How Short-Form Livestreaming is Transforming Influencer Marketing in Asia

Ocha Bisma

10/31/2024

In 2024, short-form livestreaming is redefining social commerce across Asia. Fueled by an appetite for quick, impactful content, audiences are gravitating toward bite-sized livestreams that capture attention without demanding a large time commitment. The popularity of short-form livestreaming, which spans platforms like TikTok, Instagram, and YouTube, has surged, especially in countries like Malaysia, Vietnam, and Indonesia. In these markets, influencers are setting trends by leveraging short, dynamic live content to connect with followers, driving significant influence and creating new pathways for brands to engage audiences in authentic and interactive ways.

Why Short-Form Livestreaming Is Thriving Across Asia

The shift to short form video follows a noticeable trend: audiences today are looking for fast, immersive experiences that suit their mobile-first lifestyles. Viewers spend considerable time on short-form video platforms, and livestreaming these formats has only added to the attraction. Instead of tuning into hour-long sessions, audiences prefer short, engaging livestreams, ideal for the high-speed consumption culture prevalent in Asia. This quick format keeps attention spans focused, making it a perfect medium for influencers and brands to engage users.

This transition is also supported by technological advancements, like high-speed 5G internet, which makes livestreaming seamless, even in HD formats, across mobile devices. With lag-free streaming now accessible in many areas, short-form livestreaming has become a practical and appealing option for influencers to reach followers. We will look at certain countries in Asia with the most boom of this niche.

Malaysia: KOL Captivating Audiences with Authenticity

Malaysia KOL are using short-form livestreaming to deliver content in a genuine and relatable way. Malaysian beauty, fashion, and lifestyle influencers frequently use TikTok and Instagram to go live for a few minutes, often to highlight a new product, answer follower questions, or give a quick demonstration. For instance, beauty influencers might host a brief session to showcase a new makeup technique or offer quick skincare tips. This approach allows audiences to feel involved in a real-time conversation without a significant time commitment.

Short-form livestreams in Malaysia have been instrumental for brand collaborations, as many KOL partner with companies to provide live product insights, often promoting exclusive discounts or incentives. This method drives higher engagement rates, as audiences can ask questions, comment in real time, and feel personally connected to the product, all within a short time frame. The format’s brevity creates a sense of urgency that encourages users to act quickly, whether it’s purchasing a product or joining future sessions.

Vietnam: The Power of Short-Form Livestreaming in E-Commerce

Vietnam has quickly become a hub for livestreaming e-commerce, with short-form livestreams being particularly effective in promoting quick, high-energy sales events. Vietnam KOL often collaborate with brands on platforms like TikTok and Facebook Live to host short-form live shopping events, which combine entertainment with shopping. These events showcase products within a 5- to 10-minute timeframe, with KOL providing on-the-spot answers to viewer questions, demonstrating product usage, and offering time-limited discounts to create a buzz.

This approach has tapped into Vietnam’s fast-growing digital commerce scene, where consumers enjoy the convenience of purchasing products directly from a livestream. The format allows influencers to showcase multiple products in a single, focused session, giving audiences a dynamic, real-time shopping experience. This trend is especially prevalent in the fashion and beauty sectors, where influencers use livestreams to present new collections, model items, and secure immediate viewer interest.

Indonesia: Building Community Through Cultural Connections

In Indonesia, short-form livestreaming has become an essential tool for influencers to foster closer connections with their followers by sharing personal stories, cultural insights, and lifestyle content. Indonesian influencers in travel and lifestyle niches often go live for just a few minutes, offering followers an intimate glimpse into their day-to-day lives. For example, a travel influencer might livestream a few moments from a scenic location, allowing audiences to experience it in real time.

This approach resonates with Indonesian audiences who value community-centric content. Short-form livestreaming enables influencers to offer spontaneous interactions, building trust and connection with followers while remaining accessible. Platforms like Instagram Reels and TikTok are popular choices, allowing Indonesia influencer to capture authentic moments without needing extensive production. Brands are increasingly tapping into this trend, partnering with influencers who use short-form livestreams to highlight lifestyle products that align with Indonesian cultural values and social interests.

Why Short-Form Livestreaming Is a Win for Brands and Influencers

Short-form livestreaming offers numerous benefits for both influencers and brands. For influencers, it allows frequent, low-effort interactions with audiences, keeping them visible and relevant without overwhelming followers. For brands, short livestreams are highly effective for budget-conscious advertising, as they demand minimal resources yet yield high engagement rates. These livestreams also boost organic reach due to their shareable nature and accessibility.

This format is particularly advantageous in Asia’s mobile-dominated markets, where a large portion of viewers access content on smartphones. As 5G connectivity becomes standard, short-form livestreaming is likely to continue growing, further supported by the region’s tech-savvy, mobile-first consumers who prioritize engaging and authentic content.

The Future of Short-Form Livestreaming in Asia

The influence of short-form livestreaming in Asia is set to expand as more influencers and brands experiment with the format to engage viewers effectively. In Malaysia, Vietnam, and Indonesia, short-form livestreams are being tailored to meet specific audience preferences, whether through e-commerce, lifestyle storytelling, or cultural commentary. With mobile-first content consumption on the rise, the concise, interactive nature of short-form livestreaming will likely define the future of digital engagement across the region.