A guide to avoiding pitfalls when placing advertising campaigns for selling goods via short video live streaming!

Today I’m going to share with you a guide to avoiding pitfalls when it comes to new media marketing , mainly regarding short videos and live streaming.

How deep is the water? Did you know?

First of all, why do I want to share this topic with you?

We know that live streaming and short videos have become popular since 2019. Not only big stars are selling goods through live broadcasts, but Douyin and Kuaishou are also moving into the lower-end market, and small businesses are also doing it.

Taobao Live also received traffic support from Alibaba, and major brands started live streaming. The qualifying matches before Double 11 in 2019 were already very fierce.

From the development of new media to the present, there are many legendary examples. For example, Li Jiaqi sold 15,000 lipsticks in 5 minutes, Sanda Ge made 160 million transactions in one day during the Kuaishou Sales Festival, and some time ago, Xiao S dropped into Wei Ya’s live broadcast room and set a record of 880,000 in one second.

But on the other hand, large-scale rollover accidents may also occur. For example, the recent much-discussed bee swarm incident, his short video promoting the product went viral overnight, with over 3 million views, and all the comments were filled with people wanting to buy it, but in reality, as a brand, its conversion rate was 0.

Regarding delivery, data maintenance is a very common thing in the industry. Party A may think that there is water mixed in the oil, but they never imagined that it is full of water. So in today’s article, I will share with you the new media sales guide, teaching you how to place products with a blind eye and how to close the pit.

This is the directory for today’s sharing, you can preview it.

01How to arrange live broadcast/short video delivery?

Let’s talk about the first part first: how to carry out the delivery layout?

Generally speaking, we divide it into 2 situations.

The first situation: Your budget is sufficient, or you need to combine branding and promotion to carry out full-case marketing. We recommend that you choose accounts at the head, shoulders, and waist level to place your ads. This will allow for a better accumulation of exposure, thereby boosting your sales. The ratio here is: 20% head + 30% shoulders + 50% waist.

Of course, this ratio is not absolute. We will adjust it based on the marketing plan or product category.

Well, this situation may apply to some big brands or businesses with sufficient budgets.

The second situation: Some businesses may have limited budgets, or their brands are relatively niche and also need to conduct promotion. In this category, we recommend that you choose some vertical accounts.

Let me give you an example. If you are a brand that sells food ingredients, you can choose an account that produces food content, as the advertising fee will be relatively low. Of course, the number of followers of these accounts will not be particularly large, but the stickiness will be very good, and the sales conversion will surprise you.

Therefore, our advertising layout will be based on our needs, our budget, and our ability. In fact, small and beautiful advertising can sometimes be more effective.

Before we make an investment, we e-commerce companies often talk about the ROI (return on investment) ratio.

In fact, before launching, we usually conduct a strict evaluation to find out what the ROI ratio must be so that we don’t lose money. Without losing money, we will continue to make more detailed investments.

Okay, next I will talk about two methods for your reference.

The first method: If we have a limited budget, we can find accounts with less than 100,000 and then test their sales power.

Of course, during these tests, we will still use popular products for promotion and try to adopt a pure commission-based cooperation model.

After testing for several months, if our ROI is not achieved, we will cancel the cooperation and then accumulate some accounts that we can cooperate with on a pure commission basis.

Another type: is for some big brands, or you have a fixed advertising budget every month. In this case, we usually look for agencies to cooperate with.

These institutions, including our own brand, negotiated the KPI of our monthly insurance policy based on their own experience, and completed our launch through a fixed cooperation fee.

In the process of cooperating with institutions, they may provide a combination of top, mid and tail accounts, which will automatically help us match them and complete the delivery.

If big anchors or big accounts fail to complete some sales, we will ask some small accounts to help us complete it. So for institutions, they complete their investment through such a combination of methods.

Well, let me introduce to you the celebrities and accounts that are currently popular for advertising, and analyze their general situation with you.

For example, Li Xiang, who is quite famous in celebrity live streaming, can sell products with relatively high unit prices, such as jewelry, beauty products, or high-quality cosmetics, and the conversion rate is pretty good. Then we can analyze that her fans are mainly mothers, who are older and have a certain economic strength, so she can sell this type of product.

Regarding Viya and Li Jiaqi, what is the difference between the two?

The products that Viya sells will have a higher price-performance ratio and a wide range of categories, and she has a good relationship with Alibaba. Moreover, when she is selling products, she will do her homework and explain the products very well. So generally speaking, the sales volume of Viya will not be too low.

As for Li Jiaqi, he will go for high-end or high-quality products. As for food, the price is about 45,000. For skin care products, it’s around 70,000.

Therefore, this requires us to evaluate whether our products are consistent with Li Jiaqi’s tone? Of course, they will also select products themselves, but we as the brand also need to evaluate whether we can make a profit after the products are put on the market.

So what are the tips for collaborating with celebrities?

