How to make a hit short video? 5 ways to play!

Publish 30 videos a day and get millions of impressions? The traffic of the live broadcast room of a new account with 0 fans exploded?

How can we achieve this seemingly difficult “KPI”?

01 5 ways to crack the traffic code of Douyin

Want to get targeted traffic? These five methods are the basis:

The most difficult thing for a new account is to break through the first and second level traffic race of Douyin. To break through this part of traffic, you must first understand these three points:

1. 3 seconds of stay and 50% completion rate are very important
2. To borrow content that has already been popular and is still popular
3. Don’t focus too much on the number of fans, focus on the number of video impressions

1. Fight violence with violence short video strategy

First, find the most searched keywords as the entry point.

Second, turn the hottest content into three seconds. That is to say, after users search through keywords, the content they see must catch their attention in the first 3 seconds, and then the content must retain the user for 5 seconds in order to complete the second level of Douyin's assessment - a 50% completion rate.

Third, find the most popular comments.

Fourth, crack it through the most popular liked content.

2. Production of 322 hot spots of short videos

First of all, we need to understand the logic of the 322 hot video. This video is only 7 seconds long and is composed of 3 pictures and 2 images. It does not require any text.

1. Take a screenshot of a hot topic content that the associated user cannot finish reading, with a duration of 3 seconds.
2. Take a screenshot of a hot topic content that the associated user cannot finish reading, with a duration of 2 seconds.
3. Guide related users to click on the avatar to follow and see more content, duration is 2 seconds.

Its underlying logic is:

The first picture is used to break the 3-second completion rate of Douyin, and the second picture is used to break the 50% completion rate of Douyin. The last point is how to attract fans and turn users into fans, which is to use the last 2 seconds to guide users to click on the avatar to follow.

How to make a 322 Ba Ci short video? First, prepare these 4 tools:

Tool 1: Big math (data analysis)

Tool 2: Weibo

Tool 3: Zhihu

Tool 4: Today’s Hot List

First, click on the topic list on Weibo to find the hot topics. Because Weibo's hot searches are 2 to 3 hours faster than TikTok, you must seize this time difference to find content that is trending.

The second is to find topics that attract relevant users.

For example, a title like "How beautiful were the beauties 4,000 years ago" will definitely attract mostly male fans, and after this content is published, Douyin will label the account as a male user. However, if it is a brand in the beauty industry, it needs female users, and the topics it looks for must be to attract female fans, so this topic is not suitable for beauty brands.

It should also be emphasized here that different hot topics will appear on Weibo every day. It is important to find topics based on industry attributes and user groups. This is related to the account's tags and keywords, and is very important.

Then look at this topic, how to evaluate Yang Yang's performance in Qie Shi Tian Xia. This topic can attract female fans, but it has 7.49 million views and only 667 comments, which shows that it is not a content with a high comment rate.

Let’s look at this one, how to evaluate the TV series Who Rules the World. You can see that the reading and comment rates of this topic are relatively high, so use the method of fighting violence with violence and move this most popular content to your own Douyin account.

After getting the topic, verify it to see if the popularity of the topic is increasing and whether its user tags meet the needs of the brand.

It can be seen that the Douyin index of the word "且试天下" has exploded, and its popularity is still rising.

Then we look at the TGI (level of interest) in the crowd portrait and find that the group most interested in "及试天下" is the female group aged 18 to 23. Therefore, this word is very suitable for beauty brands, and the topic can be finalized at this time.

Then I started to make the content of the short video. I opened Weibo and searched for the topic "How to evaluate the TV series "Trying to Rule the World".

We can see that this blogger said, "I have finished watching the eight episodes of Who Tests the World and will write a repo about poison testing." This Weibo post has 14,529 likes and 1,147 comments, and is ranked popular. This is the content that needs to be moved to the Douyin account (the first sentence can be used as the title of the video).

Then what to do? Only two images are needed:

Cut off the first picture along with the blogger’s avatar (as shown in the picture). You can see that the picture contains content like “whether this drama is good or not” and “what type of audience you are”. This kind of ending can trigger a large number of comments from users. This is the first 3-second picture to be moved.

Why did the 322 video explode? Because it has too many words, but for users who are interested in this topic, these are the contents they want to watch, but they can't finish watching the video. At this time, the user will watch it again, and Douyin’s completion rate indicator will be achieved. What’s most important is that the user who helps achieve the completion rate is the precise user that the brand is looking for.

Then, let’s take a screenshot of the second picture. Open the comment section of this popular Weibo post and capture all the comments (as shown in the picture). This is the second 2-second picture to be moved . Used to break the 50% completion rate of Douyin.

Finally, we need to make a good video and highlight the comment with the most likes in the comment section. This is the strategy of fighting violence with violence . Since this comment has more than 1,000 likes, it has been verified that everyone will like it. So after this sentence is amplified on Douyin, Douyin users will also like it.

