100 tricks for brands to broadcast their own content

If 2021 is the first year of brand live streaming sales, then 2022 will see rapid development of brand self-broadcasting , with brands from industries such as beauty, daily chemicals, footwear and apparel, automobiles, mobile phones, and maternal and child products joining the team. According to data from Guoji Feigua, the number of active brands on Douyin increased steadily every month in 2021, and the average annual compound growth rate of brand sales reached 12%.

In fact, there are some "routines" for brands in every aspect of the live broadcast process. After watching many brand live broadcasts, Morketing summarized 100 routines in the key links of brand self-broadcasting, including anchor interaction, live broadcast interface, background, background sound, welfare, lottery, attention, public screen, shared bikes, and express delivery, a total of 10 links, for reference by more brands.

1. Background sound effects

Routine 1

Before the draw, the staff in the live broadcast room shouted the countdown loudly and quickly: "5, 4, 3, 2, 1".

Implications: Create a tense atmosphere for fans.

Routine 2

In the intervals of the host's introduction, I followed the host and echoed the "official flagship store".

The implication: let fans buy with confidence.

Routine 3

Use a song with a cheerful rhythm as BGM.

The implication: create a cheerful atmosphere for fans.

Routine 4

During the host's breaks, the staff in the live broadcast room quickly introduced the latest promotions and discounted prices.

The implication is: the live broadcast room offers much better discounts than other channels. Even if fans do not buy this time, they can come to the live broadcast room again when they want to buy next time.

Routine 5

Before linking, the staff in the live broadcast room shouted the countdown together, "5, 4, 3, 2, 1, link number 1".

The implication is: create an atmosphere of urgency for fans to buy the product.

Routine 6

The staff in the live broadcast room echoed the host, "If it's fake, we'll compensate you a hundred times."

The implication is: the goods in the live broadcast room are real.

Routine 7

The staff in the live broadcast room repeatedly emphasized the promotional prices of the products.

The implication is: use preferential prices to attract fans to place orders.

Routine 8

The staff in the live broadcast room shouted loudly, "It's free."

The implication: giving fans a feeling of getting a good deal.

Routine 9

The staff in the live broadcast room introduced loudly behind the camera, "The last 3 orders for link No. 1."

The implication is: " stimulate" fans to place orders quickly.

Routine 10

The staff in the live broadcast room: "XX, go and take the photo, I will note the gift for you."

The implication is: if fans place an order, the live broadcast room will give gifts.

2. Anchor Interaction

Routine 1

This is the same style as celebrities.

The implication is: If celebrities are wearing this style, fans shouldn’t hesitate.

Routine 2

Thank you XX for your likes and support.

The implication is: XX has liked it, so why don’t others like it too?

Routine 3

"Please return to the live broadcast room after filming."

The implication is: Don’t leave after shooting, otherwise the live broadcast room will lose a fan.

Routine 4

"If you have something to do, I won't force you to stay. You can come back at 7 o'clock."

The implication is: if fans are busy, they can come back at 7 o'clock to grab the tickets. This live broadcast room is more considerate than other brands' live broadcast rooms and will not force fans to stay in the room all the time.

Routine 5

Daily chemical brand live broadcast room: "If you have oily scalp, itchy scalp, dandruff, acne, hair loss, folliculitis, please click link No. 1."

The implication is: If fans have these questions, don’t think about it anymore, just choose link number 1.

Routine 6

Introduce products from the user's perspective. For example, in a live broadcast room of a beauty brand, the host introduces the product, "This lotion contains mild bosogenin, which can help you get rid of signs of aging and improve dull skin."

The implication is: The anchor understands the fans’ problems, and this product can solve them.

Routine 7

“I try to make sure everyone in the live studio can grab one.”

The implication is: In the live broadcast room, even if fans do not buy the products, they can still grab some coupons, samples, and gifts, so that the fans' visit is not in vain.

