The entire process of live streaming with goods on Douyin!

In addition to the popularity of short videos, live streaming is also a reason why Douyin attracts many users. Many brands have started selling products through Douyin live streaming , but how can they stand out among the crowd? The article will be summarized from the following points.

1. Preparation for Douyin live streaming

People who have done live streaming to sell goods probably all know about the various equipment, anchors, assistants, short video teams, product selection teams, etc. There are a few important points to keep in mind when starting a new account on Douyin:

1. A stable short video creation team.
2. A stable anchor, preferably the same person appears in both short videos and live broadcasts.
3. A healthy pallet. At least a dozen SKUs are needed.
4. The new live broadcast room must have scripture, anchor, group products and goods.

2. Account related

1. Character

This "personality" does not necessarily have to be an individual, it is a kind of value. For example, JD.com: fast, good, and cheap. This is actually the personality of this company. Live streaming on Douyin may really involve the personal image of a real person. The establishment of a person image requires solving five problems, which is actually a kind of thinking about the differentiation of this account.

2. Enterprise vs Individual

Many people have their eyes on the dividends of Douyin, and in order to enrich its e-commerce attributes, Douyin itself also encourages brands to sell goods through live streaming on Douyin. However, if we look at the data of sales on Douyin as a whole, the big accounts are almost all personal IPs, with brands appearing occasionally, and platform types are even rarer.

Putting aside the issue of whether to enter the market early or late, Douyin is essentially a content consumption platform. Users first consume content and then have the opportunity to convert in the live broadcast room. However, most of the content created by brands and platforms is not popular with users. Therefore, when it comes to accumulating their own fans, the platform must give more preference to personal IP.

3. Account Weight

There is no necessary relationship between the number of fans and the number of people online in the live broadcast room. There is no necessary relationship between the number of fans and the GMV of live streaming sales. Someone inside TikTok told me there are two tracks. There was also an account with 300,000 followers who asked me why there were only a few people in my live broadcast room. So this conclusion should be pretty close.

Accounts need to be tagged with content. The live broadcast room is an e-commerce label. There is some overlap between the two but the overlap is not significant. The weight of the live broadcast room is related to dwell time, interaction, and transaction. These data can better leverage Tik Tok to bring you natural traffic.

4. Create content first vs. sell products directly

When working on TikTok now, I suggest you create content first. Previously, there were a number of accounts that directly sold goods. The most iconic one was Zhu Guagua. With few fans and works, he sold goods through low-priced products + burning anchors + acting hype + traffic. As long as the ROI is 2.5, you can throw money into Qianchuan like crazy. Later, this model was learned by many people, resulting in unsatisfactory content ecological data. This way of playing will not last long.

Create content first, and your fans will have an understanding of you and have a certain sense of trust. In addition, Huang He from Lao Luo’s live broadcast room once said in a blog that short videos are the most stable channel for natural flow in the live broadcast room.

3. People in the live broadcast room

1. Source of live broadcast room users

The sources of users for the live broadcast room are probably natural recommendations, short videos, and traffic. For a newly launched account, the system will give a portion of natural traffic and use the data from the live broadcast room to measure whether to continue pushing the same type of natural traffic. The live broadcast room needs to output the same content steadily and cannot be used for both branding and product promotion. It is not advisable to be both competent and in office.

2. How to change user tags

We are that account that is both a host and a traitor. As a result, the users of the accounts are all seniors from third- and fourth-tier cities. Our method of changing user tags is to attract traffic by precisely targeting audience packages and live broadcast room content that the audience likes. We broadcast 12 shows in almost 2 weeks, and the user tags were changed to urban women aged 25-40. The traffic per game is about 10,000, and the ROI is around 0.7. It took about 2 months to reach roi=1 with daily broadcast.

3. Key points of the new live broadcast room

As mentioned in 2.3 above, there is no necessary correlation between the number of fans and the data of the live broadcast room. Therefore, the most important thing a new live broadcast room should do is to guide users to follow and become a "fan club". Users who join the fan club will recommend your live broadcast room to their information flow when you start broadcasting.

However, it costs 1 Douyin coin to become a fan club. In order to achieve this goal, the live broadcast room needs to give out Douyin coin lucky bags from time to time, allowing users to carry out fan club operations in a timely manner after receiving them.

4. External private domain traffic

Some of these companies may have used the WeChat ecosystem in the past and have private domain resources. Directing external resources to Douyin can be used as a means of attracting traffic in the early stages. However, you should pay attention to whether the users you want to develop on Douyin are the same type of users, otherwise it will affect the user label of the account, and this label will be a very painful process in the future.

5. Organic vs. Paid Traffic

Tik Tok is a commercial entity, so if you want to have fun, it is impossible not to invest in traffic. Many people in the industry have said that Lao Luo invests hundreds of times in one live broadcast. In addition, you can look at the traffic share of the top anchors’ live broadcast rooms, paid traffic: non-paid traffic = 6:4. Among the unpaid traffic, fans and short video traffic account for approximately 40% and 60% respectively.

4. Goods in the Live Broadcast Room

1. Basic requirements for goods

Three basic requirements for goods: in line with fans' preferences, price advantage, and rich SKUs.

