Course 5: Acquire your audience

Audience acquisition

πŸ‘‰ Promoting an event is paramount to the success of a Live. You're going to take time to prepare an enjoyable Live event for your audience, you have things to teach them so you might as well share it with as many people as possible!

Don't think that a one-day post for the next day will be enough to attract enough people.

The goal of the promotion is to attract people to your Live Shopping page so that they can sign up for the Live event and add it to their calendar. They can also add their phone number to be notified a few minutes before the live event starts. (more on that below). Β 

πŸ“ Where to start?

First of all, each Live must provide added value. This must be highlighted in your promotional messages.
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  • Will you be presenting any exclusive products? Β 
  • Will there be any discount codes?
  • Will you be giving away prizes to some of the audience?
  • Who will they be advised by?
  • What are they missing if they don't log in?

🎯 Acquisition Channel #1: Website

πŸ“J-7 :

βœ” Make your Live page accessible on your site:

- Add the Live shopping page to your menu bar for easy access to Live events or replays.
- Add a "Live on..." banner when the event has been created
- Use your chat bot to promote your event

Website banner promoting a live shopping event
Website chatbot promoting a live shopping event

🎯 Acquisition channel #2: Social networks

πŸ‘‰ We give examples of posts for Instagram, but they can be reused on the social networks you have a presence on.

πŸ“J-4:
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βœ” Share key information with your followers on social networks through stories or posts:
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  • Announce the theme/format of Live
  • The added value you bring the day and time of the event
  • State the advantages of live video event (possibility to ask questions, to buy live...)
  • Share the link so they can register and add the event to their calendar


πŸ“ D-Day:

βœ” Tease the preparation of the Live. For example, you can share the set or have the host post a short video in story to give a reminder of the selected theme.

βœ” Schedule a quick Instagram Live right before your event starts. This will trigger a notification to all your followers and you can invite them to join you on your site.
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πŸ’‘ TIPS :

  • If your host is an influencer, involve them in audience acquisition and ask them to promote Live with you. Β 
  • To engage your customers indirectly, you can list 2 or 3 themes or times for your next Live and ask for their feedback on Instagram.
  • Organize a contest and announce the winner during the Live Commerce session.
Instagram post by the brand Shing to announce their Live Shopping

🎯 Acquisition Channel #3: Newsletter

πŸ“J-4:

βœ” Reach a wider audience by sending an email to your customer contact base. We recommend creating an email specifically for the occasion that includes key information related to the event.

πŸ“H-2 :

βœ” Feel free to send a short reminder email to your customers.

🎯 Acquisition channel n°4 : SMS

We propose you to send an SMS to the registered persons in order to increase the number of final participants.

SMS is one of the most effective tools to attract the attention of customers. In a few figures:
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- 60% of the customers read the texts within 1 to 5 minutes after receiving them.
- SMS have a 98% open rate, compared to 20% for e-mails.
- SMS have an average click rate of 36%, while the click rate for e-mails is 3.4%.

It is really worth it to ensure a large audience on the day.

🎯 Acquisition channel #5: Paid ads.

βœ” Launch Facebook Ads, Google display or Tik Tok Ads campaigns to extend the reach of your message.