Learn these 7 techniques, and even beginners can play Douyin in minutes

Recently, I often see complaints about Douyin in my circle of friends :

“Five minutes on TikTok is like one hour in the real world!”

"An hour ago, I said I would watch Tik Tok for another 10 minutes before taking a shower and going to bed."

"I want to uninstall TikTok! I've been using it all night and haven't done anything!"
…

Indeed, Douyin is becoming more and more popular. From the Spring Festival of 2018 to now, Douyin has squeezed out a series of well-known apps such as WeChat , Weibo, Toutiao , and has occupied the top spot on the social download list for many days.

Look, WeChat and Pinduoduo have been squeezed out.

Samsung Market

AppStore

According to Aurora Big Data , more than 14 out of every 100 active terminals have TikTok installed.

Although each Douyin video is only 15 seconds long, the average time users spend on Douyin is 20.27 minutes per day (heavy users often spend more than 5 hours on Douyin). Faced with the sudden "TikTok fever", many new media people began to complain: "Platforms like Zhihu, Toutiao, and Dayu are all easy to deal with. I can try to write. It's just a matter of changing my writing style! What about TikTok? I can't do TikTok, and I can't act!"

In fact, based on my many years of experience in the Douyin industry, what I want to say is: Douyin also cleverly uses the following "writing techniques". As long as you master them, you can dominate the Douyin world in minutes.

1. Positive description

We all learned in class that direct description is a writing technique that uses vivid and figurative language to directly and concretely depict the state of characters or scenery. This is generally a common expression method in narrative and literary writing. What is unexpected is that this simple and direct writing technique is now popular on TikTok.

If your product is interesting and has its own topic, there is no need to beat around the bush, just use TikTok to showcase the product directly.

For example: The notebook below, in addition to paper and pen, also contains a mobile power bank , 3 charging cables and a USB flash drive.

If you express it directly, you will automatically gain countless fans:

This is because the product itself is very creatively designed, and directly showing the usage process of the notebook is the most appropriate way of expression. As a result, this Douyin video received 1.6 million likes and 5,680 comments, and many people even asked in the comments: "Where is the link? I want to buy it!"

Another example: a popular hot pot tool can achieve the function of raising and lowering with one button. People who have never used it and see this Douyin video may exclaim "Wow" - no need to fish around anymore! (I once came across this model when I was shopping for a multi-purpose pot online, but I just needed a multi-purpose pot, so I missed it. But in terms of display effect, the pictures on Taobao are far less shocking than those on Douyin!)

Everyone should not forget that this hot pot has a unique design, which makes it a hot topic in itself. Therefore, directly using the "positive description" method can immediately attract a large number of netizens to watch.

But what if your product is similar to your competitors and not very interesting?

At this time, if we want to continue using the direct description method, it will be tantamount to seeking death. We can try the "side description" method to render!

2. Side Description

If there is a side view, there must be a main view. The main view here is of course best chosen from the "peripheral products", which will not be too discordant and will not steal the spotlight from the protagonist. We can use the characters or animals in animation, comics, games and other works to make products after authorization, or all related items delivered at the same time as the products.

For example: If you want to sell a cosmetic, in addition to the bottle of cosmetics itself, the packaging box, cotton swabs, instructions, discount cards, etc. can all be specially designed as peripheral products.

The company "Afu" does a great job in this regard - when you buy a small bottle of essential oil, you will get a large box of gifts, which will make you feel it is a great value.

For most mediocre products, "side description" is a method that can better highlight the product's advantages. However, it is worth noting that this method tests the people who promote the product more than the product itself.

At this point, some friends may ask, what should I do if I want to highlight a slightly mediocre product, but don’t want to bother with “side descriptions”?

Then you can try to use your imagination and use "exaggerated" techniques to make a product that is not surprising appear in a surprising way!

3. Hyperbole

Exaggeration is a rhetorical device that uses rich imagination to purposefully enlarge or reduce the image characteristics of things based on objective reality in order to enhance the effect of expression.

It can be seen that, like the essence of "positive description", exaggeration ultimately also serves to showcase the product itself. However, for one or several unique features of a product, you can try to present them in an exaggerated way to give people a refreshing feeling and make it easier for the audience to remember.

For example: "Large space" is one of the selling points of BMW GT. In order to highlight this selling point, the salesperson directly "hid" 12 people in the trunk of the car, which left a deep impression on many viewers.

Another example: "Opening the hidden storage space in the center console with one click" is one of Cadillac's highlights. After this highlight was magnified as “the best place to hide private money”, it became a hot topic for a period of time. Just one of the related Tik Tok videos has over 100,000 likes.

However, excessive use of "exaggeration" will inevitably make people doubt the authenticity, so we can try "using scenery to express emotions".

4. Use scenery to express emotions

Expressing emotions through scenery means that the author describes objective scenery with strong subjective feelings, and puts the emotions and feelings he wants to express into this scenery and object, and expresses them through describing this scenery and object. This way of expressing emotions is called expressing emotions through scenery or objects.

