Think again of @qudianluo, who has been out of the circle for a few days. If you still want to sell pre-made dishes through the account of the high-speed circle fans, you may face a dilemma in Country Email List the near future, that is, the active users in the live broadcast room are not the target of the brand. Users have also attracted a lot of "wool parties" because of Dafa Welfare, 1 penny pickled fish, etc. The existence of these "wool parties" may "distort" the crowd label of the account, thereby reducing the long-term operation of the account. value.
2. What is "good content"
"Douyin live broadcast is getting harder and harder", "traffic dividends have basically disappeared", "it is getting harder and harder to make accounts", this may be the consensus of the industry, and creative good content and upgraded content form seem to have become the entry of live broadcast e-commerce A tried-and-true traffic password after the second half.
Cass believes that it is the content that can positively pull the live broadcast data. If users swipe the video/live broadcast to enter the live broadcast room and generate consumption behavior online, good content generally needs to undergo a triple test, and it also needs to serve the triple data indicators.
The first test is the attractiveness of warm-up, streaming video or live content to users.
This kind of attraction, applied to the creation of short video content, depends on whether the video content can clearly convey the benefits of the live broadcast room or the value and preferential information of the main products, while when applied to the live broadcast room, it depends on whether the live broadcast screen is eye-catching. ——Is the decoration of the live broadcast room consistent with the brand tonality? Can the package frame patch, etc. clearly convey the promotion information of the live room? Is the appearance of the anchor impressing people? And whether the explanation around the product is professional and creative.
On the whole, the first test of the core assessment index is the "exposure-entry rate" of the content;
The second test is whether the host can retain users and attract them to actively interact through good content after users enter the live broadcast room. The interactions here include but are not limited to likes, comments, attention, joining fan groups, and participating in live broadcasts. Activities, clicks on shopping carts, etc. In this link, the indicator that requires core attention is "exposure - (product) click rate";