How Tik Tok acquires traffic and how to increase it!

Today I want to share with you how companies can leverage the benefits of TikTok to quickly sell their products. Before sharing, I would like to ask everyone, have you ever encountered the following situation:

The product has no traffic and cannot be sold?

After marketing promotion, there is no effect on traffic growth?

Everyone knows about the trend of short video traffic, but don’t know how to use it?

Did the campaign but got some fake data, a bunch of invalid data?

The input-output ratio is too low, and even the advertising fees cannot be earned back?

If you have any of the above problems, this article is worth reading. I will share methods that are not available on the market. I hope this article can inspire and help you.

Without further ado, here is the directory:

Why do we say that Douyin has a bonus period?

What are the ways for Tik Tok to gain traffic? 2 major categories and 7 major forms

Why is collaborating with influencers the fastest way to grow?

How to find a reliable KOL and avoid being cheated? These five steps are crucial!

I won’t say much nonsense, just share it directly...

1. Why is it said that Douyin has a bonus period?

First, let’s analyze why Douyin has a bonus period? I think there are three main reasons:

Reason 1: Upgrading of cultural and entertainment consumption

We can look back and see that a long time ago, we were in the 2G network era, then it transitioned to the 3G fast era, to the current 4G high-speed era, to the upcoming commercial 5G era, and to the 6G era that has already started research. The speed of each stage is faster than the previous one, and the interval time is getting shorter and shorter.

(Photo source: Tencent)

If I ask you, what is the change that impressed you the most?

One particularly obvious thing is that data traffic is getting cheaper and Internet speeds are getting faster. It is even possible that network traffic will be free.

As for the specific manifestation of 5G, the first outlet is short videos and live broadcasts.

what does that mean?

This means that while people are pursuing cultural and entertainment consumption, their requirements for our content are also constantly increasing. A very obvious example is that we have transitioned from the previous text era to the picture and text era, and are now moving towards live video.

And this is the progress of the times.

The most significant feature in judging whether there are opportunities in the course of the times is a change in trend.

If you have had similar experiences, you should know that personal efforts are far less than the progress of the times.

Reason 2: Douyin has a very large data base

Not long ago, ByteDance revealed at the first Douyin Video Festival in Beijing that as of July 2019, Douyin's daily active users reached 320 million, monthly active users reached 1.5 billion, and Douyin's registered users exceeded 800 million.

What is the concept?

In terms of the number of registered users, it has surpassed Weibo in all aspects and is currently second only to WeChat with 1 billion users. It is also expected that in 2020, Douyin will exceed 1 billion users, which will be another national-level product after the QQ WeChat social platform.

Remember that thought? Where there is traffic, there are users, and there is business.

Reason 3: Douyin users use it frequently

(Source: 2018 Douyin Big Data Report)

According to the latest official data, the average daily usage time for users of Tik Tok across the country is 72 minutes.

What is this concept?

Think about what software you use most often?

It is most likely WeChat, QQ, Taobao, etc. And the next software is likely to be Tik Tok.

For those ordinary apps, opening them once a week is already a high frequency. However, Douyin allows users to spend an average of more than an hour on the app every day, which means that Douyin is the third most used app after QQ and WeChat.

The more time and attention users devote to a project, the more bonus opportunities there will be.

Tik Tok is currently enjoying this bonus period.

What is the bonus period?

The so-called bonus period refers to: a short-term imbalance between supply and demand, which brings about excellent cost-effectiveness.

However, there is a particularly significant disadvantage during the dividend period: dividends are time-limited and it is impossible to receive dividends continuously.

So once we miss this bonus period, we must quickly switch to the next bonus period.

Is this easy to understand?

Let me give you an example.

For example, in the late 1980s during the reform and opening up period, if you were a person born in the 1950s or 1960s and set up a street stall in Guangzhou or Shenzhen and did some small business, you would very likely have become a big boss by now.

Because these people seized the dividends of the reform and opening-up era. If it were now, if you wanted to become a big boss by setting up a street stall in Guangzhou or Shenzhen, the possibility would have become very small.

