Tips for live streaming on video accounts!

In March, I participated in the video account challenge event of Two Planets and released a total of 37 videos.

Among them, there are 3 videos with over 1,000 likes, the highest single video has over 5 million views, 10,000 likes, 1,000+ followers, 12 personal live broadcasts, over 10,000 hits, and over 400 yuan in sales.

I also managed an event where bloggers live-streamed and connected to the microphone with millions of views, with an exposure of 100 million on the entire network, a total of 27,000 reservations, a total of 20,000 viewers, 20,000+ hits, and a total profit of 10,000+. Let's review it today.

1. Preparation before the live broadcast

1. Live broadcast reservation

Recently, through Feiba’s test, it was found that although the popular short videos can trigger some likes and increase fans, the fans’ activity is not high, and during the broadcast period, there will be no traffic unless there are millions of views.

Otherwise, the numbers that can be directed into your live broadcast room are very limited. Currently, only Xiao Liuliu has completed the initial breakthrough in the traffic pool. With the support of various forces, the number of viewers has reached more than 2,000, which is not bad. Judging from the data, Feiba is not satisfied.

Feiba opened the reservation when he became a young bus driver on the 13th. As a result, the small explosion video brought more than 50 reservations to Feiba in one day.

During the live broadcast, the video posted before the broadcast also became a small hit. With the combination of these two factors, it was found that the traffic of Feiba's live broadcast room was about twice as high as usual. Feiba found something wrong during the live broadcast and immediately opened a new appointment. However, the appointment was for that evening. There was too much time and little accumulation, so there were only twenty or so additional appointments.

Feiba found this interesting. The above example describes data observation and collection. Observation relies on sensitivity and one must be good at detecting valuable or abnormal data.

Collection relies on carefulness and memory. Those who are familiar with Feiba should know that Director Ba has the habit of unconscious memory. Some data were not written down at the time, but if you look at it carefully, you will recall it in a short time. If your memory is not good enough, you can make do with pen and paper.

The next step was to analyze the data. Combining the preliminary collected data, Feiba quickly locked on the key indicator - the playback reservation ratio, although there was only a small amount of data on hand.

But after estimating the ratio to be about 0.2%, I reminded everyone in each group to post the reservation link. Many people may not have taken it seriously. "Those who are familiar with him should know that Director Ba's sensitivity is still trustworthy." I even privately chatted with Xiao Liuliu, Ali and Xiaowanzi.

The students who were attentive made an appointment in time, but many students did not pay attention and missed this wave of traffic.

When discussing this matter in the group last Monday, Feiba suddenly had an idea and decided to help Xiao Liuliu organize an event that would attract a lot of audience. During the preparation process, Feiba felt that it was very difficult for one person to do the speech, so he hoped to invite another classmate with good traffic, and the two of them could broadcast the event live together.

This can increase the traffic of both people. However, during the consultation process, everyone responded positively, so Feiba decided to expand this activity and brought in a few popular video account owners who were slightly familiar in the circle to promote it together.

During this period, Feiba collected some data from everyone. Based on the data that Feiba had previously collected and referring to everyone's data today, the conversion rate of playback appointments is about 2 to 3 in 10,000, and Man Jiang's conversion rate is 8 in 10,000. Finally, 20 anchors were called upon, and the final cumulative number of reservations reached 27,000 people.

2. Organize people

This event involved a total of 20 anchors, and the time span was from 10 am to 11 pm. It required a huge investment of time and energy, and it could not be supported by one person alone.

The two hosts, Xiao Fei Yang and Da Xiong Tribe, originally planned to have a one-on-one chat at 10 a.m., because it was far from the start time of the afternoon session at 2:30:45.

But everyone in the group said that this was a bit of a waste of traffic, so I had to go live reluctantly myself. Feiba scheduled the show from 10 a.m. to 2:40 p.m., and then connected with Liuliu on the mic and handed the person over to Liuliu.

On this basis, Feiba arranged the broadcasting times of Xiao Fei Yang and Da Xiong Tribe to be staggered. Feiba connected to the two people in turn, and then invited Liang Kaopu and IDO Lao Xu to chat with them, and finally filled up the nearly 5 hours of live broadcast time.

Because it was impossible to predict how many reservations everyone would have, the final list of live broadcasts was not actually released until Friday afternoon. Based on everyone's reservation time and number of reservations, combined with personnel arrangements, the following live broadcast schedule was finally finalized.

