the Anatomy of a Viral Livestream: How Ratchanok “Janey” Suwannaket Mastered the 4 A’s of Digital Marketing
Ratchanok “Janey” Suwannaket’s recent record-breaking livestream event isn’t just a story of impressive sales figures – it’s a masterclass in modern digital marketing. Generating a staggering 557 million baht in sales over six days (October 9-14), her success provides valuable insights for brands and influencers alike. According to Asst Prof Ake Pattaratanakun,head of the Marketing Department at Chulalongkorn Business School,Janey’s triumph wasn’t accidental. It was a carefully orchestrated campaign leveraging what he terms the “4 A’s” of prosperous digital marketing: Algorithm, Attention, All Together, and audience Collaboration.
This article delves into each of these elements, exploring how Janey’s strategy worked, what lessons businesses can learn, and whether this approach is a viable path for all brands.
Decoding the TikTok Algorithm: Consistency is King
Many assume livestream success hinges on aggressive sales tactics.Though, Prof. Ake’s analysis reveals a diffrent truth. TikTok’s algorithm, he explains, prioritizes consistency over immediate revenue. The platform rewards livestreamers who regularly deliver engaging and creative content, building a loyal audience over time.
Janey’s consistent presence and dedication to entertaining her viewers clearly resonated with the algorithm, boosting her visibility and reach. This highlights a crucial shift in marketing thinking: building a community and providing value should be the primary focus, with sales as a natural outcome. Simply put, TikTok isn’t looking for one-off sales events; it’s looking for reliable content creators.
Capturing attention: Storytelling and Strategic Timing
Generating initial interest is paramount, and Janey expertly leveraged the power of personal storytelling. Sharing intimate details about her family life before the livestream marathon sparked significant public curiosity and drew viewers in. This demonstrates the enduring appeal of authenticity and relatable content. People connect with people, not just products.
Furthermore,the timing of the livestream was strategically aligned with the popular “double day” shopping event on October 10th (10.10). Capitalizing on a pre-existing consumer mindset geared towards spending significantly amplified her reach and sales potential. This underscores the importance of understanding cultural moments and aligning marketing efforts accordingly.
The Power of “All Together”: Leveraging Collective Behavior
Prof. Ake points to a key cultural difference between Asian and Western societies: a stronger emphasis on collectivism. This translates into a powerful phenomenon known as “Fear of Missing out” (FOMO). When Janey’s livestream began trending,individuals who hadn’t initially planned to watch tuned in simply to understand what everyone else was talking about.
This highlights the viral potential of trending content. The desire to be “in the know” and participate in a shared experience drove significant viewership, creating a snowball effect.Brands can tap into this by creating events and content that encourage social sharing and discussion.
Audience Collaboration: Expanding reach Through Influencer Partnerships
Janey didn’t build her success in isolation. She strategically collaborated with other influencers and high-profile celebrities, most notably actress Patcharapa “Aum” Chaichua. This broadened her audience exponentially,introducing her livestream to individuals who might not have otherwise discovered it.
Partnering with established figures provides instant credibility and access to a new pool of potential customers. However, authenticity is key. Collaborations should feel natural and aligned with both parties’ brands.
Sustaining the Momentum: Beyond the Viral moment
While achieving viral success is exciting, maintaining it is a far greater challenge. Prof. Ake cautions against the common pattern of influencers experiencing a rapid rise followed by a swift decline.
He emphasizes the importance of four core pillars for long-term sustainability:
* Consistency: Maintaining a regular content schedule.
* Product/Service Quality: Offering genuine value to customers.
* Content Value: Providing engaging and informative content beyond just sales pitches.
* Creator Character: Demonstrating integrity and positive values.
He suggests that Thai brands can learn from global examples like Lady Gaga, who has cultivated a fiercely loyal fanbase - the “Little Monsters” – through a strong emotional connection and a dedicated community.Moreover, contributing positively to society through philanthropy can further enhance brand reputation and foster long-term loyalty.
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