Tik Tok live broadcast planning case analysis!

This is an era where genius planning prevails. Why do we say that?

With the Tik Tok short video platform, various types of short videos, live broadcasts, distinctive and attractive videos and live broadcast scenes, everyone has the opportunity to give full play to their creativity.

There is nothing that others cannot do, except what you can't think of.

Douyin e-commerce is currently becoming more and more powerful. Douyin, which is positioned as an interest-based e-commerce, provides more people with the opportunity and platform to display their planning talents.

What is interest-based e-commerce? Simply put, others must first be interested before they are likely to stay, then listen to you, and finally a sale can be made.

Many people have misunderstood this positioning. According to the traditional thinking of manufacturers or salesmen, we will most likely produce popular science content. The dry popular science introduction fails to form a highlight and makes the audience lose interest. Will they still stay in the live broadcast room?

Today we are going to talk about the core elements of the live broadcast room that you must know.

Live streaming is actually a combination of people, goods and venues. So how do these three elements need to be combined?

Before analyzing how these three elements combine, we still need to make a simple summary of human nature. In fact, human nature is nothing more than these three things: food, sex, and sex.

【Food】, that is, delicious food, is extremely tempting to anyone, because it is human nature to solve the problem of food first, which has been the nature since ancient times.

[Color] can be understood as beauty. Of course, this covers a wider range, including beautiful scenery, beautiful women, wonderful atmosphere and so on.

[Sex] This is a topic we cannot avoid, but it is part of human nature and everyone will face it.

In fact, these three points are firmly grasped by many "geniuses" in Douyin short videos and live broadcasts. Here are a few examples of accounts that are well versed in this routine:

1. [China Unicom Customer Service] Douyin account has nearly 4.5 million followers and over 70 million likes. This account actually focuses on the two points of [color and sex]. All the customers are beautiful young ladies, wearing uniforms and short skirts, dancing to fast-paced BGM, and having sweet expressions, all of which capture human nature. So rather than saying that China Unicom has grasped the code for traffic, it is better to say that it has grasped human nature, and operated on this basis, gaining a large number of fans.

It is under the leadership of China Unicom that China Mobile, China Telecom and other companies with more serious and old-fashioned brands have also begun to grasp the code of traffic. The three major operators are intertwined in the comment section of Douyin short videos. The most common ones are: "Don't call me from China Mobile in the future, I'm afraid China Unicom will misunderstand me;", "Don't forget the well diggers when you drink the water, thanks to China Unicom. China Unicom's warm reminder: beware of mobile fraud, beware of mobile payment traps", etc., which triggered a large number of interactive comments!

2. The Douyin account of [Jan’an Home Little Blue] has nearly 2.4 million followers and over 13 million likes. The account shows that he is a junior employee of Zhuzhou JuRan Home (Blue Ocean Store). Using the same routine as China Unicom, Xiao Lanlan relies on her sweet looks and long legs, and she dances in her short skirt to the background music, and she easily gets hundreds of thousands of likes. The home furnishing store is an industry with low attention, but after grasping the "traffic code", fans all want to decorate their houses and buy furniture, but I only go to JuRan Home.

3. Subject 1 [Coach An An Network Technology] Douyin account has more than 3.8 million fans and 4.88 million likes. Can you imagine that Coach An An, who teaches students the first part of the driving test, has more than 3.8 million fans? Coach An An became popular in the live broadcast room and attracted a large number of fans. A beautiful coach, An An, wearing a short skirt, black stockings, and a tight top, was holding a teaching stick and explaining the subjects in front of a large screen. The experienced drivers who came to learn how to drive were basically mostly men. Coach An An's several small movements caught the attention of these "drivers". During the live lecture, she bent down and deliberately lifted her shoes, which undoubtedly raised some suspicion of skirting the rules. Although they were later warned by the authorities and stopped these little tricks, the huge amount of fans and traffic they brought to the platform remained unchanged.

