“Short video promotion + live e-commerce” marketing manual!

This article breaks down the practical methods of the combination of live streaming and short video promotion, and helps brands sort out the entire chain of video marketing methods from a practical perspective.

In 2020, we produced multi-dimensional live streaming-related analysis content including "the underlying logic of live streaming sales", "counter-intuitive problems of live streaming sales", and "the marketing capabilities of live streaming sales". From the crazy investment and rational review, the brand has a huge question:

Why are the products that were sold out in seconds not mine?

Why didn’t anyone buy my product after the live broadcast?

Why did we spend 100,000 on the booth fee but only achieved sales of 10,000?

Today we share the marketing logic of promoting sales and selling products, and analyze the practical methods of the combination of live streaming and short video promotion. From a practical perspective, we will help brands sort out the entire chain of video marketing methods. It is recommended to collect the following content and enjoy it.

Table of contents

1. Why is the effect of short video seeding + live streaming better than direct sales?

1. The advantages of short videos

a. Short video promotion is a key link in consumers' formation of product awareness b. Short video promotion can effectively stimulate user demand and conversion efficiency c. Short video promotion is particularly effective for those born in the 1990s and 2000s

2. Comparison of the advantages and disadvantages of short video promotion and live streaming and the necessity of combining them

a. Shopping guide model VS group purchase model (professional + scene and goods + low price) b. Perpetual motion machine VS stimulant (long-term mental influence and immediate conversion behavior) c. Quality VS effect

2. How to do a good job of short video seeding + live streaming

1. Make good distribution (7+3 rule)

2. How to make a 7-minute short video to promote your product

a. Polishing of goods: The importance of goods to the popularity of short videos. What kind of goods are more popular? b. TA’s insights: Data mining the interest relationship between users and your products, find TA’s pain points and itch points c. Selection of “people” for planting grass: Use data perspective to find the right people, different types of people for planting grass in different industries, KOX integration model d. Matching of “places” for planting grass: The attributes of each platform are different, and different platforms are suitable for different industries e. Content routines for planting grass: Same as those of big names, taking advantage of the situation to plant grass, and making things happen

3. How to do a 3-point live streaming sales

a. Sellers: Different “sellers” have different contribution values ​​to selling goods, so what kind of sellers are better: professionalism, appeal, cost-effectiveness, etc. b. Selling venues: comparison and platform selection of short video live broadcast and e-commerce live broadcast (key platforms are Taobao live broadcast, Kuaishou live broadcast, and Douyin live broadcast) c. Successful combination strategy of goods

01 The underlying business logic of planting seeds first and bringing in goods later

In the crazy live broadcast room, you can always see products that are sold out in seconds. Most of them have three characteristics: the lowest price on the entire network, the lowest price of big brands, and limited-time flash sales. Most of these products are well-known and frequently seen. Only in the live broadcast channel, when there is an obvious price advantage, will consumers feel that they are getting a good deal and buy them.

Therefore, through the combination of short video promotion and live streaming, the brand's quality and effect can be balanced, which is more conducive to the sales development of the company/products.

Short video seeding is a key link in consumers’ formation of product awareness. Short video seeding can be understood as a shopping guide model, and traffic determines how much economic benefits short videos can generate. Through social sharing and diversified content, we can achieve users' emotional identification and encourage them to move from "planting grass" to pulling grass.

Short video promotion can effectively stimulate user demand and conversion efficiency, and it goes deeper than live streaming in stimulating "human nature". The more brands that have accumulated in the early stages, the faster users will make decisions and the higher the conversion efficiency will be.

Short video recommendations are particularly effective for those born in the 1990s and 2000s. Data shows that younger consumers have a higher level of trust in KOL recommendations.

The users in the crowd who said they were waiting to see are actually potential customers for the product. The continuous in-depth exploration of the content and the stimulation of displays from different angles are more likely to stimulate their behavior of buying products after they have been bought. At the same time, it lays the foundation for discounted sales of products in live streaming.

