Live broadcast methodology in the automotive industry!

Today we will use the automotive industry as an example, but this approach can also be applied to other industries. What I want to share with you is a complete set of live broadcast methodology : how to comprehensively improve the effect before, during and after the live broadcast. People who understand it can tell at a glance that it is a good thing.

01 Preparation before the broadcast

1.1 5 ways to attract traffic

If you want to improve the live broadcast effect during the cold start phase, you need to preheat the live broadcast room to attract traffic into the live broadcast room. Here are five methods for preheating live broadcasts in the used car industry.

Method 1: Short video warm-up (required)

Release a short video on Douyin before the live broadcast to announce the live broadcast information. The traffic of the short video will affect the traffic of the live broadcast room. You can also pin the live short video to the top of the homepage and poi details page to fully lock in the traffic.

• Release time: Release the video 2-3 hours before the broadcast. If there is a major live broadcast, a short video can be released one day in advance during the time when fans are active.

• Short video content: ① Daily updated video content, with stickers prompting you to click the avatar when the video content is about to end. ② A dedicated live broadcast warm-up video. The video content can include the clear live broadcast time, live broadcast content, and live broadcast highlights. The video copy can explain the live broadcast time.

Copywriting example:

Method 2: Preheating with previous live broadcasts

You can broadcast live at a fixed time period, and repeatedly emphasize the time of your next live broadcast. Customers who are already in the live broadcast room are more accurate potential customers. Announcing the next live broadcast time in the live broadcast room can effectively attract traffic for the next live broadcast and guide customers to follow the account.

eg Many new friends have come to the live broadcast room. Let me give you a preview: we will broadcast live every Monday at 7:30 pm. You can click on the upper left corner to follow us, and you will receive a reminder when the broadcast starts.

Method 3: Home page introduction and nickname warm-up (required)

The homepage announces the live broadcast time. All customers who enter the homepage can lock it in advance. It is recommended to fix the live broadcast time.

eg is broadcast regularly every Wednesday, Friday and Saturday from 7:00 to 9:00 p.m., and more second-hand car knowledge and maintenance tips are here.

Method 4: Purchase traffic

• Brand advertising/bidding advertising to purchase traffic: attract more traffic to the live broadcast room through information flow advertising

• dou+/live broadcast dou+: use dou+ products to purchase traffic (video heating, live broadcast room heating)

Method 5: Attract new traffic from outside the site

• External traffic acquisition: social networks, Weibo, public accounts, Xiaohongshu, etc.

Supplement : Short video script skills

What is the purpose of writing video scripts? How to write a video script?

A: For short videos promoting products, the most important functions of the script are:

1. Improve video shooting efficiency: Having a script is equivalent to providing a process guide for subsequent shooting, editing, props preparation, etc.

2. Improve the quality of video shooting: Although most of our short videos selling products are 15 seconds long, the longest one does not exceed 30 seconds. But if you want high basic traffic and high conversion rate, you must carefully polish every detail that appears in the video.

Before conceiving the script, you need to think about the shooting content and shooting theme. In addition, you can find high-quality expert videos of the same type as references, so that the final content of our video will not be too different from the desired shooting effect.

When it comes to how to write a video script, there are basically 6 elements, which can be increased or reduced according to the specific situation.

Shot type: long shot, panoramic shot, medium shot, close shot, close-up

Content: Split the video script and put the content in each shot

Lines: It serves as the finishing touch, so don’t use too many words.

Duration: Mark the duration of each shot in advance to facilitate editing

Camera movement: The way the camera moves, from near to far, translation, rotation, different camera movements bring completely different visual effects

Props: You can choose a variety of props, but never let the props steal the show.

