How to create an invisible competitive "field" in the live broadcast room?

If you are already doing live streaming, you must have heard the phrase " stay for 3 seconds to see the scene ". It is not difficult to understand. When we are broadcasting live, the first information the user receives when entering the live broadcast room is the scene. The scene here is not just a static scene, but also a dynamic one.

The field is the hidden competitiveness of the live broadcast room . It is the easiest point to start optimizing, but it is also often the easiest to be overlooked, especially by most novices who are just starting to do live broadcasts.

This post will talk to you in detail about the optimization of the "venue", which is mainly divided into two parts: the physical venue and the virtual venue. Double upgrades will achieve a huge increase in the attractiveness and conversion power of the live broadcast room!

01 Entity Field

In fact, this part has been written in detail in the first chapter of the yellow book series.

However, today's content will upgrade and update some points that have not been mentioned before or not explained in detail. It is recommended to read them together, which will be more systematic and comprehensive.

The physical venue can be understood as all the things that need to be done to build a live broadcast room, mainly including the background, lighting, equipment, decoration, product display, and exposure of product information. Next, let's talk about them one by one:

1. Live broadcast room background

The background of the live broadcast room is mainly selected according to the category of the goods sold. At present, the common background types of the live broadcast room of Douyin e-commerce are: shelf-style, physical store, source of origin, and custom:

①Shelf type

This type of background is quite common. For example, categories like snacks, home furnishings, accessories, beauty products, mother and baby products, luggage, shoes, tableware, etc. are basically shelf-style. Although it is quite common, the background settings of many live broadcast rooms are actually not up to standard. So how to build this type of live broadcast room?

Follow the construction principles: highlight the theme product, attract attention in one second, display shelves in the background, put the anchor in the center, and display alternative products in the foreground.

We can compare the following three case screenshots through the three dimensions of background, midground and foreground. It can be seen that the third case is unqualified. The theme product is not prominent enough, the host's head has exceeded the screen, and the foreground products are relatively messy, failing to achieve the eye-catching effect.

②Physical store background

This type is also quite common. Many offline merchants who have switched to online will take advantage of their venue and use physical stores as the background of the live broadcast room. Compared with the shelf-style background, such a background will make users feel more real and more convincing.

For example, in the three cases above, the character created by the first anchor herself is that of a female owner of a physical store who has transitioned online. Through the background of the physical store, the real scene is further restored, creating the feeling for users: a physical wholesale store, fast style updates, and super high cost performance.

The second one is a tableware counter store specially created with the background, which restores the offline counter scene and tells users that the products he sells are counter goods. The offline prices are compared with the prices in the live broadcast room to highlight the price benefits of the live broadcast room. The third one is similar to the second one, but the category is changed to home textiles.

③Source origin background

The number of live broadcast rooms with this type of background gradually increased at the end of last year, because at that time some factories had realized the benefits and began to enter the Douyin e-commerce market, taking advantage of their own source production scenes and product price advantages to reap a large wave of traffic dividends.

The factory broadcast model will continue to rise this year. This type of live broadcast background has a natural advantage: it can create an "ultimate sense of source" . Let's take a look at a few cases.

The first type is the source factory of the ceramic category. Through the factory background live broadcast, as a user entering such a live broadcast room, it gives people the feeling that there are various styles, still factory prices, no middlemen to make a profit, and the price advantage is obvious;

The second one is the source processing factory of snack nuts. The background of the live broadcast room is also the processing process. There are workers on-site processing and production behind, which shows that the products in the live broadcast room are all high-quality source goods, which is very convincing.

The third one is very interesting. It’s about selling seafood. He starts the broadcast by the pond and makes a prop. He lets the crayfish in the basin pass through the prop into the pot and starts cooking on the spot. This shows that the products in this live broadcast room are source ingredients, and they are high-quality source goods, fresh at a fresh price. It is very creative and very popular.

④Custom background

This type of live broadcast room is used by many brands and businesses. The background is a green screen, which is completed through the camera and computer background extraction. The background can be assisted by setting video or picture materials.

For example, we can set promotional information in the background, or we can use a green screen to achieve half-warehouse broadcasting, and use materials prepared in advance to assist the host in explaining and showing selling points.

The above four types are the common backgrounds in Douyin live broadcast rooms. No matter which background you make, you need to follow these three general layout principles: 1. Consistent color tone, no color mixing, and visual coordination; 2. The background can enhance the price endorsement of the products sold; 3. Soft furnishings can be adjusted at any time for easy replacement.

