Analysis of Douyin traffic gameplay in pure paid live broadcast room
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The core competitiveness of the success of live streaming sales is the people, goods and place, that is, your live streaming room + products. When we really have 0 experience and 0 resources and are ready to start Douyin live streaming , we will encounter many problems. For example, there are problems such as lack of experience/how to set up the live broadcast room/no anchor/no field control/no pitcher, etc. No team is perfect at the beginning. Dawei, partner of Guess Media and agent of Fan Deng Reading, shared with us how to create a Douyin live broadcast room with high conversion rate. Hello everyone, I’m Dawei, the agent of Fan Deng Reading. I first started live streaming on Douyin during the Double 11 event last year. Before this, I had basically no exposure to anything related to the business of Douyin. After tasting the sweetness, I began to focus on studying how to play Douyin live streaming. What I want to share with you today is how to use Douyin’s purely paid live broadcast room. Through this method, I brought a 10-fold GMV growth to the company’s Fan Deng Reading business. The highest single-day GMV was 1.9 million, and a total GMV of nearly 30 million was created through Douyin (in more than a month). Today I will share the key decisions I made and the pitfalls I encountered since I started live streaming on Douyin, hoping to bring benefits to everyone. 01How to quickly build an efficient live broadcast team?When I was planning to do a Tik Tok live broadcast, I first made a small attempt. I opened an account, topped up 10,000 yuan, and started broadcasting directly. The live broadcast brought in a GMV of 70,000, and the ROI of the first live broadcast was 1:7, which was a good start. After that, I started to form a live broadcast team. When we really have 0 experience and 0 resources and are ready to start Douyin live streaming, we will encounter many problems. For example, there are problems such as no experience/how to set up the live broadcast room/no anchor/no field control/no pitcher, etc. Next, I will share with you how to quickly build an efficient live broadcast team. No team is perfect at the beginning. Therefore, when forming a new team, we should not pursue the perfection of the team, but rather the sense of advancement of the project. The team can be improved slowly. The official team is also built step by step, so the size of the team at the beginning is not important, the most important thing is to be able to do the job. My theory and the advice I give is speed. Don’t think too much. To put it simply, as long as you have an anchor who can speak, you can start the live broadcast. What we provide here is how to efficiently build your own live broadcast team. In the first stage, find a few DP companies (Tik Tok service providers) to help you broadcast. You only need to pay the money, and the rest of the things will be left to the DP to solve. In the second stage, you will build your own live broadcast team (anchor/live broadcast operation/assistant broadcaster), and leave the rest to the DP. The third stage is to improve one's own live broadcast team, including live broadcast/Doudian/distribution/short video. The first stage: why do this? If you don’t know much about Douyin and don’t understand how Douyin can help sell products, if you enter the market blindly, the results will often be unsatisfactory. Although some DPs are not particularly reliable (finding a few more can reduce the probability of unreliability), at least these DPs are more reliable than doing it blindly on your own. It’s just a matter of spending some money. But what you buy is experience, and the most important thing is to hand it over to a professional DP. It’s fast and you can start broadcasting in basically a week, so it’s a good deal. In the second stage, why to form your own live broadcast team first. The core competitiveness of the success of live streaming sales lies in the people, goods and place, that is, your live broadcast room + products. As for the placement, you can leave it to DP/agent/official pitcher to help you. The third stage is to work towards the goal of long-term operation. Forming a short video team can increase live broadcast traffic and enrich advertising materials. I don’t think it’s necessary for DP to take a one-size-fits-all approach here. Those who do well can coexist. Your own team and the DP team work together, and the same applies to advertising. You can form your own advertising team, and external advertising teams can also coexist. When working with DP or other third-party companies, you cannot blindly hand over your fate to them. At least we have to understand TikTok and know the underlying logic that makes this thing successful. It is necessary to understand what the traffic mechanism of Douyin is, the principle of advertising traffic distribution, and what points should be paid attention to in live broadcast rooms and small shops. Try to avoid basic mistakes in future live broadcasts and don’t make mistakes where you shouldn’t. Here I will tell you two very simple methods. First, go read all the content on Julele University and Douyin E-commerce Energy Station. Second, if you don’t understand or are too lazy to watch, please join our Qun Xiang’s Douyin self-broadcasting training. 