1. Does Tik Tok really have the "carrying capacity"?
The reason why Tik Tok is popular is because of its strong communication ability and cargo carrying ability. These two points are determined by Tik Tok's own platform genes and the status of users when they go to Tik Tok.
When users enter other platforms, the purpose is often to "read information" and "do tasks"; Unlike Tik Tok, its underlying logic is to "kill time" for users.
If you ask a person who often brushes Tik Tok, "Why do you watch this?"
Nine times out of ten, he will answer you: fun or funny or beautiful little sister or brother or fresh ...
All these are important elements to kill time.
This also determines the user's status on Tik Tok, which is relaxed, random and unconscious. In this state, it is very easy to receive the information that advertisers want to implant in them.
The reason why users can achieve this unconscious state of relaxation is due to these characteristics of Tik Tok:
1. Tik Tok is a small video of 15 seconds:
Video is a multiple stimulus of copywriting, vision, sound and dynamics, which is more likely to stimulate users' senses and trigger users' emotions. And 15 seconds is not long, as long as you can shoot, users can basically see the end after opening it.
2. Simple cuts, special effects, and filter effects:
Don't underestimate these effects. These tasks, which originally needed to be completed in the later professional stage, can now be completed simply and rudely by Tik Tok (not expected to be better than the professional, but enough), which reduces the recording difficulty and increases the visibility of the video. The freshness brought by these effects makes the video less boring and more rhythmic.
People who can play can also make montage effect and various special effects by cutting the lens. Last year, when Tik Tok began to spread, we wrote an article, "I made a video for Coca-Cola ...", which briefly introduced how to make a montage with Tik Tok's own tools. Interested friends can have a look.
3. Grassroots:
Tik Tok encourages recording small videos with mobile phones. If you do it exquisitely, users will be amazed, and if you do it roughly, users will not be disgusted.
Even users prefer to see small highlights in ordinary people's ordinary lives, and they will feel more intimate and closer to their own lives, so they will believe the information conveyed by videos more.
4. Sense of the moment:
Tik Tok's recording conditions determine that his small videos have a strong sense of the moment: most of the videos seem to have a whim ... This sense of the moment makes users feel more real, just like seeing them with their own eyes.
Therefore, a short video of 15 seconds that makes users feel real, interesting and not procrastinating, does not take up too much time of users, and is convenient to make, all these characteristics have aroused the high sense of participation of users in Tik Tok.
For some brands who want to bring goods through Tik Tok, you only need to plan in place, and your video will easily make people watch it again and again unconsciously-this is the "magic" of Tik Tok.
In the process of swiping Tik Tok, users will unconsciously receive information from video producers. Even if you are selling goods, as long as it is interesting and attractive enough, users will be happy to take your Amway.
second, how to shoot a "magic" vibrato video?
after learning about the powerful carrying capacity of Tik Tok video, do you also want to try your hand? Don't worry, listen to me: Before you do it, you should understand that not all "small videos recorded in Tik Tok" have this ability.
Tik Tok's genes determine that it has the ability to record "magical" videos, but we also see that most of the small videos are still below the horizontal line that users have crossed out before watching them.
So, it's not that you will succeed if you choose Tik Tok. What's more, you need to know the key elements of a small video with its own goods:
1. At the very least, it won't take a long time for users to be willing to watch
15 seconds, but if you can't attract users in the 1 th second, your small video may pass through his fingertips.
there are many attractions for users. For example, if you know how to use the lens language, or can grasp the user's emotions, you can let a static lens drag the user for 1~2 seconds, or even longer.
In our previous tweets, we also described in detail the elements that can be used by advertisements to "attract eyes" and build users' "goodwill", as well as related cases and usage methods. Due to the limitation of space here, I will simply list the common elements that can stick to users in Tik Tok:
1. Beautiful and handsome;
2. Sprouting from pet to essence;
3. Funny;
4. counter-common sense;
5. novelty;
6. Potential immediate tasks;
7. Fast pace.
A small video that can be watched by users must have at least one of the above points; If you can do one of them to the extreme, or have enough elements, it will become a "magical" small video, so that users can't stop watching it again and again.
The most characteristic of Tik Tok is the last point: fast pace. The finger dance in Tik Tok is to use the fast pace to dazzle users and stay on the small video for a long time unconsciously.
If you can't grasp the user's emotions for the time being, you can also make use of Tik Tok's rapid video recording and lens cutting to create a fast-paced atmosphere and make users fascinated.
2. Make it magical that users can't help watching it several times
As we have just said, a sticky element that is extreme or has enough sticky elements can make a small video more magical.
For example, fast-paced dance and sports videos, which are made by beautiful women or handsome guys, will be more magical than those recorded by ordinary people; Cute pets with funny elements will be more sticky ... Of course, it would be better if cute pets+funny+beautiful guys+fast pace+current tasks+novelty! Whether you can do this depends on your product attributes, callable resources and your planning ability.
3. Implantation should be clever
As we said before, whether the copy of an advertisement is qualified depends on whether the copy can connect the user's purpose and product attributes. This is universal regardless of any form of advertising.
So, if you want to promote it in Tik Tok, the first thing to consider is that the tonality of your video should be consistent with your product. If it is just a simple beauty+fast-paced video, it is difficult to implant the product.
