How to create a knowledge and skill-based Douyin account?

Andy Warhol once said something that has been proven to be a reality, "Everyone can be famous for fifteen minutes, and everyone can be famous for fifteen minutes." Today, when TikTok has more than 200 million daily active users, the time unit of this sentence has been rewritten as "one minute."

So, what about one minute later?

How to not be forgotten after a minute and keep the luck. Is there any simple and easy way to do it? Let me share with you a rule I’ve come up with after watching thousands of videos – create content related to knowledge and skills.

01 Successful Tik Tok gameplay in vertical fields

It is common to see a Douyin post by an amateur go viral with hundreds of thousands of likes, and the video is estimated to have tens of millions of views. But after entering the user's homepage, I found that there may be only a few thousand fans.

This content may be a shot of a popular online store, or a follow-up essay, or an interpretation of a joke, or the discovery of an interesting, conflicting, and impactful scene material... If the user's content output is accidental and there is no ability to continuously produce high-quality content, most of the onlookers and participants at the time will disappear without a trace.

Applying the user growth AARRR model can only achieve the goal of attracting A new users, but cannot bring about user retention and conversion .

For users with hundreds of thousands or even millions of cumulative likes, some accounts can have a likes/fans ratio of 50% or even 100%. After studying these accounts with high conversion rates , we found that there is a pattern to follow. There are mainly two types of videos, one is character setting and the other is knowledge and skills.

1. Character setting and scene

Suitable for actors who are good at telling and making up stories and have a sense of camera, regardless of genre.

It can be multiple characters or a single character, and the forms can also be diverse. For example, the "Foreigner Research Association" that takes the street interview route, the cute pet "Talking Liu Erdou" that takes the creative route of screenwriters, or the mini blind date reality show "London Street Cupid".

2. Knowledge and skills

Suitable for people or teams with skills. Learn new things and get inspired.

Can you fold 100 different paper airplanes? What are the tips for memorizing words? Good at close-up magic? Can you make dozens of different kinds of dumplings? Whether it is dressing, English, public speaking, parenting, cooking, decoration, musical instruments, tea ceremony, flower arrangement, science popularization... as long as you find an area that you are interested in and good at, you can do it. There are too many niche areas to explore here, and the more niche the area, the easier it is to attract targeted users.

Creativity is linked to talent. The intensive output of creativity requires relatively high standards from the team, and personal settings are hard to come by. Only a few people can become popular, and most people, even if they have a personality, become one of the huge denominators on the Douyin platform.

Compared with the two, the knowledge and skill type is more imitable .

02 How to create a knowledge and skill-based Douyin account?

1. Vertical refinement of knowledge to create differentiation.

2. Scarcity of knowledge . Relatively scarce skills build their own barriers.

3. Professionalization in post-shooting . The editing rhythm is quite good, there are well-made subtitles and cover art.

4. Systematization of knowledge. A logical and systematic curriculum.

5. Stable content quality + high frequency updates.

6. Superimpose personality (depending on the situation, play to one’s strengths and avoid one’s weaknesses. A personality that doesn’t add points is worse than not having it).

Taking "Dad's Review" as an example, the creator "Dad Wei" is an expert in international chemical regulations and has ten years of experience in laboratory testing at the Entry-Exit Inspection and Quarantine Bureau. Targeting young parents, the program uses a technical approach to explain some misunderstandings about parenting knowledge and expose some pseudo-parenting sciences. Use scientific methods to analyze the ingredient lists of some popular skin care products and foods, and ultimately select some recommended brands .

The topics chosen by “Dad’s Review” are sharp and practical.

"Evaluation of Nine VC Products" compares the popular VC effervescent tablets, VC gummies, and the 3.5-yuan VC tablets and 98-yuan VC tablets sold in drugstores, lists the VC content, sodium content, and sugar content one by one, and finally draws a surprising and convincing conclusion.

Take a look at the daily topics of "Dad's Review", which reviews shampoo, children's toothpaste, facial cleanser, collagen, sunscreen spray and other products that are often purchased in life but are familiar enough to be understood. It presents inferences and conclusions in an intuitive and easy-to-understand way, and after the review, the testing fees and costs will be listed one by one.

The professional background, outspoken character and transparent testing conclusions of the creator "Dad Wei" also add credibility to this Douyin account.

From laboratory testing and content production to factory supply chain and shopping guide e-commerce , a complete closed loop has been formed. As of November 7, "Dad Review" has released 106 videos and gained 654.6w Douyin fans and 1159.1w likes, with a like conversion rate of over 1/2.

"Bai Qian Bai" is an experience-based evaluation program that is more entertaining. The more than 40 videos produced in three months received 451.8w likes and 108.5w fans.

The titles are full of internet flavor, such as "How is the marshmallow that has been to space?" "How bad is the Thai internet celebrity bottle cap drink?" "What does the US dollar taste like?" "What does chewing gum taste like 1,700 years ago?" "What is it like to eat dirt?" Each title creates a suspense.

