Tik Tok short video operation and promotion methodology

I have been incubating my own Douyin matrix recently, and I haven’t updated any articles much as I’m quite busy. Regarding the popularity of Douyin’s short videos, there is no need for me to say much. I wonder how those who are waiting and watching are doing now. Are you still hesitating whether to do Douyin or not? 5G is coming soon , and short videos will definitely not be that short. If you want to play short videos, please hurry up and join in.

Based on the methodology of Douyin short video and the analysis of one aspect of Douyin's operation, ByteDance's revenue target for 2019 is at least 100 billion. As we all know, ByteDance's profit model has always been to acquire traffic with the left hand and sell advertisements with the right hand, and there has been no major change to date. As a pillar product, Douyin naturally has to support many of the 100 billion KPIs.

Since Douyin intends to build traffic,

To be honest, I think Douyin has a good chance of achieving its goal. After all, as of May 2019, Douyin’s daily active users in China have exceeded 250 million, and its monthly active users have reached 500 million. Some people may want to ask: With so many short video platforms, why do you have to stick to Douyin? What are the advantages of Tik Tok?

Then I will briefly explain:

1. Fast growth

2. High-quality traffic. Douyin platform is almost entirely populated by young users, whose ages are mainly concentrated between 20 and 30 years old. They are all from first- and second-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, and the number of female users is significantly higher than that of male users.

These Douyin user groups, which are gathered in first- and second-tier cities, are all high-quality and accurate traffic. They not only have strong consumption concepts and high consumption frequency, but also have a strong concept of payment, so the conversion rate for monetization in the later stage is very high.

So to sum up: whether in terms of the number of users, user attributes or the intensity of dissemination, Douyin is a good platform for us to use for traffic.

3. User-generated content, strong stickiness

Douyin announced that it will launch a "time management system" to remind users that they have been using Douyin for a long time. Douyin will become the first short video app in China to launch a time limit, which indirectly reflects the terrifying stickiness of Douyin.

4. Tik Tok has strong commercial marketing capabilities

The platform features of Douyin: music short videos + live broadcast + community operation.

Tik Tok is a community-based operation that spreads from point to surface. For example, a song or a skill is first played by one person and then spread to a challenge community through challenges and smart recommendations, and finally spread to the entire network.

As a result, Douyin has gradually become the "king of selling goods", and has made countless derivative products popular, with the communication effect achieved exceeding expectations. An e-commerce function has appeared on Douyin. After clicking the icon, a direct link to Taobao product recommendations will appear. The product recommendation is directly linked to Taobao. Taobao's investment in Douyin means that Douyin will become a new e-commerce traffic portal (Taobao and Momo had previously discussed cooperation but failed)

Because of the advantage of Douyin, many products have become popular, such as "Answer Milk Tea", "Rabbit Ear Hat", Haidilao, skateboard, COCO milk tea, Peppa Pig and so on. These products have made many companies jealous, and they feel that they must make Douyin and not let this fat sheep get away.

So everyone wants to join Douyin to get a piece of the pie, but after joining Douyin, they find that this piece of pie is not easy to share. Both companies and individuals have encountered various problems. The most basic one is: no playback volume, no exposure, no likes, personal accounts are judged as marketing, and corporate accounts become zombie accounts. So what should they do? 1. Make good use of Douyin’s algorithm mechanism

1. Make good use of traffic pool

Douyin provides a traffic pool for every work, regardless of whether you are a big account or the quality of your work. Whether your work can reach more users depends on the performance of your work in this traffic pool.

Therefore, we must attach importance to this traffic pool and find ways to make our works stand out in this traffic pool, referring to four evaluation criteria: number of likes, number of comments, number of reposts and completion rate.

Knowing these four standards, when we first release the video, we should try to mobilize all the power we can to like, comment, forward and play it to the end. 2. Overlay recommendation

If your work gives you 100 basic playback traffic, and the system recommends it to users who may like the type of work you have, then how many of these 100 users have completed watching your work, how many have liked it, how many have commented on it, how many have followed you, and how many have forwarded your work, the system can use these feedback factors to judge whether your work is of high quality.

If it is a work that users like, the platform will make the next wave of recommendations, which may give you 1,000 or 10,000 plays, and each wave is more powerful than the last. At this time, your work will start to become popular.

