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Tik Tok POI function has three practical applications:
① Location Address: Consumers can directly guide offline stores through the location function.
Q&A details: Consumers interact in Q&A details to help businesses spread word of mouth.
3 coupons: activities to promote new user marketing and obtain new traffic for conversion.
When users open Tik Tok, they will be pushed to videos with POI links in the default recommendation page. This kind of video usually falls into two categories.
First of all, the punch-in video of the merchant POI
The first one is a POI aggregation page, marked as clicking POI link to jump to the merchant. (Note that this is not the enterprise number page of the merchant. ) as shown in the figure:
Second, the city video
The second video containing POI information is a "city class" video. Click POI to enter the aggregation page of the city. As shown in the figure:
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The picture comes from cass data.
On the city aggregation page, in addition to a large number of videos based on POI aggregation, the system will also recommend local businesses for users, including four categories: must-experience, what to eat, what to play and where to live.
In addition to the video, you can also jump to the city aggregation page. In the revision of 5438+ 10 June, searching for the city name will also pop up the city aggregation page, as shown in the following figure:
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The picture comes from cass data.
It is worth noting that the "city aggregation page" reached by search is different from the "city aggregation page" reached by video. In the search aggregation page, videos are displayed as a collection of topics.
In other words, search is more inclined to recommend "lifestyle", while video is more inclined to recommend specific "life service", which has a lot to do with whether users actively search for information or passively accept information. But the two methods have the same place, that is, they will point to the "city list".
At present, Tik Tok has been able to provide a separate list page for 300+ cities, covering almost all prefecture-level cities in China.
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Moreover, under the list of each city, there will be four channels: food, attractions, local fun and accommodation.
Among them, the "food channel" classifies food. Taking Beijing as an example, food will be divided into 19 food lists, and each list will show the top 30 restaurants.
The fun channel also includes six sub-lists, such as leisure and entertainment, sports and fitness, and beauty salons. Together with the scenic spot, meet the needs of users to "play". As long as you simply calculate according to the list, you can imagine how big Tik Tok's merchant information database is now.
The two entrances of search and video can cover the massive content of "eat, drink and live" in 300+ cities across the country, and the local business development team of nearly 10,000 people is extremely good at building the operation center of phenomenal cases.
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Perhaps, as Zhang Nan, CEO of ByteDance, said on October 29th, 65438/KLOC-0, "Tik Tok has gradually changed from an entertainment way to a social way, and may become a way of life in the future".