Analysis of Douyin live streaming marketing cases!

Luo Yonghao was on the hot search again before, and the topic #Payed off 600 million yuan in 3 years# made this legendary figure the focus of attention. Luo Yonghao failed in establishing Smartisan Technology and owed hundreds of millions of dollars. He originally planned to pay it off in five years, but after doing live streaming, it was rumored that Luo Yonghao earned 200 million yuan a year, and based on the current situation, he could pay it off in three years.

It took 3 years to pay off 600 million yuan, which shows how amazing the profits of the live streaming industry are. In addition, there are Li Jiaqi and Wei Ya in the live broadcast industry, both of whom are big anchors with annual incomes of hundreds of millions of yuan. It is certainly difficult to become a top-level live broadcaster, but it is not impossible to become a million-level anchor, especially in the seafood industry. Many ordinary fishermen can have millions of fans and make a lot of money on Douyin. Today we will use real cases to tell you how to do Douyin live streaming in the seafood industry.

1. What effect can the seafood industry achieve through marketing promotion through Douyin live streaming ?

Let’s take a look at the story of a small village’s sudden wealth.

If you search for seafood on Douyin, you will find that many of them are anchors from Lianyungang, and most of them have between 100,000 and 5 million fans. That’s right, the village that does relatively well in the seafood industry is Haiqi Village in Lianyungang, which is also a current internet-famous seafood village.

The population of this village is not large, with more than 1,000 households, but there are more than 300 people doing live broadcasts in the village. According to existing surveys, the total number of fans of live broadcasters in Lianyungang area has reached 100 million. Nowadays, many industry platforms are looking for celebrities and internet celebrities to promote their products, but the seafood industry has made a fortune by relying on its own ability to live broadcast. This simple village with more than 1,000 households has an annual sales revenue of nearly 2 billion!

2. How does the seafood industry conduct marketing through Douyin live streaming ?

Two ways to learn about Douyin seafood live broadcast:

(1) Team model

Now, Douyin's seafood live broadcasts are divided into different situations. One is to form a team to attract investment, conduct research, and select suitable products to sell. This is for different categories. Another type is to have your own products and then do live broadcasts. This is generally a family. The advantage is that it has the core source advantage, but the disadvantage is that it has no team operation ability.

(2) Family model

Parents are responsible for going out to sea to fish, while their children sell goods through live broadcasts on Douyin. This family-style approach is quite common, but it has certain limitations. The scale is relatively small and it requires the host to have certain skills in selling goods.

Content production method of Douyin seafood live broadcast:

You can do live streaming with just a mobile phone and a selfie stick, and it doesn’t require very complicated equipment.

The live broadcast content is mainly " eating broadcast ", that is, eating seafood directly in front of the camera, choosing larger and more tempting seafood and feasting in front of the camera, choosing large octopus or king crab, big lobster, etc. This kind of eating broadcast looks very down-to-earth, and makes people feel that his seafood products are very good, because they are large in size, usually outdoors, and choose the original ecological way to cook.

The secrets of Tik Tok live streaming in the seafood industry revealed:

Even good wine needs no bush. There are many people in the seafood industry who do live streaming, but if you want to have a Douyin account with hundreds of thousands, millions, or tens of millions of fans, you still need to practice hard and do a good job of marketing and promotion.

How to market and promote Douyin live streaming? Based on the analysis of multiple live-streaming sales cases of seafood on Douyin, we found out their live-streaming secrets:

( 1 ) High frequency and long duration of live broadcast

Nowadays, many stores broadcast their programs twice a day, each time for 3 to 5 hours. The following seafood Douyin account with a million-level following posts several works every day, at least one, and up to five works a day. Only by posting works continuously can the popularity be maintained.

Image source: Diandian Short Video

Judging from the specific data, @***Seafood, the operator of the million-level Douyin account, live-streamed 24 shows in 7 days, with an average sales volume of 1K and sales of 126,000. Such results were not achieved overnight, but can only be maintained through long-term, high-density live-streaming.

Image source: Diandian Short Video

The issue of duration is also worthy of special attention. The duration of the better anchors is much longer than two hours. The live broadcast time should be longer and continuous. Long-term live broadcast can increase the chances of official traffic boost on the one hand, and on the other hand it can also gain certain recommendations, which is conducive to improving conversion rate.

Image source: Diandian Short Video

( 2 ) Understand the precise target audience of the product and cater the live broadcast content to their preferences

It is important to publish works frequently. Good content is also very important.

Especially for newly opened stores, a certain number of fans can be accumulated through long-term live broadcasts. However, long-term live broadcasts are a great test of the host's ability. First, there must be a plan, and it must be clear what kind of content to talk about in a few hours of live broadcast to attract fans! What are the target fans of the seafood industry?

Image source: Diandian Short Video

Still this million-level Douyin account, we can see that this seafood Douyin account has more than 90%

They are all female fans. The majority of fans are females aged between 30 and 40. This is not just the situation of individual anchors.

