One of the bosses asked a question:
Do those live broadcast rooms that insist on putting them make money?
The answer is that someone makes money, someone loses money, and all businesses are the same.
In the end, 20% of the market makes 80% of the money.
has been doing Douyin live broadcast for three years and has gone through three stages -
The first stage is the stage of selling goods through DOU+'s crazy drainage.
The second stage is to do organic traffic through differentiated live content.
The third stage is the stage of replicating the matrix number at scale through paid delivery.
It can be said that paid delivery has played a key role in the development of Douyin e-commerce, helping countless influencers and merchants to counterattack.
This article can be regarded as an explanation of the money spent, and summarizes what the live broadcast rooms that are losing more and more have done wrong.
As the saying goes, a successful live broadcast room is different, but the trap of failure is repeated by countless people every day.
First, money is the least valuable element in a world that does not know how to put money.
Many live broadcast rooms often enter a strange circle: if you don't invest money, you will have no traffic, and you will lose money as soon as you put it on.
So I simply came to the conclusion: traffic is metaphysics, and Douyin is a game where RMB players burn money.
We all know that this is definitely not the truth, no matter what kind of business, only those who master the underlying logic can make money.
Let's talk about why "if you don't invest money, there will be no traffic", because the people and goods in your live broadcast room can't convert free traffic.
Let's talk about why "you lose money as soon as you put it", because paid delivery can only ensure that the traffic comes in, and the conversion depends on yourself, and if you can't sell the goods, of course you lose money.
Most live broadcast rooms mistakenly think that what they lack is traffic, but what they lack is the ability to undertake traffic.
Here's a very important tip for all those who want to drive traffic and monetize their paid placements:
Optimize your people and goods yard in place, and then put a huge amount of thousands of rivers, otherwise it will be a waste of money.
If you want to do a good job, you must first sharpen your tools, and in the live broadcast room of paid delivery, a good person and goods yard is the real weapon.
Even in the "early days of paid placement", there is no reason why anyone can make money by placing it.
If you understand the average ROI of your industry, you may know that in the finals of advertising, money is the least valuable element.
So what is worth more than money?
It is your ability to select products, the ability to control prices in the supply chain, the ability to convert anchors, the production capacity of high-quality content, and the ability to operate for a long time.
There is no unified standard under the horse racing mechanism, but we have the following common sense-
Burning anchor + high-conversion product + high-penetration scenario + strong operation process + high-completion rate content = paid five-piece set that outperforms peers.
The following live broadcast rooms are typical paid high-conversion live broadcast rooms that meet the above needs, you can feel it
But looking at it, many people's live broadcast rooms look like this:
Forced to operate anchors + unattractive products + mediocre scenes + no rhythmic process + low completion rate content.
looks like you're going to lose money, and if you don't sell well, you have to blame the platform, which can't be justified, right?
Second, they don't know how to use paid traffic to leverage organic traffic.
Let's mention the biggest rumor on the rivers and lakes again: paid delivery will suppress organic traffic.
After the paid delivery, the organic traffic has decreased, and there is only a time sequence, and there is no causal relationship.
Compared with paid delivery, organic traffic has a wider crowd and a lower fault tolerance rate for people, goods and yards.
What does that mean? Maybe you can convert paid traffic with a score of 70, but you need to score 95 to convert organic traffic.
Therefore, for many people, they are too lazy to improve if they achieve a score of 70, so they can only see that the organic traffic is getting less and less.
Most of the live broadcast rooms that lose more and more are because the traffic structure of the live broadcast room is single, the fee ratio is too high, and the gross profit of the product cannot be supported.
If you want to make money through placement, you should not use paid traffic as the main source of traffic in the live broadcast room, but as a lever to leverage organic traffic.
The above principle applies to the live broadcast room of each category, and the more the industry has a low gross profit space, the more you can rest assured that you can take advantage of the leverage effect of the placement.
If you ask many brands why they don't pay for no traffic, most of them will say that their products have high costs and insufficient gross profit space.
It's as if this is an all-purpose fig leaf, covering up cognitive and behavioral backwardness by flaunting one's own product as good.
With the old map, you can't find the new continent. I've seen a lot of industries that are generally recognized as low gross margins and have found new continents through paid placement.
