The Douyin system operation guide summarized after a loss of 200,000!

Long article warning:

This article is the product of ten thousand words of practical information compiled over three days. It takes 30 minutes to read quickly. The article is easy to understand and ordinary people can directly operate it after reading it carefully. Of course, to make big money you still need equipment and team. Friends can follow the catalog to learn what they need. If you find it useful, don’t hesitate to give your praise~

1. Account Preparation
2. Tik Tok algorithm logic
3. How to benchmark against competitors
4. Account positioning
5. Content Production
6. Creating a hit video
7. Monetization Model

1. Account Preparation

1. The necessity of maintaining a Douyin account

From the platform's perspective, they would rather give traffic to normal accounts that can create high-quality, vertical content.

For normal accounts, Douyin will provide traffic support in the early stages. After conducting label tests on the first 3-5 videos of an account, Tik Tok will subsequently recommend more accurate users so that the high-quality videos produced by these accounts can gain more interactions (reposts, comments, likes) and recommendations. The prerequisite is that we have to let the system know that we are real users, not black market accounts registered by machines.

2. In what situations do you need to maintain an account?

1) Newly registered account

This is relatively easy to understand. A new account needs to be maintained to let the system know that you are a normal account, not a machine marketing account, so that the system can better identify you.

2) Abandoned old account

Why do we still need to keep old accounts that have been abandoned? The reason is the same as above, prove that you are a normal user;

3) Those who have been put in a small black room or warned

There is no doubt that if such an account can be published, it must show the system that you will not engage in crazy marketing or publish other prohibited content;

PS: The official has debunked the rumor in 2020, there is no need to maintain a Douyin account! So there’s no need to waste a week doing something that won’t do anything useful;

But my point is that the so-called "raising an account" means just watching videos normally before posting them, so that the system knows that you are not a machine account registered maliciously, and it does not mean deliberately creating so-called "labels" or the like. The official has already refuted this rumor, and there is no need to waste time and energy on it.

Remember: what you watch is not important, what is the key is what you can create for users on TikTok!

3. Hardware requirements for maintaining an account

In principle, one device, one card and one number are required. But if it is planned from the beginning, I think it does not matter. What I am afraid of is that one of the numbers will be put in the black room and linked to the other accounts, so I suggest one device with two numbers. There will be many experts from training institutions who will refute this, but the fact is that Douyin supports studio creation, otherwise there will not be the "switch account function option" below.

4. Network conditions for maintaining an account

Can WIFI be shared? There are two camps among the experts on the Internet regarding this issue. One camp believes that it is allowed, while the other believes that it is definitely not allowed! Reasons such as: under the same WiFi, posting videos from different Douyin accounts will affect the traffic distribution of these Douyin accounts.

However, based on my personal practical experience, since it was mentioned above that Douyin allows studios to operate accounts, why can't we share WiFi? I think that most studios do not have strong content production capabilities, and they are mainly engaged in copying and do not have strong monetization capabilities. Most of them make a living by posting nonsense. In this case, if No. 1 is caught, there is a high possibility that others will be implicated (I have not encountered this), so training institutions will make all your machines 4G, and even forge some rumors.

like:

• "One device with multiple accounts" means that frequently switching between different Douyin accounts on the same device can easily affect the account traffic and be judged as cheating with a small account;
• Posting videos from different TikTok accounts on the same wifi will affect the traffic distribution of these TikTok accounts;
• The traffic of short videos published under 4G conditions is higher than that under Wi-Fi conditions;
• "One number, multiple devices", the same Douyin account cannot be logged in on multiple devices.

Official interpretation: The above operations for normal accounts will not affect traffic, but in order to combat illegal activities, the platform will take action against accounts that engage in cheating.

So, when it comes to hardware and wifi, everyone has their own opinions!

5. Complete basic account information

1) Basic account information

You need to fill in all personal information including profile picture, gender, signature, school, etc.

2) Real-name authentication

The real-name authentication and region must be complete. According to the official explanation, the duplication check will be carried out based on the authenticated information. I cannot confirm this for the time being because I have authenticated it.

3) Bind social account

In order to prove to the system that we are real people and not machines, we must bind social accounts that can be bound, such as QQ, WeChat, Toutiao, Xigua, etc.