First of all, cooperating with celebrities in live broadcasts will have a certain value-added effect on brand promotion . For example, they will provide material portrait authorization for 1 to 2 months, and you can post their portraits on your Taobao, which has certain celebrity endorsements.

But overall, compared to the current celebrity anchors, celebrity anchors will be more effective in selling products. Therefore, in this regard, we also need to look at the needs of the brands and publishers, and then make choices for our own products and make a matching placement.

Three points about delivery configuration:

First, when we have sufficient budget or full-case marketing, we will try our best to use a combination of head, shoulders and waist accounts to carry out our delivery.

Second, if you have a small budget or are a small brand, you can choose some vertical accounts and then test the placement on a pure commission basis.

Third, the ROI of celebrity advertising is relatively low, but it will have added value to brand promotion. Professional anchors have a high ROI, so we need to choose.

Okay, the first part is just a preliminary understanding. In fact, when we make an advertisement, how do we screen the accounts?

That is, you have to check the numbers yourself and accumulate sensitivity to product launches. That is to say, you need to review, evaluate, and screen each account that we cooperate with or that is recommended by the industry before you can carry out this placement. This is especially important.

As for how to filter accounts, let’s look at the second part.

02. How to screen the accounts for delivery?

Accounts are also divided into many platforms. For example, the three more popular platforms now are Douyin, Kuaishou, Taobao, etc. What are their highlights? How do we filter?

First, Tik Tok. Its main focus now is still short videos. When you are placing ads, don’t pay too much attention to the number of followers of the account. You can look for some accounts that are vertical to your own category to see if their video content is attractive. For example, if this video becomes popular at a certain point in time and its sales volume is very high, we can make an evaluation based on this.

Second, Kuaishou. It would be more effective to sell goods through live streaming now. However, as we all know, Kuaishou is still biased towards the lower-end market, and it may not be able to drive some high-priced categories.

We can see that now the influencers of Douyin will also move to Kuaishou, but their ability to bring goods on Kuaishou is not strong.

Third, Taobao. With live streaming as the main focus, the delivery of top anchors is relatively guaranteed. For areas like waist and shoulders, you need to see if your product category fits the bill. For example, as I just mentioned, for accounts with less than 100,000 yuan, it is recommended that you try to negotiate pure commission cooperation, which will be more effective.

In addition, when we screen accounts, we can refer to many lists or data platforms. But in reality, these don't have much effect. For this, we still need to do the placement and testing ourselves, constantly accumulate some usable accounts, and then continue to place the second placement.

When we are doing account screening tests, which data are worth our reference? Which ones need our core attention?

If you are working with an institution, they will also give you a series of data, such as what category does this account belong to? How about the number of fans, views, likes, and shares? We only use these as a small reference, because this type of data is not necessarily proportional to your actual sales data.

So, what is the core thing you need to understand?

If it is a short video, you need to understand the creation content of these short videos. You should take a closer look at what brands and products it has collaborated with before? Through these cases, we can understand the sales situation and content output situation of this account. There are some accounts or institutions that are willing to share these transaction data with you, and we can use these transaction data as a reference.

But to be honest, these transaction data are definitely relatively high, or we will provide you with better data for reference. So you need to make another discount in your mind.

Another important point is that we need to pay attention to the comments. Because you can read the comments and tell whether these fans are real fans, to judge whether the account has strong fan stickiness.

So how do you tell whether the comments are from real fans? There are three directions to evaluate.

First, are these contents tend to be homogeneous? In other words, they are all saying things like “I want to go shopping,” which is quite empty.

Second, check whether the time points of the comments are concentrated.

Third, try leaving a message yourself and see if other fans will reply to you. This way we can evaluate the stickiness of these fans.

Regarding account screening, there is another more effective way, which is to see which accounts your competitors are using, and then combine the data and content of the accounts to evaluate whether such accounts can be converted into your own. This is also a way to filter accounts.

We have three conclusions about account screening.

First, you need to understand our current delivery platform, the form it promotes, and its features.

Second, don’t be obsessed with basic data such as the number of followers. Instead, analyze the match between the account and the product through some cooperation cases, and pay attention to comments to judge the value of the account.

Third, we can collect the delivery accounts of competitors to analyze and consider whether we can do a test delivery?

03. How to review the data after the launch?

After completing each account launch, we must review and accumulate accounts with effective launches.

Of course, regardless of whether it is effective or not, these accumulated data will provide us with a certain reference when we make the next launch or when we cooperate with new institutions.

You can see that this list is the data delivered. It includes some basic data, the most important of which is the yellow part : payment amount, commission, and description of account creation.

Including your evaluation of its IOS. When you do the screening, you can quickly determine whether its IOS meets our expectations.

We will analyze this table based on three key points.

The first one is the roi we just talked about. If you are interested in an account, you may want to try it 2 or 3 times and use it as an average value for reference. If there is one time when there is absolutely zero transaction, we can actually make a basic judgment that it is basically water.

