Douyin STOM full-link advertising solution

Today, I will also share with you my experience of launching hundreds of Douyin campaigns over the past three years. I will break down the full-link campaign methodology in ten thousand words to solve the core issues of effective growth of consumer goods in the Douyin ecosystem. The amount of information is huge, so I suggest you collect and share it first, and then read it carefully.

01User Cognitive Model

Before we talk about methodology, brands need to know the underlying logic of growth. This logic is not that brands will grow as a matter of course, but rather to understand how consumers perceive and think. Otherwise, growth is just a "wishful thinking" KPI rather than a "going with the flow" breakthrough.

Today we are already in the "content Internet era", so let's first look at what "user cognition" looks like in the algorithm era.

Today, when consumers come into contact with a new brand or a new product, many of them come from short video content and many of them come from KOLs. The first step of high-quality content is to achieve the "grass-planting effect", which arouses consumers' interest. The accumulation of a large amount of content will continuously strengthen category awareness and form a "mental position" for the category in the long term.

The recognition of content is based on category mindset but not brand mindset. This is an opportunity in the new consumption era.

A brand needs time to accumulate, requires a large number of KOLs to promote it, and the accumulation of consumer word-of-mouth. The accumulation of "content construction" is the path to future "brand building", and it is a process of "saving money".

In the process of content dissemination, consumers are inspired, generating other traffic behaviors, which are then converted into purchases, and the brand generates sales revenue. This process may be through shared bikes, information flow ads, and live broadcast rooms. It is a process of "withdrawing money."

The relationship between brand building and GMV is a "balance effect". The more brand building you do, the more money you "save". As sales revenue grows, the more money you "withdraw". If a brand doesn’t want to save money and wants to reap the benefits as soon as it enters the market, the result is self-evident.

Today, we are in the era of content consumption. "Brand building" is almost equivalent to "content building". Content is the brand's biggest asset for "saving money", and the characteristic of Douyin's content is "coexistence of storage and access", that is, "integration of product and effect".

Therefore, we believe that the effective growth of brands in the Douyin ecosystem should be "balance effect growth", with both "brand power" and "GMV" indicators growing simultaneously.

Since the explosion of Douyin in 2019, brands have entered the market one after another. Many brands have reaped the benefits of Douyin, but only a few are still thriving this year. Why is this so? Because a lot of the growth is based on traffic dividends, there is no retention at the brand level and it has not been able to move to the next level.

Business growth alone is not sustainable. Only the dual growth of "brand power" and "GMV" can be truly effective growth.

Brand power represents brand potential, user asset accumulation and consumer reputation, and represents the driving force for long-term brand growth. When a brand becomes the representative of a certain category and becomes the choice that consumers think of immediately, it has successfully "occupied the category" and will have a real safety cushion.

GMV represents the brand’s current sales and long-term repeat purchases. This is the brand's "business fundamentals", an internal skill that is constantly being honed, not just a sales figure. It is hard to imagine how many brands that rely on financing to drive growth but lack fundamental internal strength will die suddenly due to the suspension of investment.

Let's look at the ROI calculation formula. When simplified, there are four key nodes. "Store entry rate" and "conversion rate" are directly related to "brand power". The store entry rate of well-known brands and popular products is much higher than that of unknown brands, and the same is true for the conversion rate.

The other two nodes, "association rate" and "repeat purchase rate" are related to the brand's product positioning and operational capabilities, and return to the fundamentals of brand management.

Effective growth is not just the growth of sales "GMV". If "brand power" does not increase year-on-year, long-term growth will inevitably encounter bottlenecks.

02STOM full-link delivery

STOM is based on the closed loop from Douyin to Tmall, connecting the "content" and "traffic investment" business links, achieving strong content seeding on the "content side" of the brand, amplifying content traffic on the "traffic investment side", achieving effective content construction and integrated growth of brand effectiveness, and full-link ROI conversion from Douyin to Tmall.

We believe that content is "1" and traffic is "0", and content drives brand social growth.

Given that there are so many knowledge points in the STOM full-link delivery methodology, a ten-thousand-word analysis can only provide a core framework analysis. In the future, there will be an opportunity to divide the four chapters, S-positioning hypothesis, T-effect verification, O-content optimization, and M-investment flow, for detailed interpretation.

