Luo Yonghao's live broadcast lasted 3 hours and 17 minutes, with a total of 48.922 million people watching in the Douyin live broadcast room, and his followers increased by 2.15 million in a single broadcast. For Luo Yonghao, who has his own traffic and halo, it seems to be an easy thing for him to increase his followers through live streaming.

But for most Douyin players, increasing followers is a headache. Today we will mainly talk about what are the techniques to increase followers through Douyin live streaming?

01 Account creation

Step 1: Position your TikTok account

The issue of positioning is a bit old-fashioned, but most people who just start live streaming tend to overlook it. Don’t think that when we do Douyin live streaming, we just shoot product videos and sell goods through live streaming. Positioning is something that needs to be considered in the era of short videos. If you think so, you are wrong.

If it was in 2020, you might still be able to make money by simply selling goods, because that was the traffic dividend period, and the platform needed to complete the initial accumulation through live streaming, and there were almost no competitors. But now in 2021, if you don’t position yourself well, you can easily be eliminated at any time.

There are two reasons why it is important to do a good job of account positioning:

1. Enhance fans’ stickiness and spending power

For example, two accounts are selling tea, the products and prices are similar, one of them is a salesperson, setting up a table and shouting, "Come and buy..."

The other is a very simple farmer in a tea mountain, selling his own tea. If you were to buy, whose would you buy? You would definitely prefer the latter. So a good positioning makes each of your fans have commercial value, and everyone is more willing to buy things from your account;

2. Make user tags more accurate, amplify the effect of paid advertising, and obtain more algorithm traffic

I believe you have also experienced the power of Douyin's algorithm. When you frequently browse a certain type of content, you will find that Douyin will recommend more similar content. This is the implementation of Douyin's algorithm and recommendation mechanism. Douyin will make accurate recommendations based on user tags.

The more accurate your user tags are, the more natural recommended traffic you will get from your short videos and live broadcasts. This traffic is the cheapest and most accurate.

The same is true for paid advertising, whether it is doujia or feed, if your tags are very accurate, you can spend less money to acquire more accurate users, and then for every dollar you spend you will earn 2 dollars, and 2 dollars invested will earn 4 or even 8 dollars, which will make your business bigger and bigger.

So how do we do positioning?

I don’t know if you have ever noticed this situation: you unknowingly follow several accounts selling the same categories, and even the products they sell are extremely similar, but each account has its own characteristics and the sales volume is very strong. Accounts in each category can still have high sales volume even if the products or content are highly overlapping with those of their peers. How is this done?

This method can be used to design from three dimensions:

Example:

Based on the three elements mentioned above, I listed some specific forms under each element, and then randomly combined them: welfare introduction + factory owner + plot performance + anchor appearance

A factory owner gives benefits to his Douyin fans. He shoots short videos in the form of plot performances to attract fans to the live broadcast room. Fans can see the factory owner appearing in person to sell goods, and the live broadcast scene is still in the factory. In this way, your positioning and personality will be deeply rooted in the hearts of the people.

Through the random combination of the three elements, you can make your own positioning, and a differentiated positioning. On Douyin, it doesn’t matter if your segmented positioning is highly overlapped with other accounts. As long as you can provide other added value and make your account highly recognizable, that is, focus on building your uniqueness, which is extremely important on Douyin.

Step 2: Register a TikTok account

At this point, you may be thinking, everyone knows how to register an account, what’s the point of talking about this…

Tsk tsk, don’t disbelieve it, there are really many people who don’t know how to correctly register an account to sell products, pay attention! This is the correct registration. Many people open Douyin accounts without a comprehensive understanding of the Douyin platform mechanism. They register and open accounts at random, and then post videos randomly, with random names and signatures. This leads to the account being restricted in the early stages, and the account having little traffic when posting videos.

So, how should we register an account correctly?

Just pay attention to the following three points:

1. Try to use one device, one card, and one account for your new account. Register with a 4G network. Do not use wifi or a network card. Otherwise, you may not be able to post your work or your video may not be suitable for public release.

2. Do not frequently switch between multiple accounts on the same mobile phone, and do not log in to multiple devices with one account;

3. After registration, skip all the natural settings, do not fill in any information, and then watch short videos first;

Step 3: Package the account

The account has been registered. Next, we need to package the account. The Douyin homepage is the first impression given to users. If the homepage is well designed, it can not only deepen the user's impression but also enhance the user's trust. Packaging your own account is essential to shaping your personal image.