If it is a short video account, we can evaluate the creative content and the popularity among fans to determine whether the video has the potential to go viral.

If it is a live broadcast account, we need to take a look at the introduction of its anchor, the sales strength of the product, and the purchasing power of its fans?

Regarding this part, if you are cooperating with a partner organization, you need to evaluate one more thing, that is, whether the partner organization has any false orders? If you pay money, you can evaluate it by the chargeback rate. If you need to go deeper, you may need to analyze the data of a single account to find out whether the partner organization has actually faked the orders.

When we review the delivery data, we will have two conclusions :

First, you need to organize your delivery data to form a reference for secondary delivery.

Second, you need to evaluate the authenticity of the data with your partner organizations.

04. How do businesses broadcast their own live broadcasts?

We mentioned Taobao Live earlier. With the support of Alibaba, it has become extremely popular. So let’s talk about how to do Taobao live streaming.

Why do we do live streaming? Because compared to the previous traditional content display method, which is a long-chain method, live streaming is a short-chain content method, which can achieve better conversion.

Self-live streaming has three major functions, which can promote the sales of our brand.

The first one is to promote sales in a very simple and crude way. Fans can interact directly with the anchor in our live broadcast room, and then the anchor can guide fans to place orders more quickly by tasting, trying on, and drinking products, and by giving some appropriate live broadcast preferential rights.

Second, it can maintain the stickiness of private domain traffic. Some of the fan traffic you get can be monetized very well.

The third is to retain public domain traffic. For example, if you are at the top of some qualifying matches, the platform will give you some public domain traffic when you start broadcasting. This traffic will also help you attract new users, retain users, and then convert them.

In addition, Alibaba will provide support policies for Taobao Live in the future, which will also make Taobao Live an indispensable tool for Tmall e-commerce marketing in the future.

Therefore, at this juncture, it is highly recommended that everyone quickly test and enter the Taobao live broadcast track more quickly.

So, what kind of store would be more suitable for self-live streaming?

Your store already has a mature operations team. For example, if you do a lot of marketing activities in your store, your product line may need to be diversified, and there will be more ways to play during the live broadcast. Including you already have a basic private domain traffic, you can make some conversions.

If you meet all the above conditions and are very clear about what you want to do, you can consider live streaming.

Next, let me talk to you about some issues that you should pay attention to when doing live streaming.

First, you need to start broadcasting at regular intervals and in fixed quantities, and achieve a stable trading volume. For example, you need to broadcast for more than 4 hours every day and sell a certain amount. You also need to arrange your scene, your live broadcast room, anchor, and personnel configuration.

Second, know how to earn the platform’s public domain traffic. There will be a ranking competition in the live broadcast room. You must participate in this ranking competition, which can help you get public domain traffic. If you rank high, you will receive certain rewards.

You also need to organize the data regularly and make some summaries based on the data.

Therefore, the amount of work and energy invested in live streaming is similar to leading an e-commerce operations team. If you have no experience in this area, it is recommended that you find a more mature live broadcast operation agency in the early stage.

Third, once the live broadcast room is up and running, how can we attract traffic from all over the world? We recommend combining both delivery and live streaming and carrying them out simultaneously.

So during live streaming, we also need to focus on retaining fans.

For example, when fans come directly into our live broadcast room, through the setting of some rights and interests in the live broadcast room, we can better retain and convert this traffic.

You can communicate with the store about the rights and interests of these live broadcast rooms, or set them up yourself. For example, you can set up gifts for new fans. As long as you follow our live broadcast room, we will give you something. Or, if you purchase from the live broadcast room, you will get your own exclusive discount price. Or when you place an order, you can get buy one get one free, and the gift may be a small item, but these small benefits can effectively help us retain fans.

To give a small example, when we were helping a client build a store, he invested in Viya, and after Viya introduced the store for 15 minutes, the introduction was complete. Because Wei Ya’s traffic was particularly large at the time, many people had come to our live broadcast room and said in our live broadcast room that they wanted to continue buying this product. But Viya may have sold out, but the price will be higher in our live broadcast room.

We will let the anchor directly guide and say that our prices are a little higher than Viya’s, but we have a more sufficient supply and they are all genuine.

So at that time, the transaction was completed in two hours, which was a relatively good case.

Okay, there are two conclusions about merchants’ self-live streaming.

First, live streaming by merchants will definitely be an important tool for e-commerce in the future. It happens to be in the stage of being supported by Alibaba, so it can be tried on a large scale. However, since live streaming operations are relatively difficult, it is recommended that you find an experienced live streaming team to operate it on your behalf in the early stages.

Second, there is no conflict between the launch and self-live streaming, and they can be carried out together to achieve better sedimentation of private domain traffic.

This is what I share today, I hope it will be inspiring to you.

Author: Teacher Kunlong

Source: Teacher Kunlong