Douyin VS Kuaishou brand self-propagation practical methodology

As self-broadcasting has become a must for brands on new traffic platforms, and the number of brand cases achieving monthly sales of tens of millions or even hundreds of millions through self-broadcasting continues to increase, it is necessary for us to do a simple review: What kind of operational secrets have the self-broadcasting brands that are doing well on Douyin and Kuaishou mastered?

Douyin: Refined traffic operation is the core of self-broadcasting

On Douyin, the industries to which brands with excellent self-broadcasting data perform are close to the performance of the overall e-commerce market, with clothing, shoes and bags accounting for the vast majority, in addition to other categories: beauty and skin care, food and beverages, jewelry and other categories. Representative brands include Peacebird, Tennie Weenie, and Li Ning in the clothing category, and Huaxizi, Maybelline, and La Roche-Posay in the beauty category.

By analyzing the brands that have done well in self-broadcasting, we have roughly sorted out the following general operational experiences:

1. Live broadcast preheating/traffic diversion is sufficient;

Before writing this part, let’s first familiarize ourselves with the traffic composition of the Douyin live broadcast room. From the free perspective, there are mainly short video recommendations and live broadcast recommendations - recommended feed flows, etc., while paid traffic includes DOU+, feed ads, etc. (all have been integrated into Juleliang Qianchuan). In addition, we should also pay attention to the traffic from search portals, follow-up page tabs, local feeds, recommendation squares, etc.

▲ Left: Short video recommendation, Right: Live feed recommendation▲

So, what kind of traffic planning should we do around these different traffic sources?

Taking short video preheating and traffic generation as an example, 3 hours before the live broadcast, the live broadcast rooms with excellent performance will release 2-3 videos as live broadcast previews. The preview content includes: the highlights of the live broadcast on that day, the specific time of the live broadcast, or a video collection to promote the hot products/benefits that will appear in the live broadcast room, so as to attract users' attention and clicks;

During the live broadcast, a series of traffic-generating videos will be released according to a certain time rhythm and live broadcast dynamics. The video content is mostly "highlight" clips such as flash sales, lotteries, benefits/activities, etc. in the live broadcast room, in order to attract users who are interested in the product/activity to enter the live broadcast room immediately and complete the conversion and purchase.

In addition, making a good description of the live broadcast keywords before the broadcast and doing a good job of PUSHing the broadcast among the fan group can also effectively expand the traffic entering the live broadcast room, allowing the system to identify it as a high-quality live broadcast room and obtain more natural push traffic.

2. High frequency and long duration of broadcasting;

High frequency and long broadcast duration are also a notable feature of a well-operated live broadcast room. Generally speaking, the daily broadcast time is more than 10 hours, with no breaks, and multiple anchors taking turns to broadcast, which has become the norm for brand store broadcasts.

▲@Taipingniao Women's Clothing Official Flagship Store with a single-day live broadcast duration of 18 hours▲

The benefits of doing so can be summarized very simply: First, it allows users who have money and free time at different times to enter the live broadcast room, that is, whenever users want to watch the show, the brand will be broadcasting; second, it can take on traffic conversions from various time periods and entrances. After all, it is often difficult to accurately predict when the traffic in the live broadcast room will explode. Extending the duration of the live broadcast can also reduce traffic waste to some extent.

3. Professional and stable live broadcast carrying capacity;

When a user successfully enters the live broadcast room, the order in which the products are arranged and listed in the live broadcast room, and the host's professional ability to undertake the work become very important.

Similar to the principle of short video streaming, the "cold start" of Douyin's live broadcast room also follows the "traffic pool" principle. It will give each live broadcast room a certain amount of initial traffic and evaluate the quality of the live broadcast content based on the feedback from initial users. The difference is that in the era of short videos, the indicators for content assessment are more about completion rate and interaction rate; while in the era of live broadcasts, the indicators for judging the quality of live broadcast content are the length of time users stay on the live broadcast, transaction conversion rate, etc.

In order to extend the time users stay in the live broadcast room, brands generally adopt the approach of putting items on the shelves at a certain time rhythm to hold back orders.

What is the meaning of holding back on single payment? It can be simply understood as: products that do not make money but can attract attention and traffic are mostly practical and urgently needed products with relatively low average order values. In order to "grab" such welfare products, users tend to increase their stay and conversions in the live broadcast room. The longer the stay time, the system will naturally think that the content of the live broadcast room is of high quality, thereby importing more natural traffic to the live broadcast room.