I saw a case on the huge engine, a clothing merchant said: "I listened to the online V, I always thought that paid traffic would inhibit natural traffic, and I found out after several hits last month that paid traffic can drive free traffic, and I didn't dare to invest before, for fear of suppressing the current natural traffic." "There are still many merchants who are slowly realizing the value of advertising
The account of "Song Laoxiang Specialties", which sells dried plum vegetables for more than a dozen yuan, has invested a payment ROI of 10.9 through a huge amount of Qianchuan combined with its own content advantages, and successfully amplified it by payment, and did not suppress the original video traffic and natural traffic.
The account of "Qin Ma Condiment Flagship Store" sells 9.9 seasoning sauce, with a monthly performance of more than 10 million, and a monthly investment amount of about 1 million.
Here, let's directly teach you how to leverage organic traffic through paid placement——
First of all, we need to know a principle: when paid delivery pulls up the field and online, it will stimulate the flow rate of organic traffic.
Many times we find that the more paid traffic, the more organic traffic, and this is not an illusion.
Therefore, through the high online brought by the delivery, it includes both paid traffic and organic traffic, and what we need to do is to realize the synergy of paid traffic and organic traffic through the two flows of universal explosive products and excellent speech conversion.
The reason is so, but the operation results vary from person to person, and the difficulty lies in the control of the transformation process by the operation team.
Third, I don't know how to use paid delivery to quickly break the cold start.
If you want to make money on Douyin, you must know the three important roles of paid traffic -
1. The touchstone of the people, goods and yards, and the live broadcast room that cannot convert paid and accurate traffic, must be unqualified.
2. Stimulate the transformation of natural traffic, and synergize with natural traffic to become bigger and stronger.
3. Help the account quickly establish a crowd tag and realize the cold start of the account.
Not everyone can do it with a daily sales of one million, but helping an account to start a cold start through a small amount of money is a classic use of paid traffic.
Why do you need to rely on paid traffic to break the cold start?
But for novices, it is difficult to get 95 points, and at the same time, the new account lacks accurate labels, so the starting period is long.
I have always emphasized that novices should find positive feedback as soon as possible at the beginning and feel the feeling of traffic, otherwise it is easy to lose confidence and fall into internal friction.
Paid delivery can quickly circle accurate users, and we can quickly tag accounts without tags by continuously converting paid traffic.
In the process of doing DP, more than 80% of the new account launches are combined with the small store push.
The advantages and disadvantages of this tool are very obvious, the advantage is that it is easy to understand and quick to use, which is very suitable for new accounts.
The shortcoming is that in the refined operation and batch operation of the launch, it is not as easy to use as the huge Qianchuan PC, but it is definitely enough to start.
Whether it is to help new accounts achieve short video delivery, or to help new live broadcast rooms achieve labeling and performance breaking zero, it is a good hand.
The main points of the operation of this tool can be summed up in one sentence:
During the cold start period, similar influencers can be pushed by small stores to quickly help new accounts find accurate users, and small amounts of high frequency are recommended for the whole process.
The following is a case of us casually pushing a brand beauty customer through a small store, spending about 10,000 yuan per game, 300 yuan per order, and placing more than 30 orders in 4 hours.
Fourth, they don't know how to use high-quality materials to improve ROI.
When it comes to paid delivery, we can't fail to emphasize the troika that affects the distribution mechanism of huge thousands of rivers:
eCPM, content engagement metrics, and GPM.
We won't talk too much about the principle of delivery in this article, so as not to let you fall into the strange circle of data-only theory.
I just need to tell you that the quality of the material directly affects the running volume and ROI of the huge Qianchuan, and good materials can make the live broadcast room explode instantly.
I have to give you a real case, the following picture is a paid beauty customer, in the first month, broadcast 5-6 hours a day, daily sales of 3-50,000, the amount of 1-30,000.
On a certain day, a high-quality material began to explode, and the daily sales instantly exceeded 100,000, and the next day exceeded 500,000.
We continued to create and extend along the explosive materials, and quickly achieved a stable daily sales of 300,000.
If paid advertising is the leverage of organic traffic, then good materials are the leverage of paid advertising with high ROI.
Especially in many industries that are recognized as having low gross margins, such as department stores, clothing, food, etc., good content can play a role in shifting thousands of pounds.
We have operated several accounts that sell hairy crabs this year, and the gross profit of fresh food is pitiful, but through a large number of high-quality content and a huge amount of Qianchuan's delivery, we have achieved a performance of 12 million in October, with an ROI of over 7.51.
The core secret is that we will produce more than a dozen pieces of content every day and post them on the homepage of the account, and if the natural traffic data is good, we will pay to amplify the traffic effect.
