A complete guide to Douyin dou+ placement skills

With the explosive growth of Tik Tok, the gameplay presented is becoming more and more diverse.

From content-driven sales to live streaming-driven sales, the group of people driving sales is slowly iterating, and professional content players and capital players are gradually entering the market.

This year, due to force majeure, a large number of celebrities entered the market. Against the backdrop of the popularity of live streaming after the New Year, Dou+, as a marketing tool, has contributed a lot to the GMV of Douyin e-commerce, whether it is promoting live streaming or short video content.

So, how can we put Douyin+ on the platform to become popular? What are the distribution techniques for Douyin+? Let’s take a look!

01. DOU+ Product Introduction

1. What is DOU+?

A video/live broadcast room heating tool that effectively increases the exposure and interaction of videos/live broadcast rooms. The product forms are divided into video DOU+ and live broadcast DOU+, which are suitable for short video heating scenarios and live broadcast room traffic diversion scenarios respectively.

【Video DOU+】 is a video heating tool provided for Douyin creators. It can not only effectively increase video playback and interaction volume, but also increase video heat and popularity, attract more interested users to interact and pay attention, and achieve goals such as increasing video interaction volume and increasing fan attention. In addition to adding DOU+ heating to your own videos, you can also add DOU+ heating to other people's videos, and you can use it through your mobile phone.

【Live DOU+】 is a live broadcast room heating tool provided for Douyin anchors. It can increase the popularity and exposure of the live broadcast room, thereby bringing more viewers into the live broadcast room and helping merchants solve problems such as small number of people in the live broadcast room, small number of fans and difficulty in cold start.

2. What is the difference between video DOU+ and live broadcast DOU+?

Video DOU+ is targeted at the video itself, bringing likes and interactions to the video; live broadcast DOU+ is more inclined to recommend to people who are potentially interested in the live broadcast room. The two recommendations have different focuses. If you want your live broadcast room to attract more viewers, it is recommended to choose DOU+ for live broadcast.

3. What are the product advantages of DOU+?

Convenient delivery: The delivery threshold is low, and it only costs 100 yuan to deliver. You can place orders directly on your mobile phone, and it supports delivering your own and other people’s videos/live broadcast rooms. It is simple and easy to use and can be delivered on demand.

Multiple targets: Support multiple delivery target selection to meet users' diverse operational needs.

Real-time monitoring: During the delivery period/broadcast process, you can see the data brought by DOU+ in real time, which is convenient for deciding whether to increase investment; the current function also supports the disclosure of deep conversion data.

Post-investment analysis: After the investment, the audience characteristics are disclosed, and the audience can be further analyzed and clarified based on the characteristics of the interested groups.

4. Which users can deploy DOU+?

All users who have registered for Douyin can place DOU+. Currently, they can place it on their own videos or live broadcast rooms (self-placement), or on other people’s videos or live broadcast rooms (delegated placement).

5. Popular usage process on DOU+ live broadcast

Entrance display (bottom sharing panel, sidebar) -> click the hot button on DOU+ -> enter the order page -> select the amount, target, object, heating method and duration -> click payment -> payment successful (budget) -> review -> delivery -> consumption -> production data -> after-sales customer service

02. How to broadcast DOU+ live?

1. Delivery entrance

Self-investment

Before the broadcast: Click the "DOU+ Hot" button on the right sidebar - place an order before the broadcast, and it can be put on the air after the review is passed.

▲The picture comes from the Internet

After the broadcast starts: ① Click the "More" button in the lower right corner ② Click the "DOU+ Hot" button in the lower right corner

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Investment

Click the "More" button at the bottom of the host's live broadcast room - click the "DOU+ Hot" button

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Delivery target

Planting seeds for viewers: mainly optimizing the crowd that is more likely to be interested in the good things in the live broadcast room;

Audience interaction: mainly optimizes the audience's comments, attention and other interactive behaviors in the live broadcast room;

Increase followers in the live broadcast room: Improve user attention in the live broadcast room to meet the anchor's needs for increasing followers;

Live broadcast room popularity: mainly to optimize the number of traffic to the live broadcast room and bring more viewers into the live broadcast room.

▲The picture comes from TikTok

Target

Smart recommendation is the default option in system settings

If there is a clear customer group positioning, specific selection can be made among the audience types and targeted promotion can be carried out, which can bring more target groups that match the product positioning to the live broadcast room.

▲The picture comes from the Internet

Heating method selection

Currently, there are two ways of heating: [Directly heating the live broadcast room] and [Video heating the live broadcast room], which can increase the exposure of the live broadcast room or video in the recommended stream and attract users who are more willing to watch live broadcasts to enter your live broadcast room.

1. Directly heat up the live broadcast room: It is suitable for users who lack high-quality video materials and need to increase the popularity of the live broadcast room, helping the anchor to lower the threshold and difficulty of gaining attention. After choosing to directly heat the live broadcast room, the user will see the live broadcast screen in the video stream, can see the style of the live broadcast room, and can enter the live broadcast room by clicking the screen.

▲The picture comes from TikTok

Direct heating live room features:

1) The anchor can heat up the live broadcast room without selecting a video

2) After the plan is created, you don’t need to wait for the video to be reviewed and the video will start to be heated immediately, which increases the volume faster.

3) What the audience sees is the live broadcast room, and only if they are interested will they actually enter the live broadcast room and take subsequent actions. In theory, attracting people into the live broadcast room is more accurate than attracting them through videos.

