23 experiences, fully revealing the inside story of live streaming operations of top brands

The rise of live streaming with selling goods has made live streaming a new trend again, with major brands, big bosses, and celebrities all joining the live streaming with selling goods .

Reports of live-streaming sales worth hundreds of millions of yuan are constantly appearing in the news, but few people can explain how such a live-streaming is done.

People in the industry cannot just look at the results, but also need to know the truth. I happened to have a full-process execution manual for a creative live broadcast of a certain category on JD.com, which was based on 7 live broadcasts. After reading this confidential file, you will understand the inside story of the live broadcast operation.

This sharing is divided into two major sections: content planning and project execution. From the major aspects such as platform selection, guest invitation principles, script writing, supplier selection and emergency warning filing, there are 23 experiences in total and 4,000 words of practical information, which will be fully revealed to you. I hope it will be useful to you.

1. Live content planning

1. Platform

(1) Select a platform based on your goals

Taobao, Douyin, Kuaishou, JD.com, Pinduoduo, Xiaohongshu... live streaming platforms are everywhere, and each platform has its own "temperament". When doing brand live streaming, you must make choices and plan content based on the characteristics of different platforms.

2. Guests

(2) Live streaming requires traffic, so the guests must be popular enough

Live streaming requires traffic. In addition to selecting well-known anchors in the industry to promote products, guests are an important source of traffic. Therefore, the first criterion for selecting guests is always whether they are popular.

The word "red" here actually includes another understanding. Well, political considerations are also one of the factors in selecting guests.

(3) In addition to traffic, the compatibility between the guest and the brand should also be considered

The first thing to consider is the natural association with the brand. For example, Gree Chairman Dong Mingzhu chose to broadcast live herself.

Another important requirement is that the guests understand the product.

If you want to promote products, you must first understand the products yourself. For example, major brands choose to invite their bosses who know the products best to perform on the stage; computer and digital brands invite tech geek celebrities to do live broadcasts, etc.

(4) Once you enter the live broadcast room, you must have the basic qualities of a live broadcaster.

For a qualified anchor, excellent language organization skills are a basic requirement. Even if he cannot be on par with professional hosts, at least he must speak clearly and with clear pronunciation. After all, there are no subtitles in live broadcasts.

Live broadcasts cannot be repeated, which requires guests and hosts to be able to deal with emergencies during live broadcasts, so as not to be confused or awkward. Here is a small suggestion: you can give priority to finding hosts/talk show actors/famous talkative artists...

(5) It must generate its own traffic and also have the potential to create topics

From a marketing perspective, in addition to the live broadcast itself, we also have to consider the subsequent communication angle. Even if the guests do not bring their own topics, it is best to have the possibility to create topics, such as the famous Xiao Zhu Peiqi combination, Luo Yonghao’s first live broadcast, etc.

3. Script

Live streaming is something that relies heavily on on-the-spot performance, so is it necessary to write a script with every detail? Answer: It is very necessary. (We made so many mistakes in the script.)

(6) Before writing the specific lines of the script, you need to have a live broadcast framework

The script is not written. The live broadcast must first have a theme, which goes without saying. Before you start writing, you must plan the duration of each product based on the length of the live broadcast and the number of products, and figure out the links and processes. Warm-up, guest interaction, product introduction, sales, lucky draw... pay attention to clarifying the priorities of the content, sticking to the time, while also keeping it coherent and interesting.

(7) The live broadcast room is full of people

Even if they are selling goods at a street stall, they need to sing in unison. Of course, the host and guests in the live broadcast room also need to have a clear division of roles. Who sets the pace? Who introduces the product? Who is the main seller? Who is responsible for highlighting sales information and prize draws? Will the guest introduce the product from the user's perspective or the consumer's perspective? These are all noted in the script.

(8) The “intentions” of live streaming with goods

If you want to encourage someone to do something, empty praise alone won’t do. When introducing a product, use plain language and choose a suitable angle, such as performance, cost-effectiveness, usage scenarios, on-site trials, etc. What can make the audience immediately buy it is often just a small point rather than a professional but empty product description.

If you want to facilitate purchases, you must first retain your audience. You can embed some jokes and highlights in the script planning to prevent the scene from cooling down. At the same time, when writing the script and live streaming, you can also emphasize promotional information and lottery information to retain the audience with the most practical benefits.

(9) Don’t rely on luck, don’t rely on luck, don’t rely on luck!

Lucky 1: Will the execution company write a good script? Reality: You can write, but not necessarily well.

Lucky 2: The guests won’t follow the script anyway, so the script doesn’t have to be too specific, right? Reality: Although guests will not follow the script 100%, your script is their last line of defense to complete the live broadcast.

Lucky 3: It’s the host’s job to be familiar with product selection, right? Reality: The execution company may make the wrong product selection, and the anchors and guests may not be familiar with the product selection. At this time, we ourselves must be familiar enough with the product selection.

