The “distribution according to work” in the live broadcast industry is always reserved for a small number of “risk” people.
Look at business with perspective. Super views, from the frontier observations of new business practitioners.
Special Observer ｜ Zhuang Shuai
Live broadcast e-commerce is getting hotter and hotter. Even after reading the live broadcast e-commerce report of China Merchants Securities, Luo Yonghao announced a high-profile entry into live e-commerce and soon signed a contract with Douyin.
Although Luo Yonghao hasn’t made a mobile phone in recent years, he has made himself a “super influencer” with all his own topics. Here I will not judge whether Luo Yonghao will be successful in live broadcast e-commerce, and whether Li Jiaqi, who surpasses Taobao live broadcast, and Simba, a fast-hand live broadcast e-commerce, will become the “first brother” of Douyin live e-commerce.
In this paper, the flow logic of the four live broadcast e-commerce platforms, Douyin, Kuaishou, Taobao Live and Tencent Live, has been thoroughly researched and sorted out for merchants to use as a reference when choosing a live broadcast platform and actual sales.
Douyin ’s heavy algorithm light fan ’s flow logic comes from the success of today ’s headline. As an information recommendation model that is different from search and social, matching content and users, accurate recommendation through the system is the core of this algorithm. So some people call this logic: content-oriented planned economy.
Behind the Douyin and Toutiao recommendation algorithm, there is a simple culvert formula: y = F (Xi, Xu, Xc)
This function includes three dimensions of variables, namely user, environment, and content.
The first dimension: content. Each kind of content has many tags, what category, what field, broadcast volume, number of comments, number of reposts, etc., need to consider how to extract the characteristics of the content to recommend.
The second dimension: user characteristics. Including interest, occupation, age, gender, etc.
The third dimension: environmental characteristics. Where is the user, on what occasion, work or travel, or in the subway.
In short: who am I, where am I, and what do I want to see.
To match these three is a very complicated mathematical problem, there are several commonly used models. Like vibratoSuch a large amount of data and strong real-time, generally mixed use of multiple models. In the end, the system will calculate the index of a video based on multiple factors, and then recommend it step by step according to the index.
The first step is a cold start.
After the video passes the review, the system will allocate an initial flow pool, which consists of two parts.
1. The fans of this account, but not all fans can push, and they must obey the principle of algorithm priority.
2. Users who may like the video.
Recommended about 300 playbacks for cold start.
The system will weight the video based on the data. There are 4 core data: play rate, comment rate, like rate, and finish rate.
Then do the weighted calculation:
The order of weights is probably the end rate> Like rate> Comment rate> Repost rate.
The reason is very simple. Your video may attract users at the beginning, the title may attract users, or the cover may attract users, but these cannot prove that the quality of your entire video is high, only that a certain part is attractive.
If the user can finish watching your video, it means that your video is really high-quality, so it is not surprising that the right to complete the broadcast rate is replayed in the first place.
In addition to these four data, the weight of the account is also a consideration.
According to the algorithm experience of Toutiao today, if two accounts send the same message (text can be grabbed for analysis), the algorithm will give priority to the account with the highest weight. But the video should be more difficult to encounter this situation.
The second step, after the weighted calculation, meets the requirements of the second recommendation, the video will be recommended to the second traffic pool, around 3000 .
Then repeat the second step. Statistics, and then recommend, each recommendation will get more traffic. If the data does not meet the standard, it will be temporarily recommended. The video traffic will stop.
In the end, an inverted triangle recommendation mechanism was formed.
The above is the traffic logic of Douyin short video, so most of the live streaming e-commerce will continue this traffic recommendation algorithm, but the live streaming e-commerce will also involve conversion rate, repurchase rate and other e-commerce parameters, these will make Douyin faces new traffic distribution challenges.
Quick Hand ’s flow logic: social + interest
Quick hands recommend content based on social + interest, using a decentralized “market economy.” The platform focuses on waterfall-style dual-column display, and the fan arrival rate of published content is about 30% -40%.
Quick hands first regulate traffic distribution based on users ’social attention and interests, focusing on recommended content on the“ following page ”.
Quickman ’s weak operation control directly “links” content creators and fans, deepens the stickiness of both parties, precipitates private domain traffic, and creates a “trusted relationship” with high trust.
Let ’s take a look at the rules and paths recommended by Kuaishou for “mutual fans”. The platform limits the daily attention limit to 20 people, and can no longer be added after the number of attentions reaches 1500. Of course, the purpose of this platform design is not to make people love each other.
There are several types of recommendation mechanisms:
Recommended based on the people you follow
There are N friends to follow together
People you may know
He is following you
Fans who come through mutual fans generally pay more attention to “mutual fans”, he may do fan management: often check whether the people they follow are also paying attention to them, if the other party no longer pays attention to themselves, then get rid of it .
The following model diagram drawn by the product manager probably demonstrates the quick hand flow logic of changing from “stranger social” to “fan social networking” and from “public domain traffic” to “private domain traffic”. The more obvious and powerful a person’s “style” / “personal settings”, the more private domain traffic will be closer.
According to QuestMobile statistics, the retention rate of fast-acting active users on the 7th reached 84.4%, ranking first in short video apps, and the retention rate was second only to WeChat.
Traffic logic of Taobao live broadcast: the “experience + professional” grading operation of the anchor
Taobao live broadcast has gradually moved from the content transition to the “experience + professional” grading operation of the anchor. The dimensions involved in the experience include: live broadcast sessions + duration, platform activity completion rate, and fan retention rate.
The dimensions involved in the profession include: single live broadcast column settings, effective baby placement, monthly live broadcast orders, in-store conversion rate, order return and poor after-sales service capabilities.
