10,000-word analysis | A complete closed loop from brand breaking through the circle to harvesting on Douyin

In this article, the author explains in detail the theoretical basis and complete steps for brands to use influencer marketing on the Douyin platform from four aspects: brand breaking the circle, influencer promotion, data marketing and bidding harvesting. It is recommended for friends who want to break the circle marketing on Douyin.

McLuhan once proposed a concept: media is an extension of man . Modern people cannot live without mobile phones. The Internet is our window to the world and the people around us, and it also connects our inner desires with the supply of the outside world . From a business perspective, advertising marketing is wherever there is traffic , and with the diversification of content forms , advertising marketing has also derived more forms, which may arouse curiosity, or be integrated into life scenes, or hit your heart.

As one of the most popular social media platforms in China, Douyin ’s algorithm optimizes content distribution , making it possible for brands to get unexpectedly high returns on every investment. Therefore, both large enterprises and small businesses are actively deploying on Douyin, hoping to use the high traffic and high interactivity of this platform to strengthen their connection with consumers and achieve brand promotion and sales conversion .

This article will analyze the complete closed loop of brand’s breaking circle marketing on Douyin from four parts: " Continuous growth of brands depends on breaking the circle ", "Breaking the circle to efficiently promote products depends on influencers", "Influencer marketing hits depends on data " and " Marketing closed loop harvest depends on bidding ".

01 Brands’ continued growth depends on breaking the circle

1. The biggest brand asset is crowd asset

In the digital age, brand crowd assets have become particularly important. If brands want to not only survive in the fiercely competitive market but also achieve sustained growth, they must value and cultivate crowd assets. By establishing real connections with consumers, understanding and meeting their needs, brands can build a core group of supporters that is both tenacious and extensible.

Such crowd assets can not only help brands stabilize their existing market share, but also bring new growth opportunities to brands through word-of-mouth communication and social proof. Therefore, brands should regard the establishment and maintenance of crowd assets as a core part of their long-term strategic planning. Brand crowd assets include not only existing customers , but also potential customers , brand advocates , social media followers , and any group of people who may have a positive impact on the brand.

The O-5A crowd asset launched by ByteDance (TikTok) refers to the 5A (Aware, Appeal, Ask, Act, and Advocate) theory proposed by Kotler in "Marketing Revolution 4.0", hoping to solve the practical problems of brand crowd asset management in the digital age. Through the current volume , structure and circulation efficiency of O-5A quantitative crowd assets, the growth target is broken down into crowd asset management. The consumer conversion path in the digital age is extremely complex. According to the research of more than 320 types, six major business links are needed to enhance the capacity of crowd assets. Crowd assets also need to be combined with the eight daily marketing scenarios to play an efficiency-enhancing role in scenarios such as big promotions and new products.

2. The size of the population determines the growth ceiling

The 5A model is a marketing theory that views the consumer journey as a continuous process, which includes five stages: Aware , Appeal , Ask , Act , and Advocate . The O in Douyin's O-5A crowd assets stands for Opportunity , and A1-A5 correspond to the five different stages of the consumer journey.

A large brand crowd asset scale provides brands with more opportunities to convert opportunity crowds into "A4-A5". If the crowds in the "A1-A3" stage are insufficient, then even if the brand's conversion rate in the subsequent stages is very high, the final number of "A4-A5" will be limited.

Therefore, brands must constantly seize opportunities and work at various stages to ensure that the crowd funnel is as wide as possible , thereby increasing the number of consumers who eventually become "A4-A5". This not only involves the communication strength of marketing and advertising, but also the comprehensive effect of many factors such as product quality, customer service, and brand image.

