Kuaishou Operation Guide from 0 to 1

As the saying goes, "Everything is difficult at the beginning" and "Win at the starting line", these both illustrate the importance of laying a solid foundation. If you want to operate a Kuaishou account for a long time, it is very important to take the first step. How our account information is set up and the content of the videos in the account are closely related to the main line of the entire account. This is what we call account positioning. So how should enterprise service accounts be positioned?

The growth process of a service account

First of all, we need to understand what the differences are between service accounts and personal accounts? And what stages a service account needs to go through in its entire development.

1What is the difference between a service account and a personal account?

(1) User profile matching

For a service account, you first choose a persona based on the product or service, which means you need to think about how to monetize it before operating it; while for a personal account, you first have to have a persona, and then decide on the theme and select products. In comparison, personal accounts can increase followers faster, but the accounts can also easily fall into operational bottlenecks due to chaotic positioning; while the fan base of service accounts can more accurately match the product audience.

(2) Rich marketing tools

Furthermore, service accounts also have more diversified marketing tools to assist in account monetization. For example, online reservations can be opened with zero threshold, small keys can be hung in videos/live broadcasts, smart phones can be used to navigate to stores, group buying activities can be opened with zero fans, etc. In addition, service accounts also have exclusive industry templates for different industries, support multi-person live broadcasts, etc. These are functions and rights that personal accounts do not have.

2 How to use service accounts at different stages

A Kuaishou account starts with a new registration, is upgraded to a service account, and then lights up the blue V, and then it is the content operation. When data accumulates to different stages, the strategies and methods of content operation will also be different. The focus in the novice stage is on positioning, while in the mass-market stage the focus is on constantly testing different forms of content to increase traffic, and then doing matrix operations after it has developed to a certain scale. The table shows the operation methods of the account at different stages.

In general, the growth of an account from 0 to 1 is never achieved overnight, and the first step to achieve cold start account positioning is the most important. How important is it? It will even directly affect the future growth path of the account. The reason why popular big Vs are sought after is that most accounts basically fail in the stage of increasing volume, which is also largely related to the fact that the account positioning is not clear. Next, we will share in detail how to do account positioning.

2. Kuaishou service account location

1 The role of account positioning

Simply put, account positioning = who are you on Kuaishou? What to do? What can you bring to the fans? Account positioning should be highly relevant to the product and industry, because positioning directly affects the development path of the account in the later stage of stable development. Never just make a positioning and then transform and monetize. For example, let’s compare the user portraits of two accounts that are both engaged in beauty and skin care. The content of Account A is emotional stories, while the content of Account B is skin care knowledge sharing. Judging from the gender of the fan portrait, nearly 70% of the users of Account A are male, and the female group is less than 30%. Account B’s audience is only 22% male, while its audience is as high as 77% female. In comparison, female audiences are more willing to place orders for beauty and skin care content, so account B is definitely better than account A in terms of its ability to generate revenue. This is the role that Account B has positioned itself from the very beginning.

2 Account location methods

So how should we position our account? It’s actually not that complicated. Let me share with you a formula for account positioning: industry + role positioning + core value. The expansion of each item should be in-depth and subdivided into specific directions. Taking the used car industry as an example, the industry is selling cars, and if we break it down further, the industry that sells cars is used cars. Breaking it down further, what types of used cars are sold? ——We sell high-quality second-hand cars. Similarly, role positioning and core values ​​can also be extended in the same way. For specific positioning methods, please refer to this table and apply it in combination with your actual situation:

3. How to create an account image that matches the account positioning?

After the positioning is determined, it must be displayed at the account level, which means building a "facade". Nickname, header image, profile, and account decoration are all excellent places to display account positioning. Kuaishou service accounts have rich and diverse account decoration functions for corporate businesses, which can be well combined and utilized.

1 Basic account information

The nickname, header image, and profile information may seem ordinary, but they are also the first things users see when they see our account. So what our account actually does can be clearly displayed at the first impression level. Let me share the formula for setting basic information:

2 Account Decoration

Kuaishou service accounts provide a wealth of account decoration functions. Businesses can configure the marketing modules they need to their accounts in the background of the service accounts. In this way, they can build a "web page" on the Kuaishou account to enhance the effectiveness of corporate communication and drive conversions. The modules suitable for different industries are also different. For specific setting strategies, please refer to "How should Kuaishou operate after lighting up the blue V? 》.

After setting up the aforementioned content, we can check the information page as a whole. The following is a checklist for the decoration of the service number. We can check whether there is anything missing based on these items.

Attachment: Kuaishou Service Account Decoration Audit Self-Inspection Checklist

• How to link live broadcast and homepage

Live streaming has become the norm on Kuaishou, and there can also be linkage between the live streaming dimension and the account homepage. For example, the linkage of nicknames, the linkage of information introductions, and the linkage of videos. Using these methods to drive traffic to the live broadcast room is also an effective way to retain fans. The formula for linkage gameplay is shared with everyone:

summary :

Proper account positioning is the first step in starting short video operations. Once this foundation is laid, the value of the account will become higher and higher. Everyone just wants to have a popular big V account, but how can you get such a high-quality account, and can your account bring value to your business? As for enterprises, we have mentioned before the importance of setting up business positions in Kuaishou and lighting up Blue V. Linking the rights and interests of corporate Blue V and account positioning is the important link to truly maximize the effect.