The most comprehensive Douyin promotion plan and Douyin promotion skills!

What’s so good about Tik Tok’s content?

1. Grasping the essence of the content is also grasping the essence of the user.

The essence of content does not lie in how beautiful it is, or whether it can be appreciated like a work of art. The reason why content has become a battleground in the post-traffic era and has immense magic is that the essence of content is actually the human heart.

In fact, a good content has no necessary connection with whether it is exquisite or not. The key is whether it can arouse your deepest emotions and your superficial senses.

In this regard, Tik Tok has done a very good job. You may not understand why such messy content can be recommended, but if you think about it carefully, it makes sense.

A low-quality PPT-style video — it delivers useful information and value

WeChat chat records: a sense of déjà vu, or the drama brought by the contrast and conflict of the previous and subsequent routines

If you don't believe me, you can go through those things that you find interesting but can't really tell what's good about them and try to find out which G-spot they stimulate.

I won't enumerate them all here, but the magic of Tik Tok content lies in that it captures the essence of the content and satisfies users' curiosity, resonance, freshness, and their seven emotions and six desires, five senses and six perceptions. On the essence of Douyin, Douyin promotion plan and Douyin promotion skills

2. Clever agenda setting: Douyin content has a high degree of inheritance, development and coherence

Agenda setting is one of the important social functions and effects of mass communication. In the 1970s, American communication scholars McMurs and Shaw found through empirical research that there is a highly corresponding relationship between the public's understanding and judgment of important issues in social public affairs and the reporting activities of the media, that is, the issues reported by the media as "major events" are also reflected as major events in the public's consciousness;

The above may be too professional. To put it in simple terms, it is the challenges and topics of Douyin. Tik Tok’s challenges and topics are typical examples of agenda setting. Douyin’s operations have been trying to strongly guide, suggest and induce Douyin users’ content production behavior. However, old Tik Tok users should have discovered that Tik Tok’s topics and challenges have become meaningless, and they are just random videos posted under a certain topic. But this does not affect the continued function of TikTok's content agenda setting attributes.

Douyin users often find that after they see a spoof video of a Mercedes-Benz logo being removed, they will see another video not far away of the same car owner discovering that the logo had been removed. On the essence of Douyin, Douyin promotion plan and Douyin promotion skills

This is quite amazing. Don’t you think it’s magical? Incredible, unexpected and surprising? You are going to solve the case~ So a lot of Douyin users in the comment section helped the Mercedes owner catch the person who stole the car logo.

There is a high degree of correspondence between these two videos.

In addition, around the same agenda, the video content of Douyin is not only highly corresponding, but also inheritable.

The first popular meme is "Little brother, little brother, can I give you something?" "Little brother, little brother, I'll give you something, do you want it? Do you want it, me?"

Later on, there are various reversals in the little brother series, "The person in front is my wife, we are married, she asked me to flirt with her, we have a child, she asked me to flirt with her"

In the end, the little brother series was completely ruined. "Little pigeon, little pigeon" The little pigeon in front is already a pigeon.

There is also a reversal of Turkish ice cream

At first you see videos of tourists being played tricks by Turkish ice cream vendors, then later you see videos of tourists cleverly fighting back against the Turkish ice cream vendors. This agenda develops and changes, and has inheritance and continuity. You might accidentally end up watching a TV series.

The following case is about a loser who filmed a Douyin video discussing the nature of Douyin and talking about how he gave a cupping device to his goddess. Then netizens found the heroine’s Douyin account. Encouraged by Douyin friends, a daily drama series of a loser chasing a goddess began, and the goddess gradually accepted the loser.

If you haven't watched the previous video A and go directly to the latter video B, you may be confused. What the hell is this and don't understand what's so funny about it. So if today, you simply copy over the video of tourists fighting back against Turkish ice cream, you will find that users simply cannot understand it. A video that is popular and good-looking on TikTok will fail if it is forced to any other platform.

This actually involves another important barrier, which is the nature of Douyin, the formation of Douyin promotion plans and Douyin promotion techniques. This part only discusses content-level issues.

3. Douyin’s strong content operation strategy

Tik Tok is still operating in a centralized manner, with operations playing a dominant role in controlling content (this has its pros and cons, and is a topic worthy of in-depth discussion, which will not be expanded upon here). Operations are the invisible hands behind the scenes that control a recommendation pool. The recommendation pool is not about throwing in just the ones with a lot of likes, nor is it about stuffing in just the ones that look good. Based on past experience, the recommendation pool operated by Douyin should be proportionally controlled and strategically deployed.

From the moment you enter Douyin, you enter the Douyin trap. Of course, this trap may not be effective for all users.

You will find that after scrolling through Tik Tok all night, you may have experienced the ups and downs, happiness and unhappiness, the dull reality and the climax of life.

Of course, this is definitely not a distribution rhythm that is completely determined by the operation, and it is unlikely that algorithm recommendations can achieve such a precise distribution. The principle is actually very simple. The operation should be to achieve a multiplier effect by controlling the operation pool and coordinating the weak personalized algorithm based on likes and attention.