PS: Toutiao fans can be synchronized to Douyin

4) Sign and leave contact information

Before your followers reach 10,000, do not leave any WeChat, QQ or other social media accounts in your signature. Why? The platform is not so stupid as to realize the reverse flow of traffic so blatantly. We still have to be principled. Don’t worry about not leaving contact information. When your playback volume reaches tens of thousands, they won’t be able to reply to your private messages. Just create a Douyin group. Are you still worried about not being able to attract traffic?

6. How long does it take to maintain an account?

Most paid tutorials will say 3-7 days, with the shortest being three days and the longest being 7 days. According to my practical experience, three days are enough. These three days are to tell the system that you are a normal user. How do creators put their own labels on it?

Easy, on the Douyin creator service platform: https://creator.douyin.com

Log in to your account and select the creator identity on the right side of your avatar on the homepage

7. What do I need to do to maintain an account?

1) Watch videos

Watch recommended videos (like, comment, forward), watch nearby (like, comment, forward), watch excellent video accounts in the same field, and increase the judgment of the account by the Douyin system;

2) Connect with social media

Occasionally forward and share on WeChat, Weibo, Toutiao, etc., occasionally, no need to be deliberate;

The so-called account maintenance is just to show the system that you are not a machine registered, but a real user, and recommend corresponding tagged videos to you. The label here means that you are a user. So do I need to spend a week to maintain the account as mentioned in the online training? The answer is obvious, no! There is absolutely no need. For the sake of science, the official has clearly announced that Douyin has two tags: user tags and creator tags. The types of videos you watch every day constitute your user tags, and the content posted on your account determines your creator tag. The two are neither conflicting nor related.

2. Tik Tok’s Algorithm Logic

1. Characteristics of the TikTok platform

The biggest features of TikTok, owned by ByteDance, are: circular decentralization, superimposed recommendations, article recommendations, and algorithmic mechanisms;

1) Circular Decentralization

The biggest difference between Douyin and Taobao WeChat public accounts is that whoever you follow and collect, you can see more content from your followers. The more fans you have, the greater the exposure and the greater the traffic. But Tik Tok is a decentralized platform. For example, if you follow "Da Lan" but you are more interested in beautiful women, you stay on the content about beautiful women longer and comment and forward more, then "Da Lan" will not be shown to you on the recommendation page. You may not see him for half a year. This is the mechanism of Tik Tok. Your fans are not yours, but belong to Tik Tok. All the data of your video depends on the quality of the video content itself.

Some traditional e-commerce companies may not have any crooked ideas here. It is all in vain to increase followers, likes, and comments, and once the system catches an order, you will be put in the black room. Why is it in vain? If you still don't know why after reading this, then read the above carefully again.

2) Overlay recommendation

Superimposed recommendation means that new videos will be intelligently distributed with about 100 views. If the number of reposts reaches 10 (for example), the algorithm will determine it as popular content and automatically weight the content.

The algorithm will give you 1000vv recommendations, and the number of reposts will reach 100 (for example). The algorithm will continue to give you 10,000vv recommendations, and the number of reposts will reach 1000 (for example). The algorithm will then give you 10wvv recommendations, and so on...so those creators who get millions of views overnight are also confused and don’t know what happened. In fact, it is the weighting of the big data algorithm.

Of course, the evaluation criteria for superimposed recommendations are based on the comprehensive weight of the content.

The key indicators of comprehensive weight are: completion rate, number of likes, number of comments, and number of reposts.

The weight of each level is different. When it reaches a certain level, a mechanism combining big data algorithms and manual operations is adopted.

3) Article recommendation mechanism

Sometimes you will find that an old video that has been around for a month or so suddenly becomes popular, with over 10,000 likes overnight. This is also a feature of Tik Tok. This algorithm will "dig through the text" to discover some high-quality old videos.

Therefore, for old videos that you are optimistic about, you can guide your fans to follow, like, and forward them in the new video, which may have unexpected results.

4) Algorithm mechanism

The distribution mechanisms of Douyin are: deduplication mechanism, review mechanism, feature recognition and manual intervention.

Deduplication mechanism:

Content deduplication is the most stringent thing on the Toutiao platform. If the content is deduplicated, the content you want to publish will not be recommended, let alone the relevant data afterwards. The published content is duplicated, either because you have previously published some related series of content, or your content is of low quality and originality. If you have written related content before, adjust your approach angle. If it is an original question, find more materials and topics to write about.

