The current status of short videos on Tik Tok and a guide to advertising

1. Current status of Tik Tok short videos

In today's era of short videos, Douyin is undoubtedly the leader of the industry. Looking at the people around us, it is not difficult to find that everyone, from the middle-aged and elderly to teenagers, has the Douyin app on their mobile phones. People born in the 1990s and 2000s spend more time on Douyin short videos every day. Many people can open TikTok and watch it all day long without realizing it, and they still feel like they can’t get enough of it. It can be said that they can’t stop at all. Google has said this long ago: In the future, short videos will account for 80% of the Internet. The era when the elderly read newspapers and the middle-aged people liked to read a combination of pictures and text will be over. Young people now prefer to watch short and high-frequency short videos. The future is the era of young people, and it is conceivable that it will also be the era of short videos.

It is conceivable that the traffic trend of short videos is being amplified now or in the future, so it is not an exaggeration to compare short video advertising to the next advertising trend. Then how the advertising industry seizes this trend becomes particularly critical and important. For business owners who place advertisements, this is also a new opportunity and challenge. In such an environment, many products with extremely low exposure and were not well known to everyone have achieved very impressive conversion rates through the placement of Douyin advertisements , and the current short video traffic has brought considerable profits to business owners.

It is obvious that in this era of short video traffic, grasping the traffic is the top priority. Short video traffic is one aspect, but the foundation lies in companies improving their own products and quality. When it comes to word-of-mouth marketing, no matter which form of advertising business owners choose or whether they look for internet celebrities to help promote their products, now is the best time to achieve the best results.

However, having said that, although Tik Tok short videos are currently booming, in addition to attracting a large number of individual users, it has also attracted many businesses to join. However, in this era of short videos, not everyone can soar to success. Success requires professional skills. If you don’t understand the operating rules, and don’t know how to attract traffic and fans, you can only watch others make profits while you are anxious.

2. Guidelines for short video distribution on Douyin

As the saying goes, sharpening the knife does not delay the chopping of wood. Only by learning operational skills well can you truly achieve great success. So, how to attract traffic to the TikTok platform which has such a huge number of users?

Below we will share some thoughts on the three paid traffics: DOU+, Qianchuan, and Feed:

1.What are DOU+, Qianchuan, and Feed?

1.1 What is DOU+?

Douyin DOU+ is a new way to monetize traffic. It can push the produced videos to a large number of users. Douyin DOU+ can quickly increase exposure. Sometimes, it may take a lot of time and energy for an anchor to release a video, and due to objective reasons, it may not bring enough fans and traffic. Through Douyin DOU+, you can quickly get playback volume, that is, spend money to push videos to more customers.

1.2 What is a feed?

The direct translation of feed is feed, which actually compares users to some kind of animals that love to eat. We feed them continuously to meet their needs. Feed stream is an information flow that continuously updates and presents content to users. A feed is a content aggregator that combines several news sources that users actively subscribe to, helping users to continuously obtain the latest subscription source content. The feed stream of Douyin is mainly aimed at the vertical traffic of live broadcast rooms, which is divided into short video traffic and direct feed stream.

1.3 What is Qianchuan?

Juliang Qianchuan is a new intelligent marketing platform launched by Douyin, which integrates multiple e-commerce advertising capabilities such as DOU+, Luban, and feed. It can not only divert traffic from outside the site, but also divert traffic internally. Juliang Qianchuan is an e-commerce promotion background that integrates the promotion methods of short videos and live streaming to meet the increasing needs of e-commerce customers.

2. What are the characteristics of DOU+, Qianchuan, and Feed Flow?

2.1 Features of DOU+:

The threshold for launching DOU+ is relatively low, it is open to everyone, and can directly drive natural traffic. It can be set based on population base, similar experts, and interest tags.

However, it is worth mentioning that live streaming sales are now carried out through small store promotion or Qianchuan promotion. DOU+ does not currently support live streaming sales. If a business owner has products on sale in his live broadcast room or video and wants to sell them, he cannot choose DOU+.

The “Become Popular” button that we often see in the lower right corner of Douyin is actually the channel for streaming our short videos or live broadcasts.

2.2 Qianchuan Features:

Compared with previous campaigns, Qianchuan’s campaign will be smarter and more efficient. In the future, Qianchuan will gradually replace existing delivery platforms such as Luban and DOU+, but Luban has not disappeared, it just exists under a different name.

For merchants, Qianchuan's backend operations are less difficult, which can reduce investment and energy, making delivery and operations more convenient. In the past, when doing promotions, merchants may have to pay attention to the differences in the functions of DOU+, Luban, feed flow, etc., how to play, and they also need to register different accounts for different functions. After the launch of Juliang Qianchuan, you only need to register on one Qianchuan platform, and all the functions are included.

2.3Feed flow features:

Unlike DOU+, the threshold for delivering feed streams is relatively high, and it cannot drive natural traffic, but it can reflect the word "advertisement". However, Feed Stream was the original name for selling goods in live broadcast rooms. It was originally launched in the background of Bytedance, but now it has all been migrated to Qianchuan.

3.What are the differences between DOU+, Qianchuan, and Feed? What choice should I make?

You must know that anyone who does operations needs to be clear about their positioning, and the same is true for Douyin. How can you stand out from the crowd of accounts and make customers choose to cooperate with you? It will not work without careful research.

We might as well ask ourselves a few questions: First, what do we want? Second, what are we good at? Only by doing what we are good at can we achieve twice the result with half the effort. Then, study how competitors in the same industry do it. Finally, we must also start from the perspective of the user's real needs, because only by satisfying the user's needs can we better grasp the customer. Otherwise, you will work hard for a long time but still not achieve the desired effect.

3.1DOU+ is suitable for the following account groups:

3.1.1. Creators who aim to attract and increase followers by creating popular short videos, intend to operate for a long time, and have very stable content production and creation capabilities;

3.1.2. Internet celebrities or bloggers with a large number of fans;

3.1.3. Creators who want to establish their own accounts in a short period of time.

3.2 Qianchuan is suitable for the following account groups:

It is different from DOU+. DOU+ is aimed at individual users, while Feed stream is aimed at corporate users. We are also in the transition from "individual" to "enterprise".

To do feed flow delivery, you need to open an account in the background of Bytedance, and the minimum opening amount is 20,000. Even if you choose an agent to do the advertising, the minimum consumption will be one or two thousand. Using DOU+ to heat up your live broadcast room can start with an investment of just 100 yuan.

Therefore, playing the live broadcast room DOU+ is an initial low-cost investment in exploring paid traffic gameplay, and the threshold and starting point of the feed will be relatively higher.

In short, DOU+ is a paid heating tool provided by Douyin to expert creators, while the feed information flow is a better conversion tool officially provided by Douyin to merchants.

3.2.1. Merchant users for conversion purposes;

3.2.2. Sufficient budget and the ability to operate with a certain information flow;

3.2.3. The attributes of the product are suitable for short video live broadcasting, which can effectively control costs;

3.2.4. Have professional, mature anchors with good conversion capabilities.

After introducing so much, I believe everyone has a clear understanding of Douyin's paid traffic promotion. Of course, if you want to make your advertisements more eye-catching, look more professional, and be more effective, the editor suggests that you can find a reliable advertising agency to help with delivery management and production. I believe that you can achieve twice the result with half the effort and save worry and effort.