A practical example of setting up FEED for Douyin live broadcast room. Do you want to learn it?

In May, ByteDance launched the FEED direct live broadcast product.

With the popularity of Douyin live broadcast , the gameplay of FEED direct investment live broadcast room has become hot, so what is Douyin-live broadcast room drainage?

Nowadays, watching live broadcasts has become one of people's entertainment methods. As a native content form, live broadcasts are an interactive scenario for users other than videos. Compared with videos, they have more interactive advantages. In terms of user experience, live broadcasts are more three-dimensional in form, more vivid in content, and more natural in business guidance.

Live streaming is a business strategy in which various businesses open live streaming rooms on Douyin to improve their ability to acquire and convert traffic, aiming to improve the efficiency and effectiveness of advertising.

Next, let’s learn how to create a Douyin live broadcast room to attract traffic.

1. Create a plan

01. Select "Promotion Purpose"

Douyin-Live Room Traffic currently supports two promotional purposes: "Douyin Account Promotion" and "Product Promotion". Depending on the account type, the range of options for promotion purposes varies. As shown in the figure below, the promotion purpose under the Luban account can be selected as "Tik Tok Account Promotion" or "Product Promotion".

There are seven promotional targets that non-Luban accounts can choose from, among which the "TikTok account promotion" purpose supports the use of live broadcast rooms to attract traffic.

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

When the delivery scope is set to "Default" and the delivery target is set to "Conversion Volume" or "Click Volume", the "Live Room" button will be displayed in the delivery content settings below. If the "Live Room" button is not displayed, you can contact sales to apply.

03. Step 3: Sign the "Live Broadcast Room Traffic Attraction Commitment Letter"

The delivery content is set to "Live Broadcast Room". When you enter for the first time without signing the commitment letter, click "Sign Now" in the prompt bar below. 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".

04. Link "Promote TikTok Account"

Click the drop-down button of "Promote TikTok Account" and select the TikTok account to associate. 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.

05. Set conversion goals

Depending on the purpose of promotion, the selection range of conversion goals is different. As shown in the figure below, under the purpose of "Product Promotion", the conversion goal only has one option: "Live Broadcast Room Viewing";

Under the purpose of "Promoting Douyin Account", there are five conversion goal options, namely: "Live broadcast room viewing", "Live broadcast room stay", "Live broadcast room product button click", "Live broadcast room reward" and "Fans growth".

2. Editing creativity

Douyin-The creative forms of attracting traffic to the live broadcast room are divided into two types: "advertising creativity" and "live broadcast creativity". After selecting "Ad Creative", you can upload it according to the regular creative production format of short video traffic diversion, as shown below:

If you select "Live Creative" as the creative format, you need to upload creative materials.

So how to manage traffic in Douyin live broadcast room?

• Status linkage

In the process of managing Douyin live broadcast room traffic, you need to pay special attention to the status display of plans and creativity, and add a new status of "associated live broadcast room not broadcasting yet". When the conditions of plan delivery being turned on and live broadcasting starting are met at the same time, the plan is in normal state, otherwise the plan associated with it is not delivered.

Author: Houchang College

Source: Houchang College