New ways to play Douyin live broadcast in the food industry in 2022

In recent years, the number of Douyin users has continued to increase, making it the most popular short video APP. Tik Tok has a huge amount of traffic, and the majority of its users are young people. As a result, the popularity of Douyin live streaming is foreseeable. According to the Douyin user survey on food and beverage interests, huge data from 36Kr Research Institute, short video platforms are the second only to e-commerce websites as a channel for people to obtain food information. The food industry has always been a hot-selling category in Douyin live broadcasts, and many food brands have devoted themselves to Douyin live broadcasts.

Data source: Douyin food and beverage interest user survey, Juliang Suanshu

If you want to achieve a sharp increase in sales of Douyin live broadcasts, you must constantly update the gameplay of Douyin live broadcasts and master more operational skills to be invincible. This article will make a brief discussion on the new ways of Douyin live streaming in the food industry in 2022, aiming to provide some reference for the operation of Douyin live streaming in the food industry.

1. Analysis of the current status of Douyin live streaming in the food industry

Short video marketing is a major trend nowadays. After all, it can achieve the best entertainment effect in the shortest time and bring people a lot of instant happiness. Tik Tok live streaming has become a trend in the food industry, and there are various models. Analyzing the current situation can also provide certain help to operations.

1. Common Douyin promotion models in the current food industry

The food industry has always been the focus of people's attention. After all, food is the most important thing for people. The common Douyin gameplay in the food industry now includes the following:

(1) A combination of online and offline models: This model generally involves exploring offline restaurants and then posting videos, which can greatly accelerate the process from seeding to consumption.

(2) Diversified development of styles: The current development of food-related short videos is very diversified, and different accounts have different styles. Among them, the content with the highest number of likes is mostly about daily life, comedy and other elements, and the user group of this type of content is also relatively broad;

(3) Celebrity KOLs have great influence on bringing goods: The most effective food-related KOLs and celebrity live broadcasts bring goods to consumers. Both types of live broadcasts have great influence on bringing goods to consumers.

2. Current status of Douyin promotion in the food industry

The food industry can be said to be the earliest category to enter Douyin e-commerce. Its traffic has always been stable and its sales volume is considerable. The current promotion of Douyin in the food industry mainly presents the following trends:

(1) The development speed of gourmet food brands in the food industry is extremely fast, with a significant growth rate. At the same time, the user experience of gourmet shops is also very good, and the ratings have a great impact on the sales growth of the shops;

(2) The GMV trend of food and beverages is basically stable in each month, and there is no particularly large difference between the off-season and the peak season. In other words, the food and beverage industry can be operated all year round and it is a long-term business;

Data source: Douyin food and beverage interest user survey, Juliang Suanshu

(3) Establishing a brand self-media matrix has become a new trend. Brand self-broadcasting is gradually becoming a new trend;

(4) The food industry has a wider coverage and its regional characteristics are no longer so obvious. For many local specialties, consumers can be said to be spread all over the country.

Through the analysis of the current status of Douyin live streaming in the food industry, we can see that the current promotion of Douyin in the food industry is timely, and the entire industry is in a trend of healthy growth. For the food industry, doing Douyin live streaming well is a very important part.

2. Interpretation of new ways to play Douyin live broadcast in the food industry in 2022

If there is one thing that all businesses in the food industry agree on in the past year, it is that Douyin live streaming must be done well. Douyin Live has gone through several eras. From having traffic as soon as the broadcast started to the current situation where transactions may not be successful, the development speed of Douyin Live is very fast.

As the saying goes, the only constant is change. If we want to get rid of the current situation of Douyin live streaming which is highly homogenized, we must find a unique angle so that we can emerge as a dark horse. In 2022, if the food industry wants to play with Douyin live streaming, it can consider the following points:

1. Change your mindset and stay sensitive

In 2022, if you want to do a good job in Douyin live streaming, you need to change your mindset and start from the following points:

• We need to recognize the reality of Douyin live streaming. It is not just a routine, but needs to better meet user needs. If you want to do a good job of Douyin live streaming, you must have a clear understanding of the platform algorithm so that you can make long-term plans and obtain traffic. For example, users now pay attention to health factors such as low sugar and low sodium when purchasing food. In 2022, when doing Douyin live broadcasts, whether in terms of product selection, promotion, or live broadcast content planning, they can tend to focus on low sugar and low sodium.

Data source: Douyin food and beverage interest user survey, Juliang Suanshu

(2) Tik Tok live streaming should focus on security and high cost-effectiveness, and provide users with high-quality content in order to gain users’ time and recognition.

