3,000-word guide to Tik Tok operations!

Things to note when using Douyin account

1. Accounts whose first five videos fail to gain popularity will basically become zombie accounts, that is, accounts whose subsequent videos will not receive any recommendations. Even if a popular video appears, it is only occasional luck. The four indicators of most videos are very low.

2. Remember not to increase followers, likes, or any other amount

Handling

Transferring videos is a shortcut, but sometimes shortcuts are not suitable for everyone. Some people become famous because of a lot of luck. It’s okay in the short term, but it’s very dangerous for long-term account building.

The safest way to produce something is to be down-to-earth and original.

Tik Tok Algorithm

Tik Tok’s algorithm is actually a funnel mechanism, which is basically the same as the principle of Toutiao’s centralized recommendation algorithm. It is divided into three steps:

1. Cold start traffic pool exposure

Assuming that one million people upload videos on Douyin every day, Douyin will randomly assign a cold start traffic pool with an average exposure to each short video. For example, after each short video is reviewed and released, it has an average of 1,000 exposures.

2. Data selection

Douyin will analyze the data of likes, comments, attention, reposts and other dimensions from the one thousand exposures of these one million short videos, and then jump out the videos with more than 10% of various indicators. Each video will be allocated an average of 100,000 exposures. Then we will see which ones have more than 10% likes, follows, reposts and comments, and then roll them into the next round of larger traffic pool for recommendation.

PS: As long as the video has a high number of likes, comments, reposts and attention, the video will continue to be promoted.

3. Premium recommendation pool

After rounds of verification and screening, only short videos with extremely high indicators such as like rate, completion rate, and comment interaction rate have the opportunity to enter the boutique recommendation pool. This is how you see videos with tens of millions of likes when you open Douyin.

Using recommendation algorithms

1. Adjust the release time:

Statistics show that 62% of users watch Douyin before meals or before going to bed, while only 10.9% watch Douyin during fragmented time such as on the way to work or in the toilet.

There is no uniform standard for the best time to publish, but you can refer to the following time points: 11-12 o'clock, 17-18 o'clock, 21-22 o'clock on weekdays, and 17-23 o'clock on weekends.

The truly feasible way to adjust the release time is to imagine whether it is most appropriate for precise users to watch this type of video at the current time after the work is released;

For example, inspirational and emotional videos are released between 9:00 p.m. and 11:00 p.m. This is the prime time for most men and women to feel empty, lonely and cold, so it is a good time to release videos.

2. Improve four indicators

Tik Tok evaluates your performance in the cold start phase mainly based on four indicators: the number of likes, comments, reposts, and completion rate.

01. In the video description, guide users to like, comment, forward or finish watching the video.

Many videos will write "Be sure to watch to the end" or "If you feel sorry for the little sister, please like it" in the video description, at the beginning and at the end, in order to increase the completion rate.

02. In the video description, set some interactive questions to guide users to leave comments and increase the number of comments.

03. Reply to user comments, extract the core ideas of the video, guide more users to participate in the topic discussion, and further increase the number of comments.

04. Prepare great reviews in advance. After the video is released, ask friends to write in the comment section to guide users to participate in the discussion of this topic and further increase the number of comments.

3. Actively participate in challenges

There are many ways to become popular, but the simplest and most effective way is to use the “Popular Challenge” function of Tik Tok.

On Douyin, there are different challenges every day. You can judge the potential of a topic to become popular based on comprehensive comparisons, and then select the topic that you think is most likely to become popular and imitate it, which can increase your chances of being recommended.

4. Ongoing maintenance

Tik Tok’s recommendation algorithm sometimes “digs up old videos” and thus makes some high-quality old videos popular.

For high-quality videos, you need to continue to like, comment, and forward them, and keep operating them. Maybe after a while, this video will be recommended.

Tik Tok does not recommend

1. There is a watermark

2. Content that is not suitable for dissemination. Douyin attaches great importance to the health education of minors.

3. Content that looks like advertising

4. If the content and format are boring and monotonous for a long time, and the effect is not seen after several recommendations, the account weight will be reduced and gradually become a "zombie account"

5. The video image is blurry and indistinguishable.

Tik Tok cover selection

Add a title so that the targeted audience can know what the theme you want to express is at a glance, which is more conducive to accurate traffic;

The unified cover style will allow new fans entering the vertical field of this account to quickly become accurate fans, which is conducive to the sedimentation of high-quality fans and the cultivation of stickiness.

