The operation logic of Douyin Enterprise Account!

From the internet-famous Haidilao dipping sauce, Turkish ice cream, fortune-telling answer tea, to Peppa Pig and sunflowers... this year, Douyin has demonstrated its super strong ability to bring goods through countless cases. Whether it is online exposure or radiating to offline physical stores to drive sales growth, it plays an important role as a link. For most brands , Douyin has become another new marketing front after Weibo and WeChat .

Key points

1. Compared with Weibo and WeChat, Douyin has obvious advantages in content format, distribution mechanism, and conversion ;
2. The value of Douyin to corporate marketing is mainly reflected in three aspects: brand exposure, word-of-mouth accumulation, and order conversion;
3. Before entering Douyin, companies should first clarify their marketing goals: effective flow conversion or brand marketing ?
4. When the marketing goal is conversion, you can start from product specifications, production process, and usage scenarios to highlight product advantages;
5. When the marketing goal is brand marketing, conversion is relatively unimportant. The key is to make the brand close to users and potential users and accumulate word of mouth.

Compared with Weibo and WeChat, Douyin's advantages in marketing are reflected in three aspects:

1. Advantages in content format

Videos have more powerful information carrying and display capabilities than images and texts. Users can obtain richer information when watching videos, and the effects are more intuitive and vivid.

1. Advantages in distribution mechanism

In terms of content distribution , Douyin has both an algorithm-based content recommendation mechanism and an information flow push based on the follow/subscription model. This two-pronged approach allows content to effectively reach more target users . Although Weibo has begun to combine the two content distribution methods in recent years, due to Weibo's centralized platform attributes and the long-standing usage habits of Weibo users, the recommendation mechanism can only be a supplementary form of content distribution.

1. Conversion is more convenient

Compared with users' need to obtain diversified information when using Weibo and WeChat, users' main purpose of using Douyin is entertainment, which is closer to the usage scenario of shopping needs. Secondly, Douyin’s simple and lightweight product design coupled with fool-proof product pop-ups also greatly reduces the difficulty and threshold of users’ conversion from viewing to purchasing.

The above three advantages give Douyin value in marketing, namely brand exposure, word-of-mouth accumulation, and order conversion.

These three aspects of value basically cover the marketing needs of all products and all companies on Douyin. So in the actual implementation process, what are the different ways of playing for different companies and different products? What are the differences?

This article will share with you the correct way to market Douyin for your business based on two different marketing goals.

1. Marketing with the goal of effective conversion

When a company enters Douyin, the first thing it should determine is its marketing goals. Generally speaking, there are two main marketing goals for enterprise accounts: effective traffic conversion and brand marketing.

Among them, conversions can be divided into two types according to the characteristics of different industries: one is to divert traffic to other platforms. For example, some companies that currently mainly earn advertising fees through official account articles, or companies whose business is mainly concentrated on other platforms, will choose to operate their own Douyin accounts to expand their influence and exposure, thereby achieving the purpose of diversion.

The other is a more direct order conversion. Since Douyin has achieved remarkable results in helping corporate accounts realize commercial monetization, converting orders through Douyin has become the norm for many corporate accounts. Therefore, the "conversion" discussed below will specifically refer to order conversion.

When the goal is to convert orders, the content should be more purposeful, that is, it needs to attract the audience to make purchasing decisions immediately.

How to attract? Generally speaking, if we want to introduce a product in detail, we need to explain 4 questions clearly: What is it? Who is it targeting? What are the advantages? What problem does it solve?

However, in the fragmented environment of TikTok where every second counts, a complete introduction will most likely make users feel bored, so the selling points of the product should be quickly explained within the effective time, that is, the most important part of the four questions should be presented: What are the advantages?

As for what it is, who it is for, and what problem it solves, this can be accomplished through the product presentation itself, with the help of Tik Tok’s algorithm recommendations, and the audience’s common sense judgment. Of course, there are exceptions. If the product itself is beyond the scope of most viewers’ cognition, other explanations need to be added based on actual conditions to make the content more complete.

To sum up, for corporate accounts with relatively strong conversion purposes, their product placements are often more "hard". So how can we make the implantation relatively “softer” so that the audience can accept it more easily?

The most important thing is to make the key selling point of "what are the advantages" softer. Specifically, how should we showcase the selling points and advantages of a product?

