An analysis of how to play private domain traffic across platforms!

Private domain traffic is not exclusive to the WeChat ecosystem, but how can players on other platforms, especially the Douyin ecosystem and the Alipay ecosystem, build their own private domain traffic pools, and how can they operate them specifically and convert them effectively? Today I’m going to share a real example of cross-platform gameplay.

In February 2019, "Laofangu" was established, positioning as:

Lifelike, entertaining while cooking, humorous, one-shot without a script, three masters' real improvisation 3. Duration is more than 5 minutes, focusing on the fun and interactivity of cooking.

After 10 videos, the number of fans quickly grew to 1 million, and has since then grown steadily at a rate of 700,000 to 1 million fans per month. The like/interaction ratio for each video reaches 10:1, and the fan interaction rate is 5 times the Douyin average. The one-shot shooting method and extremely simple video production avoid the current arms race of heavy content costs and create a unique food IP.

1. Private Domain Traffic Cross-Platform Construction

Traffic source: Laofangu Douyin video traffic diversion method: homepage description/video card guide to WeChat stratification: public account construction guidance, users can join groups according to shopping/learning/discussion/professional needs

From the first announcement of the "join the group to become a disciple" information to the present day, "Lao Fangu" has established a private traffic pool of 50,000 people on WeChat, most of which came from natural growth without any diversion, and only three times was "join the fan group" directly mentioned in the video content. This number is also based on the fact that as long as the video remains online, it will continue to divert 2,000-4,000 fans to the WeChat side every day, which can easily lead to an explosion and the diversion intensity will have to be limited.

To date, "Lao Fangu" has accumulated 31 fan groups, 9 learning groups, 7 shopping groups, and 1 professional chef group. Lao Fangu's private domain traffic fans have a very high loyalty because they have gone through a complex process including long-term waiting to build a group, cross-ecological jump from Douyin to WeChat, and self-service stratification. Compared with followers of public domain traffic, they have a stronger relationship with the IP, longer lasting emotions, and are able to continuously accept the image and community consciousness actively output by the IP.

For private domain traffic, even if the IP is not in front of the mirror, it still exists in the community he belongs to, the life he wants, and the related scenes he sees (kitchen). The private domain traffic of "Lao Fangu" is called "Lao Fangu Family", forming a fan-idol relationship circle.

2. Tik Tok seeding, private domain harvesting

The realization of private traffic of "Laofangu": planting grass

In this circle of relationships, fans desperately need many things. During the six-month video production process, Lao Fangu consciously talked about many techniques, cultural heritage, and knowledge of Chinese cuisine from the shallower to the deeper levels. We also unconsciously use and expose a lot of high-quality kitchen utensils, seasonings, ingredients, tableware, and even kitchen and bathroom supplies.

The realization of private domain traffic of "Lao Fan Gu": harvesting grass

1. The content itself is an advertisement, it is just a promotion, and there is no need for any graphic and text marketing costs.

2. The content is cultivated over a long period of time and is monetized later, so it has strong explosive power, credibility, affinity, and temptation.

3. The kitchen scene is filled with deeply cultivated content points, becoming a super scene/super shelf, and all content can be monetized.

4. Preparations for monetization and the construction of private domain traffic are carried out at the same time, and SKUs are launched on the private domain side first, with high conversion rates, praise rates, and recommendation rates.

Old rice bone frying pan, priced at 199 yuan. Sales volume reached 12,000 pieces in 45 days, accounting for 30% of NetEase Yanxuan’s annual sales volume. Among them, the first round of pre-sales of 500 pieces on the private domain side were sold out within 2 hours, and the conversion rates of the first and second rounds of pre-sales were 6.818% and 11.312% respectively. Use time:> half a year. Exposure to listing: <1 day. Old rice bone and vegetable dumplings, priced at 158-460 yuan.

The private domain sales volume reached 1,500 pieces in 14 days, which has exhausted the manufacturer's tree inventory for the whole year. Duration of use:>1 year. Exposure to listing: <1 day.

At the same time, the community immediately had a large number of discussions and UGC on how to maintain the pot/vegetable chop/stir-frying techniques/knife skills, etc.

3. Summary

Laofangu’s core approach to establishing, operating, and monetizing private domain traffic is:

1. Front-end layered entrance, light operation management and light material cost. Contrary to common sense, Lao Fangu's operation of private domain traffic is precisely a super light operation. Use the simplest method to stratify users, perform the minimum community maintenance, and create content at the lowest frequency, so the cost of building private domain traffic is extremely low.

2. Define the Lao Fangu video content as super scenes and then break it down into modules. In this way, we obtain a large number of knowledge points, materials, and golden sentences, which are enough to meet the materials needed for community operation. At the same time, you get a large number of SKUs that can be launched: everything in the kitchen. Maximize the utilization of native content: instead of planning and creation to fill the gap in community operations, native content is split. This is why the private domain traffic operations of traditional IPs, MCNs, and WeChat anchors are often labor and material intensive industries.

3. Monetization at multiple value points, multiple levels, and multiple aspects. Fans want Laofangu kitchenware → satisfied. Want old fan bone outfit → satisfied. Want old rice bone ingredients → satisfied. Want the old rice bone surrounding → satisfied. Thanks to the super shelf, fans are always available

Author: Private Domain Traffic Study Society

Source: Private Domain Traffic Study Club

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