The four major matrices of Tik Tok promotion and operation!

What are the ways to operate a matrix account? How do they copy the hit products?

Four common ways to play the Douyin matrix

Developing from a popular account into multiple matrix accounts with different positioning seems to be a necessary path to increase influence.

Judging from the recent issues of the "Tik Tok Expert Fan Growth List", many accounts use big accounts to lead small accounts, and achieve fan communication through guest appearances, interactions in comment areas, etc., maximizing the matrix effect and quickly increasing fans in a short period of time. After studying the eight published rankings, I observed four common ways of playing the Douyin matrix.

1. Independent Douyin accounts guest-starring with each other

This is probably the most common way to play.

Take the Douyin account "Fairy Yeast" as an example. This account gained more than 800,000 followers in one month, and currently has 13.577 million followers. The character is "a fairy who answers calls from the three realms". She has exquisite curly hair, wears a retro court-style long skirt, and wears various gorgeous hat accessories.

In the videos of "Fairy Yeast", other accounts under the same MCN often appear, such as "Cat Tongue Zhang", who is a vampire Count who answers questions with a book, and "Yuko and the Magic Mirror", who is a queen who talks to the magic mirror in her daily life...

These accounts have similar magical styles and settings, and through such irregular guest appearances, they tell the story of their plastic sisterhood. During the interaction, the account "Fairy Yeast" with a larger fan base will serve as a diversion channel for the other two accounts, thus forming a content matrix.

Another example is the Douyin accounts of Shiwanjia, including "Car Goddess", "Car Detective", and "Home Girl Who Knows Cars". Although the accounts do not guest-star in each other's posts, they @ each other's accounts in the copywriting to divert traffic.

2. Create a series of accounts with a consistent style

In addition to guest appearances between different accounts, creating a series of accounts with a consistent style is also a way.

A typical example is Wenhong Music. It has been observed that Wenhong Music has a total of 18 Douyin accounts, all of which have a consistent style, using a dark background with the same microphone. Different people sing songs of different styles, but all the account names are uniformly marked "(Wenhong Music)".

In addition to their own talents with different styles, they also have an official account "Wenhong Music", which currently has 5.575 million fans. Many videos are in a four-grid format, with four TikTok influencers with very different styles singing the same song. The videos are edited and spliced ​​together to present different ways of singing the same song.

Such matrix operations can greatly increase the brand exposure on the platform, allowing the company's brand to increase its presence on each of its Douyin accounts.

Since the singers under Wenhong Music have different styles but the same way of presenting themselves to the outside world, after watching a video, users may follow the clues to find other accounts, perhaps by searching through similar names or through messages left by other singers in the comment section.

3. The family forms its own matrix or shapes the family personality

Family members are probably the most natural matrix.

The TikTok accounts "Natalia Qiao" and "Alex Qiaodi" are a pair of foreign siblings. In February of this year, Qiao Liya began to focus on filming the silly daily life of the foreign siblings. The two foreigners spoke Mandarin with a not very standard accent and performed fragments of their lives in China in front of the camera.

In the past two weeks, "Alex Joe's brother" gained a total of 1.48 million followers. One of his popular videos was also shot with Julia, telling the story of how he slapped a watermelon on his sister's face in order to hit a mosquito.

Another account that uses a similar matrix gameplay is the Douyin account "Zhu Xiaohan", which currently has 24.495 million followers. The background of the video content is set in a family scene, and is often based on various funny stories between father and daughter. However, unlike "Natalia Qiao" and "Alex Qiao Didi", the label and personality of "Zhu Xiaohan" are more prominent.

Murong Jicheng, founder of Xindong Media MCN, said: "We labeled our daughter Xiaohan as single, foodie, and silly; our father Dachun was labeled as loving, kind, hard-working, and someone who loves to bully his daughter; our mother was a character introduced later, usually in the form of a voice-over, and she is positioned as tough, overbearing, and the true head of the family."

I have observed that in every video copy of "Zhu Xiaohan", there is @ another account "Laozhangren Talking about Cars". The video content mainly tells the story of the silly and cute daughter Zhu Xiaohan and her father learning to drive.

Although both accounts revolve around the story between father and daughter, the perspectives are different. The former is from the daughter's perspective, and the latter is from the father's perspective. "Father-in-law Talks about Cars" would occasionally appear in the comment section of "Zhu Xiaohan", attracting interaction from netizens.

4. From a popular IP to niche content

After a Douyin account becomes popular, especially one with strong personal attributes, many accounts will try to establish related matrix accounts with more segmented content, and build momentum for the matrix by @ing the small account in the signature or comment section.

"Yuzu Cici Sauce", "Have you eaten Yuzu?" and "Have you bought Yuzu?" are typical examples. They come from the same IP, but the account types are completely different.

"Yuzu Cici Sauce" is a drama-themed beauty account. In the video, Yuzu will tear apart green tea girls, vent her anger for her best friends, and show her domineering side. "Have you eaten Yuzu?" is her account of eating delicious food at various places, while "Have you bought Yuzu?" is an online account that recommends various beauty products.

As a personal IP, each account of Youzi has its own vertical segment. At the same time, only matrix accounts are kept in the Douyin account’s follow list, and small accounts will also be marked with "big account is in the follow list" in the personal introduction area.

Tik Tok’s operations are becoming increasingly sophisticated, is matrix the only way forward?

Of course, the above four are just the more common ones I have observed so far. As the operation of Douyin accounts becomes more refined, the ways to play with matrix accounts are also increasing.

For matrix accounts, many people will use four methods to divert traffic: 1. Guest appearance in co-shot videos; 2. Interact in the comment section or @ the other party; 3. Only follow the matrix account; 4. Mark it in the personal introduction.

The matrix operation methodologies of different platforms are also common. Sha Xiaopi, founder of VisionZhi, once said: “There are generally two considerations for building a matrix: expanding user coverage and increasing revenue.”

At present, many Tik Tok influencers have formed a fixed video style, from color matching, cover to opening words. Some influencers have also fixed their own release times, forming a potential agreement with their fans. However, due to the limitations of the development of a single account, it is often necessary to expand product categories in order to attract more users, so matrix operations have become the choice of many people.

Many Tik Tok influencers said in interviews that if they want to get high exposure and high traffic, they must first have high-quality content, and secondly, they must pay attention to fans' preferences and platform trends.

Because they have experience and a team in managing large/hot accounts, they also have the inherent advantage of quickly building another or several new accounts.

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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!

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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: Umaru

Source: Umaru-chan