What You Need to Know About Social Live Shopping
If there’s been one intersection of trends that dominated social in 2021, it’s the cosmic rise of both social commerce and the resurgence of live streaming. Both saw a tremendous increase in use by both users and brands alike during the early stages of COVID as a result of quarantine mandates, and it seems as though their individual popularity is here to stay. However, it’s the combinations of these two trends that’s finally starting to see some structure on major social platforms. Brands are able to sell directly to the consumer through a social app, but with a stronger personal connection to the buyer and in a timely fashion, because it's all happening live.
The way live stream commerce happens is varying depending on the platform, and the availability as to who can partake continues to develop, however the concept remains the same:
A brand goes live on social, and features key voices to engage directly with their audience while highlighting specific products available for purchase directly in the app. There’s direct interaction between the hosts and viewers: viewers can comment directly, call in to ask questions about what’s for sale, or even give a review of their own experience, all while deepening their connection to the brand and those associated with it, whether influencer or celebrity.
This all sounds awfully familiar doesn’t it?
That’s because what’s old is apparently new again. This is an evolution of the traditional Home Shopping Network or QVC model. And just in case you’re wondering, they feel they’re still ahead of the game. Instead of Suzanne Somers taking over a cable channel for a couple hours to talk about her new Thighmaster, we have Selena Gomez and Kacey Musgraves telling us about new lines of makeup on Instagram Live. But even more impactful are the partnerships with names you may not be so familiar with. The traditional celebrity model for product endorsement has evolved over the last few years in favor of a new player we at SOCIALDEVIANT know very well, the influencer, or even the micro-influencer.
Gone are the days where the consumer takes the word of a singer or movie star over a stranger. These days the most meaningful, sincere, and long lasting connections digital users feel with others on social media are those who are posting the most often, with the most relatable content, and influencers have gladly filled that role.
In the last several months, platforms such as Twitter and Instagram have turned to those with a stronger social following as opposed to household names to help launch their live streaming commerce services. The response has been tremendous, with 89% of Instagram users expressing interest in live stream shopping, and an outstanding 27% have already tried it in 2021.
So where does each platform stand when it comes to live shopping? Let’s break it down.
Surprisingly new to the scene, Twitter just introduced their live stream shopping capabilities with a test rollout in November 2021. Users can participate in discussions through a live tweet board, which is also visible to the host, while a carefully curated “Shop now” feature is always front and center. Collections of all items for sale during the stream are then added to the profile of the hosting account, in a dedicated section. The initial test with Wal-Mart and singer Jason Derulo occurred over Thanksgiving weekend to a warm reception.
The cornerstone of the social commerce marketplace rolled out their version of live stream shopping over the summer with a weekly edition of “Live Shopping Fridays” that included brands such as Sephora and Abercrombie & Fitch. Given the platform’s established status as a mainstay for live events and high quality video, in addition to years of social commerce integration, it was a natural success, and made available to all pages in the Fall.
The staple of all things social in the US launched their service in September of this year with a 10-day long launch event. After far surpassing expectations of impressions, engagements, and overall sales, the feature was quickly enabled for more brands. An overall push for more conversions on the platform has led to a close integration with the app’s overall commerce offerings, as well as a large scale holiday season push, free shipping naturally included.
TikTok
The fastest rising social network has a ways to go with overall commerce integration, however they aren’t far behind. A recent major test of live stream shopping with Wal-Mart brought in more than seven times the expected amount of viewers.
Always known for pushing sales, and after investing heavily in video content over the last year, Pinterest introduced Pinterest TV in October of 2021, combining traditional retail video content with original, creator-based series all hosted on the site.
“OK, but when should I use it?”
As any seasoned Social Media Manager would likely tell you, just because a new and exciting feature is available, doesn’t mean your brand should be rushing to be one of the first to leverage it. If we’ve learned anything from the last year of social live stream shopping, its that there’s a time and place for everything.
You’ll need an established, active, and engaged fan base. When your account goes live without selling anything, such as a typical IG Live session, is your engagement rate over 20 percent? Do your replays of live sessions meet expectations of visibility and shares?
If your typical live feeds aren’t meeting those standards, don’t rush to sell to a less than enthusiastic or dismissive audience.
However, if you feel your established audience is engaged and compelled enough to participate in a live shopping experience, make sure the timing is aligned. There are certain occasions that lend themselves to this new feature more than others. New product launches, brand partnerships, and influencer endorsements are great starting points. But there’s an opportunity to get even more creative when these events are paired with unique moments your brand can own.
Claim an under appreciated holiday and host a themed sale.
Participate in cultural happenings by hosting an event during halftime at the Super Bowl.
Tap into cultural and niche moments that resonate with social audiences, and engage with them for a unique, but rewarding experience.
These new capabilities allow for a deeper connection with your followers, but also a tremendous opportunity to learn from them.
Plan carefully, promote strategically, and optimize accordingly.