The difference between paid and free traffic in Douyin live broadcast room: paid traffic leverages free traffic

E-commerceThe traffic in the live broadcast room is divided into two types: free and paid.

I have researched it in depth and summarized it, and now I will explain it to you in plain language.

VibratoThe difference between paid and free traffic in the live broadcast room

There is a significant difference between paid traffic and free traffic in the live broadcast room.

Free traffic:

This type of traffic is mainly obtained through natural attraction, interest guidance, etc., without touching the wallet.

The characteristics of free traffic are relatively unstable and difficult to control, and it may not be able to accurately target the target audience.

In this model, anchors usually need to cleverly use various means, such as special products, performance hunting, routines and orders, to attract attention and facilitate transactions. Although it does not involve monetary transactions, it also faces the challenges of user fatigue and unstable traffic.

Paid traffic:

In comparison, paid traffic is purchased by investing a certain amount of money on the platform, which enables more accurate selection of target audiences.

This method is similar to turning on a faucet. As long as you dare to spend money, the flow will continue to pour in.

Paid traffic is characterized by being more stable and accurate, but you need to pay attention to the input-output ratio. After all, every drop of water is measured by money.

This model is usually suitable for regular products and can meet specific needs through precise advertising, but it must also ensure that the gross profit margin of the product is high enough to ensure the feasibility of the placement.

Generally speaking, free traffic focuses on creating attention and brand recognition, while paid traffic focuses more on obtaining more precise and controllable traffic in areas where there is money.

How to use free traffic in e-commerce live streaming rooms

There are many different subdivision types. The advantage is that there is no need to spend traffic fees. The disadvantage is that it is not stable enough and the traffic lacks accuracy.

There are several strategies for using free traffic in e-commerce live streaming rooms. Note that I am talking about e-commerce here, not including entertainment live broadcast rooms.

1. Featured product type:

For example, if there are no other competing products in the early stage of the market, such as the ear-picking device, it will cause a sensation as soon as it is unveiled, and it will naturally be easy to sell.

However, the disadvantage is that once a product becomes popular, its life cycle is relatively short.

There are also products similar to specialty agricultural products. By working hard in specific scenes and unique appearances, we can build trust to attract customers.drainagethe amount.

For example, wearing Mongolian robes and selling beef on the prairie.

2. Performance-seeking type

Through performances or special scenes, it is somewhat similar to street performers.

For example, a group of beauties dancing can instantly attract a large number of onlookers. When there are more people, sales will naturally be made.

However, the disadvantage is that it easily causes aesthetic fatigue for the audience.

3. Routines and single-mindedness

Use gimmicks such as 9.9 benefits, free mobile phones, and partnering with manufacturers to sing a double act to attract popularity, attracting a large number of people who want to pick up bargains. The increase in the number of people creates a gathering effect, and then promotes in the process, and finally achieves a transaction.

The downside, though, is that users will increasingly resent it.

4. Low price and high volume

The price is indeed relatively low, with free shipping for the entire price of 9.9, which makes people feel like they are taking advantage.

Everyone doesn’t like bargains, so don’t worry about selling.

But the disadvantage is that you can't make much money. This type of method is like supermarket grocery store or 3-second quick checkout. Although the forms are different, they are essentially of this type.

5. Personal IP type

If you have a certain number of fans who like and trust you, you don’t need to spend too much energy on traffic.

However, the downside is that viewers may find it boring. To avoid audience fatigue, prices need to be set attractively.

6. Wear the wrong style

There is a need for excellent model-type anchors who can attract customers through constant trial fitting, demonstration and explanation.

This method is suitable for clothing and footwear.

But the disadvantage is that competition is fierce and sooner or later you will need to switch to a paid model.

7. Knowledge teaching type

• Selling goods while teaching, such as teaching air fryer recipes and selling ingredients.
• Or teach a certain kind of knowledge and sell courses while teaching.
• However, the disadvantage is that it is easy to imitate and requires continuous innovation.

For the above methods, if you want to obtain a steady stream of natural traffic, you need to pay attention to 4 indicators, the most important of which is GMV per thousand times. Every 1000 people must make at least 1000 yuan in transactions.

Then there are the interaction rate, follower addition rate, fan club addition rate and exposure entry rate.

Length of stay per person is actually not that critical.

How to play paid traffic in Douyin live broadcast room

relatively simple. Usually applicable to general products, you can choose to match the target group, such as gender, age, occupation, income, interests, etc.

The advantage is accuracy and stability, but the disadvantage is that it requires spending money to purchase traffic.

In fact, this is also the main source of revenue for the platform. Generally speaking, the payment method is suitable only if the gross profit margin of the product is not less than 30%, otherwise it can only be used as an auxiliary means.

With that said, do you understand?

Metaphors of natural traffic, targeted traffic and paid traffic:

1. Natural flow is like rainfall from the sky, the scale of which is unpredictable.
2. The precise flow rate is like quickly setting out a bucket on a rainy day. How much water can be accommodated depends on your hand speed and wisdom.
3. Paid flow is like an indoor faucet. As long as you pay bravely, the amount of water you want will be continuously met. This is the magic of money, turning needs into flowing water, allowing you to take whatever you want.

Paid traffic leveraging free traffic live broadcast room

Paid traffic can sometimes be a lever to leverage free traffic and play a key role in the live broadcast room.

First of all, by investing money to purchase paid traffic, the live broadcast room can quickly accumulate a certain amount of attention and audience base in a short period of time.

Then, this paid traffic is like injecting a strong impetus into the live broadcast room, allowing free traffic to follow.

The accuracy of paid traffic enables the live broadcast room to attract viewers who are more in line with the target audience characteristics.

The participation of these paying audiences not only brings direct economic benefits, but more importantly, their interaction and attention will attract the attention of free audiences, forming a communication effect.

Through clever strategies and guidance, live broadcast rooms can transform the active participation of paying viewers into an increase in free traffic. For example, provide exclusive benefits and special events to stimulate the enthusiasm of free viewers to participate, thereby forming larger natural traffic.

In general, paid traffic can be seen as a detonator. By purchasing targeted traffic, the influence of the live broadcast room can be quickly increased, and then through clever operation and attraction, this energy can be transformed into more Sustainable free traffic.

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