The Secret to Script Writing for Millions of Videos

TikTok short video sales have become a new force in the growth of e-commerce sales, but how can you seize the initiative in TikTok live streaming?

We watched the top 1,684 videos with the highest sales volume in the food and beverage industry from January to March 2022, extracted the voice-over scripts for video sales in the food and beverage industry, and summarized the golden formula for video sales.

1. With the continuous improvement of living standards, the requirements of contemporary people for food processing are becoming simpler and simpler. Products that are natural, zero-additive, no preservatives, sugar-free and oil-free are popular among consumers.

2. The video structure and marketing script of video sales are highly replicable, and the effect is significantly improved. The golden formula for selling products through videos: universal opening script + accurate product description + price amplification marketing + ending to promote conversion

Video e-commerce sales trends in the food and beverage industry

1. The growth rate of food and beverage industry remains strong, and the health food market is rising

Food is the most important thing for people. Compared with other industries, the food and beverage industry has a unique audience base. The sales volume of goods brought by video in Q1 2022 was far higher than the sales volume of goods brought by video, indicating that the industry still has great potential and room for growth.

▲Picture from Cicada Mom

Among them, the video sales of "snacks/nuts/specialties" and "cereals, oils, rice and noodles/dry goods from north and south/condiments" subcategories occupied the top of the food and beverage industry's video sales, accounting for 33.65% and 30.14% respectively, and the sales growth rate was relatively stable; the video sales growth rate of "health foods/dietary nutritional supplements" and traditional nourishing nutritional products was more obvious, indicating that current consumers are paying more and more attention to marketing health, and consumers' willingness to purchase such products has increased significantly.

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2. The number of views of videos promoting products has increased steadily, and the enthusiasm for video creation remains unabated

Judging from the number of video views in the industry, the number of views of “health foods/dietary nutritional supplements” videos is growing faster than other categories. The promotion of such products has fostered consumers’ health awareness, which has become the main reason for the growth in sales of videos promoting the “health foods/dietary nutritional supplements” category.

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3. Wine and traditional nourishing and nutritional products occupy the high-priced market in the food and beverage industry

Competition in the "snacks/nuts/specialty products industry" and "cereals, oils, rice, noodles/northern and southern dry goods/condiments" markets is relatively fierce, with the average customer spending being less than or equal to RMB 30. Alcoholic beverages and traditional nourishing nutritional products are influenced by added value and brand, with a large premium space, allowing them to seize the high-priced market.

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4. Sales trends of food and beverage industry videos

Through the category data of the TOP30 video sales in Q1 this year, we found several new subcategories on the list: the first category is the category of Pu'er, black tea, etc., which are subdivided into the tea industry; the second category is the category of health tea, nourishing and health-preserving raw materials, etc., which are subdivided into the traditional nourishing and nutritional products industry. Affected by Douyin's policy regulation in September-October 2021, and the re-regulation and support of nourishing diets in March this year, the entry threshold for brands/merchants has been relaxed, and new industry categories have been expanded to the list.

From a consumer perspective, due to the dual effects of video content promotion and increased consumer health awareness, sales of newly listed categories and ordinary dietary nutrition foods have grown rapidly and the consumer group is becoming younger.

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Interpretation of the sub-categories of food and beverage video promotion

1. Snacks/Nuts/Specialties:

The average customer unit price of industry products is less than 40 yuan

When using video as a carrier for marketing conversion, high average order value becomes an obstacle, and consumers are more willing to pay for low-priced and good products. From the average order value chart of video-driven products in Q1 2022, it can be seen that most products are priced below 40 yuan. Among them, "pastries/desserts" with a customer unit price of less than 30 yuan occupy the top sales position in the industry. As a meal replacement food for daily needs, the sales volume of a single segment exceeds 23%.

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Hot selling video product introduction words

As nutritional knowledge becomes more popular, consumers have begun to pay attention to the health problems caused by excessive intake of sugar and oil. Products with food ingredient words such as whole wheat, low-fat and skimmed, low sugar, no sucrose or added sugar, low calorie, and original food processing words such as natural drying and no additives are sought after by consumers.

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2. Cereals, oils, rice, noodles, dry goods from the north and south, and condiments:

Convenient fast food and condiments ranked first and second, and fast food became a hot seller

As people pay more attention to nutrition and health and the demand for convenient food increases, consumers are more inclined to choose instant food ingredients to save time on cooking. From the proportion of sales volume driven by video in Q1 2022, it can be seen that: in the category of convenient fast food/refrigerated food, consumers are keen to buy instant staple food products under this category as food for three meals; in the category of "condiments/jam/salads", the condiments are mainly hot-selling hot pot bases, and the category of seasoning sauces is mainly hot-selling sauces used in cooking, such as sweet and sour seasoning sauce (which can quickly make sweet and sour spare ribs, cherry meat and other sweet and sour dishes), which are popular among consumers due to their convenience in cooking. The two subcategories of instant food and condiments account for 82.16% of the sales volume in the "Grain, Oil, Rice and Noodles/Northern and Southern Dry Goods/Condiments" industry.

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Hot selling video product introduction words

Consumers choose semi-finished cooking products to save time and effort, while not forgetting to pay attention to the composition of food raw materials. Judging from the high-frequency words in the descriptions of products that are hot-selling through video promotion, consumers are more concerned about food ingredients, product calories and processing technology. Consumers will give priority to purchasing products if words such as low-fat, non-fried and no food additives appear in the product description.

