Revealing the routine of short video free traffic

There is nothing strange in the world! First, Li Jiaqi sold cosmetics and made hundreds of millions of dollars in sales. Then, Liang Long of Second-Hand Rose sold lipsticks that became a hit among women. I thought that this kind of "cross-dressing" short video live broadcast would be eye-catching enough, but I didn't expect that nowadays there are big-breasted beauties selling men's clothing through short videos, which has become a trend, making people exclaim that "the city knows how to play".

However, what is even more surprising is that behind the appearance of big-breasted beauties selling men's clothing, there is a high-level operation method of clever free traffic diversion + efficient conversion, which makes me, an operation staff who claims to have some experience, feel ashamed.

One boring night, the author was lying on the bed, scrolling through Tik Tok, when suddenly a video of a beautiful woman caught his eye (as shown below). Her sexy figure, prominent curves, and vaguely high looks instantly struck me.

In line with the yearning for beautiful things, the poster immediately activated the one-click triple-click function, liking, collecting, and following in one go. At the same time, I can't help but click on the beautiful girl's avatar to enter the video homepage and appreciate more works.

You don’t know until you see it. It’s really shocking (as shown below). I originally thought that this kind of video was just an isolated case, but I didn’t expect the whole video to be so explosive and eye-catching. It’s really overwhelming:

However, while admiring the beauties, the poster gradually discovered that this was not just a Douyin account for beauties, but actually a video account that mainly sold casual menswear. I was so absorbed in admiring the beauty that I didn't even notice that the beauty in the video was always showing the men's trousers she was wearing on her lower body to the audience.

Driven by curiosity, the questioner clicked on the store's product display window. However, the contrast between its poor reputation (3.64 points) and decent sales (71,000 pieces sold) was quite striking. In the era of e-commerce shopping where word of mouth is everything, it is quite difficult to achieve such sales volume with such a low score; although the author of the question was surprised, he did not delve into it further.

Then, in the next few days, based on the recommendation algorithm, Tik Tok began to make batch recommendations. At this moment, I was surprised to find that there are many Douyin accounts similar to the above-mentioned big-breasted beauties selling men's clothing, and these accounts and videos have similar operating methods (the same type of big-breasted beautiful models, almost the same camera positions, similar movements and shooting angles) and almost identical store homepage copywriting (as shown below):

Almost identical store copywriting techniques

Due to the sensitivity of his own operations position, the questioner felt that this matter was not simple, so he began to delve into it. Then, an ingenious operation routine of using big-breasted beauties to sell men's clothing emerged - that is, using the eye-catching effect of big-breasted beauties, based on the Douyin recommendation and search distribution mechanism, to attract male target users for e-commerce conversion for free and efficiently . Let me explain it in detail for you below.

However, if we want to understand the wonderfulness of this kind of routine, we must first start with the sales ecology of Douyin men's clothing store. Nowadays, if men's clothing products want to be sold through the Douyin platform, the commonly used routines are nothing more than the following four:

Four common ways to sell men's clothing on short video platforms

However, those who are familiar with e-commerce operations know that the above four types of gameplay may seem simple, but there are high financial or brand thresholds behind them.

For example, behind the live streaming of goods by big Vs are huge expenses in terms of slot fees and commissions; behind the live streaming of branded men's clothing is long-term brand investment and traffic diversion from offline stores; and behind the seemingly simple sharing of men's outfits is the hard work of countless professional clothing matchmakers.

For a men's clothing merchant with "no brand, no traffic, and no funds", it is nothing but a pipe dream to want to compete through the above tactics. However, this kind of three-no men's clothing has been able to attract free traffic by "overtaking on the curve" through beautiful women videos, giving everyone a vivid marketing lesson.

The following topic will analyze them one by one from the two perspectives of [traffic diversion] and [conversion] .

1. Clever traffic acquisition thinking

1. Traffic aggregation strategy of retreating to advance

In this beauty video case, the most surprising thing is its clever traffic acquisition thinking. Different from the conventional gameplay of traditional Douyin e-commerce, its user thinking of retreating to advance, first gathering male users and then seeking conversions is eye-opening.

As shown in the figure below, we can easily find that the core of Douyin’s four common types of men’s clothing gameplay is the transaction scene logic . That is, merchants intentionally target men with clear or potential shopping needs, and then use shopping and transaction scenarios as entry points to convert users.

Live streaming of goods by celebrities in the picture above and online live streaming of branded men's clothing all have relatively obvious transaction attributes. Users who follow or watch such videos generally have direct or indirect shopping tendencies, and user conversion is relatively easy. However, behind the high conversion rate is the rising sales commission.

Disassembly and comparison of two operational ideas

As a men's clothing merchant with no brand name, it is very clear that it is no match for big brand merchants in this high-conversion transaction scenario. In order to break the deadlock, such merchants have taken a different approach. They have taken a step back and no longer pursue transaction scenarios or look for target customers with clear or potential shopping needs. Instead, they have turned to gather male user groups. Its core logic is to gather male users (traffic) first, and then follow the conversion logic. After all, casual menswear is a fashion consumable. As long as there are a large number of male users, there will be no worries about sales.

