7 Ways to Use Tik Tok for Marketing Purposes

Recently, I saw a few 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 software such as WeChat , Weibo, Toutiao , and has occupied the first place in the download list for many days.

According to Aurora Big Data , more than 14 out of every 100 active terminals have Douyin 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!"

Recently, Mr. Gou browsed Douyin carefully for 10 minutes (oh, 10 minutes on Douyin is like several hours in the real world), and tried to refine and summarize the ways to play Douyin - the following 7 ways to play Douyin, if you are an enterprise new media operator or a personal brand practitioner, you can try them.

However, it needs to be emphasized that there are actually far more than 7 ways to play Douyin, but some Douyin videos are just about appearance, fun, or daily life, such as "Flirt with the little brother" and "Hubby, husband, hug me", and have no intention of promoting corporate products or personal brands. Therefore, the 7 ways of playing shared below refer to the Douyin ways of playing with marketing purposes.

Method 1: Show the product and display it directly

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 the paper and pen itself, also hides a mobile power bank , three charging cables and a USB flash drive:

Since the product itself is very creatively designed, the user directly posted the process of using the notebook. This Douyin video received 1.4 million likes and 4,680 comments. Many people even asked in the comments: "Where is the link? I want to buy it!"

For example, a popular hot pot appliance can be raised and lowered with one button. People who have never used it and see this Douyin video may exclaim "Wow" - no need to fish around anymore!

Since hotpot is a hot topic, directly displaying the product itself immediately attracted a large number of netizens to watch.

Gameplay 2: Planning the surroundings and presenting from the side

What if your product is similar to your competitors’ and not very fun? You can try to make something out of peripheral products.

"Peripheral products" originally referred to goods made with authorized characters or animals from animation, comics, games and other works, but now refer more to all related items delivered at the same time as the product.

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.

On Douyin, a pizza restaurant in Dalian also did something with its peripheral products (menu) - simply printing the original flavor of the pizza on the menu.

This Douyin video received 155,000 likes, and many netizens commented on it: "I eat pizza often, but this is the first time I feel hungry after looking at the menu. Where is this restaurant? I want to go!"

Play three: Explore uses and extend products

In addition to products and peripheral products, you can also use your imagination to see if your products have more cross-border uses that will amaze people.

For example, some netizens had a sudden 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 ordinary products can also be explored or created to have interesting points.

For example, a building itself is nothing special and is not a tourist attraction; but if you play "Tetris" on the building and take a TikTok video, the next day some TikTok fans will drive there and take photos with the "Internet celebrity building."

Gameplay 4: Focus on advantages and exaggerate presentation

In fact, the essence of gameplay 4 and gameplay 1 ("Show the product, display directly") is the same, both of which are to display the product itself. However, for one or several unique features of a product, you can try to present them in an exaggerated way to make it easier for the audience to remember.

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

For 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 nearly 100,000 likes.

Gameplay 5: Try to implant with the help of scenes

In order to make users remember your products, you can also try to implant your products into a certain life scenario.

In other words, this Douyin video may look like just a life hack or a funny clip, but you have quietly embedded the content in the scene - such as placing the product on the corner of the table, having the brand logo behind it, and having advertising sounds in the background, etc. This can still have a good publicity effect.

For example, in a clothing store, a clerk is skillfully arranging clothes; but when you look back, you can see a big "H&M" - yes, this is an implantation.

Play method 6: Present word of mouth and highlight popularity

You don’t necessarily have to say whether a product is good or not. You can definitely show word of mouth on Douyin and indirectly demonstrate the popularity of your products.

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 "Answer Milk Tea" that is popular on Douyin often posts photos of the bustling scenes in front of the store - the long queue seems to be reminding you: "We are an Internet-famous milk tea shop, everyone says it tastes good, don't you come and try it?"

Gameplay 7: Expose daily life and spread culture

When I was a business consultant, I often advised my clients to ask their consumers: "What do you value when you buy my products?"

After conducting research, many customers found that in addition to product quality, service level, etc., consumers also pay attention to corporate culture.

After all, if there are two companies with similar products, and the employees of the first company are enthusiastic and passionate about their work, while the employees of the second company are cold and even full of internal personnel struggles, as a consumer, I would rather choose the first company, even if the first company's products are slightly more expensive.

Therefore, you can also present office culture, employee stories, etc. on Douyin.

For example, one of Xiaomi's Douyin accounts, "Xiaomi Employees' Daily Life", released a series of fun office Douyin videos before the Spring Festival. Although they seemed to be just trivial scenes such as distributing year-end bonuses, working overtime during the Spring Festival, and distributing red envelopes at the beginning of the year, there were still a large number of netizens watching and commenting on them.

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

Summarize

In fact, in addition to the above 7 ways to play, Douyin also has the 8th and 9th ways to play:

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

Both of these approaches require you to have sufficient budget; but for most companies, what they lack is funds for Internet advertising . So, I suggest you think about this first: Can you use the above 7 ways of playing? Which one to use first?

Douyin is called a "time-killing tool" by many users, and more and more users are becoming addicted to Douyin; and in new media marketing, where there are users, there are opportunities.

So, instead of complaining and worrying, you might as well try the new platform "Tik Tok" to quickly find the gameplay that suits you best, right?

What other interesting ways have you seen playing Douyin? Additions are also welcome~

The author of this article @勾俊伟 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