3. oCPM bidding leads to crowd convergence

The advertising billing model of Juliang Qianchuan is oCPM (Optimized Cost per Mille), which is an advertising bidding strategy that aims to optimize the advertising budget to obtain the best cost-effectiveness for specific target behaviors (such as clicks, conversions, etc.). oCPM bidding display billing = next eCPM + 0.01, eCPM = estimated click-through rate * estimated conversion rate * target conversion bid * 1000 (not discussed in this article)

When using oCPM bidding, the advertising platform's algorithm analyzes the characteristics of users who respond to ads, such as their interests, online behavior, historical data, etc. Over time, the algorithm will increasingly accurately identify the users who are most likely to produce the desired behavior. This means that the algorithm will continue to deliver ads to this narrow group of users, resulting in an increasingly concentrated group of people being reached by the ads, a phenomenon often referred to as crowd convergence .

In the short term, demographic convergence can improve the efficiency of advertising budgets because ads are delivered to those users who are most likely to take action. Over time, the range of users reached by ads may become narrower and narrower , which may cause potential new customers and broader audience groups to be overlooked.

In addition, constantly advertising to the same group may cause these users to feel fatigued , thereby reducing the effectiveness of advertising. When a brand's marketing strategy and product positioning are too fixed, the customer groups it attracts may become increasingly single , and the growth rate of new customers will also slow down. In this case, the brand's market expansion potential is limited, affecting long-term growth and profitability. In order to break this situation, brands need to open up new groups through out-of-circle marketing .

4. Breaking the circle of marketing to open up the crowd

In this context, crowd development becomes a necessary strategy to overcome growth bottlenecks and maintain brand vitality.

Combined with the O-5A model of ByteDance, brands can expand their audience in a more targeted manner. By analyzing and optimizing the operational strategies of opportunity groups, brands can more effectively locate and attract new potential customers.

There are several strategies for breaking the circle of marketing:

• To redirect the audience , brands need to conduct in-depth analysis of existing customer groups, understand their characteristics, preferences, and consumption behaviors, and redefine the target audience based on this information to cover a wider range of potential customers. By collecting and analyzing market data, brands can target new audiences more accurately.
• Content marketing , by producing high-quality content to attract users and interacting with users on social media to build brand awareness and attract potential customers. Brands need to create marketing messages that resonate with different groups of people .
• Innovative products : If necessary, the brand needs to develop new products to meet the needs of more people . This can include expanding into new product lines, or adding new functions and features to existing products to attract different customer groups.

02 Breaking the circle and efficiently promoting products depends on influencers

1. Brands need to leverage momentum to break out of the circle efficiently

If a brand wants to break through the circle efficiently, that is, break the existing market boundaries, expand the audience group, and achieve market breakthrough and expansion, leveraging trends is a common strategy. That is, the brand borrows some existing potential or trends to promote itself, which can be social hot spots , festival activities , celebrity effects , etc. Effective leveraging can amplify the brand's market influence and achieve the purpose of quickly increasing brand awareness and market share.

Among them, the celebrity effect, in the Douyin environment, that is, influencer marketing provides an ideal bridge for brands to break the circle, because it can implant brand information into the natural interaction between influencers and their fans, and use the influence of influencers to amplify the dissemination of brand information.

KOL (Key Opinion Leader) marketing or influencer marketing can be an effective strategy when dealing with the problem of crowd convergence. By working with influencers with high influence, brands can leverage the trust established between these influencers and their fans to expand their customer base.

Advantages of influencer marketing:

• Trust is transmitted . Influencers have loyal fans who trust their recommendations. Brands can indirectly build trust with potential customers through this trust relationship.
• Precise positioning : influencers usually have expertise and influence in specific fields. Brands can accurately reach their target audience by cooperating with influencers in related fields.
• Content creativity : influencers usually have the ability to create high-quality and highly interactive content, which helps present brand information in a more attractive way.
• Breaking the circle speed : Compared with traditional marketing methods, influencer marketing can help brands reach new potential customer groups in a shorter period of time due to the diffusion characteristics of social networks.
• Cost-effectiveness : influencer marketing may have a higher ROI compared to other forms of advertising, especially when working with small or medium-sized or highly professional influencers.

