How to use live broadcast for marketing

"I think the net feeling should be that the neckline is lower, the legs are longer and look better ... we have three necklines. You see our neckline is low enough, from neckline to navel. We are called the third-level film. "

Don't laugh after reading the above passage. This passage comes from Gui Yan, the producer of a live fitness program "I gave it to you". On March 3 1 day, a live broadcast held the "live broadcast column development trend and business ecological exchange meeting".

As the first sharer, the old driver from the traditional media admitted his mistake from the beginning: I feel like a failed case. We are a TV production organization and traditional media people. We accidentally entered the live broadcast industry and lost a lot of money. ...

Well, don't worry about his modesty, because as we all know, his live program is making money now.

What we need to struggle with is that at this sharing meeting, many live programs such as A Chess Constellation, Training with You Wu, Dinner in Hong Liang, and I have already given it to you were broadcast live at will, with an average of one, and the viewing traffic easily soared to one million+. But they all talked about a problem:

-At the beginning of the column, even with millions of traffic, there seems to be no good profit model.

Where is the root of the disease? It's not that the audience doesn't like watching, but what to watch!

Gui Yan's initial route was to broadcast his traditional TV production program mode online, and then the traffic just couldn't get up; Then a big transformation, taking the network celebrity route, low matching, ditch and temptation, traffic came up and investors withdrew.

Why? Working with you is harmful to the brand. Even if they make a constellation, it looks very hot, but it is difficult to achieve transformation.

You can't make a living by sending yachts. Finally, they chose a companion angle and accompanied the fitness live broadcast on 246. You already know the next thing.

Confusion like this runs through the rise of mainstream live programs. For example, Mo Xiaoqi, the anchor of "A Chess Game" and the founder of Constellation Goddess, used the evaluation of "the click-through rate is good and satisfactory, but the business is not very good, and I admit it is quite painful" when talking about several programs she did before 20 16.

How to break it? The general plan given by Mo Xiaoqi is to jump out of the road of success that others have taken: "Now everyone is not satisfied with the simple 12 constellation, and I hope everyone can gain more exploratory knowledge in" A Chess ".

What knowledge? Of course, this is not a class, but a strong interaction between the host Mo Xiaoqi, the guests of the big coffee artist and the audience. In short, it is to turn the constellation into a colorful, interesting and accented entertainment program.

This cross-border experience, which is not found in other places, also gives her a stronger fan stickiness.

More importantly, the image of the user group is very clear, that is, young women born in the 1980s and 1990s. The overall portrait of this user, coupled with the constellation entertainment style of the program content itself, also makes it have commercial value.

Women's beauty brands and clothing brands can be implanted as they want. Just a few pleasantries, talking about what a star is wearing today, is very good, very suitable for today's horoscope, can bring out a lot of information.

What do users look at? When you are a simple constellation, they look at themselves.

You turn constellations into entertainment, they look at the fashion trend behind them, and the full constellation wind is easier to attract and remember.

This is brand orientation, which is one of the correct postures for content entrepreneurship.

The prescription is here! How to make "traffic" see what you want them to see?

In this activity, a live broadcast officially launched the "One Live Broadcast Plan", focusing on supporting head content creators and institutions. The plan will help MCN organizations concentrate on producing good content through five supporting policies, including product support, operation support, traffic support, cash channel and capital entry, so as to relieve the worries of subsequent operation and commercialization.

You look tired. Simply put, a live broadcast will introduce 300 million worth of resources into the live broadcast column to cultivate growth.

It looks beautiful, doesn't it? In fact, it is still the previous statement. When the traffic comes, you can keep it, but it may not be realized.

Taking stock of several ace columns of the live broadcast, we can easily find some postures:

The first "Extreme Cool Play" live program "Go Crazy" in China mainly shows Boss's crazy challenge to his hobby, and his goal is also very precise, that is, to focus on the middle class who love extreme sports.

Such a high-B program seems to have a close natural connection with sports and outdoor, and of course it will have more communication space with those brands.

But you still have to have a posture. Why not just put the car model in front of the camera and talk about Song Qitan and things like that?

For example, since it is a crazy challenge, it can completely challenge the extreme combat power of some sporting goods. As for how to play, it depends on the brain hole.

You don't even need to say that thing is good, just like the mattress manufacturer who liked to show that the tank couldn't be crushed more than ten years ago. Of course, that painting style is too inconsistent. Might as well be more middle-class We don't do Guinness.

Let's take a look at another female emotion course, Computational Love Research Association, which is managed by Qilu. His eye-catching posture is "emotional science", which allows China women to solve the problem of love scientifically.

To put it bluntly, it is an emotional column, but it is completely different from the usual radio night talk. How to implant? Audience, and "a game of chess" is similar, the cooperation of range of brands will be similar, but the way of cooperation is completely different.

Speaking of horoscope, it is the proper meaning in the title to integrate dressing with horoscope. Then when it comes to emotional science, it seems that you can wear it on any occasion, but it will inevitably be a bit hard.

How to break it? How to get rid of the order quickly? Get rid of old relationships? Save the ex? Reject mistress? Topics such as preventing boyfriends from cheating can actually set off one scene after another, each scene embodies a living method, and behind each living method is a female choice. You don't have to give them a list of clothes, just tell them how to live an elegant life, and marketing will come naturally.

Gestures like this still have a lot of room for exploration, such as riding the world, which can be directly linked to scenic spots, local products and e-commerce, but what if they are substituted into digital products? Use digital raiders to solve many practical travel problems? Is this still an advertisement?

Let users love your content and see the most essential part of your content, even if it contains advertisements. What's more, even if you don't shoot advertisements, cycling activities will be remembered and you will see the scenery, even if there is no advertiser sponsorship; When talking about emotions, where to sit and from what angle can actually be regarded as advertisements.

However, the key is to let the broad audience of your accurate portrait have a sense of gain and find something useful to them.

Tonic: So how big is the coffee in front, and from what angle can we break through?

Many big coffees are concentrated on a live broadcast, and one of the key reasons is socialization. Based on the data interoperability with Sina Weibo 100%, a live broadcast can realize the full connection based on Weibo's fan social network and avoid the anchor from re-establishing the fan social relationship, that is, the anchor can radiate all fans in his Weibo through a live broadcast to achieve the maximum coverage of the live broadcast content.

But for many people who want to do content business on live broadcast, socializing alone is not enough, because Zhuyu is ahead, and you must find a new breakthrough.

On the content list released by a live broadcast, the top ten popular contents, such as talking about a ball by an old driver, loving learning clubs and special tasks of stars, belong to nine categories, including sports, constellations, entertainment, finance and economics, and education.

All right, here comes the breakthrough. If you don't have a direct subversion routine, then bypass the category of big coffee. There are twenty or thirty vertical categories that can be developed, but the posture must have commercial value.

It's not enough to show a ditch, stretch your long legs and tell some cold jokes.