Short video operation: Douyin and Kuaishou traffic platform rules

Although following in other people's footsteps is like reheating leftovers, in this era when short videos are so popular and a large amount of traffic is flowing to short video platforms, if you don't reheat the leftovers, you will not even have cold rice to eat.

Whether you want to attract traffic or promote your brand, short videos are a means you cannot miss.

Before talking about short video operations , let’s first talk about the rules of Douyin and Kuaishou, two large traffic platforms.

Only by understanding the rules can you prescribe the right medicine.

Tik Tok

How does Tik Tok determine user portraits?

The first is to judge according to the basic attributes of the user

Such as gender, age, region, location

The second is to look at the interest portrait

For example, users’ browsing preferences, likes, comments, collections, etc.

Brand advertising browsing preferences are divided into different industries. For example, car videos can be targeted at people who prefer to browse cars.

Behavioral orientation preferences of various types of experts. For example, maternal and child accounts can target groups with maternal and child preferences.

The third is to follow the environment terminal portrait

For example, network environment portrait, WIFI, mobile network; operator portrait, China Mobile, China Unicom, China Telecom; equipment brand, model, different brands have different preferences; mobile phone model portrait, high-end mobile phones and local mobile phones, etc.

The fourth is interactive behavior portrait

For example, online interactive behavior, high-interactive behavior user portraits, and industry high-interactive behavior portraits. Offline behavior, capture user behavior trajectories.

The fifth is brand-defined crowd portrait

For example, the brand's first-party population and the population with high interaction in historical brand advertising can find similar populations based on the characteristics of the brand's core population portrait.

Tik Tok popular recommendation mechanism

Tik Tok’s traffic distribution is decentralized intelligent recommendation, using both machine algorithms and manual review. Only by mastering the recommendation mechanism can you use it to gain more views.

Primary recommendation: Users upload Tik Tok videos and obtain the first wave of recommendation traffic. The new video traffic is mainly distributed to nearby, following and friends.

Multi-level recommendation: Based on the algorithm set by the system based on the forwarding, commenting, likes and completion rate of the first wave of users, they will enter the next level of recommendation pool.

Popular recommendations: Based on the system's popular recommendation algorithm, high-quality video content is selected and manually reviewed before entering the popular recommendations.

Tik Tok video quality algorithm

According to the popular recommendation mechanism of Tik Tok, we can know that a high-quality video can get higher traffic.

So let’s analyze Tik Tok’s quality algorithm. The scores are mainly based on two aspects: account and interaction.

Account: Verify whether the expert certification has been completed. How complete is the information, such as avatar, nickname, signature, gender, and other information. The quality of the assessment content and the professionalism of the topic are not certified.

Interaction: completion rate, likes, attention, comments, and shares.

Score these two points separately and add them together to get the video quality score.

Douyin review mechanism

Upload a Tik Tok video and the machine will check whether the video, picture, title and keywords violate the rules. If any violation is found, manual inspection will be carried out. If any violation is found during manual inspection, the video will be deleted and the account will be restricted. If there is no violation, the screen will be deduplicated and keyword matching will be performed.

If the content is duplicated, make a low-traffic referral. If there is no duplication, start recommending.

After the recommendation, look at user feedback. If the feedback is poor, it means that the push to users is not accurate. Enter the energy pool, use hot products to drive, and make superimposed recommendations. If the feedback is still bad, stop recommending.

If the first wave of recommendations receive good feedback from users, they will rate the video quality, and then if the recommendations are superimposed and the feedback is still good, they will enter a higher traffic pool.

At this time, if reported, it will enter manual review. After the violation is confirmed, the author will appeal. If the appeal is not approved, the recommendation will be stopped and the video will be deleted. If the appeal is successful, the recommendation period will continue for 1 day to 1 week. Finally, cooling, scattered recommendations.

If it is not reported, it will directly enter the continuous recommendation period and then cool down.

quick worker

Kuaishou’s product idea is to make the interaction simple and easy to understand, which in turn positively affects the algorithm.

Various recommendation algorithms are combined to cover the different needs of users, so that the recommended videos are as much as possible what users want to watch.

