In the communication with customers, Ma Xiao Zhixing Marketing Consultant learned that many enterprises don't know much about Tik Tok's network celebrity promotion and self-media promotion, some require to ensure sales, some require to calculate the cost of acquiring a single user, and so on. Ma Xiao Zhitumashan has been engaged in the network marketing industry for many years. Over the years, he has received various types of consultation. News marketing also needs to assess users' conversion rate and exposure, so this consulting style is not surprising and can only be slowly channeled. In this article, Ma Xiao knows that the consultant wants to systematically introduce the business promoted by short videos among online celebrities.
In fact, the cooperation mode of short and medium video promotion of network celebrities is similar to that of Weibo Big V and WeChat official account L, the only difference is that the presentation form has changed from graphic to video. Although this type of promotion has a good drainage effect, it cannot accurately calculate the conversion rate, let alone ask online celebrities or media people to ensure how many customers they will convert. In that case, online celebrities can only blacklist you.
First, the short video network celebrity promotion business model (Tik Tok as an example)
What is a Tik Tok network celebrity?
Refers to users who often post short videos on Tik Tok and have a certain number of fans. They are called network celebrities, Tik Tok. There is no industry standard for the number of fans, such as vertical games. Tens of thousands of fans can be called online celebrity.
2.Tik Tok network celebrity charging method
Charge according to the number of videos released, and price according to the number of fans and the influence of online celebrities. For example, an online celebrity with 300,000 fans, according to a fan's quotation of 5 cents, the price of a video released by an online celebrity is15,000 yuan (excluding creative cost).
3. Promotion methods of 3.Tik Tok network celebrities
Soft-implant product information into the videos of online celebrities and publish them, such as advertisements in movies, the hero taking out a brand of beer and so on. Some industries can choose to send videos directly, such as the game industry, which mainly sends videos directly. Direct investment means that Party A records the video by itself and publishes it with the account of online celebrities.
4. Promotion effect of 4.Tik Tok network celebrities.
This is a problem that many customers are most concerned about, and it is also a problem that Tik Tok network celebrities can't guarantee. Tik Tok's online celebrity promotion is biased towards brand exposure, which is characterized by slow onset and uncontrollable transformation process. Therefore, it will be harmful to vote for Tik Tok network celebrity advertisements with the thinking of effect advertising.
Second, the short video network celebrity promotion business cooperation process
There are two names for short video network celebrity promotion, namely Party A and Party B. In the effect advertising business, these two names are customers and channels respectively. Why do they have different names? Because they continue to develop in different industries.
The promotion of network celebrities of Tik Tok is a continuation of brand advertisements, from outdoor advertisements, TV advertisements and new media advertisements to network celebrities of Tik Tok, so the names of Party A and Party B have been used before. Effect advertising is a continuation of mobile Internet advertising, which evolved from CPS, CPA and CPC. There are only two names in it: customer and channel.
The cooperation process of Tik Tok network celebrity business is as follows: business consultation (Party A)-business introduction (Party B)-product introduction (Party A)-product evaluation (Party B)-making promotion plan (Party B)-confirming cooperation (Party A)-video shooting (Party B)-video acceptance (Party A)-publishing promotion (Party B)-closing report (Party B).
1. Business consultation:
After reading this article, don't ask how to charge. Just ask the other person what kind of online celebrity resources they have and what products are suitable for them, because different products need different types of online celebrities to push, like selling women's clothes, they need beauty online celebrities to push, but online celebrities are not suitable for that kind of pet, such as Erdou.
I have met customers who push online education apps, aiming at parents with children. What I recommend to them is the online celebrity resources of mother and baby and education, which will be easier to transform.
2. Business introduction:
Generally, I will show Party A my own good cases, such as advertising XX cars and XX games, and quoting my own network celebrity resources to Party A. In that case, the contract can be discussed, but it can't be done.
3. Product introduction:
When Party A can accept Party B's quotation and is interested, it will introduce its own products and see if Party B has any good promotion suggestions or schemes.
I have encountered it before. No matter how to ask Party A what product it is, the other party just kept silent, didn't say what product it was, and kept asking questions. Such people are very suitable for keeping secrets.
The main reason is that it is difficult for Party B to make a suitable promotion plan without knowing what products Party A is. Even for e-commerce, washing machines and TV products, it is completely different to go to Tik Tok, an online celebrity, for promotion.
4. Product evaluation:
This link will be more important, and Party B's promotion plan and creativity will come from product evaluation.
Product evaluation mainly evaluates the selling point, attributes, purchase process and user characteristics. Products, and according to these to plan. Last time, there was a customer who made cosmetics, and we even knew what new products would be in the research and development plan of this product in the second half of the year, so that it could be applied to creativity.
