How do the popular blue Vs on Douyin operate content?

Today, Tik Tok has become a battlefield that cannot be ignored in corporate marketing. According to the white paper data, as of May 31, 2019, the number of Douyin corporate Blue V accounts increased by 44.6 times, and the number of submissions increased by 211 times.

As more and more corporate accounts join Douyin, the competition becomes increasingly fierce. What are the popular blue Vs on Douyin? How do they create content? Do the new Blue Vs still have traffic dividends?

With these questions in mind, we sorted out the "Douyin Enterprise Blue V White Paper" released on July 16, and wanted to try to use 7 numbers to help you understand what the brand officials of Douyin are doing and where their value lies.

• Number 1: Douyin Enterprise Blue V covers more than 280 industries;
• Number 2: Clothing accessories surpassed IT/Internet applications to become the industry with the highest number of accounts;
• Number 3: The number of accounts increased 44.6 times;
• Number 4: The number of submissions increased 211 times;
• Number 5: The total number of followers of Blue V accounts is 4.1 billion;
• Number 6: The total number of video content views exceeded one trillion times;
• Number 7: The interaction data of accounts after authentication increased by 125.46% month-on-month.

1. In one year, the number of accounts increased 44.6 times. Why did these companies choose to use TikTok?

As of July 2019, Douyin’s daily active users exceeded 320 million. With the growth in the number of users and the diversification of people's interests, the content on Douyin has also developed from appearance, comedy, dance, beauty and other content to more vertical content areas.

According to the white paper data, compared with last year, the number of Douyin corporate Blue V accounts has increased 44 times, covering a wider range of industries, and business owners in more than 280 industries have opened Blue V accounts. As the "two Weibo and one Douyin" become more and more popular, more and more companies from different industries are joining Douyin to shoot short videos, build their own brands, and establish more connections with users.

At the Douyin Blue V Ecosystem Conference in 2018, Douyin officials stated that Blue V is a marketing platform for enterprises, providing enterprises with more functional services from three dimensions: assisting in the production of high-quality content, achieving efficient conversion of customers, and helping enterprises with data analysis and operations.

Since the Douyin Enterprise Account was officially launched in June last year, the Enterprise Blue V function has been gradually improved and upgraded in March this year. After being certified as a Blue V, business owners can customize private message menus, claim POI (geolocation) addresses, and also have the rights to special functions such as sub-accounts and fan portraits.

In terms of industry share and distribution, compared with a year ago, clothing accessories, business cooperation, and catering services have surpassed IT/Internet applications, cultural entertainment, and life services to become the top three industries with the highest number of accounts. The gradual improvement of the corporate Blue V functions has begun to help business owners in more industries achieve a closed loop from seeding to conversion.

Taking "Han Shang Hua Lian Hanfu" as an example, the account has been in operation for 9 months, and currently has 1.235 million followers and more than 12 million likes.

In the early days, this account mainly focused on photographing clothing, with an average of several thousand likes. After a period of exploration, their shooting changed from Hanfu display to more layered and scene-based content such as model changing clothes and explanation of photography techniques, and the number of likes also stabilized at more than 10,000.

In addition, "Han Shang Hua Lian Hanfu" used the function of the blue V custom menu, bound to the Taobao homepage, and set up a Douyin product showcase.

When watching a video, users can click on the "Same Style Hanfu" shopping cart in the lower left corner of the video to view product details. According to official introduction, the sharing showcase has been viewed over one million times, with conversion amounts reaching one million per month.

2. With a total number of fans of 4.1 billion and annual playback times exceeding one trillion, what is the value of Blue V content?

In the first year since the launch of Douyin's Enterprise Blue V product, the number of Enterprise Blue V accounts has grown rapidly, and the number of submissions has increased 211 times. As of May 31, 2019, the total number of followers of Blue V accounts was 4.1 billion, and the total number of video content views exceeded one trillion times.

The reason why corporate accounts produce a large amount of content is not only because they have targeted Douyin's traffic entrance, but also because:

1. Compared with hard advertising, video content can attract users in terms of creativity and practicality.

Compared with videos that directly contain brand logos, brand watermarks, and other deliberate marketing content, videos that are creative and practical are more popular with users. Enterprise accounts also have the opportunity to become a hit.

For example, Xiaomi, which ranks at the top of the Douyin mobile phone brand hot list, often publishes videos on shooting techniques. Previously, a video received over 126,000 likes. The first half of the video recorded the shooting process, and the second half showed the shooting results.

There is no brand content in the video and the introduction, but the comment section has a different style, "Let's learn about the handheld mobile phone gimbal" and "We have a deal, if you don't buy it, just wait for me."

2. More interactive content and stronger content expansibility

In addition to the shopping cart function mentioned above, the POI claim function is a huge traffic entrance for offline merchants, especially for the catering industry.

For example, the Sichuan spicy hot pot brand "Malu Bianbian" issues 48% discount coupons by claiming POI addresses, allowing users to locate stores from popular videos, receive coupons online and consume offline. According to official data, during the event, store traffic increased by 35%-55% and sales increased by 6%.

