In encouraging users to create their own content with branded assets, not only did Michael Kors manage to stimulate engagement with its brand, it also gained huge amounts of exposure through content sharing. Douyin’s commitment to constantly innovating and improving its capabilities on this front is also reassuring for brands, especially luxury labels looking to take the plunge into a new marketing medium. “We want Douyin to be a cutting edge product,” says CEO Zhang Nan. “While we continue to explore machine learning as a core technology so as to better use it in shooting tools and product functions, we will also open up the special effects and sticker platforms to allow the works of even more designers and creatives to be discovered and enjoyed by the public,” she adds.
While previously unable to support external linking from within its interface, Douyin now allows top content creators (with fan bases of at least one million) to post links to e-commerce listings on Taobao and Tmall directly within the video post. Late last year, it also enabled the linking of Mini Programs, boosting the platform’s status as a social commerce solution for brands. Louis Vuitton made use of this functionality for its Christmas campaign, providing viewers with a direct link to its website to pre-order the products advertised.
While not all luxury and premium brands have jumped on the bandwagon yet, this capability will likely prove transformational for luxury e-commerce down the road.
To make the process of working with Douyin even more streamlined and convenient for brands, the platform has recently announced its list of certified digital agencies in China. Agencies with this certification would be granted direct access to the team at Douyin, making any future conversations about collaborations and potential campaigns much simpler for the brands involved.
“The luxury industry is undergoing a new stage of growth and if brands want to keep up with that and ride the next wave, Douyin is the platform to look out for,” says Pablo Mauron, Partner and Managing Director China at DLG (Digital Luxury Group)* – one of the strategic Service Providers recently appointed by Douyin. “Previously, luxury brands were hesitant about investing in Douyin as there were concerns that its core demographic was too young. However, the numbers today are telling us a different story, with 24- to 40-year-olds making up more than 45 percent of its users. Users under the age of 24 also account for a sizeable portion of its numbers, presenting a very interesting marketing opportunity to brands as well. After all, brand building isn’t just about making it count for the next two years – but about creating something that will last the next 20,” he adds.
This move by Douyin is also coming at a time where it is becoming increasingly clear for brands that beyond having a presence on the platform, a well-defined and carefully thought-out content strategy is needed. Unlike working on a campaign basis, maintaining a permanent presence on the platform would necessitate a consistent flow of content – and creating engaging video content is no mean feat. “Mobile video marketing requires a very specific approach. One notable change in this instance is that brands need to move towards vertical video formats instead of the typical landscape ones. Then there is also the question of scripting and storyboarding – videos need to deliver a message in just 15 seconds, and the tone of that video has to be aligned with the potential user generated content, which is bound to be more spontaneous. Brands cannot simply repurpose their traditional video assets,” says Mauron.
That said, brands should not be intimidated by the commitment that comes with starting one’s own Douyin channel and instead focus on all the added benefits the platform brings: Such as the power of user generated content. More than just a content broadcasting platform for brands, Douyin’s unique setup allows even closer connections to be forged between brands and their target audiences. “Today’s generation of consumers want to feel involved in the process – they don’t simply want to be marketed to,” explains Mauron. “By allowing them to create content for you as a brand, you are bringing them into your community and allowing them to foster a deeper and more lasting relationship with you.”
To find out more about how DLG can help you build your brand on Douyin, please click on the link below.
*Luxury Society is the editorial division of DLG (Digital Luxury Group)
Cover Image: MobileSyrup