PS: Tik Tok’s mechanism for removing duplicate content is not particularly strict, otherwise no one would post it a second time and it would become even more popular.

Audit mechanism:

Douyin is similar to Toutiao in that the review process is usually a combination of machine review and manual review. Douyin is generally reviewed by machine, and manual review is performed at the end for some things that machines cannot judge. The review content generally includes video content, description, title, etc., whether it contains sensitive information that violates the platform's regulations and whether it is diverted to other platforms. There is an interception library in the machine review algorithm. After the video is released, it enters the review state immediately. The machine automatically compares the video title and content to see if they match the library. If they match, it will not pass the review. Therefore, the video content should not contain any sensitive information. Remember, the concept of Douyin is to record a beautiful life. However, companies can get Blue V certification, which requires a 600 yuan deposit and a business license, and they can conduct official marketing;

Feature recognition:

When a video passes the review, the system will label the video according to its content and title, match it with relevant user groups, and push it to people who meet the requirements of the video content;

Human intervention:

Video content review is much more difficult than text review, and machines cannot do everything. The machine cannot accurately determine whether a video is illegal or what its quality is. Moreover, since the machine makes judgments based on past data, it cannot completely predict how users post videos. After considering many factors, the artificial intervention mechanism was introduced.

ByteDance is also recruiting a large number of video content reviewers, which is the role of the human intervention mechanism. Through the experience of the reviewers, they can judge whether the released videos are in violation of the rules and report them, thus filling some loopholes in the Douyin machine review.

2. Analysis of Douyin data indicator weights

1) Completion rate

Videos under 15 seconds need to be played completely. This is a pass mark for videos. If the completion rate is high, Douyin will push them to the next traffic pool.

2) Like rate

If the completion rate is the passing line, then likes are recommendations for high-quality products. The higher the likes, the more recommendations you will get.

3) Comment rate

The more people comment on a video, the better the content of the video is;

4) Forwarding rate

The more people forward it, the wider the scope of dissemination will be, and the chance of superimposed push will naturally increase;

5) Attention ratio

The more people pay attention to your work, the more valuable your content is to users;

3. How to benchmark against competitors

Just like Taobao, we also need some tools to analyze data when we work on Douyin. The results of working in isolation are often not good. Here I recommend some tools for video data analysis. Most of them are paid, and you can choose freely. Quickly learn the data of different types of videos, observe the latest popular videos, and provide creative references.

Cicada Mama, Dou Da Da, Fei Gua Data, Optimistic Data, and Kas Data.

PS: At the beginning, don’t think about innovation, just imitate the competitors 1:1!

4. Account Positioning

The concept of "Positioning" in business. In 1972, Al Ries and Jack Trout proposed the positioning theory, which created a new marketing thinking and concept and was rated as "the concept with the greatest impact on American marketing in history." So how do we use it in the TikTok business environment?

Create distinctive content and form core competitiveness; for the audience, it means establishing a clear IP image.

1. Identify your target audience

Determine who your target audience is, is it mothers? Still a student? Is it a man, a woman or an old person?

Only after determining the target group can we lay the foundation for monetization. Merchants generally aim to sell goods and increase brand influence, while for individuals, it is nothing more than promoting products/building personal IP/offline training.

If you are a merchant and are planning to sell products through Douyin, then the user portrait of your product can provide a reference for your target audience; if you are a short video enthusiast/self-media practitioner preparing to switch to the short video industry/a newbie, you can position yourself based on your interests and your own strengths.

2. First impression label

What is the so-called first impression? In real life, when you meet a stranger, beautiful, ugly, tall, short, fat, thin, funny, boring, and other intuitive impressions will be your only impression of this stranger. So how do we reflect this in video e-commerce? It can be from the opening remarks, clothing, fixed slogans and so on.

3. Create differentiated labels

In a very open business environment, there is no information asymmetry like it did ten years ago, so in my opinion there is competition in any category. In this case, differentiation is inevitable. We need to differentiate from two aspects. The first is to let the platform recognize your differentiation, and the second is to let users recognize your differentiation.

4. Content positioning

The core of design content: the more they lack something, the more they will pay attention to it. Think from the user's perspective. The more users lack something, the more they will pay attention to it. You just need to find the points that fans pay attention to. Why is Da Lan so popular on Douyin? How can one easily earn 30 million in just a few months from Douyin? What value does it bring to users? What values ​​is he exporting? Thinking more is more useful than blindly criticizing.

