The concept behind the private domain operation, the core is around the whole life cycle of the member operation + data-based digital operation; Douyin is to do C-end products up, on the basis of the refined operation of members, there will be best practices precipitated after the formation of tools to empower the business, regardless of whether the merchant is doing private domain operation on the vibrato, you can pay attention to the function of the vibrato enterprise number.
In addition, the operation of the private domain traffic of Douyin will affect the weight of the enterprise public domain, and the public domain and the business domain will divert traffic to the private domain, which is also a key strategy, and the partners who do public domain delivery can focus on it.
First of all, my own summary: (only personal views, welcome to discuss and communicate)
1. The living water traffic of Douyin public domain is a huge advantage of Douyin private domain traffic; this is a strong pain point of WeChat private domain;
2. The operation tools provided by Douyin and the WeChat tools seem to be aligned but the operation methods are completely different;
3. The new private domain defined by Douyin is a bilateral connector between the public domain and the business domain, and the value of the private domain traffic of Douyin still depends on the public domain traffic and algorithms;
4. Douyin's industry-oriented solution does not see the characteristics of private domain operation, and the value of public domain traffic is still greater;
5. The private domain of Douyin is to better fill the value of public domain traffic; enterprises cannot precipitate their own data assets through Douyin private domain.
Private domain operations
The concept of private domain traffic operations has been mentioned since 2019 and has now been included in strategic plans by various industries. The start of private domain operation is based on WeChat social relationship chain, rapid explosion is based on community operation, performance transformation and growth is based on Mini Programs, precipitation practice is based on WeChat open platform, and industry-wide promotion is based on enterprise WeChat.
At the beginning, private domain traffic operation was considered by many people to be the endorsement of WeChat community operation, and later, the public account + mini program + WeChat group + enterprise WeChat became the standard matrix of brand private domain operation.
After the short video platform became the main position of merchants, Douyin began to walk out of its own characteristics on the way to explore the private domain.
TikTok's "New Private Domain"
1. The "new private domain" defined by Douyin is a bilateral connector between the public domain and the business domain, and the operation mode is very different from ThatChat
Douyin's DAU has reached 600 million in August 2020; the number of Douyin enterprise numbers has reached 8 million in June 2021; when enough merchants do promotion on the public domain platform, the demand around the operation of merchants has come into being;
Private domain operation can bring "deeper brand identity", and private domain operation can also bring "more incremental customer acquisition effect", so doing private domain has become a new increment of Douyin.
Based on the private domain operation of the Douyin platform, Douyin provides a lot of functions, and from a direct point of view of the function, it can benchmark many similar functions to WeChat.
For example, you can directly establish a Douyin fan base, and do user operation and transaction conversion within the group;
Although they are all groups, we need to pay attention to the operation based on the Douyin fan base, which needs to be distinguished from the way the enterprise WeChat group operates.
I joined several Douyin groups, many of which are fans sending their own short videos for drainage, or notifications of short videos sent by merchants; I have not seen a particularly high-quality fan base; this is related to the entertainment attributes of the Douyin platform and the relationship between strangers; users are in the state of entertainment in Douyin, and have not yet adapted to communicate and communicate;
In the operation of WeChat private domain, community operation is the key operation mode of many enterprises. Good community operation can increase the stickiness and loyalty of fans, but the biggest value of the community for the purpose of closing is to send and receive information.
Digital operations have shifted from user growth to retaining and enhancing ARPU values, and if the Douyin fan base cannot achieve such a purpose, it will not be able to empower merchants to operate private domains. How to operate fans within the community, how to guide the tone and standardization of the Douyin community? Perhaps it is something that needs to be considered in the later stage of vibrato.
In Douyin's view, private domain traffic is not only a fan asset that enterprises need to operate, but also a place that links the bilateral relationship between the public domain and the business domain.
The quantity and quality of private domain traffic can affect the weight of public domain data, thereby helping enterprises to bring more accurate public domain traffic, and by precipitating user resource packages, business domain traffic can be directly delivered.
From the perspective of enterprises, this method helps enterprises solve the problem of user precipitation on the Douyin platform, although the actual effect is not known to us now, at least now there are basic tools to start to implement, I believe that the follow-up will continue to optimize and explore and copy best practices;
From the perspective of Douyin, the ability to empower merchants to operate in the private domain can enhance the stickiness of merchants to the platform, and the private domain can enhance the value of the public domain and the value of the business domain, and can enhance the commercialization ability of Douyin;
From the perspective of "local optimality", the empowerment of private domain operation is a win-win situation for merchants on this platform. Merchants can carry out better fan operations through free operation tools, control delivery costs through more accurate delivery data, and Douyin can enhance commercialization benefits through the blessing of private domain traffic;
However, the essence of private domain traffic is the company's own data assets; from the perspective of the enterprise, all the fan assets of the enterprise, especially the large enterprises at the head, are "selfish" and hope that all the data pockets can be put into their hands. This is also why there are often customers who have to do their own APP, CDP, and membership operation platform even if they invest hugely.
From this point of view, how much is the enterprise willing to invest in the Douyin private domain?
What is a merchant domain?
A merchant domain is a public traffic that an enterprise can serve. Through the screening of valuable and accurate customers, so as to precipitate to the private domain and then make more accurate conversion transactions.
Through the quantity and quality of private domains, the accuracy of business domain members is improved, and the accuracy of business domain members is used to ensure that users who drain into the private domain traffic pool are more accurate, which is the operation idea of Douyin.
How to see here is that merchants use the empowerment of platform tools and their own hard work to obtain better operational data, so as to continue to improve the quality of data algorithms, and better algorithms continue to bring more high-quality traffic to merchants. From this point of view, it is still a win-win situation.