As for how to control the operation pool, there can be a content theme type ratio strategy, just like if you are going to prepare a Manchu Han banquet, the number of main dishes and side dishes are all carefully arranged. If one day Douyin is full of videos of little brothers and sisters, you may get bored in 5 minutes, so you must constantly adjust the content in the operation pool to ensure a reasonable ratio.

When I was at Alibaba, I worked on a project similar to weak personalization exploration. One of the important operational aspects was to control the proportion and distribution of the content in the recommendation pool to regulate the overall distribution of content to achieve one's own operational goals.

4. Tik Tok’s music is amazing

We will talk about this later about Tik Tok’s product positioning innovation as it enters the short video market by focusing on the music segment. Now let’s just look at the content perspective to see why the content on Tik Tok is so good. It can be said that music plays at least 50% of the role!

Without further ado, you can turn your phone to silent mode and watch TikTok for 30 minutes to experience it!

Borrowing the summary of Zhihu netizens

Juslin (2013) summarizes some conjectures about how music affects emotions (the following is just a translation)

1. Brainstem reflex: One or more basic acoustic characteristics of the music are picked up by the brainstem, which recognizes this as some important or urgent information that deserves attention.
2. "Resonance" between physiological rhythms and musical rhythms: Some physiological rhythms of the human body (such as heart rate) are synchronized with music under the influence of external musical rhythm/beat. People who have had live experience should understand this.
3. Evaluative conditioning: Certain music always appears with other stimuli, either positive or negative, in a person's experience, and when the person hears the corresponding music, he or she will be induced to have corresponding positive or negative emotions (see: Classical conditioning)
4. Emotional contagion: People feel the emotions conveyed by music and then internalize them (see: empathy)
5. Visual imagination: This is easy to understand. When you hear music, you associate it with some visual images, which arouses the emotions associated with those visual images.
6. Episodic memory: Music reminds people of past experiences and evokes emotions related to these experiences.
7. Expectations of music: During the course of a piece of music, whether it meets or violates the listener's expectations of the music, it may cause emotions.

Therefore, the brain combines the auditory sensory stimulation of music with the content of the video itself, and some videos that were not so good to look at originally may suddenly have a lot of different information. Douyin has also made countless good music popular. Heavy Douyin addicts may have had this experience: they don’t know what songs to listen to, and don’t want to watch Douyin videos, but they just open Douyin, turn the volume up to the maximum, listen to Douyin music, and do housework or take a bath.

It is already difficult to tell whether it is Tik Tok that has made music popular, or music that has made Tik Tok popular.

5. Tik Tok content has a low threshold and is easy to imitate

In the future, short videos will definitely be UGC. The exquisiteness of PGC content has raised the threshold for content production, and exquisiteness means low frequency. So what surprised me most about Douyin was not that it was able to invite some internet celebrities to produce some very sophisticated PUGC videos in the early days. To be honest, anyone can do this by spending some money. What surprised me was that Douyin was able to make a decisive decision to sacrifice the quality of a certain content in exchange for the high frequency of the content.

This is why Douyin was constantly criticized for a while, the content was not as exciting as before, and it gradually became like Kuaishou. I think TikTok sacrificed a tree in exchange for a whole forest.

Only UGC content can have social attributes. In the future, short videos will definitely not only be a type of content, but also a way and carrier of information. This is similar to the past when transportation was slow and we used letters to communicate and express ourselves. After blogs came out, we used words to express ourselves and communicate. Later, with the development of basic technology, we can use pictures to express and communicate very conveniently and at low cost, on ins, weibo, facebook, and Moments. Then in the future, I may use videos to communicate and express myself. Therefore, short videos in the future will not simply be consumable content, but a brand new communication medium.

Tik Tok is now constantly lowering the threshold for content production, in exchange for high-frequency content production, self-expression and information exchange. All the content on TikTok is easy to imitate and copy, allowing ordinary people to see the possibility of expressing themselves, whether you are at home or at home.

Whether in the office or dormitory, no matter you are tall, short, fat or thin, you can express yourself freely. Tik Tok has unleashed a new generation of young self-expression through video.

After analyzing so much content from Douyin, can we succeed by moving all these routines and content over here?

No, who said that the success of TikTok is due to its good content? If you have read this far, you can just ignore the previous analysis.

If you still only see and think about how to surpass TikTok in terms of content and how to make it more refined. Then unfortunately, you are destined to be unable to catch up with TikTok, which has unlimited potential. Because you haven't even realized where the root of the problem lies. Tik Tok and you are no longer on the same level, and are not things of the same dimension. And as time goes by, you will find that my content is already very exciting and great, so why is it still not working? It's like your wife clearly only wants an apple, but you buy her a whole truck of bananas. You are going in the wrong direction, and the harder you try, the further you may be from Douyin.

Related reading:

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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: yufanrui

Source: Jianshu