Take these tips on increasing followers on Douyin!

It has been a while since TikTok rose to prominence. During this period, many people have become extremely popular with the help of TikTok. This new traffic outlet has attracted many brands to enter TikTok's short video market to reap the benefits. However, the situation of operating Douyin for most small and medium-sized enterprises is not ideal, and many of them have very little attention.

The reason is that many of them do not have a clear idea of ​​the tone of their own content, but instead adopt a very simple and crude approach: that is, they follow whatever hot topics there are, hoping to create a hit to attract traffic.

However, this kind of hot-spot-riding tactics often do not solve the core attention behavior even if they gain short-term traffic exposure. Only by solving the most core problem can you create value for users, that is - why do users pay attention to you?

Recently, many classmates asked Brother Mao: Why is it that the number of views and likes of this video is not low, but the number of followers is not increasing?

The reason why users pay attention to your video account must be that it provides them with some value.

For example, users will follow video accounts that can make them laugh, accounts about their favorite food, and accounts that can solve their problems...

For operators of corporate video accounts, how should they make the accounts valuable and attract users' attention? You have to keep a consistent tone throughout your account.

1. Unified account labels

For example, for a video account that does animation and film and television editing, it may have two or even more tags: 2D and film and television editing.

Once your short video account label is fixed, generally do not change it easily. I once coached an account that originally did street interview-type content, but later wanted to make short videos of cute things recommendations. After posting content for a week, the number of views continued to decline, and in the end, the number of views was less than 500.

Moreover, it is very difficult to restore the playback volume of this type of short video account after it decreases. Therefore, if you really want to change the type of short video, it is recommended that you first consider the acceptance level of the existing fan portrait. You can post one or two first to see the feedback from existing fans.

2. The style and form of short videos are unified

The styles and forms of short videos are very broad, and I think you will understand after looking at a few pictures:

There are also short video accounts like this one about mother and baby life. The scenes are very fixed, with children sitting in front of the camera eating. What changes is the children's complementary foods. Some viewers just watch the children eating, but more mothers are asking what kind of complementary foods are better for children of different age groups.

For this type of plot, the cover style, shooting techniques, and narrative style are basically unified.

For example, a short video account that is just for "sharing" can be combined with the user's growth path: novice-expert, allowing users to grow along with the account. It can also be combined with keywords to find users' pain points and provide answers.

3. Story series unity

There is a type of "drama-type" short video account that can also be used as a reference. Just like a serial short drama, suspense will be set at the end of each episode to attract users to click on the subsequent plot, which unifies the story.

4. Unified character design

Compared to cold short video accounts, users prefer to connect with individuals, so the issue of personal setting has always been emphasized in the past.

Do you know what kind of personality is successful?

I dare say that even if you can’t remember which brands Li Jiaqi has done live broadcasts for, you can definitely remember his catchphrase, and this is a successful personality.

Perhaps after watching many similar videos, the user may not remember the content clearly, but he will definitely have a deep memory of your personality. Therefore, if you want to extend the life cycle of a short video account, it is very necessary to build an account personality.

So, how to build a persona? You can start from these aspects:

① Find a label that is unique to your own personality: people will think of you when they mention a keyword. You can create it based on your own personality traits and the preferences of your target users, or you can design a unique catchphrase or action to help optimize the label.
Recommended keywords: contrast, reality, down-to-earth, and sense of immersion.

② Do subtraction: The “shortness” of short videos determines that the content carrying capacity is limited. When creating a character, the more labels the better; one or two distinctive ones will be enough.

③ Continuous optimization: It is not difficult to establish a personal character, but the difficult part is how to leave a deep impression on users. This requires you to constantly emphasize the personal character in the subsequent short video production to strengthen the fans' impression of you.

④ Keep growing: A successful personality needs to grow. People will get tired of aesthetics, so we must not be too thin when creating a personality.

Properly guide users to pay attention

In addition to the fact that our own short video content must be valuable, if we want users to pay attention to us, we must also provide users with certain guidance.

This guidance must also be able to reflect value, for example:

“Follow me and you won’t make mistakes when buying a house!”

"Follow me and I will analyze a marketing case with you every day!"...

These are all things that can directly bring value to users.

In fact, when it comes down to it, we still have to go back to the sentence at the beginning: only when the user perceives that your content is valuable to him will it trigger his "attention" behavior.