Routine 8

In the live broadcast room of a beauty brand, the host tries out the products to see if they fit the skin well.

The implication is: let fans see more clearly that this product is easier to apply and will not cake.

Routine 9

The mobile phone shows the process of adding items to the shared bike app.

The implication is: fans learn how to add items to cart from the anchor, and as they learn, they will be able to place orders.

Routine 10

Show fans the product you are introducing.

The implication is: let fans have a clearer understanding of the features of the product introduced by the anchor.

3. Benefits

Routine 1

There is only one benefit left before the host goes off the air.

The implication is: If fans don’t seize this opportunity, they will lose the benefit.

Routine 2

Give me an XX, then another XX, then another XX.

The implication is: when fans buy the same product, the live broadcast room will give out many gifts, giving fans a feeling that "what they buy is what they earn."

Routine 3

The anchor repeatedly emphasized, “Free shipping insurance.”

The implication is: If fans are not satisfied with the goods after receiving them, it’s okay, the live broadcast room will provide shipping insurance.

Routine 4

Choose 1 of 8 gifts, you can choose any one, each one is worth XXX yuan.

What this means is that there are a lot of gifts prepared in the live broadcast room, fans can choose freely, and each one is of high value.

Routine 5

Buy a formal suit and get one for free. Only 4 places available.

What this means is that the gifts in the live broadcast room are also full-size products, not samples, but there are only 4 places available, so if fans want to get the full-size gifts, they have to hurry up and place an order.

Routine 6

"I will give everyone a 'custom gift box'."

The implication is: the live broadcast room has put a lot of thought into the fans, and the gift boxes given away are all customized.

Routine 7

In the live broadcast room of a beauty brand, "I will give away a 60ml bottle of water and another 60ml bottle of water, which is equivalent to a full-size bottle."

What this means is: the gifts in the live broadcast room are super awesome.

Routine 8

If you don’t take pictures now, there will be no benefits tomorrow or the day after tomorrow.

The implication is: I hope fans will seize the opportunity and place orders quickly, as there are still benefits now.

Routine 9

There are only 20 seconds left before the benefits are distributed.

Implication: A new wave of benefits is coming soon.

Routine 10

I let everyone buy a toothbrush worth XX yuan for 1 meter.

The implication is: let fans experience the discounts offered in the live broadcast room.

4. Lucky Draw

Routine 1

"Place an order to participate in the lucky draw at the hour."

The implication is: If fans don’t seize this opportunity, they will lose the benefit.

Routine 2

"If you want to participate in the 'one-to-one VIP lucky draw', you need to snap and pay instantly, and reply to the anchor 'taken' after snapping. And snapping one second earlier or later will make a difference."

The implication is: Only if fans place an order and pay immediately will they have a chance to get a chance to participate in the “one-to-one VIP lottery”.

Routine 3

The prize we are drawing is a XXX worth XXX yuan.

The implication is: the prizes in the live broadcast room lottery are all valuable, not to mention the company’s own products.

Routine 4

"There's a last-minute lottery!"

The implication is: The lucky draw is about to begin, fans should hurry up and participate.

Routine 5

Screenshot of the lottery interface.

The implication is: the live broadcast room will show everyone the lottery results, and there will be no shady manipulation.

Routine 6

"By clicking 'Follow us and join the club', we can participate in the lucky draw."

The implication is: the lottery will only be held in the live broadcast room after fans click to follow.

Routine 7

"I will draw a big prize before I go off the air tonight."

The implication is: Fans, please come and watch the live broadcast in the evening.

Routine 8

"Here we go again, our lucky draw is here again, the lucky draw password is 'I've placed an order'."

The implication is: Fans, a new round of lucky draw is coming, hurry up and participate.

Routine 9

During the lottery period, the “Lottery Rules” will be displayed on the live broadcast interface.

The implication is: let fans know the lottery rules clearly to reduce unnecessary trouble.

