For an introductory tutorial on Tik Tok live streaming, click here!

In my opinion, 2020 is still the best time to enter the live streaming field.

Whether you are in entertainment, education or e-commerce, there is a lot of space and new innovative ideas to practice and break through. So I also started from the role of a newcomer, combined with my basic understanding of the product and operation fields, and tried to enter a field, that is, short videos and live broadcasts.

There are many live streaming platforms, and I chose the Tik Tok platform for this analysis. I always think that Tik Tok is poison. Some time ago, I spent up to 4 hours a day watching short videos. Many of my colleagues around me are also addicted. But now I realize that compared with short videos, live streaming not only makes you addicted to time, but also wastes money. From another perspective, this is a big gold mine and a complete ecosystem. This is where the preparation and writing process for this article began.

This is truly an encyclopedia of multi-dimensional knowledge about the TikTok platform, anchors, wealthy people, surrounding industries, etc. It starts from the TikTok live broadcast, and the content and insights into every detail are all original insights and summaries after personal experience.

Let’s start reading the basic introductory article together!

Introduction to Tik Tok Live

Common noun explanation (super complete)

What is Douyin Coin? How to buy

Live gift classification and pricing system

Gifts with special effects after multiple combos

The relationship between anchor, platform and audience

The surrounding industry chain of the live broadcast platform

Introduction to Tik Tok

Official introduction of Douyin: Douyin is a short video sharing platform designed to help the general public express themselves and record their beautiful life. Create rich and diverse gameplay for users, allowing users to easily and quickly produce high-quality short videos in their daily lives.

Introduction to Douyin Live Broadcast: In the Douyin APP, in addition to watching recorded short videos, you can also watch real-time live broadcasts. Live broadcast is more interactive and interesting. At the same time, the short videos and online live broadcasts you record will combine with each other to enhance the weight and overall popularity of this Douyin account.

How to enter the live broadcast room? Douyin live broadcast can be watched in three ways: in the same city, following and live broadcast square.

1. Live broadcast in the same city

Go to the mobile phone desktop and open the "TikTok" app.

Enter the main interface and click the "Same City" option at the bottom.

In the same city interface, the one with “LIVE” is the live broadcast room.

2. Live broadcast of people you follow

Enter the TikTok main interface and click the “Follow” option at the top.

Then several live broadcasts will be displayed, click to expand.

The corresponding live broadcast room list will appear above, click to enter.

3. Live Square

On the main interface of TikTok, click the “LIVE” button in the upper left corner.

You will see the live broadcast list in the live broadcast square, click on any live broadcast room.

Enter the live broadcast room and start watching and interacting with the live broadcast.

Common noun explanation

Account Level: The latest account system of Douyin account has been upgraded, and it is currently from level 1 to level 60, Lv.1-60, also known as honor level

Sound waves: a unit representing popularity in Douyin. Each account can see the sound waves it receives and sends to reflect the income and expenditure of this account in Douyin.

Sound waves: In a live broadcast, the Douyin coins spent on the gifts sent out, the interaction and the number of gifts sent out will be converted into sound waves. There is a corresponding conversion relationship between the two.

Hourly ranking list: updated every hour. During unpopular periods, those with 50,000 to 100,000 views can enter the top 10. During popular periods, the number of sound waves starts from 1 million. If you enter the top 10, you will be officially recommended to enter the live broadcast square

Follow: Users can follow each other one-way or two-way. After following, you can see the dynamics in the follow list

Join the fan group: Every live broadcaster has a fan group. After joining, you can become a family member and upgrade your fan level.

Fan Club: Every live broadcast host will have a fan club, and the fan brand of the fan club can be defined. Maximum 3 characters. For example, "Love Hill"

Fans (True Love Fans): Fans on Douyin also become True Love Fans

Fan Club Privileges: Different fan levels have different privileges after joining. For example, some fan gifts can only be given when reaching a certain level.

Intimacy value (fan level): The upgrade of your fan group level requires the increase of intimacy value. Intimacy value is increased by completing some tasks, such as duration, gift giving, etc.

Anchor: A person who broadcasts live on a live streaming platform. Interact with room users behind the screen

Family: The anchor’s title for fans who join the fan club and are loyal fans

Big Brother: Whether to call you Big Brother is determined by the host. Most of the time, the host calls anyone in the room Big Brother, but the real Big Brother must be the one who gives the host a lot of gifts to support them.

Guardian: People who actively interact with the host and are familiar with him in the room are called guardians. You are also the guardian of the host.

