The latest strategy for reviewing Douyin live broadcast in 2021

Why is your Douyin live streaming sales not effective? Is it really all the host’s fault? Then you may have blamed the anchor wrongly. So your live streaming sales results are not good? What went wrong? We can review the entire live broadcast process, from the early planning to the live broadcast and even after the live broadcast. We can identify problems at every stage through review.

In fact, the pre-live broadcast planning + live broadcast room preparation accounts for 25% of the live broadcast sales effect, the live broadcast content accounts for 50%, and the review after the live broadcast accounts for 25%. However, it should be noted that although they are additive relationships, in actual applications, they are multiplicative relationships. We set the benchmark to 1. Any significant discount in any link will make the final result far less than expected.

1. Preparation before live broadcast

Preparation before broadcasting, mainly divided into basic preparation/overall preparation

Basic preparations mainly include hardware and software facilities, live broadcast scenes, anchors and other live broadcast personnel (co-anchors, operators, order takers), and live broadcast materials (live broadcast planning, scripts, promotional posters, and live broadcast covers).

Product preparation mainly includes product selection, selling point planning, pricing strategy, and promotional activities

Taking live broadcasts by experts or brand flagship stores with a large number of products as an example, you can use [Product Explanation Sorting] as the core, and break down the time of a live broadcast to the minute-by-minute level. Each time period will have corresponding product explanations, words of speech, and selling points, which will facilitate the host and operator to compare and introduce the corresponding products in a timely manner, and display the product selling points clearly and without omission.

This kind of tabular script can keep the live broadcast at a healthy rhythm. It is also more convenient for planning the popularity of the live broadcast and coordinating with advertising to accurately attract traffic.

Live broadcast warm-up

Mainly includes fan group warm-up + short video warm-up

The fan group is mainly for old fans. If you have a fan group, you can preheat the group in advance. Before the live broadcast starts, use the "flash sale" method to carry out pre-promotion to prevent the live broadcast room from being a cold reception.

Many people think that flash sales are not a long-term solution, but that may not be the case. For example, a new anchor can choose to sell products for one-tenth or one-twentieth of the number of people in the live broadcast room. For example, if there are 100 people watching the live broadcast, 10 or even 5 products can be put on the shelves. After the flash sale is over, it can be stated that this is a "fan benefit" to guide new users to click to follow. Then use wording to guide fans who get the products to deduct 1 and those who don't get the products to deduct 2, and there will be more in the next wave.

After all, preheating among the fan base is the most effective and has the highest conversion rate. After all, old fans already have recognition for the product, and it is much easier to open up the subscription link based on their recognition than to convince someone to buy the product from scratch.

And the next wave is for new fans.

Before we start broadcasting, we can appropriately put some content in the short video related window, focusing on vertical fields and attracting users with professionalism. It should be noted that in the communication chain, the most powerful content should usually be placed at the end. Therefore, when making a pilot video, we should follow the logic of content + dry goods + insight + traffic.

In addition, in the pilot video, we can highlight our highlights and content, and reserve more than ten seconds at the end to preview our live broadcast content.

For example, if we want to promote quilts, we can ask, "Why can't you buy silk quilts that are less than 1,000 yuan?" "Because the factory price of silk quilts is more than 900 yuan. Putting aside the cost and logistics, how can it be sold to you for 1,000 yuan?" "How to check the fabric of bedding? Can I buy OEM products?" "You can buy OEM products. There are quality control standards for OEM products if you find the right manufacturer, but there are also different manufacturers."

Please note that the content here needs to be anti-traditional. It will knock you down with one punch and then tell you why I hit you. Only in this way can we attract users to watch and enter the live broadcast room, thus forming conversions.

Regarding the source of traffic channels in the live broadcast room, we can use Feigua Zhitou to clearly analyze the detailed data of each traffic channel in the live broadcast room.

(Data source: Feigua Investment, the data has been authorized by the customer and anonymized)

Product Preparation

Product Selection

Even famous anchors with eloquent speeches often find it difficult to accept products that are unknown and have no outstanding selling points - because this requires them to expend their credibility to endorse them, and the anchor's team will not agree to such a live broadcast that "sows dragon seeds and harvests fleas";

Therefore, the product selection itself needs to at least have selling points to avoid the host from falling into an awkward conversation. Whether it is appearance or cost-effectiveness, by digging out the unique selling points of the product and rendering the atmosphere during the live broadcast, you can achieve a more infectious effect than a static display page and effectively improve the conversion rate.

We can summarize it into a formula: "third-rate product + top-tier anchor = second-rate effect" is a pure waste of money.

Product selling points

Selling points are important factors in user decision-making. The selling points of snacks can be the origin, taste, or even the effect of improving sleep, etc. If potential audiences are attracted by these selling points and buy them, the conversion will be successful easily. Therefore, it is necessary to have in-depth communication with the anchor about the highlights of the product.

Matching strategy

By rationally matching products of different categories, we can achieve the effect of 1+1 being greater than 2. For example, in the live broadcast room for women’s clothing that we have done before, there may be hundreds of styles of new products of the season, including tops and bottoms. It is impossible to always broadcast tops live, right? Then by making the right match in advance, you can quickly guide people who want to buy tops to place an order.

