{"id":43106,"date":"2020-01-10T08:00:45","date_gmt":"2020-01-10T08:00:45","guid":{"rendered":"https:\/\/marketingtochina.com\/?p=43106"},"modified":"2024-01-31T04:29:09","modified_gmt":"2024-01-31T04:29:09","slug":"leverage-douyin-advertising","status":"publish","type":"post","link":"https:\/\/marketingtochina.com\/leverage-douyin-advertising\/","title":{"rendered":"How to leverage Douyin for advertising ?"},"content":{"rendered":"\n

Seeing the impressive influence of Douyin among Chinese people (Douyin is not only attracting the youngest ones but also adults), a lot of brands started to make \u201cDouyin-style ads\u201d. Let\u2019s take a closer look at how they are leveraging a social media app for their promotion.\u00a0 Douyin reaches 400 Million active users in 2020, according to Bytedance’s new press release.<\/p>\n\n\n\n

What is Douyin and why is it so popular?<\/h2>\n\n\n\n

Before starting, let me introduce you quickly Douyin. This is a social app for music short videos (generally around 15 seconds), launched in September 2016. It became very hot along with the rap competition show \u201cThe Rap of China\u201d<\/a>, which has promoted this application at the same time. \u00a0This app has been launched on Android\u2019s major app stores and itunes App store.<\/p>\n\n\n\n

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Quite similar to Dubsmash<\/a>, users can base on a BGM (background music), an audio recording, a soundbite from movies, or any internet trends to easily record a video of themselves. It provides also powerful beautifying features (to perfect the face, making it more smooth and fine), color filters, and animations to add amusement. As the video duration is very short, it reduces the performance time and makes it easier to create a video. Short videos are trendy in China because it doesn\u2019t take a lot of time to watch one and it increases the interest of the content by focusing on the main point.<\/p>\n\n\n\n

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The app is also a kind of online community that focuses on young people. Users are very actives both for comments and for shooting videos. Trends on Douyin seem to never end \u2026 Before one stopped, it\u2019s already replaced by another one.\u00a0 Also, videos and content are spread a lot over the Chinese network. WeChat<\/a> has two months ago blocked the sharing of Douyin videos on its platform because \u00ab\u00a0it affects the use and the customer\u2019s experience on WeChat Moments and group discussions\u201d (while netizens said this is in order to foster the use of WeChat video).<\/p>\n\n\n\n

Douyin undoubtedly became the trendy app in China. More than 85% are users born after 90, with a male\/female ratio of about 4:6. More than 70% of users come from first and second-tier Chinese cities. Some marketers and advisers had already felt the trend and taking measures to leverage this app as a marketing tool.<\/p>\n\n\n\n

Read as well: Introduction to Douyin Marketing<\/a><\/strong> <\/p>\n\n\n\n

How to leverage this app for advertising ?<\/h2>\n\n\n\n
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First, you have to know how to play Douyin. The essence of the application is a short video that\u2019s right, but many advertisers who do not really understand DouYin\u2019s charm just broadcast their promotion video normally, thinking that they are following the trend. Obviously, this is not.<\/p>\n\n\n\n

For example : the brand Mai Dong (\u8109\u52a8)<\/h3>\n\n\n\n
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Mai Dong is the brand of a sports vitamin drink that targets consumers aged 18-35, mainly living in urban cities.\u00a0 The brand has its official account on Douyin, with now 2,2k followers and 2 videos broadcasted. The first one is its promotion video.<\/p>\n\n\n\n

200 likes and 7 comments, which is not very engaging DouYin\u2019s users.<\/p>\n\n\n\n

The second video presents a contest launched by the brand. The rule is to create a video, using the BGM provided by the brand and with the hashtag #StartYourSpectacle (#\u8bf7\u5f00\u59cb\u4f60\u6700\u55e8\u7684\u8868\u6f14). Mai Dong will reward the challenger with the highest number of likes an Ipad Air and the top 30 challengers a box of MaiDong\u2019s new drink.<\/p>\n\n\n\n

74614 people joined the challenge and the top challenger has now 63,5K likes with 352 shares.<\/p>\n\n\n\n

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So, what should you consider to promote on Douyin ?<\/h3>\n\n\n\n
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