Live Stream Selling
Season: 2 | Episode: 4
Published: February 10, 2025
By: Byer Co
The is a podcast episode about live stream selling, discussing its rise in popularity, key players (like Li Jiaqi and Jeffree Star), successful platforms (including TikTok, Instagram, and Amazon Live), and future trends such as AI integration and virtual try-ons. It highlights the benefits of live commerce, such as increased engagement and immediacy, while also noting challenges like viewer fatigue and technical difficulties. The post concludes by predicting the continued growth and evolution of live stream selling across various industries. Finally, the post's author's website uses cookies for various purposes as detailed in its privacy policy.
Link: Live Stream Selling
Keywords: Marketing,live stream selling
Episode Transcript
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Welcome back to the all new digital rage. I'm Jeff the producer here at Byer Company.
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Today we feature an article from our senior marketing strategist Mira Mikati on live stream
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selling. She is our in-house expert on social media and advertising. This content is fascinating.
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So let's get into this deep dive.
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Welcome back everybody to the deep dive. You know, we are always on the lookout for the
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next big thing in retail and honestly everything. And today we are diving into a trend that's
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really shaking things up. It's live stream selling. Oh yeah. Have you ever like bought anything
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during a live stream? I have it yet but I'm seeing it everywhere. Yeah. It's hard to ignore.
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Yeah. And for this deep dive we've got you know research reports, articles on some of the biggest
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names in the game, even some personal anecdotes. We're gonna cover it all. And the mission here is
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to understand why this is so much more than just a fad. Right. And what it means for the future of
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well everything. Absolutely. I think it's fascinating. Okay. What's fascinating about live stream selling
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is that it's not just about those instant purchases. Right. You know, it's really tapping into
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something much deeper a shift. Yeah. And how we build trust in community online. I'm in
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trade. I'm ready to dive in. Yeah, let's do it. So let's start with where live stream selling is
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already like a full blown phenomenon. China. Right. We've got this report here on Taubeau Live.
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No. And the numbers are mind blowing. Yeah, they are massive. It's it's like QVC but but on steroids.
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You know what I mean? I do. I think that's a great analogy. Okay. Tell about live is really where it
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became like an art form. You know, it's not just about showing the product. Right. You know,
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it's about the entertainment. It's about connection. Yeah. It's about building a relationship with that
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audience. And they've got these live stream superstars over there. Yes. Right. They do like
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Lujyaki. The lipstick king. Yeah. The lipstick king. I read that he sold 15,000 lipsticks in five
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minutes. In five minutes. It's even possible. On Taubeau Live it is. Yeah. Lujyaki is a master at
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at building that excitement and using his platform to really create this sense of urgency. He
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understands the psychology of his audience. Yeah. You know, it's not just about the lipstick.
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It's about being a part of that moment that community is created. And then there's Via. Oh yeah.
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He sold everything from from clothing to wait for it. Mm-hmm. Rockets. Rockets. Yeah. It's incredible.
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What? And and that sale I think points to to a bigger shift. You know, buying a rocket isn't exactly
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an impulse purchase. Yeah. It suggests a level of trust in live stream sellers that we haven't
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really seen before. It's blurring the lines between entertainment e-commerce and even these like
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big ticket transactions. That is a huge point. But it's not just China. Right. It's not. We've got
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these articles here about Sephora. Yeah. Using Instagram live for shoppable makeup tutorials. And
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Nike using live streams to hype these limited edition sneaker drops. Right. They're tapping into
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existing platform. Right. And making them shoppable. Exactly. Exactly what Sephora does brilliantly
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is that they're not just selling makeup. We're selling expertise. It's like having a personal
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consultation with a beauty advisor. But you can do it from your couch. Oh yeah. And with Nike,
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they're they're leveraging the power of FOMO. Yeah. The fear of missing out. Yeah. To drive those sales.
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So it's about more than just the product. Way more. It's the experience. It's the community. It's
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the expertise. Absolutely. Right. It's all of that. But how are these brands like creating these
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experiences that people actually want to be a part of? Yeah. That's where it's really interesting.
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It's about creating a sense of urgency and excitement. Yeah. It's about tapping into those psychological
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triggers. Yeah. That makes us want to buy. Okay. And it's about building a community. Right.
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Around a shared passion. Okay. So we've got China kind of leading the way. Global brands are starting
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to catch on. But what about platforms that are specifically built for live stream selling? Yeah.
