How to operate Douyin well? 6 strategies and 7 key points

I missed Weibo in 2011, missed WeChat public accounts in 2013, how can I miss Douyin in 2019? Commonly known as the grand strategy of “two Weibo and one Douyin”, we must seize this opportunity. In this article, the author introduces the relevant operating rules of Douyin in detail from multiple aspects. Let’s take a look.

Douyin has made many "explosive" products popular, and the sales of these brands and products have increased significantly, making many companies and brands jealous.

If your boss asks you to make TikTok, be prepared for both situations: first, give him a plan to get him excited; second, pour a basin of cold water on him to cool him down.

Pouring cold water requires a skill. If you fail to do it right, you may have to pack up and leave. So be careful and take care of yourself! Now let’s talk about the plan!

1. Douyin Blue V Rights

1. Official certification logo: The corporate certification account avatar can highlight the corporate identity and can also serve as an authoritative credit endorsement on the platform;
2. The full nickname search is pinned to the top, and the nicknames of Blue V certified users are uniquely locked, making them unique;
3. Enterprise certified users can customize the homepage header image to ensure that users get a more intuitive first impression of the brand when they arrive at the brand homepage;
4. Multi-platform synchronization, can be synchronized with Toutiao and Huoshan Video platforms for authentication.
5. Video pinning service: can reheat key recommended content to bring more exposure;
6. Link redirection service: You can post any link/promotional content you want, providing more display opportunities and traffic for brand or product presentation;
7. Sales conversion service: Provide vertical conversion components for each industry to facilitate marketing → communication → conversion (under internal testing);
8. Marketing insights: Hot content, video data, and reviews are all at your fingertips. Professional insight tools enable companies to market efficiently.

2. Certification Process

3. Seven Swordsmen from Tianshan (Content Broadcast)

Corporate Douyin is like Wang Po selling melons and bragging about herself. How can others buy them if you don’t brag about yourself? Who would come and take a look when you praise me so lowly?

Have you ever been to a vegetable market and seen the watermelon seller say, “Try it and have a look. It’s a big, juicy watermelon. If it’s not sweet, you’ll be free of charge.” Have you ever seen the movie “The Taoist Goes Down the Mountain” and heard the voice of the pork head, “It’s so delicious.”

1. If you have something to show, you have to show it

If your product itself is very creative or powerful, there is no need to be shy. Just be open and show your talents like a seasoned veteran and go straight to the point.

For example, Lego, you can directly put on various models, airplanes and cannons, beautiful women and handsome men, a lot of work, and a great atmosphere.

Another example is the popular three-proof mobile phone, which can be soaked in water, buried in the soil, and thrown on the ground. It is very immersive.

If you still don't understand, go to the vegetable market and see if there are any people selling knives. Watch how they perform, just chopping big bones. Who wouldn't be convinced? If you don’t agree, come on over, NO CAN NO BB.

Have you ever seen TV shopping? The packaging is more high-end than theirs. Study how they do it, there’s no problem! ! !

2. If you try hard, you will always find

So what should we do with some products whose functions do not have many highlights? You can present its several unique features in an exaggerated way to make it easier for the audience to remember.

This is just like a blind date. From the first meeting, both men and women will package themselves as a perfect match. So you have to highlight the key points. If you have big breasts, wear a low-cut top. If you have big eyes, you can always look charming. Don’t you agree?

For example, Cadillac allows you to open the hidden storage space in the center console with just one click, which is definitely good news for men. It can hide private money, and marketers do use the "best place to hide private money"

Do you still remember the Beijing flood in 2012? I put two Durex shoes on my shoes and waded through the water to go to work. The post was instantly forwarded hundreds of thousands of times. I don’t know if you have tried it, but I have tried it and it can hold a lot of water, and the key is that it really won’t break.

3. Arouse users’ curiosity

There is always some darkness and gossip deep in people's hearts. The less you know, the more you want to know; the more you can't get it, the more you want it. When you stand downstairs and look up at the sky, an hour later there will be many passers-by looking up at the stars with you.

It’s better to try Donglaishun, a Beijing-style shabu-shabu restaurant. Adjusting the ingredients is a very delicate process, and we can make various versions of them with rhythm. For example, there is a version for old Beijingers, a version for new Beijingers, and a version for tourists from other places.

There are also some rules for dipping sauce. Old Beijingers put the sauce on the meat instead of putting the meat in the sauce bowl. So I can talk about the old Beijing rules, such as how to lift the meat three times, how to put the coriander and so on.

In this way, we can set a trend, both online and offline, let users experience it on the spot, encourage users to spontaneously shoot videos and send them to show off, and help us to set the trend.

4. Forced to show your face

The most commonly used ones are Yili milk in Transformers, Moutai in Wolf Warrior 2, etc.

For example, some driving tips, car washing tips, a collection of embarrassing things that often happen when driving, etc. - take a picture of the logo on the steering wheel, use the branded car as the background, etc.

5. Artificial hype

Everyone is familiar with the term "tout". There are vegetable touts for those who sell vegetables, wine touts for those who sell wine, and house touts for those who sell houses.

