What is the form of Tik Tok advertising promotion? Analysis of the characteristics of the Tik Tok platform!

Tik Tok is a music short video community focusing on the new generation. It can be seen that its target users are young users, its product form is music short videos, and its vision is to build a music community. The content styles of Douyin mainly include cute pets, travel, tutorials, skill sharing, baby show, dance imitation, etc.

1. Analysis of the platform characteristics of Douyin

1. Analysis of platform attributes

1. A magical short video social platform

Platform type: Music creative short video social platform, users use music as a medium to create videos

User pain point positioning: Fragmented time entertainment, auditory + visual sensory stimulation

Social function settings: invite friends, comment and private message interaction, like, @ friends, forward and share

Multi-platform linkage: seamless connection with other social networking platforms (internal connection of the five major products of Toutiao, cross-platform forwarding such as QQ Space, Weibo, Instagram, etc.)

2. In the early stages of Douyin’s development, it made a unilateral breakthrough

The strong self-networking characteristics of social platforms initially attracted ordinary users and active UGC users to go online through PUGC content such as celebrity influence and video experts, and combined with online and offline marketing promotions such as variety show sponsorship (China Has Hip-Hop, Day Day Up, etc.) to exert the self-networking effect of the user group.

Product function design is constantly updated and iterated; in terms of community content, new community themes are generated through challenges initiated by the platform and users, strengthening the continuous participation of existing and new users and maintaining the sustainability of UGC

Spread through network effects via other social platforms. Forwarding between WeChat friends, promotion by Weibo big V, Fans+: Toutiao’s five major products are connected and synchronized with one click

3. During the platform explosion period, the unilateralization turned into multilateralization

The platform is open. Based on the explosive growth of the initial user scale, it naturally attracted new user groups, driving advertisers and e-commerce to join.

Cross-network effects emerge. The user group has a strong cross-network effect on the social platform, interacting with e-commerce and advertisers, driving online and offline consumer transactions while enjoying video entertainment.

The price structure is not neutral. Users and traffic are the most valuable resources of the platform, and their high price elasticity prompts the platform to tilt its pricing towards new entrants on both sides of the user group (advertisers and e-commerce).

(II) Analysis of Douyin’s commercial monetization model

1. Advertising and e-commerce payment are the main means of monetization at this stage

In the short video industry chain, each party has its own emphasis on monetization models. Content creators focus on exploring the commercial value of content, MCNs focus on exploring the commercial value of channels and resources, and platforms focus on exploring the commercial value of user traffic. At this stage, Douyin is mainly based on the mining of user traffic, and is trying to realize initial monetization through advertising and e-commerce. Advertising includes splash screen ads, content implantation, information flow ads and native video ads; e-commerce includes the "Taobaoke" online store model and the self-operated brand e-commerce model.

2. Pioneer in native video advertising

From 2015 to 2017, the overall online video advertising market grew rapidly, among which native video advertising (referring to advertisements that are video advertisements themselves and do not depend on video media platforms) increased from 5% to 23.2%.

Tik Tok started experimenting with short video social marketing in 2017, launching theme challenges in collaboration with brands (Pizza Hut, Michael Kors, etc.). The challenge launched for Michael Kors attracted more than 30,000 Tik Tok users to create short videos spontaneously within a week, which received more than 200 million views and 8.5 million likes.

3. Social platform + e-commerce platform

Douyin can help e-commerce companies lock in their target user groups (fashionable, young consumers who lead consumption upgrades). As the cost of acquiring customers for e-commerce companies rises, Douyin provides a new channel for traffic.

Douyin’s comment and exchange function also provides a disguised evaluation mechanism for e-commerce users, reducing information asymmetry between users and facilitating transactions.

2. Competition Analysis and Future Outlook of Douyin

The main structures are the U-series platform which is people-oriented, and the P-series platform which is content-oriented.

Advantage Analysis

Disadvantage Analysis

Future Outlook

Related reading:

1. Analysis of the operational process of Tik Tok advertising promotion model!

2. Douyin advertising promotion | What is the billing method for Douyin advertising?

3. The Douyin advertising platform was launched for the third time. This time, the commission was reduced from 60% to 30%!

4. Where is the Tik Tok advertising promotion displayed and in what form?

5.What are the advertising advantages of Tik Tok ads?

6. How to open a Douyin advertising account? | Douyin advertising agent