Douyin Promotion: How to build corporate IP through Douyin?

1. Understanding Douyin and Douyin’s machine algorithm

The world's magnificent landscapes are being spread through short messages, a language that does not require translation. Tik Tok is changing our lives unknowingly and even influencing the reading habits of a generation.

Tik Tok is currently the most popular short video platform with the highest traffic, a social software for creative music short videos.

In November 2017, TikTok spent 1 billion US dollars to acquire musical.ly, becoming the most popular short video traffic gathering place in the world.

In September 2018, TikTok topped the global APP download list, beating out established social software such as Facebook, Instagram, and YouTube.

Douyin, which is more than two years old, is becoming a national short video product. As of the end of 2018, Douyin's daily active users in China exceeded 50 million, and monthly active users exceeded 500 million.

1. Tik Tok user groups

Official data from Douyin shows that the proportion of male users in the Douyin user group reaches 60%, far exceeding that of female users. In addition, 60% of its users have received bachelor's degree or above.

In terms of user age, those under 30 years old account for 52.26%, which is almost the same as the 52.9% of the Internet user age structure data in 2017. In other words, among all Internet users, almost all those under the age of 30 use Douyin, and among the 30 to 40 year old group, which is the main consumer group, the proportion of Douyin users far exceeds the industry value, reaching 38.18%.

In terms of the percentage of user cities, the proportion of first-tier users reached 27.32%, while the proportion of first-tier cities in the entire industry was only 10.9%.

These data show that Douyin users are high-end and have very strong spending power, which is why everyone wants to carve out their own territory on Douyin.

Douyin is not allowed to advertise directly, not even brand exposure is allowed. In corporate accounts with a blue V, inconspicuous brand exposure may not be considered a violation, but it is still possible that the account will not be recommended.

2. Platform tonality

Tik Tok’s slogan is “Record a beautiful life”. Compared with other short video platforms, Douyin’s tone is younger, more fashionable and of higher quality.

The big data of Douyin in 2018 showed that there were 3.65 million reunions, 10.24 million separations, 2.04 million relationships, 2 million heartbreaks, 2.35 million graduations, and 5.88 million divorces.

Tik Tok allows every ordinary person to express themselves.

Another data shows that domestic users have checked in 260 million times through travel, covering 233 countries and regions. Douyin says it can take us to explore a bigger world.

3

Distribution of content

Tik Tok has changed the logic of content distribution. It relies on Toutiao's powerful recommendation algorithm (a special machine algorithm), and generally derives a numerical value based on three variables: users, information, and environment. This value is then used to evaluate what to recommend to users, what users like, or whether users like your videos, etc.

It is specifically represented by three data:

1. Likes: The number of likes on a video (the number of little red hearts)

2. Bounce rate: The frequency with which a video bounces out after less than five seconds of viewing.

Two people were watching a video at the same time, but one of them watched it for less than five seconds and then swiped past it because he didn't like it. If another person spends more than five seconds or even finishes reading it, then the bounce rate is 50%.

It can be seen from this that the higher the bounce rate, the worse the video performance is, and the lower the bounce rate, the more people like to watch it.

3. Average playback time: depends on how many times your video is played repeatedly

The more likes a high-quality video has, the lower its bounce rate is, and the longer its average playback time is, the greater the chance that the video will become popular.

Traffic pool rules

After a novice account releases its first video, Tik Tok will allocate a basic recommended traffic amount (approximately between 300 and 500). As the bonus period passes, the basic traffic becomes less and less. When a video is liked, commented on, and played repeatedly by many people, it will become popular. After heating up to a certain percentage, Douyin will recommend the video to enter the next traffic pool. It will no longer give 300 to 500 basic traffic, but may be 1,000 or even more (depending on the video performance). After being heated up again, the popularity of the video continues to rise, and the number of recommendations given may be 10,000 or 100,000.

The video passes through one traffic pool after another, and finally jumps to the traffic pool for becoming popular. It is very likely to become popular at any time. A popular video is a video with more than 10,000 likes.

Account Weight Algorithm

The weight of an account actually depends on the average number of views:

If the number of views is over 10,000, you will be considered a popular user. This type of account is very popular. If you continue to post high-quality content, it will soon become popular.

