2022 Douyin Brand Live Streaming Traffic Strategy

This is the "evolution" of Douyin live streaming. It is another iteration and growth of my personal cognition, and also the experience results and trend judgments of our latest practices.

During the epidemic, we provide the latest suggestions on Douyin brand live streaming . Please use them according to your own situation.

1. How to operate Douyin brand live broadcast room in 2022? Break the circle and copy each other!

There are three ways to sell goods through live streaming on Douyin. One is to use a brand live streaming room, one is to use an expert live streaming room, and the other is to do a pure traffic-based sales business, which has neither a personal image nor a brand.

Among these three types of businesses, the first one is generally recognized as having a good hand of cards, but playing it badly. In last year’s popular article, “【10,000-word long article】TikTok brand self-broadcasting has been a lonely thing this year! 》Analyzed some reasons.

White-label live broadcast rooms are mixed in the second and third categories. Some white-label live broadcast rooms are promoted by a specific expert, while others are sold out through traffic operations.

As for the fact that brands cannot compete with white-label products and experts, let’s break down the reasons.

First, let’s analyze the characteristics of the brand live broadcast room:

Focus on marketing, matrix and delivery.

Let’s take a look at the characteristics of the expert/white label live broadcast room:

Focus on character setting, reorganization of products, and content.

After writing these two lines, the answer is clear.

Which live broadcast room can arouse users' interest? Of course, it is the live broadcast room with rich and interesting content, unique characters, and bottomless SKUs.

In contrast, most brand live broadcast rooms have a single gameplay, monotonous products, and mechanical repetition by anchors, which makes the difference obvious.

What we mean is that if a brand spends a lot of time trying to get users to stay and stay by putting some products from other brands that users are interested in into lucky bags for a raffle, then we should stop doing interest-based e-commerce and focus on shelf-based e-commerce to lose less money.

As DPs, we hope that brand live streaming rooms will prosper and the entire ecosystem will flourish, but how can we save brand live streaming rooms that cannot raise their various rates?

The answer has actually been written into the genes of TikTok's hit products, and it's just one word: copy!

Those who started selling products through short videos in the early days are well aware of the essence of how Douyin makes money, which is to directly copy the hot products on the entire Internet, or to put it nicely, to remake them. Douyin uses algorithm voting to continuously encourage similar hits one after another, and then abandons the previous hit in a very short time and continues to chase the next hit.

The algorithm has not changed in four years.

The same principle applies to live broadcast rooms. How will Douyin brand live broadcast rooms operate in 2022? Break the circle and copy each other!

If you can’t even do an open-book exam, you can consider doing a PDD live broadcast. (All kidding aside, I’ll write about PDD’s live streaming opportunities another day.)

We copy what the white-brand and expert live broadcast rooms have, and we learn what the white-brand and expert live broadcast rooms are good at.

I'll just give you a few points to copy:

1. The integrated store sends out a wave of super lucky bags every 15 minutes, which contain various attractive gadgets. The store that sells beauty products gives away beauty devices and makeup mirrors, while the store that sells women's clothing gives away sun hats and sunscreen. Don’t be afraid of losing money. Only 4 are sent out in an hour. The cost is well controlled, less than 100 yuan per hour. The stay time can be extended from 40 seconds to one and a half minutes, which is much cheaper than buying water army in the live broadcast room.
2. When you create a personal character in the live broadcast room, who are you, why do others believe you, and why can you represent a group of people? This is not a trust issue that can be solved by a simple anchor.
3. Try changing from camera + green screen to mobile phone face-to-face live broadcast plus native scene. To be honest, the same old green screen background + unremarkable store broadcast is simply the standard configuration of the bottom-ranked brand live broadcast rooms.
4. From a single hot-selling cycle to continuous orders in the live broadcast room, and by doing a full gift package, the average order value, GPM and ROI will all double.
5. Prepare a nine-square grid warm-up short video every day, copy the hot items, and increase the quantity, and post it to the account homepage 2-3 hours before the broadcast.
6. More than 70% of the delivery plans are short videos that drive traffic to live broadcast rooms. Once a hit is identified, all the benefits of this wave of templates will be fully reaped.
7. Record the content of the top live broadcast room in the same category one hour before the start of the show, then put it into Feishu Miaoji and convert it into copywriting simultaneously, extract the golden sentences and integrate them into your own product sales pitch. What is a golden sentence? You will never forget the words you hear once, and you don’t even need to memorize them deliberately. I have asked my colleagues to record all the content in the top beauty and skincare live broadcast rooms, and break them down for digestion and research.

