Is the Douyin live broadcast room unpopular? A detailed explanation of how to generate traffic in Douyin’s live broadcast room!

"I have put in advertising, but the popularity of the live broadcast room is still not high?" "I have attracted viewers, but the retention time is very short, and the account weight has not been improved?" "I have given out lucky bags, coupons, and free meals, but I didn't gain many fans after the broadcast?"

This may be the traffic bottleneck problem that troubles many live-streaming sellers: low traffic, inaccurate traffic, and difficulty in monetization.

So, what should you do if you want to increase the traffic of the live broadcast room, increase the popularity of the live broadcast room, and promote weight increase and sales conversion?

Today we will explain to you the strategies for increasing traffic in live broadcast rooms from three aspects: attracting new users, retention, and interaction.

Introduction

1. Attracting new customers: How to increase the click-through rate of delivery materials?

2. Retention: How to increase the length of time viewers stay in the live broadcast room?

3. Interaction: How to effectively interact and enhance the weight of the live broadcast room?

01 Attract new customers

4P principle creates "first-sight attraction" and improves click-through rate of delivery materials

On Douyin, the entrances to the live broadcast room are relatively scattered, but the recommended page is where the traffic is more concentrated. When users see a short video or live broadcast feed on the recommendation page, they can choose whether to enter the live broadcast room to watch the live broadcast.

Therefore, the CTR (click-through rate) of short videos and live broadcast FEED is one of the key factors in attracting new users to the live broadcast room. Within 3 seconds of viewing the screen, users often decide whether to enter the live broadcast room or leave directly, so the "first-glance appeal" of the screen is crucial.

Whether it is short video material or live broadcast screen delivery, we can rely on the [4P principle] to optimize it, thereby increasing the click-through rate of the live broadcast room.

1. Product

The key to improving the product power of the live broadcast room's pictures is to let the audience know at first glance that they can buy good things here, which are the so-called "hot products", "superior products" and "scarce products".

Taking out the most attractive products as "hooks" can effectively improve the live broadcast room's ability to attract customers.

2. Promotion

The tried-and-tested marketing secret of live broadcast rooms is to "pamper fans", allowing viewers to quickly notice the low-price discounts and welfare activities in the live broadcast room, which is also the key to attracting attention.

In addition to special welfare time periods, the live broadcast room can also be decorated through page stickers, background boards, etc., to remind new users at all times that they can "get the benefits" here.

3. Place

“Find your scene and you’ll find your crowd.”

Different live broadcast scenes and live broadcast room construction styles will also attract different audiences, so it is also necessary to consider whether the live broadcast room's picture style can attract the target audience.

4. Passion

When a new user comes to a new live broadcast room, it is equivalent to a new customer walking into a new store. How to establish emotional resonance with the audience in the fastest time is also the key to avoiding the loss of seed users.

For example, you can showcase celebrity spokespersons and use "familiar faces" to open up the market; combine holiday hotspots to create themed live broadcast rooms to let the audience feel the lively atmosphere; you can also use sound and text to create an immersive viewing atmosphere.

02 Retention

Innovate and diversify live broadcast scenarios to trigger audiences' potential interests and needs

The core of Douyin's interest-based e-commerce model lies in the reconstruction of the "consumption scenario" - from the original form of people looking for goods to goods looking for people, matching interests through content and stimulating consumption, which is a reshaping of the scene.

Therefore, different consumption scenarios and grass-planting scenarios will stimulate the potential purchasing needs and interests of different groups of people, and the scenarios have also become an important checkpoint in retaining seed users.

In addition to the single "anchor reviewing products" explanation mode in the live broadcast studio, there can also be a variety of innovative forms of product sales scenes. Through interesting, vivid and changing scenes, it can attract the audience's attention, increase the length of stay, and better promote the sales conversion of goods.

Next, I will show you some innovative live broadcast scene constructions that are worth learning.

Outdoor live broadcast

Now, more and more live broadcast rooms are moving outside the studio, using different exterior scenes to increase the audience's sense of presence and trust in the products. Different types of product promotions are also suitable for different outdoor live broadcast solutions.

