Douyin corporate account advertising is now online! This article will let you know about it!

Douyin Enterprise Account is the "official account" function developed by Douyin for enterprises. Douyin Enterprise Account has a blue “√” logo, can publish 1-minute long videos, and put a link to the official website on the homepage:

If you are a store, congratulations, you can also claim the store address, put a phone number on the homepage, and display the latest coupons:

After the launch of Douyin Enterprise Account, many brands have taken a fancy to this valuable land of traffic on Douyin, hoping to quickly accumulate fans on Douyin and monetize traffic through fan economy. Latecomers may even overtake others:

I know a team that makes mobile phone review videos. A rival team that entered the industry later opened a Douyin corporate account before them. Now they can only see the other team’s more than 4 million followers, while they only have more than 300,000 followers. They are very moved.

In order to allow Douyin Enterprise Account to gain user attention faster, Douyin launched its first paid promotion function “DOU+”.

DOU+ is a function only for the promotion of Douyin corporate accounts. Brands can pay to increase the number of exposures in Douyin's recommended information flow and gain more users' attention.

The entrance to DOU+ is "Personal Homepage——[···]——DOU+ Order Management". After entering, you can set the promotion amount by yourself and simply target the crowd:

The videos promoted by DOU+ do not have an "advertisement" logo. After the promotion ends, you can still see how much display, playback, and interaction (follow, forward, and share data) you have gained for the money you spent:

As the number of Douyin corporate accounts increases, simple promotion methods such as DOU+ are gradually unable to meet the precise requirements of brands. The Douyin team officially launched " Douyin Corporate Account Advertising " in January 2019 and connected to the Toutiao commercial advertising system.

Compared with DOU+, which can only set three targeting conditions: "gender, age, and region", Douyin Enterprise Ads can basically apply more than ten headline ad targeting conditions:

In addition to being able to set more appropriate targeting conditions based on target users, brands can also obtain advertising promotion data in multiple dimensions from the background, with the level of segmentation reaching "single video advertising promotion data analysis":

Brands that have launched Douyin corporate advertising promotion can also use various theme groups generated by Toutiao big data, saving a lot of energy and time for brands to find suitable users:

The biggest advantage of Douyin Enterprise Advertising is that it can establish specific advertising models for brands. Currently, Douyin corporate account advertising supports "attention" (commonly known as adding fans) optimization: during the delivery process, the system continuously builds advertising models based on users' attention (adding fans) data. As the fan data accumulates, the seed user data of a specific corporate account is accumulated.

After the seed users are built, the system will deeply analyze the label characteristics of this group of people, and continue to look for people with similar labels and push corporate account advertisements to them. Finally, the model will be continuously revised based on the feedback data:

Finding target users of enterprise accounts through big data is obviously more advantageous than simply exposing videos randomly. So here is a brief summary of the advantages and disadvantages of DOU+ and Douyin Enterprise Advertising:

DOU+:

Advantages:

1. Low threshold, you can place orders independently after opening a Douyin corporate account;

2. Simple operation, easy to use, basically you can do it with a mobile phone;

3. Promotion is possible even with a small budget, with a minimum investment of 100 yuan and a maximum of 20,000 yuan, which is suitable for small and micro teams.

Disadvantages:

1. There are too few directional conditions, and users cannot accurately locate;

2. The advertising effect needs to be measured video by video, and the data cannot be compared;

3. The system does not have an advertising model and cannot optimize the "follow" behavior.

Douyin Enterprise Account Advertising:

Advantages:

1. Rich targeting, and the use of theme groups, making it easier to locate users;

2. Background data charts are presented for easy comparison;

3. Build an advertising model to continuously optimize the promotion effect.

Disadvantages:

1. The threshold is high, and you need to open a separate advertising account, which requires a high budget;

2. The operation is complicated and advertising promotion often needs to be completed on the PC.

This is the end of the introduction to DOU+ and Douyin Enterprise Ads, but it is not over yet. Here are some rules for Douyin video review:

1. Prohibited industries: lottery, adult (family planning) products, alcohol, live broadcast, blind date, medical treatment, chess and card fishing, certain games with bad orientation, health products (a health group has too much influence), etc.

2. In addition to being clear and having audio, the video must also: have copyright on the audio (unknown BGM is not allowed), have no contact information (mobile phone, WeChat ID, QQ ID, email, etc.), no winning text, and must have subtitles in languages ​​other than Mandarin;

3. The value orientation is correct, users cannot be misled, and there cannot be discrimination, insults, violence, bloody scenes, etc. (this is a general requirement);

4. Do not bundle sensitive hot events for marketing (those who chase hot topics can forget about it);

5. The video should not exceed 1 minute;

6. Videos with obvious brand marketing or product sales intentions (applicable to DOU+).

So many audit requirements? Don't make a fuss, after all, these two are commercial activities. Needless to say, increasing followers is what’s important!

Source: Southern Weekly