Live broadcast room retention and conversion skills: live broadcast props

What I’m going to share with you today is “ Live Streaming Props: Retention and Conversion Skills in the Live Streaming Room”. Regarding live streaming props, I think you all often encounter props like red envelopes, lucky bags, and coupons when you start broadcasting.

But I think many people don’t understand the core meaning and usage behind it, as well as the connection between the three. So today, I will share with you how to use these three props correctly and effectively to improve the retention and conversion of the live broadcast room.

Look at this picture. Do you often have such questions during live broadcasts? The first one is why do the audience leave my live broadcast room within a few seconds after entering it? The second question is, why can’t I keep people in my live broadcast room?

Today we will focus on solving these problems and see how to improve the retention of traffic in the live broadcast room, and how to complete various data in our live broadcast room if these people are retained, such as click-through rate and conversion rate.

We just mentioned that the basic tools in the live broadcast room include red envelopes, lucky bags and coupons. These three tools have more uses in the women's clothing live broadcast room, and they are more Hangzhou-based. I would recommend using all three at the same time, because in our professional terminology, this is called expanding the capacity of the live broadcast room.

This is because when our live broadcast room has coupons, red envelopes, and lucky bags, the live broadcast rooms on the same track and with the same behaviors as us will enter the traffic competition. Therefore, when our live broadcast room has these three props, it will open up a lot of traffic entrances for the live broadcast room, so we can use these three props more to add more data dimensions to our live broadcast room.

So, let’s disassemble it step by step. Let’s talk about red envelopes first. How should we use them?

Everyone knows that a lot of red envelopes can be sent out during a live broadcast, including some people who will perform an action called "薅羊毛" (薅羊毛) in a live broadcast room with a large number of people.

This is the interface for the background red envelope settings, you can familiarize yourself with it. First of all, red envelopes are divided into virtual gift red envelopes and Douyin coin red envelopes. Now many live broadcast rooms have actually completely abandoned the first type of virtual gift red envelopes. Why is that?

The reason is that this kind of virtual gift is meaningless to users, because after spending time and relying on good luck to snatch it, you need to use it yourself or give it to a host who knows you well. There is also a time limit, and it is very likely to expire before it is used. Therefore, this kind of gift is not very attractive to many people.

Based on this situation, many businesses have completely given up on red envelopes that contain virtual gifts and have switched to using Douyin coins instead. There is a time dimension here, and everyone must remember that the length of the red envelope is five minutes. Later we will break down our gameplay based on the time dimension.

This page shows the two types of red envelopes that we often see in the live broadcast room. The first is virtual gifts, and the second is Douyin coins. Sending red envelopes can actually bring us growth in two data dimensions. The first is the length of stay. If you want to grab a red envelope, you have to contribute your stay time in the live broadcast room. The second is more general. Following us and becoming our fan is a data dimension of fan growth.

In fact, red envelopes and the lucky bags that we will talk about later are actually related to each other. Our main goal is to solve some of the difficulties and bottlenecks that our target groups face when trying to grab the lucky bags.

The second page is the lucky bag settings page. The lucky bags have undergone a revision and have now become fan club lucky bags and national lucky bags. The gifts inside are divided into physical lucky bags and virtual Douyin coin lucky bags.

The original policy for physical lucky bags was that you had to have 100,000 fans to unlock them. At this stage, there may be a certain probability that the system will randomly draw a number, and you will have to pay a certain deposit before a physical lucky bag can be released.

The number of lucky bags sent out is based on 24 hours. Within this day, no matter how many live broadcasts you hold, there will only be ten online, ten physical bags and ten virtual bags. So after knowing the number, we can think about how to effectively allocate a live broadcast and when we should post it.

I just said that lucky bags can be distributed to fan groups and the general public. I would recommend that everyone choose fan groups to participate. Because our goal is to allow more people to become fans through the lucky bags and complete the fan group conversion value.

So how do we set up a lucky bag? First of all, this lucky bag can be set up so that you can only receive it after joining the fan club. You can also set permissions. Of course, in the initial stage, it is recommended to set it to this levelless setting. Users are required to spend a Douyin coin to join the fan group, which will give them the qualification to participate in the rush to buy the lucky bags.

Here we mentioned a point that users must spend one Douyin coin to participate in the collection of our lucky bag. But in reality, many users do not have Douyin coins in their accounts, and do not know how to recharge Douyin coins, or are too lazy to recharge. The red envelopes we released before played a big role here. We sent the red envelopes to allow those people who don’t have Douyin coins to get Douyin coins, join the fan club and participate in the lucky bag activities. Therefore, around 4 minutes and 30 seconds into the first red envelope, the anchor can come up with some corresponding words to guide the users in the live broadcast room.

