Influencer communities have driven e-commerce inclusion for brands and sellers as live shopping has grown. According to a recent report by Shopee titled “Past the Starting Line: Adapting to Malaysia’s Digital Consumers in 2023,” 82% of Malaysian influencers are enthusiastic about remaining resilient and relevant in the e-commerce industry. 60% of the 940 local influencers polled last month had only been using the site for a few months.
Two-thirds of influencers are concentrating on developing their expertise as a component of their personalities and establishing transparent connections with value-based buyers as part of their New Year’s resolutions. Shopee’s influencers want to provide more genuine and authentic content across live formats to be more connected to their followers since they frequently receive comments from younger customers who need more information to shop smarter.
To do this, influencers interact with customers on Shopee Live, with 6 in 10 of them prioritising more niche-specific video content and becoming experts at promoting relevant goods through reviews, unboxing, advice, and live demos.
Unboxing has gained popularity as younger generations enter the market and engage in live conversations with Shopee’s influencers thanks to the increase in value-based shopping. Among these audiences, live shopping has emerged as the most trustworthy venue for personalised guidance, reciprocal feedback, and product explanations supported by solid evidence. While creating their unique voices and working with other influencers in their specialty sectors, influencers can utilise these insights to show off the full potential of goods and illustrate their effectiveness in usage.
“We are excited to see such optimistic feedbacks from our influencer community and are thrilled to see their growth. These influencers will be a key driving factor in shaping the future of the digital economy and we are glad to see them take a step forward to widen their knowledge and skills through our Shopee Masterclasses. We are committed to helping our influencers cultivate more meaningful and loyal relationships online through our Shopee Affiliate Programme, Shopee Influencer Marketing Programme, and Shopee Live.”
— Kenneth Soh, Head of Marketing Campaigns at Shopee Malaysia
6 out of 10 influencers are driven to improve the quality of their content in order to better engage customers and thrive in the digital economy. Shopee supports a number of initiatives aimed at elevating influencers, including Shopee House, where creators gather twice a month to meet, discuss, and get to know one another, and Shopee Masterclass, a virtual initiative where artists hold knowledge-sharing sessions.
Since its debut in August 2022, Shopee’s Masterclass has trained over 500 local influencers. It is a platform where prominent influencers such as SoImJenn, Safuan, Ceddy, and Dato’ Calvin have shared their experiences with aspiring influencers in order to help them improve their content production skills. Content creators can also discover how to increase their earnings through brand sponsorship and the Shopee Affiliates programme.
Shopee will continue to offer chances at its Shopee Influencer Fest in support of influencers’ new year resolutions, allowing influencers to broaden their connections in the community and create partnerships with companies. Furthermore, Shopee’s KOL Masterclasses will include more instructional resources to assist them in adapting to changing ecommerce trends.