It is estimated that only blockchain conferences have this popularity!
Douyin held the 2018 Marketing Summit in Shanghai very low-key this afternoon. Why is it low-key? Because of this event, only about 10 media were invited, while the other 900 seats were reserved for brand owners in advance. As Douyin's first official external event in 2018, it attracted a large number of brand customers who came here, but 99% of them had to be stopped by security because they were not invited. It also illustrates the popularity of Douyin from one side.
Since facing the fathers of nearly 1,000 brand owners who may be the richest in China, the purpose of Douyin's event is also very clear: to tell the value that Douyin can provide, and how everyone should play Douyin!
The following is the speech of Chen Duye, general manager of today's headline marketing center organized by uncle.
1. Who is Blue V with the most Douyin fans?
In addition to celebrities and talents, Douyin is also starting to support the official accounts of brand owners.
In March of this year, Douyin specially selected several brands to cooperate, including but not limited to adidas neo, Audi and Casarte washing machines, for internal testing, and officially opened the blue V certification rights of the brand homepage today.
On the brand homepage, it can help business owners to do more business expressions, such as brand information (brand custom header image, account avatar blue V identity authentication, text introduction), conversion entry (brand official website, e-commerce), content aggregation (topics) Challenge content aggregation), brand video (support sticky top). In the future, Douyin will also open online and offline closed loops based on LBS. Uncle learned that Douyin only opens aggregated content now, and hopes that more brand owners will join Douyin.
At present, who is the blue V with the most fans on Douyin?
The answer is revealed: adidas neo! Over 1.2 million followers!
Adidas neo is a brand of Adidas for young people, and its target users are young people in the new era. Adidas neo settled in January this year, officially launched the brand homepage cooperation in March, and began to operate the Douyin account in a refined manner. In just over a month, it has accumulated 1.215 million fans, the most played video is 150 million, and 2.8 million interactive ( Follow + Like + Comment). Uncle saw that adidas neo shot a lot of vertical videos suitable for Douyin style, and made a number of video content for its spokesperson Zheng Kai and Reba, and encouraged users to interact.
Uncle feels that now is the best time for brand owners to settle in Blue V, you know the reason.
2. How do celebrities quickly increase their followers on Douyin?
Douyin is a platform for group participation and word-of-mouth explosion, so there can be interaction between creators and followers (fans) on the platform, and communication between users can also be formed. We have seen many examples of user-to-user communication on the platform.
An example of interaction between celebrities was mentioned at the scene. One is Guan Xiaotong (17 million Douyin fans) and the other is Jiang Shuying (7 million Douyin fans). Guan Xiaotong and Jiang Shuying are good girlfriends in life. One day, Guan Xiaotong launched the "Variety Goddess" challenge on Douyin and "@" Jiang Shuying, and soon Jiang Shuying responded to the challenge with a short video on Douyin. Fans of both sides reached each other's homepage through "@" to watch videos. Fans of both sides had a lot of exchanges, discussions, and interactions. Soon 35,000 people participated in the discussion. Time grew from 3 million to 6 million.
For brands, how to use celebrities to increase their exposure, topicality and even the number of fans is worth studying.
3. Why can Haidilao detonate the topic?
There are many popular videos on Douyin, such as Haidilao, bowls of wine, coco milk tea, Turkish ice cream, etc., especially the fancy way of eating Haidilao, which became popular on Douyin overnight, and some Douyin users posted Cooking raw eggs and shrimp slips into gluten is said to be very delicious, triggering more than 200 challenges related to Haidilao's fancy eating methods, such as seafood porridge, tomato beef rice, etc.
Tracy, the chief development officer of Haidilao and the executive director of the research institute, also admitted that these new ways of eating all come from Douyin users. In order to meet the needs of users, the clerk even took the initiative to learn this new way of eating. It is said that Haidilao recently organized all employees They are all learning to shoot Douyin. It is said that due to the detonation of fancy eating methods, the order volume of a tofu puff in Haidilao has directly increased by 17%.
Taking COCO milk tea as an example, let's take a look at the path of Douyin's group participation in word-of-mouth communication: the initiator started with 2 videos, with more than 500,000 views. After the topic was detonated, it quickly gained more than 40 followers After imitation, the average video playback volume of this type of communication is 10,000 to 500,000. After that, there will be more participants, more than 1900 participants, with a growth rate of more than 40 times, and the topic will be heated up on the platform step by step, and finally more people will be browsers. This is the unique word-of-mouth communication on Douyin. When you have popular content, when you have users who are very willing to try new ones, the topic is very easy to be heated up.
