此刻做直播还来得及吗？带你拆解企业直播的底层规律
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">今天是单仁行<span style="color: black;">陪同</span>您的第<span style="color: black;">2692</span>天</strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/CCX3ibibVvicoSGMN8nERyTNicEYArjatWvJHUxoRbXEiauBEdTN1Pacx2eCIibEyjc4kyk4jF0iaTxqq9ibUQPccCb4Qg/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">单仁行</p>
</strong><span style="color: black;"><strong style="color: blue;">今日<span style="color: black;">文案</span>↓↓↓</strong></span>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">01</span></strong></p><span style="color: black;">“单老师，<span style="color: black;">此刻</span>直播还能做吗？”、“企业直播怎么做？”</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是我在单仁牛商课程现场以及和<span style="color: black;">朋友</span>们交流的时候，经常会被问到的问题之一。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实<span style="color: black;">咱们</span>一说到短视频，就离不开直播，它们<span style="color: black;">做为</span>一个新兴的赛道，虽然<span style="color: black;">由于</span>门槛低，竞争者多，表面上看起来<span style="color: black;">已然</span><span style="color: black;">作为</span>一个红海市场。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但我认为，直播在<span style="color: black;">将来</span>仍然有着非常多的机会，会<span style="color: black;">作为</span>一个<span style="color: black;">广泛</span>的营销<span style="color: black;">办法</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">原由</span>就在于<span style="color: black;">持续</span>筛选和淘汰的直播算法规则。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/CCX3ibibVvicoSln9nPUPYZIgMW6yGHIOJ0u5F3fj1pKelYUNwSbowQibDxTiamnYczd3W0tFs2zXLOL9IOLYrETOuQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span>想要做好直播带货，就<span style="color: black;">必要</span>要从底层的算法体系<span style="color: black;">起始</span>。</span></strong></span><strong style="color: blue;"><span style="color: black;">02</span></strong><span style="color: black;">在过去大半年的时间里，我在单仁行的各个平台每周直播一次，<span style="color: black;">持续</span>对直播进行测试，有超过上万人<span style="color: black;">同期</span>观看的成绩，<span style="color: black;">亦</span>会<span style="color: black;">显现</span>直播间几百人的<span style="color: black;">状况</span>。</span><span style="color: black;"><span style="color: black;">咱们</span>把这大半年的实操经验进行拆解，从理解规则、实现指标、直播玩法、团队运营梳理出一套关于直播的体系跟<span style="color: black;">大众</span>一一拆解。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">首要</span>，<span style="color: black;">咱们</span>怎么去理解直播呢？</span></strong></span><span style="color: black;">在接触<span style="color: black;">繁杂</span>规则和<span style="color: black;">各样</span>术语之前，<span style="color: black;">咱们</span><span style="color: black;">能够</span>把直播想象成一种打怪升级的网络游戏。</span><span style="color: black;">我不<span style="color: black;">晓得</span><span style="color: black;">大众</span>玩过游戏<span style="color: black;">无</span>，当<span style="color: black;">咱们</span>注册名字、创建账户、<span style="color: black;">选取</span>职业的时候，<span style="color: black;">亦</span>就<span style="color: black;">寓意</span>着<span style="color: black;">咱们</span>在挑选赛道，告诉平台我是什么类型的主播，做哪个行业，做什么<span style="color: black;">制品</span>。</span><span style="color: black;"><span style="color: black;">而后</span>，平台就会<span style="color: black;">按照</span><span style="color: black;">咱们</span>的<span style="color: black;">选取</span>，把账户分配到对应的新手村。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/CCX3ibibVvicoSln9nPUPYZIgMW6yGHIOJ078hI3zlp0XkLoDhc9INZhEnETibfv808QIgzczUao0svIwVjnl5tzuw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">这个时候，<span style="color: black;">咱们</span>什么都<span style="color: black;">无</span>，<span style="color: black;">然则</span>系统为了让新玩家能玩下去，会自动分配给你一笔小的筹码。</span><span style="color: black;">在直播<span style="color: black;">其中</span>，这<span style="color: black;">便是</span>新号开播的<span style="color: black;">初始</span>流量，任何新号开播都会<span style="color: black;">得到</span>新手期的<span style="color: black;">初始</span>流量，大概在7天<span style="color: black;">上下</span>。</span><span style="color: black;"><span style="color: black;">然则</span>，<span style="color: black;">咱们</span>得清晰的明白，任何流量都不是白来的，系统分配的流量不是礼物，而是任务。