Tik Tok’s traffic conversion rate is extremely poor! Whose fault is it?

How to divert traffic from Douyin accounts across platforms? What kind of account is more suitable for traffic diversion? How to improve traffic conversion rate? In this article, the author will explain it to you in detail.

We have previously written about a public account called "manchuan" which gained nearly 1 million followers in 3 days. "Nearly 1 million followers added in 3 days! The founder is a college student, what’s going on? 》

After specifically studying and monitoring the account at the minute level, we discovered that traffic to the public account might have been directed through TikTok. This official account has also become a positive example of successfully directing traffic from the Douyin platform to official accounts.

When we subsequently observed the account "manchuan", we found that Douyin had deleted the topic of manchuan. Moreover, some people later tried to copy manchuan’s original traffic diversion method on Douyin, but were also restricted when they tried to divert traffic to the official account.

The left picture is from Tang Ren, the right picture is from Douyin

This also shows that this method of diverting traffic through the platform is feasible, but the platform will not remain indifferent to this. If it is the same company, they will definitely be happy to transfer traffic from one hand to the other. If it is a different company, they will definitely guard against it.

This is very common among the good-looking anchors on the TikTok platform.

1. For accounts with good looks, there is a huge difference between the number of fans on Douyin and Weibo

The Douyin account "C-position Little Sister Yuan'eryo" has only 88,000 followers, and she also specifically introduced her Weibo in her Douyin profile.

But he doesn’t have many followers on Weibo, only 948. The Douyin account mainly contains his own dancing videos and his stage performances in Furong Town, while his Weibo account mainly shares daily photos.

However, many accounts can pay attention to account consistency when directing traffic, that is, it is best not to have special symbols or emoticons in the name, which makes cross-platform searching more convenient.

At the same time, it is best to keep the name of each platform consistent, like "C-position girl Yuan'eryo". At first, I didn't notice the introduction on Douyin, so when I searched for her Douyin name on Weibo, I didn't find it, so naturally I thought she didn't have a Weibo account.

It is very important to have an account name that is easy to search and to maintain consistency in the account names on each platform. This will play a very important role in the traffic diversion of each platform.

Some people may think that "C-position girl Yuan'eryo" has few fans and is not a big Douyin account, so she is at a disadvantage in diverting traffic. Then "Shang Shang and Daqin" is a big account, with 1.507 million Douyin fans, but the number of Weibo fans is even worse, with only 336.

He also posted his own Weibo account with the same name on the background wall of Douyin to divert traffic to his Weibo account. The time of diversion is relatively short. Although the registration time of Weibo is November 25, 2014, all previous Weibo posts have been deleted, and the earliest post was on February 20, 2021.

But I observed that the effect of diversion is indeed not very good. On March 5, there were 253 Weibo fans, and by March 17, there were 346 Weibo fans, an increase of 93 fans in 12 days. Compared with Douyin’s 1.507 million followers, Weibo’s follower growth is somewhat tragic.

Screenshot from Giant Star Map

On Julebao Star Map, the Douyin quotation of "Shang Shang and Da Qin" is between 33,000 and 35,000, and the number of Douyin fans has been steadily increasing. Unfortunately, the traffic diversion to Weibo is not ideal.

2. The role of cross-platform account diversion

Why do we need cross-platform traffic diversion?

According to the "2020 In-depth Analysis Report on the Internet Celebrity Economy", the proportion of online shoppers who learned about, became interested in, and purchased products through social platforms increased significantly in 2019.

According to the "2020 China Social Retail White Paper" survey report data from Tencent and BCG, 31% of consumers will be influenced by KOL/KOC, and the influence is greatest on women (34%) and young people under 25 years old (41%).

It is very common for internet celebrities to operate on multiple platforms. Sometimes, if they can seize the initiative on a new platform, they are likely to become popular immediately. The largest source of income for internet celebrities comes from advertising. The greater the influence, the higher the advertising fees. Becoming a KOL in an industry will increase your influence and the money you earn exponentially.

Directing Douyin fans to Weibo can not only increase the popularity of the Weibo account, but also attract some people on Weibo to pay attention to it when it is growing rapidly, thus expanding the Weibo account.

When the Weibo account becomes a big internet celebrity, it can also direct Weibo fans to the Douyin account, which can form a good two-way cycle. The number of fans on both platforms can increase. Isn’t that great?

This is also one of the benefits of Internet celebrities operating on multiple platforms.

3. Why is the traffic diversion effect of this type of account poor?

First of all, there is no value in following it. If there is an account that is mainly updating and gaining followers on Douyin, and you want to divert traffic to Weibo at this time, the fastest way is to send benefits.

For example, posting a video asking people to pay more attention to my Weibo account, and posting a Weibo announcement about a lucky draw, this kind of profitable thing will be more attractive. The Weibo posts of "Zzy源儿哟" and "尚尚和大秦" are more about daily life, and there are no such welfare-oriented Weibo posts.

In addition, depending on the platform, the release focuses on different things. For example, some people go to Tik Tok to watch short videos, and go to Zhihu to get knowledge points. Therefore, the right way is to analyze what your account can provide, and then shape it in that direction based on the characteristics of the platform.

The necessary attention value provided by the appearance-based anchors is not high, and the following steps are cumbersome. Fans need to go to another platform to enter the name and search, and then follow after finding the anchor. Tik Tok will definitely not allow you to put a Weibo jump link, which raises the threshold for traffic diversion.

Therefore, how to make the diverted platform attractive is something that needs to be studied. For reference, you can watch the fashion anchors. After posting their own fashion videos on Douyin, they organize the information about the clothes into long Weibo posts or articles and post them on the official account. This is also a very common way to divert traffic.

Anchors with good looks can also find attractions, such as photography skills or tips on how to make themselves look better. If it really doesn't work, you can give out benefits, for example, forwarding a lottery can also attract a wave of people.

The accounts of anchors with good looks or couples do not have much value. To make an account a hit, you need to find something that can continue to attract people.

Author: Operation Publicity Xiao Leilei

Source: Operation Gongju Xiaoleilei (public account ID: gongjulei