In order to prevent unfair competition marketing behavior from undermining the rules of integrity and seriously disrupting the order of the platform, Douyin has issued "unfair competition" illegal marketing rules, prohibiting live broadcast behaviors such as belittling peer products, rewarding sales, and inducing cashback.
(Data source: Douyin E-commerce Learning Center)
In fact, some live broadcast rooms use luxury prizes, cashback and other routines, mainly to quickly attract traffic and improve online and interaction. After the new regulations, how can brand merchants use reasonable and effective methods to increase the flow and conversion of live broadcast rooms?
1. If the new traffic outlet is played like this, it is very likely to affect the weight of these indicators?
The new pan-traffic increases the exposure of the live broadcast room, but at the same time it may also lower the exposure rate of the live broadcast room, resulting in a decline in the weight of the live broadcast room and a reduction in system push streams.
This requires the operation to monitor traffic acceptance in real time, and discover traffic conversion in a timely manner through the conversion funnel, especially the click-through rate of the live broadcast room and the viewing click-through rate.
(Image source: Feigua Zhitou)
Therefore, Feigua Zhitou’s delivery page is online [Natural and Paid], and you can check the acceptance status of each link of natural and free traffic in real time, watch the click-through rate, order transaction rate, etc. from the live broadcast room, and quickly find out which link has a problem. Adjust operations in a timely manner.
(Data source: Guoji·Feigua Zhitou-launch page, the data has been desensitized and authorized)
For example, in the following live broadcast room, the number of times users click on the product is very high in the two traffic channels, which shows that the anchor's speaking skills are very strong, but the rate of clicking to place an order is very low. It is likely that the product details page is not attractive enough. It is recommended Modify the business details page.
2. The weight of short videos is becoming more and more important. Brands are increasing the number of videos. How to find black horse attracting videos in a large number of videos? ?
Brand merchants have felt that the weight of short videos is gradually increasing, so recently many brands have released more videos before and during live broadcasts to attract traffic.
With the increase of short video traffic in the live broadcast room, when more and more short videos are sent to the live broadcast room, it is difficult for us to know which video is attracting traffic in the live broadcast room? To heat up the video?
Through the [Real-time Drainage Ranking] function of Feigua Zhitou, you can check the number of people who are attracted by each video in the current time period, and know which video introduced the audience who entered the venue in the past 5 minutes, and you can quickly adjust the speech or heat the video .
(Data source: Real-time drainage of Guoji Feigua Zhitou, the data has been desensitized and authorized)
For example, in the following live broadcast room, from the list of short videos, video 1 has the most streamers.
(Data source: Real-time drainage of Guoji Feigua Zhitou, the data has been desensitized and authorized)
However, from the [Real-time Drainage Ranking], we can see that the number of viewers attracted by Video 1 is gradually decreasing. Currently, in the live broadcast room, the number of viewers attracted by Video 2 is the largest in the past 30 minutes, so the current live broadcast room attracts more viewers from Video 2.
(Data source: Real-time drainage of Guoji Feigua Zhitou, the data has been desensitized and authorized)
3. How to quickly discover high-quality videos that continue to attract traffic? How to directly check the production of the short video department?
As mentioned earlier, many brand merchants have found that as the platform pays more and more attention to short videos, high-quality streaming videos may be pushed by the platform for a long time and continue to bring volume to the live broadcast room.
Therefore, Feigua Zhitou has launched the [Short Video Statistics] function to monitor the drainage capacity of short videos released during the Douyin account cycle for a long time, find templates that can continuously divert popular models, and shoot and release them.
(Data source: Short video management of Guoji Feigua Zhitou, the data has been desensitized and authorized)
For example, in the following live broadcast room, through the number of drainages of Smart Investment’s [Short Video Statistics], it was found that in the past 7 days, video 1 released on May 19 had the highest total number of drainages.
(Data source: Short video management of Guoji Feigua Zhitou, the data has been desensitized and authorized)
Click on the details page and find that video 1 continues to attract traffic to the live broadcast room, attracting a total of 4.9W people for the next 9 live broadcasts, and 9 days after the release, it is still bringing traffic to the live broadcast room, so you can vote for this video DOU+ , to amplify short video traffic.
(Data source: Short video management of Guoji Feigua Zhitou, the data has been desensitized and authorized)