Through the above three accounts, we can actually see that it magnifies human nature and seizes human weaknesses. The planning and shooting of short videos can capture human nature to gain traffic, so how should live streaming be done? Let’s analyze how the live broadcast room should be operated to make it more popular.

Here are two questions for you:

Why can’t you keep people in your live streaming room?

Why are there no transactions in your live broadcast room?

I believe you will have your own answer after reading the following content.

We can divide live broadcast into two categories:

1. Live streaming for entertainment; 2. Live streaming for selling goods.

For entertainment live streaming, what is important is the combination of [people + place] . If it is mainly for entertainment, then the audience mainly comes to watch the host. Then the environment created by the host during the live broadcast is the [place]. We will not do too much analysis on entertainment live streaming today. You can make your own analysis by comparing it with the analysis of human nature and the three Douyin accounts mentioned above.

Live streaming of selling goods is actually the main point of Douyin's efforts in interest-based e-commerce.

Live streaming for selling goods is different from live streaming for entertainment. What is important is the combination of [goods + venue], followed by [people].

Why do I say so? When it comes to live streaming selling goods, the first thing being sold is the goods. When you see a live broadcast or want to buy a certain product, you search for it on Douyin. Only when you see someone introducing this product in a live broadcast will you click in to watch.

So, did you find out? When it comes to live streaming selling goods, you will only be interested in entering the live streaming room when you have a demand for the goods.

After entering the live broadcast room, the main thing is the combination of [goods + venue]. How does the scene reflect the advantages of the product? Do you have the desire to buy the scene? Is the scene interesting? etc. Next, I will take out a series of screenshots of the live broadcast rooms of different product categories for analysis.

After the atmosphere of [goods + venue] is established and customers enter the live broadcast room and are interested in staying, then it is time to show the host as a person.

Can the anchor boost the atmosphere of the audience?

Can you guide me to place an order?

Can you attract customers to stay longer and pay attention?

These are all stages that test the anchor.

When it comes to live streaming with goods, we must not only consider human nature, but also understand the nature of business because it involves business transactions.

Whether it is a product or a service, it is actually a carrier for delivering value to users.

Ultimately, it comes down to how well we meet the needs of our users.

Xu: is trouble.

Ask: It is desire.

Where do troubles come from? They come from every little thing in life.

For example, if a customer wants to eat but doesn’t want to walk, then there is takeout.

Customers want to drive a car but don’t have the money to buy one, so they rent a car.

Customers want to buy things without leaving home, see the actual product, and have fun, so live streaming sales came into being.

So are users buying our products and services?

No, it’s what he wants, a [better self].

Through your live broadcast introduction, let him feel what he can get after using your product? How can I become better?

for example:

u Drinking sparkling water has zero fat and sugar, and will not make you fat. It solves the problem of gaining weight from drinking beverages, and I can maintain my figure better.

u bought our additive-free hand-pressed vegetable oil, which is better for the body and is pure, natural and pollution-free. This solves the customer's need to eat healthy.

u bought our down jacket, which is fashionable, light and warm. You can see that I am live streaming in the snowy mountains and I am still warm. It solves the problem of wearing bulky clothes. It is fashionable, fit and warm.

After understanding the essential issues of human nature and business, I found that during the live broadcast, there is a 336 time combination rule for people, goods, and venue. I would like to share it with you: during the live broadcast, it takes 3 seconds to watch the venue, 30 seconds to watch the goods, and 60 seconds to watch the people.

When the live streaming sales scenes are all the same, the host’s personality, character, and the memorable points of the live streaming room will become the core competitiveness. Therefore, if you want to do well in live streaming sales, what you need to compete on is a comprehensive operational capability.

If you don't find anything that attracts you within 60 seconds of staying, you will just paddle away.

So everyone should check their own live broadcast room based on these factors to see if there are any areas that need improvement and enhancement.

Regarding the two questions mentioned above:

Why can’t you keep people in your live streaming room?

Why are there no transactions in your live broadcast room?

Did you find the answer?

