In recent years, Douyin (also known as TikTok) has become one of the most popular social media platforms in the world, with millions of users creating and sharing short-form videos. As a result, many brands have turned to Douyin to promote their products and services. However, not all brands are successful in their Douyin marketing campaigns. In this article, we will explore some successful Douyin “出圈” (meaning “going viral”) operation cases, as well as some tips for building a strong brand reputation on Douyin.
Tip 1: Know Your Target Audience
It’s important to understand the target audience you’re trying to reach on Douyin. One successful brand that did this well is Perfect Diary, a Chinese makeup brand. The company specifically targets young, fashion-conscious women. To appeal to this audience, Perfect Diary created a series of videos showcasing their products in unique ways, such as using glitter and special effects. The videos quickly went viral and helped establish the brand’s identity on Douyin.
Tip 2: Be Creative and Authentic
On Douyin, creativity and authenticity are key. To stand out from the crowd, brands should create engaging and original content. A good example of this is the Douyin account of the Chinese coffee chain, Luckin Coffee. Instead of simply promoting their coffee products, Luckin Coffee creates short comedic skits featuring different characters in their stores, which have garnered a large following on the platform.
Tip 3: Build a Community
In addition to creating compelling videos, brands should also aim to build a community on their Douyin page. The online retailer Taobao has done this well, by hosting regular live streams featuring popular Douyin influencers showcasing their products. By doing this, Taobao has created a sense of community among their followers, and encourages engagement with their page.
One successful Douyin “出圈” operation that used these tips is the cosmetics brand L’Oréal. The company used Douyin to promote their skincare products, and created a viral video campaign featuring Chinese actress and singer Yang Mi. The campaign not only helped increase sales of L’Oréal products in China but also established the brand as an important player in the Douyin sphere.
Douyin has become an essential platform for any brand looking to reach a younger demographic in China. To achieve success on the platform, brands need to understand their target audience, be creative and authentic, and build a community on their Douyin page. By following the examples of successful Douyin operations like Perfect Diary, Luckin Coffee, Taobao, and L’Oréal, brands can establish a strong presence on the platform and achieve viral success.