The anchor is divided into three major levels:
TOP anchors: MCN institutions, artists, big coffee, KOL
Waist anchor: high conversion, high ability, high face value
New anchors: fans, online duration, live broadcast cover
In March 2019, Taobao Live launched a system called “Anchor Growth”, through which the anchor can understand where his level is.
Taobao ’s anchor level reflects the influence of the anchor. The anchor needs to accumulate experience and professional points if he wants to upgrade his level.
1. How to get experience points and professional points:
Basic experience value task: You can get 1 experience point for every 1 minute of broadcasting, up to 200 points per day, and the excess will no longer be accumulated.
Additional experience tasks: After the viewers generate interactive activities such as likes, comments, attentions, and sharing, the platform will award additional experience values, which will be settled on a daily basis. The maximum reward is 100 points per day, and the excess will not be accumulated.
Basic professional tasks: you can get 2 professional points for every product you add to the live broadcast room. You can get up to 200 points per day for daily settlement. The excess will no longer be accumulated. Repeated addition of the same product will not result in additional points .
Additional professional tasks: After the audience in the live broadcast room enters the store through the product list, or produces a purchase behavior, the platform gives additional professional points rewards, which are settled on a daily basis. The maximum reward is 100 points per day, and the excess will no longer be accumulated.
2. Notes:
Experience value and professional score value will be brought to the next level. The accumulated experience value of the anchors of Taobao live broadcast is only valid for the anchor, and the professional score is only valid for the professional category of the anchor. level 4The experience value and professional score data of the above anchors will be stored in the bottom table, but the front desk only displays the current month value, which is used to sort the top anchors each month.
In addition to the hierarchical operation of the anchor, Taobao also has a set of rules for the distribution of traffic, which mainly has the following three evaluation principles:
1. Label competition
Tagging live broadcasts is actually precisely locating your live broadcast attributes for officials and fans, and matching the corresponding traffic according to your attributes. But if there are more people using tags, there are more options.
Under the label, compete with competitors for traffic.
2. Level climbing
This is beyond doubt. The higher the climb, the more the live broadcast rights, the greater the chance of being seen by officials and fans, and the natural traffic will also tilt towards the high-level anchor or store.
3. Activity ranking
Large and small events organized by the Tao department, live broadcasts of various themes and end-of-month qualifying are all a shuffling process.
The better the official activities and official tasks are completed, the higher the ranking. It proves that you have the strength, and will not waste the traffic that the official hard to “buy”. You can get the corresponding input and output in your distribution Will be more “preferred”.
In the process of traffic competition, reasonable use of live broadcast tags, climbing of live broadcast grades, and seizing opportunities for events have made it into the ranking.Core actions.
The “distribution according to work” in the live broadcast industry is always reserved for a small number of “risk” people.
Of course, in the Taobao department, the judgment point of the inclination of traffic will also focus on content construction. Therefore, doing a good job in content construction is the core point of increasing traffic.
How to do well the content series of the live broadcast system can be judged from these five parts:
1, content visibility
That is, the breadth of content that can cover consumers, mainly through the weight of the live broadcast room and the people reached by Weitao. The wider the audience covered, the greater the chance that the content can be seen.
Mainly investigate the operational capabilities of live broadcasting.
2. Content attractiveness
The consideration of whether a fan can stay, buy, and interact with actions (comments, likes, sharing, etc.) in the live broadcast room per unit time depends on the live broadcast atmosphere, product selection, and anchor guidance.
The main investigation is the product composition and anchor attractiveness.
3. Content guidance
It is closely related to the attractiveness of content. It is from the ability to retain fans to guide them into the store and actively understand the products. This part can be improved by the anchor’s speech construction.
Mainly investigate the construction of the speech system and the control and attractiveness of the anchor.
4. Content gains customer strength
Represents the ability of content and consumer purchase behavior to lead conversion, that is, the purchase behavior after understanding the product, from the previous grass planting to the success of the weeding, through the content to obtain the precise consumer group to purchase goods.
5. Content turning power
That is, through continuous content output, visitors who only stay briefly will become purposeful and long-time “hardcore” fans.
Taobao is currently the most mature platform for live streaming e-commerce, which is mainly divided into popular people bringing goods + merchant self-broadcasting. 90% of live broadcasts and 70% of turnover are from merchant self-broadcasting.
The conversion rate of Taobao live streaming into the store exceeds 60%, but the return rate is relatively high. The monthly activity of Taobao APP is 650 million, and the monthly activity of Taobao live app is 75 million. The user base is huge, but the social attributes of the application are low.
In 2020, Taobao will mainly focus on live broadcast stores, supplemented by private operation of traffic operations, refined incubation of anchors, and hierarchical organization operations, and will continue to work hard to bring goods live.
Traffic logic of Tencent Live: Tool-based social fission
In December 2019, Tencent Live is fully open for public beta, which is divided into watch live + applet live.
Tencent is mainly based on the “watch live” tool, through the existing personal WeChat, friends circle, public account,WeChat group, enterprise WeChat and Tencent advertisements (GuangDongTong) are used to get platform traffic by the anchors in a “decentralized” way.
In 2020, the layout of WeChat mini-programs focuses on building business scenarios. The latest official mini-program live streaming component “Watch Live” is launched to help merchants create their own business closed loop.
WeChat adopts the S2B2C model. The high stickiness of platform users and the high trust of private domain traffic can bring high conversion and high repurchase of e-commerce. The future performance in the e-commerce live broadcast market is worth looking forward to.
Finally, I recommend you a few book lists:
1. “Content e-commerce operation series-Taobao live broadcast operation and anchor training manual”
2. “The Power Seen: What Is Quick Hand”
3. “Douyin Operation 2.0: Advanced Methodology and Practical Strategy”