Sharing tips on selling products through Douyin: The most comprehensive guide to selling products through short videos!

Many people have this question: "Is it too late for me to do Tik Tok live streaming now?"

From February 5 to March 2, in just 27 days, the total sales of Li Jiaqi's live broadcast room reached 957 million yuan. The beauty brand "Lin Qingxuan" nearly went bankrupt during the Spring Festival, but the company eventually turned the situation around by selling goods through short videos; a poverty alleviation cadre from Zhejiang University turned into a live streamer and sold 3,000 kilograms of peas in 10 minutes...

Is it late? You judge for yourself!

The epidemic has forced countless businesses to transform and focus on online marketing. Counting on Douyin short videos and Douyin live broadcasts to make a comeback. In this article, the editor will talk comprehensively about how to sell goods through short videos on Douyin.

1. Order Channel

1. Douyin product showcase

The product showcase function can jump from Douyin to the product details page of e-commerce platforms such as Taobao and JD.com. Activation conditions: any real-name authentication + publishing more than 10 videos + account fan books greater than 1,000.

2. Douyin Store

The advantage of Douyin Store is that users do not need to jump to a third party and can purchase directly on Douyin. Activation conditions: The store has been open for more than half a year; the store level is above 1 diamond; the store score is greater than 4.7 points, or the number of Douyin fans is greater than 300,000. (Before April 30, 2020, accounts with 0 followers can also open a store, and then they will return to this standard)

3. Douyin Mini Program Mall

This method is suitable for friends who have no source of goods but want to sell goods. Apart from the entity certification fee, there is no need to pay any additional fees to the official. The transaction amount goes directly into the connected third-party payment merchant number and will not be deducted.

2. Seven steps to short video marketing

1. Account positioning

Position your account based on the products you sell or your own strengths, and determine the content format and monetization model. In short, the more precise, vertical, and segmented the account positioning is, the more precise the fans it attracts will be, and the higher the monetization efficiency will be. For specific account positioning methods, please refer to the figure below.

2. Find similar accounts

There are two fundamental purposes for doing this: first, to allow the Douyin system to label your account with the same label as the top accounts in the same industry; second, to reduce the account's initial trial and error costs and help the account start quickly.

Find about 5 big accounts in the same field and follow them, take a look at their account content, posting frequency, fan interaction skills and learn from them.

3. Open product showcase

When selling products through short videos, the product display function is essential. Friends who already have Taobao or other e-commerce stores can choose this method to sell goods. Friends who don’t have a store can help other merchants promote products and earn commissions.

4. Product Selection

The products that perform well in selling on Douyin include impulse purchases, fashion products, and daily necessities. Among them, novel or practical products are also easier to sell. Judging from the product list of Douyin, products priced below 50 yuan are in the price range with the highest order volume, so when selecting products for promotion, you can choose more affordable products.

5. Content Production

The content production of Tik Tok videos generally includes: script writing, video shooting and video editing. Time, place, style, how to use the lens, scene size, costumes, makeup and props all need to be considered, all to better highlight the core content.

6. Release time

7-9 am (user status: just woke up, watching Douyin to wake up; watching Douyin to see if there is anything interesting on the way to work);

12-13 noon (user status: whether working or studying, finally taking a break, and watching Douyin while eating);

17:00-18:00 p.m. (user status: office workers have almost finished their work, so they watch Tik Tok to relax and wait for the end of the day);

Around 10pm in the evening (user status: after washing up and getting ready to rest in bed, what to do before sleeping? Watching TikTok!).

7. Use tools

Tools such as Douchacha, Doudada, and Feigua Data can help us understand Douyin’s popular content, celebrities in various fields, popular videos, and best-selling products.

3. Build a Douyin operation team

When building a Douyin short video team, we mainly consider three aspects: necessary skills, staffing, and work arrangements.

1. Required skills

Some teams are like "three monks have no water to drink", while some teams are "three cobblers are better than Zhuge Liang". If you don’t want the team to develop into the first situation, you need to give full play to the strengths of every member!

(1) Marketing capabilities

What are user needs? How to accurately address user pain points? What types of videos are more likely to attract them? This series of problems requires the use of marketing skills to think about and solve.

(2) Content planning capabilities

In the new media industry, content is king, and the same is of course true for Tik Tok. Only by using high-quality content to attract accurate fans can the efficiency of account conversion and monetization be guaranteed in the later stage.

(3) Operational capabilities

If a team doesn’t make a matrix, it’s a waste of resources! An operator needs to have a clear understanding of the algorithm mechanisms and user preferences of each platform in order to optimize operations, strengthen fans' awareness of the product on each platform, and expand brand influence.

(4) Aesthetic ability

A short video that can be forwarded a lot often has a certain aesthetic appeal. The angles of photography and videography, the matching of video tones, the selection of video special effects... these require team members to have a popular aesthetic sense.

(5) Data analysis capabilities

Whether it is a short video or a live broadcast, if you want your content to get more exposure and attract more fans, you must conduct a comprehensive analysis from various data dimensions, continuously strengthen your advantages, and correct wrong operations in a timely manner.

(6) Learning ability

The skills and knowledge in the short video field are iterating very quickly, requiring every member of the team to constantly explore, innovate, learn, and improve in their own professional fields and keep pace with the times.

2. Staffing

Generally speaking, a short video team can be configured as a team of 3 or 5 people. For example, Office Ono is a typical team of three. They are 1 expert + 1 director and operator + 1 cameraman and post-production. If it is a team of 5 people, it consists of expert + director + operation + shooting + post-production.

(1) Director

The director is the person who controls the overall situation. Every link of content production (topic selection, planning, shooting, editing, and then pushing) requires the director's supervision and participation.

(2) Expert

An indispensable key figure in the refined operation of short videos. A highly recognizable IP is the soul of an account, which can enhance fan stickiness and user trust.

(3) Operation

After the video is produced, how to obtain more recommended exposure, channel distribution, user feedback management, data analysis, etc. are all the work of operations.

(4) Shooting

A good photographer can reduce the cost of editing. The photographer must be good at using lenses, controlling the entire shooting lens, and composing the shooting pictures, and have his own set of mature operations.

(5) Late stage

Control the rhythm of the entire video, participate in content planning in the early stage, make necessary choices for the shooting materials in a targeted manner, and also add appropriate music, dubbing and special effects.

3. Work Arrangement

Now that the team is set up, how to manage and operate it? Fourth Brother’s suggestion is to create a set of team-specific SOPs to regulate the daily work of each member. Here I would like to share a table for your reference.

We will learn from each other and achieve twice the result with half the effort.