A guide to entering the short video industry!

Let's take the short video leader TikTok as an example to analyze this. On this issue, if TikTok is solved, the methods of finding matching accounts for other platforms like Video Account, Bilibili, and Xiaohongshu are actually similar.

Benchmarking, what does the "benchmark" mean here? It's a "label".

And what does “label” mean? It is the “keyword”.

If we want to find benchmark accounts, the most powerful weapon is definitely "search", right? We can't just wait for the benchmark accounts to come to us.

Searching is an active behavior, and the prerequisite is that we need to enter the appropriate "keywords".

For example, what I want to create is an account that is positioned for sharing knowledge among product managers. If I want to find a benchmark account, I will definitely search for the keyword "product manager". There is nothing wrong with that, right?

But the reality is that many times we don’t search for the keyword “product manager”. For example, we search for content related to “product design”, content related to “requirements analysis”, or even “flow chart” or “PRD document”. The results found through these keywords are definitely content and accounts targeted at product manager knowledge sharing.

Therefore, the first step we need to take is to lock in industry keywords.

This is actually very simple and can be done in three steps, but many people don’t know it.

Step 1: Search for "Juliang Suanshu" on TikTok

Step 2: Search for industry keywords in the "Julang Suanshu" applet

From here we can initially see what keywords are related to "product manager"~

Step 3: Check "content-related words" and "search-related words"

Here are the data officially released by TikTok, which are also actually counted based on hundreds of millions of TikTok users.

The query results include three categories: "Tik Tok Index", "Correlation Analysis" and "Crowd Portrait". When it comes to this issue today, what we should be most concerned about is the content in "Correlation Analysis".

As shown in the picture above, we can use the middle graph to find other keywords that are most closely related to the keywords of our industry, including "content-related words" and "search-related words". Then we can screen out four or five based on our experience. Based on these keywords, we can proceed to the next search operation.

Let me add here that these keywords are not only the basis for us to find benchmark accounts, but also the basis for us to add content tags to our works and industry labels to our accounts in the future!

Now that we have found the keywords, we need to actively “search” to find our matching accounts.

This is also very simple. Just enter the keyword in the Douyin search box. Let’s take the keyword “product manager” as an example.

We can get the following categories of results: "Comprehensive", "Video", "User", "Product", "Live Broadcast", "Music", "Topic" and "Place".

Among them, "products", "music", and "locations" are not that useful to us, so we don't need to study them~

1. General

In the comprehensive list, we can see the following contents:

The first is "video". These videos with high playback volume, high likes and high search results are the objects we want to learn from, so these accounts will naturally be our benchmark accounts.

Then there are the “users”. These are directly the accounts we want to benchmark against. They are displayed so nakedly in front of us. What we need to do is to pay attention to them quickly, imitate them first, and then surpass them!

Then there are "Everyone is searching" and "Related searches", which I think are quite useful. That is, according to the big data statistics of Douyin, everyone is concerned about the specific content of the topic of "Product Manager". In other words, if we want to create content that users are interested in and want to get more traffic, then we should rely on these~

2. Live Broadcast

In the short video track, live broadcast must be a very important link. Here you can find relevant live broadcast rooms. Of course, these accounts are also our benchmark accounts~

3. Topics

This is also very important content. We can see the number of times each topic has been played. After clicking on the topic, we can see the related videos under the topic. We can also participate in the topic and publish works.

Or, when we publish our own works, what kind of topic tags should we use? Here we can provide a reference!

In fact, through such operations, we can basically lock down our benchmark accounts. If we are still not satisfied, we can use the other keywords we just locked in the huge amount of calculations to see if there are any related benchmark accounts~

In fact, in addition to using the above “search” method to find benchmark accounts, there is another method that many friends may not know.

That is, on the personal homepage, there is a magical little triangle. When we click on this triangle, related accounts will appear. These accounts are identified by Douyin through big data and are of the same type as the account we are looking at.

This is also a way to find benchmark accounts.

But this method has a more important meaning, which is that it can be used to check whether your account has been labeled by the system.

How to say it?

The first meaning is that many classmates’ accounts do not have this small triangle, such as my account. This means that Douyin does not know what type of account it is, and therefore cannot push the content I publish to the precise audience.

Just like what we said in the previous article, if I push my content to the aunties who dance square dance, no matter how good my content is, these aunties will not like or forward it. . .

The second meaning is that many students’ accounts are not actually of the same type of accounts in the associated accounts here. For example, in the second picture above, a product manager’s account is associated with accounts of Sequoia Capital and e-commerce. This proves that the label of this account is not accurate and needs to be gradually adjusted in the subsequent process.

As for the content of labels, today we will just take a glimpse of it. I will study this aspect in detail later.

Originally, I just wanted to study how to find benchmark accounts today, but in the process, I discovered many new worlds.

In fact, learning is like this. No matter how much we read, it is better to practice. Otherwise, we will only gain "knowledge" instead of "knowledge".

In the process of our learning, we may have no idea what to do, but if we study along a line, we will find that many contents are inextricably linked, and perhaps at some point, these contents will all of a sudden become integrated.

So, just do it! Don't worry too much, it's done!

Author: Ah Zhuang

Source: Ah Zhuang