KOC will be the main force of Douyin e-commerce in the future!

In the era of short videos , not everyone who tries becomes an internet celebrity. This article shares some useful information such as the value of KOC in bringing products, hoping to be helpful to the practitioners and creators of Douyin.

Short videos have become the biggest opportunity for companies or entrepreneurs in this era, but not everyone can grasp it.

Reality has proven that some people can always be popular, some people have been popular and then quickly fade away, but there are more who fade away before they become popular.

If you are a practitioner and creator focused on Douyin, and if you are unable to obtain stable traffic on Douyin, please read the following content carefully, I believe it will be of great help to you.

Part 1: The value of Douyin KOC in bringing goods

KOC sales have become the mainstream of Tik Tok short videos. Understanding KOC’s sales logic will help brands improve their potential and sales conversion.

Part 2: Review the content of the Douyin series of courses

What is the formula for creating popular content on TikTok? What are the five dimensions of Tik Tok algorithm weights? How to improve?

1. The value of KOC in bringing goods to Douyin

The concept of KOC has been popular for a long time, but many brands still have unclear hesitations when it comes to placing amateurs and KOCs on Douyin, and they are not clear about the specific value.

Brands that have not yet entered the market will ask: Can ordinary people and KOCs really bring products? Or is it used for laying? How do we measure the value of KOC’s product promotion?

Brands that have already entered the market will ask: How can we improve the efficiency of cooperation with KOCs? What can top, mid-level influencers and KOCs do to create a beautiful marketing combination?

1.What exactly is KOC?

KOC: Key Opinion Consumer

KOC is a group of people who exist around us and are keen on sharing all kinds of good things. They are not limited to a certain product or field. Compared with the more commercialized KOLs, KOCs exhibit weaker marketing capabilities and are more likely to influence the consumption decisions of similar groups.

For example, when your parents send you a shopping link and ask you to help them place an order and get cash back, they become KOCs.

2.What are the advantages of KOC?

KOC does not need to do too much personalization. They pay more attention to authenticity, and their sharing is just interest, not hard advertising.

In addition to sharing products, they often share their daily lives, which can better demonstrate authenticity. Build trust over a long period of time.

(1) From the perspective of content

The content published by KOC is more substantial, mainly through life-like and personalized content, speaking for the brand as a real user, rather than making hard-advertising product recommendations like KOL.

Just like when you read product reviews, you often trust reviews that come with pictures and facts. Therefore, real content allows KOC to better influence other users' decisions.

(2) From the user’s perspective

KOCs are ordinary users themselves, have very close relationships with other users, and are more able to influence other users through empathy.

However, due to commercial cooperation reasons, the information released by KOLs is sometimes not trusted by users. With the rise of Generation Z, young users are less and less willing to blindly follow KOL recommendations.

(3) From the perspective of behavior

KOCs are usually happy to express and share on various platforms. They are active members of the community and are happy to share brand information.

KOCs are often in-depth users of various brands in vertical fields and have a certain cross-circle communication ability. They may also join user communities of various brands at the same time to expand their boundaries.

For example, a KOC who loves traveling may also love fitness, food, and fashion. He or she can share in multiple fields and be more recognized by users because the more comprehensive the self is, the more "authenticity" can be highlighted.

3.What effect can KOC bring to brand owners?

The ability of KOCs and ordinary people to bring products is easily overlooked by brand owners, but in fact, KOCs are an important part of creating hits and increasing sales.

Perfect Diary, which used KOC to quickly gain popularity, did not blindly seek out celebrities when advertising, but instead widely invested in niche KOLs below the waist level. The top-down distribution ratio is: 1:1:3:46:100:150.

From the perspective of the composition of voice, the voice of junior experts and amateurs exceeds half of the total voice, and they are the main providers of Perfect Diary's voice.

The voice brought by celebrities and well-known KOLs does not account for a large proportion.

