How to correctly place ads on TikTok?

1 Behind the TikTok phenomenon

As of mid-June 2018, the total DAU of ByteDance's full range of products in China exceeded 400 million, among which Douyin had the fastest growth, with a DAU of 150 million. If you could only take one hit ride in 2018, it would have to be TikTok. (Note: DAU = Daily Active User, number of daily active users.)

What kind of people are using TikTok?

▽ Tik Tok user portrait :

Currently, people under the age of 35 account for 90% of Douyin users, and those with a bachelor's degree or above account for 60%.

▽ Stickiness Angle:

The stickiness of Tik Tok is much higher than other platforms. Judging from the daily average usage rate and usage time periods, the usage rate of Douyin is very high during some prime times.

▽ Who is creating content?

It started with some hipsters.

Now these trendsetters have all grown into more than just internet celebrities. Each of them has the appeal to tens of millions or even millions of fans.

At the same time, Douyin has also invited many first-line celebrities to join, many of whom are popular stars, including Di Lieba , Zhou Dongyu, Guan Xiaotong, etc. For example, when the dance machine was launched, Guan Xiaotong was invited to collaborate on the first video.

It can also be seen that in addition to influencers and celebrities, Douyin has the ability to "produce its own hits." For example: COCO milk tea is prepared by a certain netizen with a special requirement. COCO milk tea has now directly launched the flavor that became popular on TikTok.

There are also various ways to eat at Haidilao . Everyone regards Haidilao as a place for creation, and as a result, Haidilao has also gained a lot of offline traffic to its stores.

2. Scientifically utilize scenarios, content, and users to bring traffic

What kind of content are Tik Tok users most interested in?

▽ Four categories:

Amazing plot twists, cute little girls, cute pets that have become spirits, and funny stars.

There is also a summary that the most popular content is for followers of 3B (beauty, beast, baby), beauties, animals and babies.

▽ "Double Theater Lovers":

This refers to music with plots, or narrations, and everyone is particularly keen to act as a dramatic actor.

Some students with superb skills must learn whatever they see on TikTok. Whether it is music, dance, or gesture dance, everyone will imitate it .

Douyin has become a popular platform and it has its own popular marketing methods. In order to make our product experience better, we are more cautious when intervening in advertising, and we also consider the user experience .

3 How to correctly place ads on TikTok

As the functions of Douyin products are strengthened, Douyin’s brand homepage was launched.

Before, posting on Tik Tok videos was still a relatively personal behavior. But after having a brand homepage, some people with strong content production capabilities, or advertisers with strong content production capabilities, can go to the brand homepage to accumulate their own fan stickiness.

In this section, we can support brand owners to upload their own advertisements, as well as advertisements of brand owners and some cooperating influencers. Moreover, if we think the content is high-quality, we can directly pin it to some relatively forward position.

This includes that we have such a landing page , so when we carry out some topic cooperation on Douyin, we have a better position to take over. Our daily collaborations with influencers can eventually be linked back to the brand homepage.

Once we have a brand homepage, we will ask some questions, such as when to post it?

▽ Right time:

Here is a statistical time. We think Douyin is a very native platform. We must adapt to the preferences of Douyin users and post the right content at the right time. Basically, they are active from 8 am to 1 am.

Among them, the noon time is an active peak, and the evening time is an active peak. I would suggest brand owners to focus their advertising efforts on midday or after work in the evening, as well as during commuting and in the living room.

Judging from the situations of several brand homepage clients that we have tested so far, if you want to maintain popularity on Douyin, you have to be diligent and keep posting so that people will be aware of you. Don’t pursue whether the brand information is implanted enough, correct enough, or of high quality. I think all these have to give way to the issue of frequency.

We recommend at least five pieces of content per week to operate the brand’s homepage.

▽ Correct content:

In addition to the right time, the right content is also required.

At present, we have seen that there are several major characteristics of brand homepages that are operating well:

• The cover should be beautiful
• The copywriting should be eye-catching, and this eye-catching refers to the "TikTok style"
• Preferably with background music
• And we should emphasize "originality"

Some brand owners like to run TVCs, but we don’t particularly recommend this approach. Although the TVC is beautifully produced, its narrative style is not particularly "TikTok-like". We now observe that the dissemination and likes of TVCs on many brand homepages are relatively low.

There is a distribution mechanism on Tik Tok. As you can see, sometimes, if you shoot some content inadvertently, you may end up getting higher recommendations and more natural traffic.

Another important thing to remember is that “following back” is a basic need. Try to reply to every reply on Douyin. This is a very important experience for attracting fans to your brand homepage.

4 How to use TikTok for brand exposure, interaction and conversion

From the perspective of brand, what are the means of brand exposure, brand interaction, and brand conversion?

• First of all, from the perspective of brand exposure, you can make use of Tik Tok’s information flow . We hold a Douyin Carnival every year, and last year’s event was so popular that tickets were hard to come by. Douyin Carnival is a great opportunity to bring together celebrities who are usually only seen on Douyin, including some stars we will invite, to meet everyone. This is of course also the best opportunity for advertisers to carry out product placement, increase their presence among the Douyin crowd, and get close to everyone.

• Secondly, from the perspective of interaction, the best one at the moment is definitely the challenge competition. For example, the dance machines and AR mentioned just now. At present, these very cool methods will be gradually selected, and we will also open up cooperation to customers with very similar relevance.

• Finally, there is brand conversion, which mainly utilizes the Douyin brand homepage, including Douyin red envelope cooperation, and native information flow. These are some of the better ways to think about brand conversion effects.

On-site Q&A (excerpt)

Q: Startups may have little or no budget. What methods can help them acquire more low-cost traffic?

A: Content! It requires the least investment, but has the potential to produce the greatest results.

Including: Toutiao , Weitao, and Wukong Q&A, product information can all be implanted into them. Brands can answer some tough product questions honestly. I think if, as you said, the startup has limited capital, it should start with content. We can make the content into articles, Q&A, or short videos .

Through content, you can establish a direct connection with users. Of course, if it is combined with advertising , you can attract more users and allow the brand to be conveyed to a wider audience, thus establishing a stronger connection.

When you create content, actually, you need to study the personality of the company's different products. For example, Toutiao , Xigua Video, and Wukong Q&A all target different groups of people, and the concepts that they mainly convey to users are also different. It is recommended that you do not forward the same article on different platforms, but instead create content that can interact with the user audience of this platform, so as to achieve better results.

Author: Source Code Capital, authorized to publish by Qinggua Media.

Source: Source Code Capital (ID: sourcecodecapital)