Banned from live streaming sales? You need to know these live broadcast rules!

Many people’s live broadcasts are interrupted or banned within a few minutes of starting. Some are banned for a few days, and some are banned permanently. In fact, all of this is because you violated the live broadcast rules and were punished.

Many anchors watched as the atmosphere in their live broadcast rooms gradually became lively and the products were about to be sold, but suddenly they received a notice that their live broadcasts were banned...

why is that?

What are the rules for Douyin live streaming? What other behaviors will be banned? It's very simple. When we start the live broadcast, we will see the live broadcast, title, settings, live broadcast, cover settings and Douyin anchor entry agreement. Obviously, we must first ensure that our live broadcast title and live broadcast cover content do not violate regulations. The title cannot contain advertising, solicitation, borderline, or provocative content, nor can it contain fighting or banned words.

Therefore, when we do live broadcasts, we need to understand the rules of live broadcasts to avoid being banned.

So, what are the rules for live streaming?

1. Live broadcast room title

1. Feeling exaggerated

In order to attract users to click, deliberately exaggerate the feelings, such as "shocked, jaw dropped, fainted, heartbroken", etc.

Negative example: high-end pure silk mulberry silk! First-hand source! Manufacturers are crying over the price!

2. Exaggeration

When selling goods, use extremely exaggerated promotional words such as "crazy delivery, crazy selling, crazy grabbing" When there are promotional information such as activities, use words such as "clearance sale", "big sale", "bargain price", "clearance stock" and other words that exaggerate the strength of the promotion

Negative example: Crazy giveaways at the end of the season! ! ! Spring skirts are all 79.9!

3. Exaggerated results

Expressing the properties, effects, and functions of a product to an extreme degree, violating the facts and public perception, and over-promising that doing something can achieve a certain effect

Negative example: Thousands of kilograms of selenium-rich rye whole wheat flour are sold at a bargain price, and it is very effective in losing weight and reducing the three highs!

4. Exaggeration

The title exaggerates and over-emphasizes the character's miserable situation to gain sympathy and induce users to buy products. It often contains words such as "unsalable, bankrupt, and total loss".

Negative example: The price of tens of thousands of acres of high-end "white peaches" in Jiangsu has dropped sharply, and fruit farmers have a hard time!

5. Abuse of suspense

The title abuses transitions, hides key information, creates suspense, replaces concepts, and is deliberately mysterious.

Negative example: Thai slap-top Tomani durian, 2 for only 99, what's going on? Check it out

6. Provocation and coercion

The title uses provocative and intimidating methods, forced suggestions, etc., and uses an imperative tone to induce users to click. Common words include "come quickly", "must enter", "slow action", "miss it and regret it", etc.

Negative example: What do people eat for lunch in rural Gansu? You must have never eaten it. Come in and take a look.

7. Lucky draw and gift giving

The title deliberately highlights the lucky draw and gift giving in the live broadcast room to induce clicks, but there is no other information

Negative example: High-end designer brands at very low prices, hurry in and take advantage of the crazy lucky draw!

8. Abuse of punctuation

Continuous and excessive use of exclamation marks to attract attention and trick people into clicking

Negative example: Clearance sale at the end of the season! Silk, mulberry silk T-shirt dress special sale! ! !

9. Hard advertising for product promotion

Purely hype sales titles, directly pointing to the sale and promotion of specific products, highlighting product names, prices, origins, etc., over-emphasizing product advantages or promotional information

Negative example: 800,000 kilograms of Guifei mangoes at a flash sale price, free shipping from the origin, 12.8 yuan for a large box

10. The title is meaningless

The title does not contain any information, and is usually in the form of "anchor nickname + live broadcast"

Negative example 1: Tiantian baby is live streaming

2. Live broadcast room cover

1. Text Violation

Put the offending title content in the cover in the form of text

2. Deliberate fraud

Using software such as PS to deliberately modify the size or increase the quantity of the goods being sold in order to induce users to click on the live broadcast room, which is common in live broadcast rooms selling agricultural products

3. Severe blur

The cover image is seriously blurry and unclear, which may easily disgust users

The image must clearly show the product and be easy to identify (no large amount of text or other covering is allowed)

3. Live broadcast content

1. On-hook recording

The live broadcast screen does not have real people on it, and the product is shared only in the form of screen recording or hanging broadcast (for example, the live broadcast content only shows a piece of paper/whiteboard/computer screen/physical object, etc.)

