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.
For live broadcast rooms that are still in the growth stage, especially brand live broadcast rooms and personal store live broadcast rooms, it is difficult to directly obtain traffic tilt from the platform without the halo of the anchor KOL protagonist. No one in the live broadcast room has become the primary dilemma faced by many live broadcast teams.
1. Douyin Live Traffic Pool Rules
Douyin live broadcast has an initial traffic, and the platform will give you a wave of traffic 20 minutes before the broadcast, this is the initial traffic.
The platform will judge whether your live room is worth recommending based on the quality of the initial traffic in your live room, and then give you the second wave of traffic.
That is, you are in the initial traffic pool. If you do well, the platform will put you in a pool with higher traffic.
How does the platform judge whether the live broadcast is good or not?
Whether the audience has any feedback in your live broadcast room, including likes, comments, length of stay, order, etc., these data will be fed back to the system, and the system will use these data to find that your live broadcast is of high quality, and will give the second wave, The third wave is even more traffic.
2. How to keep people?
As mentioned earlier, when the account is launched, the system will more or less recommend some people to the live broadcast room.
You have to find a way to make them stay in your live broadcast room, give you likes, comments, pay , and give positive feedback to the system.
The three major factors that affect the popularity of the live broadcast room are: the number of online users, the amount of interaction, and the retention rate. When these data are relatively good, Douyin will recommend your live broadcast room to more viewers and get more natural traffic. How to improve it?
You can use the form of blessing bags combined with holding orders. Lucky bags can quickly increase the number of online users and interactions in a short period of time. Every time a lucky bag is distributed, it will cause a traffic peak.
For example, in this live broadcast room, when it first started broadcasting, multiple coin-shaking blessing bags were sent in succession, and the effect of "swiping the screen" was caused in the live broadcast room by sending a password, and the number of online users soared from more than 400 to more than 1,600.
Holding back orders is the best way to attract users to stay in the live broadcast room. Using popular products to increase the stay time of viewers, on the one hand, allows the anchor to have time to explain the product and stimulate order placement; on the other hand, the weight of the live broadcast room will be increased after the stay time is increased. also helps.
As shown in the picture below, at 16:19, ten minutes after the start of the broadcast, the audience’s stay time has dropped from 72 seconds to 53 seconds, and the number of people online is also decreasing. At this time, you can adjust the speaking skills and start to hold back orders, so as to curb the audience and stay to continue to decrease.
3. Precise drainage of paid traffic
How can we bring accurate traffic to the Douyin live broadcast room? The fastest, most effective and most stable method is to invest a huge amount of Qianchuan.
Running a good plan is the key to improving the ROI of Douyin Qianchuan. Now the Douyin live broadcast room generally uses multiple accounts and multiple plans to launch, and manually counts the consumption data of each account and each plan to test the quality of the plan.
However, one thing to note is that the more precise the targeting of Qianchuan’s advertising audience, the smaller the number of people covered by its advertisements, the more difficult it will be to run the entire advertising plan, and the higher the cost of acquiring accurate users. High, i.e. a higher bid.
Through the [Delivery] interface, appropriate integrated statistics can be made on Qianchuan's delivery plan, so that merchants can conduct real-time consumption evaluation on Qianchuan's delivery, so as to make real-time adjustments and avoid unnecessary loss of money.