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直播為生活服務帶來了更多想象，不僅在于拓展了本地商家的服務范圍與形式，也撬動平臺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.

具體到一場直播的所見之處，直播前的受眾定位、團餐的配置邏輯、直播間的視覺呈現(xiàn)、主播的講品話術、流量的規(guī)則與轉化、互動的引流與節(jié)奏、包括數(shù)據(jù)復盤與售后等等，每一個細小的環(huán)節(jié)都可能決定成敗也隱藏著無數(shù)可供挖掘的賣點與坑點。

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的直播角色和直播流量規(guī)則來講解「直播的進階玩法」！

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)搭建底層設施，在人員較為緊張的情況下，可以一人擔任多角。

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.

導演&PM總控

Director&PM Control

把握直播流程、互動節(jié)奏、直播進度、現(xiàn)場調度

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

控人、控場、控貨

Control personnel, field, and goods

主播

anchor

介紹、提煉賣點，根據(jù)彈幕情況及時判斷用戶需求，通過直播話術逼單

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

加強直播間用戶心智培養(yǎng)，引導用戶關注、刷彈幕、點擊購物車三項核心動作

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

配合主播介紹產品、引導粉絲、帶動氣氛

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，引導點擊小風車

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

引導粉絲關注、評論等互動行為，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

關注網(wǎng)絡與電量等硬件設備運行流暢

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

根據(jù)場控指令舉起白板提醒主播

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

設置評論區(qū)管理員

Set comment area administrator

評論區(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)彈幕帶動節(jié)奏

Launch barrage to drive rhythm

控評，負面評論及時禁言，設屏蔽詞

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

評論區(qū)回答用戶提出的問題，幫主播分擔壓力，避免用戶關心的點無人回答

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、福袋等互動福利

Interactive benefits such as TikTok red envelopes and lucky bags

場外聲援互動，營造直播間氛圍

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

直播運營+投手

Live streaming operation+pitcher

根據(jù)套餐轉化數(shù)據(jù)分辨直播爆款，人氣高峰時放出爆款套餐，并在主播可見范圍內及時提醒主推套餐

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

及時上下架團餐，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GMV增長情況，在主播、場控注入雞血，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(如每半小時投放一次Dou+

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

直播間氣氛引導

Atmosphere guidance in the live broadcast room

發(fā)布評論充當氣氛組

Post comments as an atmosphere group

根據(jù)直播節(jié)奏發(fā)送互動問題

Send interactive questions according to the rhythm of the live broadcast

倒計時、上鏈接、上團購等畫外音

Countdown, linking, group buying, and other voiceovers

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

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注流量、自然流量、付費流量、其他四大類。良性的直播間流量比重: 自然流量>關注流量>其他流量>付費流量。

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，轉化帶來流量，從來不是流量的問題，都是轉化的問題

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

第二，抖音只負責講你的直播間推送到盡量精準的人群前，不負責他們的點擊和轉化，重點是點擊跟轉化

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，想要增加直播間點擊率，取決于視頻價值/直播間預覽價值。

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結果的重要因素，直播間的自然流量獲取取決于直播間的質量。影響直播間的轉化行為有：

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:

看播點擊率

Viewing click through rate

曝光CTR 點擊進入直播間

Expose CTR and click to enter the live broadcast room

轉化率

Conversion rate

絕對正向 (評論，加團，關注停留30S，消費，刷禮物等)

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

絕對負向 (舉報，不喜歡，停留小于10S) 點贊不作為直播間質量因子

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

成交轉化率

Transaction conversion rate

小風車點擊，成功支付

Click on the small windmill and successfully make the payment

用戶進入到了直播間，在直播間的轉化行為越高，直播的質量就越高，如何提高用戶在直播間的轉化行為？

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?

免費轉化行為: 點擊(視頻/直播間)評論、分享、停留等付費/可能

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

付費轉化行為: 點擊 (購物車/團品)禮物、加團、下單、支付等

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

付費流量

Paid traffic

DOU+投放建議：

DOU+advertising recommendations:

直播前

Before live streaming

開播前1-2小時，拿出20%預算投放直播預熱視頻(優(yōu)惠商品推廣/門店加熱)

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.預熱視頻需人工維護評論:

2. Preheating videos require manual maintenance of comments:

a.官方評論置頂

a. Top official comments

評論說明直播時間、商家、價格、福利

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

b.對于惡評進行刪除或回復

b. Delete or reply to negative reviews

c.發(fā)動同事營造互動氛圍(表達想去、商家很不錯，問價格，問福利等等)

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

開播后

After broadcasting

開播后30分鐘，拿出40%預算直投直播間人氣，開播1小時內再用剩下的40%預算直投小房子引流。

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+瞬時加載能力較強，以30min或15min為時間單元創(chuàng)建多個訂單性價比更高

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

實時調整：實時監(jiān)控直播間GMV收入，以每30min作為時間單元，超出預期交易額按比例調高下一個時間單元的DOU+金額，如不及預期則下調預算(嚴重不及預期，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)

時間組合：“投放時長”選擇30min+60min時間，組合投放保障投放進度同時可降低成本

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

03 Live broadcast room cold start

每一場直播剛開始的時候，系統(tǒng)會給到這個直播間一些測試流量，希望通過這些種子流量找到直播間的對應流量，但是用戶是否點走直播間其實是一個概率事件。所以直播間在冷啟動期間找到自己的受眾，其實是一個概率事件，冷啟動的轉化效果好，會直接影響到后續(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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