How to create a hit on Douyin?

In July this year, the official TikTok revealed an astonishing statistic: TikTok’s DAU has exceeded 320 million, which means that there are at least 300 million accounts active on TikTok every day.

What does this indicate?

This is an opportunity of the times. Whoever can seize the TikTok short video and whoever can master TikTok marketing first will be able to take the lead and stand at the forefront of the times.

So how do we create a hit Douyin video ?

Operational philosophy

1. Confidence

Whether it was the entry of famous brands such as Xiaomi and Audi into Douyin last year, or the increasing number of internet celebrities like Liziqi, Black Face V, or Daigula K who have tens of millions of fans, they all gave us great confidence.

Tik Tok is still a new thing. Although it has spawned a large number of internet celebrities and explored a successful path, of course, there are still thousands of paths worth exploring, and we must have confidence in the operation.

2. Be careful

Now there are a number of popular accounts on TikTok, and big Vs have emerged in almost every field, and a large number of users' attention is also focused on these big Vs.

So if we want to enter Douyin and gain its huge traffic support, we also need to find our own unique features to position ourselves. When positioning Douyin's development direction, we must be particularly careful to discover the needs of the user group and dig deep into every comment and every popular video of a competitor.

3. Patience

To be honest, if a company wants to create a Douyin account with tens of millions of followers, it is indeed not easy, but creating an account with a million followers is actually not as difficult as imagined.

The key point is persistence. Don’t give up if you don’t see results in the early stage. Instead, persist for at least half a year and continue to output high-quality content. During the publishing process, constantly think and summarize, and constantly iterate and update. I believe that after half a year, you will definitely see surprises.

Content Strategy

I once conducted a survey on my friends who use TikTok to find out what types of content they like to watch the most. I found that most people pay more attention to entertaining content , such as funny content, pretty boys and girls content, internet celebrity dance content, etc.

So what should we do?

1. The content should be rhythmic

The recording cost of Douyin is relatively low now. Douyin itself comes with many special effects, and various software such as quick editing, video shooting and beautification tools VUE, Chuangketie, etc. can solve simple content production problems.

However, if you want the content to match the music and have a sense of rhythm, you also need to learn some video editing skills, such as the use of cut shots, montage effects, various special effects, and music cutting. One thing to note when using music is that you need to pay attention to the issue of music copyright.

2. The content should be approachable

Many of the Douyin accounts we see may not seem very professional, but they have huge fan bases. The reason is that short videos that are user-friendly can better meet the inner needs of users and can also discover and activate needs that users are not aware of. If users feel that the video is more interesting and closer to their lives, they will have a sense of participation and be willing to share and like your video.

For example, in this short video, the model is indeed good-looking, which attracts users' attention; also, the content is relatively friendly, talking about the circle of friends that young people generally use, which is more in line with the needs of the general public.

3. The content should be visually appealing

If your content can set a scene for users, making them feel immersed in the scene and have a sense of déjà vu, then users will have a stronger sense of participation.

For example, the very popular “Bowl Breaking Wine” on TikTok has aroused users’ desire to break bowls, triggering countless people to rush to it; another example is “Dilraba Dilmurat’s Dance”, the dynamic music + easy-to-imitate dance has made many people who don’t dance at all willing to “show off” crazily on TikTok!

Operation steps

1. Creative thinking

Before officially starting operations, you must break away from the constraints of content on Douyin and think from the perspective of consumers again: what content is suitable for your brand? What adjustments can be made to attract users? What is the ultimate goal of operating Douyin? With the gene of creative thinking, later operations will be more effective.

Here are two creative thinking methods:

1) Exaggerated hypothesis method

Many times, we lack creativity because we dare not think. If we have no ideas, we can take a look at the works of competitors first to see what their creative ideas are. Then think about whether you can exaggerate your creativity 10 times and present it in another way.

Many TikToks that have become popular because of the contrast between men and women were still in the exploratory stage and did not know where their differences lay. This was because they thought that many users were curious and liked to see new things, so many cross-dressers emerged, like Abby, who currently has tens of millions of fans.

