A complete guide to starting a new Tik Tok account!

1. Background

The development of technology is the driving force behind the development of e-commerce, and the live streaming sales model derived from the e-commerce platform also cannot do without the support of Internet technology. With the popularization of mobile devices, the limitations of time and space have been broken, and the content disseminated will be richer and able to meet the needs of more users. Live streaming first emerged in early 2005 and gradually developed in 2014, starting with the popular pan-entertainment live streaming on YY, Douyu, and Inke, followed by the rise of short video platforms such as Douyin and Kuaishou for sharing life.

Live streaming e-commerce began to emerge in 2016, 2019 was called the "first year of live streaming sales", and in 2020 it experienced explosive growth due to the epidemic.

After several years of development, the live streaming model has become increasingly stable, and many companies have also tried to sell goods through live streaming. It can be said that the market for live streaming sales is vast. There are many platforms for live streaming sales, including Douyin, Kuaishou, Taobao, etc., and the applicable preparation methods are slightly different. Today I will share what you need to prepare when starting a new broadcast on Douyin.

Data source: Analysys Qianfan Industry Research Institute

2. To maintain an account or not to maintain an account

Douyin has a large number of users. According to official data from Douyin, the daily active volume has reached 400 million. Relying on the Douyin platform, many Taobao merchants want to settle in Douyin and start Douyin live broadcast rooms to sell goods. After applying for a Douyin account and starting live streaming with the new account, many people will wonder whether they need to maintain the account. This must be considered in combination with the actual situation of the company. If you want to be more prepared and have more time and capital budget, you can choose to maintain the account.

1. Let’s first talk about the steps of raising a Douyin account:

(1) When registering a new account, you must use the 4G or 5G network of your mobile phone. This is because there may be multiple mobile phone numbers registered under WIFI. In this case, the Douyin system will automatically determine that the account is a marketing account.

(2) Check whether the mobile phone number used for registration has been used before. Make sure it has not been used before. Use one device, one card and one account. Do not use dual SIM cards and dual standby, and do not use multiple plug-ins and software.

(3) After registering an account, do not rush to modify your information, complete real-name authentication, register for Blue V, etc. Start labeling your account first.

◆ The first step in tagging is to watch Douyin every day. You can search for videos of your peers. For example, if you sell baby products, you can search for videos related to baby products such as children's toothpaste or children's bath gel. After searching for the video, be sure to finish watching it. You can follow, like or forward it appropriately. You can also enter their live broadcast room to watch. The purpose is to make the Douyin system think that you are a real user who spends time watching Douyin every day and is interested in baby products. Another benefit of watching your peers’ videos is that you can research the market and learn from others’ practices.

Tip: How can we determine the system's default label?

There are three methods. First, you can use someone else's account to open our Douyin homepage, click the icon in the upper right corner, and check if there are people you may be interested in. If so, it means your account has been tagged.

Second, follow us using other people’s accounts, and the recommended list below also includes people in the same industry as us. Third, you should constantly see short videos of your interest on the account’s recommendation page, and the proportion should be at least more than half. These three methods can be used to verify whether our first step of labeling is successful.

◆ In the second step of labeling, you can use two methods to speed up the account maintenance time. The first method is to save the mobile phone numbers of users who have purchased the company's products in the address book, and let Douyin recognize the mobile phone address book. It will identify a group of "people you may know". When you post video works later, these people will have a greater chance of seeing your works.

The second method is to take the initiative to go to the live broadcast room of your peers and follow the fan users. After following, others may also follow you back. For example, if you go to a live broadcast room selling children's toothbrushes, the fan group watching there is relatively accurate, and they are interested in this product or have the intention to buy it.

◆ In the third step of tagging, you can send red envelopes in the live broadcast room of your peers, set up attention and receive them, and guide attention.

The most practical method is to change your avatar to "follow" before sending red envelopes, and it is best to change your nickname to "follow and receive". When you send red envelopes in the live broadcast room, the red envelopes will pop up on the pages of users watching in the live broadcast room, and they will be influenced by the avatar and nickname and click to follow your account.

The users watching in the live broadcast room are relatively precise groups of people. Precise users actively pay attention, which in itself is a strong labeling behavior, and these people are also potential customers for the company's products.

Generally speaking, changing the avatar only once or twice will not affect the flow limit. After being certified as a Blue V enterprise, the influence will be even smaller. This is only done to guide fans' attention. After sending out red envelopes in the live broadcast room, the avatar will be changed back to your own.

