How do companies gain fans crazily on Douyin?

Tik Tok has a strong ability to bring goods, spreads quickly, and has a high exposure rate. No wonder it has developed into the current format with such a strong marketing atmosphere .

Why are so many companies starting to use TikTok?

Why do companies want to use TikTok?

Seize the traffic dividend and marketing trend

Douyin released its user data for the first time in June this year. As of now, Douyin’s daily active users in China have exceeded 150 million, and monthly active users have exceeded 300 million .

Especially during this year's Spring Festival, the number of daily active users of Douyin increased from less than 40 million to nearly 70 million. In mid-July this year, official news from Douyin showed that Douyin's global monthly active users exceeded 500 million .

With such a huge traffic dividend, why don’t you seize it quickly? Do you have to wait until the company is about to go bankrupt?

Once the product display window is opened, you don’t have to worry about selling goods

Although Douyin does not support deliberate advertising, it still supports marketing.

They even cooperated with Taobao to open product display windows, which provided traffic owners with another way to make money .

Since we can’t advertise directly, we can only show the benefits of this product in the video.

When users are browsing Douyin and see a product they like, they will want to find a way to buy it. Opening a product display window in the lower left corner can not only attract targeted users, but also greatly increase sales .

Are there any friends like me? I was clearly browsing Douyin, but as I was browsing, I slowly switched to Taobao...

Enterprises combine videos to gain users' favor

How to make users sticky and improve conversion rate? Tuimei believes that we should communicate with users through videos, convey a different side of the company, make everyone feel that a company is not as serious as we traditionally think, and express an image that suits the public in the video.

The way of expression will affect users' impression of the brand and the company. Especially under the current trend of younger people, the most correct way is to convey it in a way that users like.

When I’m browsing Tik Tok, I also like to watch some funny videos from official companies. The videos in an official corporate account are actually funny, which makes users feel refreshed .

Add your own product information to the video and combine it with product shooting to present the video. This will make a deeper impression on users.

So the question is, what should corporate accounts do when they first enter Douyin?

Today, I will use several corporate Douyin accounts such as Alipay and Dingxiang Doctor as examples to explain to you how corporate accounts use Douyin.

How to use TikTok with corporate accounts

— 1 —

Create a character IP

Tuimei thinks that personality is really important. Your personality determines your positioning and determines what kind of groups you attract and your precise users.

It is often more difficult for companies to attract users than individuals because they are out of touch with reality and difficult to approach. Therefore, they need to establish a clear and unique positioning in order to effectively increase their followers.

For example: Alipay successfully attracted a large number of users by pretending to be pitiful . Alipay first cried and acted cute on its own WeChat public account to seek attention, and was ridiculed by fans as "the most miserable official account in Douyin."

In their own video works, they mainly make fun of themselves , which is easier to capture young users. Therefore, through self-mockery, Alipay attracted a large number of users in a short period of time.

A good personality will make fans feel familiar, as if it is a real person around them, not a cold and inaccessible person like a company.

The way to build a good relationship with users is to create a personal image so that users can feel the affinity of the company. This will also help to better understand user needs and make improvements based on their needs.

— 2 —

The topic is more important than the content

The Douyin corporate account that I envy the most is probably Ding Xiang Doctor. I also follow Ding Xiang Doctor’s official account.

But now, Dingxiang Doctor has gained 5.63 million followers in half a year, from the official account to Douyin. Not only has it achieved impressive results in the official account, but now it has also made a name for itself in the field of short videos. How does Dingxiang Doctor operate Douyin ?

Doctor Tian's signature move

Ding Xiang Doctor believes that "topic selection is more important than content". Tuimei has a headache about topic selection every day. In the new media industry, almost all teams worry about topic selection, and the same is true for Douyin short videos.

In order to ensure the number of views, likes and conversion rates of the videos, the Dingxiang Doctor team adopted the " argumentative topic selection method ": the various questions raised by the topic selectors must be subject to data analysis and are tricky questions, and the person who proposes the topic must be able to answer them one by one.

Doctor Tian said. “ It’s not that content is unimportant , but I think the topic is more important than the content. When your topic is good enough, you may be able to present it with a very bad content. But if your topic is not good enough, you need to support it with excellent content. The topic can make up for the lack of content, but the possibility of content accommodating the topic is relatively small.”

We can also borrow the approach of the Dingxiang Doctor team and work harder on the topic selection , and maybe there will be amazing results~

3

Making good use of the celebrity effect

For a newly started corporate Douyin account, if conditions permit, I suggest inviting some well-known internet celebrities or stars to collaborate .

When users find that an IP they are familiar with appears in another Douyin account, it will inevitably arouse curiosity , which will also make them continue to watch and may eventually pay attention.

Through the celebrity effect , fans who like this character will spread the information for the second time, thus increasing exposure.

Most users are sticky to IPs. If they like an IP, they will give a thumbs up to any video that appears in this IP, or: when they see it is xxx, they will give a thumbs up immediately, and they will follow it because of xxx!

This will make your video content more effective. Of course, not every company has the budget to work with internet celebrities, so you can take this step slowly.

4

Apply for Blue V certification

With such a huge amount of traffic, Tik Tok is a communication channel that all companies want to seize. The question you may be most concerned about is: If I want to play Tik Tok, how can I get the huge traffic of Tik Tok?

From the information I have received, for enterprises to open a Blue V , operate it well, and study the operating rules of Douyin may be the most cost-effective way to obtain traffic.

Every company is trying hard to obtain Blue V certification nowadays, so what are the benefits of obtaining Blue V certification? Let me tell you↓↓↓

1. Blue V certification shows rights and interests and is more authoritative .

2. The header banner of the Blue V homepage can be replaced and displayed by yourself. It is an advertising space for an enterprise.

3. The nickname locks unique rights. Once the Blue V certification is successful, your nickname will be unique and no one else can use it.

4. When Douyin users search for you, the certified blue V will be placed at the top , and search results of certified users will be provided first.

Blue V certification also has basic certification and advanced certification . Advanced certification can also put the official website address and download link on the homepage, so that users can directly enter their platform through the homepage.

The Advanced Blue Certification has further increased the conversion rate. If you are a local catering business, you can even attach the specific address of your store in the published content, and direct traffic to the store through navigation software.

If you already have a Douyin account, then hurry up and apply for Blue V certification. If you don’t have a Douyin account, then what are you doing here? Hurry up and register one! Anyway, I'm going first.

Author: A big white rice

Source: Jianshu