How should Tik Tok create a hit? Official TikTok hit tips!

The rise of short videos has brought countless new opportunities for marketing. Douyin also took advantage of the opportunity and soared to become a popular product in the short video field. With 250 million daily active users and 500 million monthly active users, Douyin is gradually gaining favor from more and more brands.

Everyone is starting to use TikTok, which may not be a strategic plan, but may be because they are afraid of missing out.

Everyone came to Douyin with the hopes of the whole village. Seeing that a random video of someone eating could get hundreds of thousands of views, they were full of expectations.

But after all the operations, the saddest thing is that when users see your product, they just seem to glance at it and continue to scroll down, not giving you any chance at all, and it’s a long way to go before you can become a hit.

So how should we create a hit product on Douyin? It’s better to see what the official says first than to listen to more classes!

Today, I will share with you 5 rules for creating popular products recommended by Tik Tok officials. They are very practical.

01

User Ignition Point Rule

In order to make vertical screen videos resonate with more users and ignite their interest, we need to find hot content that current users are paying attention to, such as popular challenges, popular searches, and music library hot song charts.

Therefore, it is necessary to study some popular content on the platform and make creative extensions and imitations. Content that is fun and entertaining, fresh and cool, has emotional resonance, and has beautiful appearance is more popular among users.

At the same time, content themes such as music, Douyin-specific reversal dramas, creativity, and food have a higher interaction rate. Compared with pure advertising, the effective playback rate of advertising implantation methods such as music, dance, and skits has increased by 53.7%; the average single playback time has increased by 45.6%; the completion rate has increased by 139.2%; the forwarding rate has increased by 10.7 times; and the comment rate has increased by 23.9 times.

It can be seen that life-oriented and entertaining topics are more in line with the context and user preferences of the vertical screen platform.

In addition, content that can be imitated is more likely to inspire users to spread and become a hit. On TikTok, actions, dances, plots, and music are all elements that can be imitated. The ultimate goal is to achieve spontaneous fission growth of content and become a hit.

For example, creative elements that are easy to spread and imitate, such as simple and easy-to-learn dances, catchy songs, and plot twists, can trigger users' "active participation."

02

Scene Native Law

MetrixLab research in Asia Pacific found that when a product demonstrates real-world applications, it is more likely to spark consumer interest in the brand and increase purchase intent.

Official data from Douyin shows that the click-through rate of advertising content that showcases product life scenes is 1.34 times higher than that of promotional ads, and the click-through rate of advertising ideas that use characters as life scenes is 71.4% higher than that of advertising ideas without characters.

In vertical screen mode, people don’t have much time to watch “hard” and “pure” ads, so the official recommended three directions for vertical screen ads to be deeply native:

1) Native format: Adopt the “TikTok style” format that is highly accepted by users, and fully consider the integration of vertical screen advertising plot and user experience.

2) Intent-native: Based on insights into the user’s true intent, create advertising content that meets actual needs, such as reversals, stunts, and coolness.

3) Emotional Nativeness: Display the beauty of life in multiple dimensions. Advertising concepts should resonate with users’ beautiful emotions.

03

First-person rule

Whether it is a celebrity or an amateur, introducing a character helps to establish a sense of reality, and using the first person can increase the depth of the connection.

Videos featuring real handsome men and beautiful women will receive more attention and bring deeper advertising reach.

The effective playback rate of advertising creatives featuring celebrities and influencers increased by an average of 60%. At the same time, compared with other expressions, expressions using the first person have an average increase of 35% in click-through rate, 21% in effective playback volume, and 28% in average single playback duration.

Therefore, just like Weibo and WeChat, Douyin also needs to create a real brand personality with personality, and interact and communicate with users in the first-person way.

04

Golden Time Rule

There is a significant relationship between the length of an advertisement and the completion rate of a consumer's single viewing of a video advertisement. Compared with advertisements longer than 15 seconds, advertisements shorter than 15 seconds have a 96.3% higher completion rate, and their forwarding and comment rates increase by 3.03 and 5.45 times, respectively. A higher completion rate can help advertisers disseminate information more completely.

Douyin officials believe that a truly good advertisement should be able to focus the user's attention within 5-7 seconds and attract users to spend more than ten seconds to watch it.

Therefore, the selling points of Douyin advertisements should be focused and single, and should not be spread out. In terms of advertising content, forms such as function demonstration, scene interpretation, and concept communication have a higher completion rate and acceptance.

05

Intelligent optimization rules

This actually refers to Douyin's personalized recommendations, which break the traditional marketing path of "see - pay attention - interest - search - action" and directly form efficient reach through intelligent recommendations.

Therefore, content tags and titles are crucial. Without good titles and tags to improve recognition, even if the content is good, the chances of attracting users will be greatly reduced.

The setting of titles and tags should have two clear purposes: first, to stimulate users to click ; second, to obtain more traffic recommendations . It is necessary to set keywords reasonably in the title, abstract, keywords and detailed description.

"Buddhist youth", "greasy middle-aged man", "middle-aged girl" and so on have all become popular labels at one time. Users will instinctively seek to form a group with "labels" and find a sense of psychological belonging.

In short, users on Douyin are more "anxious" and their attention is highly unfocused. You may be brushed off in the blink of an eye, so it is particularly important to quickly gain users' attention.

From the very beginning, you must immediately attract the user's interest, build up a sense of anticipation, and make the user motivated and interested to continue reading. The climax should be at the beginning, and don't hide it. Good appearance, popular BGM, exciting pictures, interesting plot, hot tags, and suspenseful plot are all brought out.

No madness, no climax, no vibrato!

Finally, I would like to share with you some valuable official data of Douyin:

The above sharing, if you find the article helpful, please share it with your friends, it may help them.

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Author: Mumu Old Thief

Source: Mumu Laozei