Snack industry Douyin self-broadcast promotion strategy

During this year’s Double 11, many leading snack brands performed well in Douyin’s self-broadcasting. In fact, it was not just Double 11. In February this year, a well-known snack brand achieved a transaction volume of over 60 million in 20 days, which also made many other snack brands want to carry out self-broadcasting on Douyin.

If you want to gain something on the Douyin platform, you must first understand the platform characteristics of Douyin and do a good job of positioning.

Data source: Feigua Data

1. Understand TikTok

Can’t you just do a live broadcast to sell snacks directly? Why do you need to position yourself and create a persona? This is a question many bosses want to ask. First, we need to understand Tik Tok.

① Find accurate consumers in the traffic pool

Douyin can be said to be the largest entertainment short video platform in China. Its huge user base has brought huge traffic. In 2020, Douyin had more than 518 million registered users, and the number of daily active users exceeded 400 million. Needless to say, this number will rise again this year.

Let’s look at some simple data: a children’s product achieved a turnover of over 30 million in one week.

Image source: Douyin Marketing Backstage

Although TikTok is a large traffic pool, can you capture your precise consumers? Otherwise, you would spend a lot of money on marketing but end up with no effect, which is not acceptable. Brand positioning/personalization is to achieve precision marketing! Because among the huge user groups, diverse user groups of various age groups, various interests and hobbies, and various consumer classes can be classified through Douyin's personalized recommendation technology. These categories create opportunities for brands to continuously reach their precise target groups with brand information and promote user conversion. Naturally, this is also the greatest commercial value of Douyin. It is said to attract fans and increase sales. Establishing a personal image can not only create sales channels, but also enable the brand to achieve precise marketing.

②Snack consumers tend to be young and they care about brand personality

Why does a brand need to have a good positioning and establish its personality? Because TikTok is a relatively young platform, women are the main purchasing group for TikTok e-commerce. However, the gender ratio of Tik Tok users is basically balanced, with women slightly outnumbering men by a certain percentage. In terms of current Douyin users, first-tier cities and fourth-tier cities are keeping pace with each other, with rapid user growth.

Image source: 2021 Douyin Queen’s Day e-commerce data

In terms of age, most Douyin users are born in the 1980s and 1990s, with the growth rate of those born after 1995 being relatively high. These young users are the main consumers today.

2. How to position Douyin brand self-broadcasting in the snack industry

Currently, the Douyin platform has a large number of followers, and for the snack industry, it has a large market space and user demand. Among them, products such as braised foods, dried fruits, and snack gift packs have become the core output of the snack industry and have performed excellently. Especially drinking and tea, the profits are high and the consumer groups are wide.

Snacks as a whole are quite popular on TikTok. Douyin’s numerous successful cases of snack brands illustrate the importance of brand positioning. The most important function of brand self-broadcasting is to increase sales. At the same time, through the Douyin brand’s self-broadcasting method, traditional skills can be combined with modern marketing, which can give new vitality to many traditional snack brands and comprehensively enhance the influence of snack brands. To do a good job in brand positioning, it is recommended to start from the following aspects:

1. The character setting should be clear

If you want to operate a Douyin corporate account well, the first thing you need to do is to create a clearer personality based on the brand tone. This character setting must be consistent with the brand's promotional concept and resonate with Douyin users, so as to gain more fans and have better growth potential. Several issues need attention

① Unified character design

You cannot establish a humorous and funny brand image today and start publishing some serious popular science content tomorrow. This is an example of unclear positioning.

② Close to the hot elements of the moment

Currently, the most popular elements among young people are health, low sugar, youth, fashion, and coolness. When creating brand image, brands can start from the elements that young people pay attention to and adapt to the needs of young consumer groups. Through such an easily accepted personality, combined with high-quality live broadcast content and new creativity, it can better stimulate young people's desire to share.

Image source: Feigua Data

2. Have a unified tone

Every brand has its own tone. When shooting videos for brand self-broadcasting, special attention should be paid to the tone. By conducting research on the brand's consumer groups and creating a user portrait, you can better understand your own customer base. Target your target customers and connect them with consumption scenarios to set the scenes and crowds, so as to avoid being offensive. Moreover, the content of the shooting should be novel and interesting, with more imagination, so as to have stronger fan stickiness. No matter how many accounts a brand has, there must be a unified tone. The forms can be diverse, but the tone must be the same.

