The Uptok Blog

The Shortcomings of Shoppable Videos and Live Stream Events

September 11, 2023

In today's fast-paced digital world, shoppable videos and 1:many live stream events have become popular ways for brands to engage with customers. But these methods don't always meet modern consumers' expectations, especially for consultative or complex products. The main problem is the lack of personalization and human touch in these formats. Shoppers want tailored experiences that match their unique needs, and these one-size-fits-all approaches don't deliver. To stay competitive, businesses need to create more personalized, human-centered interactions.

Why Personalization Matters

Shoppable videos and live stream events have produced mixed results, as they often struggle to provide the personalization modern consumers crave. A study by Epsilon (2018) found that 80% of consumers are more likely to buy when brands offer personalized experiences. But the broad nature of shoppable videos and live streams doesn't cater to individual preferences. As a result, these formats fail to satisfy consumers' growing demand for customization. To succeed, businesses must focus on human-centric approaches that address each customer's unique needs.

Furthermore, the group-oriented nature of these formats makes it challenging for businesses to establish genuine connections with individual customers. According to PwC's Global Consumer Insights Survey, 65% of consumers say that a positive experience with a brand is more influential than great advertising. This statistic highlights the importance of fostering personalized and engaging experiences to build trust and loyalty, as opposed to relying on impersonal, broad-reaching methods like shoppable videos and live streaming events that cater to a wider audience but may lack personal relevance for individual consumers.

Shoppable videos and live streaming events typically cater to a wider audience, which can lead to a diluted experience that lacks personal relevance. This impersonal approach can hinder the development of trust and loyalty between consumers and brands, ultimately impacting the long-term success of the business.

1:1 Video: A Human-Centric Solution for Consultative Selling

A 1:1 video approach offers a human-centric experience that resembles in-person shopping, making it perfect for consultative or complex products. This method involves direct, individualized communication between the brand representative and the customer, creating a deeper connection and better understanding of each customer's needs.

Benefits of 1:1 Video for Consultative Selling

  1. Personalized Attention: Businesses can customize their communication and recommendations to match each customer's unique preferences, resulting in a more satisfying shopping experience.
  2. Real-time Interaction: 1:1 video allows instant conversation, letting customers ask questions or request more information about consultative or complex products, which can be promptly addressed by the brand representative.
  3. Emotional Connection: The face-to-face nature of 1:1 video enables the expression of emotions and non-verbal cues, creating a more authentic and empathetic interaction.
  4. Higher Conversion Rates: By addressing individual needs and providing tailored solutions for consultative or complex products, 1:1 video interactions are more likely to lead to successful sales conversions.

Businesses need to prioritize human-centric approaches, like 1:1 video, to effectively engage with their customers, especially when selling consultative or complex products. By doing so, they can provide personalized experiences that modern consumers demand and ultimately drive sales and foster long-lasting relationships.