Accounts with a playback volume between 1,000 and 3,000 are called accounts to be recommended.

An account with a playback volume between 100 and 200 is called a low-weight account.

Accounts with less than 100 views are called zombie accounts, and such accounts basically have no possibility of development.

If an account continues to have low weight for a long time (more than half a month or even a month), it will automatically be downgraded to a zombie account, and there is basically no possibility of saving it.

How to increase video popularity?

1. Reduce the bounce rate and meet the three-word formula: beautiful, interesting, and fast.

Beauty, the picture must be beautiful. Interesting, the content is interesting and users are interested. Fast, the tempo should be fast. In addition to the fact that the video tempo should not be dragged out and the highlights should be presented as soon as possible, it should also be accompanied by popular background music with a brisk rhythm. The popular BGMs on Tik Tok all have a relatively fast rhythm.

2. To increase the number of likes, in addition to having attractive video content, you also need attractive titles, timely hype, and guiding comments.

3. Average playback time. First, we need to understand a data called "completion rate", which refers to the probability of a video being fully played. This requires that the video be attractive enough for everyone to watch it to the end.

Tik Tok videos can increase their playback time by being watched repeatedly.

When you first start using Tik Tok, you can only post 15-second videos. Once you have 1,000 followers, you can then post one-minute videos. So everyone tries to increase the number of followers in order to achieve this one-minute length.

In fact, 15 seconds is a very critical data. Analyzed from the perspective of engineering psychology, it is exactly the duration when concentration is most concentrated, which can just allow people to form a moment's impression.

So this 15-second video can bring two results, either you keep watching the same video over and over again, or you will keep watching the next one.

In addition, you can create some topics to attract people to participate and challenge the topics; create collaborations and let others heat up your videos, which will heat up your videos and accounts and help you become popular quickly.

But the most important point is that the content should be solid because this is a content consumption platform.

2. Classification of popular content:

Two important contents of Douyin: Douyin+Yin.

"Dou" means to show off. Sound is music, the so-called BGM. Music is very important and it is the soul of Tik Tok.

Filming and recording the beautiful life and adding appropriate music is what the Tik Tok platform needs.

Users of the Douyin platform are more focused on the content than the content distributors themselves, which is the exact opposite of the Kuaishou platform. The Kuaishou platform can retain more fans and has higher user stickiness because Kuaishou focuses on the content distributors themselves. On the TikTok platform, users’ attention is particularly easily diverted, making it difficult to retain users.

On the TikTok platform, the number of views of popular videos ranges from hundreds of thousands to more than one million, which will attract a large number of fans to follow the account.

The number of converted fans depends on whether the account content is vertical. When users open the homepage to watch, if they find that other video content is not what they like, they will not stay. If they find that they like other content after opening it, they will convert likes into fans.

Therefore, vertical content in a specific field will bring accurate fans with high monetization value.

1. Popular content in non-vertical fields

(1) Videos that transfer content. The popularity of the transferred content will heat up your own account and video. Search for the most popular content on all platforms, and quickly become popular through certain techniques and skills. This is one of the techniques that is often circulated in the circle to become popular with a salary of more than one thousand yuan.

(2) Take advantage of the moment

For example, Chengdu Xiao Tiantian’s line “It would be nice if you could take me out for dinner” became popular. After that, anyone who took advantage of her popularity or directly posted her videos became famous. There was also the most popular one a while ago, because she sang a song of lovesickness called A Youyou at someone's wedding, and all the videos of people who filmed her became popular as well.

(3) Eye-catching title

Make full use of human weaknesses, such as voyeurism, jealousy, sympathy, etc., and throw out titles that can trigger discussions and resonance, such as ex, breakup, scumbag, divorce, cheating, plastic surgery, etc.

Of course, there are many accidental factors. These accidental videos may have touched the hearts of some group of people and become popular all of a sudden. Others may be due to personal appearance and talent, which may attract users' attention.

2. Popular content in vertical fields

There are more popular contents in vertical fields, and accounts with IP (film and television drama IP, character IP) are easier to attract fans.

