Live Shopping is quickly becoming the ecommerce trend of 2022, and it makes sense — in a world where streaming is the norm, why wouldn’t online shopping jump on board?
It is being introduced across all of the big social media platforms, but as usual, Facebook is proving to be the right place to start since Facebook is the most popular social channel for shopping.
According to statista:
During a 2021 survey, over 47 percent of responding social media users aged 16 to 34 from the United States had purchased products or services on Instagram. Facebook was the platform named most often, used for purchases by nearly 51 percent of respondents.
In short, Facebook’s live streaming feature helps you connect intimately with your target market and sell your products to them directly while they scroll through social media from the comforts of their own homes. Remember, home shopping channels have always been popular, but only large conglomerates could afford to air their products on national TV in the past. But thanks to the internet and social media, you now have a distribution channel and an audience waiting to see what you offer.
Learn more about using Live Shopping Videos on Facebook to boost your brand in 2022 below!
Why is Live Shopping Successful?
Once again, Facebook is the number one social networking site with 2.8 billion active users per month. Thus, there’s a high probability that both your existing customers and potential clients are already on Facebook. If you don’t host a Live Shopping Video, you could be losing out on money-making opportunities. This feature is vital for your business for the following reasons:
- It offers convenience. Clients can view your catalog from their computer or mobile device, so they can shop no matter where they are (not to be confused with online shopping, which is discussed below). In addition, it is easy for them to comment “mine” in real-time as they’re seeing the product and pay for it in your online store.
- It shows every angle. During Live Shopping, your clients can see the products from all angles. You cannot do this with a product description or basic image. You can even point out special features, show them how things work, and answer questions in real-time to help make the sale.
- It capitalizes on “FOMO.” Live selling capitalizes on the psychological effect called “FOMO,” or fear of missing out. When you showcase a product with limited quantities and availability time, viewers are more likely to grab it. It creates a sense of urgency because no one wants to miss out on a trend or a sale.
- It provides opportunities. If your customers miss out on what they like, they can readily search for similar items on your landing page. Your Facebook Business page makes it very convenient for your shoppers to find and buy what they want even if the product featured in a Live Shopping video wasn’t perfect.
To be clear, Live Shopping is not the same as online shopping. While everything does happen online, a Live Shopping experience means that there is a product demo or a way for viewers to interact with the host. This experience brings a whole different level of benefits over your typical search for a product, read a description, and then decide as a purchaser. You can see Live Shopping video examples here.
Before You Start: Live Shopping Preparation
A successful Live Shopping Broadcast is not just about pressing the “Start Live Video” button. Just because you’re “live” doesn’t mean people will necessarily watch. Take note of the following tips (successful live videos require preparation!):
Set Up Your FB Business Page
Before you begin, you must first set up your Facebook Business Page. Pattern it after your website and customize it with the following:
- Your logo
- Your company’s signature colors
- A creative header
- A unique profile pic
- Featured Photos
Complete your page details and write a detailed “about me” section so your followers and potential new leads can learn more about your brand. Ensure it aligns with everything on your official website and other social media platforms.
List Products 3 Days Before Going Live
Ensure that the products you want to feature are in your page catalog at least three days before you go live. This method makes it very easy for the viewers to buy what you feature. Use keyword-rich descriptions so people can find your brand and your product offerings.
Promote Via Ads
If you want people to stay invested and engaged in your stream, promote Live Shopping with Facebook Ads. You need to get the word out about when it’s happening, what your offers are, and why they should watch. The best advertisements do the following:
Use FB Targeting
Sending your ad into a void will not yield results. The key is targeting the audience who can see your Live Shopping ads. Here are some ways to use target ad marketing:
- Use a custom audience such as those who have recently visited your website.
- Target those who are near your store’s physical location.
- Pay attention to interests like fashion, makeup, etc.
Of course, any type of online advertising takes a considerable amount of planning and strategy, so (shameless plug!) let us know if you need help here.
Contain Nice Visuals
Your content for your Facebook ad must come with nice visuals. People have diminished attention spans, so they will most likely ignore your Live Shopping event if they don’t find your ad engaging. Curate a compelling ad with descriptive visuals to foster a good impression.
Focus on a CTA
Successful promotional ads have a clear goal, and yours is to sell products during the Live Shopping broadcast. Be clear on that, so they remember to watch and feel encouraged to browse your shop.
Ads Are Short Yet Meaningful
Keep your ads succinct so that viewers can easily understand your goal(s). Create short, meaningful content that explains your event. Lead with valuable information such as when the broadcast will occur, your promos, and any special incentives they’ll get for watching.
How to Execute a Live Broadcast
Access the Commerce Manager on Facebook so you can create a product playlist for your live shopping video. From there, you can go live directly on your page via a mobile device or desktop. Follow these steps:
- Visit your Facebook Business page > click the Creator Studio link on the left-hand side of your screen (note: you may have to click More Tools to see this).
- Click the Go Live tab > pick Create Live Video Event.
- Select a Playlist > choose My Playlist > hit save. The products you’ve saved on your list will show up under the Feature Items so that you can share this on your live video.
Note: Not all accounts have the playlist feature yet. Should you not have this playlist feature, you can go live from your page without the playlist and move right to step 4.
- Give your video a title, description, price, and more > click “Go Live” when you’re ready. Notice how all of the details you can revise are on the left-hand side, and you can preview the event on both mobile and desktop by toggling the different options on the right-hand side (circled below)
5. Hit Next > Create Event. You now have your event URL to share with others!
Best Practices to Keep in Mind
In addition, follow these best practices for a successful Facebook Live Shopping show:
- Do all of your Live Shopping videos at a consistent time akin to a TV program since it makes it easier for people to find you.
- Do a test run before your first official Live Shopping stream.
- Speak with viewers and respond to comments, questions, and reactions.
- Be creative in demonstrating your products to catch their eyes.
- Try going Live with a partner, so you have an assistant when showing products and giving feedback to viewers.
Once your Facebook Live Shopping Broadcast is complete, post the video on your timeline so it can continue gaining views from visitors. Additionally, the audience can also refer to these videos if they want to see specific products, so you’ll have them forever.
Last but not least, don’t forget to follow up with people who showed interest in your Live Broadcast. Because of the real-time aspect of this strategy and the intimate back-and-forth, these consumers will typically be more likely to respond and hopefully become loyal customers. Happy Live Shopping!
As the Head of Ten26 Media, Jason works directly with business leaders to create digital advertising strategies that improve return on investment on Google, Facebook, LinkedIn, Instagram, and more. During his downtime, you can find him exploring Colorado with his wife and dog, hanging with friends, or playing football.