The most comprehensive sharing of Douyin operations tips: How to do Douyin marketing well?

During this period, Tik Tok has become popular and everyone is very busy!

Personally: The work is tiring and hard, but the chance to become famous is so easy, why not fire my boss and just play TikTok!

Shop: Answer Tea and Coco Milk Tea are so popular, why don’t we try them too!

Brand: We missed Weibo in 2011, WeChat in 2013, and the Douyin bonus in 2018. We can’t miss it again!

Advertising company: Every client would ask me if I can make TikTok and how to make it? …

Even though the Internet has been undergoing a major rectification recently and Tencent is preparing to invest 3 billion yuan in Weishi, the popularity of TikTok cannot be stopped.

So, before the era of the strong rise of another new media, should brands do Douyin marketing, and how should Douyin marketing be done?

1. Should you do Tik Tok marketing?

Douyin marketing has become a hot topic in the marketing industry, and the "two Weibo and one Douyin" marketing model has been supported by most marketers. Of course, there are also many opinions similar to Ermao's that pour cold water on Douyin. On the question of "Should brands do Douyin marketing?", I don't have any unconventional opinions. My suggestions are: "Be bold" and "Be careful".

1. Strategy: Be bold

Marketing giants such as NetEase and Procter & Gamble have established their own advertising departments. One important reason is to respond more quickly to each wave of social hot spots. As an advertising company, or for those of us working in this industry, the birth of any new media or new technology is worth our time to study and try, and to find more possibilities for brand marketing.

The currently popular Douyin marketing has already attracted the participation of brands such as Adidas neo and Xiaomi mobile phones, regardless of whether they are doing well or not. What is certain is that they have become the focus of worldwide attention, whether it is brand owners or various Douyin marketing research articles. Their every word and action is under great attention. In terms of exposure, they have already won a big victory.

However, there is still no mature path for Douyin marketing, and therefore brand owners are hesitant about whether to do Douyin marketing.

So should we do it or not?

My answer is: Do it boldly, you can fish in troubled waters. If you wait until the Douyin marketing business model gradually takes shape, the dividends will be distributed accordingly, and whoever seizes the opportunity will win the world!

2. Execution - Careful

It is necessary to follow hot topics, but blindly following hot topics is an absolute taboo. With the explosion of Tik Tok marketing, the marketing and branding departments of some companies do not consider the brand tone, but blindly cater to the Tik Tok market and make marketing that affects their brand image. This kind of marketing without a systematic and strategic layout may gain more brand/product exposure in the short term, but it will ultimately backfire. Therefore, Douyin marketing must be done, but you must be careful and maintain your own tone! Keep an elegant attitude when chasing the bus, and don't make yourself look embarrassed.

2. Why do you like watching Tik Tok?

If you ask someone who frequently watches TikTok: “Why do you watch this?”

He will most likely answer you: It’s fun or funny or there are beautiful girls and boys or it’s fresh…

All of these are important elements for killing time. This also determines the user's state when using Tik Tok, which is relaxed, random, and unconscious. In this state, it is very easy for them to receive the information that advertisers want to implant in them. The reason why users can achieve this unconscious state of relaxation is due to the following characteristics of Douyin:

1. Tik Tok is a 15-second short video

Video is a multiple stimulus of text, vision, sound and dynamics. It is more likely to stimulate the user's senses and trigger the user's emotions. And 15 seconds is not a long time. As long as users know how to shoot, they can basically see the end after opening the video.

2. Simple cut shots, special effects, and filter effects

Don’t underestimate these effects. These tasks that originally required professional post-production can now be completed simply and roughly with the help of Tik Tok (don’t expect to do better than professionals, but it is good enough). This reduces the difficulty of recording and increases the watchability of the video. The freshness brought by these effects makes the video less boring and more rhythmic. Those who know how to play can also use cutting shots to create montage effects and various special effects.

