The Douyin operation plan is here!

Where are the opportunities for Douyin? Basically, they are knowledge accounts, corporate Blue V self-broadcasts, local city accounts and live broadcasts. This article mainly shares the operating ideas of knowledge accounts.

1. Start from the end and work backwards from the business to determine account positioning

Some people have 1 million Douyin fans but have suffered huge losses, while others only have 10,000 or 20,000 fans but have already made millions. The huge gap lies in whether the monetization idea is determined from the beginning.

To me, Tik Tok is just a traffic channel. We have always had this understanding when it comes to traffic: 1,000 general fans are generally not as valuable as one precise fan. What is pan powder? If you sell perfume and you create a funny account, you will only attract general fans, but these fans have nothing to do with our business. Therefore, when we are making Douyin, we must remember this sentence: promote what you are selling.

Douyin’s fans don’t belong to us, but to the platform, so we shouldn’t think about gaining fans first and then monetizing them. The path to creating an account that conforms to business logic is: determine the product, find users, and create content.

The first thing is to determine the product. Account positioning must be based on your product and business. Don’t try to do something that is easy to become popular and increase the number of followers. Users attracted in this way will be difficult to convert as long as they have no connection with our product or business, and the efficiency is very low.

First, analyze the profile of your audience through your own business content, then find content that can attract this group of people and make it into a video.

For example, if I am doing English training, then my audience will definitely be people who want to learn English. If the purchasing decision is made by parents, then my content will tend to focus on how I can help children get higher scores in English and how to stimulate children's interest in learning English. If the purchasing decision is made by adults, then my content will tend to focus on how to gain more development space through English and how to use free time to improve English scores.

Of course, as an account develops, it will cover a wider range of people, and the topics will naturally diversify. What kind of topic is the best and most attractive to our audience requires us to continuously iterate in the process.

Although there is no black technology in Douyin operation , it is still necessary to consolidate the basics and pay attention to some small details. The length of the article is limited. If you want to know more operation skills, like and send me a private message, I will share more learning materials with you for free, and I will really love my fans. . .

(ps: Those who can’t even edit videos well and don’t know how to position themselves, don’t even talk about monetization or live streaming. As the old saying goes, if you haven’t learned how to walk, you will only fall when you run…)

2. Peers are the best teachers

During our positioning stage, we should also pay more attention to excellent competitor accounts. We should understand that in most industries, there are many pioneers. Therefore, the fastest way for us is to start with imitation. We only need to find the benchmark account and imitate it at the pixel level (very detailed). Starting to execute immediately is a very important step in acquiring customers through short videos.

A lot of people have spent a lot of effort to help us set an example. What we need to do is to find such people, see what they have done, analyze how they did it, and then use this analysis on our own account, which would be very good.

1. Give an example

Let me give you an example. How did the “Forrest Gump Reading Club” account operate?

We first looked for competitors that were doing well. There was one called "Shakespeare of One Person". The overall presentation was a black background, and then a person spoke some golden sentences, chicken soup, jokes and other things in front of the camera. We studied it and found that his account performed well in all aspects. For example, it had a lot of likes and a fast growth rate of fans. At the same time, the shooting cost was relatively low and the replicability was strong. So we just needed to start our own account according to his style.

Before long, Forrest Gump Reading Club was established, and subsequently it was continuously replicated in this way, and new accounts were continuously created. For example, Forrest Gump Emotion, Xiong Wei Reading, and Zheng Ying Reading were all established using the same model.

When making TikTok, we not only look at the output, but also the cost. For example, if a company wants to build a Douyin team now, the basic operating costs are already quite heavy, including labor costs (editors, talents, shooting, post-production), shooting hardware costs, a lot of time and energy costs, and other miscellaneous costs, so cost awareness must be maintained throughout our operation of Douyin.

How to control costs when operating the Forrest Gump account matrix? First of all, all the scenes and formats are consistent, which reduces our shooting and editing costs. Secondly, their talents do not receive a basic salary, they are all signed from other agencies, and we only need to give them commissions.

The difference between each video is the topic, and the factor that affects the hit is only a single variable, so the difficulty is greatly reduced. Secondly, the highly standardized process can also produce popular videos in a stable manner, so they are able to achieve overall cost leadership.

