Douyin, much like Tik Tok or Musical.ly, is a short video (less than 15secs) sharing an app that is growing exponentially in China among youth and incumbents among users -of other ages. Since its launch in 2016, it has now become a platform of one hundred and fifty million DAU and three hundred million monthly active users. During the 2017 Spring Festival season, Douyin remained at number one as the most downloaded app today for 16 days, breaking the record for one day download of a non-game app .
In terms of consumer geo-distribution, most consumers on Douyin are from Tier 1 and Tier 2 cities. Official data released by Douyin in 2017 claims to have more on 85% of users under 24; however, the most recent data shows that consumers aged 25-30 are now the dominant consumer group, and very few consumers over 35 years of age. For a business that has target customers falling in this area, Douyin is a great marketing niche.
Douyin’s popularity has made it a prestigious “traffic hub”, a place full of user-created content. Unlike the Wechat Official Account content that requires delicate, fine-grained configurations, Douyin can easily generate content. All you have to do is shoot a 15-second video and select the back portion from the audio database provided by Douyin. Unlike Weibo and Wechat which dominate graphics and texts, Douyin is a more intuitive and interesting video-sharing app. And attracting anyone can be an inevitable star for many consumers.
In many ways, Douyin is a promising marketing platform. Some early bird companies have not only achieved this but have also launched some very successful initiatives.
It appears on the Recommendations Page. The ad plays 5-30s video and each ad is restricted so that it only shows once a day to the same user. The Ad appears in the 4th position in the feeding stream.
Feed Ad is divided into hard sales and soft sales ads. Smartly made promotional videos can mix among other hosting videos and promote products at the same time, alleviating the discomfort caused by hardware Ads. A qualified advertising proposal is the key to success.
Companies or logos can make custom stickers for consumers to add to their video clips. Beautiful and funny stickers are very popular among Douyin users. The company can also come up with a theme or challenge and invite users to come up with creative ways for the stickers. Take Vivo for example, they use zodiac ads to promote new phones. They ask users to use the designated song and sticker to burn videos along with any purple elements. As a reward, they award participants who receive the most rewards.
What can marketers do with it? Like other content platforms, Douyin can be a place to attract fans and customers. The difference is that marketers do not have to craft every piece and perfect the words or pictures; instead on Douyin the most important factor is sport. You have to think about personalizing your brand and creating creative ideas to capture consumers ’eyes with visual phrases.
The open ads appear every time the App is opened. There are two forms: static (poster) and dynamic (video). The dynamic type supports full-screen video playback and swiping. Displays static image for 3s on screen, and video for 4 or 5 seconds. This type of ad is paid for by CPT or CPM.
Open advertisements apply to new accounts / companies at an early stage when there is no traffic. Moreover, there are few restrictions on advertising business on Douyin’s platform.
Speaking of any social media platform, KOL is always an invisible topic. On Douyin some companies choose to support the KOLs and feature their product or brand in KOL videos. Some companies invite KOLs to participate in the challenges started by logos. And some will just ask KOLs to advertise their products or make a specific video for the brand.
Companies can also launch a complete package of marketing plan by multiple means. Some well-known brands are already getting their feet wet. Below are the practices they have adopted:
With Douyin becoming a major traffic hub, Airbnb will start advertising on this platform. Aiming to get fans on Douyin, Airbnb changed their TVC videos to clips and put up on Douyin. Meanwhile, the brand invested in Open-up display advertising to draw attention. As a result, they have built a reputation for the account, and brand awareness grew by 200%, exceeding the average growth of the travel industry by four times. Videos earned over 660 miles Douyin appearance.
Successfully joining Douyin with an enterprise account is the first step for the public to become familiar with the brand. The following is a guide to smooth registration.
Compare to Weibo and Wechat, Douyin is a new platform with a popular content layout. Bytedance, the leading company of Toutiao and Douyin, is also trying to enable this app with more marketing features. We can count on the fact that this app is more widely welcomed in China and among more brands. Therefore, the leadership earns him more results. Such employment will make the sector the strongest claim. So, enjoy the unlimited leadership in the market.
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