2020 Short Video Live Streaming Operation and Monetization Guide

After Wangfujing Department Store and other shopping malls live-streamed "shopping" and earned hundreds of thousands or even millions of yuan in a single day, short video celebrity "Zhu Xiaohan" ranked first on the "Live Sharing Hot List" officially released by Douyin in the past week. This is only Zhu Xiaohan's fourth attempt at live-streaming e-commerce.

"Achun is an anti-counterfeiting reviewer" ranked second on the e-commerce expert sales list on March 8, with live broadcast sales of 9,207 on the 9th and sales of 907,000 yuan; live broadcast sales in the past 7 days were 201,000, with sales of 1,813.6 million yuan .

The endless cases of increasing followers and selling goods through short video live streaming seem to tell us that if you don’t operate short video live streaming at the moment, you will lose out!

As a result, people flocked into the short video live broadcast room one after another, wanting to get a piece of the pie in the short video live broadcast sector. However, if you enter the market blindly without mastering the monetization methods of short video live streaming operations, all your efforts may be in vain.

So in this article today, we will share with you a more comprehensive short video live streaming operation and monetization guide! Mainly includes: operation methods and techniques before, during and after the live broadcast !

1. Before live broadcast: Create a professional live broadcast room and divert traffic to the live broadcast room

1. Create a professional live broadcast room

A professional live broadcast room includes: professional equipment, background, composition, etc.

Short video live broadcast operation equipment

The regular equipment in the live broadcast room includes: live broadcast mobile phone, professional camera, fill light, microphone, mobile phone holder, audio repair device, and computer, etc.

If conditions permit, try to use better mobile live streaming equipment, such as iPhone XR, iPhone 11 and above series, Huawei mate30, p30 and other high-configuration Huawei series mobile phones.

You can buy an all-in-one ring fill light with a light and bracket directly on Taobao. Use two lamps as the main light source and buy two cylindrical headlights. They can not only provide lighting, but also have a certain beauty effect.

Live broadcast background

The background of the live broadcast room is an easily overlooked part in the operation of short video live broadcast.

The background of the live broadcast room is the main part of the live broadcast camera, and the background of the live broadcast room basically represents the style of the live broadcast room. You need to dress according to different product types and anchor personality to demonstrate professionalism. Neat or real.

For example, the background of Li Jiaqi’s live broadcast room is his lipstick shelf (it is said that there are more than 10,000 lipsticks). The overall look is not high-end, but it is very neat. On the one hand, it demonstrates his professionalism (he has tried and experienced more than 10,000 lipsticks), and on the other hand, it reflects his authenticity.

(Li Jiaqi's live broadcast room)

Live studio composition

The main purpose of the live broadcast room composition is to make the overall picture proportions harmonious and give users a good viewing experience. The picture should not be too full, causing a sense of oppression to the audience, nor too empty, giving people a sense of distance.

We can use two tips to adjust the composition of the live broadcast room:

Tip 1: The host stands on the diagonal line

This method can reflect better depth and three-dimensional effects . The lines in the picture can also attract people's attention, making the picture look more dynamic and energetic, achieving the effect of highlighting the subject.

▲The live broadcast room on the right feels wider

Tip 2: Place more items behind the host

By adding objects (sofa, clothes hanger, model) behind the anchor, the live broadcast screen will be cut into three parts: front, middle and back, increasing the length of the live broadcast room.

Of course, if the space you are broadcasting is large enough, you don’t need to use diagonals and depth to increase the sense of space, you can just broadcast it directly.

2. Divert traffic to the live broadcast room

There are two main parts to directing traffic to the live broadcast room: pre-broadcast warm-up and traffic diversion during the broadcast.

Pre-broadcast warm-up mainly includes: text warm-up, video warm-up, off-site warm-up, etc.

The live broadcast time should be mainly announced in the text display part such as personal introduction and work copy, and in the short video released. It is best to announce the live broadcast time and theme on WeChat, Weibo, and other channels 1-3 days in advance.

