Short video traffic from 0 to 100 million, you only need to learn these 3 steps

At present, the training on traffic improvement is mainly divided into the following three types:

1. Platform resource support (support) - create content that the platform likes;
2. Content operation training - title , cover, topic selection, etc.;
3. Interview with top CP – introducing successful experience.

However, these cannot fundamentally solve the problem of increasing traffic.

For a program, there are several thresholds for increasing traffic: 100 million, 1 billion, and 10 billion. The higher the threshold, the harder it is to reach. For general CPs, 100 million traffic is the most basic threshold for entering the top content in the corresponding vertical field.

Obviously, it is difficult to obtain 100 million traffic on any single platform relying solely on title skills, cover skills, and topic selection skills.

This article will systematically explain to you from three aspects: platform selection, how to increase traffic on each platform, and how to reasonably allocate limited resources:

1. Platform selection: target decomposition, which platforms should achieve 100 million traffic

100 million traffic, completed in 3 months, 30 million traffic per month, 7.5 million traffic per week. The average weekly program has 7.5 million VVs, and the average daily program has 1 million VVs. It is obvious that 100 million traffic cannot be achieved by a single platform.

1. Traffic characteristics of top programs in each vertical field

(1) Miaopai is still the main source of traffic, accounting for more than 50% of traffic in various fields.

(2) As a program featuring celebrities, especially women, Meipai’s traffic also occupies a very important part, accounting for about 1/4 to 1/3 of the traffic.

(3) In short video programs, the traffic of the three traditional video websites can only play a supporting role. Except for the toy field, the traffic ratio accounts for less than 1/5.

Toys is a relatively special vertical field, and the traffic in the program is almost entirely concentrated on the three major video websites. What we can analyze is that this category of viewers is mainly parents and children, and they will watch when they have more free time, so the duration of this type of program is generally longer.

(4) In some programs that mainly feature men, such as science and technology and military programs, traffic distribution is relatively even. In particular, emerging short video platforms such as Toutiao , which mainly have male users, have gradually increased their traffic share, accounting for about 30% to 35%. The traffic of video websites and Miaopai will each account for 30%. Meipai, which mainly has female users , does not contribute much traffic to this type of program.

2. It is becoming increasingly difficult to obtain platform traffic purely through content

The comparison can be made from three dimensions: recommendation rules, operational difficulty and entry difficulty.

Overall:

1. The resources of the three major video websites are already occupied by self-made programs and top-tier programs. The traffic and operation difficulties are very high, and they are not suitable for obtaining traffic for new programs.
2. Miaopai’s traffic mainly relies on Weibo and official resources, and the cost is getting more and more expensive. If Miaopai has Weibo and official recommendation resources, it is relatively easy to obtain traffic. The biggest problem is that the cost is very high, and it requires a strong program with strength and funds to operate it.
3. Meipai’s algorithm is quite special. Content is recommended by the algorithm, but there is also a certain subscription logic in it. Currently, the programs at the top of Meipai’s rankings are basically the top programs on all major platforms. It is extremely difficult for a new program without a fan base to gain large traffic on Meipai. In the operation of Meipai, the fastest way is to use the method of "big account leads small account" at a low cost. Only by continuous operation can the effect be seen faster.
4. Toutiao is a strong operating platform and it is relatively easy to acquire traffic. Master certain content operation skills , such as: optimization of titles, covers, labels, etc., and certain interactive operation skills; for example: optimization of comment areas, etc., which are very suitable for the cold start of a program, and also suitable for certain types of programs to quickly form a certain influence on the headlines.

3. The difficulty of acquiring traffic represents the value of traffic

Think about a question: what kind of traffic is valuable? Which one is more valuable, Toutiao’s 100,000 views or Miaopai’s 1,000,000 views?

So you should have a general understanding of your field and the approximate proportion of traffic obtained on each platform.

I once shared an article in the group, which roughly explained the traffic conversion between various platforms. 1 WeChat play = 1 Toutiao = 100 Miaopai plays. This can to a certain extent explain that the traffic value of Miaopai is only one percent of that of Toutiao.

What kind of traffic is valuable?

The value of traffic is closely related to data such as user portrait , traffic increment, and traffic interaction ratio.

• First, being able to make money. For example: Toutiao, Tiantian Kuaibao , Dayuhao , etc., the platform's tiered subsidy policy is based on traffic.
• Second, it can attract advertisers. This kind of traffic has the most commercial value. We can judge whether the traffic of a program is valuable based on user verticality, difficulty in acquiring traffic and traffic interactivity.

The higher the user verticality (such as the maternal and child care field), the more difficult it is to obtain traffic on the operating platform (such as the three major video sites), and the higher the degree of interaction per ten thousand views (such as Weibo), the greater the commercial value of the program's traffic.

To understand the distribution characteristics of traffic on each platform, the difficulty of obtaining traffic, and the value of traffic, it is necessary to adopt certain strategies and carry out targeted operations.

2. Increase traffic: How to quickly increase traffic on each platform?

Mars "SLA Communication Theory for Sea, Land and Air":

• Space: The program covers all platforms, and the program is operated in a refined manner on selected key platforms.
• Hai: Pay attention to the secondary dissemination of the program and focus on the accumulation of fans.

The sea, land and air SLA propagation theory is the foundation and basic principle for all platforms to increase traffic.

Currently, there are three main ways to increase traffic: creation of high-quality content, brand promotion and operation. The creation of high-quality content is limited by the team's strength and professionalism, while platform-based brand promotion through public relations articles and event appearances requires a lot of resources. Therefore, for early short video operators, operation is the best and most suitable means.