3. Grassroots

Tik Tok encourages users to record short videos with their mobile phones. If you do it exquisitely, users will be amazed; if you do it roughly, users will not dislike it. In fact, users prefer to see the small highlights in the ordinary lives of ordinary people. They will feel more intimate and closer to their own lives, and therefore will believe more in the information conveyed by the video.

4. Immediate visual experience

The recording conditions of Tik Tok determine that its short videos have a strong sense of "immediacy": most of the videos seem to be impromptu and sudden... This sense of the present makes users feel more real, as if they were seeing it with their own eyes.

Therefore, a 15-second short video that makes users feel very real, interesting, and not procrastinated, does not take up too much of the user's time and is easy to make, all these characteristics have stimulated a high sense of participation among Douyin users. For some brands that want to sell products through Douyin, you only need to plan well, and your video will easily make people watch it over and over again unconsciously - this is the "magic" of Douyin.

While watching Douyin, users will unknowingly receive information from video producers. Even if you are selling goods, as long as it is interesting and attractive enough, users will be happy to accept your recommendation.

3. How to do Douyin marketing?

Douyin's genes determine that it has the ability to record "magical" short videos, but we also see that most short videos are still below the level where users will delete them before finishing watching. So, it doesn’t mean you will succeed just by choosing Douyin. You also need to know how to do Douyin marketing?

1. Many brands are still struggling with whether to officially settle in

The official can bring users a stronger sense of belonging and more orthodox cognition. As another emerging social media, Douyin can bring brands more fragmented and visual brand content output, filling the blank areas on WeChat and Weibo. Just like Durex on Weibo and Alipay on WeChat, before they become popular, you may never know that brands can play this way with users.

2. Be careful to verify and be bold to try new things

As short videos are a new form of video, everyone is crossing the river by feeling the stones, including the current Alipay, Adidas neo, Xiaomi mobile phones, etc. I believe no one dares to guarantee that their current methods are the best and most useful.

So think carefully about what is the ultimate goal of operating Douyin? What content is suitable for your brand? What kind of adjustment can be made to retain users... Then, boldly invest manpower and material resources to try more new methods. The blank area of ​​​​TikTok's marketing methods is absolutely huge.

3. The content should be: diversified under unity

Whether it’s the daily work of Alipay’s operations department or Lenovo’s internet celebrities introducing products, if a brand wants to do Douyin and has determined the direction, it will move in a single direction to develop diversified content and accumulate fans around the core circle. Having too many directions will only lead to loss of fans and a loosened community.

4. Filling the extremely scarce high-value content pool of Douyin

Even with the super algorithm of "Toutiao", the highly homogenized content of Douyin is still a major flaw at present. I believe that friends who have watched Douyin can feel it. For example: a campus team that ranks at the top of the Douyin index has works that are old-fashioned and common in terms of creativity, and their acting skills are mediocre, but they are still so popular, which shows how scarce Douyin's content pool is currently.

For example, Papi Jiang has gained more than 6 million fans on Douyin with just 7 works, and Monk Yichan has also attracted 10 million fans with his animated stories of more than ten seconds every day. High-value content is always popular, so combining your own brand/product characteristics and occupying the high ground of a certain content position is enough to make your brand gain a foothold in Douyin.

5. The three elements of Douyin marketing content in my opinion: storytelling, interactivity, and easy to imitate

Liu Erdou, the "king" of Douyin, made many people believe that cats can really talk; a bowl of "bowl-breaking wine" caused Douyin users to rush to Xi'an; a seaweed dance made many people who never danced become addicted to dancing... Different from Weibo and WeChat, Douyin, which is more fragmented and video-based, can support more story-telling content and interact with fans more efficiently and directly. Good content is also more likely to be imitated.

6. Audio is very important

Douyin Douyin, “sound” accounts for half, and the remaining half is “shaking”. Even though Tik Tok is a short video platform, don’t forget that it calls itself a “music short video platform.” Whether it is popular music such as "C哩C哩", "Like a Seaweed Seaweed", "I've Confirmed the Eyes and Met the Right Person", or online audio such as "Do You Remember the Year You Were Sick" and "Husband, Hug Me", they have all become brainwashing "divine songs" of mass communication. Therefore, the blank area of ​​audio/music is also very huge. Like video content, interesting and easy-to-spread music is worth digging into.

