In order to have a successful live sale campaign, three elements are needed: 1. Traffic 2. Content 3. Tech See slides for more details

1. Panya’s Guide to
Creating Engaging
Live commerce

2. Before we jump into the “how”,
fi
rst let’s
touch on the “why”. Here are just some of the
bene
fi
ts of Live commerce
:
• Live commerce increases sales by
encouraging customers to make faster
decisions
.
• It humanizes your brand, giving
people the opportunity to hear your
voice and see your unique quirk
s
• Live content build a stronger bond
between you and your audienc
e
Now, let’s walk through how to create your
Live content step-by-step.
Pre- show
Let’s start with all the equipments you need
to set up a Live stream studio. In the
beginning, keep your setup simple to lower
the odds of technical errors. Every piece of
equipment you add increases complexity in
your setup
.
The streaming device
Today, you can get away with streaming from
a smartphone or webcam, as long as your
picture quality is good enough (think HD)
.
If you have the budget go for external camera
for better quality. Ask the camera shop for a
camera for “Live” Clean HDMI and extra
battery.
Internet connection
Know your network! Test your upload speed to ensure
you have consistent upload bandwidth. And, don’t
forget to test the Livestream from audiences’
perspective.
External Microphone
Sound quality is a big deal, it counts for half of the
viewer’s technical experience. Get an external
microphone that will help block out background noise.
Have backup equipment available. Even with a simple
setup, there is still a chance your equipment may fail.
Some encoders, are built incredibly reliable, It’s
always best to play it safe and keep backups of your
gear whenever possible. Remember to minimize room
noise, test acoustics, and con
fi
gure your audio
encoding settings, and more
.
Lighting
Lighting is the other half of your viewer’s
technical experience. You can record in
daylight or use arti
fi
cial lighting. In either
scenario, ensure that you have adequate
lighting. What is adequate lighting
?
Aim to eliminate shadows from various
angles. Doing so gives your videos a
professional look. If you’re using natural
lighting, you may have to sit directly in front
of a window, like in the image below.
Using arti
fi
cial lighting will be a little
different. If you can, opt for two lights and
place them at 45-degree angles from your
position to cancel out as much shadow as
possible
.

3.
2. Make formatting decision
s
While you’re prepping for your big debut, make
sure you take the time to think about how you’ll
shoot your video and when you’ll stream it. On
the other hand, if you want to have an intimate
behind-the-scenes chat with your audience, that
could be exactly the vibe you want.
The last thing about formatting is in how you’ll
deliver the content. Do you want to be a talking
head, or just one person alone? Do you want to
invite guests? If you do bring on guests, is it an
interview format or a conversation
?
3. Hash it Ou
t
Once you’ve identi
fi
ed what your stream will be
about, break it down into talking points. You can
also create a script, but often people struggle with
scripts when Live.
Remember: even though the format of a Live
content is more relaxed and candid in style than a
video created in advance, you still want to ensure
your Live has structure with pre-planned talking
points. This doesn’t mean your host need to
follow a rigid script. All you need to include in
your plan is a juicy intro that will capture
people’s attention, 3-5 talking points, and a call-
to-action to
fi
nish with. Talking points in the form
of bullets will be more than enough. Bullet points
make it easier for the host to keep the momentum
of your event going.
If you’re not an expert on the subject matter, take
the time to research the topic. People are
interested in value and appearing unprepared will
hurt your brand
.
Keep an eye on what is trending on social
media and within your community. You can
create themes based on questions and
comments from the community.
Other Equipments
One Computer for “OBS
”
One Green scree
n
One screen / tablet for the host
One screen / tablet for the controlle
r
One capture car
d
Room size - 3*3 meter
s
US
D
Extension cor
d
Tripo
d
📖 . Conten
t
1. Know your audience
How to create content that will keep your
audience hooked from beginning to end?
Make a plan. Your content should be designed
around what your ideal customer/viewer
wants, and that makes using well-de
fi
ned
personas crucial. You can use Panya’s 2
months testing period to the max to explore
and learn.
Struggling to generate topic ideas? Don’t
worry – coming up with ideas for content gets
easier as you gain experience interacting and
engaging with your viewers
.
Also, Analytic in Panya’s CMS is very useful
because it will help you learn about your
audiences’ behavior, like and dislike
.

