How do Tik Tok influencers promote products?

Our Douyin influencer promotion business has been running for some time. During the business development, we have come into contact with many potential customers, covering all walks of life, such as e-commerce , physical stores, games , applications, and even the Black Five categories have come to consult on how to get Douyin influencers to promote their own products. Whenever I encounter a client who falls into the black five categories, I reject them because I can’t push them. Tik Tok influencers are suitable for promoting branded , recognizable, and practical products, otherwise the conversion rate will be very poor.

When communicating with clients in these industries, I found that many people don’t even know the basic ways of cooperation. Some of them ask right from the start, “How much is the CPA?” A thousand ponies were running around in my head. The cost of educating this kind of customer is extremely high. Therefore, I plan to write a popular science article to give everyone a basic concept of Douyin influencer promotion, so that the communication costs for the other party, such as us, can be saved.

This article explains the Douyin internet celebrity business from the following three aspects. Simply put, the cooperation method is similar to that of Weibo big Vs and public accounts . The only difference is the presentation form, from pictures and texts to videos.

1. Introduction to Douyin influencer promotion business

1. What is a Tik Tok influencer?

It refers to users who frequently post short videos on Douyin and have a certain number of fans, and are called Douyin Internet celebrities. There is no industry standard for the number of fans. For example, for vertical game players, those with tens of thousands of fans can be called Internet celebrities.

2. How Douyin influencers charge

Charges are based on the number of videos posted, and pricing is based on the number of fans and influence of the internet celebrity. For example, for an internet celebrity with 300,000 fans, based on the quotation of 0.3 cents per fan, the price for the internet celebrity to post a video is 9,000 yuan (excluding creative costs).

3. How to promote Douyin influencers

Soft-implant product information into influencer videos and release them, such as advertising placement in movies , where the protagonist takes out a certain brand of beer to drink, and so on. Some industries can choose to send videos directly, such as the gaming industry, which mainly relies on direct sending. Direct posting means that Party A records the video himself and publishes it using the internet celebrity’s account.

4. The promotion effect of Douyin influencers

This is the issue that many customers are most concerned about, and it is also what Douyin influencers cannot guarantee. The promotion of Douyin influencers tends to focus on brand exposure, and the characteristics of brand exposure are slow effectiveness and the inability to monitor the conversion process. Therefore, if you use the mindset of performance advertising to invest in Douyin influencer advertising, you will suffer losses.

2. Cooperation process of Douyin influencer promotion business

There are two titles in the promotion of Douyin internet celebrities, Party A and Party B. In the performance advertising business, these two terms are customers and channels . Why are the names different? Because they are the continuation of different businesses.

The promotion of Douyin influencers is a continuation of brand advertising, from outdoor advertising, TV advertising, and new media advertising to Douyin influencers, so the names continue to use the previous Party A and Party B. Performance advertising is the continuation of mobile Internet advertising . It has evolved from CPS, CPA, and CPC, and only has two terms: customers and channels.

The cooperation process of Douyin's internet celebrity business is: business consultation (Party A) - business introduction (Party B) - product introduction (Party A) - product evaluation (Party B) - promotion plan (Party B) - confirmation of cooperation (Party A) - video shooting (Party B) - video acceptance (Party A) - release and promotion (Party B) - closing report (Party B) .

1. Business consultation:

After reading this article, don’t ask how it’s charged anymore. Just ask the other party directly what kind of internet celebrity resources they have and which ones are suitable for your products, because different products require different types of internet celebrities to promote them. For example, if you sell women's clothing, you need beautiful internet celebrities to promote it. If it is a pet-related internet celebrity, it will not be suitable, such as Erdou.

I have met clients who are promoting online education apps, targeting parents with children. I recommend them online celebrity resources in the maternal and child care and education categories, which will make it easier to generate conversions.

2. Business Introduction:

Generally, we show Party A the better cases we have done. For example, we have made advertisements for XX car and XX game. We also show Party A the quotes for our own internet celebrity resources. In other words, we can talk about it if it is not suitable, and there is no discussion if it is not suitable.

3. Product Introduction:

When Party A is able to accept Party B's quotation and is interested in it, Party A will introduce its own products and see if Party B has any good promotion suggestions or plans.

I have encountered this before. No matter how I asked Party A what the product was, the other party remained tight-lipped and refused to say what the product was. He also asked questions all over the place. Such people are very suitable for doing confidentiality work.

The main reason is that it is difficult for Party B to come up with a suitable promotion plan without knowing what Party A's product is. Even if it is e-commerce, the two products of washing machines and televisions will be promoted by Douyin influencers, and the ideas will be completely different.

4. Product Evaluation:

This link is relatively important, as Party B’s subsequent promotion plans and ideas all come from product evaluation.

Product evaluation mainly evaluates the product's selling points, attributes, purchasing process, user characteristics, etc., and plans the plan based on these. Last time, we had a client who made cosmetics, and we even learned about the product’s R&D plan for the second half of the year, and what new products would be available, so that we could apply them to our creative ideas.

