5G is coming, short videos are so popular, how does Douyin operate? Today I will share how brands operate Douyin accounts. Here are some Douyin operation tips that I hope will help you.

Personal: The work is tiring and hard, and the opportunity to become famous is so easy. How about firing the boss and playing Douyin exclusively?

Shop: Answer Tea and Coco Milk Tea are very popular. They are so popular. Do we want to try them too?

Brand: We missed Weibo in 2011, WeChat in 2013, and the bonus of Douyin in 2018, we can’t miss it again

Company: I am a customer and my dad always asks me if I can do Douyin and how to do Douyin! !

Even with the recent vigorous rectification of the Internet and Tencent preparing to spend 3 billion on Weishi, it cannot stop the popularity of Douyin. So, before the era changes with the strong rise of another new media, should brands do Douyin marketing, and how should they do Douyin marketing?

Should Douyin marketing be done?

I have been using Douyin and Kuaishou for more than 2 months, and have also studied many relevant data reports. Before writing, I also reviewed the recent Douyin marketing views of each company. Douyin marketing has become a hot topic in the marketing world. The "double WeChat and one Douyin" marketing model has been supported by most marketers. Of course, there are also many opinions similar to Ermao's "Pour some cold water on Douyin". On the issue of "should brands do Douyin marketing?", I have no original point of view. My suggestion is to be "bold" and "careful".

Strategy - Bold:

Marketing giants such as NetEase and Procter & Gamble have set up their own advertising departments. One important reason is to attack every wave of social hot spots more quickly. As advertising companies, or those of us who are engaged in this industry, the birth of any new media or new technology is worth our time to study, try, and find more possibilities for brand marketing.

The current Douyin marketing that is booming has already included Adidas neo, Xiaomi mobile phone and other brands. Regardless of whether they are doing well or not, it is certain that they have become brand owners and the objects of world-wide attention in various Douyin marketing research articles. Their every word and deed has attracted great attention. In terms of exposure, they have already won a lot.

However, Douyin marketing still does not have a mature path, so brand owners are hesitant on whether to do Douyin marketing. To do it or not to do it? My answer is, go for it! You can fish in troubled waters. If you wait until the Douyin marketing business model gradually takes shape, the dividends will be distributed accordingly, and whoever takes the lead will win the world!

Execution - careful:

Chasing hot spots is necessary, but chasing hot spots blindly is not advisable. With the current popularity of Douyin marketing, the marketing and brand departments of individual companies do not consider the brand tone, blindly cater to the Douyin market and make marketing that affects their own brand image. This kind of cooking without systematic and strategic layout may increase brand/product exposure in the short term, but in the end it will backfire. Therefore, I agree with Ermao's point of view, let's pour some cold water on it.

How to do Douyin marketing?

1. Brands can officially settle in, and "double micro and one shake" is suitable for brand marketing. Many brands are still wondering whether to officially settle in. I think it is okay. Officials can bring users a more attributable and orthodox understanding. As another emerging social media, Douyin can bring more fragmented and visual brand content output to brands, filling the blank areas of WeChat and Weibo. Just like Durex in Weibo and Alipay in WeChat, before it becomes popular, you may never know that a brand can still play with users in this way.

2. Be cautious in seeking evidence and boldly try new things. As a new form of short video, everyone is trying to cross the river by feeling the stones, including current Alipay, Adidas neo, Xiaomi mobile phones, etc. I believe that no one dares to guarantee that their current method is the best and most useful, so carefully think about the ultimate purpose of operating Douyin, what content is suitable for your own brand, and what adjustments can be made to attract users... Then, boldly invest manpower and material resources to try more new methods. The blank area of ​​Douyin's marketing method is absolutely huge.

3. The content should be: diversity under unity. Whether it’s the daily operations of Alipay’s operations department or Lenovo’s influencers introducing products, if a brand wants to do Douyin, after deciding what direction to take, it will move in a single direction to develop diversified content and attract fans around the core. If there are too many directions, it will only lead to a loss of fans and a loose community. At this point, you can refer to the past and present of a certain electrical appliance brand on Weibo.

