Tips for getting traffic from Tik Tok live streaming!

What is the essence of live streaming sales? In fact, from the essence and behavior, online live streaming with goods can be understood as offline store consumption, so live streaming with goods is a consumption behavior of online stores. Whether it is an online store or an offline store, traffic is very important, because we want to turn traffic into sales. It can be said that traffic is the starting point of everything.

Offline stores need to be built in crowded places where many people go shopping. So how online stores can obtain traffic is the problem we will solve in this class. From the perspective of the entire platform, we can divide traffic into two types: natural traffic and paid traffic. Natural traffic mainly refers to free traffic, and paid traffic mainly refers to advertising traffic acquisition such as Qianchuan.

Natural traffic has the following characteristics: First, it is free. Second, fan stickiness may be higher. Third, good operations will have a long-tail effect. Fourth, natural traffic requires us to carry out long-term and sustainable operations.

Characteristics of paid traffic: First, it is paid, and merchants need to spend money. Second, it is the platform's traffic, which lacks stickiness. Of course, this stickiness is compared with natural traffic, because part of the natural traffic may be the traffic of your fan users, who will be more sticky. Third, paid traffic is effective in the short term. You can obtain this traffic in any live broadcast, and the effect is very obvious. Fourth, paid traffic is suitable for concentrated, one-time delivery. There is no good or bad difference between the two types of traffic, but they have different characteristics in terms of cost and effect. Next, we will mainly learn how to obtain natural traffic.

There are four main types of organic traffic. The first is setting traffic, the second is content traffic, the third is operation traffic, and the fourth is recommendation traffic. In terms of difficulty, basic setup class traffic is the easiest. Content traffic is neither easy nor difficult, because creating content is a skill that every one of our accounts should master, and you all need to do it, so it has a normal level of difficulty. Operational traffic includes methods of obtaining traffic such as big V live broadcasts and search bars. Some operational skills are needed to obtain traffic, so it is relatively difficult for some accounts that lack experience or even have no experience in this field. Recommended traffic is a probabilistic event, because you don’t know how you can get the recommendation, and you don’t know how much traffic you can get from this live broadcast, so it has a certain probability, but there are certain methods, so we want to explain to you how to get recommended traffic.

Tips for obtaining set-class traffic

Setting traffic is divided into two types: personal homepage settings and live broadcast settings.

1. Home page settings Live broadcast preview settings

Setting up a personal homepage has the following characteristics: First, the cost is very low. There is no need to create short videos, and the time cost, expenses, and personnel costs are relatively low.

Second, it is mainly aimed at new users. Some new users come to your homepage through short videos. They can see the information of these live broadcasts, so they may follow you or your live broadcasts. Of course, our homepage is sometimes shown to old users to let them know when we are broadcasting live.

Third, we set the live broadcast information through the personal homepage, which is more intuitive and provides a better experience for users.

Fourth, you can watch it back. Once our homepage is set up, users can watch it back whenever they want to know your live broadcast information. It is very convenient.

Fifth, it is easier to change. Whether it is your nickname or profile, you can change it at any time on our homepage settings. It is very convenient. It is not like some short videos that cannot be modified after they are published. If you want to change it, you can only delete the video and publish another one. This is a feature of the homepage settings.

The home page settings contain three parts of settings. Background settings, nickname settings and profile settings. So what is the most important of these three parts? It is an introduction setting. Some accounts will change their nicknames, and some will make some background settings. In the nickname settings, the general operation is as follows, for example: xxx nickname + (live broadcast time: new product live broadcast at 19:00 every day). The live broadcast information in the nickname mainly contains some key core information, usually just the time and the biggest attraction.

There will be more information in the introduction. For example, the live broadcast time, live broadcast content, red envelopes and fan benefits can all be set in the live broadcast information. In addition, we can also set some pictures on the background, such as displaying welfare and live broadcast information through pictures and texts. We recommend that you set up a matching setting for your personal homepage, such as matching your nickname and profile background information. If your nickname and profile already contain live broadcast information, for example, if you have a variety of live broadcast times, then you can attract users through visual information in your background. There is no need to write the time, live broadcast content, or live broadcast benefits in three places every time. This is unnecessary. We usually recommend writing the time once in the nickname and once in the introduction, and emphasizing the time twice is enough.

Nickname settings:

Profile settings:

Background settings:

2. Live Broadcast Settings

When you start a live broadcast, you can set the title, avatar and topic of the live broadcast. Title: Set the title according to your theme. Avatar We usually recommend setting an attractive avatar. Choose a precise topic. For example, when people browse the live broadcast square, the accuracy of your topic determines whether they can see your live broadcast. The first thing they see is your avatar, and secondly, there will be a title under the avatar. Therefore, whether the title is attractive, whether the avatar is attractive, and whether the topic is accurate determine whether you can be displayed to accurate users and clicked by them. This is one of our methods to obtain live broadcast traffic.

In addition, there is the setting of live broadcast preview. The live broadcast preview generally needs to write the time of the live broadcast, and the time of the live broadcast, for example, which day of the week the live broadcast will be conducted, and consider whether to make a basic preview of the core information. These are all basic operations.

