Applying for an account is usually a relatively routine process. From the preparation, authorization and stamping of qualification materials to the first recharge, it can generally be done in 3 days. It is worth noting that the product cannot contain medical care, sensitive content, competitive products of Tik Tok and other related functions (even if it has relevant qualifications), but the relevant content must be deleted first or another method (such as business communication) must be found.
The first three weeks are the most important for opening a new account. If an account can't be repaid in three weeks, the probability of reopening it later is relatively low.
So sometimes, to be on the safe side, when opening an account, we often choose Android and iOS to open two accounts respectively, in case one account can't get the quantity for various reasons, resulting in a delay of three weeks or even longer. It is also important to keep the account budget adequate. If the system recognizes that your budget is almost spent, but you haven't recharged it, then the system will automatically reduce consumption.
Second, the plan
With customers, the next important step is planning. As we all know, planning is the core and the most basic element of quantity. It can be said that all the work in the early stage of Tik Tok information flow revolves around how to quickly establish a plan and how to quickly test it.
A plan includes the following core modules: user orientation, bidding, delivery strategy, video and title, landing page.
How to set up these modules first depends on what your goal is. For example, do you want to acquire users quickly or stabilize costs first, or do both? For example, what is the upper limit of user cost you can accept, and what is your budget under this upper limit; For example, what are the attributes of your target users (region, age, gender, etc.). )
2. 1 User-oriented
Let's talk about user orientation, which is divided into precision orientation and pan-orientation.
Accurate positioning means that you make a precise definition of region, age and gender according to the portrait of your target users, and only advertise to these precise people.
Pan-orientation means that you don't limit these conditions (you can choose any relevant options), and you can learn users who are more suitable for your materials and products through Tik Tok's own background model.
My personal suggestion here is that if your target users are groups with a particularly wide audience and a particularly large base, such as e-commerce and games, you should narrow your user range by limiting orientation in the early stage, so that you can learn faster. Suitable for your target users (except for the large-scale S-level promotion festival).
However, if you are a vertical product with a small user base, you can maximize the exposure and quickly run out of a stable model suitable for your product through the pan-positioning in the early stage. It is normal for a plan to cover tens of millions or even hundreds of millions of users. If it is less than this order of magnitude, it may be difficult to run.
Another important point is the problem of crowd packaging. It is basically necessary to exclude those who have been installed or modified. The title will provide us with a default installation crowd.
However, the author found that this crowd package is not very accurate through pro-testing, and users who install our app can often see relevant advertisements, so if you are more accurate and your users are not many, you can package and encrypt your users and send them to the background for exclusion.
However, if you already have tens of millions or even hundreds of millions of users, it is not so realistic to upload through packaging. At this time, it is inevitable to sacrifice some accuracy.
In addition, many companies hope to upload a crowd package according to their high-quality users, so as to learn the similar high-quality and accurate crowds in the headlines. This method is certainly feasible, but it should also be noted that the crowd package should not be too small, usually covering at least hundreds of thousands of users, and adopting the function of intelligent expansion. Otherwise, even if you learn the accurate crowd, the order of magnitude may be small and meaningless.
If the targeted crowd package runs for a few days, it is found that the cost is obviously reduced and the corresponding user quality is obviously improved, which shows that the crowd package has obvious effect. On the contrary, we should try the crowd package test in other directions in time to find the best portrait of the crowd package in terms of cost, order of magnitude and user quality.
Here, it is suggested that the same scheme can be used to test the crowd packages with different portraits at the same time, so as to find the portrait of the crowd package with the best balance of cost, order of magnitude and user quality as soon as possible.
2.2 bidding
Regarding bidding, I think every company will have a definition of customer acquisition cost based on its own ROI, strategy or other considerations.
Generally speaking, for the new scheme, the initial bid is higher than our expected cost, and then after the scheme passes the test period, the bid is gradually reduced to the target cost.
But there are also some precautions:
First, in addition to your own bidding, you should also pay attention to the bidding situation of competing products or industries. For example, the average bid of your industry is 50 yuan. If you want to leave 5 yuan, you will definitely not get out.
The other is that we should also pay attention to cost control when bidding for new schemes. The bid should not exceed 140% of the target price you set at most, otherwise, even if the order of magnitude is successful, it may face the dilemma that the cost exceeds the target price too much and it is difficult to suppress.
In addition, the cost itself is a dynamic process, which has a lot to do with the specific plan.
