It’s no secret that Malaysians seem to have a keen interest in watching online content through live streams. — Freepik
In June this year, Nurul Nabila Idris faced the dilemma of dwindling sales at her home-based nasi lemak business in Seri Kembangan, Selangor.
She added that her business’ previous premises, located at a highway R&R, had just closed down due to renovation works.
The entrepreneur, 31, felt that she needed to draw in more customers to her new home-based location in order to improve sales.
“I decided to do a livestream even though we only had about 600 followers on our TikTok account. In our first livestream, I just set up a camera to show our plating process,” she said when contacted by LifestyleTech.
Nurul Nabila admitted that she was quiet throughout the first livestream as she was unsure of what to do.
Nurul Nabila turned to livestreaming with the hopes of drawing in more new customers to her nasi lemak business. — NURUL NABILA IDRIS
“It was awkward. We didn’t get much viewers. Felt like I was talking to myself,” she said.
When she graduated with an IT degree in 2016, her parents encouraged her to manage the family’s nasi lemak business, which had been operating since 1992. Now that her parents have retired, Nurul Nabila is determined to keep the business going through the livestreams, trusting that a modern approach would be the key to success.
Over time, she learned to engage with viewers and keep up with the chats as she worked.
“We started doing more sessions from 10.30pm to 3am where we typically show our preparation and cooking process. Then another session from 7.30am where viewers get to see us in action when customers start coming. The live will end when we sell out for the day,” she said.
Nurul Nabila noticed that viewers were entertained during the live sessions.
“I think they feel like they are running the business with me and they like the experience. I’ve had viewers reminding me to not forget to add sambal for the customer,” she said.
Her determination has paid off as she said the nasi lemak business’ TikTok follower count has since increased to over 38,000.
She added that she’s also seeing more new customers and long queues at her stall.
“It’s very interesting as well to see how most new customers said they are buying nasi lemak because they saw our live sessions,” she said.
Avid audience
It’s no secret that Malaysians seem to have a keen interest in watching livestreams. Last month, tour guide Muhammad Aswat Azdha Idris became a viral sensation when he started livestreaming sea snails racing from Pulau Tuba in Langkawi.
On Sept 17, American YouTuber Darren Jason Watkins Jr or popularly known as IShowSpeed documented his frenzied visit to town with a five-hour livestream that achieved more than 30 million concurrent views. He has said that while he was in Malaysia, he gained more than 120,000 new subscribers.
But what keeps viewers watching? According to Yuhwen Foong, the founder of influencer marketing company SushiVid, viewers like receiving feedback or positive reaction from the livestreamer.
“When the creator acknowledges the viewers, they feel seen. We find that livestreaming also works well with introverted viewers who in real life may feel a bit apprehensive to speak or talk to someone openly,” she said.
As a live host, Nur Haslinda’s role is to promote products and drive sales to the platform’s ecommerce site. — NUR HASLINDA SULAIMAN
Interest in livestreaming has also led to some viewers looking for job opportunities as live hosts. Penang-based assistant nurse Nur Haslinda Sulaiman, 21, shared that she became interested in live hosting last year.
“I wanted to look for a side income. Then I found a group on Facebook with live hosting work opportunities and applied from there. I feel confident about my ability as I’m a chatty person and I love talking,” she said.
As a live host, Nur Haslinda’s role is to promote a product and encourage customers to place their orders through the platform’s ecommerce site.
“I do a two-hour session daily after my work ends in the evening. I’d tell viewers why they need to purchase the product. I’d create this sense of frenzy and urge viewers to buy it before it’s gone,” she explained, adding that her prep work includes learning how to use the product and following the script provided by the client.
Pros and cons
Foong claimed that Malaysians doing live hosting as a part-time gig can earn between RM60 to RM200 an hour. Some would also earn more through commissions.
“We find that most people who are looking for live hosting gigs are interested because it allows them to work from home. Plus the set up is not complicated as all they need is a good smartphone, consistent Internet connection and good lighting,” she said.
Foong shared that viewers can become abusive, particularly towards female hosts. — YUHWEN FOONG
For Nurul Nabila, however, managing a livestream while tending to customers at her nasi lemak stall can be challenging.
“We only take orders and arrange for delivery for viewers when there are fewer than 10 customers in line. As things can get hectic at the stall, I’ve appointed an admin to monitor the chats. I remember once that my admin had to come get me because viewers had started arguing in the chats,” she said.
The argument stemmed from some viewers who claimed that they had waited too long for their order, while others then chimed in to defend her.
“It was quite chaotic. So I had to urge viewers to stay calm as I sorted out the issue,” she said.
Dealing with negativity
Foong shared that viewers can become abusive, particularly towards female hosts. When it happens, Foong urges the hosts to never acknowledge harmful comments.
“In real life, there are people who would do nasty things just to see your reaction. They have also moved online to hurl abusive comments because they get a kick out of your reaction. It can get worse, prompting some hosts to turn off the stream,” she said, adding that patience is an important quality for live hosts.
As for the hosts, Foong said it’s important to be transparent with viewers.
“Never lie about the product or experience that you’re showcasing. Once trust is gone, it can be hard to regain as viewers will move on to the next creator,” she said.
