Overall planning scheme for Tik Tok short video operations!

Tik Tok short videos are very popular, and both individuals and companies want to monetize through the traffic of short videos. However, Tik Tok has entered its mature stage. The era when one could become popular by simply posting a video is over, and the threshold is getting higher and higher. It is difficult to succeed without good ideas, content, and operational strategies for long-term maintenance.

Recently, many friends told me that their company bosses wanted to make short videos on Tik Tok and applied for accounts, but they have not been able to do it and no one watched the videos they posted.

Now, my boss asked me to operate the TikTok account, what should I do? Not sure where to start? Completed without ideas.

Based on such needs, I provide an overall solution for the operation of Douyin short videos . Combined with actual operation cases, I try to explain the process of Douyin short video operation clearly. However, in the actual operation process, you may encounter many problems in the details. You are welcome to communicate with me via private messages. I hope to provide you with some ideas for reference.

The whole article is a bit long, please read it patiently. If it is useful to you, please bookmark it!

Overall directory:

1. Analysis of Douyin platform users

1. Why do we need to conduct user analysis on the Douyin platform?

Because you need to understand how many of those people who like to watch Douyin are your target audience? What types of content do they like to watch? How to attract their attention through content, keep them hooked, make them become your loyal fans, and finally monetize successfully.

2. What data needs to be analyzed?

• Basic user attributes: age, gender, consumption habits, etc.
• Geographical distribution, provinces, cities.
• The user's active time period.
• User interest content preferences.

2. Competitive product analysis: the situation of competitors on the Douyin platform

1. Analysis of the content presentation format of competitors’ Douyin accounts.

Because our peers are our predecessors, they can reduce a lot of trial and error costs. If their content can be developed and done well, we can directly copy it in a different form.

If it is done poorly, then we should not try it again in the form they have done before. Whatever you do, remember to always keep a close eye on your peers.

Last time, a friend of mine was in the education industry. We can usually see a lot of content output forms of the education industry on Douyin, which can be roughly divided into the following three types:

• Knowledge explanation (no characters appear) + dubbing.
• Knowledge explanation (character appearance) + dubbing.
• Story mode, interpreting the content through the story.

If you also have a Douyin account for the education industry, then the forms of content output are basically these three, and you can choose one based on your company’s resources, team, and costs.

2. What dimensions can be used to analyze Douyin accounts?

• Intrinsic data: number of works, number of fans (fan attributes), number of likes
• Update frequency: the regularity of work release
• Contents of the work: character design, script, filming, actors, images, sounds, cover, title, etc.
• Work data: play, like, comment, share

3. Diagnostic Analysis of the Company’s Existing Douyin Accounts

If the company currently has a Douyin account but has not operated it, it can analyze it according to the above dimensions of analyzing competitors, find the reasons, and then make improvements.

1. Account: tags, fan attributes (gender, age), fan activity

2. Video content: content keywords, tags, popular videos, update frequency

3. Personality, content format, and DOU delivery

• In the fourth part - the Douyin short video operation strategy is fully explained.

4. If you have violated the rules or been restricted, it is recommended to apply for a new account

For issues such as violations, traffic restrictions, account closures, etc., please refer to the [Douyin Community Self-Discipline Convention]

• 7 types of illegal words
• 8 major violations

PS: If the company does not currently have a TikTok account, you can start by registering. Please see below for details.

4. Douyin short video operation strategy [key parts]

1. When registering an account, should I register a blue V number or a personal number?

• Enterprise account - Blue V indication and certification information, officially recognized; nickname lock protection, duplicate nicknames are not allowed between enterprise accounts, first come first served, nickname full match search will be displayed at the top, Blue V certification fee is 600 yuan/year (no refund if certification fails).

Some of the functions are introduced as follows:

• Personal account - no permissions for the above functions, but free.

Suggestion: If human, material and financial resources allow, you can create a matrix account, Blue V + Personal

2. Account establishment

• Top background image design
• Avatar Design
• Nickname settings
• Signature
• Other data settings, etc.
• If it is a Blue V account, you can add the official website link and contact number to establish direct contact with the user.