02How to maximize traffic?The above talked about how to quickly build an efficient live broadcast team and start doing Douyin live broadcast. The team is no problem. When you really want to start to grow bigger and stronger, the key factor is whether you can get traffic on Douyin. At the same time, how to ensure the stability of traffic (it was mentioned above that finding more DPs, and the coexistence of in-house delivery teams and external delivery teams is to ensure the stability of traffic). Next, I will give you some suggestions based on my personal experience. 1 Analysis of the underlying logic of Douyin’s advertising system If you want to advertise on Douyin, you must first understand the underlying logic of the Douyin advertising system. Think about a question first? Why does the advertising system show it to you? I built 100 plans but none of them were displayed/no sales were achieved. I bid until I lost money but still no sales were achieved. After a lot of crazy operations, there was still no sales. When we are placing ads, we basically encounter the above problems. The core lies in the underlying mechanism of bidding ads: When a user is using the APP, every time they refresh the app, the system will match the corresponding advertisement from the advertisement library based on the user's tags; These ads will be sorted according to ECPM, and after refreshing, users will see the ads ranked higher; The planned start-up depends on the ECPM ranking, so optimizing ECPM is the core. So what is ECPM and what influences it? ECPM = CTR (estimated click-through rate) ✖️ CVR (estimated conversion rate) ✖️ bid Factors affecting ECPM delivery CTR (estimated click-through rate) = target audience/creative/title/delivery time CVR (estimated conversion rate) = crowd quality/creativity/live broadcast room (people, goods, venue) From the underlying logic of the delivery, bidding is only one of the factors that affect the volume, but it is definitely not the absolute key factor. The key factors that affect the volume include CTR and CVR, so all three are indispensable. 2How to improve CTR/CVR The influencing factors include crowd/creativity/title/time/live broadcast room, so you can optimize them one by one. Let’s analyze them one by one. About the crowd Usually there are two ideas when making investment plans. The first one is to identify the exact group of people first and then expand the group. The second method is to target the general population first and then the specific population. I highly recommend that you use the first approach. Tik Tok’s traffic is based on a recommendation algorithm. Douyin’s ads include an intelligent recommendation audience targeting function. The premise for using intelligent recommendation targeting is that your delivery account has an accurate label model. The principle is to first label the advertising account through influencer/crowd packages, etc., and then amplify the traffic through intelligent recommendations after the account labels are stable. This method is basically more stable. How to judge whether the label is added, whether the smart recommendation has increased in volume, and compare the data after the increase in volume with the precise targeted data. If the difference is large, it means that the label is not added, and if the difference is not big, it means that the label is added. About Creativity There are two forms of creative ideas for attracting traffic in live broadcast rooms: short video ideas and live broadcast room screen ideas. It is recommended that you use short video creativity in the early stage, and then use live broadcast room screen creativity after the live broadcast room is very mature, otherwise the effect will not be good. Now Qianchuan can push traffic to two traffic pools, namely content traffic (original DOU+ traffic pool) + advertising traffic (original massive traffic pool) . Video review is also divided into content review + advertising review , which has two different review teams and review standards. Generally speaking, advertising review is relatively easy, while content review is relatively strict, and its standards refer to the previous DOU+ review and Luban review standards. If only the advertisement is approved, the video creative will only be displayed to the advertisement traffic pool and not to the content traffic pool. If you want to get traffic from both pools, you can basically follow the review standards of the content traffic pool. Compared with the previous huge amount of video review, the change is from hard advertising to soft advertising. Videos like "Come to my live broadcast room 9.9 welfare broadcast" will not pass the content review of Qianchuan. Qianchuan content heating review specifications https://bytedance.feishu.cn/docs/doccnsVkI0xgR1DP5t644vhwBid How to shoot