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TikTok PC Streamer Desktop Playbook

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TikTok PC Streamer Desktop Playbook

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Published: 2022-12-13 · Source: crawler_authoritative

Tình huống

Người bán trên TikTok Shop (merchants với official account, marketing accounts) và creators cần quản lý Livestream, showcase sản phẩm và phân tích dữ liệu thương mại điện tử trên nền tảng desktop thay vì chỉ sử dụng app mobile. Nền tảng yêu cầu tài khoản TikTok có quyền EC (e-commerce permission) và kết nối internet ổn định để truy cập tiktok.com.

Insight

TikTok PC Streamer Desktop là công cụ desktop (bổ sung cho app mobile) giúp host (người bán official account, marketing accounts và creators) thực hiện content marketing qua Livestream, video ngắn và showcase trên PC. Cổng đăng nhập tại https://shop.tiktok.com/streamer/welcome. Nền tảng gồm 4 module chính:

  1. LIVE Module - Quản lý sản phẩm trong livestream: Hỗ trợ thao tác (batch) đưa sản phẩm lên đầu, ghim (pin), thêm, xóa sản phẩm trong livestream. Giải quyết bất tiện của app-end khi chuẩn bị/vận hành livestream, đặc biệt với OBS livestream. Trạng thái sản phẩm: In Stock, Sold out. Có thể ghim product card khi host đang mô tả sản phẩm trong LIVE qua App. Thêm sản phẩm vào livestream qua 4 cách: từ Showcase Products, từ URL sản phẩm, từ Targeted Plan Products (copy link từ seller center - Manage products), hoặc từ My shop.

  2. Showcase Module - Quản lý sản phẩm trong showcase: Hiển thị trạng thái Stock (In Stock, Sold out), Reviews Status (Live, Under review, Unavailable, Not Approved). Có thể ẩn sản phẩm (hide) khỏi showcase để ngăn bán trong livestream và video ngắn. Thay đổi thứ tự sản phẩm (kéo thả, đưa lên đầu, batch đưa lên đầu), chỉnh sửa ảnh bìa sản phẩm, xóa sản phẩm (đơn hoặc batch). Thêm sản phẩm vào showcase qua URL (chỉ hỗ trợ thêm từng URL, batch adding sẽ có sau), Targeted Plan, hoặc từ My shop.

  3. Data Compass - Phân tích dữ liệu:

  • Data Overview: Tổng quan hiệu suất host gồm new followers, income. Core data hỗ trợ chọn khoảng thời gian, so sánh 2 chỉ số và phân tích tương quan (bao gồm WoW data comparison). Recent Livestreams hiển thị 4 livestream gần nhất với Revenue, Orders, Total Viewers, New followers.
  • Live Analytics: Chi tiết dữ liệu livestream, hỗ trợ export. Tìm kiếm theo tên livestream. Metrics phân loại “traffic metrics” và “deal metrics”, tối đa 5 indicators. Có thể export sang excel.
  • Live Dashboard: Dữ liệu real-time và phát lại livestream. Có thể vào qua Data Overview ⇒ Recent Lives ⇒ Live Dashboard hoặc Live Details ⇒ Livestream Details ⇒ Live Dashboard. Module gồm: Core data (handle, thời gian bắt đầu, thời lượng LIVE), Core indicator (có thể cấu hình thủ công tối đa 5 indicators, tối thiểu 1), Product list (sắp xếp giảm dần theo indicator, fuzzy search theo tên sản phẩm, hiển thị nguồn on-platform/off-platform), Revenue trend (xu hướng doanh thu theo phút), Traffic source (chỉ hỗ trợ organic traffic details, paid traffic gom vào ‘others’), User profile (buyers/viewers: fan hay không, gender, country proportion), Interactive trend (viewing trends: xu hướng xem, vào, rời theo phút; engagement trends: views, comments, shares), LIVE Real-time (giám sát hình ảnh và comments, chuyển pure comment mode), LIVE replay (phát lại, điều chỉnh thời gian).
  • Video Analysis: Phân tích hiệu suất video ngắn. Three core abilities: Branding ability (view/VV, new followers), Transaction ability (revenue, RPM), Drainage ability (drainage PV, drainage success rate). RPM = (Revenue/VV) * 1000. Drainage PV = tổng lần vào livestream room qua breathing light của avatar trong video. Drainage success rate = Drainage PV / Exposures of short video avatar’s breathing effects. Video list hỗ trợ sắp xếp theo time, VV, new followers, revenue, RPM, drainage PV, drainage success rate. Video Detail gồm Transaction Analysis (revenue, RPM, buyers, sales, CTR, product view, product reach; so sánh 2 indicators; chọn All/Individual products) và Recommended video (TOP3 revenue video cùng sản phẩm để học hỏi; nếu video có nhiều product links, phải chọn 1 sản phẩm mới hiển thị recommended), Content Analysis (VV, finish rate, new followers, shares, comments, likes, drainage, drainage success rate), Video Profile (age, gender, country & region của watchers và new followers).
  1. Account standing: Theo dõi và kháng cáo Vi phạm tickets.

