On Douyin, who s pushing creators to match businesses more efficiently?

The scale of Douyin's influencer marketing is large enough, but it is still improving efficiency.

For a long time, Xingtu's business orders were concentrated in the top talents, and the huge base of 100,000 fans, 10,000 fans and 1,000 fans lacked the opportunity to efficiently obtain business ordersThere are also many influencers who can ensure the quality of content, but they are unable to bring efficient conversions to merchants in some industries.

There has always been a lack of a formula to rely on for the growth of the talent itself. Even Wang Qiye, who has 14 million followers on Douyin, has spent nearly 4 years figuring out his own way.

These problems are difficult to solve by merchants and influencers alone. At this year's Mega Star Map Talent Festival, the Giant Star Map of the Daren Intelligent Marketing and Management Platform launched a complete set of solutions of "Daren Plus" in response to the above situations.

According to Rwanda, the person in charge of the marketing business of Mega Engine, Mega Star Map and Talent, "Talent Plus" mainly provides specific solutions in three aspects: the matching efficiency between the influencer and the brand, the improvement of marketing effect, and the growth of talent.

The new solution can more efficiently allow verticals, mid-waist and brands that have grown rapidly on Douyin in recent years to find each other, and optimize the marketing effect of brand merchants on Douyin, such as the automotive industry, which pays more attention to leads and offline conversion. In addition, the giant star map has also made more detailed guidance and splitting for the monetization paths of different types of influencers.

Brands will be more certain in their placement, and it will be easier for creators at different levels to monetize.

The following is the full text of Rwanda's speech:

Hello everyone, I'm Wanda, and I'm glad to gather in Xiamen with all the talents, brand merchants, and ecological partners here. This is the third Daren Festival that the giant star map has walked with everyone. In just a few years, we have witnessed the rapid changes in influencer marketing. So, what I want to share with you today is our thinking and innovation on the future of talent marketing.

Today's Douyin has become an important platform for everyone to obtain information and share their lives in their daily lives. The public can not only get rich content of different genres here, but also record creative inspiration at any time on Douyin to amplify the beauty of life.

How much energy and possibilities can creativity bring?

In the past year, we have witnessed the moments of explosion in the circle again and again on Douyin:

Many people may remember the day when they were swiped by the sauce latte in early September, and the natural popularity was on the Douyin hot list on the first day. In fact, before the launch of the new product, Luckin buried the topic and invited the talent matrix to create content, with the goal of creating the next popular item after the raw coconut latte. Through influencer marketing, from the crowd of young people's first cup of Moutai to the topic of interest in how much Moutai is contained in coffee, the sauce latte has ignited a heated discussion among the whole people. We found that on Douyin, the average short** sold 1 cup of soy sauce latte for every 7 interactions, and even queued for an hour to buy one in stores.

This year, Geely Automobile has asked some creators of automobiles, life technology, and on-the-spot photography to plant grass for newly launched models through the mode of star map submission tasks, helping Geely harvest tens of thousands of clues.

Located in Langfang, Hebei Province, "Only Dream of Red Mansions: Drama Fantasy City" has achieved accurate delivery to the Beijing-Tianjin-Hebei crowd by authorizing the content of the cooperative talent into advertising materials, attracting a large number of tourists from the surrounding areas.

More than these three stories, the endless content ecology of influencers is inspiring more possibilities for marketing. In this year, more Xingtu experts have successfully helped a certain brand break through the circle: they fully mobilize their own traffic, become the "grass planter" of a certain product, and even successfully bring conversion to a model, a game, or even a set of real estate;There are also influencers who authorize the content they create as advertising materials, so that good content can reap greater marketing results and revenue returns.

The content of the talent shows a strong ability to grow grass. At present, the proportion of A3 (grass planting people) of the brand is as high as 43%, and compared with other touch points, the conversion rate of A3 (grass planting people) accumulated through the content of giant star map influencers to A4 (buying people) is higher, and the conversion effect is also better.

In addition, the growth of search behavior is also a very important indicator for brands. We found that the huge amount of star map content is also more likely to stimulate users' post-viewing search behavior. It can be said that the master has become a key player in tandem planting and harvesting, and is the strongest driving force for planting grass.

If influencer marketing is a business, we think it has a huge space and growth potential. In the future, the acquisition of new customers will become a key strategy for brands and merchants, and the revenue budget structure will also need to be adjusted. Suppose that the ratio of planting and harvesting investment is moved from the current 1:9 to 1:3, the overall grass planting budget will increase fivefold, and the ceiling of talent marketing is far from reaching, and the future space is huge.

So how can we help brands and influencers achieve future growth space?

We believe that with the support of the commercial product system of Mega Engine, Mega Star Map has the opportunity to better explore new ways of influencer marketing and further drive the contribution of influencer marketing to business. Based on this, we have proposed the "Talent Plus" solution to create an intelligent marketing and management platform for talents, and upgrade them at the three levels of platform, brand merchants and talents

At the platform level, through the talent service plus, the efficiency of link and matching can be improved to the extreme

At the brand merchant level, through influencer marketing plus, we help merchants achieve more certain marketing and measurement methods

At the influencer level, through Influencer Growth Plus, we provide a more suitable growth and monetization path for influencers.