it? https://bytedance.feishu.cn/docs/doccn36rYvDPNlLBvlGg7ilzFMI Official internal documents, basically authentic and valid. The next step is to use third-party tools (such as Massive Creative/appgrowing/EDX) to monitor the materials of your peers, and directly copy the ones that have a lot of volume. The above are mainly about the crowd and creativity, which mainly determine the click-through rate. The copywriting and time are different for each product. The main purpose of the copy is to guide people into the live broadcast room. The time of delivery is determined according to the broadcast start time. My suggestion for the broadcast time is to broadcast it 24 hours a day if possible, commonly known as the live broadcast room that never sets. Generally speaking, the traffic peaks are at 6-8 in the morning, 11-13 in the afternoon, and 8-23 in the evening. The rest of the time, the traffic is OK, but there is no traffic from 2 to 6 in the morning. Next, let’s talk about conversion rate. The core factors that affect the conversion rate are the quality of the crowd and the conversion ability of the live broadcast room. I have already talked about the quality of the crowd. When running a paid live broadcast room, the crowd must be accurate. Regarding improving the conversion capacity of live broadcast rooms, I will explain it to you based on my personal experience. Let me first show you the sales trend chart of my live broadcast room before. After the first small peak, sales began to decline because advertising costs rose sharply (due to increased competition) and price controls began, so advertising consumption began to decline, and sales also began to decline. But I didn’t expect that it would drop to almost zero, and the new advertising plan didn’t work. Then I stopped broadcasting that day, took a day off, and returned to the company at 2 a.m. to start researching why this happened. Staring at this ECPM in a daze, I figured it out, analyzed the materials and live broadcast conversion rate, verified the correctness of ECPM, and then began to upgrade and improve it. The underlying logic of the delivery, to put it simply, is that the system gives us traffic, and we have to convert it, otherwise we will not give you traffic anymore. Because a huge amount of advertising logic is OCPM (you can search it on Baidu), the higher the conversion rate, the more traffic it will get. In terms of the conversion rate of the live broadcast room, during the low period, the conversion rate was only 3.4%. After adjustment, it can reach 9.2%, an increase of nearly 3 times. What cool operations did I do? Scenario :Make the live broadcast room a little more complicated, and post all kinds of discounts, gifts, activities, etc. You can look at the picture of the live broadcast screen that I posted above. In this way, when users see the live broadcast screen, they will stay for a while longer, increasing the chance of purchase. Let me show you our live broadcast There is a link in the shared bike. There are three SKUs in the activity. Three links were placed before and users can take pictures. After that, I just put one link so that users don’t have the fear of choice and don’t have so many questions. My suggestion is to minimize the user's choices and give them only one choice: buy or not buy. If they buy, they pay; if they don't buy, they leave. Because it is a live broadcast room with pure paid advertising and the goal of closing deals, there is no need to worry too much about staying and watching. The payment conversion rate can be increased through methods such as raffles, for example, only users who have purchased afterwards can participate in the raffle. Regarding the Ofo link, the principle is to not let users struggle over which one to buy. There are many users who suffer from decision-making difficulties and end up not buying after choosing for a while. In addition, you can create multiple SKUs to make users feel that it is a good deal, such as 59 yuan for one item and 69 yuan for two items. This can both increase conversions and increase customer orders. Host: When there are few people online in the live broadcast room, the host's condition will be relatively poor. The worse the host's condition is, the less likely users will want to buy, so it enters a vicious circle. At that time, I directly closed the live broadcast room, ordered Haidilao and went to the company, and had some drinks with the anchors. I told the anchors that everyone was not in a good condition right now, I was not going to broadcast anymore, so let’s end it here, and I tricked the anchors. At this time, the anchors were not convinced and they all shouted that they would try again and guarantee that their condition would improve. Talking skills: I readjusted the dialogue, and recorded the dialogue that required a lot of repetition and **, and then made it into voice-over, adding hand cards to assist. The principle is to introduce the product, event information (note that you must clearly explain why there is an event and have a reason), and increase scarcity (there may be no such event in the future. You have to take two, three, or