Analysis of the rules and techniques of Douyin live streaming

Tik Tok live streaming is becoming more and more popular. Sometimes I really envy some anchors who have earned their first pot of gold at a young age and turned live streaming into their own career. There are also many people in the workplace who have developed live streaming into a side job. During the day, they are office white-collar workers, and at night, they are internet celebrity anchors. After all, life is very stressful nowadays. Having a side job means extra income and can help kill time after get off work. You can earn a few thousand extra dollars a month and use it to travel. Isn’t that great?

As the user scale of the Douyin platform continues to grow, competition becomes increasingly fierce, and platform rules are gradually improved. The threshold for new live broadcasts has been raised, but as long as you master some professional live broadcast techniques, there are still great opportunities to make money through live broadcasts.

In fact, Douyin’s layout in the live streaming field began to show signs as early as last year. In April last year, Douyin announced the introduction of 1,000 live broadcast guilds; in September, Douyin Live released the "Dark Horse Plan"; in January 2020, Douyin Live launched the "Stars Love Fans Night"; on March 20, Douyin's "Super Big Name Live Broadcast Day" was launched.

Douyin's live streaming has expanded from celebrities to niche areas, and has been deepening step by step. So how can Douyin, which is generally considered to have creativity as its mainstream content and advertising as its main source of revenue, use its own advantages to establish a platform live streaming ecosystem? What’s special about the logic behind the sales of products by Douyin celebrities? What should I do if I want to do a Douyin live broadcast on my own? Today I’m going to share some rules and tips for Douyin live streaming. There are also many more questions in the Q&A section for your reference. I hope this will be helpful to you.

1. Basic knowledge of Douyin live streaming

1. Requirements for entering Douyin:

It is relatively simple to join Douyin at this stage. You do not need to join or be affiliated with any organization. The previous fan requirements have been cancelled. As long as the account is authenticated with real name, you can open Douyin. Click the plus sign in the bottom bar and the above interface will pop up. There is an option to start live broadcast in the lower right corner. Swipe over it, register and authenticate, and it can be activated.

After activation, you can choose mobile phone live broadcast and computer (select game live broadcast)

Once the live broadcast is turned on, you can start broadcasting.

Live broadcast, see what kind of anchor you want to be? Is there anything you cannot accept? In the Internet age, especially in the era of short video live streaming on Douyin and Kuaishou, no matter what you broadcast, there will occasionally be fans who like it. As long as you dare to broadcast and take the first step well, many people will slowly become your fans.

Fans like you because of who you are. Before the live broadcast, the host’s live broadcast time needs to be adjusted, which is a standardized layout. For example, if there are two hours of live broadcast time, arrange what to do during this time and what to do in the next time. What should be done at each time point is not determined by the audience, but the host should guide the audience.

At the same time, the tools for live broadcast: lighting, mobile phone holder, sound card are essential equipment for live broadcast.

During the early stages of entertainment live broadcasts, most of the time is spent in the stage of waiting for the longest time. For example, for the full moon, hundred-day, and anniversary celebrations, some warm-up is needed in advance, such as a week before, three days before, or one day before the broadcast. Including before the broadcast, some product previews should be made, pictures or videos and scripts should be prepared in advance, and sent to the fan group. Some live broadcast price activities should be carried out during the live broadcast.

Take live streaming as an example . For many live streaming hosts, 40% of their products are traffic-generating products and 10% are hot-selling products. Traffic-generating products are those that attract users at relatively low prices, and 10% of the hot-selling products are some of the best-selling products of the season. Another 30% of the profit is used to increase the store's profits, and 20% of the regular products are used for normal store operations, and the same goes for the anchors.

You can give away a lot of gifts at the beginning. Many new anchors don’t have much popularity, so we will give them some activities such as gathering popularity by counting the number of people in their live broadcast room and holding some lucky draws. For example, Douyin has an hourly ranking list every hour, and a lucky draw will be arranged at every hour to keep fans paying attention. This includes holding some question-and-answer and lucky draw activities during the live broadcast. These activities can be launched when the atmosphere in the live broadcast room is relatively low, and can quickly increase the popularity of the live broadcast room.

A live streamer who sells goods usually has a main anchor and a co-anchor, as well as some assistants. The anchor is responsible for introducing the product, the co-anchor drives the atmosphere of the live broadcast room and introduces promotional activities, and the assistant looks at the operational data and supervises the data off-site. To become a live-streaming anchor, you need to first be an assistant and then a co-anchor. At the same time, you need to understand the product’s style, price, selling point, etc. After the live broadcast ends, data tracking is still required.

2. Weight of new live streamers

Whether it is Douyin or Kuaishou, we attach great importance to weight. Within the first 10 to 15 minutes of the newcomer’s opening, the enthusiasm of the live broadcast room must be fully mobilized, and the platform’s machine will recognize it. Identify whether your live broadcast room is a high-quality one. If a certain amount of interaction is not completed within the first 10 to 15 minutes, the system will determine that the weight of the live broadcast room is not very high, and the subsequent traffic may not be much.

Therefore, within 10 to 15 minutes of the newcomer's opening, the host will ask his fans to click the like button for him, or welcome the new baby to play tasks with him. If he is promoting products, he can start the topic of today's lottery when he sees a certain number of people.

