The strategy to increase the volume of live broadcasts from 0-1!

When it comes to private domain, everyone’s first reaction is: it must be done!

But how? How to do it efficiently and with high quality? Relying solely on social networks or one-on-one private chats consumes a lot of manpower, and the marginal cost of expansion may even increase instead of decrease.

In this case, the WeChat ecosystem, which can divide private domain touchpoints into content output, communication and social networking, and sales conversion, is undoubtedly the preferred choice for major businesses:

Content output - official accounts, video accounts, and Moments;

Communication and social interaction - personal WeChat account, corporate WeChat account, WeChat group;

Sales conversion - video account live broadcast.

Especially the live broadcast of video accounts can significantly improve the efficiency and conversion rate of grass-planting in private domains. According to iResearch Consulting data, the current conversion rate based on live streaming is around 4.3%, significantly higher than the 0.5% for pictures and texts and the 1.5% for short videos.

In particular, the data shows that content-based merchants have performed well in increasing followers and monetizing through live streaming on video accounts by leveraging their content capabilities and fan base. Next, we will share the live broadcast room explosion method, which was summarized based on the successful cases of many customers of the digital service provider Maker Artisan, to help content creators achieve the conversion from 0-1 live broadcast traffic.

01Before the live broadcast: Be fully prepared

If you want to do your work well, you must first sharpen your tools. Before live streaming, we must build a good live streaming team, select products, write good live streaming scripts, make good live streaming previews, and prepare a complete live streaming room so that our live streaming can achieve the desired effect.

1. Team Building

Including anchor, operation, central control, shooting and editing, customer service and after-sales, etc.

2. Live product selection

Hook: generally refers to low-priced products such as "flash sale benefits", which can help the live broadcast room quickly attract new users;

Profitable products: high-profit and high-priced products with profit as the starting point;

Second-time recommended products: products that are used as accessories or cater to the needs of a certain customer group.

3. Live broadcast script

Determine the live broadcast process (including time, content, anchor, etc.), product selling points, preferential measures (including red envelopes, coupons, flash sales, etc.), and oral speech (the anchor can organize the oral content into small cards).

4. Live broadcast preview

Account nickname: Add a live broadcast time preview before the live broadcast;

Short video preview: Use 2-3 short preview videos of less than 30 seconds to warm up and increase traffic in the live broadcast room;

Comment warm-up: Preview the live broadcast time in the short video comment area and guide other users to initiate comments;

Live broadcast room warm-up: Start 2 hours in advance and add subtitle information, such as "Must-see for moms", "Must-see for white-collar workers in the workplace", etc., to increase the click rate of the live broadcast room.

It should be noted that we can gradually increase the proportion of live broadcast recommendation traffic by using short-term short video traffic and long-term fixed live broadcast.

5. Live broadcast room preparation

Background: Design the background in line with the live broadcast theme. If there are physical products, they can be displayed in the front of the scene. At the same time, pay attention to testing in advance to avoid background exposure.

Lighting: Ensure evenness, add moving lights, and avoid overexposure.

Sound effects: Test whether the volume and sound quality of the host’s speech and music are normal and clear.

Network: Ensure network stability and use a backup network card to avoid freezes and interruptions in live streaming.

Activity reminder board: Use large, eye-catching fonts to remind people of attractive activity content and increase the number of orders for product flash sales.

Test account broadcast: Experience from the audience side and ensure that the audience can watch the live broadcast normally.

02 During live broadcast: Strengthen interactive guidance

1. Interactive speech

Increase proactive interactive guidance, topic guidance, and attention guidance. The dialogue needs to be simple and circular, and try to choose question sentences, such as "Is it?", "Is that right?", "Is there?", etc.

2. Welfare interaction

With the help of tools such as live broadcast, asking questions, rewarding, giving gifts, lucky draws, red envelopes, live streaming sales, invitation rankings, flash sales, group buying, coupons, etc., the atmosphere of the live broadcast room can be livened up, the user retention time can be increased, and the transaction rate of the live broadcast room can soar.

At the same time, the whole process can be interspersed with messages such as "There are XX minutes left to send out red envelopes" and "There are XX minutes left for flash sales" to stimulate user excitement.

3. Sales promotion techniques

You must buy it, and you must act quickly, otherwise you won’t be able to get it.

4. Field control and broadcast assistance

When the anchor is talking about products, the assistant can cyclically remind people to follow the anchor, today's activities, etc. At the same time, it can fill in the anchor's free time, operate the listing and delisting of products, pop-up promotions, etc. in the background of the PC system, and control the comments in the live broadcast room.

03After the live broadcast

1. Traffic Sedimentation

After the live broadcast, through the eye-catching group entry guidance in the live broadcast room, users can be quickly retained in the community for subsequent operations and precise reach.

2. Secondary precipitation promotion

The performance data, highlights, etc. of the live broadcast can be made into videos and posted to Tik Tok, Moments, social groups, etc. for secondary promotion.

3. Data review

After the broadcast, the data analysis function is used to review the data and continuously optimize the live broadcast content based on the data. The main reviewed data include: UV, PV, conversion rate, etc.

At present, video live streaming is still in its early stages, and some businesses may feel that the traffic is not large enough. But in fact, dividends are often generated in the early stages of the platform, and small brands have greater incremental opportunities!

More and more brands are beginning to focus on live streaming on video accounts. Brands such as Xiaomi, Huawei, and Xpeng Motors have all live streamed new product launches on video accounts.

It can be foreseen that in 2022, video accounts will be a new platform for brand self-broadcasting. If you want to link the brand’s public and private domains, create a growth flywheel, and establish a more efficient public opinion platform, then video account live broadcasts should not be missed!