In summary, the main differences between short video promotion and live streaming sales:

02 A practical manual on video marketing using the combination of short videos and live streaming

1. Optimize the input-output ratio, the 73 rule

Through Weibo’s massive project experience and POES analysis methodology, we have come up with the 73 rule of short videos and live broadcasts, namely 70% for short videos to promote products and 30% for live broadcasts to bring goods.

Taking a certain brand of loose powder as an example, on multiple platforms such as Xiaohongshu, Douyin, Bilibili, Weibo, and WeChat, short videos were released with multiple content dimensions such as product trials, unboxing, good things sharing, daily makeup sharing, plot implantation, and vlog implantation. Ultimately, it achieved excellent results in live streaming and achieved a monthly sales volume of 11w+ on Taobao through integrated marketing.

2. How to create a 7-point short video to attract users?

Using the 4W1H working methodology, split the short video marketing module, that is, what kind of products should be used? What kind of people should I plant grass for? Who should I find to plant the grass? Where to grow grass? What method is used to plant grass?

1) Polishing of goods

The product itself accounts for 51% of the factors affecting the sales effect of short videos, which means that the product itself has a greater impact on the sales effect than anything else.

When brands are promoting their products, they must clearly sort out their selling points. In the study of short video platforms, Weibo found that the following four characteristics make it easier for the grass to be "pulled out":

• More: Richer categories and larger inventory
• Fast: Deep in the field of fast-moving consumer goods, fast order placement and logistics, smooth overall process
• Good: The product itself is good-looking, effective, has good ingredients, and fits the theme well
• Savings: The unit price is less than 200, which is more likely to stimulate users' consumption interest

Industries that meet the above conditions are particularly popular among consumers on social media platforms, with food and beverages, footwear and apparel, and beauty and personal care becoming the priority categories for "shopping".

2) TA’s insights

Human changes and human nature have always been the core exploration targets of brand marketing. There are three questions that need to be studied: Who is this person? What are their pain points (what do I need)? What are their itch points (I want)?

Different industries have different target users, and their needs and ideas are different. Here are a few simple industry examples:

Target 1-2 pain points and provide precise stimulation based on the needs and motivations of the corresponding people.

When Weibo.com was working with a well-known domestic alcohol brand to promote its wine series products, it used a number of data analyses in the early stages of the launch to help the brand understand it.

Through the analysis of the Weibo big data platform, it was found that the brand target TA has demand characteristics such as cost-effectiveness, controllable drinking volume, and easy quotient for small wine products, and the brand loyalty is relatively low. Brand and reputation are important considerations for the target TA when purchasing small wine.

3) The choice of the grass planter

First of all, different influencers are developing towards refined operations and deep vertical content. Therefore, different industries have different people who are suitable for promoting content. Weboyi recommends choosing the type of account suitable for promoting content based on the platform genes and target audience of the industry. The following are research displays of several industries:

Secondly, we must avoid misunderstandings in marketing. Top KOLs are not omnipotent, and the value of KOCs cannot be underestimated. The integrated marketing of "KOX", a popular concept in recent years, also has marketing advantages.

The next question is how to select suitable influencers with a high matching rate from the massive number of influencers to promote products.

First of all, your eyes can help you make part of the judgment: for example, look at the daily advertising ratio of the account. The higher the ratio, the worse the relative quality will be, and fans will develop an "immune system" against the account.

Secondly, look at the interactive content, whether it is a spam post or real feedback, and whether there is close interaction.

Finally, further investigate the sales of his window products.

However, after several rounds of visual observation, brands still fall into traps and are unable to find the matching “person”: Are his users your target audience? How are his recent reading stats? Is the user interaction good? How is the service? Are there frequent complaints from customers? …

Weiboyi provides a comprehensive self-media evaluation option through the five-dimensional data account screening model methodology:

4) Selection of venue

At present, the platforms are diverse and the overlap of audiences is low. The mainstream short video platforms gather the people with the greatest social influence and consumption power. Each platform has a relatively independent way of planting grass. Brands need to choose the appropriate planting grass platform based on products and audiences. We have sorted out the full-dimensional planting grass content of the four major platforms: Douyin, Kuaishou, Bilibili, and Xiaohongshu:

Due to the complementarity between venues, the combination and linkage to create a means of integrated marketing across the entire platform will be more effective.

