How to build a core fan group for your live broadcast room?

Hundreds of fans can be seen in Li Jiaqi and Wei Ya’s live broadcast rooms every day, and the interaction and sales volume are quite considerable. If you want your live broadcast room to be popular, a fan club is essential.

If a live broadcast room wants to be popular as soon as it starts broadcasting, it must have a group of core fans, just like the high-net-worth users in the APP. In line with the 80/20 rule, a small number of users contribute a very high proportion of the value.​

The core fan group, as the name suggests, is a process of user growth from ordinary customers to retained customers to fan group and then to core fan group. All the accessible places in the live broadcast room are the determining factors for whether a user can become a core fan group.

Today, the traffic guy will explain how to cultivate the core fan base of the live broadcast room from 6 aspects.

01 Building the anchor’s personality

As mentioned in the previous article, when users first enter the live broadcast room, they see the anchor, the users follow the anchor, and the one who communicates and interacts with the users the most is the anchor, so the first step to retain users is to rely on the anchor.

The first step in creating a host’s personality is to build it based on the product. If it’s best for a person selling snacks to be a gourmet expert, if it’s best for a person selling women’s clothing to be a fashion expert, and if it’s best for a person selling agricultural products to be a new-age farmer.

During live broadcasts, in addition to selling goods, it is also necessary to convey the host’s personal story, strengthen the influence on fans, and unknowingly implant the host’s personality into the fans’ minds, where it will not fade away for a long time.

"The Queen of Sales" Wei Ya & "The King of Lipstick" Li Jiaqi

Remember not to take shortcuts, and overall you must be a positive person. A positive person who is responsible, loving, and responsible is the most appropriate!

The traffic guy particularly likes a seafood seller. He grew up by the sea and has been engaged in seafood trading. He personally broadcasts live to teach fans how to identify good seafood and even cooks seafood in the live broadcast room. His personality is perfect!

Cooking in the live broadcast room

02 Reputation and quality

When it comes down to it, live streaming sales rely on products to win. User experience, appearance, delivery speed, after-sales service, etc. are all product-related content.

First of all, product selection is a relatively large topic, which requires another article to explain in detail. Today I will briefly talk about what kind of products you should choose and how to choose them?

First of all, whether it is self-broadcasting or Dabo, the product quality must be qualified, the quality can be controlled, and various inspection certificates must be produced. You must know that selling fakes can be punishable by prison.

Secondly, both the product appearance and the packaging appearance are required to be exquisite. Nowadays, regardless of gender, age or status, people have higher and higher requirements for appearance. It is worth spending a few more dollars to give users a wonderful first glance.

Finally, it’s about cost-effectiveness. Live streaming emphasizes short links and eliminating multiple middlemen, so generally speaking, online prices are cheaper than offline prices, but competition is also quite fierce.

To paraphrase Lei Jun: What is cost-effectiveness? With the same quality, I am cheaper than his; with the same price, I am better than his. If you follow this pricing method, you will basically not go wrong.

You have to know how attractive it is to users to get a score of 4.99 or above on Doudian. That means the quality and pricing must be very balanced, which means it has a super high cost-performance ratio. The anchors are proud when they broadcast live because they are confident enough in their reliable products.

Highly rated store

03 How to operate a fan club

It can be said that users will not grow into a core fan group for no reason. At this time, fan operation methods are needed. In fact, the method is similar to the user operation method of the app.

Douyin fan group operation, including joining the group for promotion during live broadcast, fan group exclusive benefits & in-app purchases, pampering fans is a must-do project.

Listen to fans' opinions and suggestions promptly, and resolve feedback in a timely manner. If it is a very good suggestion, you can tell everyone the whole story in the live broadcast room and give them a carefully prepared small gift.

The anchor is communicating as a friend, and this fan will surely increase the sense of belonging to the live broadcast room. Other fans will also feel a little moved and may start to transform from ordinary users.

It is also a good way to guide them to other third-party social media platforms and then conduct private domain operations. Information such as broadcast reminders, live broadcast room dynamics, latest activities, annual promotions, etc. can be synchronized in a timely manner. If there is a big V like Mr. Luo, and a one-to-many voice platform like Weibo, the effect will be better.

04Short video operation

As we all know, Douyin started out as a short video platform. Most of the accounts create content to attract fans. After the number of fans reaches a certain level, they start to monetize through short videos or live broadcasts.

Therefore, short videos can not only keep the account active, but also be a good way to attract new fans and maintain old fans. The recommendation flow of old fans can easily bring up content from accounts they already follow, as well as entrances such as live broadcast pop-ups at the top.

High-quality, creative content is the key. The video material can be funny scenes or exciting moments during the live broadcast, or it can be the content created by the anchor’s personality as mentioned above, or it can be a passionate video to warm up for the live broadcast.

Pay attention to the following points: 01 The style should be unified; 02 The core theme cannot be changed drastically; 03 It should be consistent with the host’s personality.

Short videos can be released not only on Douyin itself, but also on multiple platforms, using a matrix approach to deliver videos to fans, promoting them in an immersive manner and enhancing fan stickiness.

How to make high-quality and creative short videos is another long article, and I will give you a detailed explanation later.

High-quality short video content

05 Prioritize vertical product promotion

Let me first share a piece of knowledge: the fan behavior of short videos and live broadcast rooms determines the label of the account, so prioritizing vertical content, products, and live broadcast rooms is the best way to increase fan stickiness. The users brought by subsequent natural traffic and paid traffic will also be more accurate, improving the overall investment-output ratio.

The first thing to do is to verticalize the product and create vertical short video content based on the product. The fans attracted will have better vertical labels.

Then a live broadcast room is opened. The decoration style matches the product characteristics, the host’s personality background and sales style match the fans’ temperament, and all live broadcast content is vertical, so fans are divided into groups, which is conducive to the overall operation of fans and the establishment of strong and sticky relationships.

06 Continue to dig deep and do long-term business

Be persistent in doing anything and wait for the opportunity. When the wind comes, even a pig can fly into the sky.

Don't chase short-term profits and don't lose the watermelon while picking up sesame seeds. Li Ziqi has been making high-quality short videos for many years. The material for a video may take a year to shoot. Only content that has been tested by time is the story that users truly like. Apart from the Taobao store, we don’t monetize in other ways. It’s not that we don’t monetize it, but we want to protect our reputation and continue to grow our business.

Screenshot of Li Ziqi's video

By continuously selecting good products, continuously building the host’s persona, continuously shooting high-quality short videos, and continuously providing high-quality live broadcast content and interactions, you can continuously enhance user stickiness, change user minds, and become hardcore fans.

The above are 6 ways to build the strongest fan club. Operation actually emphasizes the output of details. Every step is critical, and victory or defeat is determined by the details!

A little knowledge for each article: After uploading the video, check to see if the number of views exceeds 500 after 2-3 hours. If it exceeds 500, invest 100 yuan to try dou+, which can help you find tags for precise users and improve account tags. If there are only dozens of views, it is not recommended to invest in Dou+. It is recommended to find the reasons for not breaking through the first-level traffic pool and optimize it in the next video.

Author: Traffic Brother

Source: Things about Internet Traffic (ID: xzhbdgs)