Douyin Dou+ Super Detailed Advertising Skills Strategy

What exactly is DOU+?

However, unlike information flow advertising, the traffic purchased by DOU+ does not have advertising tags and shares frequency control rules with the natural traffic of the video, so it can be seamlessly integrated into the Douyin recommendation flow. This is the greatest value of DOU+. It can obtain additional traffic from the "natural traffic pool" for video content in a short period of time.

Where are videos using DOU+ displayed?

Currently, there are three types of dou+ delivery groups:

[System Intelligent Delivery]: The system will intelligently match users or potential fans who may be interested in the video.
[Customized Targeted Delivery]: Choose the type of users who want to see the video: such as gender, age, region, and interest tags.
[Distribute to fans similar to experts]: Choose to distribute the video to fans of experts with similar account tags.

Among these three options, the latter two can maximize the dou+ effect, among which customized fan delivery is more suitable for douyin accounts that sell goods.

Notes on Douyin advertising: When advertising, first use a small amount of test method to obtain basic conversion data. ‌‌‌‌Then based on its conversion effect in small unit tests, a secondary promotion will be carried out.

How to achieve better results with DOU+?

Select the delivery time

We need to seize the peak traffic flow after get off work. The update time of Douyin content should be controlled between 10:00 and 11:30 noon. The Douyin platform has a certain review mechanism, and it may take half an hour or even an hour to review before the traffic can be increased. After the review is passed, you can invest in dou+ and invest 100 yuan to get 10 times or even 20 times the equivalent traffic.

The other two peak time periods are 5pm-7pm and 10pm. You need to choose the update time based on different content.
DOU+ directional version has two forms of delivery (I won’t talk about the quick push version here): directional version is the most recommended

There are two points to note when placing an ad. First, choose a small amount and a short duration. After the campaign ends, check the settlement report and video surveillance data immediately. If the effect is good, you can continue to invest; if the effect is not good, stop loss in time.

Second, try not to choose top or super-top influencers for advertising. The larger the number of fans, the more dispersed the fan characteristics are.

What kind of works are suitable for Dou+?

When carrying out promotion, it is necessary to conduct targeted evaluation of the promotional materials. Remember not to invest blindly!

There are four main factors that determine whether a video can become popular : completion rate, like rate, forwarding rate, comment rate, and average playback rate.

Through a lot of practical experience, we have concluded that videos suitable for Douyin DOU+ must meet at least the following five points:

① Completion rate: The five-second completion rate reaches 60%; ② Like rate: Generally, if the like rate reaches 5%-10%, there is the potential for explosion; ③ Forwarding rate: Generally, the forwarding rate is around 1%; ④ Comment rate: around 1%. ⑤ Average broadcast rate: more than 50%.

Tik Tok’s recommendation mechanism is superimposed. After a work is released, if it reaches 500 views and the comprehensive data of the five indicators are good, it can enter the next level of traffic pool. Therefore, creating good content is the key among the keys.

There are three things to keep in mind when creating your video:

1. Adhere to the bottom line and do not include content that is illegal, unlawful, or offensive.

2. Maintain original content and do not copy videos from other users on or off the site.

3. Good marketing skills, but unable to display products and brands for a long time.

New users can use DOU+ to accelerate account cold start

The first function is to define precise users for content through customized delivery and help cold start the account.

Before we begin, let’s talk a little bit about recommendation algorithms.

Whether it is Tik Tok, Kuaishou, YouTube, or Facebook, in any content platform or even e-commerce platform, the recommendation system has two stages: recall and sorting.

Recall refers to quickly finding a small amount of content that users are potentially interested in from a large amount of content based on some of their characteristics, and then handing it over to the sorting stage. The sorting stage introduces a large number of features and more complex models to provide users with accurate personalized recommendations;

For the platform, the ultimate pursuit is to explore user needs, push accurate content to each user, and thereby improve user retention, user stickiness, content distribution efficiency, etc. Among these, the most basic is to be able to accurately identify users and content.

Imagine that when an account is cold started, the system does not have account characteristics and historical content characteristics, and can only match based on extremely limited information (video subject, video description, etc.). Therefore, it is difficult to accurately locate your target users. If I can help the system locate my target users, will it improve the matching efficiency?

For vertical accounts, it will be more effective to cooperate with DOU+ for delivery during the cold start process. When the account characteristics are obvious enough, there is no need to use a targeted approach to delivery, and you can directly use the system's intelligent recommendations.

By cold-starting the account through DOU+, our core purpose is not to create a hit video, but to try to ensure that only target users see the video.

How to heat up live content through DOU+?

The content formats of live broadcast and video are completely different. Compared with video, live broadcast is small-scale, impromptu, and effect-oriented. It also lasts longer and is more real-time and interactive. Therefore, whether it is the recommendation algorithm or the delivery logic, there are huge differences compared to short videos.

Let’s first look at the differences between the two types of DOU+ products:

1. The billing methods are different. Video DOU+ is recommended to "a certain number of people" and each person plays it once. It is charged based on CPM (M=Mille, thousand), and is about 20 yuan per thousand plays. Live broadcast DOU+ is based on the expected number of viewers. There is a click behavior between the time a user sees the promotional content and the time they enter the live broadcast room, so it is charged based on CPA (A=action).