3. Time Effect

We found that some videos did not become popular right after they were shot, but after a few days, a week, or even a month, the video suddenly became popular. So this recommendation algorithm is actually very interesting. It will "dig up the past" and make some high-quality old videos popular.

Therefore, for some videos that you are optimistic about, even if they don’t become popular at first, you should continue to like and comment on them, and forward them through your circle of friends. He may not be recommended this week, but he may be recommended next week.

4. Six core elements of Douyin traffic diversion

Key point 1: The video duration must be longer than 7 seconds.

Key point 2: Try to post your work in vertical orientation first, and avoid posting in horizontal orientation as much as possible.

Key point 3: When uploading videos, it is recommended to select a category and add corresponding tags.

Key point 4: Do not insert hard ads;

Key point 5: The video must not have problems such as watermarks or blurred image quality.

Key point 6: There must be no improper operations, such as the appearance of weapons, or shots and images that should not appear.

Relatively speaking, by using the traffic pool of Douyin to conduct an overall screening of your videos, Douyin still pays the most attention to content. I wonder if you have discovered that the Douyin videos we see are pushed out.

Looking at the content on his homepage, there are definitely no less than 10 items. What does this indicate?

In fact, Douyin has no shortage of fans. As long as you can continue to update and create content with your heart, I believe that increasing your fans is not a difficult task.

Congratulations, you have mastered the key to Douyin operation. However, have you noticed that 90% of the content on TikTok is only of viewing value and cannot be monetized at all?

A store that makes funny videos, with an average of over 100,000 likes, but when you look at the window display, it turns out to be a grocery store that sells books and kettles?

First, it looks like a grocery store and doesn’t give people enough trust. Second, are you kidding? If I want to buy this book, why don’t I go to Dangdang.com? Why don’t I go to Pinduoduo to buy a kettle? Why not buy from a specialized Taobao merchant?

Therefore, even if Douyin may have millions of fans, it is still very difficult to achieve a high monetization rate. WeChat is a relatively mature platform suitable for transactions at the current stage. It is not difficult to have fans, but what is difficult is to master the methods and steps of monetization.

Since this is a methodology, I will briefly talk about monetization:

There are three people walking together. What kind of person can become the focus of the crowd? That is you have to be different and unique.

The same goes for Tik Tok, which has tens of millions of videos every day, and the most popular ones are often the most creative. There are many big names in Douyin who can create good content, and there is never a shortage of good ideas.

"What is lacking is to find reasons to transform creativity", which means "good creativity needs a way to make money"! Good content is the direction of output.

In the following Q&A session, I will talk about how to make videos creatively. Now let’s talk about the basic operational ideas:

2. Basic operational ideas of Douyin

1. Positioning

Positioning determines the world, and the significance and importance of positioning are known to everyone.

To put it simply, positioning is to find a category that you are good at, continue to delve into the content, and attract the attention of target users. The reason why most people don’t know how to position themselves is because they don’t have their own expertise. Even if they are lucky today and become popular by riding on a hot topic, they don’t know what to post tomorrow, and it is difficult to attract users. Therefore, the only way to achieve sustainable development is to position your account.

2 Shooting ideas and forms

1. Up-to-date equipment and excellent production

The originality and quality must be high. Compared with Kuaishou and Volcano, Douyin requires the overall style of your video to be more trendy, cool and youthful. It also requires a certain level of picture quality and shooting skills. In short, it has relatively high requirements for quality.

Since we want to make high-quality videos, we first use professional tools. We have our own studio, which is equipped with professional cameras, lighting props, shooting stands, background walls, actor costumes, etc.

2. Ensure the quality of each frame and improve the completion rate

You have to get to the point quickly and make the most of every frame. Otherwise, the audience will flip you over at any time with just a flick of their fingers. If the completion rate does not increase, the algorithm will consider your video to be of low quality and it will not be recommended.

3. Real people appearing

We have official connections with TikTok, and can tell you responsibly that TikTok is more willing to support accounts that show their faces, which is closely related to the social attributes of TikTok. So, initially there were no real people appearing in our videos, but now the frequency of real people appearing has been greatly increased.

4. Good looks

For Kuaishou users, appearance is very tolerant, and you can see many ordinary people showing their not-so-beautiful side. If you want to be popular on Tik Tok, you don’t have to be as beautiful as a fairy, but at least you can’t be ugly or sloppy.

Therefore, we will look for people with good looks to be the protagonists of the video.