With the blessing of a huge number of thousands of rivers, you may be short of a high-quality material from the explosion of orders in the live broadcast room (provided that the iteration of people, goods and yards is in place).
Here are a few tips for the production and delivery of high-consumption short videos:
1. Most of the explosive e-commerce short videos are measured, not planned, that is to say, when you don't know what content can be popular, shoot as much as possible, and use quantity to fight the uncertainty of quality.
2. There is an attenuation cycle after the video explosion, and the broadcast time should be as full as possible during the explosion period to maximize the dividends of the traffic explosion.
3. Quickly recreate and remake along the template of the popular video, and take advantage of the popularity to broaden the crowd as soon as possible.
Fifth, I don't know how to use paid delivery to break the circle of people.
Many people often have a feeling that the ROI is quite good at the beginning, but they will not make money if they invest, and they will even start to lose money later.
Many people think that this is the platform squeezing the profit margins of merchants, sorry, it's really not like that.
You just need to think of a simple truth, if you open a special restaurant in the village, and the business is particularly good, it will attract your peers to open a restaurant, and if there are more people who open it, the people in the restaurant will be diverted, and the business will naturally decline.
At this time, one of the things to do is to continuously improve the level of operation, improve the service and taste, and the other is to open restaurants in other villages and convert new customers.
If you put it in our live broadcast room, the principle is the same: when the ROI is reduced, you either improve the quality of the material or expand the new audience.
From the perspective of the general trend, the competition for paid delivery is becoming more and more fierce, and the cost of drainage two years ago is not the same as it is now.
This also means that when we can increase fans and drain traffic through the placement, as long as we control the cost, we can spend money boldly and with confidence.
Although it is cruel, there is a truth about delivery: traffic is only the cheapest today.
Many people often regret that at a certain point in the past, they could have relied on the launch to quickly scale, but they did not seize the opportunity.
Aside from the general trend of traffic costs, there are generally two reasons for the decrease in ROI, one is the attenuation of the material, and the other is the overexposure of a certain type of people.
Only change can cope with change, change the material, change the plan, and change the crowd.
How do you do it?
1. There should be a sufficient pool of delivery materials to cope with the decay cycle of delivery. It is said that a famous name on Douyin once relied on the launch of a beauty and skin care live broadcast room with monthly sales of more than 100 million, and there was a team of dozens of people behind it to produce and release materials, in order to ensure that the bullets continued.
2. The exploration of the population should be narrow first and then wide, and when the accurate crowd is used up, it is necessary to continue to expand the crowd to avoid a deadlock.
3. The content of the live broadcast room should be continuously iterated. Some live broadcast rooms have not changed from the script to the anchor to the scene all year round, not to mention the users, the platform is tired of it.
Doing Douyin live broadcast is the process of constantly breaking through yourself, if you don't ask for change, ROI will force you to change.
Sixth, they don't know how to use paid delivery to achieve low-cost matrix replication.
This piece of advice is invaluable because it's our own path to validate success.
First of all, let me ask you a question, is it difficult to make a live broadcast room with a monthly sales of 10 million, or is it more difficult to do a live broadcast room with 2 million sales in 5 months?
For most, it's the former that's harder.
Anyone who has done Douyin knows that if you want to make the traffic and sales of the live broadcast room go to a higher level, the price you need to pay behind it is different.
The live broadcast room with a monthly sales of 2 million and a monthly sales of 10 million paid live broadcast rooms, the team configuration behind it, and the requirements for the supply chain are also completely different.
There are many small teams that can achieve monthly sales of one or two million, but many teams of dozens of people cannot achieve monthly sales of tens of millions.
There is a saying that the operation determines the bottom line of the live broadcast room, and the anchor determines the ceiling of the live broadcast room.
So you see, if you want to sell more goods, you have to match the anchor who is one in a million, which is really not easy.
Is it possible to find the range with the highest ROI after we have successfully started, and then use low-cost manpower to matrix copy.
This year, there is an obvious trend, that is, many agency agencies have begun to set up teams in non-first-tier cities to output replicable experience and reduce business risks and costs.
We have also built a new broadcast team in a third-tier city in Jiangsu, with less than one-third of the cost of manpower and venues in Shanghai.
Here are a few suggestions regarding matrix number copying –
1. After the main account is successfully explored, copy the new account, and do not start several live broadcast rooms at the same time.
2. It is recommended to replicate in lower-tier cities, because it can ensure the low cost of production factors, which is the key to large-scale profitability.
