Live broadcasting is to turn delayed interaction into real-time, so for brands, live broadcasting is the birth of a different channel that allows brands and consumers to talk. The brand side can make better use of the characteristics of live broadcast to shape the brand.
But now the market will link live broadcasting with e-commerce. What do you think? Because the live broadcast has the characteristics of real-time interaction, it can better touch consumers to produce purchase behavior, so it is more closely combined with e-commerce.
On the surface, it is the live broadcast that is linked to the effect and sales of goods. But in fact, from a deeper level, why can live broadcasting bring goods better? It is precisely because the brand image communication is more in-depth or the communication with consumers is more direct and immediate.
Therefore, for the brand, we must make full use of the new way of live communication with consumers to better convey the brand image to consumers.
Q: So live broadcasting has a certain effect on brand building?
A: The role is still very big, including in the past, such as live broadcast of press conference, catering to the store to eat broadcast, and so on, which are all guided by brand promotion. Tiktok, especially the content based tiktok, is in a deeper sense, and it must be more popular with the brand.
A: What we see now is that live delivery can interact with consumers better, so it is more efficient than other forms of communication in carrying goods. As a result, people will think that live broadcasting may be equal to carrying goods or live broadcasting is equal to e-commerce.
In previous media reports, live broadcast was considered to be based on Pan entertainment. Pan entertainment emphasized more on reward or interaction with fans. However, the live broadcast on Taobao itself is the interaction under the strong product environment, so it will make people feel that the purpose of the live broadcast is to sell with goods.
On the other hand, in fact, the purpose of brand building is ultimately for sales. It can only be said that live broadcasting compresses the process, making people feel that live broadcasting is for sales. But in fact, it is not. If we operate well and choose some right scenes and methods, it will help to improve the brand image. Just like the answer to my first question: in essence, live broadcasting is an instant way to interact with consumers.
A: I think the mature brand may consider that the live broadcast should not be aimed at promotion, but better interact with consumers in real time, so as to convey the brand image in three dimensions.
But in fact, back to the essence, we can regard live broadcasting as a more immediate and three-dimensional channel for dialogue with consumers, and focus on the communication of brand selling points and product experience. These are things that mature brands should do. Because mature brands, in fact, do not simply rely on live delivery with goods, but more emphasis on the output of the brand, will live as a communication and sales channels to cooperate.
In fact, mature brands need to convey brand information more efficiently through live broadcasting, rather than simply communicating promotional information through live broadcasting. This may be something that mature brands need to consider and balance when doing live broadcasting.
Q: What do you think of weia and Li Jiaqis fan circle?
A: I think there are two kinds of anchors. The first is the gradual precipitation of sales force into influence, such as Weiya and Li Jiaqi. Because they are from Taobao live broadcast, they gradually become credible anchors through the accumulation of their live broadcast one by one, through the precipitation of sales results and word-of-mouth.
At this time, when consumers interact with the anchor, they will trust their recommended products. Then, when the brand owner cooperates with such an anchor, he should consider how to better combine with the live broadcast mode with stronger sales scenarios.
The second kind of anchor is to transform influence into sales force. For example, many stars or entrepreneurs are now broadcast across the border. Their influence mainly comes from the precipitation of the past. Then, what they need to do at this time is to transform the fans love of their deeds or works into the love of the recommended products.
When a brand chooses to cooperate with an anchor, the first thing to do is to see whether the anchors fans, the people they cover and the products they have cooperated with match their own products. In fact, a good anchor may be more picky than the brand. Why? First of all, for the anchor who transforms his sales force into influence, he is particularly afraid that he will broadcast an inappropriate product in a live broadcast, which will lead to a decline in sales and affect his own influence.
Secondly, the influential anchor must also pay attention to his sales rate, because this is the proof of his real influence, or whether his fans will really pay for him. Therefore, when the brand side cooperates with these two kinds of anchors, it is necessary to conduct basic analysis on some precipitation data. For example, the anchor with sales force may need to see the actual function and discount of the product more; the influential anchor may need to see whether the brand tonality is consistent or not.
Q: Will there be brands that dont match the consumer groups to choose them?
A: Some brand owners or anchors may choose the wrong one because of business considerations or experience. For example, some brands view live broadcasting more utilitarian, just to bring goods. Sometimes, the result oriented may ignore the process. They may sell some goods, but whether the goods sold are incremental or loss to them, it may take a comprehensive view.
Q: What do you know about the attitude of famous head brands towards live broadcasting?
