Brand Self-Communication Guide

If "live streaming by all" and "live streaming with celebrities selling goods" were the keywords of the e-commerce live streaming industry in 2020 due to the development of the industry and the impact of the epidemic, then as we entered 2021, the celebrity live streaming craze has subsided, but at the same time, more and more brands, companies, and merchants have joined the live streaming army, and " brand store live streaming " and " brand self-broadcasting " may become the epitome of e-commerce live streaming this year.

(Image source: Feigua Data)

For brands, compared to finding influencers to promote products, self-broadcasting has more diverse ways of promotion. In addition to regular live broadcast and video live broadcast combination promotion, a brand live broadcast matrix can also be formed. At the same time, the promotional methods are more flexible and varied. Overall, live streaming is a marketing opportunity and channel that cannot be missed. So, what should brands do when entering the live streaming e-commerce market? How to make live streaming marketing more stable? Feigua Zhitou has summarized three key points based on these issues:

1. Aim at your own positioning and clarify the attributes of live streaming

2. Target the target group and achieve platform focus

3. Strengthen live broadcast operations and guide interactive conversion

1. Aim at your own positioning and clarify the attributes of live streaming

If a brand wants to conduct live streaming, it first needs to determine the attributes of the live streaming based on its own positioning. Different live broadcast platforms correspond to different user groups. Similarly, different brands have different demands for live streaming. In addition to the conventional live streaming format of selling goods, live streaming can also bring "brands".

For many brands and businesses, live streaming is a method of shipping products that is currently on the rise. In the interactive atmosphere of the live broadcast room, the group effect of purchases can be more easily stimulated, which can greatly increase sales. If a brand has determined its sales needs, it can choose the live broadcast channel based on dimensions such as platform attributes and user portraits.

There are countless successful cases of live streaming sales, but not all brands are suitable for live streaming sales. Compared to selling goods, the increase in brand influence that live streaming brings is more valuable. Live streaming is a way of enhancing the influence of brands and new products, deepening the impression of brands in consumers' minds, and promoting future purchasing behavior. It is more suitable to carry out brand live streaming on content-oriented platforms.

(Image source: Publicly compiled from the Internet)

In general, whether brand live streaming is about selling "goods" or "brand", it must closely focus on the brand attributes and product characteristics. The main focus of clothing and fast-moving consumer goods categories is to bring goods, while categories that cannot be consumed online (such as real estate, automobiles, etc.) can focus on brand image building and promotion of functional advantages.

2. Target the target group and achieve platform focus

After determining the attributes of the brand live broadcast, the next thing to be finalized is the live broadcast platform.

The so-called platform focus means selecting a platform for in-depth operations based on brand characteristics. Before achieving platform focus, we must first determine how likely it is that the platform’s user population overlaps with the target population targeted by the brand, and try to select platforms with a high degree of overlap. In addition to reducing the cost of trial and error, doing so not only makes operations more worry-free, but also allows you to leverage your brand advantages to form a strong alliance with the platform to gain support for traffic or other resources.

Taking Taobao Live, Douyin, and Kuaishou as examples, we have also sorted out the advantages and disadvantages of each live broadcast platform, as well as how brands can carry out live broadcasts:

(Source: Publicly compiled from the Internet)

3. Strengthen live broadcast operations and guide interactive conversion

If determining the brand live broadcast positioning, target audience and platform is to lay a solid foundation for the brand's self-broadcasting, then stable and efficient live broadcast operations will determine the ultimate height of the brand live broadcast development. Efficient live broadcast operation includes two parts: live broadcast room optimization and live broadcast data analysis.

On the one hand, live broadcast optimization is mainly reflected in the screening of anchors and the planning of live broadcast scripts. An excellent anchor needs to be consistent with the brand tone, have relevant professional knowledge and interesting expression skills. Generally speaking, the planning of the live broadcast script can meet the requirements of both fun and interactivity, thus ensuring the basic atmosphere of the live broadcast room. On the other hand, it is closely related to the presentation of the live broadcast room and product selection.

In addition, live broadcast data analysis is also a very important part, and covers aspects such as preheating, traffic diversion, conversion and review. From the advertising data during the preheating and traffic diversion period, to the fan interaction data in the live broadcast room, to the effect data of product click-through conversion, each link has several key data indicators. Improving and optimizing these data indicators is the core of the live broadcast room data operation.

(Photo source: Feigua Investment)

Live broadcast room optimization and live broadcast data analysis complement each other. By analyzing the live broadcast data, we can find out which aspects of the live broadcast room can be further optimized and improved, and the results of the live broadcast room optimization will also be directly fed back to the live broadcast data indicators.

Of course, a successful brand live broadcast does not end the moment it goes off the air. From the early stage of preheating and traffic diversion, to the official launch of the live broadcast, to the summary and review after the live broadcast, the brand can take advantage of the opportunity to create a long-tail effect of marketing.

Summarize

As live streaming e-commerce continues to develop and mature, more and more brands and businesses have begun to build their own operation teams to promote their products. According to FeiGua data, since January 2021, there has been a significant increase in the number of new store broadcast accounts among brand-associated influencers.

Secondly, from the perspective of live streaming sales, store broadcast accounts currently account for about 20% of the total sales sessions, but there is still a lot of room for growth. It is expected that the field of brand store broadcasts will continue to develop this year and may become a new trend in live streaming sales.

(Data source: Feigua Data)

Douyin and Kuaishou have already made arrangements in terms of brand support. For brands, this is an opportunity to overtake others. They should do a good job in brand live broadcast positioning, choose the right platform and track, fully prepare brand live broadcast strategy, and implement it persistently to form a unique live broadcast methodology for the brand.

Author: Feigua Zhitou

Source: Feigua Investment