7 months to get 10 million fans on Douyin_Free online viewing

From the beginning to profitability, we will break down step by step how to increase the number of followers of Douyin account to 10 million in 7 months.

East Evil

How to get 10 million followers on Douyin in 7 months

Author: Dongxie

The full text contains 4789 words

There is an account on TikTok named "China's Spicy King", and now the name of the account has been changed to "Spicy King Family". It was once a dark horse on the Douyin and Kuaishou platforms. The number of video views and the speed of increasing fans were increasing rapidly. It took 7 months and 8 months on the Douyin and Kuaishou platforms respectively to exceed 10 million fans. Next, I will conduct a systematic analysis from several dimensions including how to choose internet celebrities, how to build a team, how to operate, how to make profits, etc., hoping to provide valuable information to friends who make short videos.

1. How to select people:

When I first met Lawang, I felt that he had the potential to become popular on the entire Internet. At that time, I felt that there would be no problem for this account to reach 10 million fans on the entire network. Later it was proved to be correct. Both Douyin and Kuaishou have exceeded 10 million fans on a single platform.

Why do I think he can become popular all over the Internet? Then what kind of person has the potential to become popular all over the Internet?

After my first meeting with La Wang, I got a lot of valuable information:

1. The Spicy King is well-known among the people. He has appeared on CCTV and Hunan Satellite TV. He often participates in various spicy food eating competitions. He has also been interviewed by foreign media and has won the Guinness record. There is a lot of information about him on the Internet. The reason why he was not very famous on the Internet at that time was because he didn't know how to promote himself through self-media.

2. The Spicy King can withstand the spiciness that others cannot bear, and he himself has a curious nature, so people think this person can become popular, and very popular.

3. The commercial positioning of the account has also been thought out. After the number of fans reaches a certain level, you can take on advertising and do live streaming to sell goods. Later he found out that live streaming to sell goods was not very suitable for him, because he was older and loved eating spicy peppers, so he had a hot temper. As soon as the show started, black fans appeared in the room and it became difficult for the Spicy King to control his temper. In fact, the most suitable monetization model for Lawang should be advertising, event attendance, and catering brand franchising.

Therefore, it was felt that La Wang had the potential to become a big internet celebrity and also had certain commercial potential, so the two parties reached a cooperation.

If other organizations want to incubate this kind of plot account, or a plot account that prefers a certain vertical content, how should they select people? First, choose someone with a skill, preferably someone who has mastered a skill to perfection, or someone who has a certain degree of fame among the people.

Let me give you a few examples: some people are very good at carpentry and can make things that ordinary carpenters cannot make; some people are very good at magic and have won international awards, but they are not famous; some people are very good at sales; some people are good at treating illnesses; some people travel around and perform shows and are very eloquent; some people are good at playing cards. All of these people have the potential to become Internet celebrities and have a way to monetize them.

There are several types of people on the Internet. Some rely on their looks, some rely on knowledge, some rely on skills, some rely on making a fool of themselves, some rely on talent, some rely on diligence, and some are RMB players. Everyone has a different breakthrough point for breaking out of the circle. As long as you can do one of them to the extreme, you can succeed in breaking out of the circle. Think about it yourself whether this is the truth. Let me add one more thing: when creating content, the first thing to study is human nature, followed by the form of content expression, then the operation and monetization plan, and then the platform algorithm. There are a lot of people analyzing algorithms on Tik Tok at present. Algorithms are simple, but not many people can see that the essence of the content caters to human nature. Even the most powerful algorithm will make recommendations based on human preferences.

2. How to build a team:

For a team that aims to create an internet celebrity with millions of fans, the configuration must not be shabby. The staffing includes director, editor, photographer, and operation. The editor and photographer are the same person, which means there are three people in the early stage. Don't laugh. Although the number of people is small, the expenses are not small. The director's monthly salary is 12,000 yuan, the photography and editing salary is around 6,000 yuan, and the operation salary is around 5,000 yuan. In Zhengzhou, the salary is at an upper-middle level. The director's salary was high because he was the soul of the project. We interviewed more than a dozen people before selecting this director.

Let me talk about the division of labor and ability requirements for these positions:

Director: Have experience in directing projects independently; understand photography, shooting, editing, script writing, and new media operations. Not many people can meet the requirements, because this requires a versatile talent in the content industry. We interviewed more than a dozen people and only selected one. When he first came to the company for an interview, I thought this young man was a good candidate. I asked him to start as my assistant and then transfer him to this project team to be responsible for project coordination and directing.

