Tik Tok live broadcast operation skills (super detailed)

The short video live broadcast room started a new starting point at the beginning of 2020, from live broadcast of sleeping to live broadcast of cloud disco. Although there are very few live broadcasts of sleeping now, the live broadcast of sleeping was watched by millions some time ago, and the cloud disco earned more than 2 million yuan per show. This undoubtedly reveals a signal that the live broadcast industry will enter a development cycle. There was an outbreak before, a war between anchor platforms, but the difference from the last time is that this time it is a more refined operation. Previously it was a multi-platform competition, but now it is a single-platform operation.

Today I will use Tik Tok as the live broadcast operation and share in detail the benefits brought by the live broadcast industry and how to broadcast live.

Tik Tok, as the last growing gold mine in the mobile Internet, the rise of short videos has also attracted capital and entrepreneurs to come and make money. The commercialization of Douyin is also accelerating, and its advertising, e-commerce, live streaming, MCN, and local business are also developing rapidly.

1. A sea of ​​red, full of bonuses

Nowadays, watching live broadcasts has become a way of life for people.

According to QuestMobile data, as of June 2019, 430 million netizens have watched live broadcasts. Among these users, young people aged 24 and above to under 30 account for more than 50% of live broadcast users.

In addition, more and more young people choose anchor as their career. The report shows that people working as anchors are very young, with those born after 1990 accounting for 68.4% and those born after 1995 accounting for 15.7%. According to the latest report, the average salary for live streaming was 9,423 yuan per month in the third quarter of 2019.

Live streaming is clearly accepted by young people nowadays. This also means that there are a huge number of potential users watching live broadcasts on Douyin.

Young people will be the main force of consumption in the future, and the future opportunity for TikTok lies in TikTok live streaming.

1. Backed by Douyin, Douyin live streaming has no shortage of traffic

As of July this year, Douyin's daily active users exceeded 320 million, which also provided traffic support for Douyin's development.

However, how to make good use of traffic has always been a difficult problem. According to the person in charge of Douyin, Douyin Live Square will optimize personalized recommendations, improve traffic utilization efficiency, and make traffic allocation more reasonable and stable.

2. Solve the weak relationship between people

Users who are currently accustomed to scrolling through recommended streams will find that content from accounts they already follow will appear more frequently in their video streams. This solves the problem of weak relationships between people, which is undoubtedly good news for live streaming.

For new anchors, Douyin launched the "Dark Horse Plan", which includes traffic growth support, platform services, monetization models and other content. According to the relevant person in charge of Douyin Live, Douyin Live will build a healthy and sustainable live broadcast creation ecosystem for creators from three aspects: traffic subsidies, growth support and ultimate service, so as to achieve a win-win situation for the platform and creators while serving every creator well.

In addition, Douyin Live has been improving the guild service system and building a guild ecological community. Douyin Live's emphasis on guilds is self-evident, and new guilds can gain a lot of room for development.

3. Live streaming content upgrade to cater to more young people

The current generations born in the 1990s and 1995s are actually two generations that grew up with the wave of pan-entertainment, and this group of young users has an increasingly strong demand for live streaming.

With the exploration of live broadcast content, its boundaries are constantly expanding. If we do not pay attention to content creation and upgrading, we will lose the favor of these young users and will soon be eliminated.

Nowadays, live streaming is facing the demand for high-quality content and the trend of elimination of inferior content. How to create live streaming content upgrades has become the key. According to the person in charge of Douyin live broadcast, the live broadcast content on Douyin is very rich. It is no longer simply labeled as games, dances, etc., but is replaced by diversified labels such as culture and education, beauty, fashion, two-dimensional, cute pets, etc. These live broadcast tags will also resonate with users.

Paying attention to upgrading live broadcast content and enriching live broadcast content has also become a powerful weapon for Douyin live broadcast.

2. Live broadcast support and ecosystem building

Compared with other live streaming platforms, Douyin entered the live streaming market relatively late. However, relying on short videos as a super entrance, Douyin live broadcast appears to be somewhat special in terms of gameplay compared with other live broadcast platforms, and Douyin's advantages in live broadcast are also obvious.

1. Douyin’s live streaming ecosystem takes care of the head, middle and tail

The Matthew effect on live streaming platforms is now obvious. Top anchors will receive more attention and traffic support. The result of this will be that the head will always be the head, and the tail will always be the tail. It is difficult for small or new anchors to find a way out.

In order to gain traffic and recommended spots, many anchors even resort to eye-catching methods to gain prominence. This kind of vicious competition actually makes it difficult to form a good live broadcast ecosystem.

