A Douyin video brings 270 million exposures to the brand? The most comprehensive guide to becoming a Blue V on Douyin for your business!

I just checked and got 683 points. All these years of silent hard work have finally paid off. I got this result...

——Oh, by the way, I checked the Alipay Sesame Credit score. I wonder what yours is?

On the day when the college entrance examination results were announced, the Alipay Douyin account was teasing again. After all, it has nearly 500,000 followers and is very confident! You would never have imagined that just three months ago, the editor of Alipay was openly crying and begging everyone to follow his Douyin account.

Alipay in the past and Alipay today

There are many Douyin corporate accounts that have quickly accumulated hundreds of thousands or even millions of fans in a short period of time. In the past month and a half, the number of Douyin Blue V accounts has increased by 436%, the total number of Blue V fans has exceeded 40 million, and the total number of content views has exceeded 6.5 billion times.

Yesterday, Toutiao Index released the "Douyin Enterprise Blue V White Paper", announcing the important operational data of Douyin Blue V for the first time. Bangmei conducted a brief review of the white paper as soon as possible, and had an exclusive conversation with the producer of the white paper, the Toutiao Index team, to refine this cutting-edge information and operational strategy!

Nearly 50 pages of PPT

What important information did Douyin release?

Douyin has 150 million daily active users in China, and its user base is constantly expanding.

In the latest user portrait released by Douyin, the male-to-female ratio is 4:6, and the age structure is also more diverse, from young to universal.

What is the impact of user boundary expansion on Douyin Blue V content? The most obvious impact is that the cost and threshold of content production have been reduced. In the early days, Tik Tok attracted a group of very trendy users, but not every Blue V account had the ability to produce content that they liked.

But as the user boundaries expand, more and more ordinary people use Douyin to record their beautiful lives, and Blue V does not need to produce content with high thresholds to achieve good operational results.

Popular background music on all platforms presents four major characteristics

Douyin's hit songs make people tremble when they hear them. In summary, the popular background music on Douyin has four major characteristics:

1. The melody is cheerful and has a strong sense of rhythm. Among the top 100 most used music, the vast majority are pop music in 2/4 or 4/4 time.

♫ Bibi Zhou 《The Most Beautiful Expectation》

2. There are rhythmic nodes in the melody that can serve as prompts and changes and attract attention.

♫ Tik Tok Assistant "Boxing Dance"

3. Most popular music directly takes the chorus part, and the melody is highly repetitive, similar to the parallel sentences in the text.

♫ Xiao Quan "Seaweed Seaweed"

4. The lyrics of Chinese songs are easy to understand, and users have no difficulty understanding them.

♫ Sun Yusai "More Than Just Like"

Vertical screen content becomes a new trend in short videos

In Tik Tok videos, there are both vertical and horizontal content. However, by observing the top 10,000 Blue V videos with the highest number of views, we found that vertical videos accounted for 79% and horizontal videos accounted for 21%. Vertical content has become a trend.

In terms of playback effect, the average playback volume of vertical screen videos is 20.51% higher than that of horizontal screen videos, and the playback completion rate is also better.

This also reminds content creators that if typical horizontal screen content suitable for other platforms is directly transferred to Douyin, the effect may be greatly reduced~

The marketing level of Douyin is higher in e-commerce platforms, mobile digital, catering and other industries

On Douyin, the number of accounts in industries such as IT Internet / mobile applications , culture and entertainment, and life services is larger, but the video playback volume in industries such as e-commerce platforms, mobile digital devices, and catering services accounts for a larger proportion, and a small amount of content can leverage a large amount of playback.

The possible reason behind this is that the e-commerce platforms and mobile digital industries have already had very high levels of social marketing on the two microblogs, such as the well-known Alipay and Xiaomi. Previous experience allows them to capture signals earlier that user content consumption is beginning to shift toward short videos, so that they can prepare in advance.

In addition, their successful operating experience on Weibo and Weibo can help them better understand the characteristics of Douyin, and iterate and adjust their operating strategies more quickly.

Catering and gourmet food is an industry advantage. Delicious food is naturally more attractive, and the short video format will make food-related content more contagious.

Do large companies have more advantages? Do celebrities bring more traffic ?

The white paper reveals two major operational misunderstandings!

In addition to the above core highlights, the white paper also reveals two major operational misunderstandings that deserve everyone's attention!

Myth 1

Large companies have more advantages than small companies

You may never have heard of the Danse dance training institution, but it is the No. 1 blue V account on Douyin! He has 2.46 million fans, with a total broadcast volume of over 350 million and nearly 8 million likes. He mainly teaches six major dances and provides zero-based teaching.

However, on Weibo, Dansewu has only 120,000 followers, and the interaction in terms of comments and reposts is dismal. Why can such a small and medium-sized enterprise, which does not have a voice advantage on social media, make a comeback and become the king on the Douyin platform?

In fact, like "Monochrome Dance", there are many Douyin Blue Vs in small and medium-sized enterprises with huge traffic.

Among the top 10 Blue V accounts with the most fans, except for "adidasneo", the other accounts are Blue Vs of small and medium-sized enterprises, and the reason behind this is also very clear.

Top 3's Monochrome Dance, Pandora English by Qingke, and the entire network music rankings are all small and medium-sized enterprises.

• The number of Blue V accounts of small and medium-sized enterprises is larger;

• Douyin's algorithm recommendation model has, to a certain extent, narrowed the gap between small and medium-sized brands and well-known companies in terms of production capabilities and production budgets;
• Small and medium-sized brands are flexible in their steps, quick in their responses, and do not wait and see, making it easier for them to seize new trends.

