Common content misunderstandings of low-follow Douyin sales accounts

Recently, many friends have been asking questions such as, "What should I do with a low-following sales account?" and "Why can't the traffic of videos and live broadcasts increase?"

After looking at the accounts of these friends and many low-follow live-streaming accounts captured by Kas, the editor found that more than 70% of the accounts had embarked on misunderstandings from the beginning of operation, which directly led to the video playback volume hovering below 500 for a long time and the number of live broadcast viewers also hovering in the double digits. Most of the remaining accounts have experienced a brief boom, but have gradually fallen into traffic difficulties.

In addition to eliminating the reasons for official traffic restrictions due to violations, this article will sort out and summarize the problems that occur in these low-fan live broadcast accounts, and put forward suggestions, hoping to provide help to more participants.

1. Understand the track and avoid content direction errors

For most people, one of the most simple wishes for making Tik Tok videos is to become famous. However, Tik Tok is filled with so many low-threshold hit videos, which gives many people the illusion that "I can do it if I shoot it", so many people start to remake them blindly. Little do people know that this behavior is largely the culprit that directly causes the account to fall into a "playback dilemma".

Tik Tok distributes content based on user interests, and the target users of different tracks are different. The principle of interest distribution is that the system will record the user's interactive behaviors in Toutiao products (browsing, searching, ordering, collecting, etc.) to predict what kind of content the user may be interested in in the future and distribute the corresponding content to the user. In the huge AD platform alone, there are thousands of behavioral category words open to advertisers.

It can be said that on Douyin, every swipe of the user is arranged in advance. Whether it is advertising, live broadcast or video, the content that the user can see is under the control of the algorithm and is closely related to Douyin’s own business scenarios. While increasing user retention time, Douyin also aims to improve e-commerce conversions and help advertisers achieve their advertising goals.

In order to achieve its business goals, Douyin will inevitably find ways to improve traffic conversion efficiency. Therefore, the users allocated by Douyin to entertainment live broadcasts and e-commerce live broadcasts will be different, and the users allocated to men's clothing live broadcasts and beauty live broadcasts will also be different.

If a live-streaming host who frequently posts content that takes advantage of popularity and shows off his looks is judged as an entertainment host or a beauty expert, then it is very likely that the users assigned to you are those who are more interested in entertainment content. It is conceivable that when you are doing a live broadcast to sell goods, how can your content win over professional entertainment anchors, and how can users generate positive feedback? This will bring about a negative cycle and gradually drag down the entire account.

In this case, the cost of trying to change the labels defined by the system for the account through content change is huge, and one can only hope that a hit video will appear again after adjusting the content direction. The higher the number of fans, the more difficult it will be to create a hit video.

On the other hand, if you carefully observe the performance of Douyin's e-commerce accounts, you will find that the growth of many non-mainstream accounts is particularly stable , such as: middle-aged and elderly track, regional track, maternal and child track, etc. Although the user base on these tracks is small, the competition is not so fierce accordingly. Therefore, content that does not seem to be very good can often get a good amount of playback, and thus bring higher e-commerce conversion efficiency.

To sum up, if live streaming accounts want to quickly achieve e-commerce conversion, the most important thing to consider is not what kind of content will be a hit, but what kind of people your product is suitable for, what kind of content these people like, and what kind of content your abilities and resources allow you to create.

Secondly, we need to think about what means to use to increase the video playback volume and the number of live broadcast viewers. In this way, the system can assign more accurate users to you, and when users generate positive feedback such as purchases and attention, you can compete with other accounts in the same track to win more target users.

2. Three major misunderstandings in the video creation process

According to official data from ByteDance, more than 70% of the traffic of a live broadcast comes from short videos released on the day of the live broadcast. This is especially true for accounts with less FEED stream delivery budget. High-quality short videos can help anchors "find" more recommended page traffic for free. Only when users of the recommended page come in, stay, and convert, can they get more traffic to the live broadcast square.

In reality, there are a lot of accounts whose video views are stuck below 500 for a long time, or the video performance is good but the live broadcast is bleak. In many cases, it stems from the following misunderstandings.

1. Blindly creating without considering the target users

As mentioned in the previous article, it is necessary to clarify the business scenario and content creation must be based on target users, and the target users should be the fan portrait of the account.

For example: @你的小E is an account that focuses on women's clothing. The account has beautiful people, good figures, and exquisite content. It has nearly one million fans. However, in the fan profile of this account, men account for as high as 95%. The result is that e-commerce conversion becomes difficult. For a big account with nearly one million followers, the peak number of viewers in a single live broadcast always hovers around 100, which is a dismal result.

