by Brianne Fleming | Aug 8, 2026 | Marketing
I saw a post in a local Facebook group the other day that bummed me out. 🥲
A small boutique owner was struggling. Sales were down. Traffic was down. And this was during what should have been her busiest season.
I did some digging and noticed the shop had a consistent, active, and overall solid Instagram presence.
So why not meet their audience where they already are? 🤔
That’s where live shopping for small businesses comes in — selling products in real time through live video.
Live shopping isn’t new… you’ve seen it on QVC! But for years, live shopping felt reserved for big brands with big production budgets.
Now? Anyone can do it on social media. 🎉
The great thing about live shopping is how it flips a traditional in-store experience on its head.
Think about walking into a quiet store. Products sit on shelves waiting to be discovered. If you need help, the ice has to be broken — and asking questions can feel awkward.
Live shopping removes that friction by letting business owners lead the interaction. 🤩
Instead of waiting for someone to walk through your doors, you can bring that experience directly to the people who are already following you online. You can show them a product, answer their questions, make recommendations, and help them decide what to buy — all in real time.
And that’s where I think live shopping gets particularly interesting for small businesses.
If you run a local boutique, for example, a live shopping stream could look like a “Gifts Under $50” live where you walk through your bestsellers. You could style one piece three different ways for three different people, create gift bundles in real time based on viewer comments, or answer sizing, fit, and care questions that might otherwise end up sitting unanswered in your DMs.
You could even turn it into a kind of virtual personal-shopping experience: Tell me who you’re shopping for, your budget, and a little about them, and I’ll help you find something.
That’s a very different experience from simply posting a product photo and hoping someone clicks over to your website.
You’re helping people shop.
AND it’s a more active use of your time than passively sitting behind a register waiting for someone to walk in.
If you’re already spending time creating content for social media, you already have an audience you can invite into the store — you just need to give them a reason to show up.
So if sales feel slow, the issue probably isn’t your product.
Your audience just needs a more convenient way to learn about it.
Sometimes that means a better product photo. Sometimes it means a helpful email. And sometimes, it might mean getting on camera and showing people exactly why they need that thing you’ve been trying to sell.
How to Get Started with Live Shopping
You don’t need a huge following or a complicated production setup to experiment with live shopping. Start with the audience you already have and choose a simple reason for them to join you.
Maybe it’s a new-arrivals preview. Maybe it’s a holiday gift guide. Maybe it’s a styling session or a live Q&A.
The goal isn’t to create a perfectly polished television shopping experience.
It’s to make shopping easier.
Ask questions. Respond to comments. Let viewers tell you what they want to see. If someone asks about sizing, answer it. If someone says they’re shopping for their sister, help them find something.
In other words, make it feel like shopping with a really helpful friend — not watching a commercial.
That’s where the magic of live shopping happens.
Want to try live shopping?
I put together a Beginner’s Guide to Live Shopping to help you get started. It walks you through the basics of creating your own live shopping experience, so you don’t have to figure it all out from scratch.
And if you liked this idea, you’ll probably like By Popular Demand — my newsletter where I share practical marketing ideas, pop culture-inspired lessons, and a little Y2K nostalgia along the way.
Frequently Asked Questions About Live Shopping
What is live shopping?
Live shopping is a way for businesses to sell products through live video. Customers can watch products being demonstrated, ask questions, interact with the seller, and learn more about what they’re considering buying in real time.
How can small businesses use live shopping?
Small businesses can use live shopping to showcase new products, walk through bestsellers, create gift guides, demonstrate products, answer customer questions, offer styling advice, and create a more personal shopping experience online.
Can I use Instagram for live shopping?
Yes. Instagram Live can be used to showcase products, interact with your audience, answer questions, and direct viewers to your website or another place where they can purchase.
Do I need a large following to try live shopping?
Not at all. You don’t need a massive audience to experiment with live shopping. In fact, a smaller but engaged audience can be especially valuable because live shopping is built around conversation and interaction.
What should I sell during a live shopping event?
Start with products that are easy to demonstrate, explain, style, or recommend. New arrivals, bestsellers, gift ideas, products under a specific price point, and products customers frequently have questions about can all work well.
Is live shopping like QVC?
The basic concept is similar. Both use live video to showcase products and encourage people to shop. The big difference is that today’s small businesses can create their own live shopping experiences through social media without needing a television studio or a huge production budget.
Ready to Give Live Shopping a Try?
You don’t have to wait for foot traffic to pick back up.
