As we all know, Douyin's traffic is becoming more and more expensive. Paid traffic seems out of reach for many merchants and influencers who are new to Douyin's e-commerce due to cost constraints. Under such circumstances, short video traffic generation is still an opportunity that many celebrities and businesses can focus on.

Take Xiaoqin, a body manager with 74,000 followers, as an example. In the live broadcast on September 8, it was watched 113,000 times in total, with a peak popularity of 391 people and live broadcast sales of 854,000. 65% of the audience in the live broadcast room came from short video recommendations.

▲Analysis of Chan Mama’s live broadcast - audience sources

According to the conversion, 73,000 people watched the short video and entered the live broadcast room. The large amount of free traffic boosted the sales of the expert live broadcast.

So what qualities does a hit short video have? How to mass-produce traffic-generating videos and how to obtain accurate and purchasing traffic? If you are curious, let’s watch it together.

Characteristics of short videos

An excellent hit short video often has the following three features:

1. Introduce a large number of precise audiences into the live broadcast room

By using short videos to set the tone for the account and accurately seeding the needs of users, after they enter the live broadcast room, the host can achieve conversions in the room through powerful rhetoric and appropriate SKU product combinations.

▲Picture from Douyin E-commerce University

2. Video style and content are highly vertical

When making short videos to attract traffic, you must always remember that the videos you publish, whether it is editing, music style, or choice of models, must serve the product and match the needs of the target users.

3. Reproducibility of traffic-generating videos

When a traffic-generating video has a good effect, it is necessary to disassemble the popular video in time and streamline the video production so that batch copying can be easily carried out, which can greatly reduce the cost of video production and improve the update frequency and efficiency.

Types of short videos that attract traffic

Many friends who are engaged in Douyin e-commerce will find that the short video for attracting traffic is also now in circulation. In the past, among the sliced ​​videos in a single live broadcast room or product display videos, there would always be one video that would have a hot playback effect, but now the playback volume is not as impressive as before.

This is because Douyin e-commerce has entered the stage of grabbing traffic, and users' vision and preferences are also improving, so in the area of ​​attracting short videos, it is necessary to seek refined operations. Currently, there are several types of popular short videos:

1. Product pain point display type

This type of traffic-generating video is quite common. Many businesses will display the products they sell in batches, but they do not showcase the advantages of their products, summarize the sales pitch, or accurately promote products to users.

For example, this live streaming video that sells goods has 105,000 likes, more than 3,600 comments, and 6,858 reposts. It is definitely a popular short video.

▲Analysis of Cicada Mother’s short video

The special thing about this video is that it grasps the pain point of the product "false eyelashes". Conventional false eyelashes often only have a single style. This expert puts multiple styles of eyelashes together into a plate, and adds the copy "I dreamed of XXX, and I didn't expect it to finally come true", which is equivalent to speaking the user's own voice, and finally demonstrates the effect of this pair of eyelashes through real-life trials.

Many people were immediately attracted to this short video and were able to complete the conversion in the window without having to enter the live broadcast room. What’s more important is that this type of product video attracts a large number of precise traffic into the live broadcast room.

2. Plot segment type

This type of live streaming short video focuses on plot design and uses humorous jokes to show the information points and time of the live streaming. The best one among them is Mr. Luo Yonghao, the top influencer of Douyin.

This type of video has certain requirements on the team's editing and scripting abilities, and is more suitable for teams that need to improve the quality of their live broadcast room videos.

3. Personal content marketing

This type of live streaming video does not usually sell products directly, but focuses more on displaying the personalities and content, and then starts live streaming with the comment section. The most notable example is the recent dark horse couple of Tik Tok who have been promoting products online. During their 10th anniversary live broadcast in June, the Rainbow couple released more than 20 warm-up videos to build momentum for their live broadcast room.

▲Cicada Mama live broadcast analysis-warm-up video

In almost every video area that attracts traffic, the Rainbow couple will pin their comments to highlight the start time and purpose of the live broadcast, such as the large-scale live broadcast to sprint to 5 million fans as shown in the picture, and the benefits of this live broadcast, such as 0.01-a-second flash sale products, computers, tablets, suitcases and other gifts. This method of attracting traffic runs through many of the Rainbow couple's live broadcasts.

▲Picture from TikTok

Among them, the short video of the Rainbow couple's tenth anniversary review became a big hit. The Rainbow couple resonated with users through their own struggle history, allowing many people who did not know the Rainbow couple to become their fans, begin to understand and trust the Rainbow couple, and place orders to purchase in the live broadcast room.

Things to note when publishing traffic-generating videos

1. Clarify the positioning of your account

Regardless of the type of traffic-generating video, the account operator needs to fully understand himself and clearly define his account positioning. Think: Who am I? Who are my users? What do I have? What value can I bring to my fans?

2. Release time and precautions

The length of the traffic-generating video should be controlled within 30 seconds. If the live broadcast duration is within 4 hours, it is generally recommended to release the traffic-generating video 1 to 2 hours before the live broadcast. If it is a large-scale live broadcast lasting more than 4 hours, it is necessary to plan in advance and release the videos in about a week.

3. Operations after the live broadcast ends

What makes live streaming short videos different from ordinary videos is that they require follow-up operations depending on the situation. The function of most traffic-generating videos is mainly to attract traffic to the live broadcast room. Their validity will expire when the live broadcast ends, so unless it is a popular content, it is recommended to hide it directly in most cases.

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Author: Cicada Mom Data

Source: Cicada Mom (ID:cmmshuju)