Kuaishou account cold start tips and operation guide!

How to cold start a new short video account is a problem for many novices.

Many friends asked: How do I create a Kuaishou account from scratch?

After all, it is not easy to stand out among the 15 million pieces of content uploaded on Kuaishou every day . To this end, we interviewed several senior Kuaishou account operators this time, and combined with platform data and observations, compiled a list of Kuaishou account cold start tips for your reference.

1. Kuaishou rules that you must understand before creating an account

Many people know Kuaishou, but don’t understand it. Regarding Kuaishou, junior operators must know the following points:

(1) “Follow” and “Discover” are the same level sections in Kuaishou. The Discover page is presented in the form of a double-column feed stream , giving users more choices for content.

(2) Kuaishou has strong social attributes . The “talk” and “group chat” functions help further increase fan interaction and stickiness. The audience pays more attention to the “person” who posts the content.

(3) Kuaishou emphasizes the product logic of “fairness and inclusiveness” and conducts decentralized content distribution , so small accounts also have the opportunity to gain a lot of attention.

(4) Kuaishou’s traffic distribution is mainly based on users’ social attention and interest regulation , and the main recommended content is the “Follow Page” content. According to relevant data, Kuaishou users have at least a 30% to 40% chance of seeing content from users they follow .

2. Content positioning: Choose vertical fields with good monetization prospects and sustainable development

How to position content for an account? Here are four dimensions to consider when choosing:

1. Good monetization prospects
2. Has a relatively large potential for increasing fans
3. Sustainable content production
4. Vertical Field

A senior Kuaishou operator revealed that many MCNs have general entertainment accounts, but they found that the monetization effect of such accounts is not good, and now they have begun to focus on vertical fields.

It is understood that the most popular vertical categories on Kuaishou are games, food, animation, celebrities, cars, cute pets, etc.

At the Kuaishou Photosynthesis Creator Conference not long ago, Kuaishou announced 20 vertical fields that will be given priority support, including food, sports, media, two-dimensional, fashion, games, music, cars, comedy, cute pets, etc.

Many MCN operators believe that by focusing on exploring these vertical fields, they will have the opportunity to obtain traffic dividends provided by the platform. For example, in the "Automobile" category, Kuaishou not only opened a special channel entrance for it, but also made it clear that it would provide more traffic support to the channel.

3. Create an account personality: let the system and the audience know and remember you

The incubation of a Kuaishou account is more like a development game. The operator needs to manage the attributes of the "person" well, and the account personality is indispensable.

For a new user who has just entered Kuaishou, the algorithm will first analyze the account based on the user’s registration information, geographic location, surrounding users, etc. This is the process of the system getting to know you.

According to the July expert list released by Kuaishou, the names and avatars of the top experts in almost every category have obvious identity characteristics, directly showing that this is the account of a certain individual or group. The vast majority of non-animation accounts use real-life photos as avatars.

Therefore, the new account can be packaged from these four parts:

(1) Name: directly indicates identity; has individual characteristics; is easy to spread, and does not contain uncommon characters

(2) Avatar: It is recommended to use a real person’s avatar; the style should be consistent with the content

(3) Header image: Avoid using images with a large amount of dense text

Design and select header images based on account positioning. There are currently three common forms:

One is to supplement the account information . For example, the header image of "Yan Jiu"'s Kuaishou account is his Weibo account.

The second is to guide attention . For example, the header of the account in the following picture directly states "Welcome your attention";

The third is to choose a picture background that is consistent with the style of the account . For example, the header image of "Scumbag Appraiser Ali" is a real-life photo that is consistent with the style of the avatar.

(4) Introduction: Describe yourself in the most concise way possible, and include the most important information in three lines.

The Kuaishou account homepage only directly displays three lines of profile information. The extra information will be summarized in "More" and it will be difficult to see without clicking it, so the operator needs to display all important information within these three lines.

4. Create content that the audience needs and pay attention to the packaging of the cover and title

No matter how much preparation has been done in the early stages, "content" is still the most critical part of Kuaishou, and it is also the core factor that directly determines whether an account can grow.

