How do companies operate Douyin? Use these 5 tips!

Nowadays, “two Weibo and one Douyin” have become the focus of brand marketing for major companies. On June 1, 2018, Douyin launched its corporate account, which is also a necessary path for platform-based companies to provide services of different value to different user groups.

When the user scale, usage habits, and population portrait are sufficient, the value of commercial operations becomes increasingly prominent, just like when WeChat launched official accounts and Moments ads , except that this time, Douyin has formed a different user memory point in visual scene marketing .

There is no need to discuss whether short videos are a trend. From the traditional media era when TV stations delivered content through short videos, to the Internet era when video websites gained huge traffic through micro -movies and short videos, in the mobile Internet era, it is obvious that short video communication has become one of the important ways for people to communicate with each other and for brands to communicate with users. How can companies use TikTok to strengthen effective communication with users and how can they better promote corporate philosophy and products? The following five tips will teach you how to use Douyin corporate account.

Trick 1

Combined products

Find selling points in products. For example, the "Airplane Home" in Douyin directly turns business content into video. Compared with other Douyin operation methods, corporate Douyin accounts that combine corporate products and culture can continuously produce content. Behind each corporate product there are a lot of skills, technologies, and knowledge that can be told. With the technological iteration of products and the launch of new products, corporate Douyin accounts can continue to produce content.

In addition, the UGC content of brands like " Haidilao " and "Answer Tea" on Douyin also mostly comes from the products, such as "Haidilao's Douyin way of eating", which presents the original implementation steps of the product through music short videos , which is practical and interesting.

Case: Xiaomi Mobile Phone Fans 2 296,000 140,000 Likes 1 21 Works

Xiaomi phones cleverly use short videos to present the features of Xiaomi phones and other Xiaomi products directly to Douyin users, and the effect of comments and likes far exceeds that of hard advertising. This approach can achieve three goals at once: showcasing product features, building the brand's technological image, and effectively shortening the communication path with users.

Trick 2

Forming Tags

"Label formation" refers to forming a labeled perception of a brand among users by publishing a series of content. For example, in the series of narrative short videos launched by " Audi ", in each short video, "Audi" will use one of its own products or a certain technology as the main promotional point to convey "Audi's" technological brand concept to users. Compared with the technological style of "Audi", the content of the Douyin account of "Crazy Paper Squad" is mainly funny office videos. By showing funny stories between bosses and employees, and employees and employees in office scenes, it conveys the account concept of "happiness first" to Douyin users. The "labeling" approach can deepen users' impression of corporate brands and products, establish one's own brand image, and effectively convey corporate cultural concepts.

Case: Crazy Paper Team Fans 1 23,000 441,600 Likes 45 Works

The "Crazy Paper Squad" uses the office as the creative scene, and sets the image of a boy named "Cong" who is funny, cute, vicious and "mean", and combines interesting events in daily life and office to provide users with daily "jokes". Among them, the " Children's Day Casual Wear" uses Children's Day and zebra clothes to fully show the funny and cute side of "Cong". Douyou even calls "Cong" Zebra Brother. This short video has received 636,000 likes, becoming the short video with the most likes on the account. In addition, "Cong"'s talk show can also resonate with Douyin users. "Cong" responded to a Douyin user's comment "Why do you always wear Warrior shoes?" in a talk show style. The single video received 190,000 likes and achieved 7.22 million exposures.

Trick Three

Combined with hot spots

There are many popular topics, challenges, and music on TikTok, and corporate accounts can also choose to "shoot the same style" that suits them. "Tao Zui Niangzi" combined the "Garlic Crushing Dance" which was popular on Douyin at that time, and the number of likes on a single Douyin video reached 3.13 million, and she quickly gained fans with this Douyin video. "Miyamoto Chatter" asked users "If it were you, which male celebrity would you choose to be your boyfriend?" This resulted in 12,000 comments on a single Douyin post. By combining hot topics with entertainment celebrities, the "Miyamoto Chatter" account quickly gained followers. "Hot Bear Ichiro" presents various funny jokes to users through pictures, texts , and voice, and has also gained a large number of fans! This type of gameplay is more suitable for small businesses, and they can quickly shoot videos suitable for the company's brand and products based on popular content.

Trick Four

Invite experts

It is quite common for experts and big names to directly participate in the creation of works, which can then be integrated with corporate products or services. In addition, companies can also initiate challenges on their own and invite experts to participate online and offline in brand activities , and even participate in corporate Douyin creations.

Case: Douyin + Pizza Hut's powerful combination

"Tik Tok + Pizza Hut" launched the #DOU出黑,才能WOW# challenge. Pizza Hut launched barbecue black pizza for young people, and six online office celebrities including Ono, Hana Da Miao Ge, Song Bingyang, Little Annie , Big Sun, Little Potato, and Powerjun led the demonstration. Offline, two celebrities, Little Annie and Big Sun, and Little Potato, led the teams respectively, and conducted a Douyin challenge PK on the spot. Well-known singers Song Bingyang and Feng Jianyu also performed live songs and dances to interact with each other. 28,154 original videos were generated, challenging the goal of achieving over 100 million video views.

Trick Five

Use music

"Tik Tok" - only pleasant, interesting and magical music can make users shake! Music has become an important indicator of popularity. Fun music has become something that many Tik Tok influencers imitate and shoot the same thing. Brand owners can also create their own fun music by "playing with music" and trigger a trend.

Case: Baojun 360 is just right

Baojun Automobile focuses on the concept of "just right" and launched the music "Baojun 360 is really just right". The picture shows a dancing horse, which is also the interpretation of Baojun Automobile's LOGO image. Baojun Automobile fully demonstrates the characteristics of Baojun 360's large space and low fuel consumption through the lyrics "I'm a little chubby, but my figure is just right, I'm a little unruly, but the scale is just right..." The number of Douyin users who used this music to participate in Douyin creation reached 298,000, which set off a wave of "just right" on the Douyin platform and fully won market exposure for the new car!

Just like when WeChat launched official accounts in 2012, companies and celebrities who participated in the creation of Douyin early on also seized the first wave of bonus opportunities and gained more recommendations and traffic bonuses. Today, as the "standard configuration" of the "two Weibo and one Douyin" enterprises, more and more companies are willing to set up their own Douyin accounts to better integrate with users.

Source: Wei Si Dun