Lưu ý quan trọng: Nếu tài khoản không có quyền TT live access, vẫn có thể quản lý showcase products nhưng tab “Live product” sẽ hiển thị thông báo không có quyền truy cập. Video để ở chế độ private hoặc deleted không hỗ trợ playback và không hiển thị ảnh; video private chưa từng public không có transaction hay content data.

Hành động

Để sử dụng TikTok PC Streamer Desktop: Truy cập https://shop.tiktok.com/streamer/welcome, đăng nhập bằng tài khoản TikTok có EC-Permission (merchant official account, marketing account, hoặc Creator account). Đảm bảo kết nối internet ổn định để truy cập tiktok.com.

Quy trình vận hành Livestream khuyến nghị: Host tập trung giải thích sản phẩm và trả lời comment trên App-end; các thao tác sản phẩm livestream (đưa lên đầu, ghim, thêm sản phẩm mới) thực hiện trên PC-end bởi đồng nghiệp/assistant. Go live trên App-end; quản lý sản phẩm livestream trên PC-end (khuyến nghị); kiểm tra real-time data trên PC-end Live Dashboard.

Thêm sản phẩm vào livestream: Vào Livestream Products ⇒ Add new Product ⇒ chọn nguồn từ Showcase Products, URL, Targeted Plan Products, hoặc My shop. Đối với Targeted Plan, copy link từ seller center - Manage products.

Thêm sản phẩm vào showcase: Vào Showcase Products ⇒ Add new Product ⇒ chọn nguồn. Chú ý: chỉ hỗ trợ thêm từng URL, batch adding sẽ có sau.

Sử dụng Live Dashboard: Vào qua Data Overview ⇒ Recent Lives ⇒ Live Dashboard hoặc Live Details ⇒ Livestream Details ⇒ Live Dashboard. Cấu hình indicators (tối đa 5, tối thiểu 1) bằng cách click ‘Set indicator’. Sắp xếp product list theo indicator giảm dần. Theo dõi revenue trend phút, traffic source (organic), user profile, interactive trend real-time. Sử dụng LIVE replay để Reviews sau livestream.

Sử dụng Video Analysis: Xem video list, click vào sản phẩm bên phải để xem chi tiết sản phẩm. Export danh sách video. Trong Video Detail, chọn 2 indicators để so sánh trend. Trong Transaction Analysis, chọn All hoặc Individual products; nếu video có nhiều product links, chọn 1 sản phẩm để xem recommended video TOP3 cùng sản phẩm. Xem Content Analysis và Video Profile để hiểu đối tượng khách hàng.

Xử lý Vi phạm: Vào Account standing để track và appeal violation tickets.

