Douyin operation: How to create a popular Douyin account?

Is TikTok still in its bonus period?

Douyin has extended a new way of playing in e-commerce , which means traffic and business opportunities. So how can we get a piece of the pie as quickly as possible? Whether for enterprises or individuals, Douyin is undoubtedly a platform with a very low threshold.

As far as the popularity of Douyin is concerned, it has obviously passed. Fei Qiming in early 2018 can be said to be the most perfect harvester of Douyin, while the veteran influencers are mainly Dong Xinyao and Wu Jiayi. Apart from Xiao Tiantian who became popular on the Internet some time ago, we can't see any of those players who tried hard to create content but ultimately failed to make any progress.

We helplessly discovered that it is becoming increasingly difficult to make money on Douyin. Why? Because there is so much homogeneous content , covering all areas, good ideas are hard to come by, but copying and imitating always seem easy. You may spend three or four days shooting an excellent content, and others may imitate it exactly in half a day, and even be more popular than you. There are often original series that are not popular, so how can you break the deadlock?

I had the opportunity to track the growth history of an account, which I will share with you.

Phase 1

The name of this account was originally "Ke Ye", and was later changed to "Xiao Nezha". The latest data is 2.114 million likes and 520,000 followers.

I first noticed her because of a video on August 25, in which she announced that she would do a 21-day six-pack abs development test and evaluate whether the six-pack abs development tutorials on the Internet were feasible. The content showed that she was a patient with hidden abdominal disease. She looked very thin on the surface, but in fact, there was a lot of fat on her belly. She looked very down-to-earth. I followed her at that time and wanted to see her subsequent development.

Video link: http://v.douyin.com/dTDPJG

At that time, the video received 60,000 likes, which was a big hit for an account with less than 100 followers. The effect was also very significant. A single video brought in more than 20,000 followers. After about a week of content output, the account gained 100,000 likes and 30,000 followers. The conversion rate of likes and retention was still good.

In this regard, I will make a simple analysis:

• First, the gimmick of "21-day vest line development" is used to attract follow-up attention through content , and people want to watch her check-in process or want to check in with her;
• Second, compared to other types of fitness themes (strong men, beautiful women with good bodies), she does not feel distant, or she looks like an ordinary person , without beautiful mermaid lines or eight-pack abs. You can watch her do some very basic movements, and everyone can follow her to test their own results. The interactivity is stronger;
• The third reason is that the content is closer to life and down-to-earth . Her seemingly flat belly is actually full of fat. She takes the initiative to expose her disadvantages for everyone to see. This is her true appearance, and it is easier to get others' recognition and likes.

Then, "Ke Ye" made a fitness video every day, and the "21-day vest line development" really lasted for several days:

The first few data of this series are pretty good, with about 10,000 likes. (This series of videos under this account has been deleted)

But after entering September, she began to show signs of decline. She quickly adjusted her direction and began to release new content. This series was completed at the end of 21 days, putting an end to the 21-day six-pack abs development period.

Phase II

Let's see how she adjusts.

On September 11, 2018, she released her first beauty review video - a collection of super useful toiletries for only 50 yuan. It was filmed in a Watsons physical store and received over 10,000 likes. Considering the continuous decline in data in the previous period, it was a good recovery.

But the surprise was that on the second day, the "30 yuan for 6 super useful household products" campaign won the first 100,000 likes. The 6 products were green tea makeup remover cotton pads, disposable cotton underwear, Kao steam eye mask, Hao Lechi mouthwash, Jiner's toner, and Kobayashi Pharmaceutical shoe deodorant.

There are several words in the video copy that are worth learning. I have extracted them: "What you want", "Sequel", and "Super high cost performance".

But what I didn’t expect was that this hit with 100,000 likes was just the beginning. In the next less than a month, she harvested 5 hits in a row, with an average of 200,000 likes, which are:

• Watsons' 6 major household products received 143,000 likes;
• MUJI Red and Black List 150,000 likes;
• Starbucks ' 5 Money-Saving Tips: 314,000 Likes;
• Z AR A discount guide 238,000 likes;
• 156,000 likes for the guide to choosing facial cleansers.

Here is the complete list of videos for this phase:

After receiving 1 million likes in 3 weeks, "Ke Ye" also changed his name to "Xiao Nezha" on September 22. How did you get these 1 million likes?