You don’t have to hope the algorithm suddenly sends more people your way.
And you definitely don’t need a million followers.
You can start with the people who are already paying attention.
Give them a reason to show up. Give them a reason to ask questions. Give them a reason to stick around long enough to see why your product is worth buying.
That’s the opportunity with live shopping.
And if you’re ready to experiment with it, I made something to help:
by Brianne Fleming | Jul 20, 2023 | Making the Brand Podcast
Get ready to experience the ultimate Barbie takeover in this episode! s I sit down with the brand strategist, Moshe Isaacian, whose tweet about the 100+ marketing activations for the upcoming Barbie movie went mega viral
From being an astronaut to a veterinarian, Barbie already does it all, but now she’s everywhere, and we mean EVERYWHERE! In this podcast, we’ll discuss Barbie’s history, exploring how this iconic brand has transcended generations. We’ll also dive into Barbie’s undeniable impact on pop culture.
Learn how Barbie’s 100+ brand activations are popping up in the most unexpected places, and how they’ve got us all buzzing with excitement!
So, whether you’re a Barbie fanatic or simply love a good marketing spectacle, tune in as we celebrate all things Barbie.
“They’ve really stretched what Barbie stands for. It’s not just the doll. It’s the universe that Barbie lives in, and they’ve made it very true to life. “
– Moshe Isaacian
Making the Brand is the perfect fusion of your favorite marketing and pop culture podcast. Listen to the episode below:
In this episode, we discuss topics like:
- Barbie’s massive takeover discussed with brand strategist Moshe Isaacian.
- Moshe Isaacian’s viral tweet about 100+ marketing activations for the upcoming Barbie movie.
- Barbie’s diverse roles from astronaut to veterinarian, now with a ubiquitous presence.
- Exploring Barbie’s history and how it has remained iconic across generations.
- Understanding Barbie’s significant influence on pop culture.
- Insight into the 100+ brand activations appearing unexpectedly and generating excitement.
- Invitation to tune in, whether a Barbie enthusiast or interested in marketing spectacles, to celebrate all things Barbie.
Sponsored by VNYL
This episode is sponsored by VNYL — a vinyl record membership club that syncs with your Spotify so you can get new music sent to your door! Oh and the best part? Making the Brand listeners get a discount! Enjoy 50% off your first month of 3 records. Learn more at VNYL.org.
Links from the episode:
How to Subscribe
Want more marketing and pop culture fun in your life? The best thing you can do is subscribe to Making the Brand so you’re up to date on the latest episodes, released every Wednesday! Making the Brand is sure to become your favorite marketing podcast!
A Message from the Heart 💜
The Making the Brand podcast is a labor of love. If you’re a fan, I’d sincerely appreciate if you took a minute to leave a review on Apple Podcasts. Reviews are incredibly important to help me grow the show!
Leave a Review Here ✨
Here’s why Making the Brand is everyone’s favorite marketing podcast:
“Brianne gives a fresh take to social media, branding, and pop culture! I love how she ties marketing references entertainment. She is always coming up with unique ways of connecting the dots for myself and my PR students! She is a leading voice in this area as she is so well versed, knowledgeable, and educated on all things marketing! A must listen to podcast every week for me and should be for you as well if you want to stay up to date on all things marketing, branding and pop culture!”
– Kate
You also can watch a video version of this interview on YouTube!
Related Resources about music, marketing, and more!
Branding with Star Power: Celebrity Packaged Goods
From Wannabes to Icons: The Marketing Strategy Behind the Spice Girls
The Eras Tour (Vegas Edition): How Cities are Becoming Swifties
Listen to more episodes of Making the Brand here!
by Brianne Fleming | May 30, 2023 | Making the Brand Podcast
In this episode, we have an exciting interview with Jennifer Davies and Kira Siqueiros, the digital team from the City of Las Vegas. They share behind-the-scenes insights, revealing the tactics they used to capture the attention of Swifties and create a citywide celebration during her stop on the Eras Tour.
From transforming iconic landmarks to engaging with fans on social media, we explore how cities like Las Vegas tailored their campaigns to captivate both locals and tourists. Discover the creativity, authenticity, and budget-friendly approaches that left a lasting impression.
Join us as we learn how this campaign unfolded and discover how cities worldwide are riding the Swift wave to create unforgettable experiences. Get ready to be swept away by the marketing magic unleashed for Taylor Swift’s Eras Tour!
“For an organization like us, we would never have the budget to compete in something like that. And thanks to an entirely organic campaign, we reached over two and a half million people, so that was huge for our team.”
