Please read this section with these questions:
1. How to choose the country or region for TikTok live streaming?
2. How to get the live streaming permission of TikTok account?
3. What preparations need to be made before TikTok live streaming?
Domestic live streaming e-commerce of Douyin has developed very well, while TikTok’s live streaming overseas is still in its infancy and has a lot of room for growth. So, can we do live streaming like Douyin in China? Will foreign users pay for this form of selling? How can we get the live streaming permission of TikTok account? Is the logic of obtaining live streaming traffic the same as short videos? This chapter will show you one by one.
1. How to choose a country or region for TikTok live streaming
In the previous chapter on short video account creation, I talked about the logic of how to choose the location for the account. Before talking about live streaming in this chapter, I have to raise the issue of regional selection again. Because in addition to the factors of the previous short videos, the selection of regions for TikTok live streaming also needs to consider an additional key factor-the transaction scenario. There are two common direct transaction scenarios for TikTok live streaming: TikTok Shop (small shop) small yellow car transaction, TikTok homepage jumps to independent station or third-party platform transaction. The transaction scenarios will be different when we choose different places. At present, TikTok has opened the closed-loop small yellow car market for testing in the United Kingdom, Southeast Asia, the United States and other regions. There are also small yellow cars in the United States that can jump to Shopify (the website building platform for independent stations) for transaction. TikTok will gradually open up small yellow cars to the global market to make TikTok e-commerce more convenient.
So which region should you choose to promote your products in? There are several ideas for reference (TikTok is gradually opening up, so I will not tell you directly which country to choose, but tell you how to choose a country. No matter how many regions have opened up the yellow cart when you see this, you can use this method to make a choice).
1. If you haven’t chosen a product yet, and your initial capital investment is relatively limited, then choose a region where the yellow cart has been opened. Because the direct transaction conversion rate of the yellow cart must be higher than other methods, and it does not require too much budget, manpower and cycle to build independent stations and other transaction platforms. The transaction closed loop can be completed directly in the TikTok store.
2. If you plan to invest a large budget, lead the entire team, and are willing to spend half a year to a year to build your own brand, in addition to TikTok, you should also do multi-channel marketing, build a sustainable brand independent station, and build your own brand barriers steadily. Then, you should combine your own independent station products to do market analysis, make global market strategy deployment, and deploy TikTok video and live broadcasting in the corresponding market.
3. If you have already determined the product selection and are very persistent in selling this product, you should choose the region based on market data, and conduct repeated tests on TikTok before selecting the region.
4. Select the region based on TikTok’s support policy. TikTok has successively issued live broadcasting support policies for the UK and Southeast Asia in 2022. Some are for all categories, such as logistics subsidies; some are for specific categories, such as Muslim clothing. If the area we choose to do TikTok’s sales meets the official support policy, it will certainly be more beneficial to the development of the project. However, TikTok’s policies change very quickly, and we need to pay attention to them all the time and keep a learning and growing mindset, so that we can keep pace with the platform and make the project better. I will also ask myself and the team to spend time every week to learn and understand TikTok’s latest policies and trends to help us make the best decisions at any time.
If the area for live streaming is not chosen correctly, just like the short video operation does not choose the right target market, the resistance will be greater, it will be difficult to see hope, and finally can’t stick to it. I have met many students who blindly choose the area for live streaming without an overall idea. Halfway through, they found that these problems have not been solved. It is not okay to continue, and it is a pity to give up. It is very difficult to get stuck in the middle. Therefore, this is a very important premise.
2. How to have the live streaming permission of a TikTok account
Live streaming permission is not naturally available to every new account, and it needs to be opened under certain conditions.
The first type: Join TikTok Shop and become a small store merchant. Even a new account with zero fans can directly obtain the live broadcast function and can directly start broadcasting and selling goods.
The second type: If you do not open a small store, or TikTok has not yet launched the small store service in the region, when the account has 1,000 fans, it will have the live broadcast function. The first case is to open a small store and sell goods very directly. Users complete the purchase behavior in the small store, and the realization path is simple and clean. The second case is applicable to more and more flexible situations: it can be directed to the homepage independent station link to purchase, chat in the private domain of the photo wall, or live broadcast by experts to receive gifts, etc., all require 1,000 fans to obtain live broadcast permissions. You can obtain live broadcast permissions according to the target duration and business model you choose, and you can have live broadcast permissions if you meet any of them.
