2019 Tik Tok promotion and operation strategy!

20% of the videos account for 80% of the views, but only 20% of the accounts are profitable. Don't just do something blindly because you think it's a trend. Before creating an account, you should consider how you will make money in the future. Don’t think that you can make money by just taking some random photos. When you actually operate it, you will find that making a profit is not as easy as you imagined. Don’t imitate other methods just because you see them making money. Even the examples given below are individual cases. Some of them are only achieved by a few people in the entire TikTok. Don’t take individual cases as the majority.

1. Selling accounts and followers

The criteria for judging the value of an account are the number of fans and the attributes of the fans. Needless to say, the number of fans is important. The attributes of fans are generally divided into general entertainment fans, vertical category account fans, and precise fans, such as funny fans, emotional fans, and mom fans. Compared with general powder, the unit price of precision powder is more than ten times higher.

This model is mostly operated by teams in batches, with one phone and one account. They maintain the account for about a week, and then create content in batches. Generally, they start selling the account when the number of fans reaches around 100,000 to 200,000. Some sell the phone and account together.

2. Advertising Monetization

Targeting users who have deeply cultivated Douyin's vertical fields and having clear fan portraits, it is very suitable for building scenario needs, especially for Douyin influencers who are display-type in food, comedy, travel, music, talent, performance, etc. Advertisers provide exposed content, and broadcasters embed hard or soft advertisements in their short video content.

Among all monetization methods, advertising monetization is the most recognized and supported by Douyin officials, and the official also provides brand owners and influencers with an advertising task matching platform - Star Map. The reason why the official recognizes it is that this monetization behavior neither hurts fans nor diverts traffic to other platforms.

The two data that advertisers care about most are the size of fans and their accuracy. The larger the size of fans, the more vertical and accurate the fans are, the more enthusiastic the advertisers are. The current public price for Douyin advertising is 3 cents per fan. In fact, most of the negotiated prices are 1.5-2 cents per fan, which means that the charge for an advertisement with 1 million fans is about 20,000 yuan. The price of 3 cents is rare, which may be because the fans are quite accurate, or the number of fans reaches 5-10 million or more.

Many accounts have received brand collaborations with KFC, JD.com, Alipay, Didi, mobile phone brand vivo, clothing brand Uniqlo and other brands. Of course, these are collaborations that only big accounts can have. Accounts with hundreds of thousands of followers will of course be inferior in price and brand.

Another type is product window advertising. If you have your own store, then it is a way to monetize sales, which will be discussed in the next item. However, the vast majority of people do not have a store, but instead connect with other stores. One type is to directly use the Taobao customer model, and the other type is to charge according to the advertising space.

3. Selling goods to realize cash

Peppa Pig watches, rabbit ears, prank overturned cups, etc., these fully demonstrate Douyin's ability to bring goods. Note that I said bringing goods rather than selling goods, because if people like these products, they will search for them on Taobao themselves. Even if they saw them through your videos or they were made popular by you, the final shopping process has nothing to do with you, which is inconsistent with our purpose of monetization. And now most people will go to Taobao to search for something they like when they see it. Therefore, when choosing products, you must choose products that have your own characteristics or advantages, try to be unique, and build your own IP as much as possible, otherwise you may end up being a wedding dress for others.

1. E-commerce promotion-product showcase. The store can be your own or someone else's. If it belongs to someone else, I attribute it to the advertising monetization method mentioned above. I call my own store selling goods for monetization. The threshold for applying for shopping permissions was reduced from 500,000 to 1,000,000 fans to 10,000 fans. Just a few days ago, the threshold for the number of fans was removed, which means that even those with 0 fans can activate the account. This is good news for accounts with few followers! Guide users to the Douyin showcase to buy the same product in the video.

The monthly sales volume is 12,817, with a monthly turnover of more than 400,000. Note that this is only the sales volume of one product in one month. Isn’t it amazing? Tik Tok influencers can also include purchase links when posting videos, so we can jump directly to the store to make purchases while watching the videos.

