Douyin Enterprise Account Operation Methodology

1. Four major manifestations of "no goods in the account" video:

• Myth 1: Empty information means useless advertising
• Misunderstanding 2: Ambiguous positioning, confusion and deviation
• Misunderstanding 3: Shooting randomly, shaking and blurry
• Misconception 4: Strong and hard advertising, disgusting

• To sum it up in one sentence: there is no personality, no positioning, and no particularly useful information, which leads to the C-end users who come in being directly “rejected” by ugliness . The traffic that I paid for cannot be handled. How can I make changes to find a solution?

2. How to ensure that you have goods in your account and can handle advertising traffic?

1. Enterprise account positioning - the first step to a good account

Positioning method: I am ( A ) 's ( B ) + ( C )

2. Account image design consistent with content positioning

Introduction: After certification, you should decorate your homepage first, and don’t lose the beauty of your homepage; nickname information is indispensable, and the head picture should be selected well; don’t worry if it fails the review, and supplementary information needs to be completed; put the phone number in the link, and don’t leave any information in the information

Nickname: Formula: Company abbreviation + teach XX/show you XX, company abbreviation + industry, company abbreviation + live broadcast time

Case Study : Weimei Plus-Size Women's Wear (Live Broadcast at 9am)

Header image: Personal headshot - consistent with the persona; Company logo - endorsed by a big brand

Case——

Profile:

Account positioning + brand endorsement (strength display/team size/professionalism) + business scope/suitable audience + live broadcast/business hours

Case - I am Weiwei, a soul joke teller who sells plus-size women's clothing. I have been focusing on the plus-size women's clothing industry for 5 years and providing slimming dressing tutorials for chubby girls. The clothes are all sourced from factories and are very cost-effective. Follow me and I will make you look 20 pounds thinner! Live broadcast time: 9:00 every morning, come on time to choose slimming clothes

Document Review Self-Checklist

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Note: Do not leave WeChat or other information in the profile. Contact information can be displayed in small yellow text on the homepage link

3. Supporting homepage decoration - decorate the facade

Home page link: contact number, store address, product display, official website link... (up to 3)

Home page decoration: Choose the appropriate template according to your own industry scenario to achieve your business goals

4. How to shoot a good short video for an enterprise account

1) Several common misunderstandings in short video creation:

•Misconception 1: Piling up pictures is meaningless

•Misconception 2: Taking photos on the spot, which are shaky and distorted, users will give up immediately after taking a look.

•Misconception 3: One shot to the end, two sentences

•Misconception 4: Awkward acting and poor expression

•Misconception 5: Selling products today and showing off your baby tomorrow

•Misconception 6: Strong and hard advertising, disgusting

•Misconception 7: The situational skits are not compatible with the product, and although the number of fans increases quickly, the monetization is very poor

• To sum it up in one sentence: no personality, no emotions, no particularly useful information

2) Content positioning & subject selection:

• Several common and popular content types

• Advanced: If the customer has higher requirements for their own content, they can choose 2-3 classic content types and integrate them with their own personality characteristics.
• Content skills
  • Example: Universal copywriting skills - phenomenon + harm + cause + solution

3) Other key video considerations

(1) Shooting angle:

• Refuse to use one shot to show the whole scene, switch shots to show the details comprehensively

Success Stories:

• Avoid moving the camera too fast, as this may cause dizziness.
• It is best to have a fixed person on camera . If the person is about to leave or is temporarily unable to shoot videos, you can let the second person on camera appear together with the original person within 2 months to cultivate audience appeal and reduce losses.

(2) Equipment hardware:

• The shooting resolution must be above 1080p and 30 frames. You can click to improve the image quality when uploading on the mobile APP

(3) Operational strategy:

• For marketing- related videos, you must add a shopping cart or enterprise account management tools (components), otherwise the content will be easily suppressed
• It is best to release videos more than 3 times a week. If you don’t update for too long, your fans’ activity rate will drop.

4) Douyin video red lines & content self-check list

• Tik Tok video red line

• Video Self-Test Checklist

3. How to enable young drivers who already have a content foundation to enrich their content and monetization methods and reach a higher level?

1) Short video scene configuration related business tools

2) Private message automatic customer service - reduce customer manpower, simple and convenient

Universal template for automatic reply:

4. How to let enterprise account experts build a traffic matrix and break through the bottleneck

Stage goal: 100,000+ active fans, continuous increase in order volume, establishment of a refined fan stratification operation system and IP matrix

Key actions: fan stratification and account matrix creation

Improve fan loyalty, promote order conversion and repeat purchases through activities, communities, after-sales benefits, etc., and try to create a matrix of accounts with different positioning based on previous successful experiences to obtain greater monetization value

1. Establish a fan tiered operation system

Use operational strategies and tools to fine-tune the fan funnel

1. Use content to obtain traffic from precise target user groups

Strengthen the identification of target users in content design (such as the first sentence of the script: Is this spring for fat girls? Wearing this really makes you look 20 pounds thinner)

2. Guide target users to become your fans

Videos, live broadcasts, account information, header images and other scenes strengthen the guidance of fans' attention, and make it clear what value can be brought to fans (e.g.: follow me and you will look 20 pounds thinner)

3. Continuous content operation and interaction improve fan loyalty

Stabilize the frequency of content output and strengthen the interaction with fans in various scenarios to enhance fans' trust in the enterprise account

4. Improve order conversion rate through product selection/activities

Focus on selecting products that meet the needs of fans, such as high cost-effectiveness, low-priced good products, etc., to increase the order conversion rate

5. Use benefits and after-sales operations to encourage repeat purchases and self-propagation

Regular event operations and irregular fan benefits distribution, as well as after-sales service and return visits to existing users, can increase user repurchase rates and even promote tap water

2. Advanced gameplay - creating a content matrix

Establish different corporate and employee accounts, and create different account matrix positioning

Utilize the parent-child account and employee account capabilities of the enterprise account to create a parent-child enterprise account + personal employee account IP

Case: Shangpin Home Furnishing - In addition to operating two corporate accounts with different images: Shangpin Home Furnishing Whole House Customization and Good Design Weiyi Customization, it also incubated personal IPs: Designer A Shuang and Wuli Design Sister, who are employee accounts bound to the corporate accounts, and used different account positioning to target a wider fan base, extend the account life cycle, and increase monetization revenue.

Author: Tik Tok

Source: TikTok