2. Reaching multiple levels of people requires experts

If a brand wants to break through the market and reach a wider range of potential customers, it must adopt a multi-level reach strategy. The core of this strategy is to cover the diverse needs and behavior patterns of consumers through different channels , different forms of content and different stages of communication.

Influencer marketing can accelerate the efficiency of reaching multiple levels of people. The video content released by influencers brings natural traffic to brands. This traffic comes from the influencer’s fans and non-fan audiences reached through the platform’s recommendation mechanism. These new audiences may not have been exposed to the brand before, so the brand’s audience pool begins to expand to include new groups of people called “A1-A3” .

Users usually do not convert immediately after the first contact. Therefore, brands need to repeatedly reach out through various types of high-quality content to build brand awareness and trust. These contents should include expert product demonstrations, real reviews, scenario applications, etc., to show the brand value from different angles.

After continuous exposure to high-quality content, the original "A1-A3" group gradually transforms into the A4 group, which is closer to purchasing action, that is, consumers who are ready to make a purchase decision. Ultimately, after multiple positive brand interactions, these consumers may transform into the A5 group, that is, actual buyers and loyal customers of the brand.

Ultimately, users will go from " knowing you " to " being familiar with you " to " trusting you " and finally to " falling in love with you ", that is, consumer advocacy .

3. Breaking the circle requires the creativity of experts

Breaking the circle and planting grass means implanting a favorable impression of a product or brand in consumers' minds through content marketing, leading them to have a desire to buy . In this process, the creativity of influencers is crucial. There are several main reasons:

• The creativity and personality of influencers . Influencers attract a large number of followers largely because of their unique personalities and creative content. They usually understand their audience and know how to create content that can both attract attention and resonate. When they create content for brands, this personalization and creativity become the core force in the process of seeding.
• The authenticity and credibility of the content . Influencers usually recommend products in a more authentic and friendly way, which is easier to gain the trust of the audience than traditional advertising. Their recommendations seem to come from a friend rather than a distant brand. This sense of authenticity is the key to the success of seeding.
• Creative content and storytelling . Experts often use storytelling in content creation, placing the product in an engaging story rather than simply displaying the product or listing its functions. Such content is more likely to attract the audience's attention and leave a deep impression.
• Interaction and participation : influencers interact frequently on social media, and they increase fans’ participation by replying to comments and engaging in conversations with fans. This sense of participation can promote consumers’ interest and favorability in the brand, thereby increasing their willingness to buy.
• Personalized recommendations : Experts usually make personalized recommendations for products based on their own style and preferences. They may share how they use the product in their daily lives or how they use it in combination with other products or services, thereby providing more usage scenarios and inspiration .

In short, the creativity of influencers can not only attract the attention of target audiences, but also cultivate their favorability and interest in products. In the circle-breaking marketing, the role of this kind of creative content is indispensable. When choosing partners, brands need to carefully consider the creative ability of influencers and the brand's audience, and ensure that their content style matches the brand image. By working with such creative influencers, brands can deeply root their products in people's hearts in a more natural and effective way.

4. Multiple talents need to be combined

Influencers are usually divided into different types according to their content formats and interaction methods, among which content influencers and live broadcast influencers are the two main categories. They each play different roles and make different contributions to brand influence and sales conversion.

Content influencers usually focus on creating high-quality content. They usually have strong storytelling and content production capabilities. Livestreaming influencers focus more on real-time interaction and sales conversion . They interact with fans in real time through livestreaming platforms, show products, answer questions, and make sales. In actual marketing strategies that break through the circle, brands need to combine content influencers and livestreaming influencers to achieve the dual goals of brand communication and sales conversion.

Cooperation with content influencers also requires matching and combination . This is because different influencers have different influences, professional fields, audience bases, and creative styles. This diversified combination can help brands reach the target market more comprehensively and achieve more efficient marketing results.

