How does a brand use TikTok? The official finally gave the answer for the first time today!

I guess only blockchain conferences can be this popular!

Douyin held its 2018 Annual Marketing Summit in Shanghai this afternoon in a very low-key manner. Why is it said to be low-key? For this event, only about 10 media outlets were invited, and the other 900 seats were all reserved in advance by brand owners. As Douyin’s first official external event in 2018, it attracted a large number of brand customers, but 99% of the people were not invited and were stopped outside by security guards. This also shows the popularity of Tik Tok from one aspect.

Since Douyin is facing nearly a thousand of the richest brand owners in the country, the purpose of this event is very clear: to tell brand owners the value that Douyin can provide and how everyone should use Douyin!

The following is the speech of Chen Duye, general manager of Toutiao Marketing Center, compiled by Uncle.

1. Who is the Blue V with the most fans on Douyin?

In addition to celebrities and influencers, Douyin has also begun to support the official accounts of brand owners.

In March of this year, Douyin specially selected several brands to cooperate with, including but not limited to adidas neo, Audi and Casarte washing machines, for internal testing, and today officially launched the Blue V certification rights for brand homepages.

On the brand homepage, it can help business owners make more business expressions, such as brand information (brand customized header image, account avatar blue V identity authentication, text introduction), conversion portal (brand official website, e-commerce ), content aggregation (topic challenge content aggregation), and brand video (supports pinning). In the future, Douyin will also open up an online and offline closed loop based on LBS. The uncle learned that Douyin now only opens aggregated content and hopes that more brand owners will join Douyin.

Who is the Blue V with the most fans on Douyin at present?

The answer is revealed: adidas neo! More than 1.2 million fans!

adidas neo is a youth-oriented brand under adidas , and its target users are young people of the new era. adidas neo entered the platform in January this year, officially started brand homepage cooperation in March, and began to operate the Douyin account in a refined manner. In just over a month, it has accumulated 1.215 million fans, with the video having a maximum playback volume of 150 million and 2.8 million interactions (follow + like + comment). The uncle saw that adidas neo shot a lot of vertical videos suitable for the TikTok style, produced multiple video contents for its spokespersons Zheng Kai and Reba, and encouraged user interaction.

I think now is the best time for brand owners to join Blue V, and you know why.

2. How do celebrities quickly increase their fans on Douyin?

Tik Tok is a platform for group participation and word-of-mouth explosion, so interactions can be formed between creators and followers (fans) on the platform, and communication can also be formed between users. We have seen many examples of communication between users on the platform.

An example of interaction between celebrities was mentioned at the scene. One was Guan Xiaotong (17 million Douyin fans), and the other was Jiang Shuying (7 million Douyin fans). Guan Xiaotong and Jiang Shuying are good friends in life. A few days ago, Guan Xiaotong launched the "Versatile Goddess" challenge on Douyin and "@" Jiang Shuying. Soon Jiang Shuying responded to the challenge with a Douyin short video . Fans of both sides used “@” to reach each other’s homepage to watch the video. There was a lot of communication, discussion and interaction between the fans of both sides. Soon 35,000 people participated in the discussion. Through fan interaction, Jiang Shuying’s fans grew from 3 million to 6 million in a very short time.

For brands, it is worth studying how to use celebrities to increase their exposure , topicality and even number of fans.

3. Why is Haidilao such a hot topic?

There are many popular videos on Douyin, such as Haidilao, bowl-smashing wine, coco milk tea, Turkish ice cream, etc., especially Haidilao's fancy eating methods, which became popular on Douyin overnight a while ago. A Douyin user added raw eggs and shrimp paste to gluten and cooked it, which was said to be very delicious. It triggered more than 200 challenges related to Haidilao's fancy eating methods, such as seafood porridge, tomato beef rice, etc.

Tracy, Haidilao's Chief Development Officer and Executive Director of the Research Institute, also admitted that these new ways of eating came entirely from Douyin users. In order to meet user needs, the store staff even took the initiative to learn these new ways of eating. It is said that Haidilao has recently organized all employees to learn how to shoot Douyin. It is said that due to the popularity of fancy eating methods, the order volume of one type of tofu puff from Haidilao has directly increased by 17%.

