Tik Tok practical operation notes!

Tik Tok is a new world, and every world has its own gameplay and rules.

Today's Tik Tok is equivalent to the WeChat official account in 2014 and is in the traffic dividend period. Do you understand this sentence?

Kuaishou in the north and Tiktok in the south.

Douyin, which is more than two years old, is becoming a national short video product. As of the end of 2018, Douyin's daily active users in China exceeded 50 million, and monthly active users exceeded 500 million.

Many people in mainland cities have already benefited from short video entrepreneurship. For example, I know a beautiful woman who runs a clothing store. She shows herself on Kuaishou every day and sells goods by the way, making a net profit of seven or eight million yuan a year.

There is another one. The former boss of a micro-business team now makes 300-400 million yuan a year on Kuaishou. I heard that he was a gangster boss a long time ago. He was a Azure Dragon on his left and a White Tiger on his right. He was from Northeast China. Later, he did micro-business and made a lot of money. Later, he did Kuaishou and has countless fans. The former boss is now an Internet celebrity.

Compared with Douyin, Kuaishou is more suitable for self-employed individuals to sell goods. Tik Tok is more inclined towards corporate promotion and creating hits and events.

Of course, it’s not that Douyin can’t sell goods, but Douyin is more inclined to sell goods through the content itself. Many contents do not have the gene for monetization. For example, if you post a bragging post on TikTok to recruit agents, you will only be laughed at in the comment section.

It is a wrong idea to regard Douyin as a traffic-generating platform and to believe that content can be monetized. Content must be interesting, useful, and good-looking. The quality of content determines the quality of traffic. Compared with the traffic purchased from Baidu through bidding and the traffic accumulated from official accounts, Douyin's traffic also needs to be cultivated. Attracting new users, operations, retention, and conversion are all indispensable.

When making short videos, playing Tik Tok, or creating an internet celebrity IP, you must have a mindset that is close to money. The vertical field determines the category, the content form determines the depth and breadth of the content, as well as the competitive track, and the IP attribute determines the user stickiness. As the pan-entertainment economy is in a downward trend, the ability to convert is king!

What principles should the content follow?

Beauty, the picture must be beautiful. Interesting, the content is interesting and users are interested. Fast, the tempo should be fast. In addition to the fact that the video tempo should not be dragged out and the highlights should be presented as soon as possible, it should also be accompanied by popular background music with a brisk rhythm. The popular BGMs on Tik Tok all have a relatively fast rhythm.

In short, traffic generated by content is of higher quality.

I have thought about these three words "close to money" for a long time. For example, the Internet finance industry we are serving now is an industry that is very close to money. Users transfer money to their company and buy financial products, and the company makes a profit. Unlike traditional manufacturing, it also has to do product development, design, procurement, packaging, delivery, etc. This chain is very long. Each industry has different characteristics, and the content attributes and directions of operations are also different.

For different industries and different products, you need to consider who your users are. Many people say that TikTok is played by young children who have no purchasing power.

Actually, it’s wrong.

In the analysis of Douyin user data, the proportion of first-tier cities reached 27.32%, while the proportion of first-tier cities in the entire industry was only 10.9%. Almost all Internet users under the age of 30 use TikTok, and among the 30 to 40-year-old group, which is the main consumer group, the proportion of TikTok users far exceeds the industry value, reaching 38.18%.

These data show that Douyin users are high-end and have very strong spending power, which is why everyone wants to carve out their own territory on Douyin.

Douyin is a new media platform that can quickly "create stars" in a short period of time, and it is a brand new world. Whether it is a Fortune 500 listed company, a start-up, or a new brand, the opportunities here are equal. There is always the possibility of becoming popular overnight, and a short video can bring millions of exposures.

Tik Tok allows every ordinary person to express themselves.

When a company or an individual creates TikTok, they should do it with an entrepreneurial mindset .

