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直播為生活服務(wù)帶來(lái)了更多想象，不僅在于拓展了本地商家的服務(wù)范圍與形式，也撬動(dòng)平臺(tái)更具完整的本地生活商業(yè)生態(tài)。

Live streaming has brought more imagination to life services, not only in expanding the service scope and forms of local merchants, but also in leveraging the platform to have a more complete local life and business ecosystem.

具體到一場(chǎng)直播的所見(jiàn)之處，直播前的受眾定位、團(tuán)餐的配置邏輯、直播間的視覺(jué)呈現(xiàn)、主播的講品話術(shù)、流量的規(guī)則與轉(zhuǎn)化、互動(dòng)的引流與節(jié)奏、包括數(shù)據(jù)復(fù)盤(pán)與售后等等，每一個(gè)細(xì)小的環(huán)節(jié)都可能決定成敗也隱藏著無(wú)數(shù)可供挖掘的賣(mài)點(diǎn)與坑點(diǎn)。

Specifically, the audience positioning before a live broadcast, the logic of group meal configuration, the visual presentation in the live broadcast room, the host's speech, the rules and conversion of traffic, the flow and rhythm of interaction, including data review and after-sales, and so on, each small step may determine success or failure and hide countless selling points and pitfalls that can be explored.

今天我們先從最基礎(chǔ)的直播角色和直播流量規(guī)則來(lái)講解「直播的進(jìn)階玩法」！

Today, let's first explain the advanced gameplay of live streaming from the most basic live streaming characters and live streaming traffic rules!

01直播角色

01 Live broadcast role

在直播準(zhǔn)備中，下面這些角色都是直播中必不可少的，了解直播角色，能夠更穩(wěn)搭建底層設(shè)施，在人員較為緊張的情況下，可以一人擔(dān)任多角。

In the preparation for live streaming, the following roles are essential. Understanding the live streaming roles can help build the underlying facilities more stably. In situations where personnel are tight, one person can play multiple roles.

導(dǎo)演&PM總控

Director&PM Control

把握直播流程、互動(dòng)節(jié)奏、直播進(jìn)度、現(xiàn)場(chǎng)調(diào)度

Grasp the live streaming process, interactive rhythm, live streaming progress, and on-site scheduling

控人、控場(chǎng)、控貨

Control personnel, field, and goods

主播

anchor

介紹、提煉賣(mài)點(diǎn)，根據(jù)彈幕情況及時(shí)判斷用戶需求，通過(guò)直播話術(shù)逼單

Introduce and refine selling points, timely judge user needs based on bullet screen situations, and use live streaming scripts to force orders

加強(qiáng)直播間用戶心智培養(yǎng)，引導(dǎo)用戶關(guān)注、刷彈幕、點(diǎn)擊購(gòu)物車(chē)三項(xiàng)核心動(dòng)作

Strengthen the cultivation of user mentality in live streaming rooms, guide users to follow, swipe bullet comments, and click on the shopping cart as the three core actions

助播

Auxiliary broadcasting

配合主播介紹產(chǎn)品、引導(dǎo)粉絲、帶動(dòng)氣氛

Collaborate with the anchor to introduce products, guide fans, and create an atmosphere

小助理

Assistant

直播前引流視頻、物料的宣傳

Promotion of pre live streaming traffic videos and materials

直播中物料、菜品展示，下單教學(xué)，引導(dǎo)點(diǎn)擊小風(fēng)車(chē)

Display materials and dishes during live streaming, teach ordering, and guide clicking on small windmills

引導(dǎo)粉絲關(guān)注、評(píng)論等互動(dòng)行為，緩解主播口播壓力

Guide fans to follow, comment, and other interactive behaviors to alleviate the pressure of live streaming for anchors

關(guān)注網(wǎng)絡(luò)與電量等硬件設(shè)備運(yùn)行流暢

Pay attention to the smooth operation of hardware devices such as network and battery power

根據(jù)場(chǎng)控指令舉起白板提醒主播

Raise the whiteboard according to the field control instructions to remind the anchor

設(shè)置評(píng)論區(qū)管理員

Set comment area administrator

評(píng)論區(qū)管理員

Comment section administrator

截屏，記錄霸王餐信息，直播后聯(lián)系

Screenshot, record information about the King's meal, and contact after the live broadcast

發(fā)彈幕帶動(dòng)節(jié)奏

Launch barrage to drive rhythm

控評(píng)，負(fù)面評(píng)論及時(shí)禁言，設(shè)屏蔽詞

Control comments, timely ban negative comments, and set blocking words

評(píng)論區(qū)回答用戶提出的問(wèn)題，幫主播分擔(dān)壓力，避免用戶關(guān)心的點(diǎn)無(wú)人回答

Answer user questions in the comment section, help the anchor share the pressure, and avoid unanswered points that users are concerned about

