Do you know the 8 ways to place Tik Tok ads?

Here are 8 ways for brands to use Douyin. Brands hoping to make a difference in Douyin marketing may want to read this!

From "a music short video community focusing on the new generation" to "recording a beautiful life", the change of Douyin's slogan shows that it is embracing more people. Statistics show that the average daily playback volume of TikTok has reached 2 billion, making it a machine for generating explosive content.

More and more brands are starting to settle in Douyin, and in this magical content production community, they are coming up with a variety of new and trendy ways of playing. Here are 8 ways to use Douyin for brand marketing. Let’s see which one impresses you more?

1. The most popular way to play Douyin: music and dance

Cool special effects, fun creativity, dynamic dance, coupled with rap, electronic music, two-dimensional and other elements, a short video with the most TikTok style was born. They form a time black hole, and once you get into it, you can't get out.

Brands have seen the influence and spread of this form of content, so original music, plot interpretation with music as the background, lip syncing, gesture dance, and magical dances such as seaweed dance have become their bases for content marketing.

Usually, brands will invite Douyin KOLs to creatively customize dances or music that match the brand, and then encourage more fans to imitate, thereby triggering a wave of dissemination.

For example, at the Baojun 530 car launch, two Douyin influencers invited by Weibo created and released a "530" gesture dance with the same name as the vehicle, combined with effects such as camera movement and transitions, and matched with different background music to spread and promote the launch event, which received tens of thousands of likes on the day of the launch alone.

2. UGC+DIY TikTok hits

On TikTok, the brands that currently use this marketing method the most are catering brands. That’s right, you may immediately think of Haidilao’s tomato beef rice, the popular Answer milk tea, etc. Douyin seems to have become "Douyin on the tip of the tongue", providing a natural soil with great marketing value for catering brands.

This is mainly because:

First, creative eating methods combined with short video dissemination are a perfect match. Coupled with the authentic, impactful content and high interactivity on Douyin, it is easy to trigger traffic.

Second, it is easy for ordinary consumers to participate in the production of personalized video content. One thing that all internet celebrities’ eating methods have in common is that they DIY various imaginative eating methods, then upload the content, trigger dissemination, and even guide brands to make changes to their products.

This approach not only brings high-frequency exposure to the brand, but more importantly, it can also bring massive offline conversions. In fact, not only catering brands, but also daily chemical brands and some technological digital products can initiate this kind of DIY usage or play.

3. Brands settled in Douyin to "carnival with the people", and Huanxin's Douyin hit product exceeded 5.7 million.

The popularity of TikTok has not only attracted individuals, but more and more brands have also begun to settle in TikTok and use short video content to interact with fans. Brands from different industries such as JD.com, Tmall, Xiaomi, Alipay, Didi, and Tencent Animation have already started "Douyin operations", and even traditional enterprise-level service companies such as Huanxin have opened their Douyin accounts.

Brands have determined different personalities based on their own tone and the communication characteristics of the Douyin platform. For example, Alipay acts cute and funny on Douyin, and Xiaomi unlocks various new and unique ways to play through Douyin. Moreover, they also love to communicate with fans in the interactive area. This friendly and humane way of communication is very popular among Douyin fans. For example, HuanXin recently joined Douyin and released a live video of the League of Legends S7 Global Finals, which aroused great response from programmers and LOL fans, and developed into a check-in destination for League of Legends Douyin players. The number of views has exceeded 3 million, with more than 200,000 likes. At the same time, HuanXin’s Douyin video released a memory video of the first “6300” paid hero for LOL players, which triggered a wave of interaction among fans. The current number of views has exceeded 5.7 million+, and it has also driven a significant number of readers of other HuanXin product videos. It has opened up a new path to reach young users and provided enterprise-level service companies with some new media operation ideas.

It can be said that brand operation of Douyin accounts has become a trend, and "two Weibo and one Douyin" may become the standard combination of social marketing for brands.

4. Native and creative information flow ads

Users who use TikTok will definitely encounter this situation: after watching a few TikTok videos, they will come across a TikTok information flow ad marked with the word "Advertisement". This form of advertising is also one that brands often encounter.

