Operating Douyin Enterprise Account, these 7 tips are worth learning

With its powerful ability to bring goods, Douyin has successfully squeezed into the new media camp and is now a channel that major brands attach great importance to for promotion. Now that TikTok has launched corporate accounts, it is a good opportunity for most brand marketers. The author of this article has summarized 7 methods, so come and learn them now.

Entering 2018, “Two Weibo and One Douyin” have become the focus of brand marketing for major companies. On June 1, 2018, Douyin launched its corporate account, which is also a necessary path for platform-based companies to provide services of different value to different user groups.

When the user scale, usage habits, and population portrait are sufficient, the value of commercial operations becomes increasingly prominent, just like when WeChat launched official accounts and Moments ads, except that this time, Douyin has formed a different user memory point in visual scene marketing.

I often say in various sharing sessions that the connection between brands and users is inseparable from content. In ancient times, bamboo slips, letters, and lists were used; in modern times, newspapers, radio, television, and the Internet are used. Today, media carriers are changing.

But the core of the content has not changed. From text to pictures to short videos, content marketing is an important way to build, enhance and transform brands, and it is also the core of marketing.

Based on the opportunity of Douyin Enterprise Account, let’s talk about its characteristics and hope to inspire you:

1. Brand video recognition position

As users become more and more receptive to video expression, the core expression method of brand content marketing will also increase in video. As the champion of Apple App Store download rankings in the first quarter of 2018, Douyin short video is unique in its differentiated short video UGC content.

As an officially certified corporate entity, the brand communicates with young users through videos in this platform, conveying the fun, practical and entertaining side of the brand.

Many brands are identified through a logo, a symbol, a slogan that touches the heart, a video, an activity...

Every form of expression will deepen the user's impression of the brand. Especially under the current trend of younger people, the right way is to spread the brand in a way that users like.

In Douyin Enterprise Account, what are the features that improve brand video recognition?

1. Blue V official certification mark

The Blue V certification logo, corporate brand avatar, certification name, header image, etc. all increase the authority of the brand.

2. Full nickname search pinned to top

After certification, the Douyin corporate account will be recommended at the top when searching for the full nickname. This unique lock shows that Douyin attaches great importance to this corporate account. For corporate accounts, there is a video pinning service, which allows key video content to be reheated, bringing more exposure opportunities.

Full nickname search pinned

Video pinning service

2. Brand Information Matrix Opens Up

Douyin short video is connected with Toutiao and Huoshan short video, and the identities and rights between the platforms are synchronized. There are two ideas for connecting the information matrix:

1. Content synchronization between platforms: After a brand applies for authentication with a Douyin or Toutiao account and passes, the identity and rights between platforms will be synchronized;
2. Building a cross-platform enterprise matrix: Whether on Weibo, WeChat, or other social platforms, or to Douyin corporate accounts, establishing the company's official account is the beginning of the matrix. Different platforms should be positioned differently, and the content characteristics should be consistent with the platform, but the content style should be consistent with the brand tone, so that user groups on different platforms have a unified understanding of the brand, but they fall in love with your brand because of different content expressions.

3. Diverse combinations of brand transformation

The Douyin Enterprise Account is equivalent to giving certified users a privilege, link jump service and vertical sales conversion components. After the short video attracts user attention, exploring conversion is the part that Douyin is constantly helping companies improve.

"View details" and other link jump services

1. Link redirection service: Currently, you can put any links or promotional content (such as official website) you want in this place, providing more display opportunities and visits for brand or product presentation;
2. Sales Conversion Service: Provide vertical conversion components for each industry to facilitate the implementation of marketing → communication → conversion behavior (this function is currently under internal testing).

4. Brand fan insights and management

Brands want to know what content young people are watching, what kind of expressions they like, and how to reach users, make them interested in the brand, and then convert them...

When users' attention has shifted irreversibly, Douyin has formed a unique young ecosystem in first- and second-tier cities. Young users born after 1995 and 2000 have led those born after 1980 and 1990 to enjoy the Douyin short video "vision" together.

