Uncover the secrets of Tik Tok’s traffic mechanism and Tik Tok promotion techniques!

While you are complaining about the poor traffic and difficulty in conversion, others have already achieved annual performance growth of millions.

In March this year, Ruhan, the first internet celebrity stock, was listed on Nasdaq, and the queen of online shopping, Zhang Dayi, became a major shareholder of a listed company; while you are reading this article, Li Jiaqi has sold countless lipsticks...

In the current competition for the existing market, the fans you have are the best way to improve your performance!

According to data from QuestMobile, the number of monthly active users of mobile Internet reached 1.138 billion, and the growth slowed down further. In the first quarter of 2019, the MAU growth was only 7.62 million, a decrease of more than 3 million compared with the same period last year. In March, the year-on-year growth rate fell below 4% for the first time.

But this is not the most terrifying thing, because there is even bigger news: the growth of user time is also slowing down. With the average daily usage time of users approaching 6 hours, the average daily usage time of users in the first quarter increased by only half an hour. Moreover, Tencent, Toutiao, Alibaba, and Baidu accounted for 70% of the time, while the others grabbed 30%...

The current market is both an era of inventory and an era of giants.

In this battle for traffic, panoramic ecological traffic layout, refined operations, and fan economy will likely bring new overtaking opportunities and monetization prospects to companies.

It just so happened that I had some thoughts after listening to Brother Yang’s “Integrated Marketing Training Course” a few days ago, so I came here to share my insights on the “Fan Economy”.

• What is Fan Economy

• The core elements of building a KOL

• Teach you how to create a "TikTok KOL" from 0 to 1

What is Fan Economy

Fan economy refers to a business operation model in which capitalists increase user stickiness by creating KOLs and obtain economic and social benefits in the form of word of mouth.

It is a new economic form supported by capitalists, celebrities (KOLs) and fans.

Capitalists create KOLs, who then fully mobilize the emotions of fans in the virtual environment created by the media to boost product performance.

The entire operation process of the fan economy can be divided into four steps:

Get followers: Get a lot of attention and turn them into fans

Fan conversion: realize monetization by cultivating fan loyalty

Fan retention: Preventing fan loss

Fan communication: fans help you or your product to spread the word

Among them, in this process, the biggest characteristic of fans is loyalty, and they have a certain degree of love and attention for products and individuals.

Therefore, creating a KOL is a prerequisite for achieving high conversion of fans.

1. Core elements of building KOL

Since we want to create a KOL, we first need to understand " What is the core point of creating a KOL? "

It’s like when you want to write an article, you need to first understand the core point of the article to avoid going off the mark. This is also the case when building a KOL.

Through a large number of case studies, in the Integrated Marketing Training Course, Yang Ge summarized the core elements of building KOL into the following three points:

KOL=value output+in-depth interaction+hardcore fans

1. Value output

The first is "value output", which is the traffic-generating link. This link is the most core and important.

Attracting people's attention by producing high-quality content is generally known as "attracting fans".

2. Deepen interaction

The second step is "in-depth interaction", which is also the step where many companies are most likely to fail, because it is an important link for KOLs to build trust with fans, and it is also the stage where users transform from followers to fans.

For example.

One day, you reposted a blog post from a Weibo celebrity whom you have been following for a long time, but you didn’t expect him to reply to you suddenly. Wouldn’t you feel very excited? At this time, your favorability towards him will be further enhanced.

Because unexpected surprises are the best.

Therefore, sometimes you need to carefully reply to every comment from your fans in order to build trust with users and increase user stickiness.

3. Cultivate iron powder

When fans follow you, it’s time to reach the final stage – “cultivating true fans”.

How to cultivate? During the course, Brother Yang gave an example of his own.

Brother Yang started out as a blogger. He gained a lot of attention from his peers by producing high-quality content through bidding every day. Later, Brother Yang began to leave QQ group information on his blog to gather fans together.

The biggest feature of QQ groups is that they allow for high-frequency interactions. Therefore, Brother Yang gradually built up a certain amount of trust among group members by operating the QQ group, such as dropping into the QQ group and answering group members' questions.

