Kuaishou operation and promotion guide, keep it here!

On the occasion of the New Year of 2020, Kuaishou cooperated with the Spring Festival Gala and used 1 billion cash red envelopes to attract new users during the Spring Festival Gala. The daily active users reached 110 million on New Year's Eve. During the Spring Festival, the growth rate of Kuaishou's active users reached 22.4%, ranking first among apps with over 100 million users. At the same time, under the influence of the new coronavirus, the home isolation environment will inevitably lead to an increase in demand for online entertainment. During the 2020 Spring Festival, the number of downloads of Kuaishou has further increased compared with the same period last year. Kuaishou has become an indispensable publicity and promotion platform for businesses and enterprises. How to operate Kuaishou efficiently has become a topic of common concern. Next, we will help you operate efficiently in two major directions.

1. Short video operation - how to increase video exposure

In the operation of Kuaishou , we will encounter various problems, among which low exposure rate is a typical one. Next, we will discuss four tips on how to increase the exposure rate of short videos and help content creators operate efficiently.

1. To improve account exposure, functional sections are the basis

Kuaishou has three major functional sections: Follow, Discover, and Same City. We can use these three sections to increase exposure.

1) Follow page

The follow interface pushes the latest content of the users we follow in real time. For businesses, fans are a huge resource, and having a large number of fans is also conducive to pushing updated content to the discovery section. Therefore, it is recommended that we accumulate more fans in the early stage of operation. Relatives, classmates, colleagues, WeChat friends, and QQ friends can all be our mutual following objects. We can also follow unfamiliar accounts first, and then leave a message to follow each other. I believe that most people will not refuse. At the same time, we should also pay attention to the management of fans and interact with them more. We can establish fan groups through Kuaishou’s group chat function, preview video content and solicit creative ideas in the group to increase their stickiness.

2) Same city page

The local city page posts videos of nearby areas. It is recommended that friends choose to post videos in popular business districts or places with high traffic, so that the exposure will be higher. For example, if we post a video in the densely populated Wanda Plaza, its exposure rate will definitely be greater than that in the West Second Ring Road where there are fewer people.

In addition, for merchants such as clothing and food that are restricted by geographical locations, the same city page is very important, because the target users of such merchants are mostly nearby residents, and the target audience of the same city page is precisely the merchant's potential users. Therefore, brushing the same city page more often is also a necessary means to increase account exposure.

3) Discovery Page

The discovery page mainly relies on Kuaishou's algorithm to recommend content. Unlike Douyin's algorithm, Kuaishou is decentralized and user-driven, pushing content based on social + interests, first to fans and then distributed to interested users. In the early stage of video release, the work is pushed to a small traffic pool, and enters a larger traffic pool as the popularity increases. After the popularity reaches the platform's traffic upper limit, the system will reduce recommendations and limit the top traffic to 30% to ensure stable mid- and long-tail traffic.

This "long-tail" algorithm allows users to showcase themselves, making Kuaishou more suitable for grassroots groups. At the same time, its strong community attributes allow businesses to establish stable private traffic and increase fan conversion. What we need to do is to deepen the content of the work, increase the number of views and completion rate through aspects such as the cover and title of the work, so that the work can enter a larger traffic pool and thus increase exposure.

2. Stand on the shoulders of "giants" and use external forces to increase exposure

1) External force 1: Popular videos

It is inevitable to encounter a lack of creativity when operating an account. Imitating and learning from high-quality works is one method. Here I recommend that you follow the "Merchant Account Assistant", which is the only official account of Kuaishou Merchant Account. It contains many selected cases of merchants in different industries for reference. For example, videos such as tutorials on popular mechanical equipment and secrets to high sales of agricultural and sideline products can provide some inspiration to businesses in the corresponding fields. In addition, you can also use Kuaishou's "Same Frame, Same Style" function to increase exposure. Just click the share button above the selected popular video to start shooting.

2) External force 2 – popular tags

We can add popular tags when publishing new videos. When other users search for tags, they can easily find our videos, which increases the exposure to a certain extent. Note: The label selection needs to be in line with our field and positioning. The account of fried chicken can be tagged with "fried chicken, fast food, special snacks" and so on. You can also use some common labels such as "I want to be popular" and "Thanks to Kuaishou, I want to be popular" to increase exposure.