Something to note here is that the holding order welfare products do not need to be fully available at once. They are often set based on the number of people in the live broadcast room to ensure that 10%-15% of users can grab the holding order welfare. Users who fail to grab it can wait for the next round of holding order distribution. The live broadcast room can also put compensatory welfare funds on the shelves after the holding order funds are released. The compensatory welfare funds may be slightly better than the holding order funds in price and value, and have a high cost-effectiveness ratio, so as to attract users to buy and alleviate their regret for not being able to grab the welfare.

▲ The live broadcast room @花西子Florasis that makes good use of product listing strategies ▲

When the compensation benefits are distributed, the products can be put on the shelves in the order of hot-selling products, profitable products, and average-selling products, and then the products with low sales volume can be put online again. This cycle can be repeated so that users who enter the live broadcast room at each time period have a reason to stay and watch and consume.

Arranging the order of product listing is one aspect, on the other hand, we can talk about the host’s live broadcast carrying capacity.

An excellent brand anchor will not only explain the products professionally, but also do a good job of attracting new customers and promoting activity in the live broadcast room. Attracting new users includes attracting new users to the live broadcast room to follow the live broadcast room and join the fan group; while promoting activity means increasing user interaction (including comments, likes, etc.) and willingness to click on the shopping cart through methods such as distributing benefits and holding lucky draws.

In the Douyin algorithm recommendation, during a live broadcast, the more users who join the fan group and the more users who follow it, the more it will be regarded as an excellent live broadcast room and receive more natural traffic recommendations. Therefore, anchors must remember not to just explain products in a shopping guide-like manner. Creating a good live broadcast scene atmosphere and activating users' attention and willingness to interact are also important for algorithm scoring.

One more thing to add here: Although the idea of ​​store broadcasting is very different from that of expert live broadcasting, the focus of store broadcasting is not on "hatching experts", but as the "front desk" of live broadcasting, it is also recommended that brands make some differentiated settings in the selection and scheduling of anchors, so that anchors of different styles (such as: sweet style, loli style, royal sister style, etc.) can be found in the live broadcast room. This can also attract the attention of users with different preferences, increase their sense of belonging and reasons to continue to pay attention to the live broadcast room.

Kuaishou: Both personality and product selection are crucial

"Many brands ask us whether Kuaishou is suitable for branding. My response to everyone is that for a platform with 300 million people visiting every day, it must be suitable for branding." At the Gravity Conference on March 26, Xiao Gu, head of Kuaishou's e-commerce, gave this answer.

In his opinion, "There is no platform that is not suitable for brands, but the ways of doing it are different. We encourage self-broadcasting rather than brand store broadcasting, that is, we encourage brand store clerks, dealers and other people in various links of the chain to create some accounts and live broadcasts with real feelings, and establish good interaction and trust with fans, rather than opening an XX flagship store and then arranging sales staff to live broadcast and sell goods on Kuaishou for a long time. You have to make your personality more interesting."

Based on this logic, many brands have already explored ways to achieve rapid growth on Kuaishou.

The most typical example is @朵拉朵尚. In just 12 months, the account of the same name by Dora Duoshang’s founder Li Haizhen gained nearly 10 million followers on Kuaishou, with the highest GMV of a single game reaching 58.8 million. While finding new sales channels for the brand, it also has the value of brand promotion and word-of-mouth building.

Today, Dora Doshang has successfully opened three live broadcast accounts on Kuaishou, namely founder Li Haizhen, co-founder Li Haiyan and R&D director Mu Mu. The total number of fans of the three accounts exceeds 14 million, and all have started regular live broadcasts.

In addition to Dora Doshang, there are many fast brands rising on Kuaishou, such as @参爷's brand Xinxitang, @77英姐's brand Chunzhihuan, @猫七七姑娘's brand Dailaixi, @贺冬冬's brand Mengquan, etc. Next, let’s focus on analyzing how these outstanding brands do a good job of self-broadcasting?

First, be a "personal account" rather than a "brand account";

As we all know, compared to Douyin users who are more aware of products/brands, Kuaishou users are more aware of "people". Even if a brand is not well-known at all, it can rely on the personal charm, inspirational experience and diligent broadcasting of the anchor to forge a "trusted" e-commerce path on Kuaishou and gain fans.

At the same time, compared to the "cold" official brand accounts, Kuaishou's old friends are more looking forward to equal interaction between people. According to Kas's observation, many brands that have accumulated fans through content and activities are also transforming their content from "brand accounts" to "personal accounts". For example, @半亩花田 has changed the account name to partner Li Jing's account.

According to Kas's observation, since Li Jing started broadcasting on March 17, the number of fans of this account has increased significantly, from 250,000 to 750,000, but the GMV of a single live broadcast has not shown a significant breakthrough. Of course, this is also related to the current main product strategy of the live broadcast room - selling body and facial care products with relatively low unit prices to consolidate the user's first order trust.