3. There needs to be differences in crowd groups between different matrix numbers, which seem to be different live broadcast rooms, but they share a set of underlying logic.
4. Matching paid delivery can make the certainty of traffic and results higher, and at the same time, the requirements for the team are also lower.
Seventh, I don't know how to do a good job of data indicators in combination with shallow transformation goals.
Many platforms can do paid advertising, but do you know what is the difference between Douyin and other platforms?
It is Douyin's huge Qianchuan delivery that brings not a single UV, but users with designated behavior tags.
What is a user with behavior tags, that is, the system can predict in advance the behavior that will occur when each user enters the live broadcast room according to the algorithm.
Many people may not realize the value of this differentiation, but in my opinion, behavioral users can directly manipulate the flow of traffic by cooperating with the process.
When we put it, we can choose the delivery target according to the demand, generally speaking, entry, comments, and followers are all shallow conversion goals.
Placing orders and closing deals belong to the deep conversion goal, and most people will not hesitate to choose the deep conversion goal when they start to do advertising.
So have you ever thought about it, since what everyone wants is to place orders and close such behavior users, so why should there be shallow behavior?
The answer is simple, because the deal is the final result, and we need a lot of process indicators to achieve the result indicators.
I once saw a department store merchant say: "If we vote now, the purpose of screening is to make a transaction, and those who don't watch the scene and like and interact with it are useless to make a transaction." "This should be the mentality of many merchants when they put it.
For live broadcast rooms, only investing in deep conversion goals may be able to obtain better ROI, but the magnitude is limited and the traffic cost is high.
If we can cooperate with the process and planning of the live broadcast room, and introduce shallow behavioral users at different stages, we can quickly leverage the traffic of the live broadcast room.
At the beginning of the broadcast, we can quickly increase the popularity of the live broadcast room by putting "entering" and "interacting" behavioral users, and cooperating with the welfare drainage products in the live broadcast room, so as to improve the stay time and interaction rate of the live broadcast room.
With the dual blessing of deliberate guidance + behavioral users, the effect we want will be accelerated, which is not manipulating traffic.
When we turn a regular price product, we place an order in advance, and then convert the order user into a transaction user through rhythmic and skillful forced orders.
Take the small store as an example, and directly give you a picture of my summary, which is clear and clear, and you can save a lot of delivery fees if you understand it
Eighth, I don't know how to get out of my comfort zone and combine it with natural flow.
There is a strange phenomenon in the rivers and lakes, those who engage in natural flow are unwilling to invest money, for fear of destroying the model of the live broadcast room, and those who engage in paid delivery cannot play with natural traffic.
The core is because everyone thinks that the cost of trial and error is too high, and they are stuck in their comfort zone and are reluctant to come out.
So is there a possibility to use the combination of natural flow + paid delivery to make the traffic in the live broadcast room achieve dual-frequency resonance.
First of all, is it true that you don't need to pay for organic traffic?
We already know that paid delivery doesn't suppress organic traffic, and delivery can help organic flow merchants amplify.
If the paid merchants can learn a little bit of natural flow in the live broadcast room, they can get 90 points as soon as possible, and they are still worried about the ROI of the live broadcast room?
Regarding the natural flow of play, the core is to replace losing money with losing goods.
The operation idea is to stimulate the interactive data and transaction data of the live broadcast room through a large number of low-customer orders and pan-welfare explosive products in the live broadcast room. The traffic that was originally bought with money attracted users by losing money in the live broadcast room.
But there is a difficulty in this process, that is, how to transfer money? Convert the so-called wool picker users into users who buy regular-priced products?
I stayed in the live broadcast room of a single million natural stream anchors for 5 days, and summarized a few methods for you.
1. If you want to improve organic traffic, you need to have a good product, if the goods are not attractive, you can't get organic traffic.
2. Profit products are interspersed in the middle of welfare products, and the price is moderate, and they need to be called out by users and old fans on the public screen, not bluntly.
3. The whole process of the live broadcast room is fast-paced, and the anchor's character is strong, and he packages himself while selling goods to strengthen trust.
4. The rhythm of the operation is skillful, when to put an order, how many orders, when to change the inventory, there are skills and methods.
In the same way, how can the live broadcast room that has already invested in payment combine the above gameplay to improve the conversion of natural flow?
1. Give light personas to storecast anchors, such as product managers, R&D directors, channel sales champions, etc., because they are light personas, they are highly flexible and replaceable, and at the same time, they can bring more trust to users.
