(Source: https://pltfrm.com.cn)
Introduction
In China’s livestream commerce arena, every word counts. A well-written script does more than guide a KOL’s performance—it drives emotional engagement, structures product reveals, and triggers purchasing behavior in real time. For overseas brands entering China, premium livestream scriptwriting is a must-have skill, not a nice-to-have. This article dives into how thoughtful scripting transforms KOL broadcasts into sales engines across Douyin, Taobao Live, and Kuaishou.
1. Scriptwriting for Immediate Viewer Engagement
1.1 Opening with a Strong Hook
The first 30 seconds determine if a viewer stays. Start with an eye-catching statement (“This giveaway ends in 10 minutes!”), a question (“Have you ever wasted money on toner?”), or a personal anecdote. Good scripts frontload intrigue.
1.2 Personal Touch from the KOL
Scripts should leave room for the KOL to connect with followers using personal stories, jokes, or greetings. When audiences feel the KOL is authentic, trust builds faster—and conversions follow.
2. Script Layout for Product Demonstration and Benefits
2.1 Feature–Benefit–Proof Structure
Each product section should walk through:
- What is it? (Core feature)
- Why it matters? (Personal benefit)
- How do we know it works? (Testimonial, demo, or visual proof)
This structure helps move the audience from awareness to action quickly and clearly.
2.2 Layering in Visual Prompts
Integrate visuals directly into the script: “When I mention hydration, show the product texture close-up,” or “Cut to the unboxing shot during this quote.” A script is a production guide, not just dialogue.
3. Maximizing Interactivity and Audience Retention
3.1 Planned Engagement Segments
Include designated audience interaction points: “Type ‘YES’ if this matches your skin type,” or “Comment your favorite color for a chance to win.” These break monotony and keep viewers involved.
3.2 Building Suspense and Countdown Moments
Write lines like “Only 30 units left—who’s grabbing the last one?” or “In 5 minutes, we reveal our mystery bundle.” Pacing these triggers keeps viewers watching longer.
4. Platform-Specific Script Adjustments
4.1 Tailoring to Douyin’s Fast Flow
Douyin audiences scroll quickly. Scripts should get to the point fast—no extended intros, just punchy benefits, demos, and calls to action.
4.2 Using Taobao Live for Depth
Taobao users tend to be older and product-focused. Scripts here should be more detailed and educational, focusing on ingredients, usage instructions, and price justification.
5. Case Study: A US Tech Brand’s Livestream Success on Kuaishou
A US smart home brand worked with a lifestyle KOL on Kuaishou to introduce a new air purifier. The script was structured into four 5-minute chapters: home problem scenarios, product demo, user testimonials, and limited-time offer. It featured pre-written FAQs and 3 audience polls. Thanks to its professional pacing and local tone, the stream achieved 120,000 views, with a 9.2% click-to-cart rate and a complete product sell-out in under 30 minutes.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
