You’ve probably noticed notifications popping up for people going “Live” while you are scrolling through your Facebook and Instagram news feed. It’s even common to drop in and see a huge party going on.
In today’s day and age, we don’t want to miss out on anything and we want to be the first to know about the latest news. Livestreaming on Facebook and Instagram is the ultimate way to engage with your audience in real time and share your experiences with them.
Much like Facebook and Instagram livestreaming, Amazon’s new Amazon Live offers strong opportunities for engagement. The tool allows brand owners to host their own livestreams to promote their products. Below is an example of influencer Marianna Hewitt livestreaming Amazon’s new Belei skincare solutions. You can add products for display below the video while the livestream is running, allowing easy access for customers to purchase your products.
How Do You Use Amazon Live for Marketing?
According to Amazon, livestreaming can help drive sales and product discovery. Here are 3 ways you can use Amazon Live for marketing and branding purposes.
- Enticing shoppers to make purchases by educating them with tutorial and demo videos. For instance, QVC hosts demo videos to promote products on TV and shoppers can make purchases during the show.
- Alert and notify shoppers about a limited time promotion you are running. For instance, create a special promotion that only lasts during the livestream for shoppers who tuned in.
- Empower influencers to engage with shoppers promoting your products similar to how Amazon uses influencers for their skincare brand. You can partner up with influencers and run regular livestreaming tutorial videos to educate your audience and potential new customers.
To host a livestream, brand owners need to first download the mobile app called Amazon Live Creator. However, at this stage, Live Creator is only available for iOS users.
How Do You Use Amazon Live Creator?
Step 1 – Once you have downloaded the app, you need to login to your Amazon Seller Central account. Click on the “+” button to create a new livestream as shown in the image below.
Pro Tip: There is a “More” option button where you can change your channel settings, connect your Seller Central account, read livestreaming tips, and much more.
Step 2 – You can choose to run in practice mode if you need to do a few test runs before going live. Amazon will give you a unique link so you can see yourself on a private channel page. If you often run livestreams on Facebook and Instagram and don’t need any practices, then just ignore this step.
Step 3 – Add products that are related to your livestream so shoppers are able to make purchases immediately while watching you demonstrate product usage. Once you have chosen products, remember to name your livestream using primary keywords for better Amazon SEO.
Step 4 – Add a banner for your livestream video. You can choose to either share a promotion with viewers or display a custom message with them as shown in the images below.
Pro Tip: Remember to include scarcity and call to action in your custom message to encourage shoppers to take immediate action.
Step 5 – Boost your livestream if you want to reach more shoppers. You will need to connect your Seller Central account in order to do so. This boost functionality is very similar to boosting posts on Facebook.
Note that currently the livestreaming feature is only open to U.S. Professional Sellers registered in the Amazon Brand Registry and live streaming from China and Hong Kong is not supported.
Will Amazon Live attract the same level of influencer/brand owners involvement and dedicated viewership compared to Facebook, Instagram or a better example Taobao Live?
For those of you who don’t know, Taobao is one of the biggest e-commerce marketplaces in China owned by Alibaba. Taobao livestream was launched back in 2017 and has more than 10,000 livestream hosts selling products live.
Sellers selling within the beauty industry should definitely take advantage of Amazon Live to market and promote to shoppers.
Let’s hear it from you!
What are your honest thoughts on this new tool? Would you use it to engage and market to your customers? Share your thoughts with us!
Eugene is an Amazon business coach, consultant, and blockchain enthusiast. He helps aspiring and established entrepreneurs build a highly profitable Amazon FBA business so they can unlock their true potential. Learn more about him at https://wiseintro.co/freedomprofitsblueprint?