Guide to writing scripts for live broadcast rooms!

Why is “Lipstick King” Li Jiaqi so awesome? Some say it’s because he’s at the forefront of the trend, others say it’s because of his signature shout; in fact, a bigger factor lies in his careful preparation for every live broadcast.

For example, when Li Jiaqi recommends each product, he often extracts one or at most two main highlights, and will explain these highlights in detail within a limited few minutes, striving to impress users watching the live broadcast.

All of Li Jiaqi’s careful preparations are inseparable from the live broadcast script prepared in advance.

Why do we need to write scripts for live broadcasts?

1) Sorting out the live broadcast process

The most taboo thing about live streaming is to consider the content and activities of the live streaming before the live streaming starts, especially when some stores directly throw the store activities to the anchor.

If the anchor has not prepared for the day's live broadcast content and products in advance, what will ultimately result in the live broadcast will be endless awkward broadcasting and awkward chatting.

Therefore, the first thing that can be solved when making a script is to sort out the live broadcast process and make the content of the live broadcast orderly.

2) Manage anchors’ speech

With a script, it is very convenient to guide the host's actions every minute, so that the host knows clearly what to do at a certain time and what not to do. In addition, more content can be conveyed with the help of the host.

3) Convenient for summary

The summary meeting is an important task that every anchor has to face after the live broadcast, and this task requires backstage managers to constantly summarize the data, which involves team cooperation.

Therefore, live streaming sales require both a host and an operator. It is not the case that the operator can get away with it once the host starts the broadcast.

How to write a live broadcast script?

There are two types of live scripts:

1. Single product commentary script
2. Single live broadcast script

1. Single product explanation script

As the name implies, a single product explanation script is written around the "product", with the product selling point as the core;

Taking clothing as an example, when explaining a product, you can focus on the size, fabric, color, style, detailed features, applicable occasions, and how to match it. During the explanation, you can interact with fans in real time and answer fans' questions in a timely manner.

It is recommended that you write it down in the form of a table. Brand introduction, emphasis on benefits, conversion guidance, and points to note in the live broadcast room should all be included in the table. This can clearly show the "key points" and facilitate team coordination.

2. Single live broadcast script

A single live broadcast script is used to standardize the entire live broadcast process and content. During the live broadcast process, the most important thing is to plan and arrange our live broadcast routine, with the focus on the writing of logic and gameplay and the control of the live broadcast rhythm.

Five things to be clear about:

1) Clarify the theme of the live broadcast

Is it to give back to fans? New products on the market? Let fans know what they can get from the live broadcast.

2) Make it clear who you are showing it to

This requires creating a good fan portrait and exploring fans' desires and deep needs.

3) Clarify the rhythm of live broadcast

Arrange the order of product explanation and control the explanation time. Arrange benefit distribution in advance. For example: holding a lottery every hour, or giving out gifts to fans when the number of viewers reaches 100,000.

4) Clarify the selling points and highlights of the live broadcast

For example: what benefits to distribute and what Easter eggs to set up during live broadcasts.

5) Clarify your budget

Design how many coupon denominations can be issued, how much gifts can be spent, etc.

Generally speaking, a live broadcast lasts about 4 to 6 hours. Next, we will take a 4-hour live broadcast (240 minutes) as an example to explain the script of the entire live broadcast.

0~1min

Go directly into live broadcast mode as soon as the show starts, greet the first fans who come, chat about family matters, and bring users closer.

1~5 minutes

Close-up live broadcast can interact with fans while promoting the product of the live broadcast. You can start with data such as product origin, reputation, sales volume, etc. to attract attention and arouse user curiosity. And we constantly emphasize that the broadcast should start at a fixed time every day.

5~10 minutes

Here you can start announcing the benefits of this live broadcast, such as interactive raffles, distributing red envelopes, or having a flash sale function in the entertainment live broadcast room, which can activate the users of the live broadcast room and gather popularity. Setting up sharing rewards can motivate users to help you forward your live broadcast room and bring in new traffic.

10~20 minutes

According to the scenario planned in advance, take a quick look at all the products in this live broadcast without lingering for too long. You can introduce the main products in this broadcast in more detail. The entire spoiler lasts 10 minutes, with assistants following up. Clothing, daily chemicals, food and other products can be displayed in conjunction. During the entire process, I didn’t read any fan comments, didn’t follow the fans, and revealed the spoilers one by one at my own pace.

20~135min

Officially recommend products one by one. The anchor can introduce the product according to the needs of fans. The five-minute live broadcast script for each product can refer to the single product script above.

135~195min (last hour)

Make an encore performance of products that have received high demand.

195~225min (the last half hour)

Completely interpret the purchasing path of popular products and teach fans how to get discounts and successfully purchase them.

225~235min (last ten minutes)

The anchor will announce the day's new products, or answer questions about today's products whenever possible.

235~240min (last 5 minutes)

Emphasize paying attention to the anchor, the next broadcast time, and the next benefits.

An excellent live broadcast script must take into account every detail of these processes so that the content of the official live broadcast can be orderly rather than random.

In short, it is a comprehensive scheduling of time, scenes, personnel, props, and products.

After the live broadcast, follow up on orders in a timely manner, announce and distribute prize lists, do a good job of fan maintenance, etc., to ensure the user's consumption experience.

Especially in the delivery process, it must be timely. In addition, you can survey fans’ opinions on the event to facilitate improvement and optimization; you can also edit the live video and package it into a tweet for multi-channel promotion.

In addition to the above points, it is also important to note that live broadcast scripts are by no means fixed forever. Every event will have changes, so a live broadcast script should be prepared for every live broadcast. Then, take each week as a unit and update the gameplay once a week.

Author: Copy Hunter April

Source: Copy Hunter April