The basic operating conditions that each platform needs to understand are as follows:

1. Miaopai (resource recommendation, strong operation platform): attaches importance to the traffic diversion function of Weibo, but the cost of acquiring traffic is getting higher and higher. For example: Qingteng Culture, Dayu Network, and Weibo’s MCN agency support policies.
2. Meipai (algorithm recommendation, strong operation platform): Programs with female internet celebrities as the protagonists, such as beauty and food, should be given more attention.
3. The three major video websites (resource recommendation, if operating platform): The more vertical the program is for users, the less traffic should be obtained from the three major video websites.
4. Toutiao (algorithm recommendation, strong operation platform): Programs that are mainly for male users, such as military, technology, etc., should strengthen their operations on Toutiao.

If you want to quickly increase traffic on various platforms, you also need to master the following operational skills:

1. Try to make the content available on all platforms

Create content that platforms like: What kind of content can achieve “killing two birds with one stone” on different platforms?

1. 87% of users (data from Penguin Think Tank) will only download one video APP.
2. The user composition of short video platform apps is not the same. The overall user characteristics show low educational level, remote geographical location, and uneven gender distribution on each platform.

Since there is rarely any overlap in the number of users on short video platforms, and the user characteristics of each platform are different, "killing two birds with one stone" content rarely appears on all platforms. For example: a big account on Toutiao may have poor traffic on UC. The best users on Penguin will have no traffic on Toutiao, UC and Miaopai.

so:

(1) Content that can obtain high traffic on various platforms must be top content on the entire network, that is, building your own IP;

(2) Try to focus on platforms with similar user profiles. It will be easier to become the leader of one platform first and then move into other platforms. In terms of user attributes, UC and mobile Baidu are similar; Penguin Media Platform has the widest user coverage, but the distribution channels vary greatly, and content recommendations are greatly influenced by editor recommendations;

(3) “Killing two birds with one stone” content will definitely address the four major needs of users: curiosity, gossip, identity, and patriotism;

• Curiosity: Tell people what they don’t know and subvert what they know. For example, Miaopai’s news push: celebrity gossip, revelations, etc.
• Interesting: Comedy, entertainment news;
• Identity: down-to-earth people and things (people from the bottom of society can also live an extraordinary life. This is a new phenomenon that has emerged after the rise of algorithmic platforms such as Toutiao. In an era when elites produce content, the needs of people from the bottom of society are ignored);
• Patriotism: Praise those who are awesome about China, and criticize those who are against China.

These four types of content are suitable for distribution across the entire network. As long as they are operated effectively, it is very easy to capture all the traffic on the entire network.

(4) A more advanced type of content can also kill two birds with one stone on the traffic platform, and it is also easier to become a leader - continuously outputting value-based content.

For example: food, emotions, etc., through specific carriers, continuously output a value, such as high-quality life, etc., to gain users who identify with this value. Such users have greater stickiness and higher value.

Whether this value gets more or less traffic depends on how many audiences it affects.

2. Learn to divert traffic

The core purpose of traffic diversion is to allow fans acquired through traffic to settle on a certain platform.

The basic principles to be followed in diversion:

1. No traffic diversion is allowed between Tencent and Alibaba .
2. Toutiao and Tencent do not allow any traffic diversion;
3. Weibo has the best compatibility and is suitable for fans to accumulate;
4. Fans of Toutiao are becoming more and more important.

Basic methods and techniques of diversion:

1. Strengthen the column names, and conduct mutual or centralized traffic diversion at the end of the program;
2. Each platform directs traffic to Weibo;
3. Strengthen planning and attract users to watch unbroadcasted content on a certain platform through content; (e.g. military weapons)
4. Strengthen subscription reminders;
5. Large size with small size; (eg: Ergen )
6. Matrix mutual derivative.

3. Continue to create popular content

Popular content is accidental, but the increase in traffic from 0 to 100 million requires stable traffic support. More than 50% of the traffic of a short video program must come from popular content. Popular content is accidental, but increasing the frequency of popular content is particularly important for increasing traffic.

1. Choose your best-selling platform: The rules for best-selling on different platforms are different. You should decide which platform to focus on based on the program's tone and the platform's user attributes.
2. Understand the rules for generating popular content on the platform: Generally speaking, popular content has three things in common: a clear attitude, resonant views, and positive values. However, the rules for the emergence of hot products on each platform are not the same. Toutiao relies on machine recommendations, Miaopai relies on resources, and video websites rely on powerful recommendation positions.
3. Increase the frequency of hot products on the platform: refined operations and daily updates will help increase the frequency of hot products.

3. Increase the value of traffic: Rationally allocate limited resources

Generally speaking, the more traffic is obtained through free means, the lower its value . Acquiring traffic from some valuable platforms requires investment. A more reasonable traffic structure can more effectively acquire users of different structures on different platforms, thereby giving the traffic more value.

1. The three major video websites: improve the quality of their programs and strive to become the top ones;
2. Miaopai: Use the income obtained from other platforms to quickly increase the traffic scale of Miaopai;
3. Meipai: Increase the popularity of influencers in the show and cultivate their fans;
4. Toutiao: Use traffic to obtain subsidies and quickly feed back investments to other platforms.

In the end, it all comes down to one point: if you want your show to stand out as quickly as possible, you must quickly expand your traffic pool. 100 million traffic is a basic threshold. Rapid improvement requires strategic vision and precise layout of traffic acquisition to maximize the subsequent traffic increase techniques.