The satisfied group members not only forwarded Brother Yang’s articles to other platforms on their own initiative, but also purchased Brother Yang’s bidding courses based on trust. As a result, word of mouth spread in waves, and the current Houchang College and Houchang Network were established.

In this process, you must understand that hardcore fans are an important lever to drive fan activity and growth .

Now that you understand the core elements of building a KOL, the next step is how to do it.

Let’s take Tik Tok as an example to take a detailed look at “How to build a Tik Tok KOL from 0 to 1”!

2. How to create a Douyin KOL from 0 to 1?

1. Tik Tok traffic distribution mechanism

If you want to play a platform well, you must first understand it.

For Douyin, the most important thing is the traffic distribution mechanism.

As shown in the figure, this is a summary of the Tik Tok algorithm.

Generally speaking, after a user finishes shooting and uploads the work to the Douyin platform, the background machine will detect the video. The review process usually takes 10 to 20 minutes, depending on the subject matter and length of the work. The first step is to de-duplicate the images. The background will extract video samples and compare them with the photos in the database.

If too many duplicates are found, they will be put into the "cold palace" and only recommended with low traffic.

If the repetition rate is low, the first batch of recommendations are obtained by combining keywords. The first wave will often be recommended to 100-500 online users.

By observing user feedback (likes, comments, reposts and follows), if your video is unfortunately not liked by users, it will be demoted and will not be played repeatedly for a period of time. Although there is a "grave digging system" in the background, your work may be activated, but the chance of this is very small.

If the feedback is good, exceeding 10%, the background will make superimposed recommendations, which is what we call the second wave of recommendations. Generally, 1,500 to 3,000 recommendations will be pushed. If you can still maintain high clicks, then congratulations, you will get a higher traffic pool and be able to get the third wave (ranging from tens of thousands to hundreds of thousands) and fourth wave (millions or even tens of millions) of recommendations. However, the prerequisite for obtaining these rights is that the content must be highly triggered by likes and comments.

If, during this process, the content is reported or violates regulations, manual review will intervene. If problems are identified, it will be deleted, or even the account may be blocked or downgraded, which is not worth the loss!

In this process, since many companies were not clear about the internal mechanisms of the Douyin platform, when they saw that their fans were not increasing, they chose to buy fans, and eventually embarked on the "road of no return", and died in the second stage.

So, remember! Don't buy powder ! Because the Douyin backend will evaluate based on the ratio of your fans to actual likes. If you have more than 3,000 fans, but your content page does not have any likes, then you will only get dozens of likes for your first recommendation. This method of deceiving yourself cannot be hidden from the "eagle eyes" of the backend intelligent technology.

KOLs win by content, not by “packaging”. In an era where content is king, it is better to just focus on creating content!

Now that we have mastered the review mechanism behind Douyin, we can play Douyin step by step!

Next, let’s talk about the highlight of creating a Douyin KOL – the KOL creation process !

1. Prepare an account

Maybe you think I'm talking nonsense, but what I want to tell you is that preparing an account actually refers to the process of "maintaining an account".

First of all, try to use a long-term mobile phone number for your account. It must have a certification mark, whether it is corporate certification or official certification. It must be an authorized account. After certification, you must ensure the integrity of your account. After registration, fill in as much as possible, such as avatar, nickname, signature information, and bound account. I won’t go into details, you know what I mean!

The next step is to simulate user behavior. Common user behaviors such as searching, liking, forwarding, commenting, and watching must occur. The Douyin background mechanism will model your user behavior and then form a character image. Therefore, the modeling process is crucial for the next step.

2. Determine the content

Marketing on the Tik Tok platform must be vertical. Don’t try to do things that are not necessary just to cater to the masses.

Friends who do bidding should all know that as long as the product is good, you can lead the audience by the nose. However, this kind of "self-entertainment" behavior is not suitable for Douyin.

Think about the verticals and what the audience really needs. This can also explain why bidders are not doing well on Douyin. On this platform, you must stand from the audience's perspective, break through from a single point, and learn to think in reverse.

Dig deep into vertical fields, unify your content style, and then the next step is to output value. Just like self-media, you need to output value by writing practical information and posting experience posts. The same is true for Douyin. In view that many friends are very troubled about content production, we will use the children's handicraft industry as an example to teach you how to make short videos easily.

