What do you do with live streaming? European event planner takes you through

2020-05-21

What do you do with live streaming? European event planner takes you through
Although today everyone is talking about live streaming with goods, European event planning live streaming in the instantaneous transaction of the performance is also very prominent, but the form of live streaming also has its natural defects.

The operation of OPPO Find X2 release is quite typical: on weibo, first through the celebrity fan effect, the self-confident eyebrows of li yifeng were heated up to build a brand. Then, the official topic of # OPPO Find X2 was set up, and the brand topic page was used for brand construction to build a "reservoir" in the public domain flow. Then use super fans to preheat the information of the press conference, seize the private domain flow that can reach the target users, and preheat the water for the brand topic.

After the completion of the water storage, the live broadcast will be released at a high level to form a potential outbreak, the most direct is to have more high exposure, all-round multi-channel diversion, to create a real momentum. To achieve this effect only by the direct broadcast room flow is not enough, especially the brand from the broadcast, its own flow is far from enough to form a sound wave, must borrow in all kinds of public domain private domain flow tools.
Even as mentioned earlierOPPO，In this brand identification and the heat of the national level, released in the Find X2 officially began to live and have additional traffic tools on weibo to do a lot of investment, the comprehensive attention intercepting, finally realizes the conference live broadcast amount exceeds 75 million, the topic of reading effect, the importance of attention to traffic tools into leveraged overall leverage.

In addition to the spread of flow tools, their own hot spot ability is also very important.

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For example, xicha, a popular web celebrity product, can be "hot search booking" with a little action. Recently, because of several weibo lucky draws, fans of competitive products have been selected, and "xitianhot search" has attracted 730 million readers in two days. At the same time, xi tea itself also has the ability to create a stalk. It interacts with the official account of the weibo lucky draw platform and several competing products, and drives the fans to interact with the competing products of aite, which not only attracts attention, but also leaves the brand mark of fun and games.
Xi tea this is also the potential to create a stem, product launch marketing activities, the more need for the brand spontaneous refined operational planning. For example, vivo S6 used the nickname "selfie black hole" of its spokesman liu haoran before its release, and then interacted with the large size of the entertainment category to bury the stalk in advance. During the live event, the brand connected with liu haoran to "hand in homework" with the new product, which suddenly highlighted the label of "selfie artifact".
Of all the outlets this year, perhaps none has attracted more attention than live streaming.
Last year, weiya and li jiaqi became the head flow that can talk happily with ma yun, and became the European activity planning. This year, luo yonghao "went to the sea" and set up his first business live broadcast with 160 million goods, and dong mingzhu live-streamed a sales volumeWith 310 million yuan, it equaled gree's annual e-commerce revenue -- online and offline, it seems to be out of step with The Times if we don't talk about live broadcasting

But in the brand in succession to live with goods eager to try at the same time, dong mingzhu, luo yonghao such a star entrepreneur, and li jiaqi such experienced anchors are often turned over, coupled with the rising costs, how to do a live broadcast has become a common headache for brand business proposition.

European event planning is more worrying to the brand than the hot search on the rollover. If a live broadcast is completed, with no audience, no conversion and no sales, it may be a more embarrassing scene than the whole Internet rollover.
In the second half of the live broadcast in which everyone is competing to enter the bureau, if you want to have a lively and prosperous few minutes in the live broadcast room, what you need is the construction of an entire brand ecology outside the live broadcast room.
The natural drawbacks of live streaming
Although today everyone is talking about live streaming with goods, European event planning live streaming in the instantaneous transaction of the performance is also very prominent, but the form of live streaming also has its natural defects.
The first problem lies in the strong real-time performance of the live broadcast: a live broadcast often takes several hours, but basically no user will be stationed in the live broadcast room for the whole process.Most users don't spend hours listening to anchors talk about products. Even though luo yonghao, for example, watched more than 10 million videos of douyin live streaming in the first day, the online peak was only 2.9 million.

At the same time, it's hard for real-time users to follow -- which is why an anchor can only talk for a few minutes with a product，Because the user's attention will not be concentrated in the live broadcast room for a long time, it must be short, flat and fast to achieve the promotion effect

Therefore, the overall narrative of live streaming is completely non-linear and fragmented, which means that live streaming is actually not suitable for brand building: it is difficult to tell a brand story in a few minutes，The audience in the studio rarely has the patience to listen to one side of the output. Previous attempts by some brands in this regard did not work well either. For example, dong mingzhu told the story of gree and her own business in douyin's first live broadcast. According to the feedback from all aspects, users did not buy it. Therefore, in brand communication, there must be other actions outside the broadcast room to supplement.
Due to its strong real-time performance, live broadcast also features strong interactivity and strong suddenness, which is a great challenge to the host's on-the-spot ability. This problem has been illustrated by various rollops frequently searched on weibo, which can be said to be one of the biggest challenges of live broadcast to enterprises.
What corresponds to the strong real-time performance of live broadcast is the weak propagation of live broadcast.

