How does Douyin's omnichannel promotion leverage global traffic?

In today’s highly competitive business environment, brands are actively seeking innovative ways to expand their traffic, enabling organic and paid traffic to work together more efficiently and drive overall business growth. To meet this demand, Ocean Engine’s flagship product—Quanyu Tuiguang (Omni-Marketing)—has been launched. It is designed to optimize based on the overall ROI of live-stream room transactions, helping merchants achieve stable ROI performance while scaling their business.

I. Three Key Advantages of Omni-Marketing

Unlike traditional advertising approaches, "Omni-Marketing" takes into account not only orders generated through paid traffic but also those from organic sources. It offers three major benefits:

1. Global Traffic Control: Omni-Marketing can leverage organic traffic and regulate Douyin’s full ecosystem traffic, including recommendations, live-streaming plaza, mall, search, and other channels, opening up new traffic opportunities for brands.
2. Increase GMV Scale: Through Omni-Marketing, businesses can explore new incremental value, deeply penetrate e-commerce user mindsets, and ultimately expand their overall reach to a broader audience.
3. Fully Automated Campaigns: With a one-click activation feature, Omni-Marketing significantly reduces manual effort and improves operational efficiency, allowing brands to manage their Douyin Advertising campaigns more effectively.

II. Technological Support Behind Omni-Marketing

These advantages are made possible by robust technological support. First, Omni-Marketing integrates all of Ocean Engine’s advanced capabilities, including precise ROI adjustment, user incentive coupons, automated hosting, long-term optimization, and automated content exploration.

Secondly, large-scale machine learning enables accurate user-product matching. The algorithmic models analyze multi-dimensional data such as user stay time and interaction in live streams, interest preferences, and live-room content, predicting each user’s conversion probability and precisely targeting high-intent audiences.

Third, Omni-Marketing supports real-time prediction and planning of live-room traffic. During campaigns, the system automatically adjusts based on real-time changes in live-room conditions and traffic quality, improving control efficiency and helping brands maintain a competitive edge.

Moreover, the Uplift technology adopted in Omni-Marketing is a true innovation. It estimates the probability of organic conversion for each user, avoiding ad exposure to those with high natural conversion rates. This ensures the budget is allocated to exploring new potential customers, minimizing wasted traffic and maximizing incremental growth.

III. Campaign Tips

When using Omni-Marketing, brands should keep several tips in mind. Set up a clear campaign plan in advance, ensuring sufficient budget allocation during live-stream hours to avoid wastage. It’s also important to maintain ROI stability—avoid frequent adjustments since the system will self-optimize within a learning period to maintain optimal exploration and delivery performance.

Finally, high-quality live-stream content and creatives are crucial. Great content, combined with Omni-Marketing’s advanced technology, can deliver a synergistic effect, creating greater value for brands.