12 tips to thoroughly explain Douyin operation and promotion

In this article, the author will start with the release time of Douyin content, and share with you some tips on operation based on his own operation experience~

Benmaruko currently has over 200,000 likes and 17,000 followers on Douyin. The statistics are not very impressive, but I do have some experience. You can take a look at it for reference. It would be great if you could give me a like.

1. About the time period for publishing content on Douyin

Whether it is Weibo, Zhihu, or Toutiao, when you publish content, you must pay attention to the user group your content is targeting.

After two weeks of testing on Douyin, I found that there are currently two times with the highest traffic: 11:30 a.m. to 2:30 p.m., and 5:30 p.m. to 8 p.m.

The main user group in the first time period is the free time of office workers during their lunch break; and the second time period is the free time of most user groups. If you cannot determine the precise target audience, then I suggest that you post in the evening, reserving 3 hours of traffic distribution time to ensure that if the content is really popular, it will have sufficient exposure time.

2. About the copywriting of Tik Tok videos

The copywriting on TikTok is very important, as it is the key factor in enticing users to comment and share.

Currently, TikTok supports a maximum of 55 characters, which means that the text must be concise and easy to understand. Don’t be too wordy. Just say what you want to say. If possible, try to end with a question mark. For example, the most popular one recently is: "I heard that the probability of being born on the same day of the same month of the same year is only 0.01%. I was born in 1997. What about you?"

3. About the flow limit of Douyin

During the time when I was running TikTok, a user commented to me: "The video is good, but no one is watching it. You definitely didn't spend money to buy the views, right?"

I admit that whether on Tik Tok or Weibo, spending money to buy traffic is indeed the most direct way to increase exposure. But I actually don’t like doing it this way. The video that this user commented on was actually one of the videos that caused me to be restricted.

Before I finished writing this article, I had published a total of 40 short videos, of which only 5 had over 10,000 views, and the others were more or less restricted from being recommended by Douyin.

In fact, traffic restrictions are not terrible, and there is no need to spend money on promotion when you see traffic restrictions. In most cases, traffic restrictions are caused by the poor quality of your video, such as the video being too blurry, boring, or having a low interaction rate. Your focus should not be on the content that is restricted, but on the content that has become a hit. Carefully analyze the reasons for the popularity and strive to create the next hit.

4. About 500

This content follows the previous one about traffic limiting. How can you find out if your content has been restricted by TikTok?

Pay attention to the number "500". If the number of views of your video content remains below 500 two hours after it is released, it is certain that it has been restricted. 500 is a dividing line, which you can also understand as the critical point between Douyin’s first traffic pool and the second traffic pool. Only after crossing 500 can there be hope of getting more algorithm recommendations.

5. About IP packaging.

Actually, I don’t want to elaborate on this point. After all, IP packaging has become an essential skill for new media people.

But, thinking about the fact that I have fallen on this point before, I'd like to talk about it. When I first started working on TikTok, in order to explore the platform rules, I had not yet elevated the core of my account to the IP level, which meant that I had to delete all the data I obtained from posting content during this period.

Without IP packaging, your account can easily become a passerby account, where everyone passes by and sees the good content, clicks a like and then runs away. Passerby accounts cannot retain users, nor can they distribute traffic to other video content. This is why I spent time designing the avatar, the cover, and then thinking about the account name and introduction. It was because I did these well that I was able to achieve the "explosive product driving traffic control" later.

6. About topics and geographic locations

These two are additional options for Tik Tok video content, which can be present or not. Let me briefly share my thoughts on this.

The first thing is the topic. If you are confident that the video content can become a hit, then I suggest you include a topic so that you can get more exposure on the topic page. If you can't guarantee it, then not including a topic will make the video introduction copy look more concise.

As for geographic location, my personal opinion is to include it as much as possible, because in Douyin there is a tab column for the same city, and recommendations will be made in the same city based on the user's geographic location. I know that algorithm recommendation is Douyin's biggest advantage, but the charm of LBS social networking cannot be ignored.

7. About video soundtrack

In Tik Tok, the soundtrack of a video can be mainly divided into two types. One is the original sound, which means there is no additional background music added, and the sound of the original video is used directly.