1.2 Live Script Skills

The role of pre-written scripts

1. Process sorting: not easily led astray, rhythm control

2. Improve efficiency through division of labor: division of labor, role allocation, management of anchors’ speech, reminders for interaction, and avoid having nothing to say

3. Convenient for review and summary: handle emergencies and analyze and improve based on data after the broadcast

The 4 core elements of a complete script

1. Clarify the theme of the live broadcast: start from the needs and make the core clear;

2. Control the rhythm of live broadcast: determine the content of live broadcast in each time period, in an orderly and relaxed manner;

3. Dispatch the division of labor for live broadcast: specify the live broadcast personnel, venue, props, and cooperate efficiently to win steadily;

4. Guide live broadcast interaction: increase fun, attract users to stay, and create climax moments.

Script Module

1. Opening warm-up (1-3 minutes): self-introduction, welcome, topic introduction, time arrangement

2. Topic introduction: in-depth topic and benefit preview

3. Product introduction: products, services, advantages, knowledge points (combined with cases and storytelling)

4. Fan interaction: (**in the middle of product knowledge points) **once every 10-20 minutes, follow, like, light board, gift, comment and other interactions

5. Ending & preview: thank you, guide attention, urge conversion, and preview the next issue

6. 10 elements of the general template: (table of contents, key points, no need to be verbatim, you can write a verbatim draft at the beginning)

① Time ② Place ③ Theme ④ Goal ⑤ Number of products ⑥ Anchor ⑦ Field control ⑧ Operation ⑨ Time period segmentation process ⑩ Talking skills

Finally, you should also write down the precautions (other special notes, things that are constantly emphasized)

You can simply refer to the following template:

1.3 People and Goods in Live Broadcast

People in live broadcast

1. Personnel Arrangement

• Staffing requirements: It is recommended to have 2 live broadcast staff. One anchor, one person responsible for camera, screen control (blocking bad comments and viewers spamming the screen), private message answering (converting information into timely responses to customers), and field control (reminding the anchor of time and rhythm arrangements, and reminding the anchor of important fans' speeches that he missed). Multiple people can be assigned to different roles depending on the actual situation.

• Requirements for anchors:

￮ Groom your appearance appropriately and dress appropriately. After starting the live broadcast, you should try to appear on camera yourself, and do not allow minors to broadcast alone in front of the camera; do not distract yourself during the live broadcast, such as focusing on others for a long time while ignoring yourself, as this will bring a bad visual experience to customers and will also affect subsequent popularity.

￮ Enthusiastic, some sales experience is a plus, familiar with the car products and conditions in the store, and demonstrates professionalism.

￮ Live broadcast in a crosstalk style, keep smiling and enthusiastic, and use humor to liven up the atmosphere of the live broadcast room.

2. Mentality building

Every new live broadcast room will have a certain cold start period. During this period, there are fewer people in the room and the atmosphere is not active. At this time, the anchor needs to maintain a good attitude and liven up the atmosphere.

• First of all, every new anchor will receive a certain amount of traffic recommendations at the beginning of the live broadcast. The anchor must broadcast live as much as possible at the beginning of the live broadcast. Each live broadcast should last at least 30 minutes. It is recommended that the single broadcast time should be more than 2 hours so that the system can collect more effective live broadcast data and match the corresponding traffic later. If the effect of the early live broadcast is not great per unit time, it is recommended to extend the live broadcast time if conditions permit.

• Secondly, many friends who are new to live streaming may be shy and nervous. If you feel that you cannot relax alone, you can find other store employees to appear on the show together. This can reduce the psychological pressure to a certain extent. At the same time, don’t pay too much attention to the content of your live streaming. Live streaming itself is a form of social interaction. During the live streaming process, the most important thing is to meet more friends and gain the joy of communication.

Live broadcast - goods

• Definition of used car dealer goods: The used car dealer business aims to guide users to shop in stores. The goods here include physical goods, virtual package cards, as well as store environment, services, offline activities, industry culture, experience sharing and other content that can attract customers to shop in stores.

• Product sorting: mainly refers to the order in which products are introduced in the live broadcast room, and the actual products can be placed. Rich content such as store environment, service features, offline activities, etc. are integrated and introduced during the live broadcast.

• Product optimization: Timely adjust the configuration of the live broadcast room products and subsequent optimization based on real-time background data or feedback from comments and private messages.

