Twitter tests live-stream shopping model in Brazil
Twitter, one of the most popular social media among Brazilians, began testing the live-stream shopping model in the country. The so-called "live commerce" is one pillar to attract advertisers and increase revenue in this second half of the year, when major events such as the FIFA World Cup in Qatar, Black Friday, and year-end holidays take place."We are sharing a lot with brands the increase in conversations about the World Cup on the platform because it will definitely be one of the biggest events within Twitter this year," Fiamma Zarife, Twitter’s country manager for Brazil, told Valor.Twitter launched live-streamed product sales last year in the United States. "We had a simultaneous audience of 2 million people in a Walmart live commerce," the executive said.Although Twitter is not a short video-centric platform like TikTok, Kwai, and Instagram, Ms. Zarife says that video content generates conversations on the platform and accounts for 50% of the audience, currently. "We have a symbiotic relationship with TV in content like reality shows, soap operas, and soccer, which are passions of Brazilians," she said.But she also considers that the economic situation is complex. "Today we have a difficult macroeconomic scenario for the whole world, not only in Brazil, which leads companies to be more cautious and assertive with marketing investments," she said. "We know that media investment is a reflection of the economy, but we take a very positive look at how Twitter can join these major events with an influential audience, which is much more opinionated." In the political field, in particular, Twitter is considered an important social media and is used by politicians and their followers.This year’s Brazilian elections, with the first round of voting scheduled for October 2, are stirring up the social networks. But it is during the soccer World Cup and Black Friday that Twitter and its competitors see more opportunities to make money with video advertising, live sales, and content produced by influencers.Meta, the parent company of WhatsApp, Instagram, and Facebook, had the largest share (26%) among digital networks in advertising investments between January and the end of July, according to Nielsen, followed by Google's YouTube, with 22%.Meta’s strategy to draw advertisers - the company says there are 200 million worldwide - is to turn advertising into a natural part of users’ navigation. "We combine our business solutions with the way people...
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