Video live streaming sales are so popular, so for a newbie in video accounts, how do they do it?

If you want to seek longer-term development in live streaming sales on video accounts, then you must first do a good job of live streaming positioning in the initial stage, including the host’s personality, the content of the live broadcast, etc., among which the most important is the personality.

If you don’t know how to position your live broadcast personality, it is recommended that you start with what you are good at and what you like, and build your personality based on your own image, personality, expertise and other advantages.

Taking "Along's Food Teaching", which entered the video account earlier, as an example, the video content is mainly home cooking tutorials. The video style is down-to-earth, simple and easy to learn, and very practical. Therefore, it is very popular among users and has produced many popular videos.

The blogger is good at making home-cooked meals, so his live broadcast persona is a food blogger. From "Youwang Data" - "Live Broadcast Records", it can be seen that the blogger has broadcast 63 live shows in the past 60 days, and the estimated sales of the live broadcasts are as high as 506,000.

△ Video account "Along Food Teaching" live broadcast data overview screenshot Source: Youwang Data-Live Broadcast Record

The blogger broadcasts live almost every day, and the content of the live broadcast is mainly home cooking tutorials, and small shop products are also posted. During the live broadcast, some of the props used by the blogger to make food are also items from small stores, such as cutting boards, slicing knives, etc. Users will buy them when they see the need.

In a live broadcast recently monitored by Youwang Data, the total number of viewers was 254,700, and there were as many as 1,482 barrages.

It can be seen from "Youwang Data" - "Audience Interaction Analysis" - "Audience Portrait" that 71.46% of the users in this live broadcast room are female. Since the products are mainly daily necessities, food and beverages, female users account for a relatively large proportion.

In the "interaction data", the word "place an order" ranks first among the hot words in the barrage, which shows the users' trust in its products.

△ Video account "Along Food Teaching" interactive data screenshot Source: Youwang Data-Audience Interaction Analysis-Interaction Data

Users’ willingness to purchase live streaming products is often based on trust, and creating a personal image is the first step in building trust.

For example, if you are good at makeup, then your persona is a beauty expert and you can teach people how to put on makeup during live broadcasts. If you are in the maternal and child care business, your persona is a parenting expert or an experienced mother.

First establish a personality with a clear and distinct positioning, which will make it easier to stand out in the early stages, leave a deep impression on users, and will also be of great benefit to the subsequent development of live streaming.

The warm-up activities before the live broadcast are very important and can ensure the basic traffic of the live broadcast. Usually, many bloggers will set up appointments on the main page of the video account in advance, so that interested users will see it and make appointments in advance.

Or release a video in advance to tell users when the live broadcast will take place, what will be broadcasted, what benefits will be offered, and what can be brought to users, such as one-yuan flash sales, new product launches, and other gimmicks to attract users.

Video accounts are backed by WeChat and have had huge sources of traffic since their launch, including official accounts, Moments, chat tags, etc. Therefore, in the early stages of live broadcasts, bloggers can actively promote preview videos to official accounts, Moments, and communities. They can also create a live broadcast reservation group to guide users to join the group for reservations, paving the way for live broadcasts through multiple channels.

△A video account live broadcast reservation group

On the day of the live broadcast, bloggers can forward the video to social networks and Moments again to remind users to watch the live broadcast in case they forget.

The blogger of the lifestyle video account "Swiss Mountaineer Shama Kitty" revealed to us that as soon as the live broadcast starts, she will send red envelopes to the fan group to remind users to watch.

"For important live events like the May 1st cloud tourism, I will make posters in advance and send them to my fan group. During the live broadcast, I will also share them on WeChat Moments. "

During the 5.1 online tourism, Sha Ma took her two children to live broadcast outdoors for 4 consecutive days, with the highest number of viewers reaching nearly 80,000 per show.

Utilizing private domain traffic is the first step to leverage video account live broadcasts and accumulate popularity for live broadcasts in advance.

The live broadcast script is an indispensable part of the live streaming process. Without a script, problems such as failure, poor timing, and deviation from the topic are likely to occur.

Therefore, some bloggers will prepare scripts in advance and broadcast live according to the set process, including several modules such as live broadcast theme, time nodes, event arrangements, product explanation and transaction plan, to control the rhythm and process of the live broadcast and serve the live broadcast effect and efficiency.

The live broadcast script should also be designed with good event benefits, whether it is drawing lucky bags or flash sales at low prices. In addition to achieving the publicity effect, it can also mobilize the atmosphere of the entire live broadcast room.

For example, blogger Shama will set up lucky bags in every live broadcast, and users need to share the live broadcast room to their Moments to participate in the lucky bag lottery.

"You have to be careful when choosing gifts. The gifts I give to fans are all practical, such as Swiss milk powder or skin care products. Such benefits are more powerful, and users will be more willing to forward and share them."

