How to write a corporate Douyin operation plan? Tik Tok operation plan and strategic skills!

Recently, Douyin released the "2020 Spring Festival Data Report" (January 24, 2020 - February 7, 2020). The report shows that during the Spring Festival, people across the country hoped for safety 3.94 million times on Douyin, made 52,000 health-related wishes, left 23.03 million comments of "thank you for your hard work", 1.28 million comments of "come on, angels in white", and liked medical staff videos 860 million times.

In Wuhan, 107,000 people posted 259,000 videos, which were viewed 3.3 billion times by users across the country. Among the videos released during the Spring Festival, 2.37 million videos were related to staying at home, 1.05 million videos reminded people to wear masks, and the topic "Traveling at Home" was played 2.1 billion times. During the week of “cloud office”, 57,000 videos recorded the real state of working from home.

The epidemic has made many people start to pay attention to the spread of short videos. Based on such data, the operation of Douyin has been put on the agenda by many small and medium-sized enterprises. A friend talked to me a few days ago and this happened in her company. The boss asked her to write a Douyin operation plan. She wrote it, but the boss was not satisfied at all. It’s not that it was bad, but that it was too high-sounding and full of professional terms, and the boss couldn’t understand it at all. So, my friend asked a question: How to write a Douyin operation plan that the boss can understand?

In fact, I have also encountered the same distress as my friend. Many times, I sent some useful articles that I thought could be used as reference to the group, but was stopped by my boss, who thought that I should not always post some incomprehensible theories. How can you focus on practical operations rather than theory and write a Douyin operation plan that your boss can understand?

1. What should the Douyin operation plan include?

Let’s first discuss what a complete Douyin operation plan can include?

1. Positioning

Since this plan is for the boss to see, there is no need to write who the users are, because the boss will say that it is everyone. You just need to know which users it is targeting. Positioning mainly includes three aspects:

Presentation forms: real people, cartoon characters, pets, pictures and texts, PPT, etc. Analyze the company's resources and select one of these forms;

Type: comedy, drama, review, commentary, practical information, list, technology, etc. Similarly, it is best to decide the type based on the expertise of the specific operator;

Industries: food, tourism, agriculture, rural areas and farmers, education, entertainment, technology, workplace, beauty, etc. If a company wants to do Douyin, generally speaking , it already has some inclination towards the industry, so this part is relatively easy to decide.

After defining these three aspects, the user groups are actually almost determined. When giving the positioning, state the reasons. It is best if they can complement the company's products, which will make the boss more receptive. For example, such positioning can help promote company product sales or boost the company's brand.

2. Preliminary preparation

Tocqueville said that opportunities are useless without careful preparation beforehand. Although we cannot waste time indefinitely, we still have to make necessary preparations. It includes two parts: preparing conditions and preparing key actions.

Preparation conditions. This part is actually telling the boss what the minimum cost of doing this is. Douyin requires certain equipment and personnel. You should search for software that can help with quick editing in advance, such as Jianying; a mobile phone that can be used to log in to the Douyin account (if you log in to different Douyin accounts with the same mobile phone and switch frequently, it will be judged as a marketing account and be restricted. Ensure that one device, one card, and one account); Douyin registration related information (the best way to register is to register with a mobile phone number and bind it to a Toutiao account.

When registering an account, remember to use data traffic to avoid being affected by other accounts on the same WiFi); follow competitor accounts (for imitation, reference and account maintenance). The period for preparing conditions is generally one week, which means that all the conditions you list can be accomplished within one week!

Prepare for the crucial move. This part is to buy buffer time from your boss. Regarding the operation of Douyin, in the early stage, there is a key action that is necessary, that is, maintaining an account. Many people have a misunderstanding that as soon as the Douyin account goes online, they start posting videos and then start staring at the data.

In fact, this is wrong. You should maintain the newly registered account for 5-7 days before you officially start publishing Douyin content. The main purpose is to increase the initial weight of the account. Maintaining an account means simulating real-life behaviors, such as liking, following, commenting, sharing, watching live broadcasts, and online time (about 1 hour a day, divided into the morning and afternoon)...and the content you browse needs to be related to your content positioning and be content within your vertical field. At this time, the competitors you pay attention to are very important.