Note: When writing the script, you must be aware of the legal risks and what the brand needs to avoid. You must also indicate “Must do” and “Don’t do” in the script to remind the host.

4. Supplier Selection

If you are an advertising company new to live streaming like us, your life will almost depend on the execution company. Here are some of our experiences in PlayerUnknown’s Battlegrounds:

(10) Clarify the scale and purpose of live broadcasts

When choosing an execution company, you need to evaluate the live broadcast project internally and ask yourself, "Is this really just a live broadcast?" If it is an offline event or even a press conference, it will focus more on offline execution and reception. At this time, I prefer to choose an event company. If a combined approach is adopted, the division of labor between the two parties needs to be clarified before execution to avoid confusion in subsequent execution.

(11) Selection of suppliers

• Suppliers must have case experience on relevant platforms, involving online operation and maintenance of live broadcast rooms;
• Suppliers are required to provide past live broadcast planning cases/and understand clearly what they are responsible for in the cases;
• If time permits, it is best to bid, mainly based on the other party's capabilities/resources/quotes. At the same time, the other party is required to provide previous live broadcast scripts and live broadcast replays. The main considerations are script writing ability, site design ability, and on-site lighting.

(12) Clarify standards with suppliers in advance

In addition to having your own expectations for the effects that the live broadcast will present, you must also synchronize your expectations with those of your suppliers to avoid cognitive biases on both sides. For example, script writing, or setting up a live broadcast room... If you suddenly find that you have not done it well and don’t have time to study it in detail, it is time for you to take over.

(13) Don’t rely on a tree for your life

When cooperating with a supplier for the first time, trust them but don’t trust them too much. Although there are a lot of standards, no one knows how they will be implemented until they are actually implemented. You may encounter: insufficient scriptwriting skills, difficult-to-meet-the-requirements designs, inexperienced personnel, or even outsourced execution. If there is a problem, coordinate or replace people immediately.

Therefore, we need to control every link well and make preparation plans. After all, customers will come to us directly.

(14) Leave enough time, otherwise there will be tears later.

It usually takes about two weeks to prepare for a live broadcast, but there will be many situations that will cause delays in various links. Scripts, venue layout, live broadcast room setup... these will most likely need to be modified and confirmed repeatedly, so it is best to do everything in advance.

Pay special attention to live broadcast products. Please be sure to negotiate a deadline for product collection, as this part will greatly affect the progress of the script.

It is necessary to clarify the logistics information and contact personnel with customers, and create shared documents to update product and logistics information in real time

Make sure you get everything 1-2 days before the live broadcast, and check the product models. If the products involve on-site demonstrations, test them in advance to avoid accidents.

2. Live Project Execution

Live streaming is something that has no post-production. There is planning, talent selection, venue layout, scripts, gags, prompter content, guest attire, network signals, lighting, composition, emergency plans… once the broadcast starts, it is hard to undo what has already been done.

Therefore, during the execution phase, everything must be perfected.

(15) The highlight of the early preparations: the layout of the live broadcast room

The layout of the live broadcast room is related to the audience's first impression after turning on the live broadcast, so it is necessary to scout the scene and prepare in advance. First, consider the space to avoid elements on the background board that are too large or too small; second, clarify the proportion of the live broadcast screen, horizontal screen? Vertical screen? How the anchor or anchors stand in the picture.

The background color should be moderate. Avoid using too light a color, which will cause the light to be easily exposed. Avoid using too dark a color, which will make the image look unfriendly. Also, avoid using too bright a color as a prop (such as neon lights).

(16) Another highlight of the early preparations: online materials for the live broadcast room

• The cover of the live broadcast room is extended in advance, and you need to apply for the live broadcast room (14 days in advance for JD live broadcast) so that the QR code can be generated;
• Product patch to ensure the accuracy of SKU information;
• Shopping bag product entry: After obtaining the SKU code from the customer, enter the shopping bag. Be sure to clarify the order of the shopping bag products with the customer (generally, the order is based on the order of the products in the live broadcast);
• Advertising space: that is, the banner of the live broadcast room. You need to clarify the banner layout and jump link with the customer;
• Rescue video: used as backup during live broadcast of accidents.

(17) Be careful to set blocked words for live streaming

The comments in the live broadcast room can only be entered after the broadcast starts, but if you have time it is best to organize them in advance, such as politically incorrect comments, diss brands and products, and those related to competitors (if customers care), and then flexibly set them up according to actual conditions during the live broadcast to avoid confusion.

(18) Try to provide the anchor with clothing in advance

It is recommended to give clothing suggestions to guests and anchors in advance. It is not recommended to wear glasses with lenses as they will reflect light. At the same time, avoid wearing clothes that clash with the background color of the live broadcast room, clothes that are too light in color, and clothes with fine stripes. Avoid overly exaggerated clothing. It is recommended to have some of your own characteristics. At the same time, pay attention to everyone's clothing matching.