發(fā)抖幣紅包、福袋等互動(dòng)福利

Interactive benefits such as TikTok red envelopes and lucky bags

場(chǎng)外聲援互動(dòng)，營(yíng)造直播間氛圍

Off site support and interaction, creating an atmosphere in the live broadcast room

直播運(yùn)營(yíng)+投手

Live streaming operation+pitcher

根據(jù)套餐轉(zhuǎn)化數(shù)據(jù)分辨直播爆款，人氣高峰時(shí)放出爆款套餐，并在主播可見(jiàn)范圍內(nèi)及時(shí)提醒主推套餐

Based on the conversion data of the package, distinguish the popular live streaming products, release the popular package during peak popularity, and promptly remind the host to promote the package within the visible range of the host

及時(shí)上下架團(tuán)餐，并彈出講解-直播卡片等操作

Timely listing and removal of group meals, and pop-up explanations - live streaming cards and other operations

播報(bào)GMV增長(zhǎng)情況，在主播、場(chǎng)控注入雞血，保持直播間活躍氛圍

Report on the growth of GMV, inject chicken blood into the anchor and venue control, and maintain an active atmosphere in the live broadcast room

流量投放(如每半小時(shí)投放一次Dou+

Traffic promotion (such as Dou promotion every half hour)+

直播間氣氛引導(dǎo)

Atmosphere guidance in the live broadcast room

發(fā)布評(píng)論充當(dāng)氣氛組

Post comments as an atmosphere group

根據(jù)直播節(jié)奏發(fā)送互動(dòng)問(wèn)題

Send interactive questions according to the rhythm of the live broadcast

倒計(jì)時(shí)、上鏈接、上團(tuán)購(gòu)等畫(huà)外音

Countdown, linking, group buying, and other voiceovers

在抖音這個(gè)流量天花板的平臺(tái)，想要吃到流量紅利，需要了解流量的基本規(guī)則并學(xué)會(huì)加以利用。

In Tiktok, the platform of traffic ceiling, if you want to get traffic dividends, you need to understand the basic rules of traffic and learn to use them.

02直播間流量分類

02 Live streaming room traffic classification

直播間的流量可以分為關(guān)注流量、自然流量、付費(fèi)流量、其他四大類。良性的直播間流量比重: 自然流量>關(guān)注流量>其他流量>付費(fèi)流量。

The traffic in live streaming rooms can be divided into four categories: following traffic, natural traffic, paid traffic, and others. The proportion of benign live streaming room traffic: natural traffic>following traffic>other traffic>paid traffic.

核心流量的原理

The principle of core traffic

第一，轉(zhuǎn)化帶來(lái)流量，從來(lái)不是流量的問(wèn)題，都是轉(zhuǎn)化的問(wèn)題

Firstly, conversion brings traffic, which is never a problem of traffic, but rather a problem of conversion

第二，抖音只負(fù)責(zé)講你的直播間推送到盡量精準(zhǔn)的人群前，不負(fù)責(zé)他們的點(diǎn)擊和轉(zhuǎn)化，重點(diǎn)是點(diǎn)擊跟轉(zhuǎn)化

Second, Tiktok is only responsible for pushing your live broadcast room to as accurate a crowd as possible, not responsible for their click and conversion, but focusing on click and conversion

因此，想要增加直播間點(diǎn)擊率，取決于視頻價(jià)值/直播間預(yù)覽價(jià)值。

Therefore, increasing the click through rate of live streaming rooms depends on the video value/preview value of the live streaming room.

自然流量

Natural flow

直播間自然流量的獲取是直播間GMV結(jié)果的重要因素，直播間的自然流量獲取取決于直播間的質(zhì)量。影響直播間的轉(zhuǎn)化行為有：

The acquisition of natural traffic in the live broadcast room is an important factor in the GMV results of the live broadcast room, and the acquisition of natural traffic in the live broadcast room depends on the quality of the live broadcast room. The conversion behaviors that affect the live broadcast room include:

看播點(diǎn)擊率

Viewing click through rate

曝光CTR 點(diǎn)擊進(jìn)入直播間

Expose CTR and click to enter the live broadcast room

轉(zhuǎn)化率

Conversion rate

絕對(duì)正向 (評(píng)論，加團(tuán)，關(guān)注停留30S，消費(fèi)，刷禮物等)

Absolutely positive (commenting, joining a group, following for 30 seconds, spending, brushing gifts, etc.)

絕對(duì)負(fù)向 (舉報(bào)，不喜歡，停留小于10S) 點(diǎn)贊不作為直播間質(zhì)量因子

Absolutely negative (report, dislike, stay for less than 10 seconds) likes are not considered a quality factor for the live broadcast room

成交轉(zhuǎn)化率

Transaction conversion rate

小風(fēng)車(chē)點(diǎn)擊，成功支付

Click on the small windmill and successfully make the payment

用戶進(jìn)入到了直播間，在直播間的轉(zhuǎn)化行為越高，直播的質(zhì)量就越高，如何提高用戶在直播間的轉(zhuǎn)化行為？

The higher the conversion behavior of users entering the live broadcast room, the higher the quality of the live broadcast. How to improve the conversion behavior of users in the live broadcast room?

