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While we may no longer regularly tune in to QVC, livestream selling is more relevant than ever. If you scratched your head reading the previous sentence—whether you’re saying “I have no idea what QVC stands for” or “I’m skeptical that people in 2021 are interested in QVC-style selling”—we’re here to impart some wisdom on live marketing.
Livestream selling—where a host promotes products in a live video format—is a powerful marketing tool that helps brands build rapport with their target audience, attract new ones, and generate hype. Shoppers can
It’s a fantastic way to reach younger shoppers who prefer consuming video content as well as those who value the experience of online shopping. Unsurprisingly, one survey has found that 35% of retail managers plan to leverage livestream selling this year.
We’re seeing livestream selling everywhere, from Facebook to Instagram to Zoom—and TikTok will roll out a livestream shopping feature sometime in 2021.
Not sure which platform to use? Choose one where you already have a following and are doing a great job engaging with your customers.
Today, most top livestream selling brands integrate on-camera content with the actual purchasing process. For example, while one team member hosts the event, another might monitor the comments section for viewers’ requests to buy items and then add the relevant products to their carts. (Alternatively, apps such as CommentSold automate the shopping process—viewers simply need to comment “sold” on the feed to purchase products directly.)
Livestream selling doesn’t mean just holding up a product and describing its features. You can
Ultimately, for livestream selling to work well, you’ll want to connect with customers in these ways:
You don’t want to put in all the effort of planning a livestream event only to have nobody show up. Drum up excitement by spreading the date and time well ahead of the event across your marketing channels: social media, email, and even your e-commerce site. Don’t forget to mention the time zone!
While it can be tempting to relax as viewers trickle in (or jump around trying to check that all your filming equipment is working correctly), the first few minutes are key when it comes to capturing viewers’ attention.
Put on your game face as soon as you hit the “Live” button by introducing yourself, giving a shoutout to those early viewers, and describing what you have in store.
Even though you can begin livestream selling virtually anywhere—your bedroom, office, or even your garage—take the time to arrange your set carefully. Choose a spot and backdrop that makes sense for your brand, and make sure that
When selecting the products to feature on your livestream, there are a few pro tips to keep in mind:
Livestream selling is a fun way to make your brand more approachable. The host you choose must be relatable to your target audience, energetic, and extremely friendly—in fact, think of them as the ultimate brand ambassador. And, of course, they need to be deeply familiar with your brand and products.
Want more fantastic tips on capturing your audience’s attention and becoming an all-star brand? Check out the AdRoll Marketing Resource Library today.
Originally published on September 13th, 2021, last updated on August 16th, 2022.