Tik Tok promotion and operation methodology: 3 major principles and 6 major positioning methods!

First of all, from the perspective of short video operations, the trend has already started. In the absence of new content media, it will still be the mainstream communication carrier and trend.

I have read a lot of questions and answers related to Douyin operations. I have taught everyone a lot about the "technique" side, but not the "Tao" side. Facts have proved that "Tao" is more important than "technique". Knowing what to do is far more valuable than blindly working hard.

Therefore, today I will focus on the level of the "Tao" of Douyin operation and make an in-depth analysis of how a large account with tens of millions of followers was created.

How to create a hit product with 10 million fans? I have organized and summarized three major principles and six positioning methods and would like to share them with you.

First of all, the most important point is positioning, which is also the "Tao" of Douyin operation.

1. The importance of positioning
2. Analytical method

1. The importance of positioning

Because short video apps have intelligent algorithms that can deliver your videos accurately to users who like them. Only those who like your videos can recognize the value of your videos and give you likes, comments and reposts. Only precise positioning can improve user stickiness. After users follow you, they will often want to see your latest content, because your positioning is in line with their tastes. What we have to do is to cater to their preferences, so the first step is to design the positioning well.

The four core elements of the short video recommendation mechanism are: completion rate, like rate, comment rate, and forwarding rate.

2. Analytical method

Today I will introduce to you an analysis tool for understanding yourself called SWOT analysis.

Each letter in it represents a judgment indicator, where S stands for advantage, W stands for disadvantage, O stands for opportunity, and T stands for threat.

S stands for advantage, which means you need to know your own strengths, such as showing off your singing and dancing talents, or having a great talent for comedy or originality, etc.

In short, you have to find out your own strengths, like Mr. Langweixianlang in Douyin, who often goes out to give classes to his boss. The purpose of giving classes is to prove to his boss that he eats a lot. Because I have developed my specialty of eating, I now have tens of millions of fans, so it is crucial to find my strengths and specialties.

Your strengths determine the general direction of your positioning, and it does not necessarily require you to have professional skills. As long as you have your own characteristics, you can make full use of them.

Let me introduce a simple method to you. When you are browsing Douyin, pay attention to some bloggers that you are interested in, and then remake the videos shot by the bloggers. Even if the remake is not exactly the same, the difference between your work and the blogger's is your characteristic. You can also use this to create your own exclusive IP, which is your unique feature.

W stands for shortcomings. We know that everyone has shortcomings. There is no need to worry about it. What we need to do is to make the best use of our strengths and avoid our weaknesses.

The smart approach is to use your shortcomings as your own trademark or label. For example, Daigula K, who is very popular on TikTok, has an introduction on his homepage that reads “a 157cm tall, 82kg little black monkey who has been professionally ruining dance for a hundred years.”

With just one simple sentence, all his shortcomings were exposed. However, after he spoke out so frankly, people no longer wanted to complain about him. Some of them even accepted his shortcomings and found him cute.

Therefore, sometimes turning shortcomings into a good label to manage and create is also a way to make use of shortcomings.

O stands for opportunity. The platform will have a hot search list every day. As long as the content you publish is on the hot search list, the platform will give you more recommendation opportunities. There are also some daily fixed or sudden hot spots. As long as you follow them carefully and plan their operations, you will definitely get good reading and playback volume.

Especially after we determine a positioning, we observe other bloggers with the same positioning. These are our competitors, and we need to see what specific characteristics they have.

Don't repeat yourself like others, but be differentiated and have your own unique characteristics, just like the food bloggers who teach how to cook. There are thousands of them on Tik Tok, but the one with the most fans is Mala Dezi.

Not only does he have over 30 million fans, he also has superb cooking skills and explanation methods. What makes him different from others is that in every video, he puts his hands together and bows to everyone to express his gratitude. His humility has touched many viewers, and he is the blogger who respects the audience the most on Douyin. With this difference, he is often successful and has become the most popular food blogger.