5. Propose a promotion plan:

The promotion plan here refers to the creativity, and the time nodes of the promotion will be attached later. When promoting Douyin influencers, it is not difficult to find resources, but the difficult part is creativity. This is the difference from Weibo and official accounts. Weibo and public accounts do not have high requirements for creativity. As long as there are no major problems with the articles and pictures, they can get exposure.

It’s different with Tik Tok short videos. If the creativity is not good, even if an internet celebrity has millions of fans, he or she will not have much exposure . On the contrary, even if an internet celebrity has few fans, if the creativity is good, the video can still get millions of views.

We have a small gaming influencer with less than 50,000 followers who promoted a stand-alone ad that was played 3 million times. What does this mean? For example, if a fan is exposed once and the video creativity is average, the number of views of a clockwork video of an internet celebrity with 3 million fans will be about this.

Therefore, Douyin’s promotion by internet celebrities focuses on Party B’s creative team. This is also the reason why Party A will not go to internet celebrities to discuss cooperation on their own. Party A cannot shoot, and internet celebrities cannot plan. The effect of the cooperation between the two can be imagined. This is the value of our existence. I often tell my subordinates that knowledge can be monetized, which means selling creativity.

6. Confirm cooperation:

After going through the above steps, Party A either feels that Party B is unreliable and uncooperative, or feels that the resources and creativity of Party B are a good match and they can cooperate. Once the cooperation is confirmed, execution will begin.

7. Video shooting:

Video shooting is relatively time-consuming, and the time it takes will vary depending on the personality of the internet celebrity. Some people are slow in doing things and shoot slowly. Some internet celebrities are decisive and have good personalities, and can finish shooting in just one or two days.

As the second party, when communicating with Internet celebrities, we will also make recommendations based on the Internet celebrities' own personalities, and prefer to recommend Internet celebrities with a higher degree of cooperation.

Because of video shooting, it has to be revised back and forth many times, and it’s hard to say if you meet someone with a bad temper. Everyone should have the experience of making a plan. If it is not written well, it will be sent back for rewriting four or five times. A person's character and temperament are very critical. There are also employees who just give up.

8. Video Acceptance:

After the video is shot, it will be sent to the client for preview, just like when we have to show the finished picture materials to the boss for review. The boss will always point out some problems, even if he doesn't understand, such as asking for colorful black. Similarly, it is quite rare for a video to pass the first round of inspection, and it usually needs to be revised.

Please note here that when working with Party B, there is a limit on the number of free video revisions, usually 2 times. Any revisions beyond 2 times will be charged.

9. Release and promotion:

Once both parties have confirmed that there are no issues with the video, it can be released according to the previously determined promotion time. After the video is released, Party B will generally optimize the comments, ask the influencers to delete comments about competing products, and guide users to experience Party A's products. The comment section in Tik Tok is the key to whether there will be conversions.

10. Case Closing Report:

The final data summary will include a screenshot of the number of views, because ordinary users cannot understand the number of views of Internet celebrity videos, so Internet celebrities are required to provide screenshots to prove the number of exposures. Customers with guaranteed playback volume need to provide this, but they don’t have to.

3. Things to note when promoting Douyin influencers

1. Risk of video deletion

This is the biggest problem I encountered in the Douyin influencer business: Douyin officials will limit or delete videos that are obviously advertising in nature.

There is no clear indicator of what is obviously an advertisement. Therefore, when shooting videos, we need to make our own decisions based on past experience.

Now when accepting an advertisement, since it is an advertisement, you must be prepared for the video to be deleted and reissued. The regulations for video re-issuance are as follows: if a video is deleted within 24 hours, it can be re-issued free of charge. If it is deleted after 24 hours, or due to Party A's reasons, such as having to reveal the logo, it does not need to be re-issued.

2. Methods to ensure results

Since it is a brand advertisement, if you want it to be effective, the best way is to expose it to the same user multiple times.

Then a celebrity video will be a little weak. The best way is to release 3 to 5 videos a day for 3 to 7 consecutive days, which will form a hot spot. This is why big companies like to buy "challenges". A challenge has tens of thousands of videos. A user can easily be flooded with 3 to 4 videos, which will lead to conversion. Of course, this requires a high budget and is suitable for large companies.

3. A combination of Weibo and Douyin is more suitable

The ultimate goal of brand exposure is to achieve conversion, close deals, and generate revenue, so promoting the Douyin influencer business alone may be very effective or may have a weaker effect.

My suggestion is that if you use Weibo, official accounts and Douyin together, it will be easier to achieve results. Future marketing promotions will all be combination promotions. Of course, the prerequisite is to have a thorough understanding of each platform.

IV. Summary

This is a simple explanation of the business of promoting Douyin influencers. The actual operation process is much more complicated and has many more details. Moreover, Douyin’s policies change every day. A video that could be posted yesterday may be restricted today. We have also been exploring the rules of the platform, and everyone is welcome to communicate and learn together.

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

Source: Tiger Talk Operations