PS: The common content forms of Douyin can be roughly divided into two categories:

Real people and non-real people appearing in the film. Among them, non-real-person appearances are divided into forms such as personification, cute pets, graphic PPT, video editing, animation, and subtitle carousel.

If the protagonist in the video is good-looking and has strong camera expressiveness, then real-person appearance is the best choice. Because real-person appearances can enhance the stickiness between an account and its fans and increase fans’ sense of trust, most of the top accounts on Douyin use real-person appearances.

5. Tik Tok Account Content Production

1. Get user resonance

What is user resonance? It is the users' recognition of the values ​​of the content you produce. In the video e-commerce where appearance is the main focus, content with values ​​actually has great potential. After all, not all Tik Tok users are brainless.

When we achieve resonance, we can gain supportive likes and comments, and identification of values ​​can bring followers. So as to achieve our goal:

Resonance with users = identification of values ​​+ sharp copywriting + expressive power

So how do we reflect the correct values ​​​​in the username? The answer is to give users genuine joy and enjoyment from the bottom of their hearts, which are the video contents that cannot be truly expressed by using pictures and words. Whether it is magnificent natural scenery or wonderful clips in movies. The video itself gives users a deep feeling through its experience and sense of presence.

Why have the movie editing accounts on video platforms grown so quickly? Because it has great ornamental value:

The joy that comes from the heart of the user = viewing pleasure + appreciation value + sound effect coordination

2. Content production classification

The popular content in Douyin can basically be divided into five categories, and you can refer to them based on your own advantages:

1) First appearance category

Little brothers, little sisters, cute babies, cute pets;

2) Second Talent Category

Technical flow, dance, handicraft, singing, dubbing, etc.;

3) Third interest category

Fitness, animation, food, beauty, photography, travel, etc.;

4) The fourth knowledge category

Office software, maternal and child knowledge, English, humanities and history, etc.;

5) The fifth plot category

Comedy, mystery, suspense, emotion, etc.

Find out the areas you are good at and give full play to your absolute advantages, define the areas, and output content vertically;

There are three benefits to having an account focus on a vertical field. First, when users pay attention to that field, they will think of us first and occupy the minds of fans. For example, when talking about pet accounts, people will think of "Liu Erdou", and when talking about beauty accounts, they will think of "Li Jiaqi", and so on.

Secondly, it helps Tik Tok to label our accounts vertically, which is conducive to accurate content recommendation and search. For example, if a user wants to watch content about beauty products, then the matching degree of video accounts that focus on beauty products will be higher than that of accounts that review all kinds of products.

Third, it is conducive to commercial monetization. The more vertical the positioning, the more accurate the fans, and the higher the fan stickiness and fan value. You may have a question: what should I do if I want to create fashion content while running a beauty account? The best way is to create a new account, focus on fashion and outfit content, and build an account matrix.

3. Use editing and TikTok effects

From the very beginning, Douyin attracted its first batch of fans with cool, youthful music and special effects. Its overall style is more targeted at young people's preferences than Kuaishou and other short video software of the same period.

The production of Tik Tok content makes good use of the special effects provided by Tik Tok, combined with appropriate music clips, transitions, and scenes, to create an unforgettable effect that leaves a deep impression on people.

For example, Blackface V, who is good at using special effects technology, is such an example. The mysterious identity coupled with various cool special effects have become his exclusive label and an important feature to attract users.

PS: Whether it is the production of special effects or the selection of music, it is necessary to match various nodes and turning points in line with the product attributes. In many cases, this can achieve twice the result with half the effort.

4. Output useful information to trigger users to imitate and spread spontaneously

Discover user needs to create and publish content that hits their pain points.

For example, if the account owner’s topic is Taobao e-commerce skills, the main target group is novices who are interested in Taobao or need to use search, through train, etc. on a daily basis. For Tik Tok content production, the host needs to explain the practical operation steps and skills in a simple and easy-to-understand manner as quickly as possible, and make them simple, easy to understand, and clear to motivate fans to practice and give feedback.

