When doing Tik Tok promotion and operation, you need to understand these!

Recently, there is a clear trend of "TikTok/Kuaishou for all", which is very similar to the situation of small business owners developing service accounts in 2014 and 2015. Although there are no template service providers like WeMall, Youzan, and Fanke, there are many people who provide Douyin training and Douyin tutors.

Obviously, the ability of Douyin and Kuaishou to bring goods has given small business owners hope or anxiety. It is a good thing that they have joined the market, but it is still recommended that everyone adjust their mindset.

【First highlight the key points】

1. If someone else's work becomes popular, you may not become popular just by copying it or simply adjusting your ideas.

2. Even if you become popular, others can make money by selling goods, but you may not be able to make money by selling goods;

3. Short video instructors know how to make a short video or account popular, but they can’t tell you how to help you make money, because they rarely know how your store makes money;

4. Short videos are not just about creating content and providing services. They are even completely different from running a public account. Therefore, people who have experience in public accounts may not necessarily be able to do well in making short videos.

5. Before using TikTok, it is strongly recommended that you first understand what “algorithm distribution” is.

[Brief explanation]

1. Let’s start with “algorithm distribution”, which is an important difference between short videos, especially Douyin, and WeChat official accounts.

In the past, when running a public account, the number of fans was an extremely important thing, because with fans, the articles you posted on the public account would have a chance to be read and shared. If you don’t have fans, then you can only rely on the author to share among friends and WeChat groups, and the number of people you can reach is extremely limited.

But on Tik Tok, you no longer need to worry about fans. The system will automatically "share" the video with people it thinks will like it based on the characteristics of the short video content you post. Even if your account does not have any followers, the video can still be shared through the system and seen by thousands of people.

Therefore, the first thing you should pay attention to when making a video is how to make the system recognize what your content is ; the second thing you should pay attention to is if the system recognizes it correctly, what kind of people it will be shared with , how many such people there are, and under what circumstances will they buy your products or follow you.

2. Is short video just a newly emerging communication medium?

Many people would make this analogy: first advertising was on billboards/newspapers, then on TV, a few years ago on WeChat, and now on TikTok.

The logic of this analogy is print advertising - TV advertising - new media advertising - short video advertising , in other words, print media - TV media - new media - short video.

In fact, short videos and WeChat/Weibo appeared at almost the same time. For example, Miaopai and Meipai are both short videos, but they did not become a new platform to compete with WeChat and Weibo. Kuaishou transformed itself into a short video community in 2012.

They have become a new platform to compete with Weibo and WeChat, and the idea of ​​them becoming a new platform was only proposed last year. But the reason why they can compete is not because of them, but because of TikTok .

So if we want to do something in the short video track, we should study Douyin rather than short videos. The reason why short videos are so popular is not just a new communication medium, but because of the emergence of Douyin, a product that brings new ways of playing.

Another example that can verify this inference is that Weishi is also a short video, and it has the same "algorithm recommendation" as Douyin. It even has a better user base than Douyin. Why didn't it become popular?

3. So what is the core gameplay of Douyin?

Let’s first review how Tik Tok created the “phenomenal” hit videos at the time.

At the beginning, Douyin hired thousands of professional dance and music talents (said to be 3,000 students from communication universities) to shoot videos. The content released were all official topics, which were similar but each had its own characteristics. The content that users "swipe" on Douyin are different versions of the same topic over a period of time. They are brainwashed by immersive music and then imitate it, resulting in a screen-sweeping display.

If you are an early user of TikTok, you should be able to clearly feel that the content on TikTok is "wave-like", that is, after a wave of topics reaches a peak, a new topic will immediately emerge, and so on, round after round. For example, from "finger dance" to "little brother, I found something, do you want it?" to "smashing bowls of wine" to...

This centralized operation method of promoting some topics to become popular on the platform is rare. Even now, Douyin officials will promote certain topics to become popular by issuing task packages to MCN agencies.

This method of " strong operational intervention + algorithm distribution " can easily create phenomenal topics. This is the core mechanism of Douyin, and other popular topics are derived from this basis.

Under this mechanism, when you operate Douyin with no basic knowledge and if you don’t have the ability to create your own hits, “ taking advantage of the situation ” is a very good choice.

"Strong operation" is the first characteristic of Douyin, and "algorithm recommendation" is its second.

Now let me explain how the algorithm works: the algorithm is not as complex as a human being, and it is impossible for it to make different choices based on different situations like we do. It has only one standard, which is data .

The algorithms that have been written long ago determine what kind of people a video should be recommended to based on what characteristics it has, how many views, likes, comments, and reposts it gets, and how many people it should be recommended to.

According to my earlier research, when most videos are first released, the system will push them to about 500 people. Once the completion rate, number of views, likes, and comments of the video reach a certain standard, it will continue to be recommended to more people. If not, the algorithm will think that the user does not like your video and will give up the recommendation.

This is why you have learned in various paid knowledge courses that “make videos quickly attract users’ attention”.

Once you understand the core gameplay features of Tik Tok, you can use the knowledge you have learned in various classes and colleges and combine it with your own brand to create a "hit product."

