At Bambuser we like to say that viewers are drawn in by an event’s headline and decide to join because of the content, but it's the host that makes them stay and shop. So, whoever you choose needs to be up to the task.
We understand it’s a complicated issue because the skill set required to host a Live Shopping event is relatively new, but we’ve determined that hosts need to be charismatic enough but not cocky or unrelatable, have a deep understanding of the products on the screen, understand how to weave a narrative for viewers to follow and constantly engage with viewers commenting in the chat and guests on screen.
It’s a lot to juggle and requires a good deal of preparation but unfortunately, we see lots of brands forget the importance of a good host, or they let good hosts go live unprepared.
First of all, make sure you write out a script or at least structure, brief everyone involved and stick to the plan. This way it’s clear to the host what’s happening and when. You could highlight your main points using bullets instead of blocks of text, writing from a first-person perspective and allowing your host to add their favorite expressions to the script.
We also highly recommend that you allow the host to inject their own character to be much more natural and authentic on screen.
Investing in host training is also hugely beneficial. There are a lot of best practices to learn for a Live Shopping host like the certain ways to use CTAs and the timings that make them more effective. Training can also help a host to emphasize their strengths to stand out on screen and generate better conversion.
Luckily, Bambuser Academy offers tailored host training to prepare for shows or give feedback on previous work. Get in touch here or reach out to your Customer Success Manager to facilitate contact.