The design logic of Kuaishou is to provide ordinary users with a relatively equal competitive environment. "I just want to create a product that allows ordinary people to record equally." This is how founder Su Hua introduced Kuaishou.

If Kuaishou walks on two legs: attention and recommendation, then Douyin only has one leg - recommendation. Toutiao only values ​​traffic, while Kuaishou pursues user fairness. Even if it sacrifices traffic, Kuaishou must ensure that ordinary users are exposed. This can be seen from the design logic of the product.

1. The difference between Kuaishou and Douyin

On the tab page, every time you pull down to refresh, Kuaishou will dynamically update the recommended videos, while Douyin puts the hottest video list in front and the #topic (i.e. Kuaishou's tag) album in the back. What changes with each refresh is the topic, and it does not directly recommend a specific user. Let’s talk about the entire interface of Kuaishou. There are three major sections: Follow, Discover, and Same City.

The Follow page shows the friends you follow, and the system will push to you whatever content your followers post by default. The default button for Tik Tok is off. Ordinary users are generally too lazy to open the settings, so the potential traffic will be small. The discovery page is recommended by the algorithm, and the software will stay on the discovery page by default when it is opened, but the design logic is different from the full-screen flipping method of TikTok.

It is displayed in a waterfall flow format, and the content is not forced on you. You can watch it selectively. I think this design is more restrained. After you click in and finish reading a piece of content, you will return to the discovery page by swiping left to exit. You can continue reading or exit, giving users time to think and buffer the transition. With Tik Tok, you never know what’s going to happen next, and you can’t stop scrolling. This sense of immersion can easily make people addicted.

The local page is for videos posted by people in the same area, and this is also available on TikTok. It is recommended that you post videos in popular business districts or places with high traffic, so that the exposure will be higher. For example, if you post in Nanshan at night, it will definitely get more exposure than in Pingshan.

In addition to this section, Kuaishou has added a "Kuaishou Life" at the top, which is similar to a lightweight version of 58.com. There is no problem in posting advertisements here. This is the first difference: Secondly, I found that the content of Douyin is more inclined towards fashion entertainment and news hotspots, while the content of Kuaishou is more inclined towards rural areas and various aspects of life. Of course, the two are beginning to gradually become homogenized.

I compared the popular topics on the two platforms and found that the "Ice Breaking Operation" topic, which was very popular on Douyin, was extremely quiet on Kuaishou. As for the popular topics on Kuaishou, Douyin has no influence at all. Some popular BGMs were made popular by Douyin, while Kuaishou did not produce any popular elements except for the rap "laoti 666". Many videos are of rural scenes, using original sound, which does make the overall feeling rather rustic. However, Tik Tok is still awesome in terms of being trendy and cool. So, I personally feel that if you want to be famous, especially a first- or second-tier internet celebrity who is well-known to everyone, or if you sell high-end products, then Douyin is more suitable. If you are an ordinary user and do not have the resources to promote your products, and you are an individual entrepreneur with an IP, and you are making products with high cost performance, Kuaishou will make it easier for you to succeed.

2. How to go from 0 to 1, and from 1 to 100 in the era of Kuaishou 2.0:

1 Character

What we need to pay attention to here is that although these accounts are not real people, they are more or less set up by people, or you have to deliberately create them. Before doing anything, think carefully about what you like and what you are good at, find your own path, and decide what content to produce. This is very important! It is recommended not to start casually before thinking it through thoroughly. It is not recommended to use consciousness-style names such as "Everything goes with the wind", "Grateful for you", "The past is like the wind", etc., which have no specific reference, cannot produce cognitive memory, and are not easy to spread.

What is a human-created account? You need to let users clearly answer three questions

Who are you? What do you do? What can you provide (value)?

For example: I came from the Tang Dynasty in the East and went to the West to obtain Buddhist scriptures.

The relationship between the increase in followers and the personality is quite large. It is easier to gain followers if you have a personality, but personality does not mean you can appear on camera.

So how can we show our personality without going abroad?

