How to distinguish between Douyin information flow delivery and Douyin+?

According to official statistics, the official data of Douyin short videos has reached 320 million as of July. Excluding the impact of multiple accounts, the actual DAU has reached more than 200 million. Douyin has a high daily active user base and concentrated traffic. Wherever there is traffic, there is business. Not only individual merchants or small and medium-sized enterprises are attracted, but also major international brands have successively settled in Douyin. Being in this traffic pool, how to continuously achieve high growth and high conversion requires strategic investment. Common ones include Tik Tok information flow advertising and Dou+ delivery.

However, please see below for how to better distinguish between Douyin information flow delivery and Douyin+.

The properties of Douyin information flow and Dou+ are different

Tik Tok information flow is a form of advertising delivery. Douyin’s advertising model mainly includes splash screen ads, information flow ads, Douyin stickers, customized challenges, music library ads, and Douyin influencer collaborations, among which Douyin information flow is one of them.

Tik Tok short video information flow, advertisements are displayed in the Tik Tok information flow content, with a native display style, a new vertical screen visual experience, strong account association to gather fans, support for flexible sharing and dissemination methods, and support for multiple advertising styles and effect optimization methods.

Dou+ is a single video heating tool. It is a paid traffic boosting tool in Tik Tok to increase video playback volume. After purchase, the video will be recommended to more users to increase video playback volume.

Different delivery objects and loading locations

The target of Douyin’s information flow advertising is a product (a course, a cosmetic, an APP, an event, etc.), which is targeted at specific advertisers. Its carrier location is in the recommendation flow, which is also the page where users spend most of their time on a daily basis. During the user's scrolling, video ads are inserted from time to time. The videos are well-made and generally do not cause much interference to users. This form is more native, more forward-looking, and highly interactive, which can achieve high-intensity conversion of promotion effects.

The target of Dou+ is a video, which is aimed at individuals, and its carrier location is a certain function of a video under a Douyin account operated by the individual. It is mainly based on self-promotion and can be applied to all short videos, which can increase the originally small number of video views.

Different entry rules

The Douyin information flow requires applying for an account and preparing qualification materials, authorization stamps, etc., and from the first recharge, it usually takes at least 3 days to complete the review. What needs to be noted here is that some industries within the invested products are subject to restrictions and cannot include functions related to medical, sensitive content, Douyin competitors, etc. (even if there are relevant qualifications).

The details of some restricted industries in Douyin's information flow are as follows: 1. Lottery information or book-related; 2. Adult products, family planning products; 3. Alcohol; 4. Video, live broadcast, shooting tools (including: short video, e-commerce video, live broadcast platform, shooting tools, music player and radio products with video live broadcast function); 5. Headline product competitors (news information products, video, short video, live broadcast products, etc.); 6. Medical institutions, medical platforms; 7. Products (high-quality brand customers can negotiate, for example: brand promotion of internationally or domestically renowned products); 8. Health products (high-quality brand customers can negotiate, for example: brand promotion of internationally or domestically renowned products); 9. Medical devices; 10. Chess, card and fishing games; 11. Character development games such as marrying wives, buying and selling slaves, three wives and four concubines, male power and female slaves; 12. Financial industry (including Internet finance), brand promotion advertisements of bank centers are acceptable, but agency platforms or agency company business promotion is not accepted; 13. Community social, blind date products; 14. Entertainment brokerage products; 15. Music products.

The threshold for Dou+ is relatively low. You only need to select a video and follow the steps to start delivering it. In addition to normal system recommended exposure, individuals and companies with a certain budget can also use Dou+ to increase the "precise push" of videos through payment. Relatively simple and convenient.

Secondly, it should be noted that videos placed on Dou+ need to be reviewed and can only be placed after passing the review. Videos that do not comply with the placement rules cannot be placed, that is, the Dou+ button is gray. The review of videos placed on Dou+ is relatively strict, and a normal video review takes about ten minutes.

The main reasons for failing to pass the review and being put on Dou+ include the following: in terms of content, the content is incomplete, the video is blurry, and the content has no story; the advertising and marketing information is obvious; it contains high-risk content; it involves infringements such as unauthorized videos; there are key issues such as the Douyin algorithm and how to put it on Dou+. In terms of production, the video is moved or non-original: for example, the video contains watermarks from other platforms, the video ID does not match the upload ID, or the video content is stolen. In terms of form, contact information appears in the video or video description, including telephone, WeChat, QQ, QR code, WeChat public account and address.

Different billing methods and delivery platforms

Dou+'s delivery mode is simple to operate, with clear steps. It can be delivered directly on the Douyin short video on the mobile phone (as shown below). The delivery standard is 100 yuan = 5000+, 200 yuan = 1000+, and so on. The ratio of delivery amount and playback volume is 6 hours, 12 hours, and 24 hours.