1. Set a clear name and avatar

A good name is the beginning of success. How should we name our account? You can directly apply the following universal formula to yourself and design it according to your own personality characteristics and product characteristics.

The focus of naming is to make it easy to understand, remember, and spread, and to be related to our own positioning.

The avatar is not only the user's first impression of you, but also the logo and symbol of your personal brand. It makes users think of that symbol when they think of you, and this symbol is your IP positioning.

First of all, the account avatar should be determined according to your style. For example, if you are an expert account, we suggest you use personal portrait photos or life photos, which will be more friendly and create a stronger sense of trust. If your account is positioned in a certain vertical field, then the avatar should be related to your field.

If your account is a brand enterprise, it is recommended that you directly put the brand logo, which will also increase the brand exposure, and fans will have a more intuitive understanding of the account.

Principle: Make sure it is concise and clear, try to avoid partial or distant portraits, no cluttered scenes, and no animals. Avoid hard advertising and avoid national uniforms. The avatar should be related to the name and keep it consistent.

2. How to select the background image for Tik Tok?

The background image needs to match the color of the avatar and have a unified style with the entire subject. Secondly, the background image should be beautiful and recognizable, and convey professionalism.

The background image will be automatically compressed, and only part of the content below can be seen when you pull it down, so it is best to leave the information you want to express in the center of the background image. The size is as follows:

Fixed size: 1125*633 (pixels), upper part: size: 1125*395 (pixels), middle part (red area) size: 633*633 (pixels);

In addition, in addition to setting the background image size, we can roughly divide the background image styles into the following types. You can choose one to set below according to your own positioning.

3. How to write a profile for a Douyin account?

The introduction can be written according to the positioning of the account. It does not need to be too long, but it should make it clear: Who am I? What is the product? Why is it worth your trust? You can add the video update time or live broadcast time.

It should be noted that you should not include contact information, as well as sensitive words such as "Xin", "Shang", and "Q" in the profile of a newly registered account. Once the platform identifies them, the account weight may be reduced.

4. Binding information

Personal information such as gender, region, school, birthday, etc. should be as complete as possible. Complete personal information can increase the recommendation weight of the account. In addition, the mobile phone number must be bound, and the third-party account (QQ, Weibo, WeChat) must also be bound.

When binding devices, you should avoid using one device for multiple purposes, as this will easily lead to you being judged as a marketing account and having your rights downgraded. The most effective method is to adhere to the operating principle of "one person, one machine, one card".

Step 4: Create a micro-tag for your account in 3 days

First of all, we need to figure out why we need to maintain an account and what is the purpose of maintaining an account?

The purpose of maintaining an account is to let Tik Tok know that you are a real person, a very active real person, so that the system can label you with the "viewer" interest tag, form a network of relationships, and lay the foundation for subsequent accounts to become "creators."

Please note that you must not break the rules while maintaining the account. Do not copy, remix, or do marketing. Label with 100% accuracy. Do not be funny or entertaining. Only post product videos. Do not have likes and fans, only accurate shopping fans, and only post product scene videos.

Operation elements:

1. Watch Tik Tok videos and form interest tags. Brush your teeth for 90 minutes every day, split into different time periods, such as brushing in the morning and evening;

2. When a new account starts to use Douyin, it has no tags, and the system does not know what content to push to you. Therefore, you need to search for the product name or peer account in your category in the search box, tell the system what kind of content you like, and complete the formation of interest tags. If you open Douyin and it is already a video of the same category, you don’t need to search in the search box;

3. Then search for videos of your peers and make sure to watch them all, like them, comment on them, and follow them. If the video is being broadcast live, click in to watch it, stay for 3-5 minutes, interact on the screen, and like it.

While you are browsing, it is also a time for you to learn from your competitors. You can use a table to record the short videos and live broadcast rooms of your peers.

4. Browse the Douyin live broadcast room, follow your target users in the live broadcast room of the same peer account, and follow no more than 20 people a day. For example, find a user of the age group you want in his real-time online or fan group, and take the initiative to follow her.