(3) Stay sensitive and pay attention to the trend of Douyin traffic. Change is the norm, and it is very important to accurately grasp the traffic of Douyin. For example, according to a survey in November 2021, the driving force behind consumers' purchase of food and beverages is the desire to taste the flavors of their childhood. We can promote Chinese food based on this trend.

• To be familiar with the gameplay of Douyin, it is essentially a commercial product. The core is algorithm calculation, and the goods are the most important. The essence of Douyin e-commerce is actually the supply chain. On the one hand, we need to select products based on Douyin's data. Taking beverages as an example, if we are making drinks for social gatherings, we can start with fruit juice, new tea drinks, beer, red wine and other products; choose advantageous products in our own supply chain and focus on promoting them.

Data source: Douyin food and beverage interest user survey, Juliang Suanshu

2. Establish a small matrix with stable low returns

If the food industry wants to do well in Douyin live streaming, it must grasp the platform rules. Douyin has many restrictions on large accounts, so when doing Douyin in 2022, you must aim at monetization and pursue stable traffic as much as possible to slowly open up the model. After the account is stable, we should start to extend the duration of live broadcast and make full use of the value of the traffic obtained. Not only do you have to do live broadcasts yourself, you also have to consider having someone else do the broadcasting and learn to utilize the power of many aspects.

We can create more of these low-traffic, stable small accounts to build a complete traffic matrix, and equip suitable anchors according to the positioning of different live broadcast rooms, so as to maximize profits. 2022 will be the year when verticalization will prevail.

3. Acquire resources in first-tier cities and implement them in second- and third-tier cities

As the cost in first-tier cities continues to rise, many businesses have begun to turn their attention to second- and third-tier cities. This has actually brought a wave of new opportunities to related industries in second- and third-tier cities. Private domain traffic is always an important part. If you want to do a good job in private domain marketing, you must plan ahead.

4. Common modes for live broadcast accounts

(1) Live broadcast mode of personal account. This type of account needs to go through a long-term operation to continuously strengthen the personal image through videos, so as to realize monetization in the live broadcast room.

(2) Pure buying volume model: This is a more traditional method that is common between brands and mature KOLs. If you want to amplify the effect of the live broadcast room, this mode is undoubtedly very useful.

(3) Vertical live broadcast rooms are suitable for low-cost vertical promotion. Many factory live broadcasts adopt this model. Its low price is justified and makes it easier for people to believe. The so-called factory direct sales can also become a more convincing personality setting.

(4) For the store broadcast model, a 24-hour shift system can be considered. It mainly relies on extending the length of live broadcast to obtain more accurate traffic. Although there may not be too much traffic in a short period of time, the overall sales volume is still very high. Moreover, this model does not place high requirements on the anchor.

There are many modes of Douyin live streaming. First, you need to choose a mode that suits you, and secondly, you need to make more adjustments. After all, TikTok changes very quickly, and no model can be used all the time.

5. Huge potential for brand self-broadcasting

The shopping experience of Douyin live broadcast is very good and the interactivity is also very good. In the future, Douyin live broadcast sales will become a relatively important business environment. Tik Tok live streaming is a large-scale systematic project with huge potential for brand self-broadcasting.

In 2022, self-broadcasting will still be a direction that many brands need to work towards. When doing live broadcasts, a more systematic and long-term investment is required in all aspects, from account creation, anchor training, live broadcast room layout, etc., because all the details contribute to the good results of the Douyin live broadcast room.

6. In-depth layout of "people, goods and places" and design of multi-path conversion models

Douyin live streaming requires in-depth planning. Brands need to choose more appropriate strategies and operate carefully to achieve good live streaming results. During live broadcasts, brands need to deeply plan the "people, goods and places", conduct challenge interactions and other methods to achieve precise traffic generation. During live broadcasts, you can intersperse raffles, flash sales, mini-games, etc. to provide audience benefits, and conduct detailed analysis of consumption scenarios to continuously meet the different needs of users. Designing a multi-path conversion model can also help increase sales.

There is no doubt that 2022 will still be a year of vigorous development of video. By grasping the traffic of video platforms, you will have a large user group. Currently, the number of TikTok users has reached a relatively high peak, with daily active users reaching 150-200 million. This wave of traffic dividends cannot be missed. The new ways of live streaming on Douyin introduced in this article are all effective and food brands can give them a try.

Now that live streaming has become the norm, the food industry needs to carry out long-term and stable Douyin live streaming to promote conversion through efficient private domain fan accumulation. Only by carrying out multi-dimensional innovation in live streaming and creating a better live streaming experience for users can we create new possibilities for increasing sales.