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Once a customer decides to buy a pearl, she enters a labyrinthine purchase process: Placing orders by Facebook message; checking out via a third-party site. Reeves, who operates as a one-woman show, spends the hours before her broadcast processing orders.While hosting her show, Reeves also must monitor comments on a separate screen to be able to take new orders.Yet the biggest impediment to their success may end up being, well, Facebook.In theory, Facebook Live was supposed solidify Facebook’s place in the future.It’s not Tracie Reeves’s thick Tennessee twang that hooks viewers into the two-hour-long shows she broadcasts via Facebook Live, six times a week. I’m absolutely one of the most annoying people that I’ve ever heard.”Yet 25,000 Facebook fans tune in to watch Reeves—a bubbly, relatable young mother of four, with a habit of dropping F-bombs—do what she does surprisingly well: sell oysters over the internet.“I don't know how they listen to my voice,” Reeves confides. Specifically, it’s the cultured freshwater pearls, synthetically dyed in a prismatic array of hues; she sells them on her Live show, My Mermaid Treasure.Still, drag your mouse over the center of the country on any given weeknight and you’ll find almost as many pearl parties as you do sermons on salvation.
Hosts regularly broadcast multiple times a week as they pry open oyster shells to reveal a cheap, colorful pearl inside, keeping viewers hooked with gimmicks including raffles, giveaways, and unyielding amounts of pep.Transactions take place outside of Facebook, which often means directing clients to hacked systems of personal websites, Shopify pages, and Pay Pal invoice systems.