Detailed explanation of Tik Tok short video promotion and sales!

Since the development of short videos to goods, from the initial Kuaishou to the later Douyin , Douyin’s traffic has brought goods. Today, let’s share our thoughts on Douyin’s sales. I hope you can understand what Douyin short video sales are after watching this.

When doing Internet, e-commerce, and short video e-commerce, you must follow the rules of the Internet : traffic is king. In the traditional e-commerce market, the traffic dividend is gradually disappearing and the cost of acquiring customers is increasing. Traffic is the most troublesome issue for e-commerce people, but natural traffic gathering places like Douyin and Kuaishou have unimaginable daily traffic.

Since 2018, Douyin has gradually introduced functions such as product showcases, Taobao links, and self-operated stores, gradually guiding Douyin self-media account owners to use videos or live broadcasts to monetize traffic.

Douyin already has 320 million daily active users, and this figure is still growing rapidly, with no ceiling in sight for its traffic. Luo Pang once said that all competition in the Internet age is ultimately a competition for user time. When hundreds of millions of young people with the greatest purchasing power and future voice spend several hours every day on short videos and live broadcasts, if your products and services cannot enter these areas, you have undoubtedly been marginalized.

Following IP and traffic, the ability to “sell goods” has become an important indicator for measuring the value of celebrities and internet celebrities. After all, traffic that can be monetized is more valuable.

Short video sales are also called second-category e-commerce. What is second-category e-commerce?

Simply put, traditional e-commerce companies such as Taobao and JD.com that are well-known to the public are called first-class e-commerce, while e-commerce companies that exist independently of these traditional channels, such as Toutiao, Tiantian Kuaibao, Baidu, etc., which promote and generate orders through drainage channels, are called second-class e-commerce.

Category II e-commerce usually has two very important factors: buying traffic and making landing pages. If the traffic quality is high and the landing page conversion is good, it is often possible for an advertisement to bring in tens of millions in revenue.

Second-tier e-commerce companies have a natural advantage on Douyin for two reasons:

1. Make full use of price information asymmetry. The biggest headache for a certain type of e-commerce sellers is the weight of the product. If the product is not at the forefront, the weight will be low, and the product click-through rate and conversion rate will also be low. However, second-tier e-commerce is different. As long as the buyer sees the advertisement and clicks on the details page, he only has the choice of buying or not, and there is no such thing as buying from other stores.

2. Buy while watching videos, high conversion rate. Because Tik Tok is a traffic model, users can directly click to purchase while watching videos without jumping out to other platforms. This model brings a very high conversion rate. At the same time, the use of free registration and cash on delivery methods greatly reduces order costs.

Today's topic is Douyin e-commerce. Douyin e-commerce initially used short videos as its main carrier. The short video influencers' ability to sell goods was linked to the number of fans, content type, and personality. However, live streaming focuses on "real-time sharing" and "selling skills", and has relatively lower requirements for the number of fans, making it more suitable for small and medium-sized influencers with fewer fans.

Which types of products are easy to sell on TikTok?

We captured the sales chart data of the past week from Feigua Data, among which videos on grass-growing, dressing, and beauty have become the main force of Douyin's e-commerce promotion. These vertical accounts have the attribute of bringing goods in themselves, and are more easily accepted and liked by Douyin users.

Due to the short viewing period of videos, users generally do not impulsively buy overpriced items. Data shows that more than 60% of netizens will buy products worth less than 100 yuan while watching short videos.

Since this type of product allows users to make consumption decisions quickly, most anchors prefer to use videos related to mid-range priced products to promote their products.

Of course, not all products can be sold on Douyin, especially the more expensive ones, such as educational products, luxury goods, consulting services, and training services, as the average order value is too high.

Many people are confused now. If Kuaishou is popular, they will use Kuaishou; if Douyin is popular, they will use Douyin. In fact, traffic platforms are not suitable for all companies. First of all, everyone should check their business to see if the product is suitable for Douyin, WeChat, and Xiaohongshu. There are many new media platforms and many ways to play. As long as you do the right thing, you can succeed on any platform.

Next, we will create content targeting the products and see what makes the products sell better on Douyin.

Why talk about the product first? Because when we are converting many products, we often go through the entire marketing process only to find that there is a problem with the product. Product problems are always the biggest flaw.

Qian Zhiya of Luckin Coffee said something that I think makes a lot of sense:

“Any category, especially food, is worth doing again in the form of influencers.”

We can see that some products that we had never heard of before became popular after being on Douyin and Kuaishou. First of all, I would like to share with you the logic behind the popularity of these internet celebrity products.