Traffic can be attracted during the broadcast by means of live broadcast PK, giving benefits , etc. Live PK mainly involves live streaming with anchors whose traffic is greater than yours, attracting the other party's fans to enter our own live broadcast room. Giving out benefits is a secondary dissemination through the audience in the live broadcast room, which increases the popularity of the live broadcast room.

In fact, the best way to increase the popularity of your live broadcast room is to become popular. If you want to become popular, you must understand the popularity rules on the platform.

2. Live streaming: Tips to improve conversions

1. "Conquer" the audience from a sensory perspective

One drawback of online shopping is that viewers can see but cannot touch the items, resulting in a poor experience. Therefore, in the live broadcast room, you need to describe the product in a figurative way so that users can be convinced by you sensoryly.

We can use vivid metaphors and assumptions, combined with facial expressions and body movements, to mobilize the fans' direct feelings of their eyes, nose, ears, tongue, body and heart, and clearly convey the feelings after tasting and trying out the product, allowing them to experience your product as if they were there in person and let users empathize .

2. Timely interaction

Although live streaming has a shortcoming that you cannot touch the product in person, the interactivity of live streaming makes up for this shortcoming to a certain extent.

We can use professional communication and timely interaction to convey as much and detailed product knowledge as possible to fans .

For example, if the audience is concerned about whether the facial cleanser you sell is suitable for sensitive skin, you can answer the audience's confusion in a timely manner through your own testing experience and familiarity with the product ingredients.

Therefore, the interaction in the live broadcast room must not only be timely and frequent, but also professional and enhance the audience's trust in order to improve conversion.

3. The anchor must be professional

When many users decide whether to buy a product you recommend, they are actually unable to accurately judge whether the product is worth buying or whether they should buy it. They need you to guide and help them make decisions from a professional perspective . People with strong professionalism are more likely to gain trust.

For example, if you are selling beauty products in a live broadcast room, and the audience has questions about the finished cosmetics and their adaptability to different skin types, you must use your professional knowledge of the products to promptly answer users' questions in order to gain their trust and increase the probability of them purchasing the product.

4. Mobilize the audience's enthusiasm

What are newbies afraid of when live streaming? Besides being afraid of no one in the live broadcast room, I’m also afraid of a dull atmosphere. We need to find ways to mobilize the atmosphere of the live broadcast room in order to improve conversion through interaction.

The quickest and most effective way to create a lively atmosphere is to send out red envelopes and provide benefits . In order to direct traffic to the live broadcast room before the live broadcast, you can remind the audience during the warm-up that there will be red envelope benefits during the live broadcast.

During a live broadcast, you can set several times for sending red envelopes. For example, there will be red envelopes for the first time you enter the live broadcast room and for when you click "Follow".

Although many fans may enter the live broadcast room or follow the account for red envelopes, new anchors really need to increase their popularity. This method can effectively increase the number of fans and interactions in a short period of time. Only when the popularity of the live broadcast room increases, will more viewers follow suit and enter the live broadcast room to watch the live broadcast.

3. Review after live broadcast: learning, summarizing and continuous improvement

Many people do live broadcasts one by one without reviewing the previous broadcast or analyzing the shortcomings of the previous broadcast or the conversion data in the broadcast room. As a result, there is no improvement in the next live broadcast, and popularity does not increase, let alone conversion.

The live broadcast review is to "go over" the previous live broadcast from beginning to end, explore and deduce some actions, so that we can examine and design various possibilities and their different consequences. This is a process of continuous learning, summarizing, reflecting, refining and continuous improvement.

First of all, we need to review, what is the purpose of our live broadcast?

Then evaluate the results. What were the highlights and shortcomings of the previous live broadcast compared with our original goals?

Then analyze the reasons for success and failure, and finally summarize and find solutions, so as to optimize them in the next live broadcast to further improve the live broadcast effect.

In addition to these general guidelines for live streaming, a high-quality live streaming also requires us to optimize all aspects of the details. For example, how do you light a live broadcast room? How to create a host’s personality? How to increase followers? How to set the live broadcast cover and title, how to choose products, etc.

Author: Doushang Commune-Mengda

Source: Doushang Commune-Mengda

Related reading:

1. Short video live streaming sales skills

2. How to play short video live streaming? Tips for live streaming operations!