Facebook Live is a feature on Facebook that allows users to broadcast live video streams to their followers. Since its launch in 2016, Facebook Live has become an extremely popular tool for businesses and influencers to engage with their audiences in real time.
Many businesses and entrepreneurs are leveraging Facebook Live as a platform not only for engagement, but also for selling products directly to viewers. The interactive nature of live video allows sellers to demonstrate products, answer questions, and facilitate purchases seamlessly during the broadcast.
Is it allowed to sell on Facebook Live?
Facebook’s commerce policies actually permit the sale of products directly within live videos. Broadcasters can showcase items, share purchase links in the video caption or comments, and even process transactions through third-party services.
Some key pointers on what is allowed when selling through Facebook Live:
- Showcasing and promoting products for sale is perfectly acceptable.
- Sharing external links leading to shopping sites or checkout pages is also allowed.
- Using third-party services like PayPal or Stripe to collect payments during live broadcasts is permitted.
- The sale or promotion of certain restricted products (pharmaceuticals, adult content, etc) is prohibited.
As long as Facebook Live commerce activities adhere to the platform’s terms of service and commerce policies, selling through live video is 100% approved by Facebook.
Facebook Live selling restrictions
While selling on Facebook Live is allowed in general, there are some limitations to be aware of:
- Facebook does not directly process payments – external tools must be used.
- Alcohol sales may require age-gating restrictions.
- Weapons, pharmaceuticals, illegal, or adult products cannot be sold.
- Live fundraising or donations are only permitted for approved non-profits.
- Gambling, raffles, or contests involving an element of chance must comply with local legal regulations.
As long as sellers operate within Facebook’s policies and applicable local laws, selling through Facebook Live is permitted.
How to sell products on Facebook Live
Here are some tips and strategies for using Facebook Live to successfully sell products and reach customers:
1. Plan your broadcast strategy
Take time to plan the details of your Facebook Live selling broadcast. Consider:
- What products you will showcase and how you will demonstrate their features/value.
- How you will engage viewers and answer their questions during the video.
- Length of the video – 15-30 minutes is often ideal for live commerce.
- How/when you will share purchase links or take payment.
2. Promote your broadcast in advance
Build buzz leading up to your Facebook Live product launch or promotion. Utilize other social channels, email lists, and word-of-mouth to maximize viewership.
3. Engage with your audience in real time
One of the biggest advantages of live selling is the ability to engage customers in real time. Stay tuned into comments and questions coming in and respond accordingly.
4. Share product links & facilitate purchases
Have purchase links or payment portals ready to go so transactions can happen seamlessly during or after the broadcast. Reiterate the link periodically.
5. Offer limited discounts or bundles
Special deals or bundles exclusive to Facebook Live viewers is a great way to incentivize purchases. But don’t overdo promotions – scarcity sells!
Examples of successful Facebook Live selling
Many businesses have found great success selling products directly via Facebook Live. Here are a few examples:
Jewelry sales
Jewelry brands like Kendra Scott have leveraged Facebook Live to showcase new product lines, conduct virtual trunk shows, and facilitate purchasing seamlessly by sharing links and payment portals.
Fashion & beauty brands
Fashion and cosmetic brands have thrived selling through Facebook Live shows. Sephora uses the platform to demonstrate makeup application. Brand ambassadors can share try-on videos and style tips and direct viewers to online stores.
Cooking demonstrations
Cooking brands often sell cookbooks, equipment, and ingredients through Facebook Live tutorials. The broadcasts allow them to demonstrate recipes and showcase products in an engaging, interactive format.
QVC-style livestreams
Many small businesses emulate the QVC model by using Facebook Live to present, demonstrate, and sell all kinds of products from kitchen gadgets to home decor items.
Hybrid events
Some brands combine Facebook Live selling with in-person events like pop-up shops and trade shows. Viewers can browse products in real time and purchase directly even if they can’t attend the event.
Benefits of selling on Facebook Live
Why should businesses consider incorporating Facebook Live commerce into their strategy? There are many potential benefits:
- Provides an interactive platform to engage and connect with customers.
- Product demonstrations can showcase items in an authentic, engaging way.
- Commerce capabilities are seamlessly integrated – no need for external tools or apps.
- Optimized for mobile – critical since video views are mostly on mobile devices.
- Reach massive existing audiences on Facebook.
- Metrics provide insight into viewers, comments, engagements, and more.
Key tips for selling successfully on Facebook Live
Follow these best practices to optimize your Facebook Live selling strategy:
- Carefully brand your video thumbnail and description to attract viewers.
- Promote your broadcast on other channels to boost viewership.
- Engage dynamically with your audience in real-time during the video.
- Reiterate purchase links or special promo codes frequently.
- Ensure smooth purchasing capabilities through external tools or portals.
- Offer exclusive deals or limited-time offers to incentivize viewers.
- Give viewers a strong call-to-action at the conclusion of the broadcast.
Facebook Live selling tools & integrations
To enhance the selling capabilities of your Facebook Live broadcasts, consider utilizing some of these helpful tools:
Streamyard
Streamyard is a powerful production platform for live video. Useful features for commerce include branded video assets, product teasers, overlays and lower-thirds, multi-stream capabilities, and more.
PayPal
Integrating PayPal makes it easy to accept payments from viewers seamlessly during your Facebook Live. Transactions are secure and funds deposited directly into your PayPal account.
Shopify
For ecommerce businesses, Shopify’s Facebook Live selling tools allow you to add buy buttons, product links, and other Shopify-powered purchasing capabilities.
Comment moderation
Apps like Commento can help you monitor comments and questions coming in during your broadcast. This allows you to respond appropriately and keeps conversations productive.
Analytics
Facebook Analytics provides data on live video performance. Additional tools like Iconosquare give further insight into viewership metrics and engagement.
| Integration | Key Features |
|---|---|
| Streamyard | Video branding, overlays, multi-streaming |
| PayPal | Payment processing |
| Shopify | Buy buttons, product links |
| Commento | Comment moderation |
| Facebook Analytics | Video metrics and data |
| Iconosquare | Audience analytics |
The future of Facebook Live selling
Live commerce on social platforms like Facebook is still a relatively new concept, but is growing extremely quickly. Looking forward, here are some predictions for the future of Facebook Live selling:
- More seamless in-video checkout capabilities will be developed.
- Shoppable live streams integrated with product catalogs will become commonplace.
- More small businesses will leverage live selling for their ecommerce strategy.
- Video and live stream ads with direct selling capabilities will expand.
- Augmented reality will be incorporated into live shopping.
- Social platforms besides Facebook will continue expanding into live commerce.
Conclusion
Facebook Live provides an extremely effective platform for businesses to demonstrate, promote, and directly sell products in real-time video streams. Proper planning and smart execution can lead to massive revenues from live selling initiatives. As live video commerce continues its rapid growth, developing a strategic approach will be key for forward-thinking brands.