3. Formulate SOP

A live broadcast still requires a lot of preparation, such as what needs to be prepared in advance, the settings before the broadcast, the arrangement of lucky bags and the time rhythm, etc., so Feiba prepared a checklist for everyone yesterday for everyone's preparation for the live broadcast room.

1) Risk control avoidance

Banned words are the most common mistake. Once there are too many banned words, it is easy to trigger the flow limit of the live broadcast room, which is costly.

QR codes cannot be placed on the cover, otherwise it will directly trigger the flow limit. If the cover violates the regulations seriously, the broadcast will be forced to be taken down.

2) Traffic Sedimentation

The purpose of the fan club is to accumulate hardcore fans;

The purpose of posting an appointment for next week is to retain this wave of traffic. If a user comes to your live broadcast more than three times, the probability of him becoming a loyal fan is much higher;

The lucky bags are posted first in order to retain the first wave of users who have made reservations. From 10 seconds to 3 minutes is the time when the most people who have made reservations enter the live broadcast room, and it is also the time when the live broadcast room has the highest number of online users.

3) Enable private domain

The associated red envelope group will continuously pull private domain traffic to the live broadcast room in the future. Every red envelope has the opportunity to attract group members to enter the live broadcast room;

Sending out red envelopes immediately after sending out lucky bags is to mobilize private domain traffic to activate the live broadcast room, because most of the general traffic in the live broadcast room does not know what you are doing, and valuable interactions will attract users to stay.

4) Live broadcast operation

The purpose of listing products is to make commercial attempts and to explain the products in the live broadcast room;

Needless to say, preparations before live broadcasting are a big deal. If you don’t prepare for a live broadcast of more than two hours, it’s easy to fail during the process.

The atmosphere group is exclusive to the event. For ordinary anchors, you can find one or two familiar friends to interact with you in the comment area of ​​your live broadcast room. Feiba was not well prepared for the live broadcast room's rhetoric this time;

The advantage of linking lucky bags with data is that it can passively push up the data in your live broadcast room, and the likes and view data are the most direct and easily quantifiable data. The lucky bag draw can be combined with these two data and can be set reasonably according to the number of people in the live broadcast room.

4. Promotional posters

To hold an event, a unified cover poster would be a very good way, so Feiba found Shui Mo and asked him to design a simple and atmospheric live broadcast cover.

Shui Mo was very capable and designed a set of posters in a very short time. He adjusted the copy and proportions many times and made revisions tirelessly. Until 12 o'clock on Friday night, Shui Mo was still fine-tuning the cover to adapt it to Android.

Here is a small episode. Because Kaopu was temporarily brought in by Feiba to save the situation, he was not included in the microphone list at the beginning, and Shuimo missed it without knowing it.

Feiba found that Kaopu's cover was not posted in the group, so he reminded Shuimo to make one for Kaopu as well. Shuimo finished it in the middle of the night and sent it privately to Kaopu. Later, Shuimo gave Feiba feedback on Kaopu's reply, saying that he didn't find it and was embarrassed to ask in the group. I would like to say that Kaopu was as happy as a child.

5. Warm-up staff

The establishment of an atmosphere group is essential for Feiba’s operations, because the activity and control of comments in the comment area are very important.

Originally, Feiba planned to let the original person in charge, Ai Doudouer, be in charge of this event, but she didn't have time, so Feiba found Xiao Zhang. After explaining the logic and theme of the event to Xiao Zhang, Xiao Zhang stated that the Yanzhi tribe she was in charge of could take over the atmosphere group, but hoped to use the Round Table title, so there was a special round table period on the poster.

Last year, the atmosphere group for 620 was managed by Doudou and Yanqing. Some SOPs were accumulated last time and Yanqing also shared them. However, the whole event spanned a long time and Feiba had some problems in manpower coordination, which led to some unsmooth connection on the day.

2. Summary of the Live Broadcast Event with 10,000 Viewers

1. Data Overview

First, I would like to share some key data. The reservation conversion rate has a reference value of about 15%. Xiao Fei Yang had 7,000 reservations, and the number of viewers exceeded 1,200 in 3 minutes.

Xiao Liuliu made a reservation for 1,700 yuan, and the 3-minute show exceeded 400 people; Huier made a reservation for more than 6,000 yuan, and the 3-minute show was about 1,300 yuan.

This data means that short video traffic can be imported into the live broadcast room, which can be used to break the traffic pool of one's own live broadcast room.

