Analysis of Douyin operations of 24 brands including NetEase, Xiaomi, Alipay and Haidilao

You missed the bonus of Weibo big V in 2009, and missed the official account in 2013. You can’t miss the Douyin celebrity in 2018! Douyin has been a hot topic recently. It was suspected that its sharing links were banned by Weibo and WeChat , making it a showcase for counterfeit goods. Yesterday, it was said that Douyin can be linked to Taobao , making it the latest product influencer to rival Yang Mi, or even a Douyin merchant (Douyin + e-commerce ).

Recently, many colleagues have been asked to do operation and maintenance at Douyin. Are you confused after seeing the email?

Today we will talk about how we, as the second party, can help the first party members to play TikTok from the following four aspects .

1. What is Tik Tok?
   2. Who are the main users of TikTok?
   3. How to use Tik Tok?
   4. What are the highlights and skills of official operation and maintenance?

1. What is Tik Tok?

Tik Tok is a music-based creative short video social software that focuses on the 15-second music short video community for young people. Users can use this software to select songs and shoot 15-second music short videos to create native soundtracks for their phones. Douyin is different from the horizontal screen short videos recorded by traditional cameras such as Meipai and Miaopai . Both Douyin and Kuaishou are native short videos for mobile phones with fixed screens, making vertical music UGC short videos.

2. Who are the main users of Tik Tok?

TikTok’s target users can be divided into three categories:

Internet celebrity users# Content producers

In the early stage, Douyin recruited about 300 seed users who were internet celebrities, conducted unified training on video content creation, and attracted internet celebrities with a strong desire for self-expression to participate. They have a high passion for music and creative video production and editing, and hope that their works can be exposed to more people. This is similar to Taiwan's model for cultivating internet celebrities. Creators only need to produce content every day, and a professional brokerage team will maintain and promote the platform.

Follower users # Sub-content producers

This type of users appreciate the wonderful works of internet celebrities and also want to be able to shoot equally cool videos themselves, so they need to find the stars in their hearts on the platform, follow them, learn from them, and participate in Douyin's challenge topics.

Browsers # Content Consumers

This is the majority of us, the spectators, who are mainly content consumers and sharers. They go on the platform just to find and watch wonderful works, enrich their fragmented time, and have social topics to talk about with friends. This type of user can bring most of the DAU (Daily Active User) to the platform, and is also the broad mass base of the first two types of users.

3. How to play Tik Tok?

In fact, it is to understand the recommendation mechanism of the Tik Tok platform. There are two entrances to watch Douyin: Recommended and Nearby. The recommendation process of Douyin is generally as follows: first, individual users nearby can see it, and then the star rating of the video is calculated based on the like rate, playback time, comments and other dimensions of these users. If the rating is good, it will be recommended to more similar users. If the data has not decayed, it will continue to recommend. If the data has decayed or the rating is not high, it will reduce the number of recommendations.

Translated into human language, Douyin's current operation and maintenance mechanism is to shoot 2-3 videos a week at best, and then carry out refined operation and promotion for each one to maintain its popularity for a certain period of time. Similar to Haidilao combining offline activities , attracting traffic can easily create explosive content, which we will discuss in detail below.

4. What are the highlights and skills of official operation and maintenance?

There are not too many Blue Vs on the Douyin platform at present. We classify them according to the content operation plan. There are accounts with fixed anchors, daily joke accounts of the operation department, flash accounts that cooperate with the Douyin platform, and accounts that carry brand content and production skills. I have made a rough collection and summary.

Personalized accounts: Kuaikan Comics, Lenovo, Audi

Product operation account: Alipay , NetEase Yanxuan , Meituan , Koubei, NetEase Cloud Classroom, NetEase Cloud Music , Xiaomi mobile phone

Campaign cooperation flash accounts: Airbnb, JD.com , Tmall , NetEase Kaola, Sophie sanitary napkins, Chevrolet, Harbin Beer, Mafengwo, Ctrip Travel

Brand function tips: adidas neo, Dianping, League of Legends

Personalized account

The most productive one is the Lenovo brand, which is also the most planned account at present. As of March 28, it has published 348 works, with an average of about 3,000 likes. It features regular girls appearing on the screen to showcase Lenovo's various products in an interesting way, but the interesting jokes are not funny.

Kuaikan Comics uses two comic characters as the protagonists and carefully produces love stories into short videos for release. This is something worth learning.

