Why has Douyin recently produced a hit marketing case?

How to prove that a product is popular?

From being unmoved by the constant recommendations of friends around me, to downloading it to give it a try; from agreeing to only spend 5 minutes on it, to two hours going by in a flash without me noticing; from waiting in line to killing time on the bus or subway.

Who has entered the users’ life scenes and seized their fragmented time? ——

Douyin , this "star product" that has been frequently mentioned recently, why does it have such magic that makes you unable to stop scrolling? The momentum of brand marketing is on the rise. Let’s take a look at how they are trying out Douyin marketing and achieving amazing results.

Eggs filled with gluten? Douyin makes Haidilao's most popular way of eating

You can often see short videos about food on TikTok, and the text descriptions are often accompanied by information such as "I learned it from TikTok, and it really didn't lie to me."

Under the topic #亥捞#, ​​nearly 15,000 people participated in the activity to challenge Haidilao's creative new eating methods.

There is a creative new product called "Eggs Stuffed with Gluten". You may have never heard of it before watching Douyin, but it has become a famous dish. How to eat it? First, beat the eggs evenly in a cup, add shrimp paste and stir, poke a small hole in the oil gluten, pour in the egg liquid and seal the hole, then put it into the pot and cook. To experience how delicious it is, you can only go to Haidilao yourself.

This video has received nearly 1.5 million likes, so you can imagine how popular it is.

The first thing in this challenge is the homemade innovative dipping sauce: chili pepper + crushed peanuts + blended oil + oyster sauce + chopped green onions. This dipping sauce has become a hit online celebrity product , with nearly 2 million likes on Douyin and over 10,000 comments.

Compared with interesting video content, brand information has a very low presence. This kind of soft and creative non-advertising video is one of the important factors that make netizens like and swipe the screen.

The popularity of eggs stuffed with gluten and "Internet celebrity dipping sauces" has triggered a new round of queues at Haidilao stores. The large-scale dissemination of innovative online content has radiated to offline physical stores. Haidilao has successfully leveraged Douyin to realize traffic monetization, and the resulting consumption growth cannot be underestimated.

The unexpected popularity of Haidilao has allowed this hotpot restaurant, which originally built a good reputation for its humane service, to "bloom again", ushering in the "second spring" of the severely homogenized hotpot catering industry, and also created a marketing method on Douyin that can be used as a reference for other catering industries.

For example, a catering brand can launch a challenge on Douyin, calling on everyone to share some creative ways of eating. Those with the highest number of likes can receive luxurious gifts customized by the merchant. The large amount of creative content inspired by imitation and competition can easily go viral in a short period of time, which has a positive impact on the building of brand voice and also plays a positive role in offline sales conversion .

Change the way you eat chicken? Players playing PlayerUnknown's Battlegrounds on TikTok

In the #EatChicken# challenge event, various hilarious scenes appeared. The fun of the game itself, coupled with the interesting music provided by Douyin, and the tight "challenge time" of 15 seconds, attracted nearly 80,000 Douyin users to participate in the challenge.

The "Chicken Eating Video", which ranked first with nearly 1.4 million likes, shows a scene where a player is injured and asks his teammates for help but ends up making things worse. "The most important thing for a family is to be together" is the most powerful joke about encountering "stupid teammates".

With the popularity of short videos, gaming short videos, as an important vertical category, have become one of the most popular consumer content among users. As a major IP in the online gaming industry, the commercial value of PlayerUnknown's Battlegrounds is unparalleled. This "unofficial cooperation" with Douyin has demonstrated tremendous dissemination and participation, giving the PUBG game, and even other online games, more room for "witty" imagination on Douyin besides hard advertising.

Can publicity and promotion be done like this? Popular songs and TV dramas have new channels for promotion and distribution

Users who frequently use Douyin know that popular songs such as "See You at the Next Intersection", "The Most Beautiful Expectation", and "Dignity", the interlude of the movie "Ex-Files 3", are background music frequently used by Douyin users.

With simple and casual dance steps and brisk and rhythmic music, Chris Lee's single "See You at the Next Intersection" has ushered in a wave of audio-visual climax since its release in 2009.

As for the release of a new song, a 15-second warm-up is enough to pave the way for a "first-hand experience" in the subsequent publicity and promotion, and to gain the greatest attention and traffic for the entire single.