2. Live studio lighting

There is no need to explain the importance of lighting. It directly determines the overall effect of the live broadcast room. Common lighting includes ceiling lights, ambient lights, and auxiliary lights.

However, the specific selection and matching should be determined according to the categories sold and the needs.

① Ceiling light

The ceiling light determines the texture of the live broadcast room. If the ceiling light is not installed properly, the effect of the live broadcast will be greatly reduced. Therefore, when you start decorating the live broadcast room, you must fill the ceiling with light and simply and evenly illuminate it from the top of your head to increase lighting for the background and the ground, while also enhancing the face-slimming effect.

The first live broadcast room is for selling clothes. The ceiling light is square-shaped and evenly illuminated. There are two rectangular lights next to it to illuminate the ground, which increases the brightness of the entire live broadcast room.

The second one is the live broadcast room for daily household use. There are multiple spotlights installed on the top. The middle is the position corresponding to the anchor, so there will be two more lights.

②Ambient light

The role of ambient lighting is to supplement the lighting, which is mainly used on the product. First of all, the brightness of the light must be guaranteed. The prerequisite is that the number and wattage of the ceiling lights must be sufficient, so that the products in the live broadcast room can be high-definition enough.

For example, as shown below, it is obvious that there are not enough ceiling lights and they are not big enough, resulting in the overall brightness of the live broadcast room being insufficient.

The second is the color of the light, which should be selected according to the categories we sell. For example, common categories that use white light include: beauty products, clothing, shoes and bags, because the color of these products cannot be distorted, otherwise there will be color difference, resulting in an increased return rate.

Warm light is generally used in food, home furnishings, and home textiles, because these types of products can stimulate appetite and increase a sense of warmth through warm light.

③Auxiliary lights

Auxiliary lights are divided into fill lights and spotlights or other decorative lights. Everyone should know about fill lights, as shown in the following figure. They are essential equipment in general live broadcast rooms:

There are many types of fill lights, including the common square lights, round lights, ring lights, and spherical lights. It is generally recommended to use spherical lights because the lighting is more even. It is recommended to configure 2-4 150w lights.

Another thing is spotlights. For example, this clothing account uses spotlights to decorate the T-stage to create the feeling of a fashion show.

Decorative lights are generally used to fill in blank spaces in the live broadcast room background or to decorate the background. For example, the live broadcast room in the picture below uses decorative lights to decorate the background.

Please note that spotlights are not the main source of light, but decorative lights. They do not have the function of illuminating, but only serve for decoration to avoid the light being too dark or too bright.

3. Product display in the live broadcast room

The layout of the product depends on the live broadcast method. We can divide it into standing live broadcast and sitting live broadcast. If you are a standing live broadcast type, the product layout can follow the following principles:

① Moderate distance, can be far-sighted or focused, there is always an angle that allows the product to fill the entire screen;

② The picture is full, and the empty spaces can be filled with products or other soft furnishings to make the live broadcast room look full and not empty.

To give an example, for this account that sells shoes, the blank space is filled with products, and then the main anchor shows the effect of wearing the shoes from a distance, while the secondary anchor shows a close-up to the camera, making the whole picture look fuller.

If you are a sit-down broadcaster, the product layout can follow the following principles:

① Neat and clear, easy to understand, the shelf-style live broadcast room must make good use of symmetrical beauty;

②The product’s color matching and visual effects are eye-catching.

For example, jewelry can create a sparkling effect through lighting; high-end electrical appliances can be placed in the home background, and high-looking tableware can be used in the foreground; for snacks, appetite can be stimulated by having food dominate the screen.

4. Product information exposure in the live broadcast room

The live broadcast room can effectively assist the host in explaining and converting products by exposing product information, and reduce the host's repeated instructions.

For example, product selling point information always dominates the screen to assist the anchor in explaining the product; product size is displayed so that newcomers can see it clearly; screenshots of other platforms are printed in advance, and prices are compared to show the price advantage of the live broadcast room;

02 Virtual Field

After talking about the physical venue, let’s take a look at the virtual venue. The venue atmosphere is mainly created through our settings and optimization. It is virtual and cannot be directly decorated and built like a physical venue. So where should we start to optimize it?

