4 tips and 6 taboos for live streaming sales

As a short video platform with more than 600 million daily active users, Douyin is building a new field of short video + live broadcast through a series of support plans based on its unique platform ecology and traffic advantages, and accelerating the integration of the two.

This means a new opportunity for creators who want to gain more traffic and attention, or who want to enter the market but are troubled by the high costs.

But we all know that it is very difficult to maintain a Douyin live broadcast account. From operation, broadcasting, products, to review, every link requires effort and time. This cannot be done overnight.

It would be really unprofitable to lose the account you have worked so hard to build up just because you don’t know the rules of Douyin live streaming.

To promote transactions through Douyin live streaming , there are actually two key points: good products and "profitable".

Only by mastering the method of selling goods through Douyin live streaming can the live streaming room have high transactions and conversions. We can talk about how Douyin live streaming can promote order conversion based on these two points.

1. How to promote sales conversion through Douyin live streaming

1. Promote user orders by promoting product highlights

First of all, you have to explain the product around the main selling points. Don’t say a lot of irrelevant things. Users will lose their patience and will easily jump out of the live broadcast room. If you can’t retain people, there will be no conversion.

Secondly, the “goodness” of the product must be proven from multiple dimensions. For example, product endorsement, materials, origin, etc., can be proven and explained in multiple dimensions to make users trust your product.

Next, reinforce your key selling points. The evidence for each dimension is strengthened around the main selling point, enhancing the user's impression and trust in the product and stimulating the user's urge to place an order.

Finally, auxiliary selling points are explained from aspects such as scenario, practicality, and versatility to give users a "surprise".

The product not only has outstanding selling points, but also has strength support. Combined with auxiliary selling point proof, it can effectively build trust between the product and users, thereby placing an order.

2. Attract users to place orders through value-added services

Generally speaking, if your product is good and can impress users, they will want to place an order. However, to eliminate users' concerns, value-added services are needed so that users can buy products with complete confidence.

There are four main common value-added services: comprehensive after-sales service and gifts.

Comprehensive after-sales service: For example, 7-day unconditional return and exchange, freight insurance, etc., are all part of the after-sales service guarantee, allowing users to buy with confidence.

Free gifts: Whether it is a physical or virtual product, you can give away free gifts to make users think your product is a better deal.

These two methods of selling products through live streaming are necessary to promote conversions in live streaming rooms. In fact, the key is to understand the selling points of the products and the guarantees you can provide, and to use your unique advantages to build trust in users and facilitate transactions.

2. Four tips for live streaming sales

1. Buy and get free

In the marketing industry, discounts, full-amount discounts, and promotional prices are all common practices, and live broadcast rooms are no exception. With the gift of one purchase, users are more likely to be psychologically satisfied and thus place an order.

2. Limited time and limited quantity

In the live broadcast room, the anchor often promotes sales through discount promotions such as "limited time sale" or "limited quantity flash sale". Products that are available for a limited time and in limited quantities can increase consumers' perception of product value, increase product appeal, and thus increase product sales.

3. Lucky draw and welfare gifts

Whether you are a big anchor or a small anchor, drawing prizes and giving out benefits in the live broadcast room are both useful live broadcast sales techniques . On the one hand, they can increase the popularity of the live broadcast room, and on the other hand, they are also conducive to facilitating transactions.

4. Pricing tactics

Low prices are the main motivation for fans to follow the anchors, and heavily discounted merchandise means fans will follow them more wholeheartedly. The anchor can use the guidance of words to engage in psychological price warfare, making the audience feel that "buying is making a profit", and sales will also increase steadily.

You can use one of the above Douyin live streaming sales skills at a time, or use all of them in every live broadcast. The ultimate goal is to make the live broadcast room popular and generate conversions.

In addition, Chongge New Media has also compiled some taboos for Douyin live streaming sales to help everyone regulate the Douyin live streaming room and avoid pitfalls.

Taboo 1: Use the Doubi Lucky Bag to enter the physical lottery

If you want to create popularity in your live broadcast room and collect data, lucky bags are a good way to do it. However, if you must use physical prizes, use physical lucky bags instead of coin lucky bags, and make sure to ship the goods within 3 working days after the customer fills in the delivery information.

Taboo 2: Acting to hype up misery and promote products

Some live broadcast rooms will fabricate some bizarre plots to stage team conflicts and bargaining scenes and exaggerate the prices of goods.

In November last year, Douyin released a special governance announcement, such as: beating merchants for bargaining in the live broadcast room - the live broadcast rights will be banned for seven days; couples divorce in order to perform to sell goods - the store deposit of 2,000 yuan will be deducted; pretending to be bankrupt and selling at a loss - the product sharing function will be shut down.

Taboo 3: Private transactions leading to traffic

It is against the rules to divert customers to other private platforms such as WeChat for transactions. For example, guiding people to send private messages, add WeChat on their homepage, use contact numbers, etc. during live broadcasts are all violations. Common violation cases: Those who want it, please open my homepage + v, QQ, or mobile phone number.

Taboo 4: Special auction link

The product details page does not provide an accurate description of the product's shape, quality, and parameters, and only uses special links and lucky bags such as flash sale links, welfare links, postage links, and price links, which is a violation.

Taboo 5: False advertising

It is not acceptable to make exaggerated or false descriptions of product information, make excessive promises about the effects of use, or maliciously disparage third parties, or use extreme promotional terms such as "national level" or "best in the country" to describe the product.

When giving live explanations, do not exaggerate beyond the product’s efficacy. In particular, non-special-purpose cosmetics promote special effects, and ordinary foods promote medical and health care effects.

Don't disparage third-party brands. Do not directly indicate or display packaging that is familiar to the public so that people can intuitively know that it is a third-party brand, or express or act in a way that disparages or negatively affects it.

Taboo 6: Inducing interaction

During the live broadcast, any form of promotion, including oral broadcast, subtitles or background boards, requires interaction in the live broadcast room to participate in the benefits. This behavior is induced interaction. In July, Douyin e-commerce also officially released the details of the implementation of Douyin live broadcast taboos and interactive illegal marketing.

Violation example: A creator promotes in a live broadcast room. After placing an order to purchase a product, he stays in the live broadcast room for 5 minutes and posts the comment "I have purchased 666" three times. The product can be shipped within 48 hours, and 15 days without interaction.

Author: Tang Xiaohan

Source: Tang Xiaohan