I want to promote my company on Douyin, what is the best way to do it?

Eight ways to play Douyin marketing

Doing Douyin marketing is like a group of merchants selling goods in the market to attract customers. Whose product is novel and interesting enough, and the name and gameplay are novel and interesting. If you are creative, your products may attract rushes.

1. Show off the product directly

If your product is very creative or has novel and practical functions, there is no need to go around the bush. You can directly use Douyin to display the product, such as The iFlytek Voice Note app directly displays the important functions of the app and converts speech into pictures. For example, there is now an Internet celebrity hot pot artifact that can be raised and lowered with one click to automatically separate cooked food areas. Because the product itself is topical, it immediately attracted a large number of netizens to watch. This marketing method is very suitable for some e-commerce merchants, especially some products with magical uses, such as tools for making rice balls for anorexic babies, party pretense artifacts that combine mobile phone cases and selfie sticks, dancing sunflowers, etc. , are all e-commerce hits triggered by a video.

2. Exaggerated amplification of product advantages

So what should we do about some products that do not have many bright features? Several of its unique features can be presented in an exaggerated way to make it easier for the audience to remember. For example, "large space" is one of the selling points of the BMW GT. In order to highlight this selling point, the sales staff directly "hidden" 12 people in the car, which impressed many viewers. For another example, "one-click to open the hidden storage space in the central control" is one of Cadillac's highlights. This highlight was amplified by the "best place to hide private money" and became a hot topic for a period of time. Just one of the related Douyin videos has nearly 100,000 likes.

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3. Arouse users’ curiosity and sense of participation

The most typical one is Haidilao’s “super delicious” base Matching method. Why is Haidilao seasoning so popular? It is to arouse users' curiosity and sense of participation. People have the mentality of following trends and imitating. This product is an Internet celebrity and a hot product. Everyone says it is delicious, so they all want to try it. Moreover, this way of eating is interesting and the threshold for participation is high. Low, why don’t we all do it? Similar ones include the abnormal way to eat Peking duck, McDonald's second half-price ice cream, and Xi'an's special bowl-breaking wine. Whether it is DIY ingredients or innovations in eating methods, they all capture the characteristics of young people who are curious, love challenges, and love DIY, triggering full interaction and participation between the brand and customers, allowing the brand to spread rapidly.

4. Scene placement

This is a bit like the placement of traditional advertising, which is to expose the brand appropriately in the scene in the video so that users can remember your products. . For example, if a life tip or a funny clip is quietly embedded in the scene - such as products placed on the corner of the table, brand logos on the back, advertising sounds in the background, etc., this can still have a good publicity effect. In a certain clothing store, the clerk is very skilled in sorting clothes; but looking back, you can see a big "H&M", which is a kind of implant.

5. Use videos for word-of-mouth marketing

This is the case with the popular “Answer Milk Tea” on Douyin. In the videos, hot scenes in front of the store are often shown - long The team seems to be reminding you: "We are an internet celebrity milk tea shop. Everyone says it tastes good. Why don't you come and try it?" To better present word-of-mouth, you can display consumers' queues, consumers' smiling faces, awkward dances with consumers, and appointment calls that were overwhelmed by consumers on Douyin.

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6. Self-media repackaging

Everyone knows that Papi Jiang has gained more than 6 million fans after posting 7 works on Douyin. , the little monk Yizen’s animated stories of ten seconds every day also attracted 10 million fans! Received 26.52 million likes! Therefore, for companies engaged in new media or self-owned IP, packaging previous content on Douyin using Douyin’s form and features will easily explode under Douyin’s current recommendation mechanism. Although Douyin does not yet have a relatively established profit model, as long as you gain fans and become a big V, monetization will be a matter of course.

7. Expose the daily life of the company

Many product users not only care about product quality and service level, but also often pay attention to corporate culture, especially for some well-known and well-known companies, their leaders and employees The daily life of Jack Ma is particularly curious. For example, every move of Ali and Jack Ma attracts attention. Of course, this is related to his great personal charm. Give this example to illustrate the importance of spreading corporate culture. We can definitely present office culture, interesting stories about employees, etc. on Douyin.

For example, one of Xiaomi's Douyin accounts "Daily Life of Xiaomi Employees" released a series of fun office Douyin videos before the Spring Festival, which seemed to be just about trivial matters such as giving out year-end bonuses, working overtime during the Spring Festival, and giving out new year red envelopes. There are still a large number of netizens watching and commenting on the scene. For another example, Alibaba only posted some canteen meals on its Douyin account "Taobao" and received nearly 30,000 likes. Many people left messages: "What a conscientious company!" "I really want to go to work!"

The above summary is how to do marketing at no cost on Douyin. If we still don’t know how to do it, in addition to the above gameplay, we can also do paid advertising (spend money to advertise on Douyin). Now Douyin has also launched an advertising function, which we usually pop up when we watch video streams. Or cooperate with celebrities (pay money to cooperate with Douyin fans) for marketing. Of course, this requires us to have sufficient budget. Otherwise, you should consider the cost and study the gameplay of Douyin.

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In this regard, I would also like to give some operational suggestions to companies that are new to Douyin:

1. You can set up a dedicated Douyin operations team , the number of people does not need to be too many. Mobilize all employees of the company to use Douyin, give full play to the team's concentrated advantages, formulate a shooting plan, and publish 5-10 high-quality content every day.

2. Let everyone post interesting videos to the group for discussion every day. Use the methods we mentioned earlier to find points of agreement with the brand, or brainstorm and explore new ideas.

3. Douyin prefers good-looking content. It is also good to mobilize the company’s good-looking ladies and brothers to appear together. They can also dance seaweed dances and participate in Douyin’s challenges.

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4. Video content that is story-based, imitable, and easy to interact with is more likely to be popular.

5. Quickly master Douyin’s video production skills. You can not only make use of Douyin’s own audio and video functions, but also learn more interesting and fun shooting and production skills from masters.

6. After the video is produced, it can be synchronized to similar short video platforms such as Meipai and Kuaishou to maximize the value of the content.

When companies operate their own Douyin accounts, what kind of content will be more effective? Is it more likely to be popular among users? This needs to be concluded through data analysis, which can be achieved with the help of some big data tools to help better plan content and optimize operations.