From 0 to 1, a complete guide to operating the hit app "Tik Tok"!

Last Friday, I collected some of the biggest problems you face in operating and maintaining Douyin . I will share some of these issues in combination with Douyin's big accounts. You are also welcome to raise more questions so that we can inspire each other.

Question 1: How can creation be systematized and develop the ability to create continuously?

There are three parts to answering this question:

1. Account Personalization Positioning
2. Functional division of personnel

3. Dynamic adjustment of the process

1. Personalized account positioning

You need to segment and personalize your product based on what kind of image you want it to create in the minds of potential consumers. To put it in plain words, didn’t we all fill out alumni directories when we were young? The basic information above is also applicable to your product. Let’s use my idol Jay Chou as an example.

For example, I recently saw a good account, which is a social personality account @锤科广告哥 created by Smartisan Technology for their mobile phone products. It sets Smartisan Technology employees in the daily memes of Douyin, and uses the plot and special effects of a movie for the sake of story, highlighting the selling points of Smartisan phones such as the big explosion and one-step drag.

If you are a standard physical product, it is recommended to study the account personality positioning method of @锤科广告哥, which has the following advantages:

1) It is directly related to the product’s selling point, which is equivalent to a fun advertisement.

2) The product is the protagonist of the account

3) When an employee resigns, there is no need for the “protagonist” to be absent and the embarrassment of not updating the content

2. Division of personnel functions

As a boss, if you want your employees to create a beautiful Douyin account, you have to find people. Which people should you find?

The main function of Douyin is video. If we follow the production process of a micro-film, it simply requires: screenwriter, director, photographer, sound engineer, lighting engineer, editor, art packaging engineer, and publicity and maintenance personnel. Are you scared to death when you see this? The adidas neo that I praised so much in my previous article was made in this way. The number of people deployed and the amount of money spent should match what you want to achieve.

The reason why TikTok has become so popular is that in the past four or five years, the camera function of mobile phones has been greatly improved, and recording 4K is a piece of cake. Therefore, for an enterprise to operate and maintain Douyin, I think at least 2-3 people are needed to create it. This is also the maximum limit for most enterprises in the early stage of trial in the first half of 2018.

The most important thing is to have a large number of original or adapted joke writers and a cameraman and editor. If you can find someone who has a good sense of the internet, has experience in social media , and can record, record and edit, please be sure to pay a high price to get him. After all, there are too few people as versatile as me.

Having said so much, let's summarize it with a simple table:

If I don’t have these, is it okay to let a new media editor get started? If I speak from a responsible attitude, I recommend finding an employee who has experience in directing and editing, which will achieve twice the result with half the effort. In order to save costs, Chinese television stations have basically trained the profession of director to be a comprehensive worker who is an editor, director and editor. Don't ask me why I know this, I have done all of this at Phoenix TV and Beijing TV.

3. Dynamic process adjustment

Finally, and more importantly, they will dynamically adjust their tactics according to the platform rules. For example, the Weibo platform will make a major adjustment every six months. If you are still using the strategy from a year ago at this time, you will basically get half the result with twice the effort. This is why Haier Weibo was able to grow rapidly at the end of 2016, thanks to the improvement of Weibo's comment function; it is also why Durex was most popular in the three years around 2014, and there have been few contents that have exploded on the entire Internet since then.

For example, TikTok recently added text and picture functions. You need to have a deep understanding of the logic behind it and the challenges it faces, and grow with the platform. This is also a major difference between new media and traditional media. However, it seems that 4A still treats KOL media as CCTV. In essence, they are two types of media and platforms with two different contexts.

Question 2: How to combine product functions with jokes and continuously produce videos?

This is indeed a problem, but if your brand or product has been positioned, or if you know the characteristics of your product like a milk tea shop owner, this is not difficult. The difficulty lies in how to collect jokes and cleverly combine them with the product to shoot the jokes.

There is no other way to collect jokes. One has to rely on one's own accumulation of a large amount. There is no skill to this. Just read, read and read more. But where can you read?

Let me share my opinion: I spend half an hour every morning when I wake up and check Weibo, hot topics on Weibo, and popular Weibo posts. Collect interesting contents, check the accounts you subscribe to immediately, and browse the Moments continuously. When you see interesting contents, you will post a joke. The leather is not artificial leather, but real leather. (This is a new meme I learned from Jike yesterday.) Another method is to let employees share KOLs in their respective areas of focus, and aggregate them to the Douyin editor to make topic selection decisions, combine product selling points, and assess production difficulty.

