How to bid for Douyin live broadcast room?
1、短视频引流直播间
进入直播间路径
1)点击投放/广告组件→原生直播间
2)左滑/点击昵称→抖音号主页→点击主页内头像(带呼吸灯)→原生直播间
2、直播直播间
进入直播间路径
1)点击屏幕(非昵称)→原生直播间
2)左滑/点击昵称→抖音号主页→点击主页内投放(带呼吸灯)→原生直播间
投放方法
做好直播前加粉和预热对于直播间前期起量、场观和总体gmv至关重要!
直播前投放节奏
直播前10天、直播前5-7天、直播前1-3天、直播开始前3小时、直播开始前30分钟、直播开始
账户加粉：大预算投加粉，为账户吸引大量粉丝
视频加粉：拍摄直播预告视频并发布，使用视频点赞转化目标加速触达粉丝
直播引流：准备人群包和优化工具，计划过审;小预算开启计划，加大预算
直播中投放节奏
转化目标：直播之前，直播开始直播终端、直播尾段
直播间观看：大预算投放，持续提升场馆;预算调小，提升gmv控制成本。
直播间停留：小预算投放，冷启动。中预算投放，优化直播间停留
直播间购物车：根据后端gmv效果，动态调整投放。大预算投放，最后冲刺gmv效果。
放量加速
1.计划和直播间需提前半小时左右开启
2、冷启动期间在镜头前摆放海报/画板/等;
3、为加速起量可使用自动出价+一键起量;或直接提出价至5元以上，起量后调回出价。
抖音直播间人群定向
1、明星/达人及相似粉丝群体;
2、有效互动/观看人群(视频评论用户);
3、最近参加的综艺、影视的粉丝人群;
4、在平台近期发生过商品购买的人群;
5、行为兴趣分类为与商品相关的人数;
综上所述，抖音推广直播不仅可以带来粉丝群体，也能给你的直播间带来更多的流量，并最终促成成交转化，带来更多的直播交易
Professional answer
1. Short video to attract live broadcast room
Path to enter the live broadcast room
1) Click on the delivery/ad component → Native live broadcast room
2) Swipe left/click on the nickname → Douyin account homepage → click on the avatar on the homepage (with breathing light) → Native live broadcast room
2. Live broadcast room
Path to enter the live broadcast room
1) Click on the screen (not nickname) → Native live broadcast room
2) Swipe left/click on the nickname → Douyin account homepage → click on the delivery on the homepage (with breathing light) → Native live broadcast room
Delivery method
Doing a good job of adding fans and warming up before the live broadcast is crucial for the early volume, audience and overall GMV of the live broadcast room!
Pre-live delivery rhythm
10 days before live, 5-7 days before live, 1-3 days before live, 3 hours before live, 30 minutes before live, live
Account fan increase: large budget investment to attract a large number of fans to the account
Video fan increase: shoot and publish live preview video, use video like conversion target to accelerate reaching fans
Live streaming: prepare crowd package and optimization tools, plan for review; start plan with small budget, increase budget
Delivery rhythm during live
Conversion target: before live, live start, live terminal, end of live
Live room viewing: large budget investment, continuous improvement of venues; budget reduction, increase GMV to control costs.
Live room stay: small budget investment, cold start. Medium budget investment, optimize live room stay
Live room shopping cart: dynamically adjust investment according to backend GMV effect. Large budget investment, final sprint GMV effect.
Scaling up
1. The plan and live broadcast room need to be opened about half an hour in advance
2. Place posters/drawing boards/etc. in front of the camera during the cold start period;
3. To accelerate the volume, you can use automatic bidding + one-click volume; or directly bid more than 5 yuan, and adjust the bid back after the volume is increased.
Targeting the crowd in Douyin live broadcast room
1. Celebrities/experts and similar fan groups;
2. Effective interaction/viewing crowd (video comment users);
3. Fans of variety shows, movies and TV shows that you have recently participated in;
4. People who have recently purchased goods on the platform;
5. People whose behavioral interests are classified as related to goods;
In summary, Douyin promotion live broadcast can not only bring fan groups, but also bring more traffic to your live broadcast room, and ultimately promote transaction conversion and bring more live transactions
The bid for Douyin live broadcast can be determined based on multiple factors.
First, you need to consider the influence and attention of the anchor in the live broadcast room, as well as the number of his fans and interactions.
Second, based on the expected advertising effect and promotion goals, you can consider the duration and frequency of the delivery. In addition, you also need to consider the degree of competition in the industry and market demand to determine a reasonable range of bids.
Finally, you can communicate with the sales team of the Douyin platform to understand the platform's advertising pricing strategy and promotion plan, so as to determine the final delivery bid. In summary, the bid for Douyin live broadcast needs to take into account multiple factors, including the influence of the anchor, promotion goals, industry competition, etc., in order to determine a reasonable delivery bid.
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