I made live broadcast on the video number for 3 months, and summarized these 4 points of experience

Edit Introduction: With the continuous efforts of the video number, today's video numbers have developed very rapidly, and the live broadcast live broadcast is becoming a huge air outlet. This article summarizes four very valuable live experience through personal experience, hoping to help you after reading.

Three months ago, I started to broadcast live in the video number, which I never thought about it before.

I have been used to hiding behind the text, considering the words and sorting the logical relationship, but in the end, it cannot be done against the trend. Doing short videos and live broadcasts must be one step.

In these 25 live broadcasts, the experience and feelings of "personalization" have been precipitated, and I want to share it with everyone.

Let's talk about why it is "personalized", because I have three different perspectives: I have three different perspectives:

I knew the theory before, and now it is a perspective of the theory that the theory is crushed by actual difficulties. It was a platform before, and now it is a self -media, and it is the perspective of thinking in another way. Essence Based on these perspectives, there are these experiences:

1. The essence of live broadcast is true and companion, not lectures

Different content forms, essence and advantages and disadvantages are different, first figure out before doing it. The simple description is:

The essence of text is to record or demonstrate. The advantage is to facilitate the expression of strong logic relationships and complex levels. Pay attention to the relationship between the context and overall structure.

The essence of the video is the efficient acquisition of information, the advantage is intuitive, and the efficiency of expression and understanding is high. After all, it is the road of vision.

The essence of audio is companionship, suitable for receiving more simple information that does not need to use system two.

The essence of live broadcast: It is the true companion of the teacher and friend.

Unlike audio, the live broadcast has visual and auditory, and also emphasizes interaction. The user is watching the live broadcast in the state of relaxation of the body and mind, which is a pastime to some extent.

Some people may say that they are watching live broadcasts to learn knowledge.

There are many categories of live broadcasts, such as putting the classroom on the live broadcast, or using live broadcast to bring goods, and so on. These are the extensions of the live broadcast, not within the scope of this discussion.

The typical live broadcast is that one or more people appear in the photo, and to the audience, it is essentially accompanied.

Even if the theme is about a knowledge point, or the needs of users have learning, in fact, these are both appearances and coats. Different appearances and coats are divided into different types, which also makes users feel.

But as anchor or content planner, you must not be able to stuff the real courses in the live broadcast.

For example, I used to live a few live broadcasts, and the theme content was very hard. For example, talk about content operations, community experience, management methods, etc.

The reason why it is said is the systemic and completeness of knowledge. Before such a live broadcast, the outline I prepared was about a few thousand words. It will be divided into one, two, three, and four big points, and then there are several layers of meaning in each big point. Each layer has a case.

These contents are written in text, which is very clear, but it is spoken by live broadcast, messy, and the user is confused. Because there are too many contents of plugging, the logic is very complicated, and it is very tired and mentally exhausted.

Moreover, most users are relaxed when watching the live broadcast. They can't deal with such information, and many people choose to give up.

Therefore, there are several live broadcasts of hard -core themes. The number of online people is relatively powerful, and the per capita viewing duration is not high. And this kind of theme users generally cannot get into the mouth, so the interaction is very small. All these appearances will point to a bad one. Live effect.

In the later live broadcast, I made adjustments. Just talk about 2-3 key points each time, and no longer do hierarchical splitting, the effect is much better.

For example, there is a live broadcast theme: these four experiences allow you to grow faster in the workplace. The content is four key points: stay away from negative energy, speak more, invites merit, and make friends. In this half -hour live broadcast, let's talk about these four points. The facts are reasonable. The data presentation is very good, and the interactive atmosphere is also very good.

Among them, "speaking more", everyone's feelings are deep, and they are also very good. Many days later, the community was discussing this matter.

Summarize such experience:

The theme of the live broadcast must reflect a full sense of gain, so that users will covet after seeing it. However, the live broadcast content must control the thickness and complexity of the information, and find a suitable segmentation point between the 嗑 and lectures.