What kind of content do Kuaishou users like to watch?

There is no standard answer to this question, but MCN agencies have also explored some of their own experiences and provide a reference for new operators.

A Kuaishou content operator said: "One type is related to hot topics or recent events. For example, the school is about to start, so content like the first lesson of the new semester has better data. The other type is curious content, such as eating king crabs, which many people like to watch. "

Generally speaking, many Kuaishou content operators have concluded that three types of content: content that resonates with emotion, content that creates contrast, and content that is innovative are more popular now, and audiences are more willing to watch them.

In addition to working hard on content that viewers like to watch, the cover and title will also have an important impact on Kuaishou's traffic.

Zhu Feng, the founder of Star Station, believes that account packaging is to allow the machine to have a clear identification of the account and label the account. Therefore, Star Station will do a lot of horse racing tests and A/B tests without making any human subjective judgment to determine what kind of cover is more likely to bring more traffic.

For example, if they want to know which font A or font B is better for video packaging, they will choose the same content, try different upload times, saturation, color level values, fonts and other dimensions to conduct packaging tests, and use different accounts for horse racing.

The video content in these two pictures is exactly the same, only the cover and title are different.

The left picture is an account that later failed in horse racing. The algorithm will most likely label it as "food" based on the content. However, such content placed in the "food" label will not attract people who love food, and may even be complained about. The right picture, because of the "dark" keyword and various weird mixes displayed in the title or cover, the algorithm will reward it with "curiosity" or "funny" labels, thus attracting fans who like to watch this type of video.

However, Zhu Feng also pointed out: "There are many factors that affect the test results, because whether a video becomes popular or not is also subject to a large probability factor, so it takes a long enough time to accumulate effective experience."

Based on his accumulated experience, Zhu Feng also shared some tips on cover and title packaging:

Cover——

1. Vertical screen production will contain more video information and bring more visual impact
2. High color saturation
3. Ensure that the main content of the cover is complete and easy to identify. For example, when choosing a person for the cover, it is best not to show half of the head, which makes it difficult for the algorithm to recognize.
4. Be a "cover party" and choose the most dramatic frame in the video as the cover picture. If there is no frame, make a separate one.

title--

1. The font color contrasts with the background;
2. The main title should be concise, preferably no more than 10 words;
3. Increase the sense of interactivity, use more imperative and interrogative sentences, and amplify the dramatic points. For example, "Yan Jiu" recently released an issue titled "When Lipstick Meets Mingyan Mingyu", which closely follows the current "Mingxue" hot spots and adds drama;
4. Keep the formatting neat and uniform.

5. Operational skills: Make good use of traffic peaks, enhance fan interaction, and promote efforts both internally and externally

Efficient operations can amplify the impact of content. In the early stages of an account, having content alone is not enough. Only by learning how to operate it can you continue to steadily accumulate fans.

1. Take advantage of peak traffic times

In the early stages of operation, the safest option is to release the content when the platform traffic is at its peak.

Previous data platform observations and analyses have shown that the most active time for Kuaishou users is from 6 p.m. to 9 p.m. Other content time periods, such as rush hour and late night, can also be used as alternatives.

After accumulating a certain number of fans in the initial stage, you can combine the fan data in the data assistant and make corresponding targeted adjustments.

2. Fan Interaction

Kuaishou has obvious social attributes, and the relationships between “old friends” are very close. Whether a video can be recommended by the algorithm is largely related to the degree of interaction.

On Kuaishou, there are currently 4 ways to interact with "old irons":

• One is interaction in the comment section. Actively reply to fans' messages to increase message activity. You can consciously guide the audience dialogue through questions, etc., and try not to let a video have 0 comments.
• The second is live interaction. An industry insider believes that Kuaishou’s video content increases followers, while live streaming is a way to retain followers.
• The third is the “Say” function. Many accounts will use "Say" to tell fans about their current status and predicted live broadcast time. A paragraph with a picture can attract a large number of fans to interact.

• The fourth is the “group chat” function. At present, the group chat function is mainly used for further in-depth communication between influencers and fans.

