Meet Eve Ng, a ‘live’ streamer and content creator who helps merchants kickstart and navigate their journey on TikTok. In today’s digital world, engaging contents can significantly drive sales. By providing comprehensive services from account setting, training, she can empower business and also increase their online presence.
Currently, Eve has a few channels, including a Pets channel where her team brings in show quality dogs into Singapore. A food vlog channel which she is starting in April where she will fly to Hong Kong and China regularly for exclusive food tastings in upscale restaurants. She also has a singing channel where she showcases her love for singing.
What inspired you to focus on live streaming and help merchants establish their presence on TikTok?
I recognised the gaps where some businesses do not want to step out of their comfort zone in leveraging their businesses using social media. It wasn’t an easy task to change consumers’ mindsets, but with good strategies, everything is workable.
We educate, create strategies, develop content, engage audiences, and leverage systems to drive sales. We experiment and study data. As trends evolve, flexibility and creativity will be the key to keeping audiences engaged.
How has the demand for ‘live’ streaming services evolved in recent years, and what trends do you foresee in this space?
Trends in social media can be quite dynamic. Understanding these fluctuations is crucial for developing strategies. Buying power has significantly dropped compared to last year. We are currently working on new marketing plans and building a system to adopt cross-promotions across different platforms.
Can you share a success story where your one-stop service significantly boosted a merchant’s business?
Lifestyle products like Home and Living are harder to sell on social media. To address this, we proposed a couple of plans and engaged relevant creators for ‘live’ streaming. The response was good, and we managed to drive traffic back to the showrooms. Customers still want to see and feel products personally.
It wasn’t an easy task, but patience and perseverance are key.
What challenges do merchants typically face when starting ‘live’ streaming, and how do you help them overcome these challenges?
Their only concern was hidden costs, platform costs, etc. We usually lay out and explain all the costs involved, including our agency fees.
Once they understand, merchants gain confidence and trust us to manage their sales.
Each creator has their niche focus. Identifying creators who are passionate and knowledgeable about the products they are selling can lead to more authentic presentations and higher conversion rates.
How do you select and train ‘live’ streamers to ensure engaging and effective broadcasts for your clients?
Each creator has their niche focus. Identifying creators who are passionate and knowledgeable about the products they are selling can lead to more authentic presentations and higher conversion rates.
So we carefully select these creators while also analysing their sales history and audience dynamics. It’s a stringent process but necessary.
What strategies do you recommend for businesses to attract viewers during TikTok ‘live’ streams?
Most strategies currently revolve around AI. We work extensively behind the scenes with AI companies for every stream. We analyse data, optimise boosting strategies, and refine our approach based on insights.
Many people think we just turn on the camera and go ‘live’, but they don’t realise it takes days of preparation. That’s one of the biggest challenges—ensuring everything runs smoothly to maximise visibility and engagement under tight deadlines.
We also work directly with merchants to create ‘hard-to-turn-down deals’ to attract consumers and maximise profits for all.
What advice would you give to merchants who are hesitant about adopting ‘live’ streaming as part of their marketing strategy?
Embracing social media is indeed a crucial step to thriving in today’s digital landscape. Building a presence online enhances visibility, attracting a broader audience and driving traffic.
Platforms allow direct interaction, fostering loyalty. They offer cost-effective marketing and budget-friendly alternatives to traditional advertising, enabling targeted promotions with measurable results.
For merchants who are hesitant, we always tell them it’s worth giving it a shot. Even if your product does not sell well during the first stream, we review and adjust strategies. But beyond ‘live’ streaming, it also plays a role in building your brand presence.
Where do you see yourself in the next five years?
My upcoming plan is to expand into Hong Kong, as I will be spending more time overseas to explore new opportunities. I am taking up a new role alongside a few Head Chefs in Hong Kong to introduce unique and elevated culinary experiences to Singapore from April onwards.
Connect with Eve: TikTok, Instagram and Facebook.
