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Marta Peral Ribeiro

Marta Peral Ribeiro
– Communication Consultant –

An innovative online shopping experience

Live streaming is one of the formats we found, inside and outside the personal sphere, to bridge the need for connecting with each other most similar to the real thing. Many brands are now betting on the potential offered by technologies to elevate e-commerce to an immersive experience: live video shopping.

Marta Peral Ribeiro
– Communication Consultant –

An innovative online shopping experience

Live streaming is one of the formats we found, inside and outside the personal sphere, to bridge the need for connecting with each other most similar to the real thing. Many brands are now betting on the potential offered by technologies to elevate e-commerce to an immersive experience: live video shopping.

The user journey

For example, when you see someone advertise an App on Instagram that interests you, what do you do next? You may possibly check the reviews or see a tutorial on YouTube that explains how this App works. Finally, you may search for the product on the brand’s website to purchase it, on the App Store, or the Google Play Store.

How many actions and platforms were necessary from the moment you saw something that caught your eye until you actually bought it? At least three.

What would that experience be like if one platform already included all actions in one place?

What is live video shopping?

Livestreaming is real-time sharing of audio and/or video content over the internet.

Live video shopping is similar, but related to online shopping: it is an innovative experience in which we communicate live with an employee or other representative of a  brand via video  (video call or video conferencing).

For those who like to buy online and like video presentations, it is the combination of the best of both worlds: the developer shows the products and advises, while the customers visualize, clarify any doubts, and add what they want to the cart in the online store.

For brands, it is the opportunity to launch a new product in a more attractive format, gain more followers and consolidate their online community. Especially when VR (virtual reality) and AR (augmented reality) technologies are aggregated, the opportunities to attract customers are even greater.

vídeo de homem fotografando roupas

Opportunities for brands

What opportunities do live video content present to brands, whether on social networks or other platforms?

1. Interaction and engagement

The real-time interaction between the brand and users refers to something similar to the face-to-face experience. Personalized live advice, via chat or video call, represents more closeness between individuals.

2. At a distance from the smartphone

Accessibility and usability from smartphones are some of the main advantages of streaming: the customers are online and want to buy whether at home or on the street, any time they see fit, and want to do it quickly.

3. Real-time experience and belonging

By making Ccontent available that is happening live, brands produce the feeling of actuality and integration in a group for their customers because they receive new information firsthand and experience the same as other people.

4. Authenticity

The live stream reveals a more spontaneous version of the brand, in addition to the faces behind it, which gives greater authenticity to the presentation of a new product or service.

5. Visibility and reach

Digital platforms allow you to transmit lives to multiple people at the same time, which provides a high reach. The platform’s own algorithm favors publications with live streaming.

6. Simple and effective dynamics

The live streaming process is relatively accessible and cost-effective. Even if the company opts for its own live shopping software, the results payoff: interaction, conversion, and ROI rates tend to increase significantly.

7. Innovation in e-commerce

At a time when new video technologies are on the rise and there are still few brands using them, video shopping provides the differentiation of the brand, revealing its innovative charisma. Especially when the experience includes options such as the customer being able to add products to the cart while viewing the live.

8. Exclusive character

The idea of being a unique opportunity for the user, either by accessing first-hand news or a special discount for those who are participating live, or simply because they are not sure if they can consume the content later, attributes an element of exclusivity to the streaming.

The future is live and the past confirms it:

  • The last 10 years have shown the exponential growth of video in digital, with the various social networks integrating more and more tools and features to make this feature appealing.
  • According to LinkedIn, live videos get a 7 times higher rate of reactions and 24 times more comments compared to native videos.
  • In 2020, Facebook livestreams increased by 40% in the first few weeks of confinement.
  • When the livestream involves influencers, the audience increases by more than 20%.
  • In 2 years, China’s Alibaba has achieved growth of around 400% year-on-year due to the integration of live videos into its e-commerce platform.
  • Per HSBC and Qianhai Securities, livestream e-commerce is now estimated to be 10% of China’s e-commerce pie and could grow to 20% by 2022.

The immersive experience: a question of positioning

Social networks have interesting and accessible features to bring brands and consumers together, be it YouTube, Facebook Live, IGTV, Twitch, among other brands.

However, the ability to create content within their own ecosystem allows brands to explore a more immersive, more engaging connection to the user.

That is, integrating a video shopping solution in the App or website itself conceives a more sophisticated positioning.

In addition, brands have their users’ data on a secure platform, and can then analyze the actions they have taken and readjust their brand strategy.

The client, in turn, receives differentiated attention, being welcomed in a humanized and empathic way.

One-to-one or one-to-many

There are two live video shopping options:

  • One-to-one – interaction takes place between the customer and the developer. The employee provides personalized service, displaying the product, explaining it, and advising.
  • One-to-many – the brand narrative becomes more dynamic, being designed for multiple viewers simultaneously, who can interact by chat, add emojis, and may be entitled to specific promotions during the In this case the range is much greater, as can be expected.