Điều kiện áp dụng

Chỉ áp dụng cho tài khoản có EC-Permission (merchant official account, marketing accounts, creators). Yêu cầu quyền TT live access để sử dụng đầy đủ tính năng Live product; nếu không có vẫn quản lý được showcase products. Chỉ hỗ trợ thêm single URL vào showcase (batch adding sẽ có sau). Traffic source trong Live Dashboard chỉ hiển thị chi tiết organic traffic, paid traffic gom vào ‘others’.

Nội dung gốc (Original)

TikTok PC Streamer Desktop Playbook12/13/2022Product Overview Portal Entrance: https://shop.tiktok.com/streamer/welcome Use TikTok Account with EC-Permission to log-in. Available for Merchants (official account, marketing accounts) & Creators account --------------------------------------------------------To enter EC_Steamer Desktop. Your Internet Condition has to be valid to access tiktok.com. What is a desktop platform for global EC Streamers?A Streamer desktop platform (App and PC) is a product tool that enables Hosts (Seller official account, marketing accounts and Creators) to conduct content marketing via Livestream, short videos & showcase.App-End is already available on TikTok (TikTok Shop), This doc will focus on the PC Desktop. Benefits from EC_Streamer Desktop Platform Improve the efficiency of e-commerce hosts (Seller official account, marketing accounts and Creators) , enabling them to conduct the following moves on PC. Showcase product management ( drag-switch product sequence, move to top, delete, hide, Edit the cover of the product) & Adding products to showcase (from URL, targeted plan) Livestream product management (pin, move to top, delete, add) & Adding products to Livestream (from URL, targeted plan, showcase)Check e-commerce performance data ( including core data, livestream analysis, live dashboard)Case Example: The host focuses on product explanation and comment answering, while livestream product operations ( move to top, pin, add new product, etc.) being done by colleages/assistants. Go Live: App-endLivestream product operations: App-end or PC-end (Recommended) Check realtime Livestream data: PC-end(Live Dashboard) Introduction of Product Features All data below is test account, virtual data, subject to productLIVE Module 1.1 Live product managementLivestream product management：supports PC-end Livestream operations such as (batch) product move to top, pin, add, delete, etc., resolves the inconvenience and instability of app-end livestream preparation/operation, especially under the circumstances of OBS livestream. 1.1.1 Product status:StatusDemoDescription：Additional reminderStock In Stock Sold out  1.1.2 Manage Live productFeature Demo Instruction Additional reminderChange the order of products Change the order of products (drag, move to top, batch move to top)  edit the cover of the product edit the cover of the product  Support Pin product card Using PC, you can help pin the product card when the host is describing the product during LIVE via App  1.1.3 Add products to LivestreamFeature Demo Instruction Showcase - Add products to Livestream Livestream Products ⇒ Add new Product ⇒ Showcase Products URL - Add products to Livestream Use the product URL to add Targeted Plan product copy the product link from seller center - Manage products Targeted plan - Add products to Livestream Livestream Products ⇒ Add new Product ⇒ Targeted Plan Products Add from my shop - Add products to livestream Livestream Products ⇒ Add new Product ⇒ My shop Showcase Module 2.1 Showcase Product Management This page will help streamers to manage all products in the showcase, same as managing in their App. What information will be displayed?2.2.1 Product status displayStatusDescriptionDemoAdditional reminderStock In Stock, Sold out  Review Status Live Changes under review Under review Unavailable Not Approved If you hover on the status, there will be more info: Is product hidden? If product is hidden by host from showcase, display as demo ref：个人主页橱窗隐藏商品上线说明//Hide products from homepage Showcase for LIVE GTM  2.2.2 Manage Showcase product Feature Demo Instruction Change the order of products Change the order of products (drag, move to top, batch move to top) Edit the cover of the product Edit the cover of the product Hide the product Hide the product (hide one, multiple product; unhide) To prevent Livestream and Short Video products being sold in ShowcaseDelete products Delete products (single product or batch delete) 2.2.3 Add product to ShowcaseFeature Demo Instruction URL - Add products to Showcase Use the product URL to add Targeted Plan product copy the product link directly copy the product link from seller center - Manage products Please Note:Only supports adding single URL (batch adding will be available