1. Good-looking

Consumers choose to pay for appearance.

For example: I have a client who sells rice. The quality of the rice is very good, but this category is very difficult to convert because there are too many homogeneous products. We helped him find nine domestic designers, who designed nine types of rice packaging using the "Year of the Rat" as the cultural and creative element. Later, they became particularly popular in the gift market.

But we do not emphasize excessive packaging - we see some bird's nest products wrapped in three layers inside and three layers outside, which is not a sense of design.

2. Delicious

If you are in the food business, the taste must be good, only good taste will attract repeat purchases.

For example, a warming drink for girls to drink during their period has good functions, but the taste makes it difficult for people to keep buying it.

3. The whole product experience should be good

From the time the user sees it, buys it, to when it gets it, is there any problem with the entire chain?

A product I chose last year had its entire packaging torn and dirty when it was delivered to my home. This was a terrible user experience.

4. The raw materials of the product must be healthy

Nowadays, people have very high requirements for quality of life. It is also very important that raw materials including packaging must be environmentally friendly, natural and pollution-free.

To sum up, the products may still be the same products, but some optimization in design, function and packaging can help us carve out a blue ocean market in the red ocean of traditional commodities. (I will introduce cases in the Q&A section)

Judging from the videos on Douyin, many of them are very sophisticated. Some of them monetize the content first, that is, they attract traffic first and then monetize.

1. Content accounts that start with content and increase followers first before monetizing

It can be said that Douyin currently has over 320 million daily active users, which is largely inseparable from the high-quality content constantly updated by users on the platform.

Big IPs like Maomao Sister, Zhu Xiaohan, Daigula K, etc. have accumulated tens of millions of fans by relying on content. In the later stage, it can be monetized through product advertising, brand promotion and other means.

The advantage of content accounts is that fans have a high degree of recognition and sufficient trust in the personalities. If you can combine the video content and the product well when promoting the product, your fans will be very happy to accept it and place orders to buy it.

But at the same time, developing a big Douyin account also means investing more time, energy and manpower costs.

2. E-commerce accounts that focus on recommendation and promotion

Generally, such accounts will directly recommend products in the video and talk about the functions, advantages, and usage scenarios of the product, so that users can fully understand the product information.

When users see your video and think that the product is really good, they will place an order to buy it.

However, as Douyin is a pan-entertainment platform, the biggest purpose of users coming here is not to shop. Accounts filled with such content are more likely to make users feel resistant, and the traffic is usually not very high.

In addition, many Douyin Taoke accounts can also be classified into this type, and the video itself is a product advertisement.

Obviously, such an account has lower costs. Once it is discovered that a certain product has the potential to become a hit, it will react extremely quickly. It does not need to think of ideas and then shoot and produce like a content account. There are even many Taokes who will make such Douyin matrix accounts in batches.

But its disadvantage is that videos are more likely to violate regulations than real-life videos, and because Douyin's review is becoming increasingly strict, it is difficult to pass the manual review process when Dou+ is used to boost such videos.

What kind of companies are suitable for Douyin accounts?

First of all, not all companies need to do Douyin, but all companies do need to pay attention to Douyin, especially when your peers have achieved great conversions on Douyin. What kind of business is Tik Tok suitable for? Companies that target younger customers.

Currently, Douyin’s daily active users have exceeded 300 million. In terms of age, people under the age of 35 account for more than 90%, and the proportion of female users (the main shopping force) is greater than that of male users.

What are the characteristics of this group of people?

They are highly social, like to try new things, and are relatively insensitive to prices.

From an industry perspective, tourism, food, education, health, and technology are all very suitable for conversions on Douyin.

Now many educational companies are still hesitating whether to use TikTok. From my point of view, education is the industry that needs to use TikTok the most. There are two entry points when creating educational content. One is to find professionals to share their professional knowledge. The other is to share some learning methods and attract target fans from an angle that is closer to students' lives. Both methods are very effective from a conversion perspective.

Including technology companies, some of them provide some technical instructions based on the functions of their products and combine them with daily life usage scenarios, which are very popular among young people.

Finally, no matter what different industries do, the essence remains the same: our core products must be integrated with mass entertainment.

Question and answer section: (There are a lot of useful information, targeting your questions, you may find what you want, read it carefully and read it twice.)

Question: Why is there no traffic for the video I posted? Few likes?

Answer: When it comes to this type of video, people often fall into a misconception: they always think that Douyin does not recommend videos that promote products, so everyone starts to downplay their products and add various plots that are not related to the product to avoid machine detection.

By doing this, you will find that you have views and likes, but no sales!

