How to quickly familiarize yourself with the promotion rules of Douyin and Zhihu?

When we are involved in promotion and marketing, due to the limitations of personal experience, we will definitely come into contact with unfamiliar promotion channels. At this time, how can we quickly understand and become familiar with them? You might as well start by familiarizing yourself with the platform’s free and paid gameplay.

For example, the free ways to play in mobile app stores include: first release, privileged activities, special topics, new product recommendations, etc.; the paid ways to play include CPD, CPT, CPC, etc.

Free to play, you can do:

Understand the information distribution rules of the channels: the distribution rules of channels such as Weibo, Kuaishou, Zhihu and Toutiao are different.

Get in touch with the core circle and keep abreast of the latest channel trends and gameplay

Paid gameplay, you can do the following:

Understand the traffic and cost-effectiveness of the channel, and learn more from experienced experts

Find several channel agents to inquire about prices and get the best discount

You can search for information on common channels such as WeChat Moments, Guangdiantong, Zhihu, Toutiao, Baidu, etc. on your own. I will not introduce them here.

For example

For example, I am now a novice in promotion and marketing and have no relevant experience. So how do we understand what is available in Huawei App Store?

1. Find the Huawei official group, where the latest official event information will be released

2. Learn more about the application and activity release rules of the app market in the official backend

3. Find free ways to play, such as first release, privileged activities, etc.

4. Find paid gameplay such as CPD delivery, etc.

5. Read the application market documents in detail. Basically, 90% of the common questions can be answered from them.

How to expand new channels

Next, I will give you some suggestions on expanding new channels.

When doing marketing and promotion, many operators generally focus on the more common "portals" on the market, but pay less attention to new channels and new promotion methods, which are also very important for marketing and promotion.

Here are two experiences:

1. Being the first to discover how certain new channels work may help you save a lot of promotion costs.

For example, in 2014, when the nine-square grid gameplay appeared on the Weibo channel, the first batch of advertisers and bloggers who entered the market gained a lot.

2. Instead of setting up 100 channels, it is better to fully utilize one effective channel.

Rujianfeng was the first to plan screen-sweeping events for popular courses such as NetEase and Sanlian Zhongdu in the WeChat ecosystem.

Characteristics of common channels such as Tik Tok and Zhihu

There are many ways to acquire customers online, which can be roughly divided into:

• Event Marketing
• Channel Cooperation
• SEM delivery
• Information Flow
• Affiliate Program/DSP
• Content marketing, etc.

The first few categories are under the responsibility of the delivery department of most companies, and the last type of content marketing will be assigned to the operation department.

Content marketing generally includes: live broadcast (Taobao/Douyu), short video (Tik Tok/Kuaishou), comprehensive platforms (such as Xiaohongshu, Bilibili, Zhihu, etc.)

Among them, Douyin influencers bring in tens of millions of goods, and Zhihu's professional content conversion rate is also relatively stable. Let's take a closer look at them one by one.

Zhihu

1. Why do you want to use Zhihu?

• Large user base: 200 million registered users, with a total DAU of nearly 30 million
• Strong purchasing power of users: mainly people from first- and second-tier cities with high education and high income
• High user trust: professional and serious community atmosphere, serious and earnest, some content is interesting and novel
• There is long-tail traffic outside the site: such as WeChat/Sogou search, etc.
• Support brand placement: You can add website links/public accounts in the tail of the answer

2. Understand Zhihu’s recommendation mechanism

Currently, the official recommended formula has not been announced, but increasing the salt value and real-name authentication will have an impact. Even if it is a small account, it is still possible to get high exposure and likes under Zhihu's mechanism. Because Zhihu's algorithm is designed to provide better exposure for high-quality content, important factors affecting weight are collections and thanks.

The recommended mechanism is as follows

• Mutual likes start: 20-30 likes to start answering
• System recommendation: The system further recommends based on the data
• Continue to maintain a high like rate, and it will be exposed to more people
• The system continues to recommend or ends recommendations, and the ranking is stable

3. Key points for new account operation

First of all, you need to understand the basic rules of this platform: Zhihu Community Management Regulations.

