Can a Livestream Really Run All Day? “Based” The Personal Care Product Says Yes!

B

based

BASED

12.2M 140.6K 1.6K 1.0K 5.7K

Comments

• D

  dailydose681 2mo ago

  I have never seen BASED live lmao

  11.3K

• A

  adamk0922 2mo ago

  Who are these new gen based workers

  7.6K

• M

  mada.m1010 2mo ago

  dont seem live to me

  2.8K

• A

  abbie_13025 2mo ago

  not live

  740

• M

  manifestation3760 2mo ago

  Based is rare ball knowledge ngl

  270

• R

  roxy_poxy3m 2mo ago

  I'm not following and I see the live

  98

• U

  user793587406 2mo ago

  Bro i’ve never seen them live😭

  33

• D

  dullmatteo 2mo ago

  But i don‘t follow?

  32

B based

12.2M 1.0K 140.6K

B

based

BASED

19.0M 195.3K 1.7K 2.3K 8.8K

Comments

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  axl.douglas 2mo ago

  well well well...

  21.0K

• Z

  zzgustas7 2mo ago

  I have NEVER seen based live

  6.8K

• U

  umar_3481 2mo ago

  Not live rn

  2.8K

• N

  nimroq 2mo ago

  yes yes live

  165

• E

  eric201214 2mo ago

  I’ve never seen them live once

  77

• H

  harrison.mccarthy2 2mo ago

  Are you sure about that

  56

• 2

  204_jelly 2mo ago

  No live right now

  21

• T

  tescobag30 2mo ago

  No they not

  10

B based

19.0M 2.3K 195.3K

TL;DR

Trend: Turning operational consistency into content: 24/7 Always-On Livestream.
Views: Based’s post reached 6M+ views.
Format: Repeatedly highlight a distinctive brand habit, in this case livestream 24/7 to spark conversation and reinforce brand identity.
Why it works:
- Repetition builds brand recognition
- The unusual claim “We’re live 24/7” sparks curiosity
- Curiosity encourages comments, shares, and livestream visits
Use it when: Your brand has a unique, repeatable behavior that audiences can easily associate with you.

Based BodyWorks is a personal care and grooming brand founded by social media creator, Lance Baker. While the brand is known for its science-backed products, one of its biggest differentiators is its 24/7 livestream strategy.

Instead of treating livestreams as occasional sales channels, Based makes its 24/7 livestream the content itself by repeatedly asking one simple question:

“Is Based live right now?”

One video surpassed 6M+ and 8M+ views,. Rather than emphasizing products, the videos invite viewers to check the livestream for themselves, turning curiosity into engagement.

The comment section becomes part of the strategy. Users react with surprise, joke about the nonstop livestream, or confirm they’ve seen Based live at different times of the day. These interactions reinforce the brand’s “always-on” positioning