The most complete! Practical guide to operating Douyin corporate accounts!

Douyin is undoubtedly an important battlefield for many companies to conduct brand marketing this year. Through brand marketing on Douyin, companies can not only gain exposure and expand their influence, but also communicate directly with young users, providing a more powerful marketing basis for the brand's rejuvenation.

The following is mainly divided into three parts:

1. In the first part we will focus on the concept of Enterprise;
2. The second part mainly uses cases to illustrate the overall content operation strategy of the enterprise account ;
3. The third part describes the specific methods and techniques for operating an enterprise account .

Enterprise concept

1. What is an Enterprise Account?

Douyin Enterprise Certification is a " content + marketing " platform provided by Douyin to meet the needs of enterprises, providing enterprises with free content distribution and commercial marketing services.

There are two main types of Enterprise Blue V:

• The first type is what we often call corporate accounts;
• The second type is the institutional account, which has the same appearance as the enterprise account.

Enterprise accounts are certified by corporate organizations, and institutional accounts are mainly for media organizations. Generally speaking, corporate brands will choose to certify enterprise accounts when creating Douyin accounts.

Enterprise accounts themselves have unique rights and interests. If a brand wants to settle in Douyin, the first step is certification. Douyin Enterprise Certification is mainly a content and marketing platform provided by Douyin to meet the needs of enterprises. With the development of short video marketing today, Tik Tok has become the main battlefield for companies to conduct marketing on short video platforms.

There are mainly three reasons:

1. Tik Tok has a huge daily active user base: it has currently reached 150-160 million daily active users, which is a very large amount of traffic . During this stage, Douyin's traffic dividend is gradually disappearing. After the traffic dividend disappears, it may usher in a marketing dividend. Therefore, the Douyin platform is currently a very important position for enterprises as a content marketing platform.
2. The usage time of Douyin users is very prominent: the average daily usage time has reached about 65 minutes, so one of the most important strategies for corporate marketing is to have long-term exposure on the platform where users spend the longest time, so that the marketing itself can reach more users.
3. Douyin provides companies with a content distribution and commercial marketing service at almost zero cost: the difficulty and cost of brands gaining traffic through marketing on other platforms have become increasingly high, but on Douyin, companies can achieve marketing and commercial services at zero cost. This is a very good opportunity for small and medium-sized brands.

From these perspectives, short video platforms, especially Douyin, will be a very important place for companies to conduct content marketing in the future.

2. The core value of Douyin Enterprise Account

The core value of Douyin Enterprise Account to enterprises is mainly reflected in two aspects:

1. Build brand user assets on short video platforms: Generally speaking, many brands only launch short video marketing once, and only leave exposure data after the video is spread. With the carrier of enterprise account, the user data brought by exposure can be truly accumulated and become fans of your own brand. The more fans you accumulate, the lower the cost of marketing.
2. Communicating with young users: Douyin users are very young, with 60-70% of users born after 1995 or 2000. These people will be the most important consumer group in the future. This is not only a very important position for companies to conduct marketing, but you can also find out the preferences of young users by interacting with them. It can provide a very good marketing basis for brand transformation and marketing.

The above two points are the core value of Douyin Enterprise Account to enterprises.

From the perspective of the entire Douyin marketing product system, the value of the enterprise account in the entire marketing product can be measured using a three-dimensional graph.

• In terms of traffic value, the traffic value of information flow and KOL challenge is different due to their different costs. Among them, the marketing products in the challenge cover all traffic entrances in Douyin, including the opening screen, popular recommendations, traffic under attention, as well as hot searches and push notifications, so the traffic entrance resources contained in the challenge are the richest.
• From a social perspective, KOLs have greater social value. Because the KOL group itself is more vertical, they can establish relationships with target users more concisely, directly and quickly, so the social value of KOL is relatively large.
• In terms of user value, the advantage of enterprise accounts in retaining users is very obvious. Whether it is investing in information flow, KOL or challenge competition, it is generally a one-time investment behavior, and what is gained is more exposure value. However, if there is no corporate account, it is impossible to direct fans to one's own corporate brand marketing position.

Therefore, if we consider the position of enterprise accounts in the Douyin marketing system from the three dimensions of traffic value, social value, and user value, we will find that enterprise accounts occupy a very core position.

3. Basic operational status of Douyin corporate accounts

(1) From the perspective of the number of fans

There are currently 2,664 Blue V accounts (including institutional accounts and corporate accounts, of which corporate accounts account for about 90%), and Blue V accounts with less than 10,000 fans account for 60.66%. This shows that a large number of companies/institutions have realized the value of Blue V certification and have flocked to the Douyin platform, but due to the threshold for video production and the platform's recommendation mechanism, most of them are in a weak operating state.