But the actual situation is not so ideal. As shown in the examples given above, there are not many people in the entire Douyin that can achieve this level.

2. Direct traffic to WeChat to sell goods. Those who leave their WeChat IDs on the Douyin homepage are either big accounts seeking advertising cooperation, or are basically micro-businessmen. Douyin has now become an important traffic channel for micro-businesses. Female fans, mom fans, education fans, weight loss fans, gym fans, beauty fans, it can be said that Douyin now basically covers all walks of life and all groups of people.

For example, those who sell towels can shoot some videos of towels turning into scarves in seconds, those who sell mobile phones can show some magical hidden operations, those who cook gourmet food can demonstrate how to eat the best food at the lowest price, and those who sell skin care products can show before and after use, and then insert some drama. When creating soft advertising, it must be soft.

Whether it is e-commerce promotion and sales, or directing traffic to WeChat to sell goods, including the paid knowledge monetization to be discussed later, the field must be consistent. For example, the front end is for beautiful women to match their clothing, and the back end is for selling clothing via WeChat; the front end is for teaching skin care knowledge, and the back end is for selling skin care products via WeChat. You can’t say that your field is emotional, but your product is weight loss, as this will result in no conversion rate.

In the first part, a beautiful and fashionable IP, Lu Siye, appeared in various occasions with matching clothes, and used elements such as camera movements, music, and trends to attract female fans who admired her. Ultimately, the backend guided them to add personal WeChat to complete transactions or develop into agents.

4. Knowledge payment monetization

Share part of your professional knowledge for free, and if those people like it or want to continue learning in depth, they will pay you.

Juanmao Tong currently has 4.11 million fans. He uses the IP of a photographer to share many cases and practical skills about mobile photography for free, attracting mobile photography enthusiasts. Backend: Through the circle of friends, passive transactions can be easily made. Currently, 14 training courses of "Mobile Photography Training Camp" have been held.

Qianneng Yu Ge currently has 1.09 million fans. As a fitness expert, he shares a lot of professional fitness tutorials for free to attract fitness enthusiasts. The backend sells fitness courses through WeChat Moments, charging more than 1,199 per person. Thousands of students have been enrolled, and two WeChat groups of 500 people have brought in millions of revenue!

These two examples both involve selling courses and buying communities. There are also examples like education and training (training on techniques to improve scores in live streaming), dance training (showing the charm and plasticity of dance), training camps for moms (teaching how to be a "good mom" at home), PS teaching, short video production tutorials (technical skills and cool stunts)... There was a time when entrepreneurship training was being conducted on Douyin, and there were a lot of things like entrepreneurial thinking, night market snacks, etc., but now it is rarely seen. Some of them can teach you the real stuff, but there are also many who just talk and fool people.

You can also sell online services, such as customized travel guides, which is also a form of knowledge monetization.

5. Tik Tok Training

This is actually something I want to complain about. Whenever someone tells you how great TikTok is, how easy it is to make money on TikTok, and all kinds of popular technologies, seven out of ten of these people are in training, and the remaining three are there to inflate the number of followers and do XX stuff on behalf of others.

Why do we need training? Because training makes more money than managing accounts. If it were so easy to become popular, and there really were so-called popular technologies, people would have done it secretly by themselves long ago, and no one would tell others. After you have become familiar with Douyin by operating it for a period of time, you can train others. Teach you how to shoot short videos, teach you how to become popular, and teach you how to do Tik Tok well. I can only say that the training is really violent and profitable. Many people take advantage of the mentality of those who do not understand the misunderstandings of Douyin and want to become talents quickly, and quickly reap a lot! Now if anyone wants to tell you what methods and ways to become popular, you can block them directly!

After more than a year of development of Douyin, it can be said that the competition in this field is also a red ocean, such as brushing likes, brushing fans, opening blue V cards, opening windows and shops on behalf of others. More and more people are now doing all of the above. In fact, this is also to deceive newbies. In the early days of Douyin, people just swiped it, but on Douyin now, swiping it again is seeking death.

