This article explains how brands can do Xiaohongshu store live streaming

How to do a good job of Xiaohongshu store live broadcast? How to improve the conversion rate of the live broadcast room? Follow this article to learn the operation strategy of Xiaohongshu store live broadcast, achieve long-term and stable performance growth, and promote brand development. Recommended for friends who are interested in store live broadcast.

In the Xiaohongshu e-commerce ecosystem, store live streaming is playing an increasingly important role . With the vigorous development of live streaming e-commerce, more and more brands are aware of the unique value of store live streaming in increasing product exposure, promoting sales conversion, and accumulating private domain traffic.

Xiaohongshu store live broadcast is showing an explosive growth trend . Data shows that in April 2024, the number of merchants broadcasting on Xiaohongshu e-commerce increased by 5 times compared with April last year, the number of merchants with monthly e-commerce sales exceeding one million increased by 7.4 times year-on-year, and the number of users who purchased store broadcast increased by 12 times year-on-year. Store broadcast has become an important way for merchants to operate steadily on Xiaohongshu e-commerce.

Faced with this live broadcast wave, many brands are aware of the importance of store live broadcasts, but they often feel confused and powerless in the actual operation. How to build an efficient store live broadcast operation system on the Xiaohongshu platform? How to effectively increase the traffic, interaction and conversion rate of the live broadcast room? These are realistic problems facing brands.

This article will start with the core elements of store live streaming and share a set of systematic strategies and methods to help brands make breakthroughs in Xiaohongshu store live streaming and achieve long-term and stable performance growth.

1. Understanding Xiaohongshu store live streaming

Different from the traditional e-commerce model, the unique advantage of Xiaohongshu store live broadcast lies in its close linkage with the content of notes . On Xiaohongshu, merchants can output product-related content in the form of notes to attract interested users. When merchants start store live broadcast, these notes become an important entry point for traffic .

When browsing notes, users can directly enter the live broadcast room by clicking the "breathing light" logo on the merchant's avatar. This seamless experience greatly improves the efficiency of live broadcast traffic. At the same time, the live broadcast room can also feed back the content of the notes , forming a virtuous circle.

For brands, the value of Xiaohongshu store live streaming is mainly reflected in the following aspects:

1. Realize efficient connection between products and users . Through live broadcast, merchants can intuitively show users the characteristics and selling points of products, convey brand tone, deepen users' understanding and trust in products, and promote purchasing decisions.
2. Bringing business scale increment and content value realization . High-quality live broadcast content can attract more users' attention, increase store exposure, and drive business scale growth. At the same time, live broadcast itself is also a form of content that can create content value for merchants.
3. Optimize the user consumption experience . Compared with pictures, texts and short videos, live broadcast provides a more three-dimensional and interactive way to display products. Users can ask questions in real time, get more information, reduce purchase concerns, and thus optimize the overall consumption experience.
4. Accumulate brand crowd assets . Through the interaction in the live broadcast room, merchants can deepen their connection with users, accumulate loyal fans, establish brand communities, and lay the foundation for long-term operations.
5. Establish a stable business position . Store live broadcasting provides merchants with a stable business position on the Xiaohongshu platform. By continuously outputting high-quality live broadcast content, merchants can form their own unique IP and enhance brand awareness and reputation.

It is crucial to deeply understand the internal logic and operation mode of store live broadcasting and tap into its multiple values ​​in order to formulate an effective live broadcasting strategy. Brands need to refine operations in multiple dimensions such as content, interaction, and conversion in order to fully tap the potential of store live broadcasting and achieve long-term and steady growth in performance.

2. Strategies to increase traffic in live streaming rooms

For brands, live streaming traffic is one of the key factors that determine the effectiveness of live streaming. The greater the traffic, the more potential consumers can access products and brands. So, how to increase the traffic of Xiaohongshu store live streaming? The following two strategies are worth paying attention to.

1. Use breathing light

The "Breathing Light" feature of the live broadcast is a feature launched by the Xiaohongshu platform. When a merchant starts a live broadcast, a circle of red breathing lights will appear around the brand's homepage avatar, reminding users that the merchant is live streaming. This seemingly simple feature is an important tool to increase traffic in the live broadcast room.

First of all, businesses should pay attention to the quality and quantity of note content. High-quality note content is the basis for attracting user attention, and it can also increase the exposure of the brand homepage in the information flow. When users are browsing the information flow and see notes of interest, they are likely to click on the brand homepage to learn more. At this time, the live breathing light can play a role.