• Product information collection: Prepare at least 2/3 selling points for each vehicle in advance, including product usage experience and scenarios, price comparison explanations, and exclusive interest points for the live broadcast room.

• Product explanation: Have a deep understanding of the industry and product strengths and weaknesses, and explain product advantages based on user pain points (this is to control the situation and set the pace)

• Match fan portrait: Select broadcast content based on the fan portrait in the background.

Live broadcast - field

1. In-store live streaming

• Live broadcast scene selection: During the day, you can choose to broadcast live outdoors in well-lit areas. When natural light is insufficient, try to broadcast live in the exhibition hall to ensure bright lighting. You can use in-store mobile live streaming to highlight the advantages of the store environment and take your fans on a "shopping trip". It is recommended to purchase a stabilizer for mobile live streaming.

• Notes on scene arrangement: Overly monotonous scene arrangement (a white wall) is not recommended. You can simply lay out the decoration to highlight the realism of the store and avoid noisy and light-dappled environments.

2. Live screen

• Live screen: It is recommended to display it in vertical mode, which will provide richer content and no black frame. You can use your mobile phone for live streaming. For Android phones, try to choose brand flagship phones. For Apple phones, iPhone 8 and above are better. Keep the phone stable and do not turn on the beauty function. Depending on the conditions, you can purchase fill lights, handheld gimbals, headsets, etc.

• Content arrangement: Before the broadcast, simply write a script to plan the approximate content of the live broadcast, and you can adapt to the situation based on fan interaction. Including the main products introduced, live broadcast duration (at least 2 hours is recommended), special offers, etc.

• Live broadcast time: You can choose a suitable broadcast time period based on the industry and your own fans’ active time.

02 Start live streaming

2.1 Broadcasting Process

• Live broadcast process: Copy Douyin and open: #直播课堂How to play Douyin live broadcast? Follow @XXX, you can also become the most popular anchor

• Title: 5 words or less (new car in store # used car, fine car condition # car)

• Cover: Simple and elegant, upload a new picture

• Show location: Turn on positioning to get more traffic in the same city.

• Preview of other features: props, beauty….

2.2 Live broadcast room function

• Props: stickers (editable text to be posted in the live broadcast room), facial recognition headwear

• Anchor tasks: Click the square icon in the upper right corner of the live broadcast room to view, and complete the task to get rewards

• Administrator settings: Click on the online fan avatar in the live broadcast room - click "Manage" in the upper right corner of the avatar. The administrator has the privilege of muting.

• Blocked word settings: Click the "three dots" in the lower right corner of the live broadcast room - select "Settings" - "Set blocked words"

03 The 3-step cycle method during live broadcast

The used car industry is affected by the attributes of the industry. The live broadcast goal is different from that of ordinary anchors and other anchors who sell goods. The core goal is to attract traffic to the store. The amount of goods is large, the competition among peers is fierce, and the decision-making cycle is long. The live broadcast highlights professionalism to build trust, thereby guiding customers to convert and plant grass. Every ten minutes, the product introduction, conversion guidance, and fan interaction are carried out. The entire live broadcast is carried out in a cycle of 10 minutes.

3.1 Step 1: Product Introduction 5min

• Focus on introducing a specific car model, but the product introduction here is not limited to cars, and includes a series of content that can attract users to shop in the store, such as store environment, services, offline activities, etc.

• Repeatedly emphasize the selling points of the products: The live broadcast room has high mobility and the average stay time is generally no more than 40 seconds, so it is necessary to repeatedly emphasize the selling points of the products in a short period of time (including what the live broadcast room does, what products are introduced, and what are the core highlights) so that new customers can quickly buy in.

• Intersperse fan interaction and conversion guidance during the introduction: In some cases, you cannot wait until a product is fully introduced before inserting the other two parts, as a large number of customers will be lost in the process.

• Actual usage demonstration: Here you can make a specific demonstration of the car’s appearance, interior, and space, with the focus on the interior. The host can experience riding inside the vehicle and introduce the car’s interior features and space practicality.

