Tik Tok (Douyin) : Solution de vidéo marketing pour les médias sociaux en 2020

Tik Tok (Douyin) : Solution de vidéo marketing pour les médias sociaux en 2020

The purpose of this blog is to introduce fundamental information about Douyin, to provide clearer strategy for companies who are targeting the Chinese market and willing to develop Chinese social media marketing.

About Douyin

Douyin is a video social media platform for mobile phones designed to help users express themselves. Users can produce rich and diverse high-quality recreational videos in a  short time slot. 

In 2018, Zhang yiming, CEO of Bytedance, announced that douyin was downloaded 45.8 million times in apple’s App Store, outperforming Facebook, YouTube, Instagram and has become the most downloaded iphone App in the world.

Douyin has developed more effective functions and management system, such as risk warning, time management, time lock, parent-child platform and an online shopping system.

Douyin also developed its international version: Tiktok. 

The main differences between them are:

  • The different ways of registering: Tiktok’s account number is mainly personal
  • The “search and push” rule: Tiktok tends to be localized
  • The realizable way and the content style.

The slogan of Douyin is: “record the good moment”

Douyin User segment of target groups

Advertiser: Douyin, as a large music and video social media platform, has naturally attracted a lot of business in the platform’s advertising. They are more focused on the convention rate of the advertisement: whether it delivered to the targeted population, the click rate, etc.

Kol&Influencer: Le KOL et le marketing d'influence sont essentiels dans le marketing de contenu. One of the key strategy is to turn the product into a topic. The content with effective communication could be spread into the natural communication on social media.

Bien que les KOL et Influenceurs soient tous "l'âme intéressante ayant apprit à utiliser les médias sociaux", ce qui signifie essentiellement qu'ils amplifient leur influence en utilisant les médias sociaux, la définition de KOL et Iinfluenceurs est différente sur les plateformes chinoises de médias sociaux.Ils commercialisent leurs succès soit en attirant l'attention, soit par des moyens professionnels.

L'autre clé est la communication précise au public visé. Les KOL et Influenceurs doivent constamment subdiviser et purifier les adeptes par le biais du fonctionnement des ventilateurs afin d'améliorer continuellement la valeur commerciale de leurs propres ventilateurs.

Users who are willing to share their life: Most of these kind of users are followers.  They love to record food, scenery, fun in life and follow the popular video that has been shot. They love to follow the trend with no fixed followers, no specific theme, and uneven video quality. They recreate for themselves and record the treasured moment. These kind of users are typically called  ‘user in the middle’.

Watch diving: Users that spend their free time. The largest base must be those unknown users, in the consumption process. This kind of users do not have a strong expression and the desire to be noticed, or have a communication on the social media. They spend time to have fun and bring huge traffic and potential economic benefits to the platform.

After gradually improving the product, Douyin has paid attention to the marketing and the large increase of the users’ amount. The age group of Douyin’s main active users has grown from 18-25 to 25-30. With the rapid growth of the number of users, the content level is also moving towards a more mainstream and diversified direction.

tiktok influencer
Douyin User’s interest preference

En 2019, les vidéos sur l'alimentation, les animaux, les plantes et les sports sont toujours populaires. D'autre part, les personnes de sexe différent ont des comportements différents. Les utilisateurs masculins s'intéressent davantage à l'automobile, à l'armée, aux sciences et technologies numériques, tandis que les utilisatrices ont une préférence plus marquée pour le maquillage, les soins et l'éducation. Les différents âges ont également des sujets spécifiques à suivre. Toutes ces données contribuent à la bonne stratégie publicitaire.

Biggest video social media shopping platform

Douyin provides the Douyin Shopping Cart to users, which allows certified accounts to connect their TMall or Taobao store with Douyin and fulfill the directly buying within the limited impulse of consumption. These functions include commodity window, video shopping cart and live shopping cart which help talent and enterprise accounts increase their ability to carry goods in order to achieve the efficient transformation of Douyin traffic.

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