4,000 words of useful information, 23 live streaming experiences!

In 2020, with the rise of live streaming with goods, live streaming has once again become a new trend. Not only have various brands and companies "come out to sell goods", but creative companies have not been spared.

This sharing is mainly divided into two major sections: content planning and project execution, with a total of 23 experiences and 4,000 words of practical information. I hope it will be helpful to you.

Part 1: Live content planning

Although live streaming does not seem to require much creativity, as a creative company we always want to challenge ourselves and try to make breakthroughs.

Therefore, our goal this time is to do a live broadcast that is "a bit creative" and sells goods.

So, how to do a “live broadcast with a bit of creativity”?

1. Platform

Experience 01

Taobao, Douyin, Kuaishou, JD.com, Pinduoduo, Xiaohongshu... live streaming platforms are everywhere, and each platform has its own "temperament". When doing brand live streaming, you must make choices and plan content based on the characteristics of different platforms.

2. Guest

Experience 02: Live broadcasts require traffic, and the guests must be popular enough

Live streaming requires traffic. In addition to selecting well-known anchors in the industry to promote products, guests are an important source of traffic. Therefore, the first criterion for selecting guests is always whether they are popular.

*The word "red" here actually includes another understanding. Well, political considerations are also one of the factors in selecting guests.

Experience 03: In addition to traffic, you should also consider the fit between the guest and the brand

The first thing to consider is the natural association with the brand. For example, Gree Chairman Dong Mingzhu chose to broadcast live herself.

Another important requirement is that the guests understand the product. If you want to promote products, you must first understand the products yourself. For example, major brands choose to invite their bosses who know the products best to be on stage; Ma Dong, who was invited by JD.com’s 611 live broadcast, is a technology geek himself.

Experience 04: Once you enter the live broadcast room, you must have the basic qualities of a live broadcaster

For a qualified anchor, excellent language organization skills are a basic requirement. Even if he cannot be on par with professional hosts, at least he must speak clearly and with clear pronunciation. After all, there are no subtitles in live broadcasts.

Live broadcasts cannot be repeated, which requires guests and hosts to be able to deal with emergencies during live broadcasts, so as not to be confused or awkward. Here is a small suggestion: you can give priority to finding hosts/talk show actors/famous talkative artists...

Experience 05: You need to bring your own traffic and also have the possibility to create topics

From a marketing perspective, in addition to the live broadcast itself, we also have to consider the subsequent communication angle. Even if the guests do not bring their own topics, it is best to have the possibility to create topics, such as the famous Xiao Zhu Peiqi combination, Luo Yonghao’s first live broadcast, etc.

3. Script

Live streaming is something that relies heavily on on-the-spot performance, so is it necessary to write a script with every detail?

Answer: It is very necessary. (We made so many mistakes in the script.)

Experience 06: Before writing the specific lines of the script, you should first have a live broadcast framework.

The script is not written. The live broadcast must first have a theme, which goes without saying. Before you start writing, you must plan the duration of each product based on the length of the live broadcast and the number of products, and figure out the links and processes.

Warm-up, guest interaction, product introduction, sales, lucky draw... pay attention to clarifying the priorities of the content, sticking to the time, while also keeping it coherent and interesting.

Experience 07: The live broadcast room is full of people

Even if they are selling goods at a street stall, they need to sing in unison. Of course, the host and guests in the live broadcast room also need to have a clear division of roles. Who sets the pace? Who introduces the product? Who is the main seller? Who is responsible for highlighting sales information and prize draws? Will the guest introduce the product from the user's perspective or the consumer's perspective? These are all noted in the script.

Experience 08: The “intentions” of live streaming with goods

If you want to encourage someone to do something, empty praise alone won’t do. When introducing a product, use plain language and choose a suitable angle, such as performance, cost-effectiveness, usage scenarios, on-site trials, etc. What can make the audience immediately buy it is often just a small point rather than a professional but empty product description.

If you want to facilitate purchases, you must first retain your audience. You can embed some jokes and highlights in the script planning to prevent the scene from cooling down. At the same time, when writing the script and live streaming, you can also emphasize promotional information and lottery information to retain the audience with the most practical benefits.

Experience 09: Don’t rely on luck, don’t rely on luck, don’t rely on luck!

Lucky 1: Will the execution company write a good script?

Reality: You can write, but not necessarily well.

Lucky 2: The guests won’t follow the script anyway, so the script doesn’t have to be too specific, right?

Reality: Although guests will not follow the script 100%, your script is their last line of defense to complete the live broadcast.

Lucky 3: It’s the host’s job to be familiar with product selection, right?

Reality: The execution company may make the wrong product selection, and the anchors and guests may not be familiar with the product selection. At this time, we ourselves must be familiar enough with the product selection.

Notice:

During the script creation process, you must clearly understand the legal risks and things that the brand needs to avoid. You must also indicate Must do & Don't do in the script to remind the anchor.