8. Operate the Douyin fan club, build up the Douyin private domain, set up tiered gifting and group joining, so that users cannot leave once they come in.

…

Why is it wrong to copy all the good things from others?

Let me tell you, we have tried this method ourselves and increased the daily sales of a brand live broadcast room with 2,000 to nearly 100,000 in 7 days. Whoever copies first will benefit first. When everyone knows how to do it, new methods will emerge.

Are these methods effective? I actually don't think it's that impressive, because these are just techniques, and you can master them through learning and imitating once you are subjectively willing to see them. Yes, some people simply don't want to see it.

But selling goods and building a brand are completely different things. In many live broadcast rooms, no matter how much goods you sell, no one will recognize you as a brand.

What is a brand? It is the user mind built up through high-saturation exposure to people with the same label and accumulated transactions. It is the 5A population asset in the cloud map, the expert link in the star map, the long-term user value in Qianchuan, the 4.9+ reputation score and store experience score for bringing goods, a frequent visitor to the major top and mid-level live broadcast rooms, a matrix number that can be operated and replicated in a differentiated manner, a friend of time, and the rising stocks and valuations of the capital market.

These are things that white-label products will never learn. So brand copying of white-label products is an absolute dimensionality reduction attack. Do you understand?

In addition, this year there have been various crackdowns on inferior white-label products from the national and platform policies, so I won’t say much.

This year, our website will broadcast its own brand video on Douyin.

2. There is no threshold for operating Douyin.

What do you think is the ultimate challenge in Douyin live streaming?

Some say operations, some say capital, some say products, and some say management.

What you said is all correct, but as long as you are in the business of selling goods in China, none of the above is necessary.

So where is the real differentiated competitive advantage between selling products on Douyin and selling products on other channels?

This is a question I have been thinking about. I will use my latest understanding to tell you that the ultimate challenge of Douyin live streaming is [creativity].

How to understand it? Let’s go back to the starting point: Douyin is a short video and live streaming content platform, and Douyin e-commerce is interest-based e-commerce.

Everyone can understand the content of short videos, but what is the content of the live broadcast room?

The content of the live broadcast room is full of creative and interesting scenes. Beautiful, real, curious, shocking, and original are all the content itself.

The content of the live broadcast room is a professional plot design and a closely coordinated atmosphere creation. It can be divided into positive and negative. What was exposed on 315 is negative, so don’t confuse them.

When you understand this, you will understand why in Tik Tok's algorithm recommendation, CTR (exposure click rate) and user stay time are both very important dynamic evaluation indicators, because it starts from the origin and directly determines whether your content can arouse the user's interest, and then decides whether to continue to recommend traffic to you.

Since it is so important to arouse users' interest and keep their attention for a few more seconds, who can be competent for this position and role?

Is it the live broadcast room operator who always talks about "mismatch between people, goods and venue"? Are you the veteran driver who puts [all investments maxed out at 999]? You will find that in the live streaming e-commerce industry, there is no ready-made position corresponding to such important creative work.

Where are these people? In traditional 4A companies and traditional film and television content production companies, they work all night long to design, create and optimize offline sets and variety shows in order to make them look better.

So here comes the conclusion -

There is no threshold for operating Douyin, creativity is the real threshold. In the real content-driven era, we must first solve the traffic width and then improve the traffic efficiency. The future of live streaming will definitely be an era of creativity-driven algorithm recommendations.

Tik Tok is so popular that the talents it needs are all from different fields. I can tell you that our company's creative department has been expanding in the past two months because I believe in this judgment. Using creativity to drive content traffic, selling goods and making money will come naturally.

3. Intuition is a science that accumulates over time.

I recently read the book "Detailed Talk: Du Guoying".

I agree with this sentence: Intuition is a science that is accumulated over time.

How do you understand this sentence? Many times, when the core team and I were setting up a live broadcast room, a series of settings such as the product mix, pricing, process, target audience, etc. of the live broadcast room were finalized during discussions and chats.

Some customers may ask, what is the basis for your product assembly? What data research did you do? Let’s share it together.

Actually, I really want to say that I decided it on the spur of the moment.

Why do we make decisions based on our intuition? Because we have experienced too many live broadcast rooms. These things are all feelings. It is not metaphysics. It is both intuition and feel.

