How does Tik Tok create a hit? Tik Tok hot marketing skills!

Why can a dancing video of others get tens of millions of views, and a dog walking video get millions of views, but no one watches the video you shot?

That’s because the platform will always recommend high-quality content to users. So, how does the platform recommend high-quality content?

1. What are the recommendation mechanisms of Douyin?

When we open TikTok, we will see a “Today’s Most Popular Video Recommendation”. This recommendation function is actually similar to Weibo’s hot searches.

Douyin will judge the quality of a video based on the four dimensions of the video, so many influencers will share their videos on WeChat Moments and fan groups after posting them, thereby entering a larger traffic pool.

The four dimensions are: playback volume, likes volume, comments volume and repost volume.

For example, the most popular video on August 10, which showed a brother taking care of his sister, had 26.75 million views, and had very high likes, comments, and reposts.

However, even if some videos have received 5 million likes, their number of views still has not reached the top of the entire Internet. There are three reasons for this.

First, after the work is released, it will first enter a small traffic pool and be compared with other works. When all four dimensions are at the top, Douyin will put it in a larger traffic pool to allow more people to see high-quality works.

This is also the reason why I can't stop. I just like to watch content that everyone else likes to watch. Many people like the theme of cute little girls acting coquettishly.

Second, instant gratification captures people's hearts, just like the act of cracking melon seeds. By sliding your hand down, you can see more interesting content.

Third, Tik Tok has lowered the threshold for video production, including shooting, editing and music composition. Creators only need to record at the right time and insert appropriate music to complete a short video.

These three points contribute to the reason why TikTok cannot be stopped.

The main logic is that excellent content will be incentivized, and incentivized content will continue to produce higher-quality content. Users can provide timely feedback on the quality of the content, forming a closed loop of content ecology.

Therefore, as long as the content is high-quality and the platform's recommendation mechanism is utilized, a hit video can be created.

2

How to produce better quality content?

Knowing the recommendation mechanism of Tik Tok, the content you shoot should be based on your own characteristics and advantages, and you should choose a suitable track to avoid content homogeneity.

I divide Tik Tok content into four categories for your reference.

1. Heart-beating

Good-looking boys and girls, or delicious food and beautiful scenery, will make your heart beat faster.

This type of video has a high conversion rate and a strong ability to attract fans. As long as the content is updated on time, it is easy to increase fans. However, if the output of content is not in place, browsing data is likely to fluctuate or even show negative growth.

2. Knowledge

Douyin has a group of people who focus on sharing knowledge, popularizing scientific knowledge and interpreting the characteristics of each field.

Although this type of content has strong monetization capabilities and a low risk of violation, its ability to attract fans is relatively weak.

for example:

Douyin user "Haohaoshangdaxue" is popularizing the national university landscape;

Douyin user "Cui Lei for Entrepreneurship" shared various skills and methods on the road to entrepreneurship;

Douyin user "Yi Zhongtian" professionally explains small stories from history;

TikTok user "Detective Lei" shares stories about his world travels.

Therefore, the Tik Tok videos we make can be funny and humorous, but in essence they still rely on the accumulation of knowledge.

3. Funny

Videos with surprising twists, wild imaginations and occasional conflicts can easily become popular and attract long-term attention. After all, people watch videos to have fun and pass the time.

However, there is fierce competition and serious homogeneity in this type of content. In fact, there are countless interesting stories in life.

for example:

Douyin user "阿纯 (a face that is used by both men and women on the Internet)" used beauty filters to transform from a boy into a cute girl. The amazing reversal also shocked netizens;

In addition, the peripheral products of popular bloggers are also the easiest to attract fans. For example, the Douyin user "Achun's Roommate" filmed some of Achun's video making processes, allowing users to see the post-production work of the internet celebrity. On the one hand, it helps the main body, and on the other hand, it can also derive other businesses.

The TikTok user "Weiwei" is also a TikTok blogger with a great imagination. People who have seen his videos feel like he is a fool. Every time the plot is a big twist, it is funny and sarcastic, but the key is that the actors are funny.

