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巨量算数:2021抖音私域经营白皮书

营销老司机 | 25年营销者分享营销的点点滴滴 2021/11/22 13:40
巨量引擎 非券商


互联网与数字经济全面加速,私域运营成企业降本增效必然选择,企业经营重点从“注意力经济”转向“全局化”经营思考。私域流量属于企业,并且能够直接连接用户,可以自由触达、多次使用并且持续精细化运营。私域运营已经成为众多企业经营的必要能力。

抖音企业号

成为越来越多企业私域运营“必选项”

不同的用户场景和商业业态,在短视频直播平台加速融合。以抖音为代表的国民级视频平台,正在持续构建“线上生态”:一方面,为C端用户提供资讯、社交、娱乐、学习、创作、消费等多场景服务,全面满足用户线上生活所需;另一方面,为B端企业创造生意经营的新机会,让企业与用户在“线上社会”中良性互动,企业、用户与平台彼此促进,共生共长。

随着越来越多的用户在抖音体验美好生活、丰富美好生活,随着抖音原生经营服务体系越来越完善、营销产品体系越来越强大,抖音企业号也 成为越来越多企业私域运营的“新命题”、“必选项”。

01、抖音私域的用户感知及信任不断提升

2021年,经过商家企业以及平台的持续努力,抖音用户对于抖音企业号的感知度和信任度均呈现了较高水平。接近9成的企业号活跃用户对于抖音企业号的品牌效应表示了认可,同时超过65%的企业号活跃用户认为企业号发布的内容会影响到对该品牌、商家的看法。

对于在抖音上有过购物行为的企业号活跃用户来说,超过40%的用户认为抖音企业号发布的优质、有趣的内容会让其更加想要了解、购买产品,超过30%的用户认为抖音企业号发布的内容会一定程度上影响其对产品的好感度,并影响长期消费决策。

02、企业商家加速入场抖音私域经营阵地

过去一年,抖音企业号总量持续稳定增长。截止2020年底,企业号用户数已经突破500万,2021年仍保持高速增长状态,2021年7月,抖音企业号总数量约800万。

从行业类别来看,和用户生活紧密相关的消费、服务类行业企业号数量最多。从企业号数量行业增速上来看,民以食为天,2021年6月同比增速最快的两个行业分别是餐饮服务(404%)和食品饮料(305%)。

企业号数量TOP5行业:服装配饰、零售、餐饮服务、家居建材、生活服务

2020年6月-2021年6月增速超过200%的行业:餐饮服务、食品饮料、房地产、3C及电器、家居建材、生活服务、汽车

过去一年,抖音企业号发布的视频播放量也不断走高,2021年6月单月播放量同比增长82%。

一方面是新晋企业号的快速入场,另一方面已入局企业号私域积累也在加速:除了总体企业号数量和企业号粉丝数持续走高以外,各粉丝层级的企业号数量均稳步增长。数量增速最快的企业号类型为1万粉以下的“萌新”以及100万粉以上的“大V”。

从内容发布数据来看,2021年6月抖音企业号投稿量同比增长 120%,海量有趣、有用的内容被企业、商家通过企业号上传至抖音平台。从互动数据来看,2021年6月企业号发布的内容获得的点赞量同比增长55%,获得的评论量同比增长61%。

03、长效价值驱动企业私域建设

数字生态视频化浪潮下,短视频直播平台成为最受用户青睐的聚集地之一,也是当下最受企业关注的商机之地。在抖音私域,企业能够站在更高的战略视角,巧用平台商业基建,布局经营全链,并根据细分场景与目标,匹配精细化运营,把握增长新机。

在这样的背景下,大量商家企业都在抖音企业号积极进行私域建设:

使用企业号作为经营阵地,商家、企业通过直播不断与用户进行更加直接、高效的交流和连接。2021年上半年,除春节假期所在的二月之外,企业号总体直播次数稳定增长,2021年1月至6月直播次数涨幅为34%。商家、企业的持续努力也换来了显著的回报——2021年6月,企业号直播单月看播人次同比增幅244%。

通过企业、商家的精细运营,抖音企业号转化相关数据也节节走高:2021年1月-2021年6月购物车点击量涨幅为77%,2021年H1抖音企业号闭环GMV环比增长92%。除了购物转化,越来越多用户也更加频繁地通过企业号获取到店位置、或者商家、产品、优惠信息。另外,即使相比2020年6月特殊时期用户少了更多闲暇时间,2021年6月用户通过企业号下载应用的次数依旧提升了17%。

The Internet and the digital economy are accelerating in an all-round way, and private domain operations have become an inevitable choice for companies to reduce costs and increase efficiency. Private domain traffic belongs to the enterprise, and can directly connect to users, can be reached freely, used multiple times, and continues to refine operations. Private domain operation has become a necessary capability for many companies to operate.

