Live Selling - Everything You Need to Know

If you’re as addicted to social media as us, you’ve probably stumbled across some form of live-selling over the past year and if you haven’t, allow us to educate you…

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What is Live-Selling?

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Referring to the concept of businesses showcasing their products on live stream via TikTok, Instagram and Facebook, live-selling allows brands to engage directly with potential consumers in real-time, simulating the experience of an intimate Facetime with a friend. 

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Think of live-selling like the new shiny toy of the digital marketing world that everyone wants a piece of. Having taken off in Asia quite some time ago, the concept of live-selling via social media has officially made its way BACK to western shores and it’s safe to say it’s not disappearing any time soon.

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I say ‘back’ because if you cast your mind to the 90s and early 2000s, you’ll realise live-selling isn’t exactly a new phenomenon. Remember those corny infomercials you’d watch on TV when you were off sick from school? Well, today’s version of live-selling doesn’t stray too far from this. The only difference these days is that brands and consumers are switching out their TVs for smartphones instead. 

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Live-Selling & Gen Z

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It’s for this reason that live-selling has taken off, particularly among the Gen Z demographic. With 32% of all Gen Z transactions made via smartphones, it’s no wonder the concept of live selling is ever-growing. 

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Helping to build trust, the beauty of this marketing tactic is that it allows consumers to ask questions throughout the live stream, and brands can reply straight away, removing any potential barriers to purchase. Brands can also use the live stream as an opportunity to showcase a variety of products with various segments such as try-on hauls and product demos. And the best part? It doesn’t cost a dime. 

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How Does Live-Selling Work?

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Depending on the platform, live-selling allows viewers to shop directly via the platform interface, condensing the amount of steps required to complete a purchase. Take TikTok Shop for example, which is currently booming in places such as the US and UK. By consolidating the buying process to one platform, TikTok Shop simplifies the customer journey, leading to a far more seamless experience and transaction.

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Although TikTok shop has not yet dropped down under, we’re seeing a lot of Aussie businesses prepare by adopting live-selling principles and speaking to their audience directly. We’re even witnessing many businesses start to gamify the shopping experience, by offering time-based discount codes and promos to reward viewers for engaging with their content.

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Live-Selling & Creators

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But brands aren’t the only ones reaping the benefits of live-selling. Creators are also taking it as an opportunity to collaborate with brands and earn an extra buck through sales commissions where they can get up to 20% of a total sale. It goes without saying, but this ends up being a win for brands as well who can increase their brand awareness among a creator's social following.

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HOT TIP 🔥If you are planning on running a live stream, make sure to let your audience know it's happening by promoting it via your socials and subscriber list. 

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So if you’re wanting to stay ahead of the curb and gain brownie points among your clients, drop live-selling into your next call and watch their sales soar. 

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Keen to find out more about live-selling along with other marketing updates? Make sure to follow us on TikTok for education and training.

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