03STOM: Positioning hypothesis – Suppose

In the 2021 Tmall 618 category champion list, 459 new brands topped the category champion list, an increase of 28.6% over new brands in 2020. Among these new brands, many have not only achieved "category positioning", but also a lot of "category innovation", becoming pioneers of new categories and winning recognition from a new generation of consumers.

You will find that no matter whether they are first-mover advantages or rising stars, the key drivers behind the growth of these brands are all “super products” without exception. Super products are both a lever for brand growth and a shortcut for the implementation of the content ecosystem.

In the "positioning hypothesis" section of STOM, based on my experience in hundreds of Douyin campaigns, I developed four "positioning hypothesis models" from four perspectives. The essence of this is to scientifically lock in "super products" and complete the "first step" of the brand from growth strategy to launch.

The first model: SCGI category model (external perspective)

The SGCI category model is based on the market competition environment and analyzes competitive strategies from four dimensions so as to avoid making obvious mistakes in choosing the largest track.

The category size is relatively easy to understand and represents the existing market. The growth rate of categories often represents the incremental market. Category competition, look at market competitors at the macro level and competitors within Douyin at the micro level. Category innovation represents an opportunity to break through. If there is no opportunity for innovation in the category, growth by defeating monsters and upgrading will be difficult.

The "best category model" under ideal conditions is: "large category scale, fast category growth rate, weak category competition, and category innovation." But this is only an external perspective. We also need to look at the brand’s internal perspective. There are two key points: “brand competitive advantage” and “category positioning value”.

Brand competitive advantage: Whether a company’s own strengths, team, and endorsements increase its competitive weight will determine the efficiency of category competition.

Category positioning value: If a certain category is a must-have for a brand in transition and its positioning value is huge, then there is no doubt that you have to go for it no matter how difficult it is. This is a matter of strategic choice. On the contrary, if it is just a traffic hit in one category, it is meaningless.

In the application of the SGCI category model, the e-commerce data we use most often are Alibaba's "Business Advisor" and "Data Bank", which cross-compare industry data and brand data to find category opportunities. Based on the competitive environment of TikTok, we will look at "FeiGua Data" and "Jiushansuansu".
The second model: six-dimensional product selection model (internal perspective)

The six-dimensional product selection model looks at product selection from the perspective of internal competition. We use six dimensions, namely, sales volume, transaction rate, repurchase rate, user rating, ROI, and price on the Tmall platform, to judge the promotion efficiency among the top 10 products of a brand. This is the most authentic result of consumers voting with their feet.

Theoretically speaking, if the six-dimensional data efficiency of a product’s e-commerce is high, then the delivery efficiency will also be poor.

In addition to scientific product selection and reducing the trial and error costs of brand marketing, the six-dimensional product selection model can also follow up on the conversion rate indicators of core nodes and calculate the full-link ROI model of single products. This means that once product selection is determined and the core node data is known, the ROI of the entire chain can be calculated, and we can achieve “winning first and then fighting.”

The third model: the hot product triangle model (product perspective)

A hot-selling product is not necessarily a super single product, but a super single product is definitely a hot-selling product.

TikTok is a content ecosystem, and the transmission of all information must conform to the "content attributes". A hit product is not just about good sales. Its core logic is good content that is easy to spread, easy to plant seeds, and build a brand. After a lot of research on hot products, I summarized the "hot product triangle model", whose three core elements are: a good name, a good selling point, and a good story.

A good name (Nickname):

The beauty industry should be the epitome of creating good names, such as the Little Brown Bottle, Fairy Water, 900 Mesh, carved lipstick, animal eyeshadow, etc. A good name is the basis of "easy communication". It is not only easy for consumers to remember, but also easy to occupy a place in their minds. Another benefit of a good name is that it affects searches. The search volume for many popular brand words is higher than that of brand words.

A good selling point:

Pearl peptides, no size, sleeping gummies, etc., good selling points are the core of "easy planting grass". In a short video of just a few dozen seconds, you can only convey one "super selling point". Other selling points or information are to strengthen the super selling point, or to add trust endorsement to the super selling point.

A good story:

A good story is the core of "building a brand". The top good story is the brand name, such as Adopt a Cow, Xiaoxiandun, and Nongfu Spring. There is almost no need for explanation. When the brand is mentioned, you can think of its story. The short-term logic of growth is to launch a super product, and the long-term logic is to become a super brand. If the brand does not tell a good story, it is unlikely to become a super brand.