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We've got TikTok shop. Right. Amazon live. Well, where did these fit into the equation? These
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platforms are really interesting because they're they're built from the ground up with live commerce
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in mind. Right. You know, TikTok shop, for example, is seamlessly integrating shopping into
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its short form video format. Yeah. Which is perfect for capturing the attention of Gen Z and millennials.
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And we've got stats here showing that TikTok creators like Jeffrey Star are making
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serious bank. Oh, yeah. Through live stream selling, he apparently sold $665,000 worth of products.
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Yeah. During an eight hour live stream. Eight hours. That's a long time. Yeah. But it speaks to the
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power of engagement. Right. You know, he's not just selling products. Right. He's building a community.
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He's answering questions. He's entertaining his audience. Yeah. He's creating an experience that
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people want to be a part of. Yeah. Even if it means tuning in for eight hours. So we've got these
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dedicated platforms. But how do they compare to the social media giants like Instagram and Facebook
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that are also incorporating live shopping features? Are they competing head to head or are they catering
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to different needs? A bit of both actually. They are competing for the same audience, but but they
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each other's strengths and weaknesses. The social media giants. They have the advantage of an
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established user base. Right. And and existing features for connecting with followers. Right. But the
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dedicated live stream selling platforms, they're able to offer more specialized tools and support
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for sellers. So it's not a one size fits all situations. It's not. No. It sounds like brands and
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creators need to do their homework. They do. And choose the platform that best aligns with their
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goals. Yes. And their audience. And their audience. Exactly. There's no magic bullet. Okay.
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It's about understanding your audience, your brand and what you're trying to achieve. And it's about
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being willing to experiment and adapt as the landscape evolves. Okay. So we've covered a lot of
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ground here. Yeah. But we've just scratched the surface of this live stream selling phenomenon. We
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have let's dive a little deeper into the psychology behind why this is so effective. It's clearly more
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than just a sales tactic, right? Absolutely. It goes beyond just convenience. Yeah. Live stream selling
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is tapping into something fundamental about human psychology. Okay. Our desire for connection,
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our need for trust and our susceptibility to the power of influence. I'm all ears. Let's unpack
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this psychological puzzle in part two of our deep dive into live stream selling. Let's do it.
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Yeah. You know, it's almost like a throwback. Right. To the days of market squares and town
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cryers where shopping was a social experience. Yeah. Yeah. You know, it was engaging. And live stream
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selling brings that element back. Yeah. That's such a great point. We're wired for connection,
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right? Yeah. Even in this age of online shopping, we still crave we do that interaction. We do
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that sense of community. Absolutely. And live stream selling taps into that in a few key ways. First,
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there's the power of parasocial relationships. Okay. You know, we form these one-sided bonds with
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influencers and online personalities. And that trust that we have in them translates into
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purchasing decisions. So it's like getting a recommendation from a friend. Yeah. Even if that friend
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is a celebrity you've never met. Exactly. And then there's the herd mentality. Right. You know,
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when we see others buying something during a live stream, it creates this sense of urgency and
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scarcity. Oh, yeah. Like we don't want to miss out. Oh, the dreaded FOMO. The FOMO. Yeah, it's like
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the online version of a Black Friday stampede. Exactly. Yeah. We get caught up in the excitement.
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Right. And we feel like we have to act fast. You got it. And then there's also that immediacy factor.
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Right. You see something you'd like you can buy it right then and there. Yeah. No need to wait.
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No need to second gets yourself. It's like impulse buying, but with a live audience cheering you on.
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Exactly. I can see how that could be addictive. But is that a good thing or a bad thing? That's
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that's a question worth exploring. Yeah. Livestreams selling can tap into impulsive behaviors.
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So it's important for both sellers and consumers. Right. To be mindful of that. Transparency and ethical
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practices are crucial. Absolutely. It's about striking that balance between creating that excitement.
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Right. And being responsible. But let's shift gears a bit. We've talked about the psychological
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aspects. Okay. But what about the practical challenges of live stream selling? One of the biggest
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challenges, especially for smaller businesses, yeah, is production quality. Oh, okay. You know,
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viewers have really high expectations these days. Right. And a low quality stream can be a major turnoff.
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Yeah. It's like the difference between watching a professionally produced TV show. Right. And a shaky
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home video. Exactly. You want to keep people engaged. Right. And that requires a certain level of
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polish. You got it. And then there's also the challenge of standing out. Right. In a crowded market.