Product Operations

Alipay's Douyin draws traffic from WeChat official accounts , making new media and operations editors envious. Alipay edits the daily life of the operations department and Alipay's new functions into jokes and puts them on Douyin. It is obvious that it is a veteran in the joke world, and I was completely attracted by it.

At the current stage, the only mobile phone that can compete with Alipay is Xiaomi. It uses the same approach, combining the daily life of Xiaomi's operations department with the main highlights of Xiaomi mobile phones, making them into Douyin clips, and adding time-flow ads to attract traffic to the account. NetEase also uses a similar approach. After seeing this, I want to work in these departments. It is a very good recruitment advertisement.

Campaign Cooperation Flash

Airbnb, JD.com, Tmall, NetEase Kaola, Sophie Sanitary Napkins, Chevrolet, Harbin Beer, these accounts have opened an account in order to run splash screen or time stream ads on Douyin, edited their own brand TVC into a splash screen and published it directly on Douyin, which can be said to be a very 4A routine. Social media has been developed for nearly 10 years, but these brand owners still shoot a TVC and then find a media company to put it into circulation, completely ignoring the secondary dissemination and fission of the platform.

Brand Function Tips

Finally, let’s talk about accounts in this category. They carefully create corresponding content based on brand tone, consumer demand and platform mechanism, and put it on the platform time stream. One of the representatives is adidas neo, which takes fashion and lifestyle as the theme and carefully creates each content on Douyin. This is worth learning for all brand owners.

In addition to the above daily operations, what other magical operations does Douyin have? ? ?

It is Haidilao. Haidilao's thoughtful service is deeply loved by the people. This time it became popular on Douyin, which is also based on the stable service accumulation and the word-of-mouth social effect generated.

A Shanghainese post-95s brainstormer launched the #Haidilao# challenge at Haidilao. The content of the challenge is: as long as you go to Haidilao to eat hot pot, if you ask for the "Douyin Set Meal", the waiter will understand and provide you with DIY ingredients. As of now, there are 3 ways to eat the Haidilao "Douyin Set Meal"

① DIY Internet celebrity oil gluten series: DIY egg oil gluten, DIY egg shrimp oil gluten, DIY egg beef shrimp oil gluten

② DIY pot base & seasoning: DIY pot base, DIY seasoning

③ DIY popular staple food & side dishes: Extra thick tomato beef rice, spinach and seafood porridge, "French" stuffed tofu

#Haidilao# Where is the challenge god? Combine Haidilao’s services and products (hot pot) with consumption scenarios (dine-in), allowing consumers to deeply participate in it, and spread UGC content through the Douyin platform to attract consumers to shop in stores, participate in DIY creation, and trigger food and lifestyle KOLs to follow suit and spread the content. If this is a brand event , the cost is less than one-third of the Douyin time flow (the cheapest starts at 200,000).

From this analysis, it seems that the Blue V on the Douyin platform is basically a blue ocean. The platform strategies, content, and packaging of major brands lack innovation and thoroughness. It may also be that the platform has just emerged and everyone does not want to spend more money on trial and error. Or they simply don’t understand the platform’s operation and maintenance mechanism. In the era of Weibo and official accounts, many brand owners still communicate with their audiences in a 4A tone, with an attitude of “buy it or not”.

In terms of content operation and maintenance strategy, based on the initial analysis, Douyin is a video content, and 2-3 pieces a week are optimal. Then, refined operation and maintenance are carried out to make each piece potentially become a popular content. This is the only way to achieve operation and maintenance.

The structure of each 15-second video is broken down into three parts: cover, content preparation, and hot topic. The cover as a brand image cannot be sloppy. It must also catch the attention of consumers so that they can get interaction in the short time flow. Then start telling stories and jokes, and there must be a hot topic in the end.

In terms of operation and maintenance content , we have been promoting personalization since the Weibo era. After so many years of baptism, Durex has maintained its unique brand personality. If 4G traffic continues to decrease and media content enters the video era, personalization will move towards real-life and IP-based content, which is a topic that all brands cannot escape.

In terms of account packaging , judging from foreign Instagram accounts, there are endless ways to explore. For example, from December 2014 to March 2015, Mazda created a long journey home on Instagram through sophisticated image design and layout over a period of three months.

YSL X Instagram combines various products of the brand into a guitar, and the part that makes up the guitar is the first frame of the video.

The author of this article @Creative Manual 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