Selecting your winning products for your LIVE

In the realm of TikTok LIVE Shopping, the selection and curation of products are fundamental to the stream’s success. The appeal of your product lineup directly influences viewer engagement and sales conversion rates. It is important that you establish which products you’ll be showscasing before the LIVE.

When selecting your products, consider the following:

Competitive Pricing

Ensuring that the prices of products featured in your livestream are competitive, if not lower, than those found elsewhere is crucial. This strategy appeals to price-sensitive consumers and leverages the impulse-buying nature of LIVE shopping, encouraging immediate purchases due to perceived value.

Exclusivity

Offering products that are highly sought after and hard to find elsewhere can significantly boost the appeal of your LIVE Shopping event. Exclusivity creates a sense of urgency and scarcity, making the live experience a unique opportunity for viewers to acquire something special.

Credibility

The host’s ability to present themselves as knowledgeable and trustworthy is paramount. When hosts are perceived as credible, their product recommendations carry more weight, influencing viewers’ purchasing decisions. Establishing credibility involves a deep understanding of the products, the ability to convey their benefits convincingly, and the sincerity in endorsements.

Product Arrangement and Strategy

A strategic approach to arranging your product offerings can enhance the viewer experience and drive sales during a livestream.

Product Bundling

This strategy involves grouping products in a way that adds value for the consumer. For example, bundling multiple pieces of a single SKU can cater to needs for bulk purchases, while combining various SKUs together can offer a complete solution, such as a full skincare routine. Product bundling not only provides convenience but also encourages larger purchase sizes.

Product Placement

Maintaining a coherent and engaging product lineup throughout the livestream is essential. This involves careful selection of product categories and pricing strategies to keep the content fresh and avoid redundancy. A diverse yet consistent product range can cater to a broader audience and sustain interest over the course of the livestream.

Product Types and Their Specific Uses

Different types of products serve specific purposes at various stages of the livestream, each contributing to the overall goal of driving traffic, engagement, and sales:

Traffic Drivers These products are typically used at the beginning and end of a livestream to attract and retain viewers. Low-priced items with attractive benefits or discounts can draw viewers in, while flash sales or limited-time offers towards the end of the stream encourage viewers to stay engaged and make last-minute purchases.
Industry Best-Sellers Featuring popular products during peak viewership periods can help stabilize order volumes and improve customer satisfaction. Endorsements from celebrities or influencers can further enhance the appeal of these products, leveraging their credibility to boost sales.
Major Promoted Products This category includes high-margin products or new launches that the brand aims to highlight. Presenting these products during stable traffic periods allows for in-depth demonstrations and discussions, raising awareness and interest among viewers.

Product Flow During Your LIVE

Now that you have a good understanding of how your products ideally should be organized throughout the LIVE, follow this flow to maximize interest in your selected products at peak viewership times:

Prepare Your LIVE Scripts

Using a well-crafted script for a TikTok LIVE shopping event can significantly enhance the effectiveness of the LIVE, leading to maximized sales, creative product promotion, and strengthened brand-audience relationships.

Let’s delve into why preparing a script is so crucial:

Structured Flow and Coherence

A script serves as a roadmap for the LIVE event. This organization is essential in maintaining viewer engagement, preventing awkward pauses, off-topic ramblings, and disjointed transitions between products or segments. By knowing exactly what to say and when, the host can seamlessly guide viewers through the event, making the experience more enjoyable and professional.

Strategic Product Highlights

Plan how to introduce and highlight each product. It helps the host weave in key selling points, benefits, and unique features in a compelling narrative that captures the audience’s interest, letting all products get their moment in the spotlight.

Consistent Brand Messaging

Maintain consistency in brand messaging, tone, and style throughout the event. This helps in reinforcing the brand’s identity and values, making the LIVE shopping experience an extension of the brand’s overall marketing strategy.

Audience Engagement and Interaction

While a script may sound like it could hinder spontaneity, it actually provides a foundation that allows for more meaningful interaction with the audience. With the main content structured, the host can comfortably engage with live comments, answer questions, and incorporate viewer feedback on the fly.

Handling Objections and FAQs

Anticipating potential objections or frequently asked questions and incorporating responses into the script can significantly improve the sales process. It prepares the host to address concerns confidently and promptly, reducing hesitations that might prevent viewers from making a purchase. This proactive approach builds trust and credibility, as viewers appreciate the thorough understanding and transparency regarding the products.

Time Management

LIVE events have a finite duration, and a script helps in managing this time effectively. It ensures that all planned content is covered without rushing or dragging out sections, keeping the event dynamic and engaging. Time management is crucial in maintaining viewer interest throughout the event, especially in a platform like TikTok, where users are accustomed to quick, engaging content.

TikTok’s Scripting Tools

Scripting can take some when preparing for your LIVE, even if your team knows the ins and outs of the products being showcased. Did you know that the TikTok Creative Center features a Script Generator to help make scripting easier? Leverage this tool to scripting out of the way faster.

Access the Script Generator tool here