How to buy traffic and acquire users on Douyin at low cost?

Tik Tok is still in its wild growth period, with a variety of gameplay and widespread traffic . Nowadays, if you advertise on Douyin well, the traffic conversion rate will be extremely high. If you want to seize this wave of dividends, you can start with the 3 points in the article.

Tik Tok is currently the most popular software. In the eyes of ordinary users, it is a short video APP that can kill time and can be used for selfies, pranks, funny things, and entertainment. But in the eyes of us operators , we see huge traffic and unlimited possibilities for traffic monetization.

Especially at present, the cost of user acquisition remains high and is still rising. How to obtain traffic at low cost has become a problem that every student who promotes products thinks about day and night.

It just so happened that Douyin emerged at this time. Looking at this product full of bonuses, don’t think about it. After reading this article, you will know what to do.

This article takes the evolution of the platform as the starting point, analyzes the development rules of Douyin, and the operation methods of buying traffic on Douyin from the following three aspects, to explain to everyone how to acquire users at extremely low cost.

1. Historical Laws of Platform Development

2. The stage of TikTok

3. How to seize the dividends of Douyin

1. The Law of Platform Development

Before I formally explain TikTok, let me first give you a brief introduction to the historical trends of the old platforms Weibo and official accounts . As the saying goes, use a bronze mirror to adjust your attire; use history as a mirror to understand the rise and fall. Through the trends of Weibo and public accounts, we can infer the future development trend of Douyin, and it will also be easier to understand the principle of low-cost traffic acquisition that I will talk about next.

1. Historical Trends of Weibo

After Weibo was launched in 2009, its user base skyrocketed to 195 million in just two years. The huge influx of users has caused the number of followers of the KOLs who first started using Weibo to increase dramatically, and they have been busy receiving advertisements. At that time, a big V would earn hundreds of thousands for each advertisement he posted, and of course the exposure of the advertisement was also astonishing.

In sharp contrast, the platform’s monetization capabilities are much poorer and can be completely ignored.

Seeing that the platform they built allowed others to make a lot of money and they became just a channel, they were very annoyed, so they imposed restrictions on the advertising of big Vs and even demanded a commission. If I were the operator of the platform, I would do the same, such as the current micro-tasks.

2. Historical trends of public accounts

The history of Weibo is quite long. Young people who have just graduated have not caught up with Weibo and are not very clear about its history. What they heard about it is also vague. Then, everyone should be more familiar with the official account.

When the official account was first launched, no one knew how to monetize it. Just like the routine of Weibo, some people who were foresighted began to promote it everywhere to accumulate their own fans. When the number of fans reaches a certain level, advertisers will come knocking on the door.

For example, the embedded advertisements in Mimi Meng’s articles, and even my official account has been approached by advertisers.

With the experience of Weibo, the official monetization of public accounts has been much faster. A banner advertisement has been added at the bottom of the article. Public accounts with more than 5,000 fans can apply to be traffic owners and display advertisements at the bottom. The advertising revenue is much lower than that of advertising accepted by themselves. For vertical public accounts, the conversion rate of soft-implanted advertising is several times higher than that of the official information flow .

The evolution of Weibo and public accounts has gone through the following stages: wild growth period, rule-making period, mature and stable period and decline period.

During the wild growth period, there are hundreds of schools of thought, and talented craftsmen shine. Capable people gain a lot of traffic and earn a lot of real money. During the rule-making period, both advertisers and big Vs who rely on the platform may be hurt. When it comes to the mature and stable period, the price of purchasing any service and obtaining traffic is almost the same as the market price. When it comes to the decline period, quickly look for new traffic platforms, such as Douyin, which I will talk about next!

2. The stage of TikTok

Tik Tok is currently in a period of wild growth. The advantage of a wild growth period is that there are a variety of ways to play, and you can try everything. There is really traffic everywhere, it just depends on how you grab it.

For example, a certain APP, a 15-second short video brought in hundreds of downloads; a milk tea brand that doesn’t have any stores yet, attracted hundreds of franchisees because of a video. This input seems insignificant compared to the output.

If there is still a channel with a customer acquisition cost of less than one yuan, it must be Douyin.

Another example of why TikTok is in a period of wild growth is that advertisers with large amounts of advertising fees are at a loss as to where to start when faced with TikTok.

To outsiders, it seems nothing more than giving money to traffic stars to promote the product. This idea works on Weibo and official accounts because they are all text and advertising is easy to place. Just put the landing page or offline entrance at the end of the article. However, it is different in videos.

Compared with Weibo and official accounts, the biggest difference between Douyin is the form of expression: Weibo is short text with pictures, official accounts are long articles with pictures, and Douyin is entirely short videos. Different product forms will produce completely different ways of playing, and it is inappropriate to copy the old ways.

Take banner as an example: if you add a button to a small picture, change the background color, or modify the text , the click effect will be completely different, not to mention video. An old marketing colleague of mine said: In marketing promotion , the most difficult thing is video. Even though it’s only a few seconds long, if you really want to capture the user, it’s impossible to do so without several years of experience in video making.