2. How to mine peer accounts

If you don’t know how to find your benchmark account, I have summarized 6 methods to share with you. You can put them into practice immediately after learning them.

First, search directly.

We directly search for keywords in the field we want to work in, for example, parenting. When we search for the keyword parenting in Douyin, after we search, the system will recommend videos containing the keyword to us.

Behind every video is an account. Through this direct method, we can discover a large number of accounts.

Second, expand keywords.

If we only search based on the word "parenting", we may get the same results over and over again. So we might as well change the keywords, such as parents, children, guardians, etc. On the [KuaiTuYi] platform, you can directly expand many new keywords through one keyword.

Third, relevant experts.

When following accounts with specific tags, the system will actively recommend accounts that may be of interest to us.

Fourth, the system actively recommends.

After we browse videos in the same field, we will find the recommendation page, which is the first page we click on Douyin, where some videos we want to match will appear.

Fifth, search indirectly through the fans of experts.

The fan pages of some influencers are not hidden, so we can click on them to see whether his fans are following other accounts of the same type, or have liked works of the same type.

Sixth, short video data platform.

In some short video data platforms, such as the Duanyuer platform, we can directly use it to help us quickly search for benchmark accounts, and they can be sorted by time and likes. The efficiency will be faster.

Through the above methods, we can quickly find many objects worth learning and referring to. Then when we are doing it, it is best to record it, for example, the accounts that have gained followers quickly recently, which are very worthy of our learning.

By the way, a warm reminder for everyone is that when we are looking for benchmarks, we must have a clear goal, because we are here to study our peers. Let's say I want to find ten or 20 today. We will watch the accounts or videos of our peers, and then stop, because TikTok is really attractive. It will continuously recommend things we like, and we can easily forget our own business and waste a lot of time.

3. How to analyze peer accounts

As mentioned earlier, before we create an account, we must first find benchmarks. So how do we find these excellent peers? How should we analyze it? Analysis is a meticulous job. I have made a list for you on how to do it.

Analysis checklist:

First, account packaging.

1. Nick name
2. avatar
3. sign
4. Cover image
5. Account ID

Second, account positioning.

1. Business Content
2. Monetization Methods
3. Video form analysis
4. Account data (number of likes, number of followers, number of works)

Third, video analysis.

1. Average number of likes for all videos, percentage of hit videos (above average)
2. Average number of likes for the last 5 videos
3. Low-quality video analysis, basically the same as 4
4. Hot video disassembly template

• Video link, duration, likes, comments, reposts, topics
• Description Title Add Topic
• Subtitle style (Chinese and English, position, color, size)
• Cover design (with or without title)
• Soundtrack
• Video copy
• Scene composition
• Total number of shots
• Fans' public opinion
• Video Logic
• stem
• …

3. All problems are content problems

In the experience of solving problems for everyone, I often encounter the following problems:

1. If I use a certain software to edit my videos, will my chances of getting recommended be higher?

2. Is it true that after I create an account, the probability of my becoming popular will be higher?

3. The videos I post have never been popular. Is it because I am connected to WIFI and not using data to post videos?

…

There are many, many questions. Whether a video can become a hit is determined by many factors, including account factor (5%), release time (5%), X factor (10%), and video content (80%).

4. Increase the probability of a hit product through interactive indicators

Tip 1: Increase the comment rate

When we create videos, we need to predict in advance what emotions users will have and what opinions they will express. Because the more comments there are, the more popular the video will be. Most Douyin users like to read great comments, and the comments are even more exciting than the video itself, becoming an important part of the video content.

Therefore, before we create, we leave a seed that can arouse topics in advance and plan the direction of users' comments in advance, so that users can follow our rhythm. Here we call it [pre-buried stalks] (or easter eggs). This will not only increase the comment rate, but also the completion rate, because users spend time leaving and reading comments, and the video stays longer.

Tip: The above comments mainly refer to users' comments, not our replies to users' comments.