Don’t worry about Tik Tok not giving you traffic if there are product introductions in your video content. Tik Tok encourages you to shoot product-related videos. The key is that you need to highlight the features and functionality of your product, or other interesting ways to play.

The various types of grass-growing videos can be summarized as follows:

1. Don’t be superstitious about the number of likes on short videos selling goods, but pay more attention to the actual shipment volume.

2. Videos can attract attention, but people will just watch and leave. The focus should be on the product (a common problem).

3. Accurate product feature display videos can attract accurate users and help build awareness of the product.

So: A formula for a product promotion video (for reference only):

1. Shoot a video based on the product (who it is suitable for, what problems it solves, and what outstanding features it has).

2. Produce according to the operation/promotion steps (what to shoot in the video? What to write? What music to match?).

3. Shoot videos based on users (Who are they? What do they care about? What are they familiar with? How to combine product features with user pain points)

Q: Can I create my own account? Or go for advertising? I am corporate

Answer: Many companies think that the investment in creating a Douyin account is too large, and they think they can directly find celebrities to endorse their products, or they just want to invest in information flow advertising. You will find that the conversion rate of such advertising is not particularly good.

Here is a piece of data: the conversion rate of creating your own account is 3-5 times higher than that of external advertising.

If you can have your own fixed fan pool, do some sedimentation, and then make conversions on this basis, it will be a relatively more effective long-term conversion method.

Of course, a better way is to take two steps at the same time, which we call the "dual track system" in the industry:

1. First create some personal accounts for the company (cultivate some personal internet celebrities within the company), and quickly accumulate fans. Compared with corporate accounts, personal accounts are easier to quickly increase followers and realize e-commerce monetization.

2. At the same time, seek cooperation with the Douyin platform and individual internet celebrities to divert traffic to each other and solve the time difference in accumulating fans.

Q: What is the prospect of selling products on Douyin?

A: How can I tell you? Let me tell you something about your own understanding of the prospects.

The earliest marketers who entered Douyin had already completed the initial accumulation of original capital, and many of them have become top players.

The second batch of people who entered the platform, if they imitated the first batch, basically all failed without exception. The players who were able to survive were basically the ones who achieved innovation through imitation.

And then there may be the third, fourth, and Nth batches of people entering the Douyin platform, hoping to complete the process of digging out their first pot of gold on the Internet.

However, I know that no matter how the platform's rules change, it must be based on the fundamental standpoint of enabling marketers to better serve the platform's users and formulate its gameplay and rules at different stages.

Only when you can understand the meaning of this sentence well, can you truly know how to operate the Douyin platform to make money. Understand the prospect yourself.

Question: I want to join TikTok, but I’m a little confused. What should I do?

Answer: Looking beyond the phenomenon to the essence, in fact, for most people who are currently entering the market, the best choice should be the combination of content + e-commerce, because:

1. Douyin encourages live streaming of products, but does not encourage live streaming of products through one-time accounts that exploit platform rules.

2. Pure content accounts gain followers faster, but it is more difficult to transform later.

3. In terms of conversion rate and repurchase rate, e-commerce accounts with high-quality content are more competitive in the long run.

Q: I want to make a video, what content can I refer to?

Answer: The classified ones are easier to do and are more popular.

1. Animation

Many people think that animation is a better method. Animation accounts have indeed gained a lot of fans over a period of time, but the production cost is too high. I don’t think it is suitable for enterprises (except animation and comics companies).

2. Daily office life

We found that many companies, especially small companies, often put aside some daily office activities, which I don’t understand.

——Because this kind of video of daily office life and work scenes is only suitable for large companies and celebrity companies, everyone should not explore this path anymore, it is really a waste of time.

3. Create content based on product features and consumption scenarios

For example, Xiaomi can quickly find loyal fans by introducing its product features in some specific scenarios.

4. Knowledge Popularization

Speak about your professional knowledge in a more relaxed way that young people like. Through the explanation of this professional knowledge, you can accumulate a lot of fans (such as fans who are interested in red wine). Then you can convert them into selling red wine. You will find that the effect is particularly good.

5. It is best to focus on one field with one account

We found that many companies have Douyin accounts that sell eggs today and that tomorrow, take pictures of cute babies today and cute pets tomorrow. This makes it difficult to accumulate core analysis.

If you work in a vertical field, it will be easy to have hundreds of thousands of fans in about 2-3 months. Only after you have hundreds of thousands of fans can you think about monetization.

Q: What is the most important thing about selling products on Douyin?

Answer: Be patient, be patient, be patient. Important things should be said three times.

Author: Qinghao

Source: Kuoyi Culture Media