The goal of having over 10,000 viewers for a single live broadcast was not achieved this time. The final total number of reservations for this event was 27,500, and the total number of viewers was nearly 20,000.

The highest audience was Xiao Fei Yang with 4,678 people, the highest number of people online simultaneously was Hui Er with 656 people, the most popular was Xiao Fei Yang with 4,633 people, the strongest sales was Kao Pu with 8.1K sales in one hour, and the strongest sales for a newcomer’s debut was Hui Er with 1.6K sales.

Let’s take a look at Feiba’s own live broadcast data. After nearly 5 hours of broadcasting, the audience rate was still not high, because there was no support from the appointment data, nor was there any large private domain mobilization for support.

Fortunately, the retention data is not bad, which is a feature of Feiba. The average viewing time is relatively long, which is suitable for future live broadcast room delivery.

However, a problem was also discovered. The fans of these general traffic streams do not have strong stickiness, and it is difficult to divert traffic by jumping between different live broadcast rooms.

2. Error in judgment

First of all, the estimation of the number of viewers was wrong. The core reason was that a key data was missed, which was the online retention rate. I remembered that there were 2,000 viewers in more than 20 minutes, but there were only more than 80 people online. When I calculated that the online rate was only 4%, I understood why the number of viewers could not be increased.

The online rate is data that continuously leverages public domain live broadcast traffic. If the online rate can be maintained above 10%, of course it is also necessary to combine it with data such as interaction, popularity, etc.

In this regard, we need to have an objective expectation of the on-site data. The previous expectations were too optimistic. We need to adjust our mindset and take practical action. Long-termism is the most important principle.

As long as you persist, traffic can be accumulated. You should do a good job in taking over traffic and maintaining the live broadcast room. You should broadcast regularly to maintain the live broadcast room. If you can seize the opportunity of a short video explosion again, it is entirely possible to make your live broadcast room break through the traffic pool again.

3. Insufficient preparation

There are many problems for newcomers in live streaming. The most common problem is the constant use of banned words, which directly led to the restriction of traffic in Xiao Liuliu's live streaming room and the number of viewers was limited to around 2,000.

The second is that many people were not well prepared and the performance was not smooth enough. Of course, it is normal for the first broadcast to appear so. Fortunately, the performances of Xiao Liuliu and Huier’s two main live broadcast rooms were remarkable. Xiao Liuliu, of course, other small problems will not be mentioned this time.

This time it was discovered that Feiba should not have left the live broadcast, because as an operator, there were a lot of things that needed Feiba to coordinate before the broadcast, so during the live broadcast, Feiba had to coordinate things in the group many times, which reduced the live broadcast effect.

And this week Feiba will also need to serve as the host and provide one-on-one guidance to each anchor on some key issues and skills.

Therefore, the trader, anchor, and coordinator cannot be the same person. The trader should be in control of the whole situation. This incident is also a lesson. It is a bit too heavy to be a test operation.

There was no SOP prepared for the anchor's speech in the live broadcast room. Because there were so many people, we did not check each anchor's self-introduction and sharing topic one by one.

Xiao Liuliu and Wanwan did a particularly good job in this regard. They privately chatted with every guest who was connected to the live broadcast, and collected their sharing topics and personal introductions. This made Feiba feel ashamed, as if he had not done his job well.

4. Difficulties in commercialization

Although commercialization is not the focus of this event, we also hope to measure some data. Judging from the situation of this event, Huier is the only newcomer who has become popular in short videos and has successfully brought goods.

Feiba will share the path we took to try commercialization. It started with a suggestion in the group that we could try hanging up Zhang Ge’s Planet for 1 yuan.

Brother Zhang happened to see it and asked Ali to send the information of the planet to the challenge group. At that time, the live broadcast event had not been prepared yet, so Feiba suggested that everyone could put the products on the shelves first. Unexpectedly, the rules were updated. QR codes could not be placed, too many pictures would slow down the review, too many revisions would slow down the review, etc.

We kept trying until the event started on Saturday, but there were still problems with several classmates' products being listed, so they could only be replaced through articles and other means of selling products.

Selling products requires preparation and practice of sales talk, which is also what Feiba lacked. He was unable to prepare it in advance and provide it to everyone, which is also related to Feiba’s own lack of experience in selling products.

Huier received hands-on guidance from Lao Xu the day before, and combined with the live broadcast on Saturday, I believe it was of great help to Huier's success in selling products. This is also why Feiba tried its best to arrange the live broadcast list according to the principle of old leading new.

