"Someone has nothing to do?" "Which one?" "Send gas" "I believe you a ghost." "It's really a bit of a gas" "Brother!" "Which one are you?" "Send gas. So hi! So hi!"
This passage combines the conversation of 2018 Douyin buzzwords, from a boy born in the 1995 and a parrot named "Xiaobai", and received 86 million views on Douyin.
Like many cute pets who have become popular on Douyin, the novices who are often sarcastic are the fans of " Xishuangbanna Flower Garden". This Douyin Blue V account, which has only been operating for 7 months, has accumulated 1.569 million fans in and has over 17.301 million likes.
Xiaobai is not only a powerful weapon to attract fans, but also an expert in selling goods. According to Li Hai, the owner of Huayang Garden, more than 70% of the inn's passenger flow comes from Douyin, and "There are customers who fly here specifically from Xining because they like Xiaobai very much."
From exposure, customer acquisition to conversion and operation, Huayang Garden has explored a set of marketing routines based on the Douyin platform. Compared to the fun of ordinary players, Huayang Garden has really found gold from Douyin.
As an inn with only 30 rooms, Huayang Garden’s case of using Douyin to attract traffic as its stores is worthy of reference by other small and medium-sized offline companies.
Secondary positioning: master the popularity format and realize the continuous hit
Speaking of the reason for the initial operation of Douyin, Li Hai admitted that it was competitive pressure.
Xishuangbanna Huayang Garden is located in Xishuangjing, Gaozhuang. It is the core scenic area of Xishuangbanna. It has more than 800 inns nearby. It is difficult to obtain traffic on the OTA (online travel agency) platform; among the numerous and dense inns, Huayang Garden's hardware facilities do not have the advantage. "I took over in May last year. The inn has been operating for 4 years before, and the hardware facilities cannot keep up with the newly opened peers."
Under the pressure of internal and external factors, Li Hai understood that "to survive, you have to find some new ideas."
At that time, as a fast-growing short video app, Douyin had made brands such as Xi'an Zhawan Wine and Xiamen Ice Cream popular. Li Hai thinks he can also try it, "I do scripts, lens design, shooting, dubbing, and editing myself. The 5 or 6 core members in the store are responsible for acting, and they are all on call."
But in the first two months, the "Xishuangbanna Flower Garden" was in a tepid position. "It started to be officially done in September, and by November, I only accumulated less than 200,000 fans," Li Hai said. "At that time, I didn't know what it would be popular. Sometimes I took pictures of scenery, sometimes I took pictures of beauties, and sometimes I took pictures of jokes." In the early days of operation, "Xishuangbanna Flower Garden" did not form a unified style.
But not long after, Li Hai discovered his own way from an accidental hit. In late November, Li Hai released a funny video of the parrot Xiaobai interacting with people. Faced with the knocking of the water collector's door, Xiaobai always doesn't play by the routine and "forces" the little brother to death in minutes. The video of has received more than 40 million views, 1.912 million likes, bringing more than 60,000 fans to the account.
"After that became popular, I knew what the tag/vertical point of this account should be." So, Li Hai relocated the account and formed a relatively fixed "format":
1. Video content
- mainly involves the funny interaction between parrot Xiaobai and humans. It may be a novice who is slandering, it may be a novice who is slandering.
Xiaobai's voice dubbed Li Hai, and then performed post-voice change processing; in order to obtain a large amount of material from Xiaobai, Li Hai will shoot as long as he sees Xiaobai's condition is exciting,
- follows the popularity of Douyin, participate in hot topics, use popular words, etc.
2. Sound
- Try to use the original sound instead of BGM. Because if users browse Douyin for a long time, they will easily browse duplicate BGM, causing aesthetic fatigue; if they browse an original audio and video without any BGM, they are more likely to stop and watch it; (Use the original sound as the "format" of Huayang Garden, different accounts can choose the method that suits them according to their own content positioning.)
