How original Kevin changed the worldHow Kevin changed the world
yesterday
Hello, I’m Kevin. This is the 53rd original post of 2020
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Since April, I have tried to do a live broadcast of “product manager” on Douyin. I just finished the second live broadcast yesterday. Let’s talk about my personal data analysis in the two Live broadcast of Douyin and the tips of doing such technical knowledge topics in the studio of Douyin.
For the first time, there were less than 1000 users in douyin direct broadcast room, and the viewing conversion was as follows.
Without further ado, let’s look at the data.
The first tiktok studio data
Tiktok’s own data analysis tools are adequate.
Including user portrait, traffic conversion, channels, cumulative audience, historical trends are included.
▲ The first live broadcast
The first Tik Tok live broadcast was recommended on wechat and official channels before the start of the same day. The night’s live broadcast lasted two hours and was shared around 10 pre-announced topics. The results showed that it beat 97.4 percent of anchors, but the number of visible head anchors was still very small.
The second live broadcast of Tiktok
On Saturday, I started my second live broadcast.
In this live broadcast, the topics are updated with 6 new thematic directions.
▲ Second live broadcast room data
The second broadcast saw a 400% increase in viewership.
And this is going to be two hours. Around six topics and answer questions to do product manager discussion.
After 2 tik Tok live broadcast: tired
A deep anchor like the sea, because of equipment lighting problems. Insist on 2 hours non-stop conversation and communication, first of all in physical will be more tired.
Douyin live broadcast platform is a centralized flow, which provides the number of live broadcast rooms from LBS, interests and hobbies, user sharing and other channels.
▲ Tiktok studio data
At the same time, since the determination of live broadcast content will affect traffic concerns, including illegal content and voice suspension of live broadcast, continuous interaction and communication are essential for continuous platform streaming.
Of course, it is also possible that I have not mastered the pace of chat, live discussion skills….
Whether live broadcast or not has a great impact on the growth of content users, as can be seen from the 30-day trend chart, the growth of content fans is more after live broadcast.
The curve growth index is high
Content production problems in tiktok studio
In order to facilitate the content construction of the live broadcast room, I usually prepare big topics and small topics for live broadcast in advance.
But during the live broadcast, because it’s live. So users will ask questions and talk about your content.
Therefore, too strict requirements on the content process and theme will affect users’ live viewing experience and make users feel close. Therefore, more interactive scenes should be built.
The way of asking questions and answering questions is an excellent one.
So next, I will confirm the big topics in the Tiktok studio, not limited to small topics.
Tiktok is becoming a complete content ecosystem
Meanwhile, as the ecological content of Douyin becomes more and more perfect, segmentation content and knowledge content will be gradually introduced into Douyin.
In line with the entertainment content ecology of the public, to the vertical field of content, users, platform operation strategy, product mechanism of the joint iteration of the three parties.
I used to think that people who play Douyin are hipsters and fun-loving people
Now everyone uses Douyin
Vertical content now is a good time to intervene. And that year to write the same public number, priority is emotion, marriage, financial themes, to the segmentation of the field of product manager, the Internet theme.
The sooner you get into the ecology of content, it’s also a bonus.