Information flow advertising is based on massive amounts of information, and the advantages of Douyin’s information flow advertising lie in its originality, creativity, and customization, which basically have no impact on users’ viewing experience.

The cases we are more familiar with are Airbnb, Chevrolet, and Harbin Beer’s launch of Douyin, which was the debut of Douyin’s brand video advertising. It is understood that Airbnb’s brand favorability increased by as much as 89.2% through this advertisement. Sophie also launched two information flow advertisements on Douyin. During the two-day run, the total number of video views reached 16 million. Good advertising results are bound to attract more advertisers to place ads.

Douyin and Toutiao are both media platforms developed by Bytedance, so Douyin ads and Toutiao ads are delivered using the same advertising platform - Bytedance ad delivery platform. Bytedance ad platform includes four media: Toutiao, Xigua Video, Huoshan Video, and Douyin. When delivering ads, you can choose to deliver to one of the media or all of them. The payment methods and prices of the four media are the same.

The charging model, price and precise targeting of Douyin ads on Toutiao are the same as those on Toutiao. You only need to enable Toutiao ads and set up the ads yourself on the ad backend:

If you want to bid, you need to deposit 5,000 yuan, and then there are three ways to deduct the fee:

CPM: cost per thousand impressions, which is the cost required for an ad to be displayed 1,000 times (bidding starting price: 4 yuan/thousand times).

CPC: cost per click, which is the cost of an ad being clicked once (bidding starting price: 0.2 yuan/click).

CPA: telephone consultation, that is, the cost of a customer consultation call; form submission, that is, the cost required for a user to submit personal information once; single download cost, that is, the cost required for an APP to be downloaded once. Android app only.

A more conventional method is CPC, which is similar to the concept of Baidu bidding. The more you pay, the higher you will rank, and the more exposure you will get. The same applies to bidding with Baidu. You need experience in advertising and data optimization. You can find someone with experience to help you.

5. Tik Tok Challenge Marketing

There is an official Douyin Assistant on the Douyin site, and its task is to launch various challenges. Brands often use the official appeal of Douyin to launch various creative interactive activities.

For example, the American designer brand MICHAEL KORS launched a theme challenge on Douyin titled #CityT-stage, come to Douyin if you don’t agree# In just one week, the challenge attracted more than 30,000 Tik Tok users to spontaneously create short videos, which received more than 200 million views and 8.5 million likes, significantly enhancing the brand influence of MICHAEL KORS among China's fashionable young groups.

There are many such successful Douyin challenge marketing cases. This is mainly because the official release is not only authoritative and appealing, but also this form can quickly gather high-quality resources on the site, and then trigger secondary and tertiary dissemination, forming a viral spread trend.

6. Creative sticker marketing

Creative stickers are often used as an auxiliary means of brand marketing on Douyin. After all, fun and interesting stickers and various cute and adorable emoticons are an indispensable interactive tool for the core group of Douyin in social interaction.

For example, Pizza Hut once planned the #DOU出黑，才够WOW# theme event on the Douyin platform, and invited the well-known musician Song Bingyang to compose the magical song "Black Magic" as the theme song for the challengers. In addition, it also customized some stickers containing Pizza Hut elements for the brand creativity. When Douyin users participate in the challenge video production, they can use these stickers to enrich the video content.

The addition of such small details not only makes the video more interesting, creates an active community atmosphere, but also enhances brand exposure. This is also a reflection of Douyin's product technology. It is understood that Douyin supports emoticon stickers that detect 106 facial key points, virtual background replacement technology that separates people from the background, etc. These technical Tik Tok interactive elements can be fully utilized in brand videos to communicate with fans.

7. Tik Tok celebrity and KOL marketing

Douyin has not only cultivated a large number of Douyin celebrities, but also attracted a large number of stars to join. Because Douyin has created a good and active community atmosphere, ordinary audiences can directly interact with celebrities or influencers through Douyin. Based on past experience in social media communication, their influence cannot be ignored.

