Tik Tok live broadcast layout and strategy!

Recently, it has been found that many brands are paying attention to the issues of Douyin live broadcast , such as:

• How can a new brand set up a minimal configuration for a low-cost Douyin broadcast?
• What are the data points that need to be paid attention to in the Douyin live broadcast room?
• How to start free traffic by warming up the live streaming room?
• How to help anchors quickly get started and promote conversions?

In today's article, we will mainly use the Yanzhidian brand to sort out how to plan live streaming, what to pay attention to in actual operation, and a series of information we need to know before entering the market. This sharing is based on a model verified through this category. It is just one of the models. There will be various models from other different categories in the market. This is just an introduction. There are other verified models that we can discuss together.

1. Construction of the personnel and cargo yard

1. People: Matching is the key

(1) Image

The host’s personality must be highly matched with the products we sell. For example: Yan Zhidian, our main consumer group is small town ladies, so the overall image of our anchor must conform to the aesthetics of small town ladies and have such appeal and power.

(2) Talking skills

The content must have a high degree of match with the products being sold and the traffic model. For example, collagen peptide is a new category of oral beauty products. From the perspective of people and products, the host's rhetoric is completely different from those of the general square flow (non-large-scale low-price activities, holding back orders, etc.). Here you can go to Yan Zhidian's live broadcast room to watch the summary.

2. Goods: Testing is the key

(1) Pricing strategy

Find the price tipping point. What price should I use to sell the main product so as to guarantee both my conversion rate and my ROI, while also allowing the anchor to get a satisfactory commission? Therefore, pricing is a process of continuous testing.

(2) Product strategy

We prepare several product combinations internally and conduct short-term tests for 7 to 10 days to finally screen out our main products, traffic-generating products, and our profit products. Our product strategy is actually a testing process.

3. Scenario

(1) Public Comment Interaction

The comment section guides activities.

(2) Off-site voice interaction

For example, there are not many people watching the Yanzhidian event, but the audience are all high-net-worth individuals who pay for precise traffic. As long as the host and assistant can effectively respond to the questions raised in the comment section, as long as you solve her problem, the deal may be closed.

4. Live Screen

From the visual perspective of the picture, it is divided into foreground , middle ground and background .

(1) Prospects

By displaying products and short-term celebrity endorsements, conversion rates can be subtly improved. For example, Charmaine Sheh of Yan Zhi Dian is a well-known TVB actress, and her age group is highly matched with our target group.

(2) Mid-ground

The middle view shows the personality and aura of the host, the host's temperament and the combination of the host and the product. In fact, for the target group, this picture can bring people into the same group as the host. The things that the host can use and the good things that the host eats are also suitable for me. The middle view mainly solves this problem.

(3) Background

These are some preferential policies centered around conversion. When we are setting up the live broadcast room, there should actually be a relative standardization. No matter what product you promote, these three dimensions will not change.

2. Product portfolio strategy

Because Douyin is a platform that relies heavily on popular products, it is impossible to have as many choices as Tmall, so generally a product portfolio is made:

The first is the welfare payment , which activates our basic traffic and drives our entire account.

The second is the main product , which must target the vertical group of people we want to promote, a very precise group of people, to generate conversions and amplify sales.

The third one is the profit-making part , which is mainly aimed at old users. Because they have already had a sale, when we invest in the crowd package, they are likely to buy packages with higher average order value and greater discounts. The profit funds are mainly used to meet the needs of high-end users.

3. Content Logic & Promotion Account Combination

The product portfolio above is very clear. But sometimes I find that I can’t invest even if I have money. Why? At this time, we must take into account that the Qianchuan platform has dual standards for review. The first is based on advertising review, and the second is based on content review, so preparation for material content is very important.

1. Content Logic

From the user's perspective: What are our materials? It is about advertising content rather than content advertising. For example: our traditional TVC hard advertising, just like the TV commercials we see, belongs to content advertising, but what we want to do is to content the advertising, that is, to make the advertising less rigid and the content easier for our targeted audience to receive. The core purpose is to improve the accuracy and click-through rate of traffic.