However, with the improvement of the accuracy of the merchant's delivery conversion on the Douyin platform, can the cost of delivery be reduced? This also needs to be a question mark. When the operation of the private domain affects the weight and quality of the public domain and the business domain, it is more likely to appear gap between the large and the small, how to do a good balance, so as to control the rights and interests of the number owners at all levels of the platform, and perhaps test the strategic ability of Douyin.
2. Private domain operation is still carried out around the whole life cycle of members; through private domain precipitation, private domain retention and activity, private domain transaction transformation. However, this operation landing method is very different from the WeChat platform
There are many methodologies for private domain traffic operation, the core remains unchanged, around the user life cycle, from new fans to active fans to finally convert transaction users;
However, in Douyin, most users reside through emotional value, the retention time is very short, how to guide users to deal in the first time may be the first step after the precipitation of private domain users;
Talking about activity and retention on the public domain platform, this is very limited by the platform mechanism. This is very different from the private domain operation of the WeChat platform.
Do private domain user operation on the WeChat platform, do traffic harvesting - user transaction - active operation; completely rely on the operation ability and product ability of the merchant;
From traffic acquisition to cold start and social relationship chain initiation; growth depends on fission and sharing, do deals rely on content, do active to rely on long-term IP content output or product capabilities; so in WeChat to do private domain, especially test the user's ability to operate and content professionalism, as well as user growth strategy ability;
In the Douyin platform to do private domain user operation, from the user traffic acquisition is limited by the platform's algorithm rules; user transactions are limited by the supply chain and price; the user's activity depends on the strong output of the content; but the focus of the output is different; so overall, the private domain of Douyin is still largely limited by the platform's algorithm and mechanism; the business's own operational capabilities may be secondary to the content.
Therefore, the private domain is still the private domain, but the strategies and methods of doing operations on different platforms are completely different.
3. Douyin shared the industry practice: the methodology of private domain operation of the four major industries;
Through the degree of onlineization and the frequency of consumption, Douyin distributes different industries in four major categories, and precipitates the private domain operation method of industry adaptation around the characteristics of different industries in different matrixes.
How to define "online" here is not clearly proposed, looking at the matrix of classification, it should be the ease of online transaction or the difficulty of online delivery. The specific classification method is not clear, but the operation method provided can be referred to.
Around: the whole life cycle method of private domain operation (drainage + active + conversion method) + operation characteristics + case three dimensions Let's take a look at the characteristics of private domain operation in different industries in Douyin.
1. Industry division canvas:
2. Canvas ⬇️ of private domain operation life cycle methods in various industries
Public account reply [Douyin] Download the report to see the detailed version
(The decision-making cost of the low-frequency high-cost unit price of the industry three in the lower left corner of the figure should be "high", and the "low" written in the figure should be wrong; we need to identify the accuracy of the information.)
3, the characteristics of private domain operation in the four industries The characteristics of private domains here are very common, and I made a diagram for convenient analysis.
It can be seen that the refinement of private domain operations, the customization of free user groups, the precision of paid user groups and the normalization of live stream diversion are the characteristics required for private domain operations in all industries.
For the differences in the operation of the four industries, I have sorted it out:
| High-line high-frequency low customer orders | IP personnel design unification welfare guide rhythm words |
| Low-line high-frequency low-passenger orders | Local style is distinctive, welfare fission rhythmic Online and offline integration |
| High-line low-frequency high-passenger orders | Private domain operations are interested in welfare fission rhythm |
| Low-line low-frequency high-speed customer orders | Private domain operation circle layering Interactive gameplay diversification |
The characteristics of private domain operations in different industries are not much different from the detailed description, and there is no special difference after replacing each other. I am more concerned about how douyin empowers brands with low online degrees and high unit prices; at present, it is more realistic to recommend the effect of algorithms based on geographical location. The rest of the operation methods still rely on strong operational capabilities, at this level, the tool may only be an auxiliary function, and it cannot form a strong enabling effect in the short term.
Therefore, from the above point of view, Douyin does do private domain, and there is indeed a big difference between The WeChat private domain method.
First of all, the characteristics of private domain operation are: direct connection with users, free multiple contacts, higher conversion efficiency, and long-term relationship operation; but the premise of all private domain operations is: the user's sense of belonging to data assets. If the user's information can never let the enterprise feel that this information is mine, then the private domain operation has no solid foundation, so the diversion from Douyin to other self-operated platforms or WeChat private domains is still an act that the business will not stop.
In addition, the private domain operation of Douyin will strengthen the weight of public domain traffic and the accuracy of business domain traffic, on top of this purpose, the purpose of private domain traffic operation increases the growth of ROI; but this is subject to the platform rules of Douyin; for merchants, the value of private domain operation in the later stage still depends on the rules of the platform, whether to fully invest, may also increase some concerns;
Secondly, Douyin may not know that for private domain operations in the enterprise landing, in addition to the shortcomings of user operation capabilities will affect the effect of the private domain operation of the enterprise, it is more subject to the impact of the internal organizational structure of the enterprise, that is, because the revenue of different departments is not clear, there may be private domain traffic is profitable, but it cannot be implemented at all in the enterprise. If you do not consider the actual organizational impact when landing in the private domain, you may also encounter actual landing problems.
However, there is no public domain living water traffic, which has always been a pain point for WeChat private domain operations, and the Douyin platform naturally has a large number of fan sources, perhaps this one reason is enough to attract everyone.
Author: Bian Yanan 8 years of Internet product design, former Baidu, Sogou product designer. Focus on enterprise digital upgrade solution design, service experience design and landing.