1. The usual practice is to embed it in the video or video title

1) Intentionally placing typos in the video, deliberately saying some irrelevant content incorrectly, or leaving logical loopholes. This is likely to inspire users' sense of superiority and cause them to leave comments. Of course, we shouldn’t do this too often, otherwise users will think our video quality is poor.

2) Ask questions in the video and guide users to post and find answers in the comment section, such as suspense videos.

3) Use the title or video ending to guide users to comment, like or forward.

4) Expand the user scope. For example, if we comment on the acting skills of five stars in a video, then the fans of these five stars may come to comment.

2. Include interesting or informative comments in the comment section

After the video is released, we use our own Douyin account to post 2-4 comments, such as questioning the video's point of view, making fun of small details in the video, asking sharp questions, etc., to attract users to pay attention to the comment area and even directly participate in the topic discussion.

3. Choose topics that are likely to cause controversy

There are a thousand Hamlets for a thousand people. Each user has different cognition, so he will have different opinions on each video. When he agrees with our opinion, he may just click "like" to express his agreement and move on. But if he opposes our opinion, the user may refute us and directly put forward the opposite opinion in the comment area. So we can arouse discussion among users by creating videos that are likely to cause controversy.

4. How to maintain the comment area?

When a user comments on our video, it is best to reply to him as soon as possible. But if our video becomes popular and there are hundreds or thousands of comments, how should we maintain it?

1) If you have time, reply to all the messages as much as possible. This is also a way to cultivate fan loyalty.

2) Reply to popular comments and great comments, in other words, reply to comments with a high number of likes.

4) Reply to comments that are highly relevant to the content, such as when a user extracts the essence of a video and posts it in the comment section.

5) If you are an influencer with a large number of fans and someone famous comments on your video, be sure to reply to them and interact with them more.

6) Use more question sentences when commenting, which can stimulate users to start a new round of interaction.

5. Interact with big accounts and comment to attract traffic

When we see a popular video, we should take the time to leave a comment as much as possible. If our comment gets a lot of likes, it can have a certain effect in directing traffic to the account or video.

Tip 2: Improve completion rate

Gaining attention is like gaining wealth. The most basic point is to ensure our completion rate, which can also be understood as the time users stay on the video.

The completion rate is the most important indicator in Douyin. We can recall how we use Douyin. Do we stop to watch when we see an interesting video, and swipe away immediately when we see a video we don’t like? Therefore, the machine will also have such judgment rules. If many users are particularly uninterested in a certain video and swipe away without watching it, then the video is likely to have poor content, so it will not be given more recommendations and will not be allowed to enter the next larger traffic pool.

1) Pre-climax

Move the most exciting part forward, don't beat around the bush. There is even a rumor that playback of less than three seconds is not considered effective playback.

2) Shorten the video length

When creating, make sure that every frame of content is useful and necessary, and shorten the length of the video as much as possible, as short as one second as possible. The shorter the video, the higher the completion rate and the higher the number of views.

There was once a trick for breaking playback that was circulating in the market. It was actually a 7-second video + popular music + a golden sentence or a short story. But there is a misunderstanding here. The completion rate of Douyin is compared among videos of the same length. For example, a 1-minute video with a 30% completion rate is definitely more valuable than a 7-second video with an 80% completion rate.

Of course, we have to shorten the length while ensuring the completeness of the story or content. We can't shorten it just for the sake of being short. Otherwise, it will be inferior. A video that is too short cannot carry too much content. Shortening the length of the video recklessly is not conducive to us building an account that attracts fans.

3) Increase user viewing time

By setting up exciting videos, inserting magical music, setting up difficult-to-understand plots, etc., we can increase the time users stay on our videos, and even have them watch them repeatedly. If our videos contain a lot of text, information, and details, it may encourage users to watch them repeatedly or even pause to study them carefully.

4) Make valuable long videos

It is said that the conditions for evaluating the completion rate of videos longer than one minute are different, but when we shift from only considering the completion rate to [value-driven], we have the opportunity to create a Douyin account with stronger stickiness.

Whether a user will finish watching the video depends on whether the video can bring him value. The value of a video is not determined by its length. In fact, a video that is too short cannot bring higher value to users. Long videos are more likely to explain the knowledge points thoroughly. For example, the videos of this account (Teacher He Talks about Economics) are quite long, but the number of views is not low.

