Douyin’s official secrets for operating a hit product: one model + 5 sets of cases!

They are all putting on makeup, dancing, and showing their talents on Douyin, and they are all pretty boys and girls, but some can get 1 million likes, while others only get 5, like me.

Although human beings are essentially repeaters, you must not be willing to just repeat the content of celebrities but be unable to replicate their success.

The saddest thing about working on Tik Tok is that when users see your video, they just take a glance and continue to scroll down. No matter how funnier the joke is or how well-made it is, users will just scroll down without giving you any chance. Although the short video is only 15 seconds long, it is the first 5 seconds, 3 seconds, or even 1 second that really determines life or death.

How to grab the user's attention in the blink of an eye? There is a trick here.

There is a common law hidden in all popular videos: the law of attraction, which can be broken down into “one model + five sets of cases”.

It is better to eat (study) and use (habit) according to your actual situation. If you read and memorize it thoroughly, it will be hard not to be popular.

A Model: The Mental Journey

From the perspective of user psychology, the process of watching TikTok is a "mind journey". What is a “mental journey”? Human behavior, no matter how big or small, is driven by motivation.

Is it declining? Next or the next one? After reading, did you like, comment, or follow? There is a series of changes in psychological motivations behind this. During the user's short 15-second mental journey, they will actually experience a very rich inner drama, and will go through multiple psychological decisions without realizing it.

A good content creator is definitely a master at understanding people’s hearts and influencing users’ minds.

In the era of fragmented content consumption, if you want to impress users, the traditional route of "laying the groundwork - advancing the process - reaching the climax" is too inappropriate. It would be best if the story is like a Hollywood blockbuster, with a "climax at the beginning", quickly creating an adrenaline-rushing "Wow moment" and "luring" users into immersing themselves in the scene created by the video. Not only will they watch it for 15 seconds, but they may even want to watch it again or look forward to the next episode.

The core secret of a hit product is to “build expectations” – using countless incentives to create a sense of anticipation, so that users will have the motivation to continue watching and thus take action.

The 15-second length leaves users with limited time to think. The first 3 seconds or even 1 second determines whether the user will continue watching. It is very important to set the sense of expectation in place.

Five sets of cases: What are the videos that are expected?

In Douyin's "Beautiful Life", whether it is the good-looking boys and girls or animals, or the touching and interesting moments that resonate with the emotions, the popular videos set up suspense at the beginning of the video, using elements such as music, characters, vision, identity and copywriting to establish expectations such as "funny", "good-looking", "touching" and "informative".

Music expectations:

Using Musical Emotions to Create Suspense

BGM is the soul of Tik Tok, and the right BGM is the key element to a hit.

There are two ways to create suspense with music. One is that the types of music correspond to different emotions, such as cheerful, soothing, humorous... The other is that the music that a certain celebrity has made popular directly corresponds to a certain type of video, such as the dance corresponding to "attention", and the results of the college entrance examination/graduate entrance examination/legal examination corresponding to a certain exclamation...

Sentimental music builds up the expectation of "being moved"

Humorous music builds expectations of "it will be funny"

Specific music, building expectations for “specific content”

Character expectations:

Peak

In videos featuring real people, different types of characters will directly produce different psychological expectations. Good-looking and novel can directly stimulate users' psychological expectations to the greatest extent, such as characters who are "good-looking" in appearance, characters who are well-known in reputation, characters whose appearance is beyond daily cognition, characters with novel and special talents...

High appearance value, build up expectations of good looks

Celebrity experts, build up expectations that you will miss if you don’t watch

Visual expectations:

Men and women are visual animals, curiosity makes people irrational

Men are visual animals, and so are women. After all, eyes are the main sense organs for humans to understand the world. The completion rate of playback will be very different if the video starts with an ordinary picture or a visually stimulating picture.

It is not easy to keep humans rational. The curiosity brought by visual stimulation often arouses users' yearning. There is no reason why a video that makes people sigh at Li Jiaqi's "amazing" and "beautiful" should not be popular.

Rare beauty, new perspectives, unexpected scenes, and a strong contrast combination use the two major elements of "new" and "beautiful" to arouse users' curiosity and motivate them to continue watching.

Unexpected scenes, novel perspectives, and rare views trigger the expectation that it is "worth seeing"

Straight to the point expectations:

Interesting soul and useful themes

Clearly tell users the theme or main content of the video at the beginning of the video, and then explain it in detail in the following videos. As long as the topic raised is interesting enough or relevant enough to user insights, it can arouse users' curiosity and thirst for knowledge, making users want to know more details.

Usually this can be achieved by setting a cover, raising questions and interest points at the beginning, and directly capturing the user's curiosity. If news writing requires writing "5W+1H" at the beginning, then a straight-to-the-point video is to give the conclusion at the beginning and use the remaining 15 seconds to answer questions about what, who, where, when, why and how. For example, "How to keep fit at home during the Spring Festival" answers the how, and "99% of people do skin care wrong during the Spring Festival" answers the why.

Build expectations of “how” through video covers

Use the “opening question” to build up expectations of “it will be exciting”

Identity expectations:

The sense of substitution brings resonance

People will pay special attention to content related to themselves. If you mention the identity labels of the audience (region, occupation, hobbies, etc.) or topics of common concern at the beginning of the video, you can successfully arouse the audience's interest.

Stereotype is not a good word, but using stereotypes to make fun of oneself can easily impress users who are deeply affected by stereotypes, such as northerners who are afraid of cold, southerners who have never seen snow, and media teachers who madly revise manuscripts...

The three videos correspond to children, boyfriends, and girls who love fragrance, which build up the expectation of "it's about me" and naturally resonate with people.

Expectations for the copywriting:

Embed the above method into text

Although Tik Tok is mainly based on videos, when watching videos, users’ eyes will unconsciously glance at the text (think about whether you have this habit). Great copywriting is often the finishing touch of a hit product.

Apply the above-mentioned methods of setting the cover and the picture to the copy, extract the essence, set suspense, preview the highlights, and express real emotions, so that users can consume the copy when they see the picture and finish watching a video without realizing it.

Suspense trailer, build up expectations of "surprise"

Ask questions to build up expectations of "new knowledge"

Finally, the key point is: there are thousands of routines, "expectation" is the first one, the suspense is not in place, and the operation is tearful.

After reading five sets of cases, are you still not satisfied? Make good use of this set of Douyin video skills, hide a little tricks in the video, and you can become popular soon and be popular every day.

Source: Newrank (ID: newrankcn )