Practical explanation | Don’t you know how to use Tik Tok feed flow to attract traffic in your live broadcast room?

In this year of fear, disaster, and magic, a sudden epidemic has changed many people's consumption habits and accelerated the development of live streaming e-commerce. Now live streaming has become a must-win marketing place for businesses. Although live streaming is very popular, if there is no traffic, there will be no conversion. So how to get traffic in live streaming?

PART 01, FEED live streaming introduction

ByteDance has specially launched: Douyin's tool for attracting traffic to live broadcast rooms - FEED direct broadcast room, Douyin bidding advertising-live broadcast room traffic attraction, which is actually to display live broadcasts through Douyin accounts. The live broadcast room is more three-dimensional, vivid and rich in content presentation. Through real-time interaction between the anchor and the user on the scene, it can quickly provide users with effective information and stimulate user conversion or consumption.

Innovative creative forms

The innovative "FEED Direct Live Broadcast Room" format is launched to support real-time content in the native live broadcast room, which is directly presented as creative content in the FEED information flow. Customers do not need to produce additional short video materials. It supports self-service association and start and stop of the live broadcast room and advertising plan, which improves efficiency intelligently.

Upgrade conversion attribution

It has realized support for Douyin account promotion and product promotion, and supports bidding under multiple conversion goals. By connecting the live broadcast room content and the conversion attribution of the Douyin account homepage, customers can gain more live broadcast audiences, improve brand stickiness and user repurchase

Activate private domain traffic

After the native account capabilities are optimized, it can meet the various binding requirements of customers' advertising accounts and Douyin accounts, such as binding multiple accounts to one account, binding multiple accounts to one account, etc.

It can simultaneously drive traffic to the native live broadcast rooms of their corporate accounts/personal accounts/expert accounts, and realize the live broadcast marketing needs of multiple product lines, multiple dealers, and across stores and regions.

New live streaming marketing

Compared with the original Dou+ warm-up video, the user page of Douyin's large-screen single-column information flow has enhanced the effect of FEED flow in delivery and transmission. FEED also supports adding shopping cart components to achieve live selling, vertical native live broadcast room, more native product form and user interaction, and high stickiness.

Deep conversion model

It supports a variety of component styles and the setting of landing page links in the live broadcast room, bringing new live broadcast marketing capabilities to leads and downloads. Without entering the live broadcast room, you can directly generate enquiries/downloads in a short time, helping merchants achieve different promotion goals. Relying on the delivery model of the massive engine, it can obtain accurate traffic and make budget spending more reasonable.

PART 02. How to operate the live streaming room of Douyin feed

Feed stream live broadcast room traffic diversion is a paid way to obtain traffic, which can help e-commerce live broadcast rooms quickly bring in adaptive and accurate traffic, increase the popularity of the live broadcast room, and promote conversion into orders.

Here is a guide to account building and delivery operations:

1. Account Binding

Advertising accounts support online binding of multiple types of Douyin accounts, including certified corporate accounts, ordinary corporate accounts, and personal accounts . Live streaming only supports the selection of bound Douyin accounts. Enter your mobile phone number and SMS verification code, click Get Douyin account type and verify qualification consistency:

If the entered TikTok account type is identified as an enterprise account (certified enterprise account/ordinary enterprise account)

If the account has the same qualifications as the advertising account: Direct binding allows you to enjoy more homepage conversion benefits when placing ads;

If the qualifications of the entity are different from those of the advertising account: you need to go to the [Authentication Center] to upload the corresponding qualifications, and binding is supported after meeting the qualification requirements;

If your TikTok account type is identified as a personal account

Free upgrade to ordinary enterprise account: After the upgrade is completed, the nickname of the Douyin account will be changed to the company name. The nickname can be modified by yourself in the Douyin client and can be changed after approval. After upgrading, you can enjoy the benefits of ordinary enterprise accounts;

Choose to keep personal account binding: You need to go to the [Certification Center] to upload the corresponding qualifications, and binding is supported after meeting the qualification requirements;

Benefits: Each advertising account can only enjoy one opportunity to upgrade the bound Douyin account to a certified enterprise account for free through the Bytedance platform. You can choose "Upgrade" to a certified enterprise account through the bound ordinary enterprise account, or you can choose [Certified Douyin Enterprise Account] to directly upgrade from a personal account to a certified enterprise account.

2. Plan construction

（1）Create an ad group

Select "Promotion Purpose", and select "Product Promotion" or "TikTok Account Promotion" as the promotion purpose.

