Why your short video has no recommendations?

Many people will find out when they start making short videos that the videos they have worked so hard to edit have not received many views. How come some of the products that are moved or similar to mine become popular? When the platform treats all accounts equally, it may be a problem with itself. The factor of excluding videos means that there is a problem in the operational process. Let us share this today.

All video traffic will be attributed to the traffic pool, including the first recommendation and the second recommendation. I won’t say so much about the traffic pool. Everyone has understood it. It is actually very simple. It is the focus of the traffic pool.

What is a traffic depression?

A traffic depression refers to an entrance with higher value, lower price and more traffic. For example, early Taobao, early Weibo, early WeChat, and early application markets.

Note that they have one thing in common: early stage!

Therefore, traffic depression is judged based on time. In the middle and late stages, the bonus disappears and there is no such thing as traffic depression.

You know, traffic pools are hard to come by. Even if many people see them, they cannot seize this wave of dividends due to their incomplete understanding of new things and lack of ability.

Just like the early days of Weibo, some people watched others adding followers and had no idea what the point was. They even mocked and said it was a waste of time. It was not until the monetization method became clear and they saw that the early people were making millions or tens of millions of dollars a year that they began to regret it.

The current short video ecosystem is what Taobao, Weibo and WeChat were back then. The earlier you enter, the more economic benefits you can enjoy from the traffic pool.

I will introduce the content through TikTok or Video Account to help you understand. Other platforms are similar.

I won't talk about video editing, as anyone with hands can edit it. My main purpose is to talk about some mechanisms, content and rules, and I hope you can understand them.

1. Tik Tok algorithm and recommendation mechanism

Tik Tok’s recommendation mechanism is decentralized.

Douyin is a short video platform with strong sociality. Its content distribution mechanism is very different from that of traditional media-heavy Weibo and WeChat public accounts.

On Weibo and WeChat public accounts, the distribution of content is extremely dependent on the spread of fans. Even the best content cannot be spread without fans who follow it.

Tik Tok uses an algorithm recommendation mechanism, and the video content shot by users will be recommended to other users according to an intelligent algorithm. Even content posted by users without a fan base can be allocated dozens or even hundreds of traffic.

The general recommendation process of Douyin is:

First, based on the publisher's location, the content will be recommended to people nearby first. Based on the data feedback from these users, including video like rate, playback time, number of comments, number of reposts and other indicators, short video content with excellent data feedback will gain more playback volume and be distributed to the "recommendation" page of more user accounts.

If the data does not drop, the recommendation will continue. If the data drops, the recommendation will be reduced, and so on.

In the entire recommendation process, Douyin’s superimposed recommendations played an important role.

Superimposed recommendation refers to the recommendation of short video works by the Douyin platform, which sets different levels of playback volume indicators, just like traffic pools. As long as the short video content passes the layer-by-layer indicator screening, it can enter the next level of traffic pool, providing a reasonable screening mechanism for high-quality video content.

The evaluation criteria for superimposed recommendations are the comprehensive weight of the content. The key indicators of the 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.

Therefore, Douyin's recommendation algorithm gives everyone who has the ability to produce high-quality content the opportunity to compete fairly with big accounts.

The TikTok algorithm is basically like this. You can adjust it according to your actual situation. After understanding some algorithms, we will read the problems and solve them.

2. Title

I have explained the rules of title in detail in my previous article. I would like to emphasize the title again because it is so important. Here are some common mistakes.

1. Punctuation

(1) Exclamation marks and ellipsis marks appear multiple times

(2) Add emoticons

2. False suspense title

So, do you have any questions? Shouldn’t a suspenseful title leave people with suspense? Well, let me tell you what we mean by suspense title here. For example: Is xx cave scary? Such a title is a false suspense.

3. Illegal words

See platform rules

We should still read more about titles and see which titles others can use. At least we still have the capital and ability to learn from them.

4. Moving video

If you go to those video platforms, you will easily find that many videos have serious traces of copying. Especially for those who edit movies and TV series, if your editing skills are not up to par during the copying process, the platform will detect that you are plagiarizing and will not give you recommendations. In addition, the system will automatically blacklist you, and it may not be easy to turn things around.

In addition, your video length must be more than two minutes, and these key knowledge points must be remembered.

5. Video subtitles

Many careless friends publish directly after adding subtitles. Remember to check for typos and whether the sentences are fluent before adding subtitles. Also, do not add sensitive words in the subtitles for the sake of effect. In addition, the subtitles should not be fancy. Not only will this fail to increase the video effect, but it will be unnecessary and shoot itself in the foot. These are some small details that affect the number of views and recommendations. Details determine success or failure, so you must keep them in mind.

