Wechat Live Webcams Online
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After WeChat Article and WeChat Channels videos feed, le’ts dive into another form of content to broadcast within the WeChat ecosystem: live streaming on WeChat. Tencent provide 2 main options to do live streaming: Tencent live streaming existing solution and Wechat Mini Program live streaming integrated function
A bit of context: live-streaming is a very increasingly popular medium among certain groups of people (e.g. teenagers) in China through:
This form of content creation is mainly used by WeChat KOL/influencer and brands to interact with their audience.
Taking the curve of the fast-growing market size of online live streaming (it will reach around 112 billion yuan in 2020 according to the forecasts), the WeChat team have provided brands with tools to easily and cost-effectively realize a live broadcast leveraging:
Live streaming contents can help conversion depending on your:
Functionalities and channels within WeChat to do a live broadcast
A few industries (graming, e-commerce to name a few) are active in live video broadcasting because:
Market size of online live streaming in China from 2016 to 2020 | June 2018 [Statista]
There are several solutions to enable brands and businesses to do live streaming within WeChat.
Live streaming component to integrate into a custom made Mini Program. It’s a templated feature which is only open to enterprise.
Tencent releases a live streaming capability to be integrated into a WeChat Mini Program (MP) in 2020.
This feature can be relevant for eCommerce type Mini Program.
The brands can link from their Mini Program where the live streaming is happening to their branded online shopping channels so that the user is taken directly to the product page to buy.
This broadcast utilizes the combination of a native mobile APP (admin side) and a WeChat Mini Program (user side).
This Mini Program is called: Tencent Live Mini Program / 看点直播.
Supporting audio and video broadcast
The brands can create a link from the Tencent Live Mini Program where the live streaming is happening to their branded eCommerce Mini Program so that the user can start shopping.
The Native mobile APP called: Tencent Live App / 腾讯直播APP, available on Android and iOS.
The account on this platform can be linked to the WeChat Official Account (OA). Then the OA operators can create a live stream channel.
Functions available (available features are different whether you open a business or individual account):
How brands and businesses can drive traffic to the live-streaming session on WeChat.
In the live-streaming appointment management support, users get notified as a reminder when the live stream is about to start. User can then access the official live streaming Mini Program easily from the brand zone.
A live streaming card can be embedded in the WeChat Article.
The card format of the Tencent live streaming Mini Program or a owned Mini Program can be added in the body of the WeChat Article.
Live streaming card in a WeChat Article
The live streaming link can be shared on WeChat Moments or to WeChat Group / Individual chatting thread.
Individuals can register an account to do live streaming on Tencent Live App / 腾讯直播APP
[Feature in testing phase] WeChat is releasing the capability to integrate live streaming into your own Mini Program. This feature is offered to selected eCommerce Mini Programs only by invitation.
WeChat launch 2 platforms:
– 1 for WeChat Official Account operators to create a live stream channel
– 1 for WeChat users to book and watch livestreams
If you think of some improvements or missing information…
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