In-depth interpretation of "TikTok Enterprise Blue V White Paper": What should TikTok Blue V do?

At the end of June, Douyin released the "Douyin Enterprise Blue V White Paper". This is the first time that the official has systematically analyzed the trends and gameplay cases of the Douyin Blue V ecosystem. This article will deeply interpret the "Douyin Enterprise Blue V White Paper" to see what Douyin Blue V should do?

Douyin announced in June that its daily active users in China reached 150 million. As the number of users continues to increase, its portraits have become richer, and the boundaries of the population have continued to expand. On June 1, Douyin Blue V Enterprise Account was launched (I wrote an article before: "7 Tips for Playing Douyin Enterprise Account, You Should Not Miss the Era of Visual Scene Marketing Dividends!"). Blue V has released more than 75,000 posts, with a cumulative playback volume of 6.5 billion times.

Despite this, at present, the proportion of Blue V content is still relatively low and is in the blue ocean stage. It is also found that Douyin is intentionally supporting Blue V, so this is a good bonus opportunity!

The increase in user scale has also brought about a shift in user attention. Short videos exploded in February 2018 and have surpassed the attention of comprehensive videos. In 2018, the structure of short videos has undergone tremendous changes in the instant messaging, information, short video and other sub-industries. (See the picture above)

At the end of June, Douyin released the Douyin Enterprise Blue V White Paper. In the past, we were all browsing Douyin, and sometimes the analysis we saw was all from third parties. This is the first time that the official has systematically analyzed the trends and gameplay cases of Douyin Blue V ecology. After reading the "White Paper", there are several features, which are summarized as follows:

Features of White Paper

Crowd: From young to universal

The current male-to-female ratio of Douyin users is 4:6, 52.26% are under 30 years old, 38.18% are between 30 and 40 years old, and 27.32% are in first-tier cities, which is much higher than the industry average of 10.90%. Judging from the data, labels such as first-tier cities, under 30 years old, and women, these mainstream Internet user groups are the best population range in terms of browsing habits, sharing motivation, and purchasing desire.

As the number of users increases and people's interests diversify, Douyin's users have also expanded from the initial young group to a universal group of people. There will be audiences of different ages, levels and dimensions. The reason for this is not only the general trend of short videos, but also the segmentation of its content has led to the expansion of the population.

Content: Hot content is a fan harvester

The content on Douyin has evolved from vertical to diversified. There are various types of content such as cute pets, cute babies, dance, emotions, appearance, creativity, matching, yoga, food, etc. From celebrities and talents, from grassroots UGC to professional team PGC content, it creates content that resonates with users, is highly participatory, interesting, and easy to imitate , making popular content a "fan harvester" that increases fans at an amazing speed!

Case 1: Alipay Douyin Blue V Enterprise Account

Many of the Douyin contents of Alipay are shot by users and employees, for example: "The most refreshing sound I hear every day sounds like this! Yes, it’s me who received the payment!" The girl who "received the payment" started with the coquettish voice of a Taiwanese girl, and then ended with the "standard" payment receipt "Alipay received 100 million yuan!".

The comments were all saying "So it was you who dubbed the voice", "Pretty little sister", "Love your voice the most", "Finally I saw you in person"...

Case 2: Picture Book Decoration

The content shared by this account are all some practical household tips. For example, there is a Douyin video saying "I saw a lot of beautiful flower stands when I was visiting a flower shop, but they are quite expensive. It is better to DIY it yourself using local materials and build a small flower bed with hollow bricks." Such short videos are practical and valuable, and have been liked 536,000 times and played 12.9 million times.

Participation: Group participation, word-of-mouth explosion

On Douyin, you will see a piece of music, a dance, a gesture... all of which will arouse group participation. Douyin has created a diversified content ecosystem through vertical screen HD, music, special effects filters, etc. With the help of recommendation algorithms, more like-minded users have formed closer interest connections. The friend recommendation function has expanded the user interactive relationship chain, and user comments and @friends functions have also promoted communication between creators and users.

Data, rules and trends of Douyin Enterprise Blue V White Paper

Opportunities for small brands : A small and medium-sized brand account that teaches dancing became the No. 1 blue V

According to the comprehensive data, an account called "Monochrome Dance" ranks first in terms of number of fans, number of views, and industry segmentation.

It can be seen that the opportunities on Douyin are equal, and small brands can also have the opportunity to become the first. The practicality, fun, and hot-spot-integrated content have created a group of blue V accounts that are like monochrome dances. For example, Zhengshan Niuruge, Picture Book Decoration Home, Milan Bridal Wedding Photography and other small and medium-sized and local companies have also achieved impressive operating results on Douyin.

“IT/Internet/ Mobile Applications ” account for 10% of the total Blue V

According to the data, among Douyin’s corporate Blue Vs, the top three industries with the largest number of accounts are: IT/Internet/mobile applications, cultural entertainment, and life services. Emerging industries represented by the Internet/mobile applications were the first to embrace Douyin’s Blue V operations, with the number of accounts accounting for more than 10% of the total Blue Vs.

adidas neo, Lenovo, Xiaomi, Uniqlo and Mafengwo Travel are currently the top five well-known brands in terms of the number of Blue V fans.