Finally, there is one more important point: how to attract fans? There are two conditions for a video to attract fans:

First, after the account publishes a video and the traffic of this video increases, the second continuous content should be published immediately. The second continuous content needs to be divided into 2 to 3 episodes, that is, three 322 videos are produced at a time. At the end of each video, users are guided to click on the avatar to watch the next one.

Second, when the user clicks on the avatar and finds that the content has not been updated, what will he do? I will follow this account because everyone wants the content they want to see to be updated quickly. This is the user psychology. In addition, he may also leave comments to urge for more updates, thereby bringing in more traffic. Therefore, popular opinion videos like this series can quickly help new accounts attract fans.

Here are 3 points to note:

1. When taking screenshots, never take screenshots of any content from official media, because news cannot be copied, only opinions can be copied.
2. When editing with Jianying, set the first picture to 3 seconds, the second picture to 2 seconds, and the third 2 seconds to remind users to click the avatar to follow. Because if this video goes viral, a lot of traffic will come in. If the account is live streaming at this time, clicking on the avatar will directly enter the live streaming room, thus bringing conversions.
3. If it is an official brand account, you can use a new account to publish a 322 short video, and then pin the comment @brand official account to attract traffic.

To make a 322 hot short video, you must master the idea of ​​322. For a 7-second video, the 3-second completion rate is close to 100%, plus a 50% to 70% video completion rate and a certain amount of replay rate. This video content can at least cross 2~3 levels and reach more than 10,000 impressions. If the number of comments in the comment section is large enough, 500,000~1 million impressions is not difficult.

2. Official brand account dominance strategy

The "Ba Ci" strategy is a relatively ruthless one, which can basically make the video traffic explode instantly and accurately.

In TikTok, users will use intent-based searches to find the content they want to watch. For example, if a girl wants to whiten her skin, she will search for "whitening". Once she enters the word "whitening", a drop-down box will pop up on Douyin with many keywords.

The first step is to copy every keyword in the drop-down box, preferably including the secondary extended keywords.

These are some of the long-tail keywords that are most relevant to the recent searches for the word "whitening". By occupying these keywords, the next time users search for them, they will be able to see our associated videos.

The second step is to understand the search volume of these long-tail keywords.

When you open the tool, you can see that the keyword "effective whitening method" just captured has a click-through rate of 6.1%, which means that 6.1% of people who search for whitening click on "effective whitening method". This keyword can save it. Then, for example, “whitening and removing spots” has 2 million searches, and “whitening freckles” has 4 million searches. These keywords can be saved and used in video titles.

3. Three-frequency resonance method

When using BaCi to make short videos, you must also understand the logic of the three-frequency resonance method. The three-frequency resonance method is a necessary condition for creating a huge hit.

• First, use the keywords to find out all the user needs (you are sick);
• Then I saw related short videos through Baci. There were 10 to 30 short videos posted a day. Nearly a thousand short videos told users that this demand was urgent (the disease was serious).
• Tell users in a short video that the urgent need to click on the avatar can be solved (I have medicine);
• Finally, this user demand (the medicine is not expensive and the disease is cured quickly) is solved in the live broadcast room/product link. Just keep repeating this in the live broadcast room.

Users must first have a need, and the content that short videos must show is that this need is urgent and will be very serious if not solved. "I" am the most professional person who can solve this need, and "I" is very cheap. I can solve this need immediately after placing an order. Only after users have a sense of trust will conversion occur. This is also the underlying logic of selling goods.

The combination of keywords, short videos and live broadcast rooms is called three-screen resonance method.

So how do you make this short video?

Here are some practical examples:

For example, if you want to meet the needs of users with oily skin, the first step is to open Weibo and search for oily skin.

The first topic is "Spring and Summer Makeup Review, 12-hour Ultra-long Standby Battery".

It can be found that this Weibo post contains a lot of valuable information, which cannot be read in 3 seconds. So the first picture is a screenshot of the avatar and content. The 322 short video method is used here. The difference is that this topic is aimed at precise users with clear needs (you are sick).

The second picture is still a comment. Please note that you should enlarge the content with the most likes and paste it.

Finally, drag in Jianying, set the first picture to 3 seconds, the second picture to 2 seconds, and set the time to guide the user's attention to 2 seconds, and the 322 short video is ready.

Next, create a short video title:

The first step is to open TikTok, save all the long-tail keywords related to oily skin, use the gadget to verify, and find out the long-tail keywords with large search volume (this step is explained in detail above and will not be expanded here).

The second step is to open Zhihu and search for oil skin (you can also use Weibo or Xiaohongshu):

There is a lot of useful knowledge in Zhihu. Choose popular topics and take screenshots of all the content. Don’t create anything new or change it, because this is a proven content combination that everyone will like. Just move it directly to Douyin.

This article is very long, but the title is very attractive and can trigger interaction, so I saved it. When creating a title, you must remember that the 30 words are for people to see, and the 400 words are for algorithms to see.

