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Currently, people who use TikTok have two main purposes: to show off and to monetize .

Show, express the desire to perform, create a sense of presence, desire to gain exposure, and show every talent of yours.

As for monetization, we are all adults and there is no such thing as doing it without profit. It is either for fun or to make money by attracting traffic through Douyin.

So the question is, if the display is not good enough, where will the monetization come from?

Today's super long article of more than 9,300 words will talk about three key words: monetization, e-commerce, and technology .

【Browse catalogue】

1. Monetization

1. Within the platform: Star Map, individual advertising, platform subsidies, e-commerce showcases, e-commerce live streaming, account sales

2. Beyond the platform: paid knowledge, paid communities, product monetization, off-platform advertising, and commercial cooperation

3. Current status of Douyin monetization

2. E-commerce

E-commerce Q&A, including: showcase, product sharing, product video integration, selected alliances, headline stores, etc.

3. Technical

Camera movement, filming, video production, tools, music, etc.

Four major benefits (Enterprise Account Operation Manual, Douyin Institutional Cooperation Model Description, etc.)

one

Monetization

This article covers almost all the monetization methods in TikTok. In terms of channels, it is divided into within the platform and outside the platform. If you want to maximize your commercial value, you must read this article carefully!

1. Within the platform

1. Star Map

The Star Map platform is a service platform independently launched by Douyin for brand owners, MCN companies and celebrities/influencers to conduct content transactions.

To put it bluntly, Star Map is an order-taking platform, which is the same as Kuaishou's quick order-taking platform. At first, Star Chart took a commission of 60%, then 30%. Now, they don’t take any commission at all for Douyin influencers. However, most institutions and influencers are still not used to using Star Chart. They are afraid that once they get used to it, they will be charged a commission sooner or later. Who is willing to work for the platform for free?

2. Individuals accept advertisements on their own

This should be the most common way to monetize at present. There are no middlemen to make a profit from the price difference (unless it is referred by a friend), and it is independent and free, without any institutional or platform constraints.

Common forms of Douyin advertising include: hard advertising (the entire video is purely for advertising, and generally it cannot be released without platform advertising), soft advertising (brand leakage, background implantation, dialogue implantation, etc.), native advertising (the entire video is tailor-made for the brand), attending offline brand events (only available when you reach a very strong personal IP level), etc.

If you want to know more about the operation details of the enterprise account, you can download the Douyin enterprise account operation document. The method of obtaining it is unified at the end of the article▼

3. Sign an MCN agency

In simple terms, an MCN agency (Multi-Channel Network) is an internet celebrity incubation center, an organization that specializes in training and supporting internet celebrities.

The MCN model originated from the mature Internet celebrity economic operation abroad. Its essence is a multi-channel network product form that combines PGC (professional content production) content and, with the strong support of capital, ensures the continuous output of content, thereby ultimately achieving stable commercial monetization.

In this monetization method, you have two choices: actively apply for cooperation and be signed .

The difference is: the former is that you have the strength and potential to become popular, and there is a high possibility of becoming popular, and you actively seek cooperation. With the help of capital and the support of professional institutions, you will accelerate your popularity, quicken the realization of value, and reach the peak of your life faster; the latter is that you are already famous or became popular overnight, and the MCN agency actively seeks you to sign a contract to become one of its artists, which belongs to the agent agency model.

Difference in treatment: the former has a basic salary guarantee + about 60% of advertising revenue + performance commission, etc., but all advertising agency rights are handled by a dedicated person appointed by the agency, and the former is not allowed to take private orders. Once discovered, the consequences will be serious. This is equivalent to the agency making you famous first, and then making money from you while you work for them; the latter has no basic salary guarantee, but a larger share of the profits and more personal freedom, after all, you are already a traffic celebrity, and the agency still provides you with the capital and traffic support, but the cooperative relationship becomes that the agency becomes your agent, working for you, and making money together.

▲The massive amount of Party A resources is hard to match for individual players

Obviously, this method of monetization has broader resources, more informed information, and more stable and higher income, but it only requires giving part of the profits to the partner institutions. Relatively speaking, it is more suitable for long-term development. After all, this is no longer the era of fighting alone.

