How to build a high-quality live broadcast room? These 3 tips!

If you want to do live streaming to sell goods, you need to master the more sophisticated construction and layout of the live streaming room . “Today, I will take beauty products as an example to share with you how to build a live broadcast room.

1. Live broadcast room positioning

Before a brand starts live streaming to sell goods , it must make one thing clear to consumers: what is the origin of this store? The professional term is what the positioning of the live broadcast room is.

Specifically, it is necessary to clarify what problems this live broadcast room solves for which fans and what its core advantages are? Better price for same quality? Or is the quality better at the same price? This is the core issue when we build the live broadcast room.

We mainly target the low-price demands of female users aged 18-30. The products in the live broadcast room are mainly beauty products with high brand awareness and medium and low unit prices. The most important task is to help this group of users easily obtain cost-effective products. This is the positioning of our live broadcast room.

2. Live broadcast room layout

The layout of the live broadcast room is an important part of the live broadcast implementation. A good live broadcast environment will greatly improve the conversion rate. Let's look at some details:

1) Site size:

It should be controlled at 8-20 square meters, individual anchors should be controlled at 8-15 square meters, team live broadcasts should be controlled at 20-40 square meters, and beauty live broadcasts should be controlled at 8 square meters;

2) Venue sound insulation:

Before live broadcasting, you need to test the sound insulation and echo of the venue. If the sound insulation is not good or the echo is too strong, it will affect the normal progress of the live broadcast.

3) Live broadcast room background

It is best to use a light-colored solid-color background wall in the live broadcast room, and build it based on simplicity, generosity, and brightness. It should not be fancy, because a messy background can easily make people disgusted.

The live broadcast room is mostly gray, which is relatively simple. At the same time, gray is a neutral color. It is difficult to make a mistake using it because it can be matched with any color.

In addition, gray is the most suitable background color for the camera. It will not be exposed, is visually comfortable, and helps to highlight the color of clothing, makeup or products. It is recommended that the live broadcast room avoid using a white background as it is prone to reflections.

You can add the brand logo on a solid color background, which looks simple and elegant. If it is a festival event, you can make some KT boards as background walls to create a festive atmosphere.

4) Live studio lighting

The lighting in the live broadcast room is a very critical factor in creating the live broadcast room, and can improve the grade of the live broadcast room to a certain extent. The lighting arrangement of the live broadcast room mainly has the following points:

The live broadcast lighting matches the background wall color.

Do not shine the light directly on the wall to avoid causing visual fatigue.

Don't shine all the lights on the host's face. The lighting on the host's face should be even to avoid a "yin-yang face".

The lights purchased for live broadcast rooms are mostly ring lights. According to specific needs, you can also choose floor ring lights, table ring lights and mobile ring lights to play the role of fill light.

4) Live broadcast room sound

The live broadcast room can have some background music and small light strings, but be careful not to make the background music too loud and the lights too bright, so as not to distract users from the live broadcast room. It is best to use Tik Tok’s own copyrighted music.

5) Live broadcast equipment

The equipment in the live broadcast room must meet at least three requirements: high definition, smoothness, and low latency. This is the only way to present a more perfect picture during live broadcast. The most core equipment should be the mobile phone, bracket and fill light.

1. Mobile phone:

Most people use Apple phones. Do not use phones with card slots or locks. It is best to have two phones, one for live streaming and one for publishing live streaming clips.

2. Fill light:

A ring fill light is recommended. The bracket and fill light are integrated. Lighting is crucial to the live broadcast experience. The core of clarity lies in the light, not the mobile phone device. A good lighting layout can effectively improve the image quality. If the light is not good, even the best mobile phone will not be able to see clearly.

3. Other equipment:

Background wall, product display stand, mobile phone holder, radiator, charging cable and power bank, live broadcast mobile phone/computer (change price), sound card (if the camera is far away, you can use wireless microphone or Bluetooth headset), props (stopwatch, calculator), etc., to ensure the stable operation of important equipment during the live broadcast.

6) Product display

Generally, a clothing live broadcast room has a small clothes rack hung with clothes; a beauty live broadcast room has a small dressing cabinet.

The display racks better display the products and make the live broadcast room look neat and orderly. Product display racks are not necessary, but if the live broadcast room is particularly small, it is recommended to place the products being broadcast in the camera.

7) Live broadcast environment standards

The environment of the live broadcast room should be kept clear, bright, and with visible items tidy. You can put hangers in the closet, but they cannot be placed in a messy manner. If you can't keep it neat, don't include these items in the shot.

Models can be placed. In a small live broadcast room, there should be no more than 2 models, and in a large live broadcast room, the number should depend on the space. It is recommended to use a small blackboard for live broadcast information to indicate important information about the live broadcast room, such as whether shipping is free, model body shape, clothing size, etc. 'Product display

Generally, a clothing live broadcast room has a small clothes rack hung with clothes; a beauty live broadcast room has a small dressing cabinet.

The display racks better display the products and make the live broadcast room look neat and orderly. Product display racks are not necessary, but if the live broadcast room is particularly small, it is recommended to place the products being broadcast in the camera.

3. Live Script Writing

Every step in the live broadcast must be carefully prepared in advance.

Developing a clear, detailed and executable live broadcast script is a favorable guarantee for a smooth and effective live broadcast.

The live broadcast script is also the most critical step for us to control the rhythm of the live broadcast, standardize the live broadcast process, and achieve the desired goals.

Because live streaming is a dynamic process, it involves comprehensive factors such as personnel coordination, scene switching, product display, anchor performance, and order promotion activities.