So can we edit the hot scenes in the store where the products are sold out and post them on Douyin?

There are queues at Heytea all day long, queuing and taking pictures, so that more people can see this popular scene. By the way, I would like to remind everyone to come and try it. If you don’t come and queue up, you can only buy tomorrow’s.

6. Participation, not mystery

Many companies try to be mysterious, which is wrong. We want users to experience not only the products but also the company’s production.

Whether you have eaten Xijiade dumplings or Xibei, you can tell at a glance from the kitchen. This is the point that can be shown.

You eat Shuanghui sausage every day, but do you know how it is made? How to seal and mince the meat? These contents are very relevant to everyone. Taking a look at them can bring the company and users closer together.

We can also present the office culture, employee stories, etc.

For example, Alibaba posted only some cafeteria meals on its Douyin account "Taobao", which received nearly 30,000 likes, with many people leaving comments: "What a conscientious company!" "I really want to go to work!"

Of course, if there are shady problems in the production and internal affairs of the company, do not make them public to prevent the public security, procuratorate and courts from finding you faster. However, as an employee who encounters this kind of black problem, I still encourage everyone to report it!

7. Crazy Boss

Some founders are internet celebrities themselves and have their own traffic, so it would be a waste if they are not used.

Jack Ma, Papa Ma, is the godfather of entrepreneurship. His every move and every word generates traffic. It would be inappropriate if you don’t use it.

I want to promote myself. Jumei Youpin's boss Chen Ou is a big internet celebrity.

Meng Fei’s Small Shop, Han Han’s Nice to Meet You, and Deng Jiajia’s Hi Spicy, all of these are traffic generated by fans themselves, and the bosses are the biggest marketing themes.

But your product must pass the test first. Winning for a while won’t last forever!

4. Six Meridians Divine Sword (Know Yourself and Know Your Enemy, Douyin Recommended Rules)

As long as any content platform introduces vertical partners, it will involve the issue of traffic distribution. Traffic distribution has a core rule: the Matthew effect.

Therefore, studying Tik Tok’s recommendation algorithm is also a necessary task for us. Tik Tok uses a dual recommendation mechanism of machine + manual .

1. Account Completeness

Improve your information, the more complete the better. Including avatar, nickname, mobile phone number, Weibo, WeChat, headlines, etc. The more detailed the better.

2. Initial traffic pool

When a video is uploaded, it will be given a certain amount of traffic, and then it will be judged whether the video is popular or not based on the like rate, comment rate, and forwarding rate. If it is judged to be popular in the first round, it will be recommended a second time, and so on.

On the contrary, if the first recommendation and the subsequent multiple recommendations are not very effective, OK, your video will be put aside in the big picture and will not receive more traffic. Key data: number of likes, number of comments, number of reposts, and completion rate

3. Video content format

1. The video duration must be longer than 7 seconds;
2. Try to post your work in portrait mode first, and avoid posting in landscape mode as much as possible;
3. When uploading a video, it is recommended to select a category and add matching tags;
4. Hard advertising must not appear on any platform. Hard advertising is strictly prohibited.
5. The video must be clear and should not contain any watermarks or logos.

4. Tik Tok account weight algorithm

We must maintain the new account we register. The first 5 works of the new account are the top priority. If you post randomly, it will affect your weight.

If the average number of views of your account's works is below 100, please change your account, otherwise the same situation will occur if you continue to post with this account.

5. Release time

The pace of video release also requires special attention. Each time period has its own traffic, and you need to form your own routine based on your fans.

For example, some accounts will write "I update a video at a fixed time every week" in their signatures, which is to encourage fans to develop a viewing habit. Fans know when you release videos, so they will come to watch you at a fixed time.

6. Fan Interaction

We interact with fans in two main ways: comment section and private messages.

It is very helpful to increase the comment response rate.

5. Staffing

The allocation of personnel is up to fate. If you have more resources, you can play bigger; if you have fewer resources, you can play smaller. But you must look at your boss's style, which will determine what kind of resources you can have!

Forget about the flagship team, and the standard team can only leave it to fate if they want to create a hit product. As for you, just brush up your resume!

6. Tools

I don’t want to say it, as long as you are not stupid, you can find what you need! ! !

VII. Conclusion

The above content is divided into two parts. The first is process, tool, and configuration types, and the second is content types.

Content is really a combination of talent and hard work. Talent means having a big imagination, being interested in new things, being quick in association and jumping around. There is no other way around it. Some people can act in comedies and you want to laugh when you watch them, while some people are tragedies with bitter faces. This is innate.

Acquired efforts are also very important. You should browse a lot of cases, jokes, and various contents, and summarize and think more.

The editor's foundation was laid during the five years he worked at Weibo. He browsed Weibo 24 hours a day, read a lot of content, and accumulated a lot of material.

I would like to say something about various types of training here. Different people have different opinions. Maybe it is a tax on your IQ or maybe it is a starting line!

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: Bai Gaoliang

Source: White Sorghum