Blue V accounts with more than 100,000 fans account for 20.08% of the total, of which Blue V accounts with more than 1,000,000 fans only account for 1.76%. The distribution of blue V numbers also presents a relatively obvious pyramid structure.

(2) From the perspective of content quality

There is still much room for improvement in the quality of content posted by Blue V accounts. Comparing the Blue V account with the personal KOL account, we found that the completion rate of the two is approximately 87:100, the like ratio is 84:100, and the comment ratio is 33:100.

This shows that when companies create corporate accounts, they may only consider the marketing effect, but lack consideration of Douyin's content ecology and operation strategy. This type of content is not easy to spread on Douyin, which is an important problem faced by corporate blue V accounts on Douyin.

(3) From the perspective of enterprise account industry distribution

Cultural and entertainment companies that are closest to the content ecosystem, such as film and television works, platform organizations, etc., entered the corporate account market the earliest and have the largest scale, such as Youku. Next are education and training and IT Internet / mobile applications , both accounting for more than 10% of the total enterprise accounts.

Why are the cultural and entertainment industries more active in joining Douyin?

On Douyin, we may often come across some cultural and entertainment accounts, such as Hunan Satellite TV, Jiangsu Satellite TV and other film and television accounts. They will upload some behind-the-scenes footage and celebrity interviews or unreleased clips of the show, etc.

First of all, the form of the cultural and entertainment industry is closer to the content form of Douyin. There are celebrities in cultural and entertainment content, but less brand implantation. These factors make it easier to spread content on Douyin, so these corporate accounts grow very fast on Douyin.

Why is the education and training industry also suitable for dissemination on Douyin?

Because education and training itself is knowledge-based content, this content is also a large content form in the field of Douyin traffic, and users also want to receive some knowledge when watching Douyin. For example: the largest education and training account on Douyin is dance . Many dance-related Blue V accounts have a large number of fans, and the dance + music format was the most important form when Douyin first emerged. Therefore, the combination of the two is very beneficial to the development of Blue V corporate accounts in the entire education and training industry.

The third largest industry is the IT/Internet industry . This type of enterprise has the highest Internet maturity and is more receptive to content formats. The integration of IT/Internet products and content is strong. For example, the most successful Internet enterprise account on TikTok is the mobile phone one.

Xiaomi mobile phone now has 2 million fans. What it does is special effects + product function display. The main form of displaying product functions is taking pictures. It uses the camera function of the mobile phone itself to teach everyone photography skills to demonstrate the performance of these products. This idea is highly accepted by users on Douyin. In addition, they can also produce more trendy content, which is in line with the tone of some Douyin content.

(4) From the perspective of enterprise account interaction performance

In terms of average likes and comments, the industries with the most outstanding performance are food and beverages . The reasons are as follows:

• On the one hand, most of the food and beverage companies that choose to operate enterprise accounts are well-known brands, with greater investment in enterprise account operations and higher content quality;
• Secondly, the food and beverage industry often chooses amateurs to perform, and is more open in the design of early content formats, with less advertising content, which naturally enables better conversion of users .

Although clothing and accessories, cultural entertainment, and game content have outstanding likes, the overall comment data is relatively low. Analysis shows that the content of these industries is mostly dressing and editing content, and most of them can achieve the brand goal of "passing by" people's hearts through exquisite videos (attracting users to like), but it is difficult to deeply root in people's hearts (stimulating user comments).

The home furnishing and building materials industry has the lowest average number of comments among all industries, and the average number of likes is also not ideal. Analysts believe that because most of the video content in the home furnishing and building materials industry is too professional, only users who really have needs are willing to interact. It is recommended to enhance the fun and creativity of the content.

Enterprise account content operation strategy

Mars started the Enterprise business relatively early in the industry. We have accumulated a lot of operational experience in the process of serving our customers. One of the most important experiences is that we must make a good overall operational plan before doing Enterprise business.

• The first step is to make an overall plan for the entire account. The issues that need to be addressed in the planning include what kind of marketing goals to achieve. There are three main types of marketing goals: exposure, word of mouth, and conversion .
• The second step: Solve the content ecology of the enterprise account, that is, what kind of content we use to achieve marketing goals. We mainly summarize it into three forms: human-like, virtual, and emotional. We need to evaluate which of these three types of content is suitable for achieving the company's marketing goals.
• Step 3: Determine the marketing plan. After determining the marketing goals and content format, how can we achieve better dissemination effect of the content on Douyin?

