Self-broadcasting accounts for more than 50%. Why are more and more brands starting to "self-broadcast"?

During this year's 618 e-commerce festival, more and more brands are choosing to sell their products through live streaming instead of looking for online celebrity anchors. What is the magic of brand self-streaming? And how to do brand self-streaming well? Let's take a look at the basic skills of self-streaming in this article!

It’s the 618 e-commerce festival again. Have you noticed a phenomenon? More and more brands are choosing to sell their products through live broadcasts instead of looking for online celebrities to work with.

What kind of magic does brand self-broadcasting have? While giving many brands a second spring, it also gave many businesses the opportunity to become famous overnight. The data can tell you how popular self-broadcasting is.

According to FeiGua data statistics, as of the second half of 2022, the self-broadcasting sales index of all categories of Blue V certified numbers accounted for about 50% . In 2023, with the gradual improvement of the shelf market, brand self-broadcasting will usher in comprehensive growth.

Source: Feigua Data

Many brands have launched regular 24-hour live broadcasts, and some large brands have even established a matrix of more than a dozen accounts to conduct live broadcasts specifically based on their different categories or stores.

What is certain is that brand self-broadcasting has transformed from a trend in the past two years to a mainstream choice in the market, and even a necessary path for long-term brand operation.

1. Live streaming faces many pain points, and brand-run live streaming becomes the mainstream

Before the trend of brand self-broadcasting became popular, most brands would choose to cooperate with anchors who sell products. It seemed that they could achieve their goals just by “spending money”, but the problems exposed behind it were always difficult to solve.

For example, if a brand wants to cooperate with an anchor, it needs to pay a slot fee or commission. When facing a larger anchor, it usually has to face a strict product selection process. In order to be able to be on the live broadcast room, the profit margin is squeezed to an extremely low level, and even sold at a loss.

What’s more, there are many “big” anchors whose final sales are not satisfactory. At the same time, data “inflating” has become an unspoken rule in the industry, and the extremely high return rate is just a microcosm of the chaos in the industry.

In addition, fans lack brand loyalty, and it is difficult to retain live viewers in one’s own brand. Huaxizi, which became popular with Li Jiaqi, is a typical example. The products recommended by Li Jiaqi have good sales, but the sales of products that have not been recommended by him are terrible.

Recently, Luo Yonghao's first live broadcast on JD.com achieved sales of over 150 million yuan, which also reflects the phenomenon that big IP anchors determine users' purchasing decisions. Users buy according to the anchors rather than the brands themselves.

Therefore, “the host eats meat and the brand drinks soup” has become a common phenomenon in live streaming e-commerce.

The existence of many problems has made "brand self-broadcasting" a natural new trend, and it is also the safest and most cost-effective way.

First, the brand has strong control over the entire process. The brand does not need to pay high slot fees or commissions, and the cost can be controlled; the brand recruits anchors by itself, and manages, trains, and arranges the live broadcast process completely at its own pace, thus reducing the possibility of accidents.

Second, it is conducive to the dissemination and accumulation of brands. In self-broadcasting, the core appeal of brands is to plant grass. Through a large amount of brand exposure and professional sales skills, loyal customers can be effectively accumulated, which greatly increases the probability of repurchase and is more conducive to the accumulation of brand power.

Third, it helps brands improve their product selection efficiency. Unlike livestreamers, the audience for brand self-broadcasts is more fixed and precise, and consumers are more likely to make purchases during livestreams and provide direct feedback, which helps brands optimize their product selection efficiency and strategies.

2. Brand self-broadcasting is not easy and requires basic skills

In the past, when working with anchors to promote products, brands only needed to be a "participant". But now, doing self-broadcasting is not something that can be decided on a whim. The most direct requirement is to form a complete and experienced team, which is definitely a "technical job".

Although there are differences in manpower, financial resources, and influence between large and small brands, and the strategies they use are bound to be different, if you want to do a good job of brand self-broadcasting, whether you are a top brand or a mid-tier brand, you must understand the following basic skills.

1. Create a brand matrix to increase brand exposure

Creating a live broadcast account matrix is ​​one of the common ways of playing. Doing so can bring more traffic exposure to the brand, maximize the user coverage, increase the space for trial and error, and increase the chance of a hit.

Although the number of followers of these accounts may not seem high, based on the precise brand audience, these accounts usually use a unified broadcasting method to create a screen-sweeping effect, thereby increasing the overall exposure of the brand and becoming a good way for the brand to empower agents in various places.

2. Combination of short videos and live broadcasts to achieve brand-effect integration

Brands can create diversified short video content such as live broadcast previews, product recommendations, offline store visits, etc. to attract traffic for live broadcasts and stimulate users' awareness of products within a longer exposure period. The high interactivity of live broadcasts can also effectively narrow the distance with consumers, achieve fan retention, and increase conversions.

The two types of traffic, short videos and live broadcasts, promote each other, not only can they continue to attract fans, but also can promote conversions, achieving product and effect integration.

3. Activate private domain traffic to warm up for live streaming

Brands can preheat the live broadcast in their own private traffic pool before the live broadcast, or they can put it in the brand’s official account content tweets or offline store materials. Users who set up live broadcast reminders will receive system push reminders before the broadcast starts, quickly gathering accurate users into the brand’s live broadcast room.

In addition, some group buying, flash sales, coupons and fission marketing methods can be used to promote transactions in the live broadcast room and share and attract new customers.

4. Build offline physical store scenes to enhance user experience

Brands can design their live broadcast rooms to have the feel of offline store counters, and broadcast live in offline supermarkets, stores, and warehouses, creating a real experience with guaranteed quality and authenticity for their fans, giving users the feeling of being in the store in person.

This approach has played a very important role in the integration of online and offline brands. It not only consolidates the original fixed fan base, but also expands a lot of new generation online user groups, achieving multiple goals at one stroke.

5. Review the live broadcast and continuously optimize the live broadcast content

After the live broadcast, various reviews will be conducted to sort out the pros and cons to help brand merchants have a clear idea.

Generally, the data review of a live broadcast needs to sort out the following contents: live broadcast duration, number of orders, conversion rate, order amount, transaction amount, highest online, average stay time, new fans, etc.

3. Final Thoughts

Of course, self-broadcasting has its pros and cons. For example, small brands cannot increase their voice through self-broadcasting, and their own anchors are prone to job-hopping, and these problems need to be solved urgently.

In short, live streaming is a business that anyone can do, but not everyone can do it well. In an environment where live streaming is still a major trend, I believe that no brand will be indifferent to brand-owned live streaming.

Brand self-broadcasting is a "long-term project". Brands of different sizes still need to explore the most suitable method for themselves. Whether they can grasp this "trend" depends entirely on their own ability.

Author: Yan Tao

Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"