The secret to making Tik Tok video ads a hit!

How to shoot a good Douyin video with strong sales potential?

As a traffic pool with 320 million daily active users, Douyin has a huge number of users and is favored by many advertisers. So how do you shoot a good Douyin video that is both trendy and sells products? Let me first show you what a good video that sells products looks like.

1. Character + situation videos. The funny guy's expression is matched with different braised geese. While highlighting the product, more attention is paid to the guy's expression, without particularly highlighting the functions and selling points of the product.

2. Videos that highlight your product. The entire process is about making the little yellow duck. The product’s usage scenarios, usage methods, and product functions are all displayed one by one, and it has a strong ability to bring goods.

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What kind of advertising has better ability to bring sales?

It’s obvious that videos that highlight the product have a stronger ability to sell products . Advertisements must highlight a certain selling point of the product. So how do you make a video that has a stronger ability to sell products?

Grasp the four requirements:

1. Product (product features and core selling points)

2. Model (model beauty and expressiveness)

3. Video structure (golden 6-second rule and duration)

4. Shooting methodology (how do I operate after getting the product)

1. Indirectly highlight the product

We watch Douyin to relax, not to remember the selling points and knowledge content of the products.

Therefore, the core selling points cannot exceed three. You need to find the core selling points that are most attractive to consumers and make the product features in the video very clear.

More selling points does not mean better. More selling points means you can’t hear clearly and can’t remember at all. Concise, easy to understand and good for me are the driving force behind consumers' purchases.

When the selling point of a product is not very prominent, you can use concept capsules to tell consumers directly what is good about my product without any nonsense.

The celebrity sunscreen spray competition uses concept capsules. Li Xian is also using the hydrating spray, so he will never get tanned when filming outdoors in summer. Douyin's "Beef Brother" directly lowers the price, which is cheaper than what you buy outside, just to tell consumers that what's sold here is cheap.

2. Model screening

Not every model is an internet celebrity. The presentation method of the product video needs to be determined based on the model’s expressiveness . One focuses on products, the other focuses on cases.

Different models correspond to different products. For clothing, we look for models with better figures; for food, we look for models with good sense of humor; for travel, we look for outdoor models . We find suitable models for shooting according to the products.

Currently, some of the things that are very common on Douyin, such as couples shooting some clips and wearing the same clothes of a young lady, highlighting the fashion of the clothes and interesting interactions, this kind of character + scene shooting is very suitable for clothing advertisements.

3. Video structure

“Golden 6-second rule” – 99% of users swiped past the page 6 seconds ago.

In the golden 6 seconds, the content in the first 6 seconds determines whether the user will like, comment, forward, or even buy. This requires the matching degree between the video cover, music and content to instantly capture the user's heart. What can we put? I divide the video structure into three types. It’s best to try for videos under 20 to 30 seconds.

(1) Pain points + products:

The Douyin content of "Niurou Ge" directly highlights the products and only sells authentic and low-priced goods. The price of lipstick on the official website is around 200, while that on Niurou Ge's side is 149. This captures the psychology of some beauty-loving girls who don't want to buy particularly expensive lipsticks, and also highlights the special offers of the products.

(2) Pain points + effects:

Douyin's "Cui Lei" specializes in talking about marketing, entrepreneurship and other practical stuff, which has solved the learning methods for some people who want to start a business or are already starting a business. How to promote a store and how to promote products at low cost are all pain points encountered in the work. After watching this short video, you will have more ideas and thoughts.

(3) Effect + Product:

Douyin’s “Li Jiaqi” is the king of selling goods.

Friends who have watched his videos know that when he introduces a product, he never talks about how many rare elements are added to it, or how much higher the nutritional content is than other products. Instead, he says that after applying this lipstick, your lips won’t be dry even after 6 hours, and directly talks about the effects of using this product. He does not simply highlight the product introduction, but the experience after using the product. This is why there are so many review videos now.

4. Shooting Methodology

Advertisements are advertisements, not TV dramas or movies. The video should include information such as models displaying products and plot presentation, because the models are uncontrollable, the script is incoherent, and the correlation between the product and the script is too poor, which will affect the sales effect.

I suggest that you watch the existing videos to promote restaurants, clothing, brands, apps, tourist attractions, etc. There are many cases on Douyin at present, and you can develop shooting methods based on your own products.

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What should you consider after posting your ad?

1. Update

The explosive growth cycle of each video is 2-3 weeks, so the content needs to be constantly updated and fresh blood injected.

How does a company create a Douyin account? It is recommended to have a finished video within 1-2 days, and regularly find influencers for promotion based on product features, model screening, season matching, etc.

2. Creativity

You can find creative ideas from Douyin's native video content or the Internet. The dissemination of Douyin's native videos can reduce user awareness. For example, "Dilraba Dilmurat's dance" has been imitated by countless young ladies. In the "Kicking Bottle Caps" challenge, Donnie Yen kicks bottle caps blindfolded, an excavator sweeps across bottle caps, a sports car gracefully kicks bottle caps, etc.

The brand releases its own creative videos: for example, the little yellow duck is placed on a car, a bicycle, a skateboard, etc., allowing users to use their own creativity. DJI drones have released a remote-controlled car. The brand only needs to provide instructions on how to operate it. Users’ imaginations are bigger than yours.

3. Replacement

If a product has been running for 3-4 months and all the materials and routines have been used but it just won’t become popular, then you should quickly change the product because this category is definitely not suitable for sale. For example, if you sell socks or a barrel of oil, there is no marketing point. Products should be seasonal. In summer, sell short-sleeved shirts, sunscreen, small toys, etc.

Products need to be changed to keep the account active. Don’t stop creating new videos just because one of your videos went viral. Update videos regularly, mingle with users, interact in the comment section, build fan communities, etc.

Related reading:

1. Douyin operation methodology: 500,000 followers increased in 2 months!

2.2019 Tik Tok promotion and operation strategy!

3. Douyin promotion method: 6 types of content that Douyin limits traffic!

4. Tik Tok promotion skills: 3 steps and 7 key points!

5.What are the essential factors for Douyin promotion?

6. Sharing of practical tips on Douyin promotion and operation!

7. Douyin operation and promotion: How to use hot products to improve retention?

8. Douyin promotion method: 6 types of content that Douyin limits traffic!

9. Tik Tok promotion and monetization operation tutorial!

10. Tik Tok marketing promotion, how can one video gain 480,000 followers in 2 days?

11.How to promote Douyin? What are the channels for promoting Tik Tok?

12.How to operate Douyin on behalf of others? Tik Tok operation plan

Author: Meng Dehang

Source: Meng Xiaochu Operation Notes