2020 Douyin Live Operation Guide

At 8 pm on April 1st, Luo Yonghao’s first live broadcast on Douyin sold goods worth 169 million yuan, which set off a sensation in the live broadcast circle.

At 8 pm on April 10, Luo Yonghao live-streamed a product on Douyin for the second time, which received a total of 32.366 million voice waves, setting off another small climax.

On April 14, OnePlus announced a partnership with Luo Yonghao, and will bring a live broadcast and flash sale of new OnePlus 8 series products in Luo Yonghao’s Douyin live broadcast room on the evening of April 16.

With the support of Luo Yonghao's big IP, Douyin Live has seen a significant improvement in data . Looking at the single show, Luo Yonghao’s debut broke the ceiling of Douyin live streaming sales, and the total sales of the weekly list was also driven up simultaneously.

This week's expert tags are more diverse than last week. In addition to Luo Yonghao, there are many more live streaming experts on the list!

The expert " Oono Secret Agent Begging the Scumbag " with 6.04 million fans brought in a total of 11.446 million yuan in sales, ranking second on the weekly list; the Douyin expert " Guangzhou Cousin " with 419,000 fans brought in a total of 7.449 million yuan in sales, ranking third on the weekly list.

Douyin live streaming is in full swing, but there are still many ordinary people hovering outside the threshold of Douyin live streaming, and they don’t know how to operate Douyin live streaming to achieve higher conversions.

Today's article shares with you a guide to operating Douyin live broadcast. If you want to do Douyin live broadcast, please follow me and read on!

01. Threshold for Douyin live streaming operation

From a functional perspective, there are two thresholds for Douyin live streaming, and they are very simple: activate the live streaming function and the live streaming with goods function, and you can operate Douyin live streaming!

1. Activation of the Douyin live broadcast function

If we are not selling goods in the live broadcast room, we only need to activate the live broadcast function. To activate the live broadcast function, you only need to pass the real-name authentication . The specific operation is as follows:

The specific operations are as follows:

Open Douyin - Creator Service Center - Start Live Broadcast - Complete real-name authentication to activate the live broadcast function.

2. The live streaming feature of Douyin is now available

If you want to sell goods in the live broadcast room, you need to activate the live broadcast sales function . To enable the Douyin live streaming feature, three conditions must be met, as shown below:

1. Complete real-name authentication

2. Number of videos on personal homepage (public and approved) ≥ 10

3. Account followers ≥ 1000

As mentioned above, the threshold for Douyin live streaming is very low. As long as you meet 3 conditions, you can operate Douyin live streaming. However, for many friends who want to sell goods in the live broadcast room, the condition of "fans ≥ 1000" required to activate the live broadcast selling function is difficult to meet, resulting in being unable to achieve the threshold of live broadcast selling.

In the early stages, when there is no plan for account operation, most people don’t know how to quickly increase their followers to 1,000. The best way to increase followers is to make a hit video. If a video becomes popular, you can gain thousands, tens of thousands, or even hundreds of thousands of followers.

Functionally speaking, the threshold for Douyin live streaming is very low, but from an operational perspective, Douyin live streaming is also a technical job, and not everyone can sell goods through live streaming. Even Luo Yonghao’s first live broadcast failed due to unfamiliarity with the product and poor team coordination!

Therefore, if you want to monetize through Douyin live streaming, you must master the relevant live streaming operation skills .

02. Creating a Douyin live studio: venue and equipment

1. Live broadcast venue

The live broadcast room should give the audience a feeling of clean, bright and comfortable.

a. Choose a fill light dedicated to live broadcasting, and reserve space for the fill light according to the height of the live broadcasting room to avoid the entry of overhead lights and the unsightly live broadcasting picture.

b. Do not place all live broadcast products in front of the camera to avoid making the live broadcast picture too cluttered.

c. The live broadcast of different products has different requirements for indoor live broadcast venues.

For example, the venue required for beauty live streaming does not need to be too large, the camera is close to the person, most of the time it is necessary to show the host's facial details, and the sample size is also relatively small.

However, clothing live broadcasts often need to show the entire model, so the camera is far away, and there are also requirements for the depth of the live broadcast room. Clothing samples (especially winter clothes) also take up more space.

Therefore, when choosing or decorating a live broadcast room, you should plan a suitable venue plan based on the products being broadcast.

2. Live broadcast equipment

If you are using a mobile phone for live streaming, you will need to prepare at least two phones, one for live streaming and one for viewing audience interactive messages .

In addition, a mobile phone stand is needed to support and fix it to ensure the picture is stable and clear !

If you are broadcasting live using a computer, you will need a high-configuration computer and a good-quality computer camera. To ensure the clarity and color reproduction of the picture, it is also necessary to use a floor-standing or desktop camera stand.

The second is the fill light . If you recommend beauty products, you will also need a beauty light, a commonly used ring beauty light will do. It can also be paired with LED light strips or professional photography ceiling lights.

