Kuaishou Live Streaming Getting Started Guide

We often say that traffic is money, so how do we monetize traffic and how do we use traffic to bring actual benefits and value? The most direct manifestation and the most common thing we see is live streaming sales. The internet celebrity anchors we are familiar with, such as Li Jiaqi, Wei Ya, and Mao Meime, have achieved one success after another in the annual Double Eleven, Double Twelve and other shopping festivals. Today, I would like to share with you some useful tips on how to get started with Kuaishou live streaming .

It is easy to do a live broadcast, but it is not easy to do a good live broadcast. It requires cooperation from many aspects and is closely linked. The content that the editor wants to share today can be learned even if the reader is a novice who does not know anything about live broadcasting...

1. Understand the pre-live broadcast process and the operation of common functions

1. Basic construction process

Download and open the "Kuaishou" APP, and register a Kuaishou account according to the prompts on the page; click the three horizontal bars [Menu] in the upper left corner of the Kuaishou homepage - [Settings] in the lower right corner - [Activate Live Broadcast], and follow the instructions to activate the live broadcast function.

After the live broadcast function is activated, click the [Shoot] button at the bottom of the Kuaishou homepage to enter the shooting page. The [Start Live Broadcast] icon will appear at the bottom of the page. Click it to enter the live broadcast start page. You can select [Video Live Broadcast], [Game Live Broadcast], [Chat Room] or [Voice Live Broadcast] on the page.

If you want to start selling mode, you need to click the [Make Money] button on the right and turn on the [Live Selling] option, and you can sell goods through the shared cart during the live broadcast. Select the live broadcast format, set the live broadcast cover title, click [Start Live Broadcast], and the live broadcast begins.

With the gradual optimization and upgrading of the Kuaishou platform system, the various functions generated during live broadcasts will also solve some of our problems, big and small. Here the editor will introduce several commonly used functions to you.

2. Detailed explanation of common functions

1) Sensitive words (commonly used)

During a live broadcast, you don’t want to discuss certain sensitive topics, you don’t want to reveal certain keywords, or you don’t want bad words to appear in the live broadcast room. The sensitive word function can block these keywords and create a good atmosphere for the live broadcast.

Click the [More] button on the right side of the broadcast page → select [Sensitive Word Settings], fill in the relevant words, and the system will block them all. Please note that the maximum number of sensitive words that can be added is 150.

2) Administrator

It is very important to set up an administrator assistant for your live broadcast, which can help the anchor maintain order during the live broadcast, such as adding sensitive words, kicking people, and sharing the anchor's management pressure. On the start page, click […] on the right and select [Administrator Settings] to manage existing administrators.

If you want to add a new administrator, you need to do it during the live broadcast. Click the user avatar in the comment area or the list - select […] on the personal homepage - select [Set as super administrator], and he/she can become the housekeeper of the live broadcast room. If you encounter an uncivilized audience, click on the other person’s avatar, select […] on the personal homepage, and then [Blacklist]/[Kick out]/[Mute] them.

3) Set the cover title

Before each live broadcast, you can choose concise, clear and accurate pictures and titles as the cover before the live broadcast. The title cover needs to highlight the highlights and key points of the live broadcast, and a title of more than 6 words is best.

4) Set background music

Click [Music] in the lower left corner of the live broadcast room - select [Background Music]. You can choose appropriate music as the background music for the live broadcast based on the tag classification, or you can directly search for your favorite music in the search box.

5) Magic Emoticons

Magic expressions can be used during live broadcasts to modify faces and help express emotions, or to cover faces when you don’t want to show them. Click [Decoration] → [Magic] at the bottom of the live broadcast room to enter the magic expression selection area.

6) Beauty settings

At the bottom of the live broadcast room, click [Decoration] - click [Beautify] to enter the beauty settings. The first mode on the left is [No Beauty] mode. After selecting it, the [No Beauty] logo will be displayed on the anchor's avatar at the same time; the numbers 1-5 correspond to the beauty levels from low to high. Click the number to select the corresponding degree of beauty effect. Click the number again to make detailed settings for the beauty.