4) The cost of attracting traffic to the live broadcast room is still determined by the quality of the live broadcast itself

2. Video-heated live broadcast room: Suitable for users who have video production capabilities, good video interaction rate, or have special videos to preview the live broadcast room. Select the video to heat up the live broadcast room. The reached users will see the heated video in the video stream. By stimulating the user's interest, they can enter the live broadcast room by clicking on the avatar.

▲The picture comes from TikTok

▲The picture comes from the Internet

Duration of live broadcast heating

You can choose the exposure time by yourself from 0 to 24 hours, with an increment of 0.5. It is recommended that users fill in the closest exposure time based on the length of the broadcast. The longer the time, the easier it is to consume and the better the effect will be.

▲The picture comes from TikTok

How to view live heating data

1. During the live broadcast

Go to the order page, click the "Heating" floating button or click the "DOU+" indicator in the upper right corner of the live broadcast room to further view the heating details of DOU+ in this live broadcast.

▲The picture comes from TikTok

2. After the live broadcast ends

You can view data such as the live broadcast duration, number of gift senders, total number of viewers, and new fans in the end panel.

You can view the order interaction data and live broadcast data in the DOU+ personal center.

▲The picture comes from TikTok

03. How to place video DOU+ placement entrance

1. Video entry - forward - DOU+ hot - personal center icon

▲The picture comes from TikTok

2. I—≡—More functions—Popular on DOU+

▲The picture comes from TikTok

3. Me—≡—Wallet—DOU+ Personal Center

▲The picture comes from TikTok

Select the duration of the run

You can choose the exposure time from 0 to 24 hours, in increments of 0.5. It is recommended that orders above 500 yuan be placed for more than 6 hours, otherwise there is a possibility that the goods may not be fully consumed.

04. Common questions & considerations for delivery

In addition, we have compiled some dou+ precautions based on some issues reported by users:

1. I just bought DOU+ for live streaming, but it ended the live streaming by mistake. Why didn’t DOU+ for live streaming continue?

Answer: If you stop broadcasting, the live broadcast DOU+ previously broadcast in this live broadcast room will be terminated. If you want to continue placing the order, you need to place another order.

2. Why can’t the live broadcast room be launched and orders are consumed very slowly?

Answer: It is recommended to choose the live broadcast room for direct heating, or try to change a video for heating.

3.Why did the live DOU+ order review fail?

Answer: Only videos that meet the DOU+ Live Hot Delivery Specifications and have passed review can be delivered on DOU+ Live Hot Delivery. Click here to learn more about delivery requirements ("DOU+ Delivery Requirements"). If your live broadcast room does not meet the live broadcast specifications during the DOU+ live delivery process, the DOU+ Live Hot Delivery plan will also be terminated.

4. How can the live broadcast room effect be improved?

answer:

Live broadcast time: Live broadcast at a fixed time every day to ensure the frequency of broadcasting, cultivate fans' viewing habits, and enhance fans' stickiness

Anchor selection: Products of different styles are matched with different types of anchors, which is more professional, has better trying-on effects, and is easier for fans to buy.

Live DOU+ delivery method: video delivery is combined with the delivery method of the live broadcast room to increase overall traffic

① If your account has a lot of followers, you can prepare a preview video in advance to tell everyone what time you will be live, and purchase a promotional video for this video before the live broadcast.

Video DOU+ (must see for fans). During live broadcasts, fans can rush to the live broadcast room at the first moment.

② If the account has few fans, you can buy DOU+ for the video with high interaction volume 1-2 hours before the live broadcast. When the video is exposed, the avatar will flash the live broadcast logo, and then users can click on the avatar to enter the live broadcast room.

③ Directly purchase DOU+ during live broadcast to attract popularity to the live broadcast room

5. How to choose between a direct heating live broadcast room and a video heating live broadcast room?

answer:

If you are very good at making videos, it is recommended to use a combination of direct live broadcast room heating + video live broadcast room heating marketing

① Release a warm-up video one day before or on the day of the live broadcast to heat up the warm-up video and bring in natural traffic

② During live broadcast, continuously heating videos with better video effects can improve the drainage effect

③Adding direct heating to the live broadcast room at the same time can help to quickly increase the volume

If you really don’t know how to make videos, then the live broadcast room direct push can satisfy the anchor’s purpose of not directing traffic through videos in the future.

Before or during the broadcast, you can create a plan to directly promote the live broadcast room at any time to divert traffic to the live broadcast room.

With direct live streaming, is it possible to stop making videos?

Although there is a live broadcast room, the value of video is still very great:

①Long-term account maintenance and video data can help you better gain customer trust

② During the broadcast process, as long as your live broadcast room is in normal state, in addition to the traffic distributed to the live broadcast room, the published videos will continue to be distributed, bringing you additional natural traffic. Therefore, high-quality videos that are strongly related to the content of the live broadcast room can bring better recommended traffic.

05. Conclusion

Finally, I would like to emphasize that when playing Douyin, "content thinking" must be the first element. Whether it is live broadcast or short video, high-quality content is absolutely the core. But DOU+ will only play the greatest role when your content is warm and your products are of high quality.

However, if you want to “play well” on TikTok, in addition to “content thinking”, you must also have “data thinking”.

Data thinking: Data thinking is a quantitative thinking mode. We should develop the habit of relying on data to discover problems, analyze problems, solve problems, and track problems.

For Douyin advertising, please contact Qinggua Media official