Second, the live broadcast should interact, do not output unidirectional

This truth, I knew a few years ago, and I often told others. If you have not appreciated it, the truth is just the truth, staying with his mouth.

Many years ago, I thought the anchor to answer the comment area was very inefficient.

For example, there are 200 people online in your live broadcast room, and 10 people ask questions in the comment area. The anchor reads and answered. This means that it is only interacting with those 10 people, where the other 190 people are there, so it is inefficient.

Of course, my view is wrong.

First of all, users need to face face -to -face with the anchor, and the instant response to the present. This is why the live broadcast is much rough than the TV variety show, but it is also very interesting.

With an unsuccessful metaphor, users watch the anchor live broadcast, which is almost the same as that we go to the zoo to see monkeys.

What I want is to stand in front of the rockery and watch the monkey jump around. I also want to throw something in the past (not allowed to feed!), Look at the monkey's reaction. In order to please tourists, monkeys will perform various postures and skills, so that there will be more and more tourists.

Secondly, the needs of users are convergence, and a few people's remarks can represent the majority. Although only 10 of 200 people ask questions, these 10 problems can basically cover the needs of all 200 people, and user needs have convergence.

For example, my live broadcast, there are two core themes, one is the problem of operating business, and the other is workplace skills and personal growth.

In these two core themes, everyone can't raise particular diversity issues, and it is estimated that there are only 50 after the accumulated re -re -re -re -re -re -re -re -weighing. For example, how to manage upward, how to cross -bank, how to set up the user system, how to plan activities, etc.

If there are a few people asking questions in the comment area, others will wait to listen to me. You need to know that people are lazy, not only too lazy to type questions, but because they are too lazy to think about what their questions are, and how should they describe in one sentence.

A friend with a Douyin told me that many of those who sell product managers or self -media courses, many of them are prepared questions that 50 users often ask, carry it down, and then broadcast it for a long time. Transform for selling lessons.

I have a live broadcast experience, which is very interesting. 40 minutes before the broadcast, I only care about sharing myself. I did not guide everyone to interact in the comment area and did not answer questions. As a result, the number of online people has been declining.

My little assistant Yoki shouted in WeChat: Pay attention to interaction! Everyone is gone!

The effect is very obvious. After I turned to the question of the comment area, the number of online people quickly picked up, and it exceeded the initial number of people. The change of this data is visible to the naked eye, and it is reflected in 3 minutes.

Summary experience:

The main line and scripts are going normally, but to maintain the continuous interaction with users, the questions in the comment area must be read and answered.

Third, there must be personal characteristics, don't be the same

The reason why everyone is willing to see the works of amateur is not because TA is the best, but because TA is unique.

Therefore, as an amateur anchor, the key is to show his personal characteristics.

Personal characteristics are similar to the concepts of people, which mainly include the personality and viewpoint of the individual. Everyone has these, and it is unique. What we need to do is not to hide and converge, release and present.

Recently, I have observed a few more popular self -media. The number of fans is much higher than me, and there are clear people, and even business models are all common. But professional skills are quite average.

These self -media are all showing a multi -faceted self, and even have to come up with some privacy to share, which will make their own people fuller. And their views are very clear, and they are simple and powerful.

This logic is common.

Fans are not pursuing how objective and calm this KOL is, nor is they deeply knowledgeable. These cold elements cannot inspire fans' enthusiasm.

What the fan wants is: yes! You say what I want to say! You live like what I think! You are the sustenance of my spiritual life, give me strength! I want to see you growing up and willing to support you to guard you!

To achieve this effect, you must take out your edges and corners. The same expression is hypnotic and cannot get so many exclamation marks.

This view is a bit abstract, give a few specific cases:

1. Introduce family and friends

There is a type of short video and live broadcast content. It is not just an anchor itself, and generally has family or friends, making the anchor's personal characteristics fuller.