1. Account positioning should be segmented as vertically as possible to help accumulate weight and increase the number of recommendations

2. Complete account information, and the personal profile can guide users to convert

Some tips for new account operations

• Don’t give likes to new accounts frequently
• Do not insert third-party external links
• Purchase annual membership
• Like and pay attention to the stay time
• Do not log in from multiple locations using the same IP

4. Screen effective questions to answer

The value of a good question is that it can drive traffic to your product. Therefore, good questions should be relevant to one's own field and have high topicality. Such questions actually have several notable characteristics, such as a large number of followers and high number of views.

So how do you find good questions like this? Here are some ideas for you.

• Pay attention to official trends: such as hot list
• Highly-focused vertical topics
• Questions that rank high for certain keywords

5. How to write a highly praised answer

The essence is to provide users with an effective solution for this scenario.

Several common forms are provided to everyone

1) Inventory type: a more complete solution (counting the valid information of highly-rated answers), the core of which is to help users save reading time. The corresponding question formats are what are they. For example, what are some books worth reading when you are in your 20s?

2) Argumentation: The logic should be rigorous (clear viewpoints, straightforward, logically self-consistent, progressive, and well-founded). The corresponding question formats are typically such as how to ** and how to stay energetic?

Common methods of argumentation include: giving examples, reasoning, comparison, induction, etc.

Having said so much, I will give you some tips for daily practice:

• Input more, read highly praised answers, and accumulate materials such as books and movies
• Break it down more, for example, the structure of the top answers, whether there are any patterns or similarities
• Combine originality and imitation to find your own style

Tik Tok

Since Douyin opened enterprise account certification in June 2018, its strong platform strength and marketing value have attracted a large number of corporate users. The concept of "two Weibo and one Douyin" is widely recognized in the field of corporate marketing, and Douyin is becoming the new standard for corporate marketing.

A video on TikTok helped the fast editing app to generate more than 2 million new downloads, which is a conservative estimate. This shows the popularity of TikTok marketing.

At the same time, Douyin Blue V Enterprise Account launched a new function - user management function. The enterprise account can finely manage user information and accurately manage user comments on the platform, establish close connections with users, tap into the conversion value of users, and further narrow the distance between the brand and users.

The recommendation mechanism of Toutiao products is quite similar. The machine will first recommend your content to a group of users, and then decide whether to recommend it to more people based on user data feedback. If the data feedback is positive, the machine will recommend it to more people, otherwise it will stop recommending it.

Regarding how to improve recommendations, I would like to share a few valuable points:

1. How to improve the completion rate and like rate

The completion rate refers to how many users who have played the video have finished watching the video.

To increase the completion rate, the most important thing is of course the topic of the script. If the topic is boring, no one will want to watch it. In addition, the following points are important:

First, don't drag your feet at the beginning, get to the point quickly. Users may only need 3 seconds to decide whether to continue watching. If the beginning is dragged out, most users will leave.

Second, the structure of the script should have a beginning, a middle, and an end. Even if it is a one-minute script, even if it is a stand-up script, there should be suspense/negation/question/the expectation that "there is more solid stuff to come" to keep users interested in reading on. (You will gain a lot by splitting up your competitors’ big accounts and your own popular videos.)

Third, pay attention to the music. Use more popular music on Douyin. The data will usually be much better than without music.

Fourth, the picture quality of the video should be more advanced, not low-level. Douyin users are generally young, and users will be more likely to reject content that is too earthy.

2. How to improve interaction rate

The so-called interaction rate mainly refers to how high the user's intention to comment is, rather than your reply rate after the user comments.

I think there are two ways to increase interaction rate:

One is to pre-buried interesting or informative comments in the comment section.

Tik Tok users actually like to read great comments. The comment sections of many videos are very interesting and even more interesting than the videos themselves.

Usually there are about 3 comments buried in the message area. These comments may question the content of the topic, make fun of the content of the topic, or be very sharp questions. In short, they should be able to attract users to stay and take a look, attract users to pay attention to the comment area and even directly participate in the topic discussion. There are two benefits to doing this: first, the interaction rate is increased, and second, the completion rate and dwell time are also increased.

The second is to warm up and ask questions in the title of the short video.

This is an era when Internet celebrity products are popular. Products that can successfully be labeled as "Internet celebrity products" and stand out often have their own word-of-mouth effect - practicality, good looks, and topics are all indispensable. Only then can a true "Internet celebrity hit product" be born among the fiercely competitive crowd.

In this regard, the various ways of playing on Douyin are worth learning from, and you can also take a look at more successful Douyin marketing cases.

Author: Xu Xiongxiong

Source: Xiongxiong Operation Notes