Kako prodavati proizvode koristeći Facebook Live Shopping

12 min read

You may have watched a Facebook live video of your favorite influencers at some point in your life on social media. But have you considered using Facebook Live to sell your products? It’s a great way to connect with potential customers, give them a behind-the-scenes look at your business, and increase sales in the process. Plus, you can make it a fun and interactive experience that they’re sure to remember!

U ovom postu na blogu, we’ll introduce you to live shopping on Facebook and explain how to feature products in your live video. Let’s find out how to make the most of this tool!

What Is Live Shopping?

To understand what live stream shopping is, you need to know what live streaming is. Live streaming is when a video is broadcasted in real-time, without being recorded first.

Live streaming is popular because of its interactive nature. Gledatelji mogu komunicirati izravno s voditeljem i drugim gledateljima putem chat sobe gdje postavljaju pitanja i dijele svoja mišljenja.

Primjer videa uživo na Facebooku

Streaming uživo ne koriste samo influenceri i igrači, ali je također popularan među stručnjacima koji svoje znanje dijele na internetu. Nedavno, online prodavači pridružili su se ovom trendu i započeli live stream kupnju – koristeći video zapise uživo kako bi podijelili ono što prodaju, kako ga prave, i priče iza njihovog brenda.

U 2020, pandemija koronavirusa pokrenula je eksponencijalni porast e-trgovine. Kupnja uživo jedan je od najistaknutijih trendova za kupnju novih proizvoda.

Prema Državnik, postotak ljudi koji su kupovali putem prijenosa uživo porastao je u prosjeku za 76% diljem svijeta od prije do tijekom pandemije koronavirusa. Europa je imala najveći rast kupnje putem prijenosa uživo, s povećanjem kupaca 86%. Slijedi Bliski istok 76%, dok je Sjeverna Amerika zabilježila skok upotrebe od oko 68%.

Promjena u kupnji streama uživo od prije do tijekom pandemije COVID-19 u 2021 (Izvor: Državnik)

Kupnja uživo kombinira interaktivnost live streaminga s uzbuđenjem online kupnje. Razlikuje se od prijenosa uživo jer je posebno usmjeren na trgovinu. Korištenje kupovine uživo, možete prikazati svoj proizvod na videu dok komunicirate s publikom tijekom svojih streamova.

Podcast: Što je kupnja uživo i zašto vam je potrebna za online prodaju?

Što je Facebook Live Shopping?

Facebook Live je besplatan alat koji svakome na Facebooku omogućuje strujanje videa uživo s mobilnog ili stolnog računala. Također je jedan od najboljih platforme za kupnju uživo u SAD-u.

Kao vlasnik tvrtke, možete koristiti Facebook Live za povezivanje sa svojim kupcima dok prikazujete svoje proizvode u videu uživo. Svoje predmete možete prikazati u scenarijima iz stvarnog svijeta, dovedite pojedinosti o proizvodu naprijed i u sredinu, i izravno komunicirati sa svojim potencijalnim klijentima.

Facebook vam omogućuje označavanje proizvoda u vašim live streamovima. Oznaka proizvoda sadrži detalje i poveznicu na vašu web stranicu. Kupci čak mogu kupiti artikle izravno iz vašeg prijenosa uživo! Zamislite što može učiniti za vaše poslovanje ako se pravilno organizira, podizanje Facebook kupnje na potpuno novu razinu.

Proizvod označen u videu uživo na Facebooku (Slika: Facebook)

Prednosti kupnje uživo za online prodavače

Mnogo je razloga zašto je kupovina uživo na Facebooku postala toliko popularna. Evo glavnih prednosti:

Potiče prodaju budući da je kupcima jednostavno kupiti artikle koje prikazujete – veze na proizvode prikazane su izravno u videozapisima uživo.
Prikazuje proizvode u stvarnim situacijama. Umjesto da pregledavate svoju stranicu kako biste saznali više o svojoj robi, vaši potencijalni klijenti mogu gledati kako pokazujete prednosti u stvarnom vremenu.
It takes služba za korisnike on social media to a whole new level. Vaši pratitelji mogu jednostavno razgovarati s vama tijekom vašeg prijenosa uživo, što omogućuje odgovaranje na sva njihova pitanja o vašim proizvodima, dostava, plaćanje, and brand easier than ever.
It helps build relationships with your audience because you’re not only selling your products, but you’re also providing real-time entertainment.
It can be used for collaborations with influencers. Co-host a live video with an influencer in your niche to share your expertise and present your brand to a new audience.

How to Set Up Live Shopping on Facebook

Now that you know the benefits of using Facebook Live for your business, here is how to start with it.

