Vape Companies Explore Douyin Short Videos for Promotion

How are vape companies using Douyin short videos to promote e-cigarettes? On October 24, a Douyin product sharing session themed around entering the firearm e-cigarette market was successfully held. Guests including Wang Liqing, the planning director for the e-cigarette industry at Toutiao, and Zhao Weiqiang, the planning director for the e-cigarette industry in South China, engaged in in-depth discussions with brand owners and marketing experts about Douyin's product operation thinking, helping e-cigarette brands build a new model for short video operations.

In the new traffic era

Short videos are disrupting the marketing landscape

In an era of fragmented attention, with changes in user behavior and the growth of quality content creators, short videos that can attract users' sustained attention have rapidly developed. According to statistics from Trustdata's mobile big data detection platform, in April 2018, the DAU of short video apps surpassed comprehensive video and live streaming, with mobile internet users significantly shifting their smartphone usage time towards short videos.

As one of the leading short video products, Douyin has grown into a comprehensive short video platform driven by intelligent technology, recording beautiful lives. Xiao Guanyin, general manager of the e-cigarette marketing center at Toutiao, stated, "As of mid-July 2018, Douyin's domestic DAU exceeded 150 million, MAU exceeded 300 million, and global monthly active users surpassed 500 million. With the rapid growth of Douyin's user base, it has become a valuable lowland of new traffic, a place for collective participation and word-of-mouth explosion, and an incubator for behavior-driven hits."

Xiao Guanyin, general manager of the e-cigarette marketing center at Toutiao

Driven by quality content, Douyin has quickly covered the new generation of consumer power and is highly matched with potential car buyers. According to QuestMobile Growth data, compared to last year, the penetration rate of short videos among car buyers has increased by 85%, and the penetration rate among car owners has increased by 159%. This shows that the penetration of short videos among e-cigarette users is continuously expanding, making it one of the important media categories preferred by e-cigarette users.

Since 2018, Douyin short videos have gradually become a standard for many companies' marketing. As a massive self-generating traffic body, Douyin not only helps brands leverage more platform traffic benefits but also assists brands in becoming the "new Douyin celebrities" that users love through developing marketing matrices that align with platform characteristics and creative gameplay.
New product thinking

Douyin defines a new generation of marketing

Wang Liqing, planning director for the e-cigarette industry at Toutiao, shared that "Douyin's product operation model has upgraded from function development to demand operation through five major product transformations: content distribution, innovative technology, content operation, experience upgrades, and vertical screen immersion, pushing Douyin into the product operation 2.0 era."

Wang Liqing, planning director for the e-cigarette industry at Toutiao

Firstly, from the perspective of content distribution, through intelligent distribution technology that understands user preferences, users are transformed from passive recipients to interest resonators; in terms of innovative technology, utilizing full-screen HD, music, special filters, and personalized recommendations to better allow users to record beauty, upgrading from functional needs to beautiful experiences; in content operation, Douyin adopts a decentralized dissemination model, making quality content easier to flow, from a centralized focus to creating a diverse content ecosystem; in user experience, from single display to dialogue with scenes, allowing users to directly reach their senses and quickly perceive content; finally, through vertical screen immersive experiences, achieving higher user attention and better interactive click effects.

Douyin's product transformation has brought users an extreme product experience, quickly influencing a massive number of users, with time harvesting + behavior-driven making the platform's activity level exceed the industry average by 47%, becoming a product that truly penetrates users' lives, which has also realized marketing transformation, creating new marketing value and bringing a new generation of marketing to the e-cigarette industry.

Wang Liqing stated, "Douyin's product thinking drives marketing into a new generation, creating four major values of traffic, content, technology, and platform, achieving resonance in e-cigarette brand marketing."
New traffic entry

Douyin Blue V builds a new marketing ecosystem

With the rapid development of Douyin's user base and product forms, the ecological construction of Douyin Blue V is gradually creating a closed-loop marketing ecosystem. The Douyin enterprise account Blue V certification creates a fully native brand homepage, achieving four major marketing values: user asset data management, brand content asset accumulation, brand interaction topic publishing, and vivid brand image shaping, creating a short video marketing ecological position. #p#分页标题#e#

Zhao Weiqiang, planning director for the e-cigarette industry in South China, shared that "the authoritative certification and privilege system of the Blue V identity allows brands to be quickly identified among numerous Douyin accounts. In the brand homepage, multiple brand rights are enjoyed, forming a brand marketing position composed of brand information area, external link conversion area, topic interaction area, and content accumulation area, helping brands accumulate Douyin's social content marketing methodology, forming a multi-dimensional social dissemination matrix, and creating a closed-loop marketing ecosystem."