The billing model of Douyin information flow advertising: mainly based on CPC, CPM and CPT models. Generally, you need to provide a company business license to open an account, and users need to provide videos, landing pages and other relevant materials by themselves. The backend can operate targeting and bidding.

CPC billing, that is, pay-per-click, the current price is 0.2 yuan/cpc. This method is a precise delivery method that allows advertisers to pay only for potential interested users, greatly saving advertising costs. It is suitable for advertisers with a small budget.

CPM billing, that is, charging by thousand impressions, the current price is 4 yuan/cpm. This method is a general one and cannot make an accurate prediction of the target audience, so it is suitable for advertisers with high brand influence, strong advertising creation ability, or high advertising budget. Through high-intensity exposure, we can increase the limit of discovering potential consumers and thus tap into more customers.

CPT billing means charging based on time cost, such as charging according to a fixed fee model of "how much per week".

Creativity + targeting + bidding are three important factors that affect the effectiveness of information flow advertising, so marketing costs mainly come from competition among peers. Therefore, reducing the cost of advertising requires consideration and operation from all aspects.

You can also contact Qinggua Media’s official staff to open and place Douyin information flow ads

The uniqueness of Tik Tok’s information flow ads

The location and time of the Tik Tok information flow

Generally, first-swipe (the time when you open Douyin at the beginning of the day) ads appear in the fourth place in Douyin’s recommendation flow, but at other times Douyin pushes products to thousands of people, so the order in which each person sees Douyin’s information flow ads is also different.

The table below is a table of the order of delivery of a set of Douyin advertising information flows that we have personally tested. It can be seen from the table that the longer the user spends on Douyin, the larger the number of ad intervals between information flow ads at the end of the recommendation flow. This also shows that Douyin still attaches great importance to user experience and avoids users feeling annoyed by ads. Video content becomes one of the key factors in whether users can subtly watch a soft-implanted advertisement and create a high level of memory for the product.

The display mode of Douyin information flow advertising

The main display modes of Douyin information flow advertising are: forms, WeChat public accounts, cards and coupons, phone calls, maps, APP downloads, etc.

For example:

1. Recommendation flow - information flow - advertisement jumps to the official account, which is basically the type of bringing goods.

2. Recommendation flow - information flow - advertising jump to coupons, and then jump to Taobao. Under the 7 billion annual framework agreement signed by Douyin and Taobao, this method is suitable for the promotion of large-brand products.

3. Recommended flow - Information flow - Advertisement jump app download

The two have different delivery effects

The Douyin information flow is an instant conversion. It needs to convey the product selling points in a short period of time, touch the user's pain points, attract accurate users, and solve the urgent needs of such users. Otherwise, if the user is not converted immediately and there is no historical search record, secondary conversion cannot be performed. Therefore, information flow delivery requires a certain degree of brand influence to instantly convert users while increasing the exposure of the products delivered.

Dou+ has a sustained long-tail effect. If the video content is of relatively high quality, the release of Dou+ products will not only detonate the video, but also allow the product to enter the traffic pool. If subsequent data continues to increase, it will cause a secondary playback explosion. In addition, other videos under this video account will be added to further increase traffic. There was a test of Dou+ with a total investment of 200 yuan. The original playback volume was a few hundred. The first investment of 100 yuan increased the playback volume to 10,000+. The second investment of 100 yuan increased the playback volume to 104,000+, and the number of fans increased by 100+. Although it is a non-profit video, the data on the effect of the investment is still very good.

Generally speaking, for a new account, if the first five videos do not go viral, the account will basically become a zombie account. Therefore, we use the Dou+ function not only to attract traffic and promote, but also as a starting point to support an account.

The connection between Douyin information flow ads and Dou+

Douyin information flow and Dou+ have very high requirements for works.

The placement of Tik Tok information flow advertising is relatively complex and requires adequate preparation. To create a successful Tik Tok information flow advertisement, you need a video to stimulate users' attention and convert users to achieve the ultimate purpose of the advertisement. First, you need to fully understand the products you invest in and the industry, market, and user profiles you are in, which requires accurate data and real-time information. Secondly, the video content must be in line with the viewing psychology of the target user group. Choosing the right video type determines whether it can attract users' attention, the video completion rate and the conversion rate of the product information delivered.

The Dou+ billing method is relatively simple, but it does not mean that there will be effects as long as it is put into use. If it is not operated properly, it will only lead to the cessation of traffic push after the delivery. It is necessary to choose the right products, time and target groups to implement Dou+ in a refined manner. (For the specific understanding and placement of Dou+, please refer to it. If you use Dou+ well, it will be easy to become popular (hyperlink).

The above are the differences and connections between Douyin information flow delivery and Dou+. No matter which method is used, the delivery method that suits your own product is the outstanding method. When the short video market explodes, do not deliver blindly, identify the positioning of your own product, and choose the best strategy.

Author: Qi Muzi

Source: Qimuzi