later) Error messages: If URL is not identified, shown as below Targeted plan - Add products to Showcase Showcase Products ⇒ Add new Product ⇒ Targeted Plan Products Add from my shop - Add products to showcase Showcase Products ⇒ Add new Product ⇒ My shop Data Compass 3.1 Data overview Data Overview：supports Hosts performance overview, including new followers, income etc.Core Data Feature Demo Instruction Additional info Core data of creator & merchants Includes streamer Core data Supports Time period selection for corresponding data. Supports 2 metrics for comparison and Correlation analysis. ( includes WoW data comparison)  Recent LivestreamsFeature Demo Instruction Additional info Recent Livestreams Displays 4 recent EC livestreams and corresponding data（Revenue, Orders, Total Viewers, New followers) Click Live Dashboard to enter the “Live Dashboard”.  3.2 Live Analytics Livestream Detail Page：EC Livestream data in details and supports export supports hosts with LIvestream Reviews. Core Data - LiveFeature Demo Instruction Additional info Livestream Core data Includes Livestream Core data Supports Time period selection for corresponding data. Supports 2 metrics for comparison and Correlation analysis. ( includes WoW data comparison)  Livestreams Details Feature Demo Instruction Additional info Livestreams Details Supports Livestream name search Time period selection for corresponding data Metrics：Catagorized into “traffic metrics” and deal metrics, with a maximum of 5 indicators. Supports data exports to excel Click Live Dashboard to enter the “Live Dashboard” for a more live details regarding a single livestream.  3.3 Live Dashboard for StreamersLive Dashboard：Provides Real-time Live data and livestream playback, which supports Hosts to Modify their Livestream strategy in real time and enable hosts to Review their Livestream afterwards. Live Dashboard Entrance How to enter the Live Dashboard Demo Data Overview ⇒ Recent Lives ⇒ Live Dashboard Live Details ⇒ Livestream Details ⇒ Live Dashboard Livestream Data dashboard module introduction ModuleFeature Demo Instruction Core data LIVE basic info Show the handle, the start time of LIVE, and the duration of the LIVE Core indicator Indicators can be manually configured Click ‘Set indicator’ button to configure indicators in the pop-up window Product list Product info Show all the products in this livestream, including on-platform products and off-platform products, display the source label of products Indicator Sorting The user sorts the product list (in descending order) according to the selected indicator Set indicator Click ‘Set indicator’ button to configure more indicators, select up to 5 items, select at least 1 item Fuzzy search Fuzzy search can be performed according to the product name Revenue trend Revenue trend Provides minute-level trends for Revenue Traffiic source Traffic source Currently, we only support organic traffic sources details. For paid traffic, we classify them in the ‘others’ channel for now. User profile Buyer profile Include 1) whether Buyers are fans or not 2) Gender Viewer profile Include 1) whether Viewers are fans or not 2) Gender 3) Viewer Country proportion Interactive trend Viewing Trends Provide minute-level trends for Livestream Viewing, Entering, and Leaving Engagement Trends Provide minute-level trends for Livestream Views, Comments, and Shares LIVE Real-time LIVE LIVE replay When a LIVE is in progress, you can monitor the LIVE pictures and comments, and at the same time you can switch to pure comment mode Supports LIVE replay and can adjust the time progress Other funciton Full screen  3.4 Video Analysis GTM_主播工作台_视频分析//Creator Platform_Video Analysis Short Video Analysis：Understand the performance of Short Videos ( transaction, promotion etc. ) with data analysis and summary of short videos. Learn From Top Short Videos：You can directly see the Top 3 revenue videos, which benefits other creators/merchants to improve their short video production capabilility. Target Audience analysis：Find the target audience of Short Videos to help creators/merchants clarify the production direction of video content. Core Data - Short VideosDemo Details Indicator definitionThree core abilities of creator videos: Branding ability: view(VV), new followers Transaction ability: revenue, RPM Drainage ability: drainage PV, drainage success rate Each indicator shows the change trend of the indicator in the selected time period and the increase/decrease percentage of the indicator compared with the previous period. Indicator definition: Video view ( VV ): The cumulative video view of all videos in the selected period New followers: The cumulative new followers of all videos in the selected