How to get traffic from Tik Tok short videos

Tik Tok short video marketing is booming, how can we obtain more accurate traffic? This article shares with you some experiences and insights on influencer marketing.

1. Tik Tok recommendation algorithm

If you want to know how to get Douyin traffic , you must first understand the distribution mechanism of Douyin traffic.

Tik Tok has an 8-level traffic recommendation mechanism , as shown in the figure below. After an influencer publishes a short video, he or she will first obtain about 300 basic traffic. After the basic traffic, he or she will enter the PK stage , mainly competing with short videos with the same tag.

PK indicators (5 major weighted indicators of Douyin algorithm) are in order of priority: completion rate, number of likes, number of comments, number of reposts, and number of followers.

2. Traffic Acquisition Strategy

The traffic of Douyin short videos will be affected by five major factors: completion rate, number of likes, number of comments, number of reposts, and number of followers . The following article will start from these major factors and explore all-round techniques for obtaining traffic through short videos.

1. Short video content

Quality content is king.

If it is related to the hot topics on Tik Tok , it is likely to get higher exposure. Because of the short video algorithm recommendation mechanism, hot activities will be boosted with traffic.

2. Short video cover

The cover of a short video should ensure that the content is clear and the key points are clear.

The cover is the first information about the short video content. It is the face of the short video work and a major criterion for recommending short video content. In the search scenario, especially when users click into the expert’s homepage, the short video cover will affect the user’s willingness to click. Generally speaking, there are several types of covers:

1 ) Eye-catching

For example, exaggerated expression type, curiosity-inducing type, and appearance-attracting type.

2 ) Transmit information

Deliver the theme/central idea of ​​the video to help users understand the core content of the video; and make it easier for users who enter the Douyin personal homepage to quickly check and obtain video content that is valuable to them.

3 ) Highlight your characteristics

Capture the most outstanding scenes in the video that best reflect the characteristics of the account and display them through the cover.

3. Short video description

When posting a video, choose a category and add relevant tags .

Carefully prepare the description copy (up to 40 words, including "title + #topic + @xx"), and use more # and @ tags .

1 ) Title

The title of a short video is equivalent to a note on the content of the short video, which conveys the main content of the video and arouses the interest of fans. Common types of titles include those that catch people's eyes, resonate with people, leave people with suspense, provide benefits, cause anxiety, capitalize on hot topics, and guide interactions . Example:

A. Use more questions : Ask questions to arouse users' curiosity, so that they watch your content to find answers. For example, "What made a former multimillionaire become penniless?"

B. Give people benefits : Make users feel that there are some benefits. For example, “If I get 1,000 likes, I will kneel on a durian on live broadcast.”

C. Cause anxiety : The title sells anxiety, forcing users to read it. For example, for a video about health and wellness, you can use a title like "These 6 kinds of food can easily cause cancer, and you should eat the second one often."

D. Riding on hot topics : Hot topics are always a source of traffic. Adding popular keywords to the title will significantly increase the amount of content played.

2 ) #Topic

Clarify the topic and include topics related to the field, and the system will make more accurate recommendations (targeted audiences). Use “#” to participate in more hot topics or pay more attention to some popular challenges in Douyin.

3 ) @Tag

It is equivalent to reminding xx to watch. If xx forwards the video, his fans will also see the video, and the traffic will naturally increase. You can @ more people related to your work, such as @抖音小助(an official account with a large number of fans), or top accounts in the same field . This will have a certain probability of increasing the number of recommendations and bringing in a lot of fans and reposts.

4. Short video duration

The work is concise and not verbose, and the length of the video is minimized as much as possible. Because the recommendation mechanism of Tik Tok short videos attaches great importance to the completion rate, sometimes one second less can result in thousands of additional traffic.

Case: The first work was 29 seconds long. The second work had some parts sped up, which reduced the time by 5 seconds. As a result, the traffic increased by more than 40,000.

5. Short video release time and frequency

When choosing the time to release a video, you can refer to three factors: Douyin’s golden release time period (the time when the largest number of people are online), the traffic time period of Douyin accounts in different fields (the target users in different fields have different habits), and the influencer’s own habits (the time period for daily video releases/fan habits).

1 ) Prime time for release: Thursday/Friday 17:00-19:00 or Saturday 11:00-12:00.

2 ) Release frequency: It is recommended that an account only release 1 video a day, preferably no more than 2.

6. Short video location

Adding location when posting short videos can increase the accuracy of recommendations and help with exposure.

7. Guide user interaction

Douyin’s four major interactive data: likes, comments, reposts, and followers. Guiding user interaction and improving interaction data will help gain more traffic. Common operations include:

1) Video title guides interaction

2) Experts guide user interaction

3) Mobilize your friends to increase interaction with the video content. Choose 1-2 operations from the above 4 dimensions. However, in order not to trigger platform rules and cause short video traffic restrictions, please be careful when operating: be sure to finish watching the video before taking corresponding actions, and do not concentrate interactive operations in the same time period .

8. Paid promotion of DOU+

1) Delivery time

At the beginning of the video release, if you see signs that the video may go viral, use dou+ to boost it 1-2 hours after the video is released to increase the chances of the video going viral. Once you miss the golden period of video fueling growth, no amount of DOU+ will help. The earlier you invest in Dou+, the better the effect . It is recommended to invest immediately after the video is released or within 3 days before the release.

2) Duration of delivery

The longer the delivery time, the more accurate the dou+ delivery will be (the system looks for the target users of the video). Generally speaking, if the amount of dou+ you place is ≥￥500, it is better to choose a duration of "12 hours" or more.

3) Placement tags

For the targeted version of dou+ delivery, you can select delivery labels (user portrait, gender/region/age/interest, etc.). The more tags there are, the more accurate the delivery will be, but the same amount of money will buy fewer views . This item can be determined according to business needs. If you have very high requirements for user portraits, you can limit the tags. If there are no rigid requirements, there is no need to limit the tags, and the system can make intelligent recommendations.

4) More tips

A. Similar influencers: Similar influencers choose accounts of the same type with 30,000-50,000 followers. Although these influencers are far less influential and have fewer followers than big Vs, these accounts are more vertical. The more fans an influencer has, the more tags his fans have, so the target audience we target will naturally be inaccurate.

When choosing influencers, you should also pay attention to whether their data is real . Some accounts clearly have more than 40,000 followers, but only a dozen likes. Don’t just invest in a similar account with 30,000 to 50,000 followers, or you may find out that the account has no active followers.

B. Time: At the beginning of the video release, if you see signs that the video has the potential to go viral, use DOU+ to boost it about 1 to 2 hours after the video is released to increase the chances of the video going viral. Once you miss the golden period of video fueling growth, no amount of DOU+ will help.

Author: Shumi

Source: Tree Rice