A guide to building a Douyin Blue V account matrix!

Douyin's Blue V ecosystem is very complex, and the original intentions of Blue Vs of different scales, natures, and marketing purposes in opening account matrices are also different. But generally speaking, the purposes of opening an account matrix can be divided into two categories: expanding coverage and increasing revenue.

Many Blue Vs have already tried to operate the account matrix on Douyin, but overall, there is still a lot of room for growth in the construction and operation skills of Douyin’s Blue V account matrix.

"Account matrix" is an advanced method of account operation, which means that an operating entity opens or links multiple accounts to divert traffic, induce traffic classification, convert precise traffic, and maximize marketing effects in the form of account groups.

Although many Blue Vs have tried to operate the account matrix on Douyin, overall, there is still a lot of room for growth in the construction and operation skills of Douyin's Blue V account matrix.

1. What are the advantages of account matrix?

1. Multivariate effect

Use different types of account matrices to achieve multi-point development. For example, accounts such as Papi Jiang, itsRse, and the unpopular internet celebrity Joey under Papitube belong to different fields and have almost no related content, but they cover many popular categories such as comedy, travel, and recommendation, truly realizing the goal of "I have what others don't".

2. Amplification effect

Use sub-accounts to direct traffic to the parent account, thereby enhancing and amplifying the influence of the parent account. For example, the custom background pictures of Peng Shiliu’s daily life and Peng Shiliu’s little cotton-padded jacket have logos such as “Follow the big account” and “Peng Shiliu elf”.

3. Synergy

Accounts in the same matrix form a quasi-group combination, with account contents connected in series and directing traffic to each other. For example, every member of the Buqi Dance Troupe has opened a Douyin account, and the account ID is tagged with the team name.

By analyzing Blue V accounts, the advantages of the account matrix for Blue V can be specifically manifested in the following five aspects:

1. Enhance brand exposure;

2. Accumulate fans by showing different sides;

3. Improve the level of activity in front of fans and achieve fan retention;

4. Promote activities, tags, and gain traffic through account groups;

5. The content of an account can be used as a resource for the team to maximize its value.

2. What are the ways to build an account matrix?

Currently, corporate Blue Vs can be roughly divided into three categories: Blue Vs with strong brand power, those who need to improve their brand power, and those who have conversion needs. The account matrix can be used to prescribe the right medicine based on the brand operation situation.

1. Radial

A parent account leads multiple sub-accounts, each of which operates under the brand endorsement, and the sub-accounts are also corporate accounts. The advantage is that it can leverage brand endorsement to quickly bring in traffic to sub-accounts. Suitable for brands with very high recognition and multiple product lines/multiple locations.

For example, the Xiaomi matrix of mobile phone brand includes Xiaomi mobile phones, Xiaomi e-commerce, Xiaomi Youpin, Xiaomi TV, etc.

2. Blue V + Personal

They are not connected to each other, but they all help to establish the brand image. Since personal accounts have real-life attributes and can be operated independently, they are more in line with the viewing preferences of Douyin users. This approach is suitable for service-oriented enterprises.

For example, Meituan’s Blue V lineup includes Meituan Takeout, Meituan Riders, Meituan Entertainment, Meituan Hotels, and Meituan Tickets; the personal lineup includes Meituan Abo, Meituan Xiaochun Ge, Meituan Rabbit Teeth Girl... The personal accounts show the daily life of Meituan employees and are more down-to-earth.

3. Centripetal

The specific method is to develop multiple accounts, each of which has an independent personality and a complete series of content, but they all point to the brand. By using multiple accounts and directing traffic to the brand from different perspectives at the same time, brand power can be enhanced. This is suitable for Blue Vs who have weak brand power and need to improve their brand influence.

For example, Qingke owns Pandora English by Qingke, Aurora Words by Qingke, and Wangpai Douyin by Qingke.

4. Depth

Create sub-accounts in the sub-categories of the category and publish different content based on the categories. The advantages lie in connecting upstream and downstream, enhancing fan stickiness, locking fans in the matrix, and improving loyalty.

This method is suitable for Blue Vs who target a certain group of people and can provide them with a variety of products/services.

Assuming that a certain beauty brand uses the "depth" method to build a matrix, it can be divided into three categories: first-level makeup tutorials, second-level makeup recommendations, and third-level lipstick color trials...

5. Funnel

Open one or more sub-accounts to create non-commercial content to attract fans, and the main account will convert sales. It can be seen that the sub-account, as the surface of the funnel, can reduce users' aversion to advertising, attract fans to the greatest extent, and direct users with purchasing needs to the parent account to place orders. Applicable to blue V who needs to achieve sales conversion.

Suppose a basketball equipment brand uses a "funnel" approach to build a matrix. It can direct users who need to buy basketball equipment to the parent account through sub-accounts with content such as NBA highlights, Lakers fans, and Bulls fans.

Summary: By studying these five matrix methods, we can see that the radial type and blue V + individual type are more suitable for blue V with super brand power; the centripetal type is suitable for blue V who needs to enhance brand power; the vertical type and funnel type are more suitable for conversion sales.

3. How to actually use the account matrix?

For the newly built account matrix, there are three application directions for reference:

1. Attention/Introduction/Diversion

For example, the two accounts in the matrix, Master Saoni and Senior Sister Daini, follow each other and frequently @related accounts in the text of their works to achieve mutual traffic diversion.

2. Cooperation plot

An account matrix is ​​formed with "Xiao Jin Gang" as the head. The contents of all accounts are interrelated and non-repetitive. If users want to obtain all video content, they need to follow all accounts in the account matrix.

3. One IP opens multiple accounts to show multiple aspects

Use one IP to create different images and attract fans from different circles, thereby achieving fan accumulation and sedimentation.

The above are some methods that Douyin Enterprise Blue V accounts may use or issues that need to be paid attention to when setting up accounts.

There are many ways to build an account matrix, and it is difficult to list them all. By listing a few categories, I hope that everyone can open up their minds and then freely combine them to create a unique matrix method. Different construction methods, content presentation, and interaction forms will result in different effects on the account matrix!

Author: Houchang College

Source: Houchang College