Traffic diversion and retention of Douyin private domain traffic pool

I have personally been focusing on the operation of Douyin traffic and how to direct it to my own private domain, and I am also working on a startup project in this area. Today’s content will be divided into three parts to introduce to you: why companies need to deploy Douyin, how companies deploy Douyin’s private domain, and the drainage and retention of Douyin’s private domain traffic pool.

1. Why should companies invest in TikTok?

1. Tik Tok: The spiritual home of young users

Recent changes in the epidemic have made us realize that video products such as Douyin and Kuaishou are increasingly valued by our younger users. It can be said that Douyin has now become the spiritual home for some young users. Why do I say so? First, let’s look at a set of data. This was released by Douyin on January 5, 2020. I selected data from the four levels that have the greatest impact on private domain traffic for analysis.

Number of users: Douyin’s DAU has now reached 400 million, and even exceeded 400 million during the Spring Festival. It can be regarded as one of the products with the highest breadth and depth of influence among young people today.

Lifelike: The content on Douyin is very lifelike. According to statistics, 460,000 families have posted their family photos on Douyin, and there are already 3.08 million parent-child videos on Douyin. It can be seen from the data that Douyin will increasingly penetrate into the family life of every young person.

Knowledge: Douyin released a total of 14.89 million knowledge videos in 2019, and 130 million people listened to classes on Douyin. Douyin's lifelike and knowledgeable nature has been constantly influencing young people's judgment of value and consumption decisions.

Consumption power: Before making consumption decisions, young people now look for relevant reference videos on Douyin. For example, everyone believes that food and beverages tend to be consumed offline, but in the past year, there have been many related videos on Douyin that have influenced them. Currently, consumption on Douyin is more concentrated on products below 99 yuan, which are relatively easy to purchase.

2. Tik Tok: Private domain traffic has the best effect

Why do I only share the private domain operations of the Douyin platform instead of other platforms such as Kuaishou?

Because Douyin is the platform with the best private domain traffic effect among all the public domain platforms currently available, its recommendation algorithm is different from that of Kuaishou. It is an algorithm recommendation of centralized information flow, and popular videos can receive multiple rounds of recommendations.

As long as your video is popular enough, it will be seen by users multiple times, allowing users to continuously receive your product information and finally firmly grasp their minds.

From the other four aspects, the Douyin platform also has relative advantages:

1. In terms of customer acquisition cost, Douyin is still lower than PPC and information flow advertising;
2. In terms of conversion rate, the effect is higher than other delivery channels;
3. In terms of transaction price, the transaction price of Douyin platform is higher than that of Kuaishou platform, which is related to the relatively higher average quality of Douyin users.
4. In terms of content costs, the current production costs of popular videos are still low. The creation of popular videos has not yet reached the stage of competing on content refinement, but still tends to compete on speed. Currently, the content production efficiency on the Douyin platform is still relatively high, and the number of exposures is also high.

3. Douyin: Building private traffic based on trust

The lifelike and informative nature of Tik Tok videos has made younger users increasingly trust Tik Tok, which helps us gradually convert public domain users into our private domain users.

If we compare the operation of private domain traffic to a process from fishing to raising fish to operating a fish pond , what do we need to pay attention to in this process?

1. The relationship with users cannot end when the content ends. We need to do more interactions and retain users’ trust in us.
2. We should constantly manage our users and provide them with valuable content. Why should users watch our videos? If the user group has such a demand, we will provide it to them and continue to use short videos to deepen their impression;
3. On Douyin, we constantly emphasize that our relationship with users is that of a partner, a family member, and an assistant. We do not emphasize selling products, but rather emphasize that we are helping them.
4. Continuously gain the trust of users and improve LTV (user lifetime value).

Taking the internet celebrity Viya as an example, the idea that their entire team has always conveyed to the outside world is that all efforts and achievements are derived from this trust and responsibility. Basically, all big Vs and internet celebrities also form a specific relationship with users based on the basic principle of trust and friendship.

2. How do companies deploy Douyin private domain?

1. What kind of companies are suitable for operating Douyin?

After understanding why you need to develop Douyin, you need to consider whether your company is suitable for the Douyin platform. So what kind of company is suitable for operating Douyin?

1.1 Human customer acquisition

In the past, many companies acquired customers through offline sales staff. Acquiring customers through Douyin can reduce personnel costs and transfer the connection and trust relationship with customers from offline to online. Industries such as medical beauty, insurance, auto repair, and fitness belong to this category.

1.2 High repurchase rate

Operating a private traffic pool requires very high costs. Only products with high repurchase rates can ensure the long-term operation value of the private traffic pool. Products with high repurchase rates are generally related to women's consumption, such as beauty, skin care, mother and baby, snacks, clothing, etc. (specific examples will be listed later).

