Recently, the massive engine released the TikTok enterprise-White Paper on home building materials industry. Some key data are worth noting:
as of August 2020, TikTok home video has reached tens of billions of scale, home design, house decoration and other related topics of video playback over 1 billion.
By the end of June 2020, the number of home video playback has exceeded 27 billion, the number of likes has exceeded 0.48 billion, the number of comments has exceeded 0.38 billion, and the number of forwarding has exceeded 0.15 billion.
Many home building materials enterprises are operating enterprise numbers, improving the operation effect by "one-stop conversion of short video + live broadcast.
The proportion of male and female users who watch home building materials videos is close to 6:4.
The 31-49-year-old group is the main audience paying attention to home building materials videos.
Of course, the number of active users of tiktok is also very large. As of August 2020, the number of daily active users had exceeded 0.6 billion, and the average daily use time was 30 minutes + accounted for 38%.
From the perspective of the whole situation, it is indeed very positive. It gives people the feeling that TikTok has a very large household traffic and many potential customer clues.
(Image Source: creative, invasion and deletion)
in reality, there are indeed many manufacturers, distributors and sales staff who give feedback on short videos and live broadcasts on TikTok. They have indeed converted some orders one after another. I feel it is worth it and the effect is not bad.
Moreover, the study of big materials also noticed that some large-sized people who started from TikTok often attended various activities of pan-household enterprises. The overall frequency of appearance is calculated, which is much more than that of film and television stars.
At least, the effect is still good and worth doing.
However, another set of data is also worth noting. Driven by the trend of short video and live broadcast, plus the demonstration effect of some leading enterprises, many household enterprises have invested in TikTok, it has indeed increased a lot.
Among them, there are both first-and second-line manufacturers and small factories. There are not only famous big merchants, but also small merchants or single stores that have just started.
According to the data given by the massive engine, since the end of January 2020, the number of TikTok home building materials enterprises has increased 2.42 times, the total number of contributions has increased 3 times, the number of content playback has increased 115%, and the number of likes has increased 80%, comments increased by 142 percent and sharing increased by 168 percent.
In the six months from January 31 to July 31, the number of daily start-up accounts in the home building materials industry increased 8.22 times month on month, and the daily live broadcast duration increased 18.34 times month on month.
E-commerce has become the mainstream of home building materials enterprises, and the number of accounts that start e-commerce permissions has increased by 5.12 times.
What does this mean? The number of accounts and content is huge, while recommend resources are limited and traffic is limited. The contradiction is very obvious.
If you can't win the lottery or grab traffic support, then the end can only be overwhelmed. Recording hundreds of videos may not bring any customers.
So, can you still be a Douyin customer now? Even if you can't get customers directly, can you still raise fish?
Big Material Research believes that it can still be done now, maybe it can be done by 2021, but the time left for everyone is already very tight, and the bonus space is also very small. As long as 20% of the head account seats are fixed, your efforts will be greatly reduced later. The good result is to get twice the result with half the effort, and more will be useless.
How to do it? In the white paper on TikTok enterprise-home building materials industry, some methods are also provided, among which, only when the content is polished with enough quality, brand exposure, increasing fans, user loyalty, live streaming can only be implemented one by one.
However, this is very difficult. Most enterprises and individuals cannot do it if the content is of sufficient quality. Moreover, the content of self-feeling quality or some people feeling good may not get better drainage effect. In most cases, it must be both content and promotion.
The suggestion of big material research is that if qualified companies want to do short video + live broadcast, including TikTok, Kuaishou and other platforms, they must first find the right person to do it, it is often the opportunity to make quality content.
Moreover, in most cases, the operation combination of content production and promotion is necessary. The content alone can stand out, only belonging to 1% or even 1‰ operators.
For most manufacturers, such as small and medium businesses or factories, which are difficult to hire a special person to operate, three ways can be considered:
1. For a single store or several stores, the boss can directly go into battle. Without affecting his main energy, he can record short videos when he is free, and keep trying.
When the equivalent reaches a certain level, you may be able to improve your ability to make short videos, in which you can always produce quality products, continuously accumulate traffic, and in which you can always transform your production capacity.
2. You can initiate full participation, open accounts for everyone, record short videos and live broadcasts, and pay attention to the drainage of all accounts to the company's main account, from which TikTok talents may be found, in addition, all employees are draining the main account, accumulating a small amount and working together, which may also produce results.
3. When a video with good preliminary evaluation or a video with good traffic is created, you can appropriately invest some fees and purchase advertising resources to achieve greater results.
Of course, to do this, it is best to have a plan, such as what content to do; What promotion methods are planned to be adopted, increase fans and increase the amount of viewing; How to undertake the consultation of netizens, how to convert traffic to landing, etc.
(Article Source: Big material research, invasion and deletion)