The fourth model: Content House

The content architecture model (Content House) originated from the core tool used by 4A advertising companies to formulate brand communication strategies: the brand message house (Message House). Today, the communication strategy of Douyin is no longer "big creativity", but "small creativity" for each short video. I have improved this tool to become a "content architecture model" that is more suitable for the content ecosystem.

By effectively matching people (target groups), goods (core selling points), and places (communication scenarios), the short video content architecture is completed. Ultimately, "TA pain points" are used as the core of the short video content to address users' rigid needs or pain points, thereby achieving effective seeding and purchase conversions.

In this model, what is defined is the content structure, not the crowd structure. Douyin follows the logic of "goods find people", so the goods are the content, and OCPM is based on the algorithm to define and match the effective crowd.

04STOM: Effect Verification – Test

In the past era of traditional media, CCTV, Hunan Satellite TV, celebrity endorsements, and even Watsons all represented carriers of brand potential. Becoming the CCTV bid winner and having a product marked as available at Watsons represented a letter of trust for the brand, and leveraging the power of major media also amplified the brand potential.

In the era of social media, consumers' cognitive habits and consumption habits have changed, but the logic of brand potential and consumer decision-making have not changed. Consumers will still buy whatever brand is popular, whatever product is popular, and who endorses it.

The media environment is constantly changing, and brands still need to leverage the media with the greatest "potential energy". Today, the media with the greatest potential energy must be Douyin, and the potential above Douyin must be KOL. The accumulation of effective KOL potential energy has basically created the "explosive effect" of super single products being very popular, this brand being very popular, and many celebrities promoting it.

In STOM’s “Effect Verification” section, we share the effective “KOL seeding strategy” based on the strategy of “one must, two identify, and three observe” to complete the “second step” of the brand from growth strategy to implementation.

Step 1: Determine (determine the strategy)

Based on our experience in Douyin KOL placement over the past three years, we believe that Douyin’s core strategy is based on two major logics: “strong personality” and “strong scene”.

The logic of planting grass with strong personality: generally refers to professional KOLs in vertical categories such as beauty, maternal and child care, and good product sharing. Its characteristics are: vertical personality, high professionalism, obvious personal style, and high fan stickiness. Strong personalities are extremely prominent in the beauty industry, because some professional, high-order, and functional products need to be recommended by KOLs with strong personalities in order to have a seeding effect.

The "advantage" of the strong personality planting strategy is that the planting effect is relatively deeper, it has a stronger content mentality, and its product conversion effect is relatively ideal. Its "content model" is suitable for increasing content traffic and commercial traffic. Its "disadvantage" is that the price of KOLs with strong personalities is seriously involuted, and the CPM is relatively high. If it is not accompanied by traffic support, it will be a huge loss to invest in it.

Strong scene planting logic: There are many choices of non-vertical KOLs, whose characteristics are strong scene perception, unique style, large playback volume, and high fan stickiness. As long as the entry point for planting grass is strong and the implantation is not inconsistent, a certain planting and conversion effect can still be achieved.

The "advantage" of the strong scene planting strategy is that the natural traffic CPM is low and the exposure is large, and the "disadvantage" is that the content model is not suitable for traffic investment and cannot provide traffic support.

I think that for effective Douyin KOL promotion, these two should be a combination. For a user to complete "one conversion", it may take "seven touches". Vertical KOLs with strong personalities can achieve deep promotion, and non-vertical KOLs with strong scenarios can achieve broad promotion. Combined with the traffic investment strategy, the promotion effect can be fully covered in depth and breadth, and consumers can be reached from multiple content angles.

Step 2: Second identification (identification of data)

The price of Douyin KOL basically increases several times every year, but the traffic has not increased much. Therefore, no matter which grass-planting strategy is used, the quality of KOL data is crucial.

Based on our experience in hundreds of Douyin KOL projects, we have summarized the data quality standards for effective KOLs, refined the data indicators from four dimensions, and developed the Douyin number selection algorithm "CAFE" and number selection system. From the perspective of data indicators, we use a comprehensive algorithm to sort and lock in the selection range of high-quality KOLs.

C – Content

From the perspective of video content data, to identify the fundamentals of the "content side", we generally analyze it from several core indicators such as the dissemination index, interaction rate, completion rate, CPM, etc. In the strong-scenario non-vertical grass-planting strategy, great importance is attached to the content strength indicators, especially the CPM indicator. On the contrary, vertical KOLs with strong personalities are more tolerant of CPM. They invest in vertical categories for the sake of "content model", and the level of CPM mainly depends on how much commercial traffic is purchased.

