Core formula for live broadcasting

Today I’m going to talk to you about the design of live broadcast scripts. Live broadcast language is the key point in implementing operational ideas and improving the host conversion rate. It is very important for live broadcast.

1. Research Methods of Live Broadcast Room Talk

We selected 23 snack and beverage live broadcast rooms and 440 highlight-moment clips, including 13 expert-type live broadcast rooms and 10 brand-owned live broadcast rooms.

The dimensions for extracting highlight moments are: taking a 5-minute segment of dialogue before and after one of the five dimensions: [peak number of visitors], [peak number of online users], [peak number of followers], [peak number of comments], and [peak number of product transactions].

Extraction time: February 1, 2022 - February 28, 2022

2. Four key skills of live broadcast room speech

We have summarized the four key skills of the anchors in the live broadcast room of the top snacks and beverages to help snack and beverage experts, merchants, and brands summarize how to increase user viewing, add attention, increase comments, and increase sales. The specific methods are as follows:

1) Marketing techniques to increase user views

In order to increase the popularity of the live broadcast room, in addition to the decorative image of the live broadcast room, the various welfare activities in the live broadcast room, the goods for sale and the entertainment content of the live broadcast room are all contents that the anchor can emphasize and output to attract and retain people.

2) Marketing skills for adding followers

How to increase the user conversion rate in the live broadcast room? By emphasizing the exclusive benefits for fans, passers-by are encouraged to pay attention to the live broadcast room; interesting voice-overs are set up to brainwash the audience into clicking "follow"; users are treated as family members and their needs are promptly fed back, which can make users feel cared for and valued, and then an emotional connection is established with users, prompting them to pay attention to the host room, and accumulating fans and private domain traffic.

3) Marketing techniques to increase comments

The comments in the live broadcast room are the most direct interactive section between the anchor and the users. By guiding users to comment and answering their questions, users can feel involved and the atmosphere in the live broadcast room can be enhanced. 6 tips to increase the number of comments: click on words if you want, reply after taking a photo, send gifts by commenting, ask questions for interaction, answer questions for prize draw, and let you choose by tasting.

4) Marketing skills to improve sales

How to increase the purchase rate of viewers in the live broadcast room? In addition to whether the products provided in the live broadcast room are powerful, whether the prices of the products in the live broadcast room are "discounted enough", the atmosphere created by the upper and lower links, and the order guidance in the live broadcast room are all contents that the host's speech can emphasize and promote user purchase conversions.

3. The core design formula of live broadcast room speech

Through the above research, the core formula of live broadcast script design is:

High interaction and high conversion skills = audience interaction + product introduction + listing link + order guidance + order completion reminder

Final Thoughts

The above is our analysis and summary of the language used in the live broadcast room for snacks and beverages.

Author: Lao Zhao Marketing Notes

Source: Lao Zhao's Marketing Notes