If it is a funny joke, how to tell the story in a non-clichéd way within a few tens of seconds, lay the groundwork for the twists and turns, and hit the right music nodes is the basis for producing high-quality Douyin video content. How to further highlight the characteristics of Douyin content production on this basis is something that the broadcaster needs to constantly test and practice. Of course, you can also directly borrow current hot events to tell stories;

5. Content is king, and creativity is needed constantly

Tik Tok’s spreadability and low cost determine its high requirements for creativity. We often see that original creative videos that become popular overnight will be imitated by users the next day. It is obviously not scientific to just sit there and wait for fans to gather with your original videos. This requires the host to maintain a constant flow of creativity in the field he is good at.

Here, Douyin merchants want to emphasize one thing to friends: reposting popular videos will not help increase the exposure of your account. Such operations will be detected by the system, their weight will be reduced, and video recommendations will be reduced.

When it comes to creativity, Papi Jiang is a classic example.

Papi Jiang, who became famous on Weibo with her unconventional funny short videos, had her first work on Douyin in January 2018. Although it was suspected of being an advertisement, it was full of creativity and was still loved by fans. It received a good result of about 770,000 likes and about 15,000 comments in its first battle.

With the continuous creative content offensive of Douyin, Papi Jiang has released more than 200 works on Douyin in more than a year, received 210 million likes, and attracted 21.464 million fans, and the number is still rising.

6. Current affairs, if there is any, take advantage of it

A hot spot is content that successfully dominates the screen during a certain period of time. It could be a challenge or a game or dance segment. The advantage of riding on hot topics is that it can be more topical and eye-catching, and it is also easy to leave an impression on fans.

However, riding on the hot topics requires attitude and selectiveness. Only by combining the tone of the content and actively producing it can there be more potential to be tapped and more traffic can be attracted. First, be sure to monitor and adjust content in real time.

First: You must be clear about your positioning and theme. When making videos, you must keep the theme in mind and ensure that the quality of the video does not decline, so that you can maintain your original fans. After successfully attracting a large number of fans, many Douyin broadcasters did not continue to produce high-quality videos. Instead, they let their works run freely, and directly entered a bottleneck period until they became zombie accounts.

Second: Understand the proportion of advertising in the content. Under the existing mechanism of Douyin, videos can be divided into two parts according to their nature: pure content without advertising insertion and hard or soft advertisements with advertising insertion.

PS: You can’t take advantage of all hot topics. My experience tells you that you should not do things like politics, violence, personal attacks, and quarrels with each other! Although quarreling can bring you a large number of fans in the short term, but! ! No quality! Without viscosity, conversion is difficult! For details, you can refer to the Douyin Daxian R8 incident, which promoted a large number of accounts but was actually useless.

For users, what they want to see most is of course positive content. Mutual criticism can attract attention in the short term, but users are not attracted by your content, they come to watch the fun;

6. Creating a hit video

If you get all the above points, then making a hit video is relatively simple. The 10 indispensable factors for a hit video on Douyin can be copied no matter what form the content is.

1. Video content

1) Background music

Try to choose a mix of both popular music and nostalgic music. Don't pair it with something that has been popular before. For example, if you pair it with "Devil from Heaven", the completion rate will be low. But if you pair it with "Mang Zhong", people will definitely be willing to watch it, because it is quite popular recently. You can also pair it with something nostalgic, such as the Little Tigers, True Heroes, and Meteor Shower. Although it is not popular, nostalgia still has traffic.

2) Popular memes

Douyin will come up with a hot meme every once in a while. You can try to make a ranking and scoring video. In this way, there will be different opinions, and people will discuss in the comment section to drive discussion. Attached below are the hot memes in March 2021. If you need it, you can start based on the actual situation.

3) Emotions

There must be an emotional outburst in the video, which means it must be "affirmed". What should be affirmed? For example, if you say that slightly plump girls are the sexiest and girls with small breasts are the cutest, there will be two groups of people who will discuss the topic based on your comments. The interaction rate will be very high. Unexpected reversal is also an emotional trigger. One group feels that I have known this for a long time, and the other group feels that it is actually like this, which I never expected.

