Shulou(Shulou.com)11/24 Report--

The 2023 Douyin creators' Conference was officially held from September 12 to 13. Chang Kun, head of Douyin Open platform, delivered a speech on the theme of "extending the openness of content value and enriching creation". Centering on the content realization needs of creators, Chang Kun shared the new models, new channels and new capabilities provided by the Douyin open platform, and gave examples of the business cases of creators and developers. a detailed interpretation of how Douyin Mini Program extends the value of content, provides creators with more diversified services, and provides more development ideas for all ecological partners to achieve sustainable content creation and business management.

High-quality content in a benign environment can activate traffic vitality, Douyin and Mini Program gather a large number of creators, user scale and activity are also significantly increased, which is an important opportunity for developers (merchants) to achieve long-term operation in Douyin. Therefore, Douyin open platform continues to strengthen platform construction, efficiently match developers and creators, further expand Mini Program exposure channels by strengthening bilateral cooperation, and meet the diversified content and service needs of users.

Pry users with content, creators make Mini Program easier to "get out of the circle"

Content is the unique advantage of Douyin platform, and it is more and more closely related to goods and services. Many creators have regarded Mini Program as the "entrance" to get customers and traffic, and accurately get users with high-quality content and personalized services. Get higher revenue. So far, more than 60 million creators have promoted Mini Program through live or short video scenes, and 25 million creators have promoted Mini Game.

In order to serve the needs of users, the Douyin open platform supports more and more scenarios, from content consumption, knowledge education, online shopping, games and entertainment to offline experience of housekeeping services, art performances, etc. More and more developers enter the Douyin open platform and provide Mini Program services, making it convenient for more users, and more and more skilled creators are promoting all kinds of Mini Program services.

For example, in the field of knowledge, Bill Guernan, who is engaged in catering teaching and training, in order to let more people have access to professional catering and snack technology, learned through bean bags that Mini Program has launched a series of courses to share gourmet cooking skills with nearly 200000 students. to help more and more people find jobs in the catering industry. At the same time, Douyin and Mini Program can help creators to carry out fine management of the curriculum and output knowledge teaching in batches, systematization and standardization. Like Wang Peifeng, who has been engaged in office software skills training for a long time, through the classroom Mini Program that Dolphin knows to create, he sums up his actual combat skills into multiple knowledge panels to display, forming a systematic and perfect teaching system. In addition, Douyin and Mini Program can also help creators reduce the cost of repeatedly answering similar questions and shorten users' decision-making links. Coach Wang, a driving test theory teacher who has worked in the driving training industry for nine years, is popular with fans for sharing shorthand skills in Douyin. By launching a series of video courses and test exercises on Mini Program in easy classroom, he helps users learn from learning to practicing. really master practical skills.

For Douyin Mini Program developers, with the help of creator content marketing, we can not only quickly attract users to retain, but also establish a sustained and stable relationship with users, achieve the combination of social scenes and content marketing, thus driving the transformation of transactions. For example, the phenomenal game "A Sheep of a Sheep" has spread rapidly with the help of contributions from millions of creators, and the Mini Game-related videos have been viewed more than 27 billion times.

Pry Douyin public domain traffic, "Mini Program promotion plan" matchmaking developers and creators

Douyin and Mini Program have unique operating conditions, and the public domain traffic from Douyin can be efficiently converted through content scenes. The Mini Program anchor in the lower left corner of the short video and the small snowflake in the lower right corner of the studio are all entrances to receive unique public domain traffic on Douyin. In addition to the wide coverage of public domain traffic, personalized recommendation distribution mechanism can push a variety of content and services to the users who need it most. Through the promotion of the creator's video content to users, the opening rate of Mini Program, user coverage, traffic retention and conversion all have the possibility to be further magnified. Therefore, in addition to enhancing the operational capacity of independent mounting, cooperative high-quality content creators have also become one of the sources for businesses to expand the scale of users.

In order to promote high-quality cooperation between developers and creators, Douyin Open platform launched the Mini Program Promotion Plan. On this official content marketing aggregation platform, developers can post Mini Program promotion tasks, and creators with more than 1000 followers are free to accept orders after activating the promotion mount permission. it is very friendly to medium-and long-tail creators who have just started operation and have fewer followers, and excellent creators in the vertical field can all accept orders for cash.

In addition, the "Mini Program Promotion Plan" is convenient and fast, shooting or uploading videos that meet the requirements, and after the examination and approval, the order is accepted successfully, and the settlement ratio is clear and transparent. Enter the task details to view the settlement method, sharing ratio, the current highest revenue, the average income in the past 14 days and other information. At the same time, for developers, the Mini Program Promotion Program undertakes nearly 1,000 Mini Program promotion needs, with more than 300000 daily visits to Mini Program developers, MCN and non-institutional creators of the promotion program. After the billing of the task is completed and made public, videos that meet the requirements will be automatically settled according to the actual revenue, which is an easy and labor-saving choice for both creators and developers.

New studio service tools, new opening capabilities of Douyin and Mini Program

It is understood that the Douyin open platform has provided Mini Program developers with 500 + interfaces and 200 + Mini Program capabilities, including authorization, mount, messaging and customer service, followers, studio, payment, industry and general basic and operational capabilities.

With the rapid development of the platform, more capabilities of Douyin and Mini Program are being liberalized. recently, developers and creators have been launched online "automatically generate tasks" function, thousands of people task recommendation function, support for picture and text contributions, creator flow support activities and other new capabilities, to meet the demands of all ecological partners to operate and promote Mini Program in a richer business scenario and get revenue more efficiently.

It is worth noting that, in addition to updating technical functions and providing activity support, Douyin Mini Program, with user experience as the core, has added studio service aids to serve users with the shopping cart to achieve a more flexible combination of goods and services. Specifically, when users buy goods in the studio, they can conduct AI skin color test, skin quality test, 3D / AR make-up trial and try on in Mini Program, etc., to better experience the details of the products, and can also participate in brand activities through task punching in and fun games, etc., so that consumers can get more vivid and convenient consumption experience.

The Douyin open platform includes many ecological roles, such as developers, creators, consumers, and so on. The common growth of each role leads to a more robust business. With more and more creators joining the ecology of Douyin open platform and covering more and more scenes, developers' Mini Program will reach users more efficiently, and the spillover value brought by content will be further broadened to achieve long-term operation. The Douyin open platform will continue to strengthen platform construction and open up new capabilities to provide creators and developers with more diversified services, making creation richer and operating more efficiently.

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