New brand marketing, new Tik Tok marketing techniques!

In 2019, video marketing played an increasingly larger role in the global marketing market. According to a report by Dewai No. 5, about 5 billion videos are played on the YouTube platform every day, and the video viewing time on Facebook can reach 100 million hours a day. More than 90% of the audience said that product-related videos are very helpful when they make decisions.

According to a report by iResearch, the number of monthly independent devices of Douyin has continued to grow over the past year, reaching more than 360 million monthly active users in February 2019, and ByteDance is valued at more than US$75 billion.

(Image source: iResearch)

People often say “Kuaishou in the north and Douyin in the south”. Among the Douyin user group, more than 10% of users have IP addresses from Guangdong.

However, in recent years, Douyin has become more ambitious and is not satisfied with the domestic market. It has also made a splash internationally through "Tik Tok".

In Apple's "Best of 2018", the global short video app Tik Tok surpassed classic applications such as LINE and Google Maps to become the number one on the Japanese App Store's annual popular free application list.

In the Google Play Annual Awards announced at the same time, TikTok also entered the top five of Japan's annual "User Favorite Apps" list. Douyin's global presence is unattainable by other domestic short video apps.

(Image source: iResearch)

From the question of "How long will TikTok remain popular?" to the concern of "How can TikTok become popular?", the marketing value of TikTok is being recognized by more and more people. We have summarized seven practical questions and answers about TikTok marketing, come and learn some new things!

1. What are the advantages of Douyin?

1. High-quality traffic

Douyin platform is almost entirely populated by young users, with ages mainly concentrated between 20 and 30 years old. They are all from first- and second-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, and the number of female users is significantly higher than that of male users.

These Douyin user groups, which are gathered in first- and second-tier cities, are all high-quality and accurate traffic. They not only have strong consumption concepts and high consumption frequency, but also have a strong concept of payment, so the conversion rate for monetization in the later stage is very high.

2. Strong commercial marketing

The platform features of Douyin: music short videos + live broadcast + community operation.

Douyin's community-based operation has strong diffusion from point to surface. As a result, Douyin has gradually become the "king of selling goods", and has made countless derivative products popular, with the communication effect achieved exceeding expectations.

The e-commerce function on Douyin, when you click the icon, a product recommendation directly linked to Taobao will appear, and the product recommendation directly links to Taobao. Taobao’s investment in Douyin means that Douyin will become a new e-commerce traffic entrance.

Because of this advantage of Douyin, many products have become popular, such as "Answer Milk Tea", "Rabbit Ear Hat", Haidilao, skateboard, COCO milk tea, Peppa Pig and so on. Everyone wants to join TikTok to get a piece of the pie.

However, both companies and individuals who came to Douyin encountered various problems. The most basic thing is: no views, no exposure, no likes, personal accounts are judged as marketing, and corporate accounts become zombie accounts, so what should we do?

2. What are the techniques for promoting Douyin?

Answer: We need to grasp the essence of the content, while also grasping the essence of the user.

The essence of content does not lie in how beautiful it is, or whether it can be appreciated like a work of art. The reason why content has become a battleground in the post-traffic era and has immense magic is that the essence of content is actually the human heart.

In fact, a good content has no necessary connection with whether it is exquisite or not. The key is whether it can arouse your deepest emotions and your superficial senses.

In this regard, Tik Tok has done a very good job. You may not understand why such messy content can be recommended, but if you think about it carefully, it makes sense.

1. Low-quality PPT-style videos — they deliver useful information and value

2. WeChat chat history: a sense of déjà vu, or the drama brought by the contrast and conflict of the previous and subsequent routines

If you don't believe me, you can go through those things that you find interesting but can't really tell what's good about them and try to find out which G-spot they stimulate.

I won't enumerate them all here, but the magic of Tik Tok content lies in the fact that it captures the essence of the content and satisfies users' curiosity, resonance, freshness, and their seven emotions and six desires, five senses and six perceptions.

3. How to create a high-quality short video?

The golden formula for “short video content creation”.

Beginning: Well begun is half done, and the beginning of a Tik Tok video is very important. In principle, there must be suspenseful and eye-catching content within the first 5 seconds of the video to catch the user's attention.

(For information flow advertising, since the skipping cost of Douyin is very low, when users see labels such as "advertisement" and "download", they will instinctively resist and delete the video, so the requirements for the beginning of the video are higher, and users must be captured within 3 seconds.)

Topic selection: The topic must be popular and highly discussed. If the topic is not well selected, no matter how well the video is made, it will not resonate with users.

Structure: Short videos should have a strong dramatic structure. If the narration of a video is bland, users will think the video is not good and will change it immediately.