At this point, the whole thing has become clear. The key issue now is how to quickly gather male users through Douyin?

The breakthrough point is self-evident, and it will naturally start from the interests of the male group. Videos such as beauty videos, car videos, sports videos, etc. are good entry points. However, comparing these interests and combining them with the matter of selling clothes, it is natural to choose beauty videos (beauty videos can attract men and show men's clothing at the same time).

2. Soft porn + recommendation mechanism to effectively attract traffic

Now that the breakthrough point for traffic diversion has been found, the next step is to test efficient execution.

As a personalized recommendation platform, if Douyin wants to grab traffic for free, then using its recommendation mechanism to attract traffic becomes an indispensable means for businesses. Although the gimmick of beauty is good enough and can easily attract male users. However, on the Douyin platform where there are so many beautiful women, it is obviously not enough to stand out simply by relying on beauty.

In order to quickly create hype and earn traffic, such businesses directly maximize the beauty of women, using soft pornographic videos of big breasts, good figures, etc. as a breakthrough point, thereby quickly attracting and gathering male target customers. Therefore, we saw the beauty videos and live broadcasts of dressing up at the beginning of the article. The models’ figures are very prominent and visually impactful. Under the attraction of both sexes, it is very easy for male users to like, follow, collect, comment and forward.

This series of strong interactive behaviors will undoubtedly create popularity for such beauty videos, which will be judged as high-quality content by the Douyin system, and then spread to a larger traffic pool for exposure, attracting more male users to watch and stop to interact, and then continue to generate more popularity and enter a larger traffic pool... In this cycle, the goal of quickly attracting traffic with the help of Douyin's recommendation mechanism will eventually be achieved.

Put the hook - attract interaction - promote exposure - earn traffic

The entire strategy process is roughly as shown in the figure above. After observing for a period of time, the author found that the frequency of posting videos and live broadcasts on this type of account far exceeds that of ordinary Douyin accounts, which shows the high execution ability of its operation team. In addition, judging from the dimensions such as the number of fans and likes, its traffic-generating effect is still good.

3. Dominate search traffic through site group SEO

Although the above traffic strategies are good, the exposure and traffic diversion effects of a single account are limited. Because they are skirting the law, there is a certain degree of risk of limited traffic and account suspension. Therefore, it is difficult to be convincing that simply relying on the above methods can achieve good results.

The author of the question was also confused at first, until I searched for phrases such as "men's clothing" through TikTok. The search results were all beautiful women's avatars and high-frequency repeated regional domain names. I instantly realized that this was a combination of site group + SEO (as shown below), and it was seeking to monopolize the search keywords related to men's clothing.

Batch copying - site group diversion - keyword monopoly - grab search traffic

As can be seen from the above picture, in order to amplify the drainage effect and grab more free men's clothing traffic, such merchants are suspected of registering multiple Douyin men's clothing accounts, and then batch copying and operating the accounts through the same method, and then using Douyin search SEO gameplay to create high-weight accounts, thereby maximizing the capture and even monopolizing the keyword traffic related to "men's clothing" in Douyin searches.

When users search for words related to men's clothing on Douyin, the search results displayed are almost all "merchants from the same company or organization", so users naturally "take the bait". Especially on Douyin, which has 600 million daily active users, its traffic-generating effect can be imagined.

PS: According to some self-media reports, these Douyin merchants are operated by the same or several organizations. The merchants with red frames in the picture above are obviously located in the same region.

2. Accurate and efficient conversion techniques

1. High-level store copywriting hints

The popularity of this type of beauty short video has made everyone focus on the exquisite and seductive beauty videos, but attentive marketers will find that its inconspicuous store copy plays an important psychological role in its conversion link. If you don’t believe it, just look at it:

As shown above, we analyzed the copywriting of such stores one by one and found that The entire article is almost free of nonsense and goes straight to the core of men's clothing marketing. Through keywords such as manufacturer, first-hand source, wholesale, source, etc., it constantly hints to the target users about its high cost-effectiveness and cheap selling points. Through words such as boss lady and try-on, it creates a beautiful boss lady persona to attract users to watch the live broadcast. All these texts are paving the way for user conversion, which shows its superb copywriting level.

2. Live streaming of beauties changing clothes attracts orders

If beauty videos are the hook to attract users to follow an account, then the beauty anchor's live dressing-up to induce orders is the nuclear bomb to convert users. In this session, the beautiful anchors usually wear tight women's clothing on their upper body (to show their figure) and men's pants on their lower body to carry out live broadcasts (as shown below):

And it will change clothes and show them in the form of real models according to the "needs" of male fans. The beauty will help the user try on the style he likes, and use tempting language to encourage the user to place an order as soon as possible.

Looking at this process, it is not a simple live streaming of goods, but a large-scale cosplay show to give back to male fans, full of benefits, which makes male hormones overflow. During this period, the female anchor guides you to buy casual and fashionable men's clothing for less than 100 yuan. Don't you want to support her? Just consider it as a show of support. As shown in the figure below, according to third-party data, the guiding effect of this type of live broadcast far exceeded our expectations.

