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3 TikTok ways to easily create popular ideas
时钟-netmavel
2024-10-22

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"TikTok is like Taobao 5 years ago and Douyin 2 years ago. As long as the store can be opened, it will be able to sell the goods."


In November this year, Xiaolong, a cross-border e-commerce seller, made tens of thousands of dollars by bringing goods through TikTok. This is the third month that he has used TikTok as a source of cash flow. There are many people in China who are working hard on Douyin to sell goods, but a group of sellers with a keen sense of smell like Xiaolong have brought the short video e-commerce model to the world, competing for this huge traffic cake. According to statistics, TikTok gained 338 million downloads in the first half of this year and reached 1 billion monthly active users. It is currently the largest short video application in the United States.

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In addition to the increase in the number of users, TikTok has also pressed "fast forward" on the road to commercialization: a series of actions such as creator fund support, the launch of British stores, relaxation of conditions for Chinese merchants, and enhancement of live broadcast functions are all strengthening business. Attributes.

TikTok is still in the traffic bonus period. No matter what category the merchant is in, you can try to enter TikTok and give priority to occupying the high traffic area. So the question is, how to attract traffic through TikTok? NetMarvel summarizes the three major modules of TikTok's operation logic, closed-loop purchase and conversion, and drainage strategy, and teaches you to quickly get started with TikTok's independent station drainage and conversion.


1. 3 basic logics of TikTok’s operation

Before entering the pit of TikTok, you need to pay attention to the audience, competing product data and establish an iterative thinking.


(1) Focus on content that users are interested in


As an independent website merchant, what we care most about is whether TikTok can attract enough traffic. Therefore, the first step in attracting TikTok short videos is to consider what users like to watch and what they need to watch.

For example, a pet account that was very common before will show some injured pets in the video, and someone will specially rescue these pets, and the whole process will be edited into a video to attract attention. In addition, there are some funny moments of pets. This type of content often inspires likes and comments from users, making the video a lot of traffic.


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Videos from pet TikTok accounts
 

Pet videos are a relatively common category, but merchants need to determine the content according to their own selections. This requires us to do a good job of audience positioning. The attributes of the audience include their location, age, gender, interests, occupation and other information in order to know what content they like.



(2) Pay attention to competing products and content data in a timely manner

In fact, what merchants need to study on TikTok are your competing products, which will give you a better understanding of what short videos users like to watch. For example, you can study the video types, popular videos, hashtags, groups, etc. of competing products. Merchants can also use the data analysis function of TikTok professional accounts to understand trends such as traffic sources, account page views, audience data, popular video data, and more. These data can provide guidance for the subsequent operation of the account.


(3) Maintain a constant trial and error mentality

When it comes to trial and error, many people have doubts: why trial and error? Isn't there a lot of experience on the Internet to learn from? In fact, different companies, different products, different business models, just like cooking, although the ingredients and recipes are the same, some people are good at frying, some people are good at steaming and boiling, the taste will not be completely identical. The same is true for merchants doing TikTok, and they need to constantly adjust during the operation process to find the most suitable experience and model for themselves. For example, in advertising, many people know that conversion is not necessarily high if you pay for it. You need to try different combinations of materials, delivery time, target population and other data combinations. In the same way, popular short videos are also produced by testing, which requires continuous testing and iteration.


2. Layer-by-layer optimization to create a closed loop of drainage and conversion


After understanding the basic principles, you don’t need to rush to get started. Instead, you need to consider what the ordering process will look like after users are diverted to the TikTok account, and then optimize each node.


(1) Refined construction of account conversion paths


Generally, users who come from natural traffic can only click to enter the TikTok account homepage through the account homepage. This part of the business must optimize the account page to ensure that the video cover, account profile and other information attract others, and guide users to click to watch the video after entering the account homepage.


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Huaxizi's TikTok account page


After the user clicks to enter the video, if the content of the video is attractive enough and the words to guide the purchase are made or exposed, then there will be users placing an order. This forms a closed loop.


(2) Optimize each node of the conversion path


In the process from viewing to placing an order, merchants need to optimize the four nodes of product exposure, account settings, video content and comment area. First of all, let’s talk about product exposure. It’s best to choose some products with good display effects (fun, interesting, practical, etc.), novelty, and low shooting costs. For example, the display of an eyeshadow palette made by Huaxizi is the whole process from opening the box, displaying it to applying makeup.


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Next is content. Merchants can refer to the video content posted by competing products to plan short videos. The most important thing on TikTok is authenticity and simplicity. Whether it is product display or dry goods, it only needs to convey one specific message in a short time. If you need to make a longer video, you can divide it into multiple 15-second videos to publish. For example, Fenty Beauty will often upload some beauty tutorial videos.

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Fenty Beauty's Eyeliner Instructional Video

The second is account settings. When posting content, remember to add some keyword tags. It is best to browse which keywords are popular under your category and then embed them in the description. For example, if I want to find popular tags related to Christmas, I can directly search for #christmas, and the popular tags related to #christmas will appear in the drop-down box.

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Find popular tags by searching

Finally, let's talk about the operation of the comment area. Merchants can do a lot of guidance in the comment area. Many users who want to buy will leave a message where to buy. At this time, they can guide direct conversion. At the same time, there are more comments, and the subsequent users will have a stronger sense of trust, forming a certain buying atmosphere, which is more conducive to the conversion of new traffic.

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Anker account comment area user message

3. Multi-channel combination punches detonate traffic

(1) Cooperate with TikTok influencers to promote


TikTok provides a marketplace for creators to connect with, and brands can collaborate directly with entire websites and influencers. Influencer marketing on the platform can help brands improve word-of-mouth, and they can also do theme marketing in conjunction with peak seasons such as Christmas. The fitness clothing brand Gymshark mainly cooperates with some fitness experts to let fitness netizens make some fitness challenge videos, attracting fans to upload their own fitness short videos, which has triggered a large-scale spread.


(2) Increase exposure through paid promotion


TikTok itself provides forms such as screen opening, information flow, and tags for brands to pay for promotion. If merchants need to launch during the Christmas season, they can consider using TikTok TopView and Spark Ads to launch. Advertising can also be combined with influencer marketing. Eylure, an independent station, has cooperated with influencers to place advertisements on TikTok, and the videos it has placed have received 670,000 views.


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(3) Maintain a certain content release rhythm


It is recommended to publish at least 1~2 short videos every day. Such a rhythm can give the brand some sense of presence, but it will not disturb users. Merchants can see when their users like to watch videos in the background, and the time preferred by users in each country may be different. For the scheduling of content release, OBERLO summarizes a general reference time:

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If you see that users are particularly active on a certain day of the week, consider increasing your update efforts on that day to increase playback. Although it is not easy to maintain regular updates, the platform's algorithm will evaluate account activity, so merchants try to maintain a certain update frequency to ensure account weight.

TikTok is still in the period of exploring dividends. With the acceleration of the commercialization process, merchants can use more and more tools, and the gameplay will become more and more abundant. The Christmas season is about to start, and merchants can quickly seize the opportunity to achieve explosive orders!