Advanced ways to attract traffic to Douyin live streaming room

“If we want to increase the popularity of our live streaming room, do we have to spend money on advertising?”

"Why is there no one in my live broadcast room? How can I attract traffic to the room?"

I believe that many friends who are starting to sell goods through live streaming will encounter these problems. But in fact, there are many examples of Douyin live streaming selling goods with “low fans and high sales” (low number of fans, high sales volume). The core key issue still lies in whether one knows how to make use of Douyin’s traffic.

In today’s article, we will take you through a comprehensive review of the gameplay and mechanisms of Douyin traffic, and see what other tricks, in addition to paid delivery, can effectively increase the traffic of the live broadcast room.

Two types of Tik Tok traffic: organic traffic & paid traffic

Depending on the source of traffic, Douyin traffic can be divided into two types: natural traffic and paid traffic.

1. Organic traffic

Natural traffic is the traffic obtained through active attention from fans and Tik Tok’s active push to platform users based on the algorithm system. The biggest feature of natural traffic is that it is free, and it can continuously acquire new fans through daily operations, which in turn prompts the algorithm system to increase the recommendation of live broadcast traffic, forming a virtuous circle.

2. Paid traffic

Paid traffic is traffic that requires additional payment to obtain. Now a new product, Juliang Qianchuan, is launched, which can meet all the delivery needs. Click here to learn more.

The biggest feature of paid traffic is its flexibility. During live broadcasts, the intensity of paid traffic can be adjusted in real time based on traffic feedback and rhythm arrangements.

However, there is a key point to note here.

Paid traffic is not the so-called "burning money". Its core is to acquire more "seed users", that is, the audience group that may make purchases in the live broadcast room.

By operating this part of [seed users], we can improve their interactive data on live broadcasts/videos, and turn live broadcasts/videos into high-quality content as defined by the system, thereby obtaining more free traffic distribution from the system.

Therefore, the fundamental purpose of paid traffic delivery is to leverage more free natural traffic.

The distribution mechanism of Douyin traffic

We just said that Tik Tok will actively distribute traffic to videos/live broadcast rooms based on the backend algorithm system. So what are the rules for distributing traffic?

Douyin’s traffic distribution mechanism has two characteristics: one is intelligent distribution; the other is traffic pool recommendation.

1. Intelligent distribution

After live broadcasts and videos are released, the system will distribute traffic to the following four channels:

1. Follow the fans of the account. The correlation between fans and accounts is the strongest, so it is very important to guide viewers to follow the anchor.

2. Contact list or people you may know. This requires authorizing TikTok to access your phone's address book.

3. Recommendations in the same city. If the video/live broadcast has local location enabled, the system will recommend it to people in the same city as you.

4. Related tag users. The backend of Douyin will label each account and content (for example: cute baby anchor, good-looking and talented anchor), and then recommend the video/live broadcast room to accounts with the same/similar labels.

Therefore, if a new account wants to obtain the first wave of precious traffic, four actions are critical: guiding attention, authorizing the address book, enabling the same city, and clarifying the account positioning.

2. Traffic pool recommendation

For newly released videos or live broadcasts, the platform will first provide a small tag-based traffic pool to recommend the content to people who may be interested for testing.

If the test data feedback is good, it means that the content is popular, and then the video/live broadcast room will be able to enter a larger traffic pool. If the user data fed back by the first wave of traffic pool is not good, the system will not continue to recommend the next layer of traffic.

Therefore, if you want to expand the traffic of the video, you need to increase the data of completion, likes, comments, and interactions.

If you want to expand the traffic of the live broadcast room, you need to improve the data of likes, attention, comments, sound waves, order speed, and stay time.

In this way, the system will determine that your video/live broadcast room is of high quality and give you more traffic.

What are the traffic entrances to the live broadcast room?

Next, let’s take a look at where users can enter the live broadcast room.

Only by understanding the key traffic entrances of the live broadcast room can we know how to increase the traffic sources of various channels.

The following figure shows the eight key entrances to the live broadcast room and their display mechanisms:

How to effectively increase the traffic of the live broadcast room?

In fact, we can use third-party tools such as FeiGua Data to find some ideas. Taking the details page of a live broadcast room on the Feigua data platform as an example, the traffic sources of four channels: video recommendation, attention, same city, and other channels were counted.