From the content dimension: the goal is to be recognized as high-quality content by the Qianchuan platform, enter the content traffic pool, and thus distribute more traffic to us.

On the Qianchuan platform, there are two crowd pools: one is the business crowd pool, and the other is the content crowd pool. The commercial crowd pool is the previous information flow advertising. This crowd pool is actually not of much value to our businesses. Why isn't it bigger? Because there is no premium for this group of people, but it is very expensive and is bid.

However, the content population pool is different. The content population pool is the conversion population of Douyin’s interest e-commerce. Good content is used to attract this population to achieve conversion.

Therefore, for the TikTok platform, content, to a certain extent, is far more important than delivery. Therefore, we should not think that we can solve the drainage problem by just finding a great pitcher. The real core is our material content. No matter it is outsourced or self-built, the quality of the material directly determines the quality of traffic and the cost per click.

2. Promotional Notes

The above discusses the key points of content. Although delivery is not a core element, there are still some points to note.

In terms of the combination of materials, videos are actually divided into two types:

The first one is the video of Lachangguan, the core purpose of which is to increase the popularity of the live broadcast room;

The second one is called a deal-making video, which is actually aimed at converting transactions.

Therefore, the combination of these two materials is different, and they are placed in a certain proportion. For different categories, different items have different structures, which actually require everyone to test themselves.

In terms of bidding strategy, it is also relatively simple. It is to design a reasonable bidding plan based on the activity transaction price and gross profit margin of the brand's own products. Because it will ultimately affect ROI, this is also something the delivery team needs to pay attention to.

3. Account combination strategy

The first one is an account centered on short videos, which is used to increase volume and scale;

There is also an account centered on Leica targeting, which serves as a vertical user.

These two are different account strategies.

Now in one live broadcast room we may have 3~4 or 4~5 accounts to invest. Different accounts actually have different functions. The core is these two. Everyone just needs to understand the difference.

4. Store rating maintenance

Store maintenance is actually very simple, because the corresponding assessment ratios are available in the background of Doudian, but in the actual operation, especially for factory white-label products, whether it is broadcast by experts or by yourself, after a round of big promotion, the scores will drop immediately.

The focus here is still the product. The product experience accounts for 50% of the weight of the rating system . Currently, the product's negative review rate has the greatest impact on the rating.

The main factor that influences product ratings is the host’s rhetoric. In order to promote transactions, the product’s efficacy is exaggerated. If the anchor fails to control his speech skills, he may easily be banned by Douyin. On the other hand, his exaggerated description may lead to a huge gap in user experience after receiving the product, thus giving bad reviews.

Moreover, it would be very difficult to bring the rating back to normal even by fake orders with this bad review. Because the fake orders on Douyin are not like those on Taobao, you can’t just brush them and get the results. Moreover, even if the orders are fake, the risks are even greater given the current anti-false transaction monitoring system in the background of Douyin.

From this perspective, instead of remedying the problem after the fact, or even opening a new account or destroying the old one, it is better for us to consciously pay attention to maintenance in this area in the early stages.

1. Logistics experience

Because its weight is not high, just 15%. It mainly involves the timeliness of collection and the time of order delivery. These two factors are more challenging for our third-party outsourcing companies. When choosing a courier company, we need to calculate the cost and service clearly and make a comprehensive evaluation.

2. Service Experience

This part should be controlled well and try to get full marks. For example, the complaint rate and dispute return rate. Some of these are returns without reason within 7 days, and some are returns due to quality disputes. It all depends on how the after-sales team effectively communicates with these users who apply for returns, and how to turn them into returns without reason rather than returns due to disputes. After all, these will affect the weight, and merchants who have done Taobao understand this.

Store rating maintenance can be maintained well. All we need to do is understand the rules of the platform and solve the problem as early as possible.

5. Doudian Operation Organizational Structure & Team Performance

1. Establishment of Doudian operation organizational structure

Douyin's e-commerce has now become a talent-driven project. Why do you say that?

Because Douyin’s model is different from traditional e-commerce platforms such as Tmall, there is a severe shortage of talent at this stage. Doudian was only launched in the second half of last year, unlike Tmall e-commerce which has been established for more than 10 years and has a large pool of talent. As for the current team building of Douyin e-commerce, there is simply no one to poach.

