The era of content marketing has arrived, and brand marketing is different from previous forms. Instead of simply telling brand stories, it is more committed to using emotions and characters to impress users, so that they can establish an emotional bond with the brand's products or services. When marketing that tells emotions and triggers resonance becomes a trend, its advantages over traditional methods are highlighted.
Accurate youth concentration
Rejuvenation has become a required course that brands cannot avoid. If corporate products and brands want to be promoted quickly, they must obtain accurate marketing resources. This is a goal that all brands are pursuing. And the emergence of it just provides an excellent opportunity for enterprises. When Douyin was launched, its target users were young users between the ages of 20 and 30. Relevant data shows that currently 85% are young people under the age of 24, and most Douyin celebrities and basic users are born in 1995 or 2000.
It can be said that this is closely related to the layout of Toutiao's short video strategy:
In the Toutiao series, the Douyin platform focuses on more young and female users. Today's Toutiao is a male-dominated product, while Douyin assumes the responsibility of focusing on young and female user groups, playing a role in making up for the shortcomings.
“Short” but “fun”
Vertical full-screen look, shaking images, powerful rhythms, different styles, cool transitions... When you open Douyin, you will deeply realize that this is a world of young people, and it is an entertainment position full of vitality and fun.
The duration of Douyin’s videos is limited to 15 seconds. “Short” has become the biggest difference between it and other competing products, which increases the difficulty and challenge of creation. However, this also makes the video content more refined and of better quality.
In order to enhance the entertainment content and attract more users, Douyin has made many product and technical innovations. For example, the vertical screen, full screen, and high-definition video settings make the picture more impactful, which makes even picky young people shine. In addition, Douyin’s special effects filters, dazzling sounds, and cool editing have also won the favor of young people.
Zhenmei Douyin Agent Operation In order to enhance and maintain user activity, Douyin Assistant will also use operational methods to launch some interesting topics from time to time to provide users with new inspiration. At the same time, it also lowers the threshold for users to participate in creativity and uses the power of UGC to maintain the popularity of the platform.
From products to operations, every move of Douyin is completely considered from the perspective of young people, providing them with opportunities to show their high desire to perform and gain self-satisfaction, and giving them enough reasons to stay.
Douyin’s marketing ecosystem has begun to take shape
Douyin initially entered the market as a short video in the music vertical category. In the early stage, it attracted users by producing a large amount of high-quality content based on short video music. But now observation shows that Douyin has increasingly developed into a comprehensive ecological short video community.
The "musical" element is of course still its defining characteristic. Currently, Douyin has 21 types of music options, and has also set up functions such as songs, my favorites, and local music to increase the audience's choice of background music.
However, the music on Douyin currently acts more like a "filter". At present, the content creation of experts has involved multiple subcategories such as beauty, food, comedy, life and even stories. Douyin has developed from a vertical to an ecological direction. This change will also attract more experts with advantages in producing vertical content. While optimizing UGC content, it will also bring more audience attention.
Business realization is the core