If you want to know more, you can download the Douyin agency cooperation model description and the collection method, which can be found at the end of the article▼

4. Platform Subsidy

Platform subsidies are generally given to MCN, including cash subsidies and traffic subsidies. Some officially signed talents also have such benefits, but these are generally difficult to obtain. They usually appear in the early stages of the platform, or when the vertical market continues to expand, some subsidized resources will appear. The Matthew effect is very strong, and it is difficult for individuals to obtain them, so joining MCN or signing directly with the official is a better way.

5. E-commerce showcase

Apart from taking advertisements, this may be the only two ways to monetize on TikTok at present!

As long as your Douyin account meets these three conditions at the same time: ≥ 3,000 followers + ≥ 10 video works + real-name authentication, you can activate the e-commerce showcase function, and then combine the tone and style of your own account in the video, reasonably integrate product advertisements, use magical videos to give products a new soul, and display the characteristics of products in a diversified and multi-dimensional manner.

E-commerce showcases are generally divided into two types: one is comprehensive expert promotion, such as Sanda Ge; the other is vertical promotion, such as Qijiu Naoye. Regardless of which one it is, there is a limitation in e-commerce showcases, which is that the products displayed must be related to the account positioning. You can’t just sell whatever product is easy to sell.

However, there is a small drawback. Although your e-commerce showcase is free to open and use, the Douyin platform will charge a commission of about 10% of sales. Therefore, if the product you are going to sell does not have a high profit margin, this method of monetization is probably meaningless. It would be better to directly direct the traffic to your own private account and then make secondary conversions. The advantage of e-commerce display windows is that the business chain is shorter, which facilitates quick transactions.

For example, the account Zui'e Niang is said to earn about 10 million RMB per month.

6. E-commerce live streaming

E-commerce live streaming is probably the most direct way to monetize short videos, and there is no other way. At the same time, it is also the most suitable way for celebrities to bring goods. There are many anchors who can earn thousands or tens of thousands of dollars a night by leveraging the high stickiness of fans and excellent eloquence in the videos.

However, Douyin’s e-commerce live streaming still needs to be improved. Kuaishou started very early in this regard, and its features are relatively complete in all aspects and its experience is also very mature. Douyin users who want to monetize in this way are advised to learn from Kuaishou.

Common categories in e-commerce live streaming include: clothing, beauty products, snacks, books, pet supplies, etc.

7. Selling Accounts

Generally speaking, there are only two types of people who use this method to realize cash. One type is those who really don't want to do it anymore or are in a hurry to cash out, so they will sell the big Douyin account they have worked hard to build; the other type is the matrix player who specializes in making accounts in batches, usually by copying and imitating, and adding in methods such as brushing the volume and mutual promotion, to quickly expand the account, and then resell it to quickly cash out. The former's account still has room for appreciation if you manage it well after buying it; while the latter's fans will not have very high stickiness, and long-term transfers will have a greater impact on the later development of the account, so buyers must be careful in identifying.

2. Beyond the Platform

The monetization that can be realized outside the platform is basically through the four methods of WeChat, Weibo, QQ, and phone number left in personal profiles, header images, and personal signatures, which direct the traffic into their own traffic pool and then conduct secondary conversions. There are four common methods:

1. Knowledge payment

The paid knowledge monetization here includes online teaching, offline training, consulting payment and other methods. It mainly utilizes personal IP and professional knowledge in this vertical field to conquer fans and achieve the purpose of attracting traffic.

The advantages of this method are fast realization, short cycle and low cost, but the disadvantage is that it requires strong professional ability, high credibility and good image. The total transaction amount of a small IP will not be too high.

2. Paid communities

For most operators in vertical fields, this may be the fastest and easiest way to monetize. No matter it is teaching self-media, decoration, beauty, fitness and other fields, as long as the content is acceptable, a certain amount of fans can be directed from Douyin to WeChat every day. After reaching a certain amount, you can open a paid community with prices ranging from 99 yuan to 1999 yuan. It is not difficult to earn tens of thousands to hundreds of thousands in a short period of time.

But it must be said that for those who just want to make quick money and are lazy, this method should be chosen with caution. Although the money can be collected quickly, the service cycle is long and it consumes a lot of energy. Rights and obligations are directly proportional. Once the quality of community operations and services cannot keep up, it is your own brand that will be destroyed.