6. Offline traffic monetization

To realize offline traffic, we have to start with the bowl-smashing wine in Xi'an. With Chinese-style background music, pick up a bowl of rice wine and drink it all, smashing the bowl happily, and expressing the heroic spirit of the underworld, isn't it a pleasure? A 15-second short video triggered a nationwide tour of Xi'an. Bowl-breaking wine, roujiamo, and brush-paste quickly spread on Douyin. The number of tourists in Xi'an rose rapidly, and even the local government of Xi'an signed a strategic cooperation agreement with Douyin!

Answer Tea became popular on TikTok. In 2 months, we signed contracts with 0 to 249 franchise stores. This is a case of getting rich overnight. Haidilao’s Douyin meal package has triggered internal training for Haidilao employees across the country, in order to serve customers in accordance with Douyin’s Douyin meal package. Turkish ice cream. Many tourists flock to Xiamen just to tease the funny ice cream shop owner. COCO milk tea’s combination of “caramel milk tea + barley + pudding + less ice + no sugar”.

Offline traffic monetization has a characteristic, which is geographical limitation. It is not very feasible for Internet hunters because it requires a lot of attraction to direct national traffic to an offline location, but once it becomes popular, the influence will be nationwide. The catering and tourism industries are worth learning from. ‌

What we talked about before were all nationwide. In fact, many times you don’t need to think so much. You don’t have to think about it so big. If you pay attention to the local area, you will find that many restaurants, wedding photography studios, KTVs, and even some roadside stalls are posting their own Douyin videos. This is actually offline traffic diversion.

7. Live Broadcast

This type of account requires at least tens of thousands or hundreds of thousands of followers, and after all, it is a live broadcast, which requires real people to appear on the scene. At this time, your eloquence, talent, and appearance will all be considered. My way of playing can basically eliminate 99.99% of the people who play Douyin. This is the so-called one in a thousand.

Giving gifts on Douyin is also a means of monetization. The sound waves on Douyin are exchanged for 6 RMB at 42 sound waves, which means that the withdrawal ratio is 7:1. You can directly enter the "Wallet" in the "My" option and exchange it into RMB.

8. Realization of the value derived from Internet celebrities

This is a more advanced way of playing. Personal IP creation, models, internet celebrities, entertainment circles, original singers, etc. Transformation can gain derivative value, such as starring in TV dramas, brand endorsements, concert tours, selling IP products, etc. Celebrities becoming internet celebrities and internet celebrities becoming celebrities are both trends. Douyin celebrities can move towards the direction of personal IP and performing arts stars.

For example, Fei Qiming, who has become very popular on Douyin, starred in the TV series "I'm Waiting for You in the Future" and may embark on his "star journey" from then on. Relying on his personal looks and strength, Liu Yuning's number of fans has skyrocketed to 29.26 million in just a few months. He has frequently appeared on major stages such as CCTV, Hunan Satellite TV, Zhejiang Satellite TV, and Jiangsu Satellite TV. Now he has started a concert tour across the country. The enthusiasm of Xiao Ning's fans even surpasses that of first-tier stars! Including Li Ge, the former number one Douyin star. It's a pity for such a big IP.

General tips:

If you don’t know how to monetize your content, look for videos of your peers, add their WeChat accounts through the videos, be “tricked”, and then copy the entire process to figure it out yourself! Researching your peers is the right thing to do in any industry and at any time.

For most of us, it is mainly used to attract traffic, and secondly to sell goods. The more advanced ones with a large number of fans take advertisements or monetize knowledge, and there are more advanced ways of playing, which are generally not suitable for individuals. You must find a method that suits you, and don’t think that it is easy to monetize Douyin. You must think about future profit methods before doing Douyin.

Author: Zhang Xiaohuihui

Source: Zhang Xiaohuihui