How to bring goods in the live broadcast room? How to quickly attract the attention of fans?
Today, I will share with you the 5 secrets of live streaming on Douyin!
How to choose suitable content during live broadcast?
Who will the audience see first in a live broadcast? That's right, anchor.
Therefore, the quality of the anchor's image directly affects whether the audience is willing to enter the live broadcast room.
So, how to choose an anchor? We can consider from three aspects: matching, carrying capacity and cost performance.
1. Matching degree:
including the host's image, professionalism, fan portraits, the host's live room atmosphere, word of mouth, etc.
2. Carrying power: It
can be considered from the fan activity, fan group and live broadcast data.
3. Cost-effectiveness: It is
mainly considered from the two aspects of conversion rate and verticality.
How to create the anchor set?
Let's take Chen He and Wang Zulan as examples.
As one of the head anchors of Tik Tok, Chen He has a very clear personality: playing with treasures and playing cheap, with stalks and materials, and a professional foodie.
Watching his shows can gain a lot of happiness, and naturally it will attract more fans to watch his live broadcast. Just like the live broadcast preview he made on Weibo said: "The biggest meaning of buying things is to make yourself happy, and happiness is worth sharing. Let us have a happy chat! Buy and buy happily! Then Do something meaningful!"
Wang Zulan, who is also the anchor of Douyin, is a comedy and friendly "Dongguan Boy". He interprets Dongguan culture from the perspective of the people in his hometown in the live broadcast studio of "The Good Things of the World Made in Dongguan", and drives users to pay attention to Dongguan culture and manufacturing in Dongguan. The atmosphere is relaxed and lively, it can be said that "Zu Lan smiles, the inventory becomes more
popular !" Chen He and Wang Zulan's results in bringing goods are very gratifying, precisely because they have found a position that suits them.
Therefore, by planning each step according to the person-designed IP Jiugongge mind map, content direction, content characteristics, and content template, you can more clearly find the most suitable anchor setting position.
What should I pay attention to during live broadcast control?
Generally, a live broadcast lasts more than 2 hours, so the field control must cooperate with the anchor to avoid cold scenes and heat up the atmosphere. In addition, when the anchor is not in place in the live broadcast room, such as not performing the product several times, the field control can make up for it.
So, what exactly needs to be done in field control?
1. Determine the live broadcast process and be familiar with the product
process, including when to draw and share themes, etc., all need to be familiar in advance.
In terms of products, it is necessary not only to be familiar with the performance and parameters of the promoted product, but also to actually evaluate it to see if it is really as the business said to avoid "rollover" incidents.
2. Drive the atmosphere and rhythm. The
host will inevitably be a little tired during the live broadcast. At this time, the field control needs to guide the fans to interact, such as raising some interactive issues and adjusting the live broadcast atmosphere.
3. Timely feedback data to the host.
Field control needs to pay attention to fan feedback and sales data in real time. For example, if a certain product is instantly empty, the host will be reminded to increase the amount, and on the contrary, the host will be reminded to skip to the next one as soon as possible.
How to choose products?
1. Specific analysis of specific objects
According to the fan portraits and fan needs of your live account, choose live broadcast products. For example, Li Jiaqi's main line of goods is beauty makeup, because his fan base is mainly girls.
2. "Low price, high quality" product selection strategy.
Simply put, it is cost-effective, in line with the customer unit price of the track, and ensure that the price you give to fans is the "lowest price on the entire network."
3. Beautiful, interesting and useful, at least two of them.
Good - looking product design, unique product creativity, and good reputation recommended by many celebrities, occupy at least two reasons.
4. Inventory is guaranteed
. The audience who sells goods in the live broadcast room may be tens of thousands, hundreds of thousands, or even millions. Therefore, it is necessary to clarify the real inventory, the delivery time period and the inventory replenishment time period. It is recommended to choose a small amount and more. Batch strategy.
What are the skills of live broadcast?
1. Properly package and render the product's origin, word of mouth, sales data, etc.
2. Share the experience and effect of the trial product, and after inspiring the desire to buy, tell the user the best price of the product, so that fans feel "excellent value for money"
3. Set up activities such as lottery, coupons, etc., limited time grabbing, random free orders, etc., to urge users to place orders in a centralized
manner. In short, the audience experience is "value for money", and then they are willing to continue to be in your live broadcast room. Pay the bill!
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