In addition, there are sample storage racks, hangers and other tools for storing live broadcast samples; floor-standing full-body beauty fitting mirror with lights; internet celebrity curtains, internet celebrity style background paper or background walls, and other props such as blackboards, whiteboards, fluorescent boards, etc. for displaying text and picture information.

03. Products for Douyin live broadcast operation

A big part of the reason why Luo Yonghao’s first live broadcast went wrong was that he was not familiar with the products, which resulted in many products remaining in stock after the live broadcast ended. Therefore, if you want to improve the conversion rate of live streaming sales, you must be very familiar with the product.

1. Extract selling points and gain in-depth understanding of unfamiliar products

Distill the product's selling points in advance, and don't flip through the product manual during the live broadcast, as this will give the audience an unprofessional feeling.

2. Promote products based on the results of your own use

By promoting products through personal experience after trial, you can share more intuitive results with the audience and enhance the trust of fans and audiences .

For example, if you want to recommend liquid foundation, you should show your bare face to the audience, then try out the liquid foundation in the live broadcast room, show the effect after use, and tell the audience your experience of using it, so that users can understand the efficacy of the product more intuitively.

3. Product comparison

What are the advantages of the products you sell in the live broadcast room compared to similar products? You can show the advantages of your product to the audience through actual comparison effects, including comparisons in price, efficacy, after-sales service , and other aspects.

For example, a box of dry goods in your live broadcast room costs only 69, while it costs more than 100 online; a piece of clothing in your live broadcast room costs only 99, while it costs several hundred online or in a physical store... Only by highlighting your advantages can you more effectively stimulate users to buy .

04. Interaction in Douyin live broadcast operation

Interaction must be two-way. It cannot be that only the audience and fans make comments in the barrage, the anchor must also respond to mobilize the atmosphere of the live broadcast room and further promote transactions.

1. Real-time online interaction and pay attention to comments

During live broadcasts, in addition to explaining your products, you should always pay attention to the audience's comments and questions, and provide timely answers to various questions .

If the audience's comments are not responded to, the audience may feel ignored and their needs are not met, and they may leave the live broadcast room.

If you are a newbie in live streaming, there may not be many people in the live streaming room in the early stage. At this time, try to reply to everyone’s comments and interact with the audience like chatting.

2. Actively create topics

The interaction on Douyin live broadcast is not limited to Q&A. The host can create topics and actively guide viewers and fans to leave messages and interact .

For example, you can ask, what do people do at home on weekends? Where do you usually go shopping when you go out? Any recommendations for good movies?

These topics are simple and close to life, and can make the audience have stronger interactive emotions.

3. Express gratitude more often

When viewers like your live broadcast, they will follow your account, give you tips, leave compliments in the comments, etc. to express their love for you. We must express our gratitude for this kind of message.

For example: Thank you all for following my account; thank you xxx for the small gift; thank you all for coming to my live broadcast room, etc., so that the audience’s “efforts” can be rewarded.

05. Conversion of Douyin live broadcast operation

In previous articles, we have shared many live streaming sales conversion techniques, including pricing tactics, flash sales tactics, psychological tactics, etc., all to promote transactions and improve conversions.

Today we share with you a 30-minute sales promotion "formula" :

0-5 minutes to gather people:

During these 5 minutes, you can just chat with the user to get closer to them, and then start packaging your product, including its history, reputation, place of origin, etc., to attract the user's attention.

5-7 minutes to retain customers:

During these few minutes, you need to find ways to keep the audience in your live broadcast room. You can throw out some baits, such as raffles at the hour, giving out benefits, etc.

7-12 minutes to lock in customers

These few minutes are mainly about finding ways to make users interested in your product. Therefore, you need to refine the main selling points of the product, hit the user's pain points, and make the audience think that your product is worth buying and useful.

12-16 minutes of evidence

The purpose of providing evidence is to make users believe. Believe that your product is reputable and trustworthy. For example, you can show the audience the three certificates of the product, positive reviews from other consumers, sales screenshots, etc., to prove the value of the product!

16-22 minutes persuasion

After users have developed trust in the product, you need to find ways to convince them to make the purchase. You can further enhance their desire to buy by performing comparisons and demonstrating on-site usage effects.

22-27 minutes to urge the order

At the last minute of placing an order, the audience will often still have a little hesitation. At this time, you must use prices and discounts in a timely manner to urge them to place the order.

27-30 minutes to force a deal

Continuously remind viewers of the product’s immediate sales volume, and use countdowns to create a sense of urgency so that users can place orders in a timely manner!

Of course, this "order promotion formula" is only a rough framework for promoting transactions. For each detailed process, we need to know how to attract people, how to retain customers, how to set up benefits and discounts, etc. to encourage the audience to place orders.

Author: Doushang Commune

Source: Doushang Commune

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