10,000-word article | In-depth analysis of the promotion and operation strategy behind Douyin

Since I started my content entrepreneurship , I have been studying and paying attention to the operation and gameplay of short videos . I would like to take this opportunity to sort out the knowledge in this area and summarize some of my own ideas.

Actually, I don’t use TikTok that much, but because of the needs of starting a business , I forced myself to study it. My girlfriend would have her cat dance the seaweed dance, my cousin would play a prank on her baby at home by having him bang his head against the tape on the door, and a former colleague of mine would often play with cats on TikTok... For a while, all my family, friends, and colleagues were playing TikTok, and I became even more interested in studying TikTok.

When Coco milk tea became popular on Tik Tok, everyone was drinking it. One day, I was shopping with my girlfriend and she suddenly told me that she wanted to drink Coco milk tea. I accompanied her to a nearby Coco store to buy some, but the waiter said that it was out of stock and there was nothing for sale. My girlfriend felt very disappointed. It seems like she was very depressed all day... I was just wondering, how evil is Tik Tok?

I think it may be the four elements of the underlying logic of the operation: interesting, useful, good-looking, and emotional... On this basis, Douyin is easy to operate and has varied content, which allows users to maintain their interest and spend two hours on it without realizing it.

In addition, as mentioned in the book "Addicted", motivation determines whether the user is willing to take action. There are three core motivations: one is to pursue happiness and avoid pain; the second is to pursue hope and avoid fear; the third is to pursue recognition and avoid rejection. Tik Tok has done it all! ! !

Now I will talk to you in detail about the core of short video operations. How to continuously increase the number of fans and how to ensure that the content can continuously attract and retain users and fans?

I started to get in touch with TikTok in February this year, and have been focusing on the research of the TikTok short video industry for about half a year until now. I have always believed that there is a sequence in learning and specialization in skills, especially in this era of knowledge payment and knowledge monetization, as long as you have a professional field for vertical segmentation and continuously output your professional knowledge, if you persist in this for 90 days, I think there will be a substantial improvement and focus. This is my understanding of TikTok.

Below I will share through these three outlines:

1. Basic operations and gameplay of Tik Tok

2. Key points of content operation

3. How to increase the opening rate of Douyin

1. Basic operation and gameplay of Douyin

Douyin has now relaxed many conditions, such as the permission for long videos. From the initial requirement of 50,000 to 100,000 followers, now you can get it with just 1,000 followers.

When the platform has relaxed its authority, content producers need to create differentiated content even more. The same topic or theme can generate emotions for users and create value for the platform. In just 15 seconds, how to make the content attractive and generate interactive intersections is worth thinking about.

When doing operations, we need a planner who can plan the whole process from beginning to end, and optimize based on data analysis feedback. This is the key point in creating content, from professionalism to focus. Operations are like catalysts in chemistry, adding different ways and methods to increase stickiness. Let’s talk about likes, comments, and shares on Tik Tok.

1. Number of Likes

The first hour of video publishing process on Tik Tok is very important. The important data lies in the view-to-like ratio , that is, the approximate ratio of views to likes.

2. Number of comments

The interactive guidance between copywriting and content is extremely important. For example, I guide users to answer in the comments in the copywriting. This method can accumulate the number of comments on the content very well. The comment area is a core social relationship area in the content of individual bloggers. This social relationship exists in two aspects. The first is the relationship between fans, and the second is the relationship between bloggers.

Many people will open the comments first when reading content to see if there are any interesting comments. The text of the comments is the key to inducing an increase in the number of comments.

3. Share volume

The first is the contribution value of the platform. For example, after I shoot a Douyin video, I share it to external communities , QQ groups, WeChat groups and external PR channels . These channels can help the Douyin platform attract users and increase its own user DAU. Because such external channel sharing is helpful to the platform, it will definitely provide some support for this content.

The second is its utilization value and collection value .

How does the Douyin platform create a quick and systematic solution for IP? As well as Douyin's executable solutions that can be replicated in various categories, live broadcast permissions can be activated from 200,000 fans to 10,000 fans now.

While the TikTok platform continues to give everyone some relaxed entry permissions, it actually focuses more on the control of the overall content review. Originally, you only needed a large number of fans to open various permissions, but now it is more about content.