Douyin also uses the celebrity effect when spreading its content on its own platform. It has collaborated with Da Zhangwei to create the theme song of "If You Don't Accept, Come and Fight". At the same time, the site also launched the #Da Zhangwei不服来抖# challenge zone, in which Douyin influencers took over the challenge. From release to traffic generation, it received hundreds of millions of exposures in just three days. This wave of operations is really unacceptable!

Douyin KOL marketing covers a variety of content marketing methods such as technology, music, dance, beauty, emotions, cute pets, etc.

One point worth emphasizing is that compared to other short video platforms that have embraced MCN and emphasized the head effect and media communication effect, Douyin, which is composed of UGC and KOL as the core, is more original, pays more attention to the participation of ordinary people, and the performance effect is more real and natural!

8. Various hard advertising resources are released

Tik Tok has a huge exposure, so the various hard advertising resources on the site are also very attractive to brands.

Douyin currently has advertising resources set up in locations such as the opening screen, discovery page, search page, and in-site messages. Brands can achieve full-path communication coverage and expose brand information in all directions through this type of hard advertising.

8 ways to play, which one do you like best?

Finally, when placing advertisements, you must understand the promotion logic of Douyin.

Generally, our delivery process is: open a delivery platform account, familiarize yourself with the delivery platform rules>> configure delivery rules and content>> test online and make continuous adjustments>> complete delivery

1. Open an account on the delivery platform and be familiar with the platform rules

Account opening

Enterprise Certification

2. Configure delivery rules and content

When placing advertisements on Douyin, the advertising plan will go through four steps: pre-allocation of advertising exposure, estimation of advertising CTR (click-through rate), advertising sorting, and advertising frequency filtering before it will be displayed to users. The biggest difference between Toutiao and other advertising platforms lies in “personalized recommendations and intelligent distribution”. That is, the advertisements placed on Douyin (Toutiao series) are distributed by "robots". Understanding the rules followed by "robots" in the process of distributing advertisements can improve the efficiency and effectiveness of advertising.

In combination with the above rules, it is generally necessary to consider the delivery dimensions, the matching of ad positions, and the testing of copywriting materials to improve delivery efficiency.

(1) Delivery dimensions: gender, age, interests, keywords, urban area, work and rest time, weather, occupation, operator, mobile operating system, mobile phone brand, network type, article category, and consumer online shopping behavior. Based on the overlap between the Keep user portraits and the Tik Tok user portraits, we selected age and city as fixed dimensions, namely 20-30 years old and first-tier cities. Continuous testing is required in the time dimension. The bid during the test period is 20% higher than the normal bid. A high price is paid to grab volume. On the premise that traffic will not decrease, the bid is lowered to reduce costs. In addition, the bids at different times of the day are also different, low in the morning, low at noon, and high in the evening.

(2) Characteristics of advertising space

Ad space features

a- It is the first entrance when the screen is opened and the device is turned on. It has a strong visual impact and is free of interference. It strongly targets the new generation of consumers. There is no limit to the number of times each user can see the screen-opening advertisement every day. Note: For new users, no splash screen ads will be shown within 7 days

b-Information flow brands can promote short videos of 5-60 seconds and display them in the Douyin recommendation flow in the form of native ads. Seamlessly integrate into the Douyin recommendation flow to help advertisers achieve their marketing promotion goals on Douyin.

c- Sticker brand customized Douyin stickers. When shooting, users can download and use sticker types in the sticker bar: 2D face pendant stickers, 2D foreground stickers.

d-Music Library enters the customer's own copyrighted commercial music into the Douyin music library. After entering the library, users can search for the music in the music library and use it for video uploading/shooting on the Douyin platform.

(3) Copy material testing: Different distribution channels for copy materials will have different copy points. It is necessary to prepare different material forms for AB testing, and finally select 2 forms for large-scale promotion.

3. Online testing and continuous adjustment

After going online, various indicators including delivery time, copywriting style, material style, age group, bid, etc. must be continuously tested. To find the most suitable delivery strategy in a short time.

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