Photography Editor: The photography editor originally worked on a film commentary project in our film and television editing department. Later, we found that he had certain editing thinking and the quality of his film editing was also good, so he was transferred to this project group. The early video content of La Wang was edited by this young man. The control of rhythm and the setting of jokes were just right. Most people think that editing is a technical job. In fact, the editor is second only to the director. He can do secondary creation of the film based on the original material. Editing technology is easy to learn, but not everyone has editing thinking.

Operation: The work of operation is mainly to analyze data and upload video content. Sometimes it is not the operation that is so good, but the good content creation team and the contracted talents who can produce good data. If the quality of the video content is not up to standard, no matter how great the operation is, it will be difficult to produce good data.

The operations team will provide feedback to the content team based on daily playback data to give them creative inspiration. For example, whenever Spicy King challenges people to eat chili peppers, the number of views will increase rapidly. So the content team will create more content about challenging people to eat spicy food, and the video data will be very good. One particularly important aspect of operations is the need to regularly analyze whether the account fan portrait is consistent with the target user group of the content's commercial positioning. If not, the number of fans alone will not be of much use.

Actors: If some scenes require actors, our own team members will be used. So far, professional actors have been used very rarely.

3. How to operate

Those who are at the forefront of an industry will either become cannon fodder or fall into many traps. We are an example of someone who has fallen into many traps.

For larger accounts, important operational matters should be divided into three parts: account fan growth data, commercial monetization, and linkage with accounts of the same level. Because we didn't have much experience at the time and were only focused on increasing our followers, commercialization was one of our weaknesses.

1. For the account follower growth section, you don’t have to worry about the data at all. Just post it casually, and the data is around millions. The number of followers increases by thousands or tens of thousands every day.

1. The industry says that the number of fans of an account does not conflict with monetization, but for a pure plot account, taking on advertising is one of the main monetization models, so the first advertisement was taken when the account had nearly 2 million followers. I did a review on this matter.

Before creating an account, you must do a good job of business positioning, that is, how to make a profit from this project. The method of profit depends on the popularity of the protagonist and the mainstream monetization model corresponding to the content field. Many times, it is because of people’s poor cognition and information gap. Even if they have a business positioning mindset, they cannot resist it and they are unaware of some ways to monetize. I roughly estimated that if the number of fans is around one million, and we launch offline stores or commercial activities, the monthly income should be no problem at 200,000.

If a company is simply a content agency, it must have business specialists to connect with major media and brands. However, most content agencies rarely take the initiative and basically place orders through brands or media. In fact, the best way is to establish cooperative relationships with major well-known domestic advertising companies or media and become a part of their advertising resource library. This way, you will have more opportunities to receive business orders. My friends who are MCNs basically adopt this model. They sign annual contracts directly with large companies, with annual advertising fees ranging from 2 million to 3 million. Some establish long-term cooperative relationships and receive 400,000 to 500,000 yuan for one advertisement.

4. How to make money from story-based accounts

Many bloggers on TikTok tell everyone not to create plots because it is difficult to monetize plot content. I half deny this view because the individual cases they have seen are not profitable, which does not mean that all plot-based accounts are not profitable.

A novice team should not start working on the plot right away, because they don’t have a clear idea of ​​how to monetize their plot accounts, nor do they know how to build a business team. Professional film and television teams should not start working on the plot right away, because most professional teams will fall into a state of self-satisfaction. They think the content is good, but users don’t buy it, resulting in the video being professional in all aspects, but the data in all aspects are very bleak. A pertinent suggestion is that after you have worked in the short video industry for a while, understood the monetization models of various types of short videos, and have a good control over the content, you can set aside a certain budget to test plot-based projects.

The profit models of plot accounts can be roughly divided into the following categories:

1. Star Map Advertising: Most people who create content know this. Douyin is an advertising platform. As long as a media wants to place an order with you, they will contact you through Star Map.

2. Internet celebrities participate in offline check-in activities: Each province has some commercial activities every month. The official will actively invite participants and influencers can quote their own prices.