Administrator: The room manager who can manage member permissions, control public screen content and interaction rhythm, maintain room order, etc. Permission granted by the host

No conditions: The host often says no conditions, meaning that there are not many people in the current room who have the capital to send gifts, and they are afraid of losing. They usually say "We don't have the means. Please go easy on the guy/girl over there."

PK: During live broadcast, connect with other hosts in the room to interact with each other in the game

Crowdfunding: Everyone gives gifts together, and the accumulation of small amounts will win the PK victory.

PK Lianmai: Same meaning as PK, but different wording

PK punishment: The losing party will receive punishment, and interaction and feedback will be provided through performances and some gamification forms.

Tower defense: During PK, the process of continuously giving gifts to increase the health bar value, which means defending the current advantage.

Stealing the tower: When the PK countdown is about to end, the opponent sends a gift that can overwhelm the opponent's health bar value, and wins with an overwhelming advantage.

The tower is stolen: the opponent successfully sneaks in at the last moment to win the game

A person who suddenly appears and gives a super gift is called a god who descends from heaven.

A little heart is also love: The host often encourages everyone to send gifts. A little heart costs only 1 cent. Encourage everyone to accumulate little by little

Running around: Browsing around in various rooms on Douyin, constantly switching to watch and interact, and not staying in one room.

Win-win return: an operational approach

Warming up the room: Creating and promoting the atmosphere and heat of the room through some means.

Warm-house sand painting: Make sand painting animations, then connect with the anchor to display and perform, and give live blessings and surprises.

Full Moon Celebration: When the anchor has been live streaming for a full month, an online celebration will be held to interact with fans and celebrate the festival together.

What is Douyin Coin? How to buy

Douyin Coins are the circulating currency within Douyin and can be used to purchase gifts. 1 yuan can buy 10 Douyin coins.

Purchase and consumption of Douyin coins

How to buy: In-app purchase, Taobao Douyin flagship store purchase

Consumption: Used to buy gifts in the live broadcast room (core use ~ hey)

Live gift classification and pricing system

There are many gifts on Tik Tok, and many of them have beautiful special effects and animations. The cheapest gift is a little heart, which costs 1 Douyin coin (equivalent to 0.1 cent in RMB). The most expensive gift, the Supreme Salute, costs 66,666 Douyin coins, or 6,666 yuan. Now Volcano has been merged into Douyin, and all the gifts on Volcano have also been merged.

In addition, there are exclusive customized gifts from great masters, with prices starting from 80,000 Douyin coins. It will be introduced separately later.

1. Gift categories:

Basic gifts, fan club gifts, level gifts, more gifts (volcano migration gifts), backpack gifts

2. Collection of common gifts:

3. Screenshot of the beautiful gift effect:

These pictures were taken by me when I was watching the live broadcast. It was very hard. Many gifts are not available in every room every time you watch the live broadcast.

There are too many pictures of the gifts and space is limited, so I will not display them all. The above is just part of my screenshot. I have personally seen 90% of the gifts on TikTok, and they are shocking.

If you need it, you can contact me separately. I have collected 90% of the gift effects, including exclusive gifts.

Gifts with special effects after multiple combos

Many gifts can be given out consecutively. When a certain amount is reached, special effects will appear. Similar to the combo skills in games.

These gifts can produce special effects after the following number of combos:

Little Heart: 66 520 999 1314 times

Roses: 520 999 times

There are many more. You can see the ones with "连" written on them on the gifts. Welcome to add more.

The relationship between anchor, platform and audience

A typical multilateral ecological chain.

The roles of anchor-platform-audience are: content producer, content intermediary platform, and content consumer.

Mutual benefit, forming a closed loop of business and content dissemination. There is a complete chain of relationships and constraint mechanisms.

The surrounding industry chain of the live broadcast platform

The development of live streaming platforms has also driven the development of many surrounding service industries. Below are some common categories. Each category can be a separate article and will not be expanded here. You can search for related services and industry models on Baidu.

Common industry categories:

Popularity and heat volume

Video Production

Data analysis

Internet celebrity personality packaging, agency

Anchor Union (Media)

Knowledge course training

Peripheral figure production

E-commerce product delivery operation

Advertising placement and effect optimization

Author: Xiaoshan

Source: Xiaoshan Academy

Related reading:

1. Tik Tok live broadcast promotion operation skills!

2. Analyze the rules and value of Douyin live broadcast!

3. The latest practical skills to make money through Douyin live streaming!

4. Tik Tok live broadcast operation skills (super detailed)

5. Detailed explanation of new information about Douyin live broadcast permissions