3. Product Monetization

For players who have WeChat stores or Taobao stores or are engaged in WeChat business, Douyin is indeed a very good traffic channel. It would be best if you can open an e-commerce display window. Even if you can’t, it’s best to build up traffic first, then remind fans in the video that they can contact you via private messages, and then direct traffic to your private account for a long time to monetize your secondary products.

But one thing to note is that the stronger the connection between the video and the product being sold, the better, and the higher the conversion rate will be. For example: those who sell cosmetics can do makeup and skin care tutorials; those who sell private lessons can do fat loss and muscle gain tutorials; those who sell women's clothing can make videos about emotions, outfits, and the like that female fans love to watch.

4. Off-platform advertising

For those who are already big WeChat account owners, Weibo celebrities, website owners, Tieba moderators and other industry KOLs, Douyin will not only be a good channel for additional monetization, but also a good channel to attract sponsors to their existing platforms.

To realize this monetization method, two things need to be done: the video content is eye-catching enough and you have a high-quality platform of your own other than TikTok.

5. Commercial Cooperation

Compared with the above four types, this monetization model is more advanced and more difficult. This makes use of the powerful IP influence that has already formed a large enough fan base and a distinctive personal brand on Douyin, so that it can be comparable to that of celebrities, thereby achieving commercial cooperation at the level of taking on endorsements, appearing on variety shows, releasing albums, and acting in movies and TV series. Representative figures include: Papi Jiang, Feng Timo, Modern Brothers, etc.

▲The picture shows Modern Brothers' lead singer Liu Yuning and Deng Ziqi on the same stage

▲The picture shows the movie poster of "Yaoyaoling" starring Papi Jiang

3. Current Monetization Status of Tik Tok

Objectively speaking, from its launch in September 2016 to the beginning of 2018, Douyin was similar to WeChat official accounts in terms of monetization. Early Douyin influencers, original creators with the ability to continuously produce high-quality content, and top MCN agencies were the ones who truly grabbed most of the benefits of Douyin.

But the reality today is that many small MCN agencies have a single form of monetization, low monetization amounts, and a bleak future. Even for well-known Douyin accounts with hundreds of millions of users, the number of Douyin advertising orders per month is basically in the single digit, and many are even zero (sourced from internal sources, skeptics also select a few well-known accounts to check the number of advertising videos in the past few months). If it weren't for multi-channel distribution and other forms of monetization, it would be difficult to support the team.

Therefore, I would like to advise the existing small players to look at the development of Douyin rationally. Although the traffic is huge, not everyone can get a share of it. For today’s TikTok, it’s easier to attract traffic than to monetize it. With the arrival of the 5G era in one year, can Douyin's monetization be like the stock market in 2007, where even a fool can make money? Ce Shenjun's opinion is that if you have the diamond drill, the world can be a porcelain job.

two

E-commerce

1. How to activate the e-commerce showcase function?

Meet these three conditions at the same time: ≥3000 fans + ≥10 video works + real-name authentication

2. Can the window be reopened after it has been taken back?

Those who fail to complete the task will be disqualified and can reapply after 30 days.

If there is an error in binding the product showcase account, you can resolve it through @E-commerce Assistant.

3. What are the rules for activating the product sharing function permissions?

If the number of fans is not less than 10,000, you can apply for the product sharing function.

4. Product sharing function usage specifications:

1. Tik Tok account requirements

1) WeChat ID, Taobao, Tmall or other channel information cannot appear in the Tik Tok header image or video content;

2) It is prohibited to increase followers, steal other people’s video content, etc.

2. Store requirements:

Tmall store:

1) Any one of the DSRs is not lower than the industry average and the other two are not lower than 4.6 points, and the store has been operating normally for more than half a year (except for the DSR description score of the clothing category, which is not lower than 4.7 points);

2) The store must support 7-day unconditional returns and exchanges (except for beauty products).

Taobao store:

1) The DSR description must be higher than the industry average, but the other two items cannot be lower than 4.6 points (except for the clothing category, the DSR description score must not be lower than 4.7 points);

2) The store level is greater than 1 diamond;

3) The store must join the consumer protection and support 7-day unconditional return and exchange (except beauty products);

4) The store has more than 10 products.

Note:

1) If the initial entry price is high and then drops below the industry average, the product sharing function will be closed;

2) The products must be set up as Taobao customers, and the commission can be set by the customer.

