Live Commerce is Here: How Brands Can Capitalize on Live Video Shopping Trends
Live video streaming presents a powerful way for brands and businesses to engage audiences in real time while directly selling products or services. As livestreams become more popular across social media, brands that tap into this medium with an intentional strategy can unlock major revenue potential.
Follow these secrets to running live shopping events and demonstrations that drive sales.
Plan Compelling Livestream Content
The foundation of any effective livestream starts with planning relevant, engaging content. Determine what you want to share or demonstrate based on your products, brand messaging, and audience interests.
Some popular livestream content ideas include:
- New product launches or releases
- Live how-to demonstrations
- Behind-the-scenes footage
- Q&As, advice sessions, or interviews with employees
- User-generated content and reviews
- Limited-time flash sales or special offers
- Exclusive coupon codes and giveaways
Brainstorm fresh content ideas that align with your brand and audience. Variety keeps bringing viewers back while showcasing different products.
Interview employees or brand reps who can provide expertise and personality during the stream. For example, your product developer could discuss new item releases.
Test different types of livestreams to determine what content resonates most. Monitor engagement metrics, sales, and feedback to guide future streams.
Promote the Livestream in Advance
Build buzz and anticipation by promoting an upcoming livestream across your marketing channels. Share details like the date, time, featured products, special offers, or giveaways.
Leverage platforms like email, social media, blog posts, website banners, online ads, and text messaging to inform customers. Send reminder notifications as the livestream nears.
Advance promotion gives you time to boost reach rather than relying solely on live views. Share teasers or trailers to generate excitement.
Partner with influencers or brand ambassadors to help spread the word about your livestream event through their own marketing channels for expanded reach.
Promote both at the beginning of your sales funnel to attract new potential customers, as well as retargeting existing contacts like previous purchasers or email subscribers.
Go Live on the Right Platforms
When going live, select platforms where your target audience is highly active. Top choices include Facebook, Instagram, YouTube, TikTok, and native ecommerce or website streaming.
Consider which platforms make selling seamless during live videos. For example, Facebook Live Shopping includes shoppable tags that drive purchases while streaming.
Understand how each platform structures live video and tailor the experience accordingly. Interact with viewers through real-time chat and comments.
Test out different platforms to determine where you achieve the highest engagement, stream quality, and sales conversions. Allocate more time and resources into the top-performing channels.
Spotlight Specific Products
Rather than generically promoting your brand during livestreams, highlight specific products you want to move. Showcase items in detail with visuals and demonstrations.
For example, an apparel brand could model key pieces from a new collection released that day. A beauty brand may demonstrate how to use several recently launched makeup products.
Get hands-on with products during your stream. The tangible experience showcases quality and value. Let viewers see items in action.
Share context around spotlighted products like release dates, pricing, available colors, inventory count, and where to purchase. Ensure product details are clear.
Offer Limited-Time Deals
Limited-time discounts and flash sales work well with livestream events to incentive purchases. The real-time format adds urgency and excitement around deals.
For example, you could offer 20% off certain products for viewers who purchase during the livestream. Or bundle several items together at a package discount.
Promote the expiration of deals nearing the end of your stream to encourage last-minute purchases before it’s too late. Exclusivity also compels action.
If you have a physical product, show a limited quantity left counter decreasing during the stream to tap into scarcity. Limited inventory prompts faster purchases.
Make Buying Seamless
Reduce friction during livestreams by making the path to purchase as seamless as possible. Link directly to product pages or your online store through shoppable tags or posts.
Accept orders directly through channels like Facebook shops without forcing viewers to go elsewhere. Show real-time purchase confirmations on screen as social proof.
Have a clear CTA guiding people to buy now. Simplifying checkout drastically increases conversion rates during livestreams.
Ensure your payment processing, shipping, and fulfillment operations can smoothly manage an influx of livestream sales. Scale these appropriately.
Sweeten the deal by offering rewards and incentives exclusively for livestream viewers. These could include coupon codes, contest entries, early access to new arrivals, bonus gifts, or members-only discounts.
Incentives make it worthwhile for audience members to tune in live rather than waiting to watch a replay later. Perks also nudge viewers closer to a purchase.
Promote the perks prominently in your livestream promotion. Remind viewers during the broadcast of the special incentives available to motivate engagement.
Spotlight Customer Reviews
Incorporate real customer reviews, testimonials, and success stories as social proof. For example, invite a satisfied customer to discuss their experience on-air.
Positive peer recommendations carry more weight than brand claims alone. Let viewers see themselves using and benefiting from your products through authentic reviews.
Source video testimonials in advance that you can play at key moments during your livestream to build credibility. Ensure you have permission to share.
Review key metrics after livestreams to identify what worked and where you can improve engagement and sales. Important data to analyze includes live views, view duration, products featured, purchases/sales, audience feedback, channel learnings, and more.
Tweak future livestreams based on these insights. For example, feature more heavily the products that received the most purchases during past events.
Track sales directly attributed to your livestreams using unique promo codes or links to determine their revenue impact and return on investment.
Foster Community Through Live Video
Beyond just selling, foster an engaged community among your audience using livestreams. Build authentic relationships that keep viewers coming back.
Go live consistently on a fixed schedule so fans know when to tune in and watch together. This makes your stream a reliable fixture rather than a one-off event.
Interact with the audience through real-time chat and feedback. Have moderators engage with comments and questions. Spotlight viewer-submitted content.
Build in interactive elements like live polls, contests, Q&As and challenges. This two-way participation creates a fun community.
Collaborate with Other Brands and Influencers
Team up with complementary brands and influencers for “co-streaming” partnerships and cross-promotion opportunities.
A makeup artist could go live featuring your cosmetics line in their tutorial. Or a fashion brand may highlight select apparel from your company as part of their stream.
Joint livestreams expand your reach to new audiences already engaged by your partner. Negotiate promotional agreements that benefit both sides.
Enhance Production Quality
While livestreams have a raw, authentic appeal, ensure production values meet brand quality standards. Use adequate lighting, cameras, and sound equipment for a polished look.
For apparel and retail, outfit models in clothing and accessories available for purchase. Show products in flattering, consistent conditions.
Add graphics, stock footage, on-screen text, and other overlays to amplify key messages. Engaging visuals enhance the experience.
To Summarize, Using livestreams to sell products or services allows direct audience engagement in real time. But simply going live alone isn’t enough – you need an intentional strategy. Plan compelling content focused on specific products. Market live events in advance across channels. Make buying seamless with shoppable links. Offer limited-time perks and deals. Spotlight authentic reviews. With the right approach, livestreaming unlocks immense sales potential.