The traffic rules behind the popularity of Douyin live streaming rooms

Can you believe it? The live broadcast room has only a few hundred fans, but it has sold nearly 700,000 maternal and infant products; tens of millions of people watch the maternal and infant live broadcasts every day; the sales of the top maternal and infant anchors on Douyin can reach hundreds of millions! These are real cases that broke out in the news, and ECdataway data also shows that in 2020, nearly 10% of maternal and infant e-commerce sales came from live broadcast rooms.

In the first half of 2021, the total sales of maternal and infant products through Douyin's live streaming model increased by 98%. Many maternal and infant products are seeking breakthroughs and entering the Douyin sales model. If you want the Douyin live broadcast room to be popular, you must control the three stages one by one: preparation before the live broadcast, rhythm control during the live broadcast, and data statistics and summary after the live broadcast.

Image source: Juliang Suanshu

1. Preparation before live broadcast

1. The entire planning outline before the live broadcast

Just like writing an article, you need to write an outline of the entire article and then refine the content. The same goes for live streaming. Before the broadcast begins, you need to determine the theme, clarify your main products, the merchandise used for welfare, the people who will be present during the live broadcast, the scripts to be prepared during the live broadcast, the links for the shared bikes, etc. Only with an outline for the entire live broadcast event can the entire live broadcast become clear, and there will be clear implementation steps when conducting the event, so that you will have enough adaptability even if temporary changes occur. It is necessary to prepare a planning outline before the live broadcast, so that the links can be arranged according to the estimated time required for a live broadcast and proceed in an orderly manner.

2. Determination of the theme

Before live streaming, you need to clearly identify a theme that will attract your target customers, such as giving out big benefits when a new account is launched, or giving big rewards to fans.

Image source: Baidu

Topics with preferential meanings are often more likely to attract Douyin viewers to stay in the live broadcast room. Although live broadcasts are for sales for businesses, the general public needs corresponding attraction to encourage them to pay. The theme can be associated with words such as festivals and celebrations to create a more atmospheric feel.

3. Selection skills of welfare products

The popularity of a live broadcast room is closely related to welfare products, rewards, etc. Consumers often dare not make large purchases without understanding the products, especially when the brand awareness of the merchant is still in the stage of increasing. At this time, high-quality welfare products are needed to appear, which can not only represent the quality of the company but also benefit customers. According to merchants who have done live broadcasts in the maternal and infant industry, both stores and brand products need to be promoted, and now this fee is equivalent to giving welfare in their live broadcast room, which can not only spend money on consumers and enhance loyalty, but also play a promotional role in the live broadcast room. Therefore, the selection of welfare products must be able to highlight the merchant’s own quality and have appropriate discount levels.

4. Live broadcast warm-up

① Before each live broadcast, a short video preview should be made on TikTok

② DOU+ can be delivered based on the video data to increase the popularity of the video

③ Turn on the local positioning to expand the effect of the video in your city, and forward the relevant video to Moments, official accounts, Weibo, etc. through multiple people.

④ When releasing the video, you can interact with various big accounts with fan bases and spread the live broadcast message by bringing up hot topics.

Image source: Baidu

2. Grasping the rhythm in live broadcast

1. Benefits at the start of the show

① When conducting a live broadcast, you should first carry out a wave of simple benefits to boost the atmosphere, plan the time for the benefits, and use this opening form to attract people passing by the live broadcast room. The time should not be delayed too long.

② When the number of people increases to a certain amount, you can first complete a wave of welfare activities, using 1 yuan flash sales, 9.9 yuan welfare products and other products with great discounts to attract viewers to stop and buy, which can increase the popularity of the live broadcast room.

③ The first wave of benefits does not require too many quantities, as long as some people can buy them. This can prepare for the next wave of benefits and also attract people to stay in the live broadcast room longer.

2. The rhythm of benefits during live broadcast

Usually when doing live broadcasts of maternal and infant products, the main products need to be explained and demonstrated. If the content is too long, it will appear too boring, so it is necessary to select highlights for introduction and make the focus clear so that the audience can understand the products in a short time and not leave because they are too bored.

In addition to the first wave of benefits at the start of the broadcast, other welfare products should also be interspersed in the middle for the audience in the live broadcast room to rush to buy, and lucky bag-type rewards should also be prepared for regular draws to encourage the audience to actively participate.