four copies. There are really users who will do this). As for the wording, you can go to the live broadcast rooms of your peers, analyze the live broadcast rooms with better data, and integrate the wording of your peers to modify it yourself. The above are adjustments to the speech based on actual conditions. If you are just starting a new live broadcast with no basic speech skills, here are three ideas for you. Ideas for analyzing product selling points: Selling point copywriting = product features + user experience + problem solving Product Features (Why buy it) Bring out the product’s benefits: What are the specific advantages of your product in terms of function/features/processing/effects, etc.? List the most reliable/biggest points. User experience (why do I say that) Find the support points for product benefits: What is the basis for these stated product benefits? Is it just empty talk or is there any evidence to support it? Or how can we say it to increase trust? Solve the problem (what does it have to do with me) Deeply explore users’ core interests: What value can each point help users create? What tangible benefits does it bring? What practical needs are being addressed? What kind of spiritual enjoyment does it satisfy? So how do these products sell? Douyin barrage: Use Chan Mama to download data from peer live broadcast rooms and analyze hot words in the live broadcast rooms. Product reviews: Go to Taobao/TikTok/JD.com and other e-commerce platforms to get reviews, especially the one that asks everyone. Others: Search on Xiaohongshu/Baidu/Zhihu to see the key points of comments and reviews. The idea of breaking down the tactics of forcing sales: The most critical factor in forcing customers to make purchases is to create a sense of scarcity and a rush-to-buy atmosphere, so that customers will feel a sense of urgency that if they don’t buy now, they will never be able to buy it at such a low price again, and finally place an order quickly. You can work on price/discount/time etc.: Price - The flagship store price of this product is 59 yuan per piece, and 69 yuan for two pieces. If you buy two pieces, it is very cost-effective (same logic as SUK above). Discount - there are not many discounts left, etc. These sales pitches are very common. When talking about discounts, you must pay attention to one point, that is, you must give a reason for the discount, otherwise users will feel that there will be discounts whenever they buy. For example, this price is only available during the 618 event in our live broadcast room. Another example is to celebrate the first anniversary of the live broadcast/to celebrate the sale of 100,000 units of this product, etc. There must be a reason for the discount. Time - For those who place an order now, the goods can be shipped today, and for those who place an order later, the goods can only be shipped tomorrow, etc. Analysis of peer live broadcasting techniques: A relatively simple way is to find the live broadcast room of a competitor who sells well, record his sales talk, and then organize your own sales talk based on the above selling points. I recommend everyone to take a look at Li Jiaqi’s live broadcast room, his speech skills are at the pinnacle. 3 How to make a reasonable bid Regarding bidding, there are two modes: Volume release mode: volume release + initial low budget Cost model: Controlled bids + high initial budget When should the two modes be used respectively, and how to ultimately achieve a long-term delivery model? The purpose of the volume-expansion mode is to quickly measure the price of the current plan, but in order to avoid deviation, it must be matched with an initial low budget; The role of the cost model is to test the price through the volume model, and then control the bid to ensure stable volume. Because the bid is controlled, you can directly make a budget. If the large-volume model fails to measure the ideal price, the areas that need improvement are not just the bids, but to first identify problems and optimize them from the perspectives of crowd/creativity/live broadcast room, etc. As long as the crowd/creativity/live broadcast room is better optimized than those in the same industry, you can get traffic at a lower price than your peers, and in larger quantities. So when I plan my campaign, I never consider bidding, and even go into high-volume mode, letting the system run and just watching it. Speaking of this, one more point is, what should the host do if the live broadcast room is overwhelmed and he can’t handle it? In fact, it is the same as the above question. The live broadcast room is a place to sell goods, and it is definitely not a place to solve after-sales problems. If a live broadcast room often solves after-sales problems, then it is definitely not a good live broadcast room, because when users come to the live broadcast room and find that the anchor is always solving after-sales problems, then users will not dare to buy. All after-sales issues should be handed over to Doudian customer service for resolution. After-sales issues must not be resolved in the live broadcast