Therefore, it is not easy to build a reasonable organizational structure.

As a service provider, we currently divide the project into four sections:

• The first section is the operation of the entire live broadcast room, including the anchor, assistant broadcaster and field control.
• The second section is content operation, which is equivalent to our middle office department. Content operation is actually our core at present. Directing, editing and shooting, it actually solves many problems.
• The third section is Doudian operation, which generally includes after-sales customer service, rating management specialists, etc., mainly responsible for the daily maintenance of the store to ensure that the store rating does not drop.
• The fourth section is our own business section, which exists mainly because of our identity as a service provider, so I will not go into details here.

Here I would like to give you a suggestion. As a brand owner, you can find an agency to broadcast on your behalf for the operation of some live broadcast rooms. As for the backend operation of Doudian, there is no problem whether you build it yourself or outsource it. But as for content operation, I personally recommend that if you want to run a Doudian, you should build it yourself. Because this team cannot do well if outsourced. Only by continuously working on this brand over a long period of time can we feel that it is becoming more and more optimized and the content can be made more and more accurate.

If outsourcing is used, people's stability cannot be guaranteed. From this perspective, content operation is actually the core of the entire Douyin in the future.

2. Team performance appraisal

Here I would like to share a performance model that everyone is currently concerned about. How do we set performance for the three core positions?

The core positions of operations are all based on GMV. That is to say, through the GMV goal, the KPIs and profit drivers of the three core positions of operations, promotion and anchor are combined. Only when the goals are consistent can operations, promotion, and anchors form an effective linkage, including regular daily and weekly reviews.

However, there will be differences in the actual assessment KPI content:

As for operations, he must use the combination of GMV and ROI as the evaluation indicator.

Promotion is relatively simple, so we will assess your ROI because it is directly related to your operations. A high ROI means the promotion is successful.

The anchor only considers the conversion rate, because ROI has nothing to do with him, because the pitcher's promotion traffic is not accurate, which will affect the ROI. Therefore, the anchor cannot be responsible for ROI, the anchor can only be responsible for the conversion rate.

6. Critical preparations for starting the game

Preparation stage: people (operators & anchors), transaction model, and preparation of hardware equipment for the live broadcast room.

1. Operation

He must be someone who understands data, has worked for companies like Tmall and JD.com, and can review and incubate teams very frequently. And he must have a deep understanding of promotion and the establishment of people, goods and venues.

2. Anchor

The principle of selecting an anchor is to better have nothing than to have someone who is not qualified. Before you recruit a more suitable full-time anchor, you must boldly try a high-quality part-time anchor with a high hourly wage. Because only by finding high-quality anchors can the construction and testing of the entire system be tested. Otherwise, whether the entire system is feasible can only be judged based on experience, not based on data. If the judgment is not based on the process, there will be problems, so we must ensure that the anchors are high-quality anchors.

3. Transaction Model

The transaction models for different categories are different. The so-called high-priced factory white-label products such as Yanzhidian choose the paid flow approach, so the transaction model must be based on the paid flow. The core team operations, promotions, and anchors must continuously review our pricing strategies and product combinations to ultimately find the most matching transaction model.

4. Hardware equipment of the live broadcast room

• Independent broadband network, and backup lines must be arranged. This is very important. Once you have a large volume of traffic, if something goes wrong with the main line, it will be very troublesome if you don’t have a backup, and your money will be wasted.
• The configuration of the host must be improved to ensure that the live broadcast image is smooth enough.
• Lighting is also very important. We must use genuine brand, high-quality, non-scattering light sources. The lighting effect of this light source will greatly affect the quality of our picture.
• You can use Logitech for the microphone, which is the most cost-effective one we have used so far.
• Finally, a normal camera (Logitech C1000e is recommended, Tianchuang Hengda is used for HD, and Sony A6000 and above is used for high-end live broadcast rooms) These are some basic configurations. If you want to do better, these are necessary investments.

5. Cold start phase of paid traffic strategy

(1) Paid advertising

Start from precise vertical groups and form group labels and account labels first.

