Short video promotion and operation: Who has better ability to bring goods?

Why do the giants all want to make short videos? How to create a hit on TikTok? This article will share with you the secrets to gain popularity and create hits.

Today I will share with you how to make your brand popular on Douyin and how to connect Douyin with everything.

1. Case

Let’s first look at some cases from 2018 to show how brands became popular on TikTok.

Case 1: Haidilao

The topic of Haidilao has been played 2.46 billion times on Douyin, and many people say that the way of playing and eating at Haidilao came about by chance. The eating broadcast videos you see all have the same logic but different gameplay.

At that time, we filmed a large number of ways to eat Haidilao, and about 2,000 KOLs participated in how to eat Haidilao and in what scenes to eat Haidilao. You saw that everyone was eating Haidilao, and the underlying logic was to have fun together.

They hope to create all kinds of scenarios, such as classmates’ reunions, family gatherings, birthday parties, love confessions, blind dates, breakups, etc., all of which can be enjoyed together at Haidilao.

All good content will definitely resonate with you. Through Douyin, every scene can be promoted in Haidilao. There are a large number of KOLs behind it to shape it. This is Haidilao’s way of playing. No matter what platform you are on, you must know what your purpose is.

Case 2: Liushen

Liushen’s videos have reached 2.8 million organic followers, and the real data of playback on the entire network is over 600 million. Liushen had made many attempts before, and later we used the popular song "Answer" to convey the emotion we chose BGM (background music) to create emotional resonance, which is love.

The shots are very simple, and you can follow the filming at a very low cost. If you don’t have Liushen floral water, you can use perfume, shower, or tap, and you can follow the filming. We have more than 2,000 KOLs following the shooting of this BGM. You have to believe that there is a lot of logic behind the popularity of Douyin. Once you achieve phenomenal success, there is basically a driving force behind it.

2. The purpose of brands entering short videos

In 2019, a large number of brands entered the short video track. The most critical question is: What is the brand’s purpose in the short video track? Is it for promotion or sales? Each company has different goals on Douyin.

Oreo created a topic, and their purpose was to "play together". There was no marketing involved, but they hoped to get everyone to play together by promoting the product by twisting and jumping.

The first one is to promote brand culture.

Everyone knows Oreo’s products and brand, so there’s no need to use particularly strong advertising methods, so the purpose is to promote the brand culture and have everyone play together.

The second type emphasizes traffic conversion.

The most expensive ice cream brand we serve is 66 yuan per piece. We conducted two rounds of testing for it before, but ultimately failed to achieve the desired effect. Later, we had KOLs in the food, fashion, trend, and lifestyle categories do unboxing and reviews, and post a short video on Douyin every day. As a result, their search volume on Tmall increased by 6 times.

Your product must have enough highlights and hits to bring about sufficient sales conversion effects.

Another situation is that a brand launches a new product and hopes that this new product will have a large exposure among fashionable young people. We help them package a magical song into their product. The BGM of this video has reached more than 80,000 followers. More than 1,000 of them are amateurs (ordinary people) arranged by us to follow, and the rest are all direct natural persons.

You need to clearly know your own brand or the brand you serve and what they want on Douyin.

3. Development stages of short videos

In 2019, a large number of brands flocked to the short video track. Tencent now has 9 short video brands, mainly Weishi, among which Douyin is the best commercialized and Kuaishou has the best accumulation.

Why does everyone want to occupy the short video track?

Because every technological iteration will bring about changes in the way of communication. In the 2G era, we often sent group text messages, in the 3G era, the bandwidth could carry pictures and texts, and in the 4G era, we can watch videos on mobile phones.

In the 5G era, everything you see will be connected to a computer. Your computer, your refrigerator, your bed, and even your toilet will have a monitor and corresponding videos.

2018 was the first year of TikTok’s explosion, and in 2019 TikTok will definitely be a battleground for brands.

Douyin started to engage in brand communication in early 2018, but at that time Douyin did not realize that they were selling advertisements. We first worked on content and live streaming for many years. Later, we put many of the girls who used to do live streaming under our company on Douyin for incubation. We found that the traffic was very large and the price was several times cheaper than hard advertising.

The first stage is what we call the KOL’s own traffic bonus period. Most of the cases we handled at this stage had nothing to do with the authorities.

We will look for 1-3 top KOLs with 5 to 10 million fans, and then 400,000 to 500,000 mid-level KOLs, mainly at 700,000 to 800,000, because the price of top KOLs is too high. Finally, we will look for 1,000 to 2,000 amateurs with around 12,000 fans.

In this way, we formed a large pyramid-like head and shot an idea. This creative plot must be able to allow the waist and amateurs to follow.

In the second stage , Tik Tok began to realize that there were a lot of hard advertisements. If they sell hard ads directly, not many people will want to watch them, so they launched a Star Map platform, which is a KOL ordering platform where KOLs can directly accept the ads and get a share of the profits. So we created BGM, topics, challenge competitions, etc.

The third stage is mainly the detonation period. Previously, the brand used its own traffic to support itself. I think at this stage it was just a business and no ecosystem was formed. It was not until the end of this year that Douyin released three major plans.

1. TV (Top View) plan

Covering the first visual position at the start of the screen and in the information flow will help brands achieve maximum exposure. This will bring unprecedented exposure impact to meet marketing demands such as new film premieres, major promotions, and brand campaigns, helping brands to fully dominate the screen.

2. Super Brands Program

In the past, if you opened a store on Taobao, you could also open a store on Douyin simultaneously. After watching this video, an advertisement would pop up and you could click on it and make the purchase directly. This is the scariest thing that Douyin is doing now. It allows every consumer to help sell products and turn every consumer into a KOL, even if you only have 20 fans.

3. LINK Project

The cooperation between Alibaba and TikTok this year is a big change. We are more focused on things that are valuable to brands.

Since TikTok and Alibaba cooperated, they launched the LINK plan. Anyone who has bought something or shot a video on Alibaba can add the link of that store. The video you play can directly bring goods to the merchant, and you can get a share of the sales if purchases are made through your video.

Douyin provides a lot of tools, but if you don’t use them well, they won’t be effective. When we promote them to customers, we must remember that the platform is just a carrier. What you need to do is strategy, and you must always understand what your purpose is on Douyin.

After the cooperation between Tik Tok and Alibaba, content is not just something to watch, but more of a sales platform. It can be predicted that Douyin will become the most powerful short video platform for selling goods.

Author: Noteman

Source: Noteman