With a script, the preparation work for the live broadcast will be much more convenient, and the cooperation among the participants in the live broadcast room will be more tacit and orderly.

01. Five core elements of live broadcast scripts

Before understanding how to write a live script, we must first clarify the five core elements of the live script (the role of the live script):

1. Clarify the theme of the live broadcast

That is to say, what is the purpose of this live broadcast? Is it to give back to fans? Is it a new product launch or a large-scale promotion?

The purpose of clarifying the live broadcast host is to let fans know what they can see and gain in this live broadcast, so as to arouse fans' interest in advance.

2. Control the live broadcast rhythm and sort out the live broadcast process

A qualified live broadcast script is specific to the minute.

For example, if the broadcast starts at 8 o'clock, the live broadcast room should be warmed up from 8 to 8:10, and the audience should be greeted.

It also includes the introduction of the product. How long should a product introduction take? Try to plan the time as well as possible and execute it according to the plan.

For example, there are benefits for taking screenshots at every hour, and when the likes reach 100,000 or 200,000, fans are reminded to take screenshots to grab red envelopes, etc. All the content in the live broadcast needs to be detailed in the live broadcast script.

3. Scheduling live broadcast division of labor

Provide guidance on the actions, behaviors, and speech of anchors, assistants, and operators

This includes the division of labor among the people participating in the live broadcast, such as the anchor being responsible for guiding the audience, introducing the product, and explaining the rules of the event;

The assistant is responsible for on-site interaction, answering questions, sending discount information, etc.; the backend customer service is responsible for modifying product prices, communicating with fans, converting orders, etc.

5. Control the live broadcast budget

For cost control of a single live broadcast, small and medium-sized sellers may have limited budgets. The script can be designed in advance to plan the coupon denominations, flash sales, and gift expenses that they can afford. Control the live broadcast budget in advance

Live script classification

For live streaming e-commerce, live streaming scripts can generally be divided into single product live streaming scripts and entire live streaming scripts.

As the name suggests, a single product script is a script for a single product. Taking each product as a unit, standardize the product description and highlight the product selling points.

Because a live broadcast usually lasts 2 to 6 hours. Most live broadcast rooms will recommend multiple products.

Customize a simple live broadcast script for each product, clearly mark the product's selling points and promotions in a table, to avoid the host being in a hurry and confused when introducing the product.

It can also help anchors to accurately and effectively convey the features and price advantages of products to fans in the live broadcast room.

The content of a single product script generally includes product brand introduction, product selling point introduction, emphasis on benefit points, promotional activities, and order-urging rhetoric, etc.

Taking clothing as an example, the script for a single item should clearly describe the size, fabric, color, style, matching points and other details of the clothing in a table.

The most important thing is to highlight the price advantage and answer fans' questions in a timely manner. From these preset dimensions, if everything is explained, the baby is basically explained very thoroughly.

The entire live broadcast script is based on the entire live broadcast and regulates the normal live broadcast rhythm, process and content.

Because the single product script is relatively simple, today we will mainly talk about how to write the live broadcast script. How to write the entire live broadcast script?

Have you noticed that the entire live broadcast script generally includes several elements such as time, location, number of products, live broadcast theme, anchor, preview copy, field control, live broadcast process (time period), etc.

Simply put, if you want to know how to write a live broadcast script, just follow these live broadcast script templates and fill in your own live broadcast information!

There is no need to say much about the time, place, topic and host. Just fill in the form according to the literal meaning.

Regarding how to write a live broadcast script, what I want to focus on is the live broadcast process.

The live broadcast process includes detailed time nodes and what the host should do and say at that time node.

The live broadcast process includes:

Opening warm-up: Greet, introduce yourself, welcome fans, and introduce the theme of today's live broadcast;

Topic introduction: Introduce the topic based on the live broadcast theme or current hot events, with the aim of livening up the atmosphere of the live broadcast room and arousing the emotions of fans.

Product introduction: Introduce according to the product script; focus on product performance advantages and price advantages (live broadcast room activities);

Fan interaction: Keep fans in the live broadcast room with benefits, such as following, sending gifts, lucky draws, sales reminders, and answering questions;

Ending notice: Review of the entire live broadcast, reminder of payment; thank fans, guide attention, and announce the next live broadcast time, benefits and product activities

After the broadcast, don’t forget to review the live broadcast.

Optimize and improve the advantages and disadvantages in different time periods. For example, why is the product selling well today, why is it selling poorly, and what makes fans want to buy.

The review content can also be presented in the live broadcast script to optimize the subsequent live broadcast.

The above are the detailed steps on how to set up a live broadcast room and how to write a live broadcast script.

It should be noted that the script is not static and needs to be constantly optimized and adjusted.

In this way, after a long period of live broadcast, you will naturally have a clear idea of ​​how to write a live broadcast script and will be more adept at using it.

It can also help anchors to accurately and effectively convey the features and price advantages of products to fans in the live broadcast room.

The content of a single product script generally includes product brand introduction, product selling point introduction, emphasis on benefit points, promotional activities, and order-urging rhetoric, etc.

Taking clothing as an example, the script for a single item should clearly describe the size, fabric, color, style, matching points and other details of the clothing in a table.

The most important thing is to highlight the price advantage and answer fans' questions in a timely manner. From these preset dimensions, if everything is explained, the baby is basically explained very thoroughly.

The entire live broadcast script is based on the entire live broadcast and regulates the normal live broadcast rhythm, process and content.

Live streaming has become a nationwide trend, and everyone knows that if you don’t keep up, you will fall behind!

Author: Guoren Cat Brother

Source: Guoren Network