Since you occupy the user's time, the value you provide to the user must be higher than the value of the user's time. Because your content is not good, you are afraid that users will not stay, so you have to make extremely short videos to achieve a high completion rate.

Of course, making long videos does not conflict with not talking nonsense.

Tip 3: Increase the like rate (strong sense of gain)

Liking the button is the simplest operation in Tik Tok. Just double-click the screen or click the heart icon to like the button. In a sense, liking the button also has a collection function, because users can store their favorite videos in their like column.

If we want users to like our videos, we must make them clearly aware of the value of the videos, such as being able to make people laugh, think deeply, resonate with others, generate positive energy, see impressive skills, unexpected twists, learn knowledge, and gain more information.

Valuable content should be entertaining. Too dry content may be as bland as this article and difficult to swallow. Breaking up the knowledge points and appropriately adding fun and entertainment to the video will make our videos easier to be accepted and spread by users.

For example, when we talk about opportunity cost, if you choose a virtuous and dignified girl over a sexy and lively girl, the other one you give up is the opportunity cost.

Knowledge-based videos are easy to get high likes and reposts because they give people a strong sense of achievement. In addition to ensuring the value of the content, you can also set some details to guide users to like it, such as adding guiding actions or voice at the end of the video. In order to shoot this video, I contributed 5 weeks of rest time. Can you give me a little heart to make me more motivated to continue creating? Or like and follow us, and we will bring you more exciting videos in the next issue.

When we actively ask users to like our videos, in fact, users will not reject us. Instead, they are very willing to like our videos because the cost of liking is very low, just double-click, but it can help our videos get better user feedback.

Tip 4: Increase forwarding rate

The techniques for increasing the forwarding rate and the like rate are the same.

In real life, we use currency to purchase goods, but as a social media, TikTok allows people to share short videos, which is an interactive social behavior. Just as people can use currency to buy goods, social currency can allow you to gain more comments and positive images from friends.

For example, if we share interesting and funny jokes, others may think that we are people who are willing to share happiness. If we share technology videos, people may think that we are technology fans. In other words, we can use the action of sharing short videos to let our friends know what kind of people we are.

In TikTok, whether you want users to like, follow, or buy, you have to appeal to their emotions without exception. Retweeting is an action with a high psychological cost, and only strong emotions can inspire users to share.

Jonah said that the five strong emotions most likely to cause forwarding are surprise, excitement, humor, anger and anxiety. When users think that the video in front of them is important and can benefit others, they will share it.

For example, the information provided in our videos is practical, helps others get healthy, helps users save money and time, and gives

Bring more happiness to users...

Tip 5: Increase attention rate

Knowledge accounts can easily make users perceive the [long-term certain value] we can bring to them. In other words, users know very clearly what we will bring them next, such as fitness knowledge, writing tips, short video operation skills, etc., which are exactly what they may need now or in the future. When the demand is stimulated, attention will come naturally.

Because we need to continue to provide users with long-term and certain value, we need to create vertical content. There are some tips to increase your attention rate:

1) I mentioned in the previous video that this sentence actually hides a little trick, which is to tell users that there are some similar videos before.

2) Give a preview of the next content to let users know that related content will be provided in the future.

3) Use a uniform and neat cover with keywords, for example, the cover should say "Video No. 29".

5. Psychological construction is an essential quality for Douyin operation

In the process of making TikTok, because it is full of uncertainties, a good attitude is very important. When the epidemic just started last year, Mr. Bai and his account had already made 300 videos, but they only had 300 followers, which meant that one follower was added for each video they posted.

However, due to the continuous output of good content, some videos have become popular and the number of fans has gradually increased, so mentality is very important.

6. Continue to provide value to users

The algorithm changes every day, can we keep up? If we follow the latest algorithm changes every day and see what new features have appeared in TikTok, it will be very tiring to be honest.

Therefore, the eternal point of our work on TikTok is to provide value. We need to think about what value this account can provide to users continuously.

No matter what the previous video data is like, as long as we persist in polishing the next video, a hit will appear. I hope it can help everyone take a step further in knowledge-based short videos.