Is the traffic in Douyin live broadcast room low? Try these tips!

The absence of anyone in the live broadcast room is probably the biggest problem that bothers 99% of the anchors.

There will be no conversion if there is no one. The key point is that when there is no one in the live broadcast room, the host’s mood will also be greatly affected.

Today's article is full of practical information and is of great value. This is also a summary of our experience and insights from six months of live streaming sales on Douyin .

It is mainly divided into three parts:

Analysis of factors affecting live broadcast room popularity;

Practical skills to increase the popularity of live broadcast rooms;

How should an excellent anchor help the live broadcast?

1. Analysis of the factors that affect the number of people online in the live broadcast room

Where does the live broadcast traffic come from?

In the article "Popular Recommendation Rules on Douyin Live", we introduced in detail the sources of traffic in the live broadcast room. Let's sort it out:

Only after you understand the sources of traffic to your live broadcast room, can you break them down one by one in a targeted manner and increase the traffic to your live broadcast room in a targeted way. This is what we often say, knowing the truth and the reason behind it.

Today we will mainly talk about the order of live broadcast products, the anchor's ability to retain fans, and how to increase the popularity of the live broadcast room.

1. Product order

The product order refers to which product will be broadcast first and which product will be broadcast later during the live broadcast. How do product combinations attract strong customers?

Many people don’t know that the order of products actually has a huge impact on the online popularity and traffic of the live broadcast room.

Many novice anchors or live broadcast operators will take it for granted that they can just put all the products in the display window on the live broadcast room and introduce whatever they want to sell.

But in fact, the audience in the live broadcast room is very picky. In an offline store, it takes at least several minutes for a customer to enter the store and leave.

But in fact, it may only take a few seconds for people to enter and leave the live broadcast room. If the host has poor control over the situation and the product benefits and discounts are not attractive, users may leave within 2 seconds after entering.

Therefore, the order of products and the host’s ability to attract fans are very important.

We will talk about the anchor's ability to attract fans later. Let's talk about the order of products first. You can take a look at the table below:

When the show just starts, I suggest that everyone warm up the audience and interact with each other. Just introduce some of today’s welfare activities and flash sale products to fans. For example, today there are flash sales at the hour, free orders, buy one get one free, etc.

If you are not sure about the design of specific live broadcast room welfare activities in the early stage, you can watch other big anchors in the same industry, whose live broadcast rooms are popular and have high conversion rates (check through live broadcast data analysis tools), and follow their example and learn from excellent peers.

Then, at the beginning of the live broadcast , fan benefits are distributed, such as the most common fan-attracting product combination . For example, the following:

Don’t think that products that attract traffic are just losing money to gain publicity. In fact, the source prices of many products are very low. For example, the product prices of several supply chains we have contacted recently are lower than those on Taobao or even Alibaba.

Of course, the prerequisite is that you have this channel, or you are a manufacturer, distributor, or channel merchant, otherwise there will be no profit.

So some fan-pampering products seem to be for the purpose of pampering fans and attracting traffic, but they are actually still profitable. Moreover, the fan-favoring products, in addition to retaining people entering the live broadcast room, can also bring sales to our subsequent profitable products.

This is why there are many live broadcasts on Douyin with products at terribly low prices, a pair of high heels for 19.9 including shipping, a high-end imitation brand bag for 29.9 including shipping…

In addition to the fan-pampering money, the next is the profit money. Profit items are easy to understand, they are products with high profits.

But one thing I must remind you is that your profit-making products and fan-favoring products must be related, so that the anchor can successfully transition from fan-favoring products to profit-making products.

In addition to the regular fan-favoring and profit-making products, you can also take a few products with an original price of 100+ or ​​200+ and set them to 59 yuan or 49 yuan with free shipping at the top of the hour to boost popularity and increase the activity of the live broadcast room. Such activities are very meaningful for retaining fans and getting new fans to make transactions.

Pamper fans + profit, pamper fans + profit... this is the order of the products for live streaming.

This is also a very valuable operational skill that we have summarized from the past six months of live streaming sales practice.

Because an audience will not stay in your live broadcast room for too long. According to Douyin's big data, the average stay time in the live broadcast room of ordinary anchors is less than 1 minute, and the average stay time in the live broadcast room of big anchors such as Zhu Guagua and Luo Yonghao is less than 10 minutes.

What does this data show?

This means that when we introduce a product in the live broadcast room, the introduction time should not exceed 10 minutes. Don’t spend dozens of minutes introducing a product in a long speech, as this will waste a lot of traffic.

2. Delivery Capability

For example, dou+ and feed flow, the placement is not about blindly spending money, but about using methods and techniques to make a small investment for a big return and maximize ROI.

That is, we must grasp two principles when launching:

(1) Progressive and comparative placement to calculate ROI;

For example, you can first invest 200 yuan, then 500 yuan, and then 1,000 yuan, and continue to invest in this way, calculating the ROI of each investment.

You also need to compare the popularity conversion of the live broadcast room before and after the launch. You can't just invest and ignore the data analysis. That's not allowed.

(2) Targeted production and distribution of short videos

Sometimes we can heat up the live broadcast room by playing short videos . It is best if the short video is related to the products sold in the live broadcast room, so that conversion will be easier.