3. Powerful exposure tool, quick promotion of works

Work promotion is a paid feature launched by Kuaishou to increase video exposure. It can pin works to the top of fans' follow pages, and allow more people to see our videos in the discovery section and the same city section, helping the account increase exposure.

1) Preliminary testing of work promotion

When we purchase works for promotion, we can conduct a small, short-term test to determine which "expected increase" (i.e. promotion goal) is more suitable for our account. It is recommended to choose 4,000-6,000 exposures. If the delivery data is good, you can increase the delivery efforts.

Common promotional goals include number of views, likes and comments, number of fans, number of visits to personal homepages, and number of people attracted by live broadcasts.

For merchants who want to sell goods through videos, they can choose to increase the "play volume";

For accounts that want to increase fan stickiness, you can choose to add "Like Comments";

For accounts that want to increase their followers, they can choose to increase the "number of fans" to help merchants increase their followers quickly. In addition, you can also try "personal homepage visits", which can attract new fans in a short period of time, but if you want to retain and convert fans, you also need to rely on the quality of the account, such as a novel and exquisite homepage and high-quality content.

For businesses that focus on live streaming, they can choose "live streaming traffic". During the live streaming, users who enter the work playback page through promotion can click LIVE on the avatar to enter the live streaming, thereby achieving the traffic generation effect.

2) How to promote your work

First: Click Settings, find "Work Promotion", and enter the work promotion homepage. Precision promotion includes promotion to more people, promotion to fans, and more promotion methods. Just follow the prompts.

Second: Click on your own video, click the settings icon above the video, select "Promote Works", and follow the prompts.

Third: Go to other people’s video, click the “Share” button, find “Promote for him”, and follow the prompts.

2. Live Broadcast

In December 2019, Kuaishou Big Data Research Institute released the "2019 Kuaishou Live Ecosystem Report", announcing that the number of active users of Kuaishou Live exceeded 100 million. This shows that live streaming is the ideal traffic pool for various companies and businesses. Next, we will introduce the Kuaishou live streaming in detail through the aspect of how to carry out live streaming activities.

1. How to activate live streaming permission

Live streaming is an effective way for an account to increase its followers, and is also an important channel for marketing and publicity for major companies. Merchants can click "Start Live Broadcast" on the settings page, and users who meet the requirements can start it.

2. Preparatory work before live broadcast

Launching a live broadcast is just the beginning of the operation. We also need to warm up the live broadcast through publicity in the early stage. We can set up a live broadcast fan communication group in advance, select the most popular products among fans by voting in the group, and offer discounts and promotions. This not only helps us understand fans' preferences but also increases stickiness.

3. Linking to the leaderboard and cooperating with anchors

Hanging on the list is a unique live broadcast culture of Kuaishou. It refers to merchants being listed on the list by putting themselves on the list in the live broadcast room of the anchor. Generally, the anchor will connect to the microphone to the top of the list, so as to help the merchant achieve the goal of quickly increasing fans. This method has obvious effect in bringing goods and is one of the daily means of Kuaishou live broadcast. The key is to choose the right anchor to cooperate with. Here we introduce Feigua Kuaishu to help you find the anchor.

FeiGua Kuaishu provides us with the anchor list and e-commerce list. The anchor list includes industry list, fan growth list, and gift income list; the e-commerce list includes live broadcast product list and expert sales list. We can choose the appropriate anchor to be on the list and connect to the live broadcast according to our own industry field or product.

4. How to retain fans

Fans are the premise of our monetization. How to make the fans entering the live broadcast room the focus of the live broadcast? Here we have the following suggestions for your reference.

1) Create a hit in the live broadcast room

Merchants can turn their store’s cost-effective or specialty products into hot-selling items. For example, clothing merchants can offer basic wear, such as base T-shirts, at a discounted price to attract new fans and increase fan repurchase rates through popular items.

2) Enhance audience experience

The experience is the key to whether we can retain fans, and the most important way to improve the experience is to increase interaction. Common ways of interaction include raffles, red envelopes, etc., which can allow fans to participate better. Some businesses can also give store products or coupons to fans as gifts, which not only increases the promotional effect of the products, but also stimulates fans' desire to buy. It is a common way to attract fans during live broadcasts.

Author: Silk Road Academy

Source: Silk Road Academy