The main reasons are as follows:

• Influence levels are combined. Influencers can be divided into stars/top influencers, mid-level vertical influencers, and tail influencers according to the size of their influence. Stars/top influencers have a large fan base and wide popularity, which is suitable for quickly increasing brand exposure. Mid-level vertical influencers can provide rich scene guidance and translate product selling points into consumer language . Tail influencers can penetrate conversion power, deeply influence seed users, strengthen interest points, and stimulate their impulse consumption desire.
• The audience base of various influencers may overlap, but they are also unique. Combining different influencers can help brands reach a wider range of potential customers. Each influencer has his or her own content creation style. Some may be good at humor, while others may focus on in-depth analysis. Different styles of content can attract audiences with different preferences, bringing more comprehensive coverage to the brand.
• Cost-effectiveness optimization: working with top influencers may require a higher budget, while working with lower influencers is more economical. Through reasonable combinations, brands can control marketing budgets more effectively while ensuring results. Spreading investment among different types of influencers can also reduce the risk of marketing activities being overly dependent on a single influencer. If the performance of a certain influencer does not meet expectations, the performance of other influencers may still make up for the shortfall.

03 The hottest products of influencer marketing rely on data

Through their content and personality, influencers effectively connect with fans on social media and content platforms, thereby achieving brand awareness and conversion. We have summarized the following forms:

• To trigger resonance, influencers share their personal experiences, feelings or stories to touch the emotions of fans, allowing the audience to see their own shadows in their content and generate strong resonance. The empathy generated by fans after seeing the content prompts them to " self-plant " psychologically and form a deep brand identity. This resonance often encourages fans to participate in the creation of content, forming an interactive co-creation culture.
• Professional recognition: The influencer’s in-depth knowledge and rich experience in his or her professional field make fans believe that the products or services he or she recommends are carefully selected, thus establishing professional recognition. Fans have confidence in the influencer’s professional judgment, so even in the absence of sufficient product information, they are willing to make purchasing decisions based on trust .
• Opening up the world, influencers constantly explore and share novel content, satisfying fans' curiosity and desire to explore , allowing fans to broaden their horizons through their content. Through topics, activities and tags, platforms such as Douyin promote influencers to create new content, which promotes the diversification and richness of content, while also helping fans discover new interests and products.
• Find people who share the same interests. The content created by experts sometimes targets specific niche interests or hobbies, which helps people who share the same interests find a sense of belonging in the vast online world. The gathering of niche circles provides a path for the commercialization of specific products, allowing these products to be sold in the segmented market.

Through these forms, influencers not only promote brands and products, but also drive the consumer conversion process from cognition to purchase.

1. Develop influencer marketing strategies through data

We have observed that some of our current brand clients have produced a large amount of " self-indulgent " and homogenized content in the process of historical marketing. They are confined to a large amount of ineffective content and have never been able to break through and innovate. Brands must break through the existing content limitations , achieve efficient content management and influencer marketing, and create more marketing value for the brand.

There are two main pain points when formulating content strategies and implementing projects:

1. The delivery content is not focused and lacks topicality , which can easily lead to poor delivery results. Although the project budget is sufficient, there are too many delivery topics and the budget is scattered, resulting in insufficient overall communication power. The topic itself does not have "explosive points" and "innovation", making it difficult to attract users to share and re-create.

Second, the comments and public opinion after the launch are biased towards the influencer himself, resulting in insufficient memory points for the brand content product. Although the project data is excellent, users still cannot remember the brand after the launch. The influencer's comment area involves less brand content, the brand search index has not been significantly improved, and the brand has not strictly controlled the content and duration of the influencer's implantation.

In order to effectively deal with the problem of content homogeneity and promote the output of brand creative topics, it is necessary to comprehensively consider platform trends, brand propositions and the characteristics of target users to find the creative intersection between them. The specific strategies are as follows:

• Platform element analysis: Hot trends, research the hot content and trends on the platform, and quantify the popularity and influence of these contents. Potential topics, predict topics that may become popular in the future, and lay out related content in advance. Content form, analyze which content form is easier to spread, and the dissemination effect of different forms of content.
• Brand element identification: Brand value category mind, clarify the brand's positioning in the category and the brand image in the minds of consumers. Brand concept mission vision, clearly express the brand's core concept, long-term mission and vision. Product differentiation selling points, highlight the unique selling points of the product, and use these characteristics to attract the target audience.
• Crowd factor research: Fan portrait, build an accurate target audience portrait, including basic attributes, interests and preferences, etc. Content preference, analyze the content type and style that the target audience likes, so as to produce more attractive content to them. User behavior, observe and understand the behavior patterns of the target audience on the platform, so as to better interact with them.

