18 ways to attract traffic from WeChat private domains on Douyin

Tik Tok is currently the largest public traffic pool on the entire Internet and an important drainage channel for private domain accumulation.

In the last article, I wrote "What is Douyin's interest-based e-commerce". At the end, I mentioned how Douyin can attract traffic outside the site. Today, this article mainly shares 11 methods of Douyin's off-site traffic to private domains that I have recently compiled. After reading this, you can put them into practice immediately.

Move!

01 The algorithm recommendation logic of the Tik Tok platform

Perhaps some friends may still be wondering: Why do we have to divert traffic from Douyin to outside the site or private domain?

Whether it is limited by the platform or the high traffic costs, the most important one is of course to achieve more efficient monetization.

Of course, what I want to express is that we should know not only the facts but also the reasons behind them:

Tik Tok’s recommendation algorithm has determined that Tik Tok places more emphasis on reaching the public domain rather than settling in the private domain.

Dawei will talk about the two roles separately:

One is a content creator and the other is a content consumer.

Let’s talk about content creators first. What is the most important thing for content creators?

It is the distribution of content, but usually for most platforms, the distribution of content depends on how many fans the creator has to consume the content.

For example, if I write a public account now and have no fans, it is very difficult to cold start. I can only rely on myself to share it on WeChat Moments or forward it to friends, because the platform has no way to help you complete public domain distribution, such as official rankings.

The traffic distribution mechanism of Douyin is actually content-oriented (in fact, not only Douyin, but also Bytedance’s Toutiao, Xigua and even TikTok have similar algorithm logic);

Any work has a cold-start traffic pool (first give about 500 views, and then give more traffic based on the performance of the work. It is rumored online that there is an 8-level traffic pool). This means that even if you have only 100 fans or even no fans, it will not affect your work from becoming a hit. You can break free from the addiction and break through the siege (such as millions/tens of views, 100,000 likes), as long as your work is high enough.

To be precise: the data feedback of the work is good enough.

Therefore, the content-is-king recommendation algorithm is extremely friendly to ordinary players like you and me, and this is why we often see some popular works recommended by Douyin, but they are from creators with only a few hundred fans (these few hundred fans may also be brought by the popular works).

If you look through his personal homepage, there are dozens of works, but this is the only one that has become a hit. The others have received mediocre responses, for example, the number of likes does not exceed double digits or even single digits.

I believe you have seen it too.

The logic behind this is terrifying when you think about it carefully: it doesn’t matter who the author of the work is, users don’t even care who you are, I just like this interesting work.

Let’s talk about content consumers .

For content consumers, Douyin's algorithm logic is user tag recommendation.

For example, who you are, what you like to watch, and what you want, the algorithm knows better than you do. As KESO teacher once said:

After you read a few pieces of content on the topic of eggs, after a while, your recommendation list will include stewed eggs, scrambled eggs, steamed eggs, and live streaming of selling eggs.

Let users immerse themselves in the content.

Therefore, since the quality of content recommended by machines far exceeds that of social recommendations from friends, video accounts are gradually compromising with machine recommendations.

So, whether it is for content creators or content consumers, Douyin can be summed up in one word:

Content is king

And it is precisely because content is king that the following three problems arise.

02 Three Problems Brought by Content as King

1. Fan stickiness is extremely poor

Since “content is king”, all users are attracted by content.

Content is king, which means that who the author is becomes unimportant and no one will care who the author is (such as the example I gave above).

To give an inappropriate example, it's like when you use Didi to take a taxi. It doesn't matter which driver the system assigns to you, and you don't need to know or remember which driver. The system automatically assigns the most suitable driver and takes you to your destination.

It’s that simple. You only need to focus on the trip itself (compared to the content of the short video platform). As for who provides the service to me (compared to the content creator of the short video platform), I don’t care.

Therefore, with the support of Douyin's algorithm that puts content first, generation after generation of new internet celebrities are beaten to death on the beach by the waves behind them, and the speed is getting faster and faster, and the cycle is getting shorter and shorter.

There was once a saying: On the Internet, everyone has the opportunity to be a celebrity for 15 minutes.

The original meaning of this sentence is to talk about the principles of fairness and inclusiveness of the Internet, and everyone has the opportunity to succeed, but in TikTok, the meaning becomes: everyone has and only has a 15-minute opportunity.

What it means is: things that turn red quickly cool down faster.

Therefore, the reason is all due to the recommendation mechanism of Tik Tok algorithm;

This is also why Douyin’s fans are known to be the most snobbish on the entire Internet. If you can continue to produce high-quality works, I will like you, otherwise I will never see you again.

