Douyin operates traffic, increases fans and conversions!

I believe that for the vast majority of companies, exposure, customer acquisition, and traffic monetization are the purposes of their operations on Douyin short videos. Among them, "users" are the core point, and all operational activities must always revolve around them. Low playback volume? Slow follower growth? Poor drainage? Just think about it, which one of them is inseparable from the "user"? The most authentic and intuitive way to reflect whether the information touches the user's heart is "data".

Where can I find official and authoritative data? What do you think? How can it be ultimately applied to the work to produce content that directly hits the user's pain points and serves the entire customer acquisition chain? Today we are opening the second part of performance operation - data operation, hoping to help enterprises:

Accurately grasp the user's urgent needs and pain points, and mine user needs through data ;

Learn from one example and solve existing user pain points in batches, and deeply explore potential user pain points ;

High success rate in creating popular products that are loved by users!

1. Method: How to obtain first-hand data resources

Where can I view official and authoritative data? Many friends who have just started operations asked me:

Why can I only see the comments? Where can I see some detailed data indicators?

Why when I search for "TikTok" on my computer, the account homepage appears? Which URL should I look for in the data background?

In fact, Douyin officially provides a one-stop service platform that integrates content publishing, data monitoring, work management, and creation—Douyin Creator Service Platform.

Search for "Creator Service Platform" (https://creator.douyin.com/), select the login account, and click "Data Overview" to see detailed account data.

Of course, you can also open it on the app. See the figure below for detailed steps:

The prerequisite is that you need to open an enterprise account to enjoy the data and services in the "Enterprise Service Center", of course. You can also obtain more exclusive rights and benefits by opening an enterprise account. For details, please click to view "How should the exclusive rights and benefits be used after completing the Douyin enterprise account certification? 》

2. Insight: Understand data analysis, get started quickly, and use data as a benchmark rather than experience.

In fact, in-depth analysis of data can be divided into two major levels and two major links.

Data analysis: refers to the use of big data analysis before account registration and content release to facilitate planning of account positioning, content direction, and person positioning;

Data review: refers to the use of big data analysis to summarize experiences and lessons after the content is released, strengthen the valuable experience parts, avoid the lessons with poor effects, and strive to do better and better.

(Photo source: Juliang University)

The above is an official data table, which records a complete video life cycle in relatively detailed terms. The accounts are classified according to different video cycles:

Ordinary accounts: The video life cycle is the shortest, and there is basically only one short video peak (relative to the account itself). The video traffic and full-screen fans' "luck" rely on "accidental hits".

Popular accounts: One of the account’s videos becomes popular, just reaching the traffic threshold, but it lacks stamina and has not established a firm foothold in the “traffic pool”. Some popular videos accidentally become hot topics, but after the popularity wears off, they never recover and it becomes difficult for them to gain traffic and fans, and their sustainability is poor.

High-quality accounts: have truly entered the "traffic pool" and have already "bought a house" in it. Through scientific and long-term operations, after the first wave of testing, we won the users’ likes and trust, and at the same time obtained key information for the second wave of content creation. Afterwards, it continuously broke through the original traffic ceiling by leveraging its strengths, avoiding its weaknesses, and replicating popular trends, becoming a phenomenal hit.

In general, the time period of high-quality accounts will last longer, and the first two will experience a small traffic peak after the first wave of testing, and then cool down quickly. After reaching a peak, high-quality accounts will reach a second, higher peak through optimization and adjustment through data analysis, and then raise the traffic to a new peak through mass production of hot products, which becomes what others call the "traffic ceiling."

Therefore, many operators are trying their best to enter the high-quality circle. Then, if you want to fundamentally reverse the life cycle of the account, you need to start with the data analysis, optimize and adjust based on the data according to the background data content of the account, and use data as a benchmark rather than experience to gradually cultivate a high-quality Douyin account.

3. Practice: Increase traffic, increase followers, and conversion through data analysis

As we have seen above, there is a lot of data in the background of the enterprise account, and we may not have the time and energy to analyze them one by one. Today, we will teach you to focus on 8 big data in 2 dimensions.

Key points: Account data index key points, can’t take care of it at all? Which data need to be focused on and exist as key elements? Here are 8 dimensions that you must pay attention to:

1. Video Index

Analysis based on video content mainly serves the data review stage. The main indicators have five dimensions. It covers the four video indexes we mentioned above.

For beginners, you can go directly to "Account Diagnosis" to check.

Let’s take the new media science account as an example:

Compared with its peers, this account's completion rate and interaction index are too low. Suggestions for optimization:

1) Completion rate: A low completion rate is due to lack of appeal. You can focus on the first 3 seconds. In addition, you can optimize the character setting, camera techniques and music.

In fact, a video also has a completion curve. Generally speaking, it is divided into the following concentrations:

At the same time, under the video completion rate module, the system also recommends videos with excellent completion rates of the same type and in the same period based on your work. You can focus on referring to them:

One thing worth affirming is that the recommendations are all those that are at the same starting line, not some "out of reach" big names. Based on the current stage, the reference value is greater. For example, the account we operate is about science popularization oral broadcast, and the recommendations below are also workplace science popularization, also in the form of oral broadcast. The design at the beginning is very worth learning from.

