Activity promotion review: To do a good live broadcast event, you need to pay attention to these 3 points

How to do a live broadcast with over 2 million exposures in one day? The author of this article reviewed a live broadcast event he was responsible for and shared three key points that need to be paid attention to for everyone's reference and learning.

With the current live streaming trend, it’s easy to organize a live streaming event, right? Can a mobile phone do the job?

Yes, it's true.

However, if you want to do a live broadcast with high exposure and influence, you still need to be prepared in all aspects.

I’d like to share with you today that I received an invitation to do a live broadcast on the fourth night of the Lunar New Year, and I officially started the live broadcast on the fifth night.

Review how to assist an IP celebrity in conducting a live broadcast event.

• How can we achieve more than 2 million exposures and 312,000+ people watching the live broadcast online in one day?
• What exactly needs to be done to run a live broadcast event successfully?

01 Follow the trend while meeting the needs of users

During this year's Spring Festival travel rush, the outbreak of the new coronavirus forced many social workers to give up the opportunity to reunite with their families and fight on the front lines to protect those infected with COVID-19. Many ordinary people began to panic after seeing the real-time map of the epidemic. Especially how to provide good protection? How to avoid infection? How to save yourself when medical resources are limited? These and other issues are what the public is currently concerned about.

Since the "IP Doctor" that I am in charge of operating is in charge of obstetrics and gynecology, I also published an article during the epidemic, describing: How expectant mothers can have prenatal checkups and give birth during the epidemic .

After the article was published, it quickly attracted everyone's attention, and everyone took the initiative to share and spread it after reading it. From 17:00 in the afternoon to 20:00 in the evening, the article had been read more than 100,000 times within 3 hours.

It just so happened that it was a large platform with a well-known efficiency. Before that, everyone received the good news on New Year’s Eve: “Lost in Russia” could be broadcast online for free. Yes, it’s ByteDance.

The planner of the platform's live broadcast event contacted me and wanted to invite this "IP doctor" to do a live broadcast. After communicating the cooperation method, we successfully reached a consensus. Moreover, the planning of this live broadcast not only conforms to the current hot events, but also collects the needs of key users. The target key users are this group: mothers who are pregnant or about to give birth. They are very concerned about whether this epidemic will affect future delivery and the health of the baby.

Of course, the main purpose of this live broadcast is to popularize medical knowledge while also preventing people from panicking too much about the epidemic and reassuring people’s hearts. Because we have to believe in our motherland, believe in the doctors, and believe in everyone. As long as we work together, we will be able to overcome the difficulties.

Therefore, to start a live broadcast, you need to: match the current hot content, understand the target user group, and collect user needs and the purpose of the live broadcast.

02 IP requires authority and personal charm

The IP doctor in this live broadcast is known as the "Internet celebrity dean". He has served as the vice dean of an authoritative tertiary hospital for 8 years and the dean for 8 years. He has been engaged in medical popularization in the field of Internet new media for nearly 6 years and has a certain authority and popularity.

Of course, his popular science content is shared with users using professional knowledge, humorous language, and easy-to-understand methods.

Especially when sorting and reading his popular science articles, I discovered some of his style of speech and some of his refined "golden sentences". It not only attracted many pregnant mothers, but also some colleagues in the industry.

Facts have proved that the professional and user accumulation over the years is very important. The live broadcast that day attracted more than 312,000 people to watch online.

When I was counting the live broadcast data in real time, I divided it into several time periods and recorded them one by one. In fact, I mainly wanted to see which peak had the highest number of viewers.

Until the end of the live broadcast, the number of viewers was still counted at 312,000+. If you are curious about why this live broadcast is so attractive, you can also go to Xigua Video and other platforms to watch the live broadcast content: "In the current epidemic situation, prenatal check-ups and delivery strategies for expectant mothers."

For the target user groups, what language and content to use to attract and impress them requires collection of information from multiple sources and accumulation in the early stages.

