This year’s “618” has gathered the mainstream players of the e-commerce track, especially the strong entry of Kuaishou and Douyin, bringing a new question to this year’s “618” : live broadcasting with goods. Normally, Douyin Kuaishou is not so early to enter the local e-commerce, but now it can not be underestimated in the promotion of e-commerce, and this is also by the wind of the live broadcast. After years of development, the e-commerce market has entered a mature stage, and its form has also been transformed with the increase of time. In recent years, live streaming e-commerce, short video e-commerce, social e-commerce and other forms of e-commerce have blossomed. In the face of fierce market competition, the majority of businesses will want to catch the audience’s attention and attract traffic in the first time. However, under the condition of pre-cooling in the form of artistic performance, it is difficult to attract users’ attention. As a tool of commercial and promotional information transmission, live broadcast is becoming an increasingly important carrier in the e-commerce industry. According to relevant data, it is estimated that by 2025, the total transaction amount of live broadcast goods with goods will reach 6.4 trillion yuan, accounting for 23.9% of the total transaction amount of retail e-commerce goods, indicating the broad development prospect of live broadcast e-commerce industry. And the live broadcast has also become the 618 promotion of many enterprises to win the magic weapon. Broadcast with goods spring tide hit, the strong debut of video number, the expansion of short video territory. Every Internet entrepreneur works in a variety of industries. In the face of such a changing environment, how should Internet people deal with it? The following Xiaobian will give you a chat, the Internet people how to deal with. A, looking for benchmarking For newcomers, the most efficient way is to go to bar, go to find you to do has done a very good account of the same type of learning, learning about their content, how do you what is the content of the direction, have a look at the way they operate, including to study their business model, and how they are converted into cash. 1, to mark the number of accounts so many, which some priority to learn? Suggested to find a short period of time, such as a month up powder especially fast, strong liquidity account to have more reference significance. The original visibility is very high, is not suitable for small and medium-sized players to do on the mark, because these originally have their own brand effect, their own platform traffic support, can not play a reference role. So, how do you quickly find a large number of the same type? Using various data analysis platforms. Quickly look at the vertical categories of hot, hot materials, hot videos, and more. These third-party platforms can click into the account to see the number of followers, likes, works, average thumb up, average comments, average retweets and data for each video. You can also put the account information in the table, such as name, portrait, style, tone, beginning, end… Through comparative analysis of tables, find the essence of the account to “imitate”, not only learn the appearance. Detailed data analysis should also be done. Topic selection, title copy, shooting techniques, background music, comments and so on all need to be dissected one by one. In a word, the data should be dismantled to the extreme. For example: basic information: type, name, tag, content features, avatar, signature; Video data: duration, highest thumb up content, fan characteristics; Video screen: the overall visual effect, video cover, video middle, video end; Video Sound: Vocals, soundtrack; Video copy: video introduction, comments area; After disassembly, we should not blindly copy. We should consider the attributes of platform users and popular rules to develop our own schemes. 3. Keep brushing the same type, such as Douyin, and continuously brush the same type of accounts, so that the system can actively recommend high-quality accounts of the same type to you. Because users on the same platform, attributes, tags and preferences will be more similar, it is easier to build a test bank. Filter out all the good content from these accounts and build your own test bank. You can draw inspiration from a lot of good content and how to set up slots to make videos more topical, easier to share comments and learn how to guide the comments section of the same account. Set thousands of strengths, integration of each place to do well, a large probability to create hot style. One good topic is worth 100 normal topics, and one hot style content is worth one month’s daily updates. Growing fans, especially rapidly, does not rely on mechanical daily exposure and massive updates, but on creating hot style content. Where did the topic come from? It can be selected from the selection pool mentioned in the previous step. In addition, the topic can be selected through team creativity, hot spots, user needs research and other methods. A good idea from a team can also become a topic for you. Hot spots must be chased with their own positioning, attributes related, do not rub some irrelevant hot spots. For example, if you are in the serious education industry, but you chase after the entertainment gossip, it is not in line with your position and will ruin the impression of your fans. Have the topic, but also to determine the frequency of the account and the form of content. For example, daily watch or weekly watch, several times a week, using VLOG or oral broadcast form. III. Analysis of hot style factors To disassemble the content to the extreme, it needs to be analyzed from the dimensions of multiple factors, mainly including: topic selection, copy, content form, background music, comment area, content duration, etc. When we analyze the title, we think: why is the user attracted to the title, what is it that impresses people? What kind of people are attracted to the headline, and is that our target group? Then the text script extraction, analysis of the highlights of the text. For example, the structure of the copy, how to write at the beginning, how to transition in the middle, how to close at the end and so on. Then analyze the content form to see whether the expression form of the video is novel, the shooting technique, the sense of the camera, and whether the performance of the protagonist is good or not. Finally, the overall data are analyzed. So there’s a rule that the better the data, the easier the data is. If you want to enter the e-commerce live broadcast, you can consult CRMEB,CRMEB focuses on mobile Internet software design, research and development, sales as one of the high-tech enterprises, we will be dedicated to serve you.
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