Routine 10

"My dears, after you buy it, you can participate in the 'order prize draw'."

Implication: You can only participate in the lottery after placing an order.

5. Live broadcast interface

Routine 1

The words "officially sold", "authentic product guaranteed" and "three times compensation for fake products" are added to the live broadcast interface.

The implication is: This is the official live broadcast room, and the products sold are guaranteed to be authentic, so fans are welcome to buy with confidence.

Routine 2

A “Click to Buy” sign is displayed above the shared yellow car.

The implication is: fans can find the shared bikes directly and won’t get lost.

Routine 3

The page scrolls to display coupons.

What this means is that there are coupons of various sizes available to facilitate choices for fans with different purchasing power.

Routine 4

Display event details.

The implication is: tell fans what the promotion is and let them know when to buy at a discount.

Routine 5

A limited-time discount price for a certain product/package.

Implication: This product/set will return to its original price after this period of time.

Routine 6

For shoe and clothing brands, the height and weight of the anchor should be indicated on the live broadcast interface.

The implication is: For the fans' reference, if the height and weight are similar, the fans and the anchor will look similar in the outfit.

Routine 7

Shoe and clothing brands display reference size charts for men and women on the live broadcast interface.

Implications: When fans don’t know what size to buy, they can refer to this table to choose the appropriate size.

Routine 8

The interface of the live broadcast room displays “Special for members, become a member and receive gifts”.

The implication is: fans who become members can enjoy membership benefits.

Routine 9

In the live broadcast room of beauty brands, next to the product the host is introducing, prompts such as "Suitable for all skin types", "Be careful if you have sensitive skin", and "Great for oily skin" are displayed.

Implication: Fans choose products based on their skin type.

Routine 10

The beauty brand’s live broadcast room demonstrates “makeup steps: sun protection - foundation - setting makeup”.

The implication is: fans can not only buy things in the live broadcast room, but also learn makeup skills.

6. Background

Routine 1

Scroll through the latest events.

The implication is: let fans who have just entered the live broadcast room and those who are watching the live broadcast know about the latest promotions.

Routine 2

Display the selling points of the product and the comparison between the discounted price and the original price.

Implications: If fans don’t hear clearly, they can refer to the product selling points, discount prices, and discount strength displayed on the background of the live broadcast room to reduce fans’ thinking time.

Routine 3

Show the differences between different models, colors, etc. of the same product.

The implication is: Fans can refer to this and choose one that they like and suits them.

Routine 4

Display the purchase rules at the hour (such as 7:00).

The implication is: let fans feel that there are no "tricks" in the live broadcast room.

Routine 5

Use a backdrop to display or stack the gifts.

Implication: Use gifts to entice fans more intuitively.

Routine 6

Display the words "Official Flagship Store".

The implication is: This is the official live broadcast room, and the products sold are genuine.

Routine 7

Display official certification, such as displaying the "Domestic Special Cosmetics Product Registration Certificate" in the live broadcast room of beauty brands.

What this means is: the quality of the products in the live broadcast room is guaranteed.

Routine 8

The live broadcast room of a footwear and clothing brand uses video ads to showcase the elasticity and comfort of its products.

Implicit meaning: Let fans see the comfort that this shoe or piece of clothing brings.

Routine 9

Display logos such as "Anniversary Celebration" or "Super Stocking Festival".

Implication: Give fans the feeling that products are greatly discounted during the event.

Routine 10

It shows "Starting from 18:00, red envelopes will rain continuously."

The implication is: remind fans to come and grab red envelopes at 18:00.

7. Attention

Routine 1

"Everyone please click 'Follow' first."

The implication is: if fans follow a brand, they will be recommended to it in the next live broadcast, which will also increase the popularity of the live broadcast room.

Routine 2

"It's not that old fans click 'follow' first."

What this means is: Only after fans click “Follow” can they enjoy benefits such as priority delivery and extra draws.