2. Traffic is available but cannot be monetized

Poor stickiness will naturally lead to the second problem. For creators on any platform, as long as there is traffic, there is a high probability that it can be monetized. However, for short video platforms where content is king, it is a living example that having traffic may not necessarily lead to monetization.

For example, there are tens of thousands of pan-entertainment accounts on Douyin with millions of fans. In fact, they relied on the platform's early bonus period and a few popular videos to quickly accumulate fans, but the quality of their later works could not keep up, so fans would naturally unfollow them and stay away from them, not to mention monetization.

Statistics show that:

The overlap between the top 100 Douyin users in terms of fans and the top 100 users in terms of sales ability is only a pitiful 3%.

As Mr. Hei Niu said: Fans are only proof of your past strength, not a guarantee of your future monetization.

3. Low cash value

In terms of the attributes of the Douyin platform, Douyin is essentially a content entertainment platform. Popular content is always short and fast, and the content tends to be more curious, contrary to common sense, sensational, and other general entertainment.

Obviously, the commercial monetization value of fans of general entertainment (such as comedy and editing) is extremely low compared to fans of K12 education, beauty, maternal and child care, and finance.

You can taste it carefully.

Therefore, this is why what you need to do is to divert all the traffic outside the site to your own private traffic pool (whether it is a public account or personal WeChat) as much as possible within the 15 minutes when you are still popular, and complete the next step of conversion immediately.

03 Douyin prohibits off-site traffic diversion

Continuing from what was mentioned above, since fans are extremely mobile and cannot be effectively retained, it is necessary to divert them to private domains for sedimentation.

Of course, Douyin also knows that its recommendation algorithm makes the platform strong in the public domain and weak in the private domain. However, Douyin said:

Although I am not good at private domain sedimentation, it does not mean that you can do whatever you want to divert traffic outside the site.

Douyin explicitly prohibits creators from conducting any form of traffic diversion, and reminds users through in-site messages that if users do not modify or delete the traffic diversion information within the specified time period, their accounts are likely to be blocked.

As shown below:

This is why you will see many creators or copywriters write Martian words such as V star or stomach heart graphics or homophonic phrases such as "工宗好":

In fact, not only Douyin prohibits diverting traffic outside the site, but video accounts in the WeChat ecosystem also prohibit any form of diversion, even guiding users to add WeChat.

04 11 Douyin videos on how to attract private users

Now, here comes the key point.

The following are 11 methods that I have sorted out and collected on how to use Douyin to attract traffic to private domains (of course, some of these methods are also applicable to Kuaishou and Video Accounts), especially the last two, which you must read.

I hope this will serve as a starting point for discussion, and that everyone will be able to put it into practice immediately after reading this.

1 Personal homepage banner background image:

You can post screenshots of WeChat or public accounts, or write a guide copy, etc. If you really don’t know how to do it, just copy a few ready-made ones, as shown below:

2 Personal homepage TikTok account:

Every TikTok account is assigned a default TikTok account or ID by default (in fact, WeChat also has a default ID, for example, you must have seen WX_***). We can actually modify this ID number to a WeChat account, as shown in the figure:

The advantage of this operation method is that it is relatively simple and clear, and it will not be restricted by the platform. However, the disadvantage of personal WeChat is that it is not very stable. If your traffic is too large and too many people add your WeChat (for example, more than 30 people add you in a day), it will lead to a situation where you can no longer add your WeChat, which will waste and lose some of your traffic.

3 Personal homepage signature area:

This is also quite common, and I believe everyone is familiar with it. Since Douyin also explicitly prohibits backflow outside the site, this is why we often see a lot of copywriting and homophonic phrases such as V stars or stomach heart graphics. They have become common knowledge in the industry, so you don’t have to worry about people not understanding what they mean, as shown in the following figure:

4. Use avatar and name to attract traffic:

Needless to say, the name can also be used to attract traffic. Just keep it highly consistent with the name:

5. Short video cover traffic:

Set the traffic information by making a short video cover.

You can add a single video cover, or combine multiple videos (see the screenshot, he kindly reminds you to only add one...)

6. Comment area traffic:

Similarly, it is also common to divert traffic through the comment section.

In addition to your own comments, you can also pin one or two comments from your own secondary account to increase the traffic generation effect.

You can even "intercept traffic" from other accounts. For example, in the comment section of the intercepted account (avatar, name) in the figure below, we can see that the number of likes has reached 142,000, so you can imagine the exposure.

