The live commerce format has already become familiar to most representatives of large and small businesses. Brands organize streams to increase sales, increase audience loyalty, attract new customers and increase their expertise.
Companies now broadcast live with purchases on an almost weekly basis. Therefore, the question of the criteria that make it possible to make the stream as effective as possible becomes relevant.
Since live commerce is a new format for marketing strategies in the Russian market, it is necessary to clearly understand what parameters work and how. What products to sell on stream? How long should a broadcast last and why is it so important to choose a good streamer? The founder of the platform for launching sales through live broadcasts ShopStory.live knows the answers to these and other questions. Andrey Novikov, who is ready to give 10 tips for starting a successful stream.
1. Tell us about the stream in advance
The stream format is a new trend in online sales, and the buyer should be informed in advance about each broadcast. In addition to the general announcement or schedule of streams, for example, on the brand s website, it is imperative to send a push notification immediately before starting the stream. It is best to do this 5 minutes before the start or in the first minutes when the broadcast has already begun.
There is an explanation for this tactic: this time period allows you to connect to the stream when the broadcast is either about to start, or has already begun. It is better to let the user be a little late than come to the broadcast, which has not yet begun. In this case, the person is unlikely to wait and will simply close the window.
2. Choose the right time
Live broadcasts also have their own prime time. The user is far from at any time of the day ready to connect and start shopping. For example, morning streams are more likely to not attract an audience, because usually at this time people are going to work, just starting their work day.
An analysis based on several dozen streams showed an increase in user engagement after 13:00. The interval from 13:00 to 21:00 can be called the most favorable for broadcasting.
3. Determine the duration
Based on the experience of streaming, it should be noted that the average broadcast duration should be Â± 40 minutes. After this time has elapsed, viewers most often leave the broadcast.
The specifics of some streams – for example, makeup from scratch – may take a little more time, but in general, you should not drag out the broadcast. The viewer is getting more and more accustomed to clip thinking and consumption of content with a small timing, which is facilitated by the popularity of TikTok and Instagram Stories. Therefore, it is quite difficult to keep the user s attention for a long time.
4. Pay attention to the cost of the goods
The aim of the stream is to nudge the viewer to make a purchase and to minimize the time they spend making a decision. Users almost instantly decide to purchase an inexpensive product, while they think longer about purchasing a more expensive one.
As practice shows, in the stream, goods up to three thousand rubles are best sold. This psychological boundary has been relevant for several years and has been working for live commerce as well. As an example, the average check of one of the major cosmetic retailers in an online store is 2,500 rubles, which once again proves how much a customer is willing to spend for one online shopping.
5. Determine the required number of products
If a large number of goods are shown in one broadcast at once, it is difficult for users to navigate the assortment. 15 is the optimal number that will be well received by the audience. Then there will be no heaps of names of the means used by the streamer.
A large number of products gives rise to a paradox of choice – the buyer cannot decide what to buy, because he saw a large assortment. If you still get more than 15 products, try splitting the stream into two broadcasts.
6. Don t forget about relevance
When organizing a stream, it is important to understand who will come to the live broadcast and how relevant the presented products will be for viewers, that is, you need to get into the target audience and give it what it wants. To do this, you can use audience segmentation – dividing it according to several criteria and combining it into separate groups.
When a stream is planned, push notifications are sent to the category that these products will definitely be interested in. This approach will allow you to maximize the audience s match to the stream.
An excellent move can also be such an option when the streamer clearly tells and explains who the product is definitely NOT suitable for and why. This allows you to increase the loyalty of viewers to the brand, builds honest relationships, the user understands that they are not trying to sell something to him, but are really given useful information
7. Focus on product display
It is important to visually confirm the merits of the goods, to demonstrate them from a favorable angle. For example, in a stream where the presenter puts on makeup, you should clearly show in the frame those products that she uses, by analogy with beauty bloggers on YouTube, who bring cream or lipstick close to the camera for a few seconds so that viewers have time to see or make a screen. screen.
8. Don t forget about a unique offer
A unique offer motivates the user to enter the stream, because a person will be able to use the offer only live, which means that they will not be able to postpone viewing or buying – after the end of the stream, there will be no such bonus. That is why a discount or bonus becomes a mandatory parameter for a successful broadcast.
The loss of profits effect works well in the context of a discount limited by stream time. Moreover, it is desirable that this discount be maximum. If you deliberately do not offer any bonuses to the viewer, you should not expect high results from the broadcast. People who come to stream should feel the uniqueness of this offer, should receive some kind of bonus in return for their time spent.
9. Select a streamer
Charisma is perhaps the main thing to pay attention to when choosing a presenter. He must be able to attract and hold the attention of the audience throughout the entire live broadcast.
The ideal streamer is an expert in this area who can tell about the product, share life hacks, inform and entertain the viewer.
10. Tell us about the interface
The streamer should explain to the viewer how the live screen works, familiarize them with the interface features and suggest where and at what moment to click in order, for example, to receive or apply a promotional code. When the streamer is active, every 10 minutes, it shows users which buttons to press, it really works.
By following these tips, brands have every chance of launching a successful stream. Of course, many parameters can change depending on the specifics of the product, the goals of the seller, the concept of ether and other factors. But based on these tips, brands can achieve tangible results from incorporating live commerce into their sales chain.