room. When handing it over to customer service for resolution, the anchor must be confident and not fake. Regarding the issue of traffic, I think that traffic can be obtained in many ways. For example, paid advertising does not necessarily mean that there will be returns just by investing money. We still have to work on content and conversion. All advertising can do is help you push your live broadcast room to people you think will buy, and that’s it. Whether these people will enter your live broadcast room depends on your materials. Whether these people will eventually buy depends on your products and the conversion capacity of your live broadcast room. 4How to avoid being restricted by the advertising system?5. How to avoid the limitation of word-of-mouth traffic in promoting products?However, I didn’t expect that the score was very unstable during that period. I thought it would be enough to just brush it, but the score dropped on the third day, which led to direct traffic restriction and suspension of broadcasting. The best solution to this problem is to provide good after-sales service and ensure that the reputation score remains above 4.6. This can be assisted by brushing the score, but it is not a long-term solution. If you can't maintain it, then you can only change your account and store. If there are too many problematic orders, you can't pull them back by brushing up your points. I don't think it's necessary for the rich to hedge. The Doudian experience points rules have changed recently, so I’ll post them for everyone. 6How to avoid being complained, kicked off the shared bike, and restricted from broadcasting?https://school.jinritemai.com/doudian/web/article/102115 Just like a driver’s license, there are 12 points in total. Once the score is below a certain point, the product sharing function will be stopped, which means you won’t be able to use the shared bikes. The solution is to read the content in the link above and try to avoid it. There are two tips here. On the one hand, don't let the anchor talk nonsense. Only allow him to say the words that have been reviewed in advance. Moreover, in some industries with fierce competition, your peers may send people to your live broadcast room to guide the anchor to say the wrong things. For example, they may ask all kinds of tricky questions and deliberately guide the anchor to say words like WeChat and Taobao. The anchor and the field control must have anti-reconnaissance capabilities and not be fooled. If the field control finds such people, they will kick them out directly. On the other hand, if points are deducted and you are on the verge of rectification and only one point away from recovery, you can take a credit score test to recover. After passing the test, you can add 1 point and then you can start broadcasting normally. Regarding issues such as flow limiting caused by unfamiliarity with the rules, the emergence of these problems is dynamic and will not remain unchanged. My advice to everyone is to always cooperate with one or two DPs, because DPs are basically the first to know about these problems. Professional DPs will have better solutions. If you encounter a problem, you can just ask the DP directly. 7. 4 Common Ways to Start a Live BroadcastFirst, payment starting amount First, you need to convert transactions in the live broadcast room (people, goods and places). Secondly, you need to work hard on creative materials. You can find a third-party material company to help you shoot, and find a few more agents to help you distribute. Basically, everything will work. The rest depends on how to optimize ROI. The point to note is that the live broadcast room must be in your own hands, and you can ask DP to help you with the rest. What we pay for is the opportunity to display advertising materials to users. Since advertising is charged based on OCPM, the better your conversion data is, the more traffic the advertising system will give you. Some product categories may not be able to afford a purely paid live broadcast room. Below I will give you some other common methods to increase the volume of live broadcast rooms. Because today I will mainly talk about purely paid live broadcast rooms, the following content will only be a brief introduction and will not be detailed, but it can give you a certain reference value. Second, hold back orders to increase volume This way of playing is to collect data and make the data in the live broadcast room better and better, thereby leveraging the live broadcast recommendation traffic. The gameplay changes in real time. Let me share my understanding of the underlying logic. The principle is to keep users in the live broadcast room through the products in the small yellow car; Most of them are using low prices to attract orders, for example, if you are planning to sell beauty products in the future. You can use face towels as a single product. 