7. Private message traffic diversion:

The private message function on Douyin can also be effectively utilized. You can send text, pictures, videos, and even send red envelopes to the other party to attract attention (the red envelope function is limited to friends who follow each other);

Of course, in order to prevent others from doing this to you, you can choose who can send you private messages in the settings. There are currently three options: Everyone, Mutual Friends, and Close (no one is allowed to send you private messages);

8 Enterprise Blue V drainage:

You can use the company or self-employed business license to certify the corporate Blue V (certification fee is 600 yuan), then hang a link to the official website, and perform operations such as attracting traffic on the official website landing page.

9 Video Collection Drainage:

You can make multiple videos into a collection, and the name of the collection can contain the information for attracting traffic, such as the one in the screenshot: Take the zero-cost project to add micro, etc.:

How to combine multiple videos into a collection?

What I have learned so far is that before creating a Douyin collection, you must have opened the Douyin collection creation permission. The requirements for obtaining the Douyin collection function permission are as follows:

1) High-quality content (knowledge and popular science accounts are easier to obtain);

2) Industry influencers or high-quality accounts with a certain degree of popularity;

3) Invite to activate;

Currently, my account does not have the permission to create a collection. If any friend has a channel to open it, please contact me.

10. Live streaming room traffic diversion:

The live broadcast room I am talking about is not your own personal live broadcast room, but how to efficiently drive traffic to yourself through other people’s live broadcast rooms.

This is what I saw in Lao Luo's live broadcast room. I put myself at the top of the list through the sound wave. Since only the top few avatars (avatar, name, introduction) can be displayed in the upper right corner of the Douyin live broadcast room, you will always be exposed in Lao Luo's live broadcast room. The more views the live broadcast room has, the greater the exposure, as shown in the following figure:

11. Horizontal matrix drainage across the entire network:

As the name suggests, the construction of a horizontal account matrix is ​​achieved through the entire network, and this is also the approach taken by most MCN agencies at present.

By laying out a horizontal account matrix across the entire network, we can achieve IP unification. The biggest advantage of this is that users can find you no matter where they search, thus minimizing traffic loss or interception by other accounts.

The most important thing is that after the entire network is laid out, you don’t need to do anything extra deliberately. You only need to distribute works and content throughout the entire network to achieve passive traffic.

Take myself as an example. I currently use my real name in a horizontal account matrix across the entire network: Meng Dawei. Of course, some platforms have been registered by others in advance (such as video accounts), but I will ensure that the account name, avatar, and personal profile are consistent, as shown below:

Many friends also added me on WeChat. When I asked them where the information came from, some said it was from WeChat search, some said it was from Baidu, some said it was from Zhihu, some said it was from Jianshu, some said it was from friends’ recommendations, and so on.

All of this traffic is passive traffic generated by my current simultaneous distribution and layout of content across the entire network and all platforms.

PS: If you only use Tik Tok or Kuaishou and have not laid out the WeChat ecosystem, register an account with the same name now, whether it is a public account or a video account, because the WeChat account has a unique name. This is why many big V accounts on other platforms will be intercepted by others on WeChat.

12. Reverse thinking to attract traffic with the name of TikTok

Some people may question that this kind of traffic is general traffic, not precise enough and meaningless.

But is this really the case?

First think about this:

What kind of traffic can be obtained in this way?

Of course it is a wave of old-fashioned traffic.

So if we direct this type of users to the private domain of WeChat and sell them the products or services they need, wouldn’t that be precise traffic?

You may wonder, there is no supply chain.

No one stipulates that you must have your own supply chain to sell things. With reverse thinking like the one above, when we have attracted enough traffic, it is not impossible to find a supply chain based on the user tags and characteristics of the traffic.

For example, cigarettes, belts, watches or other men's products.

At worst, even if you don’t direct traffic to the WeChat private domain, even if your fans only stay on Douyin, you only need to enable Douyin’s showcase sharing function, and then add products from the Goods Alliance to earn commissions.

There are always more solutions than problems.

Let me give you another example of a similar case that Dawei had seen before:

The studio used 100 beautiful female characters on WeChat (first post a dozen photos of long-legged black Ss on Moments), and then added nearby people (men) by shaking the phone.

From now on, I will send voice messages to my brother during every festival, wishing him happy holidays.

Big brothers are usually quite generous and usually give tips.

Just one festival can bring in nearly 100,000 in revenue. . .

Of course, in addition to this, they also sell high-repurchase, high-profit products for men such as belts and cigarettes through WeChat Moments, which can be regarded as reaching precise target users.

Can this traffic still be called general traffic?

