36 essential professional terms for playing Tik Tok in 2022

Douyin e-commerce must understand professional terms:

1. Card Live Square

The earliest method was to use all kinds of weird videos to attract a large number of people to stay in the live broadcast room, deceive the Douyin algorithm, and mistakenly believe that this live broadcast room is of high quality, and continue to push more people;

Later, it also refers to the way of spending money and goods, which usually include giving away lucky bags or free goods, and super low-priced products; other ways that do not burn money, such as a beautiful teacher wearing black stockings and high heels selling subject tutorials, big stars live streaming shaving beards, men wearing women's clothes, strange costumes, handsome men and beautiful women singing and dancing, etc., to attract people to stay in the live broadcast room.

2. Multi-frequency resonance

The four elements of product advertising in short video live broadcast rooms influence each other.

3. Spiral start

Only allow the live broadcast data to operate for a few days, and the key data will spirally increase, increase in weight, and enter the next traffic pool.

4. Continuous explosion

Continuous explosion, constantly posting short videos to increase the chance of explosion.

Shunbao, given a video, put three advertisements at the same time, start a live broadcast room from 0 to 1, and make it able to sell products stably.

5. Algorithms

The Douyin system distributes short videos or live broadcasts using a computing mechanism to publish content. When the live broadcast system is turned on, it performs well when pushed to the initial traffic based on tags and the masses, and continues to recommend to higher-level traffic pools. If the performance is not good, the recommendation will be reduced or stopped;

6. User Tags

1. Basic tags: basic information such as age, gender, region, etc.

2. Preference tags: What type of content do you like to watch?

3. Transaction tags: order product type, purchase frequency, consumption level

7. Traffic levels of short video live streaming rooms

There are eight levels. The higher the weight, the higher the initial level. The three factors that affect the weight are: completion rate, interaction rate, and conversion rate for short videos; average stay time, interaction rate, and UV value for live broadcast rooms.

8. Account maintenance

Simulate the normal behavior of real users, such as watching live video comments, interacting, following and liking.

Set different IP addresses through soft router and VPN, switch frequently to tell the system, non-marketing number

9. Traffic Pool

The traffic pools for short videos and live broadcasts are independent, with 600 million daily active users for short videos and 250 million daily active users for live broadcasts;

10. Current limiting and current interruption

Being locked in a small black room, with traffic being restricted or even not being pushed;

11. Live broadcast recommendation for natural traffic

The live broadcast room appears in the recommendation page + live broadcast square.

12. Live Square

On the homepage of the Live Square, click the live button in the upper left corner, or click More Live Broadcasts in the live broadcast room. The page that appears is equivalent to the live broadcast channel.

13. Advertising consumption

Spending money on advertising without asking about the cost is considered a very cool value phenomenon.

14.ocpm

For advertisements that are charged based on exposure, advertising fees will be deducted regardless of whether the products are sold or not. This value is usually used to estimate whether your materials and products are excellent.

15. Traffic generation funds, welfare funds, profit funds, and strategic funds

Classification of different commodities in the live broadcast room; traffic-generating products generally refer to products that lose money to generate traffic, welfare products generally refer to products that neither make money nor lose money; profit products only refer to profitable products; strategic and blockbuster products have extremely high price anchor points for buyers, and they can be taken away today at an incredible price.

16. Expert Similarity

When placing ads, choose to place them to the fans of a designated celebrity. You can specify 20 TikTok accounts at a time.

17.ROI advertising consumption

The ratio of sales amount is divided into advertising ROI and overall ROE;

18. GPM

The GPM of a live broadcast room refers to the total amount of orders placed by every 1,000 viewers on average. It is often used to measure the sales ability of a live broadcast room. An increase in GPM means better profits, otherwise it means that the performance is not good. You can do more tests in small quantities, constantly check the data in the background, and then adjust the content direction in a timely manner.

19. Talking skills

Everything the anchor says can be called a rhetoric, which can be divided into stay rhetoric, interactive rhetoric, product rhetoric, order-holding rhetoric, etc.

20. Small Windmill

A small windmill can be added in the lower right corner of the live broadcast room to collect customer mobile phone numbers; after the customer clicks it, a details page will appear. The customer clicks the appointment button and can leave his or her mobile phone number, which is suitable for merchants to divert traffic in compliance with regulations. Only one of the Little Windmill and the Little Yellow Car can be displayed during the live broadcast, not at the same time.

21. Product click rate

The more attractive the product is and the better the anchor is, the more likely customers are to click on the product, thus achieving a high click-through rate; the calculation formula is: the number of people who click on the product in the live broadcast room / the number of people who enter the live broadcast room;

22. Product conversion rate

Reflects the ability of a live broadcast room product to attract users to place orders; the calculation formula is: number of product transactions/number of product clicks

23. Product reputation score

After the merchant's products are sold, the system will calculate the account's reputation score based on multiple dimensions such as product evaluation, after-sales service, complaints, etc.

The word-of-mouth score is 5 points and 5 stars. The reputation score for selling goods will be displayed in core locations such as the shopping cart in the live broadcast room, the product details page, and the product window, to help users make better decisions.

24. Number of viewers in the live broadcast room (UV)

The total number of viewers entering a live broadcast. For example, if 10,000 people enter a live broadcast, the total number of viewers is 10,000.

25. Number of viewers in the live broadcast room (PV)

The total number of viewers who came to a live broadcast. For example, if a viewer came to the live broadcast twice, the number of viewers is 2;

26. Live broadcast room click rate

The click-through rate of the live broadcast room = the number of clicks in the live broadcast room / the number of displays in the live broadcast room, which reflects whether the browsing interface of the live broadcast room is attractive.

27. Average length of stay

The average length of time that each person who enters the live broadcast room stays is used to measure the host’s ability to retain viewers. The calculation formula is: total live broadcast duration/total number of viewers;

28.GMV

Gross merchandise volume; the sales from a livestream, usually excluding returns.

The formula for calculating hourly GMV is: sales generated by the entire live broadcast/total live broadcast duration;

29.UV value

Total sales/total number of people entering the live broadcast room. That is, how much money each user who enters the live broadcast room can realize, reflecting the conversion capacity of the live broadcast room;

30. Standard products

Products with unified market standards have transparent prices; for example, mobile phones, computers, and home appliances are all standard products.

Non-standard products: products without clear specifications and models, such as women's clothing, women's shoes, etc.; because of the large differences in products, styles, creativity, services, quality and prices.

31. White Label

The relative concept of brand. Refers to unbranded products produced by small manufacturers.

32.sku

Refers to the specifications of a product; if a product has 3 colors, it is equivalent to 3 SKUs;

33. Special

The anchor and the brand cooperate to conduct a special live broadcast to sell goods, that is, this live broadcast only sells products of that brand.

34. Fighting

The anchor sells products from multiple brands in a single live broadcast;

35. Control reviews

Refers to controlling the style of the comment area in the live broadcast room; generally, the anchor will set it up in advance to block some negative keywords and guide the benign interactive atmosphere in the live broadcast room;

36. Set the pace

Similar to comment control, live broadcast operators will set the pace in the comment section of the live broadcast room, guide fan interaction, and guide other users to purchase products.

Author: Doushang Media

Source: Doushang Media