The implementation of the new rules of Douyin affects all influencers with goods

E-commerce newspaper Pro

2024-05-17 15:53Posted on the official account of Guangdong E-commerce News

Douyin upgrades the talent rating system

In the highly competitive field of short video and live broadcast e-commerce, talent has become one of the core competitiveness of the platform. High-quality talent resources have become the object of competition on major platforms.

Recently, Douyin announced that based on the importance of the growth of talents, it will comprehensively upgrade the level system of talents from June 2024.

The new talent rating system takes into account two key indicators: GMV (gross merchandise value) and task assessment. Comprehensively evaluate the talent level from two dimensions, and consider the performance and activity performance of the talent more comprehensively.

Source: Douyin E-commerce Learning Center (the same below)

First of all, the system will check whether the GMV of the influencer in the current month has reached the specified threshold. If the GMV reaches the standard, the completion of the task will be examined, and one of the two tasks will be selected from the number of days of operation or the price of the task, and the specific type of inspection will be displayed on the talent level page.

For example, if the GMV is reached and the task is completed, the master can upgrade or maintain the original level; If the task is not completed, the next month's level will be lowered by one level.

On the other hand, if the GMV does not meet the standard, the GMV of the previous month will be re-rated directly, and the completion of the task will not be considered.

It is worth noting that when regrading, the level of the influencer will be assessed based on the actual settlement GMV result of the previous month, and there may be a cross-level decline.

The number of operating days and price points are newly introduced elements in this system adjustment.

In terms of business days, influencers only need to participate in one specific activity per day to accumulate one day of business time, which includes at least 25 minutes of e-commerce live streaming, posting e-commerce videos or graphics with shopping links, or adding products to the window.

The price score is based on the proportion of orders without "weak price power" reminders in the products promoted by the talent, reflecting its cost-effective ability to bring goods.

The way to check the latest level of the talent is also very convenient, users only need to open the "E-commerce Delivery" under the Douyin personal page, click on the level logo, and then click "Go to view" on the "My Level" page at the top of the prompt bar to learn about the latest level status.

As for how to level up, the key is to increase GMV and complete assigned tasks.

Increasing the number of days of operation can be achieved by active live broadcasts, publishing e-commerce content, or updating window products, while to increase the price score, it is recommended to choose products marked "low price and easy to sell", and use the platform's product selection tool to find cost-effective products.

In addition to the adjustment of the rating system, Douyin also provides more new rights and interests for different levels of talents.

These benefits include, but are not limited to, one-on-one operational support, access to brand samples for fan marketing, faster merchant feedback mechanisms, and improved product selection cooperation opportunities.

From this adjustment, it can be seen that the Douyin platform is paying more and more attention to the delivery of talents.

The new concept of operating days and price classification is put forward to ensure that the influencers pay attention to the continuous output and cost performance of the content while bringing the goods.

Such a design encourages influencers not only to make breakthroughs in sales, but also to pay attention to the stability of daily operations and fan interaction, so as to improve the overall quality of delivery.

Douyin takes advantage of this optimization of the level rules to provide a clearer growth path for talents.

Talent will move towards standardization and high-quality goods

Douyin's strategic adjustment for influencers once again highlights the market's emphasis on content e-commerce.

With the increase of forces from all sides, more and more eyes are turned here, and more rigorous scrutiny is also cast on the content market.

For example, in the recently released management regulations, Douyin pointed to the need to strictly investigate the homogenization of content.

Among the massive number of content creators, there are many imitation followers, and there is a lack of originality.

In order to pursue short-term profits, many influencers do not hesitate to use low-quality methods such as headlines and fabricated fake stories to attract attention, or use highly similar and low-quality materials to generate video content on a large scale, resulting in a large number of similar and in-depth works in the content market.

Fabricating fake content to promote health products Source: Douyin Security Center

In response to this problem, the Douyin Security Center announced a special governance action.

In this operation, Douyin will take a series of strict measures against homogeneous online troll content and accounts involved in violations.

These measures include, but are not limited to, direct takedown, i.e., removal of information from the platform that violates the rules; Ban accounts to prevent them from continuing to publish content; and cancel the profit-making permission of the relevant account, and cut off the way for it to make improper profits through the platform.

In addition, for those water gangs suspected of constituting crimes, the Douyin platform said that it would actively collect relevant clues, report the case to the public security organs in accordance with the law, and cooperate with the judicial authorities to conduct in-depth investigation and punishment.