</span><span style="color: black;">从<span style="color: black;">第1</span>次开播，任务就<span style="color: black;">已然</span><span style="color: black;">起始</span>了，<span style="color: black;">咱们</span>拿着平台的初始筹码想尽办法做好直播数据，<span style="color: black;">持续</span>满足任务<span style="color: black;">需求</span>和指标，<span style="color: black;">才可</span><span style="color: black;">得到</span>更大的奖励，从新手村跳到下一个关卡。</span><span style="color: black;">每一次直播都是开启了一轮<span style="color: black;">咱们</span>看不见的任务，系统会<span style="color: black;">按照</span>直播间的时长和数据，实时分配流量。</span><span style="color: black;">相对应的，随着闯关<span style="color: black;">持续</span>深入，玩家的级别越来越高，权重<span style="color: black;">亦</span>越来越高，能拿到的平台奖励越来越大，<span style="color: black;">然则</span>关卡<span style="color: black;">亦</span>会越来越难。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">因此</span>，<span style="color: black;">认识</span>有<span style="color: black;">那些</span>底层指标影响<span style="color: black;">咱们</span>的直播间权重，<span style="color: black;">作为</span>了整场游戏从头至尾的核心。</span></strong></span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/CCX3ibibVvicoSln9nPUPYZIgMW6yGHIOJ0PUHOYo7aOibMqN2f4E6z5Xdic11ibyRGUoHaiaFz8VgOp8FgVQPO9icqolQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">03</span></strong><span style="color: black;">我经常听到有的企业家跟我说，我哪个数据不行，下场直播要做好这个数据，<span style="color: black;">乃至</span><span style="color: black;">有些</span><span style="color: black;">公司</span>的老师，<span style="color: black;">亦</span>会把直播间流量<span style="color: black;">欠好</span>，简单归因成你哪个数据做得<span style="color: black;">欠好</span>。</span><span style="color: black;">从我在单仁行这么久的直播经验来看，这是错误的。</span><span style="color: black;">流量好<span style="color: black;">欠好</span>，不是简单的点赞、停留时长、评论、直播人数、GMV这些平行数据。</span><span style="color: black;">我<span style="color: black;">尤其</span>再强调一下，<span style="color: black;">咱们</span>总觉得直播做<span style="color: black;">欠好</span><span style="color: black;">便是</span><span style="color: black;">由于</span>某一个数据做得<span style="color: black;">欠好</span>，这种想法是错误的。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">算法规则<span style="color: black;">背面</span>，并不是简单的线性排序。</span></strong></span><span style="color: black;"><span style="color: black;">由于</span>从平台<span style="color: black;">方向</span>来看，我每一天都有几十万，上百万的主播开播，<span style="color: black;">她们</span>都<span style="color: black;">必须</span>流量，<span style="color: black;">倘若</span>只是<span style="color: black;">根据</span>线性排序，你到达了某一个标准，我就给你流量，那就会<span style="color: black;">导致</span>一个结果：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">流量阶层的固化，强者恒强，落后者永<span style="color: black;">没</span>出头之日。</span></strong></span><span style="color: black;"><span style="color: black;">非常多</span>平台都有过被大主播裹挟的问题，大主播会<span style="color: black;">始终</span>占据绝大部分流量，<span style="color: black;">引起</span>其他玩家<span style="color: black;">无</span>参与竞争的动力。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/CCX3ibibVvicoSln9nPUPYZIgMW6yGHIOJ068xIQibiavCPuPulEb3KIciafE4bhLAvK5cW1lYBK6ibaic9qBzsqszOR2g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">但<span style="color: black;">此刻</span><span style="color: black;">咱们</span>就能<span style="color: black;">发掘</span>，即使是东方甄选<span style="color: black;">这般</span>的头部主播，照样会遇到流量不行的问题。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">这<span style="color: black;">便是</span>平台直播算法的精髓，指标的排序，是在线性<span style="color: black;">基本</span>上，<span style="color: black;">按照</span>赛马机制的交叉排序。</span></strong></span><span style="color: black;">什么意思呢？</span><span style="color: black;"><span style="color: black;">咱们</span>注册时候的一系列<span style="color: black;">选取</span>，决定了<span style="color: black;">咱们</span>在哪个赛道和品类做直播。</span><span style="color: black;">在这个赛道和品类中，平台给<span style="color: black;">区别</span>直播间划分流量层级，十万主播、万人主播、千人主播、百人主播等等。</span><span style="color: black;"><span style="color: black;">每一个</span>直播间只跟同层级的主播进行竞争，谁的综合数据靠前，平台就<span style="color: black;">供给</span><span style="color: black;">区别</span>额度的流量分发。</span><span style="color: black;"><span style="color: black;">这般</span>就<span style="color: black;">保准</span>了不管是新玩家还是老玩家，面对的是相对公平的机会。