7) Live streaming gift collection and cash withdrawal

Click [More] → [Gifts] → [Received Gifts] at the bottom of the live broadcast room to view the gifts you have received. You can withdraw the gifts you have received from [Menu] - [More] - [My Wallet] in the upper left corner of the homepage.

8) Sticker function (commonly used)

During live broadcast, you can use the sticker function to give a brief introduction to the content of the live broadcast room, the anchor, etc. Click [Decoration] - [Sticker] at the bottom of the live broadcast room to select your favorite sticker style. There are more sticker styles for the anchor to choose from during the live broadcast of selling goods.

9) Live broadcast hosting (commonly used)

No matter how the anchor starts broadcasting, he can use the hosting function through another mobile device logged in to this account, and can distribute red envelopes, put products on the shelves, etc.

2. Preparation before live broadcast

1. Plan your live broadcast goals

According to the product list, the number of live broadcast views, number of fans, GMV, ROI, etc. of this live broadcast are planned. This has clear goals and is convenient for subsequent review.

2. Warm up before live broadcast

The purpose of releasing a warm-up video one day before the live broadcast is to give our live broadcast time and promotional activities to fans and other users, and to promote the reputation of the warm-up video. The content can include specific welfare activities and discounted products of this live broadcast. Of course, make full use of WeChat, QQ and other channels to inform fans and friends about this live broadcast event.

3. Decorate your homepage

According to statistics, most users have the habit of clicking on the host’s avatar to view the homepage, so the homepage is a very important part of fan conversion. We can "decorate" the account on the homepage, for example, by modifying the account nickname, which can effectively enhance new users' memory of the anchor's activities and live broadcast time, and enhance the effectiveness of advertising.

You can use a beautified personal profile picture and product pictures of the industry you are in as the account avatar; set a personal profile, including private domain contact information + fixed live broadcast time/activity time (live broadcast at 5 pm every day to give buoyancy) + personal past resume, awards + experience in the industry you are in

Note: You can only modify it twice a week, and you need to avoid sensitive words such as "gift, present, welfare" etc.

1) Daily: host name + fixed live broadcast time - He Dongdong at 6pm;

2) Event: anchor name + event date + benefits - 6,000 mobile phones for players on the 25th.

4. Select anchors and establish anchor personality

Kuaishou live streaming requires a "strong personality". Simply put, it means creating a unique selling personality for the live broadcast host, which must be real and credible. The host can have a close relationship with the merchant, so that a deep bond can be formed, so the host's relatives may be given priority for long-term contracts.

The basic qualities that a host needs to possess are as follows:

1) Need to have strong sales and verbal skills;

2) Ability to think in other people’s shoes, and affinity is preferred. For beauty and clothing, the image and figure should be good;

3) Need to describe the selling points of the product to consumers and have strong learning ability. When establishing the host’s personality, you can customize a unique personality based on the products and your own image, such as an entrepreneurial mom who runs a clothing factory, a beautiful young socialite who sells fur, or a cute fashionista.

5. Live broadcast script

1) Clarify the theme of the live broadcast

To be authentic, the live broadcast theme must run through the entire live broadcast, and the actual content must be true. For example: to commemorate one month of live broadcast, the theme is "Find your former self" to give benefits; the third anniversary of the store opening; activities to sprint to 500,000 fans; fan-pampering festival.

2) Live script process

Half a day to two days before the live broadcast, be sure to write a live broadcast process schedule, rehearse according to the process schedule, familiarize yourself with the selling points and live broadcast situation, and also estimate the GMV and ROI of the live broadcast. A script should contain the following information:

Activity interaction: Generally, red envelopes, raffles or flash sales are distributed at the hour or half hour. During the live broadcast, the anchor also needs to repeatedly remind people that there will be red envelopes, raffles or flash sales at the hour, repeatedly emphasize how to participate, hold the prizes in their hands, and mobilize the atmosphere of the live broadcast room.