In Douyin, we can understand "scenery" as actual scenes in life. We don’t have to say whether a product is good or not. We can fully display word-of-mouth on Douyin and show the popularity of your products from the side.

To better present word of mouth, you can show consumers’ queues, consumers’ smiling faces, awkward dances with consumers, and appointment calls made by consumers on Douyin.

For example, the Douyin app “Answer Milk Tea” often posts photos of the bustling scene in front of the store. The long queue seems to remind you: “We are an internet-famous milk tea shop. Everyone says it tastes good. Why don’t you come and try it?”

But what if there is no such hot scene?

If there is no scene, you can create one. If there are conditions, you must go for it. If there are no conditions, you must create them and go for it! Here I will teach you a "contrast" technique to master scene marketing .

5. Background

After reading the above, it is not difficult to know that both direct description and indirect description highlight the characteristics of the protagonist product by describing the product itself. However, the difference from these two description methods is that the "contrast" writing technique no longer directly targets the product itself, but implants the product into a certain life scene, thereby bringing out the charm of the protagonist product.

For example: In a clothing store, the clerk arranges clothes very skillfully. But looking back, you can see the big "H&M", yes, this is an implant.

In other words, this video may look like just a life hack or a funny clip, but you have quietly embedded it into the scene. For example: placing products on the corner of the table, with a brand logo behind it and advertising sounds in the background, etc., this can still have a good publicity effect.

6. Ask questions

Rhetorical questions are often used to express emphasis. In order to emphasize a certain part of the content, a question is deliberately asked first, and then the answer to the question is found by extending the question. By asking the right questions, we can discover that in addition to the product and its peripheral products, the product has more cross-border uses that are truly amazing.

For example: Some netizens suddenly had the idea to study the combination of Haidilao 's "super delicious" base sauce, which is said to be "even more delicious than the ordered base sauce." Subsequently, Haidilao followed the eating habits of Douyin and directly launched a series of "Internet celebrity secrets".

According to a Haidilao waiter, "In the past month, three out of five tables have ordered Douyin set meals, and tomato hot pot and fried gluten are a must-have for every table. Even the consumption of beef and celery cubes on the condiments table has doubled or tripled."

In addition to hot pot, many seemingly bland products can also be explored or created with interesting points by asking questions.

For example: A building itself is nothing special and is not a tourist attraction, but can a flat building be used as a screen? So someone played "Tetris" on the building and filmed a Douyin video, and the next day some Douyin fans would drive there and take photos with the "Internet celebrity building".

7. Line drawing

White drawing refers to using the most concise brush and ink to depict vivid and lively images without any embellishment. The text is concise and plain without exaggeration. This writing technique is called plain description.

If there are two companies with similar products, the employees of the first company are enthusiastic and passionate about their work. The employees of the second company are cold and indifferent, and there are even internal conflicts. As a consumer, I would rather choose the first company, even if its products are a little more expensive.

Therefore, you can also use the simple method of "plain drawing" to show the uniqueness of your product by using the office culture, employee anecdotes, product usage process, etc. on Douyin.

If this method is used properly, it will make our products more approachable, thus providing a greater possibility of gaining a group of loyal fans.

For example: One of Xiaomi's Douyin accounts, "Daily Life of Xiaomi Employees", released a series of interesting Douyin videos about the office before the Spring Festival. It seemed to be just trivial plots such as distributing year-end bonuses, working overtime during the Spring Festival, and distributing red envelopes at the beginning of the year, but a large number of netizens watched and commented on them, thus achieving a marketing effect.

Another example: Alibaba posted a photo of some cafeteria meals on its Douyin account " Taobao ", which received more than 30,000 likes. Many people left comments: "What a conscientious company!" "I really want to go to work!"

Summarize

Let’s first summarize the seven methods above:

• Positive description: If the product is strong enough, just come directly.
• Side description: If the product is not eye-catching enough, can’t I grab the spotlight? Use the product to highlight the product.
• Exaggeration: Although the product is average, I can make it better.
• Using scenery to express emotions: There is no need to advertise whether the product is good or not, just look at the scene and the effect directly.
• Contrast: Use scenes to highlight the product in a roundabout way.
• Question: Dig deeper and extend the product’s uses.
• Plain drawing: undecorated presentation, the most approachable.

In addition to the above seven methods, we can also spend some money to play like this:

• Paid advertising (spending money to advertise on TikTok)
• Collaboration with influencers (paying money to find big Tik Tok accounts to collaborate with)

However, these two types of gameplay require us to have sufficient budget. For most companies, what they lack is funds for Internet advertising . Therefore, the above seven methods are still handy marketing means in the Internet field. It is recommended that you try more and innovate more.

Regarding common short video marketing , what other effective techniques and insights do you have? Welcome to chat.

The author of this article @小默 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games