What is the Tik Tok feed? Everything you want to know is here!

Unknowingly, feed stream (also known as information flow) advertising has become one of the mainstream e-commerce live streaming delivery methods. As a new traffic outlet, the Feed stream seems to have a more obvious conversion effect than the previous Dou+ live broadcast room. Many people have begun to switch from Dou+ to the Feed stream.

Today I will share with you some content related to Feed flow.

01. What is a feed?

Feed stream: It is the "paid promotion tool for live broadcast rooms" launched by Douyin in April this year, based on the advertising delivery system of Bytedance. Directly presenting the live broadcast room promoted by the customer to users on the recommendation page of Douyin is a live broadcast room promotion model that introduces vertical traffic to the live broadcast room of the account carrying goods. The promotion plan is Douyin account promotion + native live broadcast room, aiming to improve the efficiency and effect of advertising delivery.

Currently, there are two types of advertising styles in the Douyin feed stream , namely the short video live broadcast room and the feed stream direct live broadcast room.

▲The picture comes from the Internet

What's the difference between these two?

Among them, the short video live broadcast room refers to the advertising video materials released by merchants, which can be viewed by users in the information flow.

When the account is live streaming, users can enter the live streaming room by clicking on the avatar or component, or enter the Douyin account homepage by swiping left or clicking on the nickname.

▲The picture comes from TikTok

For the live broadcast room directly cast by the feed stream , the real-time content of the live broadcast room will be directly displayed through the feed information stream. Users can swipe to find it on the information stream page and directly click on the screen to enter the live broadcast room.

▲The picture comes from TikTok

At present, most people choose to directly broadcast feeds to the live broadcast room, "which is more direct and does not require preparing too much (short video) content."

To put it simply, it means using information flow advertising to promote the live broadcast room. When you are browsing Douyin, you will occasionally see a certain anchor’s live broadcast room page. This is the direct feed method.

Three characteristics of feed flow

1. The live broadcast real-time screen is placed in the recommended stream to shorten the viewing path and maximize the flow of live broadcast room traffic

2. Recommended streams display brand live content, stimulate fans’ interest in participating and increase the number of fans of brand accounts

3. Support targeted crowds in a guaranteed volume manner, flexible volume purchase, and system model volume selection to maximize the live streaming traffic effect

So what industry products are suitable for feed flow?

Household daily necessities, clothing accessories, beauty and personal care, fresh food, and travel are the most effective products currently. Products suitable for live streaming can all be tried.

There are two specific qualification requirements for feed delivery:

1. Trademark-related qualifications and business license-related qualifications;

2. The first charge is reported according to the industry category;

02. What is the difference between casting feed stream and Dou+?

The current trend of feed flow is Tik Tok paid traffic. It is different from Dou+. Dou+ targets individual users, while Feed Stream targets corporate users. We are also in the transition from "individual" to "enterprise".

To do feed flow delivery, you need to open an account in the background of Bytedance, and the minimum opening amount is 20,000. Even if you choose an agent to do the advertising, the minimum consumption will be one or two thousand. Using Dou+ to heat up your live broadcast room can start with an investment of just 100 yuan.

Therefore, playing the Dou+ live broadcast room is an initial low-cost investment in exploring paid traffic gameplay, and the threshold and starting point of the Feed will be relatively higher.

In short, Doujia is a paid heating tool provided by Douyin to expert creators, while the feed information flow is a better conversion tool officially provided by Douyin to merchants.

03. Why are so many businesses choosing Feed Stream?

From the perspective of communication, Douyin’s large-screen single-column information flow user page enhances the effectiveness of the feed flow in delivery and transmission. The feed also supports adding a shopping cart component to achieve selling while broadcasting, a vertical native live broadcast room, and a more native product form and user interaction with a high degree of stickiness.

Compared with dou+, one background of feed stream can bind 200 Douyin personal accounts to meet the needs of multiple accounts.

In addition, in addition to the obvious effects mentioned, a big reason is the cost-effectiveness. Official discounts and promotions are also one of the reasons why information flow promotion has become so popular.

Secondly, the previous price (Feed flow) was 20,000, but from July onwards the price is 6,600, a direct 70% discount. The effect is good, so we have a lot of customers recently.

It is said that Beijing Juliang is also running a promotion for customers in Beijing, offering a 50,000 yuan rebate for a 50,000 yuan recharge and a 200,000 yuan rebate for a 200,000 yuan recharge.

The popularity of the feed is also reflected in the content that users see. Recently, many users have said that they have repeatedly seen content from various live broadcast rooms after 8 p.m., and "the frequency of seeing (feeds) has increased, which means that there are more customers doing feeds."

There are also many short video marketing teams who, after having their accounts blocked in large numbers, have gradually turned their attention to feed streaming. They no longer invest crazily in Douyin+ for videos, but instead set up multiple video matrix accounts and broadcast and stream them crazily.

04. Answers to frequently asked questions about feed

Q: What does the weight of the live broadcast room relate to? Why are the heating costs different for live streaming rooms?

Answer: 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: Is it better to deliver the feed all at once or in multiple batches?

Answer: Feed delivery will also have a testing period and a warm-up period, and adjustments can be made based on data changes.

Question: Is it possible to start a live broadcast without allowing consumption?

A: Yes, the delivery plan can be paused by pressing the pause button. If you do not press the pause button, the plan will start automatically. When the live broadcast starts, the advertising plan will automatically start delivery; when the live broadcast ends, the advertising plan will automatically pause delivery.

Q: If the number of fans exceeds 100,000, new accounts cannot participate in the campaign?

Answer: 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: If I want to make conversions in the live broadcast room, which promotion goal is more suitable ?

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

Question: Why does the sales from a new account affect conversion rate?

Answer: 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.

05. Conclusion

For different (e-commerce) fields, there will be testing costs in the initial stage of launch. Therefore, whether it is dou+ or feed flow, it is essentially a way of playing paid traffic. Everyone needs to invest corresponding costs in trial and error and establish an operating model that suits them in order to bring about a good output ratio.