4. Fill Douyin’s current extremely scarce high-value content pool. Even with the super algorithm of "Today's Toutiao", Douyin's highly homogeneous content is still a major flaw at present. I believe friends who use Douyin can feel it. For example, a certain campus team at the top of Douyin's index has old-fashioned creative ideas and average acting skills, but it is so popular, which shows how scarce Douyin's content pool is currently. For another example, Papi Jiang has gained more than 6 million fans with 7 works on Douyin, and Yichan Little Monk’s animated short stories of ten seconds a day have also attracted 10 million fans. High-value content is always popular, so combining your own brand/product characteristics to seize the high ground of a certain content position is enough for your brand to establish a place on Douyin.

5. In my opinion, there are three elements of Douyin marketing content: story-based, interactive, and easy to imitate. Liu Erdou, the “overlord” of Douyin, made many people think that cats can really talk. A bowl of “bowl-shaking wine” caused friends who could not do Douyin to rush to Xi’an. A seaweed dance made many people who did not dance at all contract a disease of loving dancing... Different from Weibo and WeChat, Douyin, which is more fragmented and video-based, supports more story-based content and can interact with fans more efficiently and directly. Good content can also attract imitation.

6. Audio is very important. Douyin and Douyin, “sound” accounts for half of it, and the remaining half is still “douyin”. Even though Douyin is a short video platform, don’t forget that it calls itself a “music short video platform.” Whether it is pop music such as "C Mile C Mile", "Like a Seaweed Seaweed", "Check the Eyes, Meet the Right Person", or online audio such as "Do you remember the year you were sick", "Husband Hug Hug", etc., they have become the brainwashing "divine songs" of mass communication, so the blank area of ​​audio/music is also very huge. Like video content, interesting and easy-to-disseminate music is worth exploring.

7. Community establishment and operation in the comment area. WeChat strengthens social relationships, Weibo weakens social relationships, and Douyin currently has almost zero relationship. Perhaps it is a natural shortcoming in the operation mechanism of Douyin products. Currently, the social relationship between internal users of Douyin and big V, big V and users, and users and users is almost zero. Externally, the largest social port - sharing to WeChat/QQ, has been blocked by Tencent. The current Douyin should also be struggling in terms of social mechanism. But as I said before, “do as the Romans do”. No matter what, Douyin will always be a large-traffic platform. We can’t decide whether it will change, but we can try to adapt to it.

A very good phenomenon is that in the Douyin comment area, it is easy to post interesting and down-to-earth comments, and you can also look at "organizations" such as Chichi Brigade and Jiangxi Corps. Therefore, when brands communicate with users, the operation of the comment area can make a big fuss. The success of "NetEase News" and "NetEase Cloud Music" in this area I believe will be a good example.

8. Try more cross-border cooperation/cross-border flirtation. Products that incorporate new elements can bring new product perceptions to users, and also allow both parties to have a more comprehensive brand image and achieve more user exposure. As a carrier of drama, Douyin has stronger plot twists and media interactivity than Weibo and WeChat, so it will definitely bring more forms and creativity to brand cross-border cooperation. There are many ways to cross-border, such as the cross-border combination of a certain beverage + a certain beer, for example, a car brand launches a challenge and other competing products participate, or other media cross-borders such as Nongfu Spring & NetEase Cloud Music, Little Yellow Cars & Minions... all can be moved to Douyin.

9. Bet less on hard advertising and look for more KOL implants. The only difference between Douyin’s hard advertising and regular videos is the blue word “advertisement”, but the price and effect are hugely different. Judging from Douyin comments and data reports, most of the "advertising" on Douyin are not popular among users, and the conversion rate is not high. As for Douyin's famous case "iFlytek Input Method", the recent Papi Jiang "English Coffee", etc., this kind of product placement through KOL not only maximizes the guarantee of increasing product exposure without being disgusted by users, but also combines the characteristics of KOL to make the product more distinctive and remembered and chosen.

10. In terms of operation, multiple accounts are deployed and the team is fully committed. Once you decide to do it, please be sure to have a dedicated operations team, please be sure to have a dedicated operations team, please be sure to have a dedicated operations team!

10.5, the last half. It is difficult to imagine how such an excellent Douyin team will explode in such a short period of time, how they will polish this "product" in the next step; at the same time, under the fierce competition such as Tencent's 3 billion market grabs, Kuaishou's huge user base, and the country's vigorous rectification of the society, what kind of upgrades and changes Douyin will take next, we have to wait and see the outcome. Therefore, the timeliness of this article should be very limited. The first 10 suggestions are for now, and the last half are for the future.

I’ll share it here today. For more tips, add me on WeChat