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In other words, the user's purchasing path has changed from "search-view-comparative analysis-purchase" to "observe content-place an order to purchase". With the rise of “Two Weibo and One TikTok”, consumer behavior has undergone tremendous changes. Users' purchasing behavior has changed from simply obtaining information through search engines and searching for products on e-commerce websites to purchasing products through social media, APPs, and Weibo, and is increasingly affected by disseminated content. If your content is good and can impress users, users will place orders directly.

The most popular thing recently is the APP account.

So I will focus on how companies should operate Douyin short video APP?

Why?

Many companies are still hesitating whether to operate a Douyin short video APP account. The answer I give is yes, and fast.

1. Douyin Short Video APP is an intelligent recommendation mechanism. As long as your content can capture the hearts of users, your account is very likely to explode.

2. Douyin Short Video APP is still growing rapidly, and the profits have not yet been fully released. There is still huge room for development at this time.

3. The 5G era is coming, and the short video trend is unstoppable. Even if the Douyin short video APP cannot be launched, with the content foundation and technical team in the later stage, the transfer to the new platform will be faster and more professional.

How should a business be run specifically?

Content positioning

How do companies find their positioning in detail? Divided into two steps:

Dr. Dingxiang’s daily popular science and medical knowledge

So Dr. Dingxiang is currently positioned as: interesting, knowledgeable, and standpoint-based, a new generation of public health science account, which I think is very accurate.

For example, Dingxiang Doctor, as a medical brand, requires the output content to be professional and highly trustworthy.

So, the content of your Douyin short video APP account must, on the one hand, meet the needs of the public and attract target users as much as possible; on the other hand, it must also be positioned based on the label and tone of the brand itself.

There is a difference between "enterprise account positioning" and "personal account positioning". The biggest difference is that the enterprise Douyin short video APP must not only pay attention to the monetization value of the Douyin short video APP account, but also pay attention to the brand value of the enterprise.

If the Douyin short video APP account operates entertainment content in a funny way, it will damage the brand value and even have disastrous consequences for the brand.

Step one: Analyze competing products

Before opening your own Douyin short video APP account, first understand how competing products operate the Douyin short video APP account?

You want to study what kind of character the other person creates? What is the method of monetization? Use this to determine the personality characteristics of the other party’s Douyin short video APP account.

Step 2: Find the differences

The key point of positioning is differentiation.

If direct positioning is not possible, positioning can be output from more detailed content.

For example, Dr. Lilac is positioned to explain popular science to the general public. Your content can only be targeted at medical science popularization for pregnant mothers, thus achieving differentiated positioning.

Have you noticed a problem? It seems that the Douyin short video APP is becoming more and more difficult to use now?

Therefore, it is recommended that companies that want to set up an enterprise account must first form a professional team.

This is actually a good phenomenon for enterprises. Grassroots operations and plagiarism and imitation can no longer gain a place on the Douyin short video APP. Carefully produced Douyin short video APP videos will definitely win.

In the past, just posting a parody video or shooting a video of the same style would go viral, but now it is professional and vertical high-quality content that is popular.

How to set it up?

In the early stages of setting up the Douyin short video training class, ensure that there are at least 2 to 3 team members. One will control the overall content output, such as content planning and content operation; one will be responsible for video editing, photo presentation, and post-editing; one will be an actor who can perform well and be charming.

Secondly, in order to effectively control content quality and output efficiency, it is also necessary to design professional content templates:

Since content is the soul of the entire video, the selection of members must be strong operational talents who are innovative and exciting.

Generally speaking, in my content design, the beginning should attract attention, such as asking questions, or introducing scenes; the main text should fully generate consensus, or be interesting, or informative, so that users are willing to watch it; the end should guide users to interact, or leave suspense, so that users can watch the next video.

For corporate Douyin short video APP accounts, the content can basically be divided into three types:

I need to polish a set of content templates to form a step-by-step and complete video observation experience.

1. Knowledge explanation type

Wendu Education’s knowledge explanation type Douyin short video APP

Compared with the other two methods, the knowledge explanation type is less difficult to produce content, the cost of creation is low, and it takes less energy. However, the increase in followers of a single video will not be too high. Knowledge explanation type content must be related to the product to help with later realization;

2. Entertainment theater type

Duty and Sister Maomao’s cinema entertainment Douyin short video APP

Entertainment theater style requires extremely high creative ability of the team, as well as production level. It requires high editing and camera skills. A single content video has a higher number of followers, but the growth stability is not necessarily strong. It is difficult to grasp the correlation with the product. It may be difficult to undertake subsequent monetization, and it has a greater role in helping users recognize the brand.

3. Sensory experience type

Finally, we should also pay attention to some content operation skills:

Lan Xiaoba Sensory experience type Douyin short video APP

Due to the sensory experience, it is required to display the details of the product to the user more vividly and intuitively, so the requirements for taking photos are very high, and the sensory experience type has a relatively strong subsequent monetization ability.

1. Update frequency

It is recommended that the team prepare at least 3 days of content in advance and update it on a daily basis to ensure the stability of the quality and quantity of brand content output.

2. Interaction management

It is recommended that comments should be preset and managed within the company in advance. When publishing content, it should show a good image of the company and guide users' public opinion.

If you want to make the video popular, you must also interact with users frequently.

3. Traffic diversion planning

If it is a life and entertainment Internet celebrity incubation, you can use the traffic of Douyin short video APP to increase your own traffic on WeChat, Weibo, and Xiaohongshu. . If it is a physical product, you can directly add the business address to facilitate users to jump to the map search page and make it easier for users to go to physical stores for consumption.

Generally speaking, there are four major monetization models:

After clear positioning and building a team, content can be continuously output, but monetization is still a problem. How should companies monetize?

1. Drain traffic to corporate communities

Through the operation of private domain traffic, the creation of personal accounts, and the operation of communities, we can further enhance fan interaction and achieve monetization.

When you have a certain number of fans in the later stage, you can put your WeChat ID in your personal homepage introduction to create your own private domain traffic and prepare for the next step of marketing.

2. Start a live broadcast

If your Douyin short video APP has an IP character, you can start a live broadcast, interact with fans during the live broadcast, and promote the brand's products.

Rewarding gifts on the Douyin short video APP is also a method of monetization. The Yinlang on the Douyin short video APP is exchanged for 42 Yinlang for 6 yuan, which means that the withdrawal ratio is 7:1. You can directly enter the "wallet" in the "My" option to exchange it for RMB.

3. Function

Douyin short video APP experts can use videos to directly guide users to the Douyin short video APP window to purchase the same product as the video. The Douyin short video APP lowers the standards for opening a shopping cart, makes it easy to apply for the shopping cart function, and can be directly linked to Taobao.

4. Accept advertisements

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If the company is making videos in a vertical field and has a specific fan base, it can find Party A who has advertising needs to cooperate in advertising and promotion.

What do you think of this article?

Are you all ready for this bonus stage?

Douyin Short Video Training Class Douyin Short Video APP, with its characteristics of immersiveness, strong communication power, and the momentum of rapid development of fans, short videos have increasingly replaced pictures and texts and become the most important battlefield for scene marketing. In terms of price, it is generally priced according to the number of fans, with each fan costing 2 to 6 cents. If your business account has become a large one with millions of fans, you can price it according to the video, which usually ranges from tens of thousands to hundreds of thousands for a high-quality video.