How to make your advertisement popular on Tik Tok?

Everyone knows how popular TikTok is today. If you advertise in the right way on such a platform with huge traffic , you can achieve a super high conversion rate in minutes. So how can you make your product popular?

We are all babies.

This is my biggest feeling when watching TikTok.

Babies love to imitate . For example, when they see other babies have something delicious or fun, they will either ask them directly for it or go home and cry and ask their parents to buy it for them. Babies even like to rush to eat at meals.

Tik Tok provides us with such an environment - playing games and performing for you. You are welcome to imitate.

The three-dimensional display of sound, light and shadow will stimulate people's desire to imitate, not to mention that Douyin also has a hidden bonus - attention.

It can be seen from the "Frog Raising" game that was discussed everywhere some time ago that people of this era are lonely.

At that time, everyone analyzed a lot of reasons why this game became popular, such as the simple mechanism, fragmented time and so on. Now it seems that these are just superficial. The only reason why this game became popular is that it was widely bombarded and formed a common topic circle . If you don’t believe me, let me ask you, now that no one in the circle of friends is discussing it, how many people are still enthusiastic about raising frogs? The same is true for Tik Tok.

Tik Tok has introduced a “ timely feedback mechanism ”, which refers to how many people liked and how many people left comments. I believe that people who really use Tik Tok will understand that the most exciting thing about a "Seaweed Dance" that has been rehearsed for several days is not the moment of dancing, but seeing many people leaving messages praising it.

The three-dimensional display of sound, light and shadow + the attention in the topic circle make Douyin a great seller. There is no doubt that " Haidilao Internet celebrity eating method", "Answer Tea", "Coco Internet celebrity tea", " Starbucks hidden menu"... have already been posted on your circle of friends several times, so many public accounts have said one after another that Douyin has become a new continent for marketing .

Let me tell you a little story. I wonder if you have noticed that the most popular thing on Douyin is food. Appetite is the essence of human nature. No matter how old a person is, if he sees others eating with relish in front of him, he will be unable to resist the temptation to try it.

When you see pictures of delicious food on your WeChat Moments, you can’t help but drool, let alone such a vivid three-dimensional display of sound, light and shadow. If your brand is food, don’t miss the Douyin platform . When it comes to food, there are not so many persuasive reasons to sell it. It’s just very tempting to eat it.

Back to the topic. There have been a lot of aggressive advertising on TikTok these days, showing that many brands have set their sights on this new continent. However, this kind of "aggressive advertising" has had little effect. Upon closer inspection, the number of views and comments are pitifully small.

It is really worrying. On Douyin, it is proven that "content is king". No matter how big a brand is, without content, there will be no attention. So, how did those products with super high conversion rates become popular?

Some people have analyzed that it is because the content itself is interesting, practical and novel, but when the brand thinks back about their own products, they still feel confused, because the standards of "interesting, practical and novel" are not the same, which makes people very overwhelmed.

Douyin also tries to create a good advertising environment for brands from its own perspective, but no matter how perfect the rules of the game are, how well you play still depends on your personal practice.

According to my observation, the following three points are worth noting to master the soft advertising of Douyin:

1. Social: Labeling

I often joke with my friends: Let’s play with our phones together when we have time.

In fact, everyone knows that the Internet connects the world on the surface, but it actually isolates people from each other. Cherish those who can come out for a cup of tea or a meal with you.

Everyone is in a contradictory loneliness and instinctively seeks "labels" to form a group. Whether they are eager to join a certain label or try hard to get rid of a certain label, they are essentially seeking a psychological belonging.

The popularity of such a childish toy as the Peppa Pig watch can be attributed to the label of "social person". The cute contrast of "a green dragon on the left, a white tiger on the right and a Peppa Pig tattoo in the middle" represents a playful attitude towards life.

The Traveling Frog game mentioned above also became popular on WeChat Moments largely because of its labeling as a “Buddhist youth”.

However, there is a skill to "labeling". The more a label is neither right nor wrong, neither praise nor criticism, and it only objectively reflects one's attitude towards life, the easier it is to be accepted. The same applies to the above-mentioned "social people", "Buddhist youth", "greasy middle-aged people" and "middle-aged girls".

2. Operability: Simple and interesting

No need to explain too much, it is simple, interesting and easy to imitate, and the threshold for participation is low, you know.

But it is worth noting that brands often look at their products like their own children, and everything about them is good. However, on a short, fast and fun platform like Douyin, you must not be greedy and talk about many selling points in one breath. You can only talk about one, and it is best to be the "least serious" one.

Things like "Eating your way through Haidilao", "Starbucks' hidden menu" and "Peppa Pig watch" did not become popular because of serious teaching of skills. Please believe that people who are active on the TikTok platform are definitely not those who will listen carefully to you explain the technology and functions. Instead, they are those who want to relax and discover new life skills.

Saying the right words and doing the right things at the right occasion is the most basic respect for a person.

When it comes to soft advertising, the first thing that comes to people’s mind is often “story”, so there are performances like “ Daily Fresh ” where “the boyfriend bought fruit for his girlfriend, and the girlfriend suspected that he was hiding some private money”.

To be honest, don't try to tell a story to impress anyone on TikTok. It’s okay to watch these fabricated story-based advertisements on WeChat and video platforms, because everyone is making them up and the public won’t mind. But this kind of story is not suitable for Douyin. Not to mention that it is inconsistent with the style of Douyin, the story itself can easily become an awkward performance on this platform.

So what can you do on TikTok? There is no other way but to play the game of life.

3. Sense of role: Give the audience a role

Here, please allow me to use Audi as an example. Audi showed off its drifting skills seriously, but in the end, it only received a polite response from people: "You are great", rather than the willingness to act of "I want to try it". Because the role that the advertisement sets for the audience is simply to watch it perform.

Satisfying players’ desire to perform is the brand’s top priority on Douyin.

We must change our concept. In the past, in advertisements on other platforms, brands were the protagonists, customizing the rules of the game and getting everyone to participate. But on Douyin, brands must become supporting roles and become the supporting actors. Even if the rules of the game are set by the brand, they must hide themselves when executing and give the stage to the performers.

Even though TikTok has huge traffic, it cannot stop people from taking the initiative - if they don’t like it, they can just swipe away.

Therefore, if you want to become a Douyin celebrity, you need to reverse your thinking when formulating the rules of the game, and the perspective you consider should become "how the audience plays with a certain product" rather than "how I push the product to the audience."

That’s all. I wish you all a happy time on Douyin!

For more information on Douyin advertising , please contact Qinggua Media: http://www.iqingua.com/93.html

The author of this article @广告女孩 compiled and published by (青瓜传媒), please indicate the author information and source when reprinting!

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