Rules for creating popular short videos on Tik Tok!

The article summarizes 36 rules for creating popular short videos with over 100 million views on Douyin in two aspects: short videos for selling goods and personal IP and short video content.

1. Short videos about selling goods

1. Douyin does e-commerce: product form and content;

2. Although the copywriting is important, the visuals are always the copywriting;

3. The core of creating videos that promote products: products can be expressed visually;

4. Goods find people’s interests. In the e-commerce era, the boundaries between advertising, content and products are becoming increasingly blurred. Content capabilities are the key factor in optimizing the cost of buying volume. Products are content, and content is product. Create content like a product manager.

5. Entertainment short video users are voting with their time, while e-commerce short video users are voting with their RMB. They would rather choose low traffic and high conversion than high traffic and low conversion. Traffic is not valuable, only accurate traffic is valuable.

6. The "point" that attracts users must be related to the product that is ultimately converted. If the conversion content is decoupled from the product, the traffic attracted by the traffic code is just superficial, a false prosperity, and meaningless.

7. Any category or field must have its own explosive formula and techniques, and they can be replicated in batches at low cost, while ensuring traffic and the possibility of a big explosion.

8. Being a director is not just a simple copy and imitate of content. You also need to have the ability to judge the facts and understand what trends the current data represents. You need to optimize the video content based on the feedback from the data, make micro-innovations, and revitalize past hits!

9. Commonly used reference platforms for materials related to selling goods: Juleliang Chuangyi, Kuaixuanpin, Douchacha, and Chanmama.

10. For functional products, the limit of the review rules for the materials is the highest line of the input-output ratio!

11. The essence of high ROI of white-label products or phased category bonus products is to give the product functional points that it does not have! The material expression is easy to attract attention!

12. The greatest value of a personal account that sells products is to gain trust, and the second greatest value is to find emotional identification! Some people use their personality to make good use of it, while others use their unpersonalized personality to make good use of emotional identification. Personality is self-protection and long-term development under the premise that the advantage of cargo cannot be guaranteed!

13. Hot-selling products are matched with hot-selling products, with strong visual expression and information flow thinking to sell products! One mode is to "pull" to the end, as long as there is traffic, repeat + batch!

14. Interest e-commerce cannot only focus on e-commerce and ignore "interest". After the bonus period, everyone still competes on content and goods. Excellent people, goods and places are the basic foundation, and short video content is the growth point!

15. The advantages of content must be based on the advantages of products, otherwise you will only see a high CTR, low CVR, and the final ECPM will still be poor.

16. For conventional products, brand advantages crush content advantages and all kinds of forms of expression.

2. Personal IP and short video content

17. First, you need to keep a calm mind and not demand yourself to be popular as soon as you start out, or expect your first work to be a big hit. This is almost impossible for non-RMB players.

18. Second, understand the essence of Douyin. Douyin is essentially an entertainment platform, not a learning platform. Users who want to learn real knowledge are definitely not on Douyin. At this stage, Douyin users hope to gain: short knowledge that is worth talking about, easy-to-understand entertainment, and short messages that can inspire cognition or empathy.

19. Deliberately showing off your wealth will get you criticized, but showing off your muscles is a powerful weapon to shut up haters.

20. Douyin IP is roughly equivalent to your video business card. Don’t choose topics just for the sake of traffic. Shoot some real and warm videos that reflect your cognition, experience, pattern, value, and attitude, and pin them to DOU+. The effect is 10,000 times better than videos that cheat for traffic!

21. Another explanation for content being king: to make the work have the attribute of wide-area dissemination, that is, to "bury points" in the video. "Burying points" means that the video must have one or more of the slots, pain points, boring points, funny points, and value points.

22. For users, the eternal hot topics are: hatred of the rich, counterattack of the losers, arousing desires, and national sentiment.

23. When making short videos, you cannot follow the rules. You need to think in reverse, break the routine, and attack from a lower dimension, like Tian Ji’s horse racing.

24. Douyin's knowledge-based short videos serve more as "social currency". It is better to be simple than complicated. Do not use your professionalism to block the user's language. You should speak content that the user can understand. You should squat down and talk to the user, even standing is not allowed.

25. Riding on hot topics is the fastest way to increase the volume of works. Riding on hot topics is not only about event hot topics, but also about music hot topics and form hot topics. Form hot topics refer to the types of hits on the Douyin platform, such as: immersive experience, a certain type of editing, etc.

26. The most active users in Douyin are mainly young trolls and older heavy users. Young trolls have their own ETC in Douyin and they "automatically argue". No matter how well you do, there will always be people trolling you in the comment section. Even if you have the mentality of sour grapes, you still have to release the depression of life on Douyin. A good mentality is the prerequisite for using Douyin.

27. Statistics show that extreme words are used very frequently in popular works. The topics or speeches are controversial, but they can be self-consistent. It is easiest to increase the volume by discussing controversial topics. For example: Should young people buy a car or a house first?

28. Using individual extreme cases to describe an entire group is essentially generalizing and causing ambiguity and argumentative thinking. Targeting this group of people with added attributes and special conditions, the entire script will appear smooth and logical, rather than just making nonsense without basis for the sake of title party.

29. The speech is shocking, breaking the conventional understanding, using opposite word combinations in conventional cognition to correspond to the context, and then using a certain case or event to support one's own point of view, with a unique angle and novel perspective.

30. Truth is the easiest thing to make people empathize with. The essence of empathy is to find your former self in other people’s works and past experiences. If you want to create your own real personality, it is recommended that you create a "My Ten Years" of your own. The top work is very convincing.

31. It is easy to resonate with tragic experiences. Seeing other people’s tragic experiences is essentially a kind of comfort to oneself. People’s sense of happiness is relative, and is formed through comparison with the people around them. Therefore, when seeing someone who is more unfortunate than one’s own, one’s first and most superficial instinct is pleasure, followed by pity.

32. Topic selection angle: Analyze the comment sections of 10 popular works in the same industry and field, and the most popular questions and answers across platforms.

33. Use numbers to simplify the difficulty of things. For example, three actions can get you more than 10,000 likes, and you can understand NFT in one minute. Learning is inherently anti-human, and staying in your comfort zone for a long time is also anti-human. People will want to master a set of secrets and methods to quickly master a skill or solve a problem.

34. The trick of attracting attention and promoting transactions: amplifying survivor bias. Without mentioning the background of the incident and other key factors, it simply analyzes and magnifies the "miracle" infinitely, giving you the illusion that this incident was "very simple", thus simplifying the complex.

36. We are not against elitism. We rely on extremely professional content to attract high-quality users on Douyin, but we do not advocate the best of both worlds thinking of wanting to have traffic and maintain our own professional standards at the same time. Either the highbrow endures loneliness and develops slowly, or the lowbrow accepts the baptism of traffic and does business that monetizes traffic.