Promotion strategy: How to master live streaming information flow promotion?

The online live streaming industry market has exploded rapidly in recent years, with a boom in game e-sports live streaming, show e-commerce live streaming, live quiz innovation, and IPO financing and mergers and acquisitions. In particular, the online live streaming market space continues to expand due to the combined effect of multiple factors such as the integration and development with the short video industry.

China's Live Broadcasting Industry Prosperity Index in the First Half of 2018

The live broadcast industry prosperity index is based on the first quarter of 2016 and is set at 100 points.

The prosperity index of the online live broadcast industry is obtained by comprehensively weighting the four indices: live broadcast broadband, audience independent IP and simultaneous online, anchor independent IP and simultaneous online, and comparison of live broadcast websites and applications.

The director has long wanted to analyze this rapidly developing industry for everyone, and today he will share it all!

Development trends and characteristics of the live streaming industry

With the continuous development of the live streaming industry and platforms, the forms of expression of live streaming content are becoming more and more diverse, with stronger visibility, interactivity, real-time nature and immersion; the content is also becoming more fragmented, light-hearted, entertaining and life-oriented, and the interactivity is becoming more real-time and enriched.

The evolution of the live streaming industry

The evolution of online live streaming platforms

Five characteristics

The threshold for content production is lowered

Software tools, hardware universalization, lower technical barriers (mobile phone cameras, PC screen recording software, etc.), everyone can produce content

Reduced bandwidth costs

In the 4G era, traffic costs have dropped, Wi-Fi penetration is high, and mobile live streaming has reduced broadband costs to 1/2 to 1/3 of PC costs.

Wider audience

The audience is wider and younger, with the rise of the new generation of consumers born in the 1990s and 2000s, and the fit between the home culture and the barrage culture and the live broadcast platform

More interactive methods

The audience's real-time synchronous interaction mode is improved, the anchor's monetization channels are broadened, and the diversified interaction improves both the supply and demand sides.

Covering the generalization of fields

From relatively professional content live broadcasts such as traditional show live broadcasts, game live broadcasts, and variety show live broadcasts to pan-life + live broadcasts in mobile scenarios, vertical live broadcasts and national live broadcasts are advancing in both directions.

Portrait of people in the live streaming industry

In recent years, the user scale of the online live broadcast industry has tended to grow rationally, with monthly active users reaching 88.933 million, a mobile network penetration rate of 9.1%, an average daily startup frequency of 5 times per person, and an average daily usage time of 43.8 minutes per person.

Men with medium to high spending power in third-tier cities are the core users.

Data shows that in the first half of 2017, when Chinese online live broadcast users were choosing a live broadcast platform, "a large number of high-quality anchors", "rich content to choose from" and "high quality of platform content" were the primary factors influencing their choices, accounting for 23.0%, 21.3% and 20.2% respectively. High-quality anchors and diversified content are still what users pursue, and are also the focus of the platform's construction to attract fans and increase user stickiness.

Survey on factors influencing the selection of live streaming platforms by Chinese online live streaming users

The social interaction function is preferred by online live broadcast users . Data shows that 41.0% of users will join the host’s fan group while watching the live broadcast or after the live broadcast, 38.3% of users will follow the live broadcast room, and 27.3% of users will follow the host’s other platform accounts. The user stickiness effect brought by platform anchors is significant.

In addition, about 40% of users are willing to make friends on live streaming software, about 20% of users will not develop social relationships on live streaming software, and 33.3% of users are indifferent. The socialization strategy of live streaming platforms still has potential for further development.

Most of the audience who want to become anchors are "beauties" living in Beijing, Shanghai and Guangzhou. Statistics show that more than 85% of internet celebrities are beautiful women, more than 70% live in first-tier cities such as Beijing, Shanghai and Guangzhou, and more than 10% admit to having undergone micro-plastic surgery. In terms of occupation, the largest number of internet celebrities are students or models.

In the era of universal live streaming, how can we leverage the flow of information?

Crowd-targeted recommendations

Creative Style Suggestions

When the account is in the delivery test period, it is recommended to use large pictures and three pictures. After entering the delivery promotion period, you can add video, showcase and other styles.

Creative material suggestions

Copywriting suggestions: Eight creative entry points, combined with the target users of live streaming; Image suggestions: Flexible use of native hard advertising.

Corresponding copywriting demonstration:

1. Download xx Live for free now, 1000+ beautiful anchors are waiting for you!

2.Afraid of being bored? There are so many interesting hosts chatting with you online, quickly driving away loneliness!

3. A live broadcast platform known to all veteran e-sports fans, with major events broadcasted in real time!

4. Don’t be bored on your way home from get off work, come here and interact with beautiful girls online!

5. I didn’t expect that he would come to this live broadcast right after winning the championship. Let’s take a look at what this gaming master is like in private!

6. Come and support your favorite anchor! There are discounts for recharging now, be surprised!

7. Get in close contact with the anchor, join the fan group immediately and interact with everyone!

8. Plate it! I didn’t expect the internet celebrity to say such outrageous things in the live broadcast room. Click to learn more!

Landing page suggestions

Advertisers should use different landing pages for different promotional purposes, which will achieve better results.

Promotion purpose: attract new downloads

Promotion purpose: wake up and recharge

Short video suggestions

The content direction of short videos can be conceived in two forms: native live broadcast clips + barrage commentary display and street interviews, with better results.

The director has already told you everything about how the live streaming industry plays the information flow game. Sponsors can take this hot strategy and talk to information flow optimizers about placement!

source: Information Flow Intelligence Agency