Another way is to use the soundtracks on Douyin. Currently, the soundtracks on Douyin are relatively complete. Even if you can't find the music you like, you can upload local music on your phone through Tik Tok's official editing tool "Jianying". Let me talk about myself now. Since I started operating TikTok, I no longer watch the content posted by other creators on TikTok with an entertainment mindset.

In addition to learning their editing techniques and video ideas, it is also important to pay attention to their video soundtracks. Popular soundtracks are familiar to users. They know that the climax of the video content will come when this music is played, which can increase the complete playback rate of the video. In addition, the soundtrack of the video should be quite consistent with the video content. Don’t add happy music to a sad video, which will end up being nothing...

8. About Interaction

There are actually relatively few ways to interact on Douyin. The interaction between Douyin video creators and fans/users is mainly reflected in two ways: comments and private messages.

But private messages are actually less used, especially given the different attributes of creators and fans, although Douyin launched Duoshan at the beginning of this year.

But today, it can be said that it has been screwed. So in terms of interaction, we can mainly focus on comments. Give more likes to high-quality comments and reply to some high-quality comments appropriately to promote fan activity, which can also increase the conversion rate of new users. For example, how would you respond to the first comment on a video? This will test your copywriting ability and your eloquence~

9. About video production

Many people told me that they wanted to make Tik Tok videos, but they didn’t know how to produce them or where to start. In fact, it is a universal fact that everything is difficult at the beginning. When you first start, you don’t need to worry about the quality of the video content, as long as it is complete. The quality of the content can be improved by accumulating experience in the future.

Here I would like to recommend Tik Tok’s official video production tool – “Jianying”, which is a video editing tool officially produced by Tik Tok. Kuaishou also has a similar tool called Kuaiying, both of which are tools used to assist content creators in video editing.

Both novices and veterans can use this tool because it has many functions and a simple way to play by directly applying templates, making it very easy to get started.

But one thing you need to pay attention to is that you need to be IP aware. As I said in the fifth point, you need to consider the video cover when editing the video. You can make a cover template in advance, and then just change the copy or cover color each issue (this is what I do now).

10. About the Douyin algorithm

This is a big topic. If I go into detail, I can write 3,000 words about it, but it doesn’t have any practical significance for most content creators.

As we all know, Douyin, like Toutiao, was incubated by ByteDance, and the algorithms between the two can be said to be very similar. But of course, because Douyin is a feed content format, there may still be some differences in some key data elements compared to pictures and texts.

The data involved in the Tik Tok algorithm include the video's like rate, comment rate, forwarding rate, completion rate and attention ratio. In addition, new users and fan groups are weighted. If you have a large number of fans, but the fan playback, likes, comments and other data after the video is released are very bleak, your traffic may be restricted.

This is also why brushing data on TikTok has no actual effect other than looking good.

In addition to the initial first wave of traffic pool, there is also a widely circulated algorithm called "digging graves" on Douyin. This algorithm will suddenly expose your video within a certain period of time (week/month) after it is released. This is how potential stocks come about.

However, if you want to have the qualifications of a potential stock, first of all, you still have to post more video content, and it must be vertical enough, so that Douyin can acquire your user base and facilitate distribution. I got this qualification after I released my 39th video. It was difficult, but not impossible. There is still hope if I work hard to update every day.

11. About Douyin account tags

Following the previous point, let me briefly add a little knowledge: Do you want to know what are the officially defined attributes of the TikTok account you are currently operating?

It's very simple. Use a casual account (not an active Douyin account), click on the small arrow next to the avatar, following, and Duoshan on your personal homepage, and then you can view other accounts that "you may be interested in". These accounts match your positioning attributes. By analyzing them, you can get your own account label.

12. Whether deleting a work will lead to a reduction in rights

Some friends in the comments raised the question of whether deleting works would lead to the risk of being demoted. I must say that there is no clear evidence to prove that deleting works will lead to a demotion.

The known impact of deleting a work on you is that the data on the number of views, likes, and shares generated by the work will be cleared, and for your account, will your rights be downgraded?

Sorry, there is really no evidence. We won't make any statements without evidence. But of course, my suggestion is that you can also hide it, because in this way your historical work data will still exist. But I personally choose to delete it directly because I have obsessive-compulsive disorder.

Author: Operation Maruko

Source: Operation Maruko