Careful friends may find that, with the same amount of investment in live broadcast DOU+, the expected effects of different forms of investment are very different. When I took the screenshot in May, regardless of whether I chose video investment or directly heating up the live broadcast room, the "expected audience for live broadcast" was 25-150 people. In the most recent screenshot, the recommended video heating effect is still 25-150 people, and the direct heating effect of the live broadcast room has become 50-300 people, doubling the effect.

2. The delivery targets are different. The delivery targets of video DOU+ are mainly interaction (likes/comments, visiting account homepage) and attention. The delivery target of DOU+ for live broadcast is mainly based on the behavior of users in the live broadcast room, including: seeding the audience - users click on the shopping cart, view the product details, and place an order; audience interaction - users give rewards, comment and other interactive behaviors; live broadcast room fan increase - users pay attention to the live broadcast room; live broadcast room popularity - the number of viewers and online users in the live broadcast room (user stay time)

3. The exposure time is different. The delivery time of DOU+ targeted version of video can be selected as 2 hours, 6 hours, 12 hours and 24 hours. The online duration of DOU+ live broadcast is 0-24 hours, with an increase unit of 0.5.

4. The delivery materials are different. Video DOU+ can only deliver video content as the main body. In addition to optional video content, live broadcast DOU+ can also choose to directly heat the live broadcast room, that is, deliver synchronous live broadcast content as the main body.

In addition to the above four points, the recommendation logic of the two methods is also different. Video DOU+ will make recommendations based more on the user's interest preferences in the video content, such as: What type of videos are watched more? And there have been likes, comments, reposts, and follows; while DOU+ for live broadcast makes recommendations based on the user's interest preferences in live broadcasts, such as: In which type of live broadcast room do people stay longer? And there have been purchases, gift giving, comments and other behaviors.
Now that we understand these differences, let’s think about how to deliver DOU+ live broadcast.

Usually, people are more concerned about the "viewing rate" when launching DOU+. "Viewing rate", as the name suggests, is the proportion of users who enter the live broadcast room through the delivery of content. This proportion is usually determined by the materials we deliver.

However, in addition to the "viewing rate", the delivery goal you set (conversion goal within the live broadcast room) is also the key to determining the delivery effect.
Taking "planting grass for users" as an example, assuming that in this delivery, you choose "planting grass for users" as the goal, then the system will give priority to displaying your delivery content to users who have been "planted with grass" in the live broadcast room, because they are more likely to achieve the task goals you set.

In actual delivery, whether the users attracted into the live broadcast room are attracted by the product (i.e., the shopping cart opening rate, product viewing rate, etc.) will affect the subsequent exposure times and quality. Because if there are many demands for "seeking for users" at the same time, the system will inevitably give priority to displaying ads with higher conversion rates to the few target users with conversion potential.

Therefore, live broadcast DOU+ has two major content elements:

First, the content delivered must be attractive enough to attract more users who see the content to enter the live broadcast room. Second, the delivery content, delivery target, and live broadcast content must be highly relevant to ensure that users will convert after entering the live broadcast room.

Tips: Tik Tok information flow advertising

It appears in the fourth position on the recommended channel of the Douyin APP. The advertising duration is 5s-30s. Each user can see at most one advertisement per day. Each advertisement is only displayed once to each user. The same material can only be delivered for a maximum of one day. Repeated delivery of the same material in various forms is not supported.
Tik Tok’s information flow ads include four types: videos, photo galleries, large pictures, and small pictures.
When placing advertisements on Douyin, the charges can be based on CPC and CPM. CPC means pay-per-click, and a fixed fee is charged for each click. Generally speaking, the price per click is 0.2 yuan to 0.5 yuan. CPM is charged based on thousand impressions, and the price of each CPM is 4-8 yuan, which means that when the ad we place is exposed 1,000 times, 4-8 yuan will be deducted.
When placing advertisements, you can choose the billing method that suits you best according to your needs.

Tips: How does Douyin advertising promotion charge? The four main advertising models are as follows

1. Charge by display

As one of the ways to charge for Douyin advertising promotion, charging by display is an advertising model preferred by many advertisers, also known as the CPM model, also known as the cost per thousand impressions, which is the fee charged for displaying an advertisement to 1,000 users. This model has a high promotion coverage, but cannot accurately identify target users, so you have to choose according to your own needs.

2. Pay per click

The pay-per-click model is worth recommending to everyone. The so-called pay-per-click means how much money is charged after a user clicks on an advertisement placed by Douyin once. So what are the benefits of this advertising model? The advantage of this charging method of advertising is that it can accurately identify target users. Most of the people who click on the ads are users who are interested in the promoted products, which can effectively avoid wasting the advertiser's investment.

3. Actual effect charging

This model mainly charges according to the actual effect achieved by the advertisement, such as the fee charged for a user's consultation through the number provided in the advertisement, or the fee charged for a user filling out information on the information collection form linked to the advertisement. In addition, when promoting an APP, the fee is charged after the user downloads the APP once through the advertising interface. These are the actual effects achieved by the advertisement.

4. Collaborate with TikTok influencers

Advertisers can first put forward their own advertising needs, and then Douyin officials will screen qualified ones from the numerous Douyin influencers for advertising cooperation based on the needs. Because influencers have a large number of fans, choosing this model can ensure the advertising dissemination effect and improve the actual benefits of advertising.