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Facebook Livestreaming: The Secret to Jewelry Selling Success

When you’re a small business focused on selling jewelry, keeping up with a competitive market can be difficult. You don’t have quite the sway as larger companies, and you have to try and keep on top of current trends to stay afloat.

You may have heard that other jewelry sellers have found a way to stand out from the crowd and utilize the social media platform to its fullest. They’ve taken advantage of livestreaming—specifically Facebook Live—to set themselves apart from the competition.

You might like the idea, but wonder if it will really work. Is this really the best step for your business?

As it turns out, streaming through Facebook Live is incredibly effective—and we’ve taken the time to examine this method to show how.

The Rise of Livestreaming

In 1993, livestreaming hit the internet.

The very first livestream was by a band named Severe Tire Damage, who performed a video live for their audience, using a system called Mbone. Youtube appeared on the scene in 2005, which spread the popularity of internet videos.

In 2007 the appropriately-named “Livestream” was born. The idea of livestreaming was a hit, and from there many more sites were created to capitalize on the phenomenon.

But the trend didn’t remain isolated to livestream-specific sites. Social media platforms, like Facebook, realized the potential of livestreaming and jumped on board.

Marketers took notice. Studies were done to determine the effectiveness of livestreaming for businesses. One study in particular looked at three major powerhouses: Snapchat Live Stories, Periscope, and Facebook Live. Researchers  discovered that there are four elements that make livestreams successful:

  1. Immersion. Livestreams allow viewers to feel like they’re actually there, with the seller. Immersion keeps a viewer focused on the screen, rather than clicking away to scroll through Twitter or looking at friends’ pet photos.
  2. Immediacy. It’s very appealing being able to experience an event live or in-person. It’s exactly why people pay to see their favorite band even though they can listen to them through their phones. Livestreams allow for this in ways that other video services can’t offer.
  3. Interaction. Because sellers broadcast live customers have the opportunity to interact with them. For example, they might be able to ask about a gemstone’s cut or if they can get a customized version of the piece. Customers feel more involved and like that their questions and concerns are heard.
  4. Sociality.  This is the feeling that you are communicating with another person on a human level, not just being sold to. It allows buyers to feel more comfortable and relaxed in a situation.

The results? Livestreams help viewers feel like they’re part of a community. Livestreaming allows for user interaction and involvement, giving them something much more engaging, and making them more likely to buy and recommend the business to friends.

When you just post a recorded videos, there’s still entertainment value, but it doesn’t create the same sense of community.

Of the variety of social media livestreaming services available, Facebook Live easily takes the cake. It’s free, easy-to-use, and has an interactive comments section that really encourages communication between buyer and seller.

While livestreaming seems great, you may be skeptical about how this is being used to sell jewelry. Selling jewelry doesn’t involve grand performances, you just need to see what it looks like. Right?

Well, not so much. Selling jewelry online isn’t the same as selling it in a store, where you can ask questions and get a better idea of what you’re buying. Just posting a picture of a necklace and hoping people will buy isn’t going to cut it. Many people will scroll right past because they don’t really want to be sold to.

That’s why livestreaming’s is so successful. It allows jewelry sellers to market to their audience in a way that hasn’t been done before, and they can provide a sense of the interaction customers would get in a physical store.

But don’t just take my word for it.

The Results Speak for Themselves

Mandy started using Facebook Live for her jewelry business in 2016.  At first, she only had two or three viewers. It sounds discouraging, but she didn’t let that get to her; she kept posting.

“I recommend getting a Post-It note and sticking it over the viewers,” she said.  “Because it doesn't matter if you have zero viewers or 100, so just act like you're talking to your best friends and show the jewelry or whatever you're showing and love what you do.”

Her persistence paid off. She recently broke 400 viewers for a Live show, a personal milestone for her.

“That really meant a lot to me,” she said, “because it was rewarding me for all the hard work that I've been doing.”

Another seller, Krystal, had a similar experience.  She started about ten months ago. Now she gets 80-100 viewers per Live, but it wasn’t always that way.

“I always tell people to give it a good three months,” she says, referencing the first three months of her own Facebook Live experience, where she would sometimes get no viewers at all.

Both these success stories have meant a significant increase of customers for their businesses. They’ve created not just an audience, but a family, despite the hurdles they faced.

But not every company manages to succeed using Facebook Live. Some people broadcast livestreams, but never attract any viewers, and get discouraged and quit. Others simply languish away in the recesses of Facebook.

That’s because, like everything else, success on Facebook Live requires a strategy—but thankfully, getting started isn’t all that difficult.

How to Survive on Facebook Live

Both Mandy and Krystal have learned how to navigate Facebook as a marketing platform, and have gone to great lengths to become experts on Facebook Live. They’ve discovered several hacks to help get themselves in front of their audience.

Consistency

One of the biggest things is to post consistently. Make a schedule and keep to it.  

Krystal hosts Live events even when on vacation. “I still would go live from our hotel room,” she says. In fact, she sites consistency as the number one way to help your post gain views.

Time

There’s a sort of “sweet spot” in regards to run-time. You don’t want to stream for 15 minutes because you won’t attract enough viewers.

Stream for too long and you’ll lose them. Both Krystal and Mandy state that something their viewers appreciate is that their shows don’t run too long. A good run-time is less than an hour, but no more than three.

Shares

Sharing posts is Facebook’s bread-and-butter. In fact, Mandy says she thrives on shares. Sharing helps to get your marketing message in front of a larger crowd. Even better, it increases potential buyers’ trust in you, since most people won’t share the post of a business they don’t like.

Comments

Encouraging comments and interactions helps draw viewers in and makes them feel like a part of a community, rather than just customers being sold to.  

For another, it helps make your Live shows more visible on Facebook.  “It’s part of the algorithm,” Mandy states. More comments means you’re someone of interest, so Facebook will place you on more news feeds.

Be Yourself

A tip that’s often forgotten but still important?  Just be honest. Both sellers agree that if you love something, and you’re authentic, it will shine through, and that will attract people. Being honest and passionate about a product makes buyers invested, and can not only draw them to your stream, but also help drive sales.

These tricks will help you get started in your livestreaming journey. However, there’s a lot that goes into running a successful livestream, including the more technical side of a stream , like having a compatible camera and lighting setup.

We’ve compiled a checklist to help you prepare before your livestreams, to make sure everything’s ready to go.

Learn how to host the perfect Live Sale by checking out our Facebook Live Sales Guide!

Jumping on the Livestreaming Platform

Livestreaming through Facebook provides an amazing opportunity to not only attract customers and build a small business, but to create a community that shares your passions.

They create a warm space and a tighter-knit bond between sellers and buyers. “I really learned the sense of community actually this past week because it was my birthday,” Mandy says. “I love pressed pennies, and one of my viewers thought of me when she saw the pressed pennies. So she sent me a pressed penny and I was like, how cool is that?”

With easy-to-use, free platforms like Facebook Live, what do you have to lose? Give livestreaming a whirl, and see what it can do for your business.

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