How can a newbie do live streaming? Complete guide from 0 to 1, save it!

Without further ado, let’s get down to business.

Q1: Which platform is the best for broadcasting?

Category 1: Top live streaming platforms

▶ Taobao, 682.32 million monthly active users

Platform attributes: Mainly based on experts and store broadcasts, 0 nonsense, 0 entertainment, and direct sales.

Advantages: Users have clear shopping purposes and a strong sense of trust.

Suitable for: Those who already have a store, have many years of Taobao operating experience, or have a large number of old customers’ purchase information in the same category can activate it directly.

Live broadcast duration: To achieve effective broadcasting effect, it should be at least 6-12 hours/day.

▶ TikTok, monthly active users: 475.55 million

Platform attributes: High preference among male users aged 19 – 24 /41 – 45 and female users aged 19 – 30.

Advantages and disadvantages: Large fan base, fast fan growth. The live streaming boom was around the time of this article’s publication, so the live streaming categories were relatively chaotic and mixed.

Suitable for: Fashion, food, and beauty anchors (those with sources and physical stores are more suitable), not suitable for agricultural products.

Live broadcast duration: minimum requirement is 3 hours/day.

▶ Kuaishou, monthly active users: 328.8 million

Platform attributes: Most of the users are from third-, fourth- and fifth-tier cities in the north. There are many ways to play, such as entertainment anchors, e-commerce anchors, selling goods and traffic, and ranking people. There is no lowest price, only lower prices.

Advantages and disadvantages: E-commerce is developing rapidly, with various models and is relatively flexible. However, the bottleneck period at the tail and middle stages is too long, the conversion time between male and female fans is too long, and without financial support in the later stages, it is difficult to make further progress.

Suitable for people: individuals or physical store owners living close to industrial belts.

Live broadcast duration: minimum requirement is 3 hours/day.

▶ Tencent Kandian, WeChat ecosystem products

Platform attributes: WeChat derivative product, a powerful tool for converting private domain traffic.

Advantages and disadvantages: The universe’s first APP has built-in dissemination channels, but it started late and has weak exposure to public domain traffic.

Suitable for people: chain physical stores, public account order dispatching bosses, matrix bosses, group traffic bosses, and information flow bosses.

▌Category 2: Mid-level live streaming platforms

▶ Pinduoduo, 312.39 million monthly active users

Platform attributes: fruits, daily necessities, and all kinds of leftover goods.

Suitable for people: Pinduoduo shop owners, refer to Taobao’s live broadcast method.

▶ JD.com, monthly active users: 249.09 million

Platform attributes: Live streaming e-commerce is in the testing and development stage, and currently it is mainly merchants working with popular celebrities to promote products.

Suitable for people: Only merchants with stores and accumulated transactions, the operation is the same as Taobao.

▶ Xigua Video, monthly active users: 192.11 million

Platform attributes: Traffic is interconnected with that of Toutiao APP, and most users are between 24 and 50 years old.

Suitable for: Physical merchants in non-prohibited categories and rural merchants (the number of fans is not important, but the sales volume is important).

Live broadcast duration: minimum requirement is 3 hours/day.

▶ Xiaohongshu, monthly active users: 59.18 million

Platform attributes: 56% of users come from first- and second-tier cities, and 72% are born after 1990.

Suitable for people: those who mainly share their personal experiences in fashion, recipes, beauty, travel and hairdressing. It is said that the live broadcast is conducted by Mogujie’s fans, so it is not recommended for the time being.

▶ Bilibili, monthly active users: 95.53 million

Platform attributes: UP host personally sells products, 1 fan on Bilibili = 10 fans on Douyin.

Advantages and disadvantages: There are subsidies for video playback, there are many loyal fans, fans are valuable, and it is difficult to increase fans without talent, good looks or technical skills.

Suitable for small teams and individuals with individual abilities.

▶ Tencent Weishi, monthly active users: 40.68 million

Platform attributes: Compared with similar products such as Douyin and Kuaishou, most of the user videos are synchronized from WeChat Moments, and the internal beta recruitment period for live streaming can be ignored for the time being.

Category 3: Special live streaming platform

▶ Douyu Live, monthly active users: 45.74 million

Platform attributes: An exclusive platform for entertainment anchors and game anchors. If you want to sell goods, you can only cooperate with influencers with high followers. I have seen people cooperating with anchors to attract offline traffic to sell houses.

Suitable for people: 3C and food merchants who have goods and sufficient budget can consider it, but it is not recommended to work alone.

▶ Huya Live, monthly active users: 42.05 million

Platform attributes: An exclusive platform for entertainment anchors and game anchors, with limited product categories.

Suitable for people: 3C and food merchants who have goods and sufficient budget can consider it, but it is not recommended to work alone.

▶ YY Live, monthly active users: 24.06 million

Platform attributes: the earliest gathering place for entertainment anchors.

Suitable for the crowd: Appearance is justice, the big brother’s stage.

▶ Penguin Esports, monthly active users: 7.88 million

Platform attributes: A concentration of game anchors and Tencent’s exclusive territory.

Suitable for the crowd: Game anchors who are new on their way, can bring snacks, can promote games, and are mostly students.

Q2: How to activate live broadcast permission?

I won't say much about this.

Q3: How many types of live broadcasts are there?

At present, there are four main forms of live streaming, namely: sales-type live streaming, scene-introduction-type live streaming, teaching-type live streaming, supply chain-type live streaming... as shown in the figure.

① Live streaming for selling goods (example)

② Scene introduction live broadcast (example)

③Live teaching (example)

④ Supply chain live broadcast (example)

In fact, the purpose of the four types of live broadcasts is the same, which is to sell goods, but the emphasis is different, which is mainly reflected in the two aspects of "content" and "assessment indicators". Please see the picture to understand.

Q4: What are the functions of each position in live broadcast?

Q5: What are the recommended configurations for the live broadcast team?

Q6: What live streaming equipment is recommended?

Q7: How to decorate the live broadcast room?

▌Venue selection: office/warehouse/conference room/showroom/store/professional live broadcast room, etc.

▌Reference for the size of live broadcast rooms for different categories: 5-10 square meters for beauty and cosmetics, 10-15 square meters for food broadcasting, 15-50 square meters or above for fashion and apparel, and 20-50 square meters for home furnishings.

▌Patch production: ①Patches cannot be displayed on mobile phone live broadcasts, and a computer is needed to connect to the live broadcast background settings. ② Clothing live broadcast size table, lottery live broadcast game rules, general live broadcast activity information.

▌Carousel function: ①The carousel function is to remind users to pay attention to key information; ②All major platforms can basically be manually set up in the background, and automatic carousel requires a plug-in. Taking Taobao Live as an example: the live broadcast plug-in can use "Dazi".

▌Atmosphere creation: ① Conventional practices: highlight and strengthen product features, such as placing test tubes, microscopes and other instruments in the skin care product category, and placing dolls in the children's clothing category for embellishment; ② Festival practices: configure corresponding festival props according to different festivals, such as placing Christmas trees on Christmas and chocolates and flowers on Valentine's Day; ③ Promotional practices: fill the live broadcast room with gifts to enhance the promotional atmosphere.

Q8: How to write a live broadcast script?

Taking a small company of 5 people as an example, the boss usually completes the "overall element integration" of the live broadcast with the planner or anchor assistant, as shown in the figure below. Secondly, it is the writing of the live broadcast script for a single product. If it is an individual operation, only consider the budget and gameplay in Figure 1 below, write the single product live broadcast script according to Figure 2 below, and start broadcasting directly.