Tik Tok live streaming and algorithm mechanism

With 0 fans and purely natural flow, how to achieve stable sales of 200,000+ in a single show?

How to use the two algorithms and mechanisms of Tik Tok traffic?

How to use the championship benchmark to motivate anchors to generate income?

He managed live broadcasts of many categories, attached great importance to traffic recommendation mechanisms, and used content to open up traffic. One of his accounts achieved a GMV of more than 70 million in a year.

Today I will share with you "Analysis on Maximizing Profits from Douyin Live Streaming - Tao (Traffic Code), Method (Field), Technique (People), and Instrument (Goods)" !

Tik Tok live streaming AI intelligent algorithm

The author has managed Douyin live streaming sales in multiple categories. For example, an account in the jewelry category made more than 200 million GMV in one month, and an account in the beauty category made more than 70 million GMV in a year, with a net profit of about 35 million.

"GMV is not important, profit is king, and choosing the track is critical. If you cannot choose a track due to your own conditions, then you must design a profit framework. Any track can maximize profits through framework design ," Ruishen emphasized.

Before developing Douyin, Ruishen had nearly 10 years of experience in Taobao e-commerce operations. In May 2020, with the help of Douyin's e-commerce traffic and relying on his own luck and ability, Ruishen made a small profit in a short period of time.

"Later on, due to blind expansion, I lost money again," Ruishen said. During that period of time, he also studied various courses on the market, was cheated, and learned some short-term tricks, but he admitted that he still couldn't seem to understand it.

It was not until the end of last year that he came into contact with official personnel in Hangzhou and discussed the Douyin traffic promotion mechanism. Only then did he realize that his operations on Douyin were influenced by his previous experience in the Taobao system.

"Taobao is search e-commerce, and Douyin is content e-commerce. On Douyin, content is above all else, and payment is just the icing on the cake," Ruishen concluded.

" We must understand the logic of Douyin's traffic promotion, master the recommendation rules of big data , use our brains more and don't act recklessly. Don't use tactical diligence to cover up strategic mistakes," he emphasized.

“Many people have understood the logic of Tik Tok’s traffic promotion, but if there are still friends who think that Tik Tok’s algorithm is always changing, they may have learned it wrongly,” Rui Shen mentioned.

“In fact, the TikTok algorithm has never changed, only the fans’ perception has changed.”

Ruishen explained, "What is cognition? If fans have never heard of or seen something, it is beyond their cognition. Douyin's AI intelligent recommendation mechanism is designed based on human nature, and human nature will never change."

1. Matching algorithm

If you often browse maternal and child care and snacks content on Douyin, the system will label you as maternal and child care and snacks and tend to recommend such content.

Similarly, if a video author or live broadcast room produces a lot of content about mothers and babies, the system will label the account as mothers and babies and push the videos to relevant users.

2. Collaborative Algorithm

For example, Zhang San likes live broadcast content of jewelry, clothing, and snacks, and Li Si likes content recommendations of jewelry, clothing, snacks, and furniture. The system will try to push the furniture content that Li Si likes to Zhang San, thereby expanding the ability to explore recommendations.

3. Push mechanism

First push the content to a small number of users, and judge whether the users like it based on parameters such as user stay time, likes, comments, follows, fan groups, products, clicks, GMV, UV value, etc. If the data is good, push the content to more people.

4. Overlay Mechanism

The superposition mechanism is mainly determined by factors such as the live broadcast room traffic pool, account tags, user conversion path and live broadcast account weight.

"The underlying recommendation mechanism has never changed. The only thing that may change is that with the development, Douyin's rules will continue to improve. The emphasis of Douyin's assessment indicators at each stage may be different, but these are not important. We just need to maintain a keen sense of smell, pay attention to details, pay attention to official dynamics, and try to minimize violations ," Ruishen concluded.

If you use Tao to control techniques, the techniques will surely succeed. If the technique deviates from the Tao, it will surely decline.

"The AI ​​recommendation algorithm is designed based on human nature, and human nature will not change. We only need to create content that caters to fans based on this algorithm. The content we focus on, whether it is live broadcast or short video, must cater to the preferences of fans," said Ruishen.

Pure natural flow 100% fast account start playing method

"Investing in traffic is just the icing on the cake. The core is to create good content. First, play with natural flow and then play with investment in traffic. If the content is good, investment in traffic is nothing technical," Ruishen emphasized the importance of content .

So what is good live streaming content? Ruishen shared several cases they operated: live broadcast with zero fans, purely natural flow, and the live broadcast room displayed scene products, with basically no real people appearing.

The following are the data of the anchor who was cultivated by Ruishen for 20 days. The account was created purely naturally and the GMV was stable at 20W+ in 5 days.

How to put it into practice?

1. Scene creation

The creation of scenes must revolve around two aspects: human curiosity and admiration for the strong.

Only when the scene is novel enough can it keep users in the live broadcast room and satisfy their curiosity.

It is also possible to create a high-end luxurious counter scene to reflect the host's professionalism, satisfy the user's desire for strength, and solve the user retention problem. Based on this, the home live broadcast room created by the Ruishen team is positioned as a high-end home immersive scene.

2. Product display

After solving the user retention problem, if you want to lock in users, you must arouse the psychological desires of users , such as practicality, vanity, getting a bargain, and the opportunity to experience benefits.

Based on these three points, they will choose some products similar to big brands, and also put some big-brand products, so that users feel that they have the opportunity to get these product benefits.

"Here's a little trick, which is to randomly give away products that appear to be of high value. This can effectively reduce the cost of creating an account, and at the same time it will not damage the reputation of high-imitation gameplay, or refunds can label the account as a high-priced customer group," Ruishen mentioned.

3. Host personality

In terms of the character framework, they created an inspirational character of a rich second-generation for their anchors, which meets the needs of matching the scene and goods while solving the trust issue.

"Only with strength can you gain trust, but problems follow. Many live broadcast rooms use this idea, and the fans' trust is not high. At this time, you need to add empathy to deepen users' trust."

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Author: Feiguahui

Source: Contribution