How to build a live broadcast room scene? Tips for setting up a live broadcast room!

1. Basic knowledge of scene construction

2. How to imitate the live broadcast room of competitors

3. Some thoughts on live broadcast scenarios

1. Basic knowledge of scene construction

No matter how much you imitate, you must have basic common sense.

A qualified scene layout should have three parts:

Main promotion area, product area, and props area.

Let’s talk about the main promotion area first.

An excellent live broadcast room must be one that allows users to identify what you are mainly selling within 2 seconds.

Corresponding to this is the host’s display area.

Wherever your anchor stands, users will pay attention when they enter the live broadcast room.

Therefore, the core function of the display area is to highlight the products explained and displayed by the host.

However, no matter how good your live broadcast room is, there is no guarantee that your main product will be liked by the audience.

In order to avoid losing viewers, in addition to the anchor display area, you can display other products to users through shelf displays and other means.

In this way, not only can the audience's stay time in the live broadcast room be extended, but it is also beneficial to increase the conversion of the live broadcast room.

This area is what we often call the product area.

The conversion in the live broadcast room is a process of placing orders, forcing orders, and kicking orders.

More than 50% of the audience will not place an order the moment you announce the price.

The audience may feel that your live broadcast room is not trustworthy enough, or that the discounts are not strong enough.

At this time, a prop area is needed to enhance brand trust and inform welfare activities.

If you are broadcasting with a mobile phone, you can put the relevant information on A4 paper and stick it on it.

If it is a green screen live broadcast, we usually ask the artist to make stickers.

The main promotion area + product area + props area are the three elements of the live broadcast setting.

When we look at the live broadcast setup of competitors, we mostly look at three aspects.

In addition, we need to understand two points:

The first is lighting techniques , and the second is the use of small props .

Tips on lighting

After reading the interactive Q&A on our club's Knowledge Planet, I found that many people are weak in lighting.

How many people know the importance of lighting angle and position?

The images in some live broadcast rooms are not clear and have noise, but those in others are very clear and have good texture.

A lot of the time, the difference lies in the angle and position of the light .

First of all, in terms of lighting configuration, we need a top light .

The top light needs to be bright enough to make the entire live broadcast room look bright.

Secondly, you also need side light.

The purpose of side light is to complement our face light.

When the light comes down from the top, the host's face is easily shadowed.

Therefore, we need to add another facial light source, which is a side light.

Finally, in addition to these two lights, we also need a rim light.

Contour lights will make the entire person's outline look better.

The lighting arrangement of Luo Yonghao's live broadcast room (picture from the Internet)

There are several principles for lighting arrangement. The first is that the light and background color must match .

For example, if you are using white light, then your background wall should be relatively bright.

If you use wallpaper as the background, it is not recommended that you use overly fancy wallpapers, a simple style is enough.

Secondly, it is recommended that you adjust the settings according to the angle between the light source and the wall and the person.

The lighting on the host's face should be even, and there should be no yin-yang look.

If you are selling clothing, shoes, hats, or cosmetics and skin care products, it is recommended that you use more cool white light to give your products the best display effect.

If you are broadcasting a food show live, it is recommended that you choose warm tones for lighting, in order to highlight the color of the food and make your fans feel more appetizing.

About the use of props

The props mentioned here refer to the auxiliary tools used by the host to explain the product during the explanation, such as display boards and small blackboards.

For example, in live broadcast rooms for clothing, size charts are often used, which can improve efficiency and reduce repeated answers to common questions.

For example, in a live broadcast of makeup, the skin tone and color number to choose, or which one to choose for what occasion, will usually be written on a display board or a small blackboard.

After understanding the above basic knowledge, you should have a clear idea of ​​the basic decoration, simple design, lighting, and tool purchase of the live broadcast room.

The next step is to start learning from outstanding peers.

2. How to imitate the live broadcast room of competitors

When it comes to live streaming rooms of peers, we must first determine what kind of accounts are worth imitating.

I usually choose accounts in the same category that can be on the rankings for a long time .

Behind the accounts that can make it to the rankings are sophisticated operation teams.

Whether it is the arrangement of goods or the layout of the scene, it has a strong marketing logic.

How to find these accounts?

You can enter the live broadcast ranking interface through third-party tools such as Chanmama and Douchacha, search for rankings in the same category, and see which accounts are on the list.

Generally speaking, I choose to follow 50 accounts at the same time.

99% of my sources of inspiration are concentrated in these accounts. The next step is to open them one by one and record them one by one.

What to record?

Record your inspiration.

To get inspiration, I usually ask myself a lot of questions:

1. What is the live broadcast background like? What form is used and what information does it highlight?

2. What does the anchor look like? How does he broadcast? Is it a regular broadcast or a live broadcast? Will he play music? What type of music will he play?

3. How does the live broadcast room highlight the main model? Is it directly reflected in the background or placed on the table?

4. How does he display other products? Does he use sales talk to guide orders, or does he use shelf-style displays?

5. What is the benefit, freight insurance? Ten times the compensation if it’s fake? Stick it directly on the wall or make it into a sticker

…

I will spend a day going through all the competitor accounts.

The next day I will do one thing, which is to sort all the fragmented information into categories and store them in my mind, and then ponder whether this scenario is correct:

1. Can users tell what I am selling within 1 second?

2. Can users grasp what products I am promoting within 3 seconds?

3. Can users see what additional selling points I have through the screen?

4. Will users feel comfortable watching my live broadcast on their mobile phones?

Once the above is confirmed to be OK, then there is really no problem.

All that remains is to arrange procurement and decoration, and wait for the live broadcast room scene to be completed.

3. Some thoughts on live broadcast scenarios

Through the above methods, I built a lot of live broadcast rooms in the early days.

Now, I have more experience in scene construction.

The following are some daily records, and I hope they will be helpful to everyone.

1. The closer the live broadcast scene is to the production process, the more it can stimulate users' desire to buy

2. The more realistic the live broadcast scene is, the more it can inspire users to trust the product.

3. Under the Matthew effect, it will be more difficult for new accounts to make breakthroughs in people and goods, but the competition in scene building will be much simpler

4. It is difficult to attract users with simple display scenes. The live broadcast room needs more innovation, such as the live broadcast under the snow mountain which is very popular recently.

5. 99% of live streaming content is a false prosperity. Using disco scenes to market food is as ridiculous as selling soap in the crater of a volcano.

6. The best live broadcast scene and the best marketing words are the goods in your hands