Wait, how do I combine Qian Long? This is a good question. I have a unique little trick, which is to connect.

How to say it?

You need to find a wall that won't be randomly pasted with things by HR, and put the latest popular memes on the left and the selling points of the main products on the right. Then when you have a creative meeting, everyone can brainstorm together and make countless connection choices. It's basically done like If You Are the One, where a male meme has to be matched with female guests with different selling points. The more you accumulate, the more efficient it will be.

If your office does not have a suitable wall, or you do not like the classic operation of looking at the wall, you can use the collaborative spreadsheet function of Graphite Document. Several friends can edit a table together. Everyone puts the jokes in the left column and all the product functions in the right column every day. You may wonder how to connect the lines on this spreadsheet... You can choose to mark them with the same color!

Let’s take the Douyin account of @锤科广告哥 as an example. The recently popular Peppa Pig social person watch has become popular from Kuaishou to Douyin, where it is used by adults to show off their “coolness”. Combining this joke, the Hammer phone used the one-step image search function to edit and shoot a joke, which received 281,000 likes.

The social Peppa Pig meme is also suitable for Taobao and JD.com , which use pictures to find product attributes and make jokes. If it is Meituan's food delivery business, you can order Meituan Supermarket for food delivery, buy 100 social Peppa Pig watches for beautiful colleagues, tattoo them on their bodies with Peppa Pig, and give applause to the rich people who make the social jokes.

Repeat, iterate and summarize in this way, and your Douyin will continue to operate .

Question 3: How to encourage consumers to actively create content on Douyin?

1. Establish product attributes

First of all, your product has a great advantage over competitors in at least one aspect, or has a highlight. Through operations or marketing , you can continuously strengthen the product's selling points, actively create a DIY environment for consumers, and initiate a hot topic, called a topic challenge on Douyin.

2. Who is interested?

After deciding on a content, it is necessary to make it clear who will be interested in it. For example, Xiaomi targets young enthusiasts and its positioning is born for enthusiasts. Beauty products are targeted at women and active urban white-collar workers. Among beauty products, color cosmetics have become more popular in recent years. The main group of people who order takeout are office workers in first- and second-tier cities, mainly students. They are too busy to go home to cook lunch, and the students are poor. Everyone involved in social operation and maintenance needs to be familiar with these. What if they don’t know?

Join some product consumer groups, interact with them on Weibo, WeChat , Tieba , Zhihu, various vertical apps, or participate in offline activities . For example, in real estate, you can spend a day visiting properties on site and gain a lot. This is also part of the interaction.

3. Let products also follow hot spots

Take Haidilao as an example. In the past three years, Internet celebrity foods have been all over the country. Bao Shifu, soy milk box, half-cooked cheese, and dirty buns have become the most popular Internet celebrity products in 2017. If you are a restaurant owner, you should know that these products contain a lot of high-calorie ingredients such as cheese and cream, but why do people like to eat them? I understand that it is related to work pressure, and high-sugar foods can relieve stress and anxiety to a great extent. If you know the reason, you can try to DIY the existing Haidilao food in this direction. Haidilao’s method is to add eggs to gluten and then cook it. Doesn’t it look like the high-calorie food that internet celebrities use? The quick sense of accomplishment from DIY can inspire people to post on social networks and make the product a hot topic.

Haidilao is a hotpot restaurant. The reason why it can be DIY is because the way to eat hotpot is to mix the ingredients together, unlike French cuisine which has a sense of ritual. Therefore, the easiest way to organize an event is to understand the society and cater to the form of this society. This is also called chasing hot spots in interaction.

Everyone is quite disgusted with chasing hot trends, because most of the blue Vs are not very good, and some brands are very LOW. As soon as Party A and Party B sat down, they said that Durex was the king of hot spots. My understanding of socialization is that it is necessary to obtain hot spots. We understand the hot spots of the entire network as waves. Only when the waves rush towards you, you who are surfing on the water will be pushed up. This is the most cost-effective shortcut to make your brand known to consumers.

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p style=”text-align: center;”>This article was written by @Creative Manual and was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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