Douyin live streaming marketing strategy for the maternal and infant industry

Douyin is a comprehensive platform for selling goods with large natural traffic. Many companies have entered Douyin's live broadcast room and started brand self-broadcasting. As the live broadcast e-commerce mechanism matures, Douyin's live broadcast model will gradually move closer to the Taobao model, and the proportion of brand self-broadcasting will gradually increase in the future. At present, many brands have started live streaming on Douyin, such as Zhou*Fu, Hai*Home, Wan*Diary, etc.

(1) The audience of Douyin and the audience of the maternal and infant industry have a high degree of overlap, which can accurately locate users

Youngization is a compulsory course that the maternal and infant industry cannot avoid. According to statistics, the main body of women preparing for pregnancy are the new generation of women, with those born in the 1990s (22-30) accounting for as much as half, and those born in the 2000s (below 22) reaching 17.8%, which means that those born in the 1990s and 2000s have become the main force of mothers. The users of Douyin are mainly those born after 1990. According to the "iResearch Index", users aged 25-35 account for more than half, and among this group, women are the majority. The high overlap of users provides an excellent opportunity for the maternal and infant industry to obtain more precise marketing resources.

(2) Tik Tok has a complete content ecosystem that can promote business development

Tik Tok has gradually matured in terms of commercial cooperation, and its marketing and promotion methods are also uniquely innovative and interesting. For example, full-screen information flow ads can be placed, Douyin short video challenges can be held, and proprietary stickers can be pasted on videos. These creative forms combined with the content characteristics of Douyin can reach potential users more naturally without affecting the user's viewing experience. The maternal and infant industry can leverage Douyin's advantages in this area to place information flow advertisements to attract user attention, hold challenge competitions to increase brand popularity, and so on, to drive traffic to the live broadcast room.

1. How can the maternal and infant industry conduct marketing promotion through Douyin live broadcast

To create a high-quality live broadcast room on Douyin, it is not just a simple process of the anchor promoting the product and the assistant uploading the link. A high-quality live broadcast room includes three parts: anchor, planning, and operation.

1. Anchor

The anchor is the face of the live broadcast room, and his work content is irreplaceable. Some work can be done by the assistant anchor, but some work must be done by the anchor, such as familiarizing himself with product information, organizing relevant wording for the product, grasping the rhythm of the live broadcast room, familiarizing himself with product activity information, etc.

For example, in Wei*'s live broadcast room, the rhythm of the room is basically controlled by Wei*. Only by having a comprehensive understanding of the product information can she better recommend the product to the audience. For the live broadcast room of mothers and babies, it is more persuasive to choose mothers as anchors. If conditions permit, some experts in the mother and baby industry can be invited to the live broadcast room to explain relevant knowledge and promote products.

The assistant anchor's job mainly includes assisting the anchor with live broadcasts. For example, when we sell a baby diaper cream that can be used with baby toothpaste, the host picks up the baby diaper cream to introduce it, and the assistant can pick up the baby toothpaste to explain it; they can help the host reply to fans' comments and interact with fans; they can also assist the host in explaining the product information, etc.

A good live broadcast room requires the cooperation of the host and the assistant. The interactive introduction between the two people will have a better live broadcast effect than the monotonous explanation of one person.

2. Planning

Planning is divided into two modules: one is the director (responsible for the preparation before the live broadcast) and the other is the field control (responsible for mobilizing the atmosphere of the live broadcast room during the live broadcast).

(1) Director (responsible for the preparation work before the live broadcast)

All things are difficult at the beginning. A good beginning will make things more efficient. Before the live broadcast begins, the live broadcast process should be planned well, including but not limited to writing scripts, making promotional videos, preparing live broadcast promotion activities, and formulating the gameplay of the live broadcast room.

First of all, we need to be clear about what the video script includes, the product, location, shooting method, screen explanation, performance lines, video length, camera control, expected effects, and props used. After the maternal and infant industry has determined the products to be sold in the live broadcast room, it should try to choose a warmer background image when shooting the video to move people with emotion and resonate with users. You can use current hot topics to create marketing momentum. For example, if a variety show about a father taking care of his child and the skin care products he uses for his child becomes a hot topic on Weibo, you can then market accordingly and use keywords such as "same product" and "consistent effects" to capture the user's herd mentality. In addition, you can use a covering technique so that only half of the product is exposed, making it suitable for babies aged 3 years old. Don’t you know this? This questioning technique arouses users' curiosity and draws traffic to the live broadcast room.

(2) Field control (responsible for mobilizing the atmosphere in the live broadcast room during the live broadcast)

The main work content of the site control includes putting products on and off the shelves, setting up coupon information sending, drawing gifts by selecting comments on the public screen, changing product inventory, etc.

3. Operation

(1) Product Operation

The main tasks of product operations are to collect information on maternal and infant products, explore the selling points of maternal and infant products, provide maternal and infant knowledge training to anchors, provide the source of products for live broadcast rooms, etc.

(2) Pitcher

The operations pitcher is mainly responsible for online traffic diversion and directing traffic to the live broadcast room.

The first method is to invest in DOU+, set custom targeting, select female, 18-35 years old, and check all regions except remote areas such as Xinjiang and Tibet. There is no limit on interests. The amount is 100 yuan, and you can invest in multiple plans.

The second method is to place Tik Tok information flow ads. The specific setting parameters are similar to DOU+, and the specific values ​​are as follows:

Gender: Female

Age: 18-35

Region: Customized population package, preferably Beijing, Shanghai, Guangzhou and Shenzhen (except Xinjiang and Tibet)

Delivery time: the time from the start to the end of the live broadcast

Behavioral interests: You can set keywords such as maternal and infant population, infant products, baby-specific, and must-haves for pregnant mothers. Adding this to behavioral targeting can expand your potential audience.

In addition to these, operations also need to do a good job of early drainage and make warm-up preparations. For example, if you use short videos to warm up, you can post 1-2 preview short videos every day on the official account three days in advance; if you use live broadcast to warm up, you can set a preview of the next live broadcast in the live broadcast background to achieve twice the result with half the effort; if you use private domain to warm up, you can share the live broadcast homepage to your circle of friends or company group to attract more attention; if you use homepage to warm up, you can add a preview of the live broadcast on the account homepage to make it easier for fans to pay attention to the live broadcast room.

Tips: The best time to place information flow ads is between 8 and 9 in the morning, when people are preparing to have breakfast or on their way to work. At twelve noon, during lunch break. From 9pm to 11pm, I will watch Douyin more before going to bed. The activity of Tik Tok is higher on weekends than on weekdays.

2. Conclusion

The maternal and infant industry has a broad market space. The live broadcast room is composed of three parts: planning, operation, and anchor, none of which can be missing. The development of a small team into a large team is also a process of growth. The accumulation of live broadcast experience will refine the work content and expand more maternal and infant related businesses. Skills and routines are just a method. What is more important is to be down-to-earth, hardworking, and love learning, so that there will be greater room for development.