The overall architecture planning and the process of users using the product will all affect the algorithm, so as to achieve personalized products for each individual.

Its characteristic is to accurately portray user portraits through comprehensive data, and recommend videos that different users are willing to watch, so as to increase video viewing rate and enhance user stickiness. The key point is to constantly analyze user intentions based on user behavior.

Algorithm recommendation

Kuaishou does not have the concept of video categories and video hot spots. It only displays content in an interactive waterfall flow based on the number of views and the number of hearts. It also takes timeliness into consideration and gives priority to displaying videos within a day.

Algorithmic reasons. Kuaishou’s product strategy is not to cultivate big Vs, but to restrict the development of big Vs. Therefore, there is no ranking and traffic will not be guided subjectively.

The red heart behavior is a more core user behavior than the number of views because it reflects information related to the user.

Recommended methods cover different needs

After logging in, there are three different recommendation tabs, combining different recommendation methods. Follow, Discover, Same City, the default is Discover, the display logic is the interactive influence algorithm mentioned above, and the Follow TAB displays videos of all creators that the user has followed before. In the same city, the system uses LBS data to match videos posted by nearby people. It emphasizes adjusting the actual distance between the video producer and the viewer.

Designed around the user's core behaviors, it educates users and helps them retain their skills.

The overlap of multiple recommendation algorithms makes up for the shortcomings of different algorithms, making the recommendation results more accurate.

Continue to maintain the relationship and bond between content consumers and content producers.

It is found that TAB is the result of the combination of two recommendation methods: collaborative recommendation system and content filtering system.

The collaborative filtering system mainly makes recommendations based on the user's viewing history, preferences, and behaviors, and analyzes the user's interests. Its disadvantage is that it cannot be cold-started. Tik Tok's algorithm is more suitable for cold-starting.

Content filtering system that recommends other videos with similar content to the videos they liked previously.

The main explicit behaviors collected by the system include clicking love, commenting, watching video length, reducing or increasing the reading of a certain type of video, etc.

The core of the content recommendation system is to calculate the similarity between two videos in terms of content. Kuaishou completely leaves it to machines to extract certain keywords from the video title or description, release location, comments, etc. to give the video reward tags.

Under this TAB, videos of creators you follow will be randomly displayed based on the time dimension, which is more like WeChat Moments. User preferences in this column are already very clear, and there is no need for anything else to interfere with user decisions. Attention provides a link for content consumers and content producers to communicate continuously.

The same city TAB makes recommendations based on the location of the user when they post, and is mainly sorted by distance. Users who have bought headlines and are live streaming are given priority, which increases the exposure possibility of content producers, increases users' social relationship chains, and provides more possibilities for user retention.

Platform Differences

Differences in recommendation mechanisms

Tik Tok is a centralized recommendation mechanism. After a video passes review, it will be matched with relevant users and pushed.

In the primary traffic pool, 100 to 1,000 users will be automatically recommended to play, and finally, the secondary traffic recommendation will be entered based on the platform's judgment. The same goes for the same reason.

When a video is fast and the number of views and reposts reaches a certain value, the algorithm will determine it as popular content and then add more traffic. In terms of weight, the number of reposts is greater than the number of comments, which is greater than the number of likes.

At the same time, clear account positioning, content quality, avatar, work cover, background music, clarity, vertical screen shooting, and stable updates are all factors that influence recommendations.

Kuaishou has a decentralized recommendation mechanism. There is no classification or ranking on the front end, and recommendations are made based on the number of red hearts. Requirements include content character setting, interactivity, freshness, and timeliness.

The recommendation methods cover different needs, collaborative recommendation, content filtering, popularity weighting and selection of the best and elimination of the worst. As the popularity of video releases increases, its exposure will also increase, and its heat weight will increase. After reaching a certain value, its exposure probability will continue to decrease, and its heat weight will decrease. The platform selects the new and removes the old, so around 100,000 likes on Kuaishou are already very impressive, which is better than the millions on Douyin.

Platform positioning difference

Tik Tok is creating a god, which is easier to do in the early stages and suitable for project cold start and official public relations.