Reference for speech: "Dear friends, our first red envelope will be drawn soon. You can start to compete with your hand speed and luck to see who can grab our large amount of Douyin coins. After grabbing the Douyin coins, don't worry. You can continue to participate in our new lucky bag activities. If you are lucky, you can get more Douyin coins."

Of course, such words are not absolute. You can design them according to the habits of the host, the style and tone of the live broadcast room. Use good guiding words to let them not leave after grabbing the red envelopes, but use the Douyin coins in their hands to participate in the lucky bags. Then the Douyin coins we gave out in the early stage will be returned through the lucky bags, and we will also gain a wave of fans.

This is why we send out red envelopes, lucky bags and coupons simultaneously at the beginning, so that the red envelopes and lucky bags can be effectively linked.

Here everyone should know that Douyin coin is actually equivalent to one cent in RMB. So when we set up this kind of Douyin coin that can be won, how much are you willing to share with everyone? Especially for brands, in fact, for a live broadcast, the payment budget is actually a lot. Don’t worry about giving out less Douyin coins, right? If there is a large amount, you can make concessions on the price.

Therefore, in general live broadcast rooms or brand live broadcast rooms, the winning amount for sending out lucky bags and Douyin coins is actually several hundred yuan, because it is only a few dozen yuan in RMB, which is still affordable for everyone.

The number of winners can be set according to everyone's own strength. In theory, the larger the amount you bet, the more people are willing to participate, and the greater the improvement in your data will be. Let's talk about setting the participation method.

Before the revision of the participation method, it was simply based on password participation. For password participation, we only needed to think about what words people participating in the event should post on the public screen that would be more beneficial to us.

Many anchors are willing to guide our target groups. They will say, "Follow my rhythm." If you like it, type "one," if you don't like it, type "two," or something else. But these numbers are actually invalid keywords. In order to allow the system to better record the labels of our live broadcast room, we can provide some effective guidance here, such as the participation password is our brand name or words related to the product.

I’m happy to see another point, which is that after the lucky bag was revamped, a new way of participation was added called sharing the live broadcast room, which added a traffic entrance to the live broadcast room.

The first or second lucky bag allows many people to share the live broadcast room when it starts broadcasting, allowing more traffic to enter the live broadcast room to help increase the number of viewers and followers of the live broadcast. At the same time, when you look at this picture, the left side shows the level of fan participation.

We just said that at the opening, we can not restrict our fan group from participating. But you have to remember that after some brands have been operating for a period of time, the proportion of their old fans is actually very large. So in order to effectively distinguish our fans, some lucky bags can target fans of different levels. Let people with lower fan levels become old fans who continue to watch the live broadcast room.

Then we will use level restrictions to make them stay in the live broadcast room and interact more, because only in this way can the level of their fan group be quickly improved. Therefore, we also have some corresponding words of speech to tell our target groups.

For example, everyone, welcome to my live broadcast room. I am XXX from a certain brand. We will have different rewards for fans of different levels. The higher the level, the greater the reward we give. So after you join the fan group, your level is actually level one, but don’t worry. You can send fan light boards to our live broadcast room and watch a few more of our live broadcasts, and you will reach a certain level.

In this way, you can stimulate your new fans to become old fans, and you can also stimulate those who have not yet joined the fan group to join your fan group.

The third way to participate is to support wishes. At present, we think it is useless, because if you set the wish too low, it is easy to complete, but if you set it too high, it is not easy to complete. Think about it, if you set up a live broadcast and give away three Ferraris or something, who do you think would be willing to help you get the gifts? So everyone should try not to choose this dimension.

The last setting about the lucky bag is the countdown. There are actually four countdown times: one minute, three minutes, five minutes, and ten minutes. Don’t consider other dimensions, we will set it to ten minutes. Because we need to increase the length of stay. If we want to grab Douyin coins, we must let the users who enter the live broadcast room contribute a certain length of stay.

After setting up the lucky bag, it will help with many important data dimensions of the live broadcast room, such as the length of time spent in the live broadcast room, the interaction rate of the live broadcast room, the increase of the traffic entrance of the live broadcast room, the increase of the fan conversion rate and the fan group conversion rate, as well as the sound wave value.

So if we break it down, we can see that a lucky bag in the Ming Dynasty has such a great effect. It can help us optimize many data dimensions, so it is important to use the lucky bag effectively.

Let’s look at the interpretation of practical cases. This picture actually captures some cases. In fact, many mistakes occurred during their live broadcast setting. We can learn from it and then make sure not to make the same mistake again.