Taking COCO milk tea as an example, let’s look at the path of word-of-mouth communication through group participation on Douyin: the initiator initially started with two videos, which had over 500,000 views. After the topic became popular, over 40 followers quickly followed suit . The average number of video views for this type of communication is between 10,000 and 500,000. Later on, there were more participants, more than 1,900 participants, a growth rate of more than 40 times, which heated up the topic on the platform step by step, and in the end more people became viewers. This is the unique word-of-mouth communication on Douyin. When you have popular content and users who are very willing to try new things, the topic can easily become heated.

The path between users and brands can become very short. In the past, if brands wanted to reach users, they had to go through various steps such as information contact, awakening, and retrieval. However, on TikTok, videos are a better and more immersive way of expression, which can shorten the distance between brands and users. In this case, user conversion rates will also be greatly increased.

If brand owners are able to create good content, whether through advertising or native methods, they can make it a hit, and then subsequent followers, participants, and viewers will join in. Therefore, it is possible to make advertising the content and content the conversion. We hope that brand owners can develop Douyin’s user content well and achieve commercial goals through traffic .

4. Is the advertisement vertical or horizontal?

Vertical native video is not just a conversion from a 16:9 ratio to a 9:16 ratio. The entire field of view is increased by 3.16 times. Vertical screen has long become the mainstream usage habit in the mobile era. You may not have noticed it, but in fact, your phone is in vertical screen more than 94% of the time. Both foreign data and Douyin data have proved that vertical screens can attract more users' attention, for example, increasing the completion rate of advertising by 9 times.

Data from Douyin shows that the visual attention of vertical videos has increased by 2 times, the click-through rate has increased by 1.44 times, and the interaction rate (likes, comments) has increased by 41%.

Don’t hesitate, this year’s video ads must be in vertical format! If you place a hard advertisement on Douyin, it must be in vertical format.

5. How can brands do product placement on Douyin?

a. Interactive stickers

For example, dynamic face recognition helps many advertisers showcase their concepts and products, and foreground stickers and background stickers make users feel more immersive. The most effective one at the moment is Suning ’s inflated red envelope. It happened to be the Spring Festival at the time, and everyone was sending out red envelopes, which led to this sticker being used by 150,000 people in a very short period of time. We will soon launch makeup stickers. Just now, everyone has been amazed by the hair dyeing effect. It is also achieved using dynamic face recognition and image segmentation technology. This is really a very good WYSIWYG method. In terms of intelligent motion capture, Douyin's dance machine has also achieved good brand effect communication. QQ Dance has deeply implanted its spokesperson William Chan into the dance machine.

b. KOL cooperation

Douyin has established a complete KOL cooperation matrix, including native, creative and expressive influencers on Douyin, as well as opinion leaders from all walks of life (travel, music, life), and celebrities. Since the second half of last year, a large number of celebrities have come to Douyin. Not only are Dilraba Dilmurat and Angelababy very popular, but they are also very integrated into the Douyin platform.

c. Initiate a challenge

The interaction between brands and celebrities can create many different ways of playing, such as the popular online drama "Legend of the Phoenix" starring Dilraba Dilmurat in March this year. There is an action of holding the face in the plot. The drama launched the "holding the face in a loving manner" challenge on Douyin, and let Dilraba Dilmurat personally act out how to hold the face, which attracted great attention. This video alone has received over 5 million likes, attracting a large number of TikTok users to participate in the challenge, and using the theme song of "Legend of the Phoenix" as background music. Even now, many people still hold their faces when playing with their friends, and it has become a very popular factor on Tik Tok.

Finally, I would like to share some of my feelings today:

1. Tik Tok is really popular. This is the first time I have seen a marketing summit where a platform actually refused to allow its client dad to attend.

2. For all brands, two Weibo and one Douyin must be standard;

3. Hurry up and start using Douyin, especially for brands that target the young market. If you miss this opportunity, it will be hard to have another one.

4. Douyin’s current three marketing axes: traffic (open screen + feed + implantation), challenge, and KOL. No matter what form it is, it must be viral. Even if it is an advertisement, it must make Douyin users imitate it and take over the relay. The ultimate goal is to achieve topic fission growth and become a hit.

5. Personally, I think that a brand does not necessarily have to have the most Blue V fans. The key is whether you can become a "prop" and stage in the hands of celebrities, experts and ordinary netizens.

6. A set of the latest user data of Douyin: 60% have a bachelor's degree, the male to female ratio is 4:6, 90% are under 35 years old, and the focus is on first- and second-tier cities.

The author of this article is @万能大叔 and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games