– Jennifer Davies
Making the Brand is the perfect fusion of your favorite marketing and pop culture podcast. Listen to the episode below:
In this episode, we discuss topics like:
- How the digital team prepped their Taylor Swift Eras Tour campaign
- The specific ways they sparked excitement on the Las Vegas strip and on social media
- The perfect Taylor Swift lyric that led to a viral tweet
- How the city marketed to both locals and tourists
- The misconceptions about government social media
- Why Taylor Swift’s tour is such an opportunity for cities across the country
- What defined success for this campaign and what the city is planning for next…
Sponsored by VNYL
This episode is sponsored by VNYL — a vinyl record membership club that syncs with your Spotify so you can get new music sent to your door! Oh and the best part? Making the Brand listeners get a discount! Enjoy 50% off your first month of 3 records. Learn more at VNYL.org.
Links from the episode:
How to Subscribe
Want more marketing and pop culture fun in your life? The best thing you can do is subscribe to Making the Brand so you’re up to date on the latest episodes, released every Wednesday! Making the Brand is sure to become your favorite marketing podcast!
A Message from the Heart 💜
The Making the Brand podcast is a labor of love. If you’re a fan, I’d sincerely appreciate if you took a minute to leave a review on Apple Podcasts. Reviews are incredibly important to help me grow the show!
Leave a Review Here ✨
Here’s why Making the Brand is everyone’s favorite marketing podcast:
“Nostalgia is the best way to learn and Brianne is the best teacher. Using a unique lens, Brianne disseminates information in ways that are fun and relatable.”
– Vincenzo
You also can watch a video version of this interview on YouTube!
Related Resources about Taylor Swift, marketing, and more!
Marketing Taylor Swift Dance Parties w/ Victoria Morton
Brands are Swifties Too w/ Nicole Tabak | Making the Brand
Taylor Swift’s Songwriting Categories Can Help Your Content
This Storytelling Tip Explains Why “All Too Well” is Taylor Swift’s Best Song
Listen to more episodes of Making the Brand here!
by Brianne Fleming | May 17, 2023 | Making the Brand Podcast
Join us for an exclusive interview with Cassie Petrey, the co-founder of CrowdSurf, a renowned digital marketing company that caters to the biggest stars in the music industry. From Guns N Roses to Backstreet Boys, Ed Sheeran to Britney Spears, Cassie’s company has provided specialized marketing services to an impressive roster of massive talents.
In this captivating episode, Cassie candidly discusses her experiences and insights. She addresses the challenges of imposter syndrome and shares her strategies for overcoming it. Discover where Cassie finds her creative inspiration and how she translates it into effective marketing campaigns that capture attention and drive success.
Ever wondered what it’s like to work with some of the world’s biggest celebrities? Cassie sheds light on the unique dynamics and experiences of collaborating with massive stars, offering intriguing anecdotes and behind-the-scenes stories.
As a leader in the industry, Cassie also shares her thoughts on managing a personal brand and leveraging it for professional growth. Whether you’re an aspiring marketer or simply curious about the music industry, her wisdom and expertise will leave you inspired and motivated.
Tune in to gain valuable insights into Cassie’s incredible journey, her start in the music industry, and her rise to becoming one of the most influential figures in music marketing. Don’t miss this chance to learn from a true leader who turned her passion for music into an empire.
“You have to try it out and give it a swing, and sometimes it’s wildly successful and sometimes it’s a waste of your time, but even if it’s a waste of your time, you learn something in the process. ””
– Cassie Petrey
Making the Brand is the perfect fusion of your favorite marketing and pop culture podcast. Listen to the episode below:
In this episode, we discuss topics like:
- How Cassie entered the music industry and built her way up to becoming a marketing leader in the music industry
- Working with massive celebrities: Gain insights into the unique dynamics and experiences of collaborating with some of the world’s biggest stars
- Overcoming imposter syndrome: Cassie candidly addresses the challenges of imposter syndrome and shares her strategies for conquering self-doubt
- Finding creative inspiration: Learn where Cassie finds her creative spark and how she translates it into successful marketing campaigns
- Managing a personal brand: Cassie discusses the importance of managing one’s personal brand and leveraging it for professional growth
Sponsored by VNYL
This episode is sponsored by VNYL — a vinyl record membership club that syncs with your Spotify so you can get new music sent to your door! Oh and the best part? Making the Brand listeners get a discount! Enjoy 50% off your first month of 3 records. Learn more at VNYL.org.
