11 ways to attract private domain traffic on Douyin

Although Douyin is relatively more focused on public domain traffic, effective use of Douyin can also achieve the sedimentation of private domain traffic and promote content monetization. In this article, the author analyzes the algorithm recommendation logic of Douyin and summarizes Douyin’s methods and strategies for attracting private domain traffic. Let’s take a look.

Tik Tok is currently the largest public domain traffic pool on the entire Internet. Whether it is the emoticon project, copywriting project or storytelling project that I have written before, they all regard Tik Tok as an important drainage channel for settling private domains.

In the last article, I wrote "What is Douyin's interest-based e-commerce". At the end, I mentioned how Douyin can attract traffic outside the site. Today, this article mainly shares 11 methods of Douyin's off-site traffic to private domains that I have recently compiled. After reading this, you can put them into practice immediately.

Move!

1. The algorithm recommendation logic of the Douyin platform

Perhaps some friends may still be wondering: Why do we have to divert traffic from Douyin to outside the site or private domain?

In fact, there is more than one reason. I mentioned 6 points in the article "Why Li Jiaqi and Wei Ya started to deploy private domain traffic". Whether it is limited by the platform or the high cost of traffic, the most important one is of course to realize monetization more efficiently.

Of course, what I want to express is that we should not only know the facts but also the reasons behind them: Douyin’s recommendation algorithm has determined that Douyin focuses more on reaching the public domain rather than settling in the private domain.

Dawei will talk about it from two perspectives: one is the content creator and the other is the content consumer.

Let’s talk about content creators first. What is the most important thing for content creators?

It is the distribution of content , but usually for most platforms, the distribution of content depends on how many fans the creator has to consume the content.

For example, if I write a public account now and have no fans, it is very difficult to cold start. I can only rely on myself to share it on WeChat Moments or forward it to friends, because the platform has no way to help you complete public domain distribution, such as official rankings.

The traffic distribution mechanism of Douyin is actually content is king (in fact, not only Douyin, but also Bytedance’s: Toutiao, Xigua and even TikTok have similar algorithm logic).

Any work has a cold-start traffic pool (first give about 500 views, and then give more traffic based on the performance of the work. It is rumored to be an 8-level traffic pool). This means that even if you have only 100 fans or even no fans, it will not affect your work from becoming a hit. You can break free from the addiction and break through the siege (such as millions/tens of views, 100,000 likes), as long as your work is high enough.

To be precise: the data feedback of the work is good enough.

Therefore, the content-is-king recommendation algorithm is extremely friendly to ordinary players like you and me, and this is why we often see some popular works recommended by Douyin, but they are from creators with only a few hundred fans (these few hundred fans may also be brought by the popular works).

If you look through his personal homepage, there are dozens of works, but this is the only one that has become a hit. The others have received mediocre responses, for example, the number of likes does not exceed double digits or even single digits.

I believe you have seen it too.

The logic behind this is terrifying when you think about it carefully: it doesn’t matter who the author of the work is, users don’t even care who you are, I just like this interesting work.

Let’s talk about content consumers .

For content consumers, Douyin's algorithm logic is user tag recommendation.

For example, the algorithm knows who you are, what you like to watch, and what you want better than you do. As teacher KESO once made an analogy: after you have read a few pieces of content on the theme of eggs, after a while, your recommendation list will include stewed eggs, scrambled eggs, steamed eggs, and live streaming of selling eggs.

Let users immerse themselves in the content.

Therefore, as I stated in "Has Video Account Compromised from Social Recommendation to Machine Recommendation?", since the quality of machine-recommended content far exceeds that of friends' social recommendations, Video Account is also gradually compromising with machine recommendations.

Therefore, whether for content creators or content consumers, Douyin can be summed up in one word: content is king.

And it is precisely because content is king that the following three problems arise .

2. Three Problems Brought by Content as King

1. Fan stickiness is extremely poor

Since “ content is king ”, all users are attracted by content .

Content is king, which means that who the author is becomes unimportant and no one will care who the author is (such as the example I gave above).

To give an inappropriate example, it's like when you use Didi to take a taxi. It doesn't matter which driver the system assigns to you, and you don't need to know or remember which driver. The system automatically assigns the most suitable driver and takes you to your destination.

It’s that simple. You only need to focus on the trip itself (compared to the content of the short video platform). As for who provides the service to me (compared to the content creator of the short video platform), I don’t care.

Therefore, with the support of Douyin's algorithm that puts content first, generation after generation of new internet celebrities are beaten to death on the beach by the waves behind them, and the speed is getting faster and faster, and the cycle is getting shorter and shorter.

There was once a saying: On the Internet, everyone has the opportunity to be a celebrity for 15 minutes.

