The recent controversy surrounding Crazy Xiao Yang, a prominent figure in the world of Douyin influencers, has brought to light the challenges and risks associated with livestreaming slice businesses. This article examines the unfolding of the news event involving Crazy Xiao Yang and subsequently explores the advantages and disadvantages of slice advertising on Douyin. Furthermore, it delves into alternative marketing strategies beyond Douyin slice advertising that international e-commerce advertisers can consider for product sales.
The Crazy Xiao Yang Controversy:
The controversy erupted when professional counterfeit hunter Wang Hai accused Crazy Xiao Yang of selling counterfeit rice products amounting to 900,000 orders. Despite Crazy Xiao Yang’s vehement denials in livestreams and online comments, evidence emerged suggesting the involvement of his authorized account in the sale of counterfeit goods.
Uncovering the Risks of Slice Advertising on Douyin:
Crazy Xiao Yang’s case highlights the risks associated with slice advertising on Douyin, particularly concerning product authenticity and accountability. The incident underscores the need for influencers and brands to exercise due diligence and transparency in their marketing practices to maintain consumer trust.
Exploring the Pros and Cons of Slice Advertising:
On the one hand, there are many advantages for slice advertising, it allows influencers to leverage their livestream content for increased revenue and audience engagement. Meanwhile, it also enables influencers to expand their reach and influence by repurposing content into bite-sized clips for further distribution.
On other hand, there are many disadvantages for slice advertising. For example, It poses risks in terms of product authenticity, as evidenced by Crazy Xiao Yang’s controversy. Furthermore, Influencers and brands may face backlash and reputational damage if implicated in the sale of counterfeit goods.
Beyond Slice Advertising: Alternative Marketing Strategies for E-commerce Advertisers:
Original Content Marketing:
Creating original and engaging content on Douyin, such as entertaining short videos, challenges, or tutorials, to attract user attention and increase brand exposure. For example, a cosmetics brand can create makeup tutorials featuring their products to showcase their usage and benefits.
Celebrity or Influencer Collaborations:
Collaborating with well-known celebrities or influencers to have them feature your brand or product on their Douyin accounts, leveraging their large following and influence. For instance, a fashion brand can partner with a popular fashion influencer for a sponsored video showcasing their latest collection.
Livestreaming Sales Events:
Hosting livestreaming sales events where products are showcased in real-time, demonstrating their features, and answering audience questions to drive direct sales. For example, an electronic gadgets brand can host a livestream event to launch a new product and offer exclusive discounts to viewers.
Branded Challenges:
Launching branded challenge campaigns related to your brand or product, inviting users to participate and share their challenge videos to increase brand exposure and user engagement. For instance, a fitness brand can create a workout challenge and encourage users to share their workout videos using the brand’s hashtag.
Douyin Store:
Utilizing Douyin’s in-app store feature to set up an online store, directly selling products on the platform, and promoting them through short videos, livestreams, and other formats. For example, a cosmetic company can promote its products through short videos showcasing how to make up.
Douyin Ads in Livestreams:
Placing advertisements in Douyin livestreams to reach the audience of live broadcasters and promote your brand or product. For example, a skincare brand can place ads in livestreams of beauty influencers to target users interested in skincare products.
Douyin Short Video Ads:
Utilizing Douyin’s short video ad format to showcase your brand or product to a wide audience and drive traffic to your website or app. For example, a travel agency can create short video ads featuring attractive destinations and travel packages to attract potential customers.
Targeted Ads:
Targeting ads to users based on their interests, behaviors, and other data characteristics to reach potential customers with higher purchase intent. For example, a pet food brand can target ads to users who have shown interest in pet care and related topics on Douyin.
Conclusion:
The Crazy Xiao Yang controversy serves as a cautionary tale for influencers and brands engaged in slice advertising on Douyin. While this marketing strategy offers opportunities for revenue generation and audience expansion. It also carries inherent risks, particularly concerning product authenticity and consumer trust.
Moving forward, influencers and brands must prioritize transparency and accountability to navigate the evolving landscape of influencer-led sales effectively.
Additionally, there are many alternative marketing strategies beyond Douyin slice. Advertising can provide e-commerce advertisers with diversified approaches to product sales and brand promotion. Please feel free to reach out to Deep Digital China for more details.