We can start with the following three methods:

1. Start with product specifications and features

Directly displaying the product's advantages in terms of size, weight, material, etc. is an effective method. It should be noted that how to present product specifications in a more attractive way is the key difficulty of this method and the key to determining whether the content is popular.

In the viewing environment of Douyin, the viewing experience of the video is more important. Therefore, when showing the advantages of product specifications, presenting data and professional configuration popular science will appear boring on the one hand. On the other hand, for laymen who do not understand professional configuration, the viewing threshold is high, which is not conducive to subsequent secondary dissemination.

In contrast, simple and crude demonstrations are more advantageous. Specifically, it means to magnify the advantages of the product and directly demonstrate the advantages of the product in certain aspects through exaggeration.

For example: the selling point of a certain brand of mobile phone is its drop resistance. When creating content, we need to highlight and magnify this advantage and demonstrate it in an intuitive way, such as when a car runs over the phone, it remains intact.

The biggest feature of this method is that the selling point is intuitive and easier to leave a deep impression on the audience. At the same time, the exaggerated effect will stimulate the audience's curiosity and trigger secondary dissemination.

1. Starting from the production process

This approach is best suited to conveying a professional, no-nonsense attitude.

The key point is to make the selling point as close as possible to the production process. For example, the "Guanyan Seafood Buffet Restaurant" on Douyin attracts the audience's attention by filming the restaurant's chefs processing ingredients, highlighting their more professional characteristics in the field of "seafood buffet".

1. Start with consumption/usage scenarios

Douyin provides good conditions for scenario-based marketing. Starting from the consumption/usage scenarios is the most widely used marketing method on Douyin. Haidilao, Daancha and Xi'an Breaking Bowl Wine are all typical cases.

According to statistics from Kas Business Edition, the topic "Haidilao" has been played 1.39 billion times on Douyin.

Data source : Kas Business Edition

When using this method, the key is to combine the consumer's usage scenarios with the product's selling points.

For example: Answer tea, the selling point is that it can be used for divination, the scenario is drinking, and the direct benefit to consumers is fun and freshness. Therefore, when creating content, what needs to be highlighted is the process of divination before consumers drink this cup of milk tea. The sense of ritual created by this process is exactly what distinguishes Answer Tea from other tea brands.

In addition, the continuous fermentation caused by audience interaction, forwarding, and secondary creation is the key to truly detonating a product. For example, many consumers can also cause secondary dissemination by taking Douyin videos to show that they have purchased the same product as the one on Douyin.

Therefore, when a product begins to become popular, it is also very important for the company to promote and build momentum in terms of operations.

2. Marketing for brand exposure

For companies that have developed to a mature stage, such as BAT , JD.com , Xiaomi, Huawei, etc., in addition to more purposeful and effective traffic marketing, brand marketing is also indispensable. For these companies, the main purpose of building their brands on various platforms is to reach users and potential users and accumulate word-of-mouth.

Although brand marketing cannot directly recover data and evaluate marketing effectiveness, in the long run it is helpful to understand user needs in a timely manner and establish a good brand image. Of course, some brands that do not match the tone of Douyin are not within the scope of discussion. For example: high-end luxury brands, etc.

These companies usually have multiple accounts on Douyin, each with different marketing responsibilities.

For example: Alibaba ’s “ Programmer Encouraging Teacher”, Huawei’s “Huawei Cloud”, etc. For corporate accounts responsible for brand marketing, filming employees’ daily lives is the most common way. In terms of topic selection, these corporate accounts usually focus on interesting work stories and complaints that are easy to resonate with.

The reason is easy to understand. Most people feel a sense of distance from large companies. Therefore, by sharing the daily work of employees, we can satisfy the audience's curiosity and arouse resonance and a sense of identity. At the same time, it can be down-to-earth and make the brand more "people-friendly". It is easier to win the favor of users by lowering your posture and playing with them.

Of course, the advantages of Douyin cannot overshadow the "brilliance" of channels such as Weibo and WeChat. Nowadays, many companies have begun to pay attention to the marketing role of Douyin. The main reason is that it conforms to the iterative trend of mobile Internet . In the field of marketing, the birth of the new does not mean the decline of the old. Most products require diversified combination marketing. Only if companies dare to try new marketing methods can they catch up with the new wave .

Source: Kas Data