Many people say that the second half and even future development direction of Douyin is short video content e-commerce . Indeed, Douyin is now very capable of bringing goods and the conversion effect is also good. However, the platform has also begun to give permissions to open stores. In the past, you could open a store by invitation, but now you only need 10,000 fans to open a store.

It is now relatively easy to enable all permissions, but the detection is becoming more and more strict. Especially for some batch copying of Tik Tok accounts, the requirements are very high. If you are not careful, your account will be blocked. In the past, simulators were used to make Tik Tok accounts in batches, but now they can only be maintained manually.

Speaking of raising an account, let me tell you the details of raising an account:

1) Your mobile phone IP, you have one account and can log in on multiple mobile phones.

2) You cannot connect to the same WiFi with your mobile phone, and you cannot even stay in the same place for a long time, that is, your office.

3) The completeness of your Douyin account information and whether it is bound to a mobile phone account are the most critical. Douyin also has a real-name authentication function. The more authentications you have, the higher your basic account score will be and the more stable it will be.

4) You must follow, like, comment, share and watch live broadcasts every day. These human operations are necessary.

Currently, most of the TikTok accounts are of three types: original content , whose quality is relatively difficult to control; and pseudo-original content , which involves modifying and adjusting other people's high-quality videos. Although this can control the quality, it is easy to get the account blocked. The third type is the “ porter ”.

For pseudo-original or short video copying, you need to know what tools are available, how to use them, and how to copy other people's popular videos to your own account to make your videos popular, and how to hide them from the system so that the system thinks you are an original creator.

When I was studying how to play Douyin, I watched a lot of Douyin. The purpose of watching Douyin every day was to study various routines and various ways of playing. If I found that the gameplay of a video was interesting, I would immediately take a screenshot and save it, study its routine, and then put it into operation and practice, which worked every time.

Of course, the above are all content and can be moved, but there is a technical job that requires you to use the tools, including how to adjust the subtitles. PR or AE requires the assistance of these tools. In addition to this, here are two more commonly used websites:

https://kolranking.com

http://dsp.xiguaji.com

These two websites are must-use websites as a Douyin operator . What are the specific functions of this website? You can explore and study it on your own, and you can look at each point. I won’t say more about this.

Next, let’s talk about the review and recommendation mechanism of the Douyin platform. I drew a flow chart;

The content of the list to be recommended is visible to Douyin reviewers. The specific arrangement order is based on: account information completion, account authentication status, recommendation base, video playback volume, double base, number of comments, number of shares, release time, and weighted score of @抖音小助手. The higher the score, the higher the ranking and the higher the priority for review.

Therefore, the recommendation base number of a Douyin short video is set according to the actual number of viewers, duration, like ratio, comment ratio, etc.

Although the recommendation mechanism still needs to be improved, for the platform, content filling is a process that needs to be gradually improved.

Let me remind you again that the popular things on Tik Tok change very quickly. There may be many new popular things updated every day, and the second batch of popular things may be refreshed quickly within a day or two. So when we release videos, especially a few days ago, everyone must remember to look for the latest popular ones.

2. Key points of content operation

The previous part talked about the basic operations and gameplay of Douyin. Next, I will talk about the core of the operation.

In July of this year, I went to Chengdu to participate in an event. I was fortunate to be invited to the Onion Group office and the recording site of various internet celebrity videos on Douyin. I also had the opportunity to have an in-depth exchange with Mr. Nie Yangde, the co-founder of the Onion Group.

Teacher Nie Yangde said that their company often says: " Behind the content is the human heart, and behind the operation is human nature ." I only understood it superficially at the time, but after careful study, I found that what Teacher Yangde said is really correct.

So how to create a hit product? Create content that can touch people's hearts.

What is good content? Content that can evoke strong emotional resonance in people.

Think about how your content can resonate with people's emotions, hit the softest part of their hearts, make them feel they have to watch it, and make them feel very moved and emotional after watching it. Such content will easily become a hit and create a good data explosion.

On the operational level, how can we use data to understand the platform's algorithms so that the content can be more in line with the platform's recommendations?

So let's first study the attributes and key points of the platform. Any platform has its own characteristics, but all platforms have core needs. On the one hand, there is user growth . The platform needs to attract user growth to promote the commercial value of the platform. For content creators, what they should pay more attention to is another demand, that is, user time .

Is more content better?

If the content is good, it is a good thing for the platform. Your content can be seen by more users, which will encourage more users to consume. But if you post 1,000 pieces of content and no one reads them, your content is worthless to the platform, and it is very costly for you to produce so much content. The core behind this is the length of time users spend on your content, rather than simply looking at the amount of content you contribute.

