A Douyin anchor achieves 360-degree brand display in all aspects through different voice accounts.

It can also be understood this way: establishing corresponding chain communication through Douyin, channeling the traffic of fans who follow different accounts under the same brand to each other through matrix accounts, forming internal drainage of fan traffic under the main account, avoiding the loss of fans, and increasing the number of fans.

expand influence.

The marketing function of this Douyin matrix is ??mainly that companies with relatively simple product structure and brand composition can use this model to weaken their brand positioning and strengthen their product selling points. After the product forms a relatively distinctive feature in the minds of fans, it can better influence the purchase of the audience group.

want.

After Xi'an became popular on Douyin, many cities in China discovered the benefits of Douyin and learned to build their own Douyin matrix on Douyin. Chongqing is one of the representatives.

The Douyin matrix used in Chongqing is the "1+N" matrix model. With Chongqing Tourism as the main account, sub-accounts such as Safe Chongqing, Discover Chongqing, Chongqing Airlines, Chongqing Food, etc. are respectively opened to promote Chongqing's food, beautiful scenery and various

A kind of information Douyin publicity system.

Account matrix fission is an extremely important part of operations, especially accounts with less obvious subdivisions.

The matrix of accounts can not only attract more and more accurate users, but also open up multiple accounts for mutual communication and drainage, complete multi-channel and all-round promotion operations, enhance the influence of the accounts, and set off future monetization.

1. Matrix thinking under traditional new media thinking. The idea of ??increasing followers through matrix thinking has already existed in the "double micro" era.

There are countless cases of big Vs driving traffic to other accounts, and public accounts leading important users to other accounts by organizing online activities, or promoting other fissioned accounts in their articles.

This method also works on TikTok.

2. Team matrix.

Headline players such as "Tiantian Xiaoyuan", "Zhong Ting

Construction, after the main account reaches a certain size, team members will split into other accounts, including but not limited to actors, photographers, post-production and secretaries, etc.

For example, the main account "Tiantian Xiaoyuan" has 14.963 million fans, and each starring member has opened his own account. The total number of fans of the eight accounts that have been split from this has reached 5.33 million, and the total number of matrix fans is 20.293 million.

.

At the same time, people can notice that each member's personal information is channeling traffic to the main account of "Tiantian Xiaoyuan". The seemingly simple sentence "Please pay attention to Tiantian Xiaoyuan for more articles" can actually attract some curious people.

Users search for and pay attention to the main account, thereby increasing the commercial value of the entire account.

3. MCN organizational matrix (see Figure 6-3), which is the organizational matrix.

For example, the MCN organization Onion Group has multiple accounts, and each account is almost the leader of various purposes. The total number of fans in the MCN matrix is ??nearly 70 million, which is very huge.

Moreover, various top players will also channel traffic, promote or collaborate with each other.

4. Personal matrix.

That is, after an individual opens a main account, he then opens a secondary account.

This type of matrix is ??relatively rare, mainly because there is a disadvantage in making a personal matrix. When the same person appears in multiple accounts, it will affect the weight of the two accounts, because the Douyin system is very likely to judge the account as

Marketing account, but there are also success stories.