7. Community establishment and operation in the comment area

WeChat focuses on strong social relationships, Weibo focuses on weak social relationships, and Douyin currently has almost zero relationships.

Perhaps it is due to the natural deficiencies in the operating mechanism of the Douyin product. Currently, the social relationships between Douyin’s internal users and influencers, influencers and users, and users and users are almost zero. Externally, the largest social portal - sharing to WeChat/QQ, was banned by Tencent.

At present, Tik Tok is also struggling in terms of social mechanisms. But as I said before, “When in Rome, do as the Romans do.” No matter what, Tik Tok is always a platform with large traffic. We cannot decide whether it will change or not, but we can try to adapt to it.

A good phenomenon is that in the Douyin comment area, interesting and down-to-earth comments are easy to come up with, and you can also see "organizations" such as the Chichi Brigade and the Jiangxi Corps. Therefore, when brands communicate with users, the operation of the comment section can be made a big deal.

I believe the success of "NetEase News" and "NetEase Cloud Music" in this area will be a good example.

8. Try more cross-border cooperation/cross-border flirting

Products that incorporate new elements can bring new product perceptions to users, allow both parties to have a more multifaceted brand image, and achieve more user exposure.

As a narrative carrier, Douyin has stronger plot twists and media interactivity than Weibo and WeChat, so it will surely bring more forms and creativity to cross-border brand cooperation. There are many ways to cross boundaries:

For example: cross-border combination of a certain beverage and a certain beer products.

For example: car brands launching challenges @ other competing products, or cross-border collaborations with other media such as Nongfu Spring & NetEase Cloud Music, the shared yellow car & Minions... can all be moved to Douyin.

9. Spend less time on hard advertising and more time on KOL placement

The only difference between Douyin’s hard ads and regular videos is the blue word “Advertisement”, but the price and effect are very different.

Judging from the comments and data reports of Douyin: Currently, the vast majority of "advertisements" on Douyin are not popular with users and have low conversion rates. Whether it is Douyin’s famous case of “iFLYTEK Input Method” or Papi Jiang’s recent “English Coffee”, this kind of product placement through KOLs can not only maximize the guarantee of increasing product exposure without being disliked by users, but also combine the characteristics of KOLs to make the product more characteristic and memorable and chosen.

10. In terms of operations, multiple accounts are deployed and the team is fully committed

Once you decide to do it, please be sure to assign a dedicated operation team. Please be sure to assign a dedicated operation team. Please be sure to assign a dedicated operation team.

Finally, it is hard to imagine how the Douyin team, which has achieved such an excellent popularity in a very short time, will polish this "product" next; at the same time, with fierce competition such as Tencent's 3 billion market share and Kuaishou's huge user base, and the country's vigorous rectification of society, what kind of upgrades and changes will Douyin make next? We have to wait and see.

The 3B principle of advertising proposed by American advertising master David Ogilvy. Beauty, Baby, Beast, that is, advertising (especially the TV, print and outdoor picture advertising that were popular at the time). Anything that meets one of the 3B principles can attract consumers' attention and stimulate purchases. Half a century has passed, and young people's preferences for video content have not completely deviated from the 3B principle.

In this regard, I personally believe that it is necessary to integrate the five principles. Creative flow, joke teller, funny guy, sympathy seeker, imitation show. If you create and plan based on the above principles, your work will be praised by everyone. Of course, there are also ways to show off and share the scenery. However, such factions are unlikely to resonate with the public. Instead, they are rejected because of a little jealousy. Unless you can be cool and drive a rocket to Mars to take pictures of the Earth.

Finally, be patient. Just like running a business, Jack Ma did not become rich overnight. He also worked hard and persevered to the end. So don’t think that you can become famous with just one or two works. You need to be patient and persistent.

Source: Lee, born in the 1990s