That is, treat the operation of Douyin as a project. You are the project manager and Douyin is a new entrepreneurial platform. For the company, it is a new content production and traffic platform. It is best to set up a project team specifically to incubate entrepreneurship internally.

Since it is entrepreneurial thinking, we must consider the input-output ratio, and there are several rules.

1. When running a business, the role of time and energy far outweighs that of money; 2. Unless you invest 100% of your time and energy, the probability of failure is extremely high if you enter a field that you do not understand or are not good at. 3. The project incubation path is to start with a cold start of 50,000 to 100,000 yuan, and then gradually invest after seeing some improvement and finding the pattern.

The key to starting a business is people. It is particularly important to find the right person to do Douyin , or to find content that you are good at to plan your Douyin account. The overall principle is to improve labor efficiency, material efficiency, be fast, cut quickly, iterate quickly, use fewer people, less time, and less cost.

The key point is to find the right person!

In new media companies, the golden configuration for playing Tik Tok is three people.

The first one is responsible for screenwriting planning , character creation, jokes, and scripts. This person must be very creative, have an active mind, a broad imagination, like to watch Douyin, be particularly sensitive to popular hot topics, and have good writing skills. He is equivalent to the editor in the era of official accounts.

This person needs to have a strong user mindset, not be self-satisfied, be able to plan content from the perspective of user needs and pain points, be able to judge what type of videos will be popular, know who his or her users are, and what kind of content can cater to his or her target user group. He or she must be familiar with video tools, be able to do storyboards, write scripts, and understand marketing, brands, and have new media promotion capabilities. This person is critical.

The second person is responsible for shooting and editing. Don't think that shooting and editing are complicated. In fact, one person can do it. There are many tool software now, and you can use a SLR to shoot. An editor who has never been exposed to these can consider learning these skills. Generally, you can get started in 15 days. However, you need to have a good sense of the lens, a "net sense", and a certain aesthetic sense of lens composition. It is equivalent to a technical partner, responsible for the execution of shooting, editing, subtitles, and music. It is best to complete it with a mobile phone and a SLR camera. There are also many app tools in this regard on mobile phones.

Compared with the people who do shooting and editing in traditional film and television companies, they may not be able to do Douyin well, because their way of thinking is different. Douyin is more natural, down-to-earth, dramatic, and realistic, while the methods of film and television companies are too "rigid".

The third person is an actor who can perform on camera and is not required to have great acting skills. Either you need to be good-looking, or you need to show rapeseed flowers, or you need to be very funny, or you need to have useful information. If you need to shoot a real scene on Douyin, you will also need external staff to cooperate, such as makeup artists, lighting engineers, sound engineers, and packaging engineers.

What is the process of operating Douyin?

Simply put, it is account positioning, category selection, general direction determination, character selection and IP setting, script writing, video shooting, post-editing, and online promotion.

When playing Tik Tok, you should pay special attention to three data performances and one rule.

Three key data:

1. Likes: The number of likes on a video (the number of little red hearts)

2. Bounce rate: The frequency with which a video bounces out after less than five seconds of viewing.

3. Average playback time: depends on how many times your video is played repeatedly

One rule: traffic pool rule.

After a novice account releases its first video, Tik Tok will allocate a basic recommended traffic amount (approximately between 300 and 500). As the bonus period passes, the basic traffic becomes less and less. When a video is liked, commented on, and played repeatedly by many people, it will become popular.

After heating up to a certain percentage, Douyin will recommend the video to enter the next traffic pool. It will no longer give 300 to 500 basic traffic, but may be 1,000 or even more (depending on the video performance). After being heated up again, the popularity of the video continues to rise, and the number of recommendations given may be 10,000 or 100,000.

The Internet has changed the business model, and self-media has changed the mode of information dissemination. Short videos, led by Douyin, have changed the content distribution logic and content consumption model, and may even change the reading habits of a generation. From the perspective of the enterprise, by creating a brand IP for the enterprise and outputting content through Douyin, the most direct and efficient exposure and conversion rate can be obtained.

Source: Tang Xiaohan