To know that opposites attract each other, the target users that handsome guys and beautiful women can attract are the opposite sex, and in many cases, the target audience of the products they are good at endorsing is the same sex. The target audience that they are suitable for products with goods happens to be the opposite of the target audience that they can attract. From my experience in online celebrity promotion, many small online celebrity have this problem.
Therefore, video planning should reasonably attract users to the implanted products, which is really impossible to plan. Just make this advertisement "hard" and it can also play a certain role of "bringing goods". As mentioned earlier, Tik Tok's "grassroots" and "present feeling" can bring users a strong sense of reality and goodwill, which can partially offset the discomfort that hard and wide will bring to users.
We just used Tik Tok's own fast-paced function to show the products: convenient pencil sharpener and automatic eraser. It doesn't even use any shooting skills, but it doesn't affect everyone's attention to the product at all.
because it conforms to the "fast pace", "novelty" and "potential immediate task", it is possessed of magic and carrying capacity.
If I am a person who needs to use pencils and erasers frequently, such as an art student, or need to draw sketches frequently, or have a primary school student at home … such a product display is in line with my "potential current task", I will be interested and then search for related products. For example, as an art student in the past, I couldn't resist my love for drawing tools, so I went to find the product purchase link immediately after watching this video.
In the face of users who are interested in me, what you need is to predict my next possible action path.
For example, if users are interested, they will search on Taobao. If your products are exclusive or rank high, then you don't need to do other actions. If not, for example, there are many peer products on Taobao, and your ranking is very low, then you need to find ways to drain them into the purchase channel in the video. For example, set up a purchase link (this right is not available to ordinary users now), or guide attention to Weibo WeChat, and then further drain it to the sales platform, and so on.
If you have an offline store, taking an interesting Tik Tok for your products will be very beneficial to the promotion. Especially the catering industry. For example, the hidden menu of Haidilao and Starbucks, which exploded before, fully demonstrated Tik Tok's cargo carrying capacity.
You can create your own hidden menu to show your best-selling items, props and backgrounds suitable for self-portraits, and show the features of products and the fun of activities … etc., which will be effective.
3. What should I do if there is no traffic in my Tik Tok?
No matter how good an advertisement is, it can only be effective if it is seen by users.
even if we do all the above, small videos have a certain degree of carrying power, but the communication needs enough creativity and planning to support, which is difficult for most small and medium-sized advertisers; And our own Tik Tok lacks enough fans to accumulate, so the communication will become very embarrassing.
in this case, how should we use Tik Tok to divert goods?
1. The easiest way, of course, is to buy advertisements.
The advertising platform in Tik Tok has been opened, and the charge for 1 CPM is between 211 and 241 yuan, with no discount or precise targeting. This makes many advertisers very embarrassed-even in the headlines with precise orientation and Baidu, it is not easy to do a good job of conversion. Tik Tok simply has no precise orientation and is still so expensive. Should this traffic outlet be pursued?
In my opinion, Tik Tok's lack of precise orientation is related to its platform genes and its current development stage. Different from other platforms, users in Tik Tok prefer the "freshness" brought by "random" viewing of recommendations. Under this mechanism, it is difficult to make accurate orientation in the current development cycle of Tik Tok.
and most advertisers, when they launch on platforms with accurate targeted data, don't have the ability to control the huge targeted data. If Tik Tok opens up "accurate targeting" for them, it will actually not be good for advertisers. It is better to rely on good planning to make content attract relevant users more effectively.
In fact, the earliest advertisements also had no targeting skills, but professional advertisers can still make good advertisements that impress users: because the advertising content itself is the best targeting.
as an advertiser, if you have professional planning ability and your user group is younger, it is a good choice to put advertisements in Tik Tok. Recently, the most popular advertisements in Tik Tok are mobile games, Vipshop, and Daily Fresh Food, all of which meet this positioning.
So, if the small video you make meets the instinctive demands of users, is sticky, and the product placement is reasonable and ingenious, it will naturally impress relevant consumers and achieve a more accurate targeting effect than big data targeting.
2. Take advantage of Tik Tok's magic to drain from the outside
If your user base doesn't overlap with the mainstream users in Tik Tok, can't you use Tik Tok to bring goods?
of course not.
as we said, Tik Tok's short video has the characteristics of "grassroots" and "immediate feeling", as well as the length and fast pace within 1.5 seconds, which are the key points to impress users. When we can't attract enough traffic from Tik Tok, we can use Tik Tok's "fan+"function to associate headlines, watermelons and Wukong Q&A accounts, and the content will be published on the related platforms simultaneously, and fans can also enjoy it.
If you have a headline number with good traffic, you can publish sticky and trusted Tik Tok videos to the headline account at the same time, and you will naturally have a traffic source.
if your headline number is certified, you can also accurately put your small video outside the headline number for your audience to see.
Even if a small business simply records a magical and promotional video and sends it to your circle of friends, it will bring you effective traffic.
just two days ago, I encouraged a girlfriend who sells antipyretic stickers for children to record a product video.
The antipyretic stickers she sells rank high in Taobao search, and only three similar products are on sale, which is very easy to use. So I only taught her to pay attention to three points: using fast video to ensure that enough information is transmitted, using more cuts to avoid users being bored, and remembering to show the outer packaging. Then I took 1 minutes to record a demonstration for her:
She quickly recorded a video and sent it to her circle of friends with reference to the sample I gave. In less than 5 minutes, someone placed an order and bought 9 boxes.
This is the powerful carrying power of Tik Tok's "magic", "grassroots" and "present feeling". You deserve it!