What are the skills of team building in the live broadcast room?

One: the positioning of the live broadcast room

Before the brand uses the goods for live broadcast, it must let consumers know, what is the origin of this store? The technical term is what is the positioning of the live broadcast room.

Specifically, it is necessary to clarify which fans' problems are solved in this live broadcast room, and what are the core advantages? Homogeneous price is better? Or is the quality better at the same price? Building a live studio is our core problem.

We focus on the low-cost demand of female users aged 18-30. The products in the live broadcast room are mainly beauty products with high brand awareness and low customer price. The most important task is to help these users easily obtain cost-effective products. This is the positioning of our live broadcast room.

Two: the layout of the live broadcast room

The layout of the live broadcast room is an important part of the live broadcast, and a good live broadcast environment will greatly improve the conversion rate. Let's look at some details:

1) Site size:

Roughly controlled at 8-20 levels, personal anchor 8- 15 levels, team live broadcast 20-40 levels, and beauty live broadcast 8 levels.

2) Site sound insulation:

Before the live broadcast, it is necessary to test the sound insulation and echo of the site. If the sound insulation is not good or the echo is too heavy, it will affect the normal live broadcast.

3) Background of the live broadcast room

It's best to give priority to the light-colored and three-dimensional background wall in the live broadcast room, which is simple, generous and bright, and can't be fancy, because the messy background is easy to be disgusted.

There are many shades of gray in the studio, and the shades of gray are very simple. At the same time, gray is a neutral color, so it is not easy to make mistakes when using it, because it can be matched with any color.

In addition, gray is the most suitable background color for cameras, which will not be exposed, and is visually comfortable, which is conducive to highlighting the color of clothing, makeup or products. It is recommended not to use white background as much as possible in the live broadcast room, which is easy to reflect light.

You can add a brand LOGO on a solid color background, which looks simple and generous. If it is a holiday activity, you can make some KT boards as the background wall to set off the festive atmosphere.

4) Lighting of live broadcast room

The lighting of the studio is a key factor in building the studio, which can improve the quality of the studio to a certain extent. The lighting arrangement of the live broadcast room mainly includes the following points:

The scene lighting matches the color of the background wall.

Don't direct the light on the wall to avoid visual fatigue.

Don't hit all the lights on the anchor's face. The light on the anchor's face should be even to avoid "yin and yang face".

Most of the lights purchased in the live broadcast room are ring lights. According to the specific needs, you can also choose floor ring lights, table frame ring lights, mobile ring lights and other ring lights to supplement the light.

4) Live room sound

There may be some background music and small light strings in the live room, but be careful that the background music is not too loud and the lights are not too bright, so as not to distract users from the live room. It is best to use Tik Tok's own copyrighted music.

5) Direct broadcast equipment

The equipment in the live broadcast room must meet at least three requirements: high definition, stability and low delay. In this way, a more perfect picture can be presented during the live broadcast. The core equipment should be mobile phone, bracket and fill light.

1. Mobile phone:

Most people use Apple phones. Don't use a mobile phone with a card and a lock. It is best to use two mobile phones, one for live broadcast and the other for releasing live clips.

2. Fill light:

It is recommended to use ring fill light. The bracket and the fill light are integrated. Lighting is very important for the experience in the live broadcast room. The core of clarity lies in lighting, not in mobile phone equipment. Good lighting layout can effectively improve the picture quality. If the light is not good, even the best mobile phone can't see clearly.

3. Other equipment:

Background wall, product display stand, mobile phone bracket, radiator, charging cable charging treasure, live mobile phone/computer (change the price), sound card (wireless microphone and Bluetooth headset can be used when the plane is far away) and props (stopwatch, calculator) to ensure the stable operation of important equipment during live broadcast.

6) commodity display

There is usually a small hanger in the clothing live broadcast room, which is full of clothes; The beauty studio is a small dressing cabinet.

The display stand displays the goods better, and the live broadcast room looks neat and orderly. The product display stand is not a necessity, but if the live broadcast room is particularly small, it is recommended that the live broadcast products be placed in the lens.

7) standard of live broadcast environment

The environment of the live broadcast room should keep the light clear, the environment bright and the visible items clean. Wardrobe hangers can be put, but don't put them anywhere. If you can't do it neatly, don't let these items appear in the lens.

Models can be placed, and there should be no more than two small live broadcast rooms, and the big live broadcast room should see the space. It is suggested that the small blackboard be used to indicate the important information of the live broadcast room, such as whether it is postage, model figure, clothing size and so on. Commodity display

There is usually a small hanger in the clothing live broadcast room, which is full of clothes; The beauty studio is a small dressing cabinet.

The display stand displays the goods better, and the live broadcast room looks neat and orderly. The product display stand is not a necessity, but if the live broadcast room is particularly small, it is recommended that the live broadcast products be placed in the lens.

Third, live script writing.

Every link of the live broadcast should be carefully prepared in advance.

Making clear, detailed and executable live script is a favorable guarantee for the smooth progress and effectiveness of live broadcast.

The live script is also the most crucial step for us to control the live rhythm, standardize the live flow and achieve the expected goal.

