Tik Tok operation and promotion: 3 steps to create a hit product!

On June 12, 2018, the short video app Douyin announced the number of daily active users in China: 150 million, close to the daily active number of Alipay at the end of last year. Tik Tok has thus become a phenomenal APP, and the traffic value it brings is enormous. The commercialization potential of short videos is obvious. Whether in advertising placement or e-commerce, short videos have excellent platform advantages and traffic advantages.

Tik Tok is always an entertainment platform, so its audience portraits should be these three types:

1. Female users account for a larger proportion;

2. The age group is relatively young;

3. 65% of the people have an income below 5,000.

The next growth point for TikTok will definitely be the age of its users. Once we have a clear understanding of the user portrait, the next thing to do is to increase the number of followers.

1. Three stages of rapid increase in followers on Douyin

Phase 1: Do top-level systems thinking.

Under systematic thinking, a formula will be formed. For example, if I want to promote this Douyin account, at the beginning, we will study its memory, emotional points, personality characteristics, and finally the monetization and commercialization link.

With this set of thinking, you can start with different formulas at different points and then use different tools.

The second stage: scarce account positioning.

Because you need an account before you can have videos, the account is already prepared from the perspective of positioning and account planning. You need to study the industry conditions of different industries, how many people are currently using Douyin in the industry, what the fan situation of these Douyin accounts is like, what their characteristics are, their competitive advantages, and what advantages you have yourself. This is the first step we need to take when creating a Douyin account.

Several common account categories

The first category is those who are the first to do so in a certain industry.

The second category must be the first to do something in a certain genre, such as drama and comedy, talent, appearance, etc. What if someone does both?

Then you should find a certain industry field and take the lead in adopting a new type of approach, or use a new presentation method or new type to apply across industries.

The third category is to have a unique label, or you have multiple labels. What if my tag is funny and someone else has the same tag? Can you add more labels to yourself?

For example, if you stack labels, you can be labeled as positive energy + funny to form your own unique label.

We start by doing a market analysis. The purpose of market analysis is to find out what blank markets still exist.

We will divide different industries, types, and labels into three major categories, and match our opponents to these three categories. What industries, types, and labels do your opponents belong to? What we want to find is the blank combination after the opponents are superimposed, and then we will screen and accurately locate them. This is the positioning process.

When it comes to choosing an industry, we basically have no choice. After determining the industry, the next step is to find different types.

For example, if you are in the beauty industry, and all the people doing beauty work are beautiful young ladies, how can you break through as quickly as possible? You can do handsome guy beauty and handsome guy makeup, this is the fastest way to break through.

If you can’t find a blank spot in the type, you can also design your own labels. For example, if you can do entertainment and comedy, and others can do it too; if you have talents, others also have talents. At this time, we need to add a unique label.

Make your label personalized enough and embed it into your IP.

For example: There are many people singing on Douyin, but among all the singing accounts, I found that there is no bald person, or if there is, at least he is not very good at the moment, so we made a bald singing account. This account already has 1.3 million followers. This is differentiation, finding his scarce market.

Once you find a very scarce positioning, it will be easy to do it later. If you don’t find the right positioning, the subsequent videos will be very tiring no matter how beautifully they are made.

Phase 3: Create effective, popular videos.

To create popular videos, we have divided it into three steps: the first step is topic selection; the second step is scriptwriting; the third step is production.

1. Topic

The topic is the theme of the video. We found that many people spend too much time on video production and scripts, which is a mistake many people make.

The topic of your video determines whether it can stand out in the vast sea of ​​​​TikTok where tens of millions of videos are posted every day.

All popular videos contain these eight points:

One is the laugh point , the laugh point of the drama. If you can't help laughing after shooting a video, then the video is funny enough.

The second is hot spots . The jokes from popular movies and TV series, as well as the current political and policy trends are also hot topics;

The third is the point of resonance . When watching Tik Tok, do you feel “Yes, that’s it”? This is the resonance point;

The fourth is the conflict point , which is the dispute. Netizens like to express their own positions, like to stand on either A or B, like to comment, like to express this or that;

The fifth is the tear point . The tear point means being moved. Touching things are often the easiest to become popular.

I saw a video before. It was very simple and ordinary. It was about a person holding a lunch box and feeding a dog on the roadside. It received hundreds of thousands of likes. It doesn’t have great music, and the graphics aren’t particularly good either. What’s the only thing that’s really popular about it? He wrote a title in the video called "I passed by this street for several days in a row and saw this dog there. Today I went to a fast food restaurant and bought a box of food for the dog." This is called warmth and can move people. This type of account is also very easy to become popular.

The sixth is the excitement point , which means that this video can make people who watch it happy. "Wow, so beautiful, so pretty", "It's so well said, so right, I can't help but want to give it a thumbs up", "It really expressed things that I don't usually express", "This is very interesting, I want to shoot one too", when others watch the video and say these words silently in their hearts, this video is destined to become popular.

Seven is the justice point .

Eight is knowledge point .

After your video comes out, whether it can arouse users' emotions and create emotional fluctuations is the key factor in determining whether a video can become popular.

1. screenwriter

The screenwriter's job is based on the subject matter. For example, the subject matter of this episode is about who is in charge of the money after a man and a woman get married, how to write the script, which direction you want to guide it, and whether the man or the woman is in charge of the money. This is the screenwriter's job.

Screenwriters should pay attention to five major indicators that are closely related to Douyin's recommendation mechanism and traffic mechanism.

The five key indicators are attention rate, completion rate, forwarding rate, interaction rate, and like rate. The most important factor is the completion rate, because the completion rate is the best basis for user experience and proves user experience. How to improve these five indicators is the key.

How to improve attention conversion and completion rate?

First, the content itself.

The script of your content itself must be compact and rigorous enough, without any waste.

Behind the content is the human heart, and behind the operation is human nature. Only by satisfying the core of human nature can we create a hit video.

① Behind the content is the human heart. Human nature is good and people tend to follow goodness. So if you promote good things, most people will be willing to read them.

Many people may use evil methods to attract public attention, but after doing so you will find that they may only have one video that goes viral, and it is difficult for subsequent videos to become popular. So I suggest starting from the nature of human heart itself.

② People are born to like to compete and win, so they think that they must be better than you in their speech. Therefore, open-ended topics will allow most people to participate in the discussion, which will lead to a higher rate of dissemination.

Second, the length of time.

Initially, Tik Tok was only able to record 15-second videos, and it was only in April last year that 1-minute videos were available. Why is it only 15 seconds at the beginning?

Tik Tok needs to use this time point to force everyone to make the content of higher quality. If something can be explained clearly within 15 seconds, it should not be explained in one minute.

When we are watching Tik Tok, the first 5 seconds of the video are very important. 80%-90% of the videos are watched within the first 5 seconds.

2. The future of short videos

First, make it part of daily life. In the future, short videos, no matter on which platform, will become more and more life-like. This is why the vlog (the author’s personal life) is the most popular form this year.

Second, standardization. The TikTok platform has only been developed for a short time and has gained so much traffic in just one or two years. Therefore, the operation of the platform itself will become more and more standardized as the team matures and the team's systematic construction is strengthened, which will provide better conditions for merchants and every content producer, and provide a better experience for users.

Third, diversity. The content in the future will become more and more diversified and more and more flat. Therefore, commercial monetization has also become diversified.

Source: Noteman