直播为生活服务带来了更多想象，不仅在于拓展了本地商家的服务范围与形式，也撬动平台更具完整的本地生活商业生态。

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.

具体到一场直播的所见之处，直播前的受众定位、团餐的配置逻辑、直播间的视觉呈现、主播的讲品话术、流量的规则与转化、互动的引流与节奏、包括数据复盘与售后等等，每一个细小的环节都可能决定成败也隐藏着无数可供挖掘的卖点与坑点。

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.

今天我们先从最基础的直播角色和直播流量规则来讲解「直播的进阶玩法」！

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

在直播准备中，下面这些角色都是直播中必不可少的，了解直播角色，能够更稳搭建底层设施，在人员较为紧张的情况下，可以一人担任多角。

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.

导演&PM总控

Director&PM Control

把握直播流程、互动节奏、直播进度、现场调度

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

控人、控场、控货

Control personnel, field, and goods

主播

anchor

介绍、提炼卖点，根据弹幕情况及时判断用户需求，通过直播话术逼单

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

加强直播间用户心智培养，引导用户关注、刷弹幕、点击购物车三项核心动作

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

配合主播介绍产品、引导粉丝、带动气氛

Collaborate with the anchor to introduce products, guide fans, and create an atmosphere

小助理

Assistant

直播前引流视频、物料的宣传

Promotion of pre live streaming traffic videos and materials

直播中物料、菜品展示，下单教学，引导点击小风车

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

引导粉丝关注、评论等互动行为，缓解主播口播压力

Guide fans to follow, comment, and other interactive behaviors to alleviate the pressure of live streaming for anchors

关注网络与电量等硬件设备运行流畅

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

根据场控指令举起白板提醒主播

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

设置评论区管理员

Set comment area administrator

评论区管理员

Comment section administrator

截屏，记录霸王餐信息，直播后联系

Screenshot, record information about the King's meal, and contact after the live broadcast

发弹幕带动节奏

Launch barrage to drive rhythm

控评，负面评论及时禁言，设屏蔽词

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

评论区回答用户提出的问题，帮主播分担压力，避免用户关心的点无人回答

Answer user questions in the comment section, help the anchor share the pressure, and avoid unanswered points that users are concerned about

发抖币红包、福袋等互动福利

Interactive benefits such as TikTok red envelopes and lucky bags

场外声援互动，营造直播间氛围

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

直播运营+投手

Live streaming operation+pitcher

根据套餐转化数据分辨直播爆款，人气高峰时放出爆款套餐，并在主播可见范围内及时提醒主推套餐

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

及时上下架团餐，并弹出讲解-直播卡片等操作

Timely listing and removal of group meals, and pop-up explanations - live streaming cards and other operations

播报GMV增长情况，在主播、场控注入鸡血，保持直播间活跃氛围

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(如每半小时投放一次Dou+

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

直播间气氛引导

Atmosphere guidance in the live broadcast room

发布评论充当气氛组

Post comments as an atmosphere group

根据直播节奏发送互动问题

Send interactive questions according to the rhythm of the live broadcast

倒计时、上链接、上团购等画外音

Countdown, linking, group buying, and other voiceovers

在抖音这个流量天花板的平台，想要吃到流量红利，需要了解流量的基本规则并学会加以利用。

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直播间流量分类

02 Live streaming room traffic classification

直播间的流量可以分为关注流量、自然流量、付费流量、其他四大类。良性的直播间流量比重: 自然流量>关注流量>其他流量>付费流量。

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，转化带来流量，从来不是流量的问题，都是转化的问题

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

第二，抖音只负责讲你的直播间推送到尽量精准的人群前，不负责他们的点击和转化，重点是点击跟转化

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，想要增加直播间点击率，取决于视频价值/直播间预览价值。

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

直播间自然流量的获取是直播间GMV结果的重要因素，直播间的自然流量获取取决于直播间的质量。影响直播间的转化行为有：

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:

看播点击率

Viewing click through rate

曝光CTR 点击进入直播间

Expose CTR and click to enter the live broadcast room

转化率

Conversion rate

绝对正向 (评论，加团，关注停留30S，消费，刷礼物等)

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

绝对负向 (举报，不喜欢，停留小于10S) 点赞不作为直播间质量因子

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

成交转化率

Transaction conversion rate

小风车点击，成功支付

Click on the small windmill and successfully make the payment

用户进入到了直播间，在直播间的转化行为越高，直播的质量就越高，如何提高用户在直播间的转化行为？

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?

免费转化行为: 点击(视频/直播间)评论、分享、停留等付费/可能

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

付费转化行为: 点击 (购物车/团品)礼物、加团、下单、支付等

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

付费流量

Paid traffic

DOU+投放建议：

DOU+advertising recommendations:

直播前

Before live streaming

开播前1-2小时，拿出20%预算投放直播预热视频(优惠商品推广/门店加热)

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.选高vv视频，如不及预期则降低投放力度

1. Choose high VV videos, and reduce advertising efforts if it falls short of expectations

2.预热视频需人工维护评论:

2. Preheating videos require manual maintenance of comments:

a.官方评论置顶

a. Top official comments

评论说明直播时间、商家、价格、福利

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

b.对于恶评进行删除或回复

b. Delete or reply to negative reviews

c.发动同事营造互动氛围(表达想去、商家很不错，问价格，问福利等等)

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

开播后

After broadcasting

开播后30分钟，拿出40%预算直投直播间人气，开播1小时内再用剩下的40%预算直投小房子引流。

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.

少额多单：DOU+瞬时加载能力较强，以30min或15min为时间单元创建多个订单性价比更高

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

实时调整：实时监控直播间GMV收入，以每30min作为时间单元，超出预期交易额按比例调高下一个时间单元的DOU+金额，如不及预期则下调预算(严重不及预期，可考虑停)

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)

时间组合：“投放时长”选择30min+60min时间，组合投放保障投放进度同时可降低成本

Time combination: Choose a duration of 30min+60min for "advertising duration", which ensures the progress of advertising while reducing costs

03直播间冷启动

03 Live broadcast room cold start

每一场直播刚开始的时候，系统会给到这个直播间一些测试流量，希望通过这些种子流量找到直播间的对应流量，但是用户是否点走直播间其实是一个概率事件。所以直播间在冷启动期间找到自己的受众，其实是一个概率事件，冷启动的转化效果好，会直接影响到后续的自然流量。

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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