1.3 Knowledge

There will be a large group of people on Douyin who choose to acquire knowledge on the platform. Generally, such companies will choose to use the knowledge to direct traffic to their own live broadcast accounts first, and then import it into their own private domain traffic for conversion, such as K12 education, vocational education, fitness, oral English, automobiles, etc.

1.4 Technology

Technological products have a greater impact on boys, such as projectors/air conditioners/mobile phones/small appliances, etc.

If you search for keywords such as auto repair, insurance, education, and air conditioning on Douyin now, you will see that many companies with blue labels have also settled in Douyin to deploy private domain traffic.

2. What kind of products are suitable for operating Douyin?

I have studied it carefully and found that, except for large fixed assets, I have not seen houses being sold on Douyin. Basically, all other 360 industries you can think of have begun to enter the Douyin platform, including living room green plants, beauty products, fruits, clothing, projectors, judo, cakes, etc.

It can be said that as long as you are making a fixed product, you can consider using the Douyin platform as your public domain traffic and then importing it into your own private domain.

3. To operate Douyin private domain traffic, companies need three forces

Unlike WeChat official accounts, which focus on graphics and text operations, operating Douyin accounts requires more attention to the following three aspects:

3.1 Content Capability

These include the ability to produce short video scripts, the ability to quickly replicate successful cases, the ability to secure resources, and the ability to live broadcast (which requires some talent).

3.2 Delivery Capability

Now there are many companies entering Douyin, and Douyin can no longer be considered a complete blue ocean.

If you want to quickly acquire traffic and users, you need to place some traffic and advertisements on Douyin. To ensure a high enough ROI, you cannot rely on your feelings. You need to have the ability to understand highly contagious content, the ability to control the amount of advertising, the ability to grasp platform policies, and the ability to connect with platform resources.

3.3 Operational Capabilities

It can be simply summarized as the ability to understand content, the ability to optimize processes, the ability to continuously interact with users, and the ability to guide user psychology.

These capabilities actually place higher demands on enterprises.

3. Traffic diversion and retention of Douyin’s private traffic pool

Companies want to do TikTok, are suitable for it, and have the corresponding capabilities, so how can they do a good job in attracting traffic and retaining users? So how can we make the Douyin "fish pond" bigger and bigger? I have summarized three major ways to ensure sufficient traffic.

1. Make the "fish pond" bigger and bigger, and ensure drainage through three major ways

First of all, it is necessary to ensure the traffic generation effect from the three official Douyin channels: DOU+, Bytedance, and Search. All three channels rely on real-time and effective data analysis systems. If companies consider using these three channels to generate traffic, they need to consider whether the technology supports it.

1.1 Use DOU+ for rapid volume increase

DOU+ is the official distribution channel of Douyin, suitable for video accounts that need to grow quickly from scratch.

I have compiled some tips on using DOU+ based on the problems I encountered before:

• The cost of reaching is low, and exposure only takes 2 to 4 minutes
• Tik Tok information flow recommendation is a superposition effect, including ranking
• Make sure the video quality is OK, and there should be no likes/comments at all
• Use DouPod to boost the video within 2 hours of release, and the effect will deteriorate after that
• Customize the crowd, try in batches with low cost, and stop loss in time
• Real-time ROI calculation is very important. It is valuable only when it is >1.5 (and it can also bring traffic to other short videos).
• DOU+'s review is very strict, don't step on mines

1.2 Post-enlargement using Massive Engine

When the videos have become popular, the traffic brought by DOU+ is not enough, especially when there are a large number of videos, a huge engine is needed;

It is the external client of the entire Douyin for advertising, and is basically the backend entrance for other advertising companies. Before doing massive advertising, in order to ensure a certain ROI, I have also summarized a few points for everyone:

• Prepare detailed user portraits and understand the competitive situation
• Test before launching to find the right creative and user groups
• Interest-oriented settings, try to choose high precision in the initial stage
• Adjustments after delivery should not exceed 2 times a day
• Pre-installation and data monitoring

1.3 The value of the Douyin search box

The role of search as a channel has always been underestimated by many people. Why do I still emphasize that search is becoming more and more important? There are four reasons:

(1) Large traffic volume

In certain time periods, Douyin search volume can reach half of Baidu's precise keyword search traffic. During the epidemic, entertainment-related keyword searches even exceeded half, so this means free exposure and conversion opportunities, which Douyin has not yet commercialized.

(2) Relatively accurate

Douyin search has high accuracy, which can help you highly match your precise target users

(3) Information flow mechanism

The Douyin platform is a centralized information flow model: if a user has previously clicked on a video with a certain tag, the possibility that videos with this tag will appear in the user's next information flow is much greater; while on Kuaishou, videos with related tags will only be recommended to the information flow after the user has paid attention to them. The centralized information flow model of Douyin is conducive to the layout of "keywords"

(4) Long-tail keywords

Under the premise of relatively large traffic and relatively accurate user searches, the effect of deploying long-tail keywords will be higher.

