How to use TikTok to acquire 300,000 customers?

In this article, let’s take a look at how to use TikTok to gain 300,000 customers?

1. What products are suitable for Douyin?

This question can start with what kind of investment is needed to make TikTok. Some talents can become famous by filming themselves. This is a one-person team. They invested more than a dozen people, professional equipment, studios, actors, planners and designers. With such investment, the total number of views of their videos has reached more than 500 million, and the cost-effectiveness is still very high.

As long as you are willing to invest, I think most products can play on TikTok. Because we can see on Douyin: toys are popular, ice cream shops are popular, small teahouses are popular, milk tea shops are popular, smart hardware is popular, apps are popular, mini-programs are popular, public accounts are popular… Even if you sell excavators, on Douyin you can line up the excavators and form a group to do a seaweed dance.

2. What kind of content is likely to go viral on Douyin?

Based on my own observations, I have listed 10 points for your reference:

1. Good-looking, handsome men and beautiful women, that is, celebrities

2. Drama Queen

3. Talent

4. Skills

5. Women dressed as men

6. Moe

7. Special Effects

8. Cartoon

9. Beautiful views

10. True story

In fact, many people have already taken stock of this issue. I even saw someone make a very comprehensive mind map that covers almost all popular gameplays, which is much more detailed than my summary.

In fact, these summaries are just the most superficial things, or some things that have already appeared and will soon become outdated. What you need to remember is Tik Tok’s current slogan: record a beautiful life.

We know that Kuaishou’s slogan is “Record Life”. Compared with Kuaishou, Douyin has an additional “beautiful”. This is the most basic answer to the question “what kind of content is easy to become popular on Douyin”. It hopes that the videos can be more beautiful, trendy, and youthful. This is the foundation for the growth of various different gameplays in the future.

Therefore, don’t think about taking shortcuts when making Tik Tok videos; the key is to create high-quality content related to life. For example, no matter what routine we use, the most basic reason why users recognize us is that they can learn about technology and improve their quality of life by reading our content.

This is consistent with the main theme of Douyin's positioning of "recording a beautiful life", so the number of reposts of excellent popular works can reach 20w+. Of course, I can’t just tell you these empty words. Below I will introduce the algorithm rules of Douyin, 5 experiences of operating Douyin, 4 methods of acquiring customers on Douyin, and 5 steps to operate a Douyin account from scratch, to help you become popular on Douyin.

3. How to make good use of Tik Tok’s algorithm?

In my opinion, Tik Tok’s algorithm is extremely attractive. The charm lies in the fact that Douyin’s traffic distribution is decentralized.

On Weibo and public accounts, if you don’t have fans, no one will read what you post. But it’s different with Tik Tok, you can have no fans at all. For all TikTok users, any video you shoot, no matter whether it is of good or bad quality, will definitely have playback volume after it is released, ranging from dozens to thousands. We call this a traffic pool. Douyin will allocate a traffic pool to each creator of a work based on the algorithm. Afterwards, Douyin will decide whether to push your work to more people or stop there based on your performance in this traffic pool.

Therefore, Tik Tok's algorithm gives everyone who has the ability to produce high-quality content the opportunity to compete fairly with big accounts. So, how to make good use of Tik Tok’s algorithm?

Tik Tok recommendation logic

1. Basic traffic

2. Overlay recommendations

3. Time Effect

1) Make good use of traffic pool

As mentioned earlier, Douyin provides a traffic pool for every work, regardless of whether you are a big account or the quality of your work. The effectiveness of your subsequent dissemination will depend on the performance of your work in this traffic pool. Therefore, we must cherish this traffic pool and find ways to make our works stand out in this traffic pool. Douyin evaluates your performance in the traffic pool based on four criteria:

① Number of likes

② Number of comments

③ Repost volume

④ 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

After all, the power we can mobilize is limited. Therefore, when the work is promoted to a larger scale, it is no longer something we can intervene manually. At this time, how can we improve the four key indicators?

I will mention the detailed methods later, but I will just briefly talk about them here to inspire your thinking. For example, since the number of comments is very important, when writing the title copy of the video, should you consider setting some interactive questions to guide users to leave comments? But here is a reminder for you: Never try to increase your traffic! Now we can see various stores on Taobao that increase Douyin traffic, comments, and likes. Don’t do this kind of thing, or you will be put in a small black room, definitely. So don't speculate.

