How does Kuaishou attract traffic? Detailed explanation of Kuaishou traffic diversion!

How to attract traffic through Kuaishou ? I think you have searched this question many times. A month ago, a community member asked me a similar question, so I spent some time researching it.

First, let’s talk about the most basic logic of drainage:

1. Currently, many apps on the market use feature matching, which means that users and content are labeled accordingly and then matched with each other;

The same is true for traffic generation, whether you are writing articles, shooting videos, or using wording when sending mass emails or messages; in short, the corresponding type of content attracts the corresponding type of users!

2. After having the content, two data must be guaranteed: one is exposure, and the other is conversion rate. If the content is not exposed, that is, no one sees it, then it is equivalent to doing nothing; after the content is exposed, but only a few people add your WeChat or follow your official account, it means that the conversion rate is too poor.

So traffic generation is all about creating content (which determines the crowd you attract), finding ways to get exposure (platform rules and content), and increasing conversion rates (content). Once this process is completed, won’t everything be OK?

Without going into the logic for now, let me first give you a brief introduction to Kuaishou .

1. The similarities and differences between Kuaishou and Douyin

In general, Kuaishou and Douyin are both short video platforms. If there is any difference, it may be the interface, certain functions, rules, live broadcast, monetization, etc., but in my opinion, the biggest differences are the following two points.

1. Douyin’s “high-end” and Kuaishou’s “down-to-earth”

The slogan of Douyin is “Record a Beautiful Life”, so Douyin is an elaborately dressed event with various scripts designed and then performed on stage. However, traces of “poor” performances can be seen everywhere.

Kuaishou’s slogan is “Record the world, record you”, so Kuaishou is more original and closer to the lives of ordinary people, allowing everyone to show off their works.

The two have different values, and that is why Kuaishou lost to vulgarity and UGC was unable to beat PUGC.

2. User autonomy

Short videos on TikTok need to be scrolled down one by one. Users cannot filter by themselves and never know what the next video will be about.

Kuaishou’s large-screen mode and follow-up page give users more freedom to choose, so on Kuaishou, the cover image of the video is particularly important.

2. Account matters needing attention

Many people never read the account section, but they come to ask questions when they encounter problems. Recently, I have met many people who asked me the most basic questions about accounts. I will explain them in detail here. It is not only applicable to Kuaishou, but also to multiple platforms.

1. About account maintenance

Maintaining an account will not make you popular. Its main purpose is to prevent the platform from labeling you as a marketing account and preventing you from being "taken care of" by the platform. How to maintain an account? The platforms are similar except for the following points:

a. Complete your personal information and do not modify it frequently.

b. Try to log in to only one account with the same device and the same IP. Some platforms may be more relaxed and allow you to log in to two or three accounts, all of which belong to the same IP under WiFi.

c. Normal user behavior means the daily online time, likes and comments, etc. You should do what normal users of a platform would do. When commenting, do not always use repetitive sentences, and try to make the comments relevant to the work.

d. Try to watch the content in the field that will be covered later, and then like and comment. For example, if you want to work in the skin care field, then whether you are maintaining the account or after maintaining the account, try to only read content in this field. Because many platforms use feature matching, your account will be labeled accordingly.

Under what circumstances is it necessary to maintain an account?

a. Newly registered or purchased accounts.

b. Old account that has not been used for a long time.

c. Accounts that need to change fields (try not to delete large amounts of original works, and hide what can be hidden).

d. For accounts that have committed several minor violations, as for those that have committed serious violations (such as political sensitivity, prohibited content, multiple advertisements detected, etc.), you can basically consider changing your account.

Summary: The above corresponds to various situations of various accounts. As long as you follow the above, there will be basically no problem. It only takes one to two weeks to maintain an account. Except for special circumstances, try not to post works during the maintenance period, especially some sensitive topics. The same is true for all platforms, and I will not repeat it again in the future.

2. What situations may lead to violations?

a. Posting content related to pornography, gambling, drugs, uncivilized behavior, health products, etc.

b. The work contains watermarks of WeChat, phone number, or other platforms not affiliated with Kuaishou.

c. WeChat, public account and other contact information in personal data must be replaced with symbols or homophones, otherwise it will be detected as a violation.

d. Repeatedly uploading works is also a violation.

e. Plagiarism.

3. Why is the work not played?

a. The work contains illegal content, please refer to the circumstances that will lead to violations.

b. The account has committed too many violations before, so it is recommended to change the account.

c. Accounts that have not been used for a long time or newly registered accounts that have not been maintained may be restricted.

d. Low-quality works. Most works with no views come from this. There is often no clear boundary between low quality and high quality. It mainly depends on whether your work conforms to the platform's concepts and user groups!

Just like your work that can become popular on Douyin may have very few views on Kuaishou. One of the reasons is that the user portraits of Douyin and Kuaishou are different.

The above will temporarily introduce you to the most basic rules of the game. The next article will talk about how to create content to get more exposure and conversions.

Finally, this world is not "black or white", everything is relative. The key lies in the perspective from which you look at the problem and then how to balance, or choose. User: What problem do I have? How do I solve it? Enterprises, businesses, etc.: What do I have and what can I bring to users? The results obtained from different angles are also different, so who is right? Who is wrong?

Author: Tianwenge

Source: Tianwenge (ID: L836250382)