Tik Tok short video marketing tips!

Douyin is a platform mainly based on short videos. It is another short video APP that has caused a "sensation" after Kuaishou, Xiaokaxiu, Meipai, etc. The Tik Tok APP was launched in 2016 and has been popular until now and is deeply loved by everyone. Some people can’t stop watching TikTok once they start, as if their life has lost its fun without it.

We can describe the short videos on Douyin as interesting, funny, youthful, energetic and trendy. To describe Douyin using current Internet buzzwords, it is a "monster catching" short video APP. The popularity of TikTok has brought huge business opportunities to various companies and businesses, and they have all used TikTok to promote and market their products.

Why is Tik Tok so popular? Why are more and more companies choosing to use Douyin for marketing promotion? The most fundamental reason is that Douyin has a large number of registered users, and the user group tends to be young. Do this

According to relevant statistics, 14 out of every 100 mobile phones have installed the Douyin short video app, and the number of daily active users is 65 million. The difference from Kuaishou is that Douyin's user group is young, and most of them are born after 1995 or 2000. In this Internet information age, young people are the mainstream, and capturing young people is equivalent to capturing business opportunities.

The characteristics of Douyin marketing are: low production cost, precise targeting, user interaction and initiative, as well as fast and wide dissemination speed. It is these characteristics that have led to a linear upward trend in the coverage of Douyin.

The advantages of using Tik Tok short video marketing are:

1. Tik Tok is a precise concentration of young traffic

If a company wants to promote its products and brands quickly, it must obtain accurate marketing resources. This is a goal that all brands pursue. Douyin provides companies with an excellent opportunity. When Douyin was launched, its target users were young users between the ages of 20 and 30. Relevant data shows that currently 85% of Douyin users are young people under the age of 24, and most of Douyin celebrities and basic users are born after 1995 and 2000.

In other words, Douyin gathers a lot of young users, and most of them are women. The reason is that the main users of Volcano Video are men, and these two short videos are both from Toutiao, which is also Toutiao’s strategic layout in the development of short videos.

2. All designs of Tik Tok videos are centered around young people

When you open Tik Tok, you can immediately feel the breath of youth: swaying pictures, powerful rhythms, cool music... You are entering a world of young people, an entertainment platform full of vitality and fun.

First of all, the maximum length of a Tik Tok video is only 15 seconds. Compared with other products, this is a disadvantage but also an advantage. It increases the difficulty and challenge of video content creation to a certain extent. However, "shortness" has also become its highlight, making the video content more refined and the quality better. Because of the "shortness", users are more enthusiastic about participating in comments on high-quality content, and the memory points are more vivid. The "shortness" of Douyin short videos is a huge selling point for brand marketing.

Secondly, in order to enhance the entertainment value of content and retain more users, Douyin has made many product and technological innovations. For example, the vertical full-screen, high-definition video settings make the picture more impactful, which makes even the most picky young people's eyes light up. In addition, the special effects filters, devilish sounds, and cool editing launched by Douyin are also very popular among young people.

In general, every move of Douyin is completely based on the perspective of young people, providing them with opportunities to show their strong desire to perform and get self-satisfaction, giving them enough reasons to stay.

3. Attract users with music and gradually develop into marketing.

Tik Tok’s initial promotional method was to attract users by producing a large number of interesting short videos and music, and then gradually developed in an all-round way. However, the "music" element is of course still its characteristic and one of its marketing highlights. At present, Douyin has more than 20 types of music options, and has also set up functions such as popular songs, my favorites, and local music. This can increase users' choices for background music, not just limited to Douyin's original music, but to choose suitable music based on the videos they shoot, or their favorite music. However, as of now, the background music on Tik Tok acts more like a "filter". To put it bluntly, it can cover up the shortcomings in your video.

Currently, many celebrities have joined Douyin, and content creation has also diversified and covered a wider range of areas, including beauty, food, comedy, life and even stories. Douyin has developed from a vertical to an ecological direction. Such changes will help to continuously increase platform traffic, improve user stickiness and activity, and are extremely beneficial to advertisers' marketing.