The higher the exposure of the brand homepage, the greater the probability that the breathing light will be seen by users. When users find the "live broadcast" logo on the brand homepage avatar, they are likely to click into the live broadcast room out of curiosity. In addition, merchants can also directly add copywriting and topics in the notes to guide users into the live broadcast room, thereby maximizing the conversion effect of the live broadcast breathing light.

2. Optimize the live broadcast card

In addition to the live breathing light, the "live card" is also an important entrance to attract users to the live broadcast room. The live card refers to the live broadcast room preview or information card during the live broadcast that appears in the information flow, usually containing live broadcast cover, title, time and other information. Users can directly enter the live broadcast room by clicking on the live card.

Therefore, it is crucial to optimize the design and content of the live card. Visually, the live card needs an attractive cover image that can highlight the product features or discount information to arouse user interest. In addition, the live title should also be concise and clear, accurately conveying the live theme and selling points , and attracting target users to click.

In addition to visual optimization, it is also important to increase the exposure of the live card in the information flow . This requires merchants to warm up before the live broadcast and publish preview notes in advance to let more users know about the upcoming live broadcast. At the same time, during the live broadcast, you can also increase the information flow weight of the live card by publishing high-quality live broadcast slices or interactive topics to gain more exposure.

Brands need to work hard on note content, live broadcast preheating, visual design and other aspects, and through continuous optimization and iteration, maximize the flow of users in the information flow to the live broadcast room. Only by continuously expanding the pool of live broadcast rooms can a solid foundation be laid for subsequent interaction and conversion.

3. Increase live broadcast room interaction and user engagement

Increasing the traffic of the live broadcast room is only the first step. How to retain users and increase interaction and participation is the key to determining the effectiveness of the live broadcast. In the live broadcast of Xiaohongshu stores, brands can effectively increase the interaction and user participation of the live broadcast room through the following two strategies.

1. Design attractive live content

Live content is the core element to attract users to stay and interact . Brands need to carefully plan the theme, script and interactive links of each live broadcast to increase the stickiness of the live broadcast room with the attractiveness of the content.

First, the live broadcast theme should be closely related to user needs and interests . The theme can be designed around new product releases, hot product recommendations, tutorials, brand stories, etc., to provide users with practical or interesting content value. Secondly, the live broadcast script should reasonably arrange the rhythm and form of the content , and make the live broadcast content richer and more three-dimensional through the host's explanation, product demonstration, interactive Q&A and other links, avoiding monotony and boredom.

During the live broadcast, it is particularly important to set up interactive links appropriately . For example, you can launch quizzes with prizes, lucky draws, and welfare distribution to encourage users to leave messages and share in the live broadcast room to increase their sense of participation. You can also invite users to share their experience and product feedback to enhance the connection between the brand and users . In short, through content design, you should mobilize the enthusiasm of users to the greatest extent possible and make them willing to stay and interact in the live broadcast room.

2. Leverage social features

In addition to the content itself, Xiaohongshu's social attributes are also an important way to enhance live broadcast interaction . Brands can make full use of Xiaohongshu's social functions to establish close connections with users before, during, and after the live broadcast.

Before the live broadcast, the brand can first set up its own "Xiaohongshu group chat " and pull potential users into the group. Through the group chat, the live broadcast time and content can be announced in advance, and users can be guided to set reminders and wait for the live broadcast to start. During the live broadcast, the live broadcast content and welfare information can also be synchronized to the group chat in real time to attract more users to enter the live broadcast room.

Group chat is not only a tool for attracting traffic to the live broadcast room, but also a platform for user operations . By sharing product information, user experience, exclusive benefits, etc. in the group on a daily basis, brands can continuously activate users and cultivate loyal fans. These seed users will not only actively participate in the live broadcast interaction themselves, but also help the brand attract more new users to the live broadcast room through social communication mechanisms such as sharing on Xiaohongshu and @friends.

In addition, brands can also cooperate with KOLs and KOCs and leverage their fan influence to bring more initial traffic to the live broadcast room. The live broadcast content can be continuously disseminated through social networks to form a fission effect and continuously expand the influence of the live broadcast.

