The secret code for Tik Tok’s self-broadcasting traffic!

Brand self-broadcasting has become the main platform for marketing across the entire network

Today, brand self-broadcasting is playing more functions, including sales growth, marketing acceptance, brand building, and private domain traffic diversion.

The launch of Juliang Qianchuan has brought new possibilities to "integration of brand and effect". The traditional marketing method is to separate the traffic platform from the receiving platform, with one platform doing promotion and the other platform doing traffic receiving and conversion.

Even if consumers are already familiar with the link to the flagship store, the loss of link jumps is inevitable.

Douyin brings the traffic platform and the receiving platform together. Brand self-broadcasting is the largest traffic receiving platform. Marketing and conversion on the same platform mean there is no need to worry about loss due to link jumps.

After Qianchuan Investment’s intervention, the brand’s major marketing actions are not just simple product promotion. All marketing activities, regardless of whether they are ultimately sales-oriented, can be carried out in the brand’s own live broadcast room.

Brand’s own live broadcast room has become a must-have for marketing activities to “pick up traffic”.

Douyin is both a content platform and an e-commerce platform. Because of this attribute, brand self-broadcasting has become the host of marketing activities across the entire network. Some brand-related hot searches can be linked to the brand live broadcast room, and Qianchuan’s delivery logic is to open up both content traffic and advertising traffic pools.

Every statement of a brand will directly or indirectly affect the brand's live broadcast room. From the Hongxing Erke donation incident to Hansu's high-profile official announcement of the termination of the contract with Kris Wu, the brand's own live broadcast room has gradually become the final point of brand marketing.

Good product equals good content

There are generally two types of brand self-broadcasting methods nowadays. One is the short-term and fast traffic thinking. For new consumption, GMV is the best proof of strength. All behavioral attributes are oriented towards the final production. What they care about is the pleasure of spending money and has nothing to do with brand building. They only seek sales growth.

The other is a brand marketing mindset centered on consumers and products. This approach not only cares about the increase in GMV, but also looks at the marketing logic behind the increase, whether it is to maintain growth by spending money to generate data, or to achieve high-quality GMV growth with long-term value in exchange for solid product strength and investment in brand building.

Data growth in the money-burning model can bring temporary pleasure, but the weakness of the gameplay can be seen from the repurchase rate and fan conversion rate.

Therefore, the repurchase rate of products has become the core lifeline of new consumer brands. If the repurchase rate is used, we can measure the value of a single user to calculate the cost of buying volume. Even if the ROI of a single plan is not high, we can use the long-term value to calculate the overall investment-production ratio.

A simple way to measure user loyalty and repurchase rate is to look at the proportion of traffic from the brand’s own live broadcast fans. Fans’ repurchase is a reflection of brand power and proof of a good product. Even if you temporarily give up on buying traffic, you can still maintain a good GMV.

Nowadays, the boundaries between advertising, content and products are becoming increasingly blurred. Products are content, content is products, and good products equal good content.

Super popular products make super brands. Zihaiguo has gone from victory as a single product to victory as a brand, occupying the category's mind. When people mention self-heating pots, they think of Zihaiguo. Coupled with long-term investment in brand building and content marketing, the fan stickiness is extremely high.

We can look at the traffic share of a single Zihaiguo session, where fans account for as high as 35.5%, and the fan share of each of the other sessions is between 20-35%. User loyalty is extremely high, and every event promotion is an instruction to activate old fans to stock up.

A good product is equal to good content. If you can discover a good story that comes with a good product or a visual selling point of the product, you can greatly accelerate the brand's expansion on Douyin.

Growth must be based on the verification of goods. Experts not only focus on the increase in GMV, but also on the quality of GMV.

Sorting out the brand self-broadcasting model under the DTC model

Let’s first take a look at the FACT model of Douyin merchant self-broadcasting officially released. Field. Merchant self-broadcasting explains that merchant self-broadcasting helps merchants strengthen content control and accumulate crowd assets for stable long-term operations.

Based on the FACT model, let’s sort out the brand self-broadcasting strategy under the DTC model.

The DTC model is gradually changing the relationship between brands and consumers. It is the best application for Douyin brand self-broadcasting. Brands produce content and complete sales on the same platform, which can better understand consumer needs and consumers' emotional identification with the brand.

1. Stimulate interest; build brand awareness, gain insight into consumer demand, tell good brand stories, create good video content, and stimulate consumer interest.

2. Drive decision-making; celebrity slicing, traffic endorsement, and in-depth content marketing establish brand trust endorsement and emotional identification, and drive decision-making and ordering.

