A complete analysis of Tik Tok content operations, just read this article!

There is no need to say much about the popularity of Douyin . As the leading short video APP, Douyin has taken away a lot of users' time from WeChat and become a new "time black hole".

For example: "I'm addicted. I watch it for 2 hours every night", "Next stop, escape from WeChat and watch Douyin"...

What is the purpose of an enterprise operating TikTok?

The answer is obvious, it is nothing more than brand marketing and expanding brand influence.

In the short video field, accumulate the brand’s own traffic pool, and try to interconnect and divert traffic with traffic pools of other platforms.

What content should be created when operating Douyin?

Content is the top priority of communication. No matter how many methodologies you know, they will ultimately be reflected in the dissemination of content. This part will talk about content.

There are actually a lot of articles that have explained in detail what everyone is watching on Douyin and what content on Douyin will become popular, so I won’t go into details here.

Here are some common categories: spectacle, cute pets, masters, appearance, novelty, performance, and skills.

It doesn’t mean that you can become popular just by making the above 7 types of content. Videos that can become popular must hit the public psychology and have their own unique value.

There were so many beautiful girls dancing, but Daigula K conquered everyone with her smile:

Let's take a closer look:

According to the WeChat Index and Baidu Index, Douyin is more than the sum of Kuaishou and Huoshan. The retention time of a single user is very high, and the average time each user "wastes" on Douyin is more than 1 hour. Douyin has surpassed WeChat and ranked first in the overall APP application list.

Douyin’s marketing budget exceeds 3 billion (internal data is yet to be verified); for premium accounts on Douyin with more than 500,000 followers, the commercial cooperation quotation has been raised to 30,000 yuan per account ;

2 Weibo and 1 Douyin are the standard for new media marketing for all brands; Douyin's latest user data: 60% have a bachelor's degree, the male to female ratio is 4:6, 90% of users are under 35 years old, and the focus is on first- and second-tier cities.

1. Blue V account case: Adidas neo and Haidilao

adidas neo officially launched its brand homepage in March this year and began to operate its Douyin account in a refined manner. In just over a month, he has accumulated 1.215 million fans, with the video having 150 million views and 2.8 million interactions (follow + like + comment).

Haidilao is also a pioneer in Internet marketing . It is said that Haidilao has recently organized all its employees to learn how to shoot Douyin videos.

Haidilao's fancy eating methods became popular overnight on TikTok a while ago. A TikTok user added raw eggs and shrimp paste to gluten and cooked it, which was said to be very delicious. This triggered more than 200 challenges related to Haidilao's fancy eating methods. For example: seafood porridge, tomato beef rice, etc.

Due to the popularity of fancy eating methods, the order volume of one type of tofu puff at Haidilao increased by 17%.

2. Advertising

Currently, the top three advertiser types on Douyin are games , travel, and Internet companies.

3. E-commerce

The e-commerce function was previously grayscale tested on individual accounts, and judging by the test data, it was pretty good. It is now being gradually opened up, connected to Taobao , and using Alimama as the settlement system. The revenue volume from this cannot be underestimated - after all, for content entrepreneurs , this is a very good monetization channel .

4. Live Streaming

The live broadcast function has been reflected in the drop-down box. Click it to enter the live broadcast page. Live streaming is the type of traffic monetization product second only to games in recent years. The launch of Douyin at this time, combined with e-commerce, advertising, etc., has led to commercialization at an increasingly rapid pace.

The content on TikTok is no longer simply music + personal changing of scenes.

Faced with the huge traffic, wave after wave of content entrepreneurs have poured in, including those who are interested in becoming artists, those who are interested in self-media , those who are interested in PGC light variety shows and dramas, those who are interested in brand promotion , and those who are interested in teaching.

Today, from the perspective of the content matrix, I have summarized the content situation on Douyin as a reference for friends who want to create content on Douyin.