Douyin Enterprise

Become a "must option" for more and more companies' private domain operations

Different user scenarios and business formats are accelerating the integration of short video live broadcast platforms. The national-level video platform represented by Douyin is continuing to build an "online ecology": On the one hand, it provides C-end users with information, social interaction, entertainment, learning, creation, consumption and other multi-scenario services to fully satisfy users' online life Need; on the other hand, to create new business opportunities for B-end companies, allowing companies and users to interact benign in the "online society", and companies, users and platforms promote each other and grow together.

As more and more users experience a better life and enrich a better life on Douyin, as Douyin's original business service system becomes more and more perfect, and the marketing product system becomes stronger and stronger, Douyin enterprise accounts have become more and more. The "new proposition" and "required option" of enterprise private domain operation.

01. The user perception and trust of Douyin private domains continue to increase

In 2021, through the continuous efforts of merchants and platforms, Douyin users have shown a high level of perception and trust in Douyin enterprise accounts. Nearly 90% of the active users of the enterprise account recognized the brand effect of the Douyin enterprise account. At the same time, more than 65% of the active users of the enterprise account believed that the content released by the enterprise account would affect their views on the brand and the merchant.

For active users of enterprise accounts who have made purchases on Douyin, more than 40% of users believe that the high-quality and interesting content published by Douyin will make them want to learn more about and purchase products. More than 30% of users think It is believed that the content released by the Douyin Enterprise Account will affect its favorability of the product to a certain extent, and affect long-term consumer decision-making.

02. Enterprises and merchants accelerate their entry into the private domain of Douyin

In the past year, the total number of Douyin enterprise accounts continued to grow steadily. As of the end of 2020, the number of enterprise account users has exceeded 5 million, and the rapid growth will continue in 2021. In July 2021, the total number of Douyin enterprise accounts will be about 8 million.

From the perspective of industry categories, consumer and service industries closely related to users’ lives have the largest number of enterprise accounts. From the perspective of the industry growth rate of the number of enterprise accounts, food is the top priority for the people. The two industries with the fastest year-on-year growth rate in June 2021 are catering services (404%) and food and beverages (305%).

Number of enterprise accounts TOP5 industries: clothing accessories, retail, catering services, home building materials, life services

Industries with a growth rate of more than 200% from June 2020 to June 2021: catering services, food and beverage, real estate, 3C and electrical appliances, home building materials, life services, automobiles

In the past year, the number of videos released by the Douyin Enterprise account has also continued to increase. In June 2021, the number of single-month views increased by 82% year-on-year.

On the one hand, the rapid entry of new enterprise accounts, and on the other hand, the accumulation of private domains of existing enterprise accounts is also accelerating: In addition to the continued increase in the number of overall enterprise accounts and the number of enterprise account fans, the number of enterprise accounts at all fan levels has increased steadily . The types of enterprise accounts with the fastest growth rate are "Mengxin" with less than 10,000 followers and "Big V" with more than 1 million followers.

Judging from the content release data, in June 2021, the number of contributions to the Douyin enterprise account increased by 120% year-on-year, and a large amount of interesting and useful content was uploaded to the Douyin platform by enterprises and merchants through the enterprise account. From the perspective of interactive data, in June 2021, the amount of likes received by the content released by the enterprise account increased by 55% year-on-year, and the amount of comments received increased by 61% year-on-year.

03. Long-term value drives the construction of corporate private domains

Under the wave of digital ecological video, short video live broadcast platforms have become one of the most popular gathering places for users, and it is also the place where businesses are most concerned about business opportunities. In the private domain of Douyin, companies can stand on a higher strategic perspective, use platform commercial infrastructure to lay out the entire chain of operations, and match refined operations according to segmented scenarios and goals to grasp new growth opportunities.

In this context, a large number of businesses and enterprises are actively constructing private domains on the Douyin Enterprise Account:

Using the enterprise number as the business position, businesses and enterprises continue to communicate and connect with users more directly and efficiently through live broadcasts. In the first half of 2021, except for February, which is the Spring Festival holiday, the overall number of live broadcasts of enterprise accounts has increased steadily, and the number of live broadcasts from January to June 2021 increased by 34%. The continuous efforts of merchants and enterprises have also brought significant returns-in June 2021, the number of people watching the live broadcast of the enterprise account increased by 244% year-on-year.

Through the meticulous operation of enterprises and merchants, the data related to the conversion of Douyin Enterprise Accounts has also been increasing: From January 2021 to June 2021, the number of shopping cart clicks increased by 77%, and the closed-loop GMV of H1 Douyin Enterprise Accounts in 2021 increased by 92% from the previous month. %. In addition to shopping conversions, more and more users are also getting store locations, or business, product, and preferential information through their corporate account more frequently. In addition, even if users have less leisure time compared to the special period in June 2020, the number of users downloading applications through the enterprise account in June 2021 will still increase by 17%.

Douyin Enterprise 2.0:

Inspire more beautiful business together and obtain long-term commercial value together

Enterprise Account 2.0-a private domain solution centered on user management

01 Douyin Enterprise Account is fully upgraded

In response to the three major difficulties that enterprises and merchants encounter in private domain scenarios, the difficulty of acquiring customers in private domains, the lack of methods for user conversion, and the high cost of refined operations, Douyin launched the enterprise account 2.0 product-a private domain solution with user management as the core plan.

