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When the scale of users, usage habits and portraits of people in Tik Tok are sufficient, the value of commercial operation becomes more and more prominent.

Through brand marketing in Tik Tok, enterprises can not only gain exposure and expand their influence, but also communicate directly with young users, providing more powerful marketing basis for brand rejuvenation.

The following is mainly divided into four parts:

1. Why should Tik Tok Enterprise be operated?

2. Case to illustrate the overall content operation strategy of Enterprise

3. What are the precautions for brand participation in Tik Tok Enterprise?

1. There are three main reasons why Tik Tok Enterprise should be operated:

1. The daily living volume of Tik Tok is very large

At present, it has reached 511-611 million, which is a very large flow volume.

At this stage, Tik Tok's traffic dividend is gradually disappearing, and after the traffic dividend disappears, it may usher in a marketing dividend, so Tik Tok platform is a very important position for enterprises as a content marketing platform at present.

2. The usage time of users in Tik Tok is very prominent

The average daily usage time has reached about 65 minutes, so one of the most important strategies of enterprise marketing is to expose the platform with the longest usage time, which can make marketing itself reach more users.

3. Tik Tok provides an almost zero-cost content distribution and commercial marketing service for enterprises.

It is becoming more and more difficult and costly for brands to obtain traffic on other platforms.

In Tik Tok, enterprises can achieve marketing and commercial services at zero cost. This is a very good opportunity for small and medium-sized brands.

From these perspectives, the short video platform, especially Tik Tok, is a very important place for enterprises to carry out content marketing in the future.

Basic operating status of Tik Tok Enterprise:

(1) From the point of view of the number of fans

At present, there are 2,664 Blue V's (including organization number and enterprise number, of which enterprise number accounts for about 91%), and Blue V's with fans below 1W account for 61.66%.

This shows that a large number of enterprises/institutions have realized the value of Blue V certification and flocked to Tik Tok platform, but most of them are in a weak operation state due to the threshold of video production and platform recommendation mechanism.

The total number of blue V's with over 11W powder accounts for 21.18%, among which the number of blue V's with over 11W fans only accounts for 1.76%. The distribution of blue V also presents obvious pyramid structure.

(2) From the perspective of content quality, there is still much room for improvement in the quality of the content published by Blue V account. Comparing the Blue V with the personal KOL, we found that the broadcast rate was about 87:111, the praise ratio was 84:111, and the comment ratio was 33:111.

This shows that enterprises may only consider the marketing effect when making enterprise numbers, but they lack the consideration of Tik Tok's content ecology and operation strategy. This kind of content is not easy to spread in Tik Tok, which is an important problem faced by enterprise Blue V on Tik Tok.

(3) From the perspective of enterprise number industry distribution,

Cultural and entertainment enterprises that are closest to the content ecology, such as film and television works and platform organizations, have the earliest actions and the largest volume, such as Youku. Followed by education and training and IT Internet/mobile phone applications, in the overall proportion of enterprise numbers, both exceeded 11%.

Why is it more active for the cultural and entertainment industry to enter Tik Tok?

On Tik Tok, we may often swipe some cultural and entertainment accounts, such as Hunan Satellite TV, Jiangsu Satellite TV and other film and television accounts, and they will upload some tidbits outside the program, celebrity interviews or unlisted clips of the program and so on.

First of all, the form of the cultural and entertainment industry is closer to that of Tik Tok. There are stars in the cultural and entertainment content, and few brands are implanted. These factors will make the content easier to spread in Tik Tok, so these enterprises are growing rapidly in Tik Tok.

Why is the education and training industry also suitable for spreading in Tik Tok?

Because education and training are knowledge content, which is also a big content form in the traffic field of Tik Tok, users also want to accept some knowledge when watching Tik Tok.

The third industry is IT/ Internet industry. This kind of enterprise has the highest Internet maturity, and it has a great acceptance of content forms. The IT/ Internet products have a strong combination with content. For example, the successful Internet enterprise number made in Tik Tok is the mobile phone.

This idea is highly accepted by users in Tik Tok, and they can also make more fashionable content, which is in line with the tonality of some Tik Tok content.

(4) From the interactive performance of Enterprise

In terms of average praise and comment data, the most outstanding industries are food and beverage, and the reasons are analyzed:

Clothing accessories.

According to the analysis, most of the contents in these industries are wearing and editing, and most of them can achieve the brand goal of "passing by" through beautiful videos (attracting users' praise), but it is difficult to penetrate people's hearts (stimulating users' comments).

The average comment volume of home building materials industry is the lowest in all industries, and the average praise volume is not ideal, because most of the video content of home building materials industry is too professional, and only users who really need it have the willingness to interact. It is suggested to strengthen the interest and creativity of the content.

II. Enterprise content operation strategy

The most important experience is to make a good overall operation plan before making an enterprise number.

Step 1: Plan the whole account.

