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Text When Douyin user scale, usage habits, crowd portraits, etc. are sufficient, the value of commercial operations will become more and more prominent.

Through brand marketing on Douyin, companies can not only gain exposure and expand influence, but also directly communicate with young users, providing a more powerful marketing basis for the rejuvenation of the brand.

The following is mainly divided into 4 parts: 1. Why operate a Douyin enterprise account?

2. Cases to illustrate the overall content operation strategy of enterprise accounts 3. What should brands pay attention to when participating in Douyin enterprise accounts?

1. Why should we operate Douyin Enterprise Account? There are three main reasons: 1. Douyin’s daily active volume is very large. It has currently reached 150-160 million daily active users, which is a very large traffic volume.

At this stage, the traffic dividend of Douyin is gradually disappearing. After the traffic dividend disappears, there may be marketing dividends. Therefore, the Douyin platform is currently a very important position for enterprises as a content marketing platform.

2. The usage time of Douyin users is very prominent. The average daily usage time has reached about 65 minutes. Therefore, one of the most important strategies for corporate marketing is to be exposed in a long form on the platform where users use the longest time, so that the marketing itself can reach more people.

User.

3. Douyin provides enterprises with an almost zero-cost content distribution and commercial marketing service. It is increasingly difficult and costly for brands to obtain traffic through marketing on other platforms.

On Douyin, companies can achieve marketing and business services at zero cost.

This is a very good opportunity for small and medium-sized brands.

From these perspectives, short video platforms, especially Douyin, are a very important place for companies to conduct content marketing in the future.

The basic operation status of Douyin enterprise accounts: (1) Judging from the number of fans, there are currently 2,664 blue V accounts (including institutional accounts and enterprise accounts, of which enterprise accounts account for about 90%), and the proportion of blue V accounts with less than 10,000 fans

60.66%.

This shows that a large number of companies/institutions have realized the value of Blue V certification and have flocked to the Douyin platform. However, due to the video production threshold and platform recommendation mechanism, most of them are in a weak operating state.

Blue V accounts with more than 100,000 fans accounted for 20.08%, of which only 1.76% were blue V accounts with more than 1,000,000 fans.

The distribution of blue V numbers also shows a relatively obvious pyramid structure.

(2) From the perspective of content quality, there is still much room for improvement in the quality of the content released by the Blue V account.

Comparing the blue V account with the personal KOL account, we found that the completion rate of the two is approximately 87:100, the likes ratio is 84:100, and the comment ratio is 33:100.

This shows that when companies create corporate accounts, they may only consider marketing effects, but lack consideration for Douyin’s content ecology and operational strategies.

This kind of content is not easy to spread on Douyin, which is an important problem faced by corporate blue V accounts on Douyin.