1. Profile picture, which is a photo of yourself (can be a side view or back view)

2. Name. The name can be a name with a personality (positive energy name, can be xx positive energy)

3. Profile: Account introduction reflects some personal information, occupation, region, interests and hobbies, etc., reflecting the positioning

4. Real-person dubbing, real-person dubbing makes the audience more familiar with you

5. Fixed words, have your own fixed opening or ending slogan, for example: Hello everyone, I am xxx who is good at photoshopping, today I will bring you xx

6. Give yourself some fixed labels, share some of your experiences and stories, and repeat them (Beijing drift, Shenzhen drift)

7. Share vlogs occasionally. You don’t need to appear on camera when shooting vlogs. Just record what you did today and the scene. This is more suitable for when you have done something recently and didn’t create any works. It’s just right to record the process and show it to everyone. That’s vlog.

2 Algorithm Model

Both Kuaishou and Douyin have strong algorithms, and the common parts are: likes, comments, completion rate, forwarding, dwell time, activity, number of fans, etc. These indicators must be done well. For example, after you publish a video, the system will determine the popularity of your content based on these data models and give it a weight value, and then show you more if it is popular. Once the popularity of the video reaches a certain threshold, the platform will reduce its exposure and limit traffic. The remaining traffic will be distributed to other creators so that everyone can get a piece of the action. This is different from the way Douyin uses traffic pool to continuously grab greater exposure.

Because of the characteristics of the Kuaishou platform, every ordinary person can get the opportunity to show themselves. I deliberately refreshed the page or scrolled down a few more screens, and saw that many small accounts with thousands of followers also had the opportunity to appear on the discovery page.

3. Account maintenance

Please note that your signature should not include any marketing information. Don't do any actions to increase or buy fans, remember!!! Just log in every day, check the posts, follow the posts, like the posts, comment the posts, and be active like a normal user.

4 Basic fans

The number of fans is mentioned in the algorithm model. Many people say that the number of fans is not important, but it is actually important. I just said that the system recommends to the discovery page, and the number of fans is basically a few thousand, and there are not many people with a few hundred fans who are pushed here.

Therefore, in addition to the quality of the video itself, it is very necessary to accumulate 1,000 basic fans first.

5 Content Output

You can learn about shooting techniques on your own, watch more videos recommended by others, and study how to shoot better. Everyone has different skills, so I won’t go into details. Let me talk about a few details that you should pay attention to.

(5.1) Thumbnail

Many friends who used to play Douyin think that the thumbnails of Kuaishou videos are messy, and the large blocks of text and color affect the appearance.

Why? Because the display mechanism is different. In the waterfall flow format, you must highlight the attractive selling points to attract people to click. Otherwise, even if it is displayed to you, but users do not check it out, the amount of promotion the platform will give you will be less.

(5.2) Comment interaction

It seems that the UP hosts of Kuaishou do not like to interact with fans in the comment section, while many TikTok hosts will take the initiative to maintain stickiness.

But no matter in cities or rural areas, users actually like to be respected and needed. If you master this and reply to every comment carefully, I believe this differentiation will immediately stand out on Kuaishou. The stickiness has increased, what products can’t be sold?

(5.3) Fans Headlines

Don’t buy headlines immediately after releasing new content, as this will disrupt the recommendation rhythm of the machine algorithm.

The correct way to use Fans Headlines is that when your video becomes popular after being recommended by the system algorithm and the data limit decreases, when you want to promote it again, you can spend some money to promote it again.

It’s like a three-stage rocket, advancing stage by stage and detonating in waves. Of course, the rich people with a lot of money can do whatever they want.

(5.4) Freeloading

Tagging: When posting a new video, choose the recommended tags with high relevance based on the content to attract more exposure. You can shoot the same style as popular videos; go to the live broadcast room of celebrities to give gifts and rewards, connect with people, etc., and you can get free traffic. The most awesome thing is to flatter each other, um, that’s not right. . It should be called mutual promotion. Recently I saw Qi Tiandao and Bao Beier getting hot and hot. It's a win-win situation!

To sum up

The above are some key points to pay attention to when doing content output. As long as you follow the principle of simply believing and doing it, repeat, repeat, and repeat again, manage it with heart, and accumulate slowly, I believe you can go from 0 to 1, and from 1 to 100. You have to know that many of the popular Kuaishou UP hosts now switched to Kuaishou after playing for a few years or after becoming popular on other platforms. Can you bear this loneliness?

Author: Chief New Media

Source: Chief New Media