Through in-depth analysis of the above factors, brands can dig out the intersection of creativity and develop content strategies that are in line with platform trends, show brand uniqueness, and attract target audiences. Such strategies can not only improve the innovation and attractiveness of content, but also better connect with target audiences and enhance brand influence and market competitiveness.

In order to maintain the market attention and attractiveness of products, brands should pay attention to daily marketing planning . Growth influencers play a vital role. They not only have strong grass-planting ability, but also have high cost-effectiveness, making them the main force to maintain the popularity of products.

It often takes a continuous process of communication and brand preference formation for consumers to go from first learning about a brand to finally making a purchase decision . Daily promotion is the key link in this process, which helps consumers build awareness and favorability of the brand through stable and continuous influence.

To fully leverage the potential of growth influencers , brands should do the following three things:

• Establish an exclusive talent pool, screen growing talents with high brand matching, and establish an exclusive cooperation pool. The content of these talents is closer to ordinary consumers, with lower commercial perception, which helps to form a friendly and authentic brand image.
• Reuse high-quality influencers. For influencers with outstanding performance, brands should consider long-term cooperation. Through systematic reuse, not only can the effect be stabilized, but also a kind of implicit endorsement effect can be formed. Even without clear labeling, consumers will associate these influencers with brands.
• The micro-endorsement matrix is ​​constructed to build a micro-endorsement network composed of multiple growing influencers. This matrix can cover a wider audience at a lower cost, while utilizing the unique influence and fan base of each influencer to form multi-point output and enhance the coverage and influence of brand information.

In this way, brands can deepen consumers' brand awareness in the long run, increase brand influence in the target market, and ultimately promote sales conversion.

2. Filter the influencer marketing matrix through data

“If you want to do your work well, you must first sharpen your tools.” Douyin’s “ Mega Star Map ” and “ Mega Cloud Map ” can match and screen brands and influencers based on differentiated industry track demands, brands with different tones, and TA groups distributed in different circles. They can find the most suitable influencers for brands based on population matching, content popularity, cost-effectiveness, and growth potential.

• Crowd matching: Brands should ensure that the influencer’s fan base has a high degree of overlap with their target consumers. This requires brands to conduct detailed analysis of influencer fans, including the age, gender, interests, purchasing power, etc. of fans and viewers , as well as the matching degree between the brand content topic and the influencer content tone.
• The persuasiveness and appeal of content are crucial to the success of content promotion. Brands need to evaluate the influencer’s content style, quality, and interaction with fans. Observe the influencer’s historical works and the interaction rate (likes, comments, and shares) of these works. Influencers who have been able to effectively promote products and establish good interactions with fans in the past are more likely to create good promotion effects for brands.
• Cost-effectiveness: Brands should not only consider the influencer’s fees, but also estimate the expected marketing effect. Calculate the ratio of each influencer’s fees to their average influence (such as conversion rate, number of people reached), and measure the influencer’s CPM and CPE data.
• Growth potential : Evaluating the influencer’s potential growth can bring long-term cooperation possibilities to brands. Fast-growing influencers tend to have higher cost-effectiveness and freshness . Calculate the influencer’s fan growth percentage, content quality improvement, and brand cooperation history. They may bring greater exposure and longer-term cooperation potential to brands.

By selecting and evaluating these four dimensions, brands can find the influencers that best suit them and achieve the best match between content and influencers, thereby maximizing the effect of marketing cooperation. The goal of this strategy is to ensure that the quality of content and the influence of influencers are combined to create a combined effect that is greater than the sum of the individual parts, that is, content + influencer > 2 .

