现场购物（又名Rivetreaming）是利用当今技术趋势的最新营销和销售渠道。它认识到，人们对在品牌之前在社交媒体上关注其他人更感兴趣。太多的企业具有孤立的观点，即他们可以将任何旧的营销材料放在网上，人们会立即想购买其产品。实际上，创作者与粉丝们互动，如果他们向他们推荐产品，它可能会引起他们的兴趣 - 远远超过品牌本身的任何直接营销推动力。现在，一些品牌发现，与现场购物影响者合作可以帮助扩大准备引起兴趣并可能购买其产品的消费者圈子。
观看的前11名现场购物影响者:
什么是现场购物流（Rivetreaming）？
现场购物活动估计在2020年的美国销售额估计为56亿美元。Coresight Researchpredicts they will reach $35 billion by 2024, 3.3% of all US eCommerce.
Perhaps the easiest way to visualize live shopping is as something like the Home Shopping Network, or The Shopping Channel streamed on your mobile phone, tablet, or computer. Much of it occurs on social media, making it a clear case ofsocial commerce.
根据Shopify，社会销售策略有四个关键组成部分：
- Getting on the right social selling platforms
- Using built-in tools to target potential buyers
- 使用第三方工具扩展您的在线形象
- Listening first, selling later
Live shopping incorporates all of these. It involves selling online in the places where people already spend their time – typically Instagram, Facebook, and other social platforms. It takes advantage of these platforms' streaming capabilities (along with a few third-party apps to enhance the experience) to reach a targeted, interested audience. And because it's live, it permits instant engagement and interaction between the presenters and their audience. And when brands work with live shopping influencers, they add an additional reason for people to participate. It no longer becomes a brand trying to sell to them, albeit innovatively; instead, it's somebody they care about. As Shopify says, "There's a real-time feedback loop for buyers, including reviews of products, demonstrations, and the opportunity to ask questions."
您在哪里可以找到现场购物流？
与大多数社会贸易一样，现场购物首先在中国流行。2020年，电子商务的总商品价值（GMV）中国直播accounted for 10.6% of total online shopping's GMV. Estimates suggest that this will grow to 24.3% by 2023.
Covid19的发作有助于加快其他地方现场购物的吸收。人们不再希望（或在锁定期间）在店内花费与以前一样多的时间。取而代之的是，他们积极寻找在家中从事贸易的方法。因此，现场购物流媒体在北美和欧洲越来越受欢迎。
如果您对现场购物流兴趣感兴趣，那么一些最常见的渠道是：
- Facebook Live
- Instagram Live
- 抽搐
- YouTube Live
- TikTok
- 亚马逊直播
With live shopping streaming, viewers can simultaneously access:
- 视频流，影响者（有时甚至是品牌代表）向观众展示产品
- 聊天，允许用户提出问题并与演示者进行交流
- Links where people can buy the product in real-time
What to Look for in a Live Shopping Influencer
Probably the most vital requirement for a live shopping influencer is that they appeal to the types of people who would like your product. For example, if you sell female beauty products, there is little point in working with an influencer like Renaud Bauer, who is passionate about welding and making metal creations. Instead, you would be far better trying to work with Judy Travis (Itsjudytime), who operates a specialist beauty channel on YouTube.
Obviously, live shopping will only work with influencers and other presenters comfortable in front of a camera. Even some of the best-known influencers struggle when asked to give a live performance. There is a vast difference between sharing pre-created posts, even videos, and live videos where you have to think on the spot and can't edit any mistakes (except perhaps on the replay).
此外，现场购物的本质（又名Rivetreaming）意味着您与您合作的任何有影响力的人都需要将产品放在它们面前并能够回答相关问题。他们不能仅仅在没有自己尝试的情况下分享您准备的帖子。因此，对于成功的现场购物影响者促销活动，您应该提前发送产品样品，以使您的影响者有时间了解其优势和功能。可能有影响力的人可能不喜欢您的产品。在这种情况下，最好结束合作伙伴关系，而不是尝试任何假货人对影响者的热心支持者和追随者可能会引起的。
请记住，人们选择观看和倾听影响者，因为他们喜欢他们所说的话。在许多情况下，观众将已经是追随者和订户。Rivetreams与电视广播，甚至广告不同。有影响力的人不是专业演员，您不能指望他们遵循脚本。他们通常拥有自己的频道并控制流的内容。
However, many influencers will be happy to share the limelight with somebody representing your company, answering people's more difficult questions.
