Tik Tok data-based operation, promotion and analysis skills!

Today I will give you an in-depth analysis of Douyin’s data-driven operations and data-driven analysis.

Strictly speaking, I have not worked on Douyin myself, but through the large matrix serving Douyin's vertical fields, we have done some research on how data can play a role in Douyin's operations.

In Douyin, data-driven operation is not the only operation method, but it is the most scientific and effective method.

From the Douyin account to the Douyin team, to the operation of the Douyin content company, on the premise of the creative driving wheel, add data as a driving wheel. I call it Douyin's dual-wheel drive model.

Two-wheel drive model

The development speed of the dual-wheel drive of Douyin's operation will exceed historical levels.

Douyin’s operations can be divided into five major modules. They are:

1. Basic rules
2. position
3. operations
4. Data analysis
5. Bring goods

The five modules of Douyin operation

Module 1: Basic Rules

If you don't understand the basic rules, then there's no point in talking about anything else. The task of this module is the simplest and most important, and there is only one, which is to avoid violations .

The important rule points are listed below:

1. Block unofficial information related to politics and national leaders
2. Blocking the behavior of guiding money transactions such as transfers
3. Block illegal or sensitive information such as pornography, gambling, drugs, dangerous goods, medicine, and adult products

Second module: Positioning

This module is more difficult, but very important, as it ensures that the account has a clear positioning.

Positioning includes selecting content areas, content carriers and user minds.

Let’s start with the field.

Douyin’s field can be divided into more than 180 major categories, and there are too many subcategories. For example, the field of e-sports can be subdivided into: Honor of Kings, League of Legends, PlayerUnknown’s Battlegrounds and other sub-fields.

Specific areas include:

(The following ranking is in no particular order)

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The choice of field should be based on your own strengths and the development space in the field. The development space of the field can be analyzed from three dimensions: scale, competition and trend.

Models of research areas

The size of your business determines your ceiling. If you choose the gaming field and want to have 50 million fans, it is not impossible, but it is really too difficult. Ambition, ability and market must match each other.

Number of big followers of Douyin in some fields (unit: 10,000)

The degree of competition determines the difficulty of operation, and of course it also brings the fun of operation. The four fields of film and television, pets, beauty, and games are relatively easy to enter, while the three fields of handsome men, funny men, and beautiful women are relatively more difficult. There are relatively more big accounts in these three fields. In addition to competition, perhaps because content innovation is too difficult, it is really not easy to find a new point to enter.

Competition in some areas of TikTok

(The larger the value, the easier it is to cut in, and the smaller the value, the more difficult it is to cut in.)

The number of fans of the top accounts in the beauty field has shown a clear upward trend in the past two months, but this data may not necessarily represent the field, because big accounts will generate data even if they do nothing, so it is for reference only.

Trend of the increase in fans of top beauty accounts

(Summary of the incremental trends of the TOP10 large sizes)

It is impossible to judge the trend of a certain field by itself and compare it with the growth rate of other fields. The number of fans of beautiful women is still quite scary, while handsome men are starting to lose fans, and the number of fans of film and television is increasing slightly.

The number of fans of beauties, handsome men and movies in June increased month-on-month (unit: %)

(Comparison of net increase in followers after losing followers)

Different fields can also be crossed, such as beauty + music, handsome men + comedy.

You can choose the corresponding field based on the data and your own characteristics.

If you think scale is important, then consider trends and competition based on scale.

Decision-making model under scale priority

After the field is selected, the content carrier must be determined.

The content carrier is very important and should follow the pace that the government and the public like.

The content carriers that can be selected now are:

• Direct shooting: Mobile phone video shooting, taking pictures of people, objects, pets, etc., with scene-based characteristics
• Animation: Using animation to replace real people
• Video editing (VLOG): Edit videos on the Internet
• Photo Album: Combine multiple photos into a video. Currently, only the card point video can do this (TikTok topic #卡点视频)

There is no good or bad among these, the key is to choose one according to your own situation.

Finally, it is a question of user mind, which in plain words means the impression your fans have of you.

Common ones are:

• Appearance: handsome men, beautiful women
• Funny: Fun, such as men and women, funny plots
• Positive energy: combating crime, uncivilized behavior, etc.
• Major: This is subdivided into skill-based and knowledge-based. For example, hosting commentary, calligraphy and painting, singing and dancing belong to the skill-based category, while college entrance examination, parenting, and emotions belong to the knowledge-based category.

User mindsets can also cross, such as positive energy + professionalism.

final

Positioning = field + content carrier + user mind. Once these three are determined, the positioning will be clear.