The above discusses the SWOT method, and there are three core principles to help you succeed.

1) Three key principles for operating Douyin

Dedicated, unique, and interesting

First of all, it is about specificity. Let’s analyze why ordinary accounts never become popular.

If your account is like a hodgepodge, it will give others a sense of uncertainty. They don’t know what your next video will be. It will not meet user expectations, so it will definitely not become popular.

If you want to occupy a place on Douyin, you need to have a clear positioning to attract people. For example, in more than 3,000 videos of Lu Chao on Douyin, he is always staring at the audience, smiling, and wearing his plaid shirt.

Among all the various blessings said, there must be a “that’s great” at the end. The seemingly boring ending is precisely the way to make others remember him. Whenever they mention “that’s great”, they will think of him.

This repetition deepens the user's impression of him.

This is his positioning. The second point is uniqueness. Everyone has his or her own characteristics.

We must be good at discovering the differences between ourselves and others. Beautiful appearance is monotonous, but interesting souls are one in a million.

Only what makes you different from others can make you remembered. There is Black Face V on Douyin who has tens of millions of fans. He is a man who combines technology and creativity, and his captions are very touching. However, there is no shortage of such users on Douyin. So, why is he so popular? Is it because he never shows his face?

His fans will think that Black Face V does not rely on his good looks to attract fans, but relies on his great creativity and editing. At the same time, he will give fans a great sense of mystery, making fans very curious about what he looks like.

The positioning of Black Face V is just right. When Douyin is flooded with handsome men and beautiful women, Black Face V's low-key dark face makes him completely different from others.

The third element is the plot.

Many times we remember a person because he did something very funny or said something very funny. When you see him, I will think of this thing. When you see something, you will think of him. This is his meme.

Li Jiaqi has received 170 million likes on Douyin and has 30.64 million followers. Why does he have so many fans? Why is it that during the period when he suddenly became popular, we always heard people around us imitating his catchphrases, such as buy him, buy him, OMG, oh my god, it's so beautiful, etc., which successfully attracted many people.

This forms the positioning, including Han Mejuan, who has been very popular recently, "Every action has its effect, and I am your retribution."

When this sentence is mentioned, people will think of Han Mejuan. His very heavy makeup and very scary look make people unforgettable, and even dream about him.

2) Six positioning methods

① Age reversal method ② Gender contrast method ③ Concept transfer method ④ Biological contrast method ⑤ Allusion positioning method ⑥ Counterpoint method

① Age reversal method

The first one is called the age reversal method. The secret is that the characters, personalities and behaviors set are not particularly consistent with the actual age, so that users can feel a sense of difference.

To put it simply, everyone is tired of watching young men and women fall in love because there are too many of them. If you just film a jealous love story between an old grandpa or grandma and a young man or woman, there will definitely be a lot of people watching it.

For example, the previously very popular Beihai Grandpa is over 70 years old. But he is still energetic, walks steadily, behaves elegantly, and most importantly, he has a great sense of dressing.

He has also become the subject of research by many public accounts. The grandparents around us ordinary people who have reached this age often do not pay attention to refinement. Compared with him, some young handsome men, beautiful women, and fashion bloggers have become less attractive.

Beihai Grandpa | Facial mask for cat food

For example, there is a very popular account on Douyin called Jianghu Auntie, which features Luo Meili and Bona, who are elderly sisters. Young girls, on the contrary, particularly like to watch this.

Older best friends, because they can portray the feeling of young girls, that feeling of "I would go through fire and water for my best friends", and at the same time, they are older actors, so people will be extremely tolerant of them, so they can easily surpass other positioning.

② Gender contrast method

Then the second point is the gender contrast method.

As the name suggests, the gender contrast method is that men dress up as women and women dress up as men.

This gender contrast was reflected when Li Yugang sang The Drunken Concubine. Let me tell you another impressive thing, there is a blogger with a gender contrast named Duoyuhe Maomaojie.