Product selection and rhythm: [The first 10 minutes] Warm up the audience, introduce the rules of the event, benefits, and today's hot products, and give advertising traffic and popularity time to accumulate; [Minutes 11-59] Start with 1-2 welfare products (obvious discounts, high visibility), then interspersed with 1-2 low-unit-price products, and then 1-2 profitable products (non-standard products, supply chain products, easy to make a profit) to avoid customer churn and gradually increase the average order value. [60th minute] Offer benefits, flash sales or red envelope grabbing activities to ensure that as many people as possible in the live broadcast room can grab the benefits. [The 2nd hour - the nth hour] will be repeated in sequence; [at the end of the live broadcast] the theme ceremony of the event will be carried out.

Golden two hours: Usually the first two hours of live broadcast are the core of live broadcast, and the peak popularity is reached at this time. Generally, the 0.5-1.5 hour is the peak popularity period of the live broadcast room, and the GMV and profit of the products sold in these two hours also account for a relatively high proportion. Therefore, the core profit items are prioritized in this time period, and the site is flexibly adjusted according to the popularity of the live broadcast room.

8 minutes for product transition: The overall atmosphere and rhythm of the live broadcast room are determined by the product, and it is also the key to retaining people. Therefore, the product transition time should be shortened as much as possible while explaining the product clearly. This time is generally within 8 minutes, and the price will be changed and the product will be put on the shelves in 3-5 minutes. For small events, at least 10 items must be passed in one hour, and for large events, at least 15 items must be passed in one hour.

6. Control of live broadcast time

A fixed live broadcast time helps fans develop habits and deepen their impressions. Generally speaking, the initial live broadcast time is 2-2.3 hours. The live broadcast time is determined based on the host's status at different time periods of the day. Some hosts are very sleepy in the morning, while some are in very good condition. The live broadcast time is adjusted according to the host's actual status.

In the middle and late stages, the live broadcast time will be appropriately extended according to the specific situation of the live broadcast. The live broadcast time of anchors with millions of fans is relatively long, and 90% of them are more than 4 hours. However, worthless live broadcasts are rejected, such as live eating, frequently leaving the camera, and other behaviors that delay the live broadcast time, which will instead cause audience loss.

The traffic characteristics of the Kuaishou platform in different time periods are as follows:

3. Multi-faceted efficiency improvement techniques in live streaming

1. Talking strategy

First of all, we need to understand what is the live broadcast room script? The sales talk is the spoken expression of the product features/efficacy/materials. It is the key for the anchor to make a deal and the key to attract fans to stay.

1) Stimulate purchasing desire - Why should I buy?

Selling experience in one sentence: Describe the visual, olfactory and auditory experience of customers using the product in various scenarios.

Positive example: [Selling experience]

This one is a fragrance of mimosa and cardamom, it’s the right one to buy. Shy, the smell of grandma [What do you smell] Not sweet or greasy, just the right milky scent, the rouge smell is not tacky at all, like the milky scent of a baby who just took a bath [What do you smell] Very gentle and peaceful, giving people a warm smell [What do you feel] The perfume you must spray when wearing a sweater [Usage scenario] Elegant and warm [What do you feel]

Wrong example: [Selling functions]

The packaging is exquisite, the low-key luxury design shows elegance and nobility, the workmanship is exquisite, and the fabrics are high-grade.

2) Winning customer trust – is it really that good?

A sentence of best-selling data: Use real data to impress customers, such as the sales volume of a product, the proportion of positive reviews and repurchase data to prove it.

Positive example: [with data]

This model has sold 140,000 copies [specific sales volume];

The cumulative score is 4.9 points [specific score].

Error example: [No data]

This jacket is a classic hit! Many people are buying it now!

3) Guide customers to place an order immediately – I’ll think about it…

A limited time and limited quantity sentence: Discount price within xxx time, only xxx stock, no restocking after sold out.

