Playing with Douyin, from 0 to 1, from attracting fans to making money...

“ Tik Tok in the south, Kuaishou in the north”!

When did Tik Tok start to become a big hit? Let’s go back to the Spring Festival. TikTok has continued to top the AppStore's daily download volume list for 16 days. The best result on the list was 18 days set by " Honor of Kings " in early July last year.

At the same time, TikTok downloads jumped to seventh in the world and ranked first on the App Store free list , surpassing WeChat .

In the short video platform rankings for February 2018 given by iMedia Consulting, Kuaishou, Miaopai , and Douyin ranked the top three with 200 million, 100 million, and 96.53 million users respectively. However, in terms of user growth , Douyin ranked first with a growth rate of 76%, while Kuaishou's growth was only 10%, and Miaopai's fell to 5%.

The huge traffic naturally contains unlimited business opportunities, and more and more people are beginning to pay attention to Douyin. Today, the editor will give you a comprehensive understanding of Douyin’s money-making model in two parts: attracting fans and monetizing!

Attract fans

Tik Tok recommendation mechanism:

Only by knowing yourself and your enemy can you win every battle. Let us first understand the recommendation mechanism of the TikTok platform. In the early stage, the Douyin platform will give a new video about 300-500 recommendations, and then judge the quality of the video based on the activity level of these recommended users, and make a second wave of recommendations, and so on. Therefore, the first 500 views are very important. The more users like, comment and forward the video, the more recommendations the video will receive.

Comparison of users on the Douyin platform and the Kuaishou platform:

The 11 most popular content categories on the TikTok platform:

Dance, funny jokes, talents, imitation , inspirational stories, special attractions, pranks, flirting with girls and boys, positive energy, showing off skills, and challenges.

High frequency words in video content:

It is said that this data was obtained by a certain expert through crawling, and high-frequency words such as "like", "myself", "really", "can", "tutorial", "hairstyle", "Civic", "makeup", etc. were counted. These words can definitely give you some direction.

Video release time distribution:

Video like time distribution:

Now let’s enter the practical stage:

1. Tik Tok authentication:

Douyin certification + yellow V logo, you only need to bind your certified Weibo and mobile phone number, or you can bind it with Toutiao account .

Some friends may ask: Can’t I play the same game without certification? Of course you can, but a certified Douyin account will undoubtedly increase the account weight and improve exposure.

2. Account maintenance:

If your account has just been opened, don't rush to do any promotion .

How to maintain an account? Simulate the behavioral habits of a normal user using Douyin, such as following other users, watching their videos, liking, commenting, and sharing. Playing like this for a period of time will help improve the activity of the account.

3. Video Production

Parody video:

It’s very simple, just imitate whatever jokes are popular on the platform.

Original video:

Create an IP with personal tone and do a good job of positioning. A 15-second short video may require you to carefully conceive, shoot repeatedly, and constantly polish and edit it in the later stage.

After suddenly becoming popular thanks to Douyin, Qiu Han, one of the founders of Answer Tea, summarized the reasons for the popularity of Answer Tea. "TikTok is a platform that values ​​content. The video content must be heartwarming, creative, and the important thing is to output brand culture rather than just doing marketing ."

Moving video:

If you do not have the ability to produce high-quality original video content, you can try this method. However, there are some tips on moving videos. For example, when moving videos to Kuaishou, we need to remove the watermark first and modify the MD5 (the ID card of each video). This way, it will be less likely to be treated as a duplicate video and will have a chance to become popular.

Take the two platforms of Douyin and Kuaishou as examples. The fan groups have different focuses on the content they like, so even if you are moving content, you have to be selective and first understand the preferences of Douyin platform fans (as we have introduced above).

4. Brush volume:

It is said that many million-level big accounts also do this in the early stages. How to do it? You can go to Taobao. There are also people doing this business in QQ groups, but you should be careful to distinguish and spend a small amount in the early stage to avoid being cheated!

To learn how to increase the number of views, you can try to analyze the data of other large-scale videos first, master the rhythm of increasing the number of views, and reduce the risk of being discovered by the platform and being punished.

5. Navy:

Unlike machines that inflate traffic, the reposts, likes and comments from the internet water army are relatively authentic and involve lower risks.

Monetization

A Douyin celebrity said, "Some celebrities with more than 5 million followers can earn millions for each advertisement. They don't have to live as hard as celebrities. They can be themselves and still make so much money. How great is that."

So as long as you have traffic, you don’t have to worry about monetization. We have made a comparison above. The quality of fans on Douyin is relatively high. A considerable number of fans come from first- and second-tier cities, and most of them are born after 1990. Fans have strong spending power and impulse.

The monetization of fans on the Douyin platform is nothing more than the following four forms:

1. Accept advertisements

The advertising fee is undoubtedly determined by your fan base;

Brand promotion can be carried out through various methods such as video patches, sponsored voice-overs, image endorsements, interactive stickers, and initiating challenges.

2. Diversion

It can direct traffic to both online platforms and offline stores.

For example, online traffic can be directed to WeChat, APP, e-commerce platforms, etc.

The traffic was diverted offline, and long queues formed at offline stores of Answer Tea, Turkish Ice Cream, CoCo Milk Tea, and IKEA Ice Cream.

3. Bringing goods

For example, the products on the e-commerce platform that we are familiar with, such as Peppa Pig watches with milk candies, enchanting flowers, couple hand models, shoe-brushing sponges, mobile phone cases, and money-spraying pistols, have all become unexpectedly popular thanks to the powerful sales ability of the Douyin platform.

If you create your own Douyin account, you can also include a purchase link when posting videos, and your fans can directly click to jump and make the purchase.

4. Sell accounts directly

This monetization method is not suitable for everyone, especially accounts with obvious personal labels. Once others buy in, subsequent content output becomes a problem.

Above, we have explained the money-making model of the Tik Tok platform from attracting fans to the monetization system. If you feel that this content is valuable to you, recommend it to your friends who are playing Tik Tok!

The author of this article @51coo compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games