A – Advertising

From the perspective of KOL sales data, to identify the fundamentals of the "conversion side", we generally analyze it based on several core indicators such as the grass-planting index, comment and like rate, and shopping cart click-through rate. In the grass-planting strategy of the strong personality vertical category, great importance is attached to the indicators of commercial strength.

The comment-to-like rate (comments + shares/likes) is a strong stickiness indicator. Whether there are many comments or shares, it represents that the content is valuable or the fans have strong stickiness, which will promote purchase conversions.

The shopping cart click-through rate (shopping cart clicks/playback volume), from how many people watch (playback volume) to how many people click on the shopping cart card (shopping cart clicks), this conversion rate will be reduced by 1/2 to 2/3 if entering Tmall, but it can still roughly know the efficiency of entering the store, which in turn affects the overall conversion efficiency.

F – Fanspower

From the perspective of KOL fan portrait, to identify the fundamentals of the "fan side" of fan purchasing power, we generally analyze it based on several core indicators such as heavy fan activity, 24-30 age index, iPhone index, etc.

The higher the heavy activity, the better the quality of the fans. The higher the proportion of iPhone users among fans, the more "white, rich and beautiful" the user portrait is. Although many domestic mobile phones are becoming more and more high-end, the proportion of iPhone is still a weather vane. People in the age range of 24-30 are the backbone of consumption, and the proportion of this group of users can reflect the consumption quality of the influencer’s fans.

E – Expansion

From the perspective of the speed at which KOLs gain followers, to identify the fundamentals of the "growth side", we generally analyze it based on several core indicators, such as the follower growth index, the number of followers gained in 30 days, and the number of followers gained in 90 days.

Based on the data captured by this indicator, we can still find KOLs with very good "growth potential". The most cost-effective stage for most KOLs is the growth stage from the tail to the middle. The most obvious change is that the speed of fan growth in 30 days and 90 days is very fast. Investment in this stage can reap the dividends of the KOL growth period.

Let's break down the core data indicators of a top KOL. It is obvious that the indicators related to "commercial power" are very high, and the benchmark is at the top of the industry. However, the "content strength" indicator does not seem ideal because the completion rate is related to the length of the video, the interaction rate and the likes rate are often contradictory, and the CPM vertical category as a whole is relatively high, so it is reasonable. The "fan power" indicator is a typical portrait of a white, wealthy and beautiful woman with very strong fan purchasing power. The "growth potential" indicator shows good growth in followers.

Step 3: Third look (see the content)

We often decide on the KOL promotion strategy first, determine the number selection logic based on the KOL type, filter the data through the system algorithm, circle the valid KOL range (TOP500), and then look at the more detailed KOL content performance. When looking at the content, the tool we often use is the "4C content dimension".

Characters – KOL personality

KOLs have authentic personalities and unique styles;

Real, bold, passionate, sharp-tongued, unique, easy to convert, high fan stickiness (high rate of likes and comments);

It is not an MCN incubation model, it is not an actor, it is not a rote script, but the real self.

Contents – Video Expressiveness

The performance in front of the camera is natural, the expression is strong, the emotions are highly saturated, the language is ups and downs, and it has its own sense of rhythm;

Shoot in high definition, use close-up shots of the product, and make sure the video is clear and not smudged;

Attention to detail, realistic backgrounds and beautiful graphics.

Creation – Script creation capability

Whether the demand pain points and the blogger’s personal experience are strong enough to resonate with fans;

Vertical content, unified in form, not mixed, highly professional in content, with strong script creation ability;

For non-vertical content, creativity and fun are important, and product placement should not be inappropriate.

Category – Preference for popular articles in the category

The more unstable the front-end video data is, but there are still popular videos, which means that the KOL has "category preference";

The video data fluctuates greatly, indicating that the basic traffic of vertical KOLs is weak and unstable. There are also some popular videos, which may be purchased by brands for Dou+. Driven by traffic, KOLs still have a certain ability to bring goods.

Finally, let’s recap the Douyin KOL seeding strategy:

Step 1: Determine the strategy and the KOL planting logic of "strong personality" and "strong scene";

Step 2: Identify data, select numbers through the "CAFE" algorithm, and circle the effective KOL range;

Step 3: Look at the content, judge the KOL’s content capabilities through the “4C content dimensions”, and finally confirm the KOL selection and enter the next stage of “content co-creation”.

