Tik Tok recommendation mechanism and traffic distribution strategy

As the system streaming algorithm changes, many live broadcast rooms are currently discussing that transaction density alone is no longer enough to handle the traffic, and what is more important now is to achieve conversion.

Conversion actually means staying, interacting, becoming a follower, and closing a deal, all of which are called behavioral conversion. Especially for the first wave of high-speed traffic of live broadcast, the conversion of staying still has a relatively high weight. So, how do we do it?

Many businesses are discussing that Douyin’s current streaming mechanism does not allocate traffic based on the accumulated data of the entire show, but instead splits the entire live broadcast into N independent five-minute segments and allocates traffic based on the data conversion every five minutes .

(Data source: Feigua Zhitou video script, the data has been authorized and anonymized)

If the data in the current five minutes is poor, the system may reduce the system traffic in the next five minutes. Therefore, every five-minute data conversion will affect how much traffic will enter the live broadcast room in the next five minutes.

For example, in the live broadcast room below, the natural traffic conversion rate and interaction rate showed an upward trend within the five minutes from 12:25 to 12:30. Therefore, the number of people entering the live broadcast room also increased in the next time period.

(Data source: Feigua Zhitou video script, the data has been authorized and anonymized)

It can be seen from this that improving the five-minute data conversion is very likely to trigger the system's streaming mechanism. Therefore, we can use the five-minute conversion dashboard to view the key indicators of the live broadcast room every five minutes in real time, optimize the product scheduling strategy in a timely manner, and ensure data conversion every five minutes.

For example, when this live broadcast room is explaining Product 1, the UV value is 100% not completed and the interaction rate is 10.92% not completed in the 3rd minute of this 5-minute period. The data conversion has not reached the level of the previous 5 minutes. Then the natural traffic in the next time period may decrease.

(Data source: Feigua Zhitou video script, the data has been authorized and anonymized)

At this time, it is necessary to promptly launch hot-selling or welfare products as a sprint, increase the five-minute transaction conversion data of the live broadcast room, and ensure that various data such as the natural traffic conversion rate and interaction rate of the live broadcast can return to the level of the previous time period, so as to continue to receive live broadcast recommendations.

Many novice merchants, when they first start broadcasting, will encounter problems such as a lack of popularity and no orders due to the low weight of their live broadcast room, making it difficult for them to enter the high-level traffic pool.

Currently, the more common solution is to use welfare funds to hold back orders, increase the stay and interaction in the live broadcast room, and improve transaction conversion in the live broadcast room.

(Data source: Feigua Zhitou video script, the data has been authorized and anonymized)

However, it is difficult to master the rhythm of holding orders. So how can we hold orders to achieve the best results?

The anchor can cooperate with the field control to complete the early stage of holding orders to block traffic and attract audiences, and the pitcher can release traffic to amplify the effect of holding orders and correct the traffic.

Operation/Anchor

For example, in the live broadcast room below, the live broadcast target for this hour is 60,000. After 30 minutes of broadcasting, the target achievement rate is still only 30%. So the operation and the anchor used promotional products to hold back orders. After holding back for three times, the traffic increased, and they began to switch to hot products, and then the promotional products and hot products cycle continued.

(Data source: Feigua Zhitou video script, the data has been authorized and anonymized)

The popularity weight of the live broadcast room is constantly increasing. If you want the live broadcast room to continue to obtain natural traffic recommendations, it requires operations, field control, anchors, etc. to constantly cooperate to attract stay and interaction, make good use of data analysis tools, refine operations, and do a good job of conversion data every five minutes.