Tik Tok promotion skills: 3 steps and 7 key points!

I don’t know since when, the paper advertisements posted on the roadside have been collectively eliminated as if by Harry Potter’s magic. Are the cleaners more diligent? Are businessmen becoming lazy? In Abao's opinion, neither is true. It's just that the black hole of the times has quietly taken away things we no longer need.

What remains unchanged is that the prerequisite for discarding the old is first to introduce the new. Internet promotion has emerged as a Pandora's box in the hands of today's businessmen. You never know how many surprises you will get when you open it. Although there are countless popular channels at the moment, the only one that has been the most popular in recent years is Toutiao’s Douyin.

We have written before that TikTok has made many apps popular, such as party.io. Even if some apps are short-lived and forgotten by everyone as soon as they become popular, it can only be said that the user stickiness of the product is not in place. If you have doubts in this regard, you can check out our previous article on user stickiness (After analyzing the 50 most popular apps at the moment, I found out how they improve user stickiness!). Today, let’s analyze how brands can stand out from TikTok?

1. Find "three things"

It is not difficult to create a new Douyin account. We just need to find three things first.

1. Find your location:

The general direction must be clear, and we must avoid doing everything. Now every platform divides KOLs into different fields and uses dozens of labels to distinguish these people. Therefore, the more vertically segmented the account is, the more attention it will get from the platform. Moreover, users are exposed to too much information every day, so you must maintain a distinct feature to be memorable.

What if it is really difficult to finalize the account positioning? Then find your own reference. The current social networking giant QQ was also modeled after MSN. It is easier to accomplish things by standing on the shoulders of giants.

2. Find users

According to the data from iResearch Index, the majority of Douyin users are between 20 and 30 years old. To win the favor of this platform, we must first attract these young users. How to combine the product's own tone to create content that these users like is the focus of the early work.

3. Find a team

After everything is confirmed, set up your Douyin team. Every link such as creativity, shooting, editing, interaction, conversion, etc. is essential.

2. Follow the platform algorithm closely

After the preliminary work is done, it is time to put it into practice. You must maintain a sense of direction on the road ahead. After all, only a few people have become internet celebrities because of their cunning moves. Once upon a time, Zhuge Liang used the east wind to break through the fog. Now the platform is this wave of east wind. If it blows at 3 o'clock, you cannot wait until 5 o'clock to act. Understanding the rules of the Tik Tok platform will help you achieve twice the result with half the effort.

You have to pay to get a recommendation from Jack Ma, but to compete with Zhang Yiming, it depends on whether you have the real talent. The operation of Douyin is based on one "Huashan Sword Contest" after another.

The rule of Douyin is to uniformly allocate an audience to each person who comes to the show, namely the "initial traffic pool" . If the audience applauds it, it will recommend you to a larger traffic pool. On the contrary, if the performance is poor, then stop here.

Which one performs better? There are a few points that are easy for everyone to think of: high forwarding rate, high number of comments, and high number of likes . Another recommendation index is the "completion rate" of the video. If more users watch your video completely, the platform will judge the video as excellent and recommend it to more users.

Therefore, when you first start using Tik Tok, it is recommended to control the video time within 10 seconds . This will greatly increase your completion rate and increase your chances of being recommended.

Undoubtedly, this algorithm has great affinity for new players. At the same time, the rules of fair competition have attracted many high-quality KOLs to flock to Douyin.

However, there is one type of people who cannot enjoy this benefit, and that is those who touch the reverse scale of Douyin. And be careful, there is a risk of being locked up in a small dark room.

Account blocking operation

:

1. Hard advertising: Hard placement of advertising on sales accounts, WeChat names, etc.
2. Poor video quality: the video is blurry and has watermarks;
3. Poor content quality: The content lacks beauty or is even vulgar. Wen Wan, who became popular on Douyin before, was banned because she had a bad influence on teenagers.
4. Brushing comments: Many people will brush comments and likes when they first start using Douyin. In fact, the sellers who brush likes for you use abnormal accounts, which can be easily detected by the platform.

The above are all operations that play with fire and should never be touched. Now let’s take a look at some large-scale cases to see what is the correct operation?

3. Three chestnuts

In the brand category, there are two apps in the top ten list, namely Dingxiang Doctor and Himalaya (data source: TooBigData).

Dingxiang Doctor: Knowledge Popularization

Dingxiang Doctor is not the first to enter Douyin. It only started operating on Douyin in April 2018. Since then, it has won 20.86W likes and 4.853W fans so far.

How can Dingxiang Doctor, a medical account, become so popular on entertainment platforms? In fact, its leader, Dr. Tian Jishun, was originally a big name on Zhihu, with 820,000 Zhihu fans.

Therefore, the Dingxiang team has a very good sense of the Internet and the topics they choose are sure to be popular. But their topics are not chosen at random. It is said that the person who proposes the topic must go through the "argumentative topic selection method" of internal staff, that is, to withstand all kinds of tricky questions from everyone, and screen them repeatedly before finally deciding on a topic.

Based on the tone of the application, Dingxiang Doctor's videos are mostly based on popular science medical knowledge, with a bit of humor.

If you feel that there are not so many unknown knowledge points in your field, then there is another way, which is to learn Himalaya and dig deep into its characteristics.

Himalaya: Digging Deep into the Characteristics

As an audiobook platform, Himalaya boldly abandoned the visual impact when creating Douyin, and accurately positioned itself as "moving people with listening".

Therefore, its short videos can be said to be not really videos, but rather the audio and static images on its own platform transferred to Douyin, while inviting many celebrities to recite lines. Eventually, some of their fans also became loyal fans of Himalaya.

From time to time, I would follow the hot topics, such as combining with the popular variety show "Sound of Being in the Scene", which easily received more than 10,000 likes:

Both of these accounts have grown into big Douyin accounts by seriously leveraging their expertise in their respective fields. However, they lack both professional breadth and depth. There is another type of account that is good at making up funny jokes and has attracted countless fans with its amusing users. For example, Alipay .

It is hard to tell from Alipay’s Douyin account that it is a serious financial company. The spoof videos are just right, which can both please users and promote its own products:

The above is a case analysis of several big Douyin accounts. So, should they make breakthroughs from professional knowledge points, or dig deep into their own strengths, or become a joke teller? Find the right positioning, and it is actually very simple to promote Douyin .

Author: Beautiful Baozi

Source: Chuangqi Research Society