This title only has 30 words, and the remaining 400 words need to be filled with the keywords in the drop-down box of the verified and searched Douyin site.

The third step is to look at what other attribute words the product has? For example, whitening. In addition to improving oily skin, this product can also whiten, remove spots and moisturize the skin. So take all these long-tail keywords. Because this short video does not have any product links, keywords such as whitening will not be judged as efficacy words.

So far, a 322 explosive point short video containing the word "霸" that uses explosion to counter explosion has been completed.

The last key point is to make a collection .

If you search for keywords on TikTok, such as "skin care", you can see that collections are ranked first. There are two advantages to making a collection: one is that there is a high probability that it will be displayed in the traffic pool, and the other is that any popular video in the collection will drive traffic for other short videos. The short videos in the collection should use the same topic to continuously reverse-train Douyin, so that Douyin can pick it up and display it together.

So far, the key points of making a 322 explosive point short video containing the word "霸" (ba) have been explained.

The three-frequency resonance method was mentioned above, and the keywords and short videos have been explained in detail. Finally, let’s talk about the live broadcast room:

4. 5-minute time-point algorithm for live broadcast room

If a collection of short videos on solutions to oily skin is released and gets 500,000 impressions, then at least 10,000 people will click on the avatar to enter the live broadcast room as required by the short videos. So what is the most important thing about the live broadcast room? What was the anchor's first sentence?

The core of the live broadcast room is the 45-second retention rate . How to make a user stay instead of leaving immediately? The host’s 5-minute speech must revolve around keywords.

For example, for users with oily skin, the live broadcast room must show them: the savior of oily skin is here, what special offers are available, how to improve oily skin, etc., so as to maximize the correlation between the keyword "oily skin" and the live broadcast room, and feed it back to the Tik Tok algorithm to let it know that all users with oily skin must come to this live broadcast room.

At this time, the user tags of the account are also accurate, and Douyin also knows how to help this account increase its volume, and then each video in the collection will continue to drive traffic to the live broadcast room. Every step is to guide precise users.

Finally, the traffic channel of the live broadcast room is opened, the conversion rate increases, and continuous growth is achieved within 7 days, which will break the 7-day spiral growth mechanism of Douyin.

5. Douyin Store - 7-day spiral growth mechanism

What is the 7-day spiral growth mechanism? This is Douyin’s new product sorting rule. When a new product is put on the Douyin store, the Douyin algorithm will compare its growth rate within a 7-day moving window.

As shown in the figure, for example, when a new product is put on the shelves, 193 orders are sold from the 1st to the 7th day, which is regarded as the first 7-day cycle. The sales volume from the 2nd to the 8th day is 270 orders, which is regarded as the second 7-day cycle. The TikTok algorithm will capture the second 7-day cycle and compare it with the first 7-day cycle. It can be seen that the growth rate of this product is 40%.

This is called the 7-day spiral growth mechanism.

Why does TikTok do this? Because what Douyin wants to see is whether more and more people want to buy the product after 7 days, and whether the popularity continues to grow. If the growth rate of this product is faster than similar products of the same level, this product will be dug out by Douyin and become the main hot-selling product. At this time, the product traffic coming in from search/mall will be very large, and the live broadcast room will also welcome many accurate users. This is the 7-day spiral growth mechanism that you must understand when running a small store.

Finally, let’s talk about altitude sickness and instant kills. Altitude sickness and instant kills are also very important.

For example, if the sales of a product have begun to spiral downward in the past 7 days, what should you do? On the 14th day, there should be at least 50 orders per second to bring the growth rate of this product to a positive level, so that Douyin can see that the sales of this product are rising again.

How to complete these 50 orders? You need to do high counter or instant kill. High counter will not affect GPM, and instant kill can quickly increase the conversion rate for 5 minutes.

Therefore, in order to promote a new product within 14 days of its launch , you must remember to use videos to attract traffic while using sales momentum to boost sales. Once you find that the new product is not popular enough, you should know that there is a problem with the growth rate of the moving window of the 7-day spiral.

02 The underlying logic of Douyin group explosion

Finally, let’s talk about the concept of Douyin group explosion, which is the main method of Douyin now.

TikTok is a distribution mechanism. It is impossible for one person to monopolize a word by posting 10 videos a day. It would be better if 1,000 people monopolize this word, which would trigger the TikTok algorithm. Then, any content with this title would become popular. At this time, the TikTok algorithm is testing all the content that uses this title, and quickly testing it. Whoever can become popular the fastest will be pushed to the top.

Therefore, the algorithm of Tik Tok is constantly chasing dominant words, hot topics and popular items, which is also the core logic of using popularity to counter popularity. The group explosion strategy means that as long as one of the 1,000 videos goes viral, Douyin will capture the 20% of consecutive viral videos, and soon the traffic of these videos will increase.

Things like intercepting traffic from competitors and dominating the shopping mall screen are also some basic logic for group attack strategies. I will share them with you in the next issue!

Author:Sally

Source public account: Nankaikou