3 tricks to help you make your live broadcast room a hit!

Have you ever encountered such a situation during live broadcast?

The number of people in the live broadcast room was pitifully small, and the distribution of benefits did not stimulate users' desire to buy.

The anchor is shouting at the top of his lungs, but the fans in the live broadcast room remain indifferent?

The interaction rate was extremely low, and the atmosphere was awkward for a while...

This time, Chan Mama brings you a very practical article - how to quickly improve the atmosphere of the live broadcast room and increase the chance of placing orders in the live broadcast room . The most intuitive aspects of the live broadcast room atmosphere experience are usually three points, namely the visual picture of the live broadcast room , the live broadcast status of the anchor , and the interactive wall of the live broadcast room (comment area) .

The following will explain and give suggestions from these three parts. If you are interested, follow Cicada Mom and read on~

Live broadcast room visual improvement

A live broadcast room with dim lighting and cluttered background will make people want to quickly pass by; but a live broadcast room with careful visual layout will bring immeasurable assists in converting fans!

1. Color matching of live broadcast background

(1) Bright colors

When users click to enter the live broadcast room, they may not have time to react to the products being introduced, so we must make full use of the overall background of the live broadcast room and inform users of the products being sold in the live broadcast room in the shortest possible time. However, bright colors do not mean putting bright red or purple blocks on the background, but using some simple backgrounds as the base , and then using bright colors to hedge .

Here we use @甲午先生旗舰店as an example. The account has only 29,000 followers, but its live broadcast sales in the past 30 days reached 1.766 million .

▲The picture comes from Cicada Mom

The strong visual impact and clear and straightforward product display enable the audience to understand the most important information in the live broadcast room in the shortest time . Information such as "Strawberry", "Factory Direct Sales", and "Discount Lucky Bags" are all available at a glance.

▲The picture comes from TikTok

(2) The main color is clear

The clear main color is especially suitable for the brand’s own Douyin account. The color tone of the live broadcast room is consistent with the brand’s tonality, which can deepen the user’s brand impression to the greatest extent.

Let’s take a few examples of brand-owned live broadcasts. In @Coach’s live broadcast room, both the host’s attire and the background wall are in a light brown color that is consistent with the brand. The overall layout of the live broadcast room is relatively simple, in line with the brand's light luxury style.

▲The picture comes from TikTok

In addition, @花西子official flagship store adopts the national style and blue brand tones, matched with the host's classical cheongsam, the unique concept of "Oriental Makeup" can extend the stay time of Douyin users.

▲The picture comes from TikTok

According to Chanmama, the average duration of stay of viewers during the live broadcast on November 10 was 4 minutes and 12 seconds , which still exceeded 96.93% of the viewers on that day during the Double Eleven battle.

▲The picture comes from Cicada Mom

(3) Prominent theme

The live broadcast room will make visual changes and optimizations according to seasons and festivals, such as the upcoming Christmas and New Year Festival. Such visual optimization can not only highlight the characteristics of the live broadcast room, but also give users a sense of "affordable" and "rare" purchasing.

For example, @主机周涛’s Children’s New Clothes Festival used firecrackers and ornaments to create a Chinese New Year atmosphere in the live broadcast room. Another example was @Joocyee衍色’s Christmas in Advance, where the host wore a Christmas headdress and bow tie to bring the audience into the scene faster.

▲The picture comes from TikTok

(4) The scene corresponds to the main products sold

In addition to fixed live broadcast venues, many people also choose outdoor live broadcasts to more directly present the product's applicable scenarios to the audience. @请叫我大韩has been choosing to live broadcast the sale of down jackets, woolen coats and other clothing at the foot of the snow-capped mountains. According to Chan Mama, the average stay time of this account is about one and a half minutes, the average live broadcast time is 2.3 hours , and the sales in the past 30 days have reached 12.762 million .

