Understand the operating logic of video accounts and Douyin in one article

Recently in a communication group in the operations industry, the group, which was usually quiet, became lively due to a newbie in operations constantly asking questions and complaining about work. Through the questions asked by this newbie in workplace operations, I found that many people are still not clear about the underlying recommendation logic of the two platforms, Douyin and Video Account.

There are many knowledge bloggers on Douyin who will talk about many different versions of Douyin operation methods. Some of them are really useful, while others are just for cutting leeks, grabbing traffic and creating anxiety.

Without in-depth practice, there will be no first-hand practical knowledge. When WeChat began to promote the video account and gradually gained momentum, I began to try to operate the video account of my personal IP. After several months of accumulation and summary, I summarized the overall business closed loop of the video account operation .

In addition, because I am currently employed, the department I am in charge of is also operating the Douyin corporate account during my work. I have summarized the early practical operations in topic selection, copywriting planning, shooting, editing, dubbing, BGM selection, uploading topics, data operation analysis, etc., and also sorted out some of my own related operational ideas.

Today I would like to share with you some practical operational summaries of Video Account and Douyin.

Whether it is a video account or a TikTok, we must understand the underlying logic:

The source of traffic for the video account is to leverage the public domain from the private domain, and through the likes of one’s own WeChat friends, it can be recommended to friends of friends in a fission manner.

For example, if you like a video on your own video account, then your WeChat friends on the video account will receive recommendations for the video you liked. If your friend B also likes your video, then B’s friends will receive recommendations for the video B liked, and so on. As the process goes on layer by layer, in the end you will find that many of the people who liked the video are not from your circle of friends and you don’t know them at all.

Therefore, the source of traffic for the video account is through fissioning from its own private domain and then entering the public domain.

Therefore, you will find that people are more cautious when liking videos on the video account, because after liking the video, their friends will see the video. Therefore, video account users will not easily like those funny videos or nonsensical beauty videos in the video account. They will consider whether it will damage their personal image.

Therefore, those videos with high number of likes on the video account are basically emotional and inspiring videos, and this type of video content can be popular on the video account.

Based on the data of video playback volume in the background of my own video account, I can see that it is difficult to have high traffic by sharing practical knowledge in the video account because the platform is wrong. The video account uses private domain traffic to leverage public domain traffic, so most of the people in your circle of friends may not be able to understand the industry content you are talking about.

However, the number of views for inspirational, workplace resonance, and chicken soup videos is generally higher.

Tik Tok is completely different. On Tik Tok, everyone just watches the fun. He may give a like in the first three seconds. As for the content, no one in the circle of friends knows, and it will not affect his personal image.

Tik Tok is algorithm-centric. It is possible that your video becomes popular, but you still have to start from scratch for your next video.

The video recommendation logic of Douyin is centered on the public domain. After the video is released, Douyin will automatically allocate 300-500 traffic to you for testing to see whether your video is liked by the public. There are clear indicators to measure whether a program is liked or not: basic indicators such as completion rate, likes, comment interaction, and reposts. If the recommended traffic system finds that your video has a high number of likes, then it is likely to be a high-quality video, and then another round of traffic allocation will be carried out.

Therefore, if the first 3-5 seconds of a Tik Tok video fails to attract fans, they will be swiped away immediately.

In order to keep fans, like, follow and forward, this puts relatively high demands on the content of the copy.

Therefore, you should watch, study and analyze the copywriting logic of videos with high likes, high reposts and high comments more often.

I have compiled a universal copywriting formula for Douyin short videos: "Phenomenon + Hazard + Cause + Solution". Apply this formula, and then refine it. After a period of practice, I believe it will be effective.

Of course, where there are people, there will be rivers and lakes. In Tik Tok, everyone knows that the like rate will help the recommended traffic of the video. Without investing any money, in order to become popular, they will first ask friends, relatives, and colleagues to help like it, but this is not beneficial to the positioning of an account.