Positive example: [Limited quantity]

We only have 500 packs today, and once they are all gone [creating a sense of urgency];

Contact the manufacturer and increase the quantity by 200 packs. It depends on your speed [another wave of promotion]. Contact the manufacturer again. It’s sold out. Only pre-sale is available. Maintain today’s price. Shipment will be made in 10 days [last quantity] [limited time]. This price is only available tonight. You won’t be able to get this price if you go to the physical store tomorrow or send me a private message.

Wrong example: [No deadline]

This XX is so delicious...and so cheap today, no time limit, no quantity limit.

2. Gradually improve the three aspects of "people", "goods" and "venue" in live broadcast

1) [People] Live broadcast team roles and division of labor

If you want to do a good live broadcast, it is not enough to rely on one person alone. The most basic staff should include the anchor, anchor assistant, and customer service. The anchor has been introduced before, so I will introduce the work of the anchor assistant and customer service:

Customer service: interact in the live broadcast room, send red envelopes, and reply to relevant messages; promptly reply to inquiries and process orders through newly added customers; use small accounts to act as a water army to liven up the atmosphere; warm up before the live broadcast in WeChat groups and Moments, invite guests during the live broadcast, and process follow-up orders after the live broadcast.

Anchor Assistant: Write live broadcast scripts; try on products, explain product details and features; look at the overall look from a distance, look at the fabrics up close, and explain purchase discounts; emphasize adding customer service methods and placing orders; interact with viewers and emphasize live broadcast benefits.

2) [Goods] Interactive marketing gameplay

First, select the products:

Supply chain vertical products - selling own supply chain products as the core;

Procure low-order goods from outside - create transaction scenarios for new fans and increase trust;

"Great value for money" welfare products - need to sell high-cost-effective welfare products at a loss, especially fast-moving consumer goods.

Secondly, the live broadcast room product buying points explanation:

The purpose is to allow the anchor to better understand the product so that it can be presented to consumers during the live broadcast, including the following content: [Basic information] daily price, price on other platforms, live broadcast price, inventory, product link channel, delivery time, logistics name, and whether it is free shipping nationwide; [Product information] brand, capacity, style, texture, raw materials, and applicable population.

Finally, the product highlights are extracted:

The core logic of the product’s highlights – from the user’s perspective;

For example: Goose down pants are warmer than duck down pants → 1 pair of goose down pants is equivalent to 1 pair of jeans + 1 pair of long johns + 1 bare leg artifact; This picture book is very popular → Many children are reading this picture book. Children need to play together. After reading this, they will have topics to talk about and can start a conversation.

3) 【Field】Live broadcast site

IV. Live Broadcast Rules

In addition to red line issues such as politics, *, terrorism, bloody violence, etc., we also need to pay attention to the following related issues.

1. Vulgar language and behavior

When telling cases or related events during live broadcasts, please do not expose or leak other people's private information, such as their specific home addresses, ID numbers, and mobile phone numbers; it is prohibited to be shirtless, show cleavage, have large tattoos, or show pregnant bellies, or focus on the chest and lower body for a short time, or on the legs and feet for a long time. Smoking, drinking, swearing and using regional dialects during the live broadcast.

2. Dangerous behavior

Dangerous driving behavior, anchors are not allowed to drive live.

3. Inducing rewards

Please do not guide fans to give rewards in the live broadcast room, and promote that the amount of the reward will be donated.

4. Diversion

It is prohibited to have competitor traffic diversion (Tik Tok, YY, etc.) during live broadcasts, such as promoting everyone to follow their own accounts on the Tik Tok platform, and using words such as adding WeChat and calling; those involving private transactions will be banned.

5. Copyright Complaints

It is prohibited to film television screens, such as TV series, movies and other related programs.

6. Big brands at low prices

Any skirting of rules is prohibited. For example, if you change one letter of a brand such as NI*E/阿*/N* and sell it, it is a violation.

7. Cover violation

The cover says "benefits", but the content of the benefits is unclear; the cover has numbers and something fishy (such as sticking money on shoes); the title blocks the host's face.

This is the end of my sharing. I hope it will be helpful to friends who are interested in Kuaishou live streaming.

Author: Silk Road Academy

Source: Silk Road Academy