3. Personality building

3.1 What is a persona?

Character setting is abbreviated as character setting. In movies, comedies, games and other scenes, there will be various character settings. An image deliberately created by celebrities and other public figures.

For example, good man/national husband/model husband: Wen Zhang, Chen He, Xue Zhiqian, Wu Xiubo. Actors are greatly influenced by the character creation in film and television dramas.

Fresh meat: Lu Han, Wu Yifan, etc.

3.2 Why does Tik Tok need to create a persona?

There are thousands of reasons why Tik Tok needs a persona, and everyone has their own opinions, which I will not elaborate on here. But in the end, in one sentence, each persona represents the positioning of the KOL, for example:

• Daigula K’s character is an expert in ruining dance.
• The character of Office Xiaoye is the little weirdo in the office (cooking hot pot with a water dispenser, weird).

3.3 When choosing a persona, companies need to carefully consider whether the product/brand matches the KOL’s persona label.

PS: A good personality can quickly attract fans and audiences, and at the same time increase conversion rates.

4. Account positioning

Account positioning is easy to understand for those who have operated public accounts. To put it simply, it means: focusing on a vertical field for content output.

If the account is positioned for food, then stick to posting only food-related videos; if the account is positioned for dance, then stick to posting dance videos; if the account is positioned for positive energy quotes, then stick to posting positive energy videos; if the account is positioned for fashion, then stick to posting fashion videos... The more professional and vertical the content is, the more accurate the fans it attracts will be, and the conversion rate will be relatively high. (It is best to create original content in the early stage)

In addition to content in vertical fields, you should always pay attention to hot topics and popular videos to easily obtain traffic.

PS: Vertical positioning, one account only deals with content in one field. If the company has many businesses, it is recommended to create a matrix account.

5. Account operation to increase playback volume

The biggest charm of Douyin is that its traffic distribution is decentralized. The Douyin content that each of us sees is different, which makes people keep watching and enjoying it.

Similarly, any video you shoot, no matter whether it is of good or bad quality, will definitely have playback volume after it is released, ranging from dozens to thousands. This is what is often mentioned: traffic pool. Douyin provides a traffic pool for every work. The effectiveness of video dissemination depends on the performance of your work in this traffic pool.

Douyin will refer to four standards when evaluating the performance of your work in the traffic pool: completion rate, number of likes, number of comments, and number of reposts.

There are many details involved in the actual operation of the account, but when writing the plan, you don’t need to reflect all the details. You only need to reflect the following three points:

5.1 Operational details other than the video content itself

• Write a good title: It is an important factor to attract users to browse. When others see your title is fresh and interesting, they will continue to watch the video content you posted. It can also guide users to leave messages and interact.
• Choose a good cover: it’s best to be unified and eye-catching;
• BGM: Switches according to the plot. It can be fun, humorous, sensational and popular music;

5.2 Free promotion methods:

• Mobilize internal employees: Use their own personal accounts to like, comment, and share the video after watching it.
• Other new media channels: official accounts, social groups, etc.

5.3 Paid promotion methods:

• Dou+ is the only official way of Douyin to increase traffic through purchase, which helps brands find suitable users and saves a lot of energy and time; (100 yuan, minimum 5,000 views)
• Make a promotion budget based on the operation of the account;
• The DOU+ budget for each video is controlled at 300 yuan. Tips: Invest 100 yuan per hour, for a total of three rounds. When the data drops, invest another 100 yuan.

The following is my actual delivery data:

• After the promotion is over, you can also see how much display, playback, and interaction (follow, forward, and share data) you got for the money you spent.

5.4 User Management

1. Douyin Blue V account provides more capabilities in corporate marketing and logging in on the PC makes operation more convenient. Refined user operations can be carried out within the platform, and some functions are similar to WeChat public accounts.

• Automatic reply to private messages

The automatic reply to private messages is the content that the enterprise account sets to automatically reply when a user sends a private message to the enterprise account for the first time. Set up a good automatic reply to leave a deep impression on potential users, so that users can have a good experience in the first conversation even during non-working hours, and even guide users to take the next step. (Set jump link, menu bar)

• Keyword automatic reply

Keyword automatic reply is to match keywords to the content sent by the user. The corresponding keywords can trigger corresponding replies, and quickly solve common problems, new product launches, offline store location information, cooperation, etc. among the user group in batches.

