一.抖音的開屏廣告

1、 The opening screen advertisement of Tiktok

抖音用戶群體中女性是占大多數(shù)的，并且這些女性大部分來(lái)自于一二線大城市，購(gòu)買力十足，這也正是美妝品牌、時(shí)尚潮流服飾品牌等所看中的，從而利用抖音這個(gè)平臺(tái)進(jìn)行營(yíng)銷。例如：抖音和雅詩(shī)蘭黛MAC合作的“動(dòng)態(tài)唇妝日記”廣告，則實(shí)現(xiàn)了12.03%的較高點(diǎn)擊率。這些品牌通過(guò)精準(zhǔn)的定位，來(lái)吸引用戶并引導(dǎo)購(gòu)買，從而實(shí)現(xiàn)所期望的營(yíng)銷效果。

Women account for the majority of Tiktok's user group, and most of these women come from the first and second tier cities, with full purchasing power. This is what beauty brands, fashion fashion brands, etc. are looking for, so they can use Tiktok as a platform for marketing. For example, Tiktok and Estee Lauder MAC cooperated on the "Dynamic Lip Makeup Diary" advertisement, which achieved a high click through rate of 12.03%. These brands attract users and guide purchases through precise positioning, thereby achieving the desired marketing effect.

二.利用抖音紅人進(jìn)行品牌營(yíng)銷

2、 Use Tiktok celebrities for brand marketing

經(jīng)常刷抖音的都會(huì)知道，很多抖音紅人的粉絲量巨大，而那些抖音紅人時(shí)不時(shí)就會(huì)接個(gè)廣告，然后利用自己所擅長(zhǎng)的拍段子進(jìn)行廣告植入，或者美妝博主直接測(cè)評(píng)推薦。一些沒什么知名度的品牌，正是由于美妝博主打上支持國(guó)貨、好用平價(jià)等標(biāo)簽來(lái)推薦它們。經(jīng)過(guò)反復(fù)的“洗腦”，久而久之也就被大家所記住了，然后這些品牌的銷量、知名度也就都上去了。這些品牌公司善用抖音紅人進(jìn)行品牌營(yíng)銷推廣為自身的品牌帶來(lái)了巨大的關(guān)注和銷量。

Those who often use Tiktok will know that many Tiktok celebrities have huge fans, and those Tiktok celebrities will take an advertisement from time to time, and then use their own skits for advertising implantation, or beauty bloggers will directly evaluate and recommend. Some less well-known brands are recommended by beauty bloggers due to their labels that support domestic products and are easy to use and affordable. After repeated brainwashing, these brands will eventually be remembered by everyone, and their sales and popularity will also increase. These brand companies make good use of Tiktok celebrities to carry out brand marketing and promotion, which has brought great attention and sales volume to their own brands.

三.建立抖音企業(yè)官方賬號(hào)

3、 Establish the official account of Tiktok enterprise

抖音強(qiáng)大的用戶群體也吸引各類企業(yè)品牌進(jìn)駐抖音，通過(guò)短視頻與年輕用戶溝通，傳遞品牌趣味性、實(shí)用性、娛樂性的一面，通過(guò)這樣的時(shí)時(shí)互通，從而吸引用戶再轉(zhuǎn)變成粉絲。比如前段時(shí)間的阿里巴巴官微發(fā)布了幾條馬云講話的視頻，其中有一條點(diǎn)贊量達(dá)到了100多萬(wàn)，通過(guò)這樣的方式從而吸引了大量的粉絲。

Tiktok's powerful user group also attracts various enterprise brands to settle in Tiktok. Through short videos, it communicates with young users to convey the interesting, practical and entertaining aspects of the brand. Through such constant communication, users can be attracted to become fans again. For example, a while ago, Alibaba's official WeChat account released several videos of Jack Ma's speech, one of which received over 1 million likes, thus attracting a large number of fans.

四.蹭熱點(diǎn)、爆款引流

4、 Grab hot topics and attract traffic from popular products

在抖音上定期都會(huì)出熱門視頻、熱門話題，品牌方可以將產(chǎn)品和熱門話題結(jié)合起來(lái)，也就是蹭熱點(diǎn)，例如在抖音上發(fā)起各種挑戰(zhàn)，讓用戶去完成任務(wù)并給予一定的獎(jiǎng)勵(lì)。在蹭熱點(diǎn)的同時(shí)曬產(chǎn)品，在強(qiáng)曝光下好產(chǎn)品必然會(huì)帶來(lái)大量關(guān)注，這也就達(dá)到了引流效果。就像之前COCO奶茶新喝法、答案茶、土耳其冰激凌等在抖音的火爆，帶動(dòng)了產(chǎn)品的銷量。特別是答案茶，在短短幾個(gè)月內(nèi)，僅憑抖音就招收了幾百家代理加盟店，做到了較強(qiáng)的引流效果。

On Tiktok, popular videos and topics will appear regularly. Brands can combine products with hot topics, that is, rub hot spots. For example, on Tiktok, they can launch various challenges to let users complete tasks and give certain rewards. While riding on hot topics and showcasing products, good products under strong exposure will inevitably attract a lot of attention, which also achieves the effect of attracting traffic. Just like before, the popularity of COCO milk tea new drinking method, answer tea and Türkiye ice cream in Tiktok has driven the sales of products. Especially Answers Tea, in just a few months, with Tiktok alone, it has recruited hundreds of franchise stores and achieved a strong drainage effect.

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