05STOM: Content Optimization – Optimize

If you regard KOL investment as the ROI of performance marketing, then the results will inevitably be dismal. If you treat KOLs as partners in "brand building", the outcome may be different, and ultimately a large amount of content will build the brand.

The KOL content co-creation process should create three values:

First, KOLs need to achieve a deep or wide planting effect;

Second, contribute to the production of materials (authorization & editing) for the streaming stage;

Third, it is relatively easy for KOLs to create super content and subsequently optimize and iterate the content.

What I want to share with you at this stage is the proven KOL performance advertising creation methodology “4T Content Rule”.

For short video ads that are ROI-oriented and focus on results, we have summarized a lot of experience in advertising, studied the commonalities of popular videos, and broken down video content into four parts, which is the "4T Content Rule", namely attraction (ATTRACT), trust (TRUST), temptation (TEMPT), and action (ACT).

Attraction: 0-3s

For short video content with effects, the topic scene introduction in the first 3 seconds can both attract accurate users to stay and discourage non-accurate users. The first wave of loss (i.e. normal loss) ends in the first 3 seconds. If there is still a large loss after 3 seconds, it is mostly because the prelude to the content is too long, resulting in delayed loss of invalid people.

What you must be wary of is "poison traffic", that is, invalid traffic. Once the entry point in the first 3 seconds attracts invalid people, it will seriously interfere with algorithm learning. Either more invalid people will be captured, or the content feedback will be poor and unable to be pushed to the next level of traffic pool. If it is an information flow advertisement, there will be a second wave of loss peak of invalid population after 3 seconds, which will seriously affect the conversion effect of the short video.

Trust: 15-25s

The essence of content co-creation lies in leveraging the influence of KOLs, their personalities, the trust of KOLs’ fans, and ultimately the words of KOLs to effectively communicate the brand from category positioning to brand attitude to product efficacy, and form effective grass-roots promotion and conversion.

During this period, what kind of content will generate higher trust? It must be the KOL who tells his own stories, experiences, and even blood and tears history. The more real and painful the "true feelings" are, the more they can hit the pain points. Fans can empathize and have a strong emotional resonance, which lays the groundwork for the solutions launched in the temptation stage.

The trust link is the key to planting grass and the value of KOL. Because each KOL has a different story and a different angle, the fans of different KOLs are touched by different points. The trust link realizes the value of the "small creativity" of the content, giving such value the opportunity to flourish.

Temptation: 30-50s

If the trust link is laying the groundwork, then the temptation link should be the one to solve the problem. When brands co-create content with KOLs, what they need to strictly control is the temptation aspect, while other aspects should be left to be co-created with them. The key to temptation lies in the clear expression of the product brief. Whether consumers can be tempted and attracted by the product depends on whether the product’s selling points can be effectively expressed. Several key points of the temptation link:

First, let’s quantify the brief.

There can only be one "core selling point", supported by 2-3 auxiliary selling points. The core selling point must capture people's hearts and hit the pain points, just like "finding the wellhead and drilling through the well." For a product that wants everything, the KOL barely finishes explaining it in the end, and the consumers are confused and may not remember anything.

Second, the product must have a demonstrative effect.

Strengthen the performance of product usage effects, strengthen the comparison of before and after effects (content logic is strengthened, and the comparison does not need to appear directly), highlight the selling points of the product, and make users strongly attracted and have a strong urge to buy.

Third, the content that represents the category mindset and brand attitude must not be compromised.

It doesn’t mean that KOLs must speak out, but once they do, they must speak correctly and consistently. Only in this way can content co-creation be spread out, but the soul of the brand can be taken back at any time.

Action (ACT): The last 3-5 seconds

After Li Jiaqi said “OMG”, many girls couldn’t control themselves and bought a lot of goods they hadn’t planned, spending a lot of “wasted money”. There is actually a phenomenon in consumer psychology called the "psychological suggestion effect". When people are influenced by suggestions in a certain scenario, they will be convinced that a certain consumption opportunity is beneficial to them, and believe that this opportunity is fleeting and will never come back once missed.

In the short video planting scenario, the psychological suggestion effect is very obvious. After the temptation stage is completed, how to achieve the final finishing touch, issue an "action command" and turn the heartbeat into action.

