effective for the time-being, which seems to suggest that more violence simply leads to more surveillance and regulations.
What do people gain from going live? Profit, leads, or just pure entertainment? There is never a standard answer. As broadcasters, as viewers, we are all being watched, willingly or unwillingly.