livestream shopping event

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.

  • US sales 2022: $20 billion
  • US sales 2023: $50 billion
  • Projected US sales 2026: $68 billion, over 5% of all US ecommerce sales

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.

1. Define Your Goals

Start with your reasons for having the livestream shopping event, because these will influence everything you to prepare. These may include

  • Launching a new product
  • Clearing out old inventory
  • Increasing brand awareness
  • Driving immediate sales
  • Building customer loyalty

Now that you have your objectives, you need to determine how to measure your success in meeting them. Some metrics you might use are

  • Number of live viewers
  • Engagement rates (comments, likes, shares)
  • Conversion rates
  • Revenue generated
  • Customer acquisition cost

2. Choose the Right Platform

Audience Demographics

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:

  • Instagram: Ideal for visual storytelling and younger audiences
  • Facebook: Best for reaching a broad demographic with robust community features
  • YouTube: Suitable for detailed product demonstrations and a wide range of viewers
  • TikTok: Perfect for short, engaging content aimed primarily at Gen Z

Platform Features

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.

  • Instagram Live Shopping: Allows for product tagging during live streams
  • Facebook Live Shopping: Offers built-in checkout and product listings
  • YouTube Live: Supports integration with e-commerce platforms for seamless shopping
  • TikTok Live: Enables real-time engagement and viral potential

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.

3. Plan Your Content

Product Selection

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:

  • Bestsellers
  • New arrivals
  • Exclusive items
  • Bundles and special offers

Event Structure

Outline a detailed agenda for the live event including:

  • Introduction and welcome
  • Product showcases
  • Demonstrations and tutorials
  • Customer testimonials
  • Live Q&A sessions
  • Exclusive offers and discounts
  • Closing and call-to-action

Script and Demos

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!

4. Schedule the Livestream Shopping Event

Optimal Timing

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!

Conflict Check

Avoid scheduling during major holidays, events, or competitor activities that might divert attention.

Early Announcement

Promote the event well in advance to build anticipation. Create a content calendar to manage promotional activities leading up to the event.

5. Promote the Livestream Shopping 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

  • Your client’s website: Needless to say, you should have banners all over your client’s website that lead their customers to a landing page with all the event details and benefits. If your client has marketing partners, make sure to promote it on partner websites also.
  • Social media posts: Create engaging posts with event details, using eye-catching visuals and videos. Consider boosting your posts and creating social media ads to reach additional prospects.
  • Stories and reels: Lean hard on your client’s social media. Use Instagram and Facebook Stories and TikTok Reels for short, dynamic promotions.
  • Email marketing: Send email invitations and reminders to your client’s mailing list. Be sure to include a link and all the details of where and when.
  • Influencer collaborations: Consider partnering with influencers to get the word out, particularly if your client already has an influencer relationship. Or, you may want to get an influencer involved in presenting at the event itself as well as promoting it.
  • Teasers and Countdowns: Build excitement with teaser videos, behind-the-scenes content and countdowns. Highlight exclusive offers and what viewers can expect.

6. Get Your Technology in Place

Equipment Check

Ensure high-quality video and audio with reliable equipment:

  • Camera: Use a good quality camera or smartphone.
  • Microphone: Invest in a high-quality microphone for clear sound.
  • Lighting: Set up proper lighting to enhance product visibility.
  • Internet Connection: Use a stable and fast Internet connection to avoid interruptions.

Backup Plan

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.

7. Set Up a Secure Payment System

Integration

Integrate a secure and user-friendly payment system. Options include:

Clear Instructions

Provide clear, step-by-step instructions for customers on how to make purchases during the live event. Use on-screen prompts and verbal explanations.

9. Engage with Your Audience

Warm Welcome

Start by greeting viewers warmly and introducing yourself and the brand. Set a friendly and enthusiastic tone.

Interaction

Encourage interaction by:

  • Asking viewers to comment and ask questions
  • Conducting polls and quizzes
  • Addressing viewers by name

Real-Time Responses

Respond to comments and questions in real-time to create a personal connection. Use this opportunity to highlight product features and benefits.

Want to Try a Livestream Shopping Event for Your Client?

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.

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