Don’t fall into these 4 cognitive misunderstandings when live streaming on Douyin!

In this issue, I will share some misunderstandings and useful information that Douyin live streaming novices must read. Experts please skip this.

1. The algorithm of Tik Tok, short videos and live broadcasts are different
2. How many followers is best for a new account to start live streaming?
3. How many traffic entrances does Douyin Live have?
4. Tik Tok live broadcast team building

1. Tik Tok’s algorithm for short videos and live broadcasts is different

Regarding the rise of TikTok, we can find many key words, and "algorithm" is the most important one.

From Neihan Duanzi to Toutiao and then to Douyin, the core competitiveness of ByteDance, the "explosive app factory" that has developed at the speed of light is its algorithm.

What is an algorithm? Simply put, it is the underlying logic and rules of the platform.

First of all, let’s make one thing clear: the algorithms of Tik Tok, short videos and live broadcasts are different.

To be more precise: the traffic pool of short videos and the traffic pool of live broadcasts are relatively independent.

Therefore, we can see that many short video experts with millions of fans have only a few people online in their live broadcast rooms; on the contrary, many accounts that do live broadcasting to sell goods have only tens of thousands of fans, but there are tens of thousands of people online in their live broadcast rooms, and they can sell millions in one show.

For example, the account below has 13,000 followers, but can sell over 1 million for a live broadcast.

Next, let’s further analyze the algorithm. It can be roughly divided into: interest tag system + ladder traffic pool system

The interest tag system means that Douyin will record and analyze big data and add N tags to each of our accounts.

These tags can be roughly divided into three categories:

1. Basic tags: your age, gender, city, mobile phone brand...
2. Interest tags: What kind of content do you like? Cars, jokes or young ladies dancing?
3. Transaction Tags: What kind of products do you buy on Douyin? How much is it?

Some tags in the background of Douyin ads

When we use Tik Tok, we will see content that matches our interest tags, that is, short videos + live broadcasts.

Therefore, by opening a person's TikTok, you can often roughly judge what content he usually watches and what his interests and hobbies are.

On the one hand, this interest tag system determines what kind of content Douyin will push to us; on the other hand, it also determines what kind of audience our content will be pushed to.

Therefore, most of the methods on the market that teach you how to maintain an account and tag it are wrong.

Because that method, which makes you keep watching content from your peers, can only label your viewing habits, but cannot label your content.

How do you tag your content? It is necessary to publish content and generate various data.

The tiered traffic pool system means that whether it is short videos or Douyin, there are approximately 8 levels of traffic pools.

A short video or live broadcast room needs to win the PK in the "Colosseum" built by Douyin in order to continuously leap to the next traffic pool.

The 8-level traffic pool for short videos is basically as follows:

The traffic pool for live streaming is basically as follows:

How can one win in this horse racing mechanism?

For short videos and live broadcasts, the assessment criteria can be roughly divided into three major elements.

Three major elements of short video assessment:

1. Completion rate
2. Interaction rate (likes, comments, reposts)
3. Conversion rate

There are three main elements to evaluate the live broadcast room:

1. Stay (live broadcast room click-through rate, average stay time)
2. Interaction (like, comment, forward, follow, reward)
3. Conversion (click-through rate of the small yellow car, order completion rate, transaction amount per thousand views)

Your videos/live broadcast room will be at the bronze level at the beginning and will be evaluated in the lowest traffic pool. If the above three elements perform well and beat a bunch of bronzes among bronzes, you will be promoted to the next traffic pool and become a silver warrior.

If you win among many silver players, you can continue to be promoted to gold, platinum, and even king; if you fail unfortunately, it is very likely that you can only stay at the silver level; if you fail repeatedly, you may be demoted to bronze.

It should be noted that the algorithm is TikTok’s secret weapon. In principle, it is a “black box” that cannot be made public and is constantly being adjusted.

Moreover, the changes in Douyin are so fast that many people have complained: Douyin is a fickle scumbag.

What I said above is definitely very different from the actual algorithm. But it doesn’t matter, as long as we understand the general logic of its basic operation.