3. Long-term operation; construct content for Blue V accounts, mix and match short videos with product effects and short videos with pure effects, coordinate with marketing actions to ensure long-term operation, and calculate phased production.

4. Repeat purchase fission; focus on user operations, build a private domain acceptance system, increase the repeat purchase rate and LTV output of a single user, and achieve word-of-mouth fission.

From consumer insights, product iterations, data analysis to the complete chain of user operations, we can understand user needs and problems that hinder decision-making from feedback in the comment area and live broadcast room, and then optimize based on real-time feedback.

The logic of interest-based e-commerce should first arouse consumers’ interest, either by visual selling points or by seeking consumers’ emotional identification, “telling good stories about the glory of domestic products”, “telling good stories about not forgetting the original intention”, “telling good stories about healthy quality”, “telling good stories about positive innovation”, “telling good stories about beauty and justice”, “telling good stories about idealism”...

Based on stimulating interest, we then build "trust endorsement", celebrity endorsement > Weiqi recommendation > celebrity slice > expert matrix > evaluation display, choose the path that suits you, optimize the cost of buying volume, make long-term business plans, and calculate the phased production.

Telling a good brand story and producing good video content are the most direct ways to optimize the cost of buying traffic. Let’s take a look at a video content from Zihaiguo and how it uses video content to build trust endorsement.

We all know that when plastic is heated to a certain degree, it will release substances that are harmful to the body. The difference between Zihaiguo products and other brands of self-heating products is that the heated lunch box material is "aluminum foil lunch box", and this small design improvement can avoid many unhealthy and safety issues.

When users see the above video content, they naturally lose their resistance. When making decisions based on more important factors, taste is no longer the first consideration. Winning consumers' recognition and emotional trust, and then considering whether it tastes good, is the bottom line. This is what we call good material, which takes into account both product promotion and purchasing behavior conversion.

Long-term operation and brand self-broadcasting closed loop

Douyin small closed loop formula = (Blue V + KOL + self-broadcast) x Qianchuan investment flow

Douyin closed loop formula = (Blue V + KOL + self-broadcasting + private domain) x Qianchuan investment flow

The core of Qianchuan's long-term operation is to ensure that the value of investment is not limited to the present. The accumulated fan assets are also a strong guarantee for long-term output in the future. The brand's self-broadcasting marketing action to boost GMV is also a brand promotion behavior to attract loyal fans.

The reason why Zihaiguo’s self-broadcasting has such a large proportion of fans is, on the one hand, because of the high product stickiness; on the other hand, it is because of the loyal fans accumulated by the brand’s continuous large-scale GMV-boosting actions.

It is clearly visible that "the value of investment is not just in the present", but the long-term value contribution of users, and the LTV value of a single user is extremely high; and although both Zhuiming and Chouchouluo are brands produced by Zihaiguo, Douyin also adopts completely different strategies and content from Zihaiguo.

In addition, the two-way cooperation between the expert matrix and brand marketing activities can break the circle with a high voice, achieve a win-win situation for product and sales, and produce long-term value. High repurchase rates of good products create highly sticky fans, and long-term business philosophy achieves stable output of self-broadcasting.

The construction of a private domain ecosystem has gradually become a closed loop for brand e-commerce construction, and a consensus has gradually been reached on the scale of the public domain and the profitability of the private domain. Using the private domain to make up for the loss of the public domain's purchase costs is indeed a good solution in the short term. It can increase the repurchase rate and the LTV value of a single user while maintaining the quality of the goods.

However, from a long-term perspective, the establishment of a private domain can only solve immediate problems but not long-term concerns. For products with relatively low order values ​​or light service products, the private domain only solves the problem of user reach. If there is no corresponding content production and product strength guarantee, even if there is a private domain, the effect will be minimal.

It is difficult to guarantee the effectiveness of private domain content operations when public domain content cannot be guaranteed. The most efficient way to reach is still public domain traffic, which is the test standard for high repurchase.

It is not the private domain reach alone that increases the repurchase rate, but the efficient public domain reach that can awaken the user's potential needs. The core is still that good products are equivalent to good content.

With the increasingly fierce competition in traffic bidding today, we cannot escape the curse of buying volume to support sales. As the primary driving force for GMV growth, buying volume accelerates the brand's rooting in the platform channel.

But what brands ultimately rely on is the long-tail traffic after buying volume and indirect growth other than simple investment, and these growths still rely on the product itself.

Good products equal good content, making the value of advertising last beyond the present.

Author: Black Bull Film

Source: Black Bull Film