4. 4. Create Reward
s
Hosting a competition or quiz to excite viewers
may seem like an overkill but it’s a smart tactic
that can generate tons of interaction from your
audience. Panya has seen a lot of success using
this strategy.
Why do competitions or quizzes work? Rewards
trigger behavior that can produce a positive
experience. Rewards can be anything like gift or
vouchers , as long as they are thoughtful and hold
value for your audience
.
5. Guest Host
If you do bring on guests who are not your
regular host, it’s a good idea to practice ahead of
time so they’re more relaxed. Make sure you also
spend some time directly ahead of going live with
your guests, It will help get them into the mindset
of being on camera and you’ll start from a great
place immediately instead of warming up on the
Live itself. Also, get them well acquainted with
your products
.
🕙 Time it just righ
t
Timing can be everything when it comes to
making an impression on your audience. During a
Live event, the last thing you want is to schedule
your video to appear when everyone in your
target audience is at work or asleep. Lunch time
and dinner time is usually the “Golden hours” for
engagement.
3. Make Trivia fun
Trivia questions should range from mind-
numbingly easy (What is Disney’s character,
Aladdin’s Love interest? Answer: Princess
Jasmine) to the esoteric and obscure (The height
difference between the current World’s Tallest &
Shortest Living Men is roughly how much?
Answer: 6 ft. 0 in.). These wild swings between
reward and disappointment make playing almost
feel like gambling, minus the monetary risk, since
the game is entirely free to play
.
Beware of the length of the questions and how
they’re phrased in order to avoid hiccups and
mispronunciations on air.
Avoid topics that are controversial (Politics), or
unpleasant ( murder, tragedy ), or questions with
more than one correct answer.
Pro tip: Add funny or obviously wrong answer
sometime for humor. For example: What country
is Bill Gates from? Option: US, Canada,
Wakanda.
📢 Promote before you broadcast
While most of the content we post is followed
up with consistent promotion it’s important to
remember live videos are more like an event
than a blog post. In other words, you need to
generate interest before the experience if you
want to get that all-important viewership. A very
simple way to do this, is by creating an event.
This way, you give people something that will
create a reminder for the day of the event, as
well
.
Find out where your audience is and create
content to promote your event. Use social media
to get the word out, to invite your audience, and
partner with brands that have access to your
ideal audience.
Ultimately, you’ll want to push the upcoming
announcement on your social media account as
often as possible to start. Don’t just repeatedly
tell your audience you’re going to stream. Every
time you remind your audience, share something
new of value. For instance, highlight a tip you’ll
share, or what kind of information you’ll be
covering. Ask your host and In
fl
uencers to help
share the show details as well.

5. During Sho
w
Three people needed
Person one - OBS and Camera and
Teleprompte
r
Person two - CMS Controlle
r
Person three - Hos
t
Person two
1. Open CM
S
2. Sign i
n
3. Click production Click controlle
r
4. Check Mobile Test App Ope
n
5. Go through graphic
s
6. Go Liv
e
Now the show is o
n
Production test step
s
1. Set the camera on the tripod on portrait
mode. Camera should be at least two
meters away from green screen. Readjust
zoom in the camera
.
2. Host should be 2 feet away from the
camera and at least 3ft in front of the
screen. Use tape to mark where the person
will stand
.
3. Remember to check camera battery.
4. Place light next to or behind the camera so
that it is directly towards the Hos
t
5. Set up capture card (between laptop and
camera). Make sure the lights in the
capture card is on “Active”
.
6. check the microphone
Operating the sho
w
Person one
1. Open CM
S
2. Sign i
n
3. Click productio
n
4. Click start stream serve
r
5. Wait for Stream Server status to turn green (it
takes time
)
6. Go back to OB
S
7. Add Stream input url (from production
dashboard) into OB
S
8. OBS Start Strea
m
9. Go back to the CMS Production dashboar
d
10. Click Stream Preview (To verify that the stream
is running
)
11. Check Delay (measure it using a stopwatch)
using a time
r
12. Take note of delay tim
e
13. Check Soun
d
14. Check Video, and every scen
e
15. Go back to waiting scree
n
16. Go back to dashboar
d

