Why does Douyin have a commercial label? For commercial products, monetization is an inescapable issue. This article will boldly speculate on Douyin’s possible future commercialization path based on a summary of Douyin’s current commercialization behavior.

Monetization methods: First, we summarize Douyin’s current monetization methods that are visible to the naked eye.

Feed advertising is Toutiao’s strength. In addition to algorithmically matching users, Douyin’s feed advertising also has some interesting small attempts, which I would like to briefly talk about.

(1) Determine the advertising through A/Btest... For commercial products, monetization is an unavoidable issue. This article will make bold guesses about Douyin’s possible future business based on a summary of Douyin’s existing commercialization activities.

transformation path.

The monetization method mainly summarizes Douyin’s current monetization method that is visible to the naked eye.

Feed advertising is the strength of Toutiao. In addition to algorithmically matching outdoor advertising, Douyin’s feed advertising also has some interesting quizzes, which I would like to briefly talk about.

(1) Confirm the length of the advertising button through A/Btest.

I wonder if you have noticed that the length of the conversion button in Douyin ads has changed several times - from the initial size to the column length, and finally to the current style. What should be included on the back is A/, which is the same as the content selection mechanism.

The Btest idea is to find the button length with the highest click rate through testing.

(2) Arouse users’ curiosity through randomly “color-changing” buttons.

They are also advertising buttons. When you first enter the advertisement, each button will be a transparent color. After a few seconds, it will change to a different color. For example, the button in the first advertisement will turn blue, and the button in the second advertisement will

It turns to orange, taking advantage of users' curiosity about the color of the button, while providing interest to the product and extending the viewing time of the advertisement.

E-commerce diversion merchants can direct users to their own product sales pages through short videos.

Although Toutiao launched its own e-commerce channel "Value Point" some time ago, most of the visible e-commerce traffic is still directed to Tmall and Taobao.

On the one hand, it may be because the user portraits of Douyin are quite different from the value points. On the other hand, it may be because the value points are still in the testing stage and are not suitable for large-scale traffic diversion.

Customized brand advertising uses challenge activities and materials to help big brands customize advertising and make profits from it, such as #challenge’s customized advertising—oppo challenge “It turns out you are Jiang Zi”, sticker’s customized advertising—Pizza Hut stickers, etc.

The live broadcast dividend prediction is just a general function follow-up, using existing users with similar characteristics and intentions to live broadcast users for direct monetization.

There is not much difference from other live broadcast channels, so I won’t go into details.

DOU + Quick Push DUO + ??Quick Push is an advertising method recently launched by Douyin. It can be invested in a certain video and can be operated on the mobile terminal.

Investment methods include: basic directional investment, investing in groups of restricted gender, age, and region; designating accounts with similar fans, investing in fans of designated accounts; investing in nearby business districts, and specifying a diameter range to invest in areas.

Throw in.

The above are Douyin’s current commercialization methods that are visible to the naked eye. Next, let’s guess where Douyin will monetize in the future.

Monetization efforts: Personally, I believe that Douyin’s future monetization efforts will still be “advertising” and “traffic diversion.”

Advertising It is reported that Douyin’s advertising revenue may exceed 10 billion in the next year [1]. It is difficult to imagine that such a big piece of cake cannot form Douyin’s future focus.

In addition, the advertising skills developed by Toutiao are also a good support on the advertising road of Douyin.

For example, Douyin continues to try ideas and provides "intelligent investment" on the basis of Toutiao investment.

Under this investment method, Douyin will first use part of the investment funds to conduct small-scale experiments, find the groups of people with the best investment effect, and then invest on a large scale to achieve the best promotion effect (Note: please visit DOU+

Boost the first option, DOU + call method: click the "Forward" button on any video).

In the end, Douyin's ads don't seem to be so offensive to users, providing Douyin with the possibility to make money without hurting users.

Among them, "less disgusting" may be attributed to the following points: (1) The advertising style fits the characteristics of the product. Douyin is an entertainment product, so the advertisements in Douyin are almost all entertainment style.

On the one hand, judging from the report provided by AppGrowing [2], Douyin's "game" advertisements account for a high proportion, and the entertainment characteristics of the game itself are very consistent with Douyin's product tonality, so advertising on Douyin

With investment in the game, the effect may even be better than the information-based Toutiao.

On the other hand, the production of non-game advertising content in Douyin is also trying to fit the entertainment characteristics as much as possible. It is funny, creative, and even ghostly. For example, Sophie's creative advertising also received a lot of praise at the time [3].