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This topic is super interesting. Who should stand before the camera in your Live Shopping events & represent your Brand?
In-house experts, influencers, or maybe both?
Let's explore this subject further because the answer may need to be flexible before you start your Live Shopping journey.
The person going in front of the camera must be comfortable and confident. I can't stress this enough; it can be compared to speaking in front of an audience. If the person delivering the speech is nervous, you would feel that. The person who is representing your Brand needs to be able to engage with your viewers in a personal and authentic way. Doing that elevates the customer experience to a whole new level.
If you have implemented influencer marketing, working with ambassadors or spokespeople, that's a great way to start searching for your Live Shopping host.
Remember that there are many questions in a Live Shopping event regarding products, fit, colors, shipping, the hosts, the company, etc. One of the most significant advantages of using in-house experts is that they can quickly answer all the questions. They have all the company & product knowledge and are a substantial asset in a Live Shopping strategy.
Tips: Email all employees and ask if someone feels comfortable representing the company and being in front of the camera in Live Shopping. Do you have a future star employed already?
And for god's sake, pay the person for their efforts...
When discussing reach and marketing, partnering with an influencer can be a powerful tool to reach your target audience and leverage the influencer's trust to drive them to your site and start building a relationship there.
Our clients do this very differently.
One brand has created its own Live Shopping influencers from scratch. One uses influencers both in marketing and hosting events. It returns to your purpose and what you want to achieve with your Live Shopping. Influencers can be expensive, so it's a matter of the budget and how fast you want the results.
We have also seen great examples when an Influencer hosts the Live Shopping event, and an in-house product specialist manages the chat. Then you get the best of both worlds.
Feel free to try different concepts in the beginning. The data will provide great insights, and the results may even surprise you. I will link below to three of our customers with different takes.
Live Shopping with in-house experts
Live Shopping using influencers and in-house experts
Live Shopping hosted by Influencer and product specialists in the chat
There is no right or wrong here.
You must do what's best for you and your company regarding your goals, timeline, existing marketing, etc. But, the person hosting your Live Shopping needs to feel confident in front of the camera. If they also know how to interact, asking the audience questions and getting them to engage fully.
That's a huge win!