For example, the period from 2003 to 2008 was a bonus period for traditional e-commerce. Those who saw this opportunity and persisted could easily achieve sales of over 10 million. However, when Taobao appeared, there were more doubts about Taobao's business model and no one tried it.

For example, the WeChat Internet dividend began in 2013. Many people made a lot of money by monetizing through WeChat public accounts and the WeChat micro-business model.

Therefore, being able to seize the dividends of the times is equivalent to taking a ride.

OK, having said so much, I just want to explain the importance of the bonus period and short videos, especially the bonus period of Douyin. Next, let’s take a look at the ways to obtain traffic on Douyin…

2. What are the ways for Douyin to obtain traffic?

2 major categories and 7 major forms

Next, let’s talk about the ways that Tik Tok gets traffic.

There are 2 major categories and 7 methods for Tik Tok monetization. Next, we will introduce these traffic methods one by one.

2.1 Information Flow Advertising

Now let us first introduce the first major type of Douyin monetization method, which is in the form of information flow advertising. It is divided into 3 forms.

• ① Super first place advertisement

The first type is the super first-place advertisement, which has the following features: the first 3 seconds of the advertisement are all displayed on the screen, an interactive component is displayed after 3 seconds, and then the brand video is exposed for 10 to 60 seconds. In this way, an advertising effect from shallow to deep is formed.

(Pictures from the Internet)

• ②Open screen ads

The second type is the splash screen ad. This type of ad is easy to understand. When you open the Douyin app, it will play an ad first. It may be a video or a picture. When the user clicks on the video or picture, they will enter an ad page.

(Pictures from the Internet)

• ③Information flow advertising

The third type is information flow advertising. The characteristics of this type of advertising are: after you have watched 3-4 Douyin videos, you will encounter a Douyin message marked with the word "advertisement". When the user clicks the corresponding button, he will enter a detail page.

(Pictures from the Internet)

This type of information flow advertising is a form of advertising that most companies often use.

The process is that if you are the head of a business or a publisher, you need to prepare a video and a landing details page in advance.

Then, recharge and register on a special platform of Douyin, upload the video to be promoted and the detailed landing page to jump to, and then check the advertising label.

The characteristics of the above model are: we do not need to cooperate with influencers, it can be completed by the enterprise itself, and we can directly connect with Douyin service personnel. You can also pay to find some operating agencies to distribute Douyin to complete it.

Next, let’s look at the second type of monetization method of Douyin, which is the monetization of Douyin influencers’ cooperation…

2.2 Collaboration with TikTok influencers

The second largest category of Douyin monetization is through cooperation with influencers. There are four ways to cooperate with influencers. Here is a brief introduction:

• Type 1: Commission Cooperation

What is a pure commission partnership?

The process is as follows: first, the company finds the influencer's contact information on the official Douyin channel (Star Map), or Taoke QQ group, or on the influencer's homepage . After both parties agree on the commission ratio , the company sends the platform product link to the cooperating influencer. Then the influencer takes these links and puts them in his product cabinet. If his fans buy products in the product cabinet, then the influencer will also get a share.

(Pictures from the Internet)

In short, Douyin influencers provide you with an opportunity to display your product, and whether users will buy it depends on fate.

The characteristics of this monetization model are: merchants do not need to spend money, they just need to find these experts who are willing to cooperate. For the Douyin influencer, he doesn’t need to pay anything, he just needs to put this link on his product showcase.

(Pictures from the Internet)

You may also see the disadvantages of this monetization method: First of all, for us, we are thinking about how to invest the least cost to obtain the greatest benefit. But for the Douyin influencer, since there is no profit exchange in the early stage, he has no passion and motivation to promote this product.

Therefore, the effect of this form is relatively poor.

• Type 2: Brand exposure mode

What is brand exposure mode?

This means that the video is only responsible for brand exposure and is not required to achieve conversion.

The general process is: the company produces the video, or works with influencers to make the video, and then the Douyin influencer puts the video up.