For example, the food short video content is to teach you cooking, but the general son first appeared and said that he wanted to eat a certain dish, and the anchor began to make. This simple treatment has added the child's father's settings to the anchor, and the content also increases the elements of affection. It must be more popular than direct cooking.

For another example, Liu Genghong, who has recently exploded, live broadcast, his wife vivi existence is a bit similar to Guo Degang, and the impact on the result is almost decisive.

For example, some KOL is Baoma, which can combine the identity of the mother with the entrepreneur. This three -dimensional character will attract more female fans to resonate.

2. Put forward the "anti -common sense" view

Any question at the moment has been answered countless times, but users are still asking the same question repeatedly.

If you still want to get attention, you need some novel views, it is best to look anti -common sense.

For example, the four -point workplace experience mentioned in the live broadcast is "inviting merit". Everyone will feel that invitations are negative, and there will be resistance. But the invitation I mentioned is actually one of the upward management, which is very professional and reasonable.

In addition, I also put forward the point of view of "not holding the thighs", and users still have a very desire to understand.

It should be noted that this must be your true point of view. Do not do a violation of values ​​in order to pursue gimmicks, or provide wrong orientation, take short -term returns, and lose long -term value.

3. express emotions

Normal people have emotions. This is the real side. It is manifested in the live broadcast, which can deepen the user's impression of the anchor.

The most extreme case is the live broadcast room for e -commerce to sell goods. The two anchors quarreled and even started because of the price reduction. Of course, they are all scripts.

Another time, a female anchor could not cry in the camera. In the following 3 minutes, her live broadcast room view rose from 20,000 to 20,000, and she saw it with her own eyes.

These two cases are emotional expression. But it is too extreme. It is recommended not to touch it. Mastering the bad scale will be officially handled.

The expression I said is within the normal category.

For example, when you encounter slander, you become angry; think of unpleasant things and become excited; discuss issues with the guests of Lianmai, when the tit -for -tat tit -for -tat tit, the speed is accelerated, the volume becomes greater, and so on.

In short, don't restrain your emotions and appropriately express it, but will deepen the connection with fans.

Fourth, Lian Mai is better than single -mouth

In the cognition of many people, this sentence may be nonsense and a certain conclusion.

It's just that I am thinking that if the anchor's single -mouth ability is very strong or the personal IP attributes are outstanding, users are to see him, so whether the single mouth is better than Lianmai.

The experience of these three months has dispelled my thoughts.

Lianmai represents the collision of the point of view. Even if two people do not quarrel, at least the views are different, which can make the live broadcast content fuller.

From the perspective of sense, the sound and frequency of the single mouth are unchanged, which will bring boring sensation and cause users to flow out of the live broadcast room. Two people communicated with wheat, breaking this boring sensation, and even a sense of hypnosis.

Moreover, even Mai will be more excited for anchors.

Lian Mai looked at a person's face, and the single mouth looked at a bunch of words. Imagine, if you are an anchor, which scene will excite you more?

In response to this conclusion, I am doing one thing: I invite a friend of a senior Internet field every week to come to my live broadcast room to communicate.

I want to do this for a long time.

Because from the perspective of my operating experience, the benefits of many things are long -term and can only be seen after the potential energy accumulates to a certain extent. Most of the operating projects that want to take short -term returns will deform, which will hurt long -term returns, but it is not available at the moment.

#Columnist#

Han Xu, WeChat public account: operating dog work diary, everyone is a product manager columnist. The original cat -eye film product operation experts experienced the hardships of 0 to 1 when they started their business, and planned a large amount of users' gameplay when Baidu. For 10 years of employment, focusing on Internet operations, including product operation, user operation, community operations and UGC operations.

The original published in this article is a product manager, and it is not allowed to reprint without permission.

The question map is from UNSPLASH, based on the CC0 protocol.

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