Social media ecommerce has revolutionized how people buy, and one of the most exciting additions is a livestream shopping event. Livestream shopping events are booming, and they are a powerful new way for your marketing agency’s clients to reach their customers and close sales through human interaction. People can ask questions, see demos, and feel secure in their choices before hitting buying.
In the US, live commerce sales are growing at an unbelievable rate.
Back in 2022, when live commerce sales were less than half what they are today, 47% of Gen Z consumers in the US and UK had made a livestream purchase.
But successful livestream shopping events don’t just happen. They require meticulous planning, strategic execution and understanding the capabilities of your chosen social media platform. Let’s explore how to create compelling and profitable live shopping events for your clients.
Start with your reasons for having the livestream shopping event, because these will influence everything you to prepare. These may include
Now that you have your objectives, you need to determine how to measure your success in meeting them. Some metrics you might use are
Like any marketing, you need to know where to find the right audience for your products and services. Analyze the demographics of your client’s target audience to choose the best platform. Each social media platform has unique strengths:
You also need to consider the features each platform offers you for your live shopping event, because they vary. These features change all the time, though, so keep up to date.
Your client may also want to host their live commerce event on their own website. This will drive more people to the website, where they may buy other things on your site. You will still be able to multi-cast to social media if you do this, but you may need to encourage your client’s audience to jump to your website to buy in this case.
Choose products that are visually appealing and demonstrate well on camera. You may want to feature a series of products that work well together (think outfits and accessories). Consider highlighting:
Outline a detailed agenda for the live event including:
Prepare a script to ensure smooth delivery and cover key talking points. However, maintain flexibility to adapt to live interactions with your audience. And don’t forget to demo your client’s products. Get people excited so they are clamoring to buy!
Select a date and time when your client’s target audience is most active online. Use social media insights and analytics to determine peak engagement times. If you have audiences in various time zones that are wide apart, you may want to host at multiple times for different regions.
Practice the flow to manage time effectively. Have a beginning and ending time for your event, and a set time allotted for each segment of your broadcast. Don’t forget to leave time for questions and interaction!
Avoid scheduling during major holidays, events, or competitor activities that might divert attention.
Promote the event well in advance to build anticipation. Create a content calendar to manage promotional activities leading up to the event.
There’s nothing worse than throwing a party and forgetting to send the invitations. If you want a successful livestreaming shopping event, you need to promote it heavily. Promote your event on every channel you can. This may include
Ensure high-quality video and audio with reliable equipment:
You should test your equipment and Internet before the event, but problems may still occur. Have a backup plan in case of technical issues. Prepare an alternative streaming device and backup Internet connection.
Integrate a secure and user-friendly payment system. Options include:
Provide clear, step-by-step instructions for customers on how to make purchases during the live event. Use on-screen prompts and verbal explanations.
Start by greeting viewers warmly and introducing yourself and the brand. Set a friendly and enthusiastic tone.
Encourage interaction by:
Respond to comments and questions in real-time to create a personal connection. Use this opportunity to highlight product features and benefits.
Hosting a live shopping event on social media requires thorough planning, strategic execution, and real-time engagement. But you don’t have to be an expert. Umbrella white label marketing services can help! To schedule a free consultation, contact Umbrella through our website or call (866) 760-2638.