The camera’s are off, the live broadcast went well, and you’ve made your sales – nice! But wait a minute; you’re not done with your live shopping event yet. You could simply forget about the event and plan for the next one. But why would you let the long-term conversions and sales go to waste – and risk losing 70% of your live shopping sales? What you need is to make finalised events into a converting content library. Keep reading to find out why.
You shouldn’t waste all the time and resources you spent on setting up a studio, choosing products to highlight, answering viewers’ questions or contracting an influencer. Make the most of it! In addition, you should allow everyone who couldn’t participate during the live event a chance to engage, convert and learn. Inconvenient showtimes seem to be one of the main reasons people opt out of attending live shopping.
Most importantly, we at Streamify have found that 70% of all purchases happen after the live broadcasting. If you need more arguments on why you need a live shopping gallery, just keep reading.
Even though you exclude the live element, the products shown in your broadcast can still be shoppable afterwards. If you choose Streamify as a platform, you can connect the platform with virtually all e-commerce platforms. Before publishing an event in your library, ensure you’ve made all products available, eliminated invalid discounts, and edited out irrelevant parts.
Especially pricey products and services usually come with many questions from potential customers. As it happens, a study shows 81% of consumers do research online before purchasing – which has only increased since the making of that survey ten years ago.
Let’s say you have a skincare brand, and you usually get a lot of questions about the order in which you should apply certain products in a skincare routine. If you answer questions like these during a live shopping event, make them available by collecting your broadcasts in a library. You will then offer a great buyer experience and expert advice, even those who can’t visit a physical store.
Did we mention that all questions viewers ask during the live event are present when viewing on-demand?
Questions and answers during Naturkompaniet’s live streaming
The video content format helps customers do their research since it’s an excellent way for you to explain your products and how to use them. According to WYZOwl (2023), up to 94% of marketers feel video content has helped increase users’ understanding of their products.
By creating a converting live shopping library, you’ll exhibit what products look like and put them in context. For example, if you sell outdoor equipment, you can teach your audience about how to tie fishing flies and, at the same time, recommend specific products. Doing this will increase the customer experience for anyone doing research before purchasing.
Referring to the previous point, if you wanted to research a specific brand’s product, would you start by looking at their website or sifting through their Reels on Instagram? By collecting your live shopping events on your website, you can use SEO in descriptions and metadata to make educational content searchable. Just make sure products are easy to find within the broadcast and events are properly structured on your site – and why not add snippets to the product pages in question?
There’s no getting around it; people love video. One billion hours of video is streamed on YouTube daily, and people are 52% more likely to share video content than any other type. Why not give your target group what they want?
When you create a live shopping content library on your website, you have an excellent reason to keep driving traffic to your site. Let’s say you host a live shopping event with an educational focus, such as “What to consider when buying a mattress”. That’s so-called evergreen content, meaning the contents won’t change within the foreseeable future, so you can easily continue to educate for months – even years – to come. In addition, it will increase Time Spent with Brand (TBS).
By making previous live shopping events available, participating experts – such as marketers, influencers, engineers or store staff – can continue to market the cooperation on their social channels.
So, we saved the best reason for last. Because to create a live shopping library, you naturally need basic knowledge about your CRM or e-commerce platform. In addition, you need someone with some UX knowledge to write descriptive texts for the gallery and each broadcast to make the content searchable and show the customer value. But it’s not more demanding than that. Setting this up would be even easier if you also have the resources to contract an agency.
In conclusion, creating a converting content library out of your live shopping has many advantages. But for most, the one that stuck will be the one at the beginning of this article; the possibility of losing 70% of sales. So don’t miss out – start building your live shopping gallery sooner rather than later.