Is there any difference between Douyin Feed and Dou+?

"Should the live broadcast room be put into the feed stream or Dou+?"

“Is there any difference between Feed and Dou+?”

Of course!

If you are a new account, you should also release dou+ at the same time as Feed, because Feed is aimed at conversion, and it is not easy to release it for a new account. Dou+ is not aimed at conversion, but more at attracting fans or heating up the live broadcast room, so dou+ is easier to release.

Therefore, it is recommended that friends who have a new account should first maintain the account or try it out on dou+.

To put it simply, the feed flow is to direct the traffic of Douyin to outside the site, and dou+ is to obtain more traffic within the site.

Conclusion: For enterprises, the Feed effect is of course more intuitive.

However, if you want to publish a feed stream, you must first understand the various forms of the feed stream.

01 Feed Stream Delivery

1. Feed direct broadcast room

The above live broadcast room "click to enter the live broadcast room" from the recommendation page belongs to the feed direct broadcast room

The feed direct broadcast room is suitable for anchors with sufficient live broadcast experience. The anchors can adjust the content in real time based on user feedback and actively control the diversion rate to attract high-quality users.

But I have to remind everyone here that if some anchors have poor abilities and are directly put into the live broadcast room, as soon as users come in and see that the anchors don’t look good, don’t speak well, and don’t interact well, they will leave and will not stay.

2. Short video traffic generation live broadcast room

The above-mentioned short video is usually an introduction to the product of the live broadcast. It does not require any gimmicks or sitcoms. Of course, if your funds and strength allow, a sitcom will have a better effect.

Summary: Feed direct broadcast room requires the host to have strong comprehensive abilities and be able to adjust the live broadcast rhythm through the live broadcast room data. The requirements for the host in the short video live broadcast room are lower than those in the feed direct broadcast room, but corresponding short video materials need to be prepared.

02 So how to deliver the feed flow?

1. Feed flow account establishment - account binding

Select "Tools" - "Bind Account"

When we bind our account, there will be two options: "Bind Douyin Account" and "Certify Douyin Enterprise Account". It is recommended that you use a personal account, because based on previous experience, the initial launch effect of a corporate account is lower than that of a personal account.

2. Feed flow account establishment - create advertising groups

We can choose account ad groups according to our different purposes. To attract traffic to your live broadcast room and deliver feed streams, you can choose “TikTok Account Promotion”.

3. Feed Flow Account Building - Planning Level

Delivery range: Default. Live streaming can only be carried out when the delivery range is set to "Default".

Delivery target: Choose conversion volume or display volume based on our actual situation.

Promote TikTok account: Just select the TikTok account we just bound in the drop-down bar.

Delivery content: divided into three options: Douyin homepage, landing page, and live broadcast room.

When placing a feed stream, you usually choose "Live Room"

Conversion goals: These are divided into live broadcast room viewing, staying, button clicks, rewards, fan growth, and orders.

Live broadcast room viewing: refers to the user entering the live broadcast room.

Stay: refers to staying in the live broadcast room for one minute. There is no clear official definition. Generally, one minute is counted as one conversion.

Button click: refers to the user entering the live broadcast room and clicking on our yellow car.

Reward: refers to users giving me gifts and rewards.

Follower growth: Mainly for accounts that want to increase their followers through live broadcasts.

Order completed: It can be understood as the user enters the live broadcast room through the advertisement, then places an order and the transaction is completed.

Generally, the ones we use most are order completion, button clicks, stay and view.

4. Feed flow account establishment - user targeting

Orientation method: It is divided into basic orientation and target orientation.

Basic targeting: age, gender, region (Note: don’t just look at the attributes of users in the live broadcast room, pay attention to the attributes of users who place orders).

Target orientation: It can be divided into behavioral interests, DMP population packages, and similar experts.

Behavioral interests (including behavioral words and interest words). If the initial budget is relatively small, you can only use behavioral words for precise targeting.

DMP crowd packages: You can find some crowd packages in the background label square and use them directly.

Similar expert fans: You can refer to the fan groups of your competitors and find benchmark accounts to invest in.

Note: Basic targeting and target targeting are carried out at the same time. Basic targeting must be selected, and for target targeting, you can choose one from behavioral interests, DMP population package, and similar experts. Do not use them at the same time.

Filter high-following users: I recommend that you click this to filter out accounts with too many followers. Generally, 1,000 is enough. Because accounts with too many followers are likely to be fake or have been faked, they are useless for our conversions and we should avoid wasting costs.

Filter converted users: unlimited. Because the traffic in the live broadcast room is fluid, there is no limit here.

5. Feed Stream Account Building - Budget and Bid

Budget: If you choose "order" at the beginning, you can set a larger budget. If you initially choose "watch" or "stay", you can set a smaller budget.

6. Feed flow account construction - creative level

Advertisement location: Don’t choose pangolin.

Creative form: divided into direct live broadcast room and short video live broadcast room.

Live broadcast creativity: If the anchor is quite capable, it is recommended to choose a direct broadcast room

Advertising creativity: If the anchor lacks ability, just choose this short video to attract traffic to the live broadcast room. You don’t need too many creative ideas, just customize them.

Creative method: If you choose "Live creative" as the creative form, you do not need to upload creative materials. If it is an advertising creative, you need to prepare the materials in advance. Just select "Custom Creative" here.

At this point, the most basic feed flow account setting process has been basically completed. After setting up the account, you can enter the delivery stage.

The above is what I want to share with you today.

Author: Short Video Operation Diary

Source: Short Video Operation Diary