Shopstreaming or “live trade” is a new term used to describe the combination of video and e-commerce streaming, promises to revolutionize the retail sector and consumer purchasing habits.
We can translate it as a reinvention of that old TV channel that sells things live (remember Shoptime?), but now it involves the free universe of social networks.
Although still new in Brazil, sales-oriented Lives end up creating a fundamental triangle to negotiate in times of crisis and closure of physical stores: entertainment, market and community.
It combines an immersive, real-time, interactive, experimental and engaging purchasing experience. The Chinese online shopping site Taobao, owned by Alibaba, already has 755 million users. The platform now allows farmers to promote products that are difficult to sell through live broadcasts.
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Understand how it works in practice
Essentially, it is a real-time video that encourages viewers to buy what they see. Think of it as the cool, technical, big brother of infomercials.
For years, we have seen shopping as entertainment watching videos recorded and edited by influencers on YouTube. People who bought something, they got it as a gift to spread the news or even the famous ones. “unboxing” of the commodity purchased online, opening packaging and showing product details.
Influencers leave links to the goods presented in the video in the description section, so that their “followers” or spectators can buy it.
Shopstreaming is unique because it elevates online shopping and video display, making it more social. Consumers often use chat functions to request more information about products and interact.
In Brazil, the most outstanding tool for making Lives is Instagram.
The social network already has a number of tools that help entrepreneurs in their business, but this aspect of live broadcasts can be new to traders.
The question remains: how to use lives differently, considering the great increase in transmissions seen recently?
According to Instagram, the number of lives increased by 70% in the month of March.
But you can shopstreaming using Facebook, Youtube or Twitch!
The time has come to meet and explore new online universes. Learn the possibilities and limitations of each tool, to find the one that best fits your goals!
Gold tip: be where your audience is! Start by prioritizing the channels where you already have some audience in business profiles, to ensure you can communicate with the most people.
I listed below some good reasons for you to join the novelty to make the shopping streaming pump your business sales:
Video sells
Social media platforms prioritize video on people's feeds. On Facebook, algorithms recognize that videos with more than three minutes and original content are displayed in news feeds more frequently.
Obviously, this is driven by user trends. An impressive number of 6 out of 10 people He prefers to consume videos online than watch television.
Video power for purchases is undeniable: Video content transaction rates are 1.6 times higher than static images, according to ROI agencies.
Real-time sales
The Hootsuite, a platform specialized in social media management offers a professional tip: “If you are a video expert, make sure you are using Facebook live video, which has on average six times more involvement than the common video.”
A Livestream study showed that 81% of Internet users watched live streaming content more than any other content in 2019.
Live shopping in particular is very popular because of the benefits that they offer to sellers and customers. For companies, sales by live are great because they allow you to offer video content and connect to users in a way that normal online stores don't offer.
Live sales with customer service
In an increasingly connected world of instant results, customers expect answers to their questions immediately.
Part of what makes selling by attractive lives is that chat functions allow customers to interact with sellers as quickly as they are buying in the store.
This modality allows connected stakeholders to obtain live assistance to ask questions or learn more about products. Studies show that 57% of customers abandon an online purchase if they do not find a quick answer to their questions about a product.
Sale with entertainment
It's not enough just to sell. You have to entertain to be able to sell so that the consumer is already involved with its content. This is what Amazon did with a shopstreamig in call program formatDoStyle Code Live, who talks about fashion and beauty products, selling products through the network.
Content related to your product is always the ideal, an example given from Amazon's YouTube program is a good reference, because it spoke of fashion and beauty and even interviews had to do with the business theme.
It is very important that you define which products you will talk about, to be able to convey your advantages objectively. In addition, when you know well the products you intend to sell, you can raise points of interest related to it, to go beyond the sale itself.
So entertainment comes in more naturally, because it is contextualized to the product of the turn. Whether it is a restaurant showing how you make the dishes, mechanics giving tips to cars at this time, be bookstores debating your books, the important thing is the content reaching the consumer.
Talk about your creation process, about tips, about matters related to your client, bring to him the fascination he would always seek in a face-to-face purchase, such a trend has the function not only to help you sell, but also to bring the customer to you.
Resembling competition
As the printed advertising moves towards the end, people are increasingly using the Internet for entertainment and news.
Likewise, traditional online sales methods still work, but you need to find a way to overcome the noise of competitors.
Selling for lives can hold the attention of the possible buyer long enough to convince him to close the deal before he finds another option on the Internet. The uniformity of the store flow allows purchases in the app before the customer gets distracted by something else brilliant.
If you're in the manufacturing industry or technology, you need to be cutting-edge. Shopstreaming will help you stand out as innovative in the market.
How does Instagram Lives work?
Live is a resource of Instagram Stories which allows the recording and broadcast of live videos. Since it was released, this tool has definitely been the ball of turn for companies, personalities and public figures who want to reach their audience.
Also called live streaming, live streaming is a relaxed way to bring exclusive content to your audience.
Live commerce facilitates the approximation between companies and consumers who use social networks that like to buy online, but in a more personalized and attractive way.
Conclusion
Above all, always try to balance disclosure and entertainment. We know the focus is on selling your fish, your product, but avoid talking about it all the time. Think carefully about ways to attract this audience with information that is relevant and can entertain it in some way.
Take care of everything else on the technical part, to transmit content that is of quality. The connection should be good enough to sustain the live feed.
A tip is to use test account to check that everything is working well. Scenario and lighting may seem important only for movies and TV shows, but you can also use these elements to help produce something tasty to watch.
In doubt, bet on the simple. Remember, less is more!
If you find it more organized and secure, use a guidebook and do not get lost during the live. Define the topics you want to address, to ensure credibility in what you are talking about.
Like all social media resources, lives and more precisely shopstreaming are great allies when it comes to undertaking and exploring this trend in times of crisis, it can reinvent your business.
Count on Nvox to innovate. We are experts in creating websites with own platform, social network management and digital marketing. We can help your company or service create amazing lives to sell on Instagram, facebook or Youtube.
Get in touch with me. Here.
Until the next post!
