1 logic, 4 directions, and 6 ways for brands to play Douyin

This article takes jewelry brands as an example.

Many jewelry brands have long started to spread their products through Douyin, and many popular jewelry products have been born on Douyin, such as the Memory of Love and the Fashion Magic Ring.

In addition to creating popular products, what other brand marketing effects can jewelry companies achieve among young people with the help of the Douyin platform?

Regardless of the content or format, Chongge New Media has summarized a set of brand Douyin account operation logic after serving many corporate Douyin accounts and multiple KOL placements, which is also suitable for jewelry brands:

First, by understanding the needs of brand customers, set the account positioning, determine the account persona and content mainline;

Then, by producing high-quality video content, we can focus on target users and improve user stickiness;

Finally, through the influence of high-quality content from brand accounts, we can continue to attract target users and build Douyin’s own fan traffic pool.

Just like Weibo and WeChat, no matter what platform or form, the marketing content must be viral. Even if it is advertising, Douyin users must imitate, follow the trend, and spread the word, turning it into a viral social currency asset. The ultimate goal is to achieve topic fission growth and become a hit.

Therefore, a brand does not necessarily have to have the most Blue V fans. The key is whether you can become a "prop" and "stage" in the hands of celebrities, experts and ordinary netizens.

Xiaohan summarized two jewelry brands’ successful marketing cases on Douyin, such as:

1. Zhou Dasheng

From June 9 to July 8, 2019, Zhou Dasheng held the first Douyin Video Competition on the Douyin platform and launched a short video challenge with the theme #This is too creative#.

Douyin users only need to follow "Zhou Dasheng Jewelry" on the platform to participate in the #This is too creative# challenge. By showing their creativity and making short videos with the Zhou Dasheng logo, they will have the chance to win a diamond necklace worth 3,600 yuan and a cash prize of 1,000 yuan.

02. Millennium Jewelry

In February this year, Millennium Jewelry teamed up with TikTok to hold a "Love Promise Dance" video recording competition.

Douyin users only need to post a video with the Millennium Jewelry logo as the background, or post a text related to Millennium Jewelry on the platform to sign up to participate. The number of likes is the only judging criterion for the event. The person with the most likes will be the first place and will receive a diamond ring provided by Millennium Jewelry.

The theme activities held by Zhou Dasheng and Qiannian Jewelry with the help of Douyin not only allow their own brand elements to be spread through the Douyin platform, but also give users the original motivation to receive prizes by liking the posts, which promotes the quality and efficiency of communication and fully reflects the interactive characteristics of the short video platform.

Of course, these are just relatively preliminary attempts, and jewelry companies have not done enough in terms of content mining and brand display.

Xiaohan analyzed the jewelry accounts on the Douyin platform and summarized the following four types that can be used as content entry points:

1. Jewelry identification knowledge oral tutorial short video
2. Jewelry hand-painting process short video
3. Jewelry making process short video
4. New and unique jewelry product display short video

Let’s talk about the key point, how to create content at the product level? How to find selling points at the product level.

For example, some studios that customize diamond jewelry directly turn their business content into videos, from proposing requirements to designing and producing finished products. This type of content reveals the entire process of original customized jewelry, attracting everyone's attention while helping them understand the business content.

In addition, UGC content on Douyin from other industries, such as "Haidilao" and "Answer Tea", is mostly derived from products. For example, "Douyin's way of eating Haidilao" presents the original product implementation steps through short music videos, which is practical and interesting.

In addition, jewelry companies can also use the following six methods for brand marketing to focus on presenting the highlights and brand concepts of jewelry.

1. The most popular way to play Douyin - music and dance

Cool special effects, fun creativity, dynamic dance, coupled with rap, electronic music, two-dimensional and other elements, a short video with the most TikTok style was born.

Jewelry companies can leverage the influence and communication power of this content format to perform plot interpretations, lip syncing, gesture dances, and other performances using original music as the background and combined with brand logos and attributes. You can also invite Douyin KOLs to creatively customize dances or music that match the brand, which will encourage more fans to imitate and trigger a wave of dissemination.

1. Brands join Douyin to "carnival with the people"

It has become a trend for brands to operate Douyin accounts, and “two Weibo and one Douyin” may become the standard combination for brands’ social marketing.

Jewelry companies can also determine different personalities based on their own brand positioning and the communication characteristics of the Douyin platform. For example, Alipay acts cute and funny on Douyin, Xiaomi unlocks various new and unique ways to play through Douyin, and communicates with fans in the interactive area. This friendly and humane way of communication is very popular among Douyin fans.

1. Original information flow advertising

Douyin’s information flow ads are based on massive amounts of information, and the advantages of Douyin’s information flow ads lie in their originality, creativity, customization, etc., which basically have no impact on the user’s viewing experience.

The cases we are more familiar with are Airbnb, Chevrolet, and Harbin Beer’s launch of Douyin, which was the debut of Douyin’s brand video advertising. It is understood that Airbnb’s brand favorability increased by as much as 89.2% through this advertisement. Sophie also launched two information flow advertisements on Douyin. During the two-day run, the total number of video views reached 16 million. Good advertising results are bound to attract more advertisers to place ads.

1. Creative sticker marketing

Creative stickers are often used as an auxiliary means of brand marketing on Douyin. After all, fun and interesting stickers and various cute and adorable emoticons are an indispensable interactive tool for the core group of Douyin in social interaction.

The addition of such small details not only makes the video more interesting, creates an active community atmosphere, but also enhances brand exposure.

1. Tik Tok Celebrities and KOL Marketing

Douyin has not only cultivated a large number of Douyin celebrities, but also attracted a large number of stars to join. Because Douyin has created a good and active community atmosphere, ordinary audiences can directly interact with celebrities or influencers through Douyin. Based on past experience in social media communication, their influence cannot be ignored.

Douyin KOL marketing covers a variety of content marketing methods including technology, music, dance, beauty products, emotions, cute pets, etc.

One point worth emphasizing is that compared to other short video platforms that have embraced MCN and emphasized the head effect and media communication effect, Douyin, which is composed of UGC and KOL as the core, is more original, pays more attention to the participation of ordinary people, and the performance effect is more real and natural!

According to the data from the "Douyin Enterprise Blue V White Paper", the average playback volume of enterprise blue V videos with the participation of KOLs is significantly higher.

There are several advantages to using KOLs to product placement: first, the audience does not mind the soft product placement of KOLs; second, the communication effect will be better by "borrowing" the influence of KOLs among fans; third, KOLs will conceive creative product placements, and the video content can be connected with product features to achieve the purpose of brand exposure.

1. Various hard advertising resources are released

Tik Tok has a huge exposure, so the various hard advertising resources on the site are also very attractive to brands.

Douyin currently has advertising resources set up in locations such as the opening screen, discovery page, search page, and in-site messages. Brands can achieve full-path communication coverage and expose brand information in all directions through this type of hard advertising.

Author: Tang Xiaohan

Source: Tang Xiaohan: tangxiaohan007