In this article, the author introduces the corresponding streaming tools and dismantles the skills of paid delivery of information flow, let's take a look.
In the previous article, we discussed how to select a new media platform that matches the characteristics of its own products for operation, and then we will talk about the strategy of paid promotion of new media.
First, let's first understand the main streaming tools of major platforms
1. Dou+: This tool is positioned on the KOL's fan network, dedicated to distributing influential content traffic, and adapting to accounts with a large number of followers and high authority.
2. Content Service: As the official version of the Dou+ app, it supports the crowd selection strategy of the ObCPM model, which is designed for large-scale promotional activities to help lock in traffic.
3. Influencer bidding: Combine the effect of KOL promotion and information flow delivery methods to realize the commercial monetization of online content traffic.
4. Information Flow (OCPM): It provides a complete set of solutions for precise target audience selection, including cloud map strategy, lycra strategy, creative strategy, and intelligent strategy.
5. Alibaba UD: An advertising platform jointly developed by Alibaba Group and Douyin, which supports deep conversion model algorithms and aims to improve operational efficiency.
6. JD Co-ads: A marketing tool developed for JD App user groups, suitable for categories such as electronic products and men's clothing.
7. Huge Qianchuan: Focus on the promotion and delivery of live broadcasts and short videos, and adopt the talent bidding competition mechanism to close deals.
Second, let's talk about the skills of paid delivery of information flow
1. Brands need to consider how to build a unique brand story by constantly innovating product design, establishing a strong brand concept, and improving the usefulness of the product.
2. The core of the advertising element is not simply the pursuit of traffic, but the hope to change consumers' perceptions through the communication influence of high-quality content, so as to achieve long-term development of the brand.
3. In various advertising platforms, brands need to fully understand their traffic characteristics, select appropriate advertising tools and strategies according to actual needs, and must be closely integrated with content creation to achieve efficient communication and sustainable growth of brands. In addition, brands should not be overly obsessed with traffic dividends, but should pay more attention to the creation of high-quality content and the core concept of "Tao" in brand building.
Third, let's talk about how to operate new media streaming
Trading and streaming is a complex process that involves strategic planning, data analysis, content creation, and real-time optimization. Here are some key steps and strategies to guide you on how to trade streams effectively:
1) Define the investment goal: First establish the goal, that is, the content that improves brand awareness, increases product sales, or enhances customer stickiness and other practical value.
2) Select the delivery platform: select the appropriate social media channels according to the target group and brand characteristics. According to the attributes of different platforms and user preferences, mainstream social media platforms such as Douyin (suitable for short video dissemination), Xiaohongshu (biased towards life experience sharing) or Weibo (focusing on sensitive current affairs topics) can be selected according to the situation.
3) Formulate an operational strategy: The advertising strategy should focus on the best plan, which covers many elements such as budget setting, target market alignment, content creation, and even delivery time. This link requires a comprehensive understanding of the characteristics of each platform and its user behavior habits.
4) Prepare content materials: Prepare a series of high-quality and compelling content, and make sure that it meets the advertising goals and platform characteristics. At the same time, in order to resonate with more users, we should pay attention to the diversity of content forms, such as short films, graphics and texts, live broadcasts, etc.
5) Start the advertising activity: Carry out the advertising activity on the selected platform according to the planning plan. Achieve precise promotion with the advanced delivery features offered by the platform, such as Dou+, OCPM, and more.
6) Real-time monitoring and optimization: In this process, strictly monitor key indicators, such as click-through rate, conversion rate, return on investment, etc., so as to make relevant optimization measures in a timely manner.
7) Data analysis and summary: After completing the project, do in-depth data analysis, evaluate the effectiveness of the activity, find out the factors that hinder success, and provide targeted suggestions for the next stage of delivery.
8) Continuous learning and progress: Delivery is a work that requires continuous learning and adaptation to change. It is necessary to pay attention to industry trends, platform innovations, and changes in user behavior at all times to help improve and upgrade the advertising strategy.
9) Risk control and response: Prevent and control possible risks throughout the delivery process, such as account bans due to illegal operations or fund overspending.
10) Teamwork: Targeting requires a team effort, including content creators, data analysts, social media managers, and more. Emphasize clear reporting structures and efficient collaboration within the team.
4. Taking Dou+ as an example, how to effectively manage the steps and strategies of Dou+ streaming
Dou+ is a streaming product on Douyin that allows content creators to increase the exposure of their content by paying for a fee, and to effectively manage Dou+ streaming, brands need to follow a series of strategies and steps to ensure maximum return on investment (ROI) and achieve marketing goals. Here are the detailed steps and strategies:
1. Understand the DOU+ distribution logic
Using Dou+'s algorithm, content distribution is based on KOLs' personality tags and fan portraits.
Promote content to a group of users who are similar to KOL fans through look like technology.
2. Recognize the traffic attributes of DOU+
Learn about the characteristics of the content traffic provided by DOU+, which helps to grow grass in depth, without ad tags, and integrate more naturally into the user content stream.
When traffic is less competitive, prioritize Dou+ as it may be more effective than OCPM.
Consider using Dou+ in the remaining traffic after Topview and OCPM consumption.
3. Master the ROI model of Dou+
Use the Dou+ ROI model formula to calculate the expected ROI.
Set a baseline standard for ROI, such as 0.8 or 1.2, to ensure the economic efficiency of the delivery.
4. Select a delivery mode
For KOLs with more than 50w+ followers, smart targeting is preferred to take advantage of their high authority and large number of fans.
