In an age where Instagram influencers, TikTok personalities, and Youtube bloggers are among the world's most famous celebrities, advertising is constantly evolving to maximize reach. A recent trend in the incubation stages in the U.S. is interactive, live advertising and shopping. This form of advertising has influencers promote and use products on a live feed, interacting with viewers by answering comments and often giving away samples. For the same reasons that Twitch streamers and Youtubers are able to sell merchandise and subscriptions, live advertising has been relatively effective at reaching and selling to a target audience.

Already a large market in China, where live advertising has been responsible for over $65 billion USD in revenue to date, Amazon launched its live platform in November 2019. Influencers are encouraged to apply, where they are accepted or declined based on social media followers and engagement rates. These influencers are live for up to 8 hours a day, where they work for a small base salary plus commission for products sold their live streams.

While not a mainstream promotional method yet in the U.S., live advertising has seen impressive results overseas and offers a relatively inexpensive method to reach a segmented audience.