After so much analysis, let’s take a look at some specific live broadcast examples. I have organized live broadcast scenes of different product categories for you to see how others sell goods through live broadcasts and how to create live broadcast scenes. Let's look at the picture below:

Recently, the slow-shaking style of bars has become popular in retail products. Shake and shake, the little sister shakes the little brother, the little brother shakes the uncle and aunt shake...

Did you feel addicted after watching it?

After the little sisters, little brothers, uncles and aunts shook, there were also beautiful women shaking...

In short, it just keeps shaking, giving you the feeling of being on a dance floor and slowly shaking. A fan commented: I guess the epidemic has affected the business of bars and discos, and many people have come out to the live broadcast room to shake...

In addition, those who perform slow-shaking in the live broadcast room are equipped with a fan as standard. They can wave it in their hands, and fan themselves when they get hot. Most of the people with good looks have a large number of spectators, and the whole venue gives people a very lively feeling.

Now that snacks are shaken, how can the live broadcast room for down jackets create a place for people and goods? I took screenshots of two very representative live broadcast rooms. One of them made me admire them very much. They were working very hard at that time. Can you imagine how to create a winter scene when selling down jackets in summer?

Move the live broadcast site to the foot of the snow-capped mountains! Are you surprised? Are you surprised?

Playing in the snow and live streaming in the snowy mountains not only demonstrates the practical effect of the down jacket, but also the effect of resisting the severe cold. This scene is incomparable. Don’t you think it can be attractive? Is this kind of live broadcast interesting? The answer is yes. If it arouses your emotion, it attracts your interest! For transactions that are based on need, they may turn into impulse purchases. If you immerse yourself in this environment, the transaction will be a natural outcome!

Another live broadcast room also sells down jackets. Although they didn’t work so hard to go to the snow-capped mountains to broadcast live, they created an attractive anchor point. The host was holding a duck while broadcasting live. Yes, it was a real duck. It was really creative!

After talking about down jackets, how do you think socks should be sold in the live broadcast room?

Is there a person explaining how good the material of socks is?

Does this appeal to you?

However, this live broadcast room where one person sat there talking and then tried on the clothes directly also attracted thousands of people to watch.

Let’s look at the picture first:

Clear picture quality, warm-toned scene atmosphere, a beautiful woman with long legs sitting on a high stool trying on clothes and explaining, with socks piled under her feet...

The atmosphere combination of this people-goods venue is also great, and it also uses the human traffic code we mentioned earlier.

The industry that has a good grasp of the human traffic code is also reflected in the live broadcast room of car sales. It is full of beautiful women, long legs and stockings. The photographer sometimes deviates from the angle of some "drivers". It is unknown whether it is intentional or accidental.

Are the painting styles basically the same?

Are you drivers here to look at cars or buy cars? Or do you want to look at cars or buy one?

Having talked about our driver friends, let’s now take a look at how to sell tools in the live broadcast room.

The users of installation tools are basically all men.

But all the hosts selling tools are women. Shouldn’t men know more about tools than women?

Wrong, it should be the female anchors who sell tools who understand their customer base better!

Look at this female anchor selling goods. Is she bold? The legs are directly on the table. Look at another picture. Pay attention to the neck, where a lipstick mark is left intentionally!

In this way, some small details of the anchor attract everyone to form complaints, and the code of human traffic is once again vividly reflected.

There is also a host selling tools who specially taped his chest. What does it mean?

Is this a case of trying to cover up one's own guilt?

The purpose of posting it is actually to attract your attention. Although the description may seem a bit vulgar, it can be converted into sales traffic for your customer base. Isn’t it something you should think about?

If you don’t know how to build the [venue] for your product, take a look at the effects of these live broadcast rooms below. I believe it will give you some inspiration!

The live broadcast room of a witch selling perfume, a magical witch scene, allows you to immerse yourself in it.

How to sell farm products and stone-ground flour?

How to show the characteristics of a farmhouse by grinding flour with a stone mill?

