Beauty and skin care has become one of the five highest sales categories on the entire platform in 2022.
As the sales giant industry of Douyin live e-commerce, major beauty live broadcast rooms have to do their best, from product prices, live broadcast room activities, to anchor styles, live broadcast room forms, etc., grasp the details and put in a lot of effort to "she lives and deaths".
How to leverage a live broadcast to a user's wallet is crucial. Excellent live broadcast speech can quickly pull into user relationships, generate trust and promote conversion.
Today I will share with you how to design live broadcasting techniques in the beauty industry so that they can quickly impress users and ignite sales.
The main contents of this article include:
2. The tips for live broadcasting techniques that can be applied directly
3. The minefield of live broadcasting techniques that cannot be stepped on
The essential live broadcasting techniques formula
Beauty live broadcasting techniques, can be summarized by one formula, Excellent live broadcasting techniques = emotional introduction + product introduction + single-promotion techniques.
Live Room 1: "Today I will introduce this mask to you. It is mainly moisturizing and does not contain alcohol pigments..."
Live Room 2: "Autumn is here, are sisters starting to get skin because of the season change? Do you start to get powder after applying makeup? Then the moisturizing recommendation for everyone is here. This mask is mainly moisturizing and does not contain alcohol pigments..."
If it were you, which live broadcast would you choose to watch?
Good words are not to introduce the product when coming up, but to guide the user's emotions first and let the user bring in. Common techniques include pain points, endorsement, fan introduction, and display introduction.
pain points introduction: From the user's perspective, explore the problems encountered in daily life, stimulate users, and attract users to listen to the anchor's next words.
endorsement introduction: highlights endorsement points such as sales, brand, celebrity endorsement in live broadcast speech design, attracting users to be curious and generate interaction.
Fan introduction: According to the barrage of fans in the live broadcast room, the anchor will follow the trend and explain and introduce the product.
display introduction: refines the product selling points in advance, directly introduces the product selling points in the live broadcast room, and introduces the products to fans in the live broadcast room.
2. Product introduction
After emotional introduction, users are brought in, and then the product is launched. This is the largest proportion of beauty live broadcast speech, and it can usually account for 70% of the time of a product speech. Generally speaking, the introduction of beauty products is mainly from the following perspectives:
Users: Is the skin of dry skin or Oil skin , how old is it;
Usage experience: texture, texture;
Product ingredients: what has been added, what is the effect, and how much proportion is it;
Product efficacy: moisturizing, anti-aging, concealer, etc.;
Product price: the original price, the current price; how many other places, the live broadcast room;
The more the user pays attention to, the more you need to introduce it.
3. Single-response
When the emotional introduction and product introduction are completed, this step is to urge users to place an order quickly. Commonly used single-selective slogans include:
Limited time and quantity: creates an atmosphere of rush purchase through limited inventory or limited discount quotas, which makes users feel urgency.
Service guarantee: through service guarantee, such as seven-day unreasonable support, full refund for unsatisfactory use, etc., to dispel users' after-sales concerns in product sales and urge users to place an order quickly.
indicates the link: teaches customers step by step to place orders. After explaining the item and opening the price, you can teach customers how to place orders step by step, and explain the discount mechanism together.
▲Image from Douyin
Tips for beauty live broadcasting that can be applied directly
In addition to the verbal formula, in some popular live broadcast rooms, some reusable tips can be summarized from anchors.
Anchor shows the quality of the product and the experience of use when selling goods live, so that fans can see the effect most intuitively.
For example, Li Jiaqi will give a detailed expression of the color of each lipstick, such as "a color that gives people a very gentle, springy, and a very new feeling", rather than just a thin and overwhelming description of "this color shows off its complexion".
2. Self-use recommendation method
During the live broadcast, you can use "herd psychology" to convince users. Self-use recommendation method is a method. By introducing the usage scenarios and benefits, quickly gain user trust and promote users to place orders.
