2019 Kuaishou operation tips for increasing followers!

The predecessor of Kuaishou, called "GIF Kuaishou", was launched in March 2011. It was originally a mobile application for creating and sharing GIF images. In November 2012, Kuaishou transformed from a pure tool application to a short video community.

At that time, TikTok had not yet been established. While competitors such as Meipai and Xiaokaxiu are still competing for the first- and second-tier markets, Kuaishou has quietly completed its layout in third- and fourth-tier cities and firmly established itself as the "King of Sinking."

In 2016, an article titled "The Cruel Story of the Lower Class: A Video App in Rural China" exposed the existence of a large number of self-abuse, vulgar, disgusting and bizarre videos on Kuaishou, which caused a huge uproar.

I watched some of those videos back then, and they caused a lot of damage to my young heart. They were really eye-catching. Later, Kuaishou cleared a number of illegal accounts, rectified the entire network, and added some "positive energy" content guidance. We call it the 2.0 era of Kuaishou.

Life should have been peaceful, but unexpectedly, TikTok suddenly appeared. The attack caught Kuaishou off guard. Fortunately, the user groups and routes of the two are quite different, so there is the pattern of Douyin in the south and Kuaishou in the north.

In the previous article "Just read this article if you want to use Douyin", I said that the design logic of Douyin and Kuaishou is different. So, what's the difference?

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There is a sentence in the New Testament of the Bible, Matthew Effect, "For whoever has, to him shall be given double, and he shall have an abundance; but whoever does not have, even what he has shall be taken away from him."

Tik Tok is a kind of Matthew effect, somewhat similar to Weibo. If you are an internet celebrity or a big V, you can get more exposure and traffic support, and the strong will always be strong; if you are an ordinary user, a nobody, sorry, there is no official recommendation, and no one will respond even if you publish, and the weak will get weaker.

The design logic of Kuaishou is to provide ordinary users with a relatively equal competitive environment. "I just want to create a product that allows ordinary people to record equally." This is how founder Su Hua introduced Kuaishou.

If Kuaishou walks on two legs: attention and recommendation, then Douyin only has one leg - recommendation.

Toutiao only values ​​traffic, while Kuaishou pursues user fairness. Even if it sacrifices traffic, Kuaishou must ensure that ordinary users are exposed.

This can be seen from the design logic of the product.

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On the tab page, every time you pull down to refresh, Kuaishou will dynamically update the recommended videos, while Douyin puts the most popular video list in front and the #topic (i.e. Kuaishou's tag) album in the back. What changes with each refresh is the topic, and it does not directly recommend a specific user.

Let’s talk about the entire interface of Kuaishou. There are three major sections: Follow, Discover, and Same City.

The Follow page shows the friends you follow, and the system will push to you whatever content your followers post by default. The default button for Tik Tok is off. Ordinary users are generally too lazy to open the settings, so the potential traffic will be small.

The discovery page is recommended by the algorithm, and the software will stay on the discovery page by default when it is opened, but the design logic is different from the full-screen flipping method of TikTok.

It is displayed in a waterfall flow format, and the content is not forced on you. You can watch it selectively. I think this design is more restrained.

The second is that after you click in and finish viewing a piece of content, you will return to the discovery page when you swipe left to exit. You can continue viewing or exit, giving the user time to think and buffer the transition. With Tik Tok, you never know what’s going to happen next, and you can’t stop scrolling. This sense of immersion can easily make people addicted.

The local page is for videos posted by people in the same area, and this is also available on TikTok. It is recommended that you post videos in popular business districts or places with high traffic, so that the exposure will be higher. For example, if you post in Nanshan at night, it will definitely get more exposure than in Pingshan.

In addition to this section, Kuaishou has added a "Kuaishou Life" at the top, which is similar to a lightweight version of 58.com. There is no problem in posting advertisements here.

This is the first difference.

Secondly, I found that the content of Douyin is more inclined towards fashion, entertainment, and news hotspots, while the content of Kuaishou is more inclined towards rural areas and various aspects of life. Of course, the two are beginning to gradually become homogenized.

I compared the popular topics on the two platforms and found that the "Ice Breaking Operation" topic, which was very popular on Douyin, was extremely quiet on Kuaishou. As for the popular topics on Kuaishou, Douyin has no influence at all.

Some popular BGMs were made popular by Douyin, while Kuaishou did not produce any popular elements except for the rap "laoti 666". . Many videos are of rural scenes, using original sound, which does make the overall feeling rather rustic. However, Tik Tok is still awesome in terms of being trendy and cool.

So, I personally feel that if you want to be famous, especially a first- or second-tier internet celebrity who is well-known to everyone, or if you sell high-end products, then Douyin is more suitable. If you are an ordinary user and do not have the resources to promote your products, and you are an individual entrepreneur with an IP, and you are making products with high cost performance, Kuaishou will make it easier for you to succeed.

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Finally, let’s focus on the technical level, how to go from 0 to 1, and from 1 to 100 in the Kuaishou 2.0 era:

1 Character

Before doing anything, think carefully about what you like and what you are good at, find your own path, and decide what content to produce. This is very important! It is recommended not to start without thinking it through.

After determining the niche field, you need to come up with a distinctive and easy-to-remember name. Of course, a simpler way is to use a combination of real name, stage name or nickname + label (positioning). For example: Brother Long, the number one lobster farmer.

It is not recommended to use consciousness-style names such as "Everything goes with the wind", "Grateful for you", "The past is like the wind", etc., which have no specific reference, cannot produce cognitive memory, and are not easy to spread.

