Through some real stories to promote the company and products, so that customers can see the video to understand their own products, technical advantages, after-sales service and so on, highlight the advantages and strength, gain the trust of users.
I saw an interesting message the other day:
Boss Zhang: “I am a manufacturer of feed pellet machine, how to increase the number of TikTok orders? What accounts can you learn from?”
What is the feed pellet machine? Let’s do a video to get a sense of that.
When corn and vegetables are put into the machine, they can instantly turn into long strips of rations. According to the video, 100 kilograms of feed can be produced in one hour. This is the feed pellet machine.
▲ Feed granule machine shake audio video
Zhang boss said feed pellet machine according to the size of different prices from 2000 to 30000 pieces, last year the whole year down, his through the video transaction of some orders, most of them are individual farmers.
Of course, the feed pellet machine we mentioned above is just the tip of the iceberg for short video platforms.
In addition to feed pellet machines, there are many mechanical equipment products on TikTok, such as food machines (dumpling machines, baozi machines), spray paint machines, and even excavators.
▲ Mechanical equipment account data source: shake greatly
However, from the recent data, the likes of most accounts are not ideal. Can continuous video really bring orders to these manufacturers?
With this question in mind, Dou contacted Shengguang Machinery, a manufacturer that sells dumpling machines on TikTok.
“Shengguang Machinery” has been Posting videos on TikTok since August 2018. So far, it has posted 734 videos with 263,000 fans, mainly displaying product functions.
“The effect is relatively obvious, as for the single number we are not too convenient to reveal.” Shengguang machinery said.
Although no specific data was mentioned, from the input to output ratio, the effect of TikTok drainage should be good.
The commodity price is high, the quality of the video content is mediocre, but the marketing effect is good compared with other platforms. This is a rough summary of the current machinery industry video.
Back to Zhang’s original question, “How to increase the number of TikTok orders? What accounts can you learn from?”
We did find a recent good data account through the big data tool — Jiayang food machinery.
“Jiayang Food Machinery” is a manufacturer of automatic dumpling machine, steamed bun machine, steamed bun machine, meat cutting machine enterprises.
The first TikTok video was released in May 2019. The original idea was to show the functions of products, just like most machinery and equipment manufacturers.
▲ Jiayang food machinery early video data source: Shake greatly
However, on October 31, 2019, the content of “Jiayang Food Machinery” has changed.
In addition to introducing the functions of the product, two shooting angles of employee story and user comment were also added, which significantly improved the data.
▲ Jiayang food machinery fan growth data source: Shake greatly
At the same time, the video production level has also improved a lot:
Scene/Setting: Each time it takes place in a fixed live or filmed setting.
Cover/packaging: Unified video cover and packaging text style.
Dialogue/sound: Music and vocals are added to the video.
▲ Jia Yang food machinery video data source: Shake greatly
The price of machinery and equipment is very high, and the difficulty of online transaction is very great. It is extremely difficult to convert orders directly through one or two videos.
Therefore, the idea of content production of “Jiayang Food Machinery” is to promote products through shooting real stories.
Let customers see the video to understand what products they are doing, what technical advantages, after-sales service and so on, highlight the advantages and strength, so as to gain the trust of users.
Build trust through long-term content output, guide users to add wechat/phone consultation, and finally transform into orders.
By disassembling “Jiayang Food Machinery”, General Dou summed up three directions of content production for his friends:
Product Function Introduction
Through the video, the appearance, how to work, whether the operation is smooth and the features of the product are intuitively reflected. In addition, there is a voice explanation, which is the most basic form of content expression.
Collect user feedback
Interview the customers who have purchased the product and talk with them about why they chose to buy their product and how they changed before and after using the product.
Let old customers for their own platform, tell new customers that the quality of your products is reliable.
For example, this video, posted on Dec 8, 2019, tells the story of entrepreneur Lao Wang who, after visiting a baozi machine factory, introduced the machine and started a catering business in Washington.
▲ Jiayang food machinery TikTok video
Record service process
Record the process of employee service to the customer, tell the customer that your after-sales service system is perfect.
For example, many users who bought the steamed bun machine in Jiayang Food Machinery are not good at using the product, so the steamed bun machine adjuster Lao Wang goes to the provinces where the users are located for hands-on teaching and customized debugging according to the needs of the users.
▲ Jiayang food machinery TikTok video
The above is our dismantling of “Jiayang food machinery” summed up some small operation skills, you can learn according to their own account characteristics.