1. Song and dance: the soul of TikTok

The Douyin assistant often updates some music charts and platforms. There are always only a dozen familiar music and melodies, such as: "A Million Possibilities", "Lianyinshe" series of songs and scenes, "Let's Learn to Meow", "Husband Husband Mua", etc.

From the perspective of talent shows: music is a very large content form and traffic entrance. Singing well and having good looks are the only way to attract traffic .

2. A Little Happiness

There are two most typical contents in the little beauty on Douyin:

The first one is on the subway handrail, the girl's hand is approaching the boy's hand step by step, the boy gives in step by step, and finally they hold hands

3. Virtual Girlfriend

Good night and wake up. When you are scrolling through Tik Tok late at night, a cute girl asks you from a very close angle to the camera why you are still scrolling through Tik Tok so late? You should go to bed early, it will make you feel more alive and psychologically comforted.

Currently, most of the accounts of this type on TikTok are cute internet celebrities recruited and operated by the TikTok official.

Example: I hope you who are lonely can rest early and take good care of yourself. Good night, stranger.

4. Teaching courses

Teaching magic, dancing, art, car selection...it seems that you can learn a lot of useful knowledge on Douyin.

However, the monetization of knowledge accounts on Douyin can only be O2O at present, from online attention to offline learning, and online payment cannot be realized - but this is a matter of time.

5. Show off your wealth

Showing off is a basic human psychology. Power, money and sex are the eternal topics that can most inspire people to watch, discuss and forward. The showing off of wealth on Douyin is a little higher level. It may seem disdainful, but it is a higher level of showing off wealth.

There are two most typical types of showing off wealth on TikTok. On a beach vacation, I was taking pictures in front of a luxury car and the owner asked me to move aside.

6. Naughty Kid

Young parents play all kinds of pranks on children under the age of 2, creating cute and adorable little videos of them making fools of themselves. Users of different ages will find it funny and entertaining to watch.

However, we must remind you that when it comes to content like this, you must pay attention to protecting children’s privacy to prevent it from being exploited by criminals.

7. Prank

Pranks are great content for relieving stress, and they also fit in very well with TikTok’s user demographic. White-collar workers in first- and second-tier cities, after a busy day, lie down at night and watch TikTok, performing stress-relieving pranks that make people laugh.

This will remind you of many street prank programs abroad. In the future, the prank content of Tik Tok can also be upgraded in this direction. It will be of great significance to make it a classic program.

Example: When an elevator is moving up or down, the person going up suddenly touches the hand of a girl in a couple going down to see the boy's reaction.

8. Thrilling Challenge

Shooting bungee jumping, roller coaster and other thrilling scenes from a first-person perspective is itself a way to relieve stress.

However, many users are afraid to play or do not have the time. When they can see this exciting short video from a first-person perspective, they will give it a big thumbs up in their hearts, and forwarding and interacting will not be a problem.

9. WeChat chat and PPT presentation

A WeChat chat interface with various simulated WeChat chat contents, including those between girlfriends and boyfriends, husbands and wives, superiors and subordinates, parents and children. In fact, it is the connotation jokes moved to Douyin in a different form.

A piece of white paper or a few photos are flipped over and over to make a video, and the content is often some classic sentences or a conversation.

10. Internet celebrity stores and Internet celebrity bears

Douyin has made many offline stores popular. The model and methodology for its popular content are the same as those of the Lianyinshe combination: a location continuously generates scenes and content, and N users come to this location, experience or watch the scene, and take pictures with their mobile phones.

The same goes for Coco milk tea, foreign ice cream guys, the pancake-throwing combo, bowl-smashing wine, and Xitang farmhouse cuisine, and the internet celebrity bear is no exception.

11. Emotional Anchor

A host was reading a text with tears in his eyes, and his voice was particularly magnetic.

Yes, they are emotional anchors. Although the tears seemed fake, you couldn't help but be impressed by the host's appearance, her voice, and the sensational text.

Behind this kind of content are actually dubbing studios or individuals.

The voice actor walked to the front of the stage.