2) Interaction Index

The overall low level of interaction is caused by multiple factors. These include likes, comments, forwarding and sharing.

After testing our account, we found that the interaction index was low, and the system suggested that the guidance at the beginning and the end was not done well. It is recommended to create memorable points at the beginning and end. So we raise a question at the beginning and add interactive words at the end, such as "What do you think?", "Follow me and continue to share in the next issue", "Leave your opinions in the comment section"...

After that, based on the continuation of this topic, the beginning and the end were optimized, and the data improved slightly:

Like other factors such as comments, forwarding, etc., we need to focus on optimizing the following points:

Take comments for example, resonance and hot spots are the two main dimensions. Just think about it, if you see this content, which is a hot topic that everyone is discussing and you are always paying attention to, can you resist making a few comments? Or it may just happen to be related to your knowledge and current needs. When seeing these emotional or practical content, I believe most people will move their fingers.

In addition, the comment area must be operated in a refined manner, passers-by and target groups must be classified, and the language must be organized. The comment area must be interesting enough to activate users' desire to comment. For example, let’s take our farming and animal husbandry account as an example:

When popularizing the science of a "small snack" for cattle and sheep, it attracted special attention from passers-by and professionals. So, we organized some words, such as:

Passersby complained and teased, such as "Can I eat this snack (dog head)?", "It looks a bit greedy", "expression" and "teasing" replied promptly;

Ask questions and actively respond to answers, such as "What is the nutritional value of this lick brick?", reply "Replenish salt, copper, iron, calcium, zinc and other trace elements." It combines both fun and professionalism, reflecting the warmth and depth of the account. Of course, video operation is not something that can be done overnight. It requires long-term accumulation and practical experience in front-line operations. If you still have questions about these, you can directly contact our operations colleagues for consultation.

2. Audience Profile

Fan portraits are the key to our understanding of user pain points. We can target our efforts based on their behavioral interest analysis.

In the fan screen section, you need to focus on interests,

Here we recommend focusing on three areas, which can be viewed in the "Fan Portrait".

Let’s take the current useful information sharing account we are operating as an example, we can see:

1) Fans’ interest distribution

What other areas are our users interested in? Taking this Internet knowledge popularization account as an example, we can see that casual photos, parent-child photos, and food have a high degree of overlap with our users. Therefore, in terms of video style, music, and creativity, in addition to referring to some peers, we can also refer to some videos of this type for reference.

Go to the FeiGua Douyin version, select industry and video tags, and look for videos with high comments for reference.

2) Hot words that fans are interested in

That is, which topics are more likely to attract our users. Or which hot words you prefer to search for. Many friends overlook this point, but in fact, she is an important link in increasing fans. When you encounter related topics during posting, you can add corresponding tags.

For example, we previously operated an agriculture and animal husbandry business, which is a relatively unpopular industry. If we only fixed its tag topic on the "agriculture and animal husbandry" industry, the audience would obviously be too narrow, and the popularity, exposure, and activity would not be good. So we made full use of the hot words that fans pay attention to and integrated them with the food user notes.

When explaining the nutritional components of cattle and sheep lick bricks, the "cattle and sheep" as the main body are personified. For cattle and sheep, the product must have high nutritional value and be delicious. And for the “target audience” – farmers, these are all they care about. At the same time, we also have to take into account the public's enthusiasm and "neutralize" the words, such as "nutrition", "delicious", "salt", and "high calcium", which are almost suitable for everyone's requirements for "delicious food" and will naturally include some "foodies". As the number of user groups included increases, the popularity will increase accordingly.

In addition to the millions of likes these videos received, there were thousands of comments in the comment section. In addition to some target users, there are also a large number of "foodies" who comment "Where did you buy it? Is it delicious?" and "It makes me want to try it." At least the account is popular enough. (For details, please refer to the previous article "How did the unpopular agricultural and animal husbandry industry achieve over 10 million views on Douyin in 4 months?")

3) Active distribution and age group

Detect the account's loyal fans and user stickiness, analyze the age groups of active users, and then create videos that suit the age groups.

Here we share a few video styles that we have summarized based on the preferences of users of different age groups.

Let’s take science popularization as an example:

Young and middle-aged people prefer storytelling, which has a slower pace and is more down-to-earth. It is best if the story can convey a profound truth through a small story.

Most male users like to read rational content, combining facts with theory, and the content style tends to be hardcore.

Most college students or office workers prefer some works with positive values ​​and warmth, and the content and form tend to be theatrical performance + value transmission, and the style is the kind of simple and straightforward narration of experience that touches the hearts of many people.

Of course, we cannot generalize everything. In addition to combining the fan portrait, we also need to extend the video theme and dimension according to the performance of the work, and ultimately serve the video and the account itself.