The Douyin Enterprise Account can efficiently connect enterprises and users, and provide exclusive identity privileges, user insights, fan reach, conversion tools, training guidance, etc. In public and private domain scenarios, such as, group chat, better manage users, and through continuous operation and deepening the relationship between enterprises and users, more users can recognize, recognize and support enterprises, thereby inspiring more beautiful business. Realize the continuous growth of commercial value such as brand and sales volume.

02Three advantages of Douyin Private Domain

(1) Forcibly acquiring customers: a private domain that is easier to acquire customers

In Douyin's business model of traffic, one is to obtain public domain traffic through content, and the other is to obtain commercial traffic through advertising.

In this process, a large number of users will be reached, among which interested users can be precipitated as fans of the enterprise, and the follow-up can be repeatedly reached.

Therefore, relying on the traffic advantages of the Douyin platform and the efficient content format of short videos and live broadcasts can help companies quickly gain followers and customers.

(2) Positive circulation: can feed back the public domain and business domain

Under the Douyin private domain system, when users interact with an enterprise account, they can automatically enter the user hierarchical growth path of "potential fans-passersby fans-affectionate fans-true love fans". Enterprises and businesses can provide them with multi-dimensional user data. Targeted services.

In addition, based on the three-domain traffic connection, the better the private domain management effect, the more it can reversely act on the public domain and the commercial domain to obtain better quality traffic.

(3) High efficiency: easy conversion of multiple contacts

TikTok Private Domain can accurately identify, mark, and filter target user groups by virtue of its corporate account backend capabilities, and quickly find target user groups.

Then use content (short video, live broadcast, etc.), homepage, subscription, private messaging, group chat, etc. to quickly reach the target user group.

At the same time, the intelligent strategy system based on thousands of people, and standardized operating procedures, can help companies lower the threshold for Douyin's private domain management.

New Private Domain Construction Methodology: Three Steps to Private Domain Management

In order to provide businesses with more private domain management information, Douyin Enterprise Account also released a new private domain management methodology and cases, and divided the industry into four major categories based on the characteristics of merchants, user requirements, and different private domain management objectives. Provides specific private domain management methods and reference cases.

01Three Steps to Private Domain Management

Continue to introduce traffic into the private reservoir, forming a closed loop of operations in Douyin: New-Precipitation-Active-Conversion-Repurchase-Fission

Auxiliary active conversion tool repeatedly activates private domain traffic indefinitely, deeply excavates the value of the entire life cycle of private domain users, and exerts the value of private domain traffic

02 Private Domain Operation Methodology in Four Major Industries

According to the characteristics of merchants and users' demands, the business objectives of private domains are different, and the industries are divided into four categories:

Industry 1: High frequency, high degree of onlineization, low customer orders, short decision-making cycle-fast planting of grass + direct conversion

Core objectives and methods of private domain operations

Maintain users' enthusiasm for brand consumption, create an efficient repurchase pool, and use Douyin transaction closed-loop tools to significantly increase repurchase frequency and quickly generate conversions;

Industry 2: High frequency, low degree of online, low customer orders, short decision-making cycle-rapid planting of grass + store conversion

Core objectives and methods of private domain operations

Enhance fans' interest in local stores and services, attract customers to shop for consumption, and enhance local customers' online reputation and "fission" efficiency

Industry 3: Low frequency, high degree of online, high customer orders, long decision-making cycle-continuous planting of grass + online conversion

Core objectives and methods of private domain operations

Enhance fans' interest in products, attract customers to form long-term stickiness to the brand, shorten the purchase decision cycle, and improve the conversion and repurchase of multiple categories

Industry 4: Low frequency, low online level, high customer orders, long decision-making cycle-online capital retention + store conversion

Core objectives and methods of private domain operations

Enhance fans' trust in the brand/company, build an "interest exchange circle", increase IP enthusiasm, and create a "sense of brand belonging."

The "2021 Douyin Private Domain Management White Paper" also provides companies and merchants in various industries including Luzhou Laojiao, Xiaobai Xinlisoft, Heicode Technology, Today's Photo Gallery, Public Election Wangshuo Workplace, Zhengzhou Evapotranspiration and other companies. For specific reference cases, 11 industry experts were also invited to express new views and opinions on the new private domain management.

Concluding remarks

Operating long-term value, inspiring good business

Whether it’s a startup company or a well-known brand, whether it’s an e-commerce company or a local business,

How to do a good job in the management of enterprises is a common issue faced by all enterprises.

How to obtain longer-term commercial value through operation is the common pursuit of all enterprises. Through the provision of products and services, Douyin Enterprise is committed to helping enterprises and businesses establish business positions.

Help companies build bridges to efficiently connect users,

Help companies have a position to manage user relationships,

Help companies launch engines that boost business growth,

In the public domain traffic of the Douyin platform "short video + live broadcast" and the private domain traffic of "homepage, subscription, private message, group chat",

Grow together with enterprises and businesses. Inspire more beautiful business together and obtain long-term commercial value together.


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