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The Do’s and Don’ts of Being a Livestream Shopping Host

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The Do’s and Don’ts of Being a Livestream Shopping Host


Livestreams have become a widely used marketing tool across industries. For retailers and e-commerce businesses, livestreaming gives store owners the ability to continue engaging buyers without taking them to a storefront.

Think of it as a virtual shopping spree. Instead of prospective buyers browsing through the seemingly endless number of racks in a clothing store, livestream viewers can see a company’s latest products through their mobile device’s screen. They can ask questions, interact directly with brands, and make buying decisions in real-time. From the company’s perspective, livestreaming can drive sales and build brand loyalty at an accelerated rate.

To produce a successful stream, brands need to choose the right host. A strong livestream shopping host leads the entire virtual event with personality and purpose. They must engage with viewers, persuade them to respond to CTAs, and transition between segments with ease. The host will also, at times, need to think on the spot.

Luckily, our team at Switcher Studio has compiled a list of dos and don’ts for being a livestream shopping host. We want to guide your company in the right direction and make sure that your next livestream event is one that your viewers are excited about.

Do: Be Relevant and Knowledgeable

The first step to becoming a successful livestream shopping host is being a familiar or knowledgeable figure in your industry. To build customers’ trust in a brand, you must know about the products you are selling and why they matter. It is also important to answer their questions with confidence.

According to Propeller, 70% of purchases are made to solve specific problems. A report by DemandGen suggests that 95% of customers choose to buy products from companies that offer relevant content through every stage of the purchasing process. As a shopping host, you must focus on why the products you are selling are relevant to your viewers. Having firsthand industry knowledge is a plus.

Many companies employ industry influencers and key leaders to host their streams. For example, Bloomingdale’s invited Sandra Choi, creative director of Jimmy Choo, to represent the department store chain during a virtual event. Viewers were able to immediately trust Choi as a host due to her position in the fashion industry. She is also a relevant public figure whom viewers wanted to watch. In turn, this collaboration drove sales and kept customers engaged until the very end.

45% of livestream viewers say that they would pay to watch live video content from a favorite team, speaker, or performer. Keep this in mind and see the value in credibility.

Don’t: Be Sales-y

Just because you are knowledgeable about your subject does not mean your livestream should feel like a sales pitch. As the livestream host, you want to act like you are advising a close friend. This means sharing your perspective on a product by relating to your customer’s needs first.

The more information you can give viewers about your products, the better. You are trying to give them everything they need to make buying decisions on their own. Change your mindset and think of your role as leading viewers through the sales journey. Even if the customer decides not to buy what you are selling, you are still building an authentic relationship with them. Don’t count that out – 56% of customers say that they give their loyalty to brands who “get them.” Your genuine interest in helping your customers will not go unnoticed.

Do: Maximize Your On-Air Time

Whether you are going on-air for 15 minutes, an hour, or longer, it is important to maximize your time. This means organizing your show content before going live. Keep the audience engaged throughout the entire livestream by planning special segments and sales. Tease what is coming next and create incentives for viewers to continue watching (we’ll chat about this more later).

As the livestream shopping host, you are leading the entire show, from beginning to end. If you create an outline for how you want the show to run, it will help you stay present.

Don’t: Write a Script

There is such thing as overpreparation. When you’re hosting a branded livestream, do not try writing a script for the entire show. Doing this will make your dialogue feel less authentic, and your viewers will notice.

Organized outlines, bullet-point lists, and other notes are great ways to feel prepared once you go live. They will keep you organized without making your language feel inauthentic.

Do: Try Multimedia Elements

When you’re hosting a livestream, interactive media elements are crucial to retaining viewers. Platforms like Switcher Studio offer a variety of features that close the gap between the brand and the customer. Interactive media elements include chat boxes, polls, and onscreen CTAs. With today’s technology, viewers can even purchase products directly from a live feed!

In addition to interactive elements, many other forms of multimedia can help bring your hosting gig to the next level. Get creative by taping prerecorded segments, inviting remote guests, and sharing your screen. Just make sure that you are always keeping your brand in mind.

In the context of e-commerce, show off prerecorded content of your products and ask for your customers’ opinions via polls and mini-games. Lead them through the sales journey by keeping them invested through each piece of content you share.

Don’t: Stay Static

82% of viewers prefer watching a brand’s live video to social media posts. This is because of the ability for streams to engage those who are watching in real-time.