The original meaning of this sentence is to talk about the principles of fairness and inclusiveness of the Internet , and everyone has the opportunity to succeed, but in TikTok, the meaning becomes: everyone has only 15 minutes of opportunity.

What it means is: things become popular quickly but fade away even faster.

Therefore, the reason is all caused by the Douyin algorithm recommendation mechanism; this is also why Douyin fans are known to be the most snobbish on the entire Internet. If you can continue to produce high-quality works, I will like you, otherwise I will never see you again.

2. Traffic is available but cannot be monetized

Poor stickiness will naturally lead to the second problem. For creators on any platform, as long as there is traffic, there is a high probability that it can be monetized. However, for short video platforms where content is king, it is a living example that having traffic may not necessarily lead to monetization.

For example, there are tens of thousands of pan-entertainment accounts on Douyin with millions of followers. In fact, they relied more on the platform's early bonus period and a few popular videos to quickly accumulate fans, but the quality of their later works could not keep up, so fans would naturally unfollow them and stay away from them, not to mention monetization.

Statistics show that the overlap between the top 100 Douyin users in terms of fans and the top 100 users in terms of sales ability is only a pitiful 3%.

As Mr. Hei Niu said: Fans are only proof of your past strength, not a guarantee of your future monetization.

3. Low cash value

In terms of the attributes of the Douyin platform, Douyin is essentially a content entertainment platform . Popular content is always short and fast , and the content tends to be more curious, contrary to common sense, sensational, and other general entertainment.

Obviously, the commercial monetization value of fans of general entertainment (such as comedy and editing) is extremely low compared to fans of K12 education, beauty, maternal and child care, and finance.

You can taste it carefully.

Therefore, this is why what you need to do is to divert all the traffic outside the site to your own private traffic pool (whether it is a public account or personal WeChat) as much as possible within the 15 minutes when you are still popular, and complete the next step of conversion immediately.

3. Douyin prohibits off-site traffic diversion

Continuing from what was mentioned above, since fans are extremely mobile and cannot be effectively retained, it is necessary to divert them to private domains for sedimentation.

But Douyin certainly knows that its recommendation algorithm makes the platform strong in the public domain and weak in the private domain. However, Douyin said: Although I am not good at private domain sedimentation, it does not mean that you can do whatever you want to divert traffic from outside the site.

I mentioned in the previous article "Why Li Jiaqi and Wei Ya started to develop private domain traffic": Douyin explicitly does not allow creators to conduct any form of traffic diversion, and reminds users through in-site messages that if users do not modify or delete the traffic diversion information within the specified time period, they are likely to be blocked.

As shown below:

This is why you will see many creators or copywriters write Martian words such as V star or stomach heart graphics or homophonic phrases such as "工宗好":

In fact, not only Douyin prohibits diverting traffic outside the site, but video accounts in the WeChat ecosystem also prohibit any form of diversion, even guiding users to add WeChat.

4. How do 11 Douyin videos attract private domain traffic?

Now, here comes the key point.

The following are 11 methods that have been sorted and collected on how to attract private domain traffic from Douyin (of course some of these methods are also applicable to Kuaishou and Video Accounts), especially the last two, which you must read .

I hope this will serve as a starting point for discussion, and that everyone will be able to put it into practice immediately after reading this.

1. Personal homepage banner background image

This is quite common. I mentioned this traffic-generating operation before when I shared a project that made $200,000 a month using emoticons.

You can post screenshots of WeChat or public accounts, or write a guide copy, etc. If you really don’t know how to do it, just copy a few ready-made ones, as shown below:

2. Personal homepage TikTok account

Every TikTok account is assigned a default TikTok account or ID by default (in fact, WeChat also has a default ID, for example, you must have seen WX_***). We can actually modify this ID number to a WeChat account, as shown in the figure:

The advantage of this operation method is that it is relatively simple and clear, and it will not be restricted by the platform. However, as I said in the article "Why Li Jiaqi and Wei Ya plan to develop private domain traffic": The disadvantage of personal WeChat is that it is not very stable. If your traffic is too large and too many people add your WeChat (for example, more than 30 people add you a day), it will lead to a situation where you can no longer add your WeChat, which will waste and lose part of the traffic.

3. Personal homepage signature area

This is also quite common, and I believe everyone is familiar with it. Since Douyin also explicitly prohibits backflow outside the site, this is why we often see a lot of copywriting and homophonic phrases such as V stars or stomach heart graphics. They have become common knowledge in the industry, so you don’t have to worry about people not understanding what they mean, as shown in the following figure:

4. Use avatar and name to attract traffic

Needless to say, the name can also be used to attract traffic. Just keep it highly consistent with the name:

5. Short video cover to attract traffic

Set the traffic information by making a short video cover.