Because Tik Tok's information flow is consumed by ocpm, the same cpm consumption is the same. At this time, the better the back-end conversion rate, the lower the planning cost.
Therefore, for companies with strict cost considerations, it is necessary to pay special attention to the cost of each plan. For plans that exceed the target cost, it is necessary to strictly control the budget or optimize materials to improve the conversion rate. For plans that are lower than the target cost, it is necessary to run as many as possible. At the same time, it is necessary to copy the plan elements as much as possible and establish new high-quality plans to run together (note that the plans cannot be too similar, otherwise they will not be over-audited, and they will face the dilemma of their own plans and their own plans).
Of course, it is worth noting that, for the scheme that is still in the learning period, cost cannot be used as the core assessment element at first. Because the learning model is not stable at this time, it may happen that you bid 10 and eventually run out of 50 pieces. However, as long as your proposal passes the test period, that is, the number of conversions exceeds 20 times, the cost will usually be close to your bid.
At the same time, for the scheme with high cost during the test period (more than 20% of the target cost), Tik Tok will also pay full compensation for the excess part (provided that the scheme must pass the test period first, and at the same time, the tender should not be adjusted too frequently, and the tender or orientation should not be revised more than twice in one day. See the figure below for specific compensation rules).
Of course, if your cost is still not reduced after the test period, it means that the model of planned learning is not accurate, and you may have to make a new plan to run it.
It is also important to note that those plans that have not passed the suspension test period should be deleted, so as not to affect the account weight. If you have a good plan to test on other platforms, you can also take it to Tik Tok for testing.
Please click to enter a picture description.
2.3 delivery strategy
Regarding the delivery strategy, the headline backstage provides three strategies: balanced delivery, priority running volume and priority low cost. Each company can choose the corresponding strategy to run according to its own goals.
Please click to enter a picture description.
2.4 video
Another important point is video. For Tik Tok algorithm, video pays more attention to ctr, broadcast completion rate and download button click rate. The core factors affecting these indicators are title and content.
Let's talk about the title first
How to catch the user's eye through an eye-catching or eye-catching title is a problem that any content must pay attention to.
The common strategy here is to shock the body, express it with more numbers, create headlines with more aversion to loss, create suspense and get to the point. More commonly, users of Tik Tok prefer some novel or curious content, and the effect of such content is generally not too bad. Tik Tok's launch in the background also provided us with a system to recommend book titles and test the function of a plan corresponding to multiple book titles.
At the same time, regarding the content, Tik Tok pays more attention to the matching degree between the title and the content. You can't hit a certain point in the topic and say another point in the video. This substance is usually poorly converted. In addition, in the first 3 seconds of the video, we should try our best to catch users and improve ctr by asking some questions or creating suspense or surprises.
The longest content of Tik Tok information flow may not exceed 1 min 30 seconds (generally within one minute), so it is particularly important to show some memory points and interest points to users in detail within 1 min 30 seconds to guide users to transform.
What I recommend here is to conduct a small traffic test to find a content strategy suitable for your product. For example, the L 'Oré al mask that exploded two days ago passed the function point combination test (hydrating, nourishing, foaming, etc. )+presentation strategy (bubble experimental test, kol live broadcast, knowledge content presentation)+crowd orientation (low-end, mid-end, high-end), and find the most suitable delivery strategy for this product before large-scale launch.
For users of Tik Tok, hitting some novel points is usually not too bad, but it will also vary from product to product. For example, some novel products describe a fascinating plot, which users prefer. Some e-commerce products are more effective in telling some benefits directly, while some online service products are simpler, more direct and more effective in telling product functions directly without even paving the way.
As the saying goes, the product that suits you is the best. The first thing we should do is to test the content strategy, orientation strategy and so on suitable for your product on the vibrato platform before going online on a large scale.
2.5 login page
The last important transition point is the landing page.
If the most important function of video content is to provide users with memory points or interest points, then the most important function of landing pages is to deepen these memory points and interest points and give users a reason to download them to complete the corresponding needs.
Therefore, it is particularly important to make different landing pages for different video content.
First of all, the landing page should further follow up some points mentioned in the video. For example, if your video talks about xx function can help you better xx, then your landing page should focus on what xx function is in my product and how to better help you meet your needs.
Of course, just doing this is not enough. In addition to deepening this memory point or interest point, the landing page should also show more and deeper content about products or cognition as much as possible.