1. Second scene

When selling products with more complex functions, more selling points, and a wide range of uses, you can set up a live display room to explain in depth the actual usage scenarios, methods of use, and effects of the products, giving the audience a more intuitive experience.

Such as: large home appliances, smart appliances, local life service display, clothing and accessories, sports and outdoor activities, etc.

2. Live broadcast of production area

Fresh produce and fruits and vegetables are very suitable for live broadcasting of production sites. Production site marketing satisfies consumers’ curiosity about the product shaping (growth) process, thereby dispelling doubts about product quality and promoting purchases.

Some production areas have high public recognition due to their beautiful scenery or abundant resources, which can also increase the reputation of their products.

3. Visit stores/warehouses

Live broadcasts in the studio are mostly fixed-point live broadcasts, while offline store visits/warehouse tours are "mobile live broadcasts." The form of cloud shopping not only has rich scenes, but also can better restore the experience of offline shopping. It also invisibly creates a feeling of product quality assurance and being equivalent to offline.

This type of live broadcast room is suitable for products such as beauty and daily care, kitchen appliances, home visits, snacks and beverages.

4. Exotic scenes

Some relatively rare exotic scenes can also attract audiences to stay and watch, and specific scenes will also serve as an endorsement of the product's strength. For example, many live broadcast rooms have previously tried to climb to high peaks and plateaus to demonstrate the cold-resistance of down jackets.

Entertainment live broadcast scene

In addition to serious product introductions, many live broadcast rooms use unique makeup to create theater-style and variety show-style live broadcast scenes to amplify the entertainment effect.

For example, the anchor dressed up as a witch and promoted niche perfumes, creating a mysterious and romantic atmosphere; the anchor dressed up in ancient style and performed palace dramas to promote products, and the serial form attracted viewers to "chase dramas" in the live broadcast room; the mini kitchen props were used to perform cooking, creating a companion style of promoting products...

Teaching live scene

Attract target groups through online teaching in specific fields, such as body etiquette, aerobic yoga, hand-painting, vocal art, etc., start broadcasting at fixed times to enhance audience stickiness, use the form of "follow-up practice" to increase the audience's stay time, and then promote related products or online courses.

03 Interaction

Correctly use interactive gameplay to promote sales, convert fans, and increase weight

The interactive behavior in the live broadcast room can not only heat up the sales atmosphere and promote conversion, but is also an important factor in enhancing the weight of the live broadcast room.

From the perspective of effect, the common interactive gameplay in the live broadcast room can be divided into three types:

The first is to convert fans, guiding the audience to follow and join the fan group;

The second is screen-sweeping, which guides viewers to leave messages and reply, increasing the number of bullet screens in the live broadcast room;

The third is promotional type, which shortens the audience’s purchasing decision-making costs and promotes sales conversion.

For common interactive gameplay and usage tips, please refer to the following table:

It should be noted that when using interactive gameplay such as "flash sales" and "lottery", no illegal operations should occur. like:

• Promote the release of flash sale products/price changes at a certain time point and conduct flash sale activities, but the relevant products are not released at the agreed time.
• The flash sale was advertised at 9.9 yuan, but the actual flash sale price was 19.9 yuan, which was higher than the agreed price.
• It was promised that a snack gift pack would be sold at 1.9 yuan in 30 seconds, but the products were still not on the shelves after half an hour. During the countdown, the audience was constantly deceived into interacting by swiping the screen and staying in the live broadcast room.
• Before each flash sale begins, the specific information of the flash sale must be clearly displayed on the live broadcast room background board, OBS self-broadcast component and other scenes.
• Before the end of the flash sale, the flash sale information must remain displayed and key information must not be blocked by people or objects.
• When a flash sale is in progress, the product must be shown in person.

If any violation occurs, the system will give warnings such as demotion and limitation, which will seriously affect the popularity of the live broadcast room that will be launched later.

Author: Feigua Data

Source: Feigua Data