The millstone is easy to solve the problem, but it is now difficult to find a donkey to pull the millstone.

Since there is no real donkey, we can make one, a small electric donkey that we usually ride, put on the donkey's shell, and use the electric donkey to pull the mill. Isn't it interesting! Very interesting and attractive!

This is the charm of interest-based e-commerce: fun and interesting, and then the deal is done!

So how do we combine people, goods and space in a factory or warehouse? Let’s look at a few cases.

This is a factory that produces glass products. The camera is directly aimed at the bottle blowing process, allowing everyone to see how glass bottles are made. They are blown out. Many people have never seen it, and have no chance to go to a factory that produces such products, so it will arouse everyone's interest.

It's quite interesting at first glance. Look at how this glass bottle is made, and then you will stop to watch. The longer you stay in the live broadcast room, the more you will be immersed in this atmosphere.

Have you ever seen how people who build houses or infrastructure projects broadcast live?

Live broadcast is wherever you work. The live broadcast of the house construction was really beyond my imagination. Indeed, many people were asking about the charges for house construction. Did you find it? Live streaming with goods is about first using goods to retain and screen people, then using the atmosphere of the venue to attract and retain interest, and finally human interaction and setting the pace.

I saw people building houses and demolishing houses, and they were also broadcasting live, with some even broadcasting live from the scene of the demolition. The house being demolished in the background happens to be the best scene.

In addition to live broadcasting in the live broadcast room, tea sellers can also move the live broadcast scene to the warehouse. Seeing so much tea is a symbol of strength, allowing everyone to see it with their own eyes, which will give them a more rustic feeling.

From the scene below, you can probably tell what the store is mainly selling. There are four big-faced cats on the table. People come here mainly because of the cats, so it is natural for the store to also sell pet supplies.

Have you ever seen how badminton is made? For such a simple product, why not see how others do it?

The badminton production site was directly used as the live broadcast site. Badminton was made, and the one in the middle was used to blow wind to test whether the badminton was qualified. Each ball is tested to give you the message that the quality is guaranteed.

Besides young ladies selling shoes in the live broadcast room, how can young men make a bigger breakthrough?

Then move the live broadcast scene to the shoe-making site, let you see the busy shoe-making process, and convey to you the message that the shoes you buy are all handmade by me.

Do you know how the tofu skin we usually eat is made?

While making soy milk, you can also make bean curd skin. It is pure natural and has no additives. When it comes to eating, people now advocate returning to nature and maintaining health and wellness.

After seeing how live broadcast scenes have been moved to factories and warehouses, let’s take a look at some live broadcast scenes related to food. In order to convey the themes of nature and health, live broadcast scenes are basically outdoors.

The one below is selling honey. It has the natural scenery of the mountains and forests, and the honey is cut and packaged on the spot. Both the scenery and the people, as well as the honey on sale, all look so sweet.

Let’s take a look at the people selling vegetable oil. The oil-making process has been moved outdoors. However, if we could see the oil pressing process and sell it right after it was pressed, I think the effect would be better.

Next, let’s take a look at another live broadcast room that also sells vegetable oil. As a negative comparison example, the overall number of viewers is not as high as the one above. You can make a comparison yourself to see where the gap is! It’s the same combination of people, goods and places. There is no gap without comparison.

Those who sell bulk liquor put the live broadcast site in a warehouse of wine jars. The big wine jars look dirty and old, giving people a sense of the precipitation of time. No matter what kind of wine is in them, you will feel that it is aged, because this is the suggestive information brought to you by this scene.

How to sell outdoor flashlights? Let’s think about it, what are the scenarios in which flashlights are used? night!

Flashlights can only be used after dark, so you can show it directly at night. You will know whether it is easy to use, whether the light is strong, and how far it can illuminate by trying it.

Next, let’s take a look at two live broadcast rooms selling fruits. Let’s compare and see which room has a better combination of people, goods and venue?