Routine 3

"'Attention' sends shipping insurance."

The implication is: fans can only get shipping insurance if they follow the brand.

Routine 4

"'Follow' will give you an extra XXX, limited to 100."

Implication: After following a brand, fans will receive additional gifts, but only the first 100 fans who follow the brand can enjoy them.

Routine 5

"Click 'Follow' to get the coupon, the coupon is below the follow."

The implication is: follow the steps in the live broadcast room, click "Follow" first, and then receive the coupon, without giving fans more opportunity to think, and let fans follow the steps.

Routine 6

"Everyone must pay more attention."

The implication is: brands need to accumulate popularity.

Routine 7

"Follow us and get special offers."

The implication is: fans can only get special-priced products in seconds after following the brand.

Routine 8

"My dears, click 'Follow' and join the fan club to enjoy the fan benefits."

The implication: the brand needs to increase attention.

Routine 9

"Click 'Follow' in the upper left corner first."

Implications: Make it easier for fans to quickly find the “Follow” button.

Routine 10

"Click 'Follow' to participate in the lucky draw."

Implication: If fans do not click “Follow”, they cannot participate in the lottery.

8. Public Screen

Routine 1

Official reminders, such as the live broadcast room of daily chemical brands, show, "Welcome new sisters to the live broadcast room, you can tell us about your hair quality problems, and the anchor will help you recommend the right shampoo."

The implication is: reduce the time fans spend choosing and hesitating, quickly find products that suit them, and place orders quickly.

Routine 2

Fans’ comments are pinned on the public screen. For example, in the live broadcast room of daily chemical brands, the comment “I have used Vidal Sassoon for many years. It is very easy to use. I used to buy a bottle of it for 79 yuan at the supermarket. It was so expensive” is pinned on the screen.

The implication is: fans recognize Sassoon, and the live broadcast room is cheaper.

Routine 3

"My dears, if you want this set now, please press '1'."

The implication is: to mobilize fans' enthusiasm for participation and liven up the atmosphere in the live broadcast room.

Routine 4

"If you have any questions, please type them on the public screen."

The implication is: the live broadcast room becomes lively, and the host will try his best to help solve any unclear questions fans have.

Routine 5

"If you are a new fan, please click 'new fan' on the public screen and I will give you a trial package, limited to the first 10."

What this means is: In the live broadcast room, new fans can also enjoy unique benefits, but they need to interact quickly, as only the first 10 people can get them.

Routine 6

The official screen showed: "Don't leave after paying. Type 'I've taken the photo' on the screen. I'll make a note and give you a gift."

The implication is: Don’t just buy and run away, otherwise you will have fewer fans in your live broadcast room.

Routine 7

In the live broadcast room of footwear and clothing brands, the host suggests that users leave their height and weight on the public screen and recommends suitable sizes for them.

The implication is: if fans don’t know what size is, the anchor will tell them.

Routine 8

"Please ask those babies who have already taken photos to go back to the public screen and type 'Photographed, urgent'."

The implication is: after fans place an order, the live broadcast room will "expedited delivery" and at the same time tell those fans who have not purchased, "They have all bought it, what are you waiting for?"

Routine 9

"My dears, come back and tell me 'taken' after taking the photo, otherwise I won't know you took it and I won't be able to give you the gift."

The implication is: let other fans who have not placed an order see that so many people have already purchased it.

Routine 10

Official reminder: "Live broadcast at 07:00 every day, see you there."

The implication is: to inform fans that “the live broadcast room is open every day.”

9. Ofo

Routine 1

Comparison display between the price in the live broadcast room and the original price of the product.

The implication is: let fans see that the price in the live broadcast room is much cheaper than the original price of the goods.

Routine 2

Comparison display between the flash sale price and the original price in the live broadcast room.

The implication is: During the flash sale period, fans can buy this product at a low price, but if they miss this period, they will need to buy it at the original price, spending XXX yuan more.