It may not be rigorous to say that Douyin is suitable for promoting any product. Except for a few products that cannot be promoted, most products can be promoted on Douyin. From cars and houses to children's toys, everything is included. For example, Peppa Pig watches, Xiao Ai smart speakers, food stores, mobile games , and tourist attractions.

We are in the mobile Internet business . Let’s just talk about our APP. Whether it is an application, a stand-alone game , or an online game, it can all be promoted on Douyin.

In fact, the most suitable thing to promote on Douyin is APP. If you watch Douyin a few times, you will find that the advertisements that appear most frequently are definitely mobile games .

I have come into contact with many development companies, and they all want to advertise on Douyin, but they don’t know how, so they just wait and see. The main reason is that they don’t understand this new thing, so they are hesitant to move forward, which makes me very anxious. It is a rare opportunity to overtake others, but if you don’t seize it, by the time the gameplay is mature, you will no longer be able to compete with the big companies if you want to invest.

3. How to seize the dividends of Douyin

1. Place official advertisements

Toutiao ’s advertising system is quite mature. Its product, Douyin, also opened an advertising portal in March this year. The most common type is information flow advertising . When users are watching videos, they will see videos placed by advertisers and can directly click to download them.

Attached are screenshots of publication examples. In a word: really expensive!

2. Place non-standard advertisements

Let me first explain what non-standard advertising is: non-standard advertising refers to unofficial advertising. For example, if you pay a Douyin influencer to promote your product, but the money does not go through the official channel, it becomes non-standard advertising. The cooperation process for non-standard advertising has been running very smoothly on Weibo.

As an advertiser, you can't go to Douyin to find internet celebrities one by one. It's time-consuming and laborious. This is when the agency comes into being. I have a friend who is working on this. They specialize in Douyin internet celebrity studios and have a professional photography studio, which is quite high-end. What’s interesting is that they have a branch in Northeast China. I am very puzzled as to why they set up a branch in Northeast China? Answer: There are many internet celebrities in Northeast China, it seems to be the case.

Non-standard advertising methods:

1) Choose the right influencer based on your budget

Each company’s products are different. Some provide tools , some provide services, some are stand-alone, some are action online games, and so on. Different types of products require different internet celebrities to promote them. Behind an internet celebrity is a group of users with the same attributes.

For example, if the target audience of a stand-alone game is male, you need to find internet celebrities such as young girls to advertise; if it is a maternal and child APP, it is even simpler, it is more appropriate to find internet celebrities such as mothers. When we place an order, we can give our needs to the agency, and they will go to the library and select the corresponding resources to give to us.

2). Creative communication and recording

It is well known that Party A likes to interfere, so the idea of ​​soft-implanted videos is usually provided by Party A. The internet celebrity shoots according to this idea, and after the shooting is completed, it is given to Party A for review.

The reality is: Party A has almost no knowledge of short videos, so it is best for an agency to come up with creative ideas and let professionals do professional things. This is why movies have producers and directors.

3). Video launch and effect tracking

Once the video is confirmed to be OK, the time to go online can be determined. The online time is generally scheduled on weekends, and after running for a week, the results can basically be seen. In fact, the recommendation mechanism of Tik Tok lasts for more than one week. There is also long-tail traffic. The Tik Tok videos I recorded myself still received many likes a month later.

The most difficult part of advertising on APP software is analyzing the advertising effectiveness. If it becomes a hit, its ranking on the list will rise sharply and the effect can be seen at a glance; if it does not become a hit and only brings a few thousand or a few hundred downloads, it will be difficult to predict the effect of the advertisement.

My definition of Douyin's non-standard advertising is brand advertising, which is similar to APP advertising on TV. After users download the APP, you don’t know whether the users were brought in by market recommendations or by watching TV commercials.

The most classic explanation in the advertising industry is:

I knew that half of my advertising money was wasted, but I didn't know which half.

Do we still need to place advertisements? cast! Must vote!

3. Some suggestions for improving delivery results

1). Professional people do professional things

If the agency has come up with a plan and shot a video, Party A should try not to make any changes. Even the CEO of a listed company may not be as good at judging the banner effect as a student who has been working on banners for more than a year and has just graduated. When I am arranging operational work and instructing my subordinates to do things, I will not interfere. They are experts in their respective fields, and their solutions will be better than ours as laymen.

2) Improve the conversion scenarios and reduce the loss at each stage

This is also a mistake made by many companies that don’t understand APPs. For example, when promoting a game, users may think it is fun but don’t know the product name. They will go to the comment section to ask or find answers, telling users that the product name must be followed up.

Once users know the product name, they will go to download it. If the product is not available in the store at this time, for example, it is not available on the Apple Store, the conversion chain will be broken and the conversion effect will be much worse.

Ensuring that every link is smooth is the basis for ensuring a normal conversion rate. Then, supplemented by activities to create an atmosphere of explosive sales, the final effect will often not be bad.

IV. In summary:

I have briefly explained the value of TikTok. I hope that developers who are still watching or have not noticed TikTok will put down their work and study this channel carefully. If used well, your product may become the next hit.

The author of this article @老虎 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