In the first picture, the settings on the Douyin Coin lucky bag are rather stingy, as there are only 30 Douyin coins in total, and only three people won the prizes.

There are also problems with his participation conditions. There is no problem with joining the fan club, but the setting for sending comments is "There are Douyin coins in the lucky bag in the upper left corner." Such invalid words would not make much sense if we put them in there.

The second picture shows that ten people win the prize for one hundred Douyin coins. This ratio is acceptable. There is no problem with the participation conditions. There are no problems with joining the fan club, but when sending the password, words like "positive energy" appeared, which are invalid for the live broadcast room.

In the third picture, 5 people won the prize for 10 Douyin coins. This ratio is too low and not attractive enough. There is no problem with the conditions for participation in joining the fan club, but there is a problem with sending comments. "The lucky bag includes a set of Nanakusa towels for 15.8 seconds." This is a serious violation of the rules. It is using virtual gift lucky bags to distribute physical lucky bags. This is a serious inconsistency and a very serious violation.

Therefore, when setting up lucky bags, don't use the guise of selling something else under the guise of selling something else. We really cannot afford any punishment that may result.

In the fourth picture, the number of 10 Douyin coins per person to win is too small. The conditions for participation are to join the fan group and send a comment "I want a free hotel bill from Ma Ge", which are all invalid words. So I emphasize again that when you set the participation password for the lucky bag, you must set the participation password effectively according to the name of your current product or your category.

This will make it easier for the system to capture the keywords of your live broadcast room and know what your tags are, so that it can effectively match you with accurate traffic and crowd tags.

Let's take a look at the background data. In one live broadcast, he distributed a total of eight lucky bags, spending 8,000 Douyin coins, which is only RMB 800, but added 626 fans to his fan group. Let's do the math: 8,000 minus 626, because each fan group has to contribute Douyin coins to you. So after we deduct it and convert it into RMB, it only costs 1.17 yuan for a fan to join the fan club, which is very cost-effective.

If you want to use paid tools, such as the existing Douyin+, or Juleliang Qianchuan and other tools, in fact, the amount of money spent on each fan group cannot be so low. Therefore, using our lucky bags is an effective tool to increase your followers. Of course, for Douyin, fans are not actually important, but fan groups are important, and subsequent private domain operations are also important.

So through data comparison, everyone will find that the effect of lucky bags is really great.

Finally, let’s talk about coupons. People often overlook this fact: if the coupon is not set up properly, or if there is no certain routine in the middle, people will feel that it has no value when you send it out. Therefore, we need to understand that sending coupons can actually improve two data. The first is that it can increase fan growth, and the second is that it can greatly increase your transaction amount and volume.

But will you actually use this coupon? In fact, you won’t. Let’s take an example. Take women's clothing for example. During a live broadcast, we often use the form of "321 price change" to change the market guide price to a certain price, and then give fans so-called discount benefits.

However, this form is actually not conducive to your average order value or final transaction data. At this time, we can solve this problem through the form of coupons.

For example, the market guide price for a normal piece of women's clothing is 100 yuan. If we want to provide preferential treatment, we may offer free shipping for 20 yuan. If we change to this coupon format now, we will make the 80 yuan discount into a coupon.

Now here comes the core. It is not just about putting out an 80 yuan coupon and letting users redeem it directly. First of all, when we set the 80 yuan coupon, we may set a large quantity, but we will limit the number of products that can be redeemed.

In a live broadcast, I may give away 20 pieces of women's clothing. I may give out 5 pieces in the first wave. I will say: Dear friends, you have already grabbed an 80-yuan coupon. Later, we will put up products for redemption at a discount, but there are only five pieces. You must compete with your hand speed to see who is faster to exchange for our women's clothing with the final discounted price of 20 yuan.

After the first time, some people must have gotten it and some people didn’t. What should we say at this time? We would like to say: Congratulations to those who have grabbed the prize, you are very lucky. If you didn’t, don’t be discouraged. We will release five more pieces under certain conditions or after a certain time. Everyone should remember to compete with their speed.

The use of wording can effectively attract people to stay in the live broadcast room, but what if some people can’t wait? Those who can't wait may buy the product directly at the original price. Or he can use the coupon to redeem other products in the shopping cart. So, everyone, think carefully about the gameplay here. If you can figure it out, you can effectively apply it in subsequent live broadcasts.

Of course, the key here is to calculate your profit ratio well so that you don’t find that you have lost a lot after users have redeemed their products. Of course, whether it is a red envelope lucky bag or a discount coupon, it requires tacit cooperation between the team and the guidance of the host's words, so as to bring stay and conversion to our live broadcast room.