① Account content: plot, sharing, hot videos, etc.;

② In terms of content setting, you can start with evaluation, funny, hot topics, etc.;

③ Style route: it is recommended to take routes such as office daily life, store exploration and home daily life;

④ In terms of creative tone, the best source of inspiration is life, movies, brands, etc. The authenticity of the creation is very important.

⑤For less famous brands, you can create a real persona to do live broadcasts.

What is real? It can be daily life, for example, XX sister/XX sister/XX brother, this kind of personality to do self-broadcasting. Let’s take a look at a case. A certain brand is not very famous, but its Douyin name is "XX sister", which has achieved sales of more than 6 million.

Image source: Erlangcha Data

3. Young brand personality

Excellent brand operators have consistent characteristics, that is, a youthful brand personality with a unique image and temperament. In the communication process, these brand personalities are integrated to output and implant the brand in daily life and work scenes, preferably in a subtle and unnoticeable way.

4. Determine the account communication strategy

When applying for a Douyin account, you need to analyze the brand positioning and then set up an account matrix, namely the brand main account, employee account, dealer account, etc. When setting up these accounts, several issues need to be clarified:

①What is the account subject?

②Which consumer groups are you targeting?

③What products and services are provided?

④What problems can it solve for consumers?

⑤What benefits can it bring to consumers?

This is something you need to understand clearly when you first set up your account.

3. Douyin self-broadcasting marketing strategy in the snack industry

By making snacks on Douyin, you can say that if you capture the hearts of young people, you will capture most of the market. This is also the reason why many brands are creating a youthful style. Looking at those successful Douyin self-broadcasting cases, most of them are in line with the fashion, freshness, trendy and cool styles of young people.

The Douyin self-broadcasting process generally includes several steps:

① Live broadcast planning, to improve the self-broadcast process through character building, preheating video shooting, live broadcast product preparation, live broadcast material production, live broadcast process and script preparation, etc.;

② Live broadcast preparation, including live broadcast venue, environment construction, live broadcast equipment, interactive atmosphere creation, product selling point speech, etc.;

③ Traffic introduction, achieved through methods such as live video streaming and advertising; finally, it is the review and summary, which includes the periodic review and summary, industry big data feedback and subsequent operational arrangements.

1. Follow the hot topics and interact more

In Douyin's brand marketing, merchants in the snack industry need to pay more attention to hot topics and keep up with popular videos or popular shooting techniques on Douyin. Hot spots will bring a wave of traffic. Follow the hot spots, shoot some videos, and interact more with users in the comment area. This will make you more down-to-earth and more likely to be recognized by Douyin users.

Brands focus on everyday fun and hot topics to implant brand ads. This, combined with unique creativity, makes the content more interesting and more appealing to users. At this point, even the ads won’t leave any traces and the content can be easily accepted subtly. At the same time, it is best to focus on original content creation while maintaining continuity. Once creativity and continuity are achieved, it will be easier to stand out.

2. Douyin leverages live streaming to gain momentum

Snacks are a necessity in the lives of young people. Among the many e-commerce live broadcasts, snack sales have always been far ahead. The youthful fashion of Douyin is very compatible with snacks. Douyin's powerful traffic can bring many young consumer groups to snack brands, greatly increasing exposure and attention, and improving product sales.

The popularity of Douyin live streaming is a direct reflection of the rapid development of live streaming e-commerce. Currently, Douyin can be said to be a very important traffic platform among many live broadcast platforms, and many brands have also begun to accelerate the process of self-broadcasting. Brands can use celebrities or things that young people like to promote themselves, thereby shortening users’ consumption decisions. During the live broadcast, it is crucial to let users experience the freshest snack experience.

During the live broadcast, you can first offer low-price benefits to attract fans to enter the live broadcast room; next, celebrities or people with high popularity can enter the live broadcast room to talk about their wonderful connection with snacks. In addition, it is also a good method to attract the attention of fans in the live broadcast room through fun interactions; next, it is to recommend popular or niche and delicious Internet celebrity products to encourage people to buy them. The atmosphere of the live broadcast room is very important. If there is an offline entity, it would be even better if you can combine online and offline, with some more interesting ways of eating snacks or mix and match, to bring a new experience to fans.

Image source: Feigua Data

The popularity of Tik Tok short videos has just begun, and there is still a lot of room for development. In terms of brand self-broadcasting, establishing a clear humanity, a unique personality, and a stable output of high-quality content can help seize the bonus period more quickly and accurately and occupy a certain position in the competition.