What about the plus of the talent service?We believe that through the mature commercialization capabilities of the platform, the link between influencers and brand merchants can be reconstructed.

As a platform, the first task of the giant star map is to do a good job of linking the two between the influencers and the brand merchants. So that no matter how many fans there are, the experts in which vertical field they are deeply engaged can have a reasonable income. For brand merchants, breaking the circle, planting grass, and converting different marketing demands can also have more targeted cooperation methods.

How will this be achieved?

In the past, the monetization of influencer content was usually based on the model of fixed price business orders. This is actually an area where the head effect is very obvious, and more business orders will flow to mature head and waist experts. In the future, we will reconstruct the link between influencers and brand merchants more systematically and effectively. Let every creator not only "generate electricity for love", but also let talents at different stages and verticals get the maximum commercial space. At the same time, it can also meet the demands of brands and merchants in different marketing scenarios and achieve more certain benefits and effects.

This is the influencer service plus we are building: starting from the essence of the creator's creative value, in order to create a monetization system that is compatible with incentives, and achieve more efficient links.

This year, together with hundreds of influencers and customers, we found that everyone's focus on influencer marketing is very concentrated: for example, the top influencers pay attention to how to continue to stimulate the value of their own content, so that the account continues to be popular "not angry";Middle-waist and vertical experts hope to give full play to their unique advantages and get more business orders and realizable income;New talents pay more attention to how to quickly monetize and make their efforts ...... rewarding as soon as possible

Brand merchants pay more attention to influencer marketing, focusing more on the certainty of marketing, the supply of traffic, and the help to business. We have also found that more brands are beginning to pay attention to how to mine high-quality materials with high volume to make marketing more efficient.

In fact, whether it is for talents at different growth stages or the different marketing demands of merchants, Giant Star Map can have a good product model to undertake, so that the content and business are more close.

First of all, break the circle for the scale of the brand and match the content value of the talent.

For example, the fixed price settlement model of the assigned task, this model is more suitable for the head of the middle and waist talents, merchants according to the budget and marketing needs, in the talent square to screen and adapt to the talent to place orders, the talent through their own influence and content creativity, with short content creation to help merchants strengthen the selling point of brand products, do a good job in brand promotion;

Based on the content creation IP created by clothing and outdoor brand customers, the giant star map is linked to the huge number of calculations, and the main topic is created in advance of the content trend through product technology, and the main topic is playing a very new outdoor, as well as the sub-topic People are in the heart of the city. The popularity of the overall topic far exceeded expectations, triggering the spontaneous participation of users and celebrities, and the popularity of the main topic exceeded 100 million within 24 hours of its launch.

In response to the demands of effective grass planting, it provides a better match for the traffic value of talents.

The assignment task newly launched the guaranteed settlement mode, which is settled according to the natural ** amount, and the master will set the guaranteed price and the ceiling price. When the amount is too low, it will be settled at the guaranteed price;When the ** volume is too high, it will be settled at the cap price;The normal ** amount shall be settled according to the agreed CPM unit price.

At present, 48% of influencers have received orders in this mode more than the previous assigned fixed price model, which not only has a higher certainty of the brand's CPM (cost per thousand people), but also allows influencers to obtain a certain guaranteed income and excess returns brought by potential explosions. This model will continue to be upgraded in the future, such as the launch of CPM guaranteed products, to further provide protection for brands in terms of content**.

For the appeal of effect transformation, it fully matches the transformation value of vertical experts.

Giant Star Map has launched a vertical version of the submission task, which is a task initiated by brand merchants, and multiple influencers participate in and produce content according to the task requirements. In this mode, influencers can participate with more than 1,000 followers. At present, it has been adapted to scenarios such as clue retention, application **, etc., and cooperated with experts through effect settlement.

Good content ideas will also bring more lucrative rewards to influencers.

Huge Star Map has launched a combined marketing product of Star Map x Advertising - "Star Wide Liantou". It can be understood as a way for brands and influencers to customize ad creatives to help influencers achieve monetization. Through the original materials of the influencer, the advertising is carried out, and a certain percentage of the advertising share is given to the arrival.

This product helps brands and merchants not only get the conversion of organic traffic, but also amplify the effect of advertising traffic. For talents, on the one hand, they can get the value return of organic traffic conversion, and on the other hand, the advertising consumption share given by the platform is also a considerable income. The product has been online for less than a month, and the model verification has been completed. Compared with the submission task, the running volume of some cooperative customers and the income of influencers have increased by nearly 10 times.

We hope that through the reconstruction of the above links, we can fully release the value of influencers and build the second growth curve of the scale of the influencer marketing market. In the future, Giant Star Map will continue to accompany every influencer to grow together, reconstruct the link model through continuous product innovation, create a trustworthy influencer intelligent marketing and management platform, and work with influencers, brand merchants and partners to achieve a more prosperous influencer marketing ecology.

Title map: Rwanda, head of the marketing business of Giant Engine, Giant Star Map and Talent, **Giant Engine.