Several ways to take action in performance advertising:

1. Trust endorsement: KOL endorsement, if you believe me, do this.

2. Stock up during big sales: If you miss 618/Double 11, you will have to wait another year.

3. Emotional suggestion: OMG, buy it.

4. Fans benefits: Tell me the secret code and get exclusive benefits.

5. Promotional offers: promotional posters + coupons (information flow ads).

Disassembling a complete 4T case (as shown in the picture):

0-3s Attraction: Start the topic by taking care of your hair when going out, such as "how much time is wasted every time you go out to take care of your hair".

4-15s Trust: Personal experience can arouse resonance, "Washing and blowing... I believe you also have the same trouble as me."

16-50s Temptation: explanation of selling points, effect comparison, styling demonstration, the product brief is very clear, "first use the white bottle... then use the black bottle... a natural and not rigid shape."

51-58s Action: Endorsed by the blogger, highly recommended, "Brothers, believe me, once you use this set of styling tools, you can't live without it anymore."

As the cost of KOLs becomes increasingly high, more content output is needed for brand communication and traffic investment. Therefore, in the KOL content segment, we need to implement a "super content" model and copy the core elements of the content as much as possible, produce materials at low cost, and meet the content supply of the brand investment end.

Based on this background, we created the "APCE content production solution". Based on the popular videos with proven effects, we conduct "content optimization" and "high-quality remakes" to produce materials. We "verify the effects" through streaming and use feedback to form "content iteration".

APCE is suitable for the "one fish, many meals" model, with multi-channel traffic distribution, improving delivery effects and reducing marginal costs.

For more information about APCE, please refer to this article "In the second half of new consumption, following the involution of live streaming, what is the next involution trend of Douyin? 》

06STOM: Magnify

First, let me introduce our concept of traffic investment. We believe that the concept of how brands achieve social growth is called the "10 Rule", where content is "1" and traffic is "0", and content drives brand social growth.

The 10 Rule is also the origin of the name of the company I founded, 10 Growth.

Today, every bit of traffic that a brand obtains is carried by a short video content on the front end. Every time a consumer visits a store or makes a purchase, it is definitely because she was inspired by the video content. No one is willing to pay for a pure advertisement. Users are simply attracted by the "content" and pay for a "heart-thrill".

The cost of high-quality KOLs is getting higher and higher, but the basic playback volume is very limited. Only by amplifying the KOL's high-quality content traffic by 10-100 times can a good grass-planting effect be achieved. Of course, the premise of amplifying the traffic must be a content model with an ideal ROI, so that the communication effect of brand and effect can be achieved in the end.

Based on the concept of the "10 Rule", we break down the entire chain of delivery into seven segments, namely the "Seven-Segment Theory of Content Traffic", and divide it into three stages: content creation stage, content amplification stage, and traffic amplification stage.

Phase 1: Content creation phase

KOL content co-creation, namely product short video promotion, APCE content production, and effective replication of super content are all necessary tasks at this stage. As for pursuing the ultimate ROI in the content creation stage, it is meaningless, just like investing in CCTV and asking them to guarantee ROI. The sedimentation and accumulation of today's "content construction" is the future "brand building".

Phase 2: Content Amplification Phase

Dou+, content services, and influencer bidding are the main traffic-generating tools. At this stage, what is amplified is the KOL’s native content traffic, that is, the traffic that can be enhanced by KOL’s short videos. We believe that this type of traffic-generating model is a content amplification strategy. Just as the natural playback volume of vertical KOLs is limited, perhaps 500,000 to 1 million playbacks, but they have created the best "content model", achieved a good grass-planting effect, and have a very good traffic ROI, then the content amplification strategy is to amplify the traffic scale of this video by 50-100 times to achieve the ceiling of the playback volume of the explosive video.

The third stage: flow amplification stage

AD and UD are the core traffic delivery tools for full-link delivery. Part of the materials delivered in this part come from KOL editing, and the other part is the copy of APCE super content. We believe that the traffic amplification stage is the "content distribution" logic, that is, the effective content verified in the content amplification stage will have a good conversion effect in various traffic channels, whether AD, UD, Co-ads or Qianchuan (the premise is to meet the review requirements). Before implementing a traffic amplification strategy, you should fully utilize the traffic during the content amplification phase, otherwise it will lead to a loss of content seeding efficiency and a huge waste of content creation.

In the past article "TikTok's Three Axes Part 3: Effective Traffic Investing Strategy (Traffic Investing Part), Attached with TikTok's Seven Traffic Investing Products and Core Strategies", I have introduced various traffic investing tools to a certain extent, so I will not go into details here.

Today, in the stage of traffic amplification, I would like to share with you the "BOMM effect traffic methodology" of 10 Growth.

