The annual "Double Eleven" is here again. Do you still remember last year's "Double Eleven" hot spots?
Last year's "Double Eleven", Li Jiaqi live broadcasted for more than 12 hours that day, and the number of viewers reached 249 million. Coupled with another top-tier Weiya, the total sales of the two reached 18.9 billion yuan that day .
This figure far exceeds the sum of the sales of the 3rd to 100th anchors on the delivery list.
This is the era when live streaming is king, creating top myths like Li Jiaqi and Wei Ya.
At present, when information is fragmented, people's preference for receiving information is often video>picture>text, and live broadcast is a more direct, vivid and efficient interactive sales.
In the previous article, we talked about "people-goods-field", and also mentioned "highlight clips". The essential input ports of both are "content", which is the "talking technique" of the live broadcast room.
In the live broadcast room, the "content" of the live broadcast itself is the "shelf".
According to statistics from Tmall, the frequency with which a consumer purchases a certain brand is directly proportional to the time he spends on brand-related content. This means that the longer the audience (potential customer) stays in the live broadcast room, the more brand knowledge they receive, and the more likely they are to place an order and repurchase.
This is the core competitiveness of high-quality anchors-they have a keener intuition for content control and output timing.
Ideally, high-quality and experienced anchors will continue to convey brand knowledge through word-of-mouth content, and combine product value with user pain points to stimulate (potential) senses and promote conversion.
But reality often doesn't follow "ideals."
Remember another hot news on "Double Eleven" last year? A certain brand broke up with the top anchor because of the "lowest price in the whole network" incident.
The anchor of the brand has been suffering for a long time. Creating a virtuous cycle of high-quality content is the long-term solution for brands to take the initiative back into their own hands.
01
As a content "output port", how to manage the anchor?
The pain of the brand side comes from the flow and bargaining power, and even the position and tendency of consumers, all of which are controlled by the head anchor.
On the other hand, the running-in with the anchor is also a big problem.
Every brand has its own tonality, and every anchor has its own style.
High-quality experienced anchors need a long run-in period with the brand, and it also takes a certain amount of time for the brand to cultivate its own anchors that match the style.
This has led to a relatively high turnover rate of anchors in brand live broadcasts with relatively stable demand.
Blindly increasing the salaries and benefits of high-quality anchors is not a cure for the symptoms.
How to "cure the root cause"?
Brands with unstable styles in the live broadcast room due to the frequent flow of anchors did not notice that the anchors are actually the "output port" of brand content, thus ignoring the content itself and being "handled" by the anchors.
Whale's live broadcast & short video data analysis platform VAP "Video Analytics Platform" , the live broadcast replay function can not only restore the full data of each live broadcast, but also deconstruct the composition of live broadcast speech techniques through intelligent marking of live content semantics, combined with actual index data Fluctuates and changes, captures the combination of high-quality discourse and meaning of the brand.
In other words, by accumulating experience and high-quality anchor discourse semantic templates, the brand owner has an "iron camp", and the anchor is a "flowing soldier", so that when the personnel flow, the replacement anchor can quickly adapt to the words that meet the brand's tonality Art style, maintaining and consolidating brand memory points in the market.
By customizing the label rules, the speaking skills can be continuously optimized to make it more suitable for the style of the brand's live broadcast room.
02
Massive live broadcast content, difficult to quickly reuse?
It can be quickly recalled and reused. In addition to live video content, live text is also valuable brand content.
In each live broadcast, the factors that affect the attractiveness of the audience (potential) sensory stimulation are not only the tone of the anchor and the atmosphere of the live broadcast room, but also the accuracy and comprehensibility of the output content copy .
For example: when a certain anchor explains the product, he first accurately describes the product value, and then gives examples of the pain points of the consumer scene, combined with data verification-this meets the needs of most consumers, thus generating better business indicator data.
As a successful case, this set of speech content can be deposited into the high-quality content knowledge base to optimize the speech content of other anchors and improve the anchor level.
However, at the landing level, how to quickly precipitate and reuse it?
Do you record it manually? It's too manpower-intensive.
Whale VAP writing assistant can store and accumulate live speech in a structured way, helping brands quickly reuse high-quality speech.
"Commodity script writing" one-click application of speech templates, real-time online collaborative creation, and improve the efficiency of live broadcast operations;
"Material Search" accumulates relevant indicators of brand live broadcast data, classifies speech skills as materials, quickly filters and reuses, and constructs a structured knowledge base of brand speech skills;
"Competitive Dialogue Skills" intelligently accumulates industry speaking skills, learns knowledge in vertical fields, and optimizes the script structure of its own scripts.