For example, in the public account Dawang*, you can see that they have done such operations and were not affected by the flow limit.

(4) After completing the tagging work, you can start publishing your works to attract traffic.

2. Steps to avoid maintaining an account

(1) Register a Douyin account using a Douyin account that has never been registered before and complete the information.

(2) Publish works with vertical tags. For example, if your keywords include children, toiletries, children's toothpaste, etc., continue to post for half a month, and try to post three works every day, and the label will naturally be added.

(3) Invest in DOU+. On the second day after the account is created, select 4 or 5 videos, vote for smart recommendation, set the amount to 100, set the time to 24 hours, and choose likes and comments for promotion.

Take a look at which video has the best data, select this video and invest 50 yuan (if you are a novice, it is recommended to invest 50 yuan first), set the time to 6 hours, choose likes and comments for promotion, and choose similar influencers. On the fifth day after the account is created, select the 4 or 5 video works with the best data, invest in DOU+ again, choose similar influencers, the amount is 100, the time is 24 hours, and choose likes and comments for promotion.

What we need to pay attention to here is that we should pay attention to the content of the work. If the content of the work is good, the number of views will be high.

Tips: What kind of videos can be voted on DOU+?

Generally speaking, there are five consideration indicators: the completion rate reaches 30%, the like rate reaches 3%, the comment rate reaches 0.4%, the forwarding rate reaches 0.3%, and the retention rate of the work must be close to the overall market data.

If the video playback data reaches or exceeds these indicators, the video will become a big hit, and the estimated playback volume can reach about 5 million. If only three of the indicators are reached, the video will become a small hit, and it is entirely possible for the playback volume to reach 1 million.

3. Team building and speech sharing

1. Build a team

When you first enter the Douyin live broadcast room, the staffing needs to include four people: anchor, assistant anchor, live broadcast field control and operation and delivery.

Anchor: It would be best if you have more experience, have your own set of rhetoric, can catch the traffic and guide fans to place orders.

Assistant broadcaster: The assistant broadcaster’s voice needs to be passionate, which can arouse the atmosphere of the live broadcast room to promote orders and cooperate with the host to explain the products.

Live broadcast control: We need people who have experience in live broadcast control, who can control the order of product categories being posted, and help answer questions on the public screen in the live broadcast room.

Operation and delivery: The main job of delivery personnel is to attract traffic to the live broadcast room, push the live broadcast room to accurate potential users, and let more people enter the live broadcast room.

2. Sharing of words

The host's words:

◆ If we don’t have the diamond drill, we won’t take on the job. Let the results be the proof of the outcome.

◆ If you haven’t followed the host yet, please use your lucky hands to follow the host, and give him a red heart. Hurry up and buy the products.

◆ My babies, you have given me the greatest trust. I have no way to repay you but to give you the greatest protection. What kind of protection? If it is invalid, a full refund will be given, so it is good and inexpensive, and the price is affordable.

◆ We are a new Douyin account, and we have launched the lowest market price. It is only available today. Hurry up and click on the yellow car link to grab it.

The assistant's words: mainly to liven up the atmosphere of the live broadcast room

● Our stock of this children's toothpaste is limited. There is not much stock on hand. All the goods are sold out. The products you order later will be put on pre-sale. It is better to act than to be tempted. Hurry up and place your order.

● After you have purchased the item, please mark “purchased” on the public screen. We will ask our staff to give priority to shipping the item for you. It will be shipped today.

● If you don’t like the product after receiving it, you can apply for a seven-day no-reason return. We provide shipping insurance.

The purpose of live broadcast control is to stimulate public screen interaction

◆ Dear babies, you can press 1 on the public screen. The more people press 1, the more we will try to get welfare spots for you.

◆ Here it comes. A wave of super low prices just passed by. How many products are missed? If you are a new fan who missed it, please deduct 1 from me. If you are an old fan who missed it, please deduct 2 from me. Let's see which products are missed most. If there are many new fans, I will give you another wave of discounts.

IV. Conclusion

After doing the above points, we can start live streaming with goods. It should be noted that product selection is also very important. We should choose products that are in demand by the public and keep the price as affordable as possible while ensuring quality.

For example, for products like toothpaste and diaper cream, setting a price lower than the market price can encourage users to place an order more easily. It takes a lot of time and energy to launch a new account in the early stage, but you will get rewards and income slowly. If you persist, you will always achieve success. I hope everyone can gain something.