A: They have a high degree of participation and may be more rigorous, but they have a large investment. In fact, the head brand requires that the brand should not be negatively affected in any way. The head brand will mainly consider the following points:
First, whether the image presented by the anchor is consistent with the tonality of the brand;
Secondly, whether the fans covered by the anchor are consistent with the crowd of the brand;
Thirdly, whether the selling points narrated by the anchor are consistent with the selling points of the brand, and whether some policies used by the anchor conform to the overall policy of the brand.
Well known brands have these mandatory requirements for live broadcasting, so we can see that many well-known brands do not focus on discounts and giveaways, but focus on brand orientation. However, good sales data will be obtained in the process, so as to achieve the result of product efficiency integration.
Q: What are the characteristics of live broadcast audience as a whole?
Although the audience of short video or live broadcast on social media also have the need to buy, they may want to know what good things the person concerned can recommend. The focus is whether what the anchor says is what I want. This part of the audience focuses on information orientation.
In general, consumers are now used to live broadcast, and gradually regard live broadcast as a very important channel to obtain information. As the basic theory of Communication says: all information is to eliminate uncertainty. In essence, consumers want to use live broadcast to obtain information and eliminate uncertainty.
Q: In addition to the direct consumers involved, live broadcasting also has a certain impact on other consumers in the market. What are the aspects of this impact?
A: Live broadcasting is very similar to interpersonal communication in communication science. Interpersonal communication is the most basic and efficient communication in communication, because it is instant interaction. In such a scenario, participants will feel that they are having a direct dialogue with the anchor, and the impact of this communication will be more profound.
There are several ways for users outside the live broadcast to reach the live broadcast. Many live hosts may make short videos of the live content, or the anchors themselves can accumulate fans for themselves through some short videos.
For example, Li Jiaqis circle actually made full use of the dividend of shaking, and he did a tiktok of short videos, mostly from live editing.
In fact, it is to change the immediate impact of live broadcast into the impact of delay. By keeping a short video, some of his loyal users will turn to watch his live broadcast and strengthen his influence;
There are also some new users who watch the live video just because they watch the short video. Some users dont watch the live broadcast directly, but they will also be affected if they watch the short video of the anchor.
Q: Does live broadcasting have a negative impact on the brand side?
A: Any form of media may have a negative impact on the brand. To avoid the negative impact, it mainly depends on how to use it.
This sentence sounds like a lot of nonsense, but it is in line with the reality. For example, live broadcasting, because it can interact with consumers in an instant way, may have a positive effect because of the instant interaction, vivid content and intuitive experience;
However, there may also be negative effects. If the anchor doesnt speak well, or the brand does not match with the anchor, or even because a large number of consumers interact in the same pool during the live broadcast, there will be some negative voice, which is likely to bring a certain negative impact on the brand, which belongs to the technical level.
From the point of view of live broadcast, if the brand positioning is not clear or biased, it will have a negative impact. As I said just now, live broadcasting does not mean carrying goods. If the brand owner thinks that live broadcasting is carrying goods, and then it is completely sales oriented in the live broadcast without considering the brand tonality, the negative impact may be more profound. I think the media form is neutral. In fact, live broadcasting is also a form of media interaction. The focus is on how to use it. In conclusion, I think that live broadcasting is now a media form that can not be ignored. Although it is not newly launched this year, it will eventually become more popular under the current environment, especially driven by 5g. With the large-scale commercial use of 5g, the development of video dialogue or Internet of things will accelerate. In the future, it is possible that the shelves we will see will appear in the form of live broadcasting. It is possible that live broadcasting will break the limitations of mobile phones or computers. It does not exist all the time. Therefore, I think that if we return the live broadcast to an interactive form, the brand side will pay more attention to it in the future. Source: editor in charge of mass news: Chen Tiqiang_ NB6485
From the point of view of live broadcast, if the brand positioning is not clear or biased, it will have a negative impact. As I said just now, live broadcasting does not mean carrying goods. If the brand owner thinks that live broadcasting is carrying goods, and then it is completely sales oriented in the live broadcast without considering the brand tonality, the negative impact may be more profound. I think the media form is neutral. In fact, live broadcasting is also a form of media interaction. The focus is on how to use it.
In conclusion, I think that live broadcasting is now a media form that can not be ignored. Although it is not newly launched this year, it will eventually become more popular under the current environment, especially driven by 5g.
With the large-scale commercial use of 5g, the development of video dialogue or Internet of things will accelerate. In the future, it is possible that the shelves we will see will appear in the form of live broadcasting. It is possible that live broadcasting will break the limitations of mobile phones or computers. It does not exist all the time.
Therefore, I think that if we return the live broadcast to an interactive form, the brand side will pay more attention to it in the future.