• Customize Menu

Enterprise accounts can also set up custom menus, which support up to two levels. The response actions supported by the menu include jump links and triggering automatic replies, which is convenient and quick to maintain user stickiness.

• Reply to private message, you can add WeChat
• 400 phone number, dial the phone button, show intention
• Detailed stratification of users
• Official website link, customer information collected through the form
• The backend manages the information of potential customers, allowing sales to further follow up on the conversion
• Reply to comments and find potential users

2. The functions of Douyin personal account are not as comprehensive as Blue V (after all, it is free). In user management, just focus on private messages and comments.

5.5 Data Management

First of all, when doing operations, no matter what platform you are on, data analysis is a very important job. Data analysis can be used to judge the quality of content and guide our operational strategies.

The above mentioned four criteria for Douyin to judge video works are: completion rate, number of likes, number of comments, and number of reposts. At least these four indicators are what we need to pay attention to at all times.

Data analysis can be done through the backend statistics of the Douyin account itself, or through statistics from a third-party platform. Every operator has his or her own method of data analysis, and it is OK as long as the core problem can be found.

Below is the data analysis table I usually make for reference, which is mainly divided into: basic data, interaction data, interaction rate data, and DOU promotion data.

• Douyin account comes with its own background (basically satisfied)
• Douyin’s third-party data analysis platforms: Feigua Data, Douyin.com, Kas Data, Xindou, etc. It has powerful functions and can monitor multiple platforms, multiple accounts, multiple dimensions, etc. (The data may not be accurate and is for reference only)

Almost all functions require payment and membership is required to use them. The following screenshot is from the Feigua data platform.

5.6 Monetization Methods

Monetization is the ultimate goal of creating an account, but it will be difficult if you pursue monetization too early. In the early stage, you need to spend time and energy on creating good content. Content is the essence of the Douyin platform. It is recommended to have more than 50,000 fans before monetizing (product placement, live streaming, and traffic diversion).

Prerequisites for monetization: ① A certain number of fans, ② High fan stickiness

1. E-commerce monetization, through the combination of video + window display, requires an e-commerce store (Taobao, Tmall, JD.com) and a Douyin store.
2. Live streaming monetization, selling goods + rewards.
3. Private domain traffic, potential users are directed to WeChat, fans are cultivated, and further transactions are completed.
4. Accept advertising to realize cash.

5. Douyin short video operation planning

For this part, the specific plan needs to be formulated based on the actual situation of the company and is generally divided into the following four stages.

1. The first stage: brand awareness

Through personalization, a large amount of content consistent with the brand tone is output to communicate with the audience. No matter how things change, the first step in operating Douyin is to let everyone know about your brand.

2. The second stage: audience perception period

Through popular content videos, topics, and activities, the audience can have a more intuitive understanding of their brand/service concept, and be willing to learn more about and experience the products.

3. The third stage: sales expansion

After about (3-6 months) of fermentation, we have communicated with a group of target audiences using effective content. We will focus on gathering people through the KOL effect, and drive product sales through product showcases, video product connections, live broadcasts, etc.

4. The fourth stage: brand upgrade period

Through in-depth content and diverse formats, we can show our audience our deeper brand concepts and create loyal fans.

6. Team configuration and personnel division of labor

Standard short video team structure:

1. Director: Determines the direction of the video, writes the script, and coordinates the entire shooting plan.
2. Photography: Designing shots, arranging lighting, and controlling the entire shooting process.
3. Editing: After the video is shot, it will be edited and packaged according to the script requirements. Generally, a Tik Tok video is 2-3 minutes long, or about 1 minute long.
4. Operations: After receiving the edited video, design the video header image, title, introduction, recommendation position, etc., distribute it to various platforms, perform statistical analysis on the video data, manage the videos on each platform, and interact with users, etc.

If there is a budget, you must use professional actors. If the budget is insufficient, select from the company's employees: those with good looks, fresh and bright appearance, strong sense of camera, and strong expressiveness.