Douyin Enterprise Account also provides brands with:

1. Marketing insights: Hot content, video data, reviews and reputation are all at your fingertips. Professional insight tools enable companies to market efficiently. Insight into this matter is especially important for the formulation of brand marketing strategies. It plays a vital role. Enterprises can participate in and take advantage of the content that everyone is playing at the moment, and analyze the data of the content videos they publish themselves, which is of great help in optimizing and adjusting the content strategy.
2. Fan management: Fan portrait analysis enables companies to better understand the video audience and adjust promotion strategies.

Douyin has quickly gained popularity among users and is also favored by more and more brands. Why should you open a Douyin corporate account?

(1) Bonus opportunities

Just like when WeChat launched official accounts in 2012, brands that participated early also grabbed the first wave of bonus opportunities and gained more recommendations and traffic bonuses. Now, the launch of enterprise accounts by Douyin, one of the “two Weibo and one Douyin”, is also an opportunity. I have stated above my four judgments on the bonuses of enterprise accounts.

Of course, companies can also join in later, but they will need to spend more energy, manpower and financial resources on operations, resources and content creation.

(2) Content Trends

We no longer need to discuss whether short videos are a trend. From the traditional media era when TV stations delivered content through short videos, to the Internet era when video websites gained huge traffic through micro-movies and short videos, in the mobile Internet era, it is clear that short video communication has become one of the important ways for people to communicate with each other and for brands to communicate with users.

What are the current cases of Douyin Enterprise Accounts?

"Tao Zui Niangzi": The tea brand's fun garlic-pounding dance received over 3 million likes

"Taozui" is a tea brand in Zhuhai with plant collagen as its theme. The boss gained more than 3 million likes on Douyin through a fun garlic-pounding dance and is well-known in Zhuhai.

The store also combined the hype of Jay Chou's concert and launched an activity on Douyin to encourage anyone to shoot a video related to Jay Chou and tag him @桃最娘子. "We will give them a cup of milk tea offline, and many people came to get milk tea after the concert that day."

The clerk said: The sales on the day of the event increased to more than 150% of the normal level, and there are about 200 @ every day.

"Airplane Home": Business content is transformed into interesting videos and effectively converted into orders

"Airplane Home" is affiliated to Shandong Xiaohan Helicopter Leasing Co., Ltd. It was originally started by college students to engage in helicopter leasing business and is well-known in the circle. After getting in touch with TikTok, he opened an account and has now completed the enterprise account certification. The short videos he uploaded are all about helicopter stunts, picking up the bride at weddings, etc., which have attracted a large number of users' attention.

Among them, the newlyweds at the Weifang wedding contacted and cooperated through the Douyin corporate account, which also triggered local news media to report on the company, greatly enhancing the brand awareness.

What suggestions do you have on how to use Douyin Enterprise Account? I have compiled 7 easy-to-use and effective tricks for your reference:

Step 1: Play with the product

Find selling points in the product. For example, the "Airplane Home" in the Douyin case directly turns the business content into video. This type of content is novel and easy to attract everyone's attention.

In addition, the UGC content of brands like "Haidilao" and "Answer Tea" on Douyin also mostly comes from products, such as "Haidilao's Douyin way of eating", which presents the original product implementation steps through music short videos, which is practical and interesting. There is also Xiaomi’s “product play” in Douyin short videos that is worth learning from.

「Xiaomi mobile phone」

In Xiaomi's certified Douyin corporate account, most of the short video content is based on product functions and highlights. For example: on Children's Day, all Xiaomi mobile phone icons were selected, and the Douyin icon was kept to play Snake... There was also a girl who turned on Xiaomi's photo and video recording function to record a video.

Tip 2: Play with tags

What does “playing with tags” mean on TikTok?

By releasing a series of content, users can form a labeled perception of the brand. For example, Xiaomi has created a series of short videos in which it regularly "flirts" with girls at offline counters, and Audi has launched a series of story-based short videos.

