To do a good job in brand marketing in Tik Tok, we should not only pay attention to the video views and likes the brand has received, but also pay attention to the content strategy generated according to the needs of potential customers. By establishing the marketing funnel model, Tik Tok strategy can be divided into three different types of content, from widely attractive content to highly targeted transformation content. Tik Tok strategy is divided into three different types of content: 1 and pan-content. These videos will account for about 70% of video posts. They have a wide audience and strong communication ability, which can increase the brand's influence and exposure in Tik Tok. In fact, many novices stay at this stage and find that although the video exposure is high, the conversion rate is low. But in fact, brand awareness is established at this stage, paving the way for later marketing. 2. The content is fine. This kind of video posts account for about 20% of the whole video. This part is not high, but it is the most important core content of brand marketing. Mainly used to establish contact with users to understand the brand, video content is mainly to share professional knowledge and information, so that people like and trust you. 3. Reform content. It accounts for about 65,438+00% of the video distribution. This kind of content mainly refers to short videos with very clear call terms. Although these videos are rarely seen, the conversion rate is relatively high. So, how do you create these three types of Tik Tok content for the brand? First of all, let's talk about pan-content. The first step of any content planning needs to know our brand audience first, that is, to understand the following points from the perspective of empathy: What do they want? What do they need? What are they interested in? Who else do they follow? What products or services of yours are particularly relevant to them? After thinking clearly, we can study how competitors do Tik Tok through Tik Tok's search function. 1, pan-content Enter relevant keywords in the search bar, such as your product category or industry, and press "Favorite" >; Filter results at all times. Then watch these videos and take notes, and sort out the key points of these videos for analysis. For example: What kind of content do they usually publish? When was it released? What kind of keywords are used? What are the hot topics? Of course, you can also look at the comments of popular videos to get inspiration and find topics that can arouse the audience to cut into the content. This research stage is mainly to provide creative inspiration for your brand, create "pan-content", and facilitate the promotion of brand audience awareness. Therefore, what needs to be considered is how to make the video reach a wider audience and let more people see your content. Such videos should be short, interesting and rich in content. For example, videos that show some interesting skills or useful tools, or related videos that explain some hot topics in the brand's field, usually have a good broadcast volume. In addition, video copywriting and the latest Tik Tok topic trends are also a useful way to increase the popularity of video. For example, the popular format is "fake dialogue". You can play two different people and then edit these two videos into a discussion, so as to use this topic to gain extra attention to the content. However, it should be noted that this kind of content will account for about 70% of video posts, so it is best to ensure the sustainability of this kind of content output, and it is time-consuming. For example, the form of "fake dialogue" mentioned above is very interesting, but it requires a lot of editing time and may not be suitable for small brands to make continuous content output. When the "pan-content" step has a stable content theme, it can formally enter the stage of "boutique content" output transformation. 2. Although this part of the content only accounts for 20%, we need to spend more time on research and creation, because this part of the content belongs to the key content of brand marketing. Therefore, the content production at this stage should try to meet the following three points: list four or five types of brand products, services or professional knowledge. Under each category, 5- 10 information points are proposed. These information points can best be summarized in a 30-second video. Make a video according to each information point of each category to see which topics are most popular with the audience, and then continue to create in depth. For example, brands belong to the category of healthy eating, which may list flexibility, weight loss, family sports and running skills, and then we can generate 5 to 10 video ideas at each information point to test their popularity. In addition, you can also use keyword research and comments to highlight potential topics. If you answer specific questions or use specific keywords in the video, you must include them in the video description, so that the platform algorithm is easier to recommend. 3. The last remaining 10% transformation content is the core content that can cause marketing transformation. In this part, we must first make clear what I want the target users to do. Can they provide emails, arrange sales calls, download free gifts or shop? Whatever it is, you need to have a very clear content in the video, telling people what products I can offer, why they need this product, and how to get it as easily as possible. Usually, in Tik Tok, the most direct way to guide users is to convert the links in their personal data. Therefore, to optimize the promotion content in the introduction as much as possible, you can also use link extender services, such as Linktree or Beacons, if necessary. Then, using Tik Tok analysis in content planning Compared with other social networks, Tik Tok has not provided an ultra-detailed analysis. But there are some key indicators that can help us improve the content planning of video. 1, video viewing rate is a very important indicator. This percentage can tell us how often users watch videos. It should be noted that this is also the key signal for Tik Tok algorithm to judge the value of account content. 2. Audience retention chart is a new function on Tik Tok, which mainly shows that users have watched the video completely and when to stop watching the video. For example, you made a 30-second video, but most people stopped watching it. I suggest you change the content type or shorten the video length next time. 3. Rate is another key signal of Tik Tok algorithm. If the ratio of 10% can be kept at least (every 10 times/kloc-0 times), then the exposure of this video on the platform will be very high. 4.UTM parameters are mainly used to help track the conversion rate of Tik Tok. It is more common to add them to the account profile, so that we can see when the network traffic comes from the Tik Tok page, and thus infer which day the video brings the highest conversion rate. Tik Tok algorithm is actually very clever. If someone watches and likes our vibrato video, the algorithm will show more content to that user in our account. Therefore, when you establish an effective content strategy, you will find that the algorithm will not only continue to recommend your account content to these groups through the "content funnel model", but also gradually show them more vibrato videos, which will form a very stable transformation channel for the brand.