An experienced anchor can greatly alleviate the anxiety of a new anchor and help him or her adapt to the rhythm of the live broadcast room faster.

The most fundamental reason for the lack of commercialization is that it is too difficult to convert general traffic. Therefore, in the early stage, you don’t need to pay too much attention to the conversion and monetization of the live broadcast room. The more important thing for live broadcast is to convert general traffic into relatively accurate traffic.

It is best to settle down in your own private domain, continue to reach out to customers multiple times and become more proficient in sales language. I believe that it is only a matter of time before you succeed in bringing goods.

3. In-depth analysis of short video hits

Feiba has not produced any big hits, but has studied the logic and framework behind many hits. Many people have also obtained much larger data than Feiba based on Feiba's creativity. The following are the key points of several hit short videos summarized by Feiba.

1. Materials

The material is the most critical, which will directly determine whether it can be recommended. As for the main directions, we have previously shared in our articles the five major categories that users like: emotional categories, funny entertainment categories, common sense science categories, vulgar and controversial categories, and interesting and informative categories.

Feiba shared his own characteristics of collecting materials: looking for hot spots on Douyin, searching for materials on Bilibili, and looking through recommendations on Video Accounts.

Why go to Douyin to find hot spots? Because Douyin's creative team is more professional, has more people and more viewers, the fermentation speed of hot spots and data verification are more effective. If Douyin becomes popular but Video Account has no similar content, it may be a very good opportunity.

Why go to B station to search for materials? Because B station mainly focuses on medium and long videos. If you want to make a series, you may get more complete materials by searching B station after confirming the hot spots, which can be divided into several short videos.

The significance of browsing more frequently in the recommendations of the video account is that different platforms have different tastes. It is necessary to use the data of these videos to understand the tastes of users and think about whether there is room for improvement.

For example, many contents on the video account have problems such as being too long, inappropriate BGM matching, and chaotic editing. Feiba will sometimes share some suggestions for improvement, and interested students will try them out.

2. Title

The title is very important. It directly affects the chance of being searched and the chance of sparking discussion among the audience.

There is a trick that many people have shared, which is to find the most liked comment in similar videos to use as the title. However, you must be careful to distinguish it. After following Xiaolin's advice and changing the color of the text to yellow, it seems to be much more eye-catching.

A good title will have its own emotional points. It is recommended to use a title based on famous quotes. For example, the cover title of Feiba’s first popular video was “Tribute to Heroes” and the video title was “Forgetting history is equal to betrayal”.

3. Copywriting

Copywriting is the focus of secondary creation. With so many people copying videos to take advantage of the popularity, why can your video go viral?

It is reflected in the details such as the copywriting. Xiao Liuliu has also shared that when you open many people's videos, you can see that they are full of perfunctory words.

The important point of the copy is to quickly let the audience understand the key content of the video. More importantly, the copy should include guiding measures, which will be discussed in the fifth point.

4. Background Music

BGM is another key factor that affects the fermentation of videos. For example, recently Putin’s popularity has made the two songs "The Lone Brave" and "Alone" popular.

From the perspective of the audience of the video account, it is better to stick to the material, be more dynamic or create a sense of contrast.

For example, I saw a video about Russia driving Japanese prisoners of war to the battlefield and torturing them, but the background music was the festive background music of the Chinese New Year, which created a huge contrast.

Another example is the video that made Huier go viral. It used the original BGM of Tik Tok, which was very cheerful. Combined with the dancing of the celebrities and without any positive text, it was very brainwashing and triggered emotional resonance.

5. Guidance measures

Guiding measures are of great significance for increasing followers. The efficiency of increasing followers between videos with guiding measures and those without guiding measures is extremely different.

For example, when making a series, you can add a line of big words: Click on the avatar to watch the full episode/follow-up, etc., which will attract fans to follow you.

You can watch Xiao Liuliu’s video here. It is a textbook-level demonstration. Moreover, if one video in the series goes viral, it may lead to the popularity of other videos in the same series.

There are also many videos that end with introductory special effects or standard video endings.

6. Other factors

Other factors include guidance in the comment section and manual intervention. For example, using a small account to post highly praised comments from other video accounts to the comment section is likely to heat up the video.

Let’s take an example of Feiba’s artificial intervention. Feiba made a secondary creative short video and read its own copy with human voice dubbing. Although it was relatively fluent, it lacked emotional richness, and it needs to pay attention to this next time.

