Live marketing has a rich evaluation index. When reviewing in detail, almost every execution item can find the corresponding index data, which is very helpful for accumulating experience and making targeted improvements. In addition, in order to simplify and compare, the live platform will also define some comprehensive indicators to reflect a more macro situation. For example, Douyin uses the traffic level to evaluate the approximate level of a live broadcast in terms of traffic acquisition, and uses the retention index to comprehensively evaluate the level of live audience retention.
(1) Traffic diversion. The number of viewers of the first live broadcast reached 4 million, which is inseparable from the operation in the first five months. The contribution of 1.5 million fans reached 21.21%. The traffic diversion video cannot be ignored, contributing 16% of the traffic. The platform’s natural push traffic reached 63%, which is worth a detailed analysis. The natural push traffic of Douyin platform live broadcast is generally stimulated by the stay in the live broadcast room, interaction, and transaction data. The stay in the live broadcast room is closely related to the professionalism of the live broadcast content. The more valuable the content is, the longer the audience stays. The average viewing time of this live broadcast was 6 minutes and 21 seconds, which is more than 3 times the average level. This shows that the content of the live broadcast is of great value. The audience is attracted by the content and is willing to continue watching the live broadcast. This is very valuable, which reminds us to pay special attention to the content of the live broadcast. This data also brings us hope. Only by pursuing professional live broadcasts and spreading valuable content can there be a future. (2) Traffic conversion. After a live broadcast, the anchor gained 33,000 fans, and the cumulative number of fans in the first 5 months was 1.5 million. It can be seen that the efficiency of this live broadcast in increasing fans is very high, which is equivalent to the increase in fans in 10 days. These new fans are naturally pushed by the platform, which is very valuable, because these new fans will have a lot of fission space in the future. The interaction of this live broadcast is also very good, with a total of 11.946 million likes, an average of 3 likes per person, which further shows that the quality of this live broadcast is very high. (3) Sales effect. From the previous data, we can infer that the sales situation should not be bad. In fact, it is not only not bad, but even extremely impressive. The UV value reached 27.57 (the average live broadcast room is 2~3, and the top influencers can reach 10), which shows that fans have a very high degree of trust in the anchor. The purchase conversion rate reached 16%, which is also a very high level. It comprehensively reflects that the products in this live broadcast are well selected and the entire live broadcast process is very professional. Among these indicators, GPM is proposed and valued by Douyin. It comprehensively reflects the quality of live broadcast sales and is the core basis for Douyin’s natural push.