As an important carrier for influencers to bring goods, the platform has begun to implement stricter self-discipline and management upgrades to promote the standardization of the talent market.

Moreover, as more and more MCNs pour into the market, high-quality products have also become a trend in content creation.

With its abundant resources, professional operation team, mature promotion strategy and closer cooperation with the platform, MCN institutions can provide one-stop services from content planning, production to distribution for their contracted creators.

This intervention has greatly improved the quality and innovation of content, reduced the output of low-quality and homogeneous content, and promoted the transformation of the market to high-quality, high-value-added content.

According to the data, the number of registered companies of MCN institutions in mainland China has reached more than 25,400 in 2023, showing a growth trend for many years.

Source: Crowley

In addition, although many individual influencers have not joined MCN, they have also played an indispensable role in promoting the process of high-quality industry.

Compared to MCNs, which limit the creation of specific content, personal brands are more unique and personalized in content, and they attract fans through innovative content formats, unique perspectives, and distinct personal styles, bringing a variety of options to the market.

It is in this context that the market has ushered in profound changes and is accelerating towards specialization and quality.

Content e-commerce has gone to war in full swing

At present, content e-commerce is profoundly changing consumers' shopping habits with its unique charm, especially in the form of short videos and live streaming, which has become an important force to stimulate consumption.

According to the Research Report on the Development of Online Audiovisual in China (2024), more than 70% of online users directly contribute to the purchase of goods in the process of watching short videos or live broadcasts.

Source: Research Report on China's Online Audiovisual Development (2024)

In today's e-commerce market, content e-commerce is no longer just an emerging trend, but has evolved into a full-scale competitive landscape, and major leading companies have laid out the content e-commerce market.

At this year's Taobao content e-commerce ceremony, Taobao will invest 10 billion to promote content e-commerce operations.

The funds will be used for a number of purposes, including supporting the growth of content creators, strengthening the construction of the storecast ecosystem, promoting the development of the industrial belt, and introducing and incentivizing content institutions.

This round of investment also covers the investment of 100 billion traffic, which shows that Taobao attaches great importance to the field of content e-commerce.

In April, JD.com also put forward the three must-win battles of "content ecology, open ecology, and instant retail", and took content e-commerce as one of its major strategic goals.

It aims to enhance the interactivity and stickiness of users on the platform by building a content section that includes various forms of content such as live broadcasts, short videos, graphics and texts. In particular, Jingdong will focus on the development of live broadcast of procurement and sales, and shouted the slogan of "the price is lower than Li Jiaqi".

Not long ago, Liu Qiangdong also appeared in the live broadcast room as an AI digital human, during the live broadcast, Liu Qiangdong's digital person attracted more than 20 million viewers to watch online, setting the highest viewing record since the start of the live broadcast room of Jingdong Supermarket.

In just 40 minutes, the overall order volume of the live broadcast room exceeded 100,000 orders, an increase of 7.6 times compared with the average daily order volume of the previous week.

Source: Jingdong APP

Liu's attitude clearly represents JD.com's attitude — while content isn't JD.com's traditional strength, JD.com recognizes that content has become key to retaining users.

In addition, in the content e-commerce war of major enterprises, short drama marketing has also become an important means to attract users and enhance brand recognition.

The "Proya JD.com Self-operated Flagship Store" on JD.com released the short drama "The Lady's Radiance", which cleverly implanted products in the episodes, and the audience could directly visit the product page through the jump button on the playback page of each episode to make purchases. This method combines entertainment content with the shopping experience to increase the user's purchase conversion rate.

Fragment of the short drama "The Lady's Radiance".

Pinduoduo has added a "short drama" channel to the "Duoduo Video" section of its app, where users can directly browse various short drama content.

Pinduoduo also encourages merchants and influencers on the platform to produce and publish short dramas, and create a new shopping experience of "watching and buying" through the placement of products through the plot.

Content e-commerce has become an important battlefield in the e-commerce industry, and e-commerce platforms have increased content creation and distribution in order to stand out in the fierce market competition.

The battle of content e-commerce is not only a competition for traffic, but also a comprehensive competition for content innovation, user experience, technical strength and ecological construction. Platforms need to continue to innovate content forms, optimize user interactions, and deepen the integration of content and products to occupy a favorable position in this battle.

Author | E-commerce Jun

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