4. How can I create a popular Douyin account that can bring my own products?

Let’s first break down this title: one means “hot” and the other means “promoting sales”.

These are two completely different things, because being popular does not mean selling goods, and selling goods may not require being popular.

▌Let’s talk about “hot” first

The most direct manifestation of popularity is that the video receives a large number of likes, comments, or followers, and is even imitated by other users. Let’s delve deeper into this surface phenomenon: Why do viewers like and comment?

Or think about it the other way around: What are you thinking about when you like a video?

To sum up, when users click "like", there are several psychological activities:

• I agree with what you said
• I'm the same
• Thank you for sharing
• You make me happy
• I hope to be you

There are, of course, more reasons, but these five journeys are almost enough for us.

If you can make your content generate the above psychological reactions in the audience after watching it, you can create a hit.

Things to remember:

❶ If you want to create an IP (that is, an account with your own characteristics), it is best to use only one of these methods.

❷Don’t be self-satisfied. Remember the information gap. You should let your audience have such psychological activities, rather than having such psychological activities yourself. This requires good positioning when choosing the direction of the account to ensure that there is enough information gap with your audience.

The specific method of using these mentalities to make videos is beyond the scope of this sharing, so I will not elaborate on it. Or you can also combine these psychological principles with the methods you have learned in other courses.

▌Then say "bring goods"

There are two types of people who use Douyin: one is for brand promotion, whose KPI is to make people see the brand and have a favorable impression of it; the other is for selling goods, whose KPI is to make people who see the brand feel the urge to buy.

Whether opening a store to sell goods or directing traffic to a public account to increase followers, it can all be considered "bringing goods", and the purpose is the same: to make people who have watched your video trust you or be interested in you, so that they "let you control them." So no one should look down on anyone.

We will not talk about the most basic principles of pornographic traffic diversion, but two psychological aspects of bringing goods:

• The essence of human beings is a repeater: "If you buy this, you will be the same as me";
• Humans are emotional animals: "This thing can give you emotions, such as making you happy, excited, or not sad"

So you will find that the psychological logic of being popular and bringing in goods is different, so don’t ever expect a hit video to bring you a lot of goods.

▼ Let’s talk about the two psychology of bringing goods above (the following content is excerpted from Huaying Capital’s research article on “grass planting psychology”)

French sociologist Tarde proposed three laws of imitation in his book The Law of Imitation:

• Law of Descendancy: People in the lower classes of society tend to imitate those in the upper classes;
• The law of geometric progression: once imitation begins, it grows exponentially and spreads rapidly;
• The law of internal first, external second: An individual's imitation and selection of local culture and its behaviors always take precedence over foreign culture and its behaviors.

The much-talked-about “planting grass” can also be seamlessly connected with the above three imitation laws:

• People tend to emulate those with higher social status and better fashion taste;
• "Planting grass" often starts with following the trend, and fashionable "planting grass" always brings its own explosion points and traffic;
• In areas that people are more familiar with, people's willingness to "plant grass" is stronger for people or things that are more recognized.

Whether it is selling products or directing traffic, the root cause is to "plant grass" for your fans/audience.

5. The core of short videos is still content

After so many years of development of the Internet, the word "traffic" has always been the foundation. The means of acquiring traffic has changed a little bit. In the early days of blogging, it was based on content. In the Weibo era, it was still based on content. In the WeChat era, it has changed a little bit in the past two years, and it has become based on content and services (service accounts & mini programs).

Although short videos are a new thing, they can still only rely on content to gain traffic.

The method of acquiring traffic through content remains the same: positioning - output - beautification - iteration .

① There is a personalized RCSC model for positioning, you can search

After positioning, all you need to do is "copy". Find a big website with the same positioning as you and learn from other people's content. There are many similar data websites, such as toobigdata, which does a great job. Of course, you can also differentiate yourself, but you must ensure that you have enough content output.

② After positioning yourself well and learning about your competitors, all that’s left is to produce your own content.

[Key points] The content of the video is different from that of the text and pictures. The "timeline" of the video is clearer and must be completed in sequence. Unlike pictures and texts, readers do not have enough time to think. The team with the best video content output is CCTV. The programs they broadcast can be understood by 1.4 billion Chinese people. No one complains that they are too fast or too long-winded!

When producing content, always keep the "timeline" in mind. Only when the audience can understand it can they like it.

③ Beautification is important

When you run a public account, you know that you need to segment, bold, mark in red, and even add various backgrounds and borders. But when you make short videos, why don’t you remember to edit and beautify them?

Pay attention to every detail, including the coordination of video images and BGM rhythm, scene switching, character beautification, and filters.

Because you are not "tiktok, recording your beautiful life", but making money...

④ Iteration is a compound interest process

As I said when positioning ourselves, we need to be able to produce content continuously. In addition, iteration must include review: Does the system recommend your content? Is the recommended audience accurate? Is there any feedback from the audience? What was the feedback? All these issues must be put down on paper, every video must be recorded, and the entire Excel sheet must be written out in a very eloquent manner.

End, the above is the content of this sharing.

For Douyin promotion, please contact Qinggua Media official

Source: Xixin