(2) Build an advertising plan

Set the "delivery scope", "delivery target" and "delivery content"

Delivery range: Only when the delivery range is set to "Default" can live streaming be delivered

You can choose the delivery target:

Conversion volume: supports ocpm or cpa billing, and will be optimized according to the conversion target

Clicks: Pay per click, but not optimized for conversion goals

Display volume: Live streaming is not supported

Content: Select "Live Broadcast Room"

Sign the "Live Broadcast Room Traffic Diversion Commitment Letter"

When the delivery content is set to "After the live broadcast room", when you enter the unsigned commitment letter for the first time, click "Sign Now" in the prompt bar below, and the "Live Broadcast Room Traffic Commitment Letter" will pop up. Check "I have read and agree to the above rules" and click "Confirm" to sign successfully.

[Note]: If you have not signed the "Live Broadcast Room Traffic Commitment Letter", you will not be able to place an ad.

The live broadcast link can only be released after signing the "Live Broadcast Room Traffic Commitment Letter".

Associate "Promote TikTok Account"

Promote TikTok account: You can only select the bound TikTok account. If you have not bound your ad account to your TikTok account before, please click the "Link TikTok Account" button on the right, follow the steps to bind your TikTok account first, and then select the corresponding TikTok account.

Set the "Conversion Goal" and select "Live Broadcast Room Views" as the conversion goal;

(3) Edit advertising creatives

Live broadcast advertising creative forms are divided into two types: "advertising creativity" and "live broadcast creativity".

Advertising creativity :

That is, the short video live broadcast room style. After selecting "Ad Creative", you can upload it according to the regular creative production method of short video traffic diversion, as shown in the following figure:

Live broadcast creativity :

That is, the FEED direct broadcast room style. If you select "Live Broadcast Creative" as the creative form, there is no need to upload creative materials.

3. Data Analysis

Click on “Promote” – click on “Customize Columns”

Check: Number of views in the live broadcast room, Number of followers in the live broadcast room, Number of shopping cart views in the live broadcast room, Number of orders in the live broadcast room, and Amount of orders in the live broadcast room, click "Apply", and then you can view the corresponding live broadcast traffic data.

PART 03. Supplementary Notes

1. E-commerce live streaming advertising style

You can launch a direct live broadcast room or a short video live broadcast room according to your needs. The former is suitable for customers with sufficient live broadcast experience. The anchor can adjust the content in real time based on customer feedback. The short video live broadcast room is suitable for customers who have completed the production of advertising materials. It is recommended that the budget can be allocated at a ratio of 3:1. If you launch a short video live broadcast room, you should build a plan at least half a day in advance and approve it in advance.

2. Live broadcast room traffic diversion advertising display style

3. FAQs about FEED flow

Q： What does the weight of the live broadcast room depend on? Where is the heating cost of the live broadcast room reflected?

A: The weight of the live broadcast depends on the popularity of the live broadcast room: it is subdivided into gifts, number of people online, barrage, likes, and length of stay. There are too many cost-determining factors, which can be roughly divided into: traffic level, popularity of the live broadcast room, and operating skills.

Q: Can the windmill appear directly in the live broadcast after the enterprise account is successfully configured?

A: No, you need to "upload" the live component during the live broadcast to complete it;

Q: Is it appropriate to release FEED all at once or in multiple batches?

A: FEED delivery will also have a testing period and a warm-up period, and adjustments can be made based on changes in data during the live broadcast.

Q: What will happen if the ad delivery plan is to deliver ads during the non-live broadcast time of the enterprise account?

A: The plan of the FEED direct broadcast room will be linked to the opening or suspension of the live broadcast room;

Q: If the number of fans is required to be more than 100,000, new accounts cannot participate in the campaign?

A: New accounts can participate in the campaign but they must have an account with 100,000 followers to report it. New accounts will affect the conversion rate unless there is a very good live broadcast script.

Q: Can an enterprise account be configured with multiple live broadcast components?

A: You can configure multiple live broadcast components and they need to be launched in rotation. However, if you use the bidding FEED direct broadcast room (conversion goal: component click) to attract traffic, please pay special attention that when you change another live broadcast component, the associated plan will be suspended. When another live broadcast component is launched, the plan will be automatically started.

Q: If you want to make conversions in the live broadcast room, which promotion target is more suitable?

A: Choose to watch or stay, the conversion cost is low and the advertisement is easier to increase sales.

Q: Why does the sales of new accounts affect conversion rate?

A: The retention rate and bounce rate of new accounts are too high. If you have basic fans, you need a vertical marketing account as a foundation to better generate natural traffic and conversions.

The above is a basic introduction to the direct feed streaming to the live broadcast room and a specific operation guide for delivery, so that everyone can have an understanding. Of course, the specific situation still needs to be analyzed specifically and judged according to the data. After all, it is also a bidding-type traffic-generating advertisement, and everything is based on spending money to buy traffic. In this fiercely competitive live broadcast with goods, you need to have sufficient investment budget to grab more traffic, but don’t invest money blindly. You must also pay attention to your own product categories and the ability of the anchor, as well as the ability to operate the live broadcast room. Comprehensive assistance can achieve good results, so cherish it!

Author: Aiqi SEM

Source: Aichi SEM (CMOcollege)