Many entrepreneurial circles have recently been discussing a topic. Live and short video, which one is the future king of goods?
Editor’s note: This article from the micro-channel public number “egg solution start” (ID: manjiechuangye) , of: One thought.
The live and short video parties have their own opinions. What’s interesting is that some buddies will rebel halfway and rely on each other’s camp. There is also a group of people swinging left and right, like the audience that Qi Wei said, never knowing who to support.
I have sorted out the opinions of all parties. Let’s make a mass eating together. At the same time, let’s take a look at how we choose to make better money.
Powerful earning ability with live streaming
How much money does live streaming bring? Just look at Li Jiaqi and Wei Ya.
Li Jiaqi’s profitability in 2019 surpassed 1,000 A-share listed companies; in Double Eleven in 2019, Wei Ya’s daily sales exceeded 2.7 billion in 2018.
Why is the ability to carry goods live? The live pie gives the following three reasons.
I. Live broadcast can reduce consumer decision-making costs
In the era of scarce supplies, as long as you make the product, you basically don’t worry about selling it, because consumers have little choice, and the instant noodles on the supermarket shelves are only small raccoons and Hualong.
But it’s different now. All kinds of instant noodles, except chicken and mushroom stew, don’t need to be considered, others can be picky.
On Taobao, any search for a product has thousands of information. Open Taobao at 2 in the afternoon, and it may not be able to find satisfactory until dark, it is too wasteful of time.
However, during the live broadcast, you can clearly introduce the features, uses, usage scenarios, etc. of a product in the shortest possible time. In just a few minutes, you can decide whether to buy or not.
Second, strong interactivity, to solve concerns at any time
Although short videos can also introduce product features, compared with live broadcasts, there are great limitations in terms of interactivity.
From the perspective of introducing the product, the live broadcast is similar to the previous TV shopping. But TV shopping can only watch the host’s heartbreaking roar, live broadcast is different. In the live room, you can send messages to the anchor at any time.
When introducing products, whether it is short videos or live broadcasts, they are prepared in advance, but it is inevitable that there are some omissions. When people watch, there will be some omissions. If it is a live broadcast, you can ask directly, the anchor can see your question and answer it immediately. But short videos can’t do that.
If you solve a problem, you may increase sales.
Third, it ’s easier to build trust
Why can Li Jiaqi and Wei Ya be so hot?
One of the most important points is trust. “Li Jiaqi’s girls” and “Via’s women” have almost become the unified name of a group, which reflects the strong emotional connection between them and fans. As long as it is sold by Li Jiaqi and Wei Ya, their fans will trust it.
Trust comes from communication. If you watch the same person’s live broadcast for a long time and often interact, the trust relationship will slowly build up. This is because when the anchor broadcasts, he is not only displaying merchandise, but also displaying himself, and has a strong personality.
But in short videos, there is a lack of direct communication between fans and anchors, and there will be a strange sense of distance. This sense of distance is also not conducive to closing.
Short video with goods is more suitable for ordinary people
The ability to broadcast live goods is so strong, how about short videos?
According to the data of Feigua, a foundation brush priced at 89.9 sells 6,356 orders through 20.6w video playback.
Although short videos have brought goods, there has not been an astonishing sales volume of over 100 million in live broadcasts like Wei Ya. But the short video pie always insists that only a small number of people can do a good live broadcast, and if you simply consider the effect of bringing goods, for most ordinary entrepreneurs, short video is a better choice.
I. The threshold for live streaming is too high
1, straightHead effect is obvious
Although the live broadcast has a stronger ability to carry goods, the traffic is obviously concentrated towards the head anchor. Taking Taobao live broadcast as an example, the live broadcast of Li Jiaqi and Wei Ya is often watched by more than ten million people.
However, the number of viewers of most small anchors is generally only a few thousand or several hundred. If there are more than tens of thousands of people watching, it is already a very good result.
Live live broadcasts starting in 2015, the first batch of anchors to enter has accumulated a large number of loyal fans. New anchors who have just entered the venue, I’m afraid it’s hard to get a chance.
2, the dependence of the live broadcast carrier on the anchor is too strong
To a certain extent, the ability to broadcast live goods mainly depends on the personal capabilities of the anchor. The same is selling lipstick, users are more willing to buy in Li Jiaqi’s live room.
If you change to another person, the effect will be greatly reduced. After all, even Ma Yun has to give up.
Why is the importance of the anchor?
On the one hand, because the anchor has established a basic trust relationship with the fans, the fans’ purchase of goods is largely influenced by the personal charm of the anchor.
On the other hand, there is a need for on-site adaptability of the anchor. During the live broadcast, it is unavoidable to encounter some tricky problems or unexpected situations, even Li Jiaqi once overturned during the live broadcast. If it is not handled properly, it will inevitably affect the effect of taking goods.
Live is very talented, expressive, infectious, ability to control the field, etc. Many abilities are not trainable. Without a good anchor, it is difficult to make good sales.
Second, the advantages of short video are obvious
1. Short videos have stronger traffic advantages
The live broadcast has a very strong timeliness. Fans must watch the live broadcast at a fixed time. There is no way to choose freely. This has resulted in limited live broadcast traffic, so with the exception of a few head anchors, most waist anchors have very limited traffic.
But short videos are different. According to the current recommendation mechanism of short videos, the playback volume of a popular video can reach tens of millions. And multiple videos can bring the same product to increase the visibility of the product.
So although the conversion rate of short video shipments is not as good as live broadcasts, you can rely on traffic advantages to increase sales.
2, short videos are less dependent on people
In content display, the form of live broadcast is relatively fixed and single, and only the anchor can introduce the product there.That’s why the role of the anchor individual is emphasized.
However, the content of short videos has been developed in different forms such as evaluation, unboxing, plot, grass planting. So more emphasis is placed on the design of the content, and human attributes are weaker.
In other words, if live broadcasts rely on anchors, then short videos rely on content editing. This aspect is ability, which can be improved through learning and training.
So in comparison, short videos are less dependent on people. In other words, if you don’t have the ability to become a good anchor with cargo and don’t want to be “kidnapped” by the anchor, then short videos will be a better choice for most entrepreneurs.
How to choose live and short videos depends on each person’s different abilities. Only by knowing your own position can you choose the method that suits you better.
But in any case, the short video is the biggest entrepreneurial outlet in the future, and this conclusion is absolutely certain. Because the business form is always affected by the information form, new winners are bound to be born in the short video field.