How can a live broadcast room with 0 followers obtain high-quality traffic?

What factors lead to the low traffic in Douyin’s live broadcast room? How to complete a cold start? How to attract traffic?

1. What factors lead to the low traffic in Douyin’s live broadcast room?

The natural traffic model of Douyin's live broadcast room is now completely different from before, with the following key points: starting from last month, the conversion rate is different for the same number of people online; around the National Day holiday, natural traffic is pushed into the live broadcast room, and the peak time is different from the node where the extreme traffic appears.

Douyin live streaming has become a trend, but if the traffic in the live streaming room is sluggish for a long time, or drops sharply, check the following four factors:

1. The product has not been updated for a long time

If the same store does not update its products for more than 2 months, it will lose its competitiveness in the industry. Regardless of whether it is a flash sale product, a hot-selling product, a new model, or your marketing strategy has not changed, the appeal to old fans will decrease, the repurchase rate will decrease, and the fan churn rate will increase, which will directly lead to a decrease in the proportion of natural traffic.

2. Failure to seize the new account traffic support period

The platform provides traffic support for new accounts, which is one of the reasons why new accounts are always created. Generally, each new account will receive a large amount of platform traffic support in the first two weeks of its launch, in order to stimulate the rapid growth of excellent live broadcast rooms. If you miss the two-week traffic support period for new accounts, the cold start period of the live broadcast will be prolonged.

3. Violations

If the live broadcast room repeatedly contains suspected fraud, extreme advertising words, profit-inducing behaviors, etc., the account may have its shopping cart and product display functions closed, or it may be unable to deliver paid traffic such as Doudian Sui Xin Tui and Qianchuan.

Severe violations may result in permanent account suspension. Be sure to check out the common illegal behaviors in Douyin live broadcast rooms and the new Douyin e-commerce regulations.

4. DSR score

The comprehensive score of the three major sections, namely product quality, logistics services and merchant services, continued to decline to 4.6 points, which will be limited by commercial traffic. If the score is lower than 4, paid traffic delivery will not be possible.

2. How to complete the cold start of Douyin live broadcast room?

Douyin live streaming is advancing in an all-round way with the development of Douyin e-commerce. Contrary to what most players predict, although a large number of brands have entered Douyin, this ecosystem is not yet dominated by RMB players. Many new accounts can also quickly increase their volume through effective methods, and even take over their live streaming rooms in just one month.

To begin with, account maintenance is the key to preliminary preparation, that is, following similar accounts to increase interaction. For specific operations, you can refer to it. Follow one to two hundred similar accounts, watch videos at irregular intervals within 3-5 days, and make sure to comment and interact after watching each video. You can do a detailed review, or watch the live broadcast of the same type of accounts and imitate the interactive behavior of consumers.

The purpose of maintaining an account is to allow your account to be accurately labeled. After completing the account maintenance, you can reset your avatar, nickname, header image, introduction, etc. It is important to note that you should not make too many changes at one time. You can change a little bit every day and complete various platform account authentications at the same time.

Next, let’s get to the point, live cold start. A service provider revealed that if the right method is used, the account can usually pass the cold start period in one to two weeks.

During the cold start period, a live broadcast usually has only 200-500 visitors. The platform must ensure accurate distribution of traffic, and labeling also takes time and requires data calibration, so the live broadcast room will basically be distributed to local visitors at the beginning, and turning this local traffic into high-quality traffic is the key to operations during the cold start period.

Simply put, once you have proven that "I can sell goods + I sell good goods", Douyin will transfer you to a larger traffic pool.

So, how to prove it?

First, you need to remember a traffic pool ranking formula: predicted click-through rate * predicted conversion rate * bid. Based on this formula, the platform will conduct statistics every 5 minutes and refresh your ranking for the next 5 minutes. This ranking is free of charge and is your ability to obtain natural traffic in the next 5 minutes. The higher the ranking, the greater the exposure, and the more people will click to enter the live broadcast room.

Therefore, by grasping the actions that influence the formula data, you can improve your ranking, such as staying in the live broadcast room, interacting, clicking on the shopping bag, clicking on the product, placing an order, sharing, joining the fan group, etc.

If you can increase these actions of the audience in the live broadcast room, you will have the opportunity to enter a larger traffic pool. This is also the reason why these keywords have become high-frequency words for many anchors.

However, in the early stage of cold start, you may not be able to do much, but you can mainly ensure product selection, extremely fast delivery and good reviews, because the interaction rate and word-of-mouth score are the key data feedback for the platform to judge the quality of new accounts. It should be noted that during the cold start period, the weight of order quantity is greater than sales volume.