Because companies that use non-conversion effects are relatively special, they are generally divided into two categories of products:

The first category is big brands. Since they have so many sales channels, they only need to appear and let users have this impression or concept.

This model is similar to the AIDMA model of marketing. A stands for attraction, I stands for interest, D stands for desire, M stands for memory, and A stands for action. The purpose of brand exposure is to allow users to form memories (M) and ultimately achieve the purpose of action.

The second category is products that are not suitable for selling through videos, such as tobacco, alcohol, betel nuts, etc. Therefore, they can only find a roundabout way to save the situation and appear in the video "indirectly".

(Pictures from the Internet)

Obviously, this brand exposure model is feasible for companies with plenty of money, but it needs to be carefully considered for companies with limited budgets.

• Type 3: Live streaming collaboration with experts

This is easy to understand literally. It means finding an expert and letting her sell goods through live streaming. Of course, she may not only buy your products, but also sell products from other companies.

The general process is: the enterprise and the influencer connect with each other and jointly agree on relevant product matters. What products should be selected? How to say it? What are the selling points of the products, etc.

(Pictures from the Internet)

The disadvantage of selling goods through live streaming is that the conversion rate and effect are difficult to control. At the same time, live streaming experts will generally require merchants to provide the lowest price for products, and may even require additional fees during the period.

Therefore, people generally choose to sell goods through live streaming, which are products of relatively good quality, high consumption frequency and large profit margins .

• Type 4: Video collaboration with experts

What does this mean?

What this means is that we work with influencers to produce videos with conversion purposes.

The general process is as follows: the enterprise provides the copywriting and video script through the Douyin channel (Star Map), or through the contact information on the influencer’s homepage, or through the Taoke QQ group, and then gives it to the influencer to produce the video, and finally put the video on the shelves.

The advantages of this form of video are obvious: because the account is vertical enough, the copywriting creativity is also consistent with the tone of the expert, so the fans stickiness of the video made in this form will be higher, and the effect of video sales will be better.

(Pictures from the Internet)

This form of delivery is very suitable for enterprises, especially for products or services that are not well-known and have not yet been marketed.

You may still have a question: why is it said that the fastest way to monetize is through investment? The reason is...

3. Why cooperate with experts?

Is it the fastest way to grow?

First of all, I want to express an idea: the fastest way to grow is actually to spend money, no doubt about it.

What you need to pay special attention to is "fastest" rather than "best".

Why pursue speed?

Maybe you will ask, can’t we just create a Douyin account?

When our company wins traffic, it is easy to overlook one factor, that is uncertainty and boundaries.

For example, when we spend a lot of time and energy to build this account, although it does not seem to cost much on the surface, have you ever thought about:

What if this account doesn’t work out ?

Or, after working hard to build up an account, what should you do if your advertising on the account has no effect ?

In other words, if you create your own account, it will be difficult to see results in a short period of time, and it will also be difficult to verify whether this form can work.

More importantly, this way of creating accounts is difficult to replicate on a large scale.

You should be very familiar with this term, called super user. What is a super user?

A super user is similar to a consumer opinion leader. For example, if he thinks a product is good, many people will listen to his recommendation and buy it.

Is super user good or bad? Of course!

However, if we only have 1~2 super users, the promotion rate of the product and its influence on its dissemination will be limited, so multiple super users are needed. If multiple super users are needed, then we must be able to acquire traffic efficiently. Only with more traffic can we cultivate more super members.

So how do we judge whether this form of delivery is cost-effective?

In fact, there is a judgment formula here: LTV＞CAC . What does LTV mean? It refers to the value contributed by users throughout their entire life cycle, also called user life value. CAC refers to customer acquisition cost, which is the cost we pay to acquire a certain user, such as marketing costs and operating costs.

If the value of a call from a user is far greater than the cost of acquiring the customer, then this business flywheel can be operated and you can continue to invest to obtain greater profits.

In other words: the input-output ratio is high and can be continued.

Of course, what is the most important reason?

