A complete guide to running Douyin live streaming sales

Why should we talk about algorithms first?

Because if you have ever done live streaming, you will understand that most of the problems you encounter in the actual operation can be understood by algorithms.

After understanding the algorithm, it will be much easier for us to analyze and solve problems.

What exactly is an algorithm?

Many times we argue about whether UV or retention is more important. In fact, it is wrong to analyze the source of the problem in this way.

Because the Douyin live broadcast room algorithm is a complete system, not as simple as a single indicator.

If you want to do live streaming sales well, you must understand the underlying algorithm of Douyin live streaming. I would like to split the underlying algorithm of Douyin live streaming sales into three sections, which may be easier to understand.

Traffic recommendation mechanism

There are hundreds of thousands of live broadcasters on Douyin every day, and the platform needs a set of indicators to maintain the advantages of each live broadcast room.

Sort the live broadcast rooms according to the data, divide the traffic levels into different levels, and distribute different amounts of traffic.

The traffic pool of Douyin live broadcast room is similar to that of short video. There are 6 levels of traffic pools in total. For details, please see the following table:

So what determines the traffic of our live broadcast room?

Divided into 2 parts:

The first part is the first wave of traffic when we start broadcasting; this is determined by the weight of our account; the platform combines the data from our multiple live broadcasts to determine the weight of the live broadcast room.

The second part is the second and third waves of traffic after the broadcast, which is determined by our real-time live broadcast data.

What are the traffic data indicators of the two parts? Continue reading:

Live broadcast room data indicators

If you want to increase the traffic of your live broadcast room, you must understand how the platform evaluates the pros and cons of a live broadcast room.

Specific indicators are divided into three categories: traffic indicators, interaction indicators and transaction indicators.

Traffic indicators include the number of spectators, online peak, etc.; this is actually a result-oriented indicator.

When we are in the live broadcast room interaction indicators. When the transaction indicators are excellent, the system will naturally recommend more traffic to you.

Interaction indicators include users’ interactive behaviors in the live broadcast room, such as comments, likes, fan groups, length of stay, etc.

Interaction indicators can generally reflect the popularity of a live broadcast room. From the perspective of algorithm judgment, it is one of the important dimensions for whether a live broadcast room can effectively retain users.

The most important indicator is staying, because staying is the prerequisite for everything. Only by staying will you like, comment, and join the fan group.

However, just staying is of limited help. There must be a simultaneous increase in comments, light boards, etc., so that the traffic in the live broadcast room will increase with interaction.

Transaction indicators include GMV, number of payers, conversion rate, UV value and other data. Transaction indicators can generally reflect the value attributes of a live broadcast room.

From the perspective of algorithm judgment, it is also one of the important dimensions of whether a constant live broadcast room can effectively convert users. The most important of these is the conversion rate. The real-time conversion rate is the core indicator that affects the flow of traffic, which is what we often call catching the traffic.

The higher the real-time conversion rate, the higher the push flow.

What kind of indicators are up to standard? Take a look at the table below:

User tags and weights

If you want to have streaming in your live broadcast room, the most important thing is that the data in the live broadcast room must be relatively good.

The underlying reason why users stay, interact and place orders in your live broadcast room is the precise matching of their needs.

To put it simply, what you sell in your live broadcast room is what I need, so matching the live broadcast room to the right audience is the key to improving all data.

This is also what we often call the live broadcast room crowd label.

So what exactly are tags?

The live broadcast tags have a three-dimensional structure system, namely basic tags, preference tags, and transaction tags.

Basic tags: basic information such as user gender, age, and region; live broadcast rooms with basic tags are considered to provide user traffic that meets the basic tags;

Most of the live broadcast rooms, as long as they are launched for more than a week, can be considered to have learned and figured out the basic tags for the live broadcast room.

At this time, you will find that the users who were originally a mixture of gender and age are beginning to become more precise.

Preference tags: mainly generated by the user's interactive behavior, that is, what type of live broadcast room the user likes to interact in. In the live broadcast room with preference tags, you will find that users pushed by the algorithm begin to like to stay and like;

Transaction tags: Transaction tags include the categories of products ordered by users, purchase frequency, average order value and other attributes. Live broadcast rooms with good transaction tags are often what we call live broadcast rooms with accurate tags. The conversion rate of such live broadcast rooms is often higher than that of their peers.

So transactions are the key to all user behaviors.

The above is the underlying logic of the Douyin live broadcast room algorithm. Once we understand this underlying logic, it will be easy for us to figure out how to play the live broadcast room.

Why is the routine effective? The essence is to use human psychology to make various indicators better and thus obtain more natural traffic.

All the problems we face in live streaming can be traced back to the underlying logic of the algorithm.

02 Building a live streaming sales team

As a very professional and mature live broadcast room, you need an operator, that is, a coordinator who is fully responsible for all the data in the entire live broadcast room, followed by the anchor, operation, field control, shooting and editing, product selection, customer service and delivery.

But for most novice teams, they can save costs in the early stages and move forward in small steps with a light load.

All you need is a host, an operator, and a field controller to get started!

When your live broadcast data grows bigger and the number of live broadcast rooms increases, you can recruit professional staff for positions such as product selection, filming and editing, distribution, and customer service.

All the detailed interview points, assessments, and incentives for the live broadcast team positions are included in the mind map below.

One more thing, a mature live broadcast room must be supported by a great host and excellent operations.