Because live broadcast is a dynamic process, involving personnel cooperation, scene switching, product display, anchor performance, promotion activities and other comprehensive factors.

With the script, it will be more convenient to prepare for the live broadcast, and the cooperation between the participants in the live broadcast will be more tacit and orderly.

0 1, five core elements of live script

Before you know how to write a live script, you must first make clear the five core elements of the live script (the role of the live script):

1. Define the theme of the live broadcast.

That is, what is the purpose of this live broadcast? Are you giving back to your fans? New product launch or large-scale promotion?

The purpose of clarifying the live broadcast anchor is to let fans know what they can see and get in this live broadcast, and to arouse fans' interest in advance.

2. Control the live broadcast rhythm and sort out the live broadcast process.

A qualified live script is minute-specific.

For example, it will start broadcasting at 8 o'clock, and10 will warm up between 8 o'clock and 8 o'clock. Say hello to the audience and so on;

In addition, it also includes the introduction of products, how often a product is introduced, planning the time as much as possible and implementing it as planned.

For example, every screenshot has benefits. Like100,200,000, it reminds fans to grab a red envelope for screenshots. Everything in the live broadcast needs to be refined in the live broadcast script.

3. Scheduling live broadcast division of labor

Give guidance to the actions, behaviors and words of anchors, broadcast assistants and operators.

Including the division of labor of live broadcast participants, for example, the anchor is responsible for guiding the audience, introducing products and explaining the rules of the event;

Assistant is responsible for on-site interaction, answering questions and sending preferential information; Backstage customer service is responsible for modifying product prices, communicating with fans and converting orders.

5. Control the live broadcast budget

In order to control the cost of a single live broadcast, small and medium-sized sellers may have limited budgets, and scripts can be designed with affordable coupon denominations or spike activities and gift fees in advance. Control the live broadcast budget in advance

Real-time script classification

For live e-commerce, live scripts can generally be divided into single-item live scripts and overall live scripts.

As the name implies, a single product script is a script for a single product. Take a single commodity as a unit, standardize commodity descriptions and highlight commodity selling points.

Because a live broadcast usually lasts 2 to 6 hours. Most live broadcast rooms will recommend various products.

Customize a simple single product live script for each product, and clearly mark the selling points and preferential activities of the product in the form of a table, which can avoid the confusion when the anchor introduces the product.

It can also help the anchor to accurately and effectively convey product features and price advantages to fans in the live broadcast room.

The content of single product script generally includes product brand introduction, product selling point introduction, interest point emphasis, promotion activities, reminders and so on.

Taking clothing as an example, the single product script should describe the clothing size, fabric, color, version, collocation points and so on in detail in the table.

The most important thing is to highlight the price advantage and answer fans' questions in time. From these preset dimensions, if everything is explained clearly, the baby is basically explained in place.

The whole live script is based on the whole live broadcast, which standardizes the normal live broadcast rhythm process and content.

Because a single script is relatively simple, so how to write the live script, today I mainly talk about how to write the whole live script.

Have you found that the whole live script generally includes several elements such as time, place, quantity of goods, live theme, anchor, preview copy, field control, live broadcast process (time period) and so on.

Simply put, if you want to know how to write a live script, just fill in your own live information directly according to these live script templates.

Needless to say, the time, place, theme and anchor are just filled in the form.

Regarding how to write the live script, I want to focus on the live broadcast process with you.

The live broadcast process includes detailed time nodes and what the anchor should do and say at that time node.

The live broadcast process includes:

Opening warm-up: say hello, introduce yourself, welcome fans and introduce the theme of today's live broadcast;

Topic introduction: According to the live broadcast theme or current hot events, the purpose is to enliven the atmosphere in the live broadcast room and mobilize fans' emotions.

Product introduction: according to the script of product item; Pay attention to product performance advantages and price advantages (live room activities);

Fan interaction: benefit the people in the live broadcast room, pay attention, give gifts, draw prizes, urge talks, and answer questions alternately.

End notice: review the whole product and urge payment; Thank fans, guide attention and predict the next live broadcast time, welfare and product activities.

Don't forget to repeat the live broadcast after the broadcast.

Optimize and improve the advantages and disadvantages of different time periods. For example, why is it selling well today, why is it not selling well, and what is the point that fans have a desire to buy.

Repetitive content can also be presented in the live script to optimize the later live broadcast.

The above are the detailed steps about how to build a live broadcast room and how to write a live broadcast script.

It should be noted that scripts are not static and need to be constantly optimized and adjusted.

In this way, after a long live broadcast time, you will naturally know how to write live broadcast scripts, and the use of live broadcast scripts will be more handy.

It can also help the anchor to accurately and effectively convey product features and price advantages to fans in the live broadcast room.

The content of single product script generally includes product brand introduction, product selling point introduction, interest point emphasis, promotion activities, reminders and so on.

Taking clothing as an example, the single product script should describe the clothing size, fabric, color, version, collocation points and so on in detail in the table.

The most important thing is to highlight the price advantage and answer fans' questions in time. From these preset dimensions, if everything is explained clearly, the baby is basically explained in place.

The whole live script is based on the whole live broadcast, which standardizes the normal live broadcast rhythm process and content.