Let’s look at another TikTok account:

Image source: Diandian Short Video

This anchor also has a seafood Douyin account with millions of followers. He is a male anchor, but a large number of his fans are also female, and the fan group is mainly between 30 and 40 years old.

Given that women aged 30 to 40 are the main fan group of seafood Douyin live broadcasts, targeted live broadcasts can be conducted, with content that women are more concerned about. This can attract attention on the one hand, and help promote conversions on the other.

( 3 ) Learn to warm up

In order to get more fans' attention before the live broadcast, you can do some warm-up. The specific methods are:

① Inform users through their personal page profile when the next live broadcast will be held, and guide fans to follow the live broadcast

② Make a warm-up video before the live broadcast, and release some preferential information in the title, such as what time the live broadcast will be held and what kind of discounts can be obtained.

③ Launch DOU+

( 4 ) Wonderful selection of products

When selling goods through live streaming, product selection is the key. When Viya shares her live streaming experience, she often says that she has a very powerful product selection team. For personal seafood anchors, product selection is also a very critical issue, because seafood products involve express delivery after all, and profits, consumer acceptance, etc. also need to be considered.

What price range is suitable for seafood products?

Let’s look at the products. According to the data, the current price of seafood live streaming products that are doing well is below 200 yuan, mainly concentrated between 90 and 150 yuan.

Of course, the prices of different anchor products are different, but a survey of multiple products shows that products with better sales are still priced between 90 yuan and 200 yuan. Prices that are too high or too low may not be particularly suitable. If the profit is too low, it will be low; if the price is too high, consumers will find it difficult to accept. Therefore, you can pay attention to the price when selecting seafood.

What kind of sales strategy should be used for seafood products?

There is a Douyin account with millions of fans. Basically, it will promote the same product for several days in a row. This also has its advantages, that is, it can concentrate on doing big things and promote the same product for several days in a row.

It is not difficult to promote videos, basically it’s all about eating… Eating broadcasts are the most common and lowest-cost live streaming method for selling products in the seafood industry.

3. Recommended promotion methods for seafood industry on Douyin—— DOU+

DOU+ is the official promotion method of Douyin, which is actually very suitable for the seafood industry. Because seafood has high profits, and many seafood Douyin accounts are personal anchors, not internet celebrities or stars, and have no basic traffic. At this time, using DOU+ can bring us more exposure. DOU+ basically does not require certification of video content, and it can be broadcast normally with just 100 yuan. There is no complicated account opening process. Once the fans accumulate to a certain level, live streaming will be much simpler.

( 1 ) DOU+ promotion costs

The official DOU+ promotion cost standard is: 100 yuan = 5,000 views, duration: 6h or 12h or 24h. Many people will think that this cost is quite appropriate when they see it. After all, 100 yuan can get 5,000 views. But is it really so? In fact, blind investment will be very expensive, what should we do? Here are some tips for you:

( 2 ) Seek help from a professional team

There are two ways to do DOU+ promotion in the seafood industry: one is to do exclusive promotion by yourself, and the other is to find a professional team to help you study how to do DOU+ promotion for seafood. Now the competition is constantly intensifying, and the Douyin platform is also constantly being standardized. Many people often don’t know how to promote seafood live broadcast DOU+.

For example, a video wants to be on DOU+, but it fails the review. This is very troublesome, so finding a professional team to promote it is also a way.

( 3 ) Launch DOU+ in phases

In the first stage, a small amount of test will be conducted. For example, 500, 1,000, or 5,000 yuan will be used to conduct small unit tests. During the test, the video conversion rate will be observed. If the test results are good, you can continue to spend money to make an impact.

(4) DOU+ precisely targets seafood customers

① Choose the time when the target users are active to deliver the advertisement. For example, based on a comparison of the active time of several seafood Douyin accounts with millions of fans, we found that 8-9 in the morning, 11-13 in the afternoon, and 18-21 in the evening are the active times of users. It will be easier to find accurate customers if you advertise during these time periods.

② Divide by region and target delivery. We can see that in the current regional distribution of fans of the seafood Douyin account, fans in first-tier cities such as Beijing account for a relatively high proportion. You can focus on it when launching.

( 5 ) Persistence, and Persistence

Many people think that live streaming is difficult, but in fact it is not that difficult. If you stick to it, there may be no sales in the first month, and there may be no sales in the second month, but is it possible that there will be no sales in the third month?

Only long-term persistence can yield results. Live streaming requires long-term persistence. In the process of persistence, on the one hand, you can hone your temper, and on the other hand, you can understand your users and adjust the live streaming strategy according to their situations. At the same time, you must constantly improve the level of live video shooting, make good plans before the live broadcast, and do data analysis after the live broadcast. If you have good financial strength, you can also ask an outsourcing team to help you with the analysis.

Generally speaking, the seafood industry is an industry with relatively large profits, and it is more suitable to sell goods through live streaming, especially for fishermen living by the sea, who have the advantage of being the source of goods. If they can make good use of live streaming, they will be able to reap a broad space in the future, expand their own sales channels, become their own boss and realize their dream of wealth.