In particular, many novice live streaming operators tend to focus all their core energy on the anchor and ignore the importance of operations.

This is wrong thinking.

The operation is the commander-in-chief and the brain of the live broadcast room. A live broadcast is like performing a movie, the operator is the director and the host is the actor.

03 Products

The essence of live streaming sales is still e-commerce, and the essence of e-commerce is products.

Good products will bring their own traffic.

The products in the live broadcast room can generally be divided into traffic-generating products, welfare products, profit products, and hot-selling products ; these types of products are then used to arrange products to increase conversion rates.

Drainage

It is usually placed at the beginning of a live broadcast or in a warm-up video to attract traffic and maintain the popularity and heat of the live broadcast room.

Generally, the choice of traffic-generating products for novice live broadcast rooms is very important. Here are the tips for choosing traffic-generating products:

Choose universal models that are in urgent need, that is, those that most people need and can use. This will increase the conversion rate and boost the popularity of the live broadcast room. For example, two glass oil bottles at 6.9 yuan, ten clothes drying racks at 5.9 yuan, and six glass cups at 9.9 yuan are all products that are very cost-effective and practical at the first glance.

Hot sale

Strategic Model

Comparison

The styles of these products may be similar to the main models, but the prices will be higher; they are mainly used to highlight profitable models and hot-selling products; these products can also be used as welfare flash sale products to help extend the duration of the live broadcast room, and then start selling hot-selling products after the popularity is built up.

Now that we understand product arrangement, let’s talk about product selection channels.

Generally speaking, product selection can be divided into online and offline selection.

It is easy to understand online. Generally, you can go to the live broadcast rooms of Chanmama, Feigua, and other top peers to choose, and use data to analyze and judge what products they are selling, the length of the explanation, the wording, etc.

When selecting products, you must pay special attention to the data and sales curve charts.

If a product suddenly becomes popular one day, but then becomes mediocre afterwards, it is a pseudo-hit. Another type of product has large and continuous fluctuations, which is a regular hit for a period of time.

The picture below is a typical pseudo-hit. It was popular for two days and then disappeared. This product is not sustainable.

04 Live broadcast room scene construction

If you are already doing live streaming, you must have heard the phrase "stay for 3 seconds to watch the show".

In fact, it is very easy to understand. When a user enters a live broadcast room, the first visual and auditory information he receives is the scene.

The field is the hidden competitiveness of the live broadcast room and the easiest point to start optimizing, but it is also often the easiest to be overlooked, especially by most novices who are just starting to do live broadcasts.

Just give you two comparison pictures to know:

The two live broadcast rooms above are both selling clothes. Which one do you think is more likely to retain people?

The answer is self-evident.

It is not difficult to understand why some live broadcast rooms selling dog food will let a cute dog sleep in the live broadcast room; a live broadcast room selling pearl necklaces will grind pearls directly in the live broadcast room.

The internal competition in Douyin live streaming is also very intense now, with more and more novel and eye-catching scenes.

The live broadcast room of YaYa Down Jackets directly climbed Mount Everest; Herborist directly moved the "palace" into the live broadcast room; such extreme live broadcast room scenes will only become more and more common in the future, and the internal competition will become more and more serious.

The physical scene of the live broadcast room mainly includes the background of the live broadcast room (shelf-style, physical store, source of origin, innovative), lighting, equipment, decoration, product display, and exposure of product information.

The invisible fields mainly refer to explanation cards, activity patches, public screen areas, lucky bags/red envelopes, fan coupons, pinned comments, floating screens, etc.

I won’t go into detail here, as that would be an article of several thousand words.

05 Live streaming equipment list

The tools needed for live streaming sales are different in different sales scenarios.

The core is the mobile phone, camera or camcorder; sound card, microphone, aperture fill light and light box.

Here are a few key and general points:

light

Lighting is very important. There are spherical lights (the light source is soft and bright), ring lights (close-up display, beauty fill light), and floor lights (to provide fill light effect for the anchor's lower body, suitable for live broadcast rooms where clothing, shoes, etc. need to show the lower body);

There is no need to explain the importance of lighting. It directly determines the overall effect of the live broadcast room. Common lighting includes ceiling lights, ambient lights, and auxiliary lights.

However, the specific selection and matching should be determined according to the categories sold and the needs.

cell phone

It is recommended to use the latest and highest version of Apple or Huawei;

Apple phones are better than Android phones in terms of beauty light processing; if you use a computer to broadcast, you need a high-definition camera, sound card, high-end computer, and microphone. You can install the Douyin live broadcast companion in advance;

Cast screen to TV or mobile phone + mobile phone holder

It is convenient for the anchor to see GAV at any time. If you don’t understand the traffic, you can use live broadcast screen projection so that there will be no delay.

Basically, the basic equipment for a live broadcast room is as above.

The above is the first part of the complete guide to Douyin live streaming sales operations that I will share today. It mainly includes the underlying logic of the Douyin live broadcast room algorithm. Only by understanding this underlying logic can you know how to respond to challenges and how to analyze data and solve problems when encountering problems; this is the most core.

The next four categories are live broadcast team building, live broadcast room product combination, live broadcast scene creation, and live broadcast equipment.

If the data feedback in this article is good, the next article will share the second part of the complete guide to Douyin live streaming sales operations, including how to start a live streaming sales account, designing live broadcast scripts, data analysis, review, Qianchuan delivery, and some experience sharing to avoid pitfalls.

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