The problems to be solved in planning include what kind of marketing objectives to solve. There are three main types of marketing objectives: exposure, word of mouth and transformation.

Step 2: Solve the content ecology of Enterprise, that is, what kind of content we use to achieve our marketing goals.

We mainly summarize it into three forms: humanoid, virtual and emotional.

We need to evaluate which of these three types of content is suitable for achieving the marketing objectives of the enterprise.

Step 3: Determine the marketing plan.

After determining the marketing target and content form, how to form a better communication effect of the content in Tik Tok.

Before planning the Tik Tok Enterprise, we should make clear a concept-personification.

We believe that personalization is the most critical step in the operation of Enterprise, because personalized content can effectively solve the marketing objectives of future enterprises, and it is a very important core part to effectively realize the content form and effectively spread.

Specifically, it includes four steps:

Step 1: Analyze the brand target TA

Analyze the target population of the brand in Tik Tok with data depth, including his age, gender, region, interests, etc.

Step 2: Analyze the KOL characteristics that TA pays attention to

Find the KOL whose brand target TA is concerned about in Tik Tok through data. We need what kind of content this kind of target users like in Tik Tok, and the best reference for choosing the type is KOL;

Step 3: Personalize the brand image based on KOL characteristics

First, we will deeply analyze the age, gender and content style of KOL, find the KOL prototype that best fits the brand tonality, list the * * * features, and find out the image closely integrated with the brand through the * * * features.

Step 4: Strengthen the brand design through high-quality content output

Based on this, personalize the brand image, and enrich and strengthen the brand design through continuous high-quality content.

After the establishment of personalization, we need to start content planning, that is, what kind of content to do on Tik Tok.

Office jokes are a KOL-like form of content made by most brands. Through the appearance of 1 or 2 people, they have steadily produced some hot spots in Tik Tok.

If the brand enterprise wants to produce an efficient mode of communication in Tik Tok, how should the content be planned?

First of all, we should make clear three types of contents of Enterprise in Tik Tok, which are:

(1) Tagged contents

Tagging has many forms and contents. In addition, it has an important feature that tags change in real time on Tik Tok, because the types of contents that Tik Tok users like are dynamic and different.

Therefore, enterprises should be more open when making tagged content, so as to make the tags more malleable.

Tagged content can be simply summarized as follows:

1. Scenarios with "strong" association with brands/products;

2. Brand identity (gender, age, identity, personality, social relations, values, etc., which can represent the characteristics of the brand);

3. Content subject, common style types of enterprise operation: office jokes/jokes, knowledge and skills, editing creativity, sitcoms, etc.

4. Brand content: brand LOGO, products, stores, brand music, etc.

Many brands will fall into a misunderstanding when making tagged content. They think that tagged content equals brand exposure, which is a wrong idea.

(2) Hot content

Taking advantage of the situation and chasing hot spots is an essential rule of content marketing, especially in Tik Tok, a platform with strong operation and algorithm mechanism recommendation, which can successfully combine with hot spots and hot events, and it is easier for the content to get out of the position.

Hot content can be divided into two types:

1. Social hotspots (important festivals, major events/events, marketing nodes), which successfully take advantage of the situation;

2. Hot platforms (hot topics, hot BGM/ dances, hot skills, hot videos), cleverly taking advantage of the situation.

For example, during the World Cup, Dongpeng Special Drink was set up by a unique person named "Peng Ge" to interpret the theme of the World Cup, which won a lot of praise.

We have two suggestions about rubbing hot spots:

1. Only rub the "potential" of the content that is highly consistent with the brand/product concept and selling point;

2. Successful pursuit of hot spots can enrich the creative methodology (family line, entertainment line, cute baby line, knowledge and skills line), and never go all the way to the dark.

(3) Advertising content

Advertising content is a brand TVC/ advertisement/spokesperson propaganda film released at key marketing nodes, which emphasizes the exquisiteness and exclusivity of the content. When such content is released, it must be matched with information flow advertisements.

Many people will ask, is the advertising content suitable for the planning of Tik Tok?

In fact, it is suitable for some industries. For example, the most typical industry is automobiles. When users decide to buy a car, they want to show the functions of some cars or the performance of the scenes they use, and this kind of content is easier to show through advertising content.

From the content patterns of 3,111 Tik Tok enterprise numbers, we can see that 91% of them are doing tagged and hot content, and there are few advertising content companies.

Because advertising content needs to be equipped with a budget of the same value, you can ensure the effective dissemination of the whole content.

So remember, if you want to make advertising content but spread it in a tagged way, it is basically impossible. Let's summarize the above contents through data.

From the expression form of enterprise number:

1. Influenced by the content carrier, product/brand characteristics and other factors, entertainment and game industries like to output regular content by editing video/game pictures with special dubbing and subtitles;

Education and training institutions like to lose through knowledge sharing/education and training.