A Guide to KOL Advertising on TikTok

What is Douyin KOL?

Users who frequently post videos on Douyin and have a certain number of fans are called Douyin KOLs. The more fans there are and the higher the fan stickiness, the greater the value of the account!

How do Tik Tok influencers charge?

Charges are based on the number of videos published, and pricing is based on the number of fans and influence. For example, for a KOL with 1 million fans, based on the quotation of 0.3 cents per fan, the price for the KOL to publish a video is 30,000 yuan (excluding creative costs). After the cooperation is confirmed, the KOL will come up with the creative idea first. After the idea is confirmed, half of the deposit will be paid and the video shooting will begin. After the video is accepted, the balance will be paid before the video is released.

What products can Douyin influencers promote?

Almost all industries can be promoted, except for improper industries. It is not suitable for promoting products that have not been implemented, and the conversion rate will be very low. "Not implemented" means that the product has no purchase entrance, the game is not available in the application market, etc.

What types of Tik Tok influencers are there?

Beauty and fashion, food and beverage, humor and comedy, technology and intelligence, travel and outdoor activities, car driving, parenting, etc.

What are the promotion methods for Douyin influencers?

1. Video implantation - soft-implant product information into the influencer’s video and release it, such as advertising implantation in a movie, where the protagonist takes out a beer of a certain brand and drinks it, etc.

2. Direct video posting - Some industries can choose to post videos directly, such as the gaming industry, which mainly relies on direct posting. (Direct posting means that Party A records the video himself and posts it using the influencer’s account.)

How effective is the promotion of Douyin influencers?

Since Douyin uses an algorithm recommendation mechanism to distribute videos, it is relatively averse to hard advertising platforms. Therefore, Douyin’s promotion of internet celebrities is more inclined towards brand exposure. However, due to its slow effect and inability to monitor the conversion process, it would be more harmful to invest in Douyin internet celebrity advertising with the mindset of performance advertising.

Douyin KOL advertising cooperation process

The cooperation process of Douyin’s internet celebrity business: find cooperation partners (promoter) → business consultation (promoter) → business introduction (KOL) → product introduction (promoter) → product evaluation (KOL) → come up with a promotion plan (KOL) → determine cooperation (promoter) → video shooting (KOL) → video acceptance (promoter) → release and promotion (KOL) → closing report (KOL).

1. Find partners (promoters):

There are several ways to cooperate:

1. Many KOLs have left their contact information on their Douyin homepages. If you don’t have any, you can also contact them by sending private messages or commenting on the blogger’s videos, but this is relatively inefficient;

2. On order-taking platforms such as Weiboyi and Chuanbuyi, you can directly look for bloggers who want to take orders. This is relatively efficient, but the number of bloggers on the platform is limited, so you may not find a blogger who meets your requirements, and they will charge a certain promotion agency fee;

3. Find MCN agencies to cooperate with through Baidu or other channels. They will incubate or sign Douyin celebrities themselves. 70% of the top Douyin celebrities have cooperated with MCN. Modern Brothers, who have 32 million fans, are artists signed by Yujia Entertainment. The MCN agency Onion Group, to which Daigula K belongs, has more than 40 Douyin original IPs and has accumulated more than 50 million fans.

2. Business consultation:

After finding the contact, ask the other party what Douyin promotion resources they have, and screen out the KOLs that are more in line with your positioning. Different products face different user groups and require different types of KOLs to promote them. For example, if you sell women's clothing, you can find a beauty KOL to promote it.

3. Business Introduction:

Generally, we show the promoters our better cases. For example, we have made advertisements for XX car and XX game. We also show the promoters the quotation of our own KOL resources. In other words, we can talk about the contract if it is not suitable.

4. Product Introduction:

When the promoter is able to accept the KOL’s quotation and is interested in it, they will introduce their own products to see if the KOL has any good promotion suggestions or plans.

5. Product evaluation:

This link is relatively important, as the KOL's subsequent promotion plans and ideas all come from product evaluation. Product evaluation mainly evaluates the product's selling points, attributes, purchasing process, user characteristics, etc., and plans the plan based on these.

6. Propose a promotion plan:

The promotion plan here refers to the creativity, and the time nodes of the promotion will be attached later. When doing Douyin KOL promotion, it is not difficult to find resources, but the difficult part is creativity. This is the difference from Weibo and official accounts. Weibo and public accounts do not have high requirements for creativity. As long as there are no major problems with the articles and pictures, they can get exposure.

It’s different with Tik Tok short videos. If the creativity is not good, even if an internet celebrity has millions of fans, he or she will not have much exposure. On the contrary, even if an internet celebrity has few fans, if the creativity is good, the video can still get millions of views.

7. Confirm cooperation:

After going through the above steps, Party A either feels that the KOL is unreliable and uncooperative, or feels that the resources and creativity are a good match and can cooperate. Once the cooperation is confirmed, execution will begin.

8. Video shooting:

Video shooting is relatively time-consuming, and the time required will vary depending on the personality of the KOL. Some people are slow in doing things and shoot slowly. Some KOLs are decisive and have good personalities, and can finish shooting in just one or two days. Because of video shooting, it is necessary to modify it back and forth many times. If you encounter someone with a bad temper, it is hard to say. It is better to choose KOL with high cooperation, otherwise it will be very troublesome!

IX. Video acceptance:

After the video is shot, it will be sent to the promoter for preview, just like when we have finished making picture materials and have to show them to the boss for review. The boss will always point out some problems, even if he doesn’t understand, such as requiring colorful black. Similarly, it is quite rare for a video to pass the first round of inspection, and it usually needs to be revised. Please note that there is a limit to the number of free video modifications, usually 2 times. Modifications beyond 2 times will be charged.

10. Release and promotion:

Once both parties have confirmed that there are no issues with the video, it can be released according to the previously determined promotion time. After the video is released, KOLs need to optimize the comments, delete comments from competitors, and guide users to experience the promoter’s products. The comment area in Douyin is the key to whether there will be conversions.

11. Case Closing Report:

The final data summary will include a screenshot of the playback volume. Since ordinary users cannot see the playback volume of KOL videos, KOLs are required to provide screenshots to prove the number of exposures.

Choose the right KOL and create the right content

When choosing KOLs, you need to match the user group with your own target users. You need to sort out the fan tags of the Douyin influencers you intend to target, evaluate the stratification of the target population and the complementarity of the fan tags of different influencers, and "harvest" fans of different levels from 360 degrees, so that one-time targeting can deeply penetrate the target audience and maximize the conversion value of fans.

Author: Network

Source: Internet