Signs of a successful operation are: the account can frequently see live broadcast recommendations and can access popular live broadcast rooms with products sold.

Step 5: Open the showcase with 0 fans and get Blue V certification

1. Operation process of opening a showcase with 0 fans

First of all, the conditions for our Douyin account to apply for opening a showcase are:

Regular application process: "Three bars" in the upper right corner of the personal homepage - [Creator Service Center] - [Product Showcase]

step:

However, how do we activate a newly registered Douyin account with 0 followers?

Here you need to bind a Doudian. If you are a merchant, you can directly bind a Douyin account to activate the function when registering a small store. If you are a personal account and want to be an expert, and don’t want to wait until you have 1,000 fans, there are two quick ways. The first is to find a friend’s Doudian to bind it, or directly apply for an individual business license on Taobao to open a small store.

Steps to open the showcase with 0 fans:

Step 1: Enter the Douyin store page: https://fxg.jinritemai.com/

Step 2: Log in to the backend, find the channel management option in the store, and click Add a new binding account

Step 3: Select the Douyin account channel, verify and bind the Douyin account

Step 4: After the binding is successful, it will show that Douyin has been bound

Note: If the binding problem cannot be solved in the third step, you can solve it as follows!

Unbinding solution steps:

Step 5: How to display the Douyin showcase? (Open the Douyin app, search for "e-commerce assistant", and click on the entrance to apply.)

2. How to conduct Blue V certification?

You may be confused about whether to register a regular account or a blue V account. What is the difference between them?

First of all, let's talk about the difference between ordinary accounts and Blue V accounts. Blue V certification is for enterprises, which requires a business license for certification, while ordinary accounts are our personal accounts. From the perspective of traffic, the traffic weights of the two are the same. A new account also has a basic traffic of 200-500 at the beginning.

However, it will be easier for Blue V to pass the review for marketing content, and the platform will be more tolerant of Blue V accounts. For buyers, if you add a Blue V, the full name of the company will be displayed below the nickname, which can increase the buyer's trust. Blue V is suitable for offline stores, factories or companies, while ordinary accounts are suitable for experts.

So how do you activate Blue V?

Two methods:

Type 1: Regular 600 yuan paid certification operation path: Me > Three bars > Creator Service Center > Official certification > Enterprise certification > Start certification > Fill in information

The second method: If you have opened a feed account, you will have a free blue V account certification quota, path: Navigation bar-Tools-Bind account-Certify Douyin account-Free certification; many people don’t know that they can also get free certification here, and are cheated by service providers...

Compared with traditional e-commerce in the era of pictures and texts, the threshold for live streaming is higher. We cannot rely on single-handed efforts, but need teamwork. There are two main aspects to talk about: one is how to configure the team in the expert model, and the other is how to configure the team in the merchant model;

The expert model can be understood as having no source of goods, mainly helping merchants to bring goods, bringing goods from the selected alliance, which is more personal; while the merchant model is that they have their own products and brands, open a store on Douyin, and sell their own goods, which is more corporate;

1. Expert Mode

We are currently using this model. We earn commissions by selecting products and bringing goods to merchants. All after-sales services are handled by the manufacturer. You just need to sell. This model is suitable for friends who want to do Douyin live streaming. The minimum team configuration for the beginning cannot be less than two people, anchor + operation;

The picture below is a relatively mature team configuration for the expert mode, but it is for reference only. In the initial stage, it is recommended to start with two people, and then recruit people and configure according to your own situation.

2. Merchant model

In 2021, a large number of businesses will enter Douyin. Now everyone is talking about brand self-broadcasting. Indeed, this year will be a bonus period for businesses’ self-broadcasting.

From the perspective of gross profit structure, self-broadcasting does not require slot fees or commissions, so such a profit structure is healthier; from the perspective of control, the core of self-broadcasting is not to incubate talents, but to sell things, so the anchors are controllable and have a flow; from the long-term perspective of a closed loop, brand self-broadcasting can directly irrigate its own store DSR or its own Blue V matrix, which are its own assets, not someone else's.