4. How should KOC combine its efforts to maximize value?

The distinction between KOL and KOC is actually not obvious. When the KOC’s influence becomes stronger, he or she may become a KOL.

From the perspective of influence, KOL can quickly build brand awareness and let more users know about a product.

KOCs are closer to ordinary consumers and can easily penetrate deeply into users.

KOL+KOC combined marketing:

When you see the recommendation of a KOL, you will have an awareness of a brand or product; by clicking on the comments, some of the KOC’s hot comments will appear before your eyes, increasing your trust in the product.
The progressive combination of KOL+KOC forms a combined marketing, which increases your purchase possibility.

To give an example of a channel, the way a brand uses KOC to create a hit product on Douyin is:

(1) Find KOLs to bring up topics

For example, you can participate in many challenges on Douyin, and use 3-5 experts to lead the topic and create popularity.

(2) Cooperate with Douyin KOC and amateurs to promote the product widely

After the KOL brings up the heat, use 100-1000 Douyin KOC amateurs to participate in the spread and support the topic, and then continue to fuel the topic through brand promotion to stir up the topic

This method can help brands quickly gain high exposure in a short period of time, especially when the brand’s products are less well-known.

To sum up, the KOC field is still the direction that brand owners should pay attention to. The cost is much lower than KOL and it has strong penetration, opening up a new channel for online marketing.

KOC and KOL are not in competition with each other. Combining the two is the key for brand owners to carry out integrated marketing.

In the future, the relationship between brands and KOLs and KOCs should not just be a relationship of selling goods, but also a key link in brand owners’ targeted differentiation strategies through different occasions and different audiences.

2. Review of the practical content of "TikTok Series Courses" <br />The second issue of the "TikTok Series Courses" hosted by Douchacha, is presented by Mr. Liu Fan, co-founder of Danjie Startup, on "How to Seize the Short Video Trend with Explosive Content." There is a lot of content in this sharing. Let me lead you to review the highlights:

1. Five dimensions of Tik Tok algorithm weight

(1) Completion rate: Don’t drag on at the beginning, get to the point quickly. Users may only need 3 seconds to decide whether to continue watching. If the beginning is dragged out, most users will leave. In the video description, guide users to like, comment, forward or finish watching the video. For example, writing "Be sure to watch to the end" or "If you feel sorry for the little sister, please give a thumbs up" in the video description and at the beginning and end of the video is to increase the completion rate. Early videos were limited to 20 to 30 seconds.

(2) Comment rate: In the video description, set some interactive questions or bury some complaints to guide more users to participate in the topic discussion and further increase the number of comments.
Prepare great comments in advance. After the video is released, ask your friends to write in the comment section to guide users to interact more around this topic. Discuss brands or topics that are well known to the general public, not too niche.

(3) Attention ratio: This is the relationship between the number of views and the growth of fans. The faster the growth of fans, the higher the attention ratio. Upper and lower strips with hooks.

(4) Like rate and forwarding rate: In fact, these are conversions that will occur naturally when all content and actions are done correctly.

2. Content creation formula

In addition, Mr. Liu Fan also gave the content production formula:

• Curiosity or counterintuitiveness = content
• Curiosity or anti-common sense + speaking human language = good content
• Curiosity or common sense + speaking human language + resonance (related to me) + hot spots = small hit
• Curiosity + anti-common sense + speaking human language + resonance (related to me) + hot spots = big hit

Two ways to structure Tik Tok content:

• Part 1: Today we will reveal the inside story of XXXX
• Part 2: Practices of unscrupulous merchants
• Part 3: The right approach (counter-common sense)
• Part 4: Don’t ask who I am, I’m also afraid of being beaten

• Part 1: Do you know why XXX (brand)
• Part 2: Case Study
• Part 3: Core knowledge points (counter-common sense)
• Part 4: So here comes the question…

3. Inverted triangle traffic pool recommendation mechanism

Author: Operation Xiaokaxiu

Source: Operation Xiaokaxiu