Tips
It must be emphasized again here that you should not buy fans for the live broadcast rights, otherwise the traffic will be very poor even if the broadcast starts!
3. How to prepare for TikTok live broadcasting
Choose a good area for bringing goods, make a good operation foundation for the account, and obtain the live broadcast rights. The next step is to prepare for the live broadcast: set up the scene of the live broadcast room, prepare the live broadcast words, prepare the transaction platform, and so on. Let’s look at them one by one.
1. Set up the scene of the live broadcast room
The effect of the live broadcast room is very important. Whether the customer can be attracted by our product at first glance determines whether he will continue to stay in the live broadcast room. The length of time the customer stays is an important factor in whether TikTok continues to push traffic to the live broadcast room.
There are many forms of presentation in the live broadcast room: real-person appearance, hand broadcast (only showing the picture of holding the product in hand, without showing the face), mirror broadcast (can show the product details at close range, and can show the effect of the host using the product when needed), etc. Choose the appropriate live broadcast format according to the display effect of the product, and then configure professional lighting, microphones and other equipment, and then adjust the background layout of the live broadcast room and the details of sample placement with reference to the benchmark competitors to optimize the picture effect as much as possible.
2. Preparation of live broadcast speech
TikTok is a new field. Compared with domestic Douyin, it is not easy to recruit ready-made anchors. In addition, there is the skill threshold of English, and many teams need to screen and train anchors by themselves. Therefore, the anchors are very nervous before the first live broadcast, and they are worried that they will not do well. They hope to prepare the live broadcast speech first, so that they can feel more at ease.
It is very wise to fight a prepared battle. Here I have summarized the four most important elements in the live broadcasting skills, which can help you prepare before the broadcast.
First, grasp the selling points of the product. Extract the selling points of the product one by one, and only grasp the most important points: Why should customers buy? Why buy yours? Why buy it now? This part does not need too much, but it needs to be sharpened into a sharp, fast, accurate and ruthless “little flying knife”. Each knife is short and powerful, and each knife can hit the vital point. Avoid being smelly and long.
Second, create a sense of scene. Just bragging dryly will be very thin. After adding the sense of scene, it is a “dry and wet combination”, which can allow customers to quickly imagine the picture after using this product. With the sense of picture, it is not so difficult to make a deal. For example, in a jewelry live broadcast room, it is said: “If you wear this set of jewelry to attend your ex-boyfriend’s wedding, you will definitely be the most dazzling person in the audience, more dazzling than the bride.” This is the sense of scene. Combining your own products with multiple scenes makes users feel that the live broadcast room is interesting and willing to buy products.
Third, the personal color of the anchor. There are two types of anchors: workers and bosses. You can directly broadcast live as a boss, which will stimulate the social needs of users and increase the interaction rate. When the “boss” gives users discounts and benefits, it will also appear very real. Regardless of the identity, the anchor needs to have an exclusive personal color. This style needs to be set according to the user portrait of the product, and it is best to conform to the mainstream positive values. Let users know you, get familiar with you, get used to chatting with you, and adapt to your style. Over time, you will find that when new fans say something inappropriate in the live broadcast room, you don’t need to say anything, and old fans will take the initiative to defend you and help you fight back.
Fourth, repeat important action instructions. The script should not be too long, 2 to 5 minutes, containing important information, and then it should be repeated according to the situation. In the script, action instructions need to be repeated: click to follow, like, post comments, share the live broadcast room, and buy. If we don’t say it, users will not take the initiative to think of doing these things. So in the entire script, this part is repeated the most. If you don’t hear an action instruction within one minute, this awareness needs to be strengthened. Our ultimate goal is to get customers to buy, so this point is particularly important.
Tips
When live streaming, don’t recite the live broadcast script like reading a text. A relaxed and comfortable state is more likely to attract fans. Being calm and unhurried is an expert.
3. Preparation of the transaction platform
If you choose TikTok Shop (small shop) for transaction, you need to first complete the small shop information and put up pictures and descriptions of the products; if you choose independent stations, Amazon and other third-party platforms for transaction, you must first build the corresponding platform and do order testing before the broadcast. Don’t wait until a fan wants to buy to find that there are problems in the transaction process that have not been solved, and miss the customer in vain.
When there are more orders, operators also need to do regular testing to find and fix problems in time. Otherwise, it would be a pity to lose customers due to problems in the order process.
Make preparations in these aspects, and then start the road of TikTok live broadcasting, you will not be unsure.