3. Product requirements:

1. Product title

1) The title should not be filled with keywords or be incoherent;

2) It must not contain any infringing, illegal or vulgar content.

2. Product images

1) Psoriasis cannot appear in the picture, and the product picture must be without text covering it;

2) It must not contain any infringing, illegal or vulgar content.

3. Product description: The product page must include a product introduction.

4. Prohibited goods

1) Counterfeit and shoddy goods are prohibited from entering;

2) Prohibited goods: medical products, adult products, investment and finance, security tools, controlled knives, prohibited handicrafts, collectibles, high-quality imitation products, funeral and interment products, tobacco products, products that disrupt normal order, dangerous goods, "three-no" products, religious products, underwear, live pets, blue light teeth whitening device crystal mud, etc. (For details, please refer to: Prohibited goods for content e-commerce).

Video content requirements:

1. Published content: The number of published videos is not less than 20;

2. Relevance: The video content should be related to the items added to the shopping cart.

5. How to integrate products with videos?

Those who often use Douyin know that we can use Douyin to sell clothes, daily necessities, cosmetics, etc.

However, this type of project has an obvious disadvantage. After attracting users, we still need to guide these users to monetize on our private accounts, and this step will waste a large amount of traffic.

After such accounts activate the shopping cart function, the targeted users we attract can directly monetize through this display window.

For example, the beauty blogger mentioned above uses her own persona as a vehicle to try out products and introduces the functions and benefits of various women's skin care products. She uses this route as a model for outputting works. When the output reaches a certain amount, she obtains explosive growth in system recommendations. The continuous attention of fans soon meets the fan conditions for opening a shopping cart. It is easy for her to subsequently launch online product introductions with additional shopping links.

Currently, the account has nearly 7 million followers. It joined Douyin in October 2017 and opened the shopping cart in June 2018. It took only 8 months for it to obtain the conditions for opening a shopping cart through its own methods. It is indeed a rapid growth.

The secret to her success in gaining a large amount of exposure lies in: combining the preferences of Douyin fans and store promotions, taking advantage of price discounts, new product coupons, and discounts. Her tone with a Northeastern accent, unique video style, and straightforward "big brother" personality are important factors in promoting purchases!

Let’s look at Zhang Xinyao, who sells celebrity men’s clothing. He was originally an early fashion expert who became famous on Douyin. He has gained tens of millions of fans by relying on his handsome and sunny image and stable and high-quality video output.

His video idea is to showcase clothing combinations through daily dance videos. He releases more than 15 videos a month, and combines clothing products based on his existing fan base. He releases outfit display videos during the new product launch period, and attracts Douyin fans through handsome or funny video styles. During the video release period, the store cooperates with the full-discount activities and obtains a lot of traffic conversion.

Whether it is to enable the function to sell goods on Taobao or to conduct product marketing, the opening of the shopping cart function is definitely a good thing for us. Douyin’s powerful ability to sell goods and attract fans can provide strong support for our project, so why shouldn’t we get a piece of the pie?

6. Why can some people sell goods directly after opening their window without having to jump to Taobao?

This function is an internal test function of Douyin.

7. Why do small display cards pop up directly in some videos?

We launched Tik Tok advertising.

8.What is the product sharing function?

The product sharing function means that you can share products in your own videos and homepage. After activating this feature, a "Product Showcase" entrance will be added to your homepage, where you can add products to share. If you add products to share when posting a video, there will be a "Shopping Cart" on the left side of the video and at the top of the video comment area. Users who are interested in the products you shared can learn about the details of the products and purchase them through the "Product Showcase" and "Shopping Cart".

9.How to change the bound Taobao account?

How to change the bound Taobao account? Use the new Taobao account to be bound, log in to the Taobao Alliance backend (https://pub.alima.com/), and create a new Pid according to the following process; send the newly created Pid, ​​Taobao account, and Douyin account to @电商小助手 for modification.

10.Why do products need to be published on Taobao Alliance before they can be added to Douyin?

Because the data of Douyin and Alimama are connected, only Taobao products can be added in Douyin, and the commission is self-determined.

11.When binding a Taobao account, which Taobao account do I need to use?

The bound Taobao account is only used to open Taobao Alliance. You can choose the account to bind by yourself. The credit must be 1 diamond or above. If you need to change the bound Taobao account, you need to send a private message to @电商小助手.

12.What is the purpose of binding this Taobao account?