The most important reason is that most individual entrepreneurs or small and medium-sized enterprises now do not have sufficient strength, energy, resources or team to create short video accounts.

But now we are in the bonus period of short videos, and they want to get some traffic by spending money, so they want to get more profits through cooperation with third-party service providers.

Let’s first talk about a few examples through delivery.

First, the past few years were the bonus period for Weibo public accounts. At that time, there was a product called Meiyanjia, which had been bringing in huge product revenue by launching on Weibo and WeChat public accounts.

According to statistics, from 2016 to 2019, there were a total of 1,428 public accounts that cooperated with the company. The sales in 2017 exceeded 360 million yuan, and the sales in 2018 directly exceeded 1 billion yuan!

This example shows that the investment is very practical and relatively low-cost when combined with the current bonus period. Most importantly, it can be replicated and used on a large scale.

The second case is the Douyin campaign. There is a product called Zhiguan that sells shampoo. As you can see in the picture below, there is a report saying that the transaction was completed in 30 seconds and 1 million pieces of goods were sold.

(Pictures from the Internet)

Zhiguan used to sell 10,000 bottles of shampoo a month in its Tmall flagship store. Through the Douyin campaign, sales exceeded 50,000 in just one month, which doubled the number.

Well, after saying so much, I believe you have a deeper understanding of advertising.

Then the question is, what do you think is the most critical factor in cooperating with Tik Tok influencers?

Choose the right Tik Tok influencer!

Why do you say that?

Because in today's Internet industry, there is an unspoken rule that everyone knows about, and that is data brushing.

For example, the previous case of Botou brushing data can be reviewed again:

The general course of events is as follows: In order to promote its own products, a certain enterprise found an internet celebrity with 3 million fans in a leading MCN agency on Weibo, and discussed doing a vlog promotion with an estimated video reading volume of 1 million.

(Pictures from the Internet)

On the day of the event, the blogger lived up to everyone's expectations. In a short while, the number of views and playbacks reached an astonishing 3 million. Moreover, judging from the comments and messages, they were all recommendations, which means that many people liked it very much and had already placed orders or were ready to buy it.

(Pictures from the Internet)

However, the merchant system background found that the Weibo video had 3 million views and more than 1,000 comments. Guess what the final transaction volume was?

0!

That’s right, it’s 0.

Of course, later products were exposed as three-no products, and some seriously exaggerated the special effects of the products. For example, their products are said to have the effect of detoxification and beauty . We will not interpret it too much here. We just want to express through this case that the phenomenon of brushing volume is still very serious.

Even in the industry, there is an unspoken phenomenon: if you have a budget of 1 million, 500,000 of it is used for brand promotion and exposure, and the other 500,000 is used for data maintenance.

What is data maintenance? In fact, it is just brushing the volume.

Therefore, it is crucial to choose the right Tik Tok influencer! It is no exaggeration to say that it determines the life and death of the investment .

If you don’t realize this, it’s easy to connect with someone who is good at inflating traffic, only to end up spending money with almost no effect.

Okay, then I will share a pit-avoiding method that is rarely seen in the market...

4. These 5 steps are crucial!

Find a reliable KOL and avoid being cheated!

We have just learned the importance of choosing a reliable KOL, so how do we find a reliable KOL?

Without further ado, let me share my personal stuff...

Step 1: Determine the KOL life cycle

What's the meaning? It is to judge the life cycle of the influencer's fans, that is, to see the trend of fan gain and loss.

So how do we judge?

The tool we use is Kass Data Judgment. (Website: https://www.caasdata.com/)

If his recent net growth in followers is above 0, then this account can be considered for investment. Of course, this is only the first step.

If his net fan growth is below 0 in the recent period, then this account should be considered with caution.

Here are two random examples.