The early warm-up and pre-interaction of the live broadcast is very important. If the fans interact more, the weight of the entire live broadcast room will increase. Whether it is Taobao or Douyin, the system determines the weight of the live broadcast room based on the opening data, fans' stay time, sharing and forwarding, and interaction frequency.

3. What should I do if no one speaks in the live broadcast room?

The anchor must first understand the target audience of fans. We often divide fans into three types.

The first type is always just a listener , rarely talking or buying anything. When you are selling goods or PKing, he has stronger purchasing power and will give you tickets. Fans with strong spending power generally don’t like to type on the public screen.

The second type is the one you talk to and interact with frequently. He has a certain purchasing power and will buy your products and occasionally give you gifts. For example, when asked whether people use their hands or cotton pads to moisturize their skin, if you ask them to press "1" or "2", they will be very willing to answer the question.

The third type neither buys your products nor sends gifts, commonly known as the "Diaosi group." But you can ask them to forward some comments, participate in prize draws, share, and like. For example, if a certain number of people like our post, we will give away gifts, and if they click “1” online, the mask may be yours. There are quite a lot of such fan groups.

Based on the different types of fans and their attributes, develop corresponding topics and activities.

When your live broadcast room has only dozens or one or two hundred people and has not yet gained more traffic, Dou+ will be arranged to be used for video or live broadcast promotion. For anchors who sell goods, they usually target precise traffic, such as the same fan type; for entertainment anchors, they basically buy traffic from videos.

At the same time, Douyin live broadcast can send out some small amount of Douyin coin red envelopes, and several can be sent out in one live broadcast. The tourists coming in will wait to grab the red envelopes, and there will be some retention of the live broadcast.

4. Features of Douyin live streaming:

01) From the perspective of traffic, the traffic of the live broadcast room is mainly brought to the live broadcast room through video works, and the works can play a role in filtering user attributes.

Another relatively large entrance is the live broadcast push mechanism, which, like the video push mechanism, has a specific push algorithm, which I will discuss in detail in the second section of this article.

Did you notice? Live streaming has two traffic entrances, and you can also organize some high-quality clips from the live streaming and upload them to your work.

02) From the perspective of product selection, it will be simpler than selling products through videos, and can be mainly divided into two categories.

One category is daily necessities that are promoted at a limited time and at a low price, such as toothpaste, laundry detergent, etc. The live broadcast room should give people the feeling that they will lose money if they don’t buy it now.

Does this scene look familiar? This is what you experience when you’re standing in line to pay at the supermarket. The second category is shopping guide products. This type of product has a characteristic that it is not easy to demonstrate the effect with short videos, and it takes more time to recommend it to users.

For example, the colors of lipsticks are all similar, and the perfume cannot be smelled through the screen. It is necessary to use live demonstrations and wording to show and guide users to place orders.

03) From the gameplay point of view, live broadcast and video are similar, with some differences in details. It is common knowledge in the circle that internet celebrities are very good at selling goods.

Remember, for players who can sell goods through the Internet, they have at least the same trust traffic or cash flow.

2. Tips to become popular in Douyin live broadcast room

Douyin is also operated by a company. It has a video department, live broadcast department, technical department, DOU+ department, etc., so Douyin's live broadcast room and videos are independent.

Friends who often watch Douyin live broadcasts will find a problem: many live broadcast rooms have very few fans but are very popular.

If you have a lot of fans, an account with millions or tens of millions of fans, when you start the live broadcast, there is a chance that your fans will receive a reminder when they are using Tik Tok.

If your work becomes popular, you can also stream it back to the live broadcast room through video, or even spend some DOU+ before the broadcast starts.

The two sources of popularity for live broadcast rooms mentioned above will definitely not be possible without cash flow and fans. Then the recommendation in the live broadcast hall becomes a breakthrough for live broadcast sales with 0 fans.

At present, Douyin has not given official recommendation rules, but after two months of observation and feedback from peers, we found that the recommendations in the live broadcast hall are related to three factors.

1. Cumulative live broadcast duration

2. Live broadcast room retention rate

3. Live broadcast room activity

There are many innovations in the logic of current Internet products, but products must always serve people. Friends who have done website SEO or participated in many internal tests of large companies' apps will not find it difficult to understand what I am going to say next.

The longer the cumulative live broadcast time, the more your content is stable and continuously output;

The longer users stay in your live broadcast room, it means your content is at least interesting;

While watching, users leave messages, share, place orders, etc., which increases the activity of the live broadcast room and shows that your content is valuable.

The above content brings new users to the Douyin live broadcast product, helps retain users, and promotes their activation. It is beneficial to the development of the platform and can be monitored by programs. This is why Douyin recommends traffic to a certain live broadcast room.

3. Summary

The reason why you cannot produce high-quality live streaming content is probably because you have no experience and no confidence, which is also a fatal problem that most people encounter. Here is a suggestion from Tianshu:

Practice deliberately and give more than 100 live broadcasts of the product you want to sell. This is the only way for entrepreneurs with no money, no technology, and no resources to turn things around.

I am just like you. I need to eat to live, so of course I need to make money.

What you think is sudden enlightenment is just other people's basic skills. The so-called secret is to hone your basic skills day after day.

Basic skills cannot guarantee that you will make a fortune, but weak basic skills are the fundamental reason why you work hard all year round but achieve nothing and fail .

mutual encouragement

Author: Qinghao Yige

Source: Kuoyi Culture Media

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