Tik Tok Promotion: Does Tik Tok win by its algorithm?

Tik Tok is addictive, don't get addicted to it.

A female friend of mine who is an artist told me that she downloaded Tik Tok three times, uninstalled it three times, and finally decided not to use it anymore. Because each time I watch it, it takes a long time, but after watching it, I feel very empty inside.

However, this does prove the charm and user stickiness of the Douyin product, commonly known as: toxic.

Now, Tik Tok is really popular all over the country. Kuaishou, which once emerged as a rising star, now seems to be unable to keep up with Douyin.

Of course, the author is just bragging and does not really do academic research. The reason for this comparison is, firstly, based on my perception around me, and secondly, I saw such download volume comparison on the APP store.

Okay, let’s assume that TikTok is indeed successful (which it is), then I can continue writing.

I have read many articles analyzing the success of TikTok, which said that TikTok’s success lies in its powerful background algorithm, which can make accurate recommendations based on user preferences.

Because it constantly "feeds" users the content they need, giving them a huge sense of satisfaction and eventually making them addicted.

Such analysis attributes the algorithm to TikTok's core competitiveness, but I'm sorry, I just want to say that you don't even understand TikTok's business logic.

The real power of TikTok lies in the fact that it has created an unprecedented short video business logic, and the algorithm is just a tool to enable this logic to be executed smoothly.

The logic of Tik Tok can be simply described as: riding on the trend + creating the trend + hit songs

These three points simply satisfy everyone's understanding of "comfort".

Riding on the trend

To put it simply, "riding on the wave of popularity" means that everyone is partying together around an event.

Humans are social animals, and things that involve a sense of shared participation always seem interesting and exciting to most people. For example: The World Cup is a big hot spot. Everyone participates in it and it feels interesting to have such an atmosphere around you.

Does Kuaishou allow everyone to party together around an event?

I don't think so.

The difference between Kuaishou and Douyu: one is to give more ordinary people the opportunity to participate in video recording, allowing themselves to "go on TV" and gain attention.

One is that you have to have a live broadcast room and broadcast the "program" at a fixed time and place. The participation threshold for ordinary people is higher and the chances of getting attention are smaller.

There are very few people like Xiao Shen Shen'er, a dancing queen, or Feng Timo, a singing god.

But in essence, there is not much difference between Kuaishou and Douyu. They are both content providers who create a program based on their own expertise for people to enjoy. Different people make different programs, and users just choose the ones they are interested in to watch.

Tik Tok is completely different. Its underlying business logic is to encourage and promote "riding on the trend".

I don’t know who invented the “Sending You 99 Roses” action, but everyone is learning it. If you spend an hour on Tik Tok, you can see countless different people using the same music and performing the same moves.

You might say: Isn’t this just an algorithm? ——Let you keep watching what you are watching.

But you have to think about it: if no one produces the same content, no matter how accurate the algorithm is, it will be useless.

For example: A woman with the online name Wen recorded a video using a piece of Gucci Gucci Prada Prada music and became an instant hit. And this piece of music and this way of playing are also played by a lot of people. However, her sweetness and cute movements made her stand out (the plot later took a turn and ended with her account being banned).

There are also 98K, Doula Dance, Russian Dance, Empty, and even Chongqing Hongyadong. These are all very familiar to Douyin users and are famous ways of playing in the Douyin world.

Apart from TikTok, no other short video app can make a certain event a carnival for the entire platform.

It is precisely by guiding and creating a huge group of "hotspot-riding" users and establishing the basic atmosphere of the Douyin community that we can support another core point - creating hotspots.

Creating a Hotspot

Creation = Originality

In the current environment where copyright awareness, especially copyright awareness of Internet content, is relatively weak, the idea of ​​"originality" can easily make people discouraged. Even if it doesn’t make you “discouraged”, you won’t enjoy it either.

Take Kuaishou as an example. If a person invents a way to play, what he may get is that his video gets likes. But if this gameplay is "stolen" by a few other people and they get more attention, the original creator would probably feel unfair.

Because Tik Tok has successfully created the community atmosphere of "riding on the hot topic", you actually don't know where many of the ways to play come from, but it doesn't matter, because the fact of "partying together" is enough to motivate the original creators to prove that they have good ideas.

The Sky Mirror of Chaka Salt Lake is played with by everyone.

This is a very subtle but crucial part of product design: the 1% of original creators are supported by 99% of followers.

If everyone plays their own game like other platforms do, the charm and motivation of originality will be greatly weakened.

Finally, the key to the key - Divine Comedy.

Divine Comedy

Listen to this song first. Needless to say, all TikTok users are familiar with it. I've never used Tik Tok, but just listening to the songs is quite exciting.

Almost all of the Douyin games are based on a song.

Music can transcend cultures and levels, allowing everyone to participate and enjoy it. The popular Tik Tok gameplay is usually driven by a special song.

98K is a variation of HandClap, which led to a large-scale imitation of the blinking dance.

Intel's "Light, wait for light, wait for light" is just a few notes that have made the brand deeply rooted in people's hearts. All I can say is that the charm of music is so great that humans cannot resist it.

Among short video apps, Tik Tok is probably the only one that has made music a core element of the community. Based on this, TikTok became so popular and became "toxic".

In fact, there are many reasons behind the success of the Douyin product, such as: the video technology flow logic on mobile phones; the video classification logic on a large platform; the beauty logic under the beauty and face-slimming technology; the positive energy logic, and so on.

I really can't write anymore, and I don't want to write anymore. If I really want to start from the evolution of live streaming apps, I feel like I can write a book.

What I mainly want to say is "riding on the hot spot", "creating hot spots" and "divine songs". Now that we have mentioned them, the business logic that distinguishes Douyin from similar products has become clear.

None of the other apps have these three points, so it is normal that they cannot compete with TikTok.

Algorithms are important, but they must also be based on strong business logic to play their due role. Otherwise, even if you were given 10 times the power of the TikTok algorithm, you might not be able to make a TikTok.

Finally, let’s talk about Tik Tok influencers. Here’s what I think:

• A popular video is really useless;
• A video alone can’t really become popular.

A red video is really useless

This girl is so cute, the song in this video is so nice, and 1 million likes is amazing.

But after paying attention, I found that only this video received many likes, and the others were very average.

Short videos are different from live broadcasts. You watch them and then leave. You won’t watch and like a video every day just because of it.

Therefore, the meaning of a red line is usually just "I have a red line".

This guy is handsome, and the first two lines of this song "I'm a God" are really nice. It has become a hit with 5 million likes.

But the person who posted this video did not gain more attention for other content he posted because of this video with 5 million likes.

A video can't really become popular

The one with Gucci Gucci Prada Prada, she is truly one in a million, she deserves to be popular. There are very few people like her who became famous because of a video and then continued to be famous.

On platforms like Douyu, viewers go to a fixed room at a fixed time to watch the "performance" of a favorite anchor. Moreover, for the viewers who have been following the host for a long time, because they know the host well, it is a great pleasure to hear the “secret code” and “black language” spoken in the live broadcast room.

It is possible to develop short videos into a brand, but from a genetic point of view, don’t think that you will become famous just because one of your videos goes viral. Too many ordinary participants have the opportunity to make a video with millions of likes, but on such a platform, it does not mean that you will continue to be paid attention to.

In short, as a new and popular thing, Douyin has its own unique business logic. As for the product itself, it is very successful. There are indeed many eye-opening things on Douyin that can enrich your knowledge. As for the "brushing" thing, you have to be cautious, because you will feel empty if you watch it for too long.

Source: Wu Laoshi Excel (Enjoy_Excel)