Please note that on April 27, 2023, Meta announced changes to Facebook and Instagram Shops across different regions. See how your Shops on Facebook and Instagram experience may be affected in the Meta Business centar za pomoć.

Before you run your first live shopping video, here’s what you need:

Set up a Facebook Shop. Sign up with Ecwid and you can create your Facebook Shop by importing and syncing your products. Evo how to do that.
Check that you’re the admin of your Facebook page.
Create a product playlist on Facebook. It is a collection of products you want to feature during your live shopping video. Follow these steps to create a product playlist.
Ensure that items you want to feature are in your catalog at least three days before your live stream.

Checked all the points above? It’s time for some live shopping!

Here’s how to create a live shopping video with tagged products from your Facebook page:

On your Facebook page, click “Live”.
Turn the “Enable Live Shopping” toggle on the Live Shopping tab.
Under “Select a Playlist”, kliknite “Odaberi moj popis za reprodukciju” i kliknite “Spremi”.
Unesite naslov svog videozapisa pod "Objavi".
Kliknite "Idi uživo".
Kliknite "Feature" ispod proizvoda koji želite pokazati svojim gledateljima. Ako želite istaknuti drugu stavku, kliknite "Zaustavi prikazivanje", odaberite novi proizvod, i kliknite na "Značajka".
Kliknite "Završi video uživo" kada završite.

Kada prikazujete video o kupnji uživo na Facebooku, vidjet ćete ovu nadzornu ploču. Koristite ga za predstavljanje različitih proizvoda u svom prijenosu uživo:

Vaši će gledatelji moći kliknuti artikl koji im se sviđa i vidjeti pojedinosti o proizvodu ili ga odmah kupiti:

Savjeti za kupovinu uživo na Facebooku

Kako biste bili sigurni da ćete i vi i vaši kupci uživati u događajima kupovine uživo, imajte na umu sljedeći savjet.

Promovirajte svoje događaje za kupovinu uživo

Najavite i promovirajte svoje videozapise o kupnji uživo nekoliko dana prije događaja kako biste potaknuli interes i izgradili iščekivanje potencijalnih kupaca. Potaknite gledatelje da prate vašu Facebook poslovnu stranicu kako bi znali kada krenete uživo.

Don’t hesitate to use other channels: announce your live shopping events in your newsletter, in your Instagram posts and stories, and other social media. Ili, invite people to your live streams in related Facebook groups.

Make a Test Run First

Want your first video to be a success? Test your live video beforehand! Change your privacy settings so that only you and the people you choose can see your test live video. Test out your equipment and pay attention to camera angles, volume, and background noise.

Keep Your Environment Organized

Whether you’re presenting live from home, raditi, or at an event like a conference, keeping your surroundings tidy and organized will help give your viewers a good impression of you and your brand.

Ask Someone to Help You

Having someone with you behind the camera during your live stream can be a game-changer. They can assist you with products, komentari, and messages.

If you don’t have a large audience on Facebook, ask a friend or family member to pose questions in comments to create more engagement and encourage other viewers to join the discussion.

Actively Communicate with Viewers

Get your audience involved–that’s the point of a live stream! Let viewers know they can make comments during the video or reach you through Facebook Messenger. Respond to viewers’ comments and reactions as they happen.

Avoid Being Too Sales-y

Being too sales-focused and pushy might annoy your audience, so you need to walk a fine line. Common topics for live shopping are recommendations for new products to try, tips on how to choose the right item, discussion of new trends, or Q&A.

Na primjer, let’s say you sell face masks. Instead of devoting the whole live video to pitching your masks, tell your audience how to choose the best fitting and comfortable one. Naravno, tag your products as examples. You’ll see your Facebook live sales skyrocket!

Save Your Live Streams

Don’t let your hard work disappear! Instead of deleting your live videos, keep them on your timeline to attract a new audience. People can also watch those videos again for more information about products, or find the items they were interested in but didn’t buy right away.

Get Started with Live Shopping

Now you know everything you need to create your first live shopping video on Facebook! Are you as excited as we are?

Just remember that live shopping is all about building relationships with your customers. Focus on your viewers’ needs first, and the sales will follow. With time, you’ll learn new tricks to increase the engagement of your live streams and turn viewers into customers.

Have you already tried live shopping on Facebook or other platforms? Do you want to learn something else about live shopping? Don’t hesitate to share your experience or ask questions in the comments below!

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About the author

Anastasia Prokofieva is a content writer at Ecwid. She writes about online marketing and promotion to make entrepreneurs’ daily routine easier and more rewarding. She also has a soft spot for cats, chocolate, and making kombucha at home.