TikTok has surpassed Kuaishou to become the king of short videos, with a daily live of 320 million dollars. With the rise of short video e-commerce, everyone has seen the huge flow of TikTok platform. As a pan-entertainment short video distribution platform, TikTok is full of high-spread but difficult to monetize content. This track content is relatively easy to learn from and imitate, but many big ones with millions of fans have a fatal problem, that is, low conversion rate.
Therefore, the following is to dissect and analyze from the perspective of players with goods. Behind the explosive popularity of TikTok’s 60 million monthly sales of Pelaya bubble mask can be replicated with high conversion rate.
01
Explosive fire behind the reproducible high conversion rate belt set
In July 2019, a super skin care product — Polaya Bubble Mask rocketed to fame on TikTok. This mask ranked first in the “TikTok Beauty and Skin Care list” in July and sold 800,000 boxes, helping the sales volume of Polaya facial mask increase from more than 20 million to 60 million.
▲ Source: Study on consumption upgrading of Uncle Cao
In my opinion, the reason why this product is so popular is not only because some top Internet celebrity on TikTok promotes it, but also because there are a lot of ordinary people to shoot this product.
The official has published the promotion data of Polaya bubble mask, 15 big V promotion, more than 2000 ordinary people.
There are more than 2,000 innocent TikTok players making videos of bubble masks. What is this concept? Watching videos made by ordinary TikTok players will give consumers the feeling that they are browsing in the comment section of the product, which creates a degree of trust in the product virtually. Finally, more and more people believe that this product is really so powerful and place orders one after another.
Users on TikTok are casual consumers with no strong purpose, which is precisely taken advantage of by a large number of expert endorsements to create a sense of “This product is really useful, so many people are using it, are you sure you don’t want to try it?” “, stimulating the herd mentality of users.
This kind of marketing method seems to me to be one
A disguised form of product packaging to create a quality comment section, but the scope of the comment section is larger, expanded to the entire TikTok.
Here we can draw a conclusion:
A good comment area directly determines the purchase conversion rate, and a successful video is inseparable from the packaging of the comment area.
02
Why wrap the comments section?
So, it’s a little confusing to see who you might have here,
Why wrap the comments section?
Now there are more and more people doing short video e-commerce, and there are a lot of high-quality video content. The number of likes of the first video of the same product is tens of millions.
For example, if you are a small white who just started to do TikTok Tao customer, the video has few likes, few forwarding, few comments, there are only dozens of comments and a few are saying that the product is not useful, then how can you compete with others, make orders, and invest more pods? When consumers see that someone says the product is not useful at the bottom of the video, it will affect the conversion rate.
The quality of the real evaluation of the product is the key to affect the user’s order. When a person sees that everyone says the product is good, he will think that the product should be no worse. This is the herd mentality
“, so it is inevitable to create a high-quality comment area environment, especially for some new users, to create a good comment area for videos is essential.
Here I will give you a very popular example. As we all know, Shua order is indispensable for a treasure merchant to make new products, and Shua order is not only to increase the sales of the product, but also to evaluate the packaging of the product. When a consumer goes to buy something from a treasure, he will see more negative comments than positive comments on the product. There is a very high probability that they will decide not to buy it.
03
Tips for wrapping video comments
And the packaging comment section is mainly through the following points:
1. Introduce other selling points of the product
In order to ensure the broadcast rate and get more traffic, many TikTok Amazon customers choose to shoot videos within 15 seconds. It is certainly impossible to introduce all the selling points of the product within ten seconds, only some outstanding selling points can be introduced.
Then, we can pretend to be real users in the comments section to supplement the other selling points of the introduction of the product, to make users more aware of the product, and to create the illusion that users buy the product.
Here is another real example, which I will not tell ordinary people: Tao Ke A made 50 or 60 Aites under a video of a successful hydrating mask. No matter whether the people who were Aited were real users or not, under the guidance of this illusion, many real users started to @their friends, telling them that this mask has strong hydrating ability and greatly improved the order rate.
2. Emphasize coupons
The main reason for the emphasis on coupons is to tell users that the product is not only useful but also inexpensive, leading them to buy the product.
3, unique views, sharp language God comments
It is not difficult to find that every popular video on TikTok must have a dazzling comment at the bottom. The comment is humorous, surprising and has the nature of jokes.
The presence of God comments can not only make the video leave a deep impression, but also improve the playback rate to a certain extent, because some users will find the God comments interesting and replay it again.
Comments like “support”, “great”, “like”, “retweet”, etc., should be avoided as they have no real meaning or value other than increasing the number of comments on the video.
God comments under the video of Peraiah facial mask
4. Ask yourself and answer yourself
Through the form of self-answer, deepen the trust of users to eliminate purchase concerns.
For example: Let’s say you post a new delivery video for acne products. You could have someone ask in the comments section, “Does this really work? Will it have no effect and bad face? “and then arrange for another person to reply in the comment section,” I have used this for several years, originally had acne on my face, but now it has gone away, the most important thing is to keep using it. “This does not have to be under the original comment.