With the attraction of scheduled and irregular benefits, most people will stay in the live broadcast room. As long as there is popularity, there is a possibility of placing orders during the live broadcast.

3. Create an interactive atmosphere during live broadcast

Live streaming is not just about explaining the product, you need to interact more with the audience. The specific methods are as follows:

① Ask the audience for their opinions and ideas, encourage everyone to speak in the comment area, and enhance the atmosphere of the live broadcast room.

② If there are too few comments, staff can be arranged to take the lead in interacting with the anchor to encourage more people to express their opinions.

③ You can encourage people in the live broadcast room to speak by taking screenshots of comments and drawing rewards, so that new people in the live broadcast room can feel the lively atmosphere and intend to stay in the live broadcast room.

4. Use of words during live broadcast

You can target the psychology of the masses and use great discounts as a guide. Although this has been planned before the broadcast, the situations during the live broadcast are different and there may be unexpected situations, good or bad, which will encourage customers to place orders during the product sales process.

When faced with unpleasant comments, the anchor can respond in a timely manner, patiently explain the product, choose to ignore irrelevant comments, and use humorous words to respond to other situations. This can increase the public's favorability.

3. Data analysis and summary after live broadcast

1. Data statistics after the live broadcast

There is no doubt that most maternal and infant merchants will conduct data statistics after a live broadcast. However, one thing to note when doing data statistics is that they should conduct statistics on different situations of the purchasing population. They can be based on age groups or the ratio of men to women. It is best to have multi-standard statistics so that the user status of this live broadcast can be more comprehensively displayed. At the same time, data theory and foundation were developed for the next live broadcast.

2. The significance of data analysis for live streaming

After the live broadcast, you can see the sales data very intuitively, but many businesses only care about the quality of the data and ignore the importance of analysis for the next live broadcast. For example, for a certain maternal and infant product, the proportion of mothers under 30 years old who buy it is higher than that of mothers over 30 years old. In this case, it is necessary to analyze what highlights of this maternal and infant product attracted this group of people and where the shortcomings are. In particular, you should look at the interactive data to understand the target users' thoughts.

As the saying goes, "A little time before you sharpen your knife makes the work of chopping wood easier." Only by accurately controlling the needs of users and the attractive points of your products through data can you accumulate experience in each live broadcast and do better and better.

3. Adjustment of drainage plan

Maternal and infant products are aimed at families with children. Dads and moms are both consumers of these products, but it is impossible for a store to display all products in one live broadcast. Doing so will cause visual fatigue to the audience and it will be difficult for the host to persist. Merchants can classify products according to age groups for live streaming. You can also pick out a few special products that are practical for different age groups and broadcast them live. Therefore, in the above-mentioned conventional traffic diversion plan, it is also necessary to adjust the traffic diversion plan according to different sessions. If the live broadcast event is large and you want to attract more people, you can ask Internet celebrities or some popular accounts to help publish the event video. Those with strong financial strength can also invite celebrities to enter the live broadcast room to sell products and do publicity in advance.

4. Highlight video clips from live events

If there are some highlights in the live broadcast, you can edit them into short videos and post them on your own account. This will not only form the material for your daily Douyin videos, but also let people who have not entered the live broadcast room but have seen the video feel the fun of the live broadcast, attract the attention of the Douyin audience, and lay the groundwork for the next live broadcast. This is also a small trick for the live broadcast room to attract fans.

If you are operating in the maternal and infant industry, but the marketing results are not ideal or it is always difficult to make greater progress for various reasons, you want to increase fans and improve sales through Douyin live streaming. Then you must not miss the traffic rules of the popular live broadcast room.

The three stages in the above plan need to be completed step by step. Do not ignore the work of any stage. Doing the corresponding work before each live broadcast will allow us to conduct the live broadcast calmly, accumulate experience and make continuous progress. Maternal and infant products are certainly a very promising industry. For novice anchors, they should pay more attention to the preparations before the live broadcast. They can also enter popular live broadcast rooms in the same industry to learn the anchors' speech skills and rhythm control, and then plan benefits according to their own situation. Believe in yourself, master the rules of traffic, improve yourself through continuous practice, and you will definitely make a breakthrough.