Analysis of selling products through Douyin and short videos!

"Is it too late for me to do live streaming now?" A friend asked me this yesterday.

I won’t tell you anything nonsense today. You can judge for yourself whether it is too late or not.

From February 5 to March 2, in just 27 days, the total sales of Li Jiaqi's live broadcast room reached 957 million yuan, with the highest simultaneous online sales reaching 957 million yuan. The beauty brand "Lin Qingxuan" nearly went bankrupt during the Spring Festival, but the company eventually turned the situation around by selling products through short videos ;

A poverty alleviation cadre from Zhejiang University turned into a live broadcaster to sell goods, selling 3,000 kilograms of peas in 10 minutes; one institution sold 9 houses in one day through Taobao live broadcast "cloud selling"; Douyin anchor "Da Yuanzi" followed suit and launched a live broadcast of a cat sleeping, earning a net of 10,000 yuan from tips alone.

Now, I think everyone has the answer.

The epidemic has forced countless businesses to transform online and begin to hope for a turnaround in e-commerce live streaming. However, for those who are engaged in traditional industries or have never been exposed to short videos, it is a bit difficult to know where to start. So today, taking Tik Tok as an example, I will share with you the entire path of selling products through short videos.

1. Transaction Scenario

1. Tik Tok jump link

Currently, you can jump from Douyin to Taobao, Tmall, Douyin Stores, JD.com, Vipshop, NetEase Kaola, etc. Friends who already have Taobao or other stores can choose this method to sell goods.

2. Douyin Store

The number of followers of the Douyin account is greater than or equal to 300,000 / Xigua / Huoshan / Toutiao account is greater than or equal to 100,000. You can apply on the official website https://fxg.jinritemai.com/).

The advantage of Douyin Store is that users do not need to jump to a third party and can purchase directly within the Douyin APP.

3. Douyin Mini Program Mall

This method is suitable for friends who have no source of goods but want to sell goods.

4. Live Shopping Cart

After you have 3,000 fans, the [Live Shopping Cart] permission will be automatically opened in the background, and you can then choose to sell goods through live streaming.

2. Seven steps to short video marketing

1. Account positioning

Both platforms and users like accounts that continuously output vertical content. If you post food today, makeup tomorrow, and outfits the day after tomorrow, the number of users will decrease and the account exposure will be reduced.

The correct way is to position your account and determine the content format based on your products or expertise. In general, the more precise and vertical the account positioning is, the more accurate the fans are, the easier it is to monetize, and the more accurate traffic you will get. For specific account positioning methods, please refer to the figure below.

2. Find similar accounts

Find big accounts in the same field as you, and learn from their account content, posting frequency, and fan interaction. The advantage of doing this is that it can reduce the cost of trial and error, and at the same time help the Douyin backend identify the content attributes of the account.

3. Open product showcase

If you want to sell goods, you must open a product showcase + video shopping cart. The current threshold is real-name authentication + 10 videos + 1,000 fans to activate it. In fact, the threshold of 1,000 is not high. As long as you publish 10 high-quality works, you can complete it.

4. Product selection

The products that are easier to sell on Douyin are impulse purchases, fashion purchases and daily consumer goods, among which novel or practical products are easier to sell. In addition, another principle of selling products through short videos is to make users feel that they are getting great value for money as much as possible! Judging from the product list of Douyin, products priced below 60 yuan are more likely to be favored by the public, so when promoting products, you can pay attention to the price.

5. Content Production

Content production mainly includes script writing, video shooting and video editing. The time, place, picture, how to use the lens, the angle of view, costumes, makeup and props all need to be considered, which determine the direction of the content. Of course, if the content is in the form of a PPT carousel or a live explanation, you don’t need to prepare a script and just focus on polishing the content.

6. Video Release

The release of videos is a point that many people tend to overlook. You can choose to release your work at a time when user activity is high, and also pay attention to the video's text description.

First of all, the publishing time can be selected between 12:00-14:00 noon and 17:00-19:00 in the evening.

Secondly, the text description of the video must be able to arouse comments and interactions. You can try to use question sentences, celebrity effects, and create suspense. Finally, avoid sensitive words in the title, such as "best", "super", and insulting words.

7. Good use of tools

Tools such as Douchacha, Doudada, and toobigdata can help us understand Douyin’s popular content, celebrities in various fields, and popular products.

3. Team Building

When building a short video team, we mainly consider three aspects: necessary skills, staffing, and work arrangements.

1. Required skills

To be an excellent short video creator, everyone in the team must have some basic abilities. Based on my practical experience, I will share the essential skills of a short video team.

(1) Marketing capabilities

Since you are selling products, the first thing you need to do is to understand marketing. What do users like? What routine is more likely to attract him? What are their pain points? This series of problems requires the use of marketing capabilities to solve.

(2) Content planning capabilities

If short videos want to become popular, the most important thing is content is king. Only by creating good content can you gain fans and convert them into cash later.

(3) Operational capabilities

Since we are forming a team, we will definitely not just focus on one platform. For operators, we must clearly understand the algorithm mechanisms of each platform in order to optimize operations, enhance product awareness among users of each platform, and expand the amount of dissemination.

(4) Aesthetic ability: A short video that can be forwarded to others often needs to have a certain aesthetic quality. The angles of photography and videography, copywriting planning, content editing, etc. all have basic requirements for the aesthetic abilities of each team member.

(5) Data analysis capabilities

No data, no optimization. If you want your content to get more exposure and attract more fans, you must analyze your work from various data dimensions, so as to find out the rules and apply them to your own content.

(6) Learning ability: Knowledge in the short video field changes rapidly, requiring each of us engaged in short video to constantly explore, innovate, learn, improve, and make breakthroughs in our own professional fields.

2. Staffing

Generally speaking, a short video team can be configured as a team of 3 or 5 people. For example, talents like Office Ono and Daigula K are typical three-person teams, consisting of one talent + one director and operator + one cameraman and post-production worker. If it is a team of 5 people, it consists of expert + director + operation + shooting + post-production.

The director is the person who controls the overall situation. He will set the direction of the content. Every link in the content production (topic selection, planning, shooting, editing, and then pushing) requires the director's supervision and participation.

Experts are an indispensable part of an account, especially now that short videos are moving towards refined operations. A highly recognizable IP is the soul of an account. It can increase fan stickiness and make the content more relevant to life.

Operation is a very important part. After the video is completed, how to get the maximum content and column exposure, which channels to send it to, user feedback management, etc. are all the responsibilities of the operation. Shooting is very important in short videos. A good photographer can reduce the cost of editing and make the short video half successful. The photographer must be good at using the lens, controlling the composition of the shooting picture throughout the shooting, designing the lens, and knowing how to shoot.

In the later stage, you need to control the rhythm of the entire short video, participate in content planning in the early stage, make necessary choices for the filmed materials in a targeted manner, and add appropriate music, dubbing and special effects, and communicate with the audience through editing of the short video content.

Considering the budget, among the above five staffing configurations, one person can be chosen to perform two duties, such as a team of three, but the specific situation depends on the actual situation.

3. Work arrangements

Once the team is set up, how does it operate? The best way is to establish a set of SOPs to standardize daily repetitive work. Here is a table for your reference.

The above is just the work content for one week. As a coordinator, you also need to implement the tasks on a daily and monthly basis. This involves knowledge of team management and operations, so I will not elaborate on it.

Author: Operation is a pit

Source: Operation is a pit (ID: gh_269a120e69c3)