For our friends who are currently transforming into live broadcasting e-commerce, the traffic in the live broadcast room is small, and the effect of preheating is not good enough, which has become a major problem before the broadcast. In fact, for live broadcasting, our traffic, especially natural traffic, More comes from exposure.
1. The traffic distribution mechanism of the platform live room
Before thinking about why no one is watching the live broadcast room, you must first understand what the platform's core mechanism and rules for traffic distribution are. For the Douyin platform, intelligent distribution, traffic pool, and decentralization are its obvious features.
1. Intelligent distribution
The Douyin system usually gives four-part traffic recommendations for newly released videos or live broadcasts:
- The first is to distribute to the fans who follow the account, because the fans who follow have the strongest relationship link with the account;
- The second is the address book friends or people you may know. Here is a premise that you need to grant the APP permission to call the mobile phone address book, and enable the address book friends to be visible in the APP;
- Then there are intra-city recommendations. For accounts in the early stages of growth, intra-city recommendations are the first wave of pushes;
- Finally, there are related label users. The system will first label each account and content, and then recommend videos or live broadcasts to accounts with the same or similar system labels, and spread them in a small-scale traffic pool.
2. Flow pool
The first three points mentioned in the above smart distribution, whether it is fans or contacts in the address book, compared with the hundreds of millions of DAUs on the platform, the number is simply negligible. Moreover, the intra-city traffic that the system can recommend is quite limited. Then, if you want to get more free traffic on the platform, traffic pool recommendation is very important.
As mentioned above, for newly released videos or live broadcast rooms, the platform will first provide a small traffic pool based on tags, and recommend the content to people who may be interested for testing. During the test, the system will evaluate according to the feedback data generated by the diffusion of videos or live broadcast rooms in this traffic pool. If the data feedback is good, it means that the content is of good quality and users like it. Then the system will expand the recommended traffic pool and the content will also be expanded. You can get more traffic recommended by the platform. If the user data fed back by the first wave of traffic pools is not good, the system will not continue to recommend the next layer of traffic.
Then the more important question is, what are the data dimensions evaluated by the traffic pool test, mainly including the following:
Number of likes, comments, reposts, attention, video completion rate
Knowing these evaluation criteria, we have to find ways to increase likes, comments, reposts, and attention when the content is released at the beginning, so that users can finish playing the video and stay in the live broadcast room for as long as possible. a little. Published content has a high interaction rate and good playback and viewing data, so that it will be judged as high-quality content by the system and have the opportunity to continue to increase traffic.
3. Decentralization
The so-called decentralization is the most important thing for the platform to maintain the sustainable, healthy and balanced development of the entire ecology. Therefore, from the perspective of the platform, we don’t want to see all traffic gathered in a few big V accounts. The platform will limit the distribution of new traffic from big V accounts to a certain extent, and distribute more traffic bonuses to new high-quality accounts.
This decentralized balance mechanism will not make the platform ecology unbalanced, and it is very attractive to new creators, and will attract more people to participate in the construction of the content ecology. Of course, the most important thing is high-quality content creation.
2. Obtain platform recommended traffic optimization suggestions
Now that we know the mechanism of platform traffic recommendation and the factors that affect traffic distribution, how can we prescribe the right medicine and get free traffic? Also give some optimization suggestions:
1. Optimize the title and cover of the live broadcast
A good title and cover can generate interest and trust in users, attract users to click and stay for a long time. The increase in user stay time has opened up space for hosts to conduct other guiding behaviors.
(Data source: Feigua Investment, the above data has been authorized by the customer and desensitized)
2. Guide fans to comment, like, forward, follow
The importance of fans’ reposts, comments, likes, and attention data is not to be overstated. The live broadcast room can mobilize the atmosphere of the live broadcast room through lottery draws, limited flash sales, and distribution of welfare products to guide fans to improve interaction. For example, if the number of fans’ likes reaches a lottery, a lottery will be held, and welfare products will be put on the shelves.
3. Paid traffic delivery and release of short videos to attract traffic
The live broadcast room of brands and personal stores usually lasts several hours or more than ten hours, and it is inevitable that there will be more and less online people at different times. This requires the live broadcast operation team to set up the paid advertising plan in advance according to the habits and characteristics of the live broadcast room, and arrange the release rhythm of the drainage short video. Try to ensure that no matter which live broadcast time period, there are a certain number of online people in the live broadcast room that can be used for drainage data operations.
