Content Strategy


Leverage recordings, clips, and repurposed content to drive sales and grow your audience long after your stream ends.


Overview

Your live streams are a content goldmine. This guide shows you how to effectively manage your recordings, create engaging product clips, and repurpose your content to grow your business.

1. Manage Your Stream Recordings

Every live stream is automatically recorded. Access them under Recordings in the main navigation.


  • Control Visibility:
    • Visible (Public): Appears on your channel page. Ideal for evergreen content and building a library of product demos.

    • Hidden (Private): Not listed on your channel. Use a direct link for time-sensitive offers or internal reviews.

      Edit Information:

      After your stream, edit the Title to be descriptive and keyword-rich.

    • Example: Change "My Live Stream" to "Fall Fashion Try-On Haul - 25% OFF Sweaters."

  • Track Analytics:

    See which recordings still drive sales. Track Total Views, Average Watch Time, and Sales Attributed to understand what resonates with your audience.

2. Create and Use Product Clips

Clips are short (10-60 second) videos that spotlight specific products. They are proven to significantly increase conversion rates. Access them under Clips.


  • How Clips Are Made:
    • Automatic: When you feature a product during a stream, the system automatically generates a clip from that timestamp.

    • Manual: You can also upload your own pre-recorded product demos or unboxing videos.

      Associate Clips with Products (The Most Important Step):

    1. Navigate to the Clips dashboard.
    2. Select a clip and associate it with one or more products.

    3. The clip will now automatically appear on that product's detail page.

      Why Clips Work:

    • On Your Shop: They enhance product pages, giving customers an authentic, "live" feel and showing the product in action.
    • On Social Media: Download clips to create perfect, high-engagement content for TikTok, Instagram Reels, and YouTube Shorts.
    • In Marketing: Embed clips in emails and ads for a dynamic, "as seen on our stream" call-to-action.

3. Build a Smart Content Strategy

Turn one live stream into a full week of marketing content.


The Repurposing Workflow

From one stream, you can create:

  • 1 Full Recording: Keep it visible on your channel as an evergreen product library.
  • 10-20 Product Clips: Associate these with your product pages.
  • 1 Highlight Reel (2-3 min): Edit the best moments to tease your next stream.
  • 10-15 Social Posts: Use clips, stills, and quotes across all platforms.
  • 1 Email & Blog Post: Send a "recap" email and write a blog post ("Top 5 Finds") linking to products.

Example Weekly Content Calendar

  • Mon: Tease the upcoming stream (poll, behind-the-scenes).
  • Tue (Stream Day): Post reminders, go live, share real-time highlights to Stories.
  • Wed: Post the full stream recording link ("In case you missed it...").
  • Thu: Share the best-performing product clip as a Reel or TikTok.
  • Fri: Post a customer testimonial or User-Generated Content (UGC).
  • Weekend: Share lifestyle content and preview next week's theme.

Leverage User-Generated Content (UGC)

  • Encourage it: Run contests, create a branded hashtag (e.g., #MyBrandStyle), and ask customers to tag you.
  • Repost it: Always ask for permission and credit the creator. UGC is authentic social proof that builds trust and community.

4. Track Your Performance

Measure what works to optimize your strategy. Don't guess—use data.


  • Key Metrics:
    • On-Platform: Track Sales Attributed (per recording/clip), Average Watch Time, and Conversion Rate.

    • Social Media: Monitor Engagement Rate (likes, comments, shares), Click-Through Rate (to your shop), and Saves.

      A/B Test:

      Experiment with thumbnails, video lengths, and post times to see what performs best.

      Recommended Tools:

    • Video Editing: CapCut (mobile/desktop) or iMovie (Mac).
    • Graphic Design: Canva or Adobe Express for thumbnails and social posts.
    • Scheduling: Use a social media scheduler (like Later or Buffer) to batch-create and automate your posts.

5. Best Practices: Do's and Don'ts

✅ Do's ❌ Don'ts
Be consistent. Post regularly to stay top-of-mind. Don't oversell. Aim for 80% value, 20% promotion.
Be authentic. Real, unpolished moments resonate. Don't "post and ghost." Engagement is a two-way street.
Add value. Educate, entertain, or inspire. Don't ignore analytics. Data tells you what works.
Repurpose everything. One stream = 20+ pieces of content. Don't spread too thin. Master 2-3 platforms first.
Use clear Calls-to-Action (CTAs). Tell viewers what to do next. Don't neglect quality. Blurry or dark content performs poorly.

Frequently Asked Questions (FAQ)

  • How long should I keep recordings public?

    Keep evergreen content (like product demos) public indefinitely. Hide streams with time-sensitive offers after the promotion ends.

  • Do clips work better than photos?

    Yes. Product pages with clips often see significantly higher conversion rates, as they show the product in a real, authentic context.

  • How many clips per product?

    1-3 clips are ideal to show different angles, features, or use cases.

  • How often should I post on social media?

    Consistency matters more than frequency. Start with 3-5 high-quality posts per week, and build from there.