The new Gen Z and Entertainment divisions of the Manufacturing Media Consortium are looking at the way young D2C (direct to consumer) entrepreneurs use streaming to build an audience, a customer base, and most importantly generate sales. The old models of marketing have given way to TikTok, Instagram, and streaming platforms such as Twitch. Taking a page out of Wendy Williams mantra, “How you doin’?” the Gen Zers are using social media and streaming entertainment.
The popularity of streaming has become the preferred way to promote a manufactured product to a receptive and loyal audience. Those that succeed derive a dual source of income from streaming: they are “gifted” a digital currency created by viewers. Some streamers earn $10,000+ per month and subtly pitch links or make suggestions to entrepreneurial product lines and websites. These viewers are deeply and continuously engaged, tuning in 24/7 to feel connected to favorite streamers; this has been particularly true during COVID where isolation is rampant. Streaming provides an outlet for everyone involved to feel human connection, even if only digitally.
These young entrepreneurs know what they are doing. Every successful streamer is focused on engaging the viewers, even if it is a quasi-fashion show (if they design clothes or jewelry) they must always make sure the people watching their stream is priority. The D2C model also allows the inventory SKU and production levels to be commensurate with viewers demand in real-time. It is the Gen Zer version of QVC. It is entertainment without the heavy purchase push. (Although advertisers are jumping on board and creating fifteen-second commercial ads the viewer must endure in order to continue watching the stream.) Similar to advertisement in television, ad companies want to sell their clients’ products by placing commercial breaks during a popular streamer’s broadcast. Companies realize how many people are watching live streams, and they want to take advantage.
Founder of Manufacturing Media Consortium, TR Cutler suggested, “These folks are more than brand influencers or ambassadors. They are creating product lines just like any other manufacturing organization yet have turned to the communication dynamic which is natural, obvious, and authentic for themselves and their peers. Ultimately, whether the streamer receives gifts or if their self-made products sell, they are appealing to their customers via this outlet and it’s very smart.”
Thomas R. Cutler is celebrating the 23-year anniversary of the Manufacturing Media Consortium, a group of editors, journalists, freelancers, economists, addressing the industrial sector.
Cutler has personally authored more than 8,000 articles for a wide range of leading manufacturing periodicals, industrial publications, and business journals. He was recently named the Most Influential Supply Chain Journalist by AI Global Media. Cutler is the most published freelance industrial journalist worldwide, and nearly 5000 industry leaders follow Cutler on Twitter daily at @ThomasRCutler.
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