1. Quality user experience brought by friendly product design
When you open DOUYIN, you will find that the interface design is very simple, which on the one hand reduces the cost of viewing for users, and on the other hand the decision window becomes smaller, which lowers the threshold for users to produce content. Moreover, the built-in special effects and props, vertical full-screen experience, as well as filters and beauty elements play a significant role in enhancing the performance of videos.
In terms of the “shoot the same” popular content experience, it is equivalent to DOUYIN having set up the stage, the accompaniment is playing, and the rest is up to you to play.
The quality of the user experience brought about by the friendly product design has earned a good reputation among users. In DOUYIN’s good, positive marketing atmosphere, quality information presentation makes brand content more easily accepted by users, and some creative personalised content can also stimulate users’ desire to create, leading to communication and interaction opportunities between brands and users, forming an effective communication closed loop.
2. Double recommendation mechanism to increase the exposure of brand content-based marketing
It is understood that DOUYIN uses an intelligent social recommendation mechanism. For those ordinary users who do not have a fan base, as long as the videos they make are fun and interesting enough, they can also form millions of exposures. This gives ordinary users the opportunity to compete with net stars and KOLs on the same stage. In fact, many of the current celebrities on DOUYIN were just ordinary vegetarians at the time.
Based on this dual recommendation mechanism, there are some unique advantages for brands that already have a fan base to build and maintain a brand persona on DOUYIN. The more quality and exclusive the content created, the more likely it is to be commented on, liked and shared by existing fans.
With the help of the unique recommendation mechanism, the interaction between users and the brand becomes more and more active, which is good for maintaining existing fans and absorbing new ones, increasing the communication opportunities between the brand and users.
3. Social attributes with viral “body”
Social media is the first choice for brand marketing. When WEIBO and the WeChat moments become the regular marketing mix, the new traffic tapped has become extremely small, and finding other social media channels is an attempt that brand owners have to make. The constant stream of interesting content on DOUYIN has attracted groups from all circles to register, interact and share.
The aforementioned Seabed Netflix eating method, when the online spread reached a certain scale, caused an aggregated reaction offline. Similarly, the popularity of the “chicken game” challenge and the popular songs from films and TV dramas show that DOUYIN has a viral “quality” and is extremely social.
The brand positioning of “a platform to record the good life” was clearly defined at the brand upgrade conference of DOUYIN just past. This also shows that DOUYIN has gradually changed from focusing on the pure entertainment scene to the life consumption scene.
The explosion of Xi’an on DOUYIN is a good example of this brand positioning. A DOUYIN user travelling in Xi’an casually posted a travel video and launched the #Xi’an challenge, prompting local Xi’anites as well as travellers in Xi’an to get involved, and a large number of food, beauty and folklore were shown on DOUYIN over time. Some people have even dedicated themselves to hitting Xi’an’s net-worthy places because of these Jitterbug videos.
Brand appeal and market demand make it possible to tap into a great deal of user value on DOUYIN, which will eventually feed back to businesses and brands. Hard-copy placement is only the primary method, and brands’ self-produced content in collaboration with Jieyin celebrities has been proven successful as early as last year.
In the future, it is worth waiting to see how brands will “strike gold” on DOUYIN and how they will create new ways to realise cash.
