10 rules for Tik Tok live streaming traffic!

Tik Tok live streaming is becoming more and more popular, and it is not easy for brands to broadcast their own content.

1. Ten Military Rules for Traffic Ecosystem

1. Douyin's "chasing hot products" model is increasingly exerting the Matthew effect of traffic distribution. Hot products and hot live broadcast rooms detected by the system have become a steady source of traffic. Therefore, discovering and creating hits are basic abilities to do Douyin live streaming well at this stage and in the future.

2. Whether it is the 5-minute checkpoint or the hourly sales ranking, the underlying logic behind it is three words: acceleration. TikTok wants you to grow, but not at a constant rate. In physics, acceleration is the ratio of the change in velocity to the time taken. The acceleration in Douyin live broadcast is the ratio of the increase in GMV to the time taken. Therefore, whoever can obtain more incremental output within 5 minutes will win in the horse racing mechanism.

3. Is acceleration controllable? Of course it is controllable. Tik Tok is an algorithmic machine without emotions, but machines can ultimately not match human operational wisdom. When we choose to manually control the flow rate and order ratio, we can create a perfect curve of step-by-step growth, and a new acceleration live broadcast room is created in this way. (Please scroll to the end to schedule the live broadcast in the evening, and I will explain in detail how to do this.)

4. What is GPM? GPM is a consideration of people's conversion efficiency. Douyin will not waste its traffic, and hopes that you will cherish it as well. For live broadcast rooms with a customer order of less than 100, try to increase the GPM to more than 2000, then your traffic will become more and more accurate.

5. Nowadays, everyone can blurt out a few terms: penetration rate, fan conversion rate, interaction rate, conversion rate, dwell time, GPM, ROI. All those who have taken the 5-minute card point model course are trying desperately to get good data for each 5 minutes. In the end, they find that let alone 5 minutes, you can’t get any people to the live broadcast room in the first 30 minutes before the broadcast. How can you hold orders and collect data? It's true, but you simply can't do it. The key is not to do well in every indicator, but to make one of the indicators exceed the level of the overall market. For example, a friend of mine, Li Ge, who shared at the Taihuo closed-door meeting last time, and his wife use natural traffic to sell white-label beauty products every day, without spending a penny, and their daily sales are 200,000. Because they rely on forcing orders to stay, their GPM is not very good, but if they can extend the stay time to 2 minutes and 30 seconds, that's also okay. Therefore, all reference data are both directions and anklets, please use your own discretion.

6. If you really can’t do well in any of these indicators, just keep having transactions in the early stage of cold start. Only when there are transactions can there be continuous traffic.

7. Paid advertising is a powerful tool to exchange money for time. If your paid advertising does not convert well, don’t even think about getting free traffic, because you are telling Douyin that you can’t even handle such precise users, so you won’t get more general natural traffic. This also explains why some people use paid advertising to kill their accounts, and in the end there is no natural traffic at all, because Douyin thinks you are not worthy.

8. In a country and society, if the gap between the rich and the poor is too large and the classes are rigidified, young people will never be able to make a breakthrough and will only want to lie down. This society will then experience an economic crisis. Similarly, on TikTok, if the 80/20 rule becomes more and more serious and the traffic distribution becomes rigidified, it will dampen the enthusiasm of newcomers to enter the market. Douyin, which is driven by algorithms, will never let such a thing happen. On the one hand, it uses traffic to pursue new hot items, and on the other hand, it constantly supports new people and new products. However, no one is an evergreen tree of Douyin, no one. Only the new people laugh, but no one hears the old people cry. However, the new people will eventually become the old people.

9. In the final analysis, information flow will eat up every last penny. In the fiercely competitive world of live streaming sales on Douyin, your fans are not yours, but Douyin's. You finally believe that building scale in the public domain and making profits in the private domain, and that micro-business is the right way in the world. The boss of women's clothing in our group who has been investing in information flow from Douyin to WeChat for many years is said to have made an annual profit of over 100 million yuan.

10. No matter how huge the traffic is or how hard it is to do live streaming, Douyin is still the channel with the lowest cost for attracting new users online. I will not accept any rebuttal. Obtaining traffic has never been a problem. What is difficult is always the capacity of people, goods and venues to handle it. Please save your time and run your business well.

2. Brand self-broadcasting

1. Brand self-broadcasting is becoming more and more popular. If you can’t broadcast for more than 18 hours, you are not qualified to broadcast on Douyin, and you don’t even have the face to ask the store manager for resources and support. 818 has just come to an end. This year is undoubtedly the first year of Douyin brand self-broadcasting, and countless users have placed orders in Douyin brand live broadcast rooms.

2. For new brands, its monthly ROI curve is from low to high, because it has to go through the process of cold start, fan growth, continuous mental indoctrination, continuous user reach, and continuous repurchase education. The brand is always on edge, and the loss this month will be even bigger if you are not careful. However, hard work pays off. The proportion of fan transactions and the proportion of natural traffic are increasing month by month, which is cause for celebration. However, for well-known brands, its monthly ROI curve is constantly declining, because what is harvested at the beginning is the brand's overflow traffic. I define overflow traffic as: user traffic that has been planted by the brand in all channels but did not place an order, and finally pulled out the grass in the brand's own broadcast room on Douyin. It will be easy for these brands to do live streaming at the beginning because they are harvesting, but harvesting is like going downhill. It looks easy but the peak is when the live broadcast starts. So the saying in the chicken soup is right. If you feel hard work, then congratulations, you are on the uphill road.

3. No matter how many times do I have to say it, the live broadcast room is a channel that combines brand and effect, but the effort to plant grass is outside the live broadcast room. If a white-label company simply thinks that it can harvest users and make money by doing live broadcasts, then it is really thinking too much. Do you think Douyin is the leek or the users are the leeks? What does a brand need to do? It needs influencers to promote products, use a matrix to promote products, enter the live broadcast rooms of top influencers, and finally make its own live broadcast room a channel for stable daily sales.

4. If you don’t want to do these, please forget that you are a brand, because simply selling goods without being a brand can also be quite profitable. Why bother to be one and make yourself so twisted.

5. The advantage of a brand live broadcast room is that it is easier to attract customers through paid advertising. However, a live broadcast room that is attracted through paid advertising will become narrower and narrower in the end and will urgently need to break the circle. You will find that Douyin self-broadcasting is not a shortcut for new consumer brands, and brands still have to do everything they should do.

But this is still the best era to create new brands. I respect this era and ourselves who are about to enter the brand incubation stage and constantly want to break the circle.

Author: Taihuo Liangyi

Source: Taihuo Liangyi