In addition, you must read the comments on Tik Tok, because you will find many clues in the comment section that can be directly converted! Business opportunities may be hidden in the vast ocean of words.

3. Like

Only by getting more likes can you get more recommendations and traffic.

I won’t go into details here, let me just go straight to the techniques.

Make good use of your phone's address book friends, because the first wave of push notifications are often to people you "may know," so it is recommended that you register with your regular phone number. If you don't have one, you can forward it to get familiar with your avatar and let everyone like your post!

Here’s a little secret from the backend of TikTok. Generally, “ 10 likes, 5 comments, 2 reposts, and 5-10 followers ” ​​are enough to successfully reach the second wave of recommendations!

Are you surprised or not? Of course, if your content has a plot twist, it will be more likely to get likes. After all, suspenseful things often arouse people's curiosity.

4. Follow

The ratio between the number of followers and likes is the key to determining whether a Douyin account is successful or not. It does not mean that the more likes a Douyin account has, the better its business is.

For example, an enterprise-level certified account may have 2 million likes, but only 100,000 followers. This means that the videos on this account are just very interesting, but the content has no value, so the audience will only like them and will not choose to follow them for a long time.

The normal ratio of attention to likes is 1:3 . You can use this ratio to examine whether the account you operate meets the requirements!

As shown in the example below, the two on the left and right meet the requirements, which means that the operation is good; while the blogger in the middle can only prove that the content is creative, but the audience is not directly concerned.

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When encountering good content, viewers will often enter your homepage and find that the style is unified, but the questions are different, and the titles of these contents are very attractive, such as "Just one trick to quickly increase your store sales to millions", "The most powerful information, 15 tips for playing with red envelopes"... This is when users will be more willing to choose to pay attention.

Another shameless guidance technique is to make the red “Follow” button very large, so that it visually dominates your eyes and emphasizes it! For example, " Only experts can click this, if you don't believe me, try it↓ " is asking for attention; there are also corporate certifications (+blue V), which usually have contact information below.

5. Comments

Since it is a comment, it is necessary to emphasize interactivity. When choosing the content of the comment, it must be commented in a teasing, complaining, and bickering manner, and not in an official tone. For example, if you make acne-removing products, you will generally be asked whether they are easy to use. In that case, you can reply with "Follow me to learn about skin improvement" and guide the audience to become your potential customers step by step.

Those who promote the products must do a good job of guiding customers, and if someone asks about the price, you must answer directly. You can also create topics by yourself, combining the most popular “Tik Tok style”, for example: “How cool is that”, “Will it be cold after buying it”, “Buy it” and other hot words to take advantage of the trend! Here I want to emphasize again that you should not brush the comments, because the artificial intelligence in the background is very powerful. As long as your content is strong enough, you can give an interactive prompt on the comments and try your best to "seduce" users.

6. Completion rate

The completion rate refers to whether the audience will finish watching your video. A low completion rate will affect the amount of your video push. Here are a few tips to keep the audience's restless hearts.

▲ Choose a static image at the beginning of the video and introduce the content of the video in one second. Use more interrogative sentences, such as "What kind of method will..."

▲ Basically, a 15-second video should clearly introduce the problem to be solved within 3 seconds.

▲ Speed ​​up the pace. Time is precious, so get straight to the point.

▲ Learn to keep the audience suspenseful. You can write "Must watch to the end, there is a highlight at the end" on the description page. This way, the audience will choose to watch the 20-second video just to see the last 1-second reversal.

7. Share

The sharing rate refers to the ratio at which the audience chooses to forward or share your content to other channels after reading it. This indicator is generally not too high.

The above are some tips on how to build a fan economy.

In the process of building a fan economy, people and content are extremely important. But the characters can be virtual, but high-quality content is indispensable.

For example, Diao Ge from Diao brand soap, Kumamon from Japan, and the little squirrel from Three Squirrels…

In this process, they are similar, all are virtual dolls, but without exception, they all create content and attract users...

So, if you are planning to build a KOL, first clarify two questions:

Which platform to choose? What are the platform traffic mechanisms and rules?

What kind of valuable content is output?

The above is shared with you. Now that you understand the theory, let’s start taking action.

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: Houchang College

Source: Houchang College