This year my inbox has been filled with email offers for Black Friday and Cyber Monday. Frankly I deleted them all as soon as they arrived – but if they had taken the following action, I just might have taken notice. In this article you will learn how one business used live streaming to boost their Holiday sales.
Walmart this year hosted a live stream show on their website sharing tips for holiday shopping, featuring key products and even including video ads.Learn from this Cyber Monday example of social selling using live video how you could use live streaming to boost salesClick To Tweet
The landing page for the campaign also included links to the featured products so you could purchase right there on the page.
The Walmart Live show had high production values and many different segments – in fact it was almost a cross between QVC and news show as they had a show anchor and they even had a DJ providing entertainment.
The live stream was filmed from a set – I did not see a studio audience which could have made it even more fun. For different segments there were different show hosts covering Christmas gifts for your pets through technology gifts for the home.
While the live stream took place on Monday, you could go back and watch the replay over the course of the week.
Because the live stream was hosted on their website it was easy for them to feature specific products which could be purchased when people were watching the live stream or the replay.
During the course of the live stream there were also video adverts that featured specific products – I am guessing there were commercial arrangements in place with the suppliers of those products.
I visited the website a few times when preparing to write this article and it was interesting to note that the full length live stream is no longer on the site – instead the video has been edited to shorter videos featuring specific products. This makes it much easier for the consumer to be able to check out the content relevant to what they are searching for.
While this live stream was not hosted on social video platforms Good Housekeeping in the US hosted a live stream about technology for the connected home featuring products from Walmart in a Facebook Live. Note that they are tagging the page as per Facebook Branded Content Guidelines. Again some missed opportunities for optimisation of the live stream, but it is a good example of using Facebook Live from a brand or publisher.
The idea of social selling through using live video is not a new idea – in the past I have shared examples of brands using live video on sales pages to encourage sales – including examples of organisations using them for Black Friday and Christmas shopping. As an example back in 2014, Peter Som had a shoppable hangout where he introduced a new collection and people could purchase the products featured.
I initially watched the replay of the live stream four days after the live event – it’s interesting that there are some missed opportunities with the replay that I would encourage Walmart to put in place – if you know someone in their marketing team you can direct them to me to brief them on the actions I would recommend they take!
If you have questions about using live video for social selling you can schedule a confidential conversation with me.