For KOLs with less than 50w+ followers, or when the ROI drops significantly, choose targeted targeting.
5. Implement a delivery strategy
The standard delivery method is adopted, i.e., Dou+ is delivered within 24 hours after the KOL's organic traffic is consumed, and the ROI is monitored.
Implement the real-time investment method, and increase the delivery efforts during the peak hours of order issuance according to the real-time ROI.
For KOLs with a high number of fans, the explosive order casting method is adopted to monitor the transaction data in real time and optimize the delivery.
6. Case Studies
Analyze the successful Dou+ campaigns of similar products or brands to learn their strategies and ROI at different stages.
7. Continuous optimization
According to the delivery effect, the advertising strategy is constantly adjusted, including time, amount and target group.
Stay sensitive to market dynamics and user behavior, and adjust content and delivery strategies in a timely manner.
8. Risk Management
Pay attention to budget control to ensure that the investment matches the return.
Abide by the rules of the Douyin platform and avoid illegal operations, so as not to affect the brand image and delivery effect.
5. Case sharing: Dou+ "Explosive Order Casting Method" example (taking a certain brand of sunscreen as an example)
1. Outbreak period
Within the golden two hours after the content is published, the ROI model is calculated by using the Taobao Alliance backend to ensure a return rate of at least 1:3.
Observe content engagement metrics, such as reviews and likes ratios, to ensure content quality.
Start smart delivery, set up multiple orders for testing, and gradually increase the delivery scale according to the traffic improvement effect.
On the first day of launch, a large-scale Dou+ campaign (100,000+) was carried out to achieve a high ROI (2.X times).
2. Increment Period
Analyze the order execution time period of the previous day and implement a time-sharing strategy, focusing on the 2-hour and 6-hour time periods when users are active.
Increase DOU+ to $200,000 the next day to maintain the momentum.
From the third day, we will maintain the stable delivery of large orders and increase the delivery efforts during peak user hours.
On the second to sixth days, a total of 500,000+ Dou+ was invested, although the ROI decreased (1. X times), but there is still an increase compared to the outbreak period.
3. Plateau period
Maintain 24-hour uninterrupted delivery, but reduce the amount of delivery as the ROI gradually decreases.
On the seventh to fifteenth day, 400,000+ Dou+ was put in to maintain a stable ROI (1.X times).
Pay attention to the decline in ROI (17%) and adjust your strategy based on market feedback.
4. Overall strategy
During the entire process, Dou+ invested more than 1 million yuan and achieved an average ROI of about 1.X.
Streaming is not only about getting traffic, but more importantly, converting traffic into brand value and user loyalty.
This case highlights the importance of real-time monitoring of data and policy adjustment during streaming. Brands need to be flexible in responding to market changes, and through continuous testing and optimization, they need to find the most suitable investment strategy for their brand. At the same time, brands should focus on long-term user relationship building, not just short-term traffic growth.
Sixth, build a team
After identifying a streaming platform, brands need to build a professional new media team to execute and optimize their streaming strategy, and the following are the key steps to build and lead a new media team:
1. Team building
Determine the team structure: Assemble a team that includes content creators, social media managers, data analysts, SEO/SEM specialists, and more based on the brand's needs.
Recruit professionals: Look for people with relevant platform experience, content creation capabilities, and data analysis skills.
Assign roles and responsibilities: Clarify the roles and responsibilities of each team member to ensure that the team functions efficiently.
2. Performance appraisal goal setting
Set SMART goals: Make sure the goals are specific, measurable, achievable, relevant, and time-bound.
Key Performance Indicators (KPIs): Set KPIs such as fan growth, engagement rate, conversion rate, ROI, etc., based on brand goals.
Regular evaluations: Regularly check team performance and communicate progress with team members to ensure goals are being achieved.
3. Platform Selection and Strategy
For brick-and-mortar brands, focus on Douyin and Xiaohongshu, which have achieved remarkable results in grass marketing.
Develop a platform-specific content strategy, such as short videos, live streams, graphic notes, etc., to attract target user groups.
Take advantage of platform features, such as Douyin's challenges and hashtags, and Xiaohongshu's grass notes, to increase the exposure of your content.
4. Content Creation and Optimization
Create high-quality, platform-aligned content that engages and engages users.
Based on user feedback and data analysis, continuously optimize content strategies to improve the attractiveness and conversion rate of content.
5. Streaming execution and monitoring
Implement streaming plans, such as Dou+, in-feed ads, etc., to ensure that the content reaches the target audience.
Monitor the effect of streaming in real time, adjust budget allocation, and optimize the delivery time and target group.
6. Risk Management and Compliance
Ensure that all activities comply with the rules of the platform and avoid non-compliance.
Assess potential risks, such as budget overruns, negative feedback, etc., and develop strategies to address them.
7. Continuous learning and innovation
Encourage team members to continuously learn about industry dynamics and platform changes, and maintain innovative thinking.
Hold regular internal training and sharing sessions to enhance the team's professional ability and collaboration efficiency.
Through the above steps, brands can build an efficient new media team that can effectively execute their streaming strategies and achieve their marketing goals on platforms such as Douyin and Xiaohongshu. At the same time, brands should focus on long-term user relationship building and brand value delivery to achieve sustainable growth.
It should be noted that for brands that focus on physical business, Douyin and Xiaohongshu are more noteworthy platforms, among these two platforms, grass marketing is more effective and is expected to create small and big results.
This article was originally published by @闯爷 on Everyone is a Product Manager. Reproduction without permission is prohibited
The title image is from Unsplash and is licensed under CC0
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