Step 1: Cold start phase (Boot)

Earlier in the "Positioning Hypothesis" section, we mentioned the "Content House" content architecture model. By assuming a match between people, goods and places, we realized a short video content architecture with "communication scenarios" as the core, and finally completed the implementation from product to content creation.

Then in the "effect traffic" link, based on Douyin's "goods find people" algorithm logic, OCPM traffic must use several core population strategies to achieve the matching of "communication scenarios" and "effective populations", and use the ROI of the delivery results to verify what is an effective population, what is a potential population, and what is an invalid population.

During this stage, we created the "Consumer House" crowd structure model, with "communication scenarios" as the core, and used the "Cloud Map" crowd expansion strategy, "Leica" scene communication strategy, and "Creativity" fan matching strategy, three core investment crowd strategies, to define the investment crowd hypotheses. Although we cannot control the algorithm, we can still achieve relatively accurate population matching based on the logic of positioning assumptions, quickly complete the transition from the cold start phase, reduce trial and error costs, and improve delivery effects.

Step 2: Optimize

Based on our extensive experience in traffic delivery in the past, we have summarized the "OCPM six major traffic delivery variables", namely SKU, link, crowd, traffic pool, material, and landing page. Of course, based on each major variable, there are dozens of sub-variables. OCPM is indeed a very mature and scientific delivery system. Of course, its complexity and learning difficulty are very high.

1. Product variables – SKU:

When the product remains unchanged, different promotional combinations and coupon mechanisms will significantly affect the purchase conversion efficiency. For example, a low average order value will lower the purchase threshold and make it easier to acquire customers. If the price of one item is low, the combination price is high but the discount is large, the final average order value will be in the middle. For example, a 20-yuan coupon and a 40-yuan coupon have completely different abilities in converting psychological cues.

2. Product variables – Links:

The delivery link includes video page, comment page, landing page, and Taobao building block page, and each page is an independent conversion rate node. The video page focuses on guiding the interest points of the title copy. The comment page should pay attention to review control. Once negative reviews are pushed to the top, the conversion rate of this video will basically be ruined. The landing page focuses on core selling points and benefit points, and is the finishing touch. Taojimu maintains consistency with the core selling points, interest points and visual style of the previous link, and continues stably. In a past case, the reason was that the landing page was as beautiful as spring and the Taobao building blocks were as pure as ice and jade. Just the difference in visual style caused the transaction rate to drop by 50%, but it recovered after the two were adjusted to be consistent.

3. Population variables – Population:

OCPM has three core crowd strategies: "Cloud Map" crowd expansion strategy, "Leica" scene communication strategy, and "Creativity" fan matching strategy. The focus of the optimization period is on optimizing the three crowd strategies to see which crowd strategy can quickly achieve ROI and then quickly expand the effective crowd. OCPM also has a "smart" strategy, which is called "general investment" in the industry. It is prohibited in 10Growth because of: slow speed, low efficiency, instability, waste of budget, and most importantly, after the investment, you have no idea who this group of people is.

4. Population variables – Traffic pool:

The OCPM traffic pool is actually divided into many sub-industries. Each industry traffic pool has a large scale. Some categories show good ROI, which is often related to insufficient competition in the industry. For example: Everyone thinks that mass skin care products should be placed in the "general skin care" traffic pool, so most skin care products are crowded here and the competition is fierce. What if it is switched to the "high-end skin care" traffic pool? The name of the traffic pool was given by Douyin and may not be 100% accurate, but at least from a competitive perspective, the possibility of breaking through is very high.

5. Scene variables – Materials:

Everyone understands the optimization of materials, but I was inspired by traffic optimization and created the "APCE content production" solution, so that the materials can be continuously "iterated" like traffic. In the past, materials focused on "editing", but in the future they will focus on high-quality "copying".

6. Scenario variables – landing page:

The landing page is the final step in conversion. Products with low average order value should strengthen the core selling points and interest points of the product itself to guide and amplify them and improve "conversion efficiency." However, when the customer orders are high, the price must be reflected to "dissuade" users. If a large number of users enter Tmall but do not convert, Douyin will not be able to understand which ones are valid and which ones are invalid, which will greatly interfere with the push algorithm and cause delivery losses.

Step 3: Stable stage (Mature)

In the stable period, we mainly look at the trend and stability signals of the core indicators of traffic investment. Based on a lot of traffic investment experience, we have summarized the "4C traffic investment rule" to judge the stable period investment. The 4C refers to COST, CPM, CTR, and CVR.

