Pongo Platform Bridges the Need for “Live Streaming” Content for E-commerce Promotion

The Pongo Indonesia platform confirms its debut in the local market, is here to bridge the need for short videos and videos live streaming for product promotion E-commerce. Their efforts to penetrate the market are also getting more serious after the parent company posted a series A funding of $7,7 million from SMZDM, Lenovo Venture Capital, and Grift Ventures.

The Chinese startup wants to bring success stories from its home country. There, video-based promotional content can generate good traction for product E-commerce, alsoin improving brand awareness. To maximize their business in Indonesia, they have also formed a local team led by Nathasya Kristianto as director.

Connecting content creators with brand

In an interview with DailySocial.id, Nathasya explained Indonesian Pongo positioning itself as a Multi-Channel Network (MCN) company. MCN can be said to be a liaison between content creators and brand. To shade and maximize the performance of the talents/creators, they will get the necessary facilities and support.

“Pongo also offers a new way to earn income for Indonesians as actors live streaming. Through content created by actors streaming, hope not only help brand in selling their products, but can also help consumers get good quality goods,” he added.

Various groups can join, Pongo will provide them with various trainings, such as public speaking, personal branding, down to the technical details in the world live streaming.

“In addition, we provide opportunities for traditional sellers as our users to be able to reach consumers directly online while increasing product sales. Our short video recommendations as well as online sales mode live will help brand get the double effect of publicity brand and sales,” explained Nathasya.

Pongo itself has actually been present in Indonesia in 2020. Currently they have more than 20 perpetrators live streaming from various categories who are ready to help traditional sellers or brand in making sales. Starting from sports products, beauty and care, clothing, accessories and many other categories.

Meanwhile, Pongo is also gradually cooperating with various brand, such as Taotronics, Eraclean, Baseus, Meiling, Ravpower, Dazzle Me, Life Space, DSM, Acome, Joyseus, Perfin, and many more.

Potential marketing through video

From the data submitted, the phenomenon streaming di E-commerce is experiencing a surge in popularity in China and is also growing rapidly in Southeast Asia, especially in the era of the pandemic. According to Forbes, the industry is estimated to generate $60 billion per year or the equivalent of IDR 856 trillion. In 2019, about 37% of buyers online in China (265 million people) made purchases via session live streaming.

“Key factors leading to success live streaming this is triggering immediacy or sense of urgency to buy certain products through a massive sales promotion, such as flash sale, "He explained.

If we look at some applications E-commerce popular in Indonesia, such as Shopee or Bukalapak, they regularly schedule activities live streaming  (either on the platform or on social media) to accompany certain moments, for example during a shopping party online. In particular, their application is also equipped with the capability to display the session, equipped with interactive features for consumers. Even to meet these needs, specifically Blibli too launched the Blibliplay feature in the application.

"With the increasing trend of short videos and live streaming, everyone has the same chance to be famous. Besides, being a doer live streaming also presents a great opportunity for students, housewives and traditional sellers to generate new stable income. We are preparing to launch a training program for the principals live streaming in the near future," said Nathasya.

Video promotion era

From the results of a survey of users E-commerce in the United States, published by Sales Layer, shows an impressive trend of contributing video-based content to promotional activities. From the consumer side, 96% of potential buyers were helped by video explanations to learn about the products purchased. While 85% of businesses are also starting to take advantage of video-based tools to improve their marketing and sales.

On the other hand, business is also offered by a -based marketing approach an influencer or by social media celebrities through their content. In this area, some startups also provide tools to connect talent with owners brand. From the records of DailySocial.id, so far there are several platforms active in the Indonesian market, including Partipost, Ranena, AnyMind, Hiip, Verikool, Socialbuzz -- even specifically Gojek too partnering with the Allstars platform to provide similar marketing options for its partners.