Six revelations

After watching these 21 videos, I found some points worth learning from and would like to share them with you.

Tip 1: You can’t do it alone, you need a team

Why do I say so? From the perspective of video content, you at least need an editor, a photographer, a content creator, and an expert. Of course, one person can do so many things at the same time, but the time cost will inevitably be very high, because you need to be proficient in shooting, subject selection, script output and post-processing at the same time, which is undoubtedly very energy-consuming, and full-time and specialized skills often mean efficiency.

So in comparison, traditional companies should dedicate a team to do this rather than just one individual.

Tip 2: Personal introduction should be adjusted in time according to the content

When it is difficult to increase fans in the early stage, you should cherish every hard-earned fan and adjust your words in time to induce more fans to follow you. Generally, there will not be a clear fan loss before 100,000 fans, so this is also a more appropriate time to adjust the content.

Once you find a new direction - beauty reviews, you should follow the trend in time when a hot product appears and quickly produce a series of works. This is very important, because fans follow you because of the hot products and will also like to read more related content. If you adjust the copy in time and follow it, you will definitely achieve good results.

On September 22, "Ke Ye" was upgraded to "Little Nezha". His hairstyle was changed from the previous long middle-parted hair to the Nezha style, and red cinnabar was also painted between his eyebrows, which instantly increased his recognition.

Tip 3: There should be an overall framework, which can be further subdivided into scripts

Based on the video content, I summarized and organized the content of Little Nezha into these three directions, and the subsequent video content also verified my grasp of her overall framework. As for the specific script and shooting plan, we can disassemble it based on the video itself. Summarization is always easier than creativity, isn't it?

Here is a little advice for friends who want to create a beauty account. You can observe more accounts that bloggers follow, because there are only so many products in total, and in the end, the same content will inevitably appear. For specific content, you can refer to Weibo, official accounts , and Xiaohongshu . You can refer to any ready-made UGC .

Practical Tips 4: Stable Release Time

According to my observation, her posting time is roughly three points in time, namely 11:30 in the morning, 13:30 in the afternoon and 17:30 in the afternoon. In the early stage, you can indeed post more videos to test which one will have better traffic, but at the beginning it is recommended to post 3-5 videos a day to test the time points. After a week or half a month, you can almost figure out which time point is more suitable for the account tone. Of course, traffic is one aspect, and high-quality content is the only way to obtain huge traffic.

Useful Information 5: Tools and Subtitles

Sharpening the knife makes the work of chopping wood easier. If you want to shoot good Douyin videos, you will naturally need the necessary props, such as shooting tools, fill lights, radios, tripods, etc. These are hardware that you must have. After the first draft is shot, the effect of post-editing is also very critical. We need an editor with soul.

Another point is subtitles. During video playback, fans may not be able to see the name or price of the product, but they will definitely see the subtitles in the video, which are very eye-catching and cannot be ignored, so you must grasp the use of subtitles.

Here I will also share several editing tools and operation tools . The iOS's [Videoleap] has effects comparable to PR. Android's [Yishan] can perform simple editing + subtitles, etc. There is also a [ZiShuo] that can directly convert speech to text, similar to AE subtitles. If you want to do better, then master both AE and PR.

Tip 6: Make strategic adjustments in a timely manner and transform while maintaining the general direction

Whether an account is successful or not depends on the content on the one hand and the platform on the other. Generally, if there is no obvious improvement in a month, we will choose to give up and start incubating a new account.

So when you find that the data of the new video released after the hit is average, you should make adjustments based on the data feedback (comments or other areas), or simply explore new directions or forms to give it new vitality.

Don't be resigned to only taking one path, as it's easy to reach a dead end.

at last

I want to tell my friends who want to make money that they should continue to learn about Douyin seriously and think about what changes are included in every update of Douyin.

Why do you need to think about these details? Because only in this way can we grasp future dividends.

If we study the development history of WeChat , we will understand why Mimi Meng , Luo Zhenyu and others can seize the dividends of WeChat public accounts ? They have accumulated a certain amount of experience in the industry, so they have a keen sense of smell. If you have no accumulation and sedimentation, you will not be able to grasp the dividends.

We cannot predict whether a similar situation will occur on the Douyin platform after the "Neihan Duanzi" APP, which also belongs to Toutiao, was blocked. But what we can be sure of is that Douyin is just a platform. What you really need to see are short videos first, and then short video social networking .

Source: Aokiin