What I want to say is that we have to learn this way of obtaining traffic, which is the essence of all business.

In today's era, every individual should have the ability to obtain traffic, whether free or paid, online or offline.

Again, the same words:

Traffic is fickle, but it is also unchanging. What changes are the channels and carriers (such as Douyin, Kuaishou, Bilibili, Zhihu and even private domains), and what remains unchanged is the traffic itself (no matter which platform, it needs to obtain a steady stream of traffic).

13. Background music BGM diversion

First, change your Douyin nickname into information that can attract traffic, such as: Tiantian Vx12345678. When others collect it or use your BGM to shoot the same work, you can achieve traffic.

If a friend uses your BGM, he will see "Original soundtrack created by Vx12345678". Of course, the premise is that you have a hit work, the more popular the better.

14. Like likes likes

This operation is actually the same as the one shared in the previous article, the way of using avatars to attract traffic, and here we add interactive behaviors: crazy likes and adding friends.

To put it simply, it means liking and following friends in batches. For ordinary users, after receiving likes and follows, they will be curious about which user liked and followed them, and will click on the other party's avatar to see who the other person is.

When you click on their profile, they will guide you to click on the avatar to see its eyes on the homepage.

Like, "Look what's on my eyes?"

Click to see the larger picture, of course, it is to attract traffic and add WeChat account.

This case can be combined with the above one of changing the nickname to "single mom" to attract target male loser traffic, and then combine it with back-end products to monetize the traffic.

15. Tik Tok public account

After interconnection, Douyin, WeChat and Taobao have achieved interconnection on a small scale. For example, the live broadcast room can be directed to the WeChat public account.

It is not easy to complete the closed loop of most projects in Douyin, but they can basically be run in official accounts, directing traffic to WeChat, official accounts, selling 9.9 communities (such as emoticons, copywriting), recruiting disciples (such as storytelling), doing novel CPS, etc.

I’m not sure if this method is achieved by Tik Tok’s little windmill?

16. Use WeChat Mini Program to attract traffic

The monetization of driving traffic from Douyin to WeChat mini-programs is similar to that of official accounts.

It can be seen that the monetization model and imagination space of the WeChat ecosystem are still relatively large.

17. Paid information flow diversion

Paid promotional videos will have the word "Advertisement" marked in the lower right corner of the video.

This method of traffic generation is the safest, after all, it is paid.

And it is not limited to directing traffic to WeChat, it can also direct traffic to Taobao stores.

For example, if the ad is displayed on TikTok, but there is no landing page, clicking on the details will directly jump to the specified product details page of the Taobao mobile app (I can't record the jump screen, sorry)

Some people think that this does not count as traffic diversion when they see the word "paid", but they should change their mindset because "only payment is the shortest way to get to the truth."

On Douyin, if you don’t pay, you can only exchange traffic through high-quality works, but producing high-quality works requires a lot of time, and the time cost is very high. Isn’t time money?

Just like would you rather spend two or three hours on public transportation, or take a taxi which only takes 25 minutes to reach your destination?

18. WeChat private circle of friends is reversely diverted to Douyin

The above sharing is all about directing traffic from Douyin to WeChat private domain. If your main battlefield is Douyin, we will of course also have the need to direct traffic from WeChat private domain to Douyin.

As shown in the picture below, this guy adds an address in every post on his Moments, and this address is actually used to attract traffic to Douyin.

Similarly, you can also change the copy to Kuaishou, Video Account, etc. The important thing is to learn and use this method and routine to obtain traffic.

Of course, all diversion is just a means, not an end.

Whether all traffic can be successfully converted depends on your continuous output and the provision of content that is valuable enough to users.

U know what I mean?

Finally, let me end with an interesting drainage case I saw some time ago:

Q: Is Mr. Ma from Alibaba also in charge of traffic?

A: Of course, all of you who are dealing with traffic cannot compare to the level of traffic generated by Mr. Ma alone.

First select the most important channels, such as CCTV, and then let the content flow and settle in other channels (such as other TV stations, airports and even publishing, etc.).

Did you feel your mind was broadened after reading this?

Traffic generation is really everywhere, regardless of form, carrier, online, offline, and even includes many ways that I have not mentioned above and have not yet seen.

Finally, the point I have always emphasized:

Whether it is video accounts, Douyin, Kuaishou or any other platform, for us, wherever there is public domain traffic, we can divert private domain traffic. After all:

Public domain traffic is used for wide reach, while private domain traffic is used for acceptance and conversion.

above.

Author: Meng Dawei

Source: Dawei Talks about E-commerce