3 traffic entrances for Douyin live broadcast room

No matter what type of live broadcast room you use, or what categories you sell, if you want to monetize and sell goods, you must first solve the problem of attracting people. Only with traffic can there be sales.

Traffic refers to the people that Douyin pushes to our live broadcast room in each live broadcast, so we first need to understand where the people in the live broadcast room come from?

Douyin has a total of eight traffic entrances: live broadcast recommendation, video recommendation, follow, same city, personal main business, commercialization, search, and others.

These eight traffic entrances account for a total of 100%. We must open our live broadcast room with a live broadcast recommendation ratio of more than 90% to attract strangers to the live broadcast room.

So how can we increase live broadcast recommendations and reduce the proportion of the other seven entrances? There is a lot of content, so Kaohsiung Brother divides it into two parts, upper and lower, to explain it in detail.

1. Live broadcast recommendation

There is a jumping number in the upper right corner of every live broadcast room, and behind each number is a living person. These people in the live broadcast room come in from eight entrances respectively, among which live broadcast recommendation is a lifeline for our anchors.

The focus of Douyin’s live broadcast room assessment is on strangers, that is, people who have never been to our live broadcast room.

Because only strangers coming to the live broadcast room can provide us with new data, and only when effective new data is collected will Douyin give us the flow.

Where did the stranger come from? There are two main channels, one is the live broadcast square, and the other is the recommendation page.

What is Live Square? For example, when we enter a live broadcast room, if you swipe up or down, you can see others broadcasting live. This is the live broadcast square.

What is the Recommendations page? When we were browsing the works, a live broadcast room suddenly appeared. This is called the recommendation page. The words “Click to enter the live broadcast room” will be displayed on the recommendation page.

If we do a live broadcast but the live broadcast room is not recommended to strangers, then we will not be able to generate effective new data. So, first of all, we need to understand what live broadcast recommendation is.

The so-called live broadcast recommendation means that the moment we open the live broadcast room, Douyin will recommend our live broadcast room to strangers to watch.

Of course, as to whether strangers will choose to enter our live broadcast room, Douyin does not care. Who decides? It's up to us to decide.

If you want strangers to walk into your live broadcast room, the anchor must show your passion, your state, plus your scene, and your product to attract others into your live broadcast room.

If strangers don’t come to our live broadcast room, we won’t be able to generate new data and Douyin won’t push traffic to us. So you will find that in the first 5 to 10 minutes, Douyin may still promote some people, but gradually Douyin will stop promoting traffic.

Because we don’t understand live broadcast recommendations, you don’t know what you need to do in the live broadcast room, and you don’t know how to look at the data. Therefore, if our live broadcast recommendations are not turned on for each live broadcast, the traffic will become less and less.

In the end, TikTok simply stopped promoting our content to us, and our old account lost traffic! This is a problem faced by many of our single-digit live broadcast rooms.

Therefore, among the eight entrances of Douyin, live broadcast recommendation is our lifeline. The proportion of live broadcast recommendation must be at least 90%, while the proportions of the other seven entrances cannot be too high, otherwise it will lower the proportion of live broadcast recommendation.

Only if we fully understand and coordinate the relationship between various entrances and reduce the ratio of other entrances can we improve our live broadcast recommendations.

You can imagine our live broadcast room as an offline store. The live broadcast recommendation is our front door, and the other entrances are side doors. Only strangers who enter the live broadcast room through the door can come to our store to consume. These are the people we need.

Therefore, we need to find a way to close the other side doors if possible, or lower them if possible.

That is to say , when 100 people come to our live broadcast room, we hope that more than 90 of them come in through the door. Only then can we add effective new data. Only when we have added new data can we get the traffic from Douyin.

2. Video recommendations

Douyin has two different tracks, one is shooting works, and the other is live broadcasting.

We mainly do live streaming to sell goods, so we should spend most of our time and energy on improving the host's live streaming ability and product arrangement.

However, many accounts start shooting short videos before going live, and hire professional filming teams to do the shooting. A lot of time and energy is spent, but it is difficult for the work to become popular.

Think about it, there are two main purposes for us to shoot works:

The first is that we hope that others can understand what products we make through our works;

The second is that we hope that others will like our work, and then enter the live broadcast room to provide us with new data.

Some anchors will tell you that if our works become popular, the popularity of the live broadcast room will increase. In fact, this is false knowledge.

It’s not the work that drives the live broadcast room, but the popularity of the live broadcast room that drives the work. Whether a work is filmed or not, or whether it becomes popular or not, has no necessary connection with whether people enter the live broadcast room or how many people there are.

Of course, if you have a professional team, you can consider shooting some high-quality works to attract some accurate fans; but if you don’t have a professional team, you can directly edit the highlight moments generated after the live broadcast and post them on the work page.

You don’t even have to shoot any works, and just focus your main energy on the people, goods, and venue in the live broadcast room. Because people who click into the live broadcast room through short videos will also reduce the proportion of live broadcast recommendations!

3. Pay attention

Many anchors looked at the data after the broadcast and found that the attention rate was particularly high. What is the reason? Usually fans will enter our live broadcast room through the follow page.

Our fans are private traffic, and Douyin evaluates us based on public traffic, that is, strangers who have never visited our live broadcast room.

Douyin will only push traffic if a stranger adds us; but when fans enter the live broadcast room, they cannot add new data for us, everyone must be clear about this.

You have heard many big anchors tell you that the more fans they have, the more people will come to their live broadcast room. This is a big pit! Please remember: the number of fans has no necessary relationship with whether or not people enter our live broadcast room, or how many people enter.

Many anchors have millions of fans, but there are only dozens or a dozen people in their live broadcast rooms.

You have to remember that for a new live broadcast room, if there are too many fans, if the people who come are not the right ones and they flash in and out, it will give us very bad data. So we newcomers don’t need too many fans when we start broadcasting.

Tik Tok requires only 1,000 fans to activate the yellow car. If you just want to start broadcasting and don’t activate the yellow car for the time being, then you can do it even if you have zero fans.

Of course, we must also increase the number of fans who engage in precise shopping in the live broadcast room.

Because when they come to our live broadcast room, they can stop by. No matter how many people are in our live broadcast room, they will light up our signboards, pay us, and interact with us.

However, our fans cannot add new data and can only help to create a better atmosphere in our live broadcast room. Therefore, we must not rely on old fans. Any live broadcast room that relies on old fans will be difficult to operate.

If old fans come to our live broadcast room, how do we treat them? My advice is: ignore online and thank offline.

When they come, we should say hello, but you can’t chat with old fans, treat your live broadcast room as a chat room, and ignore strangers.

After we go off the air, we should thank others, or watch their works, leave them a message and like them, or go to their live broadcast room to support them.

If the attention ratio is too high, it will lower your live broadcast recommendation. what to do? Two ways:

First, we had no choice but to change the broadcast time to avoid our friends . You can send a private message to tell him that when you create a new account, Douyin will assess that we are strangers, so ask him not to enter your live broadcast room first.

Or we can reluctantly give up and temporarily block him, and wait until the number of your viewers increases, then let them into your live broadcast room. With the live broadcast recommendation turned on, the attention ratio will naturally decrease.

Second, many people like to add the time and date to their Douyin names before starting their live broadcasts. Then let me tell you, try to remove the broadcast time from your name. Your goal is to hope that others will come to your live broadcast room to support you.

As I said just now, it is not possible to add new content with the help of old friends, so I suggest that you remove the broadcast time from the name. Only by reducing the proportion of attention can we increase the proportion of live broadcast recommendations.

Author: Kaohsiung Jun

Source: Kaohsiung Jun