Seeding + live streaming, a complete guide to playing Douyin on Double Eleven

The annual Double Eleven Carnival is about to begin. In this year's gold-digging market, in addition to the familiar Taobao and JD.com, Douyin is bound to be present. As a rising e-commerce newcomer, Douyin has launched a new gameplay with the theme of "Goods Discovery Festival". So how can we recognize the mechanism and gain the upper hand? Next, the editor will take you to Double Eleven in advance to find out.

This time, Douyin will cooperate with Tmall's 11.11 and launch the Good Things Discovery Festival on October 21st around the theme of "Discover more new and good things on Douyin". On the one hand, it focuses on user value, provides more high-quality content, grass-planting content and consumption decision-making information, and becomes a user-favorite discovery crowdfunding platform; on the other hand, it provides a broader stage for creators of high-quality small and medium-sized content who enter Douyin.

This event will simultaneously carry out three scenario modes: grass-planting, live broadcast, and central venue .

1. Planting grass

What Douyin emphasizes is not a certain influencer’s ability to bring goods or the sales status of the shopping cart, but the hope is to better reflect the value of the content itself. Therefore, in the gameplay of 11.11, we will focus on recommending grass-growing gameplay, and at the same time, we will sort out high-quality content by defining and presenting rights and interests, rankings and other dimensions.

What does grass-planting content mean?

The official platform defines high-quality videos that are valuable, high-quality, and well-toned, and that provide knowledge-based explanations based on consumer product content as "grass-planting videos."

Specifically, "valuable" emphasizes the authenticity, objectivity, and depth of the video; "quality" means that the video cover information is complete and beautiful, the voice-over is clear, and the performance is infectious; and "tonal" is intended to highlight the neutrality of the video and the lack of marketing tendencies.

What is the "Grass Planting Tab"

On October 21, the Douyin platform will officially launch the grass-planting tag function. Use labels to help users sort out valuable, high-quality and interesting content. This tab-based model will redefine Douyin's distribution model and user habits, and in the future, will also promote the formation of a new ecological system in the form of tabs.

This type of tab format will give creators a second source of traffic besides the recommended stream. This source may come from newly published videos, or from searches, channel entrances, or user collections. The second source of traffic will make the traffic more stable and longer-tailed. After adding the grass-planting tag, you will no longer be able to add a shopping cart to the video, so the purpose of the tag function is to attract more traffic and fans.

During Double Eleven, the platform will have more than 50 main promoted tabs, which will be operated by dedicated personnel and enjoy site traffic gains, celebrity promotions, site resource diversion and central venue diversion.

Cold start of seeding accounts and high-quality account grading plan

In addition to supporting traffic for videos, Douyin will also give large traffic inclinations at the account level, launching the "new account cold start" and "high-quality account expansion" plans respectively. The content of grass-growing is continuously subdivided, and the "Douyin Good Product Recommendation Officer" yellow V certification is launched to certify specialized fields such as beauty, food, and fashion.

What rights and interests can you get by participating in grass planting?

The platform’s traffic gain from grass-growing videos was very obvious during the Double Eleven period. It is understood that creators who participate in the release of grass-growing videos can obtain the following rights during the event:

Resources: On-site central venue, user push, splash screen, etc., off-site brand joint promotion, cross-platform linkage, etc.

Celebrities: The platform plans national celebrities and super IPs to guide the promotion activities.

Traffic: As long as you post videos with tags, you can get basic traffic gain, the more you post, the more you get; after submitting to the official to participate in the evaluation of high-quality accounts, you will get different multiples of traffic gain based on the results; high-quality videos selected from the pushed tags every day will receive additional traffic bonuses.

Douyin said that the new ratings for accounts launched during this event will continue after the event ends, and they will continue to receive daily benefits. The following are the new rating rules and related rights and interests (the support content is subject to the final platform announcement)

2. Live broadcast

From November 8th to 11th, Douyin Live was fully upgraded.

As long as you have a live shopping cart, you can participate, no other qualifications are required. By competing on the live broadcaster's sales efficiency, you can compete for the ranking on the list, and finally get corresponding traffic rewards based on the platform's ranking. In addition, the platform will randomly select a lucky person from the anchors who complete the 120-minute live broadcast task and give them traffic rewards.

The main entrance to the live broadcast event is the banner in the lower right corner of the live broadcast room. Clicking it will jump to the event page, which includes event rules, rankings, etc. You can click on the start button of the live broadcast room of all e-commerce anchors and go through the entrance to view the situation of the activity page. The other entrance is at a banner location in the live broadcast plaza. The event page will also display the host’s activity value, which is calculated based on comprehensive indexes such as sales efficiency and live broadcast market, and is updated at 12 noon every day.

Author: Half Sugar

Source: Half Sugar (shuijingtengo)