1. Positioning
1. Douyin live broadcast
Douyin faces the entire network traffic. Its unique traffic recommendation mechanism has made more and more people fall in love with Douyin. As long as your work is good enough, everyone has the opportunity to be popular. There are advantages and disadvantages to the open traffic of the public domain. The advantage is that you have the opportunity to be popular and get more attention, but the disadvantage is that the retention is not good enough. There is a paragraph about Douyin users who use Douyin like an emperor’s brand every day. It seems like a sentence in the paragraph. The logic behind it is that you are good, but as good as you, or better. More , “The emperor” may not stay for that moment because of you. Including a certain tuba you are following on the vibrato, unless you click to follow it in the later stage, it is difficult to get this number when you use the vibrato normally. Therefore, it is necessary to play the vibrato quickly, quickly absorb powder, and quickly divert and transform. Of course, all premises require you to have enough video content and personal charm as support.
2. Kuaishou live broadcast
In the same city + social networking, Kuaishou is more private than Douyin. Kuaishou’s “old iron economy” is also a feature. The user relationship here is very good and it is more suitable for “selling goods”, so you will It is found that good private domain traffic is suitable for selling goods. Unlike Douyin, Kuaishou recommends more users you follow and local traffic, which account for 70% of Kuaishou, followed by unfamiliar users and public domain traffic recommendations. The live broadcast of Kuaishou requires you to be grounded and the price of the product is also grounded. Such users and products are more suitable for Kuaishou.
3. Taobao live broadcast
The recommendation algorithm of Taobao Live is similar to that of Toutiao, but compared with other platforms, Taobao’s shopping attributes are higher and users’ desire to buy is stronger. Other platforms need video content/personal charm as the basis, while Taobao needs products/shops. And based on the ability of the host. This is the main introduction to the product. You don’t need to dance and sing, and you don’t need to go to the house too much. It’s more like a cabinet sales.
4. WeChat live broadcast
Compared with the above three platforms, WeChat can be said to be a pure private domain traffic platform. This is why the major e-commerce/WeChat merchants use various platforms to attract traffic to WeChat every day. However, WeChat’s private domain traffic operation was the same as WeChat a few years ago, Moments + Community + Chat, and now it is still the same. WeChat has also been updated in recent years, seeking changes. For example, the short video function was launched last year (the actual effect is very general). From the perspective of users, you will find that now more than 3000 friends’ WeChat accounts will be restricted if they are sent to Moments. , That is, unless your friend finds you alone and clicks to open your circle of friends, she will open the circle of friends to update normally, and she can’t see you recently, and again, many communities now have classes in WeChat groups. There are 60s voice red dots one by one. I believe that I am not the only one who is annoying to see it, and when I click in and climb the stairs, if there is something else, I am too lazy to go up again, unless the course is 10w yuan. I bought it with money (it doesn’t matter whether you do or not, the important thing is 10
w bought)
So at this time, WeChat live broadcast is here. I think WeChat live broadcast is an “adapted upgrade” based on the original circle of friends and WeChat groups. Remember a formula: public domain traffic is suitable for exposure and drainage; private domain Traffic is suitable for conversion, transaction, and close relationship. It’s like the ancient show girls entering the palace through layers of screening (the popular of Douyin), but the real birth and superiority have to be closer to the emperor (the private domain of WeChat) cannot be described here.
I believe that everyone who is reading the article at this time still wants to win the emperor’s favor in the end, rather than simply enter the palace, just to see the emperor’s glance?
2. Function
Function here mainly talk about the advantages of WeChat live broadcast
1. You can put on WeChat
This is unimaginable by many people who do drainage. In the face of “micro” discoloration when talking about Kuaishou, even one word in the live broadcast will be blocked. WeChat can be blatantly put on WeChat, and even two-dimensional in the screen. Code, it’s okay, WeChat’s move is very clear, it’s to help you divert and sell goods
2. No need to download
This sentence is actually from the WeChat ecology. After all, WeChat has 1.2 billion daily activities, Taobao: 200 million, Kuaishou: 200 million, Douyin: 250 million, far less than WeChat, so if you want to target the old WeChat account Customers, the intended customers who have been paying attention to your products, and the thousands of customers who have just been attracted from Douyin, give them a product introduction class. Which platform would you choose? Douyin? quick worker? Some people may still need to download it. I even saw that there are live lectures on Weibo. You have to know that your customers are diverse. They may not have Weibo or use Weibo, and may not have Kuaishou or use it. Kuaishou, but they must have WeChat.