Tips for acquiring content traffic

What is content traffic? The goal is to gain traffic by creating content. Creating content means creating high-quality short video content. The standard for high-quality short videos is the type of short videos you update daily. By creating high-quality videos with personal content, you can increase playback volume and conversions, and attract fans to the live broadcast room. Users may see your live broadcast information in the video or in the comments of the video, attracting users to pay attention to the live broadcast and enter the live broadcast room. Of course, there is another point. High-quality videos have a high number of views and likes, so many people may be watching this video when you are broadcasting live. In this case, they can directly enter your live broadcast room through the breathing light on your avatar.

1. The following are some tips for preheating high-quality videos:

1. The video quality must be high, conform to the account positioning, and focus on content creation. It is not a simple warm-up video that only displays the information of the live broadcast room or the products.

2. This type of high-quality videos usually create personalities, and attract fans' attention through attractive and charming personalities.

3. Fans can see the live broadcast information in the comments or on your homepage. The purpose of making high-quality videos is not only to attract traffic, but also to obtain more traffic, attract users to follow you through comments, and enter your live broadcast room through the homepage.

4. Usually, such high-quality short videos are generally released within a week before the live broadcast, so that users can first settle down and pay attention to you, and then through subsequent cooperation, such as releasing many warm-up videos to slowly and repeatedly influence our users, so that they will switch to your live broadcast room.

5. For some high-conversion videos, you can also obtain more conversions through paid methods, such as investing in DOU+.

2. How to shoot a live broadcast warm-up video?

If we want to do live broadcast, a very important type of video is the live broadcast warm-up video. Usually we will inform users in the live broadcast warm-up video which day, time and hour we will start the live broadcast. Generally, we also need to highlight the benefits and what the product is. The appearance of real people in the video is more convincing and authentic, calling on users to follow the host and watch the live broadcast. For example, the live broadcast warm-up video is a display of the warehouse, which is very attractive. Seeing that the warehouse ships directly tells users that my prices are very cheap, so they can get lower prices by coming to my live broadcast room.

Tips for making this type of video:

1. Directly tell users the date and time of our live broadcast, such as 8pm tonight or 8pm tomorrow, and encourage them to watch.

2. The theme of the video is usually to promote our products’ selling points, cost-effectiveness, benefits, etc.

3. When making a warm-up video, you can release multiple warm-up videos from multiple angles, such as releasing multiple videos from the perspective of the product, the perspective of benefits, and the perspective of selling points.

4. Continue to release multi-angle videos one or two days before the live broadcast until the live broadcast. For example, if we release six warm-up videos, there may be two or one video with high likes and views. Then we know that users are more interested in this video. We can pay to release such a video during the live broadcast, so that the flow can be more directly reversed.

5. Live streaming can be invested in DOU+ to cover fans and vertical users.

3. Live video highlights

In addition, there is another type of video called live broadcast highlights, which are released during the live broadcast. The clips we edit are usually the highlights of the live broadcast, or some funny and exciting product explanations. During the live broadcast, you can release a video every 20 to 30 minutes. The direct effect is to direct traffic to the live broadcast room. This type of live broadcast highlights video will usually be deleted after the live broadcast, but some highlights will be retained.

• Preview the next live broadcast during live broadcast

In addition, live broadcast previews can be made during live broadcasts to cultivate our fans to form fixed viewing habits. How to prepare a preview for the live broadcast?

1. We should insist on long-term and stable live broadcast. Only by maintaining a long-term and stable live broadcast frequency can we cultivate user habits. Even if you don’t broadcast live sometimes, your users know that you are going to broadcast today, and the effect is achieved.

2. Insert previews. Don’t end the next live broadcast as a hard advertisement. Instead, during the interaction, when the user asks about some benefits, you should directly tell him what benefits we will have in the next live broadcast. The soft advertisement effect will be very good.

3. Ending preview: At the end of each live broadcast, users should be told in advance that we will see you next time and what benefits and easter eggs we have prepared for everyone next time. This can not only be a good ending, but also a new marketing for users.

4. Special event preview. For example, if tomorrow is the 618 event, conduct a live broadcast warm-up transition one week in advance. By connecting with big Vs and sending red envelopes, convert fans and accumulate popularity to prepare for the next live broadcast sprint.

5. With the help of props, in order to improve the live broadcast preview effect, you can also use some props, such as stickers, display boards, etc., to write the next live broadcast time, benefits, etc. more clearly to strengthen user memory points.

6. Live broadcast duration. If you want to gain platform traffic, the live broadcast duration is generally 3 hours or more. It should be started every day with a fixed broadcast time. This is also very important for forming your own live broadcast habit.

The above is our method of acquiring content traffic. In this class, we learned three points of knowledge. First, we understood the basis of natural traffic and learned that traffic is divided into natural and paid. Free traffic is divided into four categories: settings, content, operations and recommendations. We learned multiple settings for setting up traffic, such as tips for personal homepage and live broadcast settings. At the same time, we also learned how to obtain content traffic, such as through creating high-quality short videos, live broadcast warm-up videos, live broadcast highlights videos, and through live broadcast previews to obtain our traffic. This is the end of this class. Thank you all for your attention.