The secret method of selling goods on Douyin

When doing Internet business, you must follow the rules of the Internet: traffic is king. In the traditional e-commerce market, the traffic dividend is gradually disappearing and the cost of acquiring customers is increasing.

Traffic is the most troublesome issue for e-commerce people, but natural traffic gathering places like Douyin and Kuaishou have unimaginable daily traffic.

Short video sales seem to have become the hottest monetization method for e-commerce today. Since 2018, Douyin has gradually introduced functions such as product showcases, Taobao links, and self-operated stores, gradually guiding Douyin self-media account owners to use videos or live broadcasts to monetize traffic.

So, what are the actual e-commerce transaction scenarios on Douyin?

Generally speaking, you can jump to Taobao, Tmall, Douyin Store and JD.com from Douyin.

In addition to the above methods, the "sky-high price grilled shrimp" incident that went viral on Douyin some time ago utilized the second type of e-commerce that is different from traditional e-commerce.

So what is the second category of e-commerce?

Simply put, traditional e-commerce companies such as Taobao and JD.com that are well-known to the public are called first-class e-commerce, while e-commerce companies that exist independently of these traditional channels, such as Toutiao, Tiantian Kuaibao, Baidu, etc., which promote and generate orders through drainage channels, are called second-class e-commerce.

Category II e-commerce usually has two very important factors: buying traffic and making landing pages. If the traffic quality is high and the landing page conversion is good, it is often possible for an advertisement to bring in tens of millions in revenue.

Second-tier e-commerce companies have a natural advantage on Douyin for two reasons:

1. Make full use of price information asymmetry. The biggest headache for a certain type of e-commerce sellers is the weight of the product. If the product is not at the forefront, the weight will be low, and the product click-through rate and conversion rate will also be low. However, second-tier e-commerce is different. As long as the buyer sees the advertisement and clicks on the details page, he only has the choice of buying or not, and there is no such thing as buying from other stores.

2. Buy while watching videos, high conversion rate. Because Tik Tok is a traffic model, users can directly click to purchase while watching videos without jumping out to other platforms. This model brings a very high conversion rate. At the same time, the use of free registration and cash on delivery methods greatly reduces order costs.

In addition to short videos, can Douyin live streaming sell goods?

Of course. Douyin also promoted a sales expert "Beibeitu" in this 618 event, who ranked third in the list of "the most popular sharing expert among users", second only to Li Jiaqi and Zhengshan Niuruge.

It is understood that "Beibeitu" has more than 9 million fans on Douyin and is a beauty expert. In this event, she mainly sold goods through live streaming rather than short videos. The successful case of internet celebrity Beibeitu proves one thing, that is, Douyin live streaming can also sell goods.

Douyin e-commerce initially used short videos as its main carrier, and the short video influencer’s ability to sell products was linked to the number of fans, content type, and personality. However, live streaming focuses on "real-time sharing" and "selling skills", and has relatively lower requirements for the number of fans, making it more suitable for small and medium-sized influencers with fewer fans.

Since Douyin e-commerce is so powerful in selling products, what kind of products are easier to sell?

We captured the sales chart data of the past week from Feigua Data, among which videos on grass-growing, dressing, and beauty have become the main force of Douyin's e-commerce promotion. These vertical accounts have the attribute of bringing goods in themselves, and are more easily accepted and liked by Douyin users.

Due to the short viewing period of videos, users generally do not impulsively buy overpriced items. Data shows that more than 60% of netizens will buy products worth less than 100 yuan while watching short videos . Since this type of product allows users to make consumption decisions quickly, most anchors prefer to use videos related to mid-range priced products to promote their products.

When it comes to the production of content with goods, Douyin's content with goods can basically be divided into two categories:

1. Accumulate accurate fans through high-quality content in the early stage, and monetize through products in the later stage

For example, many beauty creators now shoot soap operas to attract female fans instead of selling products directly.

2. Directly publish promotional videos to sell products

For example, grass-growing videos, review videos

Today I will mainly share the second type of sales videos with my friends. Douyin is making great efforts to develop commercialization, especially the e-commerce module is the top priority. The momentum is unstoppable and everyone wants to take advantage of this opportunity!

As a result, many friends began to focus their energy on Douyin, hoping to sell large quantities of high-quality content.

After actually getting started, I found out: Why doesn’t my video have any views? Why are there views but no likes? It has attracted attention, why not ship the goods? ?

The second type of video creators often fall into a misconception: they always think that Douyin does not recommend videos with product promotion, so everyone starts to weaken their products and add various plots unrelated to the products to avoid machine detection.

By doing this, you will find that you have views and likes, but no sales!

Don’t worry about Tik Tok not giving you traffic if there are product introductions in your video content. Tik Tok encourages you to shoot product-related videos. The key is that you need to highlight the features and functionality of your product, or other interesting ways to play.

Okay, now that the conclusion is out, let’s take a look at how excellent sales videos are shot and planned!

We selected "Shandong Yantai Cherries" as an example to see how their sales videos were shot.

We found that excellent videos with "cherry" have the following characteristics

1. Video highlights product features and functions to improve conversion

The cherry is big! ! Cherry red! !

2. Highlight product features and functions in the copywriting to improve conversion

There is no need to eat food that costs 80 yuan per pound. SF Express’s cold chain direct delivery, three get two free, two get one free, it’s only 20 yuan per pound. If you don’t believe me, click the little yellow cart above.

Don’t buy expensive things anymore. In the shopping cart above, buy two kilograms and get one kilogram free, and buy three kilograms and get two kilograms free. It’s only 20 yuan per kilogram. Don’t eat cherries that cost 80 yuan per pound in the supermarket anymore. Click the little yellow cart above, buy three and get two free, buy two and get one free, it’s only 20 yuan per pound.

20 per pound: cheap! SF Cold Chain: Fast and fresh!

3. The video is really short - improve the completion rate

By improving the completion rate, the playback volume can be increased, thereby increasing the user base.

How is the shipment going? Total sales volume: 258,500; total amount: 1783,740,000, 1006 sales experts, 473 related videos.

From this we conclude:

1. Don’t be superstitious about the number of likes on short videos selling goods, but pay more attention to the actual shipment volume.

2. Videos can attract attention, but people will just watch and leave. The focus should be on the product (a common problem).

3. Accurate product feature display videos can attract accurate users and help build awareness of the product.

The formula for selling videos (for reference only):

1. Shoot a video based on the product (who it is suitable for, what problems it solves, and what outstanding features it has).

2. Produce according to the operation/promotion steps (what to shoot in the video? What to write? What music to match?).

3. Shoot videos based on users (Who are they? What do they care about? What are they familiar with? How to combine product features with user pain points).

Users are not stupid, they know that you are selling a product through video. What creators need to think about is why users will continue to watch after knowing that your video is promoting products?

If you want to attract users to buy your products through funny jokes or beautiful girls, then you probably won’t be able to sell the goods!

If the product features attract him, the possibility of closing the deal is very high. The power of short videos lies in their ability to magnify the features of your products.

Author:HOOMV

Source: HOOMV