Regarding the team configuration of the merchant model, bosses can refer to the following architecture diagram to build their own team (ps: click on the picture to enlarge it)

1. Novice merchants:

2. Development-oriented merchants:

3. Mature merchants:

4. Star team merchants:

03 Live broadcast room construction

I believe everyone is already familiar with the concept of people, goods and places. This part talks about venue construction. A good live broadcast room construction can improve the live broadcast effect by 300%, but do we need to build a luxurious live broadcast room specifically for live broadcast at the beginning?

You have to know that the live broadcast equipment and the decoration of the live broadcast room cost hundreds of thousands of dollars, and for a novice in the industry, the chance of being cheated is too high.

So for us novices, we must do what we can when setting up a live broadcast room. How should we set up a live broadcast room at low cost? It can be roughly divided into three aspects:

1. Environment selection and layout

The best environment for the live broadcast room is an independent, quiet space with sufficient area. You can choose the size according to the products you sell. For example, if you sell clothes, you may need a larger space, while if you sell home furnishings, a smaller space may be enough.

It can be your own office, a room at home, a cubicle in a store, or a rented venue outside... It is not recommended to live broadcast in places where there is noise interference around.

How to arrange the live broadcast room?

Before we purchase equipment, props, and decorate the live broadcast room, we need to make an overall plan for the live broadcast room. Different products require different live broadcast room scenes, so I suggest that you give priority to referring to the live broadcast room styles of your peers.

Several common live broadcast room display types:

There are several key points to note:

1. Background

The background of the live broadcast room should preferably be a solid color, but a large white wall is not recommended, because the lighting in our live broadcast room is relatively bright. If it is pure white, it is easy to reflect light, and the light shining directly on the wall will shine directly into the eyes of the audience, and people who watch your live broadcast for a long time will suffer from visual fatigue;

It is recommended that the color of the live broadcast background wall should be dark gray or light brown. Such colors will make the anchor stand out. You can buy wallpaper online, which is not expensive. Try not to put too many fancy things on the background wall, as it will give people a low-level feeling and easily distract users' attention. Of course, different backgrounds should be arranged according to different products sold, such as clothing, shoes, bags, snacks, etc.

2. Lighting

The lighting of the live broadcast must match the color of the background wall. The ceiling light is sufficient to illuminate the scene, and the left and right lights are responsible for increasing the three-dimensional sense of the characters and products. What kind of lighting configuration should be used depends on what products you sell. For example, round lights are softer and the light is more diffuse. If you don’t understand lighting equipment, it is recommended that you contact the Tmall store customer service directly and ask several stores.

If you own a physical store, you can usually just install a ceiling light and spotlights to illuminate the shelves. Most physical stores are already equipped with these lights, so there is no need to redecorate and spend money to install lights.

3. Props

Common props include: KT boards/curtains, shelves for displaying products, multiple mobile phones for anchors to watch interactive comments, or use for lucky draws;

Props for creating atmosphere include: small blackboard, stopwatch, calculator, drum, iPad or computer screen. The screen should be large enough to open the product or Taobao website to see the actual selling price, so that fans can compare.

Theme props: hangers for clothing, special field-shaped shelves for shoes and bags, round platforms for displaying clothes, and electric cookers for fresh snacks. You should be able to tell at a glance what you are selling.

4. Product arrangement in the live broadcast room

Regarding the arrangement and placement of products, since each category is different, it is recommended to refer to how your peers place them first.

For example: big brands of skin care products are placed in prominent positions so that fans can scramble for them; snacks are displayed in large quantities to make it look like there are abundant products and large portions; the factory’s direct display of inventory is at the back, indicating that it is really a factory and the price is guaranteed to be affordable; in physical stores, branded stores often display the brand logo.

2. Live broadcast equipment list

When you first start live streaming, the equipment doesn’t need to be too complicated. You only need these devices. There is no need to spend money on other things. There are two ways to live stream, one is to use a mobile phone, and the other is to use a computer.

Let’s talk about mobile live broadcast equipment first:

1. A mobile phone for live streaming. It is recommended to choose an iPhone 7 or above, or Huawei Mate series and P series. According to our tests, Apple phones have better clarity and can also be used to shoot videos. If you want to reduce costs, you can buy second-hand ones at Zhuan Zhuan or Xianyu. If you have a budget, it is recommended to buy directly from the official website.

