How to get traffic for Douyin live broadcast room? Five major traffic entrances for Douyin live broadcast room

When doing Douyin live streaming , especially when creating a new account, no one enters the live streaming room and there is no traffic. You may talk for several hours with a dry mouth, but the number of people online at the same time in the upper right corner is less than 10. Then they come to the conclusion that "Douyin is not a good platform" or "I am not good enough, I am not suitable for playing on Douyin." In fact, if no one enters the live broadcast room, it is not the problem of the platform or your problem, but the problem of the method.

Taking Douyin live broadcast as an example , we will analyze the traffic of Douyin live broadcast room and talk about how to obtain traffic of the live broadcast room.

1. Traffic Sources

Let’s first take a look at the sources of traffic for the live broadcast room. And what percentage of traffic comes from these sources.

1. Live streaming naturally recommends traffic

The natural recommendation traffic from live broadcast accounts for the largest proportion of Douyin’s live broadcast room. The traffic from this source must reach about 60% to be considered a healthy live broadcast room.

The recommended feed pushes our live broadcast room to more people with vertical tags; the same city feed recommends us to users in the same city. It is recommended that everyone must turn on the same city feed, as the probability of converting to fans in the same city is very high.

2. Pay attention to tab traffic

The follow tab is for users who have already followed you and can enter your live broadcast room directly from their followed tab. The proportion of this part is also quite high.

3. Short videos drive traffic

Although we can now start broadcasting without posting short videos, sometimes posting a preview short video before the broadcast can also help us attract traffic.

4. Paid traffic

Paid traffic is mainly divided into DOU+, Qianchuan, toplive, etc. Paid traffic can amplify our pit production, accelerate the determination of live broadcast room labels, obtain accurate vertical traffic, and accelerate the development of live broadcast rooms.

However, it is not recommended that we rely too much on paid traffic. Its main purpose is to leverage free traffic.

5. Other traffic

In addition to the above-mentioned traffic sources, there is also traffic from personal homepages, searches, order centers, etc., which generally do not account for a large proportion.

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

2. Four major weights of the live broadcast room

A big reason why there are no people coming to the live broadcast room is that the weight of our live broadcast room is too low . The four factors of UV value, dwell time, interaction rate and conversion rate directly affect the weight of our live broadcast room, and also indirectly lead to no one watching the live broadcast room.

1. UV value

Those who have worked in e-commerce know that UV stands for visitor volume and PV stands for page views. So what is the value of UV?

UV value = sales/visitors, which is the value brought by every visitor to our live broadcast room. The sales include the transaction amount of the goods in the live broadcast room and the amount of gifts given to you by users.

Generally speaking, if the UV value of a live broadcast room reaches 1, it is the passing line, and people will start to enter the room; if the UV value can reach 5 or above, it is considered excellent. Once the UV value goes up, you will enter the live broadcast square and welcome a steady stream of free traffic.

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

2. Duration of stay

The length of stay is a very important indicator. It is normal for a new anchor to stay online for about 1 minute. 3 minutes is above average, and 5 minutes is excellent.

The best time to increase user retention time is the first three days of a new account, and you can use the "holding orders" method to do this.

When is the right time to start holding orders?

1. When the overall number of online users is high, but the natural traffic conversion rate is not ideal

As shown in the figure below, at 15:55, the number of people online in the live broadcast room began to gradually increase, but the natural traffic conversion rate was only 0.9%, and the average user stay time at this time was only 27 seconds.

At this time, you can start to hold back orders, extend the time that new viewers stay in the live broadcast room, and make good use of this wave of traffic growth.

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

2. When the live broadcast room interaction rate is low and the audience is on a downward trend

The number of on-site visitors starts to decline, but the total number of people is not high, so you can combine the use of holding orders and lucky bags. When fans are trying to grab the lucky bags, they need to wait in the live broadcast room for the lucky bags to be drawn, which can increase the fans' retention in the live broadcast room.

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

3. When the user stay time is low

Holding back orders means using hot products to increase the length of time viewers stay on the site. On the one hand, it gives the host time to explain the products and stimulate orders; on the other hand, increasing the length of time spent on the site also helps increase the weight of the live broadcast room.

As shown in the figure below, at 16:19, ten minutes after the broadcast started, the audience's stay time dropped from 72 seconds to 53 seconds, and the number of online people was also decreasing. At this time, you can adjust the wording and start to hold back orders to prevent the audience and stay from continuing to decline.

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

What kind of products are used to hold orders?

When selecting products, you must make sure that everyone thinks that they are hot-selling products. Generally, they are high-conversion products with good click-through rates in the store. Do not use leftover goods or products priced at 9.9 yuan.

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

As shown in the picture above, product 1 has an exposure click rate of nearly 24%, which means that one out of every four people who see it in the live broadcast room will click on the product.

And the payment rate after clicking is over 15%. This shows that the live broadcast room is very popular among users and the host should give more explanations. We can see that the actual number of explanations is as high as 47 times.

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

What issues should you pay attention to when holding an order?

In addition to product selection, another key link in holding orders is the host's words and rhythm.

To hold back orders, fans need to feel that the stock may be released at any time, while at the same time the pace needs to be slowed down and the length of time the audience stays in the live broadcast room needs to be prolonged. Therefore, the anchor is required to have good speaking skills.

Regarding the rhythm, it is not possible to push the popularity to 1,000 people by just holding orders. It is necessary to grasp the speed of entry to decide on the inventory. If the speed of people entering slows down, a certain amount of inventory will be released based on the ratio of the number of people.

3. Interaction rate

The interaction rate of the live broadcast room is also a very important weight indicator. Generally speaking, 3% to 10% is normal. That is to say, if 5,000 people watch your live broadcast, the number of comments must reach at least 150 to be considered a normal live broadcast room.

We can set up more interactive questions and let the audience answer them in the comment area; we can also send out some lucky bags. When sending out lucky bags, we must use keyword commands. Only by entering the correct text in the comment area will you have a chance to get a lucky bag.

Remember: you must remember to ship the lucky bags. If you fail to ship the bags within 7 days, your rights to the lucky bags will be revoked.

4. Conversion rate

The conversion rate determines the GMV of the live broadcast room. The conversion rate of our entire live broadcast must reach at least 1% to be qualified. If it reaches 5%, it will be considered excellent.

If the conversion rate is not high enough, we need to cooperate with Qianchuan and DOU+ to increase it. If Qianchuan and DOU+ cannot increase it, a certain amount of manual intervention will be required.

Anyone who has done Douyin live streaming will find that when they first start broadcasting, the platform will provide us with a certain amount of traffic support, but after a few days, it will no longer provide traffic. This is because we did not take over the traffic that Douyin provided before . After the traffic was infused into the live broadcast room, there were neither comments nor likes, and the retention time was very low. Later, Douyin will feel that this live broadcast room has no investment value and will slowly begin to abandon your live broadcast room because you cannot generate revenue for the platform.

By the same token, if you accept the traffic provided by the platform the first few times and all the data in the live broadcast room are good, then when you start live broadcasting again later, Douyin will give priority to supplying you with traffic.

With the influx of traffic, the host’s enthusiasm will be greatly improved, and he will not feel so tired when broadcasting live.