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Right. Everyone's jumping on the live stream bandwagon these days. Right. So it's important to find a
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way to differentiate yourself. So how do you do that? Yeah. How do you cut through all that noise?
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Yeah. And create a live stream that people actually want to watch. Authenticity is key. Okay.
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You know, people can spot a fake a mile away. Yeah. It's about being genuine.
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Being passionate about your product and connecting with your audience on a personal level.
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So it's about building relationships, not just racking up sales. Exactly. And it's also about being creative.
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Yeah. Yeah. Finding ways to make your live stream stand out. Uh-huh. Maybe it's incorporating
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some interactive elements. Okay. Or using humor or featuring guest appearances, things like that.
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Oh, I love that. It's about thinking outside the box. It is. And creating an experience that's both
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entertaining and informative. But with all these challenges. Yeah. Is it even worth it for smaller
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businesses to try to compete in this space? Absolutely. Live stream selling can be a game changer for
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small businesses. Okay. It allows them to reach a wider audience, build those personal connections with
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potential customers and showcase their products in a dynamic and engaging way. So it's about
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leveling the playing field. It is. Giving smaller businesses a chance to compete with the big guys.
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Exactly. And it's about creating a more personal and engaging shopping experience for everyone.
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Okay. Let's talk platforms for a second. We've touched on TikTok shop and Amazon live. Right.
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But we've also got established platforms like Instagram and Facebook that are incorporating live
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shopping features. How do you see these platforms evolving? And what advice would you give to someone
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trying to choose the right one? I think we're going to continue to see a diversification of platforms.
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Okay. Each platform will cater to different audiences. Right. And offer unique features.
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It's important to do your research and choose the platform that best aligns with your brand
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and your target market. So no one size fits all solution. Not at all.
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Uh-huh. TikTok might be great for reaching a younger audience. Well, Instagram might be better for
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showcasing visually stunning products. And Facebook might be the best choice for
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for building a community around your brand. So it's about knowing your audience and choosing your
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stage wisely. But let's look beyond the platforms for a second. Where do you see live stream selling
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heading in the future? What trends are on the horizon? One trend I'm really excited about is
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the integration of augmented reality, AR and virtual reality VR into live stream selling.
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Oh, wow. Imagine being able to try on clothes virtually during a live stream. Right. Or
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or taking a virtual tour of a home before you buy it. Whoa. That's next level stuff. It's like
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bringing the in-store experience to the online world. Exactly. And I think we'll also see more
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personalization and AI-powered recommendations. Imagine a live stream that's tailored specifically
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to your interests in shopping history. That's like having a personal shopper. It is.
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Curating a live stream just for you. Precisely. And I think we'll also see more focus on sustainability
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and ethical sourcing. Consumers are becoming more and more aware of the impact of their purchases.
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Right. And they'll be looking for brands. That align with their values. So live stream selling
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isn't just about selling products. It's about connecting with consumers on a deeper level.
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Yes, and building trust and transparency. And that's what makes it so exciting.
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Yeah. Live stream selling has the potential to transform the way we shop, the way we connect with
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brands and the way we build communities online. We've covered a lot of ground here from the psychology
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of persuasion to the future of AR and VR. But let's bring it back to our listener for a second.
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Okay. What are some practical tips for someone who's thinking about dipping their toes into the
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live stream, selling waters? Yeah. Whether as a viewer or a seller? That's a great question.
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For viewers, I'd say be open to discovery. Don't be afraid to ask questions and always do your
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research before making a purchase. So be in informed and engaged viewer. What about for someone who's
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thinking about hosting their own live stream? I'd say start small. Yeah. Experiment with different
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platforms and formats. And most importantly, be yourself. Authenticity is key. Don't try to be
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someone you're not. Exactly. Be genuine. Be genuine. Be passionate. Be passionate. And let your
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personality shine through. Yes. And most importantly, have fun with it. Have fun. It sounds like
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live stream selling is a bit like the Wild West right now. It is. You know, full of possibilities,
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but but also a bit daunting for those just starting out for sure. So far listener who might be feeling
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a little overwhelmed. Okay. Let's break it down into some some actionable steps. Okay. I like it.
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First, let's say I'm interested in in experiencing live stream selling as a viewer. Where should I start?