4) Script content triggers comments

• Question: For example, is the man with the tattoo a good person? It will cause controversy;
• Show off: Show off by wearing a gold chain, what's wrong with being unsophisticated? I am Ailoo, what's wrong? This will trigger comments from everyone;
• Resonance: Chicken soup is often easier to resonate with, or packaged chicken soup. For example: when you understand the applause, when you agree or disagree, you will generate discussion points to forward and agree or disagree with;

2. Video title

The title has two key functions:

Show it to the system to get more accurate recommendations; show it to users to increase the interaction rate (reposts, comments, likes) and completion rate of the work;

1) Hot topic titles

According to my observation, among the 100 super popular videos on Douyin, at least 50 of them are just trying to catch the trend. If the content can be copied, the title can certainly be copied as well;

For example, if you have a work about marriage and love, if you post it normally, it may only get a few thousand exposures, but if you post it during the wedding of Huang Xiaoming and Angelababy, or during the divorce of Song Zhongji and Song Hye Kyo, it may easily get 100,000+ or ​​even 1,000,000+ exposures;

2) Suspenseful title

Arouse the curiosity of target users through indirect means, for example:

"Capricorn's fatal flaw: Do you know where Capricorn came from in Greek mythology?" 》

"A novice female driver caused a serious traffic accident while reversing at high speed, and she actually... in front of the traffic police..."

"Grapes growing on trees have been revealed by professionals. After knowing the truth, you will definitely not buy them! 》

"Today we are talking about the topic of a thousand arrows piercing the heart. If you are not heartbroken after reading this, you can stab me..."

3) Contrasting titles

Contrast: It is to use people's cognitive psychology to compare things, phenomena, etc.; the purpose is to highlight the essential characteristics of things and create conflicting points of view. The greater the contrast, the more attractive it tends to be;

4) The concept of using numbers well

The human brain will filter out homogeneous information and, in turn, prioritize identifying different things. Making good use of numbers can also produce some unexpected effects, for example:

"Your parents must know that these 10 types of people in your circle of friends are scammers"

"If your baby doesn't like to eat, parents must know these 5 common sense"

"A girl who lost 20 pounds in 30 days, sharing with you how to lose weight quickly by following these 3 points"

"Men aged 35, your body tells you that you must be alert to these 3 points! 》

In these titles, the first thing you see is definitely the number. This is because the expression of numbers is different from Chinese characters, and the brain will recognize them first. Using numbers in the title can help make the title more recognizable;

5) Quote nouns and celebrities

Some keywords have their own traffic, such as celebrities and hot topics. For example:

"Ten must-read books for programmers recommended by Zhang Xiaolong, the father of WeChat"

I bought a BMW, but lost my love

"Zheng Shuang and Zhang Heng broke up before their child was born"

"Jack Ma: If I hadn't chosen e-commerce"

PS: Have you given up on learning formulas like this? Regarding titles, professional self-media people have more room for imagination. That’s all I have to say about titles. If you have better ones, please add them to the comment section.

2. Video subtitles

The power of Tik Tok subtitles is as great as that of music and should not be underestimated. Why? Tik Tok is based on fragmented usage scenarios, and users may not always have time to listen to your audio; moreover, many videos do not have subtitles, and if you don’t listen carefully, you can’t understand what they are saying at all, not to mention some areas with particularly heavy accents, there are also special areas for Cantonese and other dialects.

Adding subtitles has another benefit. For example, for a short drama with a plot, the duration of 1 minute is very compact, and the characters in the drama will speak faster. Adding subtitles will make it easier for users to hear the dialogue and understand the plot. Subtitles can also be used to handle insignificant storylines. For example, for tutorial skits, pictures alone cannot help users understand the content thoroughly, so we need to add subtitles at key steps to help users understand the content. So try to add subtitles to your videos as much as possible, this will increase the overall interaction of Tik Tok!

3. Video Music

When you publish a video, you must use the music materials in Tik Tok, so that your video will be tied to the music. If you skip this step, especially when your video can use the top music, your Matthew effect will become stronger and stronger, otherwise you will lose a lot of traffic; if you insist on using the music you choose, you can also, when choosing Tik Tok music, increase the original sound to 200 and reduce the background music to 0, as shown below:

4. Video Length

Now TikTok has relaxed the 1-minute permission, and some accounts can directly post 2-minute and 5-minute long videos. However, for creators with limited capabilities, it is generally recommended that the video length be controlled between 7 and 20 seconds. This will result in a better video completion rate. If it exceeds 20 seconds, your content will most likely be brushed aside if it is not outstanding.

5. Photographing/stealing the spotlight

Allow videos to be shot together/steal the spotlight, or you can choose other videos to be shot together/steal the spotlight. The biggest advantage of shooting together/stealing the spotlight is that you can @ the other party. The content you choose/steal the spotlight must be of good quality or popular, which can increase the completion rate, so co-production is a very good social tool.

