Characteristics of several common distribution channels such as Weibo and Tik Tok!

If you choose the right promotion channel , you will have a 70% chance of success in creating an Internet celebrity store.

What does an Internet celebrity store mean? High attention, high customer flow , high profits, so many highs, so many advantages are here. Anyone who runs an offline store hopes that his store will become an Internet celebrity store, or even if it cannot become an Internet celebrity, it is fine to have a certain degree of popularity in the local area.

To run an Internet celebrity store, in addition to having its own characteristics, selling points, and the ability to integrate with users, the choice of promotion channels is also crucial. You have seen that some customers have invested tens of thousands of dollars in promotion fees, but have not made any noise, while some customers have invested a few thousand yuan and gained a lot of exposure. Therefore, money must be spent on the cutting edge. As for which channels are considered the cutting edge?

In this article, I will analyze the characteristics of several common distribution channels from two aspects. Through comparative analysis, I will let you know how to choose distribution channels when building an Internet celebrity store and placing advertisements .

1. What are the promotion channels?

To create an Internet celebrity store, the mainstream promotion channels include: Weibo, official accounts , Douyin , websites, as well as non-mainstream channels: Dayu , Xiaohongshu , Zhihu, Baijiahao, Bilibili , Moments , Meipai , etc.

• Weibo: Celebrity Vs repost or post directly, and those who are more commonly used to create Internet celebrity stores are food-related Celebrity Vs.
• Official Account: Local life official account, mostly used for traffic generation .
• Douyin: Douyin short videos can be posted by Douyin influencers or one’s own account, and the number of fans required is not high.
• Website: It is used to detonate the Internet in the later stage to reach a wide range of users.

Non-mainstream ones can be used as supplements, such as Zhihu. If you have Zhihu’s resources, you can also publish and promote them.

2. Attributes and differences of channels

Here we mainly talk about Weibo, official accounts, Douyin and websites. If these four are done well, there will be absolutely no big problem in creating an Internet celebrity store. You should know that there were already Internet celebrity stores before Douyin, which means that through a single channel such as Weibo or an official account, with proper strategy, you can also create an Internet celebrity store.

1. Weibo

(1) Weibo user group

They are relatively young. Take us, the old drivers in the Internet industry , for example. There are very few people around us who use Weibo, but Weibo already has 400 million users. Are the data inflated? That's definitely impossible. We on the Internet are the most practical in our work, you know. The only explanation is that those who use Weibo are not the people around us, but those born after 1995 and 2000. Just like the people around me don’t use Pinduoduo, but Pinduoduo already has 300 million users, and there is also Kuaishou .

Weibo's user base tends to be young, so when placing advertisements, you need to consider whether your product's target users are of this type. If your product is aimed at elderly people over 30 years old like us, don't choose Weibo, as this will hurt your advertising. When placing brand advertisements, we also need to choose the right target users. For example, investing in a certain mobile phone of " Happy Camp " or a certain paid operation knowledge course.

(2) Characteristics of Weibo

Weibo is like a square, which is particularly suitable for generating voice. When an interesting event becomes popular, there will be more Weibo accounts to forward, comment on, and ferment it. When there are multiple big Vs promoting a certain product, it is easy to create a hotspot. However, it should be noted here that the content of current marketing promotions is different from before.

For example, when promoting a fried chicken restaurant in the past, they would highlight the color, aroma and taste of the fried chicken. After taking a bite, the fragrance would linger on your fingers, and after eating one, you would want to eat the next one. This type of advertising content can only be used as a notification and cannot be spread by users. What kind of content is actively spread by users? While eating fried chicken, he accidentally tasted a diamond ring. It turned out that he had been studying abroad for 5 years and suddenly returned to China to give his girlfriend a surprise. Knowing that she loved fried chicken, he buried an Easter egg in it. After his girlfriend saw it, she burst into tears and agreed to his proposal. Such content can be actively spread by users.

Things to note when posting on Weibo: Carefully identify accounts and use interaction rate data to determine the authenticity of accounts.

2. Official Account

(1) User groups of public accounts

Little kids use QQ, and older kids use WeChat . This shows that the user base of public accounts tends to be older and are the backbone of society. The characteristics of this wave of users are that they have a little bit of intelligence, like me, Tiger, who are quite picky about the quality of life and have a certain ability to distinguish the real from the fake.