COST: refers to the delivery volume. If the daily delivery consumption is less than 50,000, the stability of the core indicators has not been verified, and the delivery volume that is too low is still in the optimization stage.

CPM: The stable value of CPM is a basic verification of the stability of the target population. A CPM that is too high is often due to inefficiency caused by inaccurate target population, and a CPM that is too low is also abnormal. However, when the popularity of a product is high and the content has good feedback, the CPM cost will often be about 30% lower than the market as a whole, indicating that the crowd spillover efficiency is ideal.

CTR: It is related to content feedback. Users have more click-through behavior, which means that the content is more attractive. However, this is not absolute. Often, the multiplication of CTR and CVR will be stable, but the dynamics will also change. If the CTR is higher than the market level, it means that the content feedback is more efficient. Otherwise, the efficiency is low, but there will still be a stable value.

CVR: It is related to the core selling points and interest points of the product, and is also a variable link in the landing page. In a sense, the higher the CVR, the better. One thing to look at is the multiplication of CTR. Another thing is that if there is a "discouragement" delivery strategy, the purpose is to find effective people and increase the subsequent transaction rate of entering the store.

Step 4: Magnify

There is a logic in the algorithm of Douyin, that is, "the larger the scale of delivery, the more stable the algorithm model", which gives OCPM delivery the opportunity to achieve the best delivery status in terms of "scale" and "ROI".

In 2020, the traffic cap for a single AD account was reached, and the industry's top pitchers could pull in 1 million daily consumption. This declined in 2021, with UD and Qianchuan dividing part of the traffic pool. The top pitchers could probably pull in 500,000 daily consumption levels. Last year, when we helped our clients create hit products, we basically reached this capped state.

Based on the trading experience and volume-pulling rules of top pitchers, we have summarized the "OCPM Golden Right Angle Model", which has three key points:

First, 10 times the pull

From the stable state of daily consumption of about 50,000, it has directly increased by 10 times. Here we need to ensure the stability of ROI while continuously increasing the consumption level. The pitcher's experience here is real-time optimization, racing against time to grab traffic, and balancing ROI, which is no different from fighting an offensive battle.

Second, the upper limit is 500,000

The battle is not over until the consumption level reaches the ceiling of the traffic pool. If it has not reached that level, it means there is still room for optimization and improvement. According to our experience, the current upper limit is 500,000 daily consumption.

Third, 100,000 yuan for stability maintenance

The rule of the golden right angle model is that the steeper the pull curve, the weaker the diminishing effect and the better the stability. When the golden direct model is normally realized, the best ROI and a stable daily consumption level of 100,000 can still be maintained within 30 days.

The Golden Right Angle Model requires that the six variables of OCPM have been tuned to the best state. When the account budget is sufficient and it is best to be close to the big promotion node, the top pitchers can pull the scale into place in one go to achieve the best harvesting effect during the big promotion period.

The golden right angle model is what top pitchers pursue. It is a feel that can be acquired by spending enough money. It is hard to come by, but the rules of the golden right angle model can be replicated if possible.

07 Conclusion

Today I shared the "STOM Full-Link Delivery Solution" by 100 Growth. The amount of information is very large, but the space is limited. I can only share the STOM framework and concept in the ten thousand-word analysis. If there is an opportunity, I will give a detailed explanation and case sharing of some important links in subsequent articles.

At the end of the article, I will share the "full-link ROI model". This perspective is the larger full link of brand management, namely "off-site delivery" + "on-site operation" + "channel harvesting", and ultimately realize the full-link closed loop from marketing to operation.

From this picture, you can see that there is ROI in any link, and it is linked together. It is not just about ROI in a single link, but also about the "combination" of the whole market. Often, many brands pay too much attention to the investment process, over-emphasize ROI, and ignore the internal strength of their operations and the effectiveness of the overall ROI, resulting in a lot of ineffective growth and a cliff-like decline in performance after the suspension of investment.

STOM can solve the problem of "refined delivery" and "data granularity" and solve the problem of delivery, but it cannot solve the brand's "track selection" and "internal strength of operation", and cannot solve the problem of growth.

STOM is a sharp knife. I hope that consumer brands can have their own ideas and skills. Use this sharp knife well and overcome all obstacles on the road to growth and are invincible.

Author: Growth on the road

Source: Growth on the way