(2) Never use low-priced products to attract customers to high-priced categories

Take Yanzhidian as an example: during the transaction process, pay attention to the user's stay time and control the interaction on the spot. If there are too many people, the host and the field control will not be able to handle it and answer everyone's questions, and these people may leave. So in this case, for such a live broadcast room, the best number of people online is generally 50 to 150, and the more accurate the better.

(3) Three core indicators

Comment rate, conversion rate, and one-minute stay rate.

(4) Material quality

When releasing a video, the first thing you should pay more attention to is the click-through rate, because the click-through rate can prove the quality of your entire material. During a cold start, don't be too concerned about immediate ROI.

(5) First, accurately increase the volume, then improve ROI

We need to be clear about the purpose of spending money? For example, Yan Zhidian does not want any free traffic in the early stage, and only wants to be a small town lady. Even if the ROI in the early stage is less than 0.8, it must do a good job of labeling itself as a small town lady. After it’s started, when the system sees my account tag, there will be a steady stream of traffic coming in, which will increase my ROI.

(6) Continuous review and the execution of the entire live broadcast team’s personnel, goods and venue construction

Because we have to broadcast 4 to 5 live shows a day, in this case, we need to see who among these 4 to 5 anchors has the strongest ability to carry on, and how he maintains his personality and image. Through these reviews and data comparisons, we can create an excellent anchor model that suits our product positioning, and then give other anchors some optimization suggestions based on the anchor model.

(7) Material reserves

As mentioned above, short video materials of different dimensions are needed, generally 5 to 15 pieces of materials are needed per week. There are several specific items for each type, so please choose according to your actual needs.

VII. Other related issues

1. How to find the anchor?

1. Screening on traditional online recruitment platforms is done by HR.

Second, recommendations from the anchor’s peers. Since there are many part-time anchors in this industry, we can actually ask the part-time anchors who are currently broadcasting to recommend peers whom they think are reliable. Some incentives can be set up here. For example, if a recommends b, and b is successfully converted into a long-term part-time anchor by us, we will reward a with cash. These are all very effective ways, because peers know each other better, so this path will be very, very effective.

Third, internal incubation is very difficult. I don’t think it is necessary for brand owners to do incubation because the main push is often not cultivated by you.

2. Why do anchors leave?

First, the brand has not done a good job of on-the-job training , which may result in the anchor not making any orders for one or two days after going live, or the host’s self-confidence will be affected, and he will immediately leave. In fact, the host has a lot of experience before. He may have worked as a micro-businessman or a host on other platforms, but he comes to us to sell goods. He needs to receive basic training when he joins the company, which includes the characteristics of our target population, vertical precise population, and our sales talk, all of which require clear internal training.

Second, due to the bottleneck of sales volume , anchors are also easily lost. Because there are some anchors who can increase their traffic, if the volume of your traffic is very small and you can’t increase it, they won’t get much commission and may leave.

Third, if the anchor does not match the brand category , customers will also be lost.

Fourth, many brand companies want to recruit full-time anchors, but some excellent anchors are unwilling to do so. This requires us to improve the flexibility of our work, turn full-time jobs into part-time jobs, and reduce the chances of not being able to work with excellent anchors.

3. Multi-platform price control

Regular sales are in line with Tmall stores. During big sales, it is not recommended to lower prices because the traffic cost is not low. Therefore, we must not sell Doudian products cheaper than Tmall during big sales. This is unrealistic and will definitely result in huge losses.

It would be more appropriate to consider increasing the number of gifts appropriately. The choice of gifts is very important, and you need to consider their relevance to the product, their complementarity, and their sense of value. If users feel that the gift is worthless, it is equivalent to giving it away for free.

8. Conclusion

There are many opportunities in this market, and it is indeed becoming increasingly difficult to stand out. But precisely because it is difficult, it is valuable if you succeed. Compared with some peers, the key to success in the above sharing lies in the ability to produce high-quality content, and to produce content with a high frequency that can pass the platform review and impress users.

After all, the essence of so-called interest-based e-commerce is content. Only when the content is good can it arouse users' interest.

Author:Sally

Source: Sally