Increase exposure of TikTok account

1. Grab the hot comments: Pay more attention to some big accounts in the same field, and leave wonderful comments at the beginning of their video push. Once the video becomes popular, the number of likes and attention on your comments will also increase. The fans of big accounts are also the money-making fans of this account. By constantly grabbing the hot comments, you will be able to attract a steady stream of traffic.

2. Go to DOU+ to quickly recharge. To put it simply, this function is to pay the TikTok platform to increase the exposure of precise recommendations based on natural algorithms.

The video is not as popular as before

Tik Tok is an algorithm-based content distribution platform with no operational intervention. All without hot/throttling logic.

Videos are not as popular as before, so the first thing to consider is the content. The algorithm distribution is very fair and just, and excellent content can stand out without any other factors.

Now there are more high-quality creators and more high-quality videos, and users' requirements for videos are constantly increasing, so everyone should avoid being stagnant, constantly polish the quality of content, learn more, and summarize more.

Duration

Generally, it is controlled between 7 and 20 seconds to get a better video completion rate. If it exceeds 20 seconds, your content will most likely be scrolled away if it is not outstanding.

Title stimulates fan comments

Use interrogative sentences instead of declarative sentences.

For example: Declarative sentence: Learn about 5 tips for skin care. Question: In addition to these 5 skin care tips, do you know any other ones?

By comparison, do you find that the latter is more likely to stimulate the desire to add comments and view comments?

Hot Content

01. Create resonance

This type of content has an upward trend and is particularly efficient in attracting fans. That is, the content and expression resonate with users and even gain recognition of their values.

02. Value recognition + sharp copywriting + expressive power, speaks to the heart

All victories are victories of values. In TikTok, where appearance is king, value-oriented content actually has great potential.

Resonance can earn you support and praise, and identification with values ​​can bring you followers.

03. What is the ineffable impact?

These are the video contents that cannot be truly expressed even with pictures or words. Whether it is magnificent natural scenery or visual records of key moments. The video itself gives users a deep feeling through its experience and sense of presence.

04. The viewing experience + the rarity + the sound combination, I love it beyond words

This type of consumption has increased at the user level almost only after Tik Tok became popular. Because on some platforms in the past, content with no substantial plot of more than ten seconds would hardly get a high exposure. Users are willing to express their indescribable feelings of amazement by clicking likes.

05. Value Principles

Only valuable content will attract users to read it, and only users with part-time accounts will pay attention to it. The key reasons why short videos can bring sales are nothing more than these: cheap, practical, interesting and good-looking.

06. Difference Principle

How can we make users remember us among many accounts in the same field? The content must be differentiated. How to create differentiation can be considered from the following aspects: character setting, shooting techniques, shooting scenes, visual effects and other refined operation methods to improve the quality of the video.

07. Principle of continuity

No matter how well you do in the above aspects, if you do not maintain a stable output of content, then according to the platform's rules and algorithm mechanism, the account's weight will decrease and users will be lost. On the premise of finding the right direction and ideas, insisting on producing high-quality content can increase the probability of popular videos appearing.

08. Play to your strengths in the performance areas you focus on

Even if we are not good-looking, we might as well make use of our professional expertise, such as fitness, flower growing, and hand-painting. Simply put, the most effective way is to combine your own advantages to create content. The popular content in Tik Tok can basically be divided into five categories:

Appearance: little brother, little sister, cute baby, cute pet;

Talents: technical skills, dancing, handicrafts, singing, dubbing, etc.

Interests: fitness, animation, food, beauty, photography, travel, etc.

Knowledge: office software, maternal and child knowledge, English, humanities and history, etc.

Drama categories: comedy, mystery, suspense, emotion, etc.

Account maintenance

Before officially starting to publish content on a Douyin account, it is best to maintain the account for 3-5 days. The main purpose is to increase the initial weight of the account.

Raising an account is to simulate real-life behaviors: liking, following, commenting, sharing, and watching live broadcasts;

Online time: A day is not counted as one day if you follow and like one post. It is determined based on the length of time the account is online.

PS: The content of the videos should be relevant to the positioning of the account’s works.

Number of works

There is no direct correlation between the number of fans