period Revenue：The cumulative amount by the creator’s videos RPM：Revenue per thousand impressions (Revenue/ VV ) * 1000 Drainage PV: During the selected period, all the times of entering the author’s live-stream room through the breathing light of the author’s avatar in the video are added up Drainage success rate: Drainage PV/Exposures of short video avatar’s breathing effects Video list Demo Instruction Support to view video performance according to time, video view(VV), new followers, revenue, RPM, drainage PV and drainage success rate. The right side of the video list can directly view the goods sold by the video, and click on the goods to enter the goods details page to view the goods information; Click Export to download the basic information and core indicators of all videos within the selected time period; Support search by video name to quickly find the target video; Video DetailTransaction AnalysisDemo details The basic information of short video includes: release time, duration, music info, video label; Click the video picture/play button to play the public and undeleted video; Core indicators & trend analysisCore indicators: revenue, RPM, buyers, sales, CTR, product view, product reach Two indicators can be selected at the same time to compare the change trends of these two indicators in the selected time period; You can select All/Individual products, and the following indicators will change according to the selected product range, for example: Select commodity A, then the index below counts the exposure, click, transaction and conversion of this commodity; Select All, then the index below counts the exposure, click, transaction and conversion data of all commodities in the video; Recommended video（The video with the higher revenue of the same product）Reason for recommendation: A video of the same product with revenue ranking TOP3 within all videos; If the video contains only one product link, the area 2 shows the 3 short videos with the highest revenue among all videos selling the product (including the short videos of the creator and all other creators), for the creator to learn how to make excellent videos; If the short video contains multiple product links, when selecting All , the second part will not recommend videos; only after one product is selected, the three videos with the highest revenue will appear below. Content AnalysisDemo Details Core indicators: video view(VV), finish rate, new followers, shares, comments, likes, number of drainage and drainage success rate; Two indicators can be selected at the same time to compare the change trends of these two indicators in the selected time period. Note: Up to two indicators can be selected at the same time, and at least one indicator should be selected.Video ProfileDemo Details Watch users profile：Show the age, gender, country & region distribution of users watching the video within the selected time range; New followers profile：Show the age, gender, country & region distribution of new followers from the video within the selected time range; Account standing In Account standing, creators/merchants can track and appeal violation ticketsModuleDemoTrack Violations Appeal violation tickets FAQ If a TikTok account doesn’t have TT live access, when you clicking into “Live product” tab, you might see the below image; but you still can manage the showcase products. Video Analysis FAQ Why can’t the video in the video detail page be played and the video picture is blank? Videos, whose status are set to private or deleted, do not support playback and cannot display video pictures; Videos, whose status are set to private and have never been made public, have no transaction or content data; Why are the recommended videos with high revenue not shown in the transaction analysis in the video detail page? For videos with multiple product links, you need to select one product in the video detail page-transaction analysis, and the video of the TOP3 revenue amount in all videos (including the creator’s own short video and other creators’ short videos) with the same product will be displayed below the transaction analysis. Appendix Bilingual Version：TikTok PC Streamer Desktop Playbook // TikTok主播工作台 使用手册 Chinese Version：TikTok主播工作台-中文版使用手册 Is the content above helpful?Table of contentsProduct OverviewIntroduction of Product Features1.1 Live product management1.1.1 Product status:1.1.2 Manage Live product1.1.3 Add products to Livestream2.1 Showcase Product Management2.2.1 Product status display2.2.2 Manage Showcase product2.2.3 Add product to Showcase3.1 Data overview3.2 Live Analytics3.3 Live Dashboard for Streamers3.4 Video AnalysisFAQAppendix

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