Why is there a commercial label in Tik Tok

For commercial products, realization is an unavoidable topic. Based on the summary of the existing commercialization behavior in Tik Tok, this paper will boldly guess the possible commercialization road in Tik Tok in the future. Liquidation means firstly, it summarizes the current liquidation means visible to the naked eye in Tik Tok. Feed stream advertising is the strength of headlines. Besides matching users in algorithm, Tik Tok's feed stream advertising has some interesting attempts, which I want to talk about briefly. (1) It is determined by A/Btest that the realization of commercial products is an unavoidable topic. Based on the summary of the existing commercialization behaviors in Tik Tok, this paper will boldly guess the future commercialization path of Tik Tok.

Liquidation methods

First of all, summarize Tik Tok's current visible liquidation methods.

feed stream advertising

advertising is the strong point of headlines. In addition to algorithmic matching in the field, Tik Tok's feed stream advertising also has some interesting quizzes, which I want to talk about briefly.

(1) the advertising button length is confirmed by A/Btest. I wonder if you have noticed that the length of the conversion button in Tik Tok's advertisements has changed several times-from the size of the beginning to the length of the banner, and finally to the current style. The back should contain the same A/Btest idea as the content selection mechanism, that is, the button length with the highest click rate is found through tests.

(2) The button that changes color at random causes users to be curious. The same is the advertising button. When you first enter the advertisement, each button is bright, and it will change into different colors after a few seconds. For example, the button in the first advertisement will turn blue, and the button in the second advertisement will turn orange. By using the user's curiosity about the button color, the advertising viewing time will be extended while providing interest for the product.

e-commerce diversion

merchants can directly divert users to their own product sales pages through short videos.

although the headline launched its own e-commerce channel "value point" some time ago, most of the e-commerce diversion visible to the naked eye still points to Tmall and Taobao. On the one hand, it may be because there is a big difference between the portrait of users in Tik Tok and the value point, and on the other hand, it may be because the value point is still in the test stage, so it is not suitable for large-scale diversion.

Customized brand advertisements

Use campaign activities and materials to help big brands customize advertisements and make profits from them, such as # customized advertisement for the campaign-OPPO Challenge "You were originally a sauce purple" and customized advertisement for stickers-Pizza Hut stickers, etc.

Live dividend

Guess it's just a general function follow-up, and it can be realized directly by users who have their own characteristics and intentions similar to those of live users. There is not much difference with other live broadcast channels, so I won't go into details.

DOU+ quick push

DUO+ quick push is an advertising method recently launched in Tik Tok, which can be put into a video and operated by the mobile terminal.

Investment methods include:

Directed investment at the root, and investment is made to people with limited gender, age and region;

specify an account with similar fans, and invest in the fan population of the specified account;

invest in adjacent business districts, and invest in regions with a specified diameter scale.

These are the commercialization methods that Tik Tok can see with the naked eye now. Next, I guess the starting point of Tik Tok's future realization.

monetization force point

Personally, I think the future monetization force point of Tik Tok is still "advertising" and "diversion".

Advertising

It is reported that Tik Tok's advertising revenue may exceed 1 billion in the next year. It is hard to imagine that such a big cake can't be the focus of Tik Tok in the future.

In addition, the advertising skills exercised by today's headlines are also a good support for Tik Tok's advertising road. Tik Tok, for example, on the basis of headline input, followed the test ideas and provided "intelligent input". Under this investment method, Tik Tok will first use part of the investment funds to conduct a small-scale test, and then make a large-scale investment after finding the group with the best investment effect, so as to achieve the best implementation effect (Note: see DOU+ to quickly push the first option, and DOU+ calls out the method: click the "Forward" button for any video).

In the end, it seems that Tik Tok's advertisements don't make users feel ill, which provides Tik Tok with the possibility of making money without hurting users. In the meantime, "less bad feelings" may be attributed to the following points:

(1) Advertising style fits the product characteristics

Tik Tok is an entertainment product, so advertisements in Tik Tok are simply entertainment style.

On the one hand, judging from the statement provided by AppGrowing [2], the proportion of "game" advertisements in Tik Tok is very high, and the entertainment characteristics of the game itself are very suitable for the tonality of Tik Tok's products, so the role of putting the game into Tik Tok may even surpass the headlines of information today.

On the other hand, the content of non-game advertisements in Tik Tok is also trying to fit the characteristics of entertainment. Funny, imaginative and even ghostly advertisements, such as Sophie's conceptual advertisements, have also received a lot of praise [3].

