Live broadcast skills: How to create a live broadcaster’s personality?

It is not easy to become a qualified anchor. You need to cultivate and package yourself. This article explains how to become a qualified live broadcaster from two dimensions: the host's own quality cultivation and the host's personality packaging. Operations staff can also use this method as training content.

1. Live broadcast method to improve your quality

1. Speaking skills

When speaking, you should make users feel comfortable and friendly. You can't talk like a mosquito, nor can you make users sleepy like water.

You need to practice basic skills regularly in your daily life. Only in this way can you express yourself well in front of the camera day after day.

Being an anchor is a physically demanding job, as one has to broadcast live for at least 8 hours a day, which places very high demands on the mouth. Several lip and tongue techniques are introduced, as shown in Table 6-3.

2. External basic qualities

Being eloquent is a necessary condition for being a host, and other basic external qualities must also be improved.

2. Personality Packaging

Personality packaging is actually labeling the anchor. Establish a strong association between tags and anchors. When a certain anchor is mentioned, the user’s first reaction will be the very distinctive tag.

For example, when you mention Kobe, you think of the Black Mamba, and when you mention Ronaldo, you think of aliens.

A person can have one label or a group of labels, and the number of labels varies from person to person. During the packaging process, you need to find some labels that are popular and easy to remember to match the anchor.

Labeling does not mean that what the host says is what it is, but requires the host to express it through a series of behaviors. When these behaviors become fixed behaviors, users will remember the labels represented by these behaviors over time.

The process of anchor labeling is divided into four steps, namely subject analysis, personality presentation, information communication, and guiding resonance, as shown in Figure 6-5.

1. Subject Analysis

Analyze the host's characteristics from the dimensions of appearance, personality, behavior, and habitual speech. We need to describe the entire analysis process in words.

The e-commerce MCN company recently had three anchors come for audition, namely A, B, and C. After a day of auditioning, the operations staff summarized the characteristics of the three anchors, as shown in Table 6-5.

2. Character presentation

According to the needs of the target group for product sales and the characteristics of the anchor, a cohesive anchor personality and slogan are packaged. The idea of ​​personality presentation is shown in Figure 6-6.

The e-commerce MCN company recently signed a contract with an agricultural product distributor, who wanted to try live streaming to sell agricultural products. We try to analyze it using the ideas in Figure 6-6.

Demand analysis: The core demands of users for agricultural products are green, pollution-free and delicious.

Three planning questions:

1. who I am? I am an agricultural product tester.
2. What should I do? I will use live broadcast to lead users to agricultural product production bases to find products.
3. What needs are being addressed? Solve users' demand for green, pollution-free, delicious agricultural products.

The differences are as follows: Appearance: He looks like an ordinary person, wearing sportswear, just like an ordinary citizen.

Personality: Enthusiastic, good at dealing with people. He speaks sincerely and without affectation, giving off a down-to-earth vibe.

Behavior: Have strong hands-on skills, pick agricultural products yourself, taste them on the spot and give fair comments.

Talking skills: Act happy after eating and keep saying "Buy it! Buy it! Buy it!"

The conclusion drawn from the analysis is that the character positioning should be to present a down-to-earth anchor with a strong sense of life, who is looking for high-quality agricultural products everywhere. The concept we want to convey to users is that "the original ecology is the healthiest", and the slogan of the live broadcast room is "finding the deliciousness of nature".

After completing the analysis according to the above process, it was found that anchor C was very suitable for this role. Then the operations staff can test shoot samples and watch the results, and polish the process and packaging elements over and over again.

3. Information communication

During the promotion process, the host’s personality should be exposed frequently, and slogans, copywriting, and pictures should be used to strengthen brainwashing of users. After a long period of brainwashing, users will have a stress reaction.

4. Create resonance

"Being a giant in slogans but a dwarf in actions" is not desirable. In order to make users identify with the host’s ideas from the bottom of their hearts, we must rely on high-quality products. Through incentives, inducements, and operations as agents, users who purchase products are guided to give authentic reviews, which in turn drives other users in the live broadcast room to recognize the host's personality.

Author: Bai Gaoliang

Source: LWXBGL

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