3. Efficiently combine and utilize the “Work Promotion” function

"Work Promotion" is Kuaishou's built-in content promotion tool. There are three promotion forms to choose from: "Discovery Exposure", "Exposure in the Same City", and "Follow Top", covering the three major sections of Kuaishou. However, the promoted content must be published within 30 days.

Don’t buy promotion immediately after releasing the video. It’s best to make a careful choice after 1-2 hours based on the video’s existing traffic. According to the official rules, you need to pay attention to the following when buying promotions:

1. Try to launch promotions during the peak traffic period of the platform;
2. The regular delivery time is 12 hours. If you buy after 5 pm, it is recommended to buy 6 hours or less to concentrate delivery within a short period of time.
3. Pay attention to the "likely to go viral" tag, which is the video that Kuaishou uses its algorithm to predict is most likely to go viral.
4. Promotion volume ≠ playback volume. To increase playback volume, you need to pay more attention to the cover, title and content.
5. After the promotion is completed, check the promotion report and prepare for the next targeted delivery.

In addition to the regular work promotion function, Kuaishou has also recently tested the "Quick Push" internal testing. The promotion process of Quick Push is simpler, and there is a guaranteed minimum data of 500 impressions. Operators can flexibly match and choose according to their own needs.

4. Large size with small size drainage

Kuaishou influencers often interact with each other. In the early stages of operation, you can use this interactive ecosystem to divert traffic between large and small accounts, and during live broadcasts, the large account can also guide fans to follow the small account.

5. Boost playback, comment and like data in a short period of time

In Kuaishou’s recommendation algorithm, data such as playback, comments, likes, and follows are all key factors that influence whether an item can become popular. Regardless of whether you will use the platform's "work promotion" function later, it is necessary to launch a data sprint on your circle of friends within 1-2 hours after release. When the popularity is high enough, you will have the opportunity to become popular at once and gain more traffic.

6. Actively participate in the "Kuaishou Lab"

"Kuaishou Lab" is a function that Kuaishou is currently exploring. It is closely related to the adjustments and development direction that the platform may make in the future. Users can activate relevant functions according to its guidance, and then adjust the operation and development route of their account after experiencing it.

How to operate Kuaishou accounts for enterprises: with a small budget, do it first and then plan; with sufficient financial and human resources, the matrix account will be launched

At present, it seems that there is value in companies building their own accounts. Many of them have formed their own long-tail traffic pools, bringing very good conversion effects.

"Zui'e Niang" used the form of "short video + fine wine" to achieve a single live broadcast reward amount of nearly 10,000 yuan, 4,000+ store visits, and more than 50,000 viewers; accounts such as "Xin Youzhi" and "Sanda Ge" have been operating for four or five years, with sales of hundreds of millions.

However, companies also face many problems when creating Kuaishou accounts. It generally takes a long time to develop a Kuaishou account, and it is difficult to quickly increase the number of followers in a short period of time, and it requires a lot of manpower and material resources.

Therefore, for companies that want to create a Kuaishou account, our suggestion is: if you do not have sufficient human, financial and material resources to invest, then operate an account first and then explore; if you have sufficient cost investment, you must make it a matrix account.

Based on her experience in operating enterprise accounts, Zhu Feng talked about how to create an "enterprise matrix account":

"First, create an official account, and then create several 'touts'. Each tout is an independent account, targeting different groups. For example, if you operate a maternal and child care Kuaishou account, the official account represents the corporate brand image, and the No. 1 tout is a hot mom, targeting mothers; the No. 2 tout publishes a family sitcom account, mainly attracting men with families; you can also encourage franchisees or dealers to participate and create an interactive account group."

Such a matrix account can avoid the situation where a single official account is self-satisfied and achieve the effect of vertical connection.

However, in general, the threshold for enterprises to build their own accounts is relatively high, and it requires a lot of energy investment. Enterprises still need to figure out on their own whether they need to create a Kuaishou account and how to do it.

Author: Truffle

Source: Newrank (ID: newrankcn)