Before planning the Douyin corporate account, we need to clarify a concept - personalization . We believe that personalization is the most critical step in the operation of enterprise accounts, because personalized content can effectively solve the future marketing goals of enterprises, effectively realize the content form and is a very important core part of effective dissemination.

Mars uses powerful data-backed tools when solving personalization problems . Through data guidance, we will be more accurate in the personalized construction in the early planning of the entire enterprise account. The accuracy of personalization is directly related to the overall content and subsequent operational results. Specifically, it includes four steps:

1. Step 1: Analyze the brand target TA. Use data to deeply analyze the brand’s target audience on Douyin, including their age, gender, region, interests, etc.
2. Step 2: Analyze the characteristics of the KOLs that TA follows. Use data to find the KOLs that the brand target TA follows on Douyin. We need to know what type of content these target users like on Douyin, and the best reference for choosing the type is KOL;
3. Step 3: Create a personalized brand image based on KOL characteristics. First, we will conduct an in-depth analysis of the KOL’s age, gender, and content style to find the KOL prototype that best matches the brand’s tone, list the common characteristics, and use the common characteristics to find an image that is closely aligned with the brand.
4. Step 4: Strengthen your personal image through the output of high-quality content. Based on this, we personalize the brand image and enrich and strengthen the brand personality through continuous high-quality content.

After the establishment of personality is completed, we need to start content planning, that is, what type of content to produce on Douyin. Office jokes are a form of KOL-like content that most brands are creating. Through the appearance of one or two people, they can steadily generate some Douyin hot spots, replacing the brand image with the image of the person. Some brand corporate accounts even use the brand name as the name of the actor in the content, thus closely linking the brand and the person in this way.

If a brand corporate account wants to create an efficient way of communication on Douyin, how should it plan its content?

First of all, we should clarify the three types of corporate content on Douyin. These three types are:

(1) Tag-type content

There are many forms and contents of labeling. Another important feature is that labels change in real time on Douyin. Because the types of content that Douyin users like change dynamically, there will be different labels at different stages. Therefore, companies should be more open when creating tag-based content and make the tags more extensible.

Tag content can be simply summarized as follows:

1. Scenarios with a “strong” association with the brand/product;
2. Brand personality (gender, age, identity, personality, social relationships, values, etc., which can represent the characteristics of the brand);
3. Content body, common styles of enterprise account operation: office comedy/jokes, knowledge and skills, editing creativity, situational drama, etc.
4. Brand content: brand logo, products, stores, brand music, etc.

Many brands fall into a misunderstanding when creating tag-type content. They think that tag-type content is equal to brand exposure, which is a wrong idea. If companies want to create tagged content, they can use the above four tag perspectives to create content, establish the brand's "style" on Douyin, and optimize the tag content based on the user's interactive content and interactive attitude, rather than rigidly implanting advertisements .

(2) Hot topics

Taking advantage of trends and following hot topics are essential rules for content marketing, especially on a platform like Douyin that has both strong operations and algorithmic recommendation mechanisms. Content that can be successfully combined with hot topics and popular events is more likely to stand out.

There are two types of hot content:

1. Successfully leverage social trends (important festivals, major events/matches, marketing nodes);
2. Smartly leverage the platform's popularity (hot topics, popular BGM/dance, popular skills, popular videos).

For example, during the World Cup , Dongpeng Special Drink’s unique character “Brother Peng” performed World Cup-themed jokes, which took advantage of the opportunity to gain a large number of likes.

We have two suggestions for taking advantage of the hot spots:

1. Only take advantage of content that is highly consistent with the brand/product concept and selling points;
2. Successfully taking advantage of hot topics can enrich your creative methodology (family route, entertainment route, cute baby and pet route, knowledge and skills route), but don't stick to one path.

(3) Advertising content

Advertising content refers to brand TVC/advertisements/spokesperson promotional videos released at key marketing nodes, which place more emphasis on the exquisiteness and exclusivity of the content. When this type of content is released, it must be paired with information flow advertising .

Many people will ask, is advertising-type content suitable for Douyin’s planning?

In fact, it is suitable for certain industries, for example, the most typical industry is automobile . When users decide to buy a car, they want to see some of the car's functions or performance scenarios, and this type of content is more easily presented through advertising content.

Looking at the content formats of 3,000 Douyin corporate accounts, we found that 90% of them are producing tag-type and hot-spot-type content, while there are relatively few companies producing advertising-type content. Because creating advertising content requires a budget of equal value to ensure that the dissemination of the entire content is effective. So remember one thing, if you want to create advertising content but use a tag-based method to spread it, it is basically impossible to achieve. Let’s summarize what we have discussed above through data.