The formula for Douyin positioning

The third module: Operation

The task of this module is the most complex and is to ensure the effect.

Operation is a macro concept. Douyin's operation includes content operation, fan operation and platform operation.

The primary task of content operation is content creation. To create good content, you need to study the early works of competitors.

Yes, that's right, those highly acclaimed works he created before he became famous. The quality of the content of these works is beyond your imagination.

Disassemble the scripts and angles of these works, and then absorb the essence. If you are really a novice, just learn from (chao) and (xi).

This ensures the stable production of relatively high-quality content.

High productivity is very important. When it comes to activity, it is combined with fan operation. After the content is launched, it is necessary to interact and respond to fans in a timely manner. This is a necessary point to determine whether your work can become popular.

Finally, there is platform operation. The task is to infer the conditions for a work to become a hit based on the platform's rules and appearances.

This work is based on the premise that the work itself is a high-quality original or pseudo-original work. If the video itself is bad, then let’s not talk about platform operation.

First of all, keywords are important, because Tik Tok matches online users based on keywords, and potentially hundreds of users can see your work.

In other words, keywords determine who will see your work.

Therefore, before doing this, you need to study your competitors and find out what keywords they use. List the keywords. Their fans are very likely to be the test users of TikTok.

The keywords I refer to also include topics. For example, the title of one of the works in Tiantian Xiaoyuan

There are always people who like to fart in closed spaces. Use this trick to catch the murderer! #Funny#Colorful dance battle with You Changjing#It's time to move

The funny positioning naturally needs to focus on #funnytopics, #colorfuldancebattlewithYouChangjingand #it'stimetomove, which are hot topics.

Views of different topics (unit: 100 million)

All hotspots will only be effective if they have passed the test, so the more hotspots the better.

Tik Tok tests user feedback to decide whether to give more traffic

1. Like rate
2. Comment rate
3. Forwarding rate
4. Completion rate
5. Attention ratio

It is very important to be able to get users to finish reading your work and generate actions such as likes, and most of these depend on the work itself, at which point the platform operator is powerless.

To achieve good results, you need to create good content. This is the essence. There are also some tricks.

1. The fast-paced dubbing and the short interval between two sentences during editing make users willing to continue watching, and they will listen to some words again if they missed them.
2. Important information flashes quickly, such as a note or a face. As long as the user's interest is aroused, the user will read it several times to see the content clearly, and may accidentally like it due to the quick pause.
3. If the performance is good, the number of users who push the video will increase. After several waves of testing, it will enter the traffic pool and there will be a recommendation period lasting 1-7 days.

What the platform operator can do is to determine the length of the video, select keywords, and choose the release time. The rest is up to the fans to operate.

There is a significant correlation between video length and playback volume, and the optimal video length can be determined through competitive product data in the same field.

Average number of likes for competing works of different lengths (unit: 10,000)

There is a significant correlation between release time and playback volume. If you analyze yourself, you are using yourself as a guinea pig. Therefore, you can change your thinking and analyze the data of competitors in the same field. You cannot see his playback volume but you can see the number of likes.

The likes effect of a competitor’s work (actually the data of the previous article) at different publishing times

Some people say that there is no relationship between publishing time and effect, but I have tested it myself and found that the playback volume of posts published at 2 p.m. is much higher than that of posts published at night, which is very significant. There may not be a very obvious difference between 12 o'clock and 14 o'clock, but there are still big differences at some points.

Module 4: Data Analysis

This module is used to analyze data on your own account, and its task is to improve your operational results.

Understand the effectiveness of your team's operations by monitoring your core indicators, such as the increase in likes, the increase in fans, the number of new works, etc.

Tik Tok operational data monitoring

The module on length will be discussed later.

The fifth module: Carrying goods

Douyin sales may be what most e-commerce merchants are concerned about. The task of this module is what to sell and how to sell well.

The question of what to sell can be solved by cross-analyzing the existing categories on Douyin. Dresses are the most sold item on Douyin, but their sales volume is not as high as T-shirts. This may be because T-shirts are not picky about people, while dresses are more picky about body shape.

Cross-category analysis

In order to sell well, we need to analyze the content of the sales video and the products.

There are too many details in the operation, and it is impossible to cover them all in one article. I will publish relevant articles on data analysis and product promotion modules later.

Data analysis runs through almost the entire process, and Douyin's data analysis will help Douyin operators improve their operating results.

In the future, will Douyin be like e-commerce, where without some Douyin traffic, it’s hard to say that you can operate Douyin?

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: Zero One

Source: Zero One