3. Create popular content with experts through data

Hot content first needs a super memory point . Super memory point is a marketing strategy to strengthen the impression of the brand in the minds of consumers. It involves reducing the memory burden of consumers and deepening the brand impression through a series of creative methods. First of all , you need to label the brand elements to make them simple and easy to remember, such as through exclusive BGM , spoken words, the same emojis and gestures, etc., which are strongly bound to the brand content . Then you need to be smart in face recognition, and make the brand image appear frequently through content creativity, while avoiding disgusting consumers.

The formula for creating expert content can be divided into four steps: Eye-catching beginning , ensuring that the beginning of the content can quickly attract the user's attention. Content extension , naturally integrating brand information into the content to ensure that it is relevant to the user's interests and content theme. Brand implantation , cleverly implanting brand elements into the content without affecting the user experience. Effective guidance , the end of the content should have a clear call to action to guide users to take the next step.

Through the above methods, brands can establish strong memory points in the minds of consumers, enhance the value of content, and effectively strengthen brand mental implantation, allowing consumers to quickly remember and recognize the brand in a short period of time.

Then conduct an in-depth analysis of the products that the brand wants to promote and create targeted content to attract specific user groups. The following are specific steps and suggestions:

• Selling point insights and hook setting , in-depth understanding of the product's functions, advantages and features. Analyze potential customers' purchasing behavior, preferences and needs. Clarify the product's unique selling points and market positioning. Extract 3-5 core eye-catching selling points from product attributes, user research and marketing characteristics. Design creative hooks that match the core selling points. These hooks should be able to naturally attract the attention of the target user group.
• AB testing and tipping point discovery : Test different creative content among different groups of influencers to find the best creative point for attracting traffic. Analyze which content resonates most through user interaction data and conversion data. Adjust and optimize the content based on the test results to improve the effect. Identify the content points that can most touch the target users from the test, and these points will serve as the focus of future marketing activities.
• Co-create content templates and amplify them . Create popular content templates (including popular scripts and elements ) based on feedback from the verification process. Find other influencers similar to the verified influencers for large - scale promotion to ensure that the selected influencers can effectively convey the brand message. After confirming the effectiveness of the content, carry out large-scale promotion to maximize market impact.

4. Use data to heat up the talent material

Why should we heat up the content of experts? Because the budget for popular content needs to be more sufficient .

According to big data, the hit rate of Douyin's huge amount of star maps experts' videos is 10-20%. Suppose you spend 1 million to release 100 huge amount of star maps, there will be 20 hits, and the money you spent on the hits is only 200,000; but if you use content to heat up, assuming you spend 500,000 to release 50 huge amount of star maps, there will be 10 hits, but there is still 500,000 to amplify and heat, which means that the money you spend on the hits is 600,000. The hit videos enjoy the largest promotion costs of 200,000 and 600,000 respectively, which is the biggest difference.

How to heat up the content of experts?

The heating time is generally 1-2 days after the expert video is released, and the video traffic status is analyzed. Note: If you use the Fans Must Show 2-1 to replace the content service, then try to start the release on the day the video is released, which can better guarantee the exposure.

Crowd targeting , test period: select the brand crowd's "age + gender" (if the gender is equal, do not add) as the basic targeting, and add "industry/category crowd package". In the growth period, add "brand exposure crowd package" to expand the crowd, and add "celebrity crowd package" in combination with celebrity materials, or "expert fan package" that has been launched or is about to be launched. In the mature period, when the delivery effect decreases, release the crowd and focus on general delivery again.

04 Marketing closed loop harvest depends on bidding

1. Construction of Douyin closed-loop harvesting model

Douyin e-commerce's global growth closed loop is a new closed-loop harvesting model. It covers the entire link of " people looking for goods " and " goods looking for people " and highly integrates the two. It is a product of the development of global interest e-commerce.