The path between users and brands can be very short. In the past, brands wanted to reach users from information touch, wake-up, and retrieval. However, video on Douyin is a better and more immersive way of expression, which can shorten the distance between the brand and the user, and in this case, the user's conversion will also be greatly increased.
If the brand owner has the ability to make good content, whether it is through advertising or native, it can become a hit, and then follow-up followers, participants, and viewers will join in. Therefore, it is possible to make advertisements as content and content as conversions. I hope that brand owners will develop Douyin's user content well and achieve commercial purposes through traffic.
4. Is the advertisement vertical or horizontal?
The vertical screen native video is not only converted from a ratio of 16:9 to 9:16, but the entire field of view is increased by 3.16 times. The vertical screen has already become the mainstream usage habit in the mobile era. You may not feel it, but in fact your mobile phone exceeds 94% of the time is in the vertical screen era. Both foreign data and Douyin data prove that vertical screen can get better users’ attention, and the completion rate of advertisements is increased by 9 times.
Douyin’s data shows that the visual attention of vertical videos has increased by 2 times, the click-through rate has increased by 1.44 times, and the interaction rate (likes and comments) has increased by 41%.
Don't hesitate, this year's video must be vertical! If you put Douyin's hard and wide, it must be vertical.
5. How can brands be implanted in Douyin?
a/Interactive stickers.
For example, dynamic face recognition has helped many advertisers to show their ideas and products, with promising stickers and background stickers, making users more immersive. At present, the best effect is Suning's inflated red envelopes. At that time, it happened to be the Spring Festival, and everyone would give out red envelopes, so that this sticker was used by 150,000 people in a very short period of time. We will launch makeup stickers soon. Everyone has been amazed by the effect of hair dyeing effect. It is also done with dynamic face recognition and image segmentation technology. This is really a very good WYSIWYG approach. . In terms of intelligent motion capture, Douyin's embarrassing dance machine has also achieved good brand effect communication, and QQ Xuanwu has deeply implanted the spokesperson Chen Weiting into the embarrassing dance machine.
b/KOL cooperation.
Douyin has established a complete KOL cooperation matrix, including very original, creative and expressive talents on Douyin, as well as opinion leaders from all walks of life (travel, music, life), and stars , Since the second half of last year, a lot of stars have come to Douyin one after another, such as Dilireba and Yang Ying not only have a lot of popularity, but they are very integrated into the Douyin platform.
c/Initiate a challenge.
The interaction between brands and celebrities can create a lot of fancy ways of playing. In March this year, the hit online drama "Song of Fire" starred Di Ali Gerba. There is a face-holding action in the plot. The play launched the challenge of "pampering and holding the face" on Douyin, and let Di Ali Gerba play the role of how to hold the face in person, which aroused great attention. This single video has more than 5 million likes, attracting a large number of Douyin users to participate in the challenge, and the theme song of "Song of Fire" is used as the background music. Up to now, there are still many people who hold their faces when playing with their friends, which has become a very popular factor on Douyin.
Finally, the uncle talks about his feelings today:
1. Douyin is really popular. Uncle saw the marketing summit for the first time, and there was a platform that refused to participate in the meeting of the customer's father;
2. For all brands, two micro-twists must be standard;
3. Hurry up to do Douyin, especially the brands that focus on the youth market. This opportunity is missed, and it is difficult to have the next time;
4. Douyin’s current three marketing strategies: traffic (screen opening + feed + implantation), challenges, and KOL. No matter what form it is, it must be viral, even if it is an advertisement, it must be imitated by Douyin users and relay. The ultimate goal is to achieve the fission growth of the topic and become a hit.
5. Personally, I don’t think the brand has the most fans of Blue V. The key is whether you can become a “prop” and stage in the hands of celebrities, celebrities and ordinary netizens.
6. A set of the latest user data of Douyin: 60% have a bachelor’s degree, the ratio of male to female is 4:6, 90% are younger than 35 years old, and the focus is on first- and second-tier cities.
If you have any questions, you can add Uncle's personal WeChat "wannengdedashu008" and Kaikryun's WeChat "kaike36kr", and you can also join the discussion group.