2 Algorithm Model

Both Kuaishou and Douyin have strong algorithms, and the common parts are: likes, comments, completion rate, forwarding, dwell time, activity, number of fans, etc. These indicators must be done well.

For example, after you publish a video, the system will determine the popularity of your content based on these data models and give it a weight value, and then show you more if it is popular.

Once the popularity of the video reaches a certain threshold, the platform will reduce its exposure and limit traffic. The remaining traffic will be distributed to other creators so that everyone can get a piece of the action. This is different from the way Douyin uses traffic pool to continuously grab greater exposure.

Because of the characteristics of the Kuaishou platform, every ordinary person can get the opportunity to show themselves. I deliberately refreshed the page or scrolled down a few more screens, and saw that many small accounts with thousands of followers also had the opportunity to appear on the discovery page.

3. Account maintenance

The old account can be used if it has not violated any regulations, or you can register a new account and then, like a normal user, set the name, avatar, bind WeChat and QQ, turn on the watermark display (it is off by default, which I can’t understand...), and perform real-name authentication, etc.

Please note that your signature should not include any marketing information. Don't do any actions to increase or buy followers, remember! ! ! Just log in every day, check the posts, follow the posts, like the posts, comment the posts, and be as active as a normal user.

4 Basic fans

The number of fans is mentioned in the algorithm model. Many people say that the number of fans is not important, but it is actually important. I just said that the system recommends to the discovery page, and the number of fans is basically a few thousand, and there are not many people with a few hundred fans who are pushed here.

Therefore, in addition to the quality of the video itself, it is very necessary to accumulate 1,000 basic fans first.

How to accumulate 1,000 fans? Relatives, friends, classmates, colleagues, WeChat friends, messenger books, QQ friends, and mutual following groups, all should be mobilized to become fans. In this way, every time you publish new content, a group of people will see and participate immediately.

If the participation rate is not enough, you will pester others to interact or launch a red envelope offensive. I believe 1,000 people is not a difficult task, right? As long as you keep doing it, it’s just a matter of speed.

5 Content Output

You can learn about shooting techniques on your own, watch more videos recommended by others, and study how to shoot better. Everyone has different skills, so I won’t go into details. Let me talk about a few details that you should pay attention to.

5.1 Thumbnails

Many friends who used to play Douyin think that the thumbnails of Kuaishou videos are messy, and the large blocks of text and color affect the appearance.

Why? Because the display mechanism is different, in the waterfall flow format, you must highlight the attractive selling points to attract people to click. Otherwise, if it is displayed to you but users do not go in to see it, the amount of promotion the platform will give you will be less.

The second is that the thumbnail should be the most eye-catching frame in the video.

5.2 Comment Interaction

It seems that the UP hosts of Kuaishou do not like to interact with fans in the comment section, while many TikTok hosts will take the initiative to maintain stickiness.

But no matter in cities or rural areas, users actually like to be respected and needed. If you master this and reply to every comment carefully, I believe this differentiation will immediately stand out on Kuaishou. Now that the stickiness has increased, what products can’t be sold?

5.3 Talk

Kuaishou users don’t like to play around with comments, they just focus on posting videos. But I am very optimistic about talking about this feature.

When you don’t have much content to post, you can post updates in your Moments to interact with your fans and build stickiness, and you can also do soft marketing here. Let someone who understands operations do this, it’s like using high dimension to defeat low dimension, and it’s so cool.

5.4 Fans Headlines

Don’t buy headlines immediately after releasing new content, as this will disrupt the recommendation rhythm of the machine algorithm.

The correct way to use Fans Headlines is that when your video becomes popular after being recommended by the system algorithm and the data limit decreases, when you want to promote it again, you can spend some money to promote it again.

It’s like a three-stage rocket, advancing stage by stage and detonating in waves. Of course, the rich people with a lot of money can do whatever they want.

5.5 Freeloading

Tagging: When posting a new video, choose the recommended tags with high relevance based on the content to attract more exposure. You can shoot the same style as popular videos; you can go to the live broadcast room of celebrities to give gifts and rewards, connect with people, etc. to get free traffic. The most awesome thing is to flatter each other, um, that’s not right. . It should be called mutual promotion. Recently I see Qi Tiandao and Bao Beier are very hot. It’s a win-win situation!

The above are some key points to pay attention to when doing content output. As long as you follow the principle of simply believing and doing it, repeat, repeat, and repeat again, manage it with heart, and accumulate slowly, I believe you can go from 0 to 1, and from 1 to 100. You have to know that many of the popular Kuaishou UP hosts now switched to Kuaishou after playing for a few years or after becoming popular on other platforms. Can you bear this loneliness?

Han Han said: "I have heard a lot of truths, but I still can't live a good life." I strongly agree with this. Sometimes, no matter how much theory you read, it is better to actually do it and understand it thoroughly. Just take a trip to test the waters, and then you can cross the mountains with ease.

Postscript: These are some of my small experiences gained from studying Kuaishou during this period. I hope they will be useful to everyone. Of course, in troubled times, severe punishments are needed, and drastic measures are used to cure serious illnesses. Sometimes, if you want to attract fans quickly, you still have to come up with some eye-catching things. I discovered some hardcore methods to increase followers and traffic, and in the time it takes me to smoke a cigarette, I gained more than 1,200 followers.

Author: Hong Dakuan

Source: Hong Dakuan