Ever wondered why some LIVEs keep audiences engaged from start to finish? A big part of their success lies in how creators feature and present their products. Today, we'll explore why varying your product mix can be a game-changer for engagement and sales.
The strategy is simple: don't just stick with best-sellers. By cycling through different types of products — Traffic Drivers, GMV Drivers, and High AOV (Average Order Value) Products — you can draw a wider audience, build engagement, and keep viewers interested every step of the way.

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Traffic Drivers

Think of Traffic Drivers as your first handshake with the audience. They're affordable, easy-to-sell items that may not bring in big profits on their own, but they're fantastic for creating a steady flow of viewers and keeping them interested right from the start. These products are approachable, appealing to almost anyone, and help build engagement and high click-through rates (CTR).
For example, if you're a beauty creator, a budget-friendly, nourishing lip balm could make a perfect Traffic Driver. It's affordable, appealing, and gives new viewers a reason to stay engaged.
So, how do you make the most of them?

• Grab Attention Early: Begin your session with a Traffic Driver product to capture viewer interest right away. The platform observes your early engagement, which can help boost exposure for the entire LIVE.
• Re-engage Viewers: If you see traffic slowing down, reintroduce a Traffic Driver to reel viewers back in.
• Wide Appeal: Choose products with universal appeal, ones that most people recognize and find valuable. Avoid products that are overly niche, as they might not catch everyone's attention.
• Limited-Time Deal: Offering a limited quantity can spark that "better buy now!" feeling, maximizing your reach with minimal impact on profit.

With viewers now engaged, it's time to shift to your show-stopping products — the GMV Drivers.

GMV Drivers (Hero Products)

GMV Drivers, also known as Hero Products, are your big sellers—the unique, standout items that make your brand memorable. These are the products viewers will associate with your content and are essential for turning casual viewers into loyal followers. Once buyers are happy with these key items, they're more likely to return for more.
For example, if you're showcasing skincare, a bestselling vitamin C serum could be a Hero Product. It's a high-interest item that people seek out for visible skincare benefits, making it the perfect choice to drive sales and build trust with your audience.
How do you make Hero Products shine?

• Spotlight the Hero: Once viewers are intrigued, bring in the Hero Product. It's the one that can drive real excitement and sales, so showcase its value and unique features.
• Sell the Story: Guide your audience through what makes this product so special. Explain why it's a bestseller and show how it's a fantastic deal.

With viewers already interested in your offerings, you can now introduce your premium picks — High AOV Products.

High AOV(Average Order Value) Products

High AOV Products are your premium items. These are for viewers who are ready to invest in something more luxurious or exclusive. They work well toward the end of your session, once viewers are already engaged and potentially looking to splurge.
For example, a luxury skincare set with premium items like a moisturizer, eye cream, and face mask could be an ideal High AOV Product in beauty.
How do you make these work for you?

• Upsell Smartly: After showcasing your Traffic Drivers and Hero Products, introduce the High AOV(Average Order Value) Products. They're for viewers who are ready to invest in something premium, so position them as the next step up.
• Bundle and Elevate: Offering exclusive options or bundles makes buyers feel like they're getting something special. It's a great way to add value and create a memorable shopping experience.

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Creating an Engaging Cross-Category Strategy

With a variety of product types ready, a cross-category approach adds depth by weaving products from different categories into a cohesive storyline. This strategy keeps your audience curious, engaged, and ready to see what's next. Here's how to do it:

Plan Ahead

Think about how each product fits into your storyline, and time their appearances throughout your session. For example, if you're a beauty creator, start with a face mask in your skincare routine, then transition to mascara as you discuss makeup. Each product should feel intentional, contributing to the flow of the session.

Layer in Categories

Begin with your main category, then add complementary items to create smooth transitions:

• For Beauty & Personal Care creators: Start with a skincare product like a face mask, then transition to makeup essentials, creating a complete beauty routine.
• For Fashion creators: Start with a foundational clothing item, such as innerwear or a seasonal outfit, then introduce complementary beauty products like lipstick or accessories to create a complete look. This cross-category approach, like a "Get Ready With Me" theme, offers viewers a full style experience.

Build a Themed Storyline

Frame each product within a broader theme, such as a self-care session or a weekend refresh. This allows viewers to imagine how each item fits into their own LIVEs, making your LIVE feel personal and authentic.
A well-crafted cross-category strategy not only keeps your LIVE dynamic but also builds a stronger connection with viewers, encouraging them to stay engaged and excited for what's coming up next.

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Using a cross-category strategy with varied product types—Traffic Drivers to draw viewers, GMV Drivers to boost sales, and High AOV Products to maximize revenue—keeps your LIVE fresh and engaging. This approach not only attracts viewers but also holds their attention by presenting a cohesive and dynamic storyline.
No matter which products you choose, always select items and shops with high positive reviews, and consistently monitor your Product Selection Score (PSS) to identify areas for improvement. For your next LIVE, try weaving in a variety of products and see how it transforms both engagement and sales!