Is it no longer popular to promote products through internet celebrities? Brand self-broadcasting becomes a new trend

Currently, brand self-broadcasting has become a new outlet for live streaming e-commerce and is also a trend for the future. However, many brands are wondering why they should do self-broadcasting and how to do it well. This article will tell you the answer today.

It’s the 618 e-commerce festival again this year. Have you noticed a phenomenon? More and more brands are beginning to stop looking for internet celebrities to cooperate with, and instead choose to sell products through live broadcasts themselves.

In this age where everything can be sold, the rise of live streaming has attracted all brands. From internet celebrities to stars, from ordinary people to county governors, brands now seem to have found the most reasonable way, a new form of live broadcast based on the brand only selling its own products - brand self-broadcasting.

What kind of magic does brand self-broadcasting have? While allowing many brands to enjoy a second life, it also gave many businesses the opportunity to become popular overnight. The data can tell you how popular self-live streaming is.

According to FeiGua data statistics, the sales growth rate of the self-broadcasting accounts of the top 1,000 brands in sales on the Douyin platform in January and February this year increased by 122% compared with November 2020. The sales of brand self-broadcasting accounted for 50% of the sales brought by brand influencers. In February 2021, the number of brand self-broadcasting accounts also nearly doubled month-on-month.

In the past year, many bigwigs such as Xiaomi founder Lei Jun and Gree Chairman Dong Mingzhu have stepped in to promote their own brands and achieved remarkable results that have attracted industry attention. This has also given more brands the confidence and courage to sell products through their own live broadcasts. According to survey results, more than 64% of brand merchants said that selling products in their own live broadcast rooms is more effective.

More and more businesses are rushing to promote products for brands, but before entering the market, they must make up for the homework of live streaming sales. Blindly jumping into the "trend" will inevitably fail.

The "pain points" of live streaming are difficult to solve, and brand self-broadcasting has become a new trend

Before the trend of brand self-broadcasting became popular, most brands would choose to cooperate with anchors who sell products. It seemed that they could achieve their goals just by “spending money”, but the problems exposed behind it were always difficult to solve.

For example, if a brand wants to cooperate with an anchor, it needs to pay a slot fee or commission. When facing a larger anchor, it usually has to face a strict product selection process. The anchor’s inability to guarantee the final sales volume has become the biggest pain point. At the same time, "watering" data has become an industry unwritten rule, and the extremely high return rate is just a microcosm of the chaos in the industry.

In addition, fans lack brand loyalty, and it is difficult to retain live broadcast viewers to one's own brand. Hua Xizi, which became popular thanks to Li Jiaqi, is a typical example. The products recommended by Li Jiaqi have good sales, but the sales of products that have not been recommended are terrible.

"The anchor eats meat and the brand drinks soup" has become a common phenomenon in live streaming sales.

The existence of many problems has made "brand self-broadcasting" a natural new trend, and it is also the safest and most cost-effective way.

First, the brand has strong control over the entire process. Brands do not need to pay high slot fees or commissions, so costs can be controlled; they can recruit their own anchors and arrange the management, training, and live broadcast event processes completely at their own pace, thus reducing the possibility of accidents.

Second, it is conducive to the dissemination and sedimentation of the brand. When a brand broadcasts itself, its core appeal is to promote products. Through a large amount of brand exposure and professional sales techniques, it can effectively retain loyal customers, greatly increase the chance of repeat purchases, and is more conducive to the accumulation of brand power.

Third, it helps brands improve their product selection efficiency. Unlike live streaming, the audience for brand-run live streaming is more fixed and precise. Consumers are also more likely to make purchases during the live streaming and provide direct feedback, making it easier for brands to optimize their product selection efficiency and strategies.

It is not easy to broadcast a brand yourself, and you need to master basic skills

In the past, when working with anchors to sell products, brands only needed to be a “participant”. But now, doing self-broadcasting is not something that can be decided on a whim. The most direct requirement is to form a complete and experienced team, which is definitely a "technical job".

Although there are gaps in manpower, financial resources and influence between large and small brands, the strategies they apply are bound to be different. But if you want to do a good job of brand self-broadcasting, whether it is a top brand or a mid- to low-end brand, you must understand the following basic skills.

1. Build a brand matrix to increase brand exposure

Creating a live broadcast account matrix is ​​one of the common ways of playing. Doing so can bring more traffic exposure to the brand, maximize the user coverage, increase the space for trial and error, and increase the chance of a hit.

Although the number of followers of these accounts may not seem high, based on the precise brand audience, these accounts usually use a unified broadcasting method to create a screen-sweeping effect, thereby increasing the overall exposure of the brand and becoming a good way for the brand to empower agents in various places.

2. Short video + live broadcast combination to achieve brand and effect integration

Brands can produce diversified short video content such as live broadcast previews, product recommendations, offline store visits, etc. to drive traffic for live broadcasts and stimulate users' awareness of products within a longer exposure period. The high interactivity of live streaming can also effectively narrow the distance with consumers, retain fans and increase conversions.

The two types of traffic, short videos and live broadcasts, promote each other, not only can they continue to attract fans, but also can promote conversions, achieving product and effect integration.

3. Activate private domain traffic to warm up for live broadcast

Brands can preheat the live broadcast in their own private traffic pool before the live broadcast, or they can put it in the brand’s official account content tweets or offline store materials. Users who set up live broadcast reminders will receive system push reminders before the broadcast starts, quickly gathering accurate users into the brand’s live broadcast room.

In addition, some group buying, flash sales, coupons and fission marketing methods can be used to promote transactions in the live broadcast room and share and attract new customers.

4. Build offline physical store scenes to enhance user experience

Brands can design their live broadcast rooms to have the feel of offline store counters, and broadcast live in offline supermarkets, stores, and warehouses, creating a real experience with guaranteed quality and authenticity for their fans, giving users the feeling of being in the store in person.

This approach has played a very important role in the integration of online and offline brands. It not only consolidates the original fixed fan base, but also expands a lot of new generation online user groups, achieving multiple goals at one stroke.

5. Review the live broadcast and continuously optimize the self-broadcast content

After the live broadcast, various reviews will be conducted to sort out the pros and cons to help brand merchants have a clear idea.

Generally, the data review of a live broadcast needs to sort out the following contents: live broadcast duration, number of orders, conversion rate, order amount, transaction amount, highest online, average stay time, new fans, etc.

Final Thoughts

Live streaming is a business that anyone can do, but not everyone can do it well.

In an environment where live streaming is still a major trend in the industry, I believe that no brand will be indifferent to brand-owned live streaming. In short, brand self-broadcasting is a "long-term project". Brands of different sizes still need to explore the most suitable method for themselves. Whether they can grasp this "trend" depends entirely on their own ability.

Author: Yan Tao Sanshou

Source: Yan Tao Sanshou