Douyin is so popular, how does hotel marketing work?
In recent years, Douyin has bucked the trend and occupied the circle of friends of many people. Maybe you don’t care whether Douyin is popular or not, but when CoCo milk tea is out of stock and Haidilao’s fancy eating method keeps refreshing the screen, you have to care. Can hotels also rely on Douyin to attract customers? In this era when the fragrance of wine is also afraid of deep alleys, many hotels have already started their marketing efforts.
Pioneer on Douyin
The ability of Douyin to drain traffic is no less than that of Zhangqiu Iron Pot, which caused the boss to issue a ban on official documents due to the explosion of “Bite of the Tongue III” some time ago.
Many leading hotels have already opened their first pot of gold by relying on Douyin’s ability to drain traffic. Sanya Kangnian Hotel has 470,000 likes on Douyin, and the number of broadcasts exceeded one million. The room was full for three consecutive days.
Why take this hurricane?
Is it because so many hotels are trying to get a piece of Douyin, so they want to seize this trend? That is obviously following the trend, and it turns out that the seemingly untechnical video in this trend can actually be used. Really brings traffic.
So, a 15-second video that doesn’t even seem to have any technical content, why can it bring traffic? Because Douyin has the following characteristics, let’s analyze it:
01
Contrast in details
At first glance, the hotels that appear in many videos are not very different, and there is no superposition of shooting skills, but when the scene is changed, or the features pointed out in the recommendation words can create a sense of contrast, breaking the user’s inertial recognition. Know.
Let’s analyze the psychology of users who saw this video: the first second of swiping the content, the hotel features that fall below common sense, coupled with music and visual experience stimulation, make users have no way to question the authenticity of the content.
02
Clever use of cognitive biases
There is no search function in the Douyin app. After the user clicks on Douyin, the system will automatically recommend the content that the user is interested in. Coupled with the powerful AI content matching algorithm in the Douyin background, it directly highlights the cognitive bias of Douyin to users. of superior control.
People’s objective cognition is based on multi-sample comparison. The public account brings goods because there are no multi-samples, and Douyin brings goods and traffic because there is no comparison. In this situation, people’s cognition is not objective, and it is easy to consume impulses. This channel is the easiest and most efficient breakthrough for newly established hotels or individual hotels.
03
Hook the user’s curiosity
Netizens posted on Douyin the hidden recipes of internet celebrity milk tea and Haidilao’s alternative ways of eating, etc., all of which can get hundreds of thousands of hits. Consumers also like to follow suit. There are brands you see every day that you don’t know. New recipe, aren’t you curious?
In the same way, there are so many things hidden in the hotels that you can see every day, and there are so many things that ordinary people don’t know about, and there are so many beautiful scenery that can blow up the circle of friends. It is not surprising that users want to stay for one night.
04
Capture the user’s sense of participation in the moment
The protagonists of shooting videos are often ordinary users, and the content presented is often a small highlight in the life of ordinary users.
The photographer starts shooting from the rhythm of stepping through the door, and the changes in the sight scene always stimulate the user. In the process of swiping Douyin, the user can easily feel immersed in the scene, and will unknowingly receive the video from the video. Producer information.
In this state, even if you are selling goods, as long as it is interesting and attractive enough, users will be Amway.
Therefore, a 15-second short video that makes users feel very real, at the same time interesting and not procrastinating, does not take up too much time for users, and at the same time is very convenient to make. All these characteristics have inspired the high participation of Douyin users. feel.
How does the hotel “shake”?
Of course, it is not that the hotel will be popular when it sends a Douyin video. Behind every fire, there is a meticulous marketing plan, which is definitely not something that can be hit by luck. Before you start, consider these first.
01
Make users willing to read
15 seconds is not a long time, but if you can’t attract the user in the first second, your small video may slip through his fingertips. Think carefully about where your hotel is most attractive to customers, and this will be the “fist product” in the future.
02
Add multiple factors that increase user stickiness
When planning related videos, the hotel needs to combine the resources of the hotel itself. For example, a hotel owner likes to keep cats and dogs, so he can try to make a short video of cute pets, funny, and user participation. The hotel’s special conferences and weddings, including hotel customer service or the hotel’s characteristic landscape, can become the material for the hotel to shoot Douyin.
03
Implantation should be clever
Douyin’s “grassroots” and “sense of the moment” can bring users a stronger sense of authenticity and favorability, but since it brings traffic, it should cleverly bring advertisements into the video when it is implanted. Therefore, the planning of the video should reasonably attract users to the implanted product. It can partially offset the discomfort caused by hard broadcasting to users.
For example: if it is a video like visiting a store, it is better to shoot the protagonist of the customer rather than the clerk, because customer shooting is more likely to bring a sense of participation and experience to everyone.
I really don’t know how to plan, so I simply make this advertisement “hard” and show the hotel’s features and services simply and rudely.
04
Offline Feedback Online
For many products, the most important thing is to have UGC, that is, the spontaneous creation of users. Haidilao, coco milk tea, etc. are all new menus discovered by users, and they are full of new vitality. The understanding of the “shaking red model” has become a wonderful sense of tacit understanding.
Therefore, hotels can encourage users, and even invite KOLs in related fields to discover some unknown new things, and share new things with users in an equal manner, so as to achieve a win-win situation in online and offline communication and sales.
For the traffic introduced by online marketing, the use of specific offline processes and words can promote its reverse flow to the online, create more chain reactions, and continue to prolong the continuous popularity of the communication.
In the Internet era that pays attention to “short and smooth”, in addition to seizing the opportunity to market itself, the hotel is more important to do a good job of its own services and products, so as not to “drop fans”. After all, the customers who have traveled thousands of miles to experience the hotel by Douyin fans have great expectations. Once the gap is too large, what will be left to the hotel will only be a flash in the pan.
Such a strong Douyin traffic capacity, hurry up and brush it up!