Short Video Platform Kuaishou Releases Guidelines for Livestream Retailers
With social distancing measures as a foreseeable, ongoing measure to containing the pandemic's spread, retailers are continuing to flock to online live stream platforms in China as a growing revenue source.
Live streaming is not new in China and has been a key way for brands to drive online sales by establishing seamless purchasing processes between live stream platforms and e-commerce platforms (like Kuaishou and JD.com's partnership).
However, there aren't proper guidelines for the online live streaming space, and many hosts tend to exaggerate a product's benefits and features to drive sales. Kuaishou has recently released guidelines to prevent live streaming hosts from portraying the products in a misleading manner. If they are caught doing so, they would be given a 'strike' for breaking such rules.
3 TIPS TO ADHERE TO LIVE STREAMING RULES
Here are 3 tips from Kuaishou to help live streamer present products in the right way.
State the facts about the product. - Clearly describe and realistically detail the features and benefits of the product and avoid promoting through exaggeration.
- The product page content and description should align with the actual product.
- Avoid using filters during live streams, as this may alter the color and/or texture of the products (such as clothing).
- For jewelry and jade products, live streamers should use a multitude of lighting sources and types to ensure product details are depicted clearly. The host should also clearly describe the product type, ratings, flaws, and other pertinent details.Clearly state the flaws of the product. Outline product flaws, best before/expiry dates, additives, gifts with purchase, etc. to avoid misunderstanding about the product's performance and what's included in the purchase.
Use correct brand descriptions. When describing the product's brand, ensure it uses the correct verbiage; avoid any un-related or misleading brand news and descriptions. For any branded products, clearly state the brand name and the product model number.
As the use of live streams continues to grow, it is important to keep these guidelines in mind, whether you are thinking of live streaming in China or anywhere else in the world, a proper depiction of your product and services will help to ensure happy customers and repeat business!
Wondering how you can incorporate live streaming into your arsenal of content creation tools? Contact us today at info@catalystagents.com