When placing advertisements on a public account, the copywriting must be very sophisticated. For the same public account and the same number of readers, the quality of the copywriting can determine the user conversion rate . This article talks about advertising in offline stores, which are inseparable from pictures and texts. However, most store owners are not good at writing or taking pictures, so what should they do? Find professionals to take pictures and write. When placing content on local life public accounts, some will have dedicated editors who are professional, reliable and effective.

(2) Characteristics of public accounts

The official account is like a closed private party. The content released by the big account can only be seen by individuals. If you want to participate, it is still a bit difficult. Therefore, many of the marketing events that are hyped in life are promoted by Weibo, rather than official accounts. What kind of events can the official account bring about? Everyone should understand that they are basically all about people's livelihood.

Advertising on public accounts can be divided into the following categories based on the target users: local life service public accounts for C-end users; industry KOLs for general users, such as big accounts in the Internet industry; and those for B-end users, such as big accounts for entrepreneurship . For example, a store owner gilds himself by saying that he has created an Internet celebrity store through craftsmanship. He expresses the craftsmanship process in words and puts it to industry KOLs, which can also attract a wave of users.

Things to note when launching a public account: Choose an account that is close to your target users, look at the data, and distinguish true from false. There are so many people who cheat nowadays.

3. TikTok

(1) Tik Tok user base

Tik Tok’s user base has shifted from younger to older ages, with many people over the age of 30 playing Tik Tok, and their main regions are still first- and second-tier cities. The first wave of people who used TikTok were all very trendy and cool, but that wave of users was small after all. Now TikTok has 200 million daily active users, and basically everyone, regardless of gender, cat or dog, is playing it.

(2) Characteristics of Tik Tok

In terms of short videos, the biggest feature of Tik Tok compared to other platforms is that it monetizes content through videos. People like us who don’t look as good as Daniel Wu don’t dare to show our faces. Therefore, many beautiful young ladies and young men, or authors with great imagination on Douyin, have gained a large number of fans. What can you do with fans? Advertise. I gave the advertisement to a young lady with 1 million fans. In short, it can be summed up in two words: beautiful and good at living. Ahem, it’s commercial shooting work.

When placing advertisements on TikTok, remember not to stop halfway. This is a mistake that many clients who place advertisements make. A client came to ask me after he produced a video, “Why is the conversion rate so poor?” Little do people know that the popular products on Douyin are piled up from multiple videos. Without quantity, there will be no qualitative change. For offline stores to place Douyin ads , you need to make a good placement plan based on your budget and choose 3 to 10 internet celebrities. The number of fans does not need to be large, but the number must be sufficient.

Things to note when placing ads on TikTok: As usual, look at the data and determine authenticity.

4. Website

(1) User groups of the website

You don’t need to care about the user base of the website. When the website places advertisements, what matters is the weight of the website, which is done for Baidu to see. Let’s take the most common scenario: a user is recommended a milk tea shop on Weibo, but he is unsure, so he goes to Baidu to search, “How’s the taste of the milk tea shop?” At this time, many websites popped up, all saying that the drink was delicious. At this point, the purpose of website delivery has been achieved.

(2) Characteristics of the website

There are regional websites and industry websites. The cost of posting an article ranges from 50 to 250 yuan. If it is one of the four major portals, the price will be different. Compared with public accounts that cost tens of thousands of yuan for an article and Weibo that costs thousands of yuan for a forwarding, the website is still relatively affordable. Remember that the strategy for publishing soft articles on the website is to have a large number and high weight. When users search for product keywords , dozens of pages pop up, and you have succeeded.

Things to note when launching a website: The prices are a lot inflated. It is said that the quote for launching a website is 200 yuan. If you find the right person, it can be done for 50 yuan.

In summary

We have made a simple analysis and explanation of the four mainstream distribution channels for building an Internet celebrity store: Weibo, official accounts, Douyin, and websites. In fact, the gameplay of a single platform can be enough to write a book. There will be a lot of details. Whether you can do it well depends on your understanding of the platform. You should try more and post more articles. The more you post, the more experience you will gain.