4. Commercialization is the future development direction of Douyin and also the core of its development

At present, the Douyin platform is becoming more and more mature in commercial cooperation, and its marketing methods are also full of innovation and fun. For example, full-screen vertical native information flow ads, customized in-site challenges and Douyin creative stickers can fully combine the content characteristics of Douyin and reach target users more naturally without affecting user viewing.

As the content ecosystem of Douyin continues to improve, Douyin's commercial monetization methods will become more and more abundant, and companies can therefore achieve good marketing and communication conversions through Douyin short videos.

Since Tik Tok short videos have so many advantages, how can companies make full use of Tik Tok for marketing?

1. Make good use of the splash screen ads that users see when they open Douyin

In addition to being young, another characteristic of Tik Tok's user base is that most of them are women, with far fewer men than women. Moreover, most of the female users are from first- and second-tier cities. They have absolute purchasing power. This feature has been discovered and fully utilized by many beauty, clothing and other brand companies. Through the Douyin marketing company brand, the sales and popularity of the products have been greatly increased. For example, the “Dynamic Lip Makeup Diary” splash screen ad created by TikTok and Estee Lauder MAC achieved a high click-through rate of 12.03%. There is also PUMA endorsed by the "national male god" Yang Yang, who is worthy of being a popular online star. His "ability to bring goods" is beyond imagination. This splash screen advertisement brought a high click-through rate of 17.84%.

These brands achieve the desired marketing effect by accurately positioning users and products and taking advantage of the few seconds when people open Douyin to attract consumers' attention and guide them to purchase products.

2. Leverage the fan effect of Douyin "stars"

People who are addicted to Douyin or frequently watch Douyin should know that those "celebrity" on Douyin often receive advertisements, and they will also go to find cooperative merchants. After receiving relevant advertisements, they will use their talents to tell jokes or other attractive ways to introduce advertisements, such as the beauty blogger reviews and recommendations that we often see. Many beauty brands that were not well known to the public before have gradually become known to everyone through the recommendations of "celebrity" on Douyin, and the sales and popularity of these brands have naturally increased.

People who like to drink milk tea must know Yidiandian, which is a particularly famous internet celebrity milk tea. Most people know about Yidiandian through Douyin, so when they want to drink milk tea, they will think of Yidiandian and drink the internet celebrity milk tea that has been on Douyin. The above examples are enough to illustrate the profits and value that Tik Tok marketing brings to enterprises and businesses.

3. Establish a Douyin corporate official account

Companies can register a Douyin account, present themselves to the public as officially certified companies, communicate with young users on Douyin, and convey the fun, practicality, and entertainment of the brand to the majority of users, thereby attracting users to become fans.

Some time ago, Alibaba’s official Douyin account released several videos of Jack Ma’s speeches, one of which received more than 1 million likes, and the others also received more than tens of thousands of likes. The company attracted a large number of fans in this way. These fans are potential consumers. When they have a deep enough understanding of the company's brand or are attracted to the company's products from the beginning, they will actively purchase the products for consumption.

4. Use hot topics on Douyin to attract traffic and achieve marketing goals.

On Douyin, it is not difficult to reach more than 100,000 views for a video. There will be hot videos and hot topics on Douyin every once in a while. You can combine the hot topics with the company's products, and show off the products while taking advantage of the hot topics. Good products with strong exposure will inevitably attract a lot of attention, which will achieve the effect of attracting traffic and ultimately drive the growth of product sales.

For example, the popularity of new ways to drink COCO milk tea, answer tea, Turkish ice cream, etc. on Douyin has driven the sales of products. Especially for Answer Tea, in just a few months, it recruited hundreds of franchise stores through Douyin alone, achieving a strong traffic-generating effect.

If companies use Douyin for marketing, they can consider the above methods. Maybe the company’s products and brands will become popular on Douyin!