(2) Mark the word "advertisement", and the cost of crossing is low

All advertisements in Tik Tok are marked with the word "advertisement", and the crossing cost is very low, just like watching videos that are not interesting, so you can just slide up and cross.

(3) The push frequency can be artificially reduced

After clicking "not interested" on the advertisement repeatedly, the push frequency dropped significantly. I have done experiments with my friends. As a control group, I don't click on advertisements without interest. As an experimental group, my friends frequently click on advertisements without interest. After 7 days, I will present advertisements if I brush less than 1 articles, while my friends will not present advertisements if they brush dozens or even hundreds of articles in succession.

To sum up, advertising, a monetization method with high income, strong talent and no harm to users, should be the focus of Tik Tok in the future.

But at the same time, there seems to be room for optimization in Tik Tok's advertisements. The following two suggestions are given about the matching degree between advertisements and users:

1) Improve the ability to analyze the content of video advertisements

Although advertisers can choose advertisements and user types when they invest, this may not be the best matching method. After all, "people" may not know users better than "machines" in matching algorithms. If the "video content" can be read by the machine, the optimization method of similar graphic advertisements is selected to optimize it, and the firm opinions are provided for the advertising video manufacturers, presumably the advertising function will be by going up one flight of stairs.

2) Create and further enrich the user's "commercialization label"

The user's commercialization label may be different from the user's hobby label. For example, people who like cute pets do not have different needs to buy pets or pet products. Maybe there are similar labels in Tik Tok now, but as far as the application feeling is concerned, there seems to be a lot of room for improvement.

If the above two points are improved, combined with the existing selection and distribution ability in Tik Tok, the advertisements that trust Tik Tok will make a breakthrough in terms of experience and income.

Diversion

E-commerce diversion is also a part of Tik Tok's revenue. According to the statement of AppGrowing supply [2], Tmall and Taobao now account for a large part of the traffic.

But Tik Tok's ambition doesn't seem to stop here. Is the classification module under the "Same City" plate familiar? Food, attractions, fun and so on, huh? Isn't this what the masses are doing? Therefore, it is speculated that Tik Tok's future "diversion" will not only be limited to e-commerce, but also expand to life services.

so how feasible is this work? The form is not low:

(1) Video is more expressive

Compared with the graphic method of mass comments, Tik Tok's video method is more conducive to arousing users' love and affecting consumption. Think about yourself drooling over Tik Tok food every night. Have you ever quietly written down the name of the store you are talking about and tried it?

(2) outstanding community punching civilization

Do we still have an image of the "punching online celebrity Store" that can be seen everywhere in the video title and discussion? In the fun, delicious and beautiful atmosphere set off by the video, many users go to all parts of the country to spend money and release "punching" videos, while some users who can't afford to travel far can only quietly praise them. However, after Tik Tok launched the function of introducing users to their neighboring "online celebrity stores", did it further encourage this atmosphere and make the distribution of life services possible?

(3) The external environment is good

I wonder if we have any feeling. Anyway, after I went out for a long trip, I have started to search for other life service scoring software besides mass comments. With the extension of the marketing atmosphere, the credibility of mass comments seems to be gradually declining. Does this external environment create an opportunity for Tik Tok?

to sum up, relying on its huge lively user base, Tik Tok's ability to distribute life services through direct diversion for businesses may well constitute another point of monetization.

However, it seems that Tik Tok still has a long way to go to distribute life services and directly connect with various businesses. In the same way, the following suggestions are put forward:

If you want to play the "credibility" card well, it is inevitable to do some "heavy work" in the early stage, including the excavation of high-quality businesses, manual field exploration and review. Perhaps it is a good idea to collect "characteristic" merchants. On the one hand, it prevents people from competing with comments in the dimension of "mass merchants"; on the other hand, the features are more and more in line with the tastes of users in Tik Tok.

the corresponding functions should be followed up steadily, perhaps it is "scoring", and the equally convincing functions such as punching cards and heat, even "video collection", can help users to select high-quality businesses.

control the pace of cash realization and make steady progress in the balance between credibility and commercialization.

The above is only my personal opinion. See the related articles mentioned in this article. Thank you for your precious time.

[1] Will Tik Tok's advertising revenue exceed 1 billion in the next year? However, MCN still can't make money in the channel

[2] The first domestic Tik Tok advertisement analysis statement, the game professional advertisement accounts for the largest proportion

[3] Sophie tried to shake the audio and video information stream advertisement, and netizens marveled at it and gave it full marks

CEndC

Author: lilyblood, micro signal and public number: lilyblood, Welcome to communicate ~

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