How to use Tik Tok for marketing and traffic generation?

The world belongs to those who seize the initiative first. Only those who are bold enough to act will be able to fish in troubled waters. If you wait until the business model of Douyin marketing matures, the dividends will have been distributed and you will have no part in this prayer. When doing Douyin marketing, you must maintain your own tone and don’t go with the flow and make yourself embarrassed.

How to do Tik Tok marketing?

1. The “two Weibo and one Douyin” model for brand marketing

The official brand can bring a better sense of belonging and recognition to users. As an emerging media, Douyin can help brands do marketing and promotion on it, and use cuteness to supplement the lack of fragmentation and more concise brand content output, which is a blank spot that WeChat and Weibo marketing do not have. Like Durex on Weibo and Alipay on WeChat, before these content marketing became popular, you would never know that brand marketing and promotion could be done in this way.

2. Be bold in trying new things, but be careful in verifying them

When it comes to short video marketing, everyone is fishing in murky waters, and no one can guarantee that their current marketing method is the best and most effective. What is the tone of the brand? What kind of content is suitable for it? How can you successfully enter the user circle? All of these require you to try more new ways and then find the tone that best suits your brand.

3. Diversified content under unity

When brands do marketing on Douyin, they must determine their own marketing direction. They can develop diversified content for products in a single direction, but the ultimate goal is still to attract fans. If there are too many directions and they are too complicated, it will only lead to the loss of fans in the end.

4. Filling the extremely scarce high-value content pool of Douyin

The homogeneous content of Douyin is a major flaw of Douyin, which can be felt by users who use Douyin. For example, a certain campus team that ranks high on the Tik Tok index has works whose creative ideas are old-fashioned and common, and their acting is mediocre, but they are still so popular. This shows how scarce Tik Tok's content pool is at present.

High-value content is always popular, so combining your own brand/product characteristics and occupying a certain content high ground is enough to make your brand gain a foothold on Douyin.

5. The three elements of Douyin marketing content: storytelling, interactivity, and easy imitation

A piece of seaweed dance made many people who never dance become addicted to dancing. A bowl of "bowl-breaking wine" caused Douyin users to rush to Xi'an. Different from the marketing on WeChat, it supports more story-telling content, and the direct interaction with fans is more direct, which is also easy for people to imitate.

6. Audio is important

Don’t forget that Tik Tok is a music short video community. Online audios such as “C哩C哩” and “Like a Seaweed Seaweed” have already become brainwashing “divine songs” for mass communication. Therefore, the blank area for audio/music is also very huge. Like video content, interesting and easy-to-spread music is worth exploring.

7. Community establishment and operation in the comment area

The social relationships on TikTok are basically zero, so no matter how big a traffic-acquisition platform TikTok is, it will not change for us, and we can only adapt to it. Unlike other marketing methods such as WeChat, we can comment directly in the comment section of Douyin. Therefore, when brands communicate with users, the operation of the comment section can be made a big deal.

8. Cross-border flirting

Cross-border cooperation can incorporate more new elements, allowing users to have a new understanding of the product. Both parties have a more multifaceted brand image and achieve more user exposure. As a narrative carrier, Douyin has stronger plot twists and media interactivity than Weibo and WeChat, so it will surely bring more forms and creativity to cross-border brand cooperation.

For example, if a car brand launches a challenge @other competing products to participate, or if there are crossovers from other media such as Nongfu Spring & NetEase Cloud Music, Ofo & Minions...they can all be moved to Douyin.

9. Find KOLs to reduce hard advertising

The only difference between Douyin’s hard ads and regular videos is the blue word “Advertisement”, but the price and effect are very different. Currently, most of the "advertisements" on Douyin are not popular with users and have low conversion rates. However, through KOL product placement, we can maximize the exposure of products without causing dislike among users, and combine the characteristics of KOLs to make products more distinctive and memorable and chosen.

Author: Xiaoxi Operation

Source: Weiwei (ID: 383682079)