For C-end products, the function of selling products is not as good as that of selling users' cognition. If your product can be packaged as a whole and belongs to xx people (consistent with the previous target group), then don't say that we still have xx function. It is better to sell products than to sell cognition and products.
For B-side, selling solutions is better than selling products, and the reason is the same. Of course, if your product has no unique cognition and unique solution concept to sell, then we still have to go back to the product function itself and cover multiple product function points to introduce the integrity of the product.
The landing page is not over yet. From approving your content to actually clicking the switch button, users need a motive.
This motivation can be a profit point (hook) promised by the product to the user after the transformation is completed, or a call to action slogan that hates losses (for example, if you don't download it now, you will lose xx), or just a highlighted transformation button to guide the user's actions through the layout of the mode (for example, highlighting >: & gt/-& gt；; Symbol and button layout with red background and highlighted copy).
At this point, Tik Tok's five-element information flow is basically completed. But for a company to launch, these are just the beginning. Users have come, but how many of them are real users, how to keep them and how to pay for them are all issues we must consider.
Therefore, the establishment of user value evaluation system in Tik Tok has become a key issue for every company. Only by dynamically adjusting the plan based on this system, constantly adjusting the model, and obtaining high-value users, is a healthy launching strategy. Because different companies have different assessment and emphasis at different stages, I won't describe them.
Finally, I want to share with you some tips about Tik Tok information flow.
Third, optimization.
First, if you have some quantitative plans in your account, you can consider copying some elements in it to make a new video, or it can be of a certain order of magnitude. Although Tik Tok's materials also have a corresponding decline period, compared with the decline of Aauto Quicker for several days, it is no problem for at least two weeks.
The second point is to pay attention to the influence of holidays or important time nodes. For example, for super-S-level events like the Double Eleven, JD.COM and Ali are both grabbing the market. At this time, you should prepare more plans in advance, make new plans during this period, and try to hedge the influence of the market.
In addition, if you are a big customer and spend a lot of money, you can consider signing an annual box with Tik Tok officials, which can save a lot of money and get some traffic support. At the same time, you can also find some professional third-party companies to cooperate in video production, and these companies will make high-quality videos for you for free.
(Tik Tok platform will give rebate incentives according to the consumption of these video companies, so advertisers can enjoy these services for free without spending money. But this method usually requires advertisers to spend at least 200,000 days, so it is more suitable for some big advertisers.
The fourth point is about the time period of delivery. For Tik Tok, it is usually from 10 to 12 in the morning and from 8 pm to 12, which is a relatively long time. You can give priority to running volume and then press the cost. At the same time, if you are extremely strict about the cost, you can also choose to suspend the delivery between 12 and 6 pm to prevent the high cost caused by uncontrollable night expenses.
The fifth point is that Tik Tok backstage provides us with the function of planning diagnosis, which is quite effective for some poor-quality planning (usually the system will say that the creative quality is not good, and it is difficult to start planning), but for some high-potential planning, the only way to continue to enhance exposure is usually to raise prices.
In my experience, if you want to increase the exposure of some high-potential projects, you can first try to expand interest-oriented and crowd-oriented conditions to expand the exposure; If your positioning is already very broad, then you can try to copy the core elements of these plans to make a new plan launch, or if you are Android, copy them to ios to launch; Ios will be copied to Android for delivery.
Sixth, if your information flow is transmitted through agents, it will inevitably involve the management of agents. As for the choice of agents, those who have experience in putting your competing products or related products are definitely the first choice, which can save you a lot of communication costs. At the same time, the strength of the agency itself, the speed of early material output and the rebate policy are also factors that must be considered.
Because some large organizations often have many teams inside. So sometimes even if you choose a very experienced organization, it may be a little knowledge to connect directly with your team. Therefore, in the process of communication with the agent in the early stage, we must hit the nail on the head and call on an experienced team (such as your competing products) to serve you.
At the same time, in the process of agency management, it is necessary to establish an assessment mechanism for survival of the fittest and introduce competition and incentive mechanisms. Eliminate the agents who can't deliver the materials in time, and encourage a good agent who can update the materials in time. And establish a gradient climbing mechanism of consumption, so that all agents can see the benefits they can get from doing well and the ranking warning of doing badly.
Of course, as Party A, we should also do a good job in supporting it. After all, the products are ours, and no one will know their own products better than us. Therefore, it is necessary for us to communicate the video direction in time, review the video content in time and give suggestions for revision.