- cut a laugh in the corresponding position to guide everyone to smile.
3. Screen
- subtitles all videos, and the size, font and color of the subtitles are fixed. The subtitles of "Xishuangbanna Flower Garden" are all white and yellow, which form a strong contrast with the darker picture;
- video should not exceed 15 seconds, and the first 3 seconds should be exciting. The first 3 seconds are not necessarily the most exciting, but they must be the most important. Whether the user will continue to watch depends on whether the first 3 seconds can attract him.
4. copy
- pre-buried chords in the copy or screen to stimulate and guide users to comment.
organically combines the above points to form a high "fusion degree", which is the "format" mentioned by Li Hai. After following this set of "format", Li Hai found that the video was almost always popular.
After the secondary positioning, the "Xishuangbanna Flower Garden" forms a unified style.
On February 2 this year, the number of fans of "Xishuangbanna Flower Garden" exceeded 1 million. Just 8 days later, the number has become 1.5 million. On the same day, Li Hai posted a message on Moments: "1 million to 1.5 million, so fast, it feels like getting on the highway."
Li Hai posted Moments when his fans exceeded 1.5 million
shoot Douyin, don't be self-interested, it is the key to causing everyone to be happy
"It's better to be happy alone than to be happy", this ancient Chinese saying also applies to Douyin.
self-satisfaction is a taboo in Douyin videos; only content that can cause exciting content can be popular on Douyin. Li Hai himself calculated a (unofficial) recommendation formula for Douyin:
(number of likes + comments + forwarding)/number of playback = interaction rate
He found that when the "interaction rate" is ≥3.5%, the video will be continuously recommended. In order to achieve the effect of "home-happiness", Li Hai is working hard to find the greatest common divisor of user-happiness from creative concepts, to burying chord designs, and comment interactions.
1. Source of inspiration: Browse popular videos + guest/user creativity
In Li Hai's opinion, the most basic way to improve sensitivity is to browse more Douyin, "Look more, like more, and comment more, and you can naturally summarize a set of your own experience." He is not worried that the videos with various comments and likes will affect the verticality of the account. "I don't think this is true. I like 4,795 works, but I only have 157 works."
In addition to watching more popular videos, Li Hai will also draw inspiration from customers/users. "I pay great attention to the interaction in the comment area. Some users will spontaneously provide us with shooting ideas. When I encounter a very good one, I will write it in my notebook."
Guest/user actively provides shooting suggestions for Li Hai
2. Buried stem design: Pre-embedded comment points
Li Hai will also use the method of embedded stem (or controversy) to attract "bar essence" interaction. For example, a short video he once filmed exaggeratedly shows the different wears of people from north and south when going out in winter, and was refuted by a group of users.
"You are wrong, there is heating at home in the north." "You're wrong, our south is only 3-5℃ in the house in winter." The competing spirit of users made this video receive more than 3,400 comments with only 10,000 likes, and finally reached one million views.
"In fact, it is because the content I shot is controversial and has pre-buried the point that everyone can argue, so this post became popular." Li Hai said.
3. View at least 50 times before release + test in small range
In order to accurately grasp the public's fun, Li Hai also has his own habit: watch at least 50 times before release.
"First of all, I have to let myself watch it with a bit of a urge to like and comment." Li Hai said, "After passing this level, I have to show it to strangers in the inn, including children. I will observe the child's expressions and do I smile naturally. "If I, strangers, and children all find it interesting, Li Hai will officially send a video.
uses DOU+ to heat videos, and skillfully use skills to create tens of millions of popular
In June last year, Douyin launched the content marketing tool "DOU+", which can empower videos with traffic. In addition to ensuring the quality of the content itself, Li Hai from also makes full use of the "DOU+" tool to heat up the video, "the monthly DOU+ delivery cost is about 20,000 to 30,000 yuan." In his opinion, "new media operations that do not use DOU+ tools must not be a qualified new media operation."