Douyin can be the first choice for the promotion of new songs, and those "old songs" can also achieve good results by becoming the background music for user-made videos on Douyin. "See You at the Next Intersection" is the best proof that an "old song" has successfully made the charts, becoming a "high-energy song" that is widely spread online and sung offline.

The screen-sweeping effect of "Dignity" and "The Most Beautiful Expectations" on Douyin also boosted the publicity of the film and television dramas. The two worked together in marketing value to maximize their value.

There are more ways to promote music, movies and TV series on TikTok. For example, a singer can release a new song on Douyin once a month as a warm-up method. Whether choosing a 15-second short video or live broadcast , in conjunction with the fan community ecosystem, it can maintain the popularity of the topic and bring substantial album sales.

Back to the brand itself, we all know that some companies and brands have their own customized songs, and some Internet companies have launched brainwashing songs that are quite interesting. If these companies and brands settle in Douyin and rely on Douyin's music promotion and marketing capabilities to spread brand-customized songs, this will bring good results for both the company image and brand voice.

In addition to this, what other values ​​does Douyin have that brands see?

1. Excellent user experience brought by friendly product design

When you open TikTok, you will find that the interface design is very simple. On the one hand, it reduces the viewing cost for users, and on the other hand, it makes the decision-making window smaller, which lowers the threshold for users to create content . Moreover, built-in special effects and props, vertical full-screen experience, as well as filters, beauty and other elements play a significant role in enhancing the expressiveness of the video.

In terms of the experience of "shooting the same style" of popular content, it is equivalent to Douyin having already built the stage and the accompaniment has sounded, and the rest is just leaving the microphone and the stage to you to perform freely.

The high-quality user experience brought by the friendly product design has won good reputation among users. In Douyin's good and positive marketing atmosphere, high-quality information presentation makes brand content easier for users to accept. Some creative and personalized content can also stimulate users' desire to create, promote communication and interaction opportunities between brands and users, and form an effective communication closed loop.

2. Double recommendation mechanism to increase exposure opportunities for brand content marketing

It is understood that Douyin adopts an intelligent social recommendation mechanism . For ordinary users who do not have a fan base, as long as the videos they produce are fun and interesting enough, they can also generate tens of millions of exposures. This gives ordinary users the opportunity to compete with Internet celebrities and KOLs . In fact, many of the current celebrities on Tik Tok were just ordinary people back then.

Based on this dual recommendation mechanism, for brands that already have a fan base, establishing and maintaining a brand persona on Douyin has some unique advantages. Brands use deep insights into Douyin users . The higher the quality and more exclusive the content they create, the more it can inspire existing fans to comment, like and share.

With the help of the unique recommendation mechanism, the interaction between users and brands becomes more and more positive, which will be a good way to maintain existing fans and attract new fans, and increase the communication opportunities between brands and users.

3. Social attributes that can spread like a virus

Social media is the preferred battlefield for brand marketing . When Weibo and WeChat Moments become a regular marketing combination, the new traffic tapped has become extremely small. Finding other social media channels is something brand owners have to try.

The constant flow of interesting content on Douyin has attracted groups from all walks of life to register, interact and share.

The above-mentioned Internet celebrity eating method of Haidilao, when the online dissemination reaches a certain scale, will cause a clustering reaction offline. Similarly, the popularity of the “Chicken Game” challenge and popular songs from film and television dramas show that Tik Tok has the “physique” to spread virally and has extremely strong social attributes.

At the Douyin brand upgrade press conference that just concluded, the brand positioning of “a platform for recording a beautiful life” was clearly stated. This also shows that Douyin has gradually transitioned from focusing on pure entertainment scenarios to life consumption scenarios.

When it comes to discovering and recording a beautiful life, Xi'an's popularity on Douyin fully illustrates this brand positioning. A Douyin user who was traveling in Xi'an casually posted a travel video and launched the #Xi'an# challenge, which prompted local Xi'an residents and tourists in Xi'an to participate in it. For a time, a large number of delicacies, beautiful scenery, and folk customs were displayed on Douyin. Some people even check in at popular places in Xi'an just because of these Douyin videos.

Brand appeals and market demands make it possible to tap into huge user value on Douyin, and user value will eventually feed back to merchants and brands. Hard advertising is just an elementary method. Brands collaborating with TikTok celebrities to create their own content was also proven to be successful as early as last year.

In the future, it will be worth looking forward to how brands will "strike gold" on Douyin and create novel monetization methods.

The author of this article is @数英网开开 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