25 tips for Tik Tok operation and promotion!

As an Internet person who has been engaged in content operations for three years, this period of time is neither long nor short.

From the most basic editing to content marketing, along the way, I think content operations are inseparable from the following two points:

1. Continuously output high-quality content

2. Keep up with hot topics

In 2018, “two Weibo and one Douyin” became popular in the Internet marketing circle, mainly referring to Weibo, WeChat and Douyin.

So, today we’re going to talk about how to use Tik Tok to create and publish high-traffic videos and participate in high-quality marketing activities.

1. Enrich content, increase traffic, and form personal IP

Douyin celebrity “Brother Hu Talks about Cars” is a typical example of a person who has gained over 18 million followers on Douyin by sharing rare knowledge and information in the automotive field with practical knowledge, his unique sense of humor, and the platform’s huge traffic.

In fact, from the perspective of the Douyin platform itself, it will not provide users with too much traffic. Users must be directed to Douyin through traffic from other channels.

for example:

Parenting accounts

You can share some content that parents like to watch and continue to output it.

House decoration and construction accounts

You can share some of your daily work, teach people how to choose a house, and expose some industry insider information;

Art accounts

You can publish more of your original works, share some creative techniques, etc.

For example, the food expert “Twenty Eats to Destroy Chengdu” posts products provided by merchants, adds her own unique recommendation sentences, and shoots an interesting video. When users see her video, they will want to eat the snacks she recommends.

The video content mainly relies on merchants coming to the door, and then is shot by a professional technical team.

"Delivery boy Zhou Lei" first became known to the public through the Avenue of Stars, but the traffic from the Avenue of Stars is difficult to monetize continuously.

Later, after "delivery boy Zhou Lei" joined Douyin, he let more people know him by posting short videos on Douyin, and then endorsed some advertising campaigns, eventually realizing monetization.

There are also various dance masters whose dancing skills are actually average, but they dare to dance and face the camera. They let more people know about them through the platform, set up their own dance classes, and finally realize monetization.

2. Seize the user's curiosity and create a celebrity scene

The catering industry has its own merits in playing on Douyin, from "Haidilao's interesting service" to "disabled people opening wine bottles" to "cat waitresses", etc. These are all highlights of the catering industry's road to monetization.

It can be said that everything from people to games is changing. There are tens of thousands of catering markets across the country that want to try their own gameplay. In fact, when we operate Douyin, we can refer to the following three gameplays:

Consumers can shoot short Tik Tok videos in the store and get discounts based on the number of likes they get

· Set up a TikTok game at the entrance of the restaurant, 10 seconds of free food, etc.

If it is a hot pot restaurant, you can help consumers to shabu tripe, etc.

The main purpose of doing this is to essentially get users involved and allow the store to have multiple interactions with users.

For example, there is a shopping guide standing at the entrance of the restaurant, and free snack platters and tea are placed at the door so that customers in line can look at the menu while waiting for a seat.

When users finish their meal and check out, the restaurant will give them some appropriate coupons. This will not only allow users to interact with the store, but also guide them to come back next time.

Although these are superficial phenomena, not every store can do it.

Stores with large traffic flow are all pursuing the word "positioning": better taste than others, cheaper than others, and better environment than others.

3. Creative marketing activities to create a sense of extreme participation

For example, in the “Grab Snacks Activity”, the shopping mall attracts a large amount of traffic to the region by allowing users to grab snacks. The entire game is not difficult to operate and there is no age limit for the prizes.

This is essentially the same as an insurance company in New York that puts $1 million in a glass cabinet and whoever breaks it gets the money.

There are two main purposes for businesses to hold this kind of game:

· Shopping malls hold game competitions, fashion weeks, and food festivals to attract a large number of young people

Invite experts to take photos and introduce where the scenery is fun and where the food is delicious, which plays a role in attracting traffic in disguise

4. A silly dog ​​at home brings happiness to the whole family

As long as your pet is cute enough, basically any video you post can go viral. If you design some situational dialogues in the video, then congratulations, you have become a leading pet expert.

