Tik Tok promotion and operation | Practical skills of Tik Tok short videos!

With the rise of short videos such as Douyin, short video marketing has become the third largest mainstream marketing method after pictures, texts and live broadcasts. More and more businesses are aware of the importance of Douyin marketing.

All major brands have settled in Douyin, even Alipay, Xiaomi, NetEase, etc. Douyin is now not only a fan base for Internet celebrities, but also a base for merchants and companies to attract traffic. Any good product has the opportunity to become an Internet celebrity on Douyin.

How to create a popular Douyin account with tens of thousands or even hundreds of millions of views? You must be proficient in using the following three tips:

1. Make good use of Douyin’s algorithm mechanism

1) Make good use of traffic pool

Douyin provides a traffic pool for every work, regardless of whether you are a big account or the quality of your work. Whether your work can reach more users depends on the performance of your work in this traffic pool.

Therefore, we must attach importance to this traffic pool and find ways to make our works stand out in this traffic pool, referring to four evaluation criteria: number of likes, number of comments, number of reposts and 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

If your work gives you 100 basic playback traffic, and the system recommends it to users who may like the type of work you have, then how many of these 100 users have completed watching your work, how many have liked it, how many have commented on it, how many have followed you, and how many have forwarded your work, the system can use these feedback factors to judge whether your work is of high quality.

If it is a work that users like, the platform will make the next wave of recommendations, which may give you 1,000 or 10,000 plays, and each wave is more powerful than the last. At this time, your work will start to become popular.

3) Time effect

We found that some videos did not become popular right after they were shot, but after a few days, a week, or even a month, the video suddenly became popular. 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) 6 core points of Douyin traffic diversion

Key point 1: The video duration must be longer than 7 seconds.

Key point 2: Try to post your work in vertical orientation first, and avoid posting in horizontal orientation as much as possible.

Key point 3: When uploading videos, it is recommended to select a category and add corresponding tags.

Key point 4: Do not insert hard ads;

Key point 5: The video must not have problems such as watermarks or blurred image quality.

Key point 6: There must be no improper operations, such as the appearance of weapons, or shots and images that should not appear.

2. 4 steps to operate a Douyin account from scratch

01 Positioning

Positioning determines the world, and the significance and importance of positioning are known to everyone.

To put it simply, positioning is to find a category that you are good at, continue to delve into the content, and attract the attention of target users. The reason why most people don’t know how to position themselves is because they don’t have their own expertise. Even if they are lucky today and become popular by riding on a hot topic, they don’t know what to post tomorrow, and it is difficult to attract users. Therefore, the only way to achieve sustainable development is to position your account.

02 Shooting ideas and forms

① Up-to-date equipment and excellent production

The originality and 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.

Since we want to make high-quality videos, we first use professional tools. We have our own studio, which is equipped with professional cameras, lighting props, shooting stands, 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 and make the most 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.

③ Real people appearing on screen

We have official connections with TikTok, and can tell you responsibly that TikTok is more willing to support accounts that show their faces, which is closely related to the social attributes of TikTok. So, initially there were no real people appearing in our videos, but now the frequency of real people appearing has been greatly increased.

④ Good appearance

For Kuaishou users, appearance is very tolerant, 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, we will look for people with good looks to be the protagonists of the video.

⑤ Keep up with popular challenges

Recently, TikTok launched a 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 as riding on Weibo hot searches. You may not be able to create a hot topic yourself, but you can take advantage of it.

03Edit

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 for.

② Special effects

Tik Tok provides functions such as fast forward, slow forward, reverse, and loop playback of selected passages. There are various ways to play, and you can try it out.

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.

04Release 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 need dedicated people to 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 and convert them into your sticky users through the author's replies, for example, guiding them to WeChat, etc.

3. Three experiences to optimize the operation effect of Douyin

01. Content positioning and optimization

If you want to make the Douyin promotion effect bigger and stronger, you must set the product positioning well at the very beginning. If it is not set well at the beginning, you must also make timely optimization and adjustments during the later promotion process.

For example, if your product focuses on health, but you initially positioned it as beauty products, then the Douyin users who focus on health will miss your video, and your product will naturally not be promoted.

02. Flexible topic selection mechanism

If you want to be good at using Tik Tok, you must have a flexible mindset and not just limit yourself to one topic. We need to keep an eye on the trends of Douyin at all times. Once there is a hot topic, we must keep up with the pace and shoot related videos based on the characteristics of our own products to trigger a new round of topics. Only such a flexible topic selection mechanism will be more conducive to the promotion of Douyin.

03.Stable and continuous output

After opening corporate accounts, many businesses fail to plan their operation rhythm reasonably, nor do they have a dedicated operation team to continuously output high-quality content. No wonder your content marketing is ineffective!

Douyin is very considerate of platform users and knows that it is not easy to gain fans in the fierce competition of short videos, so it has been lowering the threshold for short video production. At present, any ordinary user can use all the elements of Douyin to create more interesting and fun short videos. If businesses want to do a good "performance", they don't need to consider any difficulties in form. In addition to creativity, the most important thing is persistence.

Once the positioning is done, you should set up your Douyin team and make sure every link, including creativity, shooting, editing, interaction, conversion, etc., is included. Develop content based on weekly, monthly, and quarterly time planning nodes, and make appropriate use of holidays and major events for event marketing.

Continuous content output can make users feel a strong sense of identification with you. After that, you can consider cultivating a fan community, using the community to establish an emotional connection with fans, creating opportunities for interaction and conversion, and achieving marketing goals.

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. Analysis of Douyin short video competitors in 2019!

Author: Product Promotion

Source: Product promotion short video traffic