5 ways to attract traffic through live streaming

Business owners are also confused. We have set the prices very low and have done a lot of promotions, so why is it not working? In fact, a successful live broadcast not only requires the support of promotional activities, but also the traffic generation and guiding words during the live broadcast are also very important parts. Today we will talk about how to attract traffic through live streaming.

There are actually many ways to attract traffic through live streaming . The editor mainly summarizes the following five methods here.

• Modify account nickname

A common method is to change the account nickname and write the live broadcast time in the personal profile.

For example, a certain fitness anchor directly wrote in his nickname that he broadcasts live at 9 am and 6 pm. Then, users who come across and follow this anchor will remember the anchor's broadcast time at a glance and will not miss the anchor's live broadcast for a long time.

Regarding the broadcast time, for corporate accounts, it is recommended to broadcast live all day. If there is a temporary shortage of manpower and it is impossible to broadcast live all day, it is generally recommended to choose after 6 pm. After 6 pm, users have plenty of time to watch the live broadcast, and it is easier to accumulate potential users. At the same time, it is recommended to choose a fixed broadcast time for the live broadcast, so that users can develop a habit of watching live broadcasts regularly.

• Content preheating and traffic diversion

The content diversion here is divided into short video diversion and other platform diversion.

For example, if a company plans to broadcast live at 8 o'clock tomorrow night, it can post a preview video about tomorrow night's live broadcast on its account today. The content of the video can be of a suspense type, telling users the time of the live broadcast tomorrow night, but not specifying the discounts and offers for tomorrow's live broadcast, in order to attract users to come to the live broadcast room during tomorrow's live broadcast. For live broadcasts with particularly strong promotional efforts, it is recommended to use a straightforward approach and directly use discounts to attract users to stay. This is short video traffic.

Here is also an idea for a video to warm up for welfare activities.

Scene: Shopping mall store

Screen content: The anchor stands next to the stacked goods and talks to the clerk

Quotes:

Host: Hello, how much is this phone?

Clerk: This is the latest model of mobile phone, xx yuan.

Anchor: Please pack channel xx for me.

Next Steps

Screen content: prizes in the background, host speaking to the camera

Lines: At x o'clock on x month x day, lock in my live broadcast room and you will get x mobile phones for free!

Directing traffic to other platforms. This method is suitable for business owners who have an account matrix. Business owners can announce the news of tomorrow's live broadcast on their WeChat public accounts, Weibo accounts, and official accounts on other platforms such as WeChat Video Account, guiding users of the corresponding platforms to watch the live broadcast on time, or guiding users of other platforms to follow the business owner's live broadcast account. At the same time, you can also carry out preheating promotion in other private domain groups such as Douyin fan groups, WeChat fan groups, etc. It should be noted here that in this warm-up content, live broadcast time, live broadcast platform, and theme are essential elements, so that traffic can be more accurately directed to the company's live broadcast room.

• Paid traffic

Everyone should know that whether it is Douyin live broadcast or Kuaishou live broadcast, you can get more traffic by paying, and you can purchase traffic by paying at the beginning and after the live broadcast. For example, Douyin can use DOU+ or Juliang Qianchuan to divert traffic. DOU+ is a tool for video and live broadcast room traffic launched by Douyin. By launching DOU+, the exposure and interaction of short videos or live broadcast rooms can be quickly increased in a short period of time; and Douyin's Juliang Qianchuan is an e-commerce marketing system that integrates the original Juliang engine and DOU+, which can provide e-commerce companies with an integrated marketing solution, and is more suitable for e-commerce companies.

Douyin’s Juliang Qianchuan is more inclined towards strong marketing and product promotion, while DOU+ is more inclined towards strong content-based traffic generation. If this live broadcast does not have the purpose of selling goods, then it is recommended that business owners choose to launch DOU+. If you are selling goods, you cannot use DOU+. However, Douyin’s huge amount of Qianchuan can promote live broadcast rooms with the shared bikes (product links), which is more practical for e-commerce users. For e-commerce users, the traffic brought by the massive Qianchuan promotion is more accurate than that brought by DOU+, and the accuracy of the target population is also stronger than that brought by DOU+. The target classification of Douyin’s Juliang Qianchuan is very detailed. The system will push the live broadcast room to users who are most likely to generate target behaviors based on the delivery targets selected by business owners, thereby guiding conversions. However, DOU+ can only indirectly improve the sales effect by increasing the traffic of videos or live broadcast rooms. Therefore, companies mainly choose the traffic-generating tools that are more suitable for them based on the content of their live broadcasts.

• Traffic generation during live broadcast

After the company starts broadcasting, when netizens come across the live broadcast room, the first thing they see is the picture in the live broadcast room, and they cannot directly see the product link. Only after clicking into the live broadcast room can they see the product link. Therefore, you should also spend some time and effort when arranging the background of the live broadcast room.

For example, you can mark the xxxx official account and triple the compensation if the products are fake in a conspicuous place on the screen behind the anchor; or use obvious colors or pendants on the side to remind fans that there are benefits in the live broadcast room. For example, if this live broadcast is performed by the boss of a company, then you can hang a floating pendant on the side of the live broadcast room that reads "Boss is on the air, giving out benefits" to inform fans that there are big discounts this time, thus attracting users to click into the live broadcast room.

During the live broadcast, the host should provide good guidance. Compared with traditional e-commerce, the advantage of live streaming is its strong interactivity. The host can remind fans to pay attention to the live broadcast room and distribute lucky bags, coupons, etc. to attract users to stay. They can also put some flash sale products, hot-selling products, and other welfare activities in the live broadcast, which can not only increase fan stickiness, but also pave the way for secondary traffic. Furthermore, the anchor can consciously ask questions about some hot topics and guide fans to discuss and leave comments. For example: The anchor can say: "My hometown is in Northeast China. I wonder where the friends in the live broadcast room are from? Everyone type your hometown on the public screen to see if there are any fellow villagers with the anchor~" The more interactive comments in the live broadcast room, the more active the room will be. High fan activity will enhance the interactive atmosphere of the live broadcast room. Moreover, the fan activity can also increase the weight of the live broadcast room, so the live broadcast room can get more exposure opportunities.

Another common way to attract traffic during live streaming is through fan sharing. After the broadcast starts, the anchor can do some warm-up activities to attract fans, such as discounts, lucky draws, and encourage fans to voluntarily share the live broadcast room through these activities. For example, if there are 8,000 people in the live broadcast room now, the anchor can guide fans to invite friends, and announce that when there are 20,000 people in the live broadcast room, gifts worth 1,000 yuan can be sold at 9.9 seconds. Under the temptation of such generous benefits, fans will take the initiative to share the live broadcast room to achieve the effect of attracting traffic.

• Enterprise employee flow

Before the live broadcast, the company can provide unified promotional copy for the brand's franchise stores or chain stores, and have the franchise store employees and company employees promote the event and set promotional KPIs for the employees. After the live broadcast, the employee performance can be statistically calculated. For example, when Gree started broadcasting, Gree Group customized a unified appointment invitation QR code. Moreover, with the support of a strong technical team, it can count the source of each visitor and the performance accounting of each store and employee.

The above is the live broadcast room traffic diversion method shared in this issue. In fact, there are far more ways to attract traffic than the five mentioned above. In the process of actual application, we must constantly sum up experience, make timely strategic adjustments, and explore new methods.