3) Time effect

Some videos don’t go viral right after they are shot, but after a few days, a week, or even a month, they suddenly become viral. 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) Notes

① Hard ads must not be implanted;

② There must be no improper operations, such as the appearance of weapons, or shots and images that should not appear;

③ The video must not have problems such as watermarks or blurred image quality.

Not only will these prevent your video from being recommended, but they may also cause your video to be banned, restricted, or even blocked. Once your account is blocked, you can’t get out of the dark room.

4. 5 steps to operate a Douyin account from scratch

1) Positioning

The meaning and importance of positioning are well known to everyone, so I won’t go into details. This article shares the tool I use for positioning - the product requirements decomposition diagram. I have a more popular name for this tool, which is called "user stack chart". What this means is that we need to split the user groups instead of creating content for a general group.

For example, let’s say my target user is “middle class women”. This user group is too broad, and product positioning needs to be segmented according to their different needs. for example:

1. Good parenting

2. Jewelry

3. Rapid recovery after pregnancy

4. The most beautiful cook

5. Learn to talk to your children

2) Shooting ideas and forms

① Up-to-date equipment and excellent production

The 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. Therefore, you won’t see some typical scenes on Kuaishou on Douyin, such as messy street scenes, fishing and shrimping activities, selfies of eating pig heads, etc. (the styles are different, and there is no intention to judge which is better). We must have our own studio, which is equipped with professional cameras, lighting props, shooting tripods, 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, without any nonsense, and make full use 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.

For example, in order to let the audience know what we are going to say at the first glance, we will make a KT board and print out the theme of the video so that the audience can see it at a glance.

③ Real people appearing on screen

Douyin is more willing to support accounts that show faces, which is inseparable from the social attributes of Douyin. So, initially many videos did not have real people appearing in them, but now the frequency of real people appearing has been greatly increased.

④ Good appearance

Relatively speaking, Kuaishou users are very tolerant of appearance, 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, you need to find those with good looks to be the protagonists of the videos, buy them nice clothes (even lolita clothes have been used), and then, turn on the beauty and filters, you know.

⑤ Keep up with popular challenges

If there is any loophole that Douyin can exploit now, it may be this "hot challenge".

For example, Douyin has launched a new 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 principle as riding on the trending searches on Weibo. You may not be able to create a hot topic yourself, but you can take advantage of it.

3) Edit

By editing, you can make your content appear better. This is a business for professionals. I will 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 attention to.

② Special effects

Tik Tok provides functions such as fast forward, slow forward, reverse, and loop playback of selected passages. There are many specific ways to play, which will not be elaborated here.

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 the comment section

We receive a large number of user comments every day, and we have arranged several people to specifically 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, through the author's reply, or even let your colleagues act as agents to reply and guide users.

5. 3 Experiences in Optimizing Douyin Operation Results

1) Content positioning and optimization

Although I have only been using TikTok for a few months, I have adjusted the positioning of this account twice during the process. I now only need to produce content that is vertically related to mobile phones. In order to enrich the content and maintain the speed of increasing followers, I quickly entered the second stage and adjusted the content direction to mobile phone skills and hot topics. Later, I tried to make the videos more creative and professional.

2) Flexible topic selection mechanism

You need to spend a lot of time to deal with acne scars, and always pay attention to what new, interesting and creative content there is on Douyin. When we see a good topic and gameplay, we can discuss how we can combine it with the product. In other words, we don’t have a fixed topic selection direction, and we can make adjustments at any time based on the overall dynamics of Douyin.

3) Stable update mechanism

Advertising on Douyin requires continuous updating. If you give it a try and then rest for two days, users will not be able to form a habit, and will have no expectations or stickiness to you. The best time to upload videos is between 6pm and 8pm. Upload about 5 videos every day, but it is best to leave a half-hour interval between each video.

Nowadays, short video apps such as Douyin and Kuaishou have brought new traffic dividends, and Weishi also has the possibility of rising. Every self-media person should think about whether his or her product can catch this express train. The above is our team’s experience in operating Douyin in the past few months. I hope it will be helpful to you. Thank you for taking the time to read.

Related reading:

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

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!

author: Operations Research Society

source: Operations Research Society