If you want to promote products on Douyin, how can you make better ads?

How to shoot a Douyin video that is very capable of bringing goods?

As a traffic pool with 320 million daily active users, Douyin has a huge number of users and is favored by many advertisers. So how to shoot a Douyin video that is both informative and trendy? Let me first show you what a better video for bringing goods looks like.

1. Personality + situational videos. The funny expressions of the young man are paired with different kinds of braised goose. While highlighting the product, more attention is paid to the expression of the young man, without highlighting the functions and selling points of the product.

2. Videos that highlight the product. The whole process is about making a little yellow duck. The usage scenarios, usage methods and product functions of the product are all displayed one by one, and the product delivery ability is very strong.

1. What kind of advertising has a stronger ability to bring goods?

Obviously, videos that highlight products have a stronger ability to bring goods. Advertisements must highlight a certain selling point of the product. So how do you make a video that has a stronger ability to bring goods?

Grasp the four requirements:

1. Product (characteristics and core selling points of the product)

2. Model (model’s beauty and expressiveness)

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3. Video structure (golden 6 seconds rule and duration)

4. Shooting methodology (how do I operate the product after I get it)

1. Indirectly highlight the product

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We use Douyin to relax, not to remember the selling points and knowledge components of the product.

Therefore, there should be no more than three core selling points. It is necessary to explore the core selling points that attract consumers the most, so that the product features in the video are very clear.

Having too many selling points doesn’t mean it’s good. Having too many selling points means you can’t hear or remember it at all. Being concise, easy to understand, and good for me is what drives consumers to buy.

When the selling point of the product is not very prominent, you can use concept capsules to directly tell consumers what is good about my product without any nonsense.

The celebrity sunscreen spray competition uses concept capsules, and the hydrating spray "Li Xian" is also used. You can never get tan when filming outdoors in summer. Douyin's "Beef Brother" directly lowers the price, which means it is cheaper than what is bought outside, just to tell consumers how cheap it is here.

2. Model selection

Not every model is an internet celebrity. The presentation method of the product video needs to be determined based on the expressiveness of the model. One is focused on products and the other is focused on cases.

The products correspond to different models. For the clothing category, we are looking for models with better figures, for the food category, we are looking for models with a good sense of humor, and for the travel category, we are looking for outdoor models. We find suitable models for shooting based on the products.

Things that are very common on Douyin at present, such as couples shooting some jokes and wearing the same girl's clothes, highlight the fashion and interesting interaction of the clothes. This kind of person + situation shooting is very suitable for clothing. Class advertising.

3. Video structure

"Golden 6 seconds rule" - 99% of users have crossed the video before 6 seconds.

In the golden 6 seconds, the content of the first 6 seconds determines whether the user likes, comments, forwards, and even desires to purchase. This requires instantly capturing the user’s heart from the matching degree of video cover, music and content. What can we put in it? I divide the video structure into three types. It’s best to try videos within 20 to 30 seconds.

(1) Pain points + products:

Douyin "Beef Brother" Douyin content directly highlights products, and only sells genuine and low-priced goods. The official website lipstick price is about 200, Beef Brother 149 here captures the psychology of some beauty-loving girls who don’t want to buy particularly expensive lipsticks, and also highlights product special offers.

(2) Pain points + effects:

Douyin "Cui Lei" specializes in marketing, entrepreneurship and other practical information, solving the problem for some people who want to start a business or are starting a business to learn how to open a store. Promoting stores and how to promote products at low cost are all pain points encountered in work. After watching this short video, you will have more ideas and ideas.

(3) Effect + product:

Douyin “Li Jiaqi” is the king of goods.

Everyone who has watched his videos knows that when he introduces a product, he never talks about how many rare elements are added or how much higher the nutritional content is than other products. Instead, he talks about how much the lipstick will look like after 6 hours of application. I don’t know how to do it. I directly talk about the effects after using this product. It is not simply about highlighting the product introduction, but about the experience after using the product. This is why the evaluation videos are now unclear.

4. Shooting Methodology

Advertising is advertising, not TV series or movies. The video should contain information such as models displaying products and plot presentations, because the model is uncontrollable, the script is incoherent, and the correlation between the product and the script is too poor, which will affect the sales effect.

It is recommended that you watch existing videos to promote restaurants, clothing, brands, APPs, tourist attractions, etc. There are currently many cases on Douyin, and you can develop shooting methods based on your own products.