There are still problems, where are the problems? We should try to solve the problem. Now take the video account as an example:

The opening of the video account has made it possible for almost everyone to have one, and it has created unprecedented popularity, with various content emerging in an endless stream. Many people use the video account as a substitute or supplement for videos in Moments, but I believe that no one has noticed that there are many profitable cases for the video account, and many big Vs from Douyin, Kuaishou, and Bilibili have started to enter the market, but for many people, they don’t even know what the video account is.

As an independent short video content platform, WeChat Video Account can be accessed through WeChat "Discover" - "Video Account". You can post videos and pictures, like and comment on them, and more importantly, you can share them to WeChat and Moments with one click, link to public account articles, etc.

1. No Planning

So many people start content planning without thinking it through. There are also many people who fail to consider the user group when creating content, and their videos are not entertaining. For example, if you are going to take the high-speed rail, you simply say "I am going to take the high-speed rail", without recording the journey to the high-speed rail, or saying why you are taking the high-speed rail. You simply take a video, say "I have arrived at the high-speed rail", and then go home. Just that simple and tasteless. . . This is not enjoyable to watch, it is not fully expressed, and others will be confused and bewildered when watching it, and have no idea what you are doing. Therefore, this kind of short video content is definitely not recommended.

2. Touching the bottom line of the platform

For example, if you use a catchy title or cover, or there are typos in the title, or the accompanying picture has a watermark or is blurry, there are many other things. These are actually not allowed by the platform. Many creators make a fatal mistake and think that as long as the platform does not notify them of deductions, it means they have not violated any rules. In fact, this view is wrong.

If the platform notifies you, it means that you have committed a major violation. Although some minor violations will not result in points being deducted or your account being blocked, they will also affect your recommendation volume, such as unclear pictures, typos in the title, etc.

3. Change fields frequently

Although there are many platforms that allow changing fields, Dean Jiong recommends that it is best not to change because it will affect the verticality. For example, you work in the game field for a few days, and then switch to the agriculture, rural areas and farmers field a few days later. After a few more days, you feel that the agriculture, rural areas and farmers are not easy to do, so you go to other fields. In this way, you will mess yourself up, not to mention that users know what you are doing.

The same goes for a platform. If it doesn’t know which users to recommend your work to and adds burden to the platform, then the platform will simply not recommend it.

4. Not updating frequently

If you don’t update such an account for a long time, it means that users and the platform have given up on you. So even if you start over with such an account, the number of recommendations will definitely not be very high, so it’s best to give up or change to a new account.

Video accounts are the most convenient way to spread short videos. Compared with other short video platforms, Video Account has another unique advantage, which is social recommendation. In other words, the video account is forwarded and spread through WeChat groups and Moments, and with the help of the WeChat ecosystem, more people can see and pay attention to it. The video content you post may appear in your friend’s personalized recommendation information flow, even if the friend is not subscribed. This type of communication is similar to WeChat’s “Look” social recommendation mechanism.

5. Recommendation based on interest algorithm

In the video account, in addition to the video recommendations from friends, there is also a "recommended" column. Simply put, the content of this "recommended" column is videos recommended based on real popularity and interest content. For those of us who operate video accounts, it is necessary to try to make our video content close to life and hot topics, because the vast majority of users are paying attention to the latest content.

6. Pay attention to the algorithm’s recommendations

In addition to the friend video recommendations and interest algorithm recommendations shared above, WeChat Video Account also has an algorithm recommendation mechanism, which is the "follow algorithm recommendation", that is, the video accounts you follow will be displayed here. In the actual process of operating the video account, we must consciously guide users to follow. After users follow, the next time we release a video, the chance that the other party will see our video will be greater.

So before creating a video account, positioning is the first step.

Accurate account positioning. Don’t operate an account before you have thought through the positioning clearly. Think it through before positioning.

After positioning yourself well, it’s time to continue to produce high-quality content. Make each video clear. It’s recommended to use humor and short stories that people can understand immediately. It’s important to make it easy for customers to watch the video. This is what I have always said: content should be entertainment-oriented and entertainment should be story-based.

There should be emotion in the video: make fans feel like they are chatting with them face to face. A good image, a good background, and good props are all necessary. Don't be too casual. Being too casual and perfunctory is not conducive to spreading the message.

Share sincerely: Since you are making videos and sharing them, you must be sincere and share without reservation, telling valuable content, and never let your fans think that you are just trying to win over them, because winning over fans will not keep them for long.

Content takes priority, and for those who make short videos, time doesn’t matter. The focus is still on creating content. It has been emphasized countless times that content is the foundation. Secondly, the presentation of videos is similar to Douyin and Kuaishou, which is shuffled and in no particular order.

Author: Qinghao

Source: Kuoyi Culture Media