Why can’t we advertise in the first three Douyin live broadcasts?

Why you must master the control of multiple platforms, because in the end, the entire e-commerce industry is all about goods and traffic.

If you have a good product and can find someone to buy it, you have completed a transaction.

Interest-based e-commerce has just begun, and the entire large market is just beginning today. You must seize this budding opportunity.

Master a core skill that can help you earn three years of bonus money.

In another three years, the interest e-commerce track is expected to be very crowded, and you may not be able to make money from it by then.

During these three years of explosive growth, anyone who grasps the opportunity will definitely make money.

Remember one thing: China is not short of goods, the entire market is not short of goods, what is lacking is people who can sell the goods.

No matter you are in Shandong or Henan, or in any region of the country, as long as you can sell the goods, you will have the right to speak.

But to sell the goods, you have to control the traffic. Douyin’s traffic is distributed in a centralized manner, and it will continuously distribute traffic to different live broadcast rooms every hour.

So, what we want to find out today is the real principle of traffic distribution and the algorithm behind it. Why does the traffic disappear from your live broadcast room? Where do all the people go? And how to bring people in?

I will show you the e-commerce traffic code of Douyin through reverse analysis.

01. Think from others’ perspective

When we sell things on Douyin, we must understand what the Douyin platform wants.

For example, if you are making a video account on WeChat, you must know what WeChat is taboo about, why it should give you its traffic, and why people in your circle of friends should come in?

So let’s get traffic on Douyin. I will use three scenarios to tell you what to do.

The first scenario: You have to imagine it as a restaurant in a tourist attraction. There is more than one restaurant in the local tourist attraction, so you have to think about why the tour guide would take tourists to your restaurant?

The second scenario: You are a stall in an amusement park, why do tourists gather around you?

The third scenario: You are a store on a shopping street in the city center. Why would passers-by go into your store to shop?

If you solve these 3 problems, then you will be able to solve the basic problem of obtaining traffic on Douyin e-commerce.

Today we will analyze it from the technical and operational perspectives so that you can understand the core of Tik Tok's algorithm.

First, the tour guide (similar to Tik Tok) must like you, your service must be good, and the customers must be satisfied.

Second, tourists love to watch the fun. If you can get a lot of people together, others will come to watch the fun.

Third, shoppers are attracted by the windows, and will run away if they find something wrong after entering.

02. Three major indicators corresponding to the traffic distribution algorithm of the Douyin platform

Within 1 hour, the live broadcast room with the highest traffic popularity score in the first 10 minutes is the one that can retain the most people.

What if you just attract people but they don’t buy anything?

Therefore, we must use scores to judge which live broadcast room is better at selling goods. So a group of engineers said, let’s create an indicator called the sales score.

With these two indicators, they asked a question: how to divide Douyin's live broadcast rooms into 20 and 80?

The "80/20 rule" means that 20% of the stores generate 80% of sales. 20% of the products account for 80% of the platform’s sales.

The engineers of the Douyin algorithm are responsible for finding out the 20% of these live broadcast rooms. The platform will give different opportunities to the remaining 80%.

See if they can make it to the top 20% in different time periods.

It divides each live broadcast room into different levels. The platform will also give some support to small live broadcast rooms that have just started. If a small live broadcast room is given a lot of traffic at the beginning, it will not be able to handle it.

what to do? Tik Tok uses algorithms to provide it with traffic little by little, to see which of these small live broadcast rooms can handle the traffic.

Tik Tok depends on whether you can handle the traffic, your reputation, popularity, and sales.

03. Live broadcast room growth mechanism

Grading

If you compare the popularity points and sales points, and compare Luo Yonghao's live broadcast room with a live broadcast room that has just been on the air for two days, you will definitely not be able to beat the popularity point of Luo Yonghao's live broadcast room.

Fortunately, you are not comparing it with Luo Yonghao’s live broadcast room.

On the first and second days of your live broadcast, you will compete with the live broadcast rooms of the same level as yours, and they are all people who understand algorithms less than you.

If you want to quickly become a dark horse, you must understand Tik Tok’s algorithm.

You need to understand the right time point and what data to pull in order to most effectively open up TikTok's traffic mechanism.