There is little correlation between the release time of Douyin Blue V content and the playback time

Previously, a third party suggested that releasing videos 2-3 hours before the platform’s traffic peak would result in better playback volume. However, the content of this "white paper" and Douyin's official data show that there is little correlation between the two.

According to the data, the top three playback times of Blue V accounts in each time period are 22:00, 18:00 and 8:00 in the morning, and the third is 6:00 in the morning. Judging from the published data, it should be around 10 am and around 4 pm.

Douyin's music has four major features

• Feature 1: Cheerful rhythm, strong sense of rhythm, 2/4, 4/4 beat pop music, such as: Zhou Bichang's "The Most Beautiful Expectations".
• Feature 2: Small hints in the melody, such as: Douyin Assistant "Boxing Dance"
• Feature 3: Popular music chorus parallel sentence structure, such as: Xiao Quan's "Seaweed Seaweed"
• Feature 4: The Chinese lyrics are easy to understand (I have a strong sense of this. Generally, when I encounter a scene, I will directly search for the keywords I want), for example: "More Than Just Like" by Xiao Quan/Sun Yusai.

Celebrities and influencers have a significant impact on Blue V content

The average playback volume of corporate Blue V videos with the participation of celebrities and influencers is significantly higher than that of Blue V videos. However, compared with the TOP1000 popular videos played by Blue V accounts, the average playback volume is 7.09% lower than that of popular videos. Celebrities and influencers have an impact on playback, but it is not the decisive factor. This aspect requires comprehensive factors such as content and the influence of celebrities and influencers.

How Douyin’s popular content is promoted: central and network-based

Both methods have their pros and cons, but both are typical.

• Centered: Generally, the content is well-made and users think it is great, which forms user memory and spreads through user sharing. However, this type of content does not have any points for users to participate, so it can only be remembered and shared, and it is difficult to imitate and interact with it.
• Network type: There is a lot of this type of content on Douyin, which has prominent memory points and is easy to imitate, forming users' own participation points and promoting the formation of UGC content. However, generally this type of network communication will gradually weaken its relevance to the brand after it continues to spread.

In view of the characteristics of "centralized" and "networked" content explosion, Blue Vs actually need to discover the rules and production methods, and cleverly apply them in the large communication chain of their own brands.

For example: to form a brand memory point for the "Baojun brand", from the brand proposition of "just right" to the product experience, and then spread to the network participation of Douyin, and then deeply explore and summarize the phenomenon, summarize the Douyin interaction of the whole people, and complete the brand association with the idea of ​​integrated marketing.

How to create popular content on Douyin Blue V? What are the methods?

In the operation of Douyin Blue V, Douyin officially provided a "3H+3S" methodology.

3H operation method : hot content, label content, advertising content

I have previously written an article analyzing how to use Douyin Enterprise Accounts. You can refer to this article "7 Tips to Use Douyin Enterprise Accounts". This time, the official has given the 3H content operation method: hot content (HOTSPOT), tag content (HASHTAG), and advertising content (HEADLINE).

3S principles: prominent information points, low understanding cost, easy user participation

Blue V’s creations must be adapted to the product features of the platform. It is unrealistic to use a short video of 15-60 seconds to convey a complete brand story. In 15 seconds, the three principles for producing content can be summarized as three Ss: prominent information points (STRESS), low understanding cost (SIMPLE), and easy user participation (SIMULATE).

After reading the "TikTok Enterprise Blue V White Paper", I have a lot of feelings. At each stage, a new platform appears, and someone asks, do we want to do it? How to do it? When you hesitate, the opportunity has passed.

Finally, let me sort out some of the key points in the white paper:

1. Small brands create content that is practical and interesting: for example: DIY flower stand made of hollow bricks.
2. Set good engagement points for the content: use interesting music, imitable dance gestures, animated characters, etc.
3. Create continuous label-type content: 15-60 second short videos are more suitable for continuous label-type content and can maintain a certain brand style.
4. You must pay attention to hot spots when doing operations: Douyin Blue V operations also need to pay attention to hot spots. For example, if you post a content about Mother's Day flowers, mother's photos, taking photos of mothers, choosing clothes, etc. on Mother 's Day , all of which are created around hot spots, the attention will increase significantly.

As a rapidly growing short video platform, Douyin brings together different regions, people, cultures, content and brands, which naturally forms the value of "each taking what they need". When we talk about brand marketing , what should you do in this field?

This "white paper" not only tells you the method, but also the patterns of existing data. What is more important for us is to look at the future from the "white paper". Can you seize this wave of dividends? Can your brand benefit from being on TikTok? Are you ready?

Author: Wei Jiadong, authorized to be published by Qinggua Media .

Source: Wei Jiadong (ID: weijiadong2013)