Pricing Structure

In addition, the price structure of the product is also very important. Pricing itself determines conversion and profit, so you have to take a middle value and design the gifts well to give the audience the feeling of "getting a bargain".

At the same time, in most cases, the main consumers of live streaming sales by anchors are old fans who have already made transactions, and attracting new fans requires a lower average order value. Therefore, products at different price levels are also very important. Low-priced products that attract traffic are very important for merchants’ own live broadcast rooms.

(Data source: Feigua Investment, the data has been authorized by the customer and anonymized)

2. Each link in the live broadcast

1. How to display products in such a small space?

Due to the limitation of the mobile phone screen, the visual range is relatively narrow, while the anchor himself occupies a relatively large space, which requires some optimization in the way of product display. For example, you can use the "visual hammer" effect. Just as people will associate a certain color with the brand itself, you can optimize the product's packaging and place it steadily when it is not in a close-up position to form an effective memory point. You can also display it in the form of a window display, exposing the product while also exposing the brand, laying the foundation for subsequent conversions.

As a closed live broadcast room, you can also artificially create some "conflicts": the price in the physical store is xx, the retail price on Tmall is xx, and the price in the live broadcast room is xx! This is the kind of word-of-mouth promotion we are accustomed to.

The unanimous support of the anchor and the brand itself is also a "weapon" for oral pricing. Whether it is on the spot, by phone, or via microphone, it is essentially to stimulate the audience's herd mentality, while restricting purchases so that some people cannot buy it. The emotion of "loss" stimulates a stronger desire to buy, making those who get the product feel that it is good value for money. At this stage, the inventory is slowly increased, so that the atmosphere of the live broadcast room is successfully mobilized.

2. How should the link be uploaded to be effective?

Many people think that the timing of the link is unimportant. In fact, this is also one of the important reference factors.

The first way is to post the link after introducing the product; the second way is that the host will post all the product links and explain them in detail when speaking. It depends on whether you care about the exposure of your product.

The advantage of posting the link in advance is that users will browse it to kill time while the host is explaining, and the exposure during this period of time will also bring additional conversions.

3. Design of product homepage and details page.

This is actually related to the strategies of different platforms. Let’s take Douyin live streaming as an example. Many times, brands find Douyin anchors with millions of fans, but the results of the live streaming are often unsatisfactory. Why is that? Is it the host’s problem or the brand’s own problem? If the anchor's actual data is very good when selling other products, then the brand may have neglected the optimization of the homepage image under the mechanism of Douyin live broadcast. This is also the difference between Douyin Live and Taobao Live. Its click action will be linked to the homepage, and then after a second jump, it will enter the product details.

Then, the product homepage is an important connecting page. This page can be explained in Internet jargon. It can be based on global big data analysis and combined with the MVP super user feedback system for hyperlink conversion. Simply put, it is to optimize the "appearance" of the homepage image and increase the attractiveness to make users interested in a second click. After the entire live broadcast, you will find that only after optimizing such subtle links can the final effect of 100 points be achieved.

The details page is the ultimate focus of different channels.

We should establish such an awareness that the anchor itself is a kind of traffic entrance. It is the same principle as our operation of burning through train advertising space. Live streaming with goods is a new traffic model, but we cannot forget the old way of playing.

The role of the anchor is to attract traffic, and our goal is conversion, so the optimization of the product details page, including data such as transactions and comments, is very important. Taking Taobao as an example, improving conversion rate still depends on optimizing product details pages, and we cannot rely too much on the host’s talking skills.

4. Negative comments on the public screen and haters on live streaming

When the live broadcast is very popular, in response to some negative reviews on the public screen, such as wanting to return a product or after-sales service not responding, if these types of transaction issues are serious, you must answer positively and give a reasonable explanation that satisfies the consumer.

As for other products that receive negative reviews, such as clothes that are too ugly or of poor quality, these kinds of black fans should be removed from the live broadcast room in a timely manner. These seemingly insignificant answers have a great impact on the conversion marketing of the live broadcast.

5. Live broadcast popularity changes and refined adjustments

With sufficient manpower, operations can control the changes in popularity and back-end sales data in real time, and then analyze and adjust the wording in a timely manner. Currently, many platforms also have live broadcast plug-ins that can be connected to directly monitor back-end popularity changes. While saving manpower, the analysis results will be more accurate, which is very practical for large-scale live broadcasts with sales.

3. Review after live streaming sales

Compared with the preparations before the live broadcast, the review work after the live broadcast is not that important, but it is the key to live broadcast optimization.

The review after the live broadcast should actually start from the needs of the store itself. We can quantify based on operations, such as the host and assistant host, and the team's emergency plan. After quantification, assessment can be conducted based on the data, and even the OKR working method can be used for short-term and long-term assessments. In this way, the problem can be pinpointed to the person responsible for each emergency incident and even each piece of data.

In addition, we also need to record some data and let the team members watch the original recorded video. For example, at a certain point, the number of people watching the live broadcast suddenly drops sharply, or which products have extremely high clicks and orders, or which data are deviant. In this way, the live broadcast content can be better optimized and maintained from the perspectives of title, cover, pilot film, etc.

Author: Feigua Zhitou

Source: Feigua Investment