A practical guide to live e-commerce short video operations

Ever since Douyin launched live streaming for selling goods, the Douyin short video traffic entrance has contributed a large amount of traffic to the live broadcast room, which is not only accurate but also free.

You may ask, if you don’t post short videos on Douyin, can you still do live broadcasts? The answer is yes! In fact, there are many accounts that have never posted a short video, but there are still many people online in the live broadcast room, and the sales in the live broadcast room are also very high.

When doing live streaming on Douyin, you must first know the source of traffic: live streaming recommendations and short videos. If you want to do live streaming and selling products on Douyin in a stable and long-term manner, short videos are indispensable!

However, there is no need to think about short videos too complicatedly. When we do live streaming to sell goods, we are making e-commerce short videos. There is no need to shoot some fancy clips.

1. Myth: “To sell goods through live streaming on Douyin, you need to increase your followers before you can live stream”

Most people who have just come into contact with Douyin live streaming have a misconception that the prerequisite for doing Douyin live streaming sales is that they must have a certain number of fans on their Douyin account before they can start live streaming sales and realize traffic monetization, especially for businesses that are transforming from physical stores. But this is actually not necessary.

We can start live streaming on Douyin with 0 fans, because we use the e-commerce tag, so our live streaming and short videos can be done simultaneously. If we just shoot some jokes for the sake of increasing fans, we cannot realize traffic monetization even if we increase fans by hundreds of thousands due to inaccurate crowd tags. In fact, we also follow some big Vs, but not everyone will watch them every time we open Douyin.

If there are no fans in the live broadcast room, where does the traffic come from?

Now Douyin is vigorously developing e-commerce short videos, and the main traffic of the live broadcast room comes from live broadcast recommendations. That is, when people watch Douyin, they will see some live broadcast videos, which are live broadcast recommendations and the main source of traffic for the live broadcast room. So this is why even if the Douyin account has 0 fans, you can start live broadcasting to sell goods.

2. Cognition: The principle of short video and live broadcast traffic interconnection

There are some short videos on Douyin that seem very simple in content from the perspective of Douyin users, and do not have the conditions to become popular videos. The number of likes on the videos is not high, but their number of views is surprisingly high. So how can such a simple short video achieve such a high number of views?

As we all know, short videos are one of the important traffic entrances for live streaming. When users see a live short video, they can directly click to enter the live streaming room.

Users who enter the live broadcast room through videos stay in the room, interact, and then convert. After these data indicators are generated, the system will determine that the live broadcast room is a high-quality one, and will push more similar accurate Douyin users to you.

3. Classification: Three types of e-commerce short videos

We all know that the traffic of short videos and live broadcasts are interoperable, which proves that short videos are very important for live broadcasts. So for those of us who often do live broadcasts to sell goods, what types of short videos can help us increase the traffic of our live broadcast rooms?

1. Commercial planting type

This type of short video is mainly based on highlighting the value of the product. It guides customers to buy the product by showing its selling points, and then enter the live broadcast room. This type of short video is mainly divided into two forms: product oral broadcast and product display.

2. Live broadcast warm-up type

This type of short video is mainly used to warm up before the live broadcast.

3. Entertainment Marketing

Compared with the previous two types, this type of short video is more difficult to create. Of course, this type of video is not about shooting videos that are unrelated to the product, but is centered around the products sold in the live broadcast room.

Here are a few common types:

①: Situational drama, commonly including daily necessities, clothing, accessories, food, etc.;

②: Explain professional knowledge, continuously output professional knowledge about products, and build the image of industry experts;

③: Talent show, commonly including clothing, decoration, stationery, etc.;

In addition to the above three types of e-commerce short videos, there are also some other aspects such as entrepreneurial stories and product reviews, which you can watch on Douyin.

4. Do a good job of character positioning and plan content routes

Merchants at different stages will have different creative abilities, so how should we plan the creation of short videos?

1. In the novice stage, you have not done video shooting and editing, so you can focus on product display, product oral broadcast, live broadcast slices and live broadcast previews;

2. Have some experience in short videos, and can shoot some knowledge sharing, daily life of people, etc.;

3. Have a professional RF team that can shoot some plot interpretations, popular Douyin memes, and product-related content;

5. Learn to select topics, clarify the content of the filming, and continuously improve content productivity

A good topic can achieve twice the result with half the effort, so how can you choose a good topic?

1. You can find topics from the product itself, such as the product's selling points, price advantages, function demonstrations, and problems that can be solved;

2. You can find topics from the user's perspective, and you can prove your identity by shooting backgrounds such as factories to increase customer trust;

3. You can find topics by demonstrating professional knowledge, continuously output professional knowledge about products, build a persona of industry expert, and enhance customer trust;

4. You can present the product through story interpretation and convey the product's value to win the favor of customers;

6. Script planning to continuously improve content productivity

Script writing is the soul of video content. What key points do we need to pay attention to?

1. Golden Three Seconds: You can create suspense, arouse curiosity, and increase the number of video views;

2. Character relationships: related to whether there is recognition and memory points, and improving the completion rate of the video;

3. Shooting background: reflects product relevance and authenticity, and increases the video’s like rate;

4. Video highlights: Increase the comment rate of the video by editing the jokes, prop highlights, etc.

5. Product selling point: Give users a reason to buy and increase the conversion rate of the video;

6. Action guidance: guide users to enter the live broadcast room and increase the click rate of avatars;

The writing of the script can be based on the framework of the above points. It can include multiple key points, but not necessarily all of them. Planning a video shooting script can achieve twice the result with half the effort.

7. Shooting and editing: basic skills

After the script is written, the next step is to shoot and edit the video, which is also a necessary basic skill for Douyin live streaming;

Filming equipment:

It is best to have professional shooting equipment (camera, lens, slide rail, etc.), but as a novice, you can just buy a mobile phone. The operation of the camera is more difficult than that of a mobile phone, unless you have a team that specializes in complex short video shooting. Silk Road Zan has a professional shooting team, editing team, and operation team. They have many years of experience in script writing, video shooting, video editing, and account operation. If business owners do not have the ability to shoot and operate by themselves, they can consult Silk Road Zan Academy to do a series of planning and operation for you. Choosing Silk Road Zan Academy as your video operation service provider is trustworthy! ! !

Author: Silk Road Praise

Source: Silk Road Academy