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

In order to provide more dimensions of thinking, we selected two cases and talked to the operators behind these Douyin accounts about the stories behind the popular products.

Tang Tang:

In less than two months of operation, the number of fans exceeded 10 million

Recently, there is an account that has been gaining momentum in the two-dimensional field of Douyin, that is "Tang Tang". In less than two months, its followers have increased by more than 10 million.

Looking at the video content released by the Douyin account "Tang Tang", in addition to funny interpretations of movies, it also includes funny and sarcastic animation content. For example, in Tang Tang's eyes, losing weight is impossible! I don't feel hungry during the day, but at night I can eat a whole Kun with a big appetite...

The "Tang Tang" content team said: "We only joined Douyin in January this year. At first, we just wanted to complain, but we didn't expect it to become popular. Seeing that the market was very hot, we continued to do it."

Obviously, if the video is funny, it will have a wider audience, just like what "Tang Tang" wrote in the introduction: "If you want to be happy, just follow Tang Tang!"

In fact, Tang Tang is not a new image. "As an original short video IP of Shock Culture, it has been very popular on other platforms before. For example, it has nearly 10 million fans on WeChat public accounts and has a certain degree of image recognition." said the "Tang Tang" content team. However, the age groups and reading habits of fans on WeChat public accounts and Douyin are different, and they will also choose more appropriate content in topic selection.

Because the two-dimensional image is highly malleable, the Douyin account "Tang Tang" will plan some videos related to current hot topics. For example, during the release of Avengers 4, it released video content about Thanos. "However, it is difficult for fans to resonate with the content in short video texts. Therefore, more inspiration comes from trivial things in life, and such content is more down-to-earth," said the "Tang Tang" content team.

In addition, the "Tang Tang" content team also shared an operation skill, "actively participate in Douyin's official topic activities and study the platform's iteration and gameplay."

Recently, "Tang Tang" will add the Douyin #轻漫计划# challenge in the video. The current playback volume of this topic has reached 360 million. The Tangtang content team said: "By participating in Douyin's official operating topics with appropriate content, we can get better traffic and exposure. If the content is high-quality, it can be seen by more people."

Nowadays, most Douyin accounts realize commercial realization through accepting advertisements. The "Tang Tang" content team said: "As a short video creator, you should not rely solely on advertising as a form of realization. Shock Culture's realization methods also include IP licensing, e-commerce and other methods. "Tang Tang" is in line with Shock Culture's mission of creating happiness and hopes to bring more happiness to users! ”

"Si's Smashing the Jar":

Gained experience from being locked up in a small dark room again and again

“The best among masters” and “The painting is so realistic!” These are the most common comments on the Douyin account “Si’s Smashing the Jar”.

Recently, the data of several videos released by "Sishi Smashing the Jar" have far exceeded the previous ones. The "secretly filmed" series of studio teachers scolding students is particularly popular, with the number of likes basically ranging from 1.8 million to 3 million.

"I feel like Douyin users like documentary videos recently, such as breaking life events in the news, so I changed the style of my videos and started making some candid videos. It's actually similar to painting, the structure remains the same, only the form has changed."

Among them, the video with the highest number of likes, 3.034 million, tells the story of a naughty student who dismantled the camera in the studio and painted directly on it realistically.

"Si Shi Sha Tank" said: "Inspiration comes from life, but it will be combined in a dramatic form. Not only is there a script, but the lines will also be written on paper, and some details will even be filmed more than a dozen times. The pre-preparation to the end is about 3 days. You know, my props are all drawn!! "

Last September, he officially started the Douyin account "Sishi Smashing the Jar". "I studied painting, and I was also interested in film and television post-production when I was in college. I was also an online radio host and did commercial dubbing for several years. So, I was the one who did the shooting, editing, dubbing and scripting. Occasionally, I would grab a student to act in it."

When asked about the difficulties he encountered in operating a Douyin account, he said frankly: "Douyin will limit traffic. For example, if the content contains knives, toilets, and falling, etc., the account will be locked up in the small black room and cannot be recommended for a period of time. I was locked up in the small black room for many times, and then released, and finally gained some experience. I thought about giving up when I had 500,000 followers, but I still persevered."

The limited-flow content shared by "Sishi smashing the tank" is that the toilet in the picture is actually just a painting.

Unlike many accounts with fixed video styles, "Sishi Smashing the Jar" said: "There are many jokes in my videos, which change from time to time. If you like this restaurant, would you like to eat there every day? My core is just one thing: making jokes around drawing is enough."

It can be said that there are hot-selling products on Douyin every day, but it is not easy to summarize the methodology of creating hot-selling products, and it is even more difficult to convert hot-selling products into fan attention.

In this regard, many Douyin influencers mentioned several points. The first is high-quality content, making videos that can resonate with the audience; the second is to make more series of videos to give the audience certain expectations; the third is to adjust the direction of their videos according to the preferences of fans.

In order to obtain high exposure and high traffic, some Douyin influencers said in interviews that they would pay attention to the content that the official is vigorously supporting or the content that Douyin users like to watch recently to adjust the direction of their videos. For example, some time ago, Douyin launched a 1 billion traffic support plan for vlog creators, which also attracted many accounts to publish vlog content.

During her observation, Bangmei also found that many Tik Tok influencers have formed their own fixed video style, from color matching, cover to language. Some influencers also set fixed publishing or live broadcast times to form a potential agreement with their fans. There are even many influencers who will direct their Douyin fans to their WeChat accounts to further communicate with their fans.

As of today, the 7th issue of Douyin’s fan growth list has been released, and we have also interviewed more than a dozen cases of rapid fan growth. Each Douyin account has different operating methods and views. I hope to bring some inspiration to everyone:

1. Steer clear of generic content that has a lot of competition. No matter what field you publish content in, you must find your own unique personal style and avoid conventional content to stand out.
2. Down to earth. Because the content is highly acceptable, it is easier to resonate with the audience and have a wider influence.
3. Make good use of Tik Tok Challenges. For personal accounts, actively participating in relevant challenges and choosing official topics that are suitable for their own positioning is an effective way to increase exposure.
4. Avoid Tik Tok’s restricted content. In addition to the content that everyone knows is off-limits, there are also some contents that may be rules that can only be summarized after being locked up in a small black room and restricted traffic...
5. Discover valuable content from fan comments. Many Tik Tok influencers have stated in interviews that they read the comments one by one after posting each video, from which they can discover their own shortcomings and what the audience really wants to see.

Related reading:

1. Douyin operation methodology: 500,000 followers increased in 2 months!

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?

6. Sharing of practical tips on Douyin promotion and operation!

Author: New List

Source: New List