(1) Film and TV IP

Professional organizations on Douyin have dug up examples of IPs of popular TV series and movies. For example, "The Pawnshop of Life" is obviously about Pawnshop No. 8; "The Mind Reader" dug up a lot of content about mind reading in TV series and movies; "Memory Storage" dug up the movie "The Great Hypnotist"; and "Night Talk in the Diner" dug up the IP of "Midnight Diner".

(2) Character IP

For example, "Inner Double Wushuang" shot by two beauties, and "Fairy Yeast".

3. Classic Cases of Creating IP

1. Case: Steamman

This is a company that produces a variety of environmentally friendly products with high annual sales and a large scale. It has a steam car wash model that can spray steam to clean the vehicle. It is environmentally friendly and energy-saving, and can save half the water.

The founder of the company was born in the 1980s, has new ideas and attaches great importance to Douyin. The early stage of shooting cost a lot of money, including renting a helicopter, hiring models, and having professionals shoot and edit. It took a long time but the results were not ideal, and the number of fans was only over 3,000 at most.

When the company invited me, I found several problems:

1) There is obvious brand exposure, which is a violation and cannot be done.

2) The persona does not match the character image: the "Shawn Yue" of the car wash industry.

3) Without vertical positioning, everything can be photographed.

1. The corporate IP positioning is “Steam Man”.

1. Positioning personality:

Model: He looks cool with sunglasses on, like an uncle, muscular, full of positive energy, a character created based on his appearance.

2.Technological design:

For example, 007’s watch and car have cooler designs. Highlight the characteristics of steam equipment. For enterprises to achieve direct conversion, they must expose their products (steam equipment) and highlight their features, but they cannot expose their brands.

In some of the company's early videos, people were actually very interested in steam equipment, but the fans just couldn't settle down. Therefore, the powerful functions of this product such as environmental protection and energy saving are reflected.

3. Design:

The clothes should be cool.

Never wear work clothes, because the characteristic of models is that they look like ordinary people in work clothes and they don't look handsome at all.

"Steam Man" must have the aura of a protagonist. There must be a dividing line for each role change, a sense of ritual, and a transformation process, just like Superman. When he puts on glasses, he is Clark, and when he takes off glasses, he is Superman.

Several ways of transforming into "Steam Man" are designed each time, switching from various life scenarios, such as pulling clothes to immediately change into car washing man clothes, or pressing a car or a button on a watch and the car will transform.

Makeup: Just wear sunglasses to highlight your figure.

4. Scenes: one is the daily life of "Steam Man", and the other is the scene after "Steam Man" transforms.

2. Content Creation

1. Transform into Steamman

Steamman is the embodiment of justice. Its plot was recommended to refer to Chai Laxia and Ximen Chuixue. Later, after creating the "Steam Man" IP, many netizens replied by asking "What is your relationship with Chai Daxia?" and everyone would compare themselves. Every transformation is because of seeing injustice, and the transformation process is required to be in every episode. This is actually the process of strengthening the IP in Douyin, and there is also a final slogan: "Steam Man, cleansing the world's filth."

Steam Man should be full of positive energy, such as doing good deeds in daily life, putting out fires, cleaning public facilities, beautifying the urban environment, treating injured animals, warming and healing injured hearts, etc., to make the character of Steam Man more full-bodied.

2. Steamman's Daily Life

Daily scenes, such as daily car maintenance; some daily rituals, because he is very handsome, you can refer to Uncle Mona's sense of ritual;

Although "Steam Man" is very cool when saving people, he also has a sentimental side. He can listen and be flirted. He has a cool contrast and can also be filmed with the same BGM and the same dance in daily life.

Set it as an ordinary car washer and don’t expose your brand. It is recommended that companies hide all videos that previously exposed their brands, so now people cannot see the videos that previously exposed their brands.

3. Powder guide

1. Designed to directly transfer fans to the enterprise account:

Directly @Enterprise Account for daily video shooting; shoot in conjunction with enterprise content; go to Enterprise Account to grab hot comments or go to personal Account from Enterprise Account to grab hot comments; shoot directly on Enterprise Account. Enterprise Account once designed a scene for dumping fans: let Steam Man directly act, with many Steam Men holding the same tools and wearing the same clothes, getting off the helicopter together as the first video, and then directly dumping fans.

