Live broadcast room operation skills and user stickiness!

01 How to attract users to enter the live broadcast room

There are seven main ways for users to enter the live broadcast room: following, live broadcast square, live broadcast list recommendations in search, Qianchuan Live broadcast short video & live broadcast room screen, live broadcast avatar, and top pop-up window.

To put it simply, some are pushed to users by accounts they follow, some are recommendations made by Douyin based on the correlation between user tags and live broadcast room tags, and some are ranking lists, etc.

The reason why old fans enter the live broadcast room is basically that they had a great time the first time , whether it was the viewing pleasure or the purchasing experience pleasure, so when they see relevant content or recommendations of this live broadcast room again, they will naturally take the initiative to enter.

So what we are going to talk about today is the optimization method for new users to enter the live broadcast room when they see a short video or live broadcast room screen for the first time.

Short videos are generally used to attract traffic to the live broadcast room, but it is important not to post more than 5 short videos a day, because there is not much meaning in posting more.

On the day of live broadcast, it is best to post short videos related to the live broadcast content . That is, the short video content should preferably be an introduction to products related to this live broadcast, or an introduction to the benefits of this live broadcast, etc. Never upload a sensational short video that turns the live broadcast room into a shouting sales scene, and users will basically exit with one click.

The production of short videos should be as exquisite as possible and hit the main points directly. You can also set a curious three-second opening to whet the user's appetite and attract them to enter the live broadcast room.

ex: Mr. Luo’s video “No, no, no, don’t swipe away” uses video special effects and strengthens the tone of voice . The effect is really good. You can learn from this kind of creativity.

Luo Yonghao's "Don't Swipe Away"

If you want to attract traffic through the live broadcast room, then it depends on the anchor and the decoration of the live broadcast room. Currently, the decoration of the live broadcast room is basically green screen. You can create some necessary scenes, or you can use video materials related to the product.

Doing so can create an immersive purchasing experience for users. If I sell watermelons in a watermelon field, can I let users feel the real scene and believe that the watermelon must be very sweet, thereby stimulating users' desire to buy.

Original scene and effect of professional green screen live studio

1) Remember, the host’s appearance and good taste in clothes are what you notice at first glance. Only by being pleasing to the eyes and pleasing to the eyes can you keep your eyes on the live broadcast room and have a chance to “hijack” the user for 30 seconds. But remember that appearance is important when users first enter the live broadcast room, but the final effect is not determined by appearance . Only the right one is the best. Next time I can tell you how to choose the right anchor based on the product, so I won’t go into details here.

2) The second thing to look at is the product. If the product has packaging, make sure the packaging is simple and beautiful, and all products are neatly placed to give users a good product impression.

3) Sometimes some small indicators are added, such as flash sale previews, super welfare content, brand promotion, product features , etc., which not only attract users to spend time watching, but also help users better understand the live broadcast room and deepen their impression.

02 How to seize the first 30 seconds of entering the live broadcast room

According to official data, all the sounds and images seen after entering the live broadcast room, the average stay time of each user after entering the live broadcast room is about 30 seconds, so the key to the live broadcast room is whether it can retain users in these 30 seconds.

The live broadcast room is an interactive place, not a place where the host is alone introducing the product without any communication with the audience.

To retain users within 30 seconds, it all comes down to whether there are highlights in the public screen and user experience in your live broadcast room?

The public screen is the most important communication tool between anchors and users. I personally think there are three points that need to be paid attention to:

1)

Sensitive word setting . After the sensitive word is set, when the user types it, only the user can see it. Other users and anchors cannot see it. For example, a live broadcast room selling furniture must set sensitive words such as formaldehyde and benzene.

Here we can also introduce a positive screen control method to amplify positive feedback. For example: those who have bought our lipstick can give a 1, and those who have not bought it can give a 2. At this time, if 2 is set as a sensitive word, then most people will only see 1 on the screen, not 2. This amplifies the positive feedback, making other fans who have not spoken think that this lipstick must be very good, thus stimulating their desire to place an order.

2)

When comments with specific language float on the screen and welfare items are released , the host needs to guide the audience to type the word "want". A series of "want" coupled with the tense atmosphere of limited supply accelerates user purchases, thereby driving the influx of natural traffic.

3)

The best results can be achieved if there is an assistant/co-anchor who can maintain the public screen . The most powerful assistant I have ever seen can operate 10 mobile phones to maintain the public screen and click likes, which plays a crucial role in creating the atmosphere of the live broadcast room.

Next is the user experience, which can be summarized in one sentence: the fans' sense of belonging . A phrase like "Welcome XXX to the live broadcast room" will narrow the distance between the anchor and the users. From time to time, they would say “Follow the anchor, join the fan club, and we will give two for one our exclusive fan-favorite products”, providing users with value that exceeds the cost of joining the fan club. This is the first step to attract fans. In fact, as long as they take the photo, they will get two for one regardless of whether they follow the anchor or join the fan club.

Real fans feel that the money is worth it, and they will come in to watch the live broadcast next time they see it; users who are not fans feel that it is even more worthwhile, and will remember the live broadcast room, and maybe pay attention to it after receiving the goods.

Giving the fan group an exclusive name is also a way to enhance the sense of belonging. For example, Huawei fans are generally called pollen. To be honest, KS anchors do a relatively good job in this regard, and big anchors basically exist in the form of a family.

There are also methods such as giving priority to answering questions from fan group users, getting the lowest price for fans, asking the boss for a red envelope when the order is over X99, etc. These are all personally participated by users and are all ways to enhance fans' sense of belonging.

Here I would like to say something special: when there are few people in the live broadcast room (less than 10 people) , you should serve each one well. Only by hiring good people can you do your job well. Increase their interaction. Cherish every opportunity to communicate. Let users engage in more activities in the live broadcast room and stay for a long time. This will increase natural traffic and improve the user model.

Of course, some friends will ask, why don’t you talk about the product , brother? Because today’s article is about how to get users to enter the live broadcast room and keep them for 30 seconds, and the product is not the decisive factor in this process. In addition to occupying the entire live broadcast process, the product also runs through many links such as production, warehousing, sales, delivery, and after-sales. Therefore, in the following articles, brother will also spend multiple articles writing about product selection, so stay tuned!

A little knowledge for each article: The best time for a new live broadcast room to broadcast live is from morning to before getting off work, because it is basically impossible to compete with mature live broadcast rooms for traffic at night. After achieving a certain level, it can switch to evening broadcasts.