5 packs of face towels are sold for 9.9 yuan. Users will do whatever you ask them to do in the live broadcast room. They will stay, interact, and make transactions. The core point is to guide users to produce the data you want through benefits. In the early stage, a small amount of Qianchuan can be used to control the volume. This data will gradually increase. There are also many others like AB chain, interval chain, and spiral rise. I think it is a logic. This type of live broadcast room is suitable for relatively wide fields, but is not particularly suitable for vertical fields. Why do I say so? In the end, you still have to sell profitable products to make money, especially vertical products that most people don’t need, so your normal profitable products won’t be converted. Because the traffic recommended by live broadcast cannot be very accurate, but it is not absolute either. The principle behind this is: Douyin needs more e-commerce users and needs to label more users with shopping preferences in order to achieve and consolidate the basic base of interest-based e-commerce. This method makes it easier for users who have never purchased anything on Douyin to make a purchase on Douyin, so Douyin is currently relatively open to live broadcasts of this type. Why do we need to do data? The principle is to let the system label your live broadcast room and determine the traffic. As your data gets better and better, the system will push it to more people. Third, video volumeFourth, the volume of live broadcast contentI wonder if you have seen the recent live broadcast of the lobster crawling into the hot pot. There are also the previous worry crushers, glass balls, ping-pong balls, etc., which are all part of the live broadcast content. This is what is called card live square traffic. The principle is user curiosity, which causes users to stay in the live broadcast room for a longer time and have a higher interaction rate than other live broadcast rooms that are launched at the same time, thereby obtaining more live broadcast recommendation traffic. 03How to divert traffic to private domains to the greatest extent possible?The first live broadcast brought in 200 orders, which may not seem like a lot, but it took our team 3 days to process them. Because we had to confirm with users one by one to open a membership account, and at the same time we were doing pre-sale and couldn't activate it directly. In order to avoid after-sales refunds, we also need to contact every user, add them to WeChat, and maintain the relationship. This becomes extremely troublesome, and if we use the manual method, we basically cannot take on more orders. So I urgently asked my colleagues in the technical department to develop a system for automatic confirmation of card activation (our company has related businesses such as websites and APPs, so it is more convenient). It is precisely because of this that, by chance, we have figured out a way to conduct live streaming in the private domain. The principle is that after the user purchases through the live broadcast room, the system will automatically send a text message to the user, telling the user that they need to add WeChat to confirm before they can activate their membership. The text message looks like this: Your purchase has been successful. Please click https://mmbizurl.cn/s/dbcgyrcnF Complete the delivery address and activate membership. The system looks like this, it is a bit ugly as it was developed in an emergency. By doing this, the chance of users opening the wrong account is reduced, and at the same time, the user's WeChat can be added and placed in the private domain. This lays the foundation for distribution fission (which will be discussed below) and subsequent repeat purchases. The add-on rate is very high, basically reaching more than 95%. My friends who are into knowledge payment can directly apply my Douyin private domain gameplay and complete the delivery in the private domain. The add-on rate will be particularly high. Just do a good job in operating the Doudian. In the process of landing in the private domain, the most difficult part is the sales pitch, because this kind of behavior is considered as off-site traffic diversion by Douyin, so there are several points to pay attention to in the sales pitch: Do not mention WeChat in your sales pitch. Just tell the user that they will receive a text message after the payment is completed and they can just follow the prompts in the text message. You should also be careful when answering users' questions in this regard, as some knowledgeable colleagues will deliberately lead the anchor to say the wrong thing. When the live broadcast room enters the sales list, be careful not to divert traffic. At this time, there will be official inspectors watching the live broadcast room. We let users add us on WeChat through text messages. These users who have already purchased the book are very supportive of Fan Deng Reading. Therefore, they are very willing to share activities on WeChat Moments. We guide and motivate users to forward the activities on WeChat Moments by giving away books, points, etc. This action can increase Douyin's GMV by 20%, that is to say, if Douyin has a GMV of 10 million, it can increase it by another 2 million through such an action. My self-developed system is very effective for