How to operate the lottery event in the live broadcast room!

Because public domain traffic is becoming increasingly difficult to obtain, many companies have shifted their focus from traffic to existing traffic. Managing their existing customers well can achieve explosive growth by bringing in new customers. For example, live broadcast room lottery is a good operation method that can activate the existing users of the live broadcast room and revitalize the live broadcast room. The author of this article has analyzed this and shared it with you.

In 2021, the traffic dividend gradually reached its peak. From traffic to retention, all industries have turned their attention to existing users. How to activate existing users and promote the activity of new users has become a difficult problem that companies and individuals must face. Analyze the difficulties of user operations from the operational level, how to use live broadcast lottery to grasp the user pain points, easily activate the existing users of the live broadcast room, revitalize the live broadcast room, and achieve explosive growth by bringing in new users.

There are three key points to a live interactive lottery: activity threshold, activity rewards, and activity authenticity. Let’s break them down one by one.

01 Activity threshold: set according to the activity purpose

For users, what they are participating in is a simple lottery event in the live broadcast room, but behind the scenes you need to use your event goals to reasonably configure the threshold for users to participate in the lottery.

There are usually three forms of live lottery (taking Qianliao Live as an example) - countdown lottery, text lottery, picture and text lottery, and two modes - lottery with no threshold and lottery with threshold.

1. Interactive lucky draw without any threshold

Anyone can participate in the lucky draw of this live broadcast, which is conducive to attracting a large number of users to enter the live broadcast room to participate in the live broadcast. This model is suitable for new product launches, brand launches, fan festivals, shopping festivals, etc. in the fast-moving consumer goods, retail, and beauty industries.

By importing a large number of instant users in a short period of time, old students can forward the live broadcast room link to people around them to participate in the live broadcast lottery activities, which can increase the exposure of new products and save certain advertising costs.

For example, [28days] held a 99 Fans Festival live broadcast event. In order to attract more people to participate in the event, they adopted a full-screen live broadcast room lottery mode.

Live lottery is used to create a hot atmosphere in the live broadcast room. Strange users enter the live broadcast room full of atmosphere, and the whole event will subtly promote secondary conversions and become new fans of the 28days live broadcast room.

2. Interactive lucky draw with threshold

There is a threshold for live broadcast lottery, which means that users need to meet certain conditions before they can participate in the live broadcast. For example, follow the live broadcast room, invite friends to watch the live broadcast, and specify discussion text.

The threshold model is conducive to stimulating users to share live broadcasts and bring in new users. Designated text discussions can also help improve the live broadcast atmosphere. This model is suitable for training, knowledge payment, and education industries to conduct online training sessions, press conferences, video teaching and other scenarios.

For example, the Juewei Duck Neck brand has a live broadcast room for comprehensive training for dealers and corporate employees, and conducts relevant product ordering meetings and live courses for learning sales skills on Qianliao.

1) Improve the conversion rate of fans

By setting "follow the live broadcast room" as a lottery condition, prizes are used to drive live broadcast users to click and follow, thereby improving the fan attention conversion rate of the live broadcast room.

2) Stimulate users’ motivation to share

Invite friends to watch the live broadcast, let specific groups of people bring new people, and bring accurate users to the live broadcast room, so as to obtain secondary conversions in the live broadcast room later.

3) Improve the atmosphere and sense of ceremony of live broadcast

The designated discussion copy provides a live lottery with a sense of ritual and atmosphere for the live broadcast room of the knowledge payment track.

The designated copy can be set according to the specific live broadcast goal. If the goal is to attract new users, the copy can be set to "Share the live broadcast to get PPT"; if the goal is to promote a preview, the copy can be set to "Classes will start at 7 pm tomorrow night" and so on. No matter what kind of copywriting is used, it can achieve the screen-sweeping effect during the lottery process.

02 Activity rewards: set based on the focus of user attention

Rewards, as a kind of "temptation", are the core factor in attracting users to participate in the lottery. And the higher the value of the prize, the more attractive it is to users.

However, high-value prizes mean high costs, and the key is to maximize the attractiveness of the prizes through strategic settings of the lottery event.