This combination of "Tik Tok coupons + POI" can attract online traffic to offline and realize consumption conversion, which is very attractive to many young consumers.

Another key way to play is to connect corporate accounts through topic challenges.

The challenge is a unique way of playing on Douyin. By cooperating with Douyin officials to launch a challenge, brands may obtain exposure resources such as Douyin’s opening screen, hot searches, and customized stickers. Many corporate brands will launch challenges when launching new products or popular events, and will also stimulate UGC creation by setting up rich prizes.

In March this year, vivo launched the #一升就变美# challenge on the Douyin platform to promote its new phone. Users could instantly change from ugly to beautiful by making a V sign with one hand, forming a strong contrast before and after. As of press time, the challenge has been viewed 1.3 billion times.

In addition, vivo invited Douyin influencers such as Achun and Chibupangniang to shoot videos. Among them, Achun’s demonstration video received 739,000 likes and over 5,000 comments. According to the official introduction of Douyin, vivo’s official Douyin gained 109,000 followers.

For Blue V accounts, if they want to effectively drive videos to get higher playback volume, in addition to inviting celebrities and Douyin influencers, corporate IPs or pure amateurs can also make users' eyes light up.

For example, Wangzai’s official Douyin account, “Wangzai Club”, basically contains dramas performed by his colleagues, such as “What is it like to have a rich girlfriend?” and “What is it like after getting familiar with colleagues?”... Brand implantation is done through the protagonists eating snacks and holding pillows in their hands.

It is precisely because of the characteristics of the Douyin platform that Blue V content develops in a more interesting, novel and diversified direction.

3. As Douyin’s corporate Blue V ecosystem becomes increasingly mature, are there still traffic dividends for new accounts?

"This key ring can be used for self-defense in an emergency. It's not noticeable when hanging on the hand, and it looks like a ring. But no one wants to be hit by it..." The uncle in the video made a hitting gesture towards the camera.

This is the video with the highest number of likes on the Douyin account "The Place for Using Martial Arts - Military Academy", with as many as 422,000 likes. Some netizens said in the comment section, "I hope I will never have to use this small daily necessity" and "I'm really afraid that your video will be seen by bad people." As of press time, 6,590 key pendants have been sold.

The video of "The Place for Using Martial Arts - Martial Arts Academy" mainly talks about how to defend yourself. There is not too much fancy content, and it is basically all explained and demonstrated by this uncle. According to official data, the account gains an average of 18,000 followers per day, and currently has 8.812 million followers.

There are many Douyin corporate accounts that have quickly accumulated hundreds of thousands or even millions of fans in a short period of time. Accounts such as "Laige Design" and "Jiaxing Media" have an average daily increase of more than 30,000 fans. All of these rely on the increasingly complete Douyin Enterprise Blue V product line. On the "Laige Design" merchant page, you can see store activities, special services, and online reservation functions.

According to QuestMobile, as of April this year, Douyin has the largest number of monthly active users among the short video apps used by those born in the 2000s and 1990s.

When short videos became a popular information carrier among young people, corporate marketing also shifted its focus. In general, certified corporate Blue V accounts are more active. The most obvious change is that the interaction data of certified accounts has increased by 125.46% month-on-month.

As corporate accounts become more active on Douyin and more and more accounts are registered, has the number of Blue V accounts reached saturation? Are there still traffic opportunities for new accounts?

Looking at the brand surge charts in different industries, we can see that there are still many new brands breaking through the siege. We have summarized some commonalities:

1. Leverage the Blue V function

Taking Watsons as an example, the account ranks seventh on the retail industry’s soaring list. In April this year, Watsons launched the #GlobalTravels# challenge, using exclusive stickers to shoot interactive videos.

It is understood that Watsons gained more than 54,000 followers, and the total number of fans exceeded one million.

2. Refined operations

"Wei Yi Custom Home Furnishing" is a typical case. According to previous official reports, this account was one of the earliest entrants into the home improvement industry and currently has 4.896 million followers.

Observing the content published by the account, "Wei Yi Custom Home Furnishing" divides the videos into columns such as new home design, follow-up visits with owners, and decoration material selection. The column names are clearly visible on the video cover, and different colors are used to distinguish the columns.

3. Continue to explore more vertically segmented content

Teaching-related corporate accounts are not uncommon on Douyin, but "Beijing Qidian Art Studio" focuses on interesting stories that happen in the studio.

For example: A student drew a realistic socket on the wall and even fooled the art teacher.

For new corporate accounts, sometimes taking one more step and exploring segmented content more deeply may produce different results.

As long as you produce high-quality content carefully, master certain operational skills, and learn to leverage the function of Douyin Blue V, it is not that difficult to run a good corporate account.

When many people are asking “Is it too late to enter the market now? Are the platform dividends still there?”, new players may have already seized the opportunity to make a move. By carefully producing high-quality content and mastering certain operational skills, corporate accounts will also have the opportunity to stand out.

Related reading:

1. Tik Tok content operation: Thoughts on going from an amateur to a millionaire blogger

2. How to quickly become a master of Tik Tok content operations

Author: Umaru

Source: Newrank (ID: newrankcn)