Try not to shoot videos that have nothing to do with the product and are just for the purpose of becoming popular entertainment content. Such videos will not have much effect on live broadcast conversions, and even if they enter the live broadcast room, they will not be accurate.

3. The launch cycle covers the sales period of fan-favoring products

Because according to our practical experience in investment, if you don’t have much money to invest in the early stage, remember one thing: the less money and the shorter the investment time, the better the effect will be.

For example, if you invested 500 or 600 yuan, and the investment time is 4 hours in the afternoon, the anchor may not feel that anyone has entered the live broadcast room during the live broadcast. But if you invest three or four hundred in a new anchor's live broadcast room for half an hour, he will clearly feel the traffic coming in.

4. The anchor’s ability to attract fans

We often talk about live streaming that involves people, goods, and venues. In a narrow sense, people refer to the hosts of the live broadcast room. If we were to categorize the hosts' professional abilities into different levels, excellent hosts would definitely have a stronger ability to attract fans and sell goods than just qualified hosts.

For example, if your advertising is good, but your anchor cannot sell anything, and his speech skills and ability to control the situation are not very good, then the traffic from this advertising will be wasted.

Therefore, the training of the anchor is also very important, including the anchor’s personal personality, the anchor’s sales speech, the anchor’s ability to control the situation, etc.

How to be a sticky anchor?

When there are not many people in the live broadcast room, the anchor needs to have great patience and passion to drive the atmosphere of the live broadcast room. The following methods are also commonly used when we cultivate anchors, which are very useful for novices:

Zero online/low online : Read the audience names one by one.

Because people are social animals, when they hear someone calling their name, they may want to exit the live broadcast room, but when they hear you calling their name, they will think about watching it again and bringing it along for a while~

Maintaining the minimum amount of red envelopes in the live broadcast room: Remember, the more red envelopes you give out, the better, but you should always have some. For example, if you send a red envelope every 5 minutes, 20 Douyin coins are only 2 yuan.

It takes 5 minutes to send one, and it only costs 20 to 30 yuan an hour. This money is small, but it is of great significance for maintaining the popularity of the live broadcast room and increasing user retention in the live broadcast room. Because people are like this, they want to stay a little longer just for the red envelope.

Active fan club: all your questions will be answered and VIP treatment will be provided.

Because the fans in the fan club have spent money to follow you, they are very accurate users. Since you have spent money, no matter how much, you should give them VIP treatment and feeling, and pay more attention to them.

2. Practical techniques to increase the popularity of live broadcast rooms

1. Live studio environment: first impression ensures audience retention

Take the following live broadcast room as an example:

The realistic environment can increase the trust endorsement of the live broadcast; the shelf layout behind it has a sense of scene.

2. Use beauty filters moderately during live broadcasts

There is no need to say much about beauty filters, everyone yearns for beauty. Here is a reminder for the anchors who sell clothes: those who sell clothes should not use too strong filters, because filters will make the color difference of clothes bigger. Then fans will feel that what they buy is different from what is shown in the live broadcast, and customer complaints will increase.

3. Use background stickers

It is recommended that the sticker content include half-price promotion at every hour of the live broadcast room, reminder of the start time of the broadcast, etc. With these official tools, there is no need to post PPT-style notices in the live broadcast room.

4. Common techniques for maintaining atmosphere during live broadcasts

4. How should an excellent anchor assist in live streaming?

Because in the process of incubating anchors, there are indeed many problems in the area of ​​anchor training. People’s mentality is actually the most difficult to control, but for the sake of live broadcast effects, we must find ways to control it.

We have met many people who have not officially started broadcasting, but have started to crash after a few days of trial broadcasting. "Oh, I broadcasted for half an hour and no one listened, and I broadcasted for two hours and no one listened." "I don't want to broadcast anymore."...

This kind of mentality is not okay. Live streaming is like a marathon, with sprints and rhythm adjustments. It is not a 100-meter race. The process is relatively long.

Here I would like to share with you a roadmap for our incubation of live streamers:

What should be the mentality of a qualified anchor when broadcasting live?

(1) When no one is online, you can still maintain excitement and passion;

(2) When the number of people drops dramatically , performance/emotion is not affected;

(3) When the number of followers suddenly increases, don’t get too excited; but think of countermeasures immediately. For example, if the number of followers suddenly increases, should you provide benefits or pamper your fans?

(4) Long live broadcast, reasonable rhythm, Zhang Zhidao

Key points for an excellent anchor's psychological construction:

1. Be confident in your product: My products are invincible and explosive; (Note: Do not use advertising extreme words such as first, national level, well-known trademark, etc., as they can easily lead to account suspension.)

2. Service confidence: for example, 7-day unconditional return and exchange, genuine product guarantee, best cost-effectiveness, excellent quality, etc.;

3. Emotional confidence: Because the anchor conveys a kind of emotion, this emotion can directly affect the fans' activity and length of stay.

When broadcasting live, you must ensure that your voice is absolutely clear and your expression is positive. Moreover, the positive tone and attitude of the live broadcast are also very contagious. Just look at Viya and Li Jiaqi and you will know.

The above are some relatively simple solutions to low traffic in the live broadcast room that I shared with you today.

Author: Doushang Commune

Source: Doushang Commune