(19) Even if the guest is a big shot, try to communicate with him in advance

The main purpose of communicating in advance is to understand the guests’ needs, preferences, and habits. After a conversation, there may be new changes. The script is close to the actual situation of the guests, so it will appear more natural during the live broadcast.

Note 1: The teleprompter and hand cards are standard, but the content and format vary from person to person. Some guests need to complete the lines, while others may only need the process framework and key information.

Note 2: If conditions and costs permit, in addition to the teleprompter, a screen should be used to synchronize the real-time picture so that the guest can see his or her real-time performance and appearance;

Note 3: Some customers may have requirements for high-definition screen recording. You should tell the supplier in advance but be prepared for the screen recording file to be extremely large.

(20) Launch day! Arrive early and be prepared!

• Confirm the on-site setting of the live broadcast room (mainly consistent with the previous design, and no need to study the details that are not in the shot);
• Check the product again to confirm that it is correct;
• The on-site coordinator should confirm it and communicate with him/her in time if there are any questions;
• You can tell at a glance whether the live broadcast equipment is professional or not! If you tell us about the problem early, you can still save it;
• The division of the various areas on site can be more obvious, making it easier for staff to perform their duties and avoiding chaos on site;
• Confirm with the person in charge the safety of all routes on site to avoid placing important routes in crowded areas that may lead to accidents on site.

(21) Conduct live screen test in advance

• The lighting in the live broadcast room should be moderate to avoid overexposure, and multiple cameras should be used to ensure uniform color values;
• Even if the horizontal and vertical screens are confirmed in advance, the screen ratio and the position of the anchors need to be tested repeatedly on site (especially when multiple people are broadcasting at the same time, the position relationship between the anchors and the camera positions should be paid attention to);
• For a fake vertical screen, the upper and lower patches can be adjusted according to the lighting conditions, making the whole look better;
• Confirm the placement of elements in the live broadcast room: do not block characters, products, or pop-up subtitles, etc., to ensure that important elements are displayed beautifully (try with a few more mobile phones);
• Pay attention to the exposure of brand information.

(22) Ensure that the SKU information of the live broadcast script and patch is correct

• Before live broadcast, customers often need to temporarily adjust SKU information. It is important to ensure that the information of materials and scripts is updated synchronously.
• Before the live broadcast, you need to check whether the front-end price of the shopping bag (the price that the audience sees) is completely consistent with the SKU information provided by the customer. If there is any inconsistency, you need to ask the customer to update/confirm as soon as possible (the sooner you do this, the better);
• Sometimes merchants may hold an event before a live broadcast, causing the live broadcast price set in advance to be higher than the event price. This problem needs to be discovered and resolved early, as customers are actually very sensitive about this.

(23) Discuss the process with the live broadcast staff in advance and familiarize yourself with the script or process.

The host needs to arrive at the scene in advance. He is the person responsible for controlling the rhythm and process (if the host is an artist, he can only rely on on-site control, teleprompter and whiteboard).

• Note 1: Don’t take it lightly half an hour before the broadcast. Half an hour before the broadcast, it is recommended to continuously test the Internet speed of the live broadcast room and the reception of the anchors’ mics;
• Note 2: Pay attention to the teleprompter version. You may have revised it 10 times or more. Please note that the teleprompter used by the live broadcast staff must be the final version.
• Note 3: Pay attention to the fact that the live broadcast room must have a review control person to monitor in real time and prohibit the wool party from spamming, diss brands & products, insulting the live broadcast personnel, etc.
• Note 4: Even if you are at the scene, you must watch it on your mobile phone! The screen of the mobile phone is the screen of the consumer. When monitoring in real time, remember to take screenshots to keep some high-quality interactions and final data.
• Note 5: You should teach the guests the lottery rules and how to take screenshots in advance in case they don’t know how to do it…
• Note 6: Traffic generation and promotion are really important! Use various channels.

Some tips:

• Check whether the live broadcast room is already in the corresponding recommended position (if there are resources);
• The director will monitor the timing and rhythm of the entire show, but we must also keep an eye out for timely communication and use the whiteboard to remind the guests;
• Remind the anchor to interact with the comments in the live broadcast room;
• Remember to put the product being recommended in the live broadcast room in the front or in a prominent position;
• If there is a lottery in the live broadcast room, it needs to be clear who will be responsible for announcing the winners' information and providing screenshots of the user IDs.

And the warmest reminder from the project team members: Eat more on the day of the live broadcast! (Shouting) Everything in advance! Everything in advance! Everything in advance! Work together! Work together! Work together!

After experiencing the storm’s live broadcast for 15 days, I still feel full of fear when I recall it. This is our first live broadcast project. The bulldozer-like project execution process really makes people feel very fulfilled (exciting). Although there are shortcomings, fortunately it was successfully completed and gained the recognition of customers.

Whether you want to learn about the live streaming industry or are a marketer who is involved in live streaming projects, I hope these experiences and lessons will be helpful to you. This will also be a gain for us.

Let us embrace change together.

Author: Advertising Common Sense

Source: Advertising Common Sense