Douyin Live not only provides exclusive traffic support for top anchors, but also provides corresponding traffic support for live creators in different life cycles.

Whether it is a special effects artist, a celebrity or musician, or a live broadcast creator from a guild, there can be corresponding targeted traffic distribution, ensuring that creators at different levels have corresponding soil to cultivate.

The top anchors are developing steadily, and the small and new anchors are also guaranteed traffic, which also constitutes a healthy live broadcast ecosystem among the head, middle and tail parties.

2. Join forces with the guild and delegate power to the guild

In April 2019, Douyin announced the introduction of 1,000 guilds, and will further open up traffic entrances and optimize the live broadcast square to provide more traffic support for live broadcasts.

Douyin Live has spared no effort in supporting the development of the guild. According to the guild leader, Douyin Live has launched a 7×24-hour customer service service to solve guild problems at any time. At the same time, it also provides training and communication opportunities for the guild, including online training, offline salons, industry exchanges and other methods.

Douyin Live has been improving the guild service system and building a guild ecological community. Douyin Live’s emphasis on guilds is self-evident, and new guilds can gain a lot of room for development.

First of all, the new guild cold start plan will provide exclusive operation services for new guilds and give certain traffic support to shorten the growth cycle of new guilds.

Secondly, Douyin has created a new guild rating system that does not use turnover as the sole criterion, but evaluates guilds from multiple angles; it rationally stratifies guilds and provides exclusive traffic privileges and high-quality services. For guilds at different levels, Douyin Live provides them with different tasks and offers support to help the development of guilds at different levels.

In addition, Douyin Live launched the guild follow-up function, which gives the guild the ability to operate independently and improves the efficiency of operating creators.

Earlier, there were reports that Douyin had opened a daily settlement function, which allowed anchors to withdraw cash after the live broadcast on the same day. This is undoubtedly good news for anchors and guilds.

Today, Douyin Live has gathered powerful industry guilds such as Quxing Media, Wuyou Media, Goddess Alliance, and Vision Entertainment.

3. "Dark Horse Plan" to discover live streaming dark horses

The "Live Streaming Dark Horse Plan" includes traffic growth support, platform services, monetization models and other content. According to the relevant person in charge of Douyin Live, Douyin Live will serve every live broadcast creator from three aspects: traffic subsidies, growth support and ultimate service.

On the one hand, Douyin live streaming will increase the homepage recommendation traffic of live streaming creators; on the other hand, it will also provide personalized recommendations to users in the live streaming square.

At the same time, Douyin will also provide diversified commercial services to help live broadcast creators realize their commercial value more efficiently and conveniently in all aspects such as short videos, star maps, live broadcasts, and e-commerce, make full use of platform resources, and extend the life cycle of commercial monetization.

The person in charge of Douyin Live said that Douyin has always been committed to opening up an upward channel for live broadcast creators, and growing together with creators through a systematic, professional and resource-based integration model. (I will talk about how to apply for admission later)

3. How to do Douyin live broadcast

When a novice anchor first starts live streaming, he or she may not have many fans or gifts, and the so-called interaction may just be one person talking to himself or herself.

At this time, don't be discouraged. The most important thing to do is to give yourself a clear positioning, find your own style, and stick to it for a long time. Over time, you will develop your own characteristics and attract like-minded people. What you ultimately need to do is to expand this group. (For individual situations, of course, in addition to overcoming one's own problems, it also involves incubation and operation)

1. Refuse to be embarrassed

Live streaming requires good psychological quality. You can have fun with everyone, or you can immerse yourself in your own world and have fun.

Although many novice anchors communicate with fans across the screen at the beginning, they are often nervous, worrying whether their fans will like their style and whether what they say sometimes reflects low emotional intelligence.

Many people will think this way when they first start live streaming, but the anchor must overcome his or her embarrassment at the beginning and take the initiative to chat with fans who like you.

Many people have a strong interest in new things, and many people are curious about the opinions of strangers. So don’t be afraid to speak your mind and communicate with your fans with a smile on your face.

Many hosts in the live broadcast room do not have rich facial expressions, which cannot reflect their personality traits.

In fact, a smile can effectively eliminate your nervousness, and can also improve the audience's attitude towards you, making them think that you are a nice person.

At the same time, you should look at the camera and your audience from time to time.

In this way, the audience will have a feeling that you are communicating with them, which is not only polite but also an auxiliary language for communication on the Internet.

Be careful not to stare for too long. If you can not only make yourself happy but also make your fans happy, you are half way to success.

2. Create a sense of familiarity with fans

When chatting with fans in the live broadcast room, find common points between you and the audience based on the content of your chat and use them as topics of conversation.

