---
title: "Douyin + IP: How to Make Your Brand a 'Web Celebrity'"
description: "In 2018, Douyin became the most popular short-video app in China, with 150 million daily active users, attracting both ordinary people and brands. Meanwhile, IPs like Peppa Pig and the Forbidden City became hot commodities. Combining Douyin with IP has become a new frontier for brand marketing, offering low-cost, high-engagement opportunities for brands to reach consumers."
author: "新经销Jack"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-01-11"
language: "en"
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# Douyin + IP: How to Make Your Brand a 'Web Celebrity'

> In 2018, Douyin became the most popular short-video app in China, with 150 million daily active users, attracting both ordinary people and brands. Meanwhile, IPs like Peppa Pig and the Forbidden City became hot commodities. Combining Douyin with IP has become a new frontier for brand marketing, offering low-cost, high-engagement opportunities for brands to reach consumers.

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In the past 2018, Douyin has undoubtedly become the short-video app pursued by the whole nation. This short-video app, with a daily active volume of up to 150 million people, has made it possible for ordinary people to become famous overnight, while also attracting the attention of many brand owners.
In addition to Douyin, in 2018 brand owners also paid attention to one topic, that is IP. Peppa Pig, GG Bond, Octonauts, the annual hit drama "Story of Yanxi Palace", and the famous scenic spot the Forbidden City, etc., have all been competed for by brand owners.
**Douyin + IP has become a new frontier for brand marketing.**
01**Traffic Generation: The Commonality of Douyin and IP**
Speaking of Douyin and IP, they both have one thing in common, that is, traffic generation. Take Douyin as an example. Nowadays, short videos have become a social platform loved by young consumers. Here, people can become internet celebrities by spreading videos as short as 15 seconds and as long as 1 minute 30 seconds. For brands, Douyin can bring huge traffic in a short time.
Similarly, IP also has a strong traffic generation function. For example, the IP of Peppa Pig itself carries huge traffic, or rather, the empowerment of IP's own traffic to products is much greater than the promotion itself. Peppa Pig, as one of the most popular cartoons in China today, has a huge fan base, not only children but also young consumers, and can even extend to children's parents and grandparents. In October 2015, the "Peppa Pig" cartoon was launched on three major video platforms: iQiyi, Youku, and Tudou, with over 10 billion views in one year.
Unlike short videos, embedding an IP image into a product is a two-dimensional action. We first see the pattern, then trigger associations. This is a process that requires first cognition, then secondary "fermentation." Douyin, on the other hand, resonates with users after seeing the content, attracting comments and shares. Short video content breaks the barrier of IP's flat image, and for products, it is a cognitive upgrade from two-dimensional to three-dimensional. It gives new meaning to the empowerment that IP itself brings to products.
With the blessing of IP, many brands have turned products into bestsellers through Douyin. However, if brand owners want to improve product sales through Douyin, that is obviously wrong. As the number one short-video platform in China, Douyin's greater advantage lies in publicity and promotion. More than 100 million people open Douyin every day, with an average of 2-3 times per person per day, spending up to 15 minutes each time.
More importantly, compared with traditional advertising media, the cost of Douyin is very low, which is undoubtedly a benefit for small and medium brands with limited budgets. Of course, some will say that the cost of Douyin marketing is also increasing, not only requiring a professional team to create content, but also investing a certain amount of money to guide traffic. But compared with TV ads that cost millions, tens of millions, or even hundreds of millions, Douyin's cost is already very cheap. Looking at traditional media platform promotion, how much RMB do we need to obtain 500 million product exposures? If we want to mobilize 300,000 consumers offline to record exposure videos for our products, how much cost do we need to pay?
02**Brands Need to Position Themselves Well on Douyin**
According to statistics, users active on Douyin every day include not only white-collar workers in first- and second-tier cities, but also working-class people in third- and fourth-tier cities. In addition to young groups, middle-aged people are also not few. More importantly, on Douyin, female active users are more than male.
On Douyin, circles are not divided; users at different levels will actively follow content that suits them. For brands, to spread products more widely, content is important, and down-to-earth content is very important. Not all content can become popular on Douyin.
For brand owners to create more attractive content, positioning is very important. For example, in 2019, Haojiayi and Peppa Pig held the "Shake Out Your Pig Year Gift" Douyin challenge. On the second day of the activity, there were 550 million views, and participants included not only Peppa Pig's child fans, but also office white-collar workers, female friends, and other groups of different circles. This benefited from Peppa Pig's IP traffic and the festive decorations that matched the New Year atmosphere.
03**Content Is Very Important**
For brands, showing content to which group is far more important than what content to produce. Before that, the first thing brands need to do is lower the threshold to allow more users to participate.