2. Product combination

The people in the live broadcast room and the high-quality and low-priced goods are a question of whether the chicken or the egg came first. Even if it is difficult, the overall product composition must be reasonable, including traffic-generating items, profit items, and strategic items. You have to pay the money when you need to. The money posted needs to be converted to other places, such as attracting traffic or adding fan groups. There must be a strategy for traffic retention and conversion. Can't give all the wool.

3. Product iteration in the live broadcast room

It takes time to create a hit product in a live broadcast room. It has great selling points both in terms of cost-effectiveness and practicality. Then, use this hot-selling product to iterate products or drive sales of other products in the live broadcast room. If a lipstick is selling well, you can launch a makeup set based on this lipstick. Increase average order value and profits.

5. Live broadcast room

1. Visual Effects

The scene in the live broadcast room is actually the sensory + psychological effect presented to users during the live broadcast. Vision, hearing, and grasp of the user's psychological state all need to be designed in advance.

There are many details to pay attention to in this part, such as the host's makeup, outfit, background color, display of piles/products, sample results, etc. I think the two most important parts are the distance of the camera and the theme style of the live broadcast room. The distance of the camera actually creates most of the impact on users. You can observe that the camera in the live broadcast room of those burning anchors is generally closer. The live broadcast rooms recommended by Manyousili, such as Luo Yonghao and Dongfang Zhenxuan, have relatively far ends. Another thing is that the camera is relatively close, so the number of products will fill the entire screen, making it feel like there are a lot of them.

The theme style of the live broadcast room is a bit like the "Excellent Buyer Show" in traditional e-commerce. When making a late-night canteen, try to make it in the style of a canteen. The clothing must be in a scene where people can take photos while standing. The sports layout must have an obvious sporty style, etc. - create a psychological state for users that the only person except the head is me.

2. Data related

By looking at this, you can roughly know where you are doing poorly. For example, there is room for improvement in the entry-exposure conversion rate, and the host can add more guidance on the shared bikes in his or her speech. You can also add an action such as “click on the yellow car” small animated picture slice. And so on.

3. Live broadcast room content + anchor status

The content of the live broadcast room refers to the display status of the live broadcast room, including script design, product promotion design, product display design, team cooperation, music atmosphere, and manufacturer's acting.

Script design: For an immature anchor. It must be the words and the host, and the script will also undergo iterations. Huang He’s words in Lao Luo’s live broadcast room are shared with everyone. This iteration needs to be based on the stability of the anchor.

There are also some live broadcast rooms where hosts do not have scripts, such as Huaxi Biology. However, Huaxi Bio's scriptless approach is built on three foundations: first, stable anchors; second, extensive training on small accounts; and third, basically unchanged products. Under these three conditions, if you still need a script, it means that you are not capable of memorizing the text.

Any of these three conditions actually requires a script, but the complexity of the script will depend on the host's experience, so you need to pay more attention to it.

Let me say one more thing. Douyin is very strict about the words that violate the rules. Even veteran anchors will violate the rules. If you want a stable anchor, you need to give them the opportunity to make mistakes. At most, they will be punished for making the same mistake. You can't just condemn them all.

Product promotion design: as shown in the picture

Product display design: as shown

4. Teamwork

Background music: Look at Jia Nailiang, Liu Yuanyuan, and Shen Tao. The lively scene in their live broadcast room and the cooperation of the assistants

Manufacturer's acting: I strongly recommend watching Huang Shengyi's husband - Yang Zi. A perfect example of the unity of man and drama. No doubt about it.

6. Others

1. Oppose prolonging the duration

Extending the duration means that while the brand’s own live broadcast output per hour is stable, the duration of the broadcast can be extended to increase the performance of a single day’s live broadcast. But isn't this just using tactical diligence to cover up strategic laziness? Trapped in the logic of "10,000 sales per hour, 200,000 sales if broadcast for 20 hours a day, and 6 million sales in a month."

Only those who have done it know that when your account weight is very low, no matter how long you broadcast, there will be no traffic, and most of the time it is just to complete a KPI for the sake of face.

After we extended the testing period, we found that the output was very low, which increased costs, made the team very tired, and had no time to review. The only benefit is that it has honed the anchor's skills. We are now changing our strategy, increasing content output, reducing the frequency of live broadcasts, and thinking more about updating content and adjusting delivery, optimizing anchor scripts, finding better product trays, and formulating more powerful product grouping strategies. At least every game (about 4 hours) should have over 10,000 views steadily before we consider extending the duration.

2. Special skills

Don’t just ask a separate question: Is the anchor important? Is placement important? Are pallets important? Both are important! ! ! But from the perspective of a new live broadcast room, it is indeed difficult to have the right time, place and people, but we at least need a skill. Otherwise, you don’t have a good anchor, you don’t have good products, you don’t want to spend money, and you don’t invest in traffic. Why should I let you succeed?

For example, when you have a rare and burning anchor in your live broadcast room, everyone is a god-level pitcher; for example, if you sell Apple mobile phones at a 50% discount in your live broadcast room, you will get a subsidy of 100 yuan for 1 gram of gold. You can sell a dog even if you release it; the important point of launching it is after the live broadcast is stable. In the current TikTok environment, this thing is icing on the cake, not a timely help.

That’s all I have to say. Live streaming is a very exhausting job with a lot of details involved.