5. Make a promotion plan:
The promotion scheme here refers to creativity, and the promotion time node will be attached later. It's not difficult to find resources to promote Tik Tok and network celebrities, but the difficulty is creativity, which is different from the official accounts of Weibo and WeChat. The official accounts of Weibo and WeChat are not very creative. As long as there are no big problems with articles and pictures, you can get exposure.
Short video with vibrato is different. If the creativity is not good, even online celebrities with millions of fans will not have much exposure. On the contrary, even online celebrities with few fans will get millions of broadcasts if they are creative.
We have a game called Little Celebrity on the Internet, with less than 50,000 fans. We pushed a stand-alone advertisement and played it 3 million times. What is this concept-for example, a fan is exposed once, and the video creativity is average, so is the amount of video broadcast by a network celebrity with 3 million fans.
Therefore, the promotion of Tik Tok network celebrities attaches great importance to Party B's creative team, which is why Party A will not go to network celebrities to talk about cooperation. Party A can't shoot, and online celebrities can't plan. The effect of the two together can be imagined. This is the value of our existence. I often tell the following people that knowledge can be realized, that is, selling creativity.
6. Identify cooperation:
After the above steps, Party A either thinks that Party B is unreliable and uncooperative, or thinks that resources and ideas are well matched and can cooperate. Once the cooperation is confirmed, it will be implemented.
7. Video shooting:
Video shooting is time-consuming, which is also because the personalities of online celebrities are different. Some people are slow to do things and shoot slowly. Some online celebrities have simple works and good personalities, and they were finished in a day or two.
As Party B, when communicating with online celebrities, it will also recommend online celebrities according to its own personality, preferring to promote online celebrities with high cooperation.
Because of the video shooting, it has to be revised many times. It's hard to say if you have a bad temper. Everyone should have experience in making plans. If you don't write well, you will be called back to rewrite it. Walking back and forth for four or five times, a person's personality is very important. There are also employees who are almost absent.
8. Video acceptance:
After the video is taken, it will be sent to Party A for preview, just like we have to show it to the boss after we have made the picture material. The boss will pick out some problems, even if he doesn't understand them, such as colorful black. Similarly, it is rare for a video to pass the first acceptance, and it is generally necessary to change it.
It should be noted here that when cooperating with Party B, the video is modified for free, usually twice, and there is a charge for modifying the video more than twice.
9. Release and promotion:
As long as both sides of the video are sure that there is no problem, they can release it according to the previously determined promotion time. After the video is released, Party B will generally optimize the comments, let online celebrities delete competing comments, and guide users to experience Party A's products. Tik Tok's comment area is the focus of the transformation.
10. Closing report:
In the final data summary, screenshots of the broadcast volume will be attached, because ordinary users can't know the broadcast volume of online celebrity videos, and online celebrities need to provide screenshots to prove the exposure times. For customers with guaranteed broadcast volume, you need to provide this or not.
Points for attention in Tik Tok's online celebrity promotion.
1. Risk of video deletion
This is the biggest problem I encountered when doing business with network celebrity Tik Tok: Tik Tok officials will restrict or delete videos with obvious advertising nature.
What is the obvious essence of advertising? There are no clear indicators. So when shooting video, according to past experience, we need to take care of it ourselves.
Now when you receive an advertisement, since it is an advertisement, you should be prepared to delete the video and send it again. Video replacement is stipulated in this way. If the video is deleted within 24 hours, it can be reissued free of charge. If it is deleted for more than 24 hours, or because of Party A's reasons, such as revealing logo, it is not necessary to reissue it.
2. Methods to ensure the effect
Since it is a brand advertisement, the best and effective way is to expose it many times in front of the same user.
Then an online celebrity video is a bit weak. The best way is to put 3-5 videos every day for 3-7 days to form a hot spot. This is why big companies like to buy "challenges". If a user challenges tens of thousands of videos, a user can easily be screened by 3-4 videos to form a transformation. Of course, this requires a high budget and is suitable for large companies.
3. It is more appropriate to combine two micro-shakes.
The ultimate goal of brand exposure is to transform, clinch a deal and bring benefits, so it may be effective or weak to promote Tik Tok and online celebrity business alone.
My suggestion is that if Weibo, WeChat official account and Tik Tok cooperate together, it will be easier to produce results, and the future marketing promotion will be combined promotion. Of course, the premise is the understanding of a single platform.
Fourth, to sum up.
Briefly explain the short video promotion business of network celebrities. The actual operation process is much more complicated and there are many details. Moreover, the policy of short video platform is changing with each passing day, and the videos that can be sent yesterday are restricted today. Ma Xiaozhi's marketing consultant believes that the short video promotion of online celebrities is a kind of flexible promotion, and the price often changes, which is normal. Maybe the negotiated price has not been made, but it has changed in a week or two, or the platform mechanism has changed, and some content network celebrities are unwilling to promote it, which is uncontrollable. Therefore, Ma Xiaozhi suggested that the promotion of short videos in online celebrities should be fast, and it is best to complete the promotion within one week, and there will be changes in the future.
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