You’ve probably heard a lot about Douyin live streaming marketing, but do you really know how to get started? Did you know that there is actually a success formula for creating viral short video content? By mastering this formula, you can craft highly engaging videos that resonate with your audience and expand into gigantic new markets!
In March’s Digital Academy seminar, Carri Yeung, an experienced China digital marketing professional, and Steve Diao, Douyin Business Partnership Manager, provided in-depth discussion on Douyin live streaming trends and data analysis, and taught our audience how to create viral live content and build a complete customer retention strategy. We also had Kenny Siu, a Hong Kong ESG expert with over 30 years of marketing experience who shared insights on ESG risks and opportunities for Hong Kong SMEs, and how to use ESG strategies to build brand image, develop new customer bases, and enhance business competitiveness.
Learn More:
HKTDC Webinar Recap: The Ultimate SME Guide to Operating Xiaohongshu and Douyin
Douyin's B2B Marketing Potential
Douyin, with over 600 million daily active users, has become an important marketing platform for the B2B industry. Steve highlighted that Douyin users spend an average of 2.5 hours daily on the platform, engaging in activities such as watching live streams, searching, and submitting contact information. This provides businesses with abundant opportunities to reach their target audience. He also shared 3 key “marketing truths” derived from Douyin’s internal data:
1. Followers Are Incredibly Valuable
- The conversion rate of followers is 10 times higher than average.
- The complete videoplay rate for followers is 1.6 times higher than usual.
- The like rate is 4.4 times higher, and the comment rate is 3.8 times higher.
- Additionally, 53% of users who become followers will leave their contact information, on average, 76 days later. This demonstrates the significant value of followers to businesses.
2. Identify the Right Content Direction
Steve raised the “5 Creative Questions,” which can help businesses determine their content strategy and align it with their marketing goals to establish a successful brand account. For the specific “5 Creative Questions,” make sure to watch our video for more details!
3. Multi-Dimensional, Comprehensive Customer Acquisition
Steve demonstrated the evolution from basic form-based advertising to managing free leads. This includes integrating live streaming, private messaging, and other methods to create a comprehensive customer acquisition strategy. For step-by-step guidance, you can revisit the seminar recording.
China Marketing Strategies
Carri suggested businesses to consider their marketing strategies in China from 3 key perspectives:
Understand Your Business
- Assess your own resources and define your business direction.
Understand Your Competitors
- Analyze their strengths and weaknesses to position your brand effectively.
Understand Market Dynamics
- Stay informed about consumer demands and emerging trends.
By combining these insights, businesses can increase brand awareness through methods like advertising campaigns and social media interactions or identify potential customers through data analysis.
The Rise of Intelligent Marketing
With technological advancements, intelligent marketing has become a mainstream trend. Unlike traditional strategies, which rely heavily on fixed approaches and human expertise, intelligent marketing leverages data integration and artificial intelligence (AI) to enable real-time market monitoring and strategy adjustment.
For instance, AI-Generated Content (AIGC) is widely used for:
- Copywriting
- Marketing creativity
- Developing H5 landing pages
- Creating mini-games
These applications not only improve content production efficiency but also ensure compliance while producing engaging and attractive content, significantly enhancing the user experience.
ESG Integration in Digital Marketing
ESG expert Kenny highlighted during the seminar that many Hong Kong SMEs often perceive ESG as something “lofty and irrelevant.” However, this misconception can lead to serious consequences. Kenny explained that in the supply chains of large corporations, part of the carbon emissions from downstream companies are counted toward the emissions of these large corporations.
As a result, under stricter carbon emission policies, large corporations are more inclined to collaborate with downstream companies that have lower carbon emissions. If Hong Kong SMEs remain oblivious and fail to prioritize ESG, they risk losing business opportunities over time, making it increasingly difficult to recover.
To avoid falling behind, SMEs must take ESG seriously and proactively implement sustainable practices. For specific strategies and actionable steps, register and watch the recording for detailed insights!
About the Speakers
Steve Diao / Douyin Business Partnership Manager
Joined ByteDance since 2021
Focused on assisting overseas brands to expand into the Chinese market
Helped brands on areas such as short video marketing & live streaming promotions
Primarily responsible for providing strategic advice on performance-based advertising, and content creation
Carri Yeung / Senior Consultant, Deloitte Advisory (Hong Kong)
Previously worked at multiple marketing tech startups and a 4A agency
Assisted Fortune 500 companies in cross-border marketing and digital transformation
Spoke at over 100 organizations, including Cyberport, Hong Kong Productivity Council, The Chinese General Chamber of Commerce, and the Chinese University of Hong Kong
Kenny Siu / Training Director, ESG Academy
Corporate Strategy Consultant, The Asian General Chamber of New Retail
Senior Advisor, AEC Environment Limited
Over 30 years of marketing experience
Focused on green finance and carbon reduction projects
Guest lecturer at multiple universities
Meanwhile, don’t forget to visit our trade fairs to explore the latest digital and tech insights!