The short video was released at around noon, and the number of views remained at over 2,000 until around 2:00 p.m.

To be honest, the reason why Feiba wanted to intervene manually was that he was unwilling to accept the result. I think the content of this article is good, especially the golden sentence at the end: We do not promote hatred, we just won’t forget. Feiba liked it very much.

So it was sent to Feiba’s fan group, asking everyone to post the sentence "We don't promote hatred, we just won't forget" in the comment section, causing a screen-sweeping effect.

The core purpose is to let the audience see the interaction in the comment area to strengthen the emotional points. As expected, the traffic breakthrough was achieved soon. An hour later, the number of views of this video increased from more than 2,000 to 40,000. As of now, the number of views of this video has exceeded 400,000.

From this case, it is very important to embed golden quotes in the content. In this way, the comment section can also create the effect of occupying emotional points by flooding the screen with golden quotes, just like Feiba’s first viral video, the golden quote in it is that forgetting the past is equal to betrayal.

Judging from the data of the past two days, the best time to intervene is when the video has less than 10,000 views and has good content quality. "This requires a certain degree of judgment. Most people who think they are good are just self-satisfied."

Then, through private domain intervention, the weight of the data can be increased and the video can be pushed to a larger traffic pool.

The logic behind this is that the most basic traffic pool did not produce the expected data, which is why the same video became popular once and not once when it was posted twice.

Therefore, the foundation is that the content must have the potential to become popular. Human intervention is just a booster, not a panacea. Don't be overly obsessed with human intervention.

4. Views on Pan-Flow

For most ordinary people, it is not easy to think of a business model, so the first step is to generate traffic.

The basic principle of traffic is large quantity and high quality. Of course, a combination of the two is best. If that doesn’t work, choose one of them first.

When generating traffic, think about the business model, verify the model bit by bit, until it works, and then work hard on it.

The two aspects of quantity and quality need to be viewed from many aspects. Quantity is easier to measure than quality. Whether it is riding on the hot spots or doing various fancy operations at the beginning, it is definitely much easier to gain fans than writing quality content to attract fans.

The upper limit of quality is higher than that of quantity. The value of a single quality fan is countless times higher than that of general fans. So no matter which path you start from, the final outcome is quality fans, but you can use general traffic as a springboard.

The current stage of Video Account can still be compared with the early stage of Douyin. There are several important criteria for judgment:

• One is that there is no account with tens of millions of fans on the video account, and accounts with millions of fans are rare;
• The other one is the group of only 400 people triggered by Zhang Ge’s planet challenge, plus Ni Lao’s community, which together may have 500 people, creating a screen-sweeping effect.

Most people do not have the ability to acquire accurate fans at this stage, so start with general fans and grab people first.

After all, these ghost videos can attract traffic nowadays, so we should cherish this opportunity.

Back to Feiba itself, Feiba had said this when he was on a live broadcast with Xiaolin before, that Feiba simply replaced the short videos that were not updated before with short videos that were taking advantage of the hot topics.

As Feiba’s understanding and skills improve, he will spend less time on this and turn to making his own videos.

It is also based on the above understanding of traffic that Feiba came up with the idea of ​​preparing for a live broadcast event. The conversion of short video traffic is difficult and the unit value is small.

How to use the general traffic of short videos to do something is the main concern of Feiba. Feiba’s solution strategy is to use the traffic of short videos to leverage the traffic of the live broadcast room, thereby achieving the effect of breaking the live broadcast traffic pool.

5. Conclusion

The event lasted 13 hours and included 20 anchors, but there were still some problems with its scale and format.

However, it did allow many people to break through themselves for the first time and start broadcasting, and the data was better than usual. This is the biggest gain of this time, and it is worth being happy to be able to help others.

In recent days, I have also read some review articles written by participants, in which they talked about a lot of their gains. At the same time, I also saw many people who made very careful preparations for the event, such as Xiao Fei Yang, Xiao Liuliu, Wanwan, Huier, Yanqing and so on.

We still have to give some encouragement and applause to the friends who premiered. It is not easy to take this step. I look forward to their better performance in the future.

On the other hand, it verifies the ability of short video reservations to leverage the live broadcast room’s viewership. Among the 9 newcomers who broadcast live for the first time, 7 had more than 500 viewers and 1 had more than 1,000 viewers.

This data is very good for a newcomer who has never broadcast and has no private support.

This is Feiba’s recent experience and summary in the video account field. I hope it will be helpful to everyone.