</span><span style="color: black;"><span style="color: black;">因此</span>，<span style="color: black;">咱们</span>得明白，流量<span style="color: black;">欠好</span>，是你同赛道、同品类的对手在<span style="color: black;">各样</span>指标和数据中，做的比你更好。</span><span style="color: black;"><span style="color: black;">因此</span>，决定<span style="color: black;">咱们</span>能<span style="color: black;">得到</span>多大流量的指标到底是什么呢？</span><strong style="color: blue;"><span style="color: black;">04</span></strong><span style="color: black;">经过<span style="color: black;">咱们</span><span style="color: black;">长期</span>的直播和数据分析，我把影响直播流量的指标，细分<span style="color: black;">成为了</span>3类：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">“互动指标，交易指标。用户指标”。</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第<span style="color: black;">1、</span>互动指标，是直播间<span style="color: black;">基本</span>的流量指标。</span></strong></span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/CCX3ibibVvicoRjUWKPNhEIJvWPnCibzZhkVm51RUeuITUspLd5kVooOjVz8MIzATFRibf7nPpfzics594mkeicorv6NQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">每一个用户的停留时长、评论、点赞、关注、转发、粉丝团，这些都是互动指标。</span><span style="color: black;"><span style="color: black;">由于</span>对平台<span style="color: black;">来讲</span>，不管你是企业账号、还是个人账号，你想要我给你流量，乃至于完成后续一系列<span style="color: black;">行径</span>的前提<span style="color: black;">仅有</span>一个，</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">你得<span style="color: black;">保准</span>把人给我留下来。</span></strong></span><span style="color: black;"><span style="color: black;">没</span>论直播是什么样的形式，播什么样的内容，都<span style="color: black;">必须</span>先把人留在直播间，让用户产生算法所<span style="color: black;">必须</span>的数据。</span><span style="color: black;">怎么能确定一个直播间能<span style="color: black;">不可</span>留住人？</span><span style="color: black;">互动指标<span style="color: black;">便是</span><span style="color: black;">基本</span>，它反映了一个直播间的人气状态。</span><span style="color: black;">在这些<span style="color: black;">基本</span>指标<span style="color: black;">其中</span>，停留时长是<span style="color: black;">基本</span>，只要停留时长，<span style="color: black;">协同</span>评论点赞，就<span style="color: black;">能够</span>完成直播<span style="color: black;">举荐</span>。</span><span style="color: black;"><span style="color: black;">然则</span>，光<span style="color: black;">这般</span>就足够了吗？</span><span style="color: black;">显然不是。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第<span style="color: black;">2、</span>交易指标，这是直播间获取<span style="color: black;">精细</span>流量的指标。</span></strong></span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/CCX3ibibVvicoSln9nPUPYZIgMW6yGHIOJ0YP4wwE9WAJ7LCaVSAqY8UCVPd6peFDzibicbXhrPMfkQgGYT2MiauicXicg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">必须</span>清晰的<span style="color: black;">认识</span>一点，<span style="color: black;">做为</span>企业直播，<span style="color: black;">尤其</span>是一<span style="color: black;">起始</span>就定<span style="color: black;">位置于</span>企业，关键词有品类的蓝V直播账号，重要的<span style="color: black;">便是</span>转化，转化，转化。</span><span style="color: black;">这是<span style="color: black;">咱们</span>在直播<span style="color: black;">其中</span>亲身踩过的坑，光有用户，<span style="color: black;">无</span>交易是<span style="color: black;">没</span>法<span style="color: black;">很久</span>存活的。</span><span style="color: black;"><span style="color: black;">无</span>交易<span style="color: black;">行径</span>的用户，只<span style="color: black;">不外</span>是看播用户。</span><span style="color: black;">只存在看播用户，缺乏交易<span style="color: black;">行径</span>的直播间，<span style="color: black;">必定</span>做不起来，除非你改变定位，转为做内容娱乐赛道。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">但<span style="color: black;">咱们</span>做直播不是内容娱乐，而是内容营销。</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">因此</span>，<span style="color: black;">咱们</span>想要更<span style="color: black;">精细</span>的流量，就<span style="color: black;">必要</span>要有交易<span style="color: black;">行径</span>。</span></strong></span><span style="color: black;">当一个直播间具备了初始的互动指标，才有可能唤起直播间的第二层指标，交易指标。