The following is an explanation of how to enhance the incentive effect of prizes by setting prizes reasonably, leveraging marketing and real-time incentive mechanisms:

1. Set rewards based on user focus

Before determining the final prize, just like setting the threshold for users to participate in the event, we need to consider relevance, that is, we must aim at the two major premises of the event goal and target users when making choices, and we cannot set them arbitrarily.

For example, the 99 Fans Festival live broadcast event mentioned earlier aims to attract female users aged 20-50 to participate in the live broadcast and retain new users so that they can be converted into customers later.

Then we must consider the focus of users. At this time, the prizes for the lottery should preferably be high-value-added popular skin care products of the company. Self-production and self-sales can avoid certain purchase costs, and at the same time, the popular skin care products can be promoted through the channels of the award-winning students.

Secondly, you can select high-value products, such as Dyson hair dryers, SK-II cosmetics sets, etc., and then set the live broadcast lottery thresholds of "follow the live broadcast room" and "invite friends to watch the live broadcast" to stimulate users to widely publicize this live broadcast.

If the prizes set for this live broadcast are those that male users like, then the effect of this live broadcast event will be greatly reduced and it will be far from being so popular.

When choosing prizes for an event, never take it for granted. Inappropriate prize selection is often the beginning of a lottery failure. If you are not sure, how should you choose?

Then you can create a prize wish list and send it to the relevant student communities, allowing students to choose the prizes.

Below is a list of low-value live broadcast room prizes. You can choose according to the characteristics of the industry to see if there are prizes that meet your needs.

2. Leverage marketing

Usually people will use holiday hot spots (Valentine's Day, Double Eleven, etc.) and event hot spots (company anniversary, new product launch, etc.) to carry out event marketing, which is a common case of leveraging marketing.

However, this thinking also needs to be applied to leverage marketing when selecting prizes for sweepstakes activities.

For example, in the early days of the launch of a new iPhone, smart operators will choose to use the new iPhone as a prize in a lottery event, which can effectively use the popularity of the iPhone to attract more people's attention to the event.

Because these star products are actually "explosive" traffic products, they come with their own "eye-catching" effect. Choosing them as event prizes will make them very topical and eye-catching, attracting the attention of many users at the moment and bringing exposure and participation to the sweepstakes. We can widely use them in attracting new users and activating old users. If your target users overlap with the user characteristics of the product, then the sweepstakes will be of high quality and quantity.

3. Real-time incentive mechanism

It is human nature to want instant feedback and real-time gratification. Especially in sweepstakes that are full of uncertainties, a good reward feedback mechanism can bring positive incentives and promote continuous user participation.

When planning online activities, we must also establish a real-time incentive mechanism so that users can truly feel the existence of rewards in order to further motivate them.

When winning a prize, users can immediately receive real-time incentives. [Live Lottery] The prize redemption method is set to [Information Collection] and [Custom Link], so that both physical and virtual rewards can be redeemed promptly and smoothly.

03 Activity authenticity: hinting users with environmental effects

Before participating in a sweepstakes, users usually think about the authenticity of the sweepstakes. You can use the [live lottery] environment and reward mechanism to hint to users, let them trust the lottery, and feel that they have a greater chance of winning, thereby driving users to participate in the event.

The live lottery event page uses orange and red colors and large fonts to display the user's winning history information, and the system automatically pops up the user's winning information interface. Large pop-up windows are used to display the existence of prizes, thereby informing and hinting at users.

After seeing this type of winning information, users will have a sense of involvement and feel that the lottery is real, which to a certain extent eliminates their distrust of the event and allows them to gradually participate in the lottery.

In addition, outside of the lottery event, target users can also be activated and guided through environmental effects.

After setting up the lottery, you can forward the live broadcast link to the community for users to participate. Users forward it to their friends. The more users participate, the more a live broadcast lottery social circle will be formed in the user's circle of friends, attracting the user's friends to gradually participate in the lottery.

After the user wins the prize, with the endorsement from a third-party perspective, the entire live lottery will be more realistic, which will also lay the foundation for user credit for subsequent similar events.

The key is how to activate old users, promote the activity of new users, and grasp the user pain points. By reasonably setting activity thresholds and rewards, and leveraging social circles to make users believe in the lottery, we can achieve the goal of old users bringing in new users in the live broadcast room.

Author: Xiaobing who loves to study

Source: Little Cake by Love Research