Popular Live Shopping Influencers
1.劳拉·克莱里（Laura Clery）
劳拉·克莱里（Laura Clery）has 15 million followers on Facebook, 3 million on Instagram, 873,000 on YouTube, and 6.7 million on TikTok. She's an actress and comedian best known for posting weekly comedy sketches on these platforms. She lives in Los Angeles with her husband, son, daughter, and motley crew of rescue animals.
Despite making her name with her comedy videos, many of her posts seem to be about family and motherhood. In addition, she has a shop on Facebook (directing you to Boibs to make a purchase).
克莱里（Clery）创建了鲍布斯（Boibs），这是由追随者在网上拖钓的直接结果，因为她向她展示了她的母乳喂养她的第一个新生儿。不幸的是，网络欺凌拼写错误的“胸部”为“ boibs”。因此，克莱里（Clery）决定创建一个名为Boibs的品牌，以庆祝育儿的有趣一面。
然而,她并不限制促进Boibs. She also engages in influencer marketing. For example, she recently ran a Facebook Live stream promoting the mobile game Best Fiends.
2.Itsjudytime
Another Facebook influencer participating in a Facebook Live Shopping campaign is Judy Travis, aka Itsjudytime. She has 3 million followers on Facebook, 837,000 on Instagram, 210,000 on Twitter, and 1.26 million on YouTube (her beauty-focused channel). In addition, she has a second YouTube channel (vlogging-focused) called ItsJudysLife, with 1.82 million subscribers. Judy and partner Benji are vloggers from Seattle and have vlogged nearly every day since October 2011.
除了视频博客外，Itsjudytime主要集中在美丽上。她的亚马逊商店出售与美容，婴儿必需品，厨房，孩子和皮肤护理有关的产品。
Judy ran a Facebook Live shopping stream for Kohls on Black Friday 2021. She shopped live at Kohls, getting everything she needed for the holiday season.
3。杰米Yeo
Jamie Yeo（@iamjamieyeo）发现了在Instagram上充当现场购物影响者的好处。Yeo与其他影响者Cheryl Wee和她的世界编辑Ng Yi Lian一起参加了Instagram Live流。他们分享了有关LancômeAdvancedGénifiqueProducts的新一年，分享了有关在新的一年中重置和充电皮肤和生活的提示。
杰米Yeohas been a household name in Singapore since her role as Tammy in Channel 5's "Growing Up." She's famous for her illustrious career in radio and television as a presenter and actress. She's now a social media consultant and social influencer, TV/video host, emcee, VO artiste, and mother of two. She has 110,000 followers on Instagram and 33,000 on Facebook.
4。雷诺·鲍尔（Renaud Bauer）
雷诺·鲍尔（Renaud Bauer）lives in the French Alps. He loves welding and metal work in general. So, he created a YouTube channel to share his passion, making videos of his creations, small DIY projects, and presentation of equipment for metal work, along with tips on welding, metal finishing, and general DIY.
尽管金属是鲍尔的激情，但他不是专业的焊工，而且完全是自学成才。
Bauer has 72,000 subscribers to his YouTube channel - Renaud Bauer – Createur. Being French, all the videos and text on his channel uses that language. In addition, he has comparatively small Facebook (4,700 followers) and Instagram (7,620 followers) pages.
考虑到他对焊接和金属工艺的热爱，鲍尔的现场购物是工具/建筑材料品牌Batimat并不奇怪。在Batimat展览之后，他使用该流来引入新工具。
5.Leomie Anderson
Leomie Anderson is a British model, fashion designer, and activist. She walked in four consecutive Victoria's Secret Fashion Shows from 2015 to 2018 and became a Victoria's Secret Angel in 2019. She has walked for brands including Giorgio Armani, Burberry, Chloé, Fenty Puma, Tom Ford, Tommy Hilfiger, Calvin Klein, Ralph Lauren, Moschino, Oscar de la Renta, Jeremy Scott, Temperley, Vivienne Westwood, and Yeezy.
Therefore, it made sense that Tommy Hilfiger would look to Anderson when wanting to enter the world of Instagram live shopping streaming. She was part of the brand's first shopping livestream with host Manuela Frey and other special guests, including Manuela Frey, Zoë Pastelle, and Noah Luis Brown. They talked about trends and how to style everything they were currently loving.
6.Carla Stevenne
卡拉·史蒂文（Carla Stevenne）是美容大师和化妆师who shares her makeup, hair, and fashion tips and tricks on her YouTube channel BeautyByCarla, where she has 251,000 subscribers. In addition, she has 81,500 followers on Instagram.
However, one of her most successful channels is her shop on Amazon. She has taken full advantage of the capabilities of Amazon Live and now has a comprehensive library of her past streams. These videos all link to various beauty products on Amazon.