Data source: Kas Data

On the other hand, there is another account called @70后穿搭, which consists almost entirely of mixed-cut videos of models displaying clothing, including many slideshow videos. The background music is almost all "square dance music", and the first pinned video is a video of purchasing instructions in the live broadcast room. However, among the viewers of this account, 92% are women, of which more than 60% are users over 40 years old. The monthly live broadcast sales exceed 2.6 million, and the number of fans increased by 560,000 within 90 days.

2. Being too rigid in the form of expression and falling into a creative dilemma

Taking clothing accounts as an example, the content of many accounts goes all the way to the end, either all teaching, or all cross-dressing. In fact, there is no need for that. Neither the AD platform nor the Star Map platform has ever had options like teaching or cross-dressing in the fashion content category, because these are merely forms of content presentation.

In the expert targeting of the AD background, the secondary categories of clothing experts only have four options: dressing, street shooting, fashion expert, and good product recommendation. The biggest difference between street shooting and dressing is that one is outdoors and the other is indoors. In other words, as long as it is related to dressing, whether it is a display, a cross-dressing, a teaching or even a slideshow, as long as the content is accepted by the existing fan base and target users, it is acceptable.

Take @ojaer鸥纪儿, a clothing account that is often on the list, as an example. Its content includes cross-dressing, teaching, outfit comparison and even life records. Neither the number of video views nor the viewing rate has been affected.

3. Ignoring data indicators and lacking a concept of quality content

Live streaming videos usually do not exceed 30 seconds. During the creation process, you should focus on two points.

The first is 10% user retention at video progress.

Especially for videos shorter than 20 seconds, user retention in the first second is very important, which is often referred to as “0-second churn” and will directly affect the volume of playback of the entire content. Therefore, we must find ways to increase the attractiveness of the first few frames of the video.

For example, you can use a partial close-up at the beginning of the video, or add more empty shots to set the scene, introduce small props to attract attention, etc. These are all good methods. Pay attention to the transition to subsequent content and don't make it too abrupt.

However, these are just techniques. You can think more about how to apply them, but don't rely on them too much. Because in the long run, the best way is to focus on the anchor, strengthen the character's personality, make users trust the anchor, and cultivate highly sticky and highly active fans.

In addition to reducing "0-second loss", the video viewing rate indicator is also very important. Like likes and comments, clicking to watch the live broadcast room is also a kind of user interaction behavior. Moreover, there is a certain conflict between the behavior of clicking to enter the live broadcast room and likes and comments. The video playback volume released by many excellent anchors who sell goods is not high, but this does not mean that the video has poor ability to attract traffic.

Only by calculating the video viewing rate through the live broadcast room audience source data and the video playback volume during the live broadcast can we evaluate the video's ability to attract traffic and find the problems of the video that attracts traffic.

Conclusion

Doing live streaming e-commerce and becoming a KOL with millions of followers through short video content are two completely different paths. Before starting account operations, you must first clarify the future business scenarios and find the right content direction before taking action.

Attention should be paid during the specific operation process.

1. The core purpose of live streaming accounts is to make products and make sales. All content starts from the perspective of target users and extends around the product itself.

2. Content is not equal to form, form must be subordinate to content. There will be many forms of expression under the same content theme. Under the premise of ensuring a unified tone, you might as well try more content forms, which may break the current playback volume dilemma.

3. When attracting traffic to the video within 20 seconds, be sure to pay attention to "0 second loss" and optimize the video picture from the first frame to improve user retention. At the same time, we need to analyze the conversion efficiency of the lead-generating videos through the “video viewing rate” and carry out targeted optimization.

4. If you want to extend the life cycle of an account, then you must consider creating content around the anchor and shaping the anchor's personality. Whether an account is valuable is more reflected in the fan stickiness and the proportion of highly active fans.

In addition, although Douyin is a platform that is good at creating "miracles", we should not expect "miracles" to happen to us. Without sufficient resource support, more than 95% of accounts will go through a stage of struggle, which may last as short as one month or as long as half a year. Moreover, even if you become a mid-level anchor, you will face more problems and greater challenges if you want to move to a higher threshold.

Therefore, when working on Douyin, you must guard against arrogance and make sure you have the right direction and ideas. Then, you must adjust in time according to the changing rhythm of Douyin. Opportunities are just ahead.

Author: Kas Data

Source: CAAS Data (caasdata6)