▲The picture comes from Douyin/Cicada Mom

2. Product display

In terms of merchandise display, a brand’s own single category can display items directly on the table , visually showcasing the products being sold. If you are broadcasting a live broadcast of multiple categories and want to display them, choose the shelves and cabinets carefully, because the products will be directly exposed, and if they are not placed neatly, the overall look will be messy.

3. Live streaming stickers

In the limited display area of ​​the live broadcast room, you can also use stickers to show the audience more attractive information to attract the audience to stop.

(1) Rights and interests display

Benefits display includes: shopping discounts , hot-selling discounts , lucky draw time , gift content ...

(2) Activity Guide

Activity guidelines include: activity intensity by time period , main promotion styles ...

(3) Others

The live broadcast room provides shopping suggestions based on the products, such as size and color .

If these contents are delivered orally, it will be too cumbersome. It will be more straightforward and efficient to display them directly in the form of patches. It can not only reduce the pressure on customer service and anchors, but also increase the user's stay time and improve the conversion rate of the live broadcast room.

▲The picture comes from TikTok

Auxiliary materials to enhance the atmosphere

1. Props to create atmosphere

The atmosphere of the live broadcast room can also be enhanced with the help of small props such as desktop ornaments that cater to the theme, hand signs that cooperate with the activities, and small clapping to enhance the atmosphere of the live broadcast room.

For example, @ BeatsbyDre's live broadcast room, the black room creates a sense of technology, paired with fast-paced cool music, and the host uses clapping to increase the atmosphere during important parts.

In addition, you can also place price comparison charts, calculators, small blackboards, etc. to promote sales during the live broadcast.

2. Music sets the mood

The music in the live broadcast room can be divided into two categories, one is background music and the second is special effects music .

For background music, try to choose pure music without lyrics , so as not to overshadow the host's voice.

Special effects music can be inserted at important points during live broadcasts, such as flash sales, product listings, shopping cart refreshes, fan draws, lucky bag listings, joining fan clubs, etc., to cooperate with the host's oral broadcast to liven up the atmosphere and increase the conversion rate.

The anchor's label and personality

First, let’s look at the first example - Luo Yonghao’s live broadcast room. Teacher Luo has his own personality and his own label is very impressive. Luo Yonghao has started many businesses and has a strong craftsman spirit, but he failed in running Smartisan Technology. In order to pay off his 600 million yuan debt, he chose the live streaming track, which can be called a modern version of "True Return". Therefore, words such as "repaying debts" , "craftsman spirit" and "joker" became key words in his personality .

Let’s take a look at the live broadcast room of the native Tik Tok influencer – “Rainbow Couple”. The Rainbow Couple are top anchors who started out as amateurs. Compared to celebrity anchors, they are more replicable. "Grassroots couple" , "inspirational" and "clear-headed and open-minded" are the key words of their personalities.

Nowadays, there are all kinds of personalities of anchors. An anchor can create a personality that is different from other anchors of the same category, thereby achieving differentiation. Taking @凯仔Boy’s dad costume as an example, the character of “a very expressive, dancing old man” has been successfully rooted in the minds of the audience.

Live broadcast room interactive wall/comment area maintenance

In addition to setting up the scene and the host's explanation, maintaining the comment area is also one of the ways to create a warm shopping atmosphere in the live broadcast room.

Customer service will point out the process in the comment area while the anchor is explaining, such as prompting viewers to participate in the lucky bag and join the fan group to increase the conversion rate; the continuously scrolling messages in the comment area will also convey the message "this live broadcast room will soon have benefits" to new viewers who click in, thereby increasing user stay.

summary

The atmosphere of the live broadcast room is an important first impression that users can feel when they enter the room, and it is also a powerful tool to improve conversion. This article provides highly practical suggestions and examples from three perspectives: the visual image of the live broadcast room , the live broadcast status of the anchor , and the interactive wall (comment area) of the live broadcast room, to help merchants and influencers create a better live broadcast room atmosphere and improve conversion and efficient monetization!