Behind the explosion of live streaming: mutual achievements of platforms, anchors, and users
Abandon impetuosity, live delivery of goods is an exchange that begins with trust
"Live delivery with goods" is definitely the hottest "outlet" this year. Stars, hosts, and entrepreneurs have entered the live broadcast hall, turned into anchors and joined the army of live delivery.
On the Douyin live broadcast platform, you will not only see Internet "traffic" Luo Yonghao and other celebrities, Chen He, Wang Zulan and other favorite celebrities, and more live broadcast practitioners who do not have a dazzling aura, but are Everyone is affectionately known as the "Live Cargo Master".
Like Douyin celebrities, chanting rabbits, from an ordinary beauty sales to a head live broadcaster with 10 million fans. Like most women, she usually likes to study makeup and dressing. She has been living hard. She has sold imported cars and drove a crayfish restaurant, but she never thought that she would become the hottest Internet celebrity now.
Yu Zijiao, ranked first in this year's "618 Live Streaming Cargo List", graduated from the Central Academy of Drama, a properly graduated actor, is full of enthusiasm for art and hopes that he will shine. He was hitting walls everywhere. He moved to real estate and opened a restaurant, but his dream never disappeared. He wanted to do something big. Now Douyin has let him "do it".
On the live streaming platform of Douyin, you will also see the "Tianjin Family" that brings happiness to everyone, the "Brother Yi" who spreads positive energy, the fashionable hot mom "Dalu Road in Korea", the professional image consultant "Zi'an", and creative talent. People are "black faces", they are all humble ordinary people, and Douyin makes them shine.
1 Content is the beginning
In fact, their exposure to Douyin was purely accidental.
He said that after giving birth, I felt that I was a lot ugly, so I was very interested in how to be beautiful. I paid special attention to things like hair accessories and makeup, and I gradually gained a lot of experience.
At that time, Douyin was just beginning to become popular. She liked to share her experience with others, so she tried to post some simple short videos, such as drawing an eye makeup, or doing a hairstyle, with music, but she did not receive much attention. People pay attention.
Even so, she thinks this is a very interesting thing, and she also likes this kind of gameplay very much. She insists on it. As long as there is time, she will record a short video. At the same time, she will also ponder the gap between her own video and popular videos and continue to improve. And focus on integrating my own experience and life into the video to produce more new content.
By chance, she was traveling with rabbits. She saw the beautiful scenery and was in a particularly good mood, so she took a short video to express her feelings. The short video was sent out for more than ten minutes and the number of views reached hundreds of thousands, and the popular video instantly became popular, increasing many fans.
When I look back, I can conclude that the video’s popularity is not accidental, it is the result of long-term accumulation. She said that as long as you show the truest side to fans, let them see your intentions and your sincerity, you will definitely gain.
In the "Tianjin Family", King Kong is a cameraman. He did not expect to record the interesting family stories between him and King Kong's wife, Gang's father, and Gang's mother through Douyin, which are loved by many people. "Seeing the Tianjin family, all my worries for a day have been eliminated." This is one of the most frequently said words of his fans.
And Yi Ge, who is always willing to help others, has taken his own personal experience into many inspirational stories; Zi'an, who is engaged in fashion skills training, passes on his skillful knowledge of dressing to everyone, their efforts, those vivid pictures, all the time No longer impressing fans.
Through the short videos of Douyin, they are more quickly understood and known by the public, and they have established a good image in the hearts of fans. But they may not know that the story between them and the fans has just begun. A seed planted inadvertently can become a towering tree in the future.
2 Trust is more important than anything
If short video is a window for everyone to know you, then live broadcast is a bridge between each other. When Douyin began to broadcast live, Yu Zijiao immediately seized the opportunity. He is sure that live broadcasting is an inevitable trend in the future.
As soon as he started live broadcast, he chatted with fans purely, talked about his experience and life. He and his fans are close friends who talk about everything. Yu Zijiao said that his live broadcast room is often like a "heart-to-heart show", fans will come to him no matter what difficulties they encounter, and he will help fans as much as possible. "Once a fan said he had a broken leg, I immediately went to the hospital to see him."
The live broadcast deepened the relationship between him and his fans, and soon he had a lot of iron fans. Fans trust him very much and often ask him if he can buy this item and whether the product is good, and ask him to recommend some products. He tried to post some links or put some products on the shelves.
When Yu Zijiao introduced the first time he brought the goods, the effect was completely beyond his expectation. He chose a well-known brand, a set of skin care products at an affordable price, and the live broadcast was sold out as soon as it hit the shelves. Later, he also chose some high-end products, such as mobile phones, brand-name bags, etc., and sold dozens of them each time.
I was asked why I just brought the goods live, whether it’s mass merchandise or products with high customer unit prices, the sales can be so good. "On the one hand, the previous short videos and live broadcasts. The accumulated fan trust has already been in the hearts of fans. With high recognition, the conversion rate is particularly high when introducing product features to fans." Yu Zijiao said, "On the other hand, product quality assurance and price advantages have driven fans' enthusiasm for buying back."