</span><span style="color: black;">交易指标数据<span style="color: black;">其中</span>，重点讲讲点击转化率、GPM和ATV。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">点击转化率是什么？</span></strong></span><span style="color: black;">这个不难理解，抖音里<span style="color: black;">便是</span>你小黄车的商品链接，小蓝车的咨询链接，视频号<span style="color: black;">便是</span>商品链接，企业<span style="color: black;">微X</span>的客服链接。</span><span style="color: black;">当<span style="color: black;">咱们</span>在看点击转化率的时候，<span style="color: black;">必定</span>要非常明白<span style="color: black;">咱们</span>到底看的是什么。</span><span style="color: black;"><span style="color: black;">倘若</span>说<span style="color: black;">此刻</span><span style="color: black;">仅有</span>一个商品，一个链接，看的<span style="color: black;">便是</span>主播个人的能力。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/CCX3ibibVvicoS3QFV7aGYb29ibHRfKPtDhP9NF7NkG33TXUIfhYfkGYDsGvHSB4DJ4ESP4BJricDpup7RAfbrf7qoA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">倘若</span>存在多个<span style="color: black;">区别</span>的商品，<span style="color: black;">咱们</span>就要<span style="color: black;">按照</span>点击转化率去思考，<span style="color: black;">为何</span>我上这个款，点击转化率不高？<span style="color: black;">为何</span>这个款的点击转化率就高？</span><span style="color: black;">这是分析点击转化率的目的，<span style="color: black;">按照</span>点击转化率设计玩法和话术，<span style="color: black;">尤其</span>是货架的商品玩法。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">那样</span>，GPM是什么？</span></strong></span><span style="color: black;">它其实跟GMV商品交易总额有点类似，<span style="color: black;">然则</span>我<span style="color: black;">为何</span>不去强调GMV呢？</span><span style="color: black;">GMV是一场直播下来<span style="color: black;">咱们</span>所成交的交易总额，它只能从宏观上分析直播的带货能力，就像你去事后数钱，这<span style="color: black;">针对</span>你下一场怎么去优化，很难有太大<span style="color: black;">帮忙</span>。</span><span style="color: black;">相比较于GMV，我更<span style="color: black;">爱好</span>用GPM来衡量直播带货能力，<span style="color: black;">由于</span>它<span style="color: black;">表率</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">平均每一千个观众下单的总金额。</span></strong></span><span style="color: black;">我关注的不是结果那个数字，而是实时过程中，这1000个人进来了，<span style="color: black;">她们</span>能转化多少钱？这<span style="color: black;">便是</span>流速的转化率。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/CCX3ibibVvicoQgMlwUu9tXaMXJoPyywPo2T32R6LtxOcwZMQHxUHaMaHs7ibhB6FMGFdqCUTBnIZHrIJ3w61MjzRg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">一样</span>是1000 人的<span style="color: black;">状况</span>下，GPM数据下降，你就要思考<span style="color: black;">为何</span>我的转化率下去了？GPM<span style="color: black;">提升</span>了，你就要<span style="color: black;">晓得</span>，我要去重点复盘刚才这1000人的直播内容，<span style="color: black;">为何</span><span style="color: black;">她们</span>愿意下单成交？</span><span style="color: black;"><span style="color: black;">仅有</span>在<span style="color: black;">实质</span>执行过程中完成优化，<span style="color: black;">才可</span>在结果中<span style="color: black;">挣钱</span>。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最后讲一下ATV，<span style="color: black;">亦</span><span style="color: black;">便是</span>客单价，<span style="color: black;">咱们</span>把它理解为，你这个直播间对用户的转化阶层。</span></strong></span><span style="color: black;"><span style="color: black;">由于</span>一个用户买9.9的东西跟买199，<span style="color: black;">乃至</span>更高价位的东西，是完全不<span style="color: black;">同样</span>的概念。</span><span style="color: black;">ATV<span style="color: black;">背面</span>，就在于<span style="color: black;">认识</span>直播间能承载多高的商品，能扛住多大价格幅度的商品。</span><span style="color: black;">它的<span style="color: black;">道理</span>在于两方面，</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">一个是做筛选，</span></strong></span><span style="color: black;">用价格把非<span style="color: black;">目的</span>用户筛选掉，他看到这个价格马上就会走，而愿意留下的用户，<span style="color: black;">便是</span>能真正能被你转化的<span style="color: black;">目的</span>用户。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第二个就在于优化商品组合，<span style="color: black;">提高</span>直播间的利润率，<span style="color: black;">亦</span><span style="color: black;">便是</span>升品。