In short, content and social interaction are the two magic weapons to enhance the interaction of Xiaohongshu live broadcast room . Brands need to work hard on the planning of live broadcast content to attract users with high-quality content; at the same time, make good use of Xiaohongshu's social functions, with the help of the community and KOLs, to form a continuous interactive atmosphere inside and outside the live broadcast room. Only by taking multiple measures can we maximize user participation and pave the way for the conversion of the live broadcast room.

5. Methods to improve the conversion rate of live broadcast room

Traffic and interaction are the basis of live broadcasting , but for brands, the ultimate goal is to achieve sales conversion and bring actual performance growth. How to improve the conversion rate in Xiaohongshu store live broadcast is an issue that every merchant needs to pay attention to. The following two strategies can provide some ideas and directions for brands.

1. Live broadcast promotion strategy

Promotion is one of the important means to improve conversion rate . In the Xiaohongshu live broadcast room, brands can stimulate users to place orders by designing attractive promotional activities.

Common forms of promotion include discounts, coupons, and limited-time sales . For example, limited-time specials can be launched in the live broadcast room, or exclusive coupons can be given to create price advantages for users. Threshold promotions such as discounts and free gifts can also be set up to encourage users to increase their average order value. Designing differentiated promotion plans for different product features and audience groups can maximize users' desire to buy .

In addition to the promotion itself, how to effectively promote and guide purchases during live broadcasts is also critical . The anchor should introduce promotional information in a timely manner during the live broadcast, and let users know about the discount activities in a timely manner through oral broadcasts, text, recommendation columns and other forms. At the same time, users should be educated on how to participate in promotions and how to use coupons to reduce purchase barriers as much as possible . By creating a sense of urgency and scarcity, plus clear purchase guidelines, the conversion effect of promotional activities can be effectively improved.

2. Data analysis and optimization

Data analysis is another powerful tool to improve the conversion rate of live broadcast rooms. By collecting and analyzing live broadcast data, brands can gain insights into user behavior characteristics, optimize live broadcast strategies, and continuously improve conversion results .

Xiaohongshu's live broadcast room provides a wealth of data indicators, including the number of viewers, interaction volume, product clicks, order volume, conversion rate, etc. Brands should establish a systematic data tracking and analysis mechanism to timely monitor the key indicator performance of each live broadcast . Through data comparison and segmentation, key factors affecting conversion, such as live broadcast time, product type, anchor style, interaction method, etc., can be found, and targeted adjustments and optimizations can be made.

For example, if the data shows that the conversion rate is significantly lower during a certain period of time, it may mean that this period is not the active time for the target users, and the brand needs to adjust the live broadcast arrangement accordingly. For another example, if the data shows that the click volume of a certain product is very high, but the order conversion rate is not ideal, it may mean that the product itself is very popular, but there is still room for improvement in price, promotion strength or purchase process.

Through continuous data analysis and strategy optimization, brands can continuously improve users' live streaming experience and purchase convenience, and achieve a steady increase in conversion rate. This is a long-term optimization process that requires cross-departmental collaboration to implement data insights into every aspect of live streaming.

5. Commercial traffic boosts store live streaming

The whole process of a store broadcast should be well planned, including before, during and after the live broadcast . Before the live broadcast, the calendar should be clearly defined, and the live broadcast preparation should be well prepared, focusing on product selection, preparation and preview. During the live broadcast, the layout of the live broadcast should be improved, and traffic conversion should be carried out, focusing on live broadcast, traffic and conversion. After the live broadcast, the live broadcast should be carried out for secondary reach and continuous fermentation, focusing on reach, conversion and preview.

In addition to the quality and conversion rate of the live broadcast room itself, the rational use of commercial traffic to drive traffic to the live broadcast room can effectively improve the sales effect of the live broadcast .

Xiaohongshu has launched a live broadcast promotion function, which can bring commercial traffic to the live broadcast room, optimize the preheating before the live broadcast, and optimize the number of viewers and GMV in the live broadcast room. At the same time, according to the conversion funnel of the live broadcast room, targeted optimization strategies for different stages should be formulated, from live broadcast preheating to live broadcast room viewing to effective live broadcast room viewing and then to paid ROI in the live broadcast room.

In short, a high-quality live broadcast room is the foundation, and reasonable commercial placement is the booster . Control the traffic delivery rhythm of each link "before live broadcast - during live broadcast - after live broadcast" , and make overall plans for daily promotion and live broadcast promotion. Over time, the store's live broadcast sales and influence will steadily increase.

Author: Brand Old White

Source: WeChat public account: "BrandLaoBai (ID: BrandLaoBai)"