Tik Tok live broadcast scene control and operation skills!

Now is the era of live streaming for all people. Everyone can see how popular Douyin live streaming is. In addition to brand merchants entering the market, many ordinary people are also doing live streaming to sell goods. Do you think that Douyin only needs one anchor to sell goods? In fact, the most important role is the control of the live broadcast room. So as a novice, do you know how to control the live broadcast room well to increase the sales of the live broadcast room?

Workflow of live broadcast room control

1. Determine the live broadcast process and familiarize yourself with the product

As the field controller, before the live broadcast begins, you need to be familiar with the live broadcast script and understand when to launch welfare items, when to launch hot items, and when to hold raffles and activities in the live broadcast room. It is also necessary to understand the performance, parameters, sales activities, etc. of the promoted products to avoid failures. Keep abreast of fans’ demands for products, quickly filter comments about purchases and after-sales service in the barrage area, and remind anchors to respond to viewers in a timely manner.

(Data source: Feigua Investment, the above data has been authorized by the customer and anonymized)

2. Create atmosphere and rhythm

The sales atmosphere in the Douyin live broadcast room will directly affect the conversion efficiency of the products in the live broadcast room. The interaction rate of high-quality Douyin live broadcast rooms will become higher and higher, the audience's stay time will become better and better, and the retention rate of the live broadcast room will also be high. Therefore, good field control requires paying attention to the barrage comments in the live broadcast room, the likes, comments and reposts in the live broadcast room, the length of time the audience stays in the live broadcast room, and the retention level of the live broadcast room.

(Data source: Feigua Investment, the above data has been authorized by the customer and anonymized)

3. Provide timely feedback to the anchor

The site controller needs to pay attention to the changes in the popularity and barrage of the live broadcast room in real time. For example, if the traffic of the live broadcast room decreases and the number of online users decreases, the anchor needs to be reminded to offer benefits and lucky draws to retain the audience. On the contrary, if the traffic of the live broadcast room continues to increase, the anchor can be reminded to promote the hot products in the live broadcast room to improve the traffic conversion rate and product conversion rate.

(Data source: Feigua Investment, the above data has been authorized by the customer and anonymized)

Product selection:

1. Specific analysis of specific objects

Choose live streaming products based on the fan portrait and needs of your live streaming account. For example, Li Jiaqi’s main selling line is beauty products, because his fan base is mainly girls. You can also use the conversion rate, click-through rate, and sales volume of products in the live broadcast room to comprehensively determine whether the product is suitable for sale in the live broadcast room.

(Data source: Feigua Investment, the above data has been authorized by the customer and anonymized)

2. Inventory is guaranteed

The audiences of live broadcast sales may be tens of thousands, hundreds of thousands, or even millions. Therefore, it is necessary to clearly define the actual inventory, delivery time cycle, and inventory replenishment time cycle. It is recommended to choose a small quantity and multiple batches strategy.

In the above content, we have shared with all Douyin users some skills for field control during Douyin live streaming. If you are a novice, you must master the above skills, and you need to make preparations in all aspects during the live streaming process.

Author: Feigua Zhitou

Source: Feigua Investment