Douyin advertising promotion: What kind of Douyin account is worth advertising?

As we all know, Tik Tok is a video model and an inevitable result of the development of the Internet and infrastructure. The arrival of 5G marks the arrival of the video era.

The 2G era is the era of text, where information is conveyed through text. Therefore, e-commerce could not develop on mobile devices before. This stage is the era of PCs.

The 3G era is the era of pictures, which convey information through pictures. Therefore, many e-commerce apps such as Taobao Mobile App were born and became famous in this era.

The 4G era is the era of video, where information is conveyed through short videos. Therefore, many e-commerce platforms have begun selling products through live broadcasts and videos, and Douyin is a new dark horse of this era.

With the upgrading of technology, consumption scenarios have changed. From text to pictures, to short videos, and then to live broadcasts, the product carriers have changed accordingly.

Many e-commerce companies feel that this is a trend, but are confused. Many businesses have tried to use TikTok, but they have not been able to do it well. I tried to cooperate with the Douyin anchor, but accidentally fell into a trap.

For example, if we place an advertisement on an account with 1 million followers, the host's bargaining chip is the 1 million followers, but when you actually place the advertisement, you often cannot buy his 1 million followers. In other words, the effect is far from what you imagined.

This phenomenon may not be because the host’s fans are inflated, but because of the mechanism of Douyin.

Douyin will first push the content to 10,000 fans, and then consider pushing it to more fans and similar groups based on the situation of these 10,000 fans.

If the like rate of the first wave of test delivery of the video planned by the host for you does not reach 10%, then the advertising fee you spent may not be cost-effective.

In addition to external factors, there are also internal factors.

The reason is that people are unfamiliar with and don’t understand TikTok.

Before launching the campaign, you should have a deep understanding of the broadcaster’s data, so that communication can be more effective and the promotion effect can be better guaranteed.

This time, I dug up the Douyin account data of Li Jiaqi, the "Lipstick King". Since I have not followed this person before, I observed from the Baidu Index that he became popular in 2019. The Baidu Index may have a lag, but it is generally correct that he became popular in the past year.

Li Jiaqi’s Douyin account already has more than 26 million followers and has received 130 million likes, which means that on average this account can bring in 1 new follower for every 5 likes.

What does this data mean?

This is an inverse indicator, that is, the smaller the better. Let's compare it with the big accounts with more than 10 million fans:

star

Dilraba Dilmurat: 2.9

Angelababy: 2.2

Internet Celebrities

Papi sauce: 5

Eat without getting fat: 9

Live streaming host

Chen Sanfei gg: 14

Dad's review: 2.8

Through comparison, you will understand that Li Jiaqi is not as good as popular stars, is close to internet celebrities, but is not the best when compared with live-streaming hosts.

Let's continue to dig into his data. Judging from the gender ratio of his fans, he is worthy of the title of "Lipstick King", and the majority of his fans are definitely female.

The age distribution is mainly under 30 years old, so the largest group of people in this account are women under 30 years old.

Beijing, Shanghai, Guangzhou and Shenzhen together account for 11%, or more than 2.8 million fans.

The number of fans has been decreasing in the past three months, and the growth rate of fans has slowed down.

The number of likes has decreased in the past three months, the quality of his videos has not improved or lacks innovation, and more people are imitating him.

Videos are mainly released at 12:00 and 14:00, with the main release time being 12:00.

Since there are more videos posted at 12 o'clock and 14 o'clock, the number of likes is of course more. However, the videos posted at 15 o'clock and 16 o'clock have a good like effect.

The video promoting lipstick products has the largest number of views, and the gap between other products and lipstick is large.

Products priced below 150 yuan have a higher number of video views, while products priced above 300 yuan have a lower number of video views.

In addition to the host’s own store, there are two other stores with good results, namely Huaxizi flagship store and perfectdiary flagship store.

I followed the Hua Xizi flagship store. They have 13 active broadcasters on Douyin promoting their products, and there are about 2,000 related videos.

In 2018, the store’s average daily sales were around 150,000, but after March 2019, the average daily sales reached more than 1 million.

High-gross-profit products will create new myths through the Douyin channel!

Maybe it’s whether to invest or not, maybe it’s a combination of investments, maybe it’s the best ROI of investment, you can know how to make the decision through data.

Sometimes it may not be because of water content, but because of poor communication.

Summarize:

Data is not everything, but without data, nothing is possible.

Related reading:

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2.2019 Tik Tok promotion and operation strategy!

3. Douyin promotion method: 6 types of content that Douyin limits traffic!

4. Tik Tok promotion skills: 3 steps and 7 key points!

5.What are the essential factors for Douyin promotion?

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7. Douyin operation and promotion: How to use hot products to improve retention?

8. Douyin promotion method: 6 types of content that Douyin limits traffic!

9. Tik Tok promotion and monetization operation tutorial!

10. Tik Tok marketing promotion, how can one video gain 480,000 followers in 2 days?

11.How to promote Douyin? What are the channels for promoting Tik Tok?

12.How to operate Douyin on behalf of others? Tik Tok operation plan

author: Community Research Society

Source: Community Research Society