免費(fèi)轉(zhuǎn)化行為: 點(diǎn)擊(視頻/直播間)評(píng)論、分享、停留等付費(fèi)/可能

Free conversion behavior: click (video/live streaming room) to comment, share, stay, etc. Pay/possible

付費(fèi)轉(zhuǎn)化行為: 點(diǎn)擊 (購(gòu)物車(chē)/團(tuán)品)禮物、加團(tuán)、下單、支付等

Payment conversion behavior: click on (shopping cart/group products) gifts, add groups, place orders, make payments, etc

付費(fèi)流量

Paid traffic

DOU+投放建議：

DOU+advertising recommendations:

直播前

Before live streaming

開(kāi)播前1-2小時(shí)，拿出20%預(yù)算投放直播預(yù)熱視頻(優(yōu)惠商品推廣/門(mén)店加熱)

1-2 hours before the start of the broadcast, allocate 20% of the budget to invest in live streaming preheating videos (promotion of discounted products/store heating)

1.選高vv視頻，如不及預(yù)期則降低投放力度

1. Choose high VV videos, and reduce advertising efforts if it falls short of expectations

2.預(yù)熱視頻需人工維護(hù)評(píng)論:

2. Preheating videos require manual maintenance of comments:

a.官方評(píng)論置頂

a. Top official comments

評(píng)論說(shuō)明直播時(shí)間、商家、價(jià)格、福利

Comment description: Live broadcast time, merchant, price, benefits

b.對(duì)于惡評(píng)進(jìn)行刪除或回復(fù)

b. Delete or reply to negative reviews

c.發(fā)動(dòng)同事?tīng)I(yíng)造互動(dòng)氛圍(表達(dá)想去、商家很不錯(cuò)，問(wèn)價(jià)格，問(wèn)福利等等)

c. Motivate colleagues to create an interactive atmosphere (express desire to go, the merchant is very good, ask about prices, benefits, etc.)

開(kāi)播后

After broadcasting

開(kāi)播后30分鐘，拿出40%預(yù)算直投直播間人氣，開(kāi)播1小時(shí)內(nèi)再用剩下的40%預(yù)算直投小房子引流。

30 minutes after the broadcast, allocate 40% of the budget to directly invest in the popularity of the live broadcast room, and within 1 hour of the broadcast, use the remaining 40% budget to directly invest in small houses to attract traffic.

少額多單：DOU+瞬時(shí)加載能力較強(qiáng)，以30min或15min為時(shí)間單元?jiǎng)?chuàng)建多個(gè)訂單性價(jià)比更高

Small amount and multiple orders: DOU+has strong instantaneous loading ability, and creating multiple orders in 30min or 15min time units is more cost-effective

實(shí)時(shí)調(diào)整：實(shí)時(shí)監(jiān)控直播間GMV收入，以每30min作為時(shí)間單元，超出預(yù)期交易額按比例調(diào)高下一個(gè)時(shí)間單元的DOU+金額，如不及預(yù)期則下調(diào)預(yù)算(嚴(yán)重不及預(yù)期，可考慮停)

Real time adjustment: Real time monitoring of GMV revenue in the live broadcast room, using every 30 minutes as a time unit. If the expected transaction amount is exceeded, the DOU+amount for the next time unit will be increased proportionally. If it is less than expected, the budget will be lowered (if it is seriously less than expected, it may be considered to be suspended)

時(shí)間組合：“投放時(shí)長(zhǎng)”選擇30min+60min時(shí)間，組合投放保障投放進(jìn)度同時(shí)可降低成本

Time combination: Choose a duration of 30min+60min for "advertising duration", which ensures the progress of advertising while reducing costs

03直播間冷啟動(dòng)

03 Live broadcast room cold start

每一場(chǎng)直播剛開(kāi)始的時(shí)候，系統(tǒng)會(huì)給到這個(gè)直播間一些測(cè)試流量，希望通過(guò)這些種子流量找到直播間的對(duì)應(yīng)流量，但是用戶是否點(diǎn)走直播間其實(shí)是一個(gè)概率事件。所以直播間在冷啟動(dòng)期間找到自己的受眾，其實(shí)是一個(gè)概率事件，冷啟動(dòng)的轉(zhuǎn)化效果好，會(huì)直接影響到后續(xù)的自然流量。

At the beginning of each live broadcast, the system will provide some test traffic to the live broadcast room, hoping to find the corresponding traffic of the live broadcast room through these seed traffic. However, whether the user clicks on the live broadcast room is actually a probability event. So finding one's own audience during the cold start period in the live broadcast room is actually a probability event. The good conversion effect of the cold start will directly affect the subsequent natural traffic.

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