Routine 3

There are only 2 orders left for link No. 1.

Implication: Link No. 1 will be sold out once it’s sold out, so fans should hurry up and buy it.

Routine 4

A link to the product that the host is explaining will pop up above the shared bike.

What this means is: If a fan has just entered the live broadcast room, or wants to place an order to purchase this product, he or she can find it quickly.

Routine 5

The latest hot-selling quantity is displayed above the pop-up product link.

The implication is: let fans see that so many people have placed orders, why should they still hesitate?

Routine 6

Some products have a "limited time gift box".

Implication: Fans who purchase this product can get a gift box at the same time, but it will be gone after this time period.

Routine 7

The purchase interface shows “Get coupon to purchase”, for example, “Get 10 off for purchases over 69”.

The implication is: let fans feel the discounts offered in the live broadcast room.

Routine 8

Below the product, it is marked in red letters “Limited Edition”.

The implication is: this product or set is limited, and if fans don’t buy it now, they won’t be able to buy it later, creating an atmosphere of scarcity.

Routine 9

Below the product, it is marked in red letters “IP co-branded model”.

The implication is: pointing out that the difference between this product and other products is that it is an "IP co-branded model" will also make it easier for fans who like this IP to quickly find it among the shared products.

Routine 10

Link No. 1 shows “The product is sold out”.

The implication is: create a feeling that the live broadcast room is very popular, if fans don’t rush to buy, they will really not be able to buy it.

10. Express Delivery

Routine 1

The anchor introduced the delivery rules: "After ordering, the earliest shipment will be today, and the latest will be 48 hours later."

What this means is that the live broadcast room clearly informs fans of the delivery time, eliminating the problem of fans worrying about the brand not delivering the goods.

Routine 2

The live broadcast page will permanently display “Shipping within 48 hours”.

The implication is: the live broadcast room will ship the goods within 48 hours after the fans place the order. Don’t rush, as it will not ship even if you rush.

Routine 3

The anchor introduced that after fans follow the brand, SF Express will be given priority.

The implication is: Only if fans follow the brand will they give priority to SF Express when shipping goods in the live broadcast room.

Routine 4

The live broadcast room interface clearly displays “free shipping for the entire store”.

The implication is: when purchasing products from the live broadcast room, fans don’t have to worry about shipping costs.

Routine 5

"Put a note on the item named 'Zhizu Changle' and give it priority for shipment."

What this means is: to create a high-quality service experience in which anyone who purchases goods in the live broadcast room will enjoy "priority delivery".

Routine 6

Below the product, it is marked in red “In stock”.

The implication is: fans don’t have to wait after placing an order, as the goods will be shipped immediately after being in stock in the live broadcast room.

Routine 7

The staff in the live broadcast room shouted loudly behind the camera, "Free shipping nationwide."

The implication is: let all fans across the country buy with confidence.

Routine 8

The anchor introduced many times, "I am sending spot goods quickly."

Implications: Reduce fans' concerns about delayed shipments.

Routine 9

"If you can take a picture, we can ship it."

The implication is: if fans cannot place an order, it is because of local epidemic control issues, so the goods cannot be shipped.

Routine 10

"After you receive this product, you will also receive another express delivery, which is XXX we give to everyone."

Implication: The gifts will be delivered separately by courier, so fans don’t have to worry.

11. Conclusion

In shopping malls, brands mostly use soft and soothing music to create a slow shopping atmosphere for consumers, with the aim of encouraging consumers to shop longer and buy more.

In contrast, brand-run live broadcasts create a tense atmosphere of urgency, instant sales, explosions, and rush buying for fans through a rapid countdown of “5, 4, 3, 2, 1”, the loud responses of the live broadcast room staff, and the cheerful BGM, allowing fans to place orders without hesitation.

The "routine" behind this can be used as a reference for brands that are currently live streaming and for brands that are about to join the self-broadcasting camp.