Douyin operation and promotion: Experience sharing of Douyin matrix operators with 100 million fans

With 250 million daily active users, Tik Tok is a place where new media professionals party.

More and more people have registered TikTok accounts, but many people still don’t know how to make TikTok good and create hits.

Is it too late to make Tik Tok now? Can the methodology for short video hits be replicated? How can we create popular content on TikTok?

1. Douyin Platform Ecosystem: Differentiation of Hot Content

TikTok was born in 2016. Less than a year after its launch, some people began to criticize it.

"I asked myself in 2017 whether Douyin's bonus period had passed, and I asked myself the same question in 2018, and kept asking myself until 2019." When talking about his understanding of Douyin's ecosystem, Su Rongkun believes that Douyin's growth period will last at least one and a half years.

The change in content format is proof of TikTok’s continued growth.

This can be reflected from watching TV series on Douyin . When TikTok was first launched, the video playback length was only 15 seconds. It was only in April this year that the 1-minute video permission was fully opened. In the TikTok ecosystem, 60 seconds is considered a “long video”.

However, not long ago, Douyin announced the opening of 15-minute permissions, redefining "long video".

The format of Douyin has changed from short videos to live broadcasts, pictures, and long videos; the monetization form has also expanded from advertising to live broadcasts, e-commerce, star maps, and vertical deep monetization forms.

In the early days of Douyin, the consumer content that started its traffic was handsome young men and women, so many people still have misunderstandings about Douyin, thinking that only good-looking young men and women can become popular.

From 2016 to 2019, the top influencers on Douyin have gradually changed from those who prioritize appearance above all else, such as Zhang Xinyao and Fei Qiming, to those with special skills, such as Daigula K and Modern Brothers, as well as Li Jiaqi Austin, Mr. Warm Man, Burning Gyroscope and other influencers with distinct characteristics .

And it’s not only beautiful and handsome people who make videos on TikTok that are popular. Stupid, old, and those who don’t show their faces can also become popular.

The public has increasingly higher requirements for the storyline, verticality of content and differentiation of short videos. Excellent appearance is not the only criterion for a popular short video.

2. Imitation can create a hit

Su Rongkun believes that popular content often has its own uniqueness in topic selection, but this does not mean that it is impossible to replicate, especially on Douyin.

You can see a lot of imitation shows, and even many short videos with the same shots and similar content.

Douyin consciously recommends these similar contents in order to avoid a monopoly. If the blogger it supports violates the rules and is blocked, the platform itself will suffer the loss.

But if it is an exact copy, it will just become a reposted account.

Copying popular content requires researching the content and deconstructing the elements. Deconstructing a short video starts with reviewing it.

Only by studying the topic, shots, copywriting and script thoroughly can you understand the creation rules of popular videos.

(A single-episode video teardown by an amateur director)

The second is to study the constituent elements, output, standardization, replication and amplification .

The Douyin accounts @大学成长指南 and @大学课堂 pushed the same content at different times. The former received 19,000 likes and had a like-to-comment ratio of 1.32%. The latter post received 81,000 likes, with a like-to-comment ratio of 2.46%.

The editing format and the skill sharing methods of the two accounts are the same. The only difference is that @大学课堂’s promotional copy has been changed to “Comment and tell me which skill you want to learn, and I will send you detailed instructions. ”

This text increases dialogue interaction and fans are more likely to comment, so the data is naturally better than @大学成长指南.

If you do the above two points, you can probably know how a hit video is born.

In the early stage, the methodology for quickly building a Douyin account is to conduct rapid trial and error according to the standards for creating a hit, find the most effective method and continuously produce high-quality content.

3. Develop standardized processes

"Why do we need standardization? Standardization can reduce production costs, improve content production efficiency, and help accelerate the account scale-up process ." Su Rongkun believes that newcomers operating Tik Tok short videos should pay attention to the standardization of content creation after the trial and error period.

The contents that need to be standardized are mainly material collection and shooting and editing .

During the material collection stage, the content and account areas need to match . Operators should pay attention to recent hot topics, break down popular video topics, establish a content library and add new materials on a cyclical basis, schedule short video topics, and stabilize the frequency of video updates.

In addition, Tik Tok’s algorithm will push content that users may like, marking these videos and making them your reference.

In the shooting and editing part, it is necessary to standardize the video cover, color scheme, background music, and camera angle, test the produced video internally, collect surrounding suggestions, and improve the video editing format.

Author: NetEase H5

Source: NetEase H5