2. E-commerce:

Shopping carts, selling products (such as car wash products, car maintenance products), and selling peripherals (such as the same clothes, equipment, and figures of Steamman) are all possible.

3. WeChat:

Potential refined powder forms a detailed customer database. (Wait until your followers reach 10,000 or more before adding WeChat. After all, there is a risk of your account being blocked if you add WeChat in your signature.)

There are risks in directly transferring followers from Douyin to WeChat, and the most dangerous thing is to reply with contact information in private messages.

However, many people were particularly interested in the equipment in the video and asked about it in the background, and the company directly responded with the contact information. In one month, more than 20 cars were sold through the video, and the market price of each car was 18,000 yuan. I earned more than 300,000 yuan. The profit was very high and the conversion rate was also very high.

The company also attached great importance to it. After completing this IP, it immediately registered the name "Steam Man" and even specially designed a "Steam Man" car.

4. Create derivative IP

With the establishment of the IP, many derivative IPs can be created in the future filming, such as emotional ones, where there are people he likes or people who like him (refer to Spider-Man and Superman), he also has his own enemies (refer to Batman), he has his own allies (refer to the Avengers and Chai Daxia), and there are also people who need his help (refer to Rookie Hero).

5. IP Prospects

It has created many derivative IP prospects, which can improve the company's image, increase transaction rates, expand brand awareness, and also allow for more attempts to use IP, such as shooting movies and making animations.

After the Steamman IP was completed, the first video of Steamman alone with the black lady went viral (the equipment hadn’t been built yet at the time), and the number of fans increased by 100,000 within a week. Another one is a video of the Steam Man car washing advertisements, which has been viewed over 10 million times.

2. Case: Internet celebrity landmark - "Warm Museum"

What is the current situation of most tourist attractions? Basically, they rely on the mountains and water for their livelihood, without any historical deposits or amazing scenery.

A common problem in tourist attractions: those with large traffic flow all have their own IP

For example, there is Mount Tai, which has historical IP, Jiuzhaigou, which has scenic IP, and Disney, the world's most powerful company that has created its own IP.

Therefore, we developed a standardized product – a comprehensive online and offline integrated solution for the tourism industry: Enterprise Account + Internet celebrity landmarks

The case involved a wealthy family business engaged in the hot spring industry in tourist attractions, with a high annual profit margin.

1. Build an enterprise account

1. IP image

The company has its own IP – the cartoon ceratopsian and the legendary story “Ceratops Opens the Sea”. So we made a real-life version of the cartoon ceratosaurus, just like the internet celebrity bear, and had people wear cartoon ceratosaurus clothes to create an IP image in the hot spring area.

Advantages of real horned dragon:

Actors can be replaced at any time and the requirements for actors are low.

It has cultural heritage and the legend of the story "The Horned Dragon Opens the Sea".

Cartoon characters have inherent advantages: they are easy to approach, easy to remember, and easy to strengthen IP

High conversion.

Character tags of horned dragon:

Cartoon characters personified, labeled with personality.

Lively: Dancing when happy

Kindness: Crying when touched

Quirky: Act like a spoiled child when meeting a beautiful woman

Knows magic and can make wishes come true (such as taking you to a hot spring on a fishing island)

With affinity, especially like to communicate with people, listen to stories carefully,

Likes to act cute, and will wait on the ground every time he loses a game

2. Form:

Interact with tourists in scenic spots through horned dragons and distribute relevant discounts

Such as meal coupons, discount coupons, hot spring VIP pools, horned dinosaur dolls and other small gifts.

The hot spring scenic area is particularly large, and all the tropical plants in the indoor hot springs are real plants shipped from the south at great expense. They are beautiful and spectacular, simulating the waves, beaches, amusement areas, etc. at the seaside. By taking photos of the scenery in the scenic area and adding the IP of the scenic area, this is an account that can be directly converted.

Outside the scenic area, there are street interviews with ceratosaurus, such as the ceratosaurus that can perform magic and the ceratosaurus that can fulfill wishes.