For example, "This powder is used by me. I put it directly in my bag. I can bring it to work or go out to play. I can put it on my makeup all day long. The makeup is exquisite."
This method is also what Li Jiaqi likes to use. In Li Jiaqi's live broadcast room, "Li Jiaqi's own style" has become the strongest recommendation word in this live broadcast room.
▲Image from Douyin
3. Pain point rhetorical question method
By asking questions continuously, they directly poke the user's pain points, so that the user can empathize and resonate. Only when the product introduction is thrown out, the user can be convinced and realize that this product can really solve these pain points.
For example: "Autumn is here. Are the sisters starting to get skin irritated because of the season change? Do they start to get powder after applying makeup? No matter how moisturizing is done, it is not effective. So the moisturizing recommendation for everyone is here. This mask is mainly moisturizing and does not contain alcohol pigments..."
4. Return method
also a method of using herd mentality. Even if the product does not impress the user, so many people buy it, they are inevitably curious.
Live room speech is to use this to attract users to place orders by returning. For example: "This product has sold 100,000 sets in our live broadcast room before, and there are zero negative reviews..."
cannot be stepped on beauty live broadcasting minefield
1. It is prohibited to have false expressions of efficacy
prohibited to promote the effects that the product actually does not have, including explicit or implied that cosmetics have medical, medical beauty , health care and other effects.
For example, "This Chinese herbal mask can help you detoxify, nourish your skin, unblock and promote blood circulation." Or change "anti-inflammatory" to "relieving fire".
For example, facial masks with moisturizing effects have whitening and freckle removal effects.
2. It is prohibited to overcommit, effect guarantee, etc.
prohibits assertions or guarantees about product efficacy, effects, benefits, etc., and demonstrates its safety through actions such as swallowing cosmetics, drinking facial mask water/spray, etc. in live broadcasts or short videos.
For example, "This mask does not contain any chemical ingredients and will take effect immediately after use for 3 days."
3. It is prohibited to falsely promote the ingredients, content, origin, specifications and other information of cosmetics
During the live broadcast of products, creators should ensure that the information of the cosmetics described, such as the ingredients, content, origin, specifications, etc. are consistent with the product details page or actual products, and misleading or fraud to consumers are prohibited.
For example, the address on the product production license is domestic, but in the product attribute column and live broadcast, it is claimed that the product is imported from Japan.
4. It is prohibited to falsely describe the price and value of cosmetics
For example, the live broadcast claims that a certain lipstick can be purchased at 0.01 yuan, but the product details page actually shows "the price is 0.01 yuan, the shipping fee is 10 yuan."
(reply to "Tik Tok Play" to get the original image)
progressive activity starting gameplay , by catering to the live broadcast algorithm, progressively pulling the live broadcast weight, and obtaining live broadcast recommended traffic in a balanced manner. Currently, progressively contributes 10 million GMV in a single month in the personal live broadcast room.
2, short video test hit gameplay
(Private message reply "Tik Tok gameplay" to get the original image)
short video test hit gameplay. Compared with traditional short video test hit gameplay, this set of gameplay can get higher precision and natural recommendations, which are commonly used in clothing and food live broadcast rooms, and contribute 20 million GMV per month.
3, single product Qianchuan placement gameplay
(reply to "Tik Tok gameplay" to get the original image)
Qianchuan single product gameplay, single product single delivery strategy, greatly lowers the threshold for mixed product placement. Currently, the monthly contribution of more than 50 million GMV in my live broadcast room is more than my most used live broadcast room.
4, Three-horse horse hybrid traffic gameplay
(Private message reply "Tik Tok gameplay" to get the original image)
Three-horse horse gameplay, the traffic structure of the Three-horse horse is the most stable mode in the future live broadcast form, but the operation process is relatively complicated, and currently accounts for less than 10 million monthly GMV, which is not recommended by the novice team.
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