</span></strong></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">咱们</span>可能会<span style="color: black;">发掘</span>一个直播间<span style="color: black;">倘若</span>能做得好，他不会<span style="color: black;">长时间</span>只卖一个东西，他<span style="color: black;">必须</span>从低到高<span style="color: black;">逐步</span>去升品，用<span style="color: black;">区别</span>的<span style="color: black;">制品</span>组合<span style="color: black;">提高</span>自己的毛利率，让用户能够<span style="color: black;">逐步</span>理解并且接受<span style="color: black;">制品</span>的价值。</span><strong style="color: blue;"><span style="color: black;">05</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第三个、用户指标，<span style="color: black;">亦</span><span style="color: black;">便是</span><span style="color: black;">咱们</span>经常讲到的标签。</span></strong></span><span style="color: black;">标签是结合了互动指标，交易直播之后的重要数据。</span><span style="color: black;"><span style="color: black;">咱们</span>能清晰的感知到一点，<span style="color: black;">倘若</span>一个直播间的身份越<span style="color: black;">知道</span>，用户标签越<span style="color: black;">知道</span>，算法越能<span style="color: black;">晓得</span>直播属于什么类别，<span style="color: black;">必须</span><span style="color: black;">那些</span>标签的用户，<span style="color: black;">从而</span>推送流量。</span><span style="color: black;">标签体系<span style="color: black;">能够</span>简单划分为</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">基本</span>标签、偏好标签、关键词标签。</span></strong></span><span style="color: black;"><span style="color: black;">基本</span>标签<span style="color: black;">包含</span>用户的性别、年龄、地域这些<span style="color: black;">基本</span>信息。</span><span style="color: black;">具备<span style="color: black;">基本</span>标签的直播间，算法会<span style="color: black;">供给</span>满足基础标签的用户流量，大<span style="color: black;">都数</span>直播间，在新手期的7天之内，算法会<span style="color: black;">经过</span>推送<span style="color: black;">区别</span>的流量，<span style="color: black;">评定</span>直播间的<span style="color: black;">基本</span>标签。</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">此时</span>候<span style="color: black;">咱们</span>会<span style="color: black;">发掘</span>，<span style="color: black;">本来</span>什么人都有的直播间，<span style="color: black;">起始</span>人数减少，<span style="color: black;">同期</span>用户变得<span style="color: black;">精细</span>化、定向化。</span><span style="color: black;">偏好标签<span style="color: black;">便是</span>用户<span style="color: black;">爱好</span>的直播倾向，他<span style="color: black;">爱好</span>在什么类型的直播间停留、互动<span style="color: black;">或</span>购买，<span style="color: black;">倘若</span>你<span style="color: black;">无</span>交易<span style="color: black;">行径</span>，<span style="color: black;">仅有</span>互动，那很显然，接下来的直播推送流量，大概率都不会购买。</span><span style="color: black;"><span style="color: black;">因此</span>，综合这两种指标，<span style="color: black;">咱们</span>就要确定关键词，<span style="color: black;">包含</span>直播标题、账号属性、直播赛道、商品链接、直播内容、场景，都要凸显你的关键词，利用关键词让你的标签变得<span style="color: black;">精细</span>。</span><span style="color: black;">标签<span style="color: black;">精细</span>的直播间，它的转化率会远远高于<span style="color: black;">哪些</span>普通水准的直播间。</span><span style="color: black;">今天的内容比较多，<span style="color: black;">咱们</span>只是粗略讲完了直播底层的规则和算法指标，更<span style="color: black;">仔细</span>的内容还是在<span style="color: black;">咱们</span>的课程里。</span><span style="color: black;">当然，任何<span style="color: black;">商场</span><span style="color: black;">行径</span>，都<span style="color: black;">必须</span>从底层<span style="color: black;">循序渐进</span>延伸思考，<span style="color: black;">认识</span>了指标，<span style="color: black;">那样</span><span style="color: black;">怎样</span>去触达指标，设计直播玩法和内容呢？这就留到明天的单仁行了。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">—</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">责任编辑</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> | </span></strong><strong style="color: blue;"><span style="color: black;">罗英凡</span></strong></span><span style="color: black;">本文<span style="color: black;">照片</span>均<span style="color: black;">源自</span>于网络<span style="color: black;"></span><span style="color: black;"></span><span style="color: black;"></span></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; 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