It can be a single video cover, or you can combine multiple videos (see the screenshot, he also kindly reminds you to only add one...).

6. Comment area traffic

Similarly, it is also common to attract traffic from the comment section. I mentioned this traffic-generating operation before when I shared a project that made $200,000 a month from emoticons.

In addition to your own comments, you can also pin one or two comments from your own secondary account to increase the traffic generation effect.

You can even "intercept traffic" from other accounts. For example, in the comment section of the intercepted account (avatar, name) in the figure below, we can see that the number of likes has reached 142,000, so you can imagine the exposure.

7. Send private messages to attract traffic

The private message function on Douyin can also be effectively utilized. Private messages can include text, pictures, videos, and even red envelopes to attract attention from other friends (the red envelope function is only available to friends who follow each other).

Of course, in order to prevent others from doing this to you, you can choose who can send you private messages in the settings. There are currently three options: Everyone, Mutual Friends, and Close (do not allow anyone to send you private messages).

8. Enterprise Blue V traffic diversion

You can use the company or self-employed business license to certify the corporate Blue V (certification fee is 600 yuan), then hang a link to the official website, and perform operations such as attracting traffic on the official website landing page.

9. Video collection to attract traffic

You can make multiple videos into a collection, and the name of the collection can contain the information for attracting traffic, such as the one in the screenshot: Take the zero-cost project to add micro, etc.:

How to combine multiple videos into a collection?

What I have learned so far is that before creating a Douyin collection, you must have opened the Douyin collection creation permission. The requirements for obtaining the Douyin collection function permission are as follows:

1. High-quality content (knowledge and popular science accounts are more easily available);
2. Industry influencers or high-quality accounts with a certain degree of popularity;
3. Invite to open.

Currently, my account does not have the permission to create a collection. If any friend has a channel to open it, please contact me.

10. Live streaming room traffic diversion

The live broadcast room I am talking about is not your own personal live broadcast room, but how to efficiently drive traffic to yourself through other people’s live broadcast rooms.

This is what I saw in Lao Luo's live broadcast room. I put myself at the top of the list through the sound wave. Since only the top few avatars (avatar, name, introduction) can be displayed in the upper right corner of the Douyin live broadcast room, you will always be exposed in Lao Luo's live broadcast room. The more views the live broadcast room has, the greater the exposure, as shown in the following figure:

11. Horizontal matrix drainage across the entire network

As the name suggests, the construction of a horizontal account matrix is ​​achieved through the entire network, and this is also the approach taken by most MCN agencies at present.

By laying out a horizontal account matrix across the entire network, we can achieve IP unification. The biggest advantage of this is that users can find you no matter where they search, thus minimizing traffic loss or interception by other accounts.

The most important thing is that after the entire network is laid out, you don’t need to do anything extra deliberately. You only need to distribute works and content throughout the entire network to achieve passive traffic.

Take myself as an example. I currently use my real name in a horizontal account matrix across the entire network: Meng Dawei. Of course, some platforms have been registered by others in advance (such as video accounts), but I will ensure that the account name, avatar, and personal profile are consistent, as shown below:

Many friends also added me on WeChat. When I asked them where the information came from, some said it was from WeChat search, some said it was from Baidu, some said it was from Zhihu, some was from Jianshu, some was recommended by friends, and so on.

All of this traffic is passive traffic generated by my current simultaneous distribution and layout of content across the entire network and all platforms.

PS: If you only use Tik Tok or Kuaishou and have not laid out the WeChat ecosystem, register your account with the same name now, whether it is a public account or a video account, because the WeChat account has a unique name. This is why many big V accounts on other platforms will be intercepted by others on WeChat.

Of course, all diversion is just a means, not an end.

Whether all traffic can be successfully converted depends on your continuous output and the provision of content that is valuable enough to users.

U know what I mean?

Finally, let me end with an interesting drainage case I saw some time ago:

Q: Is Mr. Ma from Alibaba also in charge of traffic?

A: Of course, all of you who are dealing with traffic cannot compare to the level of traffic generated by Mr. Ma alone.

First select the most important channels, such as CCTV, and then let the content flow and settle in other channels (such as other TV stations, airports and even publishing, etc.).

Did you feel your mind was broadened after reading this?

Traffic generation is really everywhere, regardless of form, carrier, online or offline, and even includes many ways that I have not mentioned above and have not yet seen.

Finally, it is the point I have always emphasized: whether it is Video Account, Douyin, Kuaishou or any other platform, for us, wherever there is public domain traffic, we can divert private domain traffic. After all:

Public domain traffic is used for wide reach, while private domain traffic is used for acceptance and conversion.

above.

Author: Meng Dawei

Source public account: Meng Dawei