Live streaming platforms (LSPs) are a form of social media that are rapidly growing in popularity. For example, Twitch, a social media site dedicated to live-streaming video game content, has nearly 140 active consumers watching 24 billion hours of content annually. However, marketing research has done little to understand how these platforms differ from traditional social media platforms (TSMPs) and how these differences impact influencer and consumer behaviors. We propose a conceptual framework, focused on the psychological state of shared attention, that outlines how LSPs impact consumer and influencer behaviors as well as network formation on the platform. Subsequently, we propose eight propositions to suggest how these differences impact marketing content effectiveness. These propositions focus on three areas: (1) the reach of integrated content on LSPs, (2) consumer engagement with integrated content on LSPs, and (3) stream, influencer, and consumer characteristics that moderate content effectiveness. This work provides insights for marketers to better leverage these platforms to maximize marketing effectiveness.