It consists of two parts: content engine and product engine , aiming to achieve user growth and commercial conversion through content creation and product display. This strategy is particularly critical on the Douyin e-commerce platform, because Douyin's user base is large and active, and its content distribution mechanism can effectively promote product sales.

The content engine mainly relies on high-quality, full-area coverage content to attract and maintain user attention. Including live broadcast : interact with users through live broadcast, display products in real time and answer user questions. Short video : create attractive short video content and use the distribution mechanism of Douyin to attract users. Graphics and texts : publish high-quality graphic content, provide valuable information, and increase user stickiness.

The product engine relies on the global product layout to drive sales, including products in the content scene : ensuring that the products displayed in the content are related to the content theme to increase the desire to buy. Global content carriers in the shelf scene : Under various content carriers, such as personal homepages, store pages, etc., the products are arranged in an orderly manner to promote user discovery and purchase.

The content engine and product engine need to be closely connected to achieve full-domain interconnection , analyze user behavior and preferences in real time, and organically combine content creation and product display. Attract users through content and guide them to the product page to achieve conversion.

Different types of brands can build their own global growth closed-loop models based on their business characteristics and resources. Mature brands can use brand influence to combine content engines and product engines to conduct all-round brand promotion and product sales. Small and medium-sized brands should focus on content creation, attract users through unique content, and optimize the product supply chain to improve user experience.

The global growth closed-loop model can be embodied as the FACT+S methodology , with specific operating methods :

• Shelf operation , design attractive shelf layouts to increase product exposure. Ensure that the variety of products on the shelves is rich to meet the needs of different users. Use data analysis to optimize shelf performance and adjust product display according to user behavior.
• Content operation , content creation closely related to products, such as product tutorials, reviews, live streaming, etc. Maintain the frequency of content updates, capture user attention, and increase user return rates. Analyze user feedback, continuously iterate content quality and form, and enhance content appeal.
• Marketing is accelerated , and marketing is carried out through multiple channels such as celebrities, influencers, KOC, etc. Various marketing methods such as coupons, limited-time discounts, group purchases, etc. are used to increase sales.
• Global distribution optimizes the conversion path from content to products and simplifies the user's purchase process. Multi-point contact on platforms such as Douyin increases the user's chances of contacting products.

The FACT+S model emphasizes the creation of an overall synergy effect. By refining the operation of each link, it realizes the deep integration of content and products and creates an efficient closed-loop ecosystem from product discovery to purchase. For merchants, this means not only focusing on a single link, but also building a comprehensive and all-round operation strategy so that each link can provide closed-loop power for overall global growth.

2. Improve the efficiency of bidding among influencers

Taking a client case as an example, a snack brand’s celebrity video promotion efficiency was improved through bidding among consumers.

Test objective: To test the effect of follow-up bidding on non-purchasers exposed by expert videos , and to verify whether follow-up bidding on non-purchasers can improve the efficiency of bidding ads.

Testing plan: Use AB testing . This approach will ensure that you can compare different chasing strategies and evaluate which one is most effective.

Test results: ROI increased by 93% . The follow-up investment strategy significantly improved the return on investment from 0.7 to 1.34.

Core indicators: Bidding follow-up can focus on the people who click on the shopping cart after watching the expert’s video , which has a higher contribution to the bidding conversion rate.

3. Bidding for native videos of experts

The S in the FACT+S model represents the collection of specific business scenarios in the shelf scene, including search , shopping center , shop , etc. Search is a typical behavior of users' active mind of "looking for goods". If the original videos of experts have a strong ability to promote scenes and trigger a large number of users to " search after watching ", the original videos can be directly delivered.

This not only increases the frequency of brand contact with users in different fields, but also makes the brand's user conversion path from the "A1-A5" stage smoother. Users who enter the product card or brand live broadcast room through " search after viewing " have actually entered the A3 high-potential user group.

Taking a customer case as an example, a skincare brand created the blue word " XX Hair Mask ".