Tip 3: Play hot spots

There are many hot topics, popular ways of playing, and popular music in Douyin. Corporate accounts can also choose to "shoot the same style" as appropriate. "Tao Zui Niangzi" is operating the Douyin corporate account in this way.

Tip 4: Play as an expert

It is not difficult to implement such gameplay when influencers participate in the creation of brand content. One way is for influencers to directly participate in the creation and implant products, which is already quite common. You can also initiate challenges on your own, invite experts to participate, and participate in offline brand events to create Douyin together.

"TikTok + Pizza Hut"

"Tik Tok + Pizza Hut" launched the #DOU出黑,才能WOW# challenge . Pizza Hut launched barbecue black pizza for young people, and six online office celebrities including Ono, Hana Da Miao Ge, Song Bingyang, Little Annie, Big Sun, Little Potato, and Powerjun led the demonstration.

Offline, two celebrities, Little Annie and Big Sun, and Little Potato, led the teams respectively, and conducted a Douyin challenge PK on the spot. Well-known singers Song Bingyang and Feng Jianyu also performed live songs and dances to interact with each other. 28,154 original videos were generated, challenging the goal of achieving over 100 million video views.

Tip 5: Play Music

Music on TikTok has become a very important indicator of popularity. Interesting music has become the kind of music that many TikTok influencers imitate and shoot the same way. Brand owners can also create their own interesting music by "playing with music" and trigger a trend.

Baojun Automobile

Baojun Automobile focuses on the concept of "just right" and launched a song "Baojun 360 is really just right". The picture shows a dancing horse, which is also the interpretation of Baojun Automobile's LOGO image. The lyrics are: "I have a little bit of flesh, but my figure is just right. I am a little bit unrestrained, but the scale is just right..."

So far, it has attracted 244,000 users.

Tip 6: Play with special effects

In the gameplay of Tik Tok, special effects have become a favorite way of netizens. Various special effects can be used in short videos, such as: using stickers, shooting techniques, and unpredictable special effects. These gameplays can also be played by corporate accounts; for example: @智云稳定器 likes to combine special effects with products.

Tip 7: Play with rituals

When brands participate in Douyin creation, it is best to create some sense of ritual for the product. For example, the "Turkish Ice Cream" and the "Answer Tea" brands are popular on Douyin. All the content has some sense of ritual, and is consistent with the product symbols and brand tone, and is easy to spread on Douyin.

The creation of this kind of "ritual" can be achieved by breaking down the steps of product use or magnifying certain aspects of the product, such as: Answer Tea's short video of asking questions about buying tea, which arouses everyone's interest and is also the highlight of this tea brand.

So, what should brands pay attention to when participating in Douyin Enterprise Account?

1. Fun and practical, reject vulgar imitations: It is best for brands to create interesting content, which is also the content that is easier to spread on Douyin. Of course, practical short videos about eating methods launched by restaurants or fast-moving consumer goods are also very popular. Then companies can create a lot of content based on their own characteristics. For example, how to take photos with a mobile phone, how to drink water, and creative packaging ideas.
2. Cleverly combine hot spots and refuse to follow the trend without bottom line: You can participate in hot topics and popular content. The official enterprise account is different from the works launched by ordinary users, so you must pay attention to copyright and bottom line. Regulations should be made in advance for the standardized use of maps, historical figures, and competitive product attacks.

Steps to apply for a business account:

1. Log in to the official Douyin website (www.douyin.com), register and log in, then click “Enterprise Certification”, or directly log in to the Douyin Enterprise Account Certification Platform (renzheng.douyin.com);
2. Upload company-related information, fill in relevant information, and pay the audit service fee;
3. Submit to complete the registration process and wait for certification to pass.

The arrival of TikTok Enterprise Account is a good opportunity for most brand marketers. The trend is like a horse. You can’t chase it, but you have to ride it.

For brand owners, Douyin’s visual scene marketing innovation is worthy of everyone’s attention and practice. Are you ready for this bonus stage?

author: Wei Jiadong

Source: Wei Jiadong (weijiadong2013)