E-commerce live streaming not only boosted consumption after the epidemic, but also opened up a new sales channel for merchants and enterprises. On the other hand, e-commerce live streaming has also expanded the brand voice of some offline brands and traditional enterprises, accelerating the speed of "going out of the circle".

E-commerce live streaming, which is becoming more and more promising, has also welcomed more people to join with an open attitude this year.

Many anchors or merchants may encounter traffic confusion when they start broadcasting. Therefore, today’s article is about the "traffic" of the live broadcast room.

Common causes of low traffic

Many anchors may have a confusion when they start live streaming, that is, they have been working very hard, but why the traffic in the live broadcast room is still very low .

The weight allocated to a new live broadcast is actually relatively small. Only by broadcasting stably for a long time, gradually accumulating fans, and improving the data can the weight of the live broadcast room be gradually increased .

Another thing is that new anchors may not be very clear about the gameplay and mechanisms of the platform, and may not be very familiar with the launched activities. If there is no institution to support it, it will be difficult to actively participate in some new policies or traffic support.

For example, the 618 event that just ended on various platforms, this S-level promotion event directly drained the traffic of most novice anchors. Without an organization to carefully prepare for the anchor, it is indeed difficult for an individual to make any progress within a certain period of time.

In addition, institutions often control most of the resources , such as investment promotion and product selection, and supply chain.

However, the most important reason behind solving the traffic problem ultimately comes from the accumulation of traffic , which will be discussed in detail below.

Accumulation of private domain traffic

Private domain traffic is actually one’s own fixed fans. If the traffic in the live broadcast room is extremely unstable over a period of time, it is very likely because the private domain traffic is relatively small and it is entirely supported by the large-scale traffic . So when the overall market traffic is sluggish, the traffic in the live broadcast room will naturally drop sharply.

To put it bluntly, private domain traffic means having a group of loyal fans of your own and carefully maintaining them.

On short video platforms like Tik Tok or Kuaishou, constantly producing content and actively refreshing it on a daily basis is the type that fans prefer.

For example, Luo Yonghao’s current relatively stable broadcast frequency is one show per week. However, on days when he is not broadcasting live, Luo Yonghao will continue to publish short video content to accumulate fans.

Although some of the short video contents are soft advertisements, they have been carefully designed by Lao Luo's team. Even though they are soft advertisements, they still received a lot of likes from fans and passers-by. Over time, private domain fans become more loyal and passerby fans gradually convert.

Some anchors will set up their own fan groups. When they are not broadcasting live, they will communicate or interact with fans in the group to activate fans and deepen the relationship .

Simply chatting, collecting fans' needs , or listening to fans' suggestions are all positive interactions, which can deepen the relationship with existing fans, and the private domain traffic will not be too bad in the future.

Acquisition of public domain traffic

According to data , about 40% of Luo Yonghao’s live broadcast audience comes from public domain traffic.

Public domain traffic is actually the further increase of live broadcast room traffic after accumulating a certain scale of private domain traffic, so as to obtain higher live broadcast room emergence weight and the opportunity to be recommended.

The core points of public domain traffic are live broadcast cover, title, and tags.

Label

When each live broadcast room is labeled when issuing a preview, a small and detailed traffic pool corresponds to the label. However, many operators tend to choose labels according to general categories. Although there is nothing wrong with choosing large labels, the best practice is to choose according to specific details.

For example, in the food category, there should be many small labels below. Depending on the specific content of the live broadcast, breaking it down into "Chinese food" or "Western food" may be more effective than the big label of "food".

At the same time, it should be noted that labels cannot be used in a fixed manner, and attention should be paid to the changes in the traffic pool under the labels at different times. The choice of label is not a one-time decision.

For top anchors, "new content daily" may be a relatively stable label.

However, for most mid-level anchors, it is more appropriate to re-investigate what labels to use at least once a month.

Cover

From the preview and warm-up phase to the broadcast phase, if the cover image is used properly, it will achieve a good traffic-generating effect.

The most important thing about a cover image is that it is novel and features prominently displayed . In this waterfall flow interface, only truly distinctive features will attract users to click.

But when the cover image is used improperly, it often leads to a non-emerging result. If you encounter this situation, don't panic for the time being. It will usually be fine if you stop streaming and restart it.

Therefore, the 10-15 minutes before the broadcast is a critical time node, because at this time operators often need to observe whether there is recommended public domain traffic entering.

Introduction title

The title and cover image are based on the same idea. The key is to be novel and to clearly state the theme of the live broadcast.

In terms of the introduction, its impact on the weight on various platforms is almost non-existent at present, and operators can edit the introduction according to actual needs.

Chart

Simba, the top anchor on the Kuaishou platform, initially gained his fans by ranking anchors in other live broadcast rooms.

To be on the list means that if you are in the top three in the list of gifts given in the anchor's room, your avatar will be displayed in the anchor's live broadcast room. If you start your live broadcast at this time, you will be on the list.

There are roughly the following steps:

1. Find an anchor. Look for a suitable anchor on the list through channels such as the same city or dynamics.

2. Understand the host’s live broadcast price and find a suitable price

3. Contact the anchor to confirm the time and price details

4. Watch the live broadcast of the anchor in advance to understand the anchor's behavior and latest developments

5. Selling goods through live broadcast, according to the time and price planned in advance with the anchor

It costs a lot to get on the charts, and it is not applicable to all platforms and all anchors . Here we only share some methods.

Use live streaming to increase traffic

The length of time fans stay in the live broadcast room determines transactions and conversions. Therefore, given that most clients are mobile devices, how to attract and retain viewers in the live broadcast room in the shortest possible time becomes a more important goal.

3D live broadcast

The quality of a live broadcast depends not only on how powerful the host is, but also on the display of information on the screen and the coordination of the operation team's processes.

Screen stickers, small speaker announcements, card PPTs and other forms can be combined with oral narration to provide better results for fans in the live broadcast room.

Wei Ya's live studio patch preview

Only in this way will the fans of the live broadcast room know what is happening now, what will be done next , what activities there are , what are the hot products, what are the precautions, etc.

Fully engaged state

Every anchor’s fans and popularity in the live broadcast room start from 0 to 1, from nothing to something. If you relax or become less talkative simply because of a temporary downturn in traffic, you will eventually lose all your fans. Therefore, you must always maintain 100% state and enthusiasm, accumulate fans little by little, and increase traffic.

Follow every fan

When the anchor is broadcasting live, the best situation is to respond to fans' inquiries in a timely manner through barrage.

But there is a scale in this.

If the host responds to every message, the workload will be huge and it will be impossible for him to reply to everyone one by one.

If the host is forced to reply one by one, the rhythm and process of the live broadcast will be completely disrupted . The anchor will no longer be an anchor, but a customer service clerk.

A qualified anchor is one who answers key questions at the right time and tries his best to care for and respond to fans.

Maintaining this good state at all times will help accumulate word-of-mouth and increase traffic .

summary

Whether it is the accumulation of private domain traffic or the acquisition of public domain and off-site traffic, the basis for all stable broadcasts ultimately lies in the host's own qualities and professional abilities.

Even if an anchor with professional abilities faces the dilemma of low traffic in the short term, there will eventually be a day when traffic will skyrocket. When traffic is low, what you can continue to do is to continuously improve your professional level and face every audience who enters the live broadcast room with the best attitude.

Author: Gecko Look

Source: Gecko Look

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