A new feature of Douyin information flow is launched, come and unlock new postures~

As short videos have become an important tool for young people to express themselves in recent years, the traffic base of short video platforms has also increased sharply. Brand owners are certainly unwilling to lag behind and have actively participated in short video social marketing , with their budgets continuously increasing.

Recently, Douyin , which is at the center of controversy, quietly updated its pricing model, adding oCPM pricing.

The screenshot message reminder means: when we create or edit the creative of the oCPM plan, we can select the "Tik Tok" traffic position. Aidou, who is familiar with the backend of Toutiao advertising, should be familiar with oCPM. In order to take care of those who are not familiar with it, let’s take a look at what oCPM is?

Target conversion bidding is the oCPM bidding (Optimized Cost Per Mille) function, which charges according to impressions and optimizes according to conversion goals. Adopt a more accurate click-through rate and conversion rate estimation mechanism to display ads to users who are most likely to convert, thereby increasing conversion rate, reducing conversion costs, and running faster while gaining traffic!

However, Douyin did not adopt this pricing model when it first launched full traffic. This low-key update may mean that Douyin will continue to increase the entry of traffic owners on its advertising platform.

. It is estimated that this month, Neihan Duanzi, Xigua Video, Toutiao details page and Huoshan Video will also be opened one after another.

In addition to the above-mentioned updates to the backend pricing model, Douyin has also quietly launched the "effective interaction rate" indicator. Many people in the industry are paying attention to and discussing this indicator:

Why did Tik Tok launch the “effective interaction rate” indicator in addition to external link clicks, playbacks and other related indicators?

How is the effective interaction rate calculated and why does Tik Tok calculate it this way?

What significance does the launch of this indicator have for the industry?

Launching the “effective interaction rate” indicator?

From the advertiser's perspective , these indicators can help advertisers more directly and quickly see the marketing effect of each campaign and the industry level they are in.

From the media perspective, such indicators are an important part of the media business ecosystem. Only when the media establishes an effective, systematic and standardized effect evaluation system can advertisers feel more confident in placing advertisements .

Specifically in the short video social media industry, a senior operator pointed out that advertising effectiveness is generally evaluated from three dimensions: interaction, clicks and playbacks. Among them, interaction is the most prominent feature of social media, and the interaction rate indicator is the most valuable reference data for measuring the interactive effect of advertising on social media.

It is understood that in the past, the advertising interaction data provided by Douyin to brand owners mainly included likes, reposts, comments, etc. Although the data is abundant and complete, further analysis is needed to know the advertising interaction effects reflected behind these data. In other words, among the three major evaluation indicators of social advertising effectiveness, Douyin already has indicators such as exposure, clicks, and playbacks, but it is actually missing the indicator of "interactive effect".

Therefore, Douyin launched the "effective interaction rate" indicator most likely to solve this problem. It integrates the interaction data to form a professional evaluation indicator system , which can not only help brand owners on the Douyin platform to more conveniently see the advertising effect and industry standards, but also benefit the next step of Douyin's commercial product development.

The editor speculates that the launch of this indicator is to pave the way for large-scale cooperation in Douyin's native information flow advertising . More marketing products such as brand accounts may be launched in the future to facilitate long-term interaction between brands and users.

Why does Tik Tok calculate this way?

The calculation formula of Douyin's "effective interaction rate" indicator is as follows:

[Tik Tok effective interaction rate] formula: effective interaction rate = UV with ad interaction / UV exposed to ad

There have been interactive behaviors on advertisements, including: liking, commenting, forwarding, following, entering the homepage, viewing related music, clicking on topics, etc.

Combined with the data of the original information flow advertising effect of " Tmall 38 Queen's Day", we can find that the calculation method of Douyin's "effective interaction rate index" has three distinct characteristics:

UV data is used in both interactive behavior and ad exposure, reflecting the proportion of people participating in the interaction;

In terms of interactive behavior statistics, there are interactive behaviors such as music and challenge topics that can directly stimulate user participation, which is a unique feature of Douyin;

The three major evaluation indicators of Douyin advertising effectiveness, basic indicators, playback indicators, and interaction indicators are mutually exclusive and there is no duplication of calculations.

The unique calculation method of "effective interaction rate" actually fits the characteristics of high activity, high stickiness and deep interaction of Douyin platform users.

On the one hand, Tik Tok is naturally presented in a full vertical screen format, with the video content occupying the entire screen of the phone, making it less likely for users to be distracted, thus stimulating their sense of participation. On the other hand, Douyin is a relatively decentralized and flat social platform, and the communication path does not have so many levels.

Therefore, the spread of short videos on Douyin, especially in niche vertical categories, has better in-depth dissemination.

At the brand marketing level, the relationship between users and brands is not just about watching and being watched, but a deeper interactive model.

Therefore, Douyin chose to use the UV statistical method for its "effective interaction rate", and the three indicators are completely mutually exclusive and there is no repeated calculation. It is very likely that this is based on the social advantages of its own platform and truly reflects the impact of advertising on each independent person and the depth of interaction.

What is its value to the industry?

What is the significance of Douyin’s launch of the “effective interaction rate index” to the industry?

A certain brand owner believes that if short video social platforms can have clear and effective monitoring and reflect reach, interaction and conversion through indexes, this will be helpful and instructive for brand customers' advertising behavior, budget allocation and delivery preferences, etc.

An industry insider from a third-party platform analyzed that the introduction of the effective interaction rate indicator is an exploratory step towards measuring the advertising effectiveness of the short video social industry. For the entire social industry, Douyin has proposed a new way of thinking in the calculation of the interaction rate indicator. The more diversified voices can trigger a great discussion in the industry about what kind of calculation is truly scientific.

Another senior media person pointed out that advertisers nowadays are not stupid. Retweets, comments and likes are all subject to human intervention, and what they really care about is conversion.

In summary, the calculation formula for the interaction rate indicator is mainly derived based on platform characteristics. To a certain extent, it can reflect the advertising value behind this platform. Analyzing the value behind the data and applying it to brand marketing is what is worthy of research and analysis by the industry.

The author of this article @Media 360 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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