3. Tik Tok mini program: After having over 10 million fans, Yun Hao found La Wang and customized a mini program for him. La Wang earned more than 100,000 yuan from his three videos, and the income will continue as long as they are played. Here, I will explain in detail: 1. Many people who make mini programs are worried about the lack of playback volume. At that time, the thing that Spicy King didn't have to worry about the most was the number of views. The mini program attached to the first video was a spiciness index test. I remember the number of likes for that video was 1.08 million, and the number of likes was 56,000. The data in all aspects were good. Subsequently, two more mini programs were launched, and the revenue from each video was between 10,000 and 20,000 yuan. If there are classmates who specialize in making mini-programs, they can find an account with a relatively stable playback volume to cooperate with. If he becomes your downline, then as long as the other party makes a profit, you will also have corresponding income. 2. If you find that a mini program attached to a certain video has become popular, at this time, you can directly create video content according to the other party's logic and attach it to the mini program. Whether it is your content logic, topic selection logic, title and cover logic, just be consistent with it, and the probability of producing a hit is still very high.

4. Game advertising promotion: There are several types of game promotion, one is to obtain revenue based on the number of views, and the other is to obtain revenue based on the number of downloads.

5. Kuaishou’s advertising subsidy: the basic daily amount is stable between 1500-4000.

6. Douyin mid-length video plan: Remember that it must be a short video with a horizontal screen and published from the Xigua backend.

7. Subsidies from major self-media platforms: including Baijiahao, Penguinhao, Xigua Video, Toutiao, etc.)

8. Live streaming with goods (this monetization model mainly depends on the fan portrait group, for example, Zheng Yun brought us a few drinks, and the sales data was pretty good.

Once the project team is established, the boss needs to keep an eye on several data: one is the account's playback and fan growth data, and the other is to keep an eye on various monetization data to ensure that the team can support itself.

What problems did you encounter during the project operation?

1. The resignation of core content creation personnel: The resignation of core content creation personnel may cause a fatal blow to the account, but it is not inevitable. There are several situations involved. Let’s talk about the resignation of Ma Xiaoce, the director of Zhu Yici’s team. It did have a great impact on Zhu Yici and became big news in the industry at that time. The reason for this situation is that the director is deeply bound to the account in the content creation. Zhu Yici's voice is dubbed by the director. If he leaves, it will definitely have an impact. The best way is that the director can participate, but cannot be deeply bound to the account.

During the content creation process, the director of La Wang once wanted to be deeply bound with La Wang, but was later rejected by the company. Later, whether it was the resignation of the director, the editor, or the operation, it did not have much impact on the account. When the number of fans of the account reaches a certain level and the weight of the account is high enough, as long as the director is not stupid and posts a few words of the protagonist, there will still be a large number of views within a certain time period. After the core editors and directors left, the account's playback volume even saw a small peak in a short period of time, and the number of fans also grew rapidly. Because 0-1 is one process, and 1-100 is another process. Although resignation does not have a big impact on the account, it is still better to take precautions and even better if you can persuade the other party not to be irrational.

2. Content format upgrade: The content needs to be upgraded every once in a while, otherwise users will become aesthetically fatigued with your content. Therefore, this account has upgraded its content three times. Those who have seen this account know that the original shooting location was in the fields. The spicy king was bragging in the fields, saying how much he could eat chili peppers and showing his ability to eat chili peppers. This kind of content has accumulated 1.5 million fans. The first content upgrade became a plot-based one. The plot mainly tells the story of La Wang becoming the boss of a company and the various things happening in the company. This type of content achieved a growth of 2-10 million. The several upgrades in between were changes in the integration of new characters and the upgrading of personality settings.

3. The pitfalls of live streaming sales: We have to admit that every profession has its own expertise and every company has its own genes. As a content company, we are not familiar with e-commerce, but we later entered the live streaming e-commerce. When we were doing live streaming sales, we sold more than 1.4 million in one session, but it was not profitable because the supplier was not well prepared with goods, resulting in 70,000 to 80,000 people sitting in the live streaming room with no products to sell. Therefore, no matter who the partner is, a contract must be signed before cooperation to clearly define responsibilities.

4. In the process of operation, if the top internet celebrities want to continue to maintain their popularity, they need to constantly cooperate with the top talents in the industry. Major MCN companies are basically willing to do so, provided that they are of equal strength. Therefore, in the past operations, they have cooperated with top people such as Chen He, Hai Yang, Ling Ye, etc.

In fact, generally speaking, it is not that difficult to create an account with tens of millions of fans. Some accounts can reach such a fan base in a short period of time, while others can reach such a size within 2-3 years. As long as your team is profitable,

It’s impressive, no matter when it reaches tens of millions of fans. Content is a big test for the team. If the right protagonist is chosen, the project is halfway to success. If the right director is also chosen, the probability of success is basically 80%. Finally, let me summarize for everyone. No matter what field your account is in, you must follow this process. Business positioning—content positioning—team building—content creation—monitoring content data and monetization data—adjustment and optimization.

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