2. Double-headed microphone. The main and secondary anchors each have a microphone, otherwise the anchor will be too far away from the phone, resulting in a low voice, which makes it difficult for the audience to hear clearly and a poor viewing experience. By the way, if you use an Apple phone, you will also need an adapter.

3. Mobile phone holder, beauty light. The mobile phone holder is usually connected to the beauty light, but there are also separate ones. There are stands that are placed on the table, and there are long stands that are placed on the ground. You can choose according to your live broadcast type. For example, if you are doing a semi-unmanned live broadcast, you can choose a short tabletop stand, and if you are doing a full-body live broadcast, you can choose a long one.

Computer live broadcast equipment list:

1. Camera. The camera is the device used to record videos in the live broadcast room and must meet at least three requirements: high definition, smooth operation, and low latency. This is the only way to present a more perfect picture during live broadcast. If you want a high-end product, choose Sony, and if you want a cost-effective product, use a Logitech camera.

2. Computer. If you don't know how to assemble a computer, you can just buy a branded computer. Configuration: Generally CPU i5 or above, preferably i7, 8G memory, independent graphics card and sound card, no other requirements.

3. Sound card + microphone. The sound card is mainly used to connect to the computer, so you can consult several companies for comparison.

Microphones are mainly divided into two types: condenser microphones and dynamic microphones. There is no need to distinguish the differences between the two in detail. Just remember: use condenser microphones indoors and dynamic microphones outdoors. Choose according to your own situation.

4. Mobile phone holder. There are many types of mobile phone holders, some are integrated with multiple positions (mobile phone + sound card + microphone + fill light), some are separate and independent, some are floor-standing, some are desktop, and so on. You can choose according to your needs, and the key considerations are stability and not taking up space.

5. Live lighting. A complete set of basic lighting equipment is generally composed of ambient light, main light, fill light and auxiliary background light. I have just mentioned the ambient light above, so I will not elaborate on it here. The main purpose is to make the entire live broadcast room bright, rather than just partially bright.

Then comes the equipment lights. It is recommended to use spherical lights as the main light source, because the light emitted by spherical lights is soft enough, and the color rendering index is preferably above 96%.

Fill light is usually used at a 45-degree angle from the side; it cannot be used directly or from behind. It is mainly to make the picture softer and the host's skin look shiny and delicate. Many live broadcast rooms now use circle fill lights specially designed for anchors, which can provide both fill light and soft light.

3. Live broadcast room debugging

1. First, before the broadcast, check whether there is sufficient light, whether the shadows are too obvious, whether there are too many dark corners, whether the angle is better, whether the model's figure is perfectly displayed, whether there is space for display of products, such as shoes, clothes, and cosmetics, whether the scene is in line with the style of the products sold, and whether the network upload speed is smooth.

2. Lighting techniques, three-point lighting: main light, background light, auxiliary light

Main light: directly in front of the subject, mainly used to illuminate the main subject of the scene and its surrounding areas

Auxiliary light: Increase the contrast between the light and dark layers of the subject

Background light: Increase the brightness of the background to highlight the subject and separate the subject from the background. General

The floodlight should be dim but not too bright, just to create a sense of depth between the background and the object;

Finally, let’s talk about a few common questions:

1. How to add showcase products using Juliangbaiying?

2. How to use Juliangbaiying to add products to the shopping cart in the live broadcast room?

3. How to view live broadcast data?

Mobile viewing path:

View path on PC:

4. How to set up before broadcasting?

5.Where can I distribute the lucky bags during the live broadcast?

Click "Play" below - Lucky Bag - Set up a Douyin red envelope or a physical lucky bag

6.Where can I send red envelopes during live broadcast?

congratulations! After reading this, please remember to like and leave a message to indicate that you have finished reading. I want to see how many people have read this long article in one breath. Just for your enthusiasm for learning, I want to get to know you, haha~

Okay, that’s all for this chapter. We’ve used nearly 8,000 words to explain the many key points and specific practical steps from account building to live broadcast room building. We hope that it will be of real help to you.

Finally, let me say one more thing: the situation of war is ever-changing, and the shape of water is ever-changing. Everything in this world is constantly developing and changing. The knowledge given to you in the article is dead, but people are alive. You must learn to apply what you have learned flexibly.

Author: A Tao and Chu Xin

Source: A Tao and Chu Xin (atcx011)