Links from the episode:
How to Subscribe
Want more marketing and pop culture fun in your life? The best thing you can do is subscribe to Making the Brand so you’re up to date on the latest episodes, released every Wednesday! Making the Brand is sure to become your favorite marketing podcast!
A Message from the Heart 💜
The Making the Brand podcast is a labor of love. If you’re a fan, I’d sincerely appreciate if you took a minute to leave a review on Apple Podcasts. Reviews are incredibly important to help me grow the show!
Leave a Review Here ✨
Here’s why Making the Brand is everyone’s favorite marketing podcast:
“I am SO obsessed with this podcast! Brianne is a fantastic host and I love all of the guests she has on the show. I learn something new every episode about pop culture, branding, and marketing. A must-listen show!”
– Liv
You also can watch a video version of this interview on YouTube!
Related Resources about TV, nostalgia, marketing, and more!
How the Backstreet Boys Stand the Test of Time w/ Danielle Spurge
Analyzing the Legacy of MTV’s The Real World w/ Dana Bowling
From Wannabes to Icons: The Marketing & Strategy Behind the Spice Girls
Building Community w/ Karah Leigh-Hancock of BSB Fangirls
Listen to more episodes of Making the Brand here!
by Brianne Fleming | May 3, 2023 | Making the Brand Podcast
Welcome to this episode of our podcast, where we sit down with Joe Ray, Marketing and Experience Manager at Lighthouse Technology Services, to discuss LinkedIn’s 20th anniversary and how it has remained the OG of social media platforms.
We start by discussing some of the misconceptions people may have about LinkedIn, and Joe shares his experiences on the platform, highlighting why it is a social platform he has been prioritizing and what he has gained from it.
Next, we delve into who LinkedIn is right for and what kind of goals you should have to make the most of the platform. Joe also talks about how he has experimented on LinkedIn, what formats and kinds of posts have performed well, and whether LinkedIn is as formal or stuffy as people may think it is.
We also touch on the topic of imposter syndrome on LinkedIn and what Joe would say to someone who is either new in their role or is new to LinkedIn and may question what to publish.
“We want recruiters to know that we’re trustworthy people, but we want them to know us as humans as well. And LinkedIn’s becoming a channel where we can do that really well.“
– Joe Ray, Marketing & Experience Manager
Making the Brand is the perfect fusion of your favorite marketing and pop culture podcast. Listen to the episode below:
In this episode, we discuss topics like:
- Misconceptions people may have about LinkedIn
- Joe’s experiences on LinkedIn and why he prioritizes the platform
- Who LinkedIn is right for and what kind of goals you should have
- Experimenting on LinkedIn and the formats/posts that perform well
- Whether LinkedIn is as formal or stuffy as people may think
- Dealing with imposter syndrome on LinkedIn
- The advantages of LinkedIn and what it does better than other platforms
- LinkedIn Dont’s to be aware of
Links from this episode
This episode is sponsored by the University of Florida College of Journalism and Communications Online. If you’re looking to advance your career in communications, their graduate programs offer 8 concentrations and 4 certificates from social media, public relations, digital strategy, web design and more. And with a flexible online program designed for busy professionals, you can move at your own pace. UF is a top #5 public university, so you can be confident in the quality of education you’ll receive. Enroll now and take the next step in your career.
How to Subscribe
Want more marketing and pop culture fun in your life? The best thing you can do is subscribe to Making the Brand so you’re up to date on the latest episodes, released every Wednesday! Making the Brand is sure to become your favorite marketing podcast!
A Message from the Heart 💜
The Making the Brand podcast is a labor of love. If you’re a fan, I’d sincerely appreciate if you took a minute to leave a review on Apple Podcasts. Reviews are incredibly important to help me grow the show!
Leave a Review Here ✨
Here’s why Making the Brand is everyone’s favorite marketing podcast:
“Brianne is honestly goals when it comes to podcasting. Not only is she able to come up with consistently entertaining and unique topics, but she approaches it through a fresh perspective and is clearly extremely knowledgeable and well researched! Thank you for always cranking out entertaining content Brianne!
– Mary
Prefer to watch this interview on YouTube instead? Check out this episode on my YouTube channel!
Related Resources about social media, job hunting, and more!
6 Reasons to Use Pop Culture in Your Social Media Strategy
Celebrity Audition Stories That Will Inspire Your Job Search Game
Want to Get Hired? T-Pain Says You Need a Personal Website
Listen to more episodes of Making the Brand here!