How to get intuition and feel? Get involved yourself, get closer to traffic, closer to users, closer to changes.

Before becoming a DP, my partner and I personally organized products and sold them on more than 200 live broadcasts on Douyin. When I realized that I would never be a top celebrity like Zhu Guagua, I gave up my dream of becoming a big V and became a Douyin DP, helping brands run live broadcasts.

Even now, when I face the rise of important clients, I will still be on stage to control the venue, do planning and operations, and even be the anchor.

Do I have nothing else to do? Of course not, but I think it is important to keep my touch. When I didn’t know how to save a live broadcast room, my partner and I would do it ourselves, and we would find a lot of problems.

So, the conclusion is -

1. There is no live broadcast room that cannot be run, there are only people who don’t put in the effort and can’t find the feeling.

2. Each live broadcast team must have a "pioneer team" responsible for "getting the feel" in the early stages of the account cold start.

3. To do a good job in the live broadcast room, you need to continuously invest enough time and energy.

Therefore, before the right person is found, the unlimited expansion of the live broadcast room is a false proposition, because people’s thoughts and energy are limited.

This realization directly guides our company's strategy this year: invest enough energy on a limited number of important and worthwhile customers.

I would also like to advise all the bosses who want to do a good job in Douyin live streaming to either do it yourself or let core staff do it yourself. Don't just watch and don't be an outsider. It is very important to maintain your intuition and feel.

4. Use traffic structure to distinguish matrix accounts.

Let’s continue talking about the topic of Matrix numbers. As a DP, you will frequently come across brands asking you to create a matrix account.

There are two directions for making matrix numbers:

1. Use different numbers to harvest customers with the same label. There is actually nothing wrong with this. When the user tags are broad enough, the population is large enough, and the product scale is large enough, the harvesting speed of a single account is limited, so opening a matrix account can increase the total amount.
2. Use different accounts to harvest different users. This is what I have always said about using differentiated product groups to harvest differentiated user circles.

So the question is, in fact, the product depth of many brands is not enough to support their strategy of differentiated user circles, and the matrix number is a complete fallacy.

For example, if you are selling a universal hot-selling product, your target user group is actually very broad. You insist on dividing the group into different groups, but you do not have the ability to create differentiated creative content for the divided groups. In the end, the Matrix account becomes a hodgepodge, or becomes the first type.

The first one is not bad, but the most worrying thing is that the two accounts will compete with each other for traffic, and the fans will be shared, so 1+1<2.

When it comes to creating a matrix account, people are generally used to using products or prices to differentiate between groups of people. But I think sometimes the price range cannot fully represent the target population.

For example, during Double 11 and Big Day, the customer orders and user conversion rates in our live broadcast room were higher. Is it because we attracted users with stronger purchasing power? Obviously not, but because we have put together more cost-effective gift packages, creating a stockpiling mentality, allowing users to spend more money to buy products with lower unit prices. These users may be the ones who are sensitive to price, but you cannot attribute this to them based solely on the average order value.

So I think that many times seemingly correct theories can easily lead people to follow blindly. We have recently explored a different idea for Matrix Account - using traffic structure to distinguish live broadcast rooms.

Live broadcast room A adopts the conventional payment model, focusing on ROI and targeting precise audiences.

Live broadcast room B uses the natural traffic model by creating creative content, first increasing the traffic width and then screening the precise audience.

C live broadcast room adopts the short video sales model, selling items priced under 100 yuan with low customer orders and good conversion rates, and will start broadcasting again after the video goes viral.

The advantage of doing this with the matrix number is that, from the perspective of traffic structure, what is actually done is incremental, and no one can replace anyone else.

5. There is no more information gap on Douyin.

The last thing I want to tell you is that Qianchuan has just launched a live broadcast hosting and transaction stabilization function.

In simple terms, Douyin has launched an almost automated delivery product, which is currently in the open beta test stage. It will automatically help you build plans, change bids and optimize delivery models while you are live streaming.

We tried it out for a few days, and he felt like he was going to lose his job.

This tool allows you to almost not have to worry about anything and leave the traffic to Douyin. You can just focus on the people, goods, and short video content and spend your energy on what is truly worthwhile.

What does the saying "If you bloom, butterflies will come" mean? This should be what it means.

Therefore, there is no information gap, no opportunism, no operational threshold, and there is no job that cannot be replaced by the system, except [creativity] itself.

Those who can read this article now will really make a lot of money this year.