1. Idea 3: Where is your “highlight”?
Looking at the works on Douyin, there are several rules: amateurs are more popular than celebrities, and works are more popular than accounts. Every ordinary person has the opportunity to become popular on Douyin with the help of a video. On Douyin, a platform that focuses on performance, if you want to tap your own advantages, you can ask yourself the following questions.
Have you accumulated experience in a certain field of work? Do you have talents that have nowhere to go? For example, dancing, singing, acrobatics, talk shows, etc. Do you have physical/appearance advantages? Do you have magical skills that others can’t do? Is your behavior/appearance memorable? Review your own identity labels, such as social class. Can you represent atypical people in the high/middle/low classes and show different daily lives?
In short, it can be summarized as three rare things: rare people, rare things, and rare environments.
2. Idea 4: What kind of accounts do merchants prefer?
Currently, merchants have two options for placing advertisements on Douyin. One is through the Douyin Star Map platform, and the other is to contact Douyin influencers on their own to cooperate on video content.
Let’s talk about the first one first. The Douyin Star Map platform is a bridge connecting advertisers and influencers. The Star Map platform provides very good protection for Douyin influencers. For individuals, the advertising quotation is how much, and the individual can get how much after the cooperation is successful, and the personal income tax generated is borne by Douyin.
If the merchant adopts the second method, that is, the cooperation method of directly docking with Douyin celebrities, the work will face the risk of being deleted without official support. Although there are many Douyin influencer advertising docking resource communities, merchants are very cautious in choosing influencers and may consider the following factors.
1. The number of people radiated by the Douyin account
In layman’s terms, the number of people radiated by the Douyin account is the number of fans of the Douyin account. Of course, the more fans, the better the conversion. Some accounts have less than 10,000 fans, but the conversion amount of a single video reaches hundreds of thousands. The number of fans is only a basic reference value for merchants to estimate the effect of advertising. The interaction ratio and the number of likes are equally important.
2. Is the positioning of the Douyin account vertically accurate?
Is your content unified and vertical enough? Is your fan stickiness high enough? Basically, the more vertical the account is, the easier it is to achieve commercial success. At present, there are more than 60 different vertical categories on Douyin, such as charity, art, fashion, and animation, and each vertical category is expanding its ecology.
The three most popular industries for Douyin’s entire platform are games, cultural entertainment, and skin care and beauty. Taking beauty as an example, there are more than 100 beauty experts on Douyin with more than one million fans. The prosperity of the expert ecology has allowed the beauty content on Douyin to break away from the early “contrast makeup removal” and appear more professional and vertical content products.
Basically, as long as an account with more than 100,000 fans, merchants will automatically come to the door, and the fan dimensions can also be selected by merchants, such as gender, age, interests, keywords, urban areas, work and rest time, weather, occupation, operator, mobile phone brand, etc.
However, you cannot use the popular advertising industry to decide what kind of account you should open. The data mentioned above is just a reference for everyone. Because market factors are constantly changing, yesterday’s blue ocean may become tomorrow’s red ocean, and today’s red ocean may no longer be glorious.