When influencers publish short video content, add topics and star map search components to the short video title, and operate and maintain the short video comment area to make the top-grabbing word " XX hair mask " appear. When users click on the top-grabbing word in the comment area, accurate traffic can be imported into the brand live broadcast room in the "comprehensive" search scenario, and traffic can be brought to the store's related product cards in the "product" search scenario.

Through the massive cloud map , we continuously monitor the content data of the entire influencer matrix, and finally select the hot articles with high post-view search data for continuous follow-up investment , which brought nearly 2 million brand-related word searches after the investment. Compared with the 7 days before the investment, the average daily search number increased by 130%+ , effectively driving the audience's active search behavior. At the same time, compared with the industry, the cost of interaction and clicks decreased by 30%+ , and the ROI increased by 120%+ .

4. Bidding for expert video remixes

The coordination of Massive Qianchuan, Massive Star Map, Massive Cloud Map and brand advertising, based on the O-5A crowd asset management method, has achieved breakthroughs in scenarios such as breaking the crowd circle , global seeding , and repurchase by old customers , achieving the effect of 1+1+1+1>4 , and maximizing the effect of brand placement.

The secondary creation and remixing of expert videos is also a common type of bidding material. There are usually three main methods:

1. Micro editing makes the video more refined and compact by editing the original video of the expert, such as adding pre- and post-post patches or deleting unnecessary sentences. Highlighting the core interests of the video, allowing the audience to quickly grasp the value that the video wants to convey.
2. Creative beginning + single expert mix and edit , create a creative beginning related to user pain points, so that you can capture the user's attention at the beginning of the video. Combine the content of single expert to mix and edit, increase the attractiveness of the video through personalized editing, thereby improving user retention and click-through rate.
3. Creative beginning + multiple experts mixed clipping . Through the mixing of multiple experts and a creative start, a popular feeling of " the whole network is discussing planting grass ". This mixed clipping video is more suitable for the communication style of streaming media, which can effectively improve the reuse rate of video content and allow product information to be disseminated more widely.

Taking customer cases as an example, a beauty brand’s performance in breaking through the bottleneck period, using the help of “ Chuan Xingyun ” to achieve new crowds and transforming grass:

Warm-up period: Use native marketing advertisements, aiming to quickly start volume, reasonably allocate the warm-up period, water storage period, explosion period, and conversion period for testing traffic, and explore the account model .

Water storage period: Based on native advertising, add soft grass planting direction, compare different data of the expert account direct investment materials, expert mixed cutting materials , fake expert materials, and pure oral broadcast materials, and reasonably match the materials .

The explosion period: Taking high-quality creativity as the starting point, maintain stability while expanding high-quality content and advancing towards in-depth and professional content.

In the end, the combination technology of experts in-depth grass planting + hot content promotion + mixed cutting material bidding was achieved to achieve efficient and precise improvement in the A3 people's mass and the continuous increase in materials.

In summary, brand breaking the circle marketing on TikTok is not just a trend, but a necessary means to survive and thrive in today's rapidly changing social media environment. Through in-depth analysis and discussion of actual cases, we have witnessed how a complete closed-loop marketing strategy can be implemented on TikTok and produce significant results.

From formulating accurate target group strategies to creating eye-catching content; from using Douyin to "see and search" to guide user behavior, to strengthen information dissemination through secondary creation and exciting mixed-cut videos; each step is carefully planned , aiming to maximize audience participation and ultimately convert it into sales.

Brands’ successful breaking circle marketing on TikTok proves the importance of adapting to and leveraging emerging platforms. It’s not just about selling products, but about building a brand story, resonating with and gaining a place in a highly competitive market. With the growing user base of TikTok, brands have more opportunities to connect with potential customers, and a complete closed-loop marketing strategy is the key to ensuring that these opportunities are not wasted.

Through the review of this article, I hope to provide inspiration and direction for brands seeking to break the circle on the Douyin platform, and help brands ride the wind and waves in the ocean of digital marketing.

Author: Brand Old White

Source: WeChat public account "BrandLaoBai (ID: BrandLaoBai)"