一On the other hand, it is very difficult to spread the video content that often lasts for several hours, which has been a hard injury of live broadcasting since the era of live broadcasting in the show field. Even li started streaming live in 2017, but it was the viral spread of the "OMG" short video that ran the chopper. With so many competitors streaming in today,It is difficult to become popular only through live broadcasting.
On the other hand, there is another reason for the weak propagation of live broadcast: under the concept of "between", the internal and external fields are distinct, and the two different transmission fields are completely separated. Most live broadcasting platforms have no public domain for discussion, and a live broadcasting room is equivalent to a separate private domain flow pool, with different live broadcasting rooms sharing each otherIt is difficult to form natural interaction, only by connecting wheat and other tools to form the flow. This is why every time li jiaqi live broadcast of the topic point, or have to go on the micro blog hot search to ferment, even li jiaqi apology also get micro blog statement，本质原因还是在于The broadcast itself is of poor transmissibility.
Accordingly, another feature of live broadcast is that under the influence of short video platform algorithm distribution, the direct broadcast room has a very strong pipeline. After a live broadcast, it is difficult to ensure the same group of users to watch the next live broadcast, and new users are not easy to be retained, resulting in poor traffic reuse.
Games like old live, the first single must accumulated to watch, to the game 6, though there is still a trill blessing, fans also reached more than 10 million total, but the cumulative watch only less than 6 million, only 300000 online at the same time peak - it was in the old cabin topic, because "tipping" over and over again on the microblogging hot search, on the basis of reuse visible flow difficult.
Thus, It can be seen that a complete "live broadcast" It's not just a few hours in the studio: to really do a good live broadcast, we also need to run a whole closed-loop from the user's first contact to the retention and long-term operation.
Do a good live broadcast
Kung fu is outside the studio
And performance of the "one minute on stage, the audience ten years of work", the brand from the touch of the consumer to finally complete instantaneous transformation in the air, history is often through the funnel, must also complete the extensive water storage MATS, synchronization, heating, and later secondary fermentation and refinement of long-term user operation can truly realize the value of live.

First of all, it is important to build the brand in advance of the launch. Strong instantaneity of live broadcast means a strong sense of ritual: if there is no sufficient warm-up in the early stage of live broadcast, it is difficult to obtain a full and effective flow, and only with sufficient accumulation in the early stage can one's feet be completed in the live broadcast.

In addition to the spread of flow tools, their own hot spot ability is also very important.

For example, xicha, a popular web celebrity product, can be "hot search booking" with a little action. Recently, because of several weibo lucky draws, fans of competitive products have been selected, and "xitianhot search" has attracted 730 million readers in two days. At the same time, xi tea itself also has the ability to create a stalk. It interacts with the official account of the weibo lucky draw platform and several competing products, and drives the fans to interact with the competing products of aite, which not only attracts attention, but also leaves the brand mark of fun and games.
Xi tea this is also the potential to create a stem, product launch marketing activities, the more need for the brand spontaneous refined operational planning. For example, vivo S6 used the nickname "selfie black hole" of its spokesman liu haoran before its release, and then interacted with the large size of the entertainment category to bury the stalk in advance. During the live event, the brand connected with liu haoran to "hand in homework" with the new product, which suddenly highlighted the label of "selfie artifact".
In addition, considering the separation of the interaction inside and outside the live broadcast field, it is also quite important to continuously grasp the trend of the public opinion field after the live broadcast.
It has to be mentioned here that to do a good job in the secondary dissemination of live content, the real interactive public opinion battlefield or in the micro blog and other social media. Consumers may be impulsive consumption in the broadcast room, but may also jump out of the secondary search information, especially mobile phone 3C and other customer price is larger products, at this time the guidance of brand information is very important, evaluation and other multi-directional information will produce secondary effect. After the release of vivo S6, the combined KOL of the whole station exceeded 630, and the total reading volume of 189 million was launched, so as to ensure the global heat after the end of the live broadcast.

In addition to KOL, in the era of KOC's rise, ordinary users and fans had to be taken care of,In particular, in order to improve the traffic reuse efficiency of live broadcast, long-term brand fan group operation is essential. In the studio, instantaneous communication and interaction are strong, but it is difficult to take care of a single fan. The refined design of customers and word-of-mouth operation must also be outside the studio.
In fan operating this point, in the current industry in the current plan, shaking, fast operating tools to build private domain is not yet mature, from different platforms diversion to WeChat private domain transformation cost and operation cost is higher, and the merchants of electric business platform fans group of utilization rate is low, the overall look down instead, weibo because links closely with tao, the current flow is relatively smaller losses and overall efficiency higher a platform that is more suitable for carrying live after fans remaining in the platform.
For brands, live streaming in 2020 has passed the stage of "do not do", but has turned to the challenge of how to do well. In order to successfully make a live broadcast with complete instantaneous outbreak, in addition to the technical infrastructure, the more important links for brand building and traffic conversion must be built completely.
The commercial value of tuoyuan xinsi advertisement live broadcast is definitely not limited to the number of minutes and the trading volume under the time limit. If you want to really do a good job in live broadcasting, the long-term brand ecological construction outside the studio is more essential.