A guide to traffic channels for Douyin live streaming rooms!

When it comes to Tik Tok live streaming , the most common problem most friends encounter after trying live streaming is: Why is there no traffic in my live streaming room? There are less than 50 people online for the live broadcast. How can we effectively attract traffic?

In fact, this problem is not difficult to solve. The basic thing is that you need to know how the traffic in the live broadcast room is composed, and then you can direct traffic to the live broadcast room in a targeted manner.

Therefore, today's article will focus on solving the problem of [the source of traffic in Douyin live broadcast room ]!

Before thinking about why no one watches the live broadcast room, you must first understand the sources of traffic for the Douyin live broadcast room, which are mainly the following three channels: natural distribution traffic, traffic pool, and paid traffic.

Natural distribution of traffic

The Douyin system usually gives four parts of traffic recommendations for newly released videos or live broadcast rooms:

One source is fan attention, because there is the strongest relationship link between the fans and the account. When you start the live broadcast, fans can directly enter your live broadcast room through the recommendation and follow-up pages.

The second source is the recommendation page. The live broadcast traffic of the recommendation page mainly includes two sections: short video recommendations and live broadcast pages. Its essence is related tagged users. The system will automatically label the content of each account and recommend videos or live broadcast rooms to accounts with the same or similar system labels.

The three sources are from the same city. Every time you start a live broadcast, turn on the same city location setting, and the system will display your live broadcast room in the same city. For accounts in the early stages of growth, the same city recommendation is the first wave of push.

The four sources are the Live Broadcast Square. Many of you may not know where the Live Broadcast Square is. Let me briefly explain it here. In fact, the Live Square is the "Live" in the upper left corner of the Douyin APP homepage. Click "More Live Broadcasts" and you will see that it is full of live broadcasts with various covers.

Traffic pool recommendation

The four sources of natural distribution traffic mentioned above are actually quite limited for live broadcast room traffic. If you want to obtain more free traffic from the platform, traffic pool recommendations are crucial.

Based on the algorithm, the Douyin platform will allocate a traffic pool to each person who posts a work. Whether your work can be pushed to more people depends on your performance in the traffic pool.

If you receive good data feedback in this traffic pool, it means that your content quality is excellent and is more likely to be liked by users, then your live broadcast room will be recommended to a larger traffic pool. Otherwise, the system will not make the next round of traffic recommendations.

Therefore, the Douyin platform algorithm gives everyone who is capable of producing high-quality content a fair opportunity to compete with big accounts. The review criteria for the traffic pool mainly include the following factors: number of likes, number of comments, number of reposts, and completion rate.

From this we can see that when we start to create a Douyin account, we must find ways to increase the number of likes, comments, reposts and completion rates, and keep users in the live broadcast room watching as long as possible, so that we can get more traffic exposure opportunities.

Paid promotion traffic

In addition to the above two types of natural traffic, Douyin’s paid promotion traffic Douyin advertising is also one of the important channels for Douyin’s live broadcast room traffic.

Tik Tok’s paid traffic is mainly used to calibrate the target audience portrait of the entire live broadcast room. The single card square method of Tik Tok is used to card in, and the audience is relatively general, but if the precise audience of paid traffic comes in, the conversion rate will be very high. Currently, the most commonly used one on the Douyin platform is Juliang Qianchuan.

Bytedance Qianchuan is an e-commerce advertising platform under Bytedance Engine. It fully integrates the e-commerce marketing capabilities of DOU+, Bytedance Luban, and AD platforms. You only need to open a Qianchuan account to carry out all Douyin store promotion operations.

Bytedance Qianchuan connects Douyin stores, Douyin accounts and Bytedance Qianchuan accounts, that is, "one person, one store, one thousand rivers".

There are three main versions of Juleliang Qianchuan: the mobile version is for small store promotion, and the PC version is for professional promotion and ultra-fast promotion.

Mobile version - small shop promotion: suitable for small shop owners and e-commerce experts. The e-commerce target can be optimized to better meet the marketing demands of e-commerce users; shallow goals such as adding fans and interacting with others can be achieved.

PC side - ultra-fast promotion: mainly set key elements such as budget and bid, and the audience targeting can rely on the system to automatically optimize, which can greatly reduce the operating costs and is suitable for novices who lack experience in promotion.

PC side - Professional promotion: has high requirements on the pitcher's pitching ability and experience. It supports customized settings for delivery speed, more accurate crowd targeting and other factors for promotion. It is suitable for pitchers with certain delivery experience, live broadcast teams with relatively fixed broadcast plans and more accurate targeting needs.

The biggest advantage of Qianchuan’s advertising is that it supports a variety of crowd targeting functions, which can lock in precise traffic. For merchants with high-order products or more vertical categories, it can have a certain positive effect on conversion rates.

But one thing that needs to be noted is that the more precise Qianchuan's targeting is, the smaller the number of people covered by its ads will be, the more difficult it will be to achieve sales for the entire delivery plan, and the higher the cost of acquiring precise users, which means a higher bid.

Therefore, merchants can conduct real-time consumption assessment of Qianchuan’s investment so as to make immediate adjustments and avoid unnecessary financial losses.

At the same time, pitchers can also choose to view the amount of money consumed by Qianchuan's investment account and the conversion data brought by the investment within different time granularities such as 10 minutes, 20 minutes, and 30 minutes, to help pitchers adjust their investment plans in a timely manner.

Author: Tang Xiaohan

Source: Tang Xiaohan