At present, except for those Douyin expert accounts with millions or even tens of millions of fans, other large accounts with only hundreds of thousands of fans have weak cross-platform capabilities. This can be seen from the conversion rate of Weibo, which is generally 100:1, that is, if Douyin gains 1 million fans, Weibo can only gain 10,000 fans, and the cross-platform conversion rate is very low.
Weibo is a centralized platform, and it is difficult to obtain high-quality fans nowadays; while Douyin is a decentralized platform. Although it can quickly gain fans, the actual stickiness of fans is very low, and the conversion rate is not as high as that of live broadcast platforms. In fact, live broadcast platforms are also decentralized traffic platforms, and traffic can be artificially controlled. At the same time, the stickiness of fans is relatively high, so the proportion of fans converted to Weibo is higher.
If Douyin fans exceed 500,000, you can participate in the “Weibo Story Red Talent Recruitment Plan” and enjoy more exclusive resources for increasing fans and exposure. In addition to Weibo traffic diversion, Douyin’s content sharing mechanism has also been significantly adjusted, with better cross-platform traffic diversion capabilities.
Previously, after sharing a short video on Douyin to WeChat and QQ platforms, the recipient could only receive the short video link. But now, when you share your work to Moments, WeChat friends, QQ Space and QQ friends, Douyin will automatically save the video locally. After saving successfully, a sharing prompt “Continue Sharing” will appear on the Douyin interface.
As long as the user clicks the corresponding button, it will automatically jump to WeChat. At this time, just select a friend to share a single video. Click to watch, no need to manually copy the link to the browser to watch. The change in Douyin’s sharing mechanism is undoubtedly a breakthrough in WeChat’s sharing restrictions. This move has played a certain role in promoting Douyin’s cross-platform traffic and its own development.
Improved user experience-Since the videos directly shared by Douyin on WeChat have become links that cannot be watched directly, the complicated operation process has made many netizens uncomfortable. After the sharing mechanism is changed, it is more convenient for users to share with friends.
Avoid occupying users’ time again–Users’ time is limited. By directly watching short videos shared by friends, the effect of watching Douyin can also be achieved, which takes away the time for users to participate in other activities.
Affecting the trend of advertising business-Videos with advertising logos on Douyin can also be shared with other users in the form of short videos through the new sharing mechanism, helping brands expand their influence.
Deepen the influence of Douyin–Currently, WeChat Moments and WeChat Groups have been dominated by boring e-commerce applets. Interesting Douyin videos form a sharp contrast with them at this time, attracting more users to start using Douyin.
Expert reminder
There are two reasons why Douyin accounts do not have high traffic: one is that the content is not good, and the other is that the audience is too narrow. For example, a newly registered Douyin account is positioned as “home decoration”, which is equivalent to filtering out all those who have not bought a house and do not want to decorate. In this way, the audience of the account is very narrow, and the traffic will naturally not be high. The Douyin platform does not provide much traffic to new accounts. Users must use it reasonably. The more audiences covered by the content, the better.
Another point is that “appearance” is very important. You can change a more handsome actor or a more beautiful actress to enhance the appeal of the video itself, thereby increasing the number of views. The first principle of Douyin is “handsome and beautiful”. Other factors can be put on the back burner, unless you have outstanding talent, you don’t need “appearance” to attract users.