• In-store customer interaction: Customers trust other customers’ actual feelings more, so we can give full play to the advantages of stores and guide in-store customer interaction. For example, incentives can be set up to attract high-quality in-store customers to participate in live broadcasts and actually share their test drive experience and car usage experience.

3.2 Step 2: Guide conversion 1min

Use directive language to guide customers to pay attention and retain information. Many times, viewers do not notice the need to pay attention to the host and need some guidance and reminders.

3.3 Step 3: Fan Interaction 4min

Identify key potential customers during the live broadcast and answer their questions in a targeted manner. While casting a wide net, you also need to focus on catching the right fish.

• Purpose of fan interaction: to increase users’ understanding of products, enhance their trust in the anchor, and increase the length of time fans stay in the live broadcast room. Live broadcasts need to maintain high-frequency interactions and take advantage of the timely interaction of live broadcasts to make fans feel involved.

• Guide users to pay attention: Use directive language to guide users to pay attention and share. The effect of accumulating fans in live broadcast is very obvious. For example: Follow the anchor to see good cars every day/If you like the anchor, click the upper left corner to follow. Thank you everyone

• Guide user comments: Guide fans to comment and interact through topics, lucky bags, red envelopes and other behaviors or activities, which can not only enhance the atmosphere of the live broadcast room but also better understand the content that the audience is interested in. For example: If you want to see this car, please give me 666 and I will take you to see it.

• Call out key behaviors: Call out key behaviors such as sharing, following, giving gifts, and asking questions to encourage fans to participate in the interaction. For example: xxx, we have the BMW 5 Series you mentioned, the 18/19 model. I'll show it to you guys later.

• Maintain key old fans: Identify fans who have watched the live broadcast multiple times and focus on interacting with them in the live broadcast room.

3.4 Five tips for car live streaming

• Professional image: This can be done by the company owner himself or by an experienced staff member. Try to keep the image consistent in the live broadcast room (clothing needs to be memorable and have attractive catchphrases)

• Offline activities: Take advantage of the store and use online live broadcasts to attract participants to participate in offline activities. For example, by showing a lucky draw screenshot, you can enjoy…

• Adhere to live broadcast: Adhere to live broadcast, including each live broadcast of no less than 2 hours (too short time is not conducive to the system to identify the location of the live broadcast room, not conducive to recommending accurate traffic), and live broadcast at a fixed time every week (helps customers form a memory point)

• Set more questions and interactions: During the live broadcast, you can guide the interaction based on current hot automotive news. You don’t have to respond to customers’ questions immediately. Instead, delay appropriately to liven up the atmosphere in the live broadcast room and increase user stay time.

• Raffles/red envelopes/benefits: You can use the hourly time periods/integer numbers of likes to distribute benefits, which can be Douyin coin red envelopes or gifts/maintenance.

04 Review after the live broadcast

Some businesses are always focused on live streaming and do not care about the live streaming data or review the data, so they cannot compare and analyze the data horizontally or vertically.

4.1 Data Collection

Data collection channels:

Tik Tok APP Anchor Center

Enterprise Service Center (e.douyin.com)

Creator Service Center (creator.douyin.com)

Juliang Baiying (buyin.jinritemai.com)

4.2 Data indicators that need attention

• Video CTR:

1. Check the quality of the live broadcast video. The verticality of the short video content will directly affect the number of people entering the live broadcast room.

2. The short video has poor planting effect. Whether the product display scene and selling points are prominent.

• Average dwell time: The longer the average dwell time, the better, as it is the basis for interaction and conversion.

05 Live Broadcasting Standards

5.1 Live Streaming Code of Conduct

Link address: https://sf3-draftcdn-tos.pstatp.com/obj/ies-hotsoon-draft/webcast_all_anchor/webcast_ban_protocol.html

5.2 Query and appeal the ban reason

• Reason query: The live broadcast room is interrupted, a pop-up window will be displayed to inform you, and you can also check the station letter-live broadcast assistant message

• Complaint method: The anchor can give feedback in the app: on the penalty details page - click on the upper right corner to appeal

-END-

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