As a brand-new short video platform, Douyin has not yet formed a fixed traffic pattern, which is equivalent to resetting the starting line for various brands in short video marketing . Whether well-known brands or small and medium-sized enterprises, there is an opportunity to occupy a place.

Myth 2

Blue V videos featuring celebrities are more popular

Many Douyin Blue Vs prefer celebrities to participate in video production, such as "adidaneo". When you click on its Douyin homepage, you can see the faces of popular stars such as Yi Yang Qianxi, Di Lieba , and Zheng Kai.

Celebrity influencers can indeed help Blue V increase the exposure of their content and accelerate the completion of the initial cold start . But are celebrity experts definitely more popular among users? not necessarily!

Official data shows that the videos featuring celebrities and influencers in Blue V accounts have a "high lower limit and low upper limit" feature in terms of playback volume, that is, it is higher than the average playback volume of Blue V accounts, but far lower than the average playback volume of popular videos.

Celebrities and influencers, because of their great influence and high popularity, can effectively drive videos to get better playback.

But it is precisely because of this "familiar face" that it may cause aesthetic fatigue among users. Compared with the blockbuster products that can truly touch the user's excitement points, every star and influencer has his own ceiling in terms of volume.

When it comes to choosing the main content, Blue Vs may wish to experiment more. In addition to celebrities and influencers, they can also try corporate IPs and pure amateurs! For example, Xiaomi let Lei Jun appear on camera——

Or the editor of Alipay asked his drama-loving colleagues to perform an emotional drama——

Hot-selling hot-selling hot-selling hot-selling!

Are there any traces of popular content?

"When I was visiting a flower shop, I saw many beautiful flower stands, but they were quite expensive. It would be better to DIY a small flower bed using local materials and hollow bricks."

In mid-May, the home decoration blue V account "Picture Book Decoration Home" released a short video of a simple DIY flower bed construction, which accidentally became a hit, with 12.9 million views and 50,000 followers!

Also in May, Baojun Automobile released a fun animation video in which its own LOGO horse twisted its buttocks and performed a confession dance.

As a result, the background music "Baojun 360 is Just Right" triggered a UGC effect, was used by 272,000 users, and received 790 million views!

UGC works

Hot-selling hot-selling hot-selling hot-selling! The hot-selling products are like giant "fan traffic harvesters", and every blue V secretly hopes that he or she is the second Haidilao or COCO milk tea. However, are there any clues behind the Blue V’s popular content?

From the perspective of content model, Blue V explosive content mainly includes two types: network type and center type.

Mesh type: Haidilao

The popular Douyin videos of Coco Milk Tea, Haidilao, and Baojun Automobile all belong to the network type.

Its characteristics are prominent user memory points, low participation costs, and easier UGC dissemination , but brand propositions will attenuate during the dissemination process.

Central type: Xiaomi mobile phone

This video of Xiaomi mobile phone is a typical centralized model, characterized by excellent production, good user feedback, and the ability to fully convey the brand proposition. However, due to the high cost of user participation, it cannot stimulate UGC creation.

In addition to these two communication models, are there any common points among popular contents that can be summarized and learned from?

The Toutiao Index team exclusively responded to Bangmei: Popular content really does not have very structured features. If we want to summarize the common points, it is that the content is good and touches the user's excitement points from various angles and in various ways.

How to maximize traffic with 15-second content?

You need to master these skills!

It is obviously unrealistic to convey a complete brand story in a short video of 15 to 60 seconds. If you want to maximize your traffic, you might want to learn about the 3S principles (Stress for prominent information points, Simple for low understanding costs, and Simulate for easy user participation).

1. Highlight information points

Meitu Phone: Let you know how Internet celebrities come about in 15 seconds!

How obvious is the contrast before and after photo editing?

Meitu Mobile recently released a video on TikTok, giving you a "real photo-editing" and highlighting the message point - it is really possible to become taller, thinner and more beautiful in 1 second! Fully promote the features of your new mobile phone.

Instead of telling the brand story, directly emphasizing the specific characteristics of the brand can help people quickly get the point.

2. Low cost of understanding

Taobao : Let you remember me with a simple story!

What if you don’t want to attend the meeting? Why not perform durian eating at the conference? This Taobao Douyin video indirectly promoted Tmall Supermarket by telling stories.

In the era of information fragmentation, users will not engage in deep thinking in a 15-second short video. Storytelling can greatly reduce the cost of understanding and make users remember it quickly!

3. Easy user engagement

Liehuo Ruge: Kill with one move of holding the face, attracting more than 4,000 people to participate!

During the TV series "Legend of the Phoenix", the challenge initiated by Di Lieba #热火宠娘抱脸杀# attracted more than 4,000 people to participate, and the original video received more than 8 million likes.

The content itself is interesting, has low participation costs, is interactive and easy to imitate , and will naturally trigger a UGC effect, bringing exponentially increased exposure to the brand.

Final Thoughts

If you produce content carefully, master certain operational skills , and avoid misunderstandings, it will not be difficult to become a Douyin Blue V.

Finally, let me answer a question. Recently, I have heard many people ask: The domestic monthly active users have exceeded 300 million, is it too late to join Douyin now?

According to the data mentioned in the white paper, the content currently released by Blue V, both in terms of quantity and playback volume, accounts for a low proportion of the entire platform.

In other words, for enterprises, Douyin is still a blue ocean. Experienced drivers, get on the road! If you have any confusion in your operations, you are welcome to chat with Bangmei!

Author: Mahua, authorized to be published by Qinggua Media.

Source: New Marketing Model (ID: newrankco)