Chinese Douyin live streaming e-commerce has poor traffic. What can be done about it?

Solving the challenge of stagnant live stream traffic has become a major concern for many brands. With Douyin’s monthly active users surpassing 800 million, live commerce has firmly entered the mainstream. Yet, in such a competitive environment, many merchants find themselves struggling. So, how can this issue be addressed? Let’s explore.

First, it’s essential to understand how live stream traffic is generated. Traffic primarily comes from three sources: organic distribution, the traffic pool, and paid traffic. Organic traffic includes followers, the recommendation page, nearby page, and the live streaming plaza. The traffic pool refers to the allocation of audience based on each live stream or content update. Paid traffic, acquired through promotions, offers the advantage of reaching precisely targeted audiences.

So, what can be done to increase live stream viewership?

First, learn to structure your live streaming process. Before going live, plan your content and promotions carefully. Prepare everything in advance and outline the flow of the broadcast to ensure a smooth and professional presentation. Develop a full script for the host to maintain pace and structure, making sure each segment is well-timed and engaging.

Second, pre-promote your live stream. Release teasers ahead of time—using short videos to announce the topic and key activities—so followers know what to expect. Start promoting 3-5 days in advance and encourage users to reserve a spot. You can also attract external traffic by sharing previews on platforms like Weibo or Xiaohongshu to drive more viewers to your channel.

Third, use in-stream advertising. Consider leveraging Douyin Ads to reach more precise and interested user groups. Incorporate interactive elements like giveaways or red packets to increase excitement and attract more participation.

Finally, provide thorough post-stream support. Ship orders promptly to build trust and satisfaction. Always review post-live analytics to assess performance and continuously optimize future content for a better viewer experience.

In summary, overcoming stagnant live commerce traffic requires a strategic approach to traffic sources and acquisition methods. By preparing thoroughly, improving stream quality, and leveraging professional Douyin marketing techniques, you can significantly increase both visibility and revenue.