The bound Taobao account is used to count Taobao order data converted by Douyin and commission withdrawals. You can go to the Taobao Alliance PC backend (https://pub.alimama.com/) and log in using this bound account to view orders, earnings and apply for withdrawals.

13. Why do I need to bind to Taobao Affiliate?

Binding a Taobao Affiliate account is used to view order data and withdraw commission income. You can choose a Taobao Affiliate account to bind.

14. How to delete a product that has been successfully published?

It is not possible to delete products within the video. If you do not want to continue displaying the products, you can make the video private or delete it. Items in the showcase can be deleted. Go to the homepage and click [My Product Showcase] - [Manage Showcase] - check the item you want to delete - click [Remove] in the upper right corner.

15.Can I post videos without adding products on my account?

Yes, but you need to post more than 3 product-related videos every week.

16.Can I put a public account in the video?

Can't. WeChat, Weibo, Taobao and other information are not allowed to appear in the signature, video titles, video content, etc. of the Douyin account. Previously posted videos containing related content need to be deleted or made private. However, sensitive keywords such as WeChat, Weibo, QQ, and telephone can be replaced by homophones or pinyin.

17.What are the sensitive words that Douyin restricts use?

18. What are the rules for closing and clearing the product sharing function?

1. If the product sharing function is not used within two weeks, turn it off.

2. Tmall store DSR is lower than the industry average; two items of Taobao DSR are lower than the industry average.

3. For videos of beauty products, 60% must include product sharing function and contain no advertising. If the required proportion is not reached, the product sharing function will be disabled.

4. It is prohibited to copy video content from other channels, and the product sharing function will be closed upon discovery.

5. Do not accept any advertising behavior and turn off the product sharing function upon discovery.

Note: 1, 3, 4, 5 items have time limits for closing the product sharing function (including 30-day closure of the product sharing function for 1 violation, 6-month closure for 2 violations, and permanent closure for 3 violations.)

19. What is the introduction and usage of the Selected Alliance (Selected Products)?

1. What is the Select Alliance?

The Selected Alliance is a platform that provides high-quality products, transaction viewing, and commission settlement. Using the alliance, Douyin influencers can directly select and promote products within Douyin and view their earnings within Douyin.

2. How to use the alliance:

Just like using Taobao Alliance, using Selected Alliance also requires binding settlement information first, so that the commission platform generated by subsequent promotion can be settled to the reacher's account.

2.1. How to bind settlement information:

· Personal Center - My Product Showcase - Alliance Income - Bind Bank Card in Settlement Management

2.2. How to add products to earn revenue:

· On the video release page, select Add product and select Selected Alliance (Selected Products) · Or go to Personal Center > My Product Showcase > Showcase Management > Add Product > Select Selected Alliance (Selected Products)

2.3. Selected Alliance Settlement Rules

Settlement time: Selected Alliance settles twice a month, on the 1st and 16th;

Settlement order scope: Orders completed between the 1st and 15th of the previous month (confirmed receipt and more than 7 days) will be settled on the 1st of each month; orders completed between the 16th and 30th/31st of the previous month will be settled on the 16th of each month;

Settlement amount: orders within the settlement range;

Settlement method: The platform will directly transfer the funds to the bank card bound by the recipient in [Settlement Management] on the 1st and 16th of each month, so please make sure to bind the bank card first!

20. Toutiao Store Entry Criteria:

Shop:

1. 3 or more products are available in the store

2. There must be a completed order within 15 days after the application for the information sharing function is approved

3. Need to provide links to own stores on other e-commerce platforms (to prove their store operation capabilities)

4. Normal operation for more than half a year is required

account:

1. The number of followers of the Douyin account is more than 10,000

2. One account corresponds to one store, and shopping cart advertising is not accepted

3. More than 3 vertical content per week

4. Prohibited categories: adult products, medical products, security tools, prohibited handicrafts, high-quality imitation products, illegal books and periodicals, three-no products, WeChat business products (such as Kuier), religious products, live pets, underwear, etc.

Apply:

1. When submitting an application for the information sharing function, you need to fill in the operation strategy (no less than 50 words)

2. The mobile phone number used when submitting the information sharing application must be the same as the mobile phone number registered with the Douyin account

Application link: http://fxg.jinritemai.com

Source: Ceshen Notes