▲KOL: Li Jiaqi-Data Analysis (Data Source: Kas Data)

As shown above, this is Li Jiaqi's curve for the past 90 days. You can see from the data that the number of fans has been growing in recent days, which means that this account has more new fans, so this account can be considered for investment in the next few days. (Satisfied the first step)

▲KOL: Ye Gongzi-Data Analysis (Data source: Kas Data)

The picture above shows the increase and decrease of fans of KOL Ye Gongzi. In recent days, the net increase of his fans is negative. So for such an account, you should be cautious in investing during this period.

Step 2: Determine the stickiness of KOL fans

What does this mean?

Is this to judge whether the stickiness between fans and influencers is deep enough? If its stickiness is higher, it means that the influencer’s ability to sell goods may be stronger, so we must find such a sticky account. How to find it?

Then I will give you a formula here: formula = comment area/like ratio. If the ratio is greater than 1:70, then it is highly viscous; conversely, if the ratio is less than 1:70, then it is a low ratio.

Below are two examples, the former is a high-proportion one, and the latter is a low-proportion one. When we choose, we must choose the one with a high ratio.

(▲High mix ratio)

(▲Low mix ratio)

Step 3: KOL fan profile fit

This is to see whether the age group of the influencer’s fans matches the user profile of the product.

In other words, what kind of people are your products targeting? Then we need to understand what kind of household group this expert’s fans belong to. If it’s the right user profile, that’s best. If its user group is different from the user group of your product, then you should consider whether to give up.

After all, only effective users can bring about product conversions.

How to implement the method?

We still use the user portrait of Kas Data.

▲Papi Jiang-User Portrait (Data Source: Kas Data)

Just give an example.

For example, in the user portrait of the account Papi Jiang, males account for 30%, females account for 40%, and the largest age group is 18-24 years old. If the product is in this age group and gender ratio, it is more suitable for placement, which has a lot to do with the specific product that needs to be promoted.

Step 4: KOL recent advertising density

What does it mean? It is to see how often this expert has accepted advertisements recently, and what types of products are advertised?

If he has been accepting advertisements very frequently recently, or even if the type of products he has been accepting advertisements for is the same as the product you want to promote, then this account is not suitable for advertising in the near future.

The reason is very simple, because he has already consumed those fans, and there is little probability that the fans who have consumed them will continue to be "recommended" or "planted with grass".

What is the method?

The method is to look at the number of advertisements received by this account for two consecutive weeks, and calculate the ratio of the number of advertisements to the total number of videos in two weeks. The smaller the ratio, the more you can consider launching it in the near future.

Of course, you should also pay attention to the types of advertisements that have been put out recently. If they are the same type as the products you want to put out, then you should consider whether to give up.

Step 5: Determine the authenticity of KOL data

This is very crucial! By looking at this, you can preliminarily determine whether this account is inflated.

If you happen to be targeting this account that inflates the traffic, and you spend money, there will basically be no conversion effect, which is the most deceptive thing.

So, how do we judge this?

Based on experience, the following two major types are summarized. The key point is to look at the comments and see if the comments under some previously popular videos are normal. If not, you have to give up.

I have summarized some comments that are obviously fake. One type is mindless positive comments, and the other type is general comments. I have put them below and you can save them for reference.

(▲No-brained praise type)

(▲General comments)

This is all I have to share about how to find a reliable Douyin KOL. I hope it can help you avoid pitfalls.

Summary

Well, let’s summarize together:

• Now is the bonus period for short video Douyin. Bonuses are time-limited and it is impossible to reap the bonus continuously. We need to seize this period of bonuses.

• There are 2 major categories and 7 ways to monetize Tik Tok. These two major categories are: information flow advertising and influencer cooperation.

• The fastest way to grow is to spend money! By cooperating with Douyin influencers, we can quickly verify whether the product model is feasible at a low cost, and if it is feasible, we can replicate it on a large scale.

• The most important thing about Douyin advertising is to screen reliable accounts! There are five steps to screen reliable accounts, namely: judging the KOL life cycle, judging the KOL fan stickiness, judging the KOL fan portrait fit, the KOL's recent advertising density, and judging the authenticity of the KOL data.

Have you learned the above methods?

Author: Teacher Kunlong

Source: Teacher Kunlong