4. Supplier Selection

If you are an advertising company new to live streaming like us, your life will almost depend on the execution company. Here are some of our experiences in PlayerUnknown’s Battlegrounds:

Experience 10: Clarify the scale and purpose of live streaming

When choosing an execution company, you need to evaluate the live broadcast project internally and ask yourself, "Is this really just a live broadcast?" If it is an offline event or even a press conference, it will focus more on offline execution and reception. At this time, I prefer to choose an event company.

If a combined approach is adopted, the division of labor between the two parties needs to be clarified before execution to avoid confusion in subsequent execution.

Lesson 11: Supplier selection

Suppliers should have case experience on relevant platforms, involving online operation and maintenance of live broadcast rooms.

Suppliers are required to provide past live broadcast planning cases and understand clearly what they are responsible for in the cases.

· If time permits, it is best to bid, mainly based on the other party’s capabilities/resources/quotes. At the same time, the other party is required to provide previous live broadcast scripts and live broadcast replays. The main considerations are script writing ability, site design ability, and on-site lighting.

Experience 12: Clarify standards with suppliers in advance

In addition to having your own expectations for the effects that the live broadcast will present, you must also synchronize your expectations with those of your suppliers to avoid cognitive biases on both sides. For example, script writing, or setting up a live broadcast room... If you suddenly find that you have not done it well and don’t have time to study it in detail, it is time for you to take over.

Lesson 13: Don’t rely on a tree for your life

When cooperating with a supplier for the first time, trust them but don’t trust them too much. Although there are a lot of standards, no one knows how they will be implemented until they are actually implemented.

You may encounter: insufficient scriptwriting skills, difficult-to-meet-the-requirements designs, inexperienced personnel, or even outsourced execution. If there is a problem, coordinate or replace people immediately.

Therefore, we need to control every link well and make preparation plans. After all, customers will come to us directly.

Experience 14: Leave enough time, otherwise it will be full of tears later

It usually takes about two weeks to prepare for a live broadcast, but there will be many situations that will cause delays in various links. Scripts, venue layout, live broadcast room setup... these will most likely need to be modified and confirmed repeatedly, so it is best to do everything in advance.

Pay special attention to live broadcast products. Please be sure to negotiate a deadline for product collection, as this part will greatly affect the progress of the script.

It is necessary to clarify the logistics information and contact personnel with the customer, and a shared document can be created to allow multiple parties to update product and logistics information in real time.

Make sure you get everything 1-2 days before the live broadcast, and check the product models. If the products involve on-site demonstrations, test them in advance to avoid accidents.

Part 2: Live Project Execution

Live streaming is something that has no post-production. There is planning, talent selection, venue layout, scripts, gags, prompter content, guest attire, network signals, lighting, composition, emergency plans… once the broadcast starts, it is hard to undo what has already been done.

Therefore, during the execution phase, everything must be perfected.

Experience 15: The highlight of the early preparation: the layout of the live broadcast room

The layout of the live broadcast room is related to the audience's first impression after turning on the live broadcast, so it is necessary to scout the scene and prepare in advance. First, consider the space to avoid elements on the background board that are too large or too small; second, clarify the proportion of the live broadcast screen, horizontal screen? Vertical screen? How the anchor or anchors stand in the picture.

Be careful to keep the background color moderate, avoid being too light, which will easily cause overexposure when lighting, and avoid being too dark, which will be unfriendly to the senses. Be careful to avoid using elements that are too bright as props (such as neon lights).

Experience 16: Another highlight of the early preparation: online materials for the live broadcast room

· Extend the live broadcast room cover in advance and apply for the live broadcast room (14 days in advance for JD live broadcast) so that the QR code can be generated.

Product stickers to ensure accurate SKU information.

· Shopping bag product entry: After obtaining the SKU code from the customer, enter the product into the shopping bag. Be sure to clarify the order of the products in the shopping bag with the customer (generally, they are sorted according to the order of the products in the live broadcast).

Advertisement space: the banner of the live broadcast room. You need to clarify the banner layout and jump link with the customer.

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Rescue video: used as backup in case of live broadcast of accidents.

Experience 17: Pay attention to setting live broadcast blocking words

The comments in the live broadcast room can only be entered after the broadcast starts, but if you have time it is best to organize them in advance, such as politically incorrect comments, diss brands and products, and those related to competitors (if customers care), and then flexibly set them up according to actual conditions during the live broadcast to avoid confusion.

Experience 18: Give the anchor clothing suggestions in advance

It is best to give clothing suggestions to guests and hosts in advance. It is not recommended to wear glasses with lenses, which will reflect light.

Also avoid wearing clothing that clashes with the background color of the live broadcast room, clothing that is too light in color, or clothing with fine stripes;

Avoid overly exaggerated clothing. It is recommended to have some of your own characteristics, and also pay attention to the matching of everyone's clothes.

