The rules for Douyin corporate accounts to achieve 1 million likes!

This article studied 88 brand clients and 5,459 pieces of Douyin corporate account content, and found the rules for how companies can achieve 1 million likes.

The entry of corporate accounts into Douyin has become a necessary means of brand marketing , and the first step to spread brand culture and product advantages is undoubtedly to expand coverage.

How can we get more people to see this content?

We studied 88 brand clients (excluding knowledge-sharing corporate account content, which is more media-oriented and has no reference to brand corporate account content) and 5,459 Douyin corporate account content. The data is as follows:

1. Definition of a hit product

What is a hot item?

It can be understood as a single video content with 10,000 likes. According to the determined playback/like ratio (threshold 10~500), the corresponding playback volume of a video with 10,000 likes is above 100,000+.

Among the 5,459 videos of 88 brand enterprise accounts, there are 408 contents with more than 10,000 likes, accounting for 7.47% of the total. Among them, 143 contents with 10,000 likes were delivered through information flow , accounting for 35% of all contents with 10,000 likes and 2.6% of the total content.

That is, among all the popular content of corporate accounts, one-third of the content achieved this effect through information flow delivery.

Among the 5,459 pieces of content in 88 brand corporate accounts, there are 9 pieces of content with more than 1 million likes , which are distributed in 6 corporate accounts. That is, only 6.8% of corporate accounts have produced super popular content with more than one million likes, and the super popular rate is only one in a thousand.

But there are some exceptions. For example, among the 15 pieces of content published on Dongpeng Special Drink’s corporate account, there are 7 videos with more than 10,000 likes, and the rate of hits is close to 50%. There are 2 super popular contents (1 million likes), accounting for 14%, which is significantly higher than the industry average.

2. Overview of Enterprise Account Operations

Currently, the average number of content published by the 88 corporate accounts is 63, the average number of followers is 178,000, and the average number of likes is 127.9w. Among them, there are 32 accounts with 100,000 to 990,000 fans, accounting for 36.3%, and 5 accounts with more than 1,000,000 fans, accounting for 5.7%.

According to the Douyin Blue V Enterprise Account White Paper released by Douyin:

Data shows that among the 1,000 Blue V corporate accounts, the average number of fans is 12,000, the average number of likes is 47,000, and the average number of views is 1.91w.

3. Operational methods of enterprise accounts

Among the 88 corporate accounts, 40 have conducted KOL promotion , accounting for 45.4%; 34 have conducted information flow promotion , accounting for 38.6%; and 32 have conducted challenge competitions, accounting for 36.3%.

There are 19 corporate accounts that have used all three promotion methods, accounting for 21.6%.

▲ Overview of enterprise account operation methods

Among the three methods, corporate accounts that use at least one of them have an average of 57 videos, an average of 154,000 followers, and 133,400 likes. Despite a smaller number of posts, the number of followers and likes of this type of corporate account is higher than the average level. Therefore, commercial promotion of Douyin is an important means of promoting brands , accumulating fans, and obtaining user feedback.

It is worth mentioning that even the average data may not reflect the effectiveness of Douyin’s commercial products in terms of operational methods. However, after in-depth research, it was found that most of the corporate accounts that operate Douyin products for promotion have the characteristics of publishing few pieces of content and the content being hard advertising.

It is precisely these contents that cannot gain wide exposure under the logic of natural recommendation algorithms that use Douyin's operating methods to achieve the same effect.

4. Creativity of hot content

After analyzing 5,459 pieces of Douyin corporate content, we found that the popular content has the following characteristics:

Fitting the hot spots of Tik Tok

For example, on the day when the college entrance examination results were announced, Offcn Education released a video titled "Never apply for these majors", which received 1.01w likes, 26w comments, and 15w reposts. College entrance examination choices are a topic of concern to Douyin's mainstream users (those born after 1995, college students). Such content is relevant to the topic and can easily resonate with users.

▲ Offcn Education's "Don't Apply for These Majors" video

For example, a video posted by Wangzai Club with the topic #Different behaviors when besties first meet and when they don’t know each other# received 1.53 million likes, 9,785 comments, and 16,000 reposts. It touched the pain points of many mainstream Tik Tok users (young female users ) and triggered a lot of resonance.

A "breakup + pie in the sky" video on CAMAL's corporate account is a typical popular content on Douyin. It made a creative adaptation based on the original idea and received 1.894 million likes, 14,000 comments, and 9,030 reposts.

It can be seen that the two most important factors that Douyin’s popular content should include in terms of creativity are Douyin hot spots and hot topics.

Content type follows audience habits

In terms of content, we found that among the 9 super popular contents, 50% were "jokes" , and the others were "photo tutorials" and "show skills". These three types are the main directions of Douyin's popular content, especially jokes, which are the main source of Douyin's traffic and the type of content that is most easily accepted by users.

For example, in Xiaomi Mall’s corporate account, three videos with over a million likes are all tutorials on how to take photos with a mobile phone. This is also a popular content type that Douyin users love very much, and it has a very high fan-attraction rate.

Strong reversibility

Whether the joke content has a strong reversal potential is an important factor in determining whether it can trigger large-scale dissemination. The above-mentioned super-explosive joke content all have a strong reversal potential.

For example: in CAMAL’s video “Breakup + Pie Falling from the Sky”, the person who threw the pie ended up eating it. This contrast produced an unexpected effect.

Then in Qian Xiaojin’s video "The Pig’s Head Accidentally Falls", the effect of the pig’s head accidentally knocking a person down in the end was also different from usual, which triggered massive complaints from users.

Other joke-type content also exhibits this characteristic, and if popular topics are incorporated into them, such as "best friends" and "professionalism", the chances of becoming a hit will increase exponentially. The super popular contents of Wangzai Club and Offcn Education have such characteristics.

(*The above data is as of July 11)