2) Sensory conflict method

Many videos are becoming popular nowadays because they are more visual. From the previous text to the current short videos, the popularity is also due to the visual sense.

Therefore, when we design content, we have to think about whether we can make our Douyin content have a more beautiful visual sense, or be a clown, have a unique visual sense, or be tacky, Douyin models wear large Northeastern flowery jackets, etc., to create a contrasting cuteness.

2. Positioning

With the foundation of content creativity, we can position our own Douyin account.

Because TikTok is an intelligent recommendation mechanism, the more vertical your content is, the more likely it is to be recommended by the machine , so we need to move in a single direction and then develop diversified content. Once the direction is lost, the only thing that will end up happening is the loss of fans.

When positioning, we need to consider three aspects. On the one hand, we need to clearly know the common needs of our target fans and the number of people in the target group, which will be beneficial to our long-term development.

Another aspect is to consider the sustainability of our content, to know where our strengths are and what content we have that can be output in the long term;

Finally, we also need to consider the actual monetization methods. Combining these three together will form a good positioning model.

How to do it?

1. We need to create user portraits for our target fans and clearly sort them out. For example, if your fans are those who want to lose weight, you need to list the keywords, such as 30 years old, mother, first- and second-tier cities, free after 7pm, etc.

2. Consider your own strengths, starting from your own profession or interests. For example, if you like making breakfast, you can start with breakfast to lose weight;

3. Considering monetization, will it be achieved through slimming meals in the later stage? Or can they monetize their teaching by paying for knowledge? These are all things that need to be considered carefully.

3. Output content

High-value content is scarce at all times.

For example, Papi Jiang has gained millions of fans on Douyin with just seven works, and the animated short stories of the little monk Yichan have easily attracted tens of millions of fans.

So how should we combine our own brands to seize the high ground of a certain content?

1) Consider creativity

As mentioned before, we can use the exaggerated hypothesis method and sensory conflict method to find some creative ideas. Creative videos are often more likely to become popular.

2) Consider the personality

On Douyin, the creation of personal image is also one of the reasons why Douyin content is so popular.

We can instantly gain the favor of many users through good looks and figures; we can also attract users' attention through particularly "silly" and funny characters; we can also take pictures of pets and cute little animals to attract readers' love; finally, we can also take pictures of some professionals to help users improve through professional knowledge explanations;

4. Comment area operation

After the content is released, you should also actively interact with your fans. In the comment section, you can take the initiative to create some interesting and down-to-earth comments. Nowadays, many people who watch Douyin will click on the comments to take a look. At the same time, in the early operation stage, we should give interesting replies to every comment to increase the recommendation weight of the account.

5. Community empowerment

In the initial stage of operation, it is also very important to empower the community. We can put the Douyin account in the fan community and let fans help us like and comment to increase the account weight. Of course, we can also set up a special Douyin mutual evaluation team, like and comment on each other, and overcome the problem of increasing followers of the account in the early stage.

6. Advertising

In order to make Douyin corporate accounts grow faster, Douyin launched "Dou+", which can help companies with paid promotion. The price given is still relatively affordable. The investment amount is divided into five levels. The expected playback volume corresponding to 100 RMB is 5,000+, 200 RMB is 10,000+, 500 RMB is 25,000+, 1,000 RMB is 50,000+, and 2,000 RMB is 100,000+. In addition, advertisers can also customize the amount, which shall not exceed RMB 100,000 and shall be in multiples of 10.

When launching “Dou+”, please pay attention to two points:

(1) The quality of short videos must be ensured. If the quality is poor, the promotion effect will be difficult to achieve because it will not attract users and users will naturally not pay attention to it.

(2) The video content cannot contain advertisements, including contact numbers, WeChat, WeChat public accounts, etc.

It is not difficult to do well on Douyin, and it is not difficult to increase followers. The key is to be down-to-earth, make good content, show confidence, care and patience. I believe that you will move faster and faster on the road to becoming a Douyin big V.

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Author: Yang Yang

Source: Yang Yang