Therefore, 100% positive review rate, 100% 48-hour delivery rate, high reputation score and order volume are the goals you should aim for during the cold start period. A little tip: don’t use your own goods in the early stage. You can choose proven hot-selling products with incredible prices.

3. How to attract traffic for Douyin live streaming sales?

Douyin’s live streaming sales are a hot topic at the moment, and many people have joined in. However, some people make a lot of money, while others have only a few viewers in their live broadcast rooms.

Let’s take a look at how to attract traffic through Douyin live streaming.

1) Live broadcast/short video dou＋

Purchase live broadcast/short video dou+, and release short videos with high playback volume to increase the traffic of the live broadcast room; when the traffic of the live broadcast room/video decreases, you can choose to release it to further increase the traffic of the live broadcast room.

2) Public domain traffic recommendation

(1) Short video information flow

Generally, we will choose to release several short preview videos of live broadcasts about 3 days in advance, find out the videos with outstanding data, invest in Dou+, and promote and attract traffic for the live broadcasts.

At the same time, the time of the live broadcast, the theme of the live broadcast and other materials are embedded in the content, text and comments of the short video, and those who click in are generally new fans and new traffic.

(2) Live recommendation stream

After fans follow your account, live broadcast recommendations will appear on their homepage, allowing fans to enter the live broadcast room at the first time. 3 to 5 days before an important live broadcast, you should do a daily warm-up in the live broadcast room to let your users know when there will be major live events.

Cleverly use your personal homepage and nickname to preview the live broadcast. Personal nicknames, homepage introductions, etc. are natural live broadcast preview bulletin boards. Relevant information can be modified in time 5 days before important live broadcast events so that users and viewers can see the live broadcast events at a glance.

(3) Live Square

The higher the popularity of the live broadcast room and the higher the recommendation volume, the greater the chance of being recommended to the live broadcast square and gaining more traffic.

(4) Local page: Add location when posting videos. Fans are more likely to enter the live broadcast room because of local recommendations.

3) Online and offline private domain traffic

(1) Personal homepage and nickname preview

You can write a live broadcast preview on the account nickname and profile, including the live broadcast time and content, so that fans can develop a habit of watching the live broadcast at a fixed time and place.

(2) Public accounts, WeChat Moments, Weibo, etc.

Live broadcast previews are made on WeChat groups, Moments, Weibo, official accounts, Xiaohongshu and other platforms to introduce private domain traffic into the live broadcast room.

4) Live interactive skills

The activity of the Douyin live broadcast room directly affects whether the live broadcast can become popular. There are three indicators of live broadcast room activity, as follows:

Answer more questions: During the live broadcast, users should feel involved. You cannot just talk to the camera alone. You can prepare a mobile phone specifically for reading messages and selecting questions to answer.

Ask questions frequently: In addition to answering users’ questions, you can also understand your fans’ needs by asking questions. For example, ask fans: What live broadcast content do you want to watch next time?

Live lottery: Lottery is a method used by many live broadcast rooms. Through lucky draws, you can quickly gather popularity and increase fan participation. When holding a lottery, you can give an advance notice and use the prizes as a highlight to retain more people.

But many novice anchors live broadcast:

1. Not knowing how to introduce products and being easily led by fans

2. The product selling points are not mentioned, and the lines are as unapproachable as endorsements.

3. Unable to control the rhythm, and the live broadcast is too long and does not meet the store requirements

That’s because the Douyin live broadcast script was not prepared in advance. In live broadcasts, the host often needs to use words to drive the rhythm and complete fan conversion and conversion, including attention words, question-and-answer words, order-chasing words, and ending words. These words can help the host control the rhythm of the live broadcast.

5) Enable local location

Local positioning allows friends around us to see us. If it is a store, users may go there immediately; if the store is far away, users can also buy food through takeout, which will increase the store’s online or offline sales.

6) Live broadcast comments

When we don’t have enough fans during our live broadcast, we can enter the large chat room of the live broadcast. When celebrities ask questions during the live broadcast, we can often answer them, interact in real time, and attract attention.

When appropriate, you can give celebrities some gifts to show your presence, ask them questions and seek answers. Once the celebrities answer your questions, we can fully enjoy the celebrity effect of the live broadcast.

7) Prepare the live broadcast script

Don’t fight a live broadcast without preparation. The live broadcast script is a good tool to help anchors sort out the live broadcast process. A qualified live broadcast script should include at least five major parts: live broadcast theme, live broadcast process, product information, time allocation, and transaction strategy.

Author: Tang Xiaohan

Source: Tang Xiaohan