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Online videos have become the recurring gateway for companies to sell products in the world in which they now operate. Consumers spend more and more time on the internet and watch more and more videos online, Denmark Phone Number List which has led marketers to invest more resources in this type of content and to position them before their audiences. At the same time, recent months have led to the appearance of other types of formats.
Livestreaming, a kind of television store of the 21st century, has become increasingly popular. As consumers were trapped at home by coronavirus protocols and businesses needed to keep getting closer to them, they began experimenting with new formats.
One of them has been the live broadcast and streaming of content related to sales. It was a kind of purchase live and via videos. China was the first market in which it gained momentum, but now the idea is well established in the United States market and from there it will reach many other spaces.
All this is making, in one way or another, videos much more important and valuable to Denmark Phone Number List sell all kinds of products and services. Marketers have to position themselves and they have to launch their products, they have to make the images sell what they are trying to convey. Videos, and their protagonists, become not only prescribers, but also at the point of sale. Your consumer is not going to your store, but to your online and live video. How should things be done to increase conversion?
Transferring what was done at the point of sale directly to online video does not work. The environment is different, the codes are different, and the way consumers respond to things also changes. Marketers must adjust their strategy and rethink what works, and what doesn’t, in this new environment.
And what doesn’t work are smiles, as a study published in the Journal of Marketing has just shown. It may be that in a store that they smile at you makes you feel more comfortable. It won’t in the online video universe. Denmark Phone Number List Researchers have shown that smiles or positive emotion displays on shopping live streams make the product less likely to be purchased.
This is how smiles are received
The researchers analyzed 99,451 livestream sales processes and compared them to actual sales data for those products. In addition, they used a facial detection system and an emotion classification model to determine what the protagonists of that video were doing. This is how they classified the emotions and detected which ones were in each video.
The end result is that emotions are not sold in this type of content. Hopefully, when the person starring in the video conveys negative emotions, such as anger or disgust, sales don’t respond. Sales volume plummets, according to researchers. But positive emotions are not a source of success either: When the dominant emotion is happiness or surprise, sales also plummet. A smile does not increase conversion, it eliminates the opposite.
The reasons for this rejection
Why? Researchers point to a theory. They believe that consumers connect those smiles with the fake. They look like fake smiles. This type of smile reduces confidence in the seller and, therefore, weighs on the sale. But, in addition, excessive happiness, they point out, can be read in a negative way: the consumer can feel so happy because he is going to take advantage of the consumer, he is going to make money with him.
Perhaps, we add, to all this we must add that consumers on the Internet tend to operate with a somewhat higher threshold of distrust. You don’t see the product and are more afraid of being scammed.
Returning to what the Denmark Phone Number List researchers have concluded, they point out that sellers must do a job of reconversion. In the physical world, salespeople are asked to smile. That doesn’t work on the internet. Here you have to sell with a neutral and formal face.