Product card is a product form that can be distributed directly in the Douyin follower stream. It can help merchants display products in multiple dimensions, more prominently display product details and uses, and allow fans to know more about the products. , increase the user's browsing stay time, thereby helping to increase the fan reach rate and product conversion of the product, and can also increase fan repurchase by releasing fan-exclusive products.
The operating environment of this tutorial: Windows 7 system, Dell G3 computer.
What is the Douyin product card?
The full name of Douyin Product Card is "Douyin Store Product Card".
The official explanation is this:
Commodity card (picture carousel video form) is a commodity form that can be distributed directly in the Douyin attention stream. Distributing the commodity directly to fans can increase Fan reach rate of products can also be increased by releasing fan-exclusive products to increase fan repurchase.
Product cards can help merchants display products in multiple dimensions, more prominently display product details and uses, let fans know more about the products, increase the user’s browsing dwell time, thereby helping to increase the fan reach and reach of the product. Product conversion can also be achieved by releasing fan-exclusive products to increase fan repurchase.
Advantages:
Directly present products to improve the efficiency of fans viewing products under the follow feed
Click anywhere on the card to go directly to the product details page
Reduce the creation cost, check the product in the backend of Doudian to quickly publish the product card
You can make product cards through the product material center in Doudian's backend (a free video production tool specially provided for merchants); just select the products in the store and you can generate a short video with one click.
It can also be used easily by novice merchants who have no video editing experience at all and can quickly complete video production.
From another level, product cards are non-live broadcast and non-short video channels, that is, natural traffic channels, including: store windows, search, Douyin shopping mall, Guess You Like, and product list , activity page, customer service, private messages, footprints, messages, my favorites, push, shopping cart settlement, etc.; it analyzes the natural traffic for us in an all-round way.
Product card analysis will display the main transaction channels other than live broadcasts and short videos, including store pages, showcases, searches, and mall/product recommendations.
In this way, we can more easily understand what category we are in, what products we order, and detailed conversion rate and other information will be displayed.
Currently, many merchants have not made good use of this tool.
If used properly, it can bring a lot of natural traffic to our store.
How to quickly make a Douyin store product card?
First log in to the Douyin store, click on the product materials, and enter the material work page.
#If you have never done it before, just click one-click to make it, and then select the store product.
You must associate the card with 3 main images, because the system will obtain the main image information in your product as video material by default.
means that when we upload the main picture, we will have at least 3 pictures. Then when uploading products, it’s best to upload a white background picture of the product.
After clicking the generate page, you will jump to the video generation pop-up page, and the system will automatically generate the main image carousel video.
Then the key points are the following:
The title can support up to 14 characters, and the minimum length cannot be less than 5 characters ; The title must use core transaction keywords, such as category first-level keywords and second-level keywords.
If you don’t know how to set the product title of Douyin store, you can read the article I wrote before.
Product card description (video title) can support input of up to 28 characters, and the shortest cannot be less than 5 characters; mainly product selling point information.
Note: Prohibited vocabulary terms such as advertising limits (such as national level, lowest in the entire network, best, top, etc.) shall not be involved;
After editing, you can publish it directly.
After publishing, the video will automatically enter the review process; after passing the review, the video will be displayed on your official Douyin account, and fans of the account can see the content in their follow feed.
But please note that not all products in all stores can create product cards. The platform has thresholds for the permission to use the product card function and products.
Douyin Small Order Product Card Usage Permissions
The specific thresholds are as follows:
1) Merchant Dimension
Non-newbie merchant
2) Product Dimension
Position Rate-30 Day Product Favorability Rate>=90%
Negative review rate - 30-day product negative review rate
Product return rate - 30-day product return rate
3) Card publishing limit
Each merchant can publish card content for up to five products per day;
Allows new cards to be added Associated with the same product, but at the same time, a product is only allowed to be associated with one online card;
Children's shoes that meet the conditions should make good use of this feature.
In addition, let me talk about two issues that you are more concerned about and have asked Brother Feng more recently.
One is the Douyin store algorithm adjustment; the other is the order decryption limit.
Let’s talk about Douyin Store algorithm adjustment first.
Just last week, from 6 to 8 a.m. in all our stores, the natural traffic flow was discontinuous, and no one entered.
If you have few stores or your traffic is not large, it may not be obvious. The natural traffic of our stores during this period has stopped.
Whenever anomalies of this scale occur, it is usually when the platform is adjusting the algorithm.
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