In the continual struggle to try to reach new audiences and become as engaging as possible, brands around the world are looking for just about any way to tap into online platforms. Almost every fashion brand and show has its own account of each of the major social media platforms, but even this isn’t proving to be enough for some.
While shows have been live-streamed for many years, live shopping streaming is somewhat nascent in its adoption in Western markets. So, how does it work, why is live streaming being used in fashion, and where is the combination of live streaming with fashion striking well?
Immersion and Entertainment in Going Live
Live streams have proven to be very popular, whether it’s a carefully planned presentation put on by a major brand or a more low-key and casual occasion by relative amateurs. Many elements play into the draw of live streams, creating what is, overall, a much more immersive and engaging experience than other forms of online content.
Participation is seen as a big part of this. Through the chat function, people can participate with the content, elevating what would be a passive experience into an actively entertaining one. In turn, this offers a way of connecting to those who are on-screen and the community viewing.
When it’s live, you never know quite what’s going to happen, and that builds into this inherent entertainment factor, too. Those who specialise in entertainment have found that utilising live-streaming technology has been well-appreciated by users. The iGaming industry is one that shows this in particular, with bingo live, for example, now one of the most popular formats of the classic lotto game.
Whilst games like bingo have been online for many years, they now often offer a full daily live show schedule. With a mix of hosts, prizes, and jackpots, the industry’s use of live streaming has only continued to develop, creating an ever more entertaining product for players. The popularity across the entertainment sector, not to mention the vast range of other live-streamed entertainment content, shows how this is an angle that fashion brands want to tap into.
Connecting to Audiences and Adding Entertainment
Brands around the world have been working on different ways of utilising live streaming technology. It’s been found that the more successful efforts aren’t those that just insert the brand into streams, but rather those that’re using the interactive tools like chats and polls while creating experiences around the show.
Of course, whenever we’re talking about live streaming, we’re often looking to independent streamers as the leading examples. Offering authenticity, grounded conversation and feedback, and tips that’re helpful to consumers. In facts it is influencers, as it were, who have become the go-to sources for live stream shopping.
Social media influencers like Laura Clery, Jamie Yeo, and Itsjudytime boast millions of followers between them. Clery alone is at some 15 million on just Facebook. The key to their joint success has been their authentic feedback on products and useful tips, all of which comes as a part of directing viewers to online stores or the social platforms of associated brands. In each case, these influences have at some point used live shopping streams as part of their content, engaging with viewers and conversing in their live chats, as well as selling products. Cases like this from the influencer world show how fashion brands could utilise the same techniques to drive engagement and sales.
Moving forward, a more dedicated approach to selling fashion items over live streams may come to the fore.