The last thing you want to do as a livestream shopping host is to create a one-dimensional feed. Unfortunately, hosting livestreams directly on social media channels inhibits brands from utilizing multimedia content. There is also the inability to utilize branded assets and create CTAs that directly lead the customer to buy products.

However, Switcher Studio and other applications give brands the customization tools to turn their streaming dreams into a reality. The platform is directly integrated with today’s leading live video platforms, including Facebook Live, YouTube, Twitch, and LinkedIn. Users can also save their streams and edit bite-sized content for other social media channels like TikTok and Instagram. The possibilities are endless.

Do: Create Incentives and Drive Communication

You want to give your viewers incentives to watch your stream until the very end. From sneak previews of new products to surprise giveaways before you go off-air, let your brand’s followers know that your streams are special. You can do this by teasing these incentives via social media before the events.

In addition to this, make sure that you are encouraging your viewers to communicate with you. Let them know that they can ask questions, express concerns, and talk about the products with you in real-time. This direct communication alone is an incentive to watch a stream.

When you are responding to viewers, make sure that you are answering their questions with honesty and empathy. Be genuine and do your best to solve their problems through positive thinking.

Don’t: Give Canned Responses or Ignore Your Audience

Don’t make your incentives or responses to customers feel like spam emails. Canned responses are predetermined responses to viewers’ questions, and they can feel inauthentic and lack the empathy that customers are looking for when engaging with you.

The worst thing you can do is ignore your audience. Whether this means not responding to comments or arguing with them about their concerns, your brand will earn a bad reputation with this mindset. Always put your customer first, and let them know that you are in their corner. At this point, you are more than just a host — you are their trustworthy friend.

Featured Image Credit: Provided by the Author; Thank you!

Nick Mattingly

Nick Mattingly, CEO, and Co-Founder, Switcher Studio
Nick is a livestreaming and social video expert and leads the Switcher Studio team as CEO, and Co-Founder. Since 2014, he has led the company to partnerships with Facebook Live, LinkedIn, Microsoft Stream, and beyond and has garnered features in TechCrunch, USA Today, Inc. Magazine, and BBC. Nick is a FastCompany contributor, and also a member of the highly competitive Endeavor Entrepreneur network.

Politics

Fintech Kennek raises $12.5M seed round to digitize lending

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Google eyed for $2 billion Anthropic deal after major Amazon play


London-based fintech startup Kennek has raised $12.5 million in seed funding to expand its lending operating system.

According to an Oct. 10 tech.eu report, the round was led by HV Capital and included participation from Dutch Founders Fund, AlbionVC, FFVC, Plug & Play Ventures, and Syndicate One. Kennek offers software-as-a-service tools to help non-bank lenders streamline their operations using open banking, open finance, and payments.

The platform aims to automate time-consuming manual tasks and consolidate fragmented data to simplify lending. Xavier De Pauw, founder of Kennek said:

“Until kennek, lenders had to devote countless hours to menial operational tasks and deal with jumbled and hard-coded data – which makes every other part of lending a headache. As former lenders ourselves, we lived and breathed these frustrations, and built kennek to make them a thing of the past.”

The company said the latest funding round was oversubscribed and closed quickly despite the challenging fundraising environment. The new capital will be used to expand Kennek’s engineering team and strengthen its market position in the UK while exploring expansion into other European markets. Barbod Namini, Partner at lead investor HV Capital, commented on the investment:

“Kennek has developed an ambitious and genuinely unique proposition which we think can be the foundation of the entire alternative lending space. […] It is a complicated market and a solution that brings together all information and stakeholders onto a single platform is highly compelling for both lenders & the ecosystem as a whole.”

The fintech lending space has grown rapidly in recent years, but many lenders still rely on legacy systems and manual processes that limit efficiency and scalability. Kennek aims to leverage open banking and data integration to provide lenders with a more streamlined, automated lending experience.

The seed funding will allow the London-based startup to continue developing its platform and expanding its team to meet demand from non-bank lenders looking to digitize operations. Kennek’s focus on the UK and Europe also comes amid rising adoption of open banking and open finance in the regions.

Featured Image Credit: Photo from Kennek.io; Thank you!

Radek Zielinski

Radek Zielinski is an experienced technology and financial journalist with a passion for cybersecurity and futurology.

