No traffic in the live broadcast room? 6 ways to increase your traffic!

Why is there no traffic in your live broadcast room?

Why can’t the live broadcast room retain people?

Why does the live broadcast room have high viewership but low conversion rate?

…

When doing live broadcasts, in addition to reviewing the data dimension, you also need to know how to self-review the problems that exist in the live broadcast room itself.

The official website of ByteDance recommends that influencers/merchants compare their own accounts with those of competitors from five aspects: basic account information, traffic, content, fan measurement, and conversion .

▲The picture comes from ByteDance

This article will focus on analyzing the "live broadcast room" traffic measurement. According to the official review document of Douyin, let's take a look at how to increase the traffic of the live broadcast room.

How to increase the traffic of the live broadcast room?

First, review the basic information of your account, and what are the differences with other competing accounts in terms of the number of fans, fan portraits, traffic sources, live broadcast frequency, live broadcast duration, etc., especially accounts with high sales.

After understanding the basic situation of your account, you can start the analysis from traffic measurement. If you find that your public domain traffic is relatively low, you can check the following 10 key points:

Recommendations in the same city, live broadcast room topics, live broadcast room titles, live broadcast room cover pictures, live broadcast previews, broadcast frequency, broadcast time and duration, content item indicators, conversion item indicators, and the volume of traffic-generating videos.

▲The picture comes from Douyin's huge engine

Recommended in the same city:

When starting a single-day live broadcast, you can choose to turn on the "positioning" function. This will give you the opportunity to bring natural traffic from local users into the live broadcast room and bring in free public domain traffic.

Setting of live broadcast room topics:

1) Choose topics related to the industry, such as #trendywomen'swear, #homegoods, #mother and baby essentials, etc.

2) Select recent hot topics on the Douyin platform, such as: #618 Douyin Good Products Festival, #818 New Trend Good Products Festival, etc.

▲Picture from TikTok

Title of the live broadcast room:

An attractive live broadcast room title and cover image can effectively increase the click-through rate of public domain traffic.

There are several key points for setting the live broadcast room title:

1) It cannot be too long. The live broadcast square can only display 7 to 10 characters. If it is too long, the excess part will be omitted directly.

2) There are 4 naming templates:

Note on naming conventions: The Live Square can only display 8-10 characters, and the excess characters will be omitted directly.

Welfare-first method : "Continuous gifts at 0 yuan", "Snack gift packs start at 3.9 meters".

Emphasis on product method : "The durian thousand layer is so delicious that it makes you cry", "Eat the spicy strips in the dust-free workshop with confidence".

The herd mentality method : "The skirt burst after being asked by 5,000 people", "100,000 people are watching".

Star effect method : "Deli Stationery~Ouyang Nana dropped into the live broadcast room".

▲Picture from TikTok

Live broadcast room cover:

Regarding the setting of the live broadcast room cover, we need to pay attention to the following: the live broadcast room cover image needs to be able to convey product selling points/discount benefits/brand information and other information to attract users to click and increase the public domain traffic of our live broadcast room.

There are mainly the following types of covers:

1. Use welfare posters to emphasize preferential information and create a sense of big promotion.

2. Use photos of celebrities/influencers (authorization required), which is suitable for brand-type clients to attract fans of celebrities/influencers.

3. Use live broadcast screenshots, which are suitable for factory/counter/expert live broadcast rooms, and have a stronger sense of originality.

▲Picture from TikTok

In addition, you can also use brand logos, brand stores, product pictures, etc.

Live broadcast duration:

The frequency of broadcasts is closely related to indicators such as conversion, traffic, and fan stickiness of the live broadcast room.

Regarding the length of the broadcast, the official advice is to complete the daily broadcast tasks as much as possible, and the daily live broadcast time should be as long as possible to 5-8 hours.

Accounts that broadcast continuously will be better than accounts that broadcast non-continuously . In addition, Douyin is vigorously supporting corporate self-broadcasting, so the advantages of corporate accounts that broadcast continuously will be more obvious than non-corporate accounts that broadcast continuously.

Broadcast time & frequency:

Stable broadcast frequency, broadcast duration, and fixed broadcast time can effectively improve the live broadcast weight of the account and help the account obtain more natural traffic.

We can formulate a broadcast strategy based on the needs of our own live broadcast room. Try broadcasting at different time periods to find the time period when your account has the highest fan value. For example, starting the broadcast at 6:30 a.m. every day, broadcasting every day, and not taking holidays, to maximize the chance of gaining natural traffic.

According to the characteristics of the account, formulate personalized broadcasting strategies, such as testing hot products: broadcast twice a day, 15:00-17:00 at noon, and 19:00-21:00 in the evening.