Trust

Now that we understand the TikTok grading system, let’s learn how TikTok turns you from a baby, into a teenager, then into an adult, and finally pits you against Luo Yonghao.

During this process, it depends on the level of trust in your live broadcast room. We have divided it into four periods.

The first period is to break the risk control.

The trick to break the risk control is very simple. Just turn off your wifi. It may also be a 4G problem. Anyway, turn off the one with the problem.

After turning it off, take your live broadcast room to "travel" more than 5 kilometers away to make sure that Douyin confirms that you are a real person, not a robot.

The second period is breaking the cold start.

After Douyin believes that you are a real person, it does not believe that you can sell good products, so it may only take two shows to break the cold start-up period, while some people may need three.

The way to break the cold start is to tell Douyin that I am here to sell goods sincerely, and my cumulative selling time must be more than 6 hours.

In other words, you should not just broadcast for half an hour in the early stage because no one will come in, because Douyin will look at the length of your live broadcast room when the level of your live broadcast room is L0, L1, or L2.

You have to broadcast for a certain length of time before Douyin will say that you are someone who really wants to sell goods.

The third period is the learning period.

This period is the most important, and many people die during this period.

Everyone should know that Tik Tok’s algorithm is an artificial intelligence algorithm. It is a “tour guide” and a very smart one.

If he came to Huangshan today, he would bring a group of people with him and find that they were all women over 40 years old. He knew that women over 40 years old like to take pictures, so he would bring these people with him.

He is constantly learning what kind of people your attraction attracts. During this period, labeling is the most important thing.

The fourth period is the growth period.

After Douyin understands your tag, it knows that you need to attract 40-year-old aunts to get the highest conversion rate.

This tour guide not only takes 40-year-old aunts, he also tests 45-year-old aunts every day. Aunties living in cities, aunties living in rural areas, and aunties working in the office, he will keep testing to expand your user base.

At this time, you need to diversify your ways to satisfy the transactions brought to you by the users, and you need to start expanding your product categories. This is why Luo Yonghao can make 10 million per show.

An average small live broadcast room cannot make 5 million per show. If you want to make 4 million or 5 million per show, you will have to break the growth period. Expand the user base of your core tags.

Every time you expand, your number of users will double, and it will reach a bottleneck, and Douyin will no longer be able to find new users for you.

What should I do at this time? Open more new accounts as soon as possible.

Flow switch

It mainly talks about the display ceiling and display ranking weight.

Displaying the ceiling is Tik Tok’s anti-cheating mechanism.

If the live broadcast room that comes up today is seen by 10 million people on Douyin, and if your live broadcast room sells diet pills, three-no products, etc., then for Douyin, it will destroy the confidence of 10 million users in it in one fell swoop.

Therefore, at the beginning, it will give you a display ceiling of 500 people, and at most 500 people will see you. If 300 people say that your live broadcast room is bad, then Douyin will not give you traffic.

Under what circumstances will the TikTok algorithm raise your ceiling? Just look at Douyin and see how much efficiency will be generated after it gives you 500 people.

This efficiency is measured by a series of data indicators.

The higher your display ranking, the faster your traffic comes in, and your traffic curve becomes an upward curve.

The display ranking weight determines how quickly your live broadcast room can be viewed.

04. Game level-breaking mechanism

First, each hour is the unit

Second, algorithmic dynamic horse racing mechanism

Third, a unified starting line

Fourth, each indicator accumulates weight

Fifth, evaluate every 5 minutes

Sixth, give traffic rewards to those who perform exceptionally well

Seventh, evaluate the traffic efficiency of each live broadcast room

Remember, don’t do any advertising in the first three broadcasts. Make sure your traffic efficiency is high first.

Because if the conversion efficiency of your traffic is low, Douyin will think that you can’t get the users you paid for to spend money to buy things, so I will no longer give you natural traffic.

So if you use natural traffic for the first three or four games, you can first find a way to retain people in your live broadcast room, and then find a way to convert them.

For example, if you can achieve natural sales of 50,000 or 60,000 yuan a day, you only need to invest another 200 or 300 yuan, and you can make an extra 50,000 yuan.

The purpose of delivery is to trigger your instant traffic.

Author: Niuqi E-commerce

Source: Niuqi E-commerce