12. Tips for picking up girls

13. Light variety shows and dramas

You must have seen this 15-second short drama in horizontal screen. It has a story and plot, and it is obviously the work of a professional production team.

For such content, Douyin adopts data distribution instead of forced push, which is more reasonable and can be used as a grayscale test for PGC content.

14. Douyin

Operation model: Didi, Didi . Create several classic cases, simulating users meeting people who play Tik Tok together in various scenarios, of all ages, and in various social scenarios.

Douyin car stickers are also selling like hot cakes on Taobao. In the past, people in their own cities could occasionally see Neihan Duanzi TV, but now they should see Douyin car stickers from time to time.

The acquisition of this operational skill is inseparable from the operator's meticulous observation of life and communication.

15. Star

Only celebrity studios, TV stations, production companies, etc. will produce celebrity content, and the threshold and cost are high. In the early days of the platform, invitations were paid.

Moreover, the content produced by celebrities is obviously scripted, difficult, and has a technological feel.

We hope that the 15 major categories of content we summarized can provide some useful references and lessons for C-end users or B-end users who want to create content on Douyin.

1. Templates are copied and copied again, suitable for hype

Methodology:

Carefully craft a piece of content that is imitable, teachable, and simple;

Find or register a batch of seed TikTok accounts, and copy and imitate the accounts to launch multiple accounts' content;

Organize several accounts to disassemble the content for teaching;

Find a group of WeChat Moments accounts on Weibo (about 15 yuan per post) and post a round of WeChat Moments soft articles;

When posting on a Douyin account, pay attention to the account's geographic location, tags, title , etc. to distinguish them.

2. Data Operations

The data from any platform will give rise to an industrial chain of data operations. Tik Tok is no exception, but generally only self-media practitioners and internet celebrities are more familiar with this type of operation method.

The average novice user probably still knows very little, but you have to know that the growth of many big accounts is closely tied to them.

Search for keywords such as Douyin views, comments, and likes on Taobao to find the corresponding merchants. You will be responsible for the specific consultation on your own.

3. Multi-account matrix

When creating any account on any platform, you must create a matrix, start with one big account and then direct traffic to other small accounts.

4. User Operation

What do Tik Tok users like? This can be roughly understood from the above content matrix. We suggest that when doing user operations, you should provide users with stimulation in multiple dimensions to please them.

For example: small tasks and small rewards, give me a heart, I will show you what I will record in the next video, forward it to me, I will give you something, etc.

User operations can set short-, medium- and long-term goals, and can be specific to daily, weekly, monthly and quarterly operational goals.

5. Account positioning

Account positioning is discussed last, but it is actually the most critical.

As the user base of TikTok continues to grow, more and more content entrepreneurs and new media practitioners, as well as people from all walks of life who know and don’t know, will come in and try to create a TikTok account.

Before registering an account, you must think about the positioning of the account and what niche areas you want to focus on when creating content.

In this regard, I suggest that you refer to the rankings on Xinbang , and look at the account types and positioning on Weibo and WeChat for reference.

In short, the methodology of this piece can be summarized as follows:

Be quick and seize early dividends quickly; do a good job in data operations; learn from account operation cases and techniques on other platforms.

Of course, it also has to be combined with the user tone, dissemination rules and content tone of the Douyin platform.

I once heard an investor joke: TikTok is so popular now that it has its own water club.

As a newbie user, I quickly learned some common knowledge about the Xiashuihui. It turned out to be a high-level one-night stand organization, similar to a peripheral organization.

With so many high-quality elite users from first- and second-tier cities gathered on Douyin, the demand for hookups has naturally become a product necessity, which will push the product towards the direction of a social platform. It all depends on how the product manager controls it.

In addition, games should be the next product line launched by Douyin after live streaming, allowing more casual games to be distributed on the Douyin platform and continuously amplifying the value of traffic.

Although there is a saying of "two Weibo and one Douyin" now, how Douyin can make up for its shortcomings in terms of topicality, sociality, etc. is the key to judging whether it can continue sustainably.

Source: Yang Hao