The preliminary preparations should have a short cycle, simple and easy process, but they are very necessary. Generally speaking, the boss can afford a week. If you don't explain clearly, he will ask you for the result tomorrow if he makes the request today.

3. Content direction

Now that you have the positioning and are ready, you need to give your boss some actionable content to give him an idea when he doesn't know what to do. include:

Establishing IP: Personalize your account based on the form of expression, type and industry. For example, when Onion Group incubated TikTok, they mostly selected mythological characters. So what about the company’s IP? This IP is equivalent to a carrier, just like when we used to create WeChat public accounts, we didn’t call ourselves editors, but had many titles such as Xiaowei, Xiaocousin, Xiaoxin, etc. Just tell your boss what the company’s Douyin account calls itself, and he will understand.

Topic selection direction: When the boss sees the plan, he will definitely have a question: what can be done? Then, you need to provide some references, such as travel ones, specific to the time, place, scene, etc., to paint a picture for your boss.

Content length: Some bosses think that the longer the Tik Tok video is, the better. In fact, it is not true. For a Tik Tok video, the shorter it can be while still expressing clearly. In Douyin's recommendation mechanism, recommendations are divided into three levels according to the weight of the account:

If the traffic is around 200-500, and if there are 10% likes, a few comments, and a 60% completion rate within an hour of the push, the platform will give a second recommendation.

If the traffic volume is around 1000-5000, the video playback volume reaches more than 5000, and the number of likes is higher than 100, and the number of comments is higher than 10, it will basically be recommended to the next level.

The third time will be tens of thousands or hundreds of thousands of traffic, and so on.

In general, for Tik Tok, the number of views (completion rate) > the number of likes > the number of comments > the number of reposts. So what you need to convince your boss is that the longer the video, the lower the completion rate, and the less conducive it is to dissemination.

4. Promotion

After the video is completed and uploaded, the boss will definitely want good data. How can we get good data? Promotion is essential!

Start from the inside: In the early stage, there are no fans, so you can only mobilize your relatives and friends to ensure the initial completion rate, number of likes and comments, etc. This step is easy to get the boss's support.

Start from the outside: The boss likes quick, flat results. The best way is to use DOU+ to become popular. However, if you tell your boss this, he may not understand. Just tell him how much budget to spend each month and how many clicks each video should get. Of course there are other ways, depending on the nature of the company and the quality of the channels.

5. Data indicators

The data indicators here are not data analysis in the sense of operators, but KPI indicators. That is, in the plan, you have to give your boss a result that you can achieve. Data analysis is just the process you use to get to this step, and your boss doesn’t want to know.

The update frequency per week, the click-through rate for each video, the step-by-step growth cycle of the indicators (the difference between the clicks in the first month and the clicks in the second month), etc., will let the boss know what he needs to focus on.

6. Division of labor

Finally, you also need to tell your boss about the division of labor, who will do these things, who is responsible for these things, who is responsible for the final results, and who he should ask about the situation. Give the boss a target so that he can find the trace.

2. Notes on Douyin operation plan

The plan you show your boss is different from the plan you show your client. There are a few points to note:

1. Eliminate redundancy

In the proposal, we like to write background analysis, current situation analysis, competitor analysis, etc. to prove the necessity of the matter. But since the boss has already decided to do it, he doesn’t need to look at these. In other words, he decided to do it after seeing these, and he doesn’t need to look at them again.

2. Eliminate jargon

When giving your boss a proposal, don’t use professional terms. It is easier for the boss to understand if you express the same idea in plain language. The theory was too profound and he couldn't understand it at all.

3. Extract key data

For a plan, the boss will pay attention to three data: budget data, start-up cycle, and result indicators. You need to present all this data.

4. Avoid Singularity

Many small and medium-sized enterprises show their bosses word documents in the form of proposals. Even if pictures are added to the document, it is still a bit difficult for the boss to read. The best way is to make it into a PDF so that the boss can view it on his mobile phone.

5. Participation in the presentation process

The boss always likes to see the results, unless the process requires him to do typesetting. Therefore, in the plan, apart from the process that requires the boss's approval and support, the boss does not care about some details of the operation process, such as how to design the cover and how to optimize the title.

In this article, when I say bosses who can understand, I mean those bosses who don’t understand new media. For bosses who know the business, there will naturally be a difference. Just a little discussion, I hope it will be helpful to everyone.