When talking, look for the common ground between you again, and it would be best if you could find that feeling of "getting to know each other from the beginning". This way both parties will be interested in the conversation and you will have a very happy chat.

In the joyful atmosphere of the live broadcast room, you listen to music, play games, and talk and laugh, forgetting your worries. This may be a good way to relieve stress in the current social environment, and it is also the fundamental reason why everyone is willing to watch live broadcasts.

When speaking, your voice should have its own characteristics, giving fans the impression of being a sweet and cute baby or having a bright and confident voice.

Novice anchors can take more vocal lessons or make a videotape for themselves to listen to the shortcomings of their voice and which words would be more appropriately phrased in a different way.

You can also watch more live broadcasts of high-quality anchors, observe their expressions, understand their ability to deal with black fans, exchange experiences with peers, and change yourself.

In addition to the above two points, novice anchors still face many problems due to lack of experience, such as:

1. I always talk to myself during live broadcasts, and no one talks to me in the room. How can I avoid a dull moment during the live broadcast?

2. I don’t know what to say during the live broadcast and I can’t find a topic. What should I do?

3. There are so few people in the live broadcast room. How can we attract more people to come in?

3. The new anchor’s live broadcast is dull and no one is talking?

It’s actually very simple. As long as you can motivate the audience, you win.

For example, when playing a colorful riddle with the audience, you can first tell them the riddle orally and let them guess it. If they interact with you in a timely manner, you have achieved your goal. If there's still not a lot of interaction with you, you can jokingly call everyone a fool or something like that and then come up with the answer yourself. Note that the puzzles must be novel and interesting. You can find the puzzles by buying a book or searching on Baidu.

Send out red envelopes. Send out red envelopes to everyone at irregular intervals during each live broadcast. (Remember to give a preview during the last live broadcast, and remind everyone from time to time during the live broadcast what time to send out red envelopes), there are red envelopes for the first time entering the live broadcast room, and there are red envelopes for clicking "follow". Although some people say that these fans come for the red envelopes, new anchors really need to increase their popularity. This method can indeed increase the number of fans and interactions in the short term. Naturally, more people will follow suit when the interaction increases.

End of question. It means that when you speak, you should end with a questioning topic or tone so that the audience can continue chatting with you. Don't kill the topic so that others don't know how to respond.

4. No topic, don’t know what to say during live broadcast?

This first depends on the host's personal eloquence, whether he is good at communication, and whether he is a talkative person.

But this is just an innate advantage, and it does not mean that people with poor eloquence are hopeless.

1. New anchors should watch some funny or slightly ambiguous jokes on the Internet so that they can learn and apply them during the live broadcast.

2. Chat more about life. You don't need eloquence to chat about life. Talk about interesting things in your life, or even things that make you confused, such as why you haven't lost weight despite working out, and let the audience give you advice.

3. The more you accumulate, the more progress you will make. In the process of live broadcast, you need to improve your eloquence, speak more humorously and attractively, and make people want to continue listening. All these require you to continue learning. After all, live streaming relies on your mouth to make a living. If you don’t make progress, you will be eliminated!

5. How can a new anchor attract more people to enter the live broadcast room?

First, find a way to become popular. To become popular, you need to make efforts in several aspects: First, you must understand the rules of the Douyin platform and what the regulations are for becoming popular, and try to follow the rules. For example, if you need more gifts to become popular (such as roses), then you can guide the audience during the live broadcast and say, "I want to become popular, so please give more roses."

Secondly, a live broadcast with exciting content will definitely be a good helper to become popular. A wonderful live broadcast includes wonderful speech (the methods of improving humor mentioned above), wonderful pictures (which can be rich expressions, wonderful talent shows, beautiful singing, great drawing, etc.). You should make full use of your strengths!

Finally, broadcast live regularly and regularly. It is best to set a fixed time and duration for live broadcast every day to form a stable pattern, so that fans will come to watch the live broadcast on time according to your pattern.

Because fans also have their own things to do. If your live broadcast time is irregular, how many true fans will be able to keep an eye on their phones to see when you start the live broadcast?

Secondly, every time the live broadcast is about to start, you can remind the audience of the time of the next live broadcast, so see you there.

This is only for individuals and novice anchors. I will have other sharings in the future, and there is also useful information in the Q&A section. From analysis to live streaming and live streaming trends, are you ready to do Tik Tok live streaming?

Whether it is live streaming or selling goods, this trend will develop very quickly in the future. It may be an outlet for the distribution of short videos. When people are bored, they will find something to rely on.

Author: Tingchao Yige

Source: Kuoyi Culture