From the perspective of enterprise account content expression:

1. Influenced by factors such as content carriers and product/brand characteristics, the entertainment and gaming industries prefer to output regular content through film and television/game screen editing with special dubbing and subtitles; educational training institutions prefer to output content through knowledge sharing/education and training, while the catering and food, and digital home appliance industries prefer to output content through skill sharing.
2. Funny jokes are the choice of most brands when operating corporate accounts, but it is not the mainstream choice. The reason is that the threshold for creating funny/jokes/sequence drama content is relatively high, making it difficult to continuously produce high-quality content, and it is also difficult to form a strong connection with the brand personality and achieve the path conversion from fans to target TA.
3. The automotive industry has been aware of the use of corporate accounts for a long time, but its operational performance has been relatively "lazy", and the content has not been innovative enough. It has mostly used corporate accounts as a platform for "brand TVC promotion" and high-profile advertising (such as challenges) to complete the initial accumulation of Douyin fans. However, the subsequent content creativity is insufficient.

From the perspective of content, the content forms of various industries are as follows:

1. From the perspective of the main content of enterprise accounts, there are seven main types: ordinary people, celebrities/stars, products/props, virtual IPs, cute babies/pets, and film, television, and game images.
2. Amateur people (corporate employees, acting talents) have become the core choice for corporate account operations. On the one hand, the operating cost is low and the operational stability is high; secondly, the personalized image is more prominent, which is more in line with the platform attributes of Douyin, which focuses on the crowd creation and recommendation of UGC content.
3. Influenced by brand/product features, the common subjects of expression in the entertainment and gaming industries are film and television/game images (screen recording, secondary creativity, editing), while the automotive, home building materials, and catering and food industries prefer to showcase their product selling points. Secondly, products/props have also become the key choice of the subject of expression of digital home appliances for functional display and product description.

Enterprise Account Operation Methodology

In the third part, we mainly talk about two topics: one is the construction of the enterprise account operation model, and the second is the methodology in specific application.

Why do we need to build an operating model for Douyin Enterprise Account?

Because we found that many customers will face a bottleneck after running Douyin corporate accounts for 3 months, such as slower fan growth, exhaustion of content creativity, replacement of leading actors, changes within the brand, etc., which will affect the operation of the corporate accounts. After these problems arise, if we do not use the model to consider the next stage of approach, you will find that this enterprise account cannot continue.

Therefore, we must use a method to deal with this change. We divide the operation of the enterprise account into three stages:

1. Hot selling products increase followers

The first stage is to create a hit product. This is based on Tik Tok’s recommendation mechanism, a method of rolling traffic pool. The most important things about this mechanism are four indicators: completion, likes, comments, and reposts.

So in order to solve this mechanism problem, we must accumulate fans quickly in the early stage. If you cannot accumulate fans quickly, your four indicators will always be low, and the probability of rolling into a large traffic pool will be very small.

2. Mining core seed users

What are core seed users?

That is, users who are highly active, more willing to interact, will continue to pay attention to your content, and have a high degree of overlap with the company's target TAs. After we screen out these seed users, we need to strengthen the subsequent content.

Here we have several ways:

1. Establish core user portraits . Through data, we look for user groups in the user pool whose review and like behaviors are above the average and who fit the brand’s TA population profile, to form a core seed user pool.
2. Optimize content output and strengthen personal setting. Analyze the content preferences of core seed users, optimize the output of label-type content, strengthen the brand's Douyin personality, and attract more high-quality users' attention.

3. User traffic conversion across multiple platforms and accounts

In the middle and late stages of operation, corporate accounts will inevitably face the problem of declining fans or sluggish growth, which is related to the fact that the brand creates a lot of strong marketing content in the later stages. Strong marketing content will affect its dissemination, and fans may unfollow you. So in order to avoid this problem, there are three ways to solve it.

1. Create account sets based on different goals. Create account sets based on brand value, product lines, etc., and ultimately allow core users within different accounts to transfer to each other.
2. Toutiao is a platform operator. Open a corporate account on Xigua and Huoshan, and edit and optimize content based on the platform content to attract more high-quality users.
3. Refined operations. Carry out refined operations on existing core users, enhance core users' sense of participation through community operation models, and make them the brand's "tap water".

The most successful example of matrix in enterprise accounts is Xiaomi. Xiaomi has multiple accounts on Douyin alone, namely "Xiaomi Mall", "Xiaomi Youpin" and "Xiaomi Mobile Phone". Different accounts output different content based on different personalities. At the same time, Xiaomi also has independently operated accounts on Toutiao, Volcano Video and Watermelon Video.

That’s all for today’s sharing about Douyin Enterprise Account, thank you everyone.

Source: caasdata (ID: caasdata6)