Douyin promotion: Douyin traffic pool brings goods, and the business of Internet celebrities is really good

After becoming a super user traffic pool, it is not surprising that Douyin has transformed into a new platform for disseminating government affairs and media information.

OMG, it's so pretty, buy it! ! !

It's so tender in the mouth, oh my god, buy it!

This well-known soul-temptation made countless spendthrift women empty their wallets around the Spring Festival. Li Jiaqi, who switched from Taobao Live to Douyin, finally overshadowed Maomao Sister and became the new favorite of Douyin girls.

Tik Tok continues to grow against the trend after spending 1 hour a day

Things change over time, and this is particularly evident in the Internet field. The theory of the trend has been enduring, but today, when the traffic dividend has peaked, many once-popular applications have failed and faded away. However, Toutiao-related apps always like to break this curse. The same is true for Douyin, which came after Toutiao. Since its launch in September 2016, it has quickly grown from a short video community for young people to a national entertainment application suitable for all ages.

In the past 2018, Douyin, a comprehensive short video platform, has seen an astonishing growth in active users, from 62.822 million in January 2018 to 250.484 million in January 2019, a year-on-year increase of 298.72%. We have mentioned in previous articles that Douyin has become a time killer. According to Analysys Qianfan data, the user immersion time is also showing a rapid growth momentum. From January 2018 to January 2019, the user usage time increased by more than 7 times year-on-year .

Specifically, the average monthly usage time per person increased from 8.5 hours in January 2018 to 17.1 hours in January 2019. As for the average daily usage time per person, it also increased from 42.9 minutes to 59.5 minutes, that means playing Tik Tok for an hour every day and laughing all day long.

Trends may come and go, but TikTok is still the hottest newcomer. As the economy cools down in the general environment, the simple happiness of the people may need to be satisfied more promptly.

Douyin has long been planning to become a marketing platform

The bowl-breaking wine in Xi'an's Muslim Street, the three-dimensional magical traffic in Chongqing, the internet-famous street snacks in Chengdu, and the Douyin check-in have made tourism in so many cities popular. In the official 2018 Douyin City list, Chengdu ranked second only to Beijing with 2.37 billion likes, and the Giant Panda Breeding Base topped the list of Douyin's popular scenic spots.

The tweet " Stop updating "Two Weibo and One Douyin" " by self-media teacher Yang Buhuai caused a stir in the advertising circle after the Spring Festival. Putting aside the discussions in the circle, the status of Douyin as the main platform for marketing and promotion seems to be an industry consensus.

After becoming a super user traffic pool, it is not surprising that Douyin has transformed into a new platform for disseminating government affairs and media information . Those sharp-eyed corporate brand owners who will never miss out on the platform’s early dividends have also launched Douyin and started to use various marketing methods.

As the traffic pool grew, we started monetizing traffic through platforms such as Weibo and WeChat public platforms. In July 2018, Douyin launched the “ Hot Search List ” and began to share the big pie of social marketing. With the continuous increase in the scale of active users and the length of time users are using the app, TikTok has become a super traffic pool. The user base has also spread from young groups to people of all ages. The sufficient conditions for traffic monetization are now in place.

Following the example of Weibo launching hot searches and setting a precedent for traffic monetization, the company learned Weibo’s tools such as popularity list and Fantong. Content marketing tools DOU+ and hot search lists were launched one after another, and the monetization channels of the Douyin platform began to improve. In a huge user pool, the popularity of content topics can be displayed based on data analysis and algorithm recommendations , which also makes it easier for corporate marketing to take advantage of the trend and meet the needs of algorithm recommendations. This is a necessity from the perspective of corporate marketing.

Later, it was only natural that we saw Douyin release a “long-term growth plan” to build a Blue V ecosystem . BMW has settled in and jointly held the first Cultural Relics Drama Contest with many domestic museums. Douyin also stole the spotlight at the Paris Fashion Week. Luxury brands such as Dior, Chanel, and LV have also begun to use Douyin to connect with young domestic consumer groups.

Li Jiaqi's business of copying internet celebrities' hits is really good

Let’s go back to Li Jiaqi mentioned at the beginning of this article. The ability of certain self-media, internet celebrities and other KOL bloggers to sell products is obvious to all. The product sales experts rooted in WeChat public accounts, Weibo, and Xiaohongshu have created a new track for content e-commerce .

On the one hand, there are officially certified brand marketing accounts , and on the other hand, there are UGC content UP masters who make their own money independently. The spontaneous monetization of influence by community users is also an unintentional achievement of the platform, such as Weibo, WeChat, Xiaohongshu and Douyin. It has also been mentioned in the operations class that retaining KOLs, internet celebrities and bloggers who spontaneously emerge from the content pool is also an important task of community operations. It is important to monetize your own traffic and allow KOLs who contribute content to get rich together, so as to retain the living source of these communities.

The product sharing function was launched to attract traffic to Taobao e-commerce . Platform-based operations provide the technical foundation for community KOL users to share the platform’s dividends . That’s why we have the legendary “Tik Tok’s No. 1 live-streaming salesperson” Li Jiaqi, who is said to make millions or even tens of millions of sales in each live-streaming session.

Unlike other bloggers who became famous for their interest content, they started to sell products through content implantation after they gained a large number of fans, whether they are grassroots amateurs or from MCN agencies, such as Maomao Sister and beautiful girl Xiaohui. Li Jiaqi's success is actually the result of the dual power of his mature industry (he had worked at the L'Oreal counter) and experience in Taobao live streaming, which collided with the Douyin platform and fermented.

The ability of internet celebrities and bloggers to promote things is truly poisonous. If the lipstick category is too limited, then after being tempted by various short videos, I have already bought more than 30 toys on Douyin. In order to be adept at using traffic platforms, influencers’ business of selling products also requires ten years of hard work behind the scenes. The unexpected success of a grassroots individual might be a passing fad for half a month, but the promotion of products influencers by professional organizations has actually become a mature business science.

For internet celebrities who have switched from other platforms to Douyin, only by maintaining continuous and differentiated content output on the platform can they maintain their ability to sell products over time. As for brand owners, they can also tap into grassroots amateurs who continuously produce high-quality content in certain areas and support their own KOLs at low cost . After all, there are still too few top sales on the Douyin platform.

But I have to say, sales volume comes first, and being an internet celebrity is really great.

Source: Analysys Talk (ygzhiku)