private domain knowledge payment products, and the same is true for other products. If you want to do private domain, WeChat is still the best position. WeChat is better than Douyin in terms of service and repeat purchases. The advice here is to try to do private domain if possible. For products that are not paid knowledge products, you can also find ways to enter the private domain by sending text messages to tell users to add WeChat to get corresponding benefits or tutorials. For example, in the clothing category, you can add WeChat to get free socks, dressing tutorials, etc. 04 Question and Answer Session1. Under the pure payment model, what is the bottom line for gross profit design and ROI? The direct answer is as long as you can make money. But this depends on the product and company's business model. For example, some live broadcast products are simply for acquiring customers and then achieving private domain conversion (common virtual and educational products). In this case, it is acceptable for such live broadcasts to have a negative ROI. The gross profit and ROI are calculated based on the back-end conversion capability. For example, you don’t have to just look at whether a certain product or a certain period of time makes money. Most of the products in the live broadcast room have welfare funds (losses) and profit funds. At the same time, when the product link has basic sales, search and influencers will bring continuous sales to this link. 2. How to evaluate the effectiveness of self-broadcasting on a new account in stages? For example, from the dimension of the time node after the broadcast, how do we make a comprehensive judgment on the live broadcast room data, streaming costs, live broadcast duration, etc.? I guess you want to ask how to judge whether you are on the air. If you are investing in traffic, build the conversion capabilities of the live broadcast room in advance (it cannot be much different from your peers), plan several ideas for investing in traffic, and prepare materials and build plans for each. Then start broadcasting, and it can normally be up and running within an hour. If the plan does not consume, check yourself as I said above. If it is running, see if the ROI is ideal, and then continue to optimize. In the subsequent stages, we will continue to compare with our peers until we surpass all peers. 3. What factors can be used to determine whether a video is good and suitable for reference? Usually there are three elements of material: Product Introduction-What are the selling points Solve pain points - what problems are being solved Call to action - come to the live broadcast room If you want to learn from others, the easiest way is to follow the live broadcast rooms of your peers every day, buy things in their live broadcast rooms, and then Douyin will push advertisements to you. In addition, use third-party tools (such as Julebao Creative/appgrowing/EDX) to monitor the materials of your peers, and directly copy those that have a lot of volume. 4. Should the new account be created using a blue V or a personal account? Which method will be more cost-effective? It doesn’t matter, anything is possible. The difference lies in the required qualifications. Another thing is to see what kind of live broadcast room you want to create. For store broadcasts, corporate accounts are better. If you want to create that kind of personal image, similar to an influencer promoting products, use a personal account. 5. How to create an account? How to quickly capture the crowd through the flow casting technique? Target the desired audience (Leica/DMP, etc. are all fine), aim to close orders, and then look at the conversion data (at least 100 orders). Then, with the same material, the same bid, and the same conversion goal, run smart recommendations to see if the conversion data is similar to the targeted one (mainly looking at ROI). If it is almost there, it is hit, otherwise it is not hit, continue to consume the targeted plan. 6. Is the ultimate goal to first bring people into the private domain? My suggestion is that the live broadcast room should both sell goods and enter the private domain, and the two are not in conflict. 7. Do newly launched accounts need to be labeled? How to play? In fact, in the paid live broadcast rooms, the host is just a repeater, just reading the script over and over. 8. If the live broadcast team is preparing to move to the second stage of development, and adding new anchors to extend the live broadcast duration leads to a slight decrease in the conversion rate, will it affect the live broadcast weight? The new anchor should first serve as a deputy anchor to adapt. If you want to build a live broadcast room matrix and increase the live broadcast duration, this is the only way to go. 9. Non-standard products have high unit prices and the conversion rate cannot be improved. What should I do? Two ideas: Use payment to attract targeted audiences. If that doesn’t work, lower the average order value and develop live streaming to attract traffic. Source: Qunxiangle |
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