Live streaming is currently the largest traffic pool on the mobile Internet. Can we use live streaming by internet celebrities to attract traffic?

From the current perspective, the hype value of internet celebrity anchors is greater than their actual value in terms of selling goods and promoting brands.

Live streaming is undoubtedly the largest traffic pool on the current mobile Internet .

Statistics show that the decline in TV ratings is attributed to the impact of live broadcasts. We currently have no authoritative statistics to support this argument. However, the popularity of live streaming is indeed obvious to all, and it is also an indisputable fact that there is massive traffic on the live streaming platform . With the upcoming Double 11, many merchants will begin to experiment in this regard.

However, from what we have seen so far in exploring the use of live streaming by influencers to attract traffic, the results are less than ideal. One brand stated that they invested more than 100,000 yuan, but in the end not a single order was placed, which made them feel very disappointed. Today I will share with you how to use live broadcasts by internet celebrities to attract traffic.

The essence of attracting traffic from live streaming is to convert entertainment traffic into e-commerce traffic and purchase traffic. I think this in itself is a difficult thing. The users in the live broadcast room are there to have fun, to see the host's pretty face and good figure, to watch her sing and move, and to fantasize about her. If you send gifts to the host, she will call your name, and if you send more, you can add her WeChat account to further hook up. This is like a waiter running up to a group of people whose hormones are being over-secreted and have nowhere to go and shouting, "My sneakers and autumn clothes are 20% off and free shipping!" Will it be too abrupt? Will it generate purchases? The live streaming traffic itself has a very clear purpose, which is entertainment, and there is no direct shopping demand. This is the first traffic characteristic of live streaming.

The second traffic characteristic of live streaming is that it is too random. The live broadcast platform will have certain recommended positions, such as popular and tags. The higher the interaction efficiency, the higher the recommendation position given by the platform. Users enter the live broadcast platform through the recommended locations of various channels. If they are interested, they will stay for a while. If they are not interested, they will click to take a look and then leave. Some users saw it on their Moments, WeChat groups , or Weibo, and when they clicked on it, they were basically unable to leave messages or interact, or it opened very slowly. The diversity of viewing entrances and the diversity of users’ Internet environments have also exacerbated the randomness of traffic. The traffic from live streaming by internet celebrities is too random, which means it is extremely unstable. It is temporary and instantaneous, and is more difficult to be converted into purchased traffic.

From the summary above, it is extremely difficult to use live broadcasts by internet celebrities to attract traffic. Another more fatal problem is that few internet celebrities will buy it. It is very common for internet celebrities to earn more than 100,000 yuan per month by live streaming for five or six hours a day. If you ask an internet celebrity to bring traffic to you, how much money would you pay her? Can the distribution of benefits you offer attract her? I think it's pretty terrible.

A friend of mine has approached Tianyou, the biggest internet celebrity on YY, to negotiate something. Tianyou said, "I can earn 300,000 for an hour of live streaming. If you let me attract traffic for you, how much can you give me?" The friend didn't dare to say anything.

Live streaming influencers can get very high economic returns by relying on tips from fans. If you talk to them about traffic generation, asking them to help you sell goods, and talking about sharing the profits based on the results, they will just not bother to pay any attention to you. I am living a comfortable life just by receiving gifts from my fans. Why should I help you sell goods? Besides, live streaming influencers are good at performing arts, but they are definitely not good at selling goods. They are good at selling their smiles, singing, bodies and faces and asking fans to give them cruise ships and Blue Rose as gifts, but if you ask them to sell goods, they don't understand at all. To put it bluntly, internet celebrities do not have the ability or motivation to sell goods through live streaming. Those seemingly large numbers of fans are actually unlikely to become your purchasing users.

At this point, everyone might be a little discouraged, but still don’t give up! Don't give up! ! ! Because the traffic base is so large, as long as there is a chance to show it, it will definitely bring in some purchases. I think you can basically give up on this idea unless you are willing to change your approach. How to play?

You can only cooperate with professional internet celebrities instead of entertaining internet celebrities. Professional influencers have professional backgrounds and can explain professional content in niche areas. What they output are opinions, lifestyles, directional traffic, and practical guides that can actually have a purchasing impact. This type of people can cooperate with.

For example, those who explain how to dress or how to put on makeup, these internet celebrities can help convert actual purchase orders rather than converting entertainment gift rewards. But there are very few internet celebrities of this type, and even fewer live streaming platforms that can support watch-and-buy. Currently, the only relatively reliable platform is Taobao Live. Other live streaming platforms currently do not support the function of purchasing products while watching. With the upcoming Double 11, we can pay close attention to see if there are any cases worth learning from.

From the current perspective, the hype value of internet celebrity anchors is greater than their actual value in terms of selling goods and promoting brands. There are methods to attract traffic from entertaining influencers, and many brands are exploring them. The author is currently working with some influencers to explore these methods, but it is not time to share them with everyone yet. Or if there is a better method, everyone is welcome to leave a message and I will make public any valuable ones.