According to Business Insider reported on the 10th, it earned $1500 per minute through live streaming, which is an achievement created by a company in the United States that mainly sells goat milk soap and beauty products. Recently, they shared three secrets of successful live streaming with Business Insider Magazine.
Beekman 1802 Live in Image Source: Business Insider
Lent Ritchie and Josh Kilmer Purcell were co-founders of soap and beauty brand Beekman 1802. They caught up early on with the wave of live streaming, which is now favored by various online sellers.
Richie and Kilmer's first attempt at live streaming was reportedly in 2013, when they were making and selling products from the milk of dozens of goats they had raised on a farm they bought in New York, ready to ship before the holidays.
Ritchie said in an interview: "We actually put our laptops on a ladder with a paint tray and then broadcast live for 24 hours in a row. As soon as people knew it was live, the phone started ringing because they had never seen a live shopping stream before. ”
At the time, in a day of live broadcasting, their sales exceeded $15,000.
What started as a live stream on YouTube and later expanded to shopping TV stations, retail live streaming has surpassed more traditional shopping channels, with more and more platforms mimicking social media and bringing streaming and shopping to mobile apps.
Research firm Coresight Research estimates that live streaming has a $6 billion market in the U.S. and could grow to $25 billion by 2023.
Today, Beekman 1802's live stream sales are also up significantly compared to when it was only live on YouTube in its early days. According to the company, on average, the Beekman 1802 generated sales of $1500 per minute during the live broadcast. On the days of live streaming, its e-commerce sales increased fivefold.
In an interview, the two founders shared tips for live streaming success.
NO.1 Tell a good story
Ritchie and Kilmer say it's important to have a clear, truthful message to share with your audience.
The company's founders have been spokespeople for Beekman since its inception in 1802, telling how they left life in the big city and lived a new way of life on farms in upstate New York. They can use this story to raise the interest and engagement of their customers and be willing to watch the livestream.
With so many beauty brands vying for consumers, Ritchie says, having a unique story helps them stand out and make a real connection with their customers.
NO.2 Delight the audience
In the spring of 2020, due to the impact of the epidemic, the Beekman 1802 team had to quickly set up a live broadcast room.
The company's own live room Image source: Business Insider
Having everything it needs for a live stream gives the brand the flexibility to produce the shows it wants. The founders of Beekman 1802 say it's all about pleasing their audience. That means playing tons of games, offering special discounts, and even pulling out goats on live streams.
Ritchie and Kilmer say the key to a successful live event is to make people feel like they're playing with friends.
NO.3 Keep up with the trend
Ritchie and Kilmer say watching other live shows and keeping up with the trend is key to success. Brands can always learn a lot through experimentation and find what works for them.
It is reported that most of the company's internal team, including creative, merchandising and film crews, have no previous experience in live broadcasting.
"We were able to pass on everything we've learned in person, whether it's what we've done on YouTube or what we've learned from other platforms, to the rest of our company and let them take over the mantle," Ritchie said. ”
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