As people discover more and more applications and potential business opportunities for live videos,—— from Live Q&A, Live Concerts, to Live Consulting Services and Live Auctions, live streaming has become one of the mainstream brand marketing strategies. According to Alibaba, Taobao Live has a conversion rate of 32%!!) (i.e., 320,000 items are added to the cart for every 1 million views.) Local data shows that the average number of views of live shopping videos on Facebook’s retail page is up to 50,000, indicating that live shopping has gradually become the new normal for Hong Kong people.
How to attract more people to watch the live broadcast?Which time is the best time to live broadcast?How to increase the sales of live shopping?The following is to break down the elements of live shopping and how to increase live sales.
The three elements of live shopping: real-time interaction, product real-life, and atmosphere
Element 1: Instant interaction
Shopping is not only satisfying people’s desire to buy, but also a social activity. Despite the convenience of simple online shopping, browsing products in front of a cold screen is not a substitute for shopping in a physical store with friends and meeting staff face-to-face. One of the major features of live shopping is the interaction between the “live streamer” and the audience, and even between the audience and the audience, through real-time Q&A or leaving comments with other viewers to review the product, etc., to supplement the lack of social elements in online shopping, so that consumers can be more engaged and increase their shopping desire in disguise.
Element 2: Product realism
During the live broadcast, the host will not only show the actual product, but also demonstrate how to use it in real time, such as the actual effect of the clothes after wearing them, feasible matching, etc. Compared with pictures or a few simple sentences of product information, live streaming can provide more detailed product information and a “hands-on” feeling, which can undoubtedly give consumers greater confidence in purchasing.
Element 3: Create an atmosphere
In addition to factors such as the quality of the business and whether the live streaming process is entertaining enough, whether the “live streamer” (whether it is a KOL, store owner or store staff) can present the product attractively, and whether the personality is likable is also crucial. Many viewers will buy the products they introduce because they like the personality or style of the host.
3 tips to help you increase your live shopping sales
Strategy 1: Schedule live broadcasts to increase the number of viewers
Live shopping events should be set at a fixed time, such as Wednesdays and Saturdays at 10 p.m. You should make your live video a fixture of your brand or store, rather than a one-off or immediate event, so that customers can anticipate your live event and build a habit of watching. According to local data, the most common time for live shopping videos is released at 9pm on Thursdays, while most videos are released at 8-9pm on weekdays. (source: admango)
Strategy 2: Do a good job of publicity and preparation
In addition to setting the live broadcast time smartly, it is also very important to work before the live broadcast. First of all, you need to design the theme and bait of the event based on customer needs, past live stream data, and audience comments, such as sweepstakes and giveaways during the live stream. Your promotional message should also emphasise both of these and promote it through social media and other communication channels. Finally, make a final reminder one to two hours before the event so that customers don’t miss out on your event.
(Image source: Shopline)
Strategy 3: Add appropriate Call-To-Action during the live broadcast to increase the conversion rate
Adding Call-To-Action (e.g. “limited-time offers” and “livestream only”) and limited product inventory during live streaming can create the impression that products are scarce and capitalize on consumers’ FOMO (Fear of Missing Out) mentality, making them feel that they are missing out on opportunities if they don’t buy immediately. Of course, the technical aspects of live streaming are also a key to the shopping experience. For example, SHOPLINE’s live streaming feature allows viewers to add items to their shopping carts directly in the live streaming room, providing a smooth purchase experience.
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