Finding topic points is also very important for brands because it is a bridge linking brands and consumers. On Douyin, simply promoting products will not gain huge traffic. Brands need to express to consumers in another way, showing product selling points to users to the greatest extent through videos, even in a systematic and vivid way, so as to attract users' attention, likes, comments, and shares.
As we all know, the reputation and brand value of any brand is ultimately "fed back" to products and services by consumers. Traditional FMCG companies have very few opportunities to truly face consumers, and Douyin is also the platform with the largest traffic, the most interesting, and the highest trigger rate. Brand owners can influence consumers through interesting and positive content, resonate with them, and thus empower their products and brands.
For short-video users, topics themselves bring traffic faster than ordinary videos without topics. Many young people care very much about their platform likes, views, etc. If your content participates in a topic, it will automatically be transferred to the topic platform, and other participants will watch and follow each other, which invisibly helps them increase their account attention.
04**Choose Appropriate Activity Methods**
On Douyin, there are many ways to get on the hot list. In addition to original content by brand owners, Douyin challenges are also one of the activity methods that brand owners are good at using. Compared with content dissemination, Douyin challenges can better interact with users and stimulate user dissemination.
The Douyin challenge itself is topic-based, which may be different from our normal understanding of "challenge." This is the game rule of the Douyin platform. In fact, it relies on interesting, highly participatory, and traffic-carrying topics to attract consumers to participate, imitate, and create. Douyin mainly focuses on video content. The display and participation form of the challenge is to participate in our challenge topic, record UGC videos, and compete in talent, content, and fun. In this process, UGC with high views and likes will win, thereby obtaining prizes provided by the brand.
The process of participation is far greater than the meaning of the challenge itself. Young people participate in topics more because of "similar interests," showing off talents, and leaving messages to communicate with each other. This achieves product and brand exposure.
05**Choose the Right Timing**
At present, Douyin's daily active volume is as high as 200 million. New content is generated every day, every minute, every second. Finding the right release time can make brand promotion more effective. As a brand, you need to find the right timing to publish content on Douyin. For example, for food categories, promotion effects are better on weekends and holidays.
According to statistics, 62% of users browse Douyin before meals and before going to bed, while only 10.9% browse Douyin during fragmented times such as commuting and going to the toilet. The main reason is that there is rarely Wi-Fi coverage in these places.
Before the Spring Festival is also a good time for brand owners to promote on Douyin. 2019 happens to be the Year of the Pig. At this time point, brands with pig IP images such as Peppa Pig and GG Bond are very suitable for promotion. Secondly, as children and students are about to have holidays, the New Year atmosphere is getting stronger, and major companies are entering annual meeting time. All these provide excellent opportunities for brand promotion.
06**Shape Core IP**
On Douyin, through highly recognizable expressions, it can arouse users' desire to pay attention, and IP is the best way.
IP is increasingly favored by brands because IP itself carries huge traffic and can enhance consumer stickiness. It basically covers the effective population aged 3-40, and the awareness rate of these IPs in this age group is 100%. These people are also the precise customers of brand owners. The biggest attribute of IP is high traffic attention, and large platforms are the carriers of traffic.
Douyin itself is an entertainment-oriented short-video platform. The degree of content commercialization is actually more sensitive than traditional media. The difficulty of design is also to let consumers have cognition of the product itself under the premise that the promotion form is interesting.
In fact, no matter the promotion on any internet platform, traditional enterprises must first follow the trend, understand the gameplay of each platform, and design our product promotion forms according to the platform. This is the foundation of internet platform promotion.
The Douyin platform is a "acquaintance interaction" platform similar to Moments. You record a video and send it. The first one every day is prioritized for your friends to watch, and the basis is our phone contacts. Participating in topics also helps strangers become "platform acquaintances" who follow and like each other. Low-cost promotion for enterprises cannot be separated from the participation of offline people. Every participant is a self-media. Connecting them is a self-media matrix.
IP itself has been integrated into product cognition. Products and IP are symbiotic. Short videos are just one form of product presentation. Any form of marketing result will eventually return to the product itself. Only good products and high-quality services are the reasons why consumers ultimately pay. In the past two years, it has been said that in the internet society, "good wine no longer fears deep alley." Without marketing, products cannot be sold. But when the winery is at the street corner and everyone can see it, isn't the reason for paying still the irresistible aroma of the wine? Promotion forms are changeable, but the only constant is a craftsman-like enterprise's persistence in products.
In summary, for brand owners to play Douyin well, in addition to leveraging IP, they also need to do two things well: one is positioning, and the other is content. Unlike WeChat Moments, Douyin cannot post multiple types of content, because the system cannot determine which label your content belongs to, thus affecting system push. Only when the official clearly knows what IP and positioning your account has, will it push fans who like this attribute to you, making it easier to get on the hot list.
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