WeChat live broadcast is a small program. As a user, you don’t need to download, pay attention to the official account, and don’t need any operation. Just one-click to scan the code and step directly to the live broadcast room. Simple, convenient, fast and trouble-free, nothing is stronger than this
What’s even more explosive is that when other live broadcast platforms quit, they quit (it is very likely to lose users as a result), but another feature of WeChat live broadcast is the voice floating window, that is, you can listen to the live broadcast while returning to WeChat and swiping Moments, when you’re done, click on the floating window to return to the live broadcast room with one click
3. Live playback
On any other platform, the live broadcast is over and over. However, WeChat live broadcast will keep you the live broadcast playback record. Generally, the QR code of the live room will be released before the start of the class. When the class starts, scan the code to enter the live room. After the course is over, scan the code to enter the live video playback with one key, which can be fast forwarded and convenient Some people who didn’t catch up with the live broadcast looked back, very humane
4. Message reminder
When you enter the live broadcast room, the system will remind the user to click: Subscribe, and the user who clicked on the subscription will be reminded to the other party’s WeChat with a friend message when the next time you start the live broadcast. This click rate is very high.
5. Fission
This is the most worrying point for most people who play Douyin/Kaishou Live. I started broadcasting, what should I do if no one comes?
First of all, if you open a WeChat live broadcast and no one comes, it means that your WeChat private domain traffic operation, your circle of friends, and your personal IP are really not doing well. You should reflect on it.
Secondly, point 2 above talks about the convenience of WeChat live broadcast. If your live broadcast course is dry enough and your personal ip is well built, you can invite friends to forward and share with your circle of friends, or do sharing fission activities (below There will be special courses to teach everyone)
The third point is that WeChat live broadcast has a coupon playing method, which can achieve a rapid fission of the circle of friends, increase the popularity of your live broadcast room, and the friends of your fans who lead to the WeChat live broadcast room, this relationship is also stronger than that of Douyin and other companies. Regular fans of domain traffic
The fourth point is the public domain traffic of WeChat live broadcast. In addition to the three points mentioned above, WeChat officials will also provide a centralized traffic portal to high-quality anchors, so that high-quality anchors can get greater exposure and conversion rate.
So with the above four points, will you still ask the question about whether anyone is watching the WeChat live broadcast?
3. Opening conditions
1. Douyin live broadcast: In the past, accounts with 1000 fans were required to send 60s short videos, and 1w fans could open the live broadcast permission. Now Douyin is fully open. Everyone can open the live broadcast permission after real-name authentication.
2. Kuaishou live broadcast:
(1) Real-name authentication
(2) Registered for 7 days
(3) More than 6 fans
3. Taobao live broadcast: mainly from the perspective of the business to tell everyone
(1) Taobao stores meet one diamond or one diamond and above (there are no restrictions on corporate stores, except for jewelry categories)
(2) The number of online products in the main category is ≥5, and the store sales in the past 30 days are ≥3, and the transaction amount in the store in the past 90 days is ≥1000 yuan
Four, summary
No live broadcast platform is better, only which is most suitable. Anyone who insists on telling you which live broadcast platform is good is either because he has little knowledge or because he is profitable.
But for most people who want to make money through WeChat transactions, this formula is the most suitable: public domain traffic pools (Tik Tok, Kuaishou) are responsible for diversion of WeChat, private domain traffic pools (WeChat, Moments) are responsible for fission, Conversion and transaction.
Including the hot domestic brand in the past two years: Perfect Diary, it has also created nearly a hundred private WeChat accounts, with a private domain traffic of nearly 100,000.
The last sentence is for most people who only value public domain platforms. First of all, it must be tiring to do business with only thinking about attracting new customers every day and not wanting to maintain old customers; secondly, the cost of maintaining old customers is much lower than developing new customers. ; Finally, whether it is a private domain or a public domain, your professional knowledge, personal charm, product effects, and after-sales service are the fundamental elements that determine how much you make money. Private domain traffic will also be used, and public domain traffic will be good, but it’s just an auxiliary Tools, must not be fooled.