How to optimize streaming dynamics?

Developing the social network

To have relevant reach, that is, to have an audience for lives, it is necessary to have followers, bet on content that adds value, publish consistently and create interaction with them to develop your community.

On the other hand, giving users the power to actively participate in lives allows brands to listen to social listening to understand the needs and desires of their audience.

Equipment

Although many platforms allow you to shoot from your smartphone, it is convenient to purchase the appropriate equipment to accompany the service of excellence.

A crisp image and audio are pressing issues to keep the audience engaged, so it’s convenient to invest in a good microphone, good lighting, and a camera with good definition (if possible, a system with multiple cameras, because it makes the dynamics of the image much more interesting).

Ensure streaming fluidity

According to an article by TechRadar, users have little tolerance for technical failures of streaming, 90 seconds being the permissible time to overcome them. Therefore, it is of paramount importance to ensure a fluid transmission, otherwise, users will lose interest in what they are seeing in case there are technological constraints.

Promoting digital inclusion

Whenever streaming platforms allow it, you should allow comments, a conversation between participants, and enable video with subtitles, translation, color contrast, or other accessibility features available.

Post-streaming opportunities

Even if the idea is real-time streaming, the fact is that a part of the audience can’t always visualize at that time. It may be advantageous to save the video for consumers to access later.

In addition, when the platforms allow you to save the video, it is possible to:

  • Post-editing – you can retouch some aspects of the video to enrich it, either by improving image quality or by adding some elements that help clarify the message, such as infographics.
  • Channel content to other platforms – you can incorporate the video into the other communication channels used by the brand;
  • More sales – there are some platforms where you can add landing pages so consumers can buy later.

Examples

NewsMuseum- study visits to the museum through livestreaming

At a time when it is not possible to visit in person, the Museum of Media and Communication in Sintra is boosting study visits via Zoom, for schools. Through videoconference, the Coordinator of Educational Services virtually welcomes visitors, through Zoom, guiding them interactively through the museum:

museu virtual

In this way, the museum maintains its educational function and reiterates its innovative side.

SalsaJeans: the livestreaming in the promotion of a new collection

To promote the new collection created in partnership with Miguel Oliveira, the Portuguese brand of jeanswear, Salsa, produced a  livestream. Through an informal interview, the brand and the GP moto rider presented the products, developed the narrative around the collection, and involved the audience giving voice to the questions of the spectators, answered live by the rider:

loja de roupa

Samsung – collaboration with digital influencers

When a brand combines live video shopping with a digital influencer the impact is predictably more expressive.

Samsung, for example, created an event in 2020 to promote its new smartphone, in partnership with two digital influencers. Users had the opportunity to interact with them and buy the smartphone in real-time:

mulheres conversando

Because shopping software is integrated into its own e-commerce page, Samsung could simultaneously check users’ activity – for example, what products they were buying.

The campaign conversion rate doubled compared to the average and the number of viewers viewing the video subsequently quadrupled.

Bambuser –   streaming software for brands

Bambuser is a video platform of Swedish origin whose main offer is Live Video Shopping. They power e-commerce through innovative technology that enables an interactive experience between businesses and consumers, whether online or offline.

Bambuser’s statistics point to an increase in the engagement rate (15% of users interact in live chat), as well as an increase in production sums added to the cart (24% of users show intent to buy).

Powerfront and Gucci Live

Powerfront works as an omnichannel for customer service, with several contact points: assistants who advise (in-store), call centers, and chatbots.

According to Powerfront, its luxury customers see a 40% conversion rate in video calls, as well as increased return on investment (ROI).

Gucci was the pioneer brand to use this program, launching Gucci Live: in black tuxedos and red gloves, employees, in-store, welcome customers through video:

mulher a filmar vendedora da Gucci

The goal of the brand was to provide online customers with personalized service, as close as possible to the face-to-face experience. In this way, it combines the human side with cutting-edge technology, while retaining its customers.

Conclusion

In addition to customers being able to see the products from their smartphone or tablet, the video live shopping provides a more spontaneous presentation of the brand, with the possibility of questions and answers, more or less personalized advice (one-to-one or one-to-many), the interaction with other viewers and access to exclusive promotions.

For brands, live online interaction enables a differential positioning, being an excellent option to launch new products or services to an involved audience.

The impact is visible on the reach that campaigns have, conversion rates and, of course, sales.

In addition, the possibility of monitoring the actions of the client and evaluating the effectiveness of livestreaming gives the opportunity to readjust the marketing and communication strategy.

In short, this experience allows the connection between brands and their audience, which continues to spend more time at home, online. And isn’t this one of the main aspects we’ve learned to value in recent times?