5. Keep up with popular challenges

Recently, TikTok launched a popular challenge, but not many people are participating now. If you judge that this topic has the potential to become popular, you can quickly follow up and create some imitative content, and it is very likely to be recommended.

There are three entrances to access Douyin content. The first is recommendation, the second is following, and the third is challenge.

This is the same as riding on Weibo hot searches. You may not be able to create a hot topic yourself, but you can take advantage of it.

3Edit

By editing, you can make your content appear better. This is a business for professionals, so let’s briefly talk about 3 points to note:

1. Background Music

There are two main criteria for selecting music. The first is that it should perfectly match the video content, which is the best. If this is not possible, then choose music that users are more familiar with, such as "Say Goodbye" and "Seaweed Dance", which users are still willing to pay for.

2. Special Effects

Tik Tok provides functions such as fast forward, slow forward, reverse, and loop playback of selected passages. There are various ways to play, and you can try it out.

3. Title and cover

This is the same principle as the official account, and has a great impact on the playback volume, completion rate, sharing volume, and click volume of your content after sharing.

Another point to mention is that during video playback, the title actually becomes a note, and if set properly, it can play a big role. For example, you can combine the content with memes, or guide users to leave comments.

4. Release and maintenance

1. Release time

The logic is simple - release it when there are more users.

Generally speaking, Internet products have a peak period at noon, and another peak period is around 19:00-23:00 after get off work. You can choose to post during these time periods, but there are also many users using it in the early morning hours.

2. Make good use of comments

We receive a large number of user comments every day, and we need dedicated people to maintain user comments, respond to user questions, and interact with users. If this link is done well, activity and loyalty will be greatly improved.

In fact, you can think of it as an operational position. Because Douyin does not have many operating positions open to accounts now, we can only introduce our products in our avatars and signatures. At this time, we can guide users in the comments and convert them into your sticky users through the author's replies, for example, guiding them to WeChat, etc.

Basically all the operations are here. I have put some questions in the Q&A section, and you can just check the ones you need.

Finally, I wish everyone’s Douyin account will get better and better.

Question and answer section:

Q: I am a newbie, how can I become popular quickly?

A: You should ensure the following:

1. It must be an original work of the individual. It can be pseudo-original, but it must be processed.

2. Ensure the video length. The video must be longer than 7 seconds and the performance must be complete.

3. Bring your friends along to shoot, and try to shoot as many people as possible

4. Take more challenges, take more challenges, take more challenges

5. Videos related to singing, dancing, skateboarding, painting, sports and fitness are easy to be recommended

6. @TikTok Assistant when posting videos

7. The scene and picture should be clear and the lighting should be good. If you can use the TikTok client to shoot, try to use TikTok to shoot.

8. Publish your work to other traffic platforms under Toutiao to get more exposure

Question: How can I attract fans to WeChat?

answer:

1. Conventional drainage

The most common method of attracting traffic on Douyin is to put the WeChat account in the "Introduction" of the Douyin homepage, preferably a string of numbers, so that even without any symbols or hints, fans can know that it is a WeChat account and add it actively.

2. Paid service traffic diversion

In addition to the usual QR code, you can also try marking "providing authentication service + WeChat account" on your homepage, which will have an excellent traffic-generating effect.

3. Give away test products to attract customers

In addition, giving out benefits and trial products is also a good way to attract traffic. You can leave a message in the comment section of the video and give out trial products corresponding to the video to attract fans to join you in the event.

Question: The corporate Douyin account is not effective. Under what circumstances can we create a corporate Douyin account?

A: So what are the things you need to consider? Based on your needs, here are two suggestions:

1. Use Douyin to do Taobao-style e-commerce

If the company itself is engaged in Taobao-related e-commerce, or intends to invest its energy in Taobao-related e-commerce, it can consider doing it on Douyin. For these companies, we believe that the most important thing is to consider the cost-effectiveness, especially for companies that plan to "expand their territory".

Because developing new e-commerce businesses requires reinvesting some human resources and operating costs, companies need to consider the return on investment to determine whether it is worthwhile.

2. Exposure on Tik Tok

If a company wants to be exposed among Douyin users, it can also consider doing Douyin. After all, it is a huge traffic pool with more than 200 million users.

Decide whether to open Douyin based on your needs.

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: Tingchao Yige

Source: Tingchaoyige