Just like the live streaming celebrity Li Jiaqi:

• You see that his income from live streaming sales exceeds 10 million, but you don’t know that he can face thousands of lipsticks behind the live broadcast. He can find out the brand and color number mentioned by the user within 3 seconds.
• You see that the products he broadcasts are sold out in one second, but you don’t know that he broadcasts nearly 400 times 365 days a year.
• You see that his "magical" voice in the live broadcast attracts users, but you don’t know that he has bronchitis and has to carry medicine with him when he is live streaming.

Behind the glamorous data, fame and fortune of live streaming, there are hardships and fatigue that you cannot endure.

Therefore, to do a good live broadcast requires: professional and authoritative ability in a certain field, personal IP charm and hard-working spirit.

03 Supported by a large platform, high efficiency and large promotion

When you have good enough content, understand users' current needs, and have professional abilities and personal charm, platform support is very important. On New Year’s Eve, I happened to write an article about the ByteDance platform, talking about the cooperation between its platform and director Xu Zheng. Not only did it win the hearts of the people and box office reputation, but the platform also gained a lot of traffic. It was a win-win situation.

Unexpectedly, IP Doctor’s live broadcast event was invited by ByteDance platform, and it was jointly broadcast on its platforms such as Toutiao, Xigua Video, Douyin, and Douyin Volcano Edition (formerly Volcano Short Video). Moreover, from the invitation to the night of the live broadcast, the following tasks are determined within one day: live broadcast theme, live broadcast content outline, live broadcast script, account verification, trial broadcast, promotional posters, joint publicity, live broadcast site, live broadcast summary and live broadcast playback video.

We follow up on each task one by one, assist IP doctors in completing live broadcasts, assist in building the platform's content, and see the promotional power of a platform. All of these require the cooperation of professional staff and high work efficiency to be successfully completed within just one day.

Not only do the platforms within the site work together, we also promote on other platforms such as WeChat and Weibo. The promotion exposure of the IP doctor account on Toutiao has reached 1.25W+, and the promotion exposure of the Weibo IP account has reached 600,000+.

(Statistics as of 21:00 on January 29) There are also various big accounts that forwarded the live broadcast news:

• [Toutiao’s top 10 million accounts] Official accounts such as Toutiao, Wei Toutiao, Toutiao Parenting, Xigua Video, etc. [Toutiao’s top 10 million individual accounts] Big accounts such as Yeshi Xiaoge, Zhou Xiaopeng, Zhao Geyu, etc.
• 【Millions of Weibo accounts】Global Times, Sanlian Life Weekly, China Newsweek, etc.
• [A personal Weibo account with millions of followers] Doctor Gong Xiaoming.

Coupled with the promotion on Xigua Video, Douyin, Douyin Volcano Edition and other platforms, the exposure of this live broadcast event will definitely exceed 2 million+. With such a strong dissemination force, the platform’s resource support is indispensable!

It is true that it is nice to sit under a big tree and enjoy the shade. But when you have a high enough reputation and a strong enough professional level, these resources will naturally come to you.

Therefore, to expand a live broadcast, you need: resource support from the platform, joint promotion power and your own fan traffic.

Of course, the reason why we were able to achieve such a high exposure, smooth live broadcast, and good traffic generation effect in one day is because of the support of various departments of the platform, the live broadcast of IP doctors, and finally our silent efforts behind the scenes: I cherish this opportunity. After facilitating the cooperation, I will sort out the work flow, organize my thoughts, coordinate all parties, prioritize the most urgent and important tasks, and then follow up on various matters to ensure the smooth completion of the live broadcast.

During the day of preparing for the live broadcast, I also communicated closely with the IP doctors and various departments of the platform. While cooperating with them, I also accumulated valuable experience in planning live broadcasts.

The above is the content of the review of this live broadcast. I also hope that you will be able to use it when you have the opportunity to do live broadcasts in the future~

Finally, I would like to share with you a sentence I like: "Be proactive and enterprising, opportunities always favor prepared minds." I wish you all the best~

Author: See Xia Zhixiao

Source: See Xia Zhixiao