Experience 19: Even if the guest is a big shot, try to have a communication meeting in advance

Advance communication is mainly to understand the guests’ needs, preferences, and habits. After a conversation, there may be new changes. The script is close to the actual situation of the guests, so it will appear more natural during the live broadcast.

Note 1: Teleprompters and hand cards are standard, but the content and format vary from person to person.

Some guests need to complete the lines, while others may only need the process framework and key information.

Note 2: If conditions and costs permit, in addition to the teleprompter, a screen is required to synchronize the real-time image.

This way guests can see their performance and appearance in real time.

Note 3: Some customers may have high-definition screen recording requirements, so please inform the supplier in advance

But be prepared for the screen recording files to be very large.

Experience 20: The day of broadcasting! Arrive early and be prepared!

· Confirm the on-site setting of the live broadcast room (mainly keep it consistent with the previous design, and don’t worry about the details that will not be in the camera).

· Check the product again to confirm that it is correct.

· The on-site coordinator should confirm it and communicate with him/her in time if there are any questions.

· Whether the live broadcast equipment is professional or not can be seen at a glance! If you tell us about the problem early, it can still be solved.

The division of the various areas on site can be more obvious, making it easier for staff to perform their duties and avoiding confusion on site.

· Confirm the safety of the various routes on site with the person in charge to avoid placing important routes in places with heavy traffic, which may lead to accidents on site.

Experience 21: Conduct live screen tests in advance

The lighting in the live broadcast room should be moderate to avoid overexposure, and multiple cameras should be used to ensure uniform color values.

Even if the horizontal and vertical screen orientation is confirmed in advance, the screen ratio and the position of the anchor need to be tested repeatedly on site (especially when multiple people are broadcasting at the same time, the position relationship between the anchors and the camera positions must be paid attention to).

For a fake vertical screen, the upper and lower patches can be adjusted according to the lighting conditions for better integrity.

· Confirm the placement of elements in the live broadcast room: do not block people, products, or pop-up subtitles, etc., to ensure that important elements are displayed beautifully (try it on a few more phones).

Pay attention to the exposure of brand information.

Experience 22: Ensure that the SKU information of the live broadcast script and patch is correct

Before live streaming, customers often need to temporarily adjust SKU information. It is imperative to ensure that the information of materials and scripts is updated synchronously.

Before the live broadcast, you need to check whether the front-end price of the shopping bag (the price seen by the audience) is completely consistent with the SKU information provided by the customer. If there is any inconsistency, you need to ask the customer to update/confirm as soon as possible (the sooner you do this, the better).

Sometimes merchants may hold promotions before live streaming, which may cause the live streaming price set in advance to be higher than the promotion price. This problem needs to be discovered and solved early, as customers are actually very sensitive about this.

Experience 23: Discuss the process with the live broadcast staff in advance and familiarize yourself with the script or process

The host needs to arrive at the scene in advance. He is the person responsible for controlling the rhythm and process (if the host is an artist, he can only rely on on-site control, teleprompter and whiteboard).

Note 1: Don’t take it lightly half an hour before the show starts

Half an hour before the broadcast, it is recommended to continuously test the Internet speed of the live broadcast room and the audio reception of the anchors' mics.

Note 2: Pay attention to the teleprompter version

You may have revised the draft 10 times or even more. Please note that the teleprompter used by the live broadcast staff must use the final version.

Note 3: Pay attention to review control

The live broadcast room must have comment control personnel to monitor in real time and prohibit the freeloaders from spamming the screen, dissing brands and products, and insulting the live broadcast staff.

Note 4: Even if you are on site, you should watch it on your phone

The picture on the mobile phone is the consumer's picture, which is monitored in real time. Remember to take screenshots to capture some high-quality interactions and final data.

Note 5: The lottery rules and how to take screenshots should be taught to the guests in advance

What if it doesn’t happen…

Note 6: Traffic generation and promotion are really important! Use various channels

Some tips:

· Check whether the live broadcast room is already in the corresponding recommended position (if there are resources).

· The director will monitor the timing and rhythm of the entire show, but we must also keep an eye out for any needs and communicate promptly, using the whiteboard to remind the guests.

Remind the anchor to interact with the comments in the live broadcast room.

· Remember to put the product being recommended in the live broadcast room in the front or in a prominent position.

If there is a lucky draw in the live broadcast room, it is necessary to clarify who is responsible for announcing the winners and giving it to the users.

ID screenshot lens

And the warmest tips from our project team members:

On the day of the live broadcast, eat more! (Shout)

Everything in advance! Everything in advance! Everything in advance!

Work together! Work together! Work together!​

Whether you want to learn about the live streaming industry or are a marketer who is involved in live streaming projects, I hope these experiences and lessons will be helpful to you. This will also be a gain for us.

Let us embrace change together.

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Author: Guigui

Source: Advertising Common Sense