250,000 followers on Douyin, 30 orders

Why does an account with professional authors, good content, and many fans only have double-digit sales? In response to this kind of question, the author of this article uses an example to interpret and analyze it, and recommends it to friends who are interested in Douyin sales and Douyin operations.

Hello, fellow villagers. I am the village chief.

An account with 255,000 yuan only sold 30 orders.

Today we are going to share an account for product evaluation and popular science. It has shot more than 150 videos and has nearly 260,000 followers, but the sales effect is extremely poor.

What exactly is wrong with this account? Let me explain it to you.

1. Rigorous popular science account

The name of this account is Miya. Its main positioning and content style is to convey knowledge points about consumer products to users through scientific and rigorous content, hoping to help users avoid consumption pitfalls.

For example, don’t buy these toxic stationery, don’t eat these products that can easily make you fat, and don’t buy these shampoos and shower gels.

First of all, there is a demand for helping users avoid consumption pitfalls in a rigorous and scientific way, and the user reading and interaction rates are also quite high.

So this account shot more than 100 videos and gained nearly 260,000 followers.

2. What are the areas worth learning?

Before pointing out the poor monetization capabilities of this product, let’s first talk about this account and what aspects are worth learning from it.

1. Blogger’s expressiveness

A blogger who is expressive, articulate and professional is a huge plus for an account.

The blogger of this account has very natural and rich spoken expression and body language, and the blogger is also good-looking.

2. Select the right content

A very important premise for whether a short video is good or not is whether the topic is of interest to users.

This account keeps up with hot topics and has a thorough understanding of user pain points when it comes to topic selection.

3. Editing consistency

If you look at the video cover, content music, and transitions of this account, you will find that they all maintain a high degree of consistency and tonality, which at least shows that the people who shot and edited the video are very professional.

4. Sense of immersion in the scene

The content style of this account was adjusted twice, once to wear work clothes indoors, and once to wear outdoor lifestyle clothes.

The two different costumes give different senses of immersion and trust in different scenarios.

The former is scientific expertise and the latter is consumer empathy, but both are helpful in building user trust and conversion.

3. Why only 30 orders were sold?

So the question is, why did such a good person, good content, and a large number of fans only sell 30 orders?

1. User mindset bias

The biggest problem with this account is that there is a major deviation in the cultivation of user consumption mentality.

More than 90% of videos are telling customers what not to buy.

Just talking about the problem but not giving a solution.

Most of the problems or products pointed out by bloggers happen to be products that most ordinary people consume.

This is equivalent to scaring away all of their own users, and there is no alternative solution.

2. No products and live broadcasts

Originally, bloggers could build trust by avoiding pitfalls from the perspective of consumers, but bloggers did not launch their own products or account matrix in a timely manner.

A product display window has been opened, but the product selection is very random, and there is no live streaming to sell goods.

For this kind of account, even if the blogger only prepares a hot-selling high-quality life product at the beginning, there is a chance that it will sell well.

4. Don’t be a thankless account

Playing the devil's advocate or evaluating a product from a user's perspective can sometimes be effective, but it's not always the case.

Many times, we just create an account that is well-received but not popular, which is different from fighting against counterfeiting.

1. Offending business advertisers

Although many users watch this kind of video, it is difficult for you to monetize it.

Because most brands or businesses are unwilling to place advertisements with you, and will instead complain and report your videos.

Because from the product itself, many of them meet the production standards.

If you do this, it will be difficult to attract investment and receive advertising in the future.

2. Most users are ordinary consumers

At the video data level, perhaps users are very happy watching the video and the data is very good.

But most people are ordinary consumers, even if they have heard the knowledge of avoiding pitfalls from you.

It is still unavoidable in users' actual consumption.

Therefore, even if you want to shoot content of a similar style, you must pay attention to the scale, or provide users with alternative consumption options.

For example, after telling you what is not worth buying, you can then give suggestions on what is worth buying.

Because of the logic of recommending good products, both advertising and selling products will have a longer-term effect.

Author: Shili Village

WeChat public account: Shili Village (ID: shilipxl)