The host "Xiaobai" has a unique voice and camera performance, his eyes are very penetrating, and his interaction with users is lively and humorous. His camera language, lines, product selection, post-production, and packaging music and sound effects are all very distinctive.

It has vertical segmentation of content positioning + professional post-shooting + popular personalities . This type of entertainment experience-based evaluation is easy to imitate in terms of format and topic selection, and the addition of a good character setting will make the ID have an irreplaceable appeal.

There is a Douyin account called "Pastry Uncle", which only teaches users how to make dumplings, buns and some simple pastries. The so-called pastry uncle did not appear on the screen. The video was shot with a mobile phone and there was no editing or packaging, but the content was practical and clear. In more than four months, the number of fans exceeded 600,000.

A phishing-type Douyin account can achieve a likes/fan conversion rate of 77%.

An early childhood education institution, "Win at the Starting Point Early Childhood Education Academy", gained 2.753 million fans and received 6.01 million likes with 266 works. Its content is systematized, mainly composed of several content sequences such as "Children's Dance", "Finger Games ", "Music Rhythm", summary of parenting methods, etc. It can be learned and imitated by real-person teaching. It associates different content with different store addresses and uses content to drive traffic to the stores.

After clarifying the operation strategy, in the specific implementation, add some methods and techniques to improve the completion rate, comments, and forwarding of Douyin works. These have been analyzed in many articles, so I will not repeat them here.

Let’s review the rules summarized above and think about what are the core skills of you or your team? What type of users do you want to attract? Can you bring them useful and scarce value? Which accounts are doing particularly well in this field? After you have studied hundreds of top accounts and watched thousands of short videos , and then formulate your own content strategy, your chances of success will increase a lot.

03 How to monetize Douyin accounts related to knowledge and skills?

When creating content on the Douyin platform, you can refer to the operational logic of WeChat public accounts , Weibo, APP, and PC websites. Content is the brand and users are the channels . The positioning of your content determines the type and value of your users. The more vertically segmented the content is, the clearer the user portrait will be. The higher the value to the user.

The value of a single user of a joke teller's Douyin account will definitely be lower than that of users in the parenting, car , and fashion categories. Regardless of the value of the advertisement or the commercialization potential of the user, don't blindly jump on the bandwagon and don't forget what the core value of your users is.

There are currently two common ways to monetize:

• To C is an e-commerce company that sells goods, services or courses.
• To B is to insert advertisements for brand merchants.

Taking the above case of "Dad's Review" as an example, we can see from the sales data of the Taobao store of "Dad's Review" that two facial mask review videos have received a total of 274,000 likes. The facial masks are customized by the "Dad's Review" factory and are not a well-known brand. The unit price of 5 pieces is 79 yuan. The monthly sales volume on Taobao is 11,788 pieces, with 2,766 evaluations.

From the after-sales evaluation content, we can see that most of the users are from the Douyin channel. This ability to bring products is inseparable from the professional image building of "Dad's Review", the careful planning and production of content that hits pain points, brand reputation, and accurately positioned user groups.

It is true that a lot of video content has become popular because of its interesting creativity, but in more areas, the purchasing and forwarding power brought by rigorous content is amazing. Purchasing behavior does not depend on the user's momentary impulse, but is based on the user's trust and rational choice.

Here is a reminder that if your product is not exclusive and the price is not competitive, and users are sensitive to price, your content is likely to become a wedding dress for others.

04 Tik Tok has entered the content dividend period from the user dividend period

Douyin has indeed given many ordinary people the opportunity to become famous overnight, just like WeChat public accounts in the past, which were relatively easy to increase followers when content on the platform was scarce in late 2012 and early 2013. But with the participation of professional content producers, it will become increasingly difficult to fight alone, and users' tastes will become more and more picky, and eventually the blue ocean will turn into a red ocean. The same is true for the TikTok platform. The decentralized and information-flow presentation method will only make users more demanding on quality and content.

The bonus period of a platform is often when there are signs of a trend but the platform's rules and layout have not yet been stabilized. As the platform's commercialization system becomes increasingly complete, the chances of becoming an overnight sensation become increasingly difficult, and the platform will be more cautious in allocating traffic .

Fortunately, there is still room for content development in the vertical knowledge category, and the desire for new content among massive users remains. Celebrities and big companies do not have an absolute advantage in this content melee, but small companies and ordinary people with skills still have opportunities. What we are competing for is speed, the rapid exploration, practice and iteration of new ways of playing.

From blogs, Weibo, WeChat public accounts, live broadcasts to Douyin, such opportunities only come once every few years.

As the Douyin platform shifts from a user dividend period to a content dividend period, it is still not too late to enter the knowledge and skills field.

Source: GuGu