Although third-party platforms are currently unable to view which specific traffic is increased through paid delivery, some optimization ideas can still be found by viewing and analyzing the source share of different channels.

for example:

The number of viewers from the same city is small, so you can get more users from the same city by turning on positioning;

The traffic of video recommendation is too low. We need to review why the video is not attractive enough.

There are too few from the live broadcast square, so you can try to optimize the live broadcast cover and title, etc.

Next, we will explain in detail how to optimize various traffic sources and effectively increase the traffic of the live broadcast room.

Traffic source: video recommendation

Users who enter the live broadcast room from the [Recommendation Page] will be counted as traffic sources for [Video Recommendation].

In order to increase the traffic of [Video Recommendation], it is very important to do a good job of pre-broadcast warm-up and in-broadcast traffic diversion.

Preheating before sowing

Release a warm-up video before the live broadcast, emphasizing the live broadcast time, live broadcast theme, hot product recommendations, welfare activities and other highly attractive information in the video to ensure that content related to the live broadcast reaches users with high frequency.

(The warm-up video on the day of the live broadcast can contribute 70%-80% of the attention, which is crucial for the early stage of the live broadcast, the closing of the venue, and the overall GMV.)

Draining traffic during broadcast

Release highlight clips during the live broadcast to reflect the highlights and wonderful moments of the live broadcast room, and release them after secondary processing to attract users to enter the live broadcast room.

Notes on shooting:

1. The shooting angle is 45 degrees, and the assistant's perspective is the best

2. Taking 120 minutes of live broadcast as an example, the live broadcast highlights are released every 20-30 minutes.

3. Don’t have a strong brand logo or hard advertising content

4. Add subtitle information to guide users into the live broadcast room

Traffic source: Follow

Users who enter the live broadcast room from the [Follow Page] will be counted as traffic sources for [Video Recommendation].

In order to increase the flow of [Follow], it is very important to guide users to follow during the live broadcast.

During the live broadcast, users are guided to follow the live broadcast room and join the fan group. A breathing light will appear at the top of the user's follow page to remind the start of the broadcast, and users will be reminded to watch the next time the broadcast starts.

Fan traffic is the core competitiveness of the live broadcast room in the later stage. Guiding attention and joining fan groups can effectively increase the popularity of the live broadcast, and the system will provide more traffic support to the live broadcast room.

Traffic source: Same city

When [Same City Display] is turned on during live broadcast, the live broadcast room will appear on the [City Page]. Users who enter the live broadcast room from the [City Page] will be counted in this source.

If you want to increase the traffic in the same city, you must enable the same city positioning during the live broadcast.

For accounts in the early stages of growth, local recommendations are the first wave of push notifications. Relatively speaking, same-city traffic is more suitable for local merchants or brands with regional distributors. Source: Other

The traffic sources included in [Others] mainly come from recommendations in the live broadcast square, or other channels to enter the live broadcast room (such as the expert’s homepage). There are also various ways to enter the live broadcast room, including paid delivery, external traffic diversion, etc.

The following three methods are very helpful for increasing [other] traffic sources.

Set the cover title

A good title and cover are very helpful in increasing the traffic of the live broadcast square. It can generate users' interest and trust, attract users to click, increase users' stay time, and open up space for the anchor to provide other guidance.

Set up a clear expert homepage

When users enter the homepage, they can clearly see the host's professional field, live broadcast time, and live broadcast preview, which can encourage users to follow the host and cultivate interest in watching the broadcast.

Practical formula for setting up an expert homepage——

Account name: Douyin name + live broadcast time + live broadcast theme/brand

Personal profile: Personality positioning + live broadcast time + live broadcast introduction

Background image: You can set the live broadcast preview poster cover

Participate in official activities & start broadcasting with topics

Participating in Douyin's official activities will receive official traffic support. For large-scale marketing activities such as 618, Douyin launched key live broadcast rooms, theme live broadcast rooms and other gameplay. If you participate in the activities and post videos or start broadcasts with related topics, the platform will give traffic rewards.

After reading this, I believe everyone has a preliminary understanding of the traffic in the live broadcast room.

Nowadays, we see more and more "0-fans selling goods" live broadcast rooms. In fact, they are all integrating the operation of natural traffic with the efficient delivery of paid traffic, which has led to the "myth" of rapid growth.

As long as you master a set of scientific traffic strategies, I believe everyone can enter the market quickly and realize cash quickly.

Author: Feigua Data

Source: Feigua Data