10 questions for brands to start streaming on Douyin

These high-frequency questions almost list all the concerns our brand customers have about Douyin self-broadcasting .

1. How to balance the business of Douyin self-broadcasting and other channels?

First of all, Douyin’s self-broadcasting can help brands increase their sales on Douyin.

Secondly, Douyin’s self-broadcasting can help brands harvest overflow traffic from all channels.

The above two quantities (sales volume and traffic) will not affect the business of other channels. Of course, the core of not affecting is not to break the price and not to damage the price system of other channels just for Douyin live broadcast.

For example:

The user profile of a certain brand on Tmall is female users aged 25-35 in second- and third-tier cities. However, through differentiated grouping and live broadcast room operations on Douyin, the brand’s self-broadcasting user profile focuses on female users aged 30-45 in third-tier and lower cities. These massive users open up new incremental markets for brands.

2. How to balance brand self-broadcasting with influencer sales?

Every brand owner should know that it is currently very difficult for influencers to help a brand achieve “overnight sales explosion” for a certain product, even for the top influencers.

Keep a normal mind. When you find influencers to promote your products as a channel, and then use your own broadcast to receive repeat purchase traffic from these users, you won’t feel like vomiting blood when you look back at the ROI.

And when brands find that the stable sales of regular self-broadcasting begin to exceed the pulse sales of influencers, they may understand that the low prices of some influencers’ live broadcast rooms are really not worth it.

3. How to organize and price your own live broadcast room?

Core logic: reorganize and match, increase customer orders, and enhance value.

Always understand one thing: users don’t like to buy cheap things, but they like the feeling of getting a bargain. Also, cheap things are not necessarily easy to sell, and expensive things are definitely difficult to sell.

Products in any price range can find their target user group on Douyin.

By reorganizing and matching products, the gross profit of products can be firmly protected, because this will make the brand more confident and patient when cold-starting accounts through paid services in the early stages.

4. Should I do live streaming on Kuaishou and Video Account at the same time?

Kuaishou Live and Video Number Live are both very good platforms, but before Douyin’s self-broadcasting becomes stable, it is not recommended to enter other live broadcast platforms.

The reason is simple. Due to limited energy, no service provider currently has such cross-platform service capabilities, and no brand is making cases on multiple platforms at the same time. Because the traffic distribution rules and operation methods of these platforms are completely different, neither the energy of the brands nor the capabilities of the operators are enough.

5. Do you want to incubate your own anchor?

Training is enough, there is no need to talk about incubation.

Whether a brand does its own live broadcast or hires a service provider to do it, it should understand that Douyin’s self-broadcast relies on the creation of a “brand field”. By mastering a set of operating systems and anchor training methods, the anchor can become the factor with the smallest impact on the live broadcast results.

Otherwise, what is the difference between a brand’s own live broadcast and live broadcast by incubated influencers?

The stronger the brand, the less important the anchor is.

6. Should we cooperate with multiple institutions?

If the company has multiple brand lines, different brands can be subcontracted to different operating organizations. However, if there is only one brand, it is not recommended that several organizations use matrix number testing at the same time without any planning.

The original intention of cooperating with multiple institutions is nothing more than to save time and get the results of self-broadcasting as soon as possible. However, the strategy for differentiated operations among matrix accounts of the same brand should be uniformly controlled by the brand. If it is directly handed over to a few partners, the results may not be very good.

Not to mention the huge energy consumption involved in connecting with various service providers, the purpose of creating a matrix account is to make the pie bigger, but institutions that are not informed of each other often compete for volume.

7. How long is the best time for self-broadcasting every day?

If you broadcast it yourself, use the maximum time (12 hours at least, 18 hours is best).

When you find an agency to broadcast, you should give sufficient commission incentives to allow the service provider to maximize its revenue.

If you only broadcast for a few hours a day, you won’t be able to enjoy the traffic bonus of self-broadcasting. However, the premise of maxing out is to continuously input traffic into the live broadcast room while ensuring the match between people, goods and places.

Insisting on maxing out the live broadcast room when there is no traffic is just a drain on the host and the team.

8. How long does it take to cold start an account?

The cold start time varies depending on the strength of the brand and the experience and capabilities of the operations team.

For a brand, a week might be enough.

For white-label products, you need to prepare a budget + 12 hours of preparation + daily iterative operational capabilities.

At first you think that a cold start is difficult, but after the cold start you will find that maintaining a stable growth in daily sales seems even more difficult.

So there is no difference between the first day and the 100th day of self-broadcasting on Douyin, and your anxiety will not be any less.

9. How does Douyin’s self-broadcasting cooperate with omni-channel marketing?

The previous logic was to promote products through all channels, have Tmall stores take over, and have picture and text pages convert.

The current logic is to promote products through all channels, have Douyin corporate accounts take over, and achieve conversions in live broadcast rooms.

Both the user's behavior path and conversion logic have changed.

It’s not that Tmall stores can’t handle traffic, but that the competition for traffic on Tmall is too fierce, and the conversion efficiency of live streaming far exceeds that of picture and text pages.

As TikTok and brands begin to cultivate search habits among more and more users, huge keyword search traffic pools are brewing.

10. How can Douyin achieve stable production of self-broadcasting?

Many people feel that advertising and live streaming are like gambling. They don’t know how much sales they can generate before the broadcast starts every day.

To ensure stable production, you only need to ensure two values: field view and UV value.

The audience value depends on the hourly traffic (the ability of the live broadcast room to receive stable incoming calls every hour), and the UV value depends on the accuracy of the incoming calls and the conversion power of the live broadcast room.

When we break down the factors that affect the results, we can summarize the methodology of live broadcast operations, and know which links to optimize to minimize uncertainty.

However, there is no magic formula for methodology. What ultimately affects the live broadcast results is the optimization of each detail and the continuous evolution of operational capabilities.

Finally, it is the right time to start broadcasting. If you get involved, you will surely reap great rewards.

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Author: Taihuo Liangyi

Source: Taihuo Liang Yi, founder of Taihuo MCN