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Politics

Fortune 500’s race for generative AI breakthroughs

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Deanna Ritchie


As excitement around generative AI grows, Fortune 500 companies, including Goldman Sachs, are carefully examining the possible applications of this technology. A recent survey of U.S. executives indicated that 60% believe generative AI will substantially impact their businesses in the long term. However, they anticipate a one to two-year timeframe before implementing their initial solutions. This optimism stems from the potential of generative AI to revolutionize various aspects of businesses, from enhancing customer experiences to optimizing internal processes. In the short term, companies will likely focus on pilot projects and experimentation, gradually integrating generative AI into their operations as they witness its positive influence on efficiency and profitability.

Goldman Sachs’ Cautious Approach to Implementing Generative AI

In a recent interview, Goldman Sachs CIO Marco Argenti revealed that the firm has not yet implemented any generative AI use cases. Instead, the company focuses on experimentation and setting high standards before adopting the technology. Argenti recognized the desire for outcomes in areas like developer and operational efficiency but emphasized ensuring precision before putting experimental AI use cases into production.

According to Argenti, striking the right balance between driving innovation and maintaining accuracy is crucial for successfully integrating generative AI within the firm. Goldman Sachs intends to continue exploring this emerging technology’s potential benefits and applications while diligently assessing risks to ensure it meets the company’s stringent quality standards.

One possible application for Goldman Sachs is in software development, where the company has observed a 20-40% productivity increase during its trials. The goal is for 1,000 developers to utilize generative AI tools by year’s end. However, Argenti emphasized that a well-defined expectation of return on investment is necessary before fully integrating generative AI into production.

To achieve this, the company plans to implement a systematic and strategic approach to adopting generative AI, ensuring that it complements and enhances the skills of its developers. Additionally, Goldman Sachs intends to evaluate the long-term impact of generative AI on their software development processes and the overall quality of the applications being developed.

Goldman Sachs’ approach to AI implementation goes beyond merely executing models. The firm has created a platform encompassing technical, legal, and compliance assessments to filter out improper content and keep track of all interactions. This comprehensive system ensures seamless integration of artificial intelligence in operations while adhering to regulatory standards and maintaining client confidentiality. Moreover, the platform continuously improves and adapts its algorithms, allowing Goldman Sachs to stay at the forefront of technology and offer its clients the most efficient and secure services.

Featured Image Credit: Photo by Google DeepMind; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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Politics

UK seizes web3 opportunity simplifying crypto regulations

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Deanna Ritchie


As Web3 companies increasingly consider leaving the United States due to regulatory ambiguity, the United Kingdom must simplify its cryptocurrency regulations to attract these businesses. The conservative think tank Policy Exchange recently released a report detailing ten suggestions for improving Web3 regulation in the country. Among the recommendations are reducing liability for token holders in decentralized autonomous organizations (DAOs) and encouraging the Financial Conduct Authority (FCA) to adopt alternative Know Your Customer (KYC) methodologies, such as digital identities and blockchain analytics tools. These suggestions aim to position the UK as a hub for Web3 innovation and attract blockchain-based businesses looking for a more conducive regulatory environment.

Streamlining Cryptocurrency Regulations for Innovation

To make it easier for emerging Web3 companies to navigate existing legal frameworks and contribute to the UK’s digital economy growth, the government must streamline cryptocurrency regulations and adopt forward-looking approaches. By making the regulatory landscape clear and straightforward, the UK can create an environment that fosters innovation, growth, and competitiveness in the global fintech industry.

The Policy Exchange report also recommends not weakening self-hosted wallets or treating proof-of-stake (PoS) services as financial services. This approach aims to protect the fundamental principles of decentralization and user autonomy while strongly emphasizing security and regulatory compliance. By doing so, the UK can nurture an environment that encourages innovation and the continued growth of blockchain technology.

Despite recent strict measures by UK authorities, such as His Majesty’s Treasury and the FCA, toward the digital assets sector, the proposed changes in the Policy Exchange report strive to make the UK a more attractive location for Web3 enterprises. By adopting these suggestions, the UK can demonstrate its commitment to fostering innovation in the rapidly evolving blockchain and cryptocurrency industries while ensuring a robust and transparent regulatory environment.

The ongoing uncertainty surrounding cryptocurrency regulations in various countries has prompted Web3 companies to explore alternative jurisdictions with more precise legal frameworks. As the United States grapples with regulatory ambiguity, the United Kingdom can position itself as a hub for Web3 innovation by simplifying and streamlining its cryptocurrency regulations.

Featured Image Credit: Photo by Jonathan Borba; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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