Analysis of user operation strategies in internet celebrity live broadcast rooms!

How to get the audience to support you? To put it bluntly, this is the same routine as chasing a girl: first, you need to be proactive, second, you need to be sweet, and third, you need to make a comparison. Now let's talk about the user operation of the live broadcast room according to this routine~

Guide to deepen relationship

Through the above operations, we have established a connection with the audience, but this connection may end at any time if the audience leaves. Therefore, we need to take the relationship a step further, convert the audience into fans, and deepen the fleeting relationship into a long-lasting love. There are five main ways to convert fans:

① Anchor guidance: The anchor guides users’ attention through words and gestures. The main emphasis here is on the role of gesture guidance. During the live broadcast, the audience's focus is basically on the host. The host's gestures help guide the user's focus and behavior, which is more effective than pure oral narration.

② Stickers/pop-up guidance: Use live broadcast software to add stickers to the live broadcast screen to guide the audience's attention. If you have fan rights, you can write them down to increase the conversion rate. (Although stickers are good, don’t be greedy)

③ Fans’ rights: We have already talked about this in Part ②. In Taobao live broadcast rooms, you can set up rights that can only be claimed by following.

④Follow the lucky draw: The general form is "Follow up to ***" to participate in the lucky draw~

⑤ Fan communities: A few stores will establish their own fan communities to maintain fans (while also accumulating their own traffic pools). It should be noted that if fans are introduced into the community, it is best to set certain thresholds for the community and perform user stratification to improve marketing accuracy and operational efficiency. At the same time, daily group maintenance and rights distribution are required to maintain the continuous activity of fans.

02. Sweet talk satisfies fantasy

If a man's sweet words are a trap for women, then a sweet-mouthed anchor must be a wallet harvester. If you don't believe it, let's take a look at how sweet "Lipstick King Li Jiaqi" is when he sells goods:

Of course, I think it is difficult for most anchors to blurt out such spiritual words like Li Jiaqi, but don’t forget that the script can also have routines. A Cha summarizes a simple script, taking Amway dryer as an example:

① Topic introduction: Use a chat-style topic introduction for a pain point scenario. Make a simple scenario preparation before introducing the product, but remember to emphasize the user pain points. Recently, the weather has returned to my house. I hung all 8 pairs of pants on the balcony, but they are still wet after 3 days. It’s so painful…

② Value selling point: First magnify the pain point problem, then introduce the product, mainly introducing the brand, materials, performance, etc. of the product; and it is easy to stink and breed bacteria if left to dry for a long time, and using a hair dryer takes a lot of time and cannot completely dry it. Until my assistant recommended the ** brand dryer to me. This brand is the pioneer of dryers. The machine also has an ultraviolet disinfection function, which can kill 99% of bacteria...

③Usage scenarios: Place the product into usage scenarios to dispel users’ concerns in a targeted manner; just throw wet clothes in, and it will be dried in the time it takes to put on a facial mask, dry and refreshing, with a hint of sunshine. It's about the same size as a stool, so you can put it anywhere without taking up any space.

④Strong interest points: Emphasize preferential information, exclusive resources, etc., to facilitate the "final push";

After using it, A-Cha contacted the manufacturer immediately, and after 10 days of negotiation, they were willing to give our live broadcast room the lowest price in history of *** yuan, limited to 100 units! This price has never been available before! There won’t be any in the future! Only available for purchase in the live broadcast room now!

⑤ Instruction driven: provide a clear operation path and emphasize direct ordering and purchasing.

The items at the top of the shopping bag in the lower right corner are 3! 2! 1! Buy it!

03. Contrast drives conversion

We have heard the "hero saving the beauty" routine many times since childhood. In fact, it is just to show your bravery and uniqueness in front of girls to promote yourself. Of course, if we want to sell the goods, we also need to highlight the characteristics of the products. Here we will talk about the product planning in the live broadcast room. The products in the live broadcast room are mainly divided into the following categories:

The picture below is the product list of Mr. Luo’s first live broadcast. You can carefully observe the product prices and the order of listing. Do you feel that it is full of routine?

(List of products for Luo Yonghao's first live show, from the Internet)

Brand live broadcast rooms are limited by product lines and interest points, so they usually put the products on the shelves together and then introduce them one by one. This method tests the host's ability to control the rhythm of the live broadcast. He or she must take into account all products and find time to respond to fans' requests to "introduce product No. *". It is recommended that the host first determine his or her own rhythm, such as 1 answer 1, etc.

(Shopping bag in Xiaomi live broadcast room)

At this point, the live series has come to an end. Let’s review what the entire live series has covered~ (see how much you have learned~)

(Live broadcast article framework)

In fact, looking back, some places were not covered very superficially due to the limitation of length and personal ability, such as content matrix, copywriting and so on. ,

Author: Fat Tea Adventure

Source: Feicha Adventure (ID: gh_89d54415eb1e)

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