6. Bonus :
Have someone to monitor the stream (if possible). Having an extra set of eyes on your live
stream is very important. The extra person helps provide support and informs you of any
problems you can’t see, such as audio sync issues and choppy frame rates. This person
may reply to the comment as well.
Always remind everyone to silence their phone.
No green clothes or objects on the show, as we are using green screen.
After the sho
w
1. Be consisten
t
People love consistency, and they love to
know when their favorite brands and
individuals are going to share their next
piece of content. Go live at a regular time
to help build a following. An inconsistent
and irregular frequency of live streams will
only frustrate your audience. Consistency
in your schedule also makes it easier to
market and promote the show. Build habits
within your audience.The more regularly
and consistently you show up, the sooner
your audience will come to expect your
content. Better yet, they’ll learn to get
excited for it
.
Whether it’s a daily, weekly or monthly
Live series, sharing consistently will
improve your chances of success
.
2. Don’t forget to promot
e
Just like you did when you were building
excitement before the Live, you can share
key takeaways post-Live on your social
media as well, too
!
3. Analyze your result
s
Finally, as with anything in the world of
marketing, you should always learn from what
you accomplish. We offer CMS that you can
measure with your live videos. For instance, you
can check out how many people you’ve reached,
how many unique viewers you have , what kind
of content work best, the ideal time and so on
.

7. Tips for the host
Let your personality shine through. Be
approachable, attentive, and imagine that
you’re speaking to one person instead of
many. Be genuine. This will melt away any
nervousness, giving you the opportunity to
really connect with your audience on a
personal level.
Engage with your audienc
e
Be responsive and interactive. The live
comments and reactions are part of what
makes the experience so engaging to
customers. It feels more like a two-way
conversation when you’re responding directly
to their questions in person.
One of the most powerful ways to increase
engagement online is to address the
comments that appear live on air. This invites
more people to share their opinions and
thoughts as you go along. If you’re concerned
that you might have too many comments to
respond to in one stream, you can always get
some help from someone off-camera to direct
the most important comments your way
.
Another easy way to be interactive is to give
shoutouts. To help boost your viewership among
people who didn’t join you for the live show, try
sharing a quick post thanking people for watching
.
You can also ask for new questions and comments
to generate additional engagement. The people who
view your videos like to feel appreciated, so show
them some love wherever you can
.
Encourage questions and input from your
audience as much as possible. Responding to
questions and thanking viewers for their comments
builds instant rapport and will make your audience
feel acknowledged and connected to your brand
.
Look at the camera – not the monitor! Reference
monitors are a fantastic tool for con
fi
dence
monitoring purposes. Resist the urge to stare at the
monitor to ensure your eyelines into the camera
lens are correct
!
Connect authentically and build
relationship
s
You’re not trying to only sell products. You’re
trying to build relationships that lead to longer-
lasting impressions. When you’re ready to
broadcast, make sure you’re relaxed, smiling and
feeling con
fi
dent
.
Of course, keep in mind that it can be useful to
draw attention to your products or services from
time to time, as long as you do it subtly.
Include a CT
A
Make sure you always give your audience an
action to take at the end. Explain well the bene
fi
t
of the products and direct your audience to buy
your product or service. However, try to avoid
being overtly salesy. Instead, encourage
engagement. This kind of genuine interactivity

8. Have fun
!
With a plan in place, the most important
thing to remember is… to have fun
!
Monotony and overly salesy content is a no-
no
.
Instead, show up with a con
fi
dent, positive
attitude because it will encourage your
followers to stick around and watch to the end
.
And don’t get worried or stressed out if you
make a small mistake or stumble over your
words… it happens to the best of us! Plus,
your audience will appreciate your authenticity
and relatability
.
Be yoursel
f
While it’s important to know the format of
your Live and what you’re going to talk about,
Live commerce isn’t about reading from a
script. The reason people tune into Lives is for
that instant connection to another human
being. And this has never been truer than right
now, during a global pandemic, when people
are craving 1:1 connection and interaction with
others
.
Yes, this connection is still through a
smartphone screen, but the more genuine you
can be as the live streamer, the more impact
you will have on your audience
.
So, how can you best achieve this? Be willing
to be vulnerable, talk to the camera like you
would a friend, and don’t be afraid to show
your personality
.
Share your live video to your
audiences base
.
Tell everyone to tune in to watch the
show. I mean everyone, your fan, your
family. Yes, even that classmate you
haven’t talked to in years. 😂 😂 😂
Give yourself lots of pre-show prep
time.
Getting prepared for a professional-quality live
show can eat up more time than you think! Being
organized and mentally ready is essential for
delivering a top-quality live stream. Allow
yourself more time for pre-show prep time to
reduce stress levels and help ensure you deliver
the best possible broadcast. Learn about your
audience, and products beforehand.