The secrets you must know about Douyin business operations!

As of November 2018, Douyin has 450 million monthly active users and 200 million daily active users. “Two Weibo and One Douyin” has become the marketing standard for enterprises. I believe that friends who work in new media have been asked about Douyin by their bosses many times, but do you really understand how the Blue V Enterprise Account operates?

Next, let’s talk about what you must do to operate a Blue V Douyin account.

1. Understand the brand’s needs on the Douyin platform and make preparations for subsequent refined operations

Brand promotion: Use the Douyin platform to shape the brand image of the company and its products, and enhance brand awareness and reputation

Effect conversion: Achieve traffic diversion or direct sales conversion, quickly bring actual benefits

Expand user base: Attract a large number of Douyin users, expand the brand's target user group, and promote sustainable development

2. Account personality positioning & content planning

Based on the core value of the brand, the characteristics of the target users and the characteristics of the Douyin platform, the image of the Douyin account and subsequent content planning are derived in three dimensions.

Brand core value: Understand the brand background in the early stage, such as the core benefits the brand provides to consumers, the brand's personality, slogan, etc.

User groups: Analyze brand target users and understand user characteristics, such as crowd portraits.

Platform analysis: Understand the preferences of platform users, analyze outstanding accounts, and top Douyin accounts in the same category or style as the brand, so that the account personality will be more popular.

3. Refined and powerful operation

1) Phased operation

Phase 1 : Online and offline traffic conversion and accumulation + accurate fan conversion on the Douyin platform to obtain accurate basic fans on Douyin

The second stage : Create a brand fan economy, set a benchmark for the platform industry, continuously improve user recognition and loyalty to the brand, and further realize the conversion of fans online and offline.

2) Core ideas for increasing fans

① Produce content around the core brand communication theme, including store design, comment area content operation, etc., to increase the number of account fans and improve fan stickiness and retention.

② Conversion of fans within the site: By planning various functions and activities on the Douyin platform, we can effectively realize the conversion of commercial domain traffic to private domain traffic, while continuously improving brand voice and continuously converting traffic into fans.

On-site methods include: matrix account interaction, dou+GD display window conversion, and application of POI positioning components.

③ Off-site (online and offline) fan conversion: Based on the brand’s rich online and offline touchpoints, analyze the core content demands and logic of brand users, reach users through brand promotional materials, online Tmall platforms and other touchpoints, and convert precise traffic to short video platforms.

In the past year, Douyin has been accelerating its pace of e-commerce, including opening shopping carts, launching Douyin stores, and enabling live broadcast pop-ups. Recently, it has also strongly promoted its community product Duoshan. I believe that in the future, Douyin is likely to become a super community e-commerce app.

Compared with the centralized Taobao, Douyin, as a decentralized e-commerce carrier, will be a more suitable fermentation ground for more small and medium-sized enterprises. Why don’t you join it soon?

Source: Jinke Culture