The latest illegal marketing in Douyin live broadcast room and how to quickly attract traffic!

On July 29, Douyin introduced new regulations on deceptive flash sales. Many merchants’ live broadcast rooms were interrupted and deducted points due to violations. Under the new regulations, how can we attract traffic and create accounts at low prices? What are some better methods?

1. What behaviors will be defined as deceptive flash sales?

2. Universal lucky bags increase popularity and popularity

3. Limited listing, user orders

4. Use the audience's inertial thinking to easily increase the volume

1. What are the regulations on deceiving flash sales?

What are the main behaviors that involve violations and will be blocked? The details are as follows:

The routine of using collection links no longer works, so what new ways are there in the live broadcast room to quickly increase the number of online users? What other ways are there to increase the weight of the live broadcast room and obtain more natural traffic?

2. Universal lucky bag, barrage screen to increase the popularity of the live broadcast room

Lucky bags can quickly increase the number of online users and interactions in a short period of time. Every time a lucky bag is distributed, it will cause a traffic peak. So how can you get the best results?

First, you must join the fan club to participate in the lucky bag activity, and secondly, send a password to the live broadcast room to create a screen-sweeping effect. For example, a live broadcast room released multiple Douyin lucky bags when it first started broadcasting, and created a "screen-sweeping" effect in the live broadcast room by sending passwords. The number of online people soared from more than 400 to more than 1,600.

(Data source: Feigua Investment, the data has been authorized by the customer and anonymized)

3. Limited availability to stimulate user conversion

You can increase the audience's desire to buy and stimulate users to place orders by putting popular products on the shelves in limited quantities . But what kind of products can better arouse users' desire to buy?

Try to choose products with high exposure and high clicks. The limited quantity method can stimulate users to the greatest extent. [Hot Products] supports the arrangement of the exposure and click-through rate of products in the live broadcast room. For example, the exposure and click-through rate of product 3 is the highest, so you can choose product 3 and put it on the shelves in limited quantities based on the popularity of the live broadcast room.

(Data source: Feigua Investment, the data has been authorized by the customer and anonymized)

4. Use the lead generation funds to create a sense of anxiety and use inertia to drive orders for profit funds.

1. By constantly controlling the amount and frequency of sales through traffic diversion, the audience in the live broadcast room will be anxious about not being able to grab the products.

2. When the anxiety is at its greatest, use the audience’s habitual thinking to arrange products. At this time, add profit items. The audience will place orders due to anxiety, gain a sense of security in getting the products, and place orders easily.

This poses a great challenge to controlling the rhythm of holding orders and whether the host's words can handle the traffic.

How to control the optimal holding time?

If the holding time is too short, there will not be enough spectators, but if it is too long, users will lose patience and leave. So how do we determine the optimal holding time? This requires us to constantly review the explanation process and find the appropriate rhythm of holding orders through exposure click-through rate and payment rate.

By comparing the following two periods of order holding through [Product Segment Review], we found that the exposure click rate and click payment rate of period 1 are higher than those of period 2, indicating that the order holding rhythm of period 1 has a better conversion effect. The holding period in period 2 was too short and had no obvious effect.

(Data source: Feigua Investment, the data has been authorized by the customer and anonymized)

How to compare the traffic carrying capacity of the anchor’s speech during different explanation periods? Especially now that Tik Tok’s traffic distribution mechanism will give more traffic to live broadcast rooms with high UV value, this requires the host’s ability to accept and convert traffic.

Through the [Product Review by Time Period] function, we can find that the same product is explained in the live broadcast room during Time Periods 1 and 2, but the product exposure click volume in Time Period 2 exceeds 42%, 7% higher than Time Period 1, and the order volume is also higher than the former, indicating that the anchor's words and rhythm in Time Period 2 can better guide the audience to click on the product.

(Data source: Feigua Investment, the data has been authorized by the customer and anonymized)

At the same time, you can combine the live broadcast recording to replay the two product explanation videos to find out the reasons for the different conversion rates, timely review and summarize the explanation language and rhythm characteristics during the high conversion period, establish exclusive guiding language, and reuse it in subsequent live broadcasts.

Douyin has introduced new rules to prevent fraudulent flash sales in the hope that the platform's e-commerce ecosystem can develop in a healthy and sustainable direction. Brand merchants and anchors must balance the traffic and profits of the live broadcast room, so that the audience can truly feel the sincerity and service of the merchants, so that the audience can trust the live broadcast room and place an order.