For example, our previous search for education may not have been very accurate; searching for education in Beijing will be more accurate; and searching for educational institutions in Haidian District, Beijing, will make this type of search results more accurate and targeted, prompting users to click and become our private domain users.

With the continuous increase in Douyin's overall traffic and the continuous optimization of search, SEO has found its place again.

Take a company that has been popular in education recently as an example. As you can see in the figure below, its keywords are very precise and are broken down into different regions. This long-tail keyword can cover users very accurately, which can greatly improve user conversion rates. Now more and more companies in Douyin are using this method to acquire a large number of users for free.

1.4 Reducing costs through star maps

If you want to increase the volume of other products, you can consider using Star Map. Remember, if you want to cooperate to increase the volume, try to use the Star Map platform. There is a risk of being blocked if individuals take orders privately; please note! If you have a video with collaboration with other products, you must not delete it easily! This will be considered malicious behavior by the system.

2. Build a good "fence" to fatten the fish, four ways to promote retention

After doing the initial traffic generation work, what methods can be used to promote retention? Here are the four main methods I have summarized.

2.1 Set up landing points to improve retention efficiency

1. Signature area settings: intuitive, obvious, clear, leave contact information, and guide bait
2. Guide users to add friends: (meet the three major needs of users) add an expert to solve confusion; get information to improve yourself; like-minded people finally find an organization
3. Private message: Pay attention to regular content updates and interactions, give knowledge to those who want to learn more, and give benefits to those who want to take advantage
4. Live broadcast: Position live broadcast as a private traffic pool and establish a solid connection with users through live broadcast

2.2 Continuously create value for users with new content

Content has always been the foundation of Douyin's operations.

There are two major difficulties in operating Douyin. The first is the threshold for video production , especially the large-scale production of videos. The second is to find the connection point between the product and young users and attract young users into its own private traffic pool.

To address these two difficulties, we can consider the following three solutions:

First, we need to hire young people who really play and understand TikTok to operate it, or hire such companies to operate it;

Second, many of the ways that used to attract young people on Weibo can be transferred to Douyin, but they need to be packaged in a life-like way. Douyin is not a place for quarrels.

Third, we need to lower the production threshold, quickly replicate data after testing, and conduct mass production.

Below are some case studies on how to create content on Douyin in four industries: education, hair care, automobiles, and beauty:

1. The video produced by VIPKID of a foreign teacher teaching COVID-19 students is 600 times longer than a normal video;
2. The hair care manual uses soft daily tutorials as the main element, highlighting the before-and-after comparison;
3. Car sellers and car repairers compete with car reviews, highlighting horizontal comparisons, and it is best to have a beautiful woman speak
4. Beauty makeup began to shoot homemade short dramas, designing plots to fill young people with memories and feelings

2.3 Long-term and effective interaction helps retain users

Users have the desire to express themselves, and we need to guide them to express their desire; interact with users through comments, or artificially place some good comments to continuously satisfy users' sense of honor. More interactions can give users stronger authenticity, and more positive comments can increase users' credibility in our content.

In addition, we can also make some pre-sales supplements during the interaction and answer questions raised by users. This can help us grasp the users' hearts more accurately and allow users who have the desire to buy to establish a better connection with us.

Refer to the following two examples of "manually guiding the content direction of the comment area". The left one uses comments to guide users to quickly find the focus; the right one uses comments to guide users to remember important conclusions. These are all examples of retaining users through human-intervention interactions.

2.4 Introduce live broadcast at the right time to guide user conversion

A major feature of Douyin: live broadcasts and short videos can interact with each other. So how can we introduce live streaming to improve conversion rates?

1. Short videos are bridges. Multiple short videos can be used to direct traffic to live broadcasts, and can guide everyone to know when we have a live broadcast, and everyone can come and watch it.
2. Live streaming is the tipping point. Live streaming can maximize the number of users attracted by short videos and detonate them during the live streaming. By creating an atmosphere where there are many users watching the live streaming and leaving comments, it can ultimately influence some of the users' consumption decisions.
3. Seize the moment. If you think the popularity of a short video has the potential to explode, you must follow up on the popularity and arrange a live broadcast within 2 hours of the video being released. If you wait too long, the popularity will be lost and users will forget about it.
4. Improve conversion rate. What are the benefits of live streaming? Live streaming is the most obvious private domain in Tik Tok.

If users are willing to watch your live broadcast, they basically have enough trust in your short video content, your account, your products or other knowledge content. Then, the advantages that cannot be clearly explained in the short video and how to truly enter the private domain such as our WeChat group or Taobao store can be deepened in the live broadcast, and then directly answer some questions through interaction to introduce them into the real private domain and even guide them to direct purchases.

Therefore, live streaming is a better way for us to retain and convert when making short videos.

Author: da22133

Source: da22133