A must-see for newbies! How can an account with 0 followers sell goods through live streaming?

A few days ago, in an article about the practical operation of short videos for promoting products, I mentioned a sentence: Even with 0 fans, you can also sell products through live streaming . Unexpectedly, some friends actually came to ask me what exactly is going on and how to do it. There are really some friends who think that it is better to wait until you have accumulated a certain number of fans before starting live streaming, right?

Before starting the main text, let me first correct a misunderstanding for these friends: of course you can do a live broadcast with 0 fans.

After understanding this, let’s take a look at how to quickly start a live broadcast room with 0 fans.

01. Live streaming with 0 fans, and then raising an account while live streaming

I believe everyone here knows very well how important it is to maintain an account, so I won’t go into details. I have summarized a few account maintenance methods that are not too common. If you find them useful, don’t forget to click on the picture after reading!

1. Watch short videos and live broadcasts from accounts in the same industry.

Key points: interact more, click on the links in the live broadcast or short videos, give tips to the host, buy some small items (paying users are more convincing), and it would be best if you can leave a few great comments.

2. Make some short videos with relevant positioning

Key point: This is optional. There are accounts that can sell products without releasing any works. However, if you want to quickly attract fans into the live broadcast room, I suggest you post more relevant short videos before the live broadcast, preferably before the live broadcast.

This is because short videos and live broadcast rooms are actually related. During live broadcasts, if the quality and content of the short videos you post are good, users are likely to click on your avatar, enter the live broadcast room, and increase the popularity of the live broadcast room.

On the contrary, if the popularity of your live broadcast room increases, the system will continue to increase traffic to your video. In this way, the live broadcast room will become more and more lively.

Therefore, posting videos is not only a way to label and position your account, but also a way to heat up the live broadcast room.

3. Participate in official and related activities

Short video platforms such as Douyin and Kuaishou often have some official activities. You can combine them with your own account attributes, shoot some videos with topics and post them on the platform. This can not only win the favor of the platform, but also obtain free traffic, killing two birds with one stone.

As for activities under related topics, I actually prefer to call it riding on the popularity. You can also post related videos under some hot topics created by users and brands. Such topics have strong timeliness and exposure, and are also a good opportunity to get free traffic.

While maintaining the account, we can start live streaming.

02. How can live streaming become popular if there are few fans?

There are so many ways to attract people's attention, but because the platform is becoming more and more strict, after much thought, the most effective way may be to create gimmicks and topics.

1. Heat up the live broadcast room: create gimmicks and topics

You can use the biggest benefit on the spot as the title of the live broadcast room. After users come in, don’t forget to respond to them by asking them when the event starts and how to participate. First guide users to pay attention, then guide users to forward or encourage users to actively interact, deduct numbers, etc.

In addition to this event, some other benefits are also arranged to discourage fans from leaving in a hurry. Those who have tasted the sweetness will want to stay and continue to see if there are other good things. Those who have not grabbed anything will also stay out of loss aversion, so the popularity of the live broadcast room has increased.

Another way is to create topics, such as celebrity topics, #So-and-so celebrity will drop into the live broadcast room at 8 o'clock tonight#, and event topics, #Si Teng's same wardrobe#, #Support domestic brands#, etc.

It can also attract a wave of traffic.

2. Heating up the live broadcast room: the ability of the anchor

Live streaming anchors can be roughly divided into three categories:

(1) The first category has a clear purpose: they are anchors who sell things. Li Jiaqi, Wei Ya, and Yu Da Gongzi are all anchors who sell goods.

This type of anchor must be able to identify the user's pain points based on the characteristics of the product, and then use his or her own rhetoric to guide users to place orders. They have a strong ability to control the rhythm of the entire live broadcast, and their words are very contagious.

Li Jiaqi: (This lipstick gives people the feeling that) after Zhen Huan came to power, she turned around and smiled, and said to those people "I won".

He is very good at using language to bring users into the product's usage scenario, making the product more attractive, and he will tell you directly what is not suitable about the product, thus making it convincing.

Wei Ya: "I tell you, you must buy this!"

Every time I watch her live broadcast, it feels like I’m chatting with my best friend. She will tell you all the good and bad things, such as it can’t be used if you are allergic, and it’s not suitable for large oil fields. How can you not believe what your best friend says when she always cares about you?

Mr. Yu: He talks a lot and is an expert in controlling rhythm.

It is difficult to escape from his rhythm once you enter his live broadcast room. His slogan of “Be a good person” also adds a lot of points to the account.

After observing these top anchors, we can actually find that a successful live broadcast room and a eloquent anchor are really closely related.

When I have time, I will write an article specifically analyzing the copywriting of these anchors and summarizing the areas that our anchors can learn from. After more than 20 clicks on the pictures, I will analyze it for you!

(2) Another type of anchor is the brand anchor, whose influence is relatively weaker.

Many companies have started to do live broadcasts themselves. How can they highlight the characteristics of their brand?

While working hard to train the anchors, you should also think about the layout of the live broadcast room. After all, what you want to promote is not the anchor, but your live broadcast room, your account, and your brand.

For example, the brand’s logo, the brand’s representative color, the brand’s mascot, the brand’s products, etc. may appear in the live broadcast room.

(3) Finally, there is a special type of live broadcast host who does not talk about or puts product introduction in a secondary position, and mainly focuses on providing knowledge and answering questions for users.

Taking our teachers’ live broadcast as an example, the teachers’ live broadcast is basically to solve professional problems for students and users. During this period, they will recommend courses, but it may only be a sentence or two.

Basically all industries can and are recommended to use this method for live broadcasting.

for example:

Beauty industry: live broadcast of makeup tips;

Automobile industry: Live broadcast explaining some common knowledge about automobile maintenance, etc.

On the one hand, it can deepen users' impression of the brand and create a favorable impression of the brand/account. On the other hand, users who place orders in this way are loyal users and have higher value to us.

3. Heat up the live broadcast room: Doujia + feed stream

I have said this many times, and it will be annoying if I repeat it again. Friends who are interested can read these two articles:

What is the new way to play in Douyin’s live broadcast room?
Question | “What’s the difference between Feed and Dou+?”

03. Review and after-sales

Although there may not be so many users in the live broadcast room at the beginning, it is still necessary to conduct a detailed review and provide good after-sales service.

1. Review: Adjust direction in time

Reviewing at this time can help the account identify problems in a timely manner and make corrections. It is also the best time for you to test the direction of operations. Don’t wait until you have more fans before you want to change your style. Don’t even think about whether it can be better than it is now. Whether the fans will buy into it is another matter.

2. After-sales service: building reputation

The biggest challenge of live streaming e-commerce is the crisis of user trust. Why are the top anchors finding it increasingly difficult and becoming more cautious? It is because they are afraid of making mistakes and accidentally offending users, which can lead to backlash. The most typical example is Simba.

Therefore, if you are an individual anchor or a team operator, and want to do live streaming to sell goods, you must confirm the process and content of the live broadcast, confirm some after-sales services, collect user feedback, and solve problems for everyone in a timely manner.

If you are a corporate live broadcast operator and have your own small shop, you must pay more attention to after-sales issues, check the inventory before the live broadcast, ship in time, and pay special attention to the DSR of the small shop!

Finally, I’d like to give a small suggestion to players in the same city: don’t forget to locate yourself in a place with more people when you start the live broadcast.

Author: Short Video Operation Diary

Source: Short Video Operation Diary