Let’s take a look at several successful Tik Tok video marketing cases and the marketing techniques of each case:

Case 1: Three Squirrels

Three Squirrels’ marketing on TikTok is quite successful. It has millions of fans, and its playback volume and activity index are among the best on the TikTok rankings. How did Three Squirrels create such an effect?

1. Create a unique brand IP

The evolutionary ability and speed of the Three Squirrels' "IP" on TikTok are astonishing and incredible. These three adorable little squirrels, Xiaojian, Xiaoku and Xiaomei, each have their own unique personality, and are permeated with the Three Squirrels' "cute and mean" culture in every aspect. Xiaojian loves to act cute, Xiaoku is a tech geek, and Xiaomei is the representative of modern women. The Douyin account of Three Squirrels is more like the daily life of the three little squirrels. The jokes and gags bring them closer psychologically to consumers. In addition, as the core of the "pan-entertainment" strategy proposed by Three Squirrels, Three Squirrels has invested very carefully in animation IP. The "Three Squirrels" animation has built a Hollywood-level creative lineup and attracted the attention of a large number of users.

2. Keep up with the hot spots and keep interacting with users at all times

The three cute little squirrels are also veteran players of Douyin. They basically try out all the popular audios or shooting techniques on Douyin and are quite popular among Douyin users. At the same time, actively interact with users in the comment area and play together with everyone. Finally, the creativity and sustainability of corporate account content are relatively strong, which shows that the company is investing seriously.

Case 2: Dongpeng Special Drink

Dongpeng Special Drink is also very popular on Douyin. As the number of fans increased, the sales volume of the product reached an "explosive" state in a short time, which is inseparable from a series of marketing methods used by Dongpeng Special Drink on Douyin.

1. Clear brand positioning and personality that suits the public

In order to operate the corporate account, Dongpeng Special Drink specially created a character called "Brother Peng". "Brother Peng" is an avid football fan with a passionate and funny personality, and a youthful and energetic sporty and healthy style. Since his launch on Douyin, "Brother Peng" has been tied to sports marketing such as the World Cup, and has staged a happy and interesting daily life with his non-fan wife. Thanks to the wonderful performances of the "actors" and the merchants' careful management of Douyin, Dongpeng Special Drink received likes that were 22 times the number of fans. There is no doubt that this indicates the high growth potential of corporate accounts.

2. Wonderful plot design

Dongpeng Special Drink filmed the daily fun of "Brother Peng" into short videos, focusing on the relationship between men and women in marriage, the relationship between Brother Peng and his pets, office relationships, girlfriends, etc., and combined with current hot events to soft-implant the product. The creativity is wonderful, the work is extremely interesting, and the advertising is subtle.

Case 3: Harbin Beer

During the World Cup, Harbin Beer achieved 1.3 billion exposures thanks to high-value advertising exposure resources such as the Douyin short video opening screen and information flow, as well as challenge activities with strong interactive participation. The cumulative page views of the information flow ads exceeded 2.57 million, the PV of Neymar's splash screen ad reached 56 million, and the number of clicks exceeded 2.95 million.

Harbin Beer launched the #ShakeoutNewCelebrationPoses# themed challenge to users on TikTok, which set off a nationwide Harbin Beer carnival on the stadium and successfully attracted more than 270,000 users to participate, with 353,000 video engagements, more than 1.3 billion video views, and more than 53.125 million likes. The "horn + football + Harbin Beer" combination sticker props customized for the theme game were used by more than 69,000 people, successfully expanding the brand's voice.

Harbin Beer’s marketing on Douyin used the Douyin splash screen ads mentioned above.

In this era of rapid Internet development, both users and businesses are constantly growing and changing. Companies must always pay attention to user experience because users' perception of products and brands can change at any time. If companies want to attract and retain customers, they must continue to innovate. As a new type of video traffic platform and a gathering place for young user groups, Douyin short video is a source of innovation and a "feng shui treasure land" for corporate marketing.

Author: PR Home

Source: PR Home