It mainly includes: explanation area, activity patch, public screen area, lucky bag/red envelope, fan coupons, top comment, floating screen. Let's continue to disassemble them one by one:

① Explanation point

The explanation point, which is the most easily overlooked point, is the easiest to reduce the bounce rate and increase the click-through rate of products. Imagine that you enter a live broadcast room. If the card being explained, the main picture and the price are attractive, you will definitely click to take a look, right?

Therefore, there are two key points for optimizing the settings of the explanation area:

1. First of all, your main picture needs to be simple and easy to understand, and look attractive, so that it can attract clicks;

2 When you click on the explanation, the screen will pop up every 3-5 seconds . This is because when you click on the explanation, it will appear for a few seconds and then disappear. However, new live broadcast rooms will continue to enter, so the screen needs to pop up continuously.

Activity patch. It is mainly broadcast live on a computer and set up in the background of the live broadcast companion. It usually displays product activities, sizes and specifications, as well as additional benefits, such as freight insurance/7 days no-questions-asked/others.

② Public screen area

The public screen area, also known as the comment area, is the point that best reflects the atmosphere of the live broadcast room. When everyone is typing a command, as long as you enter this atmosphere, you will involuntarily follow suit, because people have a herd mentality.

Therefore, we can find a few water army to help optimize the public screen area, such as personalized positive reviews: "Received the goods, good quality", "The price is cheaper than other stores", etc., or the anchor can use the water army to introduce the products we want to sell.

The backend administrator also needs to control the screen in real time, answer fans' questions, guide attention, and refresh the screen with activities, etc., to create a tense atmosphere in the live broadcast room.

③Lucky bag/red envelope

This tool is simply a powerful tool for our live broadcasts. It can help us with various data indicators. We must use it well! Lucky bags can be used to send out physical items or Douyin coins, but new accounts generally do not have the function of sending out physical lucky bags, so at the beginning there are only Douyin coin lucky bags. What are the respective uses of physical and Douyin coin lucky bags?

Physical lucky bags: mainly used for raffles and gifts, mainly to attract people to stay. Key points for copywriting: action instructions + prize content .

For example, if you want to give away a clay pot, you can set the copy to "Win a lucky bag, get a clay pot". In this way, new users will automatically click on the lucky bag, and then automatically be sent a copy instruction you set, and they will not know the result until the prize draw time. This significantly increases the length of stay and interaction rate.

Doubi lucky bags: can be distributed in small or large amounts. If a small amount of Doubi lucky bags is distributed, it can have the following effects: generate positive reviews in the public screen area/introduce a certain product/replace the physical lucky bags. The recommended amount of Doubi is 30 Doubi/3 people; 50 Doubi/5 people (10 Doubi per person). Copywriting examples include "It's useful after taking a photo" and "I want a cutting board"

A lucky bag with large amounts of Douyin coins is used to attract people to stay. The amount of Douyin coins can be set to 1,000 Douyin coins/10 people or 10,000 Douyin coins/100 people. The copywriting can set key points to highlight the generous personality of the anchor, such as being a generous boss.

④Red envelope/fan coupons

Red envelopes, mainly Douyin red envelopes in the live broadcast room, can be sent directly to attract people to stay. Users who receive red envelopes will generally send light signs or gifts to increase interaction and increase fans, because the system will guide users who receive red envelopes to give gifts to the anchor; fan coupons, users will automatically add fans after receiving them, thereby increasing the fan conversion rate and conversion rate of accurate users.

⑤Pin the comment

Pinning comments is a bit similar to the active stickers mentioned in the physical field above, but this method is more convenient. Simply pinning the comments can achieve the effect we want to show.

The idea of setting the content for pinning comments is to pin user reviews, live broadcast activities, or product information.

⑥Floating screen in the center

Ideas for setting floating screen content: guide attention, interaction, and screen pressing, reduce the host’s oral broadcast to guide interaction, and guide positive feedback.

For example, if the anchor is awesome and the boss is generous, the anchor will say, whoever said the boss is generous, come and give him a necklace directly. Isn't the atmosphere in the live broadcast room instantly alive?

Finally, if the host of the live broadcast room is the protagonist, then the overall presentation of the live broadcast room is the best supporting role. By building a scenario-based live broadcast room and strengthening the user's trust in the product, the product can be better sold through live broadcast.

OK, that’s all. I would like to share with you some ideas and methods for optimizing the field. I hope they are helpful to you. You are welcome to forward and share them.

– END –

Author: A Tao and Chu Xin

Source: A Tao and Chu Xin

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