The secret behind the popularity of live streaming marketing

To put it bluntly, live streaming is still a show. The host KOL + careful planning are always the core. So what are the key points and precautions in planning a live streaming? The author will introduce it to you in detail.

1. Live Streaming Module

The live broadcast module is divided into three parts: teacher group, live broadcast content, and live broadcast export (traffic entrance):

1. Teacher Group

The lecturer directly determines the success or failure of the course content. For example, Zhang Dayi sells hundreds of millions of yuan a year, while other KOLs in the company only sell tens of millions of yuan a year. For example, Li Jiaqi, a grown man, is very successful in selling lipsticks. Therefore, this industry is definitely a pyramid industry. There are only a few at the top, and the rest are just average. Don’t dream of becoming the second Zhang Dayi or the second Li Jiaqi all day long. It can be achieved by chance but not by effort; it requires the right time, place and people.

2. Live content

There are many types of live broadcasts, mainly the following three:

1. PGC mode: the teacher talks and the students listen. Traditional teaching method, imparting knowledge.
2. PUGC mode: teacher-student interaction mode. Discussions, Q&A, etc.
3. Interview mode: host + guest + interactive mode, similar to the micro-interview mode of Weibo

3. Live streaming export (traffic import)

Traffic entrance mainly refers to the distribution channel

1. WeChat public account + mini program + WeChat group
2. Major live streaming platforms, including Douyin + Kuaishou + JD.com + Taobao, etc.
3. We-media platforms, such as Toutiao, Penguin, Weibo, etc.
4. Your own APP

Among the first three points of distribution channels, these users are mainly presented in the form of fans. Since they are all fans on other people’s platforms, you have to listen to what the landlord says about changing the policy. This is the power of the platform. Only your own APP is your core traffic pool, and you set the rules yourself.

2. Talk about some practical stuff

1. Teacher training

The key to teachers is training, and it is necessary for the operation team to package the lecturers. It is mainly divided into the following aspects:

Basic skills training

• Language Pronunciation: For non-entertainment live broadcasts, it is best to use Mandarin. Think about when you were in school. There were many elderly professors and associate professors who spoke in dialect, and they all slept soundly. Entertainment live broadcasts are another matter. The Northeastern dialect, Tianjin dialect, and Sichuan dialect themselves have the entertaining color brought by the dialects, which is actually a bonus. Teachers who focus on live streaming are advised to obtain a Mandarin certificate.
• Language style: The language style should not be too silent, and it is okay to be humorous occasionally. Humor is difficult to train and is closely related to a person's personality. But you can listen to more crosstalk and jokes and study the routines. Overall, it should be bright, concise and not too wordy.
• Clothing matching: Different occasions + different users should have corresponding clothing. Young users should not wear clothes that look old-fashioned or rigid. Very unhappy. Color matching is also important.
• Behavior and actions: Some teachers use a lot of small movements when teaching, even inappropriate movements. At this time, the operating staff should provide timely reminders and strengthen training. If the teacher is equipped with a podium to teach, the teacher's gestures, movements and eye expressions all need training.
• Central zone gesture training: The movement of gestures between the shoulders and waist when speaking is called central zone gesture.

Gestures used in this area are mostly used to describe things, explain things and express calmer emotions, and are generally not overly emotional.

The key to the movement is to stretch one or both hands naturally forward or to the sides, with the palms facing up, down, or perpendicular to the ground, with a moderate range of motion.

The middle gesture is the most commonly used one in daily life and work.

Lower area gesture training:

Gestures that move at the waist and below are called lower-zone gestures. Gestures used in this area generally express hatred, contempt, opposition, criticism, disappointment, etc.

The basic action is to put the palm down, press the hand forward or to the sides, and the movement is small, which generally conveys a negative message.

Body Position:

1. Many people like to pull at the corners of their clothes and look at their feet. In fact, this is a manifestation of lack of confidence caused by nervousness. My suggestion is that if you want to pull your clothes, do it openly. Stand up, pull your clothes, and then walk towards the podium. It is best not to pull while walking.
2. Whether you are sitting or standing, try to keep your head and chest up.
3. After walking to the podium, turn around slowly to give people a sense of stability. Don't turn around hastily and start pulling at your clothes, which makes people feel that you are embarrassed.

Facial expressions:

People always say that inner beauty is more important than outer beauty, but if your appearance gives others a bad impression, it is very likely that no one will pay attention to you no matter how beautiful your inner beauty is. Facial expressions can be said to be the outward expression of all your emotions. If you do not control your facial expressions well, no matter how good the content of your speech is, it will probably not be attractive to the audience.

So how should we control facial expressions? Ordinary people certainly can't do as well as actors, but as long as you pay attention it is definitely better than not paying attention. Here I give you a suggestion: Generally speaking, the most important expression is a smile. A smile is like a lubricant that can quickly improve your affinity and thus bring you closer to the audience. Whether you are talking in daily life or giving a public speech, try to keep smiling. As the saying goes: People who smile will never have bad luck.

2. Lecture control training

I will skip this part and instead learn on your own the knowledge related to Carnegie’s “Powerful Statements” and hone your abilities over and over again.

3. Scripting

For example: Live broadcast script example (Bai Gaoliang said that we should learn to draw inferences from one example, learn to walk and learn to run):

3. Let’s talk about an example of live streaming in the education industry

1. Opening incentive: Users who participate in the course throughout the whole process will receive XXX rewards, and there will be lucky draws at irregular intervals to give away XXX prizes.
2. Scene creation: Teachers giving lectures at the podium (to remind users of their future working methods) Children crying during learning (to emphasize the user's painful scenes) Different scenes for different users create core conflict scenes for users
3. Demonstrate your strength: Give a brief introduction to the exam content and a powerful self-introduction speech to let users recognize your teaching staff
4. Interactive test: basic test, knowledge point test. Praise users, comment on the evaluation and point out the user's problems.
5. Present the facts: Based on the test results, combined with the characteristics of the course and the course methodology, emphasize that as long as you follow the course, it will definitely be effective.
6. Pain points: describe the conflict scene + magnify the pain of the conflict. Repeatedly give examples of students, repeatedly describe and magnify the user's pain, and stir up the user's emotions.
7. Urge to place an order: Please register to place an order, and get a 500 yuan discount if you place an order immediately. There is a limit on the number of people. Diving operations staff set the pace
8. Dispel doubts: herd mentality (leading the pace and other users) + authoritative endorsement (product + teacher + company background description)

IV. Conclusion

Live streaming is just a form of presentation, for example, text, voice, pictures, and H5 are also a form of presentation. It’s just that the live broadcast experience is the best and includes all the previous elements. When we first went to Taobao to shop, we read the reviews, then we looked at the buyers’ photo shows, and later we watched the live shows. The experience that live streaming brings us cannot be replaced by other elements, but live streaming does have some of the feeling of self-praise, and it is impossible to completely replace the above-mentioned forms of display.

To put it bluntly, live streaming is still a show. The host KOL + careful planning are always the core. Since it is a show, it must be earth-shattering and unprecedented. You can be uninhibited, you can be spotless, you can be unique, you can be bold and open-minded, but you must not be tepid, neither male nor female, neither left nor right, neither good nor bad.

Author: Meng Wei, CEO of Zhijian

Source: Bao Yuezhong New Retail Forum