The last two factors are the most important and the most easily overlooked by operators; they are also the key factors that directly affect whether a video can become popular and a hit video.

7. Douyin’s monetization model

Most tutorials on the market teach you to gain fans first and then think about monetization. My opinion is different. I believe that you should figure out the monetization logic first and then gain fans. So I have always emphasized that monetization ability has little to do with the number of fans, but mainly depends on the type and stickiness of fans. If your account is positioned more vertically and has accurate fans, merchants will be more willing to cooperate with you, so you must determine your own monetization model when positioning.

1) Advertising monetization

This is the most common way for IP-based self-media influencers to monetize. It depends on the number and type of your fans. You need to have 100,000 fans. Usually, the value of a single fan is 0.2 cents. If you reach 100,000 fans, you can enter the Xingtu platform and go through official promotion.

2) Short video showcase

The requirements for opening a product showcase are 1,000 fans, 10 works, real-name authentication, and a 500 deposit. Small shops, Taobao and third-party platforms can all link to the shared bike.

3) Douyin traffic diversion entity monetization

If you need to add a location to the video, you can use Douyin feed streaming paid area positioning;

4) WeChat private domain traffic backend monetization

Fans with private traffic have always been more valuable. Because Douyin is decentralized, even if you have 100,000 fans, they may not be able to see your works. Therefore, you must first circle your fans in your own traffic pool, sell products on the back end, or attract franchisees;

5) Mini Program Monetization

You can use the built-in mini program of Douyin or Doutuimao, which has no requirements for individuals and is suitable for individuals who do not have products;

6) Monetization of paid knowledge training

As the commercialization of Douyin develops faster and faster, more and more e-commerce and physical sellers are entering this field, and there are more and more links between products, supply chains, influencers and brands. To do paid knowledge training, you need to have an education business license, or to open a small store and post product links;

7) Live broadcast rewards monetization

This is suitable for anchors, who can monetize through audio wave rewards;

8) Livestreaming

You can bring your own goods, which requires you to register in the store backend and bind your Douyin account, or bring other people's goods;

Because I personally did live streaming for a period of time in 2020, I will also focus on sharing some of my personal ideas on live streaming here, hoping to bring some help to friends who are about to start live streaming.

There are two most important points for live streaming sales:

• The anchor's work experience and on-camera reflections
• Live broadcast script

Here we focus on the script sample:

Generally, our live broadcast scripts are divided into two categories: single product live broadcast scripts and whole live broadcast scripts;

①Single live broadcast script

When writing around "products", the product selling points are the core; taking clothing as an example, when explaining the product, you can focus on the size, fabric, color, style, detailed features, applicable occasions, and how to match it. During the explanation, you can interact with fans in real time and answer fans' questions in a timely manner. It is recommended that you write it down in the form of a table. Brand introduction, emphasis on benefits, conversion guidance, and points to note in the live broadcast room should all be included in the table. This can clearly show the "key points" and facilitate team coordination.

② Entire live broadcast

The entire script is the script written for the entire live broadcast. During the live broadcast process, the most important thing is to plan and arrange our live broadcast routine, with the focus on the writing of logic and gameplay as well as the control of the live broadcast rhythm. The entire live broadcast takes about 4 to 6 hours, and there is no break in between.

Live streaming e-commerce is actually very complicated. From product selection to influencer links to live streaming language, strategy, product type distribution and repetition rate, etc., every link requires very rigorous planning.

It took me three days and nearly 40 hours to write down my mental journey. I hope it will be of some help to those of you who are about to work in Douyin or are already working in Douyin.

8. Final Thoughts

A word to every traditional e-commerce person: Every era has its own different development path.

I earned my first joy of receiving goods in my life ten years ago during the era of Taobao’s gold coins and Juhuasuan. Later, through “black searches”, “black cars”, “black diamonds”, etc., I earned the capital to take root in the city of Hangzhou.

Unfortunately, the platform has its own development direction and competition. The same investment of time and capital can no longer yield a reasonable investment-output ratio. Times are changing, and we have to change with them.

All unwillingness comes from dissatisfaction with life;

All poverty comes from not being hungry enough for knowledge;

All mediocrity comes from being satisfied with the status quo;

I hope to encourage each other on the road ahead with "Wild Daan".

Author: Wild Daan

Source: Wild Pie Daan