The "use" mentioned by Li Hai is not a "silly person and a lot of money" type of extensive delivery, but a delivery under the guidance of methodology.
1. Delivery time
at 11:30 am and 18:00 pm are the two time points when Li Hai chose to release DOU+.
"Because the review time of DOU+ takes about ten minutes to half an hour, and the review is completed at around 11:40 and 18:10. At these two time points, everyone just starts to get off work and get out of class. It is the peak period for watching Douyin. If you see an interesting video, you may share it with the people next to you." Li Hai said.
pushes the DOU+ delivery time forward by 0.5 to 1 hour (system review + initial traffic recommendation time), which is Li Hai's video release time, that is, 10:30 to 11:00 in the morning or 17:30 in the afternoon.
After initial traffic recommendation, Li Hai's videos can generally be played around 50,000 yuan. If it exceeds 50,000, Li Hai will start DOU+ and continue to heat the video; if it is less than 50,000, he will give up the playback.
At the same time, Li Hairuo observed that his videos were popular and would also be added; and during the week, he found that Friday and Saturday were the best time to deliver. In addition, he no longer posted DOU+ for videos over a month ago.
2. Video matrix -type delivery
Unlike ordinary people who invest in a single work, Li Hai often adopts the video matrix delivery method .
talks about the "video matrix", Li Hai said: "Content can be divided into core content and daily content. If your account has a popular type of video, you need to have a summary and define your own content tag. Publishing content similar to overpopular content is the core content of your account, and the other content is daily content.
core content is updated 1 to 3 pieces per week (it takes 1 to 2 days), and daily content is updated 4 to 7 pieces per week (it takes a few minutes). After publishes one core content, update two pieces of daily content, and then update the next core content. I call this operation a video matrix. ”
at the beginning of this article the video interaction between the Parrot Xiaobai and the gas delivery guy introduced is a popular product created by Li Hai using the video matrix delivery method.
This video has more than 86 million views and has 2.659 million likes.
This work that combines the buzzwords of TikTok 2018 was released two days before New Year's Eve. It was the core content that Li Hai spent two or three days to produce. Like most of Li Hai's videos, it received about 50,000 initial traffic. At that time, Li Hai calculated the interaction rate, which was slightly lower than 3.5, and , so he placed 200 yuan and 100 yuan DOU+ at 11:30 on the same day and 18:00 on the afternoon.
In addition, Li Hai also posted DOU+ for the four core videos around this main video at 11:00 am (spanning about 15 videos, daily content is not posted, only core content), and these core contents are invested 200 yuan each.
The idea here is to drive the increment of the main video through the mutual guidance between several similar videos. "Because if a user is interested in a video, he will probably click on the homepage of the account and slide up/down a few videos. So if a video becomes popular, it will often lead to the surrounding videos becoming popular."
By 18:00 pm that day, Li Hai's video received about 10 million views; by 24:00 pm, the video had exceeded 45 million views. The next day, the video was basically stopped recommending, and Li Hai's work was not much improved. However, Li Hai continued to adopt the matrix delivery method, reaching precise users through DOU+ and increasing the interaction rate.
So, after a day of slow growth, the video ushered in another 20 million views on the third day. Then it grew slowly, but after 2 days, another wave of traffic was ushered in.In the end, this video, which had a total of about 2,000 to 3,000 yuan, exceeded 86 million views, and exceeded 2.65 million likes.
3. In addition to serving DOU+ to his videos, Li Hai sometimes quietly serves DOU+ to his customers' high-quality content, "usually invest once, 100 yuan."
"Because ordinary users' Douyin accounts are usually very deserted, suddenly they see hundreds of likes, and they will be very excited and feel that they are really popular. Then they will recommend friends around them to come to Huayang Garden to take photos." Li Hai introduced. This essentially forms a kind of exquisite word of mouth/secondary communication.
Store traffic tips: Comment interaction + POI guidance + to facilitate induce
Finally, no matter how popular the work is and how many fans there are, it will be useless if the customer cannot be successfully attracted to the store. In order to achieve the "last mile", Li Hai also made a lot of "drainage designs" in details.