It is extremely important for us to understand the underlying logic.

Anyone who has played games knows that if you don’t understand the rules of the game, you will be eliminated very quickly. The high-end players of the game must be the ones who understand the rules of the game best, and even the ones who constantly discover bugs in the game.

Therefore, Azhu believes that before entering Douyin, we must understand Douyin's algorithm.

Since TikTok pushes our videos/live broadcasts based on interest tags + tiered traffic pools, we should naturally strive to accurately label our videos/live broadcasts, meet the recommended standards of the traffic pool, and work hard to defeat monsters and upgrade to become the king.

2. How many followers is best for a new account to start live streaming?

Normally, the general standard is that you need to accumulate 1,000 fans before you can start live streaming, but now the commercialization pace of Douyin is getting faster and faster, the number of people live streaming is increasing, and the gameplay is becoming simpler and more brutal. Those who have money can just spend money, and those who don’t have money can use technical skills to do the 7-day spiral.

Because Douyin opened a metaphysical traffic entrance called "Live Broadcast Plaza". The new account has no fans and no traffic? I'll fill in this entry for you first.

Therefore, the number of fans you get when broadcasting has no direct relationship with how well your live broadcast room performs.

3. How many traffic entrances does Douyin Live have?

To do a good job in Douyin live streaming, don’t blindly follow the methods of others. The product traffic source combined with his method may not be suitable for your product.

So before doing anything, determine the traffic entrance first.

1. Live Square

The live broadcast square is randomly converted based on user interest tags.

For vertical live broadcasts, the traffic in the live broadcast square is relatively inaccurate and the number of viewers drops quickly. But what is his bug? Traffic will always be pushed to new accounts for free. Based on this bug, think about how to play your own product.

2. Video recommendation

Video recommendations are users who come in after watching your video, some of whom are your fans, which is why you release a trailer a few hours before the show starts. Compared with the live broadcast square, the user accuracy is higher.

3. Fans’ attention

Literally, the more accurate and sticky your fan users are, the better the conversion rate of your live broadcast room will be.

4. Intra-city traffic

For traffic within the geographical area where the broadcast is started, it is recommended that vertical sales accounts do not enable local traffic. Because most of the users who watch the live broadcast in the same city are perverts who come to watch the "talent show" of beautiful women.

5. Other entrances

Other entrances come from user conversion, sharing, and traffic from the Douyin Volcano version, as well as the mysterious "Terracotta Warriors" rumored in the world. Of course, this module is an inevitable existence for ByteDance's products.

6. Hourly Ranking

The hourly ranking is based on the live broadcast room with high sound wave data or high sales volume, thus obtaining a higher live broadcast room ranking. There is no need to have any illusions about this entrance.

4. Tik Tok live broadcast team establishment

Generally, 4-5 people are the standard configuration for a normal live broadcast team. Of course, if your company has sufficient budget and a large number of people, you can also have a luxurious high-end configuration, which mainly includes the following types of work;

1. Anchor (with assistant)

IP (anchor):

1. Account IP content output

2. Mainly introduce products, live broadcast speech, and coordinate the whole scene

3. Brand product explanation;

4. Lucky draw guide, like the live broadcast room, follow the anchor, and introduce the order process;

Broadcasting:

1. Assist the anchor to make various preparations and emergency plans before, during, and after the broadcast

2. Participate in product selection and ranking

3. Increase the live broadcast rhythm, improve the atmosphere of the live broadcast room, introduce promotional activities, remind nodes for lucky draws, and remind selling points

4. Follow the host's rhythm, interact with fans, and liven up the atmosphere

5. Assist in answering questions in the live broadcast room

6. Monitor the live broadcast: distribute lucky bags, red envelopes, count the winners, switch cameras 7. Be responsible for checking and confirming whether the products and samples are ready before the live broadcast

8. Responsible for the placement of products to ensure that there are no mistakes in the delivery of products during live broadcast

9. Responsible for the anchor's styling maintenance and arrangement during the live broadcast

Author: Azhu

Source: Niuqi E-commerce