First of all, the main purpose of creating a Douyin account is to realize monetization, whether it is sales monetization, brand promotion monetization, etc. The more our fans match our products or positioning, the higher the conversion rate will be in the later stage. Therefore, the most important thing before we create an account is to position our account first. You need to position the account’s personality, target audience, monetization method, etc. The more precise your positioning is, the more precise the fans you get, and the more vertical your account will be.

If you want all kinds of fans, you will have the number, but when it comes to conversion later, you will find that the conversion rate will be very low. This is because your fans are all general fans and the breadth of your account is too large, which is not a good thing.

The definition of vertical accounts is given above, so that you will know clearly what your strategic direction is when performing basic operations.

Tik Tok wins by using algorithms. As we just said, you find a group of people who have nothing to do with your account to like your posts. It seems that you get a high like rate, but you will find that the number of views often hovers between 300 and 500. This is because your behavior has actually interfered with Douyin's algorithm. For example, if you are a brand factory of building materials, and you want to find distributors of such products to attract investment, after a period of operation, Douyin has already labeled your account. You are a brand manufacturer of building materials, and most of your account's fans are likely to be interested in real estate and home decoration. Douyin will recommend more similar precise fans to you, making your account operation more and more vertical.

However, after your wave of likes, this group of people will focus on entertainment and funny videos, which may affect the accuracy of the TikTok algorithm platform in recommending fans to you. The platform will find that your videos are often liked by fans of entertainment and comedy categories, so it is likely to recommend you fans of entertainment and comedy categories, which will cause your fans to become more and more widespread and less accurate.

Of course, this mainly depends on the positioning of your own account. For some stronger accounts, you need to consider what your target customer group likes when positioning yourself, so as to screen out this group of people through your own video content and become your fans.

We will not go into too much detail on some specific operation methods and details today because there is a lot of content. Let’s talk about the closed loop of business logic for private domain operations of Video Account and Douyin to give you some ideas.

Whether we are using Video Account or TikTok, our ultimate goal is to monetize. Of course, there are many ways to monetize. Because the products in each category are different, the monetization methods are also different. But no matter what product, how we import public domain traffic into our own private domain traffic pool, so as to reach it repeatedly and conduct private domain operations, is the lowest cost.

Douyin’s inherent advantage is its public domain. Douyin is actually like a large shopping mall or bazaar where everything is sold. If you can shout and attract customers, your business will be good.

Following the same logic, follow your fans on Douyin and direct them to your own private traffic pool. WeChat is the best tool for private domain operations.

Direct traffic from the public domain to your personal WeChat account or corporate WeChat, and then conduct community operations or one-on-one operational communications. In this way, your own brand or product can repeatedly reach and send relevant information to customers in the future.

When it comes to personal or corporate WeChat accounts, the function of the video account becomes prominent.

If you have a lot of private domain traffic,

There will be huge surprises in the video account live broadcast.

If you don’t have private domain traffic support,

Video Account is recommended as a distribution platform.

Do you understand? The functions of Video Account in the private traffic pool are mainly reflected in these two aspects.

Below I list the business closed loops from public domain resources to WeChat private domain operations for everyone to help you sort out your personal ideas:

Finally, I would like to share with you the distribution logic of the video account that I have summarized:

There are two types of distribution of video accounts: 1. Social distribution; 2. Interest distribution.

After a short video is produced for a video account, the first thing to do is to post it in various places such as the community you operate and the circle of friends. This is your first wave of traffic. The likes it brings will trigger the second wave, and then it will flow into the public traffic pool for interest recommendations.

In addition, the content production logic of short videos on Video Account is different from that of Douyin. The most important thing about Video Account is strong character setting, emotion, and relationship building.

Enhance your own personality, substitute corresponding empathy or resonance emotions, and finally bring people closer to form interactions.

Author: Wang Shuai

Source: Wang Shuai