来源：amazon.com
7。加比·莫里森
Gabby Morrison（@gabbymorr）是Tiktok的影响者，有370万关注者。她的视频以Rico Nasty，XXXTentacion和Tink等艺术家为特色，她制作的视频专注于舞蹈，旅行和美丽。例如，她赢得了2020年4月的Tiktok视频与Aqua的歌曲“芭比娃娃女孩”舞的200万次观看次数。莫里森（Morrison）还拥有347,000个Instagram关注者，以及YouTube上的65,400名。
沃尔玛（Walmart）与10家Tiktok创作者合作，于2021年12月进行现场购物体验。他们于2022年3月与沃尔玛Tiktok频道的“ Spring Shop-Along：Beauty Edition”重复了这项活动。观众可以直接在沃尔玛购物而不离开蒂克托克。加比·莫里森（Gabby Morrison）是三月流的参与者之一。莫里森（Morrison）和她的其他创作者透露了他们最喜欢的沃尔玛美容精选，并使用这些物品演示了他们的护肤，化妆和头发。此外，观众获得了美容技巧，并获得了有关流行趋势的教程。
@gabbymorrWe outside tn haven't done one of these in agesss♬ long way 2 go remix - ༊*
8。Ree Drummond
Ree Drummond是另一位与沃尔玛在现场购物活动中合作的影响者。德拉蒙德（Drummond）被许多人称为先驱女人，是美国博客作者，作家，食品作家，摄影师和电视的个性，并住在俄克拉荷马州帕沃斯卡（Pawhuska）以外的一个工作牧场上。她的博客《先驱女人》记录了她作为牧场妻子和母亲的日常生活。她还是食品网络节目《先驱女人》的主持人。
德拉蒙德（Drummond）的受欢迎程度延续到Instagram，她拥有420万追随者。
Walmart has a range of clothing they call the Pioneer Woman Collection. Therefore, Drummond was the obvious choice to run their live shopping campaign for these products. Customers could purchase the garments they liked without leaving the livestream.
9.莎拉·妮可·兰德里（Sarah Nicole Landry）
莎拉·妮可·兰德里（Sarah Nicole Landry）(aka @ thebirdspapaya) is a digital creator with 2.2 million Instagram followers. She is particularly famous for documenting her 112lb weight loss, including sharing unedited snaps of her cellulite and stretch marks after losing half her body weight.
Canadian intimates brand, Knix, used live shopping to create buzz for its swimwear launch. Sarah Nicole Landry hosted the event, along with real Knix customers and Knix founder Joanna Griffiths. The stream blended social media strategies with the expertise of the Knix brand team, showcasing online polls, gamification features, and direct paths to purchase. Of course, it helped that Landry had known and liked the brand for years and could speak directly to its merits.
10。Nate Wyatt
TikToker Nate Wyatt partnered with celebrity stylist Mimi Cuttrell to run a live shopping stream for shoes and accessories brand Aldo. Wyatt and Cuttrell shared fashion tips and showcased their favorite Aldo products. Viewers could browse Aldo's spring 2021 collection throughout the stream without leaving it. The event saw an engagement rate of 308%.
Nate Wyatt is an aspiring musician and actor who has become well known for his video creations on TikTok. He now has 6.2 million followers on the platform. In addition, he has 559,000 subscribers on YouTube, 1.3 million Instagram followers, and 85,500 following him on Twitter.
来源：tiktok.com
11.Natalie Lim Suarez和Dylana Lim Suarez
多年来，娜塔莉·林·苏亚雷斯（Natalie Lim Suarez）一直是时装行业的著名人物。她位于纽约，是1/2中文，1/4西班牙语和1/4墨西哥。她经营着博客Natalie Off Tution，在那里她通过摄影和写作分享了她的故事，灵感和项目。她还在Instagram上享受849,000名关注者。
Her sister, Dylana Lim Suarez, is a fashion blogger, writer, stylist, and photographer. Like her sister, she now lives in New York. She believes that fashion is what makes her wake up in the morning. She runs a self-titled blog (DylanaSuarez) and has 203,000 Instagram followers.
两个姐妹都定期在他们的博客和Instagram帐户上创建帖子，在那里他们穿着Fendi和Coach等奢侈品牌的服装。然而，在2020年，姐妹们联手在纽约时装周的一部分中为Luisaviroma主持了第一个现场购物溪。在与娜塔莉（Natalie）和迪拉纳（Dylana）的现场表演中，观众们在姐妹们准备纽约时装周的一天时，遵循了独家的窥视，走在纽约的标志性街道和地点，谈论风格和服装，并与之互动观众。在整个溪流中，观众可以直接从路易斯维罗马购物。
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