After two years of development from 2018 to 2019, Douyin has become the largest short video entertainment platform. As of November 2019, the number of Douyin users has exceeded 820 million.
As everyone knows, Douyin is a music creative short video social software that can shoot short videos. It is a community platform focusing on short music videos for young people. Users can make their works through Douyin.
Douyin is a social platform dominated by short videos. Its dividends are visible to everyone, but not everyone can catch it. Many content creators of Douyin short videos have pure enthusiasm for operating Douyin but do not understand the brand marketing methods of the Douyin. As a result, the videos produced cannot be recommended and cannot be seen by more users.
In terms of age, Douyin has the highest proportion of users under the age of 24, followed by users under 30. This part of the group is relatively young, more able to accept new things, and catch up with trends and changes faster.
The gender of Douyin users is generally the same, with males accounting for 51.33% and females 48.67%. Male users are slightly more than female users.
The user groups of Douyin can be divided into three categories:
Merchant users (to promote and sell products);
Ordinary users (ordinary Douyin account);
Entertainment users (mainly used to watch Douyin videos, which rarely make their videos).
Compared with other content forms, short videos are a more immersive way of expression. It can narrow the distance between users and brands, allowing users to further accept and recognize products, and then achieve the goal of transforming from users to consumers.
Douyin video creation can be divided into 15-second shooting, 60-second shooting, taking photos, albums, and live broadcast methods. You can choose your favorite props, music, or upload your finished works. The previous version of Douyin only allowed 15s video shooting, but now it has added a 60s video shooting.
Douyin video focuses on the occupation of fragmented time, generally in the range of 15s to 60s. In the past 15s, the video limitation made Douyin videos rely more on filter effects to attract attention. Letting go of the 60s video shooting makes the video content more full and can bring more plots and other elements.
Therefore, whether you are an individual or a business, whether you are a personal brand or a corporate brand, good Douyin brand marketing can better achieve traffic conversion through short videos.
Hence on Douyin, how can operators rely on short video content to detonate brand marketing?
From the analysis of Douyin brand marketing strategy from Douyin Commune, we can divide the attributes of brand short videos into three major characteristics:
Early corporate brands on Douyin used vivid acting skills to present the characteristics of the brand. The meaning is to start acting and show the characteristics of the brand through extraordinary performances to achieve the goal of brand marketing.
On Douyin, operators can make full use of platform advantages and their expertise to build brand image and attract users. The creation of short video content can be either a song interpretation or the use of multiple roles to create brand characteristics.
Judging from 李蠕蠕’s video, it can be found that she uses a multi-faceted interpretation, and then inserted the product in through the plot, which fully demonstrates the versatile nature of Nars blush.
The ultimate goal of corporate brand operation of short videos is to monetize. Therefore, in short, in video marketing, physical products can be softly implanted into the shooting scene without any sense of contradiction, or used as shooting props to visually display, which is the useful ways to enhance the marketing effect.
In this video, Stella史呆拉 inserted the brand’s clothing by implying that urban beauties wear. The public’s acceptance of this kind of soft advertising is quite high.
Story marketing is an enduring practical method in brand marketing. The fundamental reason is that stories can give people an immersive feeling and users can feel the substitution of stories, trigger interaction, and resonance, and make people unconscious remember the brand and its products, deepen the brand impression.
There was a story-type ad copy in Douyin: “Every time I go home during the Chinese New Year, I see my parents greet me at the exit of the station, and I have an illusion. They seem to have been waiting at the station all the time. Just like when I was a child, I tried my best to leave a good memory for them, but I found that the things I bought could not fill their regrets… Home, Reunion, Country Garden.
We can see that this story copy for Country Garden’s advertisement does not have many esoteric long sentences, and there is no stacking of gorgeous words, and some are just the inner monologue of an ordinary person from the first point of view. The unique story advertisement directly hit the “pain points” in the hearts of Douyin viewers and received 1.02 million likes.
A short video can express objective information, can display product information as comprehensively as possible in front of users and the consequent consumption doubts. Furthermore, short video content evokes related memories or imagination in the user’s personal experience and stimulates users to make consumption decisions.
From the consumer side, short videos are more life-oriented, scene-oriented, and realistic media environments are more easily accepted, which stimulates the actual consumption behavior of users; from the advertiser side, short videos are native, interactive, and scene-oriented. The advantage of large creative space helps advertisers accurately reach target users from brand building and content marketing, laying a solid foundation for brand marketing.