▲ The account of Banmu Huatian was adjusted from a "brand account" to a "personality account"▲

Second, make products that users "need" rather than products that the brand already has, and keep launching new products frequently;

For brands, the value of live streaming is not only to help them find sales channels in new traffic channels, but also to have the core meaning of being able to face consumers directly, understand their real needs, and carry out C2M production.

In the book "Kuaishou Reference" produced by Kuaishou Research Institute, Li Haizhen of Dora Dora Shang systematically shared the seven secrets of Dora Dora Shang's rapid growth in Kuaishou. Among them, the idea of ​​"clever use of live broadcast rooms and adjustment of product lines" is very impressive. Li Haizhen introduced that Dora Doshang originally focused on body care products, but found that such products were not an urgent need for users in the live broadcast room, and the repurchase rate was not high.

In order to find out the real needs of the fans who are not visible in the live broadcast room, Li Haizhen chose to only connect with the live broadcaster without selling any goods in the half month before the live broadcast. She conducted a serious "face-to-face" online survey and found that: First, compared with body care, the fans are more in need of facial care products; second, compared with simple hydration, because the fans in the live broadcast room are older (30 years old+) and most of them are located in the north, they also have strong demands for functional products such as whitening, freckle removal, and anti-aging.

Based on this, Dora Dora Shang quickly adjusted its product line on Kuaishou. In just one year, Dora Dora Shang developed 200 products for Kuaishou's old friends. On the one hand, it can better meet the needs of users in the live broadcast room and activate users' desire to "buy, buy, buy" through high-frequency new products; on the other hand, it can also differentiate its product lines from other e-commerce channels without affecting the sales rate of other channels.

▲Li Haizhen of Duo La Duo Shang: From users, to users▲

Li Haizhen's approach is also worth learning for other brands that want to develop on Kuaishou. It is not about selling everything you have, but about going to the "old friends" and developing products that meet their actual needs. This is the most effective way to utilize the value of live streaming.

Third, do regular live broadcasts and actively participate in and organize various operational activities;

Just like Tik Tok, on Kuaishou, maintaining high frequency and long duration of live broadcasts is also a must. It is recommended that brands’ average daily live broadcast duration should be between 4-6 hours, and that the broadcasts should be started at fixed times to cultivate users’ viewing habits and establish more stable fan stickiness.

In addition, we must also actively participate in various official operational activities to obtain official traffic and accelerate the construction of private domains. In addition, for brands that have accumulated a certain number of fans, we must learn to initiate fan-pampering activities under various names. “When you launch an event, your supporters will actively stock up on the product even if they don’t need it, and support you with practical actions.” Launching events has become a tried-and-true method for most anchors to boost sales.

Fourth, try multiple ways to increase followers to speed up the accumulation of private domains;

There is no need to elaborate on the private domain value of Kuaishou. The single UV contribution value of Kuaishou is higher, and the sales conversion rate is relatively higher. Therefore, increasing fans through various channels is still a key point that brands must consider. When it comes to increasing followers, we cannot ignore “ranking” and “small shop access”.

According to Kas Data, ranking is not a terrible thing, and there will definitely be a situation where "you will lose money after ten visits". However, before ranking, you must do three things well: First, understand the fan portrait in the live broadcast room where the ranking is made, as well as the sales conversion situation of past e-commerce anchors who have ranked among the rankings (advantageous products, average order value, etc.); Second, it is best to choose products with low average order value and just-in-demand for ranking products to stimulate users' desire to place their first order. At the same time as placing an order, the goal of increasing fans can often be achieved with one click; Third, stable ranking ability, and the process of connecting with the anchor who ranks among the rankings is also a process for fans in the live broadcast room to get to know the new anchor. The clearer you can explain the product and introduce the value of your own live broadcast, the more likely you are to filter out accurate users from the other party's live broadcast room and convert the other party's anchor's fans into your own loyal fans.

Let’s take a look at Xiaodiantong. Xiaodiantong is similar to the feed products of all platforms. In the early stages, it requires a certain scale of delivery to achieve the best results. Therefore, in the early stages of investing in Xiaodiantong, brands must not worry about short-term ROI conversions. Only by allowing the delivery plan to run out of the model and allowing advertisements to accurately match the population, can your investment-output ratio be gradually optimized to reach the best.

The above are the operational secrets we have summarized for brands in the live broadcast rooms of Douyin and Kuaishou. If you have more practical suggestions, please leave a message and learn together.

Author: Wen Qingquan

Source: Wen Qingquan