Both are live streaming of fruits. Let’s look at the number of viewers. One has over 8,000 and the other has only over 100. If we only look at the close-up, the two live streaming rooms are actually similar. As I said, the displays are very tempting and appetizing.

However, the live broadcast room selling pomegranates should be in an orchard, with fruit trees as the background, and the background is not that cluttered, so the pomegranates in the foreground stand out.

The background of Kiwi’s live broadcast room is very messy, like an office, so the combination of the entire scene fails from this perspective. It does not give the audience a sense of immersion. If a picture is used as the background and some fruits are hung as a display, the effect will definitely be better than it is now and will make the theme more prominent.

Let's take a look at two more distinctive live broadcast rooms selling meat

They sell bacon and wear ethnic minority costumes. The house is full of various smoked and bacon. Don’t you feel it’s good just by looking at it? That’s the charm of the scene.

On the right is the scene of selling beef, which is cut and bought right on the grass outdoors, and it feels fresh.

How to sell home building materials products? How to do live broadcast scene?

There must be a sense of immersion. Customers cannot try out the product on site, so the host helps customers try it out on site and lets them see the actual effects and functions.

The guy below who sells hand shower heads is wearing a waterproof apron and turning on the water flow from the hand shower head so that you can actually see what the effect is. It is definitely more interesting than the host just saying dryly how good it is!

I have watched many live broadcast rooms for bathroom building materials, but I can’t keep people there. Because there is no interaction and it is boring to watch. We need to think about how to make the scene more interesting and attractive, and how the host can better drive the atmosphere. In addition to the scene atmosphere, the host's speaking rhythm and expression are the key to driving the overall atmosphere of the live broadcast room.

The one selling smart toilets below has installed all the products with water and electricity, and provides on-site demonstrations, including how to install and use them. The scene should be focused, that is, don’t give too many panoramic views of the store or exhibition hall, which will easily pull the fans watching the live broadcast out of the feeling of immersion and wake them up instantly...

Let’s take a look at the furniture live broadcast room.

This live broadcast room is in the exhibition hall or store. The overall lighting atmosphere is very good. Let’s take a look at the host on the scene. Where are the shoes? Why are you barefoot? In fact, it returns to the concept of human traffic password we mentioned earlier. If you forget it, you can go back to the previous part of the article to review it.

I believe that most furniture stores are decorated with a certain atmosphere. If your store is decorated in a relatively simple way, then don't cut the panoramic view. Cut the mid-shot or close-up as much as possible. Everyone wants to spend less money to buy better things. And as we said before, customers consume in order to satisfy their pursuit of a better life. Although consumption capacity is limited, people all yearn for a better life. So if one can spend the same amount of money in a better, more comfortable and more upscale atmosphere, who would be willing to live in a bad environment?

Because I saw a lot of live broadcast rooms for bathrooms and furniture, many of them lacked a strong sense of atmosphere, and some were similar to warehouse stalls, with dim lighting in the store, and a piece of spray-painted cloth was torn and not smooth. How many people would be willing to stay like this? There is no viewing experience, the scene is boring, and there is no interaction. Who would come to stay?

Whether it is live broadcast or short video, more time should be spent on summarizing and reviewing on your own, and better combining the three elements of people, goods and places. This will result in better returns.

As a planner and operator, you need to deeply explore and think about the characteristics of your own products so as to better build a platform for people and goods to live broadcast.

If you want to improve the quality of some products but also want to make a video presentation of the product, you can consider using a green screen as the background to play the video, or you can use a large screen to play it, which can also create a better atmosphere. For example, the live broadcast room selling knives below uses the form of video playback and host explanation interaction.

Finally, let me show you a live broadcast room. China Post has gone online and started live streaming to sell goods. Although the host is an old man, the entire live broadcast scene is still well done. It is neat, tidy, the lighting is even, and the picture clarity is good. These are also worth learning.

In short, after analyzing so much content, we need to transform and understand the essence and key points so that we can use them for our own benefit. Otherwise, we will just be watching from the sidelines and unable to apply the knowledge and content we have seen to actual work.

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