Kuaishou is committed to fair display and pays more attention to persistent operations, which is suitable for long-term channel operations of projects.

Douyin is a platform oriented towards viewers, while Kuaishou is a platform oriented towards content producers.

The good-looking Douyin videos are all the same, but the interesting Kuaishou videos are hard to find. This is the essential difference between the two platforms in terms of recommendations.

Tik Tok and Kuaishou, one is an exquisite stage performance, and the other is more like Weibo, which can only generate public traffic and immediately monetize it. One is an ordinary street talent, which is more like a WeChat public account. It can be used as private domain traffic and has fan economy and monetization capabilities.

Product Value

Tik Tok starts with music and then recording, stimulating the senses, whereas Kuaishou is about casual shooting, stimulating personality positioning and is more grassroots.

The value behind Kuaishou is to allow everyone to act freely, to be decentralized, not to recommend celebrities, not to sign contracts with top users, not to set up hot spots, and to place greater emphasis on social attributes.

The purpose of Tik Tok is to allow users to see content they like, without considering whether it is right or wrong, but only whether it is accurate, to create a platform for internet celebrities, cooperate with top traffic, and create hot topics. A centralized platform with heavy entertainment attributes.

After understanding the situation of the two key platforms, are you now confident about how to use short video platforms for marketing?

Let’s move on to the last module of today, short video e-commerce operations.

Short video e-commerce operation

KOL consumption influence path

The marketing process is to make consumers transform from knowing, to being interested, to actively understanding, to purchasing, consuming, serving, and word of mouth.

In the marketing process, we produce high-quality content, distribute it through effective channels, and achieve precise reach to consumers.

Internet celebrity e-commerce, preheating to six, buying while watching, word-of-mouth promotion, personal image promotion, etc., are all good paths.

Content word-of-mouth, customized short films, shaping of brand stories, cross-border marketing, and the formation of high-quality IP short videos to achieve e-commerce marketing.

UGC channel e-commerce

The characteristics of UGC channel e-commerce are low creation threshold, content tone combined with products, and content distribution based on a mechanism of finding faults to ensure conversion rate.

The monetization methods of UGC include live streaming to direct traffic to stores to complete transactions, e-commerce advertising, short video marketing to attract fans, and brand monetization.

In terms of the form of platform e-commerce, we will talk about five platforms

The first TikTok

Buy while you watch, store entrance library, product display window, shopping cart.

The second fast hand

Kuaishou shop, the entrance to his shop is on his personal homepage.

The third beauty shot

Stores, shopping carts, browse and buy, etc.

There is a text introduction below the video, where you can add product links and a recommended product shopping cart icon on the right. Click to jump to the personal homepage and his store entrance without interrupting the video.

The fourth watermelon video

Shop while you look.

Below the video are the products and prices, and there is a store entrance on the personal homepage.

The fifth volcano video

Volcano Shop.

The personal homepage has the entrance to his/her Volcano Shop.

Short video marketing = vitality*influence*communication tension.

Here are three aspects

First, the vitality of content and its height are determined by three views.

The worldview includes acceleration, true value, creativity and subversion.

The outlook on life includes expressing true feelings, living a simple life, loving one's job, giving for love, believing in love and affection, etc.

Values ​​include emotion, ingenuity, beauty, taste, fashion symbols and so on.

Second, interpersonal influence and mass relations determine the breadth.

One’s own people, emotional detachment, one’s own image.

Representation and connection of people around us, identities, attitudes, and lifestyles.

Social people, entrepreneurs, stars, celebrities, social influence.

Expand your interpersonal influence from three levels.

Third, the degree of sophistication of communication tension determines the success of a product.

Brand matching, understanding of artistic genes and brand concepts, and expressiveness.

Artistic language, artistic genres, lens music and other rules.

Production level, production team, equipment used, presentation method, effect, etc.

The polishing cycle includes time investment, cost investment and manpower investment.

Communication configuration includes the selection of title, distribution, and interaction.

In a fragmented, scenario-based, and vertical media communication environment, how can we make content king, how can we create hit short videos, and achieve marketing monetization? This is not only a major problem facing traditional media, but also a major issue facing all business entities.

Have you learned this lesson?