Data description:

1. The complementary index of delivery time takes into account the complementarity between the active time of the audiences of each platform. For example, if the activity of the audience of one platform starts to decline while the activity of the audience of another platform starts to rise, it means that the time complementarity of the two platforms is very strong and it is suitable for combined delivery.
2. The calculation of the complementary index is to first standardize the proportion of the time spent on each platform, and then perform index processing on the standardized Pearson correlation matrix. The value is between 0-100. The larger the value, the more suitable the platforms are for combined delivery.

5) Content routines that promote content

Different projects have different strategies for promoting content, but the content patterns are generally the same, mainly divided into: the same as those of big names, leveraging trends to promote content, and making things happen.

Big names are not just celebrities with large fan traffic. KOLs from all circles have a say in their professional fields. Through three-dimensional word-of-mouth marketing from "beginning" to "end", they deeply influence the minds of users.

In the process of taking advantage of the situation to promote products, we can create momentum through ingredients, use internet celebrity products, and use practical scenarios to fit the hot trends and topics that current users are most concerned about, deeply integrate with the products to promote products, and highlight the advantages of our own products. Leverage your power to give users room for imagination.

The way of making trouble is more suitable for big brands to hold high the banner, use their own influence and cross-border integration to give new vitality to brands that are becoming "disabled", and it is a combination of the original advantages and the times.

3. How to achieve 30% live streaming sales?

People, goods and places are by no means clichés; they are always the focus in any consumption scenario. For the new sales channel "live streaming", re-evaluating and considering the people, goods and places has also become the key to doing live streaming well.

1) People

Different sellers have different contribution values ​​to the popularity of the product. We divide them into three general categories:

• Traffic type: Increase brand awareness; interesting brand information influences users’ familiarity with brands and products.
• Grass-planting type: Improve brand reputation, and continue to be recognized by professional reviews and comments, which will give people a greater sense of trust.
• Product-carrying type: Harvest conversion effects, transform sales power into brand power, and effectively promote fan consumption and decision-making through professional product interpretation and shopping guide capabilities, and use gimmicks such as promotions and discounts to promote conversion.

① “Sellers” of different sizes have their own advantages and disadvantages:

For new products and new brands, top sellers are more likely to attract attention; mid-level sellers have obvious advantages in building trust and bringing in goods in the mid-term.

②Different “sellers” have different effects at different product maturity levels:

For live streaming, the assistants for the two effects of bringing goods and branding will show a clear gradient depending on the different identities of the sellers.

④Find high-quality sellers:

The biggest difference between live broadcasters and short video producers lies in the display of on-site capabilities. In addition to multiple evaluations, character setting, scenario description, emotional and psychological control, and clear conversion paths and rules are particularly important. Excellent content creators are not necessarily good anchors. Although there are worse ones, they all have their own characteristics, and brands should pay special attention to them when choosing.

At the same time, through the exploration of influencers who sell goods, we found that influencers with "high efficiency genes" have better sales effects, followed by influencers with family and emotional characteristics.

2. Field

E-commerce and short video platforms have split the channels for live streaming sales. Since the genes of each store are different, sellers have to choose a more suitable "live streaming store" based on their own demands:

For detailed information on Douyin, Taobao, Kuaishou and other platforms, reply "store" in the backend to get the complete content

3. Goods

For influencers, not every live broadcast needs to have all products hit the shelves. For a successful combination strategy for a live broadcast, you need to pay attention to the selection of different products:

Every kind of product has its own path to success. There are no failed products, only mismatched channels.

Finally, it is still the formula for selling products sorted out by Weibo: brand/product maturity + profit incentives + "any seller" = can become popular; no brand/product maturity + live broadcast by all employees + little profit incentives = useless work. Any product can find a path to become popular, but practicing the brand/product internal skills is the cornerstone.

A hit product depends on luck, but more importantly, it depends on strength. Only by truly understanding the changes in people, places, and goods can one occupy a position in the fierce competition among international domestic trends.

Author: Micro Broadcast Easy

Source: Weibo