Live streaming sales data of such stores (data from the end of 2020)

3. Accurate e-commerce product selection strategy

Product selection is the most important link in the e-commerce conversion chain. In this case, the merchant's precise strategic thinking in clothing selection was fully utilized. From the merchandise display window, we can see that the clothing styles sold are mostly casual and fashionable spring/summer menswear (Japanese and Hong Kong style), and the average unit price of the goods is relatively low (mostly below 100 yuan). There are two advantages to choosing products in this way.

1) It fits the main target group of Tik Tok and the characteristics of male users who pay attention to such beauty videos, which is conducive to accurate conversion of users.

As shown in the figure below, according to the data released by QuestMobile in 2019, about 68% of Douyin users are between 19 and 35 years old, and more than 50% of users are male. It can be seen that the Douyin platform, which is mainly for young men, sells fashionable and trendy men's clothing, which meets the needs of target users.

2) Men’s casual wear is considered a fast-moving consumer product in the clothing category. Its low price and trendy styles make it easy for people to make impulse purchases under the guidance of beautiful anchors.

As for men's sportswear/business men's clothing, male users make relatively rational decisions when purchasing, and their focus is mostly based on brand or quality dimensions. In addition, the prices of such clothing are relatively high, and it is difficult for three-no brands to directly convert them through videos or live broadcasts.

In addition, the thicker and more wrapped styles of men's autumn and winter clothing make it difficult for models to wear them while showing off their figures. Their relatively high prices also make it difficult for them to convert quickly. This shows that the thinking of such stores in selecting products is still quite strategic, and they can effectively convert user traffic attracted by videos and live broadcasts.

Of course, at this point, many friends may object that although there are many male users paying attention to and watching live broadcasts, they are all here to see beautiful women, and there is no guarantee that the audience is willing to pay for men's clothing? This further questions the conversion rate of this method.

Indeed, such concerns are not without reason. However, the core point of this routine is that it uses big-breasted girls to attract traffic. The traffic mainly comes from Tik Tok's recommendation mechanism and search recommendations, and the cost of acquiring traffic is almost zero.

Assisted by efficient conversion strategies (live reality shows + copywriting guidance + precise product selection), it pursues the maximum conversion of free traffic. Compared with the high paid short video marketing costs of other brands, its free + efficient traffic acquisition methods are its core competitiveness.

To sum up, this type of gameplay, which leverages the eye-catching effect of big-breasted beauties and relies on the Tik Tok recommendation and search distribution mechanism to attract male target users for free and efficiently and conduct e-commerce conversion, has been revealed. The core routine is broken down as above. I wonder if you will be amazed by its “cool operation” when you see it?

Conclusion

1. Thinking is more important than execution

This sentence has been said so many times that it seems to be a correct and boring piece of chicken soup for the soul, but the operational routines hidden in this case are worth everyone's deep thinking.

If it is in the early stage of the market, with the premise of first-mover advantage, strong execution can indeed help merchants win the first place. However, nowadays, in the fully competitive red ocean market of short videos, for brands with "no brand, no traffic, and no funds", if they compete for transactions in e-commerce transaction scenarios like traditional e-commerce products, it will be tantamount to hitting a stone with an egg.

Therefore, in a fully competitive market, the marginal effect of simply competing on execution is getting lower and lower, and the most you can earn by blindly executing is just hard work pay. The only correct solution is to find another way, starting from deep-level operations and user thinking, to find your own efficient operation routine, and then execute it quickly.

2. Understanding the platform rules is the key

If cases such as Li Jiaqi selling lipsticks and Liang Long selling lipsticks on Second-Hand Rose can be regarded as the forerunners of "reverse-dressing" live streaming sales on short video platforms, then the method of selling men's clothing through big-breasted beauties in this case can be said to have taken this reverse-dressing marketing to the extreme.

However, behind this method is the precise grasp of the personalized recommendation algorithm of the Douyin platform. Whether it is the use of soft-pornographic beauty videos to attract traffic, or the use of the platform recommendation mechanism to promote exposure, or the use of clever e-commerce product selection strategies to promote transactions, all of these demonstrate the merchants' careful research on Douyin's e-commerce rules and models. Therefore, the prerequisite for conducting online marketing on public domain platforms is to first fully understand the platform rules. Only by fully understanding and recognizing the platform and users can the operational effect be maximized.

3. Standardized operations are the future

The pursuit of standardized operations has always been a key focus for senior operations personnel.

In this case, the merchant's batch account production, assembly line-like creation of big-breasted beauty models, fixed shooting routines and video live broadcast techniques are all typical examples of standardized operations, which have created a good foundation for fast, replicable and rapid traffic diversion.

Because in today's world of marketing information overload, hot spots are fleeting, and it is difficult to maintain continuous user growth by simply relying on one or two classic marketing ideas to become unexpectedly popular. Only by standardizing operations and breaking down successfully proven operating routines into standardized processes that can be quickly replicated can we achieve rapid growth.

Author: Monk

Source: Monk