1. The most direct way to interact in the comment area and reply to store information
is to interact in the comment area. Li Hai revealed that in addition to the main account of @Xishuangbanna Huayang Garden, the inn also has several matrix small accounts such as @Banna Youyou Food, @Qiao Daimeier, @Xishuangbanna Pesits, etc.
Every day, many users consult in-house information through comments or private messages. These accounts will reply to relevant information and guide users to stay in the store. In addition, these accounts also undertake public opinion guidance functions. If there are inappropriate messages in the comment area, they will be deleted in time or guided the direction of public opinion.
2. Guide customers to bring their store POIhtml
The so-called POI is Point of Interest, which can be understood as "point of interest" or "positioning". The POI function allows offline stores to obtain exclusive and unique locations. When users view videos of interest, they can directly obtain the store address from the POI.
Therefore, if customers bring the store POI when posting TikTok, it can guide more potential customers to go to the store to attract traffic. Therefore, Li Hai always encourages consumers to bring POI to post TikTok.
Through POI, users can directly see the location, business hours and other related information of the store.
3. Set up exclusive VIP treatment for Douyin customers + issue card coupons
In addition, Li Hai also set up exclusive VIP treatment for Douyin customers. Any Douyin users who come to the store to enjoy a 10% discount. At the same time, Li Hai often issues gold card coupons on TikTok, allowing consumers to get full discounts.
According to Li Hai, 70% of the inn's passenger flow is from Douyin. Huayang Garden has also become a local internet celebrity inn. "The peak season (Spring Festival, Spring Festival, Summer Holiday, National Day, etc.) is definitely full, and more than a dozen rooms will be booked a day during the off-season. However, some inns around can only book two or three rooms during the off-season, and even close the doors after the New Year."
list girl noticed on Ctrip that the price of a room in Huayang Garden is between 250 and 500 yuan/day. If calculated based on the average of 350 yuan/room/day, the monthly revenue in peak season is more than 300,000 yuan; the monthly revenue in off-season is more than 150,000 yuan. Compared with the DOU+ investment amount of 20,000 to 30,000 yuan per month, the investment return ratio is considerable.
0 Huayang Garden Room Price Shown on Ctrip
Summary
Online and offline competition is becoming increasingly cruel, and many small and medium-sized enterprises are facing the pressure of no recognition and no customer flow. Huayang Garden is an inn with only 30 rooms and no advantage in hardware facilities. Instead, it relies on Douyin to counterattack into an internet celebrity inn. Its successful experience is of reference value to many offline stores.
If we summarize the TikTok methodology of Huayang Garden, we can summarize it into the following points:
first, to seize the dividends of TikTok. After a brief exploration period, quickly finds the distinctive account of and locates to form a popular "format" suitable for itself, and to unify the style in terms of video content, sound, pictures, copywriting, etc.; second, to hit the public's fun point. finds the greatest common divisor for users’ exciting points from creative concepts, burying chord designs, etc.; and verifies the feasibility of the work through repeated viewing and small-scale testing, etc.; third is to use DOU+ tools cleverly. selects users to use Douyin to deliver the service during peak periods; at the same time, they use the video matrix delivery method to enhance the possibility of main videos becoming popular. is the fourth to strengthen traffic diversion design. starts from comments, POIs, coupons and other details to improve traffic diversion and conversion effects, and ultimately complete the consumption closed loop. After all, merchants do Douyin not for entertainment, they must calculate the input-output ratio.
Of course, in addition to the above methodology, there is another important point, that is attitude. Just like the "chicken soup" that the boss of Huayang Garden "sprayed" to the girl at the end of the interview: "Either do anything or do your best. Don't stay in the stage of thinking. Opportunities are left to those who are willing to do it immediately and can persist."
This bowl of "chicken soup", I've done it, you can do it.