In the live broadcast room, many users do not know how to share, and Sha Ma will patiently teach them.

By setting up lucky bags, users are encouraged to share on WeChat Moments, giving the live broadcast room more exposure to users. In "Youwang Data" - "Live Broadcast Records", it can be seen that in the account's recent five live broadcasts, the total number of viewers has remained stable at over 10,000, with a maximum of 51,000. According to Sha Ma, the latest live broadcast attracted 485 new users.

△ Video account "Swiss Mountaineer Sammy Kitty" live broadcast record screenshot Source: Youwang Data-Live Broadcast Record

Compared with live streaming with goods on Douyin and Kuaishou, there are relatively few video accounts that only sell goods through live streaming. Most bloggers link to their small shops while chatting during the live broadcast, so some bloggers do not spend too much effort on the live streaming scripts.

"I would write a script at the beginning of the live broadcast, but later I didn't write scripts much. I would just think of the theme first, and then talk about it during the live broadcast. When a user asks about the product, I will talk about it in detail." said Sha Ma.

As video live streaming continues to mature and develop, more and more bloggers who sell goods will emerge, and live streaming selling goods will become more and more standardized and procedural.

Perhaps the biggest worry for a newcomer when starting a live broadcast is having nothing to say, not knowing what to say, and being afraid of making mistakes. Therefore, they have to think about how and what to say before the live broadcast.

We have compiled some commonly used phrases, hoping to help everyone.

Introduction words: Greet the user and introduce yourself.

For example, Shama’s job is a purchasing agent for Switzerland. At the beginning of each live broadcast, she will directly tell users, “I am a purchasing agent for Switzerland. Remember to find me when you want to buy Swiss products.” This strengthens her identity label.

If you are a beauty blogger, you can say "Hi everyone, I am xx, today I want to share with you some tips on beauty. It's very simple and you can learn it in one go."

As a new anchor, nervousness is inevitable due to lack of experience. You can express it openly during the live broadcast, such as "Hello everyone, this is my first live broadcast with goods. I am a little nervous. Thank you very much for your support." Expressing sincerity can win the favor of users.

Welcome words: When a new user enters the live broadcast room, the blogger should cue the user in time to let the user know that he or she is valued.

For example, "Welcome XX to our live broadcast room, your name is so special..." "Welcome to the new friends, today we are going to share beauty tips, if you haven't followed me yet, remember to follow me."

Interactive language: can increase user participation enthusiasm and stimulate the live broadcast atmosphere.

For example, "Does anyone like this dish? If so, call 666 and let me see it." "Have you used this facial cleanser?" "Which of these two products do you like best? Tell me in the comments."

When a user asks a question in the barrage area, the blogger should answer it in a timely manner, interact with the user, and answer various questions from the user.

During the live broadcast, you should pay attention to whether there are users giving rewards. When users give gifts to the blogger, you should report it in time to express gratitude, such as " Thank you XX for the Peach Blossom Island, thank you, thank you."

How to speak during a live broadcast? In fact, the easiest way to learn is to watch how your peers do live broadcasts, what is good about their live broadcasts, and what their lines of speech are like. Then, optimize your own live broadcast lines of speech, and learn and prepare more for the live broadcast.

Closing skills : This tests the blogger’s understanding and professionalism of product endorsements, so sufficient preliminary homework must be done.

For example, "This set of products is priced at 299 yuan in the xx flagship store. Tonight, you can get a 100 yuan discount by buying it for only 199 yuan," "There are only 2 pieces left. Friends who are still interested in placing orders should hurry up and place orders."

When the live broadcast is about to end, remember to remind users when the next live broadcast will start and what the content will be.

If the live streaming of selling goods ends as soon as it ends, then the problems encountered during the live streaming may not be solved and the transaction rate will be mediocre.

Therefore, a timely and objective review is particularly important, which can enable bloggers to grow faster and make the next live broadcast better and more successful.

Live broadcast review is to review the entire live broadcast process, which can be reviewed from two aspects.

On the one hand, it depends on the blogger himself. For example, during the live broadcast, the blogger's status, tone, and speaking speed, whether there are areas that need improvement, how effective the interaction with users is, how he appears on camera, whether there are any questions that cannot be answered from users, etc.

Another aspect is data analysis. After the broadcast, timely data analysis should be conducted on the total number of viewers, total popularity, number of new followers, transaction volume, etc., as well as which link is doing well and which link has shortcomings, and timely adjustments and improvements should be made.

If the blogger has a team, then he can let the team participate in the review process together. When everyone adds fuel to the fire, everyone discovers problems during the discussion and can brainstorm to come up with targeted solutions.

We found that some bloggers would organize the live broadcast review into text and send it to the live broadcast industry exchange group, so that they can exchange experiences with their peers and gain attention without having to worry about the industry.