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Well, you're already ahead of the game by by being aware of the trend. Okay. Honestly, just start
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exploring. Okay. Check out the live features on platforms you're already using. Right. Like
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Instagram or Facebook. Right. Look for for creators or brands you already follow. You might be
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surprised by who's experimenting with live selling. So it's about keeping an eye out for those live
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notifications. Yeah. And seeing what catches your eye. Exactly. What about navigating those streams?
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Are there any tips for for getting the most out of the experience? Absolutely. First,
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don't be a passive observer. Okay. You know, live stream selling thrives on interaction. Okay. Ask
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questions. Right. Leave comments. Engage with the host and and other viewers. Right. That's how you
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get a feel for the product and the community. So it's almost like a virtual shopping party. It is.
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Where you can bounce ideas off each other. Yeah. And and get real time feedback. You got it.
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Be discerning. Mm-hmm. Just because someone is super enthusiastic doesn't mean you should blindly trust
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them. Okay. You know, check reviews. Right. Do your own research. Okay. Compare prices. Got it.
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And remember, you're in control. Yeah. You don't have to buy anything. Right. Just because you're
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watching a live stream. It's like any other form of shopping. It is. Being informed consumer.
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But let's switch gears for a moment. Let's say our listener is a creator. Okay. We're a small business
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owner who wants to try their hand at live stream selling. What are some key things to consider?
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I think the first question is what's your story? Okay. What makes your product or your service unique?
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Yeah. Why should people care? Right. Live stream selling is all about storytelling and building
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connections. Right. So you need to have a compelling narrative. So don't just list features and
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benefits. Tell a story. Exactly. That people can connect with. Yes. Emotionally. Yeah. What else?
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Think about your audience. Okay. Who are you trying to reach? Right. What platforms do they use?
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What are their interests? Tailor your content and your platform choice to resonate with your target
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market. It's all about finding the right stage for your performance. Any other tips for aspiring
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live stream sellers? Don't be afraid to start small and experiment. You know, you don't need a
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fancy studio or a huge budget to get started. Right. Focus on creating authentic and engaging content.
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Right. That showcases your passion for what you do. So just dive in and start experimenting.
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Exactly. What about the technical side of things? Any advice for those who might feel a little
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intimidated by the technology? The good news is that the technology is becoming more and more
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accessible. Okay. Good. Most smartphones have decent cameras. Right. And there are plenty of
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affordable tools for live streaming and editing. Right. There are tons of online resources and
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tutorials to help you get started. So there's really no excuse not to give it a try.
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There's not. But let's step back and look at the bigger picture for a moment. We've talked about the
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the excitement and the potential of live stream selling. But are there any potential downsides or
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ethical considerations we should be aware of? I think the biggest concern is transparency.
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It's easy to get caught up in the excitement of a live stream. Right. And make impulsive purchases.
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Sellers need to be upfront about pricing, shipping and return policies. Yeah. And viewers need to
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be aware of their own spending habits. Right. And not get carried away by the hype. So a healthy dose
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of skepticism in common sense is always a good thing. What else? Another concern is data privacy.
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Okay. You know, live stream platforms collect a lot of data about viewers. And it's important to
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be aware of how that data is being used. It does always read the fine print. Always read the fine
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print. And be mindful of your digital footprint. Exactly. But on a more positive note,
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are there any trends emerging that you're particularly excited about? I'm really intrigued by
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the potential of live stream selling to support small businesses and local communities. Okay.
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Imagine a world where local farmers can sell their produce directly to consumers through live
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streams or where artisans can showcase their crafts and connect with a global audience. That's a
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fantastic vision. It's about using this technology to create a more equitable and sustainable marketplace.
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It is. And as we wrap up our deep dive, what final thought would you leave our listener with?
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Live stream selling is still evolving. But it's it's clearly not just a fad. Right. It's a powerful tool.
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Yeah. That has the potential to to change the way we shop, the way we connect and the way we build
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communities. Right. Whether you're a viewer, a creator or a business owner, it's worth paying attention
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to this trend and exploring how it might fit into your world. So keep your eyes peeled for those
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life buttons. And maybe even consider going live yourself. Yeah, never know. Thanks for joining us on
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this deep dive into the world of live stream selling. Until next time, happy shopping and happy streaming.
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Reach out to us at jbuyer.com for comments and questions. Follow us at buyer company on social media.
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