When I was communicating with Professor Yang De, he gave me an example: Suppose you contributed 1,000 short videos today. Suppose 1,000 people watched them, and each person only watched them for 1 minute; another is that only 100 people watched them, but each person watched them for 20 minutes. What is the value to the platform?

User time is very important and it is closely related to our content, so we should obviously meet the platform's requirements for user time. If your content is of high quality, you can consider the quantity you publish, but if your content is uneven, you should consider the quality of your content more.

A single content can attract more users to stay, so your content is good content for the platform. Only by understanding the platform's thinking can your content be more effective. Everyone should know how to produce good content so that the platform can provide you with good traffic .

Short video creators generally have doubts about the TikTok algorithm, but for Nie Yangde this is not a problem at all. All platforms have their own mechanisms, and no one can know all of their logic, so you only need to know its basic logic, and then optimize it based on your own.

During the communication process, I learned a word: content product manager .

This is Onion's current requirement for its employees. In Mr. Yang De's opinion, the content product manager model is an ideal way for content creators to achieve better results in the new media era. "If you can bring good value to the platform, why would the platform abandon you? For content creators, if you can truly produce valuable content, the platform will naturally have a good relationship with you."

Of course, in addition to paying attention to content, you should also pay attention to operational skills . Although operations do not play a decisive role, they will definitely add icing on the cake to your video. No matter what operations you do, you must pay attention to data. Of course, short video operators should pay more attention to data .

This leads to the third point I’m going to share today: How to increase the opening rate of Douyin?

3. How to increase the opening rate of Douyin?

As I said just now, we should pay attention to the user time indicator. At the same time, these three data indicators are also crucial: click-through rate , bounce rate and playback completion rate. There is no such thing as click-through rate on Tik Tok, so to a large extent it depends on the relationship between bounce rate and playback completion rate . Any video will be exposed, even if you don’t have any fans there is a chance of being exposed.

Therefore, these three indicators are very important when improving the open rate.

So the question is, knowing the data indicators, how to optimize them?

For example, when optimizing the cover, you need to judge the cover before designing it in combination with the content. You need to have aesthetic taste and think about why people want to read it, so that users will want to click on it as soon as they see it. A cover that is consistent with the label and suits your style may be helpful.

When it comes to click-through rate, it all matters the cover, title , and tags. It is appropriate to use clickbait titles in titles, but they should be appropriate and consistent with the tone of the IP. In Tik Tok, your data has a greater impact on your click-through rate. A traffic pool will determine your value and decide the recommendation value based on your reposts, comments, likes, interaction rate, and open rate.

As for the interaction rate, it depends on your copy . Is it an open-ended question, a closed question, or is there no question at all, or is it not easy to cause interaction? Therefore, we need to be guiding and use some open-ended questions to promote interaction. There are ways to encourage people to like the comments, but don’t overdo it and know when to stop. The copy should provide some open-ended questions based on the content.

The comment section should be related to the topic of the content, and consciously implant some jokes to make them the jokes of the comments. Do not quote language that may cause people to be disgusted, and know when to stop. For example, the content of the Onion Group's "Grandpa Wait a Minute" about three old men wearing suits resonated with everyone and reminded them of their own grandfathers and past events. The number and quality of comments were very good.

We should give readers and viewers the motivation to like the posts, so that users feel a sense of identification and being needed. For example, I am from Chengdu, and our friends in Chengdu like to click on the "like" button. "Like" is the cocaine of our generation. Don’t be pretentious or aloof, as that will make your fans feel that you don’t need me. They don’t need to like your posts, just watch them. Being true to one's character is in line with one's personality, and one should treat fans as friends.

There is no need to spend a lot of time to establish a better personal relationship with the platform. If you can output better content products for the platform, I believe any platform will welcome you. Focus on polishing content and operating skills. For example, in terms of operational skills, you may not be able to understand the rules of each platform in depth. If you understand it in depth, the content methodology of each platform will be different.

Finally, as I said before, there is a sequence in learning and specialization in skills. They have accumulated certain industry experience, so they have a keen sense of smell. If you don’t have accumulation and sedimentation, you will not be able to grasp the dividends.

The above is today’s sharing content. If you have any questions, please leave a message.

source: Zixuan