The live broadcast screen is prohibited from being black, and only the recorded audio is played in a loop/the content is in the form of audio novels, music, radio dramas, etc. for product sharing

2. Off-site traffic diversion

The Tik Tok platform is incompatible with the WeChat platform, so WeChat QR codes cannot be added to short videos.

In addition, you cannot add mobile phone numbers, QQ numbers, and other traffic-generating information that is not related to the Douyin platform.

The same is true in the Douyin live broadcast room. If during the live broadcast, in order to build private traffic and divert fans to their own WeChat, you put a follow-up WeChat code, WeChat account, QQ number, mobile phone number, etc. in the live broadcast room, even if it is just a suggestive guidance.

Once detected by the platform, the live broadcast room will be restricted at best, and the account will be blocked at worst. After your account is blocked, your live broadcast room is basically useless.

The same applies to posting WeChat accounts in short videos. The video will not pass the review, and in serious cases, there is even the risk of the account being blocked.

3. Banned words in Tik Tok live streaming

A large number of friends who received notifications of banning live broadcasts did so without realizing it.

So what are the banned words in live broadcasts?

1. Time-limited terms

2. Extreme terms

3. Authoritative terms

4. Superstitious words

5. False advertising terms for cosmetics

6. Suspected medical terms

4. Live broadcast of prohibited items

When selecting products, we must pay attention to the prohibited items in Douyin live e-commerce. If prohibited items are added during live broadcast, it may lead to the account being demoted or even blocked.

Clothing: animal fur, high-end imitation brand-name clothing, shoes;

Food: weight loss pills, antlers, ginseng and other medical and health care medicinal materials, insect banquets, homemade food; Jade and stone collections: uncut raw stones, antique collections, etc.;

Medical products: medical devices, medical beauty equipment, any pharmaceutical-related products (including health care drugs and wine); high-quality imitation products: high-quality imitation brand watches, jewelry, gold jewelry, and bags;

Cosmetics: cosmetics produced by the anchor himself during live broadcast, purchasing on behalf of others, high-quality imitation cosmetics; adult product advertisements;

Information: marriage introduction (domestic and international), civil service examination courses, driving test regulations, financial investment, legal knowledge, recruitment information, WeChat business part-time jobs, etc.

5. Live broadcast of illegal actions

In addition to the Douyin live broadcast regulations and banned words, there are also some actions that are prohibited in the Douyin live broadcast room. There are several points to consider:

Illegal and political activities: including but not limited to live broadcasting of anti-party and anti-government activities or activities that insult and slander the Party and the country, and live broadcasting of content that violates national laws and regulations.

Inappropriate clothing: including but not limited to being topless, wearing revealing tops, large exposed tattoos, etc.

Pornography and vulgarity: including but not limited to all pornographic, large-scale, sexually suggestive live broadcast content, other vulgarity, and acts that violate public order and good morals.

Insults and provocations: including but not limited to all kinds of words and deeds that destroy the community atmosphere.

Feudal superstition: including but not limited to promoting feudal superstitious ideas, live broadcasting of superstitious activities, etc.

Infringement: including but not limited to live broadcasting of live events without broadcasting rights, screen recording and live broadcasting of audio-visual content without copyright, etc.

Behaviors that are harmful to minors: including but not limited to minors conducting solo live broadcasts, minors making purchases or recharging, etc. Never induce minors to send gifts, and actively promote "Minor viewers please do not send gifts" in the live broadcast room.

Other behaviors that are not suitable for live broadcasting: live broadcasting of accident scenes such as car accidents and mining disasters, live broadcasting by people with mental illness and other people who do not have full civil capacity, etc.

07. Conclusion

The above is a sharing of some illegal words and behaviors during live broadcasts. I hope everyone will pay attention, otherwise the live broadcast room may be suspended.

In short, the various regulations such as what cannot be done in short video live broadcasts are all aimed at creating a positive and healthy live broadcast content ecosystem. Any content that violates positive and healthy content may be punished.