Product quality assurance can be said to be an indispensable homework for every live broadcaster. When the "Tianjin Family" who brought everyone joy started to do live broadcasts, some fans did not accept it. But his high-quality, cost-effective products are still recognized by fans.
One thing left the "Tianjin Family" particularly impressed. In that live broadcast, he recommended a pearl powder, the price is cheaper than "Double Eleven", "618" and other shopping festivals, fans can't believe it is true.
After the fans bought it back, they were overjoyed when they received the goods, and they left messages to him: authentic, easy to use, and very pleasantly surprised. After the fans feel good, they will find the "Tianjin Family" again. Now, in the "Tianjin Family" live broadcast room, fans are always clamoring for him to bring goods.
Encouraged by fans, "Tianjin Family" is more motivated, and he is determined to give fans the best. He is very attentive to the selection of products, he must choose a big brand, and he has to go to the brand company for repeated inspections, and after getting the samples, he has to go through repeated trials by his wife. Only when the effect is very good, he recommends it to fans.
Speaking of product selection, "Tianjin Family" is very grateful to the Douyin platform. At the beginning, I didn't know what product to choose. It was the Douyin platform that helped him connect with high-quality brands, helped him keep prices down, and taught him how to choose suitable products.
Experts all cherish the "trust" their fans place in them. Yige also set up a special quality inspection department and a product selection department to conduct three on-site inspections of brand owners, including preliminary inspections, negotiations, and sample re-inspection. It has a complete and complex selection process and provides comprehensive after-sales service. Let fans feel more at ease.
3 The platform fancy helps "admirers" create a relaxing entertainment shopping experience
Nowadays, hundreds of thousands of people watch every live broadcast at the peak, and sometimes a single stream can reach the level of tens of millions of yuan, and they have become the target of cooperation between major business brands.
But everything is difficult at the beginning. Yu Zijiao recalled his live-streaming delivery journey with emotion. "At the beginning, I was a live-streaming delivery young man. Thanks to the Douyin platform for telling me how to operate it and giving me a lot of technical support. , Such as adding live broadcast special effects. Sometimes before the live broadcast, it will help me to promote the warm-up and increase my popularity."
He believes that Douyin has done a very good job in traffic guidance, and the traffic support for everyone is fair. Especially Douyin has held various activities, which will give more publicity and exposure. Yu Zijiao said: "Every time Douyin holds an event, I will actively respond, and strive for some advertising spaces and booths to increase popularity."
In the just-concluded Douyin "717 Wonderful Goods Market" activity, the platform also set up a no-threshold registration to support small and medium-sized talents, invested billions of traffic exposure and millions of dou+ rewards to inspire ordinary anchors and new anchors. Enthusiasm to bring goods
Yu Zijiao said that this event was particularly good, gathering various talents so that we can better learn from each other and compete, and encourage us to grow faster.
With the surge of live streaming, various forms of live streaming have emerged one after another. Yu Zijiao believes that in the future, everyone will pursue a more entertaining shopping experience, rather than a passive shopping method.
He said that everyone prefers shopping like a shopping mall. You can first go shopping for fun and interesting things, entertain yourself, shop after you are tempted, and shop for a while after you buy it, so that you can stay in the "mall" for a long time and consume The stickiness will be stronger.
In Zi'an's live broadcast room, you will not see sisters who want to buy clothes and cosmetics, you will only see a group of fans waiting for Teacher Zi's to teach. Zi'an tells her fans what kind of skin type and body proportion are suitable for what product, and how to match clothes this season and different occasions. After the fans understand these points, they will be seated and then make consumption decisions.
It can be said that the Douyin platform has created many "talents", and "talents" have also made Douyin. Many people may feel that after the people live broadcast the goods, they have less rest and sacrificed a lot of company with their families, which is a bit unworthy. They tell everyone that although they are tired, they are very happy.
Dalulu from South Korea said that our family was very happy when we filmed the video together, which strengthened our relationship. The family always laughed and laughed, and I also had a group of "friends". They often remind me to drink plenty of water during my live broadcast and don’t work hard. I am really touched.
Brother Yi has now become their local government's anti-drug image ambassador and poverty alleviation farmer. He told everyone that I can use my influence to do more meaningful things and give back to the society. I am very happy and proud.
They have also made a series of plans for the future live streaming business. The "Tianjin Family" will continue to bring more entertaining videos to everyone, and at the same time continue to expand its team to bring more high-quality products to fans. Yige hopes to do better and more complete in the supply chain, cooperate with more brands and factories, and strengthen its quality control ability.
The live-carrying people have become the "darlings" of the new economy, and their stories are still being played out, and they will be even more exciting in the future.
Beijing News reporter Wang Chunrui