3. Content:

By interacting with visitors:

Offline Dragon Challenge

For example, if you hold a competition for the longest beautiful legs, let Xiaolong take a tape measure in the scenic area and measure the length of tourists' legs. Gifts will be given to tourists with the longest legs, and these photos will be filmed and posted on the Douyin corporate account, just like a variety show. It can not only bring in traffic but also direct conversions, while also increasing offline interactions, turning the entire hot spring scenic area into a distinctive scenic spot. There are also big eating competitions in the buffet area, and rock-paper-scissors and finger-guessing games with Little Dragon to give out gifts.

Topics for launching online challenges

Asking tourists to participate in topics, challenges, shoot videos, etc. in scenic spots can directly heat up corporate accounts and enhance interaction.

Ceratopsian Wish

Ceratopsians can randomly interview passers-by on the street outdoors and satisfy their wishes. For example, find a random person to interview: "What is your wish?", he says: "I want to go to a place with hot springs and a place where I can see the sea!", "Okay, I can fulfill your wish." Take him to this hot spring scenic spot for a day tour.

Tricky

Hot spring scenic spots organize activities (such as pranks that young people like), put very ordinary materials in ordinary bathing pools, find special people to perform, interview them after the bath (they must exaggerate the efficacy), and then tell them the truth: in fact, these are just pepper and star anise, which have no effect at all.

Use this kind of prank and entertaining way to bring the culture of the hot spring scenic area to everyone.

Interspersed with scenic spots, performances, and VLOG (video diary)

This is a more advanced form of street photography and street interviews.

4. Conversion.

Increase your company’s exposure:

Including the corporate image, service image, and brand awareness.

Enhance user experience offline:

So this is a comprehensive solution that integrates online and offline.

Tik Tok homepage:

Insert official links in the corporate account, such as ticket booking links, official websites, and direct coupon redemption;

Claiming a POI address is equivalent to the TikTok version of Meituan.

Insert contact information and make a call with one click

Shopping cart, selling IP peripherals or coupons, etc.

Prospects for brand value and cultural output:

For example, shooting micro-films, animations, derivative IPs, cultural and creative products (peripheral products, offline physical stores), etc.

2. Create an Internet celebrity landmark - "Warm Museum".

1. IP Location

Create an Internet-famous landmark: As far as hot spring scenic spots are concerned, there are many benchmark hot spring scenic spots in the surrounding areas of Beijing, Tianjin and Hebei. The popularity, content and facilities are similar, so the advantage is actually a key point in the comprehensive online and offline integrated solution of the tourism industry IP, which is to create an Internet celebrity landmark for it, so that young people can go to this place to check in through technical means.

Let this IP with its own traffic bring more exposure and conversions on the platform. Hot springs are a place to go with family, lovers, and partners. It is a warm and happy place. The IP positioning of the Warm Museum is an Internet celebrity landmark, a place full of warmth and tenderness. Here you can have objects, memories, and stories.

2. Content positioning

Let visitors share their own heartwarming stories. Leave an item of your warm memory in the museum.

3. Scenario

Trees, houses, and corridors

4. Form

It can be in the form of horned dragon storytelling (combining real scenes with cartoon scenes), on-site interviews, tourist visits, or tourists recording and uploading their own videos.

5. Sense of ceremony

How can we have a sense of ceremony?

When you go to Huangshan Mountain or Huashan Mountain, you will see love locks on the top of the mountain. The moment lovers lock the locks and throw the keys down the mountain stream, it represents that the two people will be of one mind and one heart and will never be separated from now on. This is a sense of ritual.

So how do we achieve a sense of ritual online?

The "upgraded version" of the love lock: upload the video recorded by tourists to the cloud space and generate a QR code. Other tourists can scan it to watch, interact with blessings and make comments. Minor technical processing can also be done to achieve jump, and by the way, attract fans to the official account.

The Internet has changed the business model, and self-media has changed the mode of information dissemination. Short videos, led by Douyin, have changed the content distribution logic and content consumption model, and may even change the reading habits of a generation. From the perspective of the enterprise, by creating IP for the enterprise, creating Internet celebrity landmarks, and providing integrated online and offline problem-solving solutions, the most direct and efficient exposure and conversion rate can be obtained.

Source: Tang Xiaohan