直播有两种投放渠道，一是视频号推广小程序，可在小程序与朋友圈进行推广，官方一直没推，用的人比较少，效果应该很一般。二是视频号直播创作者流量包工具，目前是好的一个投放工具，有付费投放需求的老板都是使用这个，包括服务商也是用这个工具，支持微信豆或流量券两种方式进行付费投放。三是腾讯广告部门的投放，也就是广点通，主要推广阵地是朋友圈信息流跟其它腾讯系媒介。

There are two channels for live streaming, one is the video account promotion mini program, which can be promoted on the mini program and Moments. The official has not promoted it yet, and the number of users is relatively small, so the effect should be average. The second is the video account live streaming creator traffic package tool, which is currently a good advertising tool. Bosses who have a demand for paid advertising use this tool, including service providers, and also use it. It supports both WeChat beans and traffic vouchers for paid advertising. The third is the advertising department of Tencent, also known as Guangdiantong, which mainly promotes the flow of information on Moments and other Tencent media.

流量券有两种，一种是商家激励券，商家往直播间导入私域，大于50人就能获得激励券，可用于下场直播投放，该券只能用于投放自身号的直播，不可投放别的直播间。同时知名品牌如果获得冷启动的券也是属于这种券，只能用于投放自个的直播间。另一种券就是服务商的奖励券了，可用于投放绑定在旗下的任何一家直播间，算是官方给到服务商去扶持旗下直播号的奖励，但这种券禁止买卖，派发后的券是无法转移的。

There are two types of traffic coupons, one is the merchant incentive coupon. Merchants can import private domains into the live broadcast room, and if there are more than 50 people, they can receive incentive coupons, which can be used for the next live broadcast. This coupon can only be used for the live broadcast of their own account and cannot be used for other live broadcast rooms. If a well-known brand obtains a cold start coupon, it also belongs to this type of coupon and can only be used to advertise in their own live broadcast room. Another type of coupon is the service provider's reward coupon, which can be used to advertise any live broadcast room bound to it. It is considered as an official reward given to the service provider to support their live broadcast account. However, this type of coupon is prohibited from buying or selling, and the distributed coupon cannot be transferred.

关于投放时间

Regarding the launch time

投放的时间点很关键，针对用户人群空闲刷手机的时间点。晚上黄金时段竞争很大，流量比较难投得出去，后半夜竞争会相对小些，早上也是一个不错的时间点，这个主要看用户人群的起居时间点。

The timing of advertising is crucial, targeting the time when users have free time to browse their phones. There is a lot of competition during the prime time of the night, and it is difficult to invest in traffic. The competition will be relatively small in the latter half of the night, and the morning is also a good time point, mainly depending on the living time of the user group.

投放时长，跑转化的包可以选择大时长，跑量的包可以相对短些，总之一批包里面，需要有些时长较长跟有些时长较短相结合

The duration of advertising and conversion can be chosen for packages with larger duration, while packages with higher volume can be relatively shorter. In short, within a batch of packages, a combination of longer and shorter duration is required

关于推广目标

About promotion goals

观众这个只跑量，基本没啥转化，但投放策略中需要用到来充当跑量的角色。商品点击之前转化效果很好，现在也只能用来跑量了，转化差了很多

The audience only has a certain amount of traffic, with little conversion, but in the advertising strategy, it is necessary to use arrival as the role of traffic. The conversion effect was very good before clicking on the product, but now it can only be used for traffic, and the conversion is much worse

互动转化主力军，猛怼这个就对了涨粉竞价很高，效果也不怎么地，少用熟练掌握四个目标的具体应用场景跟效果数据，灵活结合运用，才有可能投出好的效果

The main force of interactive transformation, fierce competition is the right way to increase followers. The bidding is very high, and the effect is not very good. It is less necessary to proficiently master the specific application scenarios and effect data of the four goals, and flexibly combine them to achieve good results

关于观众类型

About Audience Types

年龄40岁以上下沉城市的中老年人占比高达60%以上，要了解他们刷微信的时间点，不同于年轻人，视频号上就两种人，年轻人要么刷游戏要么刷秀场，中老年人除了看知识直播就只有刷带货直播间了，很少去刷秀场或游戏的，年纪过了。性别上肯定是女性占比大头，男人不如狗，购物消费这种事永远要忘掉男性同胞。城市的选择，有时并不能以常规的认知去选择所谓的一二线城市消费力高，当跑不出量时，完全是可以全放开的兴趣的选择，一般可以选择购物类目下的所有，我的理解就是这个类目下的人都有过购物体验，至少知道如何下单，同样跑不出量时就全量放开主播观众，这个是在某个直播间结束后下方的推荐区域里或刷直播广场同类型相关联出现，目前还未能确定能起到多大作用，无法验证

More than 60% of middle-aged and elderly people in urban areas are over 40 years old. It is important to understand the timing of their WeChat browsing. Unlike young people, there are only two types of people on video accounts: young people either browse games or fashion shows, while middle-aged and elderly people only browse live streaming rooms for product promotion. They rarely browse fashion shows or games, as they are too old. Gender is definitely dominated by women, and men are not as good as dogs. Shopping and consumption should always forget about male compatriots. The choice of city sometimes cannot be based on conventional cognition. When the consumption power of so-called first and second tier cities is high, it is completely a choice of interest that can be fully opened up. Generally, one can choose all under the shopping category. My understanding is that people in this category have had shopping experiences, at least know how to place orders, and when the volume cannot be reached, they can fully open up the anchor audience, This appears in the recommended area below a certain live broadcast room or in the same type of association as the brushing live broadcast square. It is currently uncertain how much effect it can have and cannot be verified

关于投放策略

About advertising strategies

好的投放效果是建立投放策略，而不是认为建立具体固定参数的一条投放。

A good advertising effect is to establish an advertising strategy, rather than relying on specific fixed parameters for a single advertising campaign.

3条预约投放包是有作用的，往往这3个包的效果会是好的，要多注重预约包。不要认为今天的一条投放数据很好，明天复用投放就一定数据也会好。

Three appointment placement packages are effective, and often the results of these three packages are good. It is important to pay more attention to appointment packages. Don't think that today's advertising data is good. If you reuse advertising tomorrow, the data will definitely be good.

不要同时建一模一样的多条投放，效果不一定就好。

Do not build multiple identical releases at the same time, the effect may not be good.

不要碍于投放预算，只建几条投放，一定要建多条投放同时去跑。从消耗上看效果可能会更好，根据ROI去衡量。

Don't be hindered by the investment budget, only build a few investment projects, be sure to build multiple investment projects and run them simultaneously. The effect may be better in terms of consumption, measured by ROI.

一批投放中好有的是负责跑量，有的负责跑转化，高低价相结合。

In a batch of placements, some are responsible for sales volume, while others are responsible for conversion, combining high and low prices.

现阶段关键要能跑出量，能跑出量的包，ROI大概率不会差到哪去，除非你直播间跟品真的很差。

At present, the key is to be able to run a certain amount of data, and the ROI of a package that can run a certain amount of data is likely to not be much worse, unless the quality of your live broadcast room is really poor.

ROI再高，跑不出量，等于废，数据好看而已，终效果并不等于好。

No matter how high the ROI is, if you can't run the volume, it's equivalent to waste. The data is just good, but the end result is not necessarily good.

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