👋 Hola! Welcome to Out of Singapore. This is Shan and I write every Sunday on business and marketing. I am happy and excited this weekend. I have been trying to make our livestreams bigger in scale. Finally we may have figured some things. We broke our own records yesterday. It was our longest stream ever - 7 hours. I was so happy with the viewership. It was the best viewership engagement and count.
Today I will get into details of the stream, how did we achieve it. Here is the plan for today.
Highlights of the stream
What worked yesterday
What’s the plan for tomorrow? (yes we are streaming again tomorrow!)
Let’s start.
#1 Highlights of the live stream
I love numbers, so let’s jump straight into them.
GMV - Almost 5 figures (highest ever GMV)
Viewership - 5.8K people
Average concurrent viewership - 50+people
#Orders - 150+
#Customers - 60 (2.5+ orders per customer!)
Top product - NMN capsule (have you tried NMN yet?)
Comments - 600+ (still dazed and amazed by the interaction level yesterday)
CTR on live ads - 54% (more than half of the people clicked into our ads)
Ads RoAS - 6.5x (Marketeers - Isn’t that amazing?)
ROI - 4x (Why is this less than RoAS? I will share)
Yes, there are many streamers who command 5-6 figure streams. These are large KOLs. Getting to these numbers as mid-tier streamer (Lucas) and a new brand (less than 1.5 year old) without pretty faces (yes, face counts), is amazing.
We have been trying to hit these numbers since last year. It has taken time, and many tries (more than 300+ tries) and experiments to do this. I wanted to reach this state profitably, and we were able to achieve that.
#2 What worked yesterday?
Here is my understanding of what clicked with audiences yesterday.
Special Day - It was a weekend and 11/11 sale. Double 11 is the biggest online shopping festival in Singapore. It means high buying intent, combine that with a chill Saturday and you know why consumers are willing to spend.
New Live Setup - We had a captivating yellow background, a banner that shouted the deals and expert guests.
Guests & Testimonials - There were live testimonial from existing customers, and experts (including a scientist & health coach). All of them believe in the high quality products made by us. Their testimonials was heart warming.
Customers were familiar with products - The users on the stream had previously paid 3x to 4x more to get same product from other brands. They saw the value we provide. I am “flabbergasted” with the prices charged by other brands. Really flabbergasted!
Higher advertising spends - We spent the highest ever amount on ads. I started with a small test budget, saw it working, and kept increasing through the stream. I regret one thing though - The ads stopped one hour before the stream ended, maybe I should have increased budget further?
Long Duration - I think the duration worked very well. Long duration allowed more time for users to convert. It was not rushed and everyone got to engage. So, is 6+ hours the right duration for a stream?
Engagement - Was superb. We had questions coming in every minute. The presence of experts also made ton of difference. Viewers got interesting and independent perspective.
Pre-Heat - We did a new type of pre-heat video. Did it help? The view count of the pre-heat video wasn’t much. Maybe we should have run ads on the pre-heat video? (I saw Brankay doing this)
Here is what I felt - The customers of the brand really want the brand to succeed and grow. Their testimonials are honest and valuable. When I hear them on live, it sometimes makes me tear up. Sometimes I wonder have we really done such a good job? Again, makes me tear up. Aah, I am such a cry baby. 🥹
Beyond this, I also wonder what else worked yesterday. If you are a viewer, please share your perspective. 🙏
#3 What’s the plan for tomorrow?
Yesterday was a test. Tomorrow is the D-Day. We would like to replicate it on much higher scale tomorrow, the 11th of November - the true 11.11.
Here is what our plan is -
Longer Duration - Even longer at 12 hours. Truly Double 11 (11 AM to 11 PM)
More in-person guests - More guests, experts and customers included. We have a customer, a doctor and health coach coming in.
Refreshed live setup - We are going to change the background colors every hour (break monotony) or assign special colors to each guest. Viewers browsing through different times of the day will find something new throughout the day.
New live banner with trust Icons - We will do a refreshed live banner with the most important trust icons - GMP certified, Vegan, Halal-friendly, lifetime moneyback gaurantee.
New deals (yesss) - We will launch new one dollar and eleven dollar deals. All of these will be full-sized products.
Test higher advertising spends - Tomorrow we will assign a higher ad spend and continue scaling every 2-3 hours based on performance.
Here are some new experiments I am planning on -
Behind the scenes livestream on Xandro official account - While we sell on Lucas’s channel, we will stream the behind the scenes from our official tiktok page. We will monitor how it goes and continue streaming or stop.
New guests from the team - Planning to bring in our production staff in the stream. How will it help though? I am still thinking.
Got any other suggestions? Send me soon please. 😁
Here is a short clip from the stream yesterday.
Last week I wrote about our evolving social media. If you didn’t get time to read, here is a quick link (I will move this to the end).
Thanks for reading again. If you enjoyed reading this, please press the heart button! It motivates me to continue writing, hahah. Thanks for liking the post!
Singapore marathon is in 3 weeks and I am ill-prepared. Next 2 weeks I will need to run lot more and train my muscles for endurance. Pray for me!
Jisoo and Rosie are a lovely pair
My love for Jisoo has extended to Rosie, hahaha. Isn’t she cute? Look at those eyes. 😍
Thank you so much for reading. I am mentally preparing for the long day tomorrow. You guys have a lovely week ahead! Cheers! 🥛🥛🥛🥛🥛
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