2. The group of products has advanced from a single popular cycle to a multi-SKU payment, with the purpose of increasing the unit price and stay time of a single user.
3. Abandon the cookie-cutter green screen scene, start with the original and creative real scene, and increase the user's exposure and click-through rate as much as possible.
4. The transfer of the product needs to have corresponding planning and process, planning a certain light plot, Douyin live broadcast is not Taobao live broadcast, passively waiting for old fans to come to consult, but to transform the trust of strange users through content.
5. Give up the same boring content on the homepage, give up the rigid unified cover, and try a variety of easy-to-spread content forms without restrictions.
Ninth, I don't know how to use paid delivery to enhance the long-term value of old fans.
Although everyone is busy breaking the circle, the maintenance and long-term transformation of old fans is the key to improving our long-term ROI.
There is also a word for long-term ROI, which is called LTV (long-term life value of users).
For some categories with a long decision-making cycle, long-term ROI can be obtained by operating the long-term value of users.
This also means that we do paid delivery, not only look at short-term production, but also look at long-term cycles.
Some categories need to reach users multiple times before they can convert, and some live broadcast rooms may not generate purchases until a week after users add followers.
How to do a good job in the repurchase and conversion of old fans through paid placement, here are three suggestions:
1. Awaken old fans by planning Bigday. According to our own experience, generally speaking, the proportion of the transaction amount purchased by old fans during the promotion period will increase from less than 10% to 30%.
The fan traffic in one of our brand's live broadcast rooms increased from 5% to 17%, bringing more than 25% of the transaction percentage.
2. Increasing followers through live broadcast is still a key indicator for each live broadcast room at this stage. I once heard a big anchor say that what I care most about in live streaming now is not how much money is sold, but how many new fans have risen. Because new powder is living water, it is the guarantee of long-term sales.
3. Obtain scientific guidance data on the fan operation cycle through other official platforms, such as a huge cloud map, to guide the accurate re-investment of crowd packs.
4. Plan the pet fan day according to the repurchase cycle of the product, package the hoarding of high customer orders, and lock in the value of fans for a longer cycle.
Tenth, I don't know how to stop losses in time and iterate quickly.
Many people put money in the process of boiling frogs in warm water, starting from a small loss every day, thinking that they can exchange it for tomorrow, but they will not live tomorrow at all.
Paid delivery is not gambling, nor is it a matter of watching the sky and eating, it is a science with a set of rigorous methodology and practical paths.
Even if you lose money, you must have a skillful loss, and clearly know that the purpose of spending money today is to label or explore the crowd.
Only when we have a clear idea and a deep understanding of the logic of delivery can we make a profit in the process of playing with traffic.
In the process of doing Douyin live broadcasts, spending money is the easiest thing, and many people use continuous loss of money to escape real thinking.
Don't use tactical diligence to cover up strategic laziness when doing Douyin placement.
1. Progressive Event Start Gameplay (Updated on April 14, 2024)
(Private message reply to "Douyin play" to get the original picture)
The progressive activity starting method caters to the live broadcast algorithm, progressively pulls the weight of the live broadcast, and obtains the live broadcast recommendation traffic in a balanced manner, and currently progressively contributes 1 million GMV in a single month in the individual live broadcast room.
2. Short video test explosion gameplay (updated on April 16, 2024)
(Private message reply to "Douyin play" to get the original picture)
Compared with the traditional short video test gameplay, this set of gameplay can obtain higher accurate and natural recommendations, and is widely used in the live broadcast room of clothing and food, contributing 2 million GMV in a single month.
3. Single product Qianchuan delivery gameplay (updated on April 8, 2024)
(Private message reply to "Douyin play" to get the original picture)
Qianchuan single product gameplay, single product delivery strategy, greatly reducing the threshold for mixed product delivery, currently in my live broadcast room monthly contribution of more than 5 million GMV, is my personal most used live broadcast room gameplay.
4. Troika Mixed Traffic Gameplay (Updated on April 6, 2024)
(Private message reply to "Douyin play" to get the original picture)
Troika gameplay, the traffic structure of the troika is the most stable mode in the future live broadcast form, but the operation process is more complicated, and the current monthly GMV is less than 1 million, which is not recommended by novice teams.
Author | Liang Yi CEO of Red Rabbit Interactive, certified lecturer of Douyin E-commerce Learning Center, senior lecturer of macroscience, focusing on live broadcast e-commerce operations, all experience and data are from front-line practice.