For example, in a video posted by the Douyin celebrity "Haha, thanks to you", using the background music of "It's so hard for me" combined with the funny movements of a husky can easily make the number of views exceed 10 million on the same day.

Therefore, when we publish short videos on Douyin, in addition to making the content popular, we also need to understand the platform's recommendation and sharing mechanisms.

So, how do you create popular content on Douyin?

First of all, to create popular content on Douyin, you must first create an original IP. Douyin IP types are divided into personal IP and theme IP .

Personal IP is based on the individual and creates highly personalized content;

The video content of the theme IP needs to be regular, such as unboxing reviews, street photography interviews, kicking bottle caps, and hot dances, so that most users can participate.

What tips should users pay attention to when setting IP?

1. Set up a distinctive and recognizable IP;

2. Look for the blue ocean of content, match popular tags, and find the intersection of content related to your industry;

3. There is a wider space for pan-entertainment content, and vertically segmented content covers precise audience groups;

4. Clarify the target audience, start from the root, and find the content they care about, pay attention to and prefer;

5. When planning topics, follow the trends;

6. Find the most appropriate publishing time based on the matching degree between content and users;

7. Create your own IP based on the number of likes, comments and reposts from users.

5. National Challenge: The First Step of Corporate Tik Tok Marketing

For example, Liuliumei launched the #Liuliumei National Anti-Acid# campaign in 2018.

The original music and gameplay of Liuliumei, celebrities taking the lead in trying Liuliumei's new products, stimulated the participation of the whole nation, and opened omni-channel shopping links, which ultimately led to 50 million sales of this Liuliumei during the event.

Guan Xiaotong challenges the Lychee Plum event

Therefore, when we create a topic event, we add original music, interesting gameplay, attractive prizes, and have celebrities and internet celebrities take the lead to achieve universal participation. In the end, the effect of the event will not be too bad.

6. Break through traditional advertising and create self-propagating products

For example, in the new product event launched by Yili Milk on Douyin, users only need to post creative videos after purchasing the product to have the chance to win cash rewards. In addition, with internet celebrities taking the lead in shooting videos, the traffic obtained during the event was very considerable.

In fact, the logic of this activity is mainly the user participation model, from the initial event promotion, to event demonstration, to rewarding retained and converted users, and finally publishing the work.

This will not only allow more people to see new works, but also interact with users through the comment area, ultimately achieving interaction between products and users.

For example, Olympic champion Fu Yuanhui has also used this method of gameplay, allowing users to interact with celebrities by posting a video of a small game.

In fact, Douyin is not as simple as Toutiao in terms of content entrepreneurship. Therefore, if you want to become a hit, it is not enough to just shoot a video casually.

From the initial planning to the final release of the video, there are many details in between, such as:

Content collection and creation

· Content presentation and management

· Diffusion and transmission of content

Content effectiveness and evaluation

It is said that the key point of user operation is classification and phased operation. In fact, content operation should pay more attention to classification and phased operation.

Therefore, if you want to gain traffic on Douyin, operators need to seize the four existing stages of Douyin:

1. Continue to create content, form your own characteristics, and continue to pay attention to the big names in the field

2. Keep up with the trends and gradually form a unique IP

3. Create hot spots, form your own gameplay, and combine offline and traffic diversification

4. Launch activities to allow users to participate on a large scale and form their own independent industrial chain

Hundreds of thousands of people have become internet celebrities of all sizes by shooting short videos on Douyin. If you also want to grow your business through Douyin, it’s not too late to start now.

Conclusion:

The author has analyzed a large number of real cases, and there are things that can be learned from the above account operation methods. As long as you master one and use it correctly on your own account, you will surely see explosive growth.

Related reading:

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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!

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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!

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

Author: Meng Dehang

Source: Operation Gongju Xiaoleilei (ID: gongjulei)