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3. Coffee/cereal/instant drink:

Drinks are sold at low prices and in large quantities, and coffee products are involved in body management

Lotus root powder/oatmeal/instant drinks are convenient foods that can replace staple foods. They feature low prices and high sales volumes, and occupy the top spot in the industry in terms of sales volume. Judging from the average transaction price: consumers are willing to pay for high-quality, high-priced dairy products, while consumers generally prefer low-priced and good products for lotus root starch/oatmeal/instant drinks and instant coffee/coffee beans/powder.

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Hot selling video product introduction words

As instant drinks, lotus root powder products are preferred by consumers with clean ingredients and no food additives, and they also pay more attention to the source of the ingredients. Coffee products have an auxiliary effect on body management and fitness, and are often associated with terms such as zero fat and low calories when introducing the products. Beverage consumers will give priority to products with 0 sugar, 0 fat, and 0 calories. When introducing dairy products, the ingredients and nutritional content of the product are emphasized.

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4. Tea:

Strong demand for tea-related video content, and rapid growth in sales of traditional raw leaf tea

According to statistics, the video sales of "substitute/herbal/fruit/processed tea" represented by flower tea accounted for 53.2% of the tea market share, and the growth rate of video sales was relatively stable. Users of this product category paid more attention to the ingredients in the ingredient list. However, for traditional whole leaf tea, Pu'er, Oolong tea, etc., the market share is gradually increasing, and the sales growth rate of video sales is relatively fast. Users of this product category pay more attention to the quality of tea, the taste of tea, and the color of tea soup.

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Hot selling video product introduction words

Top 100 sales of tea promotion videos High-frequency words appear in video content

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5. Alcohol:

Domestic liquor sales data is outstanding, and it also seizes the high-priced market

Judging from Q1 2022, sales of alcoholic beverages sold through videos were mainly concentrated in domestic liquor and wine, accounting for 43% and 34% respectively. Both exceeded 75%, and the sales growth rate was relatively obvious.

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Hot selling video product introduction words

Judging from the high-frequency words extracted from the top 150 video contents in terms of sales: domestic liquor and rice wine pay more attention to the raw materials and production processes; the words "goodnight wine", "tipsy" and "before bedtime" appear many times in the videos about wine and fruit wine, indicating that they are becoming daily demand for alcohol; among foreign liquors, brandy, vodka and whiskey appear frequently as the common base wines for cocktails, and many users also choose pre-mixed cocktails, which are mostly described as having rich fruity aroma and full of bubbles; the appearance of the words "milk beer" and "craft beer" in the beer category shows that consumers are more inclined to choose personalized tastes and higher quality beer.

6. Health food & traditional nourishing nutrition products:

Promote health awareness and highlight the actual efficacy of products

Judging from the 2022Q1 food list of health foods/dietary nutritional supplements, the newly listed product categories belong to fiber, vitamins, amino acids, etc. needed by the human body, which help promote digestion and supplement nutrition for the human body. Judging from the list of traditional nourishing foods, bird's nest, saffron, peach gum and sea buckthorn ingredients all have the effects of replenishing blood and qi, nourishing and beautifying the skin, and are deeply loved by female consumers.

The universal formula for selling products through video (food and beverage industry)

1. The universal golden formula for selling products through videos

Take the video length of 30 seconds as an example

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Specific examples of scripts for food and beverage industry video promotion:

Universal opening: Has anyone tried Product A yet? (Out of nothing)

Product Description: This cake is made of pure eggs and flour, without adding water (product ingredients)

No flavors, colors or preservatives added, especially healthy.

Each bag is individually packaged (production process)

It tastes sweet and soft, delicious and not greasy (taste description)

Price marketing: This big bag, with 10 in it, only costs the price of a cup of milk tea (price metaphor)

Ending conversion: Friends who bought it said it was good, and friends who haven’t eaten it must try it (group effect)

2. Universal opening script

The first 3 seconds of a video are called the golden 3 seconds, which are crucial to the video completion rate. This article summarizes the opening scripts of videos with the highest sales in the food and beverage industry, and extracts the following types to help merchants/influencers improve the completion rate of videos and increase user viewing time in their videos promoting products.

3. Accurate product description

By following the 4 steps to introduce the product and describe the taste appropriately, it can effectively stimulate consumers' interest in the product, prompt them to check out related products, and increase their impulse to consume. The product descriptions of the subcategories in the food and beverage industry have different focuses. For specific high-frequency words in product descriptions, please refer to the previous chapter: Interpretation of Food and Beverage Subcategories.

4. The Secret of Price Marketing

Reasonable language can be used to magnify the degree of product discounts, maximize consumers' sense of good quality and low prices, and highlight product price discounts.

5. Conversion-enhancing oral script at the end of the video

There are also some techniques to increase product sales at the end of the video. It is worth exploring how to impress people, speed up users' purchasing decisions, and increase transaction conversions.

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Summarize

The competition in selling products through short videos on Tik Tok has become increasingly fierce. In addition to live streaming sales, short video sales will also be a battleground for merchants and brands. In such a traffic boom, if you want to stand out, you need the help of some skills. Please be sure to keep this guide to writing voice-over scripts!