Douyin users "became rich overnight" with food amplifiers, mini version of popcorn popcorn, little yellow duck with reflector, Spider-Man on the roof and Haidilao's homemade soup base, all of which are very imaginative and stimulate people's sense of hands-on participation.

However, ordinary players can also shoot funny videos. Douyin user "-旺旺" took a group of videos of his mother-in-law using an unplugged electric fan, with a confused look on her face and a lot of imagination.

4. Kneeling

Specialties and techniques belong to this category. The threshold for this type of content is relatively high, and it is also the category with the most opportunities, such as dancing ladies, skateboarding boys on the street, and pianists playing music.

There are many editing and photography masters on Tik Tok.

for example:

One of the most handsome hairstylists in Tik Tok, “Qu Qu”, teaches everyone how to create a better-looking hairstyle based on the matching of face shape and hair style;

Douyin user "Tan Lao Shi" is a drama queen who focuses on dressing up. He teaches people how to identify trendy shoes, how to maintain them and where to buy them cheaper. His expertise is obvious.

The Douyin editor "Chen Xiaobai" mixes special effects and sound effects, making every video look cool and awesome.

Tik Tok user "赵琪琪爱ps" is a technical expert who loves photo editing and rap. PS is very simple and he has listened to rap to explain professional photo-making knowledge to everyone.

5. Healing

Cute babies, cute pets and inspirational stories belong to this category. Perhaps a moment of a cute baby can gain likes and comments from users.

Healing content is easier to create; it could be a cute baby’s smile, a little cutie at home, or an inspirational life lesson.

Generally speaking, there are two categories: good-looking and fun, good-looking appearance and interesting soul.

3

Operating tips to help you avoid countless pitfalls

1. Slide zoom

The direction of movement of the camera and the direction of movement of the zoom are opposite;

2. Seamless transition

There are similarities between the end of the first video and the beginning of the second video;

3. Upgrade

The slow-motion camera on a mobile phone is suitable for capturing beautiful scenes and expressions.

These three are the most basic techniques for Tik Tok. They are very easy to learn and can best produce a vivid image.

Usually, you should pay attention to experts in related fields, collect the latest and most popular music, and the latest creative ways of playing, such as: kicking bottle caps, Reba dance and seaweed dance, etc.

4

Pay attention to data to make content more effective

1. Release

All aspects such as the time of video release, copywriting and cover must be taken into consideration.

Generally speaking, 8 o'clock in the evening is the peak time for Douyin's traffic. The title copy should be as colloquial and open as possible, and should not be like advertising slogans, idioms, and proverbs.

Guide users to comment, and try to choose a cover that shows the person’s front view or the most exciting clip in the video.

2. Review

The fan-to-like ratio can reflect the content’s ability to attract fans; the like-to-play ratio can reflect the content’s excitement. We can use these two data to adjust the following content.

Playing Tik Tok is actually a process of accumulation. You need to watch more, grasp the hot content, and learn to take advantage of the hot topics.

For example, you can shoot the same video at the check-in locations of internet celebrities, and then apply it to yourself.

There are only so many marketing techniques to create popular short videos. It depends more on combining your strengths and then highly integrating the music and video content.

Related reading:

1. Douyin operation methodology: 500,000 followers increased in 2 months!

2.2019 Tik Tok promotion and operation strategy!

3. Douyin promotion method: 6 types of content that Douyin limits traffic!

4. Tik Tok promotion skills: 3 steps and 7 key points!

5.What are the essential factors for Douyin promotion?

6. Sharing of practical tips on Douyin promotion and operation!

7. Douyin operation and promotion: How to use hot products to improve retention?

8. Douyin promotion method: 6 types of content that Douyin limits traffic!

9. Tik Tok promotion and monetization operation tutorial!

10. Tik Tok marketing promotion, how can one video gain 480,000 followers in 2 days?

11.How to promote Douyin? What are the channels for promoting Tik Tok?

12.How to operate Douyin on behalf of others? Tik Tok operation plan

Author: Meng Dehang

Source: Operation Gongju Xiaoleilei (D: gongjulei)