How to produce high-quality and massive Qianchuan live broadcast traffic-generating materials?

Quick summary of key conclusions

1. The huge amount of live broadcast drainage materials in Qianchuan’s dual inventory are generally moving towards the "silent film era" of interest points, with no interest points or interest points placed at the end and a brief duration becoming the mainstream.

2. The type of material content proves that "actions speak louder than words". Real-person product trial/try-on/tasting content has the largest coverage. As long as it is used well, even promotional copy is not needed.

3. The length of videos is greatly shortened, focusing on 5-20 seconds. The average viewing time under dual inventory is close, both at 3.5 seconds; the content that appears in the first 3 seconds is still important. (More than 50% of the materials directly display the usage scenario, the black background and white text Taoke’s beginning disappears, and the rest are detailed below)

4. The core competitiveness of materials lies in product display. 80% of materials are increased through a variety of display methods.

5. Celebrity materials have been greatly weakened or even disappeared, and ordinary people have become the mainstream.

4P model: Reshaping the creative logic of traffic-generating materials

The previous content provides some reference for businesses to produce traffic-generating materials. We have summarized the 4P model of live broadcast traffic-generating materials, and provided a process-based production guide from material conception, script writing, shooting to editing.

Product Strength

Recommended percentage ~55%

Content related to product selling points

Product display, trial method & experience, product features

Scene Power

Recommended proportion ~30%

Content related to the upstream and downstream scenarios of product sales (place of origin - factory - shipping warehouse - sales market) and usage scenarios

Emotional Power

Recommended proportion ~10%

Content related to user emotions

Interpersonal needs, social needs, and self-actualization needs

Marketing power

Recommended proportion ~5%

Content related to price promotions

Tips on prices, discounts, coupons, etc.

4-step creative logic

Step 1: Think about whether product features can be visualized

Many popular products can display extremely eye-catching properties when used, such as spicy noodles and bursting desserts in the food and beverage industry, high-elastic fabrics and waterproof fabrics in the apparel industry, shower gels full of dense foam and strong decontamination laundry beads in the daily chemical industry, etc. They can be summarized as "delicious at first glance, easy to use at first glance, and curious at first glance."

• If the products promoted in the live broadcast room have a strong visual impact (and similar competing products do not have this), you can skip the script writing process and directly shoot the "high-energy pictures" of the product trial, perform simple clip matching and reorganization, and add Douyin's popular BGM, and then directly launch it.
• If these are not available, you will need to write product selling point copy, shoot the product appearance or real-person voice-over footage from multiple angles, and process and edit the material in conjunction with the content of the second step.

Step 2: Consider whether the product is relevant to a specific scenario

• For the first category of goods, you need to return to the place of origin/factory/workshop and other locations to shoot relevant materials; for the second category of goods, you need to truly restore the usage scenarios and shoot relevant product usage scenes. After the shooting is completed, there are two editing logics: [Rough Cut] Scene clips + product trial clips are simply combined and reorganized, and accompanied by Douyin's popular BGM, and directly released; [Fine Cut] Scene clips + product display + product selling point voice-over; Scene clips + real-person voice-over.

Step 3: Consider whether the price is unprecedentedly strong

• If the price of the product does not reach the "shocking price" or "bargain price", it is recommended to fully weaken or hide the price element in the live broadcast traffic material. If price is the biggest selling point, it is recommended to hint at the price discount (perhaps through a sticker) rather than emphasize it outright.

Step 4: Think about whether the product can be emotionally connected