The highly dramatic structure in Tik Tok is like watching a movie. The audience will be excited when seeing the climax of the movie, and the first second of the short video should be the climax.

Middle content: After users are attracted by the beginning of the video, the middle part should be able to retain users. Therefore, there should be a strong reversal, conflict, and contrast in the middle of the short video.

Grass-planting videos need to supplement the content in the middle part, giving users new content to digest, making them feel that they have learned something valuable, and finally connect with the advertising content to achieve a more natural and smoother guidance.

Copywriting: The copy published after the video is completed is equally important. The copywriting should be guiding and allow users to participate in the interaction. Good copywriting can bring higher interaction rates, completion rates and comments, which can add icing on the cake.

If you do the above points well, the effect of the video will definitely not be bad. If you want to do better, you need to further optimize the topic selection, adjust it according to the personal style of the account, and give users more resonance points or more valuable things in the video structure.

4. How to make good use of Tik Tok’s algorithm mechanism?

1. Make good use of traffic pool

Douyin provides a traffic pool for every work, regardless of whether you are a big account or the quality of your work. Whether your work can reach more users depends on the performance of your work in this traffic pool.

Therefore, we must attach importance to this traffic pool and find ways to make our works stand out in this traffic pool, referring to four evaluation criteria: number of likes, number of comments, number of reposts and completion rate.

Knowing these four standards, when we first release the video, we should try to mobilize all the power we can to like, comment, forward and play it to the end.

2. Overlay recommendation

If your work gives you 100 basic playback traffic, and the system recommends it to users who may like the type of work you have, then how many of these 100 users have completed watching your work, how many have liked it, how many have commented on it, how many have followed you, and how many have forwarded your work, the system can use these feedback factors to judge whether your work is of high quality.

If it is a work that users like, the platform will make the next wave of recommendations, which may give you 1,000 or 10,000 plays, and each wave is more powerful than the last. At this time, your work will start to become popular.

5. How to publish and maintain

1. Release time

The logic is simple - release it when there are more users.

According to the big data report released by Douyin, the peak active times of Douyin users are the lunch peak at 12:00-13:00, the evening peak at 18:00-10:00, and the night peak at 21:00-22:00. You can choose these time periods to post.

2. Make good use of comments

We receive a large number of user comments every day, and we need dedicated people to maintain user comments, respond to user questions, and interact with users. If this link is done well, activity and loyalty will be greatly improved.

You can guide users in the comments and convert them into your sticky users through the author's replies, for example, by guiding them to platforms such as WeChat public accounts and Weibo.

6. What changes have taken place in Douyin marketing in 2019?

It is undoubtedly verticalization.

In terms of content, Douyin is rapidly developing from general entertainment to verticalization, and there are vertical KOLs in all walks of life. The market is becoming more segmented, and the commercialization of vertical industries is deepening.

7. What is the next direction of influencer marketing?

Nowadays, influencer marketing or "Internet celebrity marketing" is the mainstream of Douyin's operations.

If we observe Tik Tok, we will find that many new talents emerge every day, and their content is also different.

For example, in the beginning, the beauty content on the platform was mainly tutorials. Later, more technical sharing appeared, such as imitation makeup and advanced beauty techniques. Now, many beauty KOLs have found that too many people have already created the first two types of content. They began to share stories and opinions from their lives while putting on makeup, combining them with emotional topics, allowing users to pay for their values.

Zooming in on the content ecosystem of Douyin, from the cool skills, beautiful senses and light entertainment in the beginning to today's more diverse expression of values, more vertical content and more valuable sharing.

The influencers on Douyin are no longer just sharing useful information and valuable information with users, but have begun to demonstrate their attitude towards life and express themselves and their values.

The content of experts will gradually develop towards a higher spiritual level. It can be said that the future is an era of expressing attitudes. The popularity of VLOG also proves this point. Pictures and texts cannot produce VLOG.

This trend echoes the TikTok users’ pursuit of life attitude and quality of life.

Related reading:

1. Douyin operation methodology: 500,000 followers increased in 2 months!

2.2019 Tik Tok promotion and operation strategy!

3. Douyin promotion method: 6 types of content that Douyin limits traffic!

4. Tik Tok promotion skills: 3 steps and 7 key points!

5.What are the essential factors for Douyin promotion?

6. Sharing of practical tips on Douyin promotion and operation!

7. Douyin operation and promotion: How to use hot products to improve retention?

8. Douyin promotion method: 6 types of content that Douyin limits traffic!

9. Tik Tok promotion and monetization operation tutorial!

10. Tik Tok marketing promotion, how can one video gain 480,000 followers in 2 days?

11.How to promote Douyin? What are the channels for promoting Tik Tok?

12.How to operate Douyin on behalf of others? Tik Tok operation plan

author: Lee

source: Lee