[Original] E-commerce companies who don’t know how to play video live marketing are not good sellers!

With the development of the Internet, interactive video live broadcast is regarded as the next trend. Compared with traditional marketing, which implants products into newspapers, magazines, books, film and television works, or uses billboards and large posters, live marketing relies on the Internet and displays in video form, which can more effectively convey the connotation and emotions that the brand wants to express.

How can e-commerce use the hot air of live video to promote its products to users?

Live videos can be divided into four modes

1. Live e-sports game broadcasts, such as Huya Live, Douyu, and Panda TV;

2. Live broadcast of sports events/performances, some mainstream video platforms such as Tencent, LeTV Video, Yuanqiyi, Youku, etc.;

3. Live show broadcast refers to live broadcasts by artists and various experts, such as 9158, YY, Liujianfang, etc.;

4. Live life, refer to live video surveillance, live exhibition and event, live outdoor scenic spots, etc., such as Yingke, Baidu Cloud Live, Meipai, and Yihuai.

E-commerce should combine its own product characteristics and choose the live broadcast method and content based on its own products. Here are a few examples, I hope e-commerce people can get some inspiration from it.

Beauty e-commerce + interactive live broadcast/beauty live broadcast

Those who do beauty makeup can do a live broadcast of beauty makeup teaching, some daily makeup methods, etc. Each makeup step will be better presented through the video.

Overseas shopping e-commerce + interactive live broadcast

If you are doing overseas shopping, buyers are most afraid of buying fakes, expired goods, and high-priced goods. So the function of live video is experienced - when the camera lens captures the price tags of the goods in the store and the authentic items, the "pricing" with credibility and persuasiveness is naturally completed. Moreover, the tour guide can choose to shop during the interaction process, which is simply a treasure that can be won by the whole world without leaving home.

Food e-commerce + food live broadcast.

For example, a certain brand of cake is suitable for live food, but it is just that the product and the live broadcast scene are just "matched" and it cannot guarantee that this product will sell better.

Home e-commerce + life live broadcast

It is most appropriate for home e-commerce to choose life live broadcast. It is to explore all the functions of its own products, and seem to be inadvertently recommending products when broadcasting life content, using the scene to soften marketing, and avoiding the offensive method of forced sales.

Video marketing success stories (all cases originate from the Internet)

In order to promote "Brothers Sleeping in My Bed", the film, which is under shooting, decided to broadcast the filming process of that day to the whole country on August 10. In addition, the live broadcast will also enable the barrage function. Netizens can send barrage to propose various "trick plans", and guests must unconditionally respond to the most popular plans, play games or interact with artists.

On April 1, Liu Tao's live broadcast on Yingke attracted 710,000 fans, and Yingcoin instantly soared to 6 million, equivalent to RMB 200,000. The influx of netizens once paralyzed the server. Later, Liu Tao also brought her friends Wang Kai and Jiang Xin to help, not only promoting her new film "Ode to Joy", but also receiving huge rewards.

On April 26, the Durex Air Air Cover 100 People Trial Activity was broadcast simultaneously on six major platforms: B station, LeTV, Youku, Tmall mobile app, live broadcast and Douyu. The event invited anchors from the live broadcast room to help, with a total number of viewers exceeding 4 million. Durex has always been unique in the marketing industry with its pioneering and connotative marketing techniques.

Every year is an iteration of ideas. The development of e-commerce cannot be progressive step by step and must develop in a leap. With the arrival of the wave of live videos, the users of live broadcast platforms have become very large. The post-80s and 90s have become the main force. How to seize the attention of these people is what e-commerce companies should focus on. The arrival of the trend of mobile video live broadcasts, there are opportunities and challenges. It depends on whether you can move forward with the trend. Mobile video live broadcast + e-commerce seems to be a mixture, but it is the most "trend" and the most stable partner. Come on, sellers!