Duoyu and Maomao | Going home for the Chinese New Year

One person plays two roles, imitating the behavior of girls in this wig. The boy is very weak and the girl is very generous. It can attract more attention from others and deepen their impression of you.

③Concept moving method

The third point is the method of moving ideas. The method of moving ideas refers to some concepts that are not in line with the norm.

For example, Uncle Guan on TikTok, that man is using his girlfriend’s discarded phone. It’s my new phone, why don’t you grab it? What kind of woman are you? Have you ever respected me?

We were hanging out and you wouldn't let me take a picture of you. What kind of woman are you? If a woman is not troublesome, what is the point of calling her a woman? You don’t even know what I want when it comes to love. Guan Shu’s way is to keep using this in a unique way. What kind of woman are you? You don't know what I want at all, and then you ruffle your hair to set yourself up as a successful person.

What kind of woman are you? I want justice for you.

Would you guys think about it? His girlfriend is particularly materialistic and lazy. He has to take pictures for her and doesn't want to use her old phone. However, Uncle Guan used a concept that is completely opposite to the general public and stood out among a group of bloggers. He is the kind of boyfriend that many girls are looking forward to. Therefore, Uncle Guan has captured a large number of female fans.

④Biological contrast method

The fourth method is the biological contrast method, which is to treat biological beings as humans. For example, we use cats and dogs to tell human stories. Ha K, a big V on Douyin, currently has 7.02 million fans and 80.28 million likes.

Use human voice-overs to dub the dog's psychological activities, and match the dog's behavior, and the expression will be very interesting.

Ha K | Dog's Psychological Dubbing

⑤ Allusion positioning method

The fifth method is called the allusion positioning method, which uses the characters in the legend as the positioning. For example, Yue Lao Xuan Qi, Meng Po Shijiu, and Fairy Yeast, they not only manage this person, but also tell you the truth in life.

Teach you how to fall in love, and the ability to travel through the three realms, for those in trouble. Seeing their neglected side and the truth that is ignored tells you how you should care and be considerate of each other.

Fairy Yeast, in a mysterious castle, receives calls from different people every day. Although the callers are different, they all discuss things around us, which makes people feel very down-to-earth and a bit mysterious and fantastic.

Fairy Yeast | The mysterious and magical colors of fairies

⑥ Counterpoint

The sixth point is the counterpoint method, which is the scene switching method. As the name suggests, it means changing some of the things we do in our daily life to another scene.

For example, in the story of Office Ono eating in the office, you can see that using a water dispenser to eat hot pot and using an electric iron to make grilled cold noodles has greatly surpassed our cognition.

Doing things in the office, which we thought could only be done in the kitchen, has greatly improved our cognition and broken the fixed mindset. The props used are common ones in life. You would never imagine that these things can be used to cook. It is refreshing after listening to it.

Office Ono | Strange electric iron to bake cold noodles

There are 6 positioning methods that you can freely choose from to reorganize the scenes to create different sparks.

Finally, let’s summarize. How to shoot, how to deliver, etc. are actually the “skills” of short video operation. Finding the core positioning is the “way” of short video operation. If the positioning is not accurate, all subsequent content production and creation will be in vain.

Therefore, positioning occupies a very important position in the production of short videos, just like buttoning a button. If you button the first button wrong, the subsequent buttonings will get further and further away from success, so we must recognize the role of positioning.

Not only in short videos, but also in daily life, we must actively discover our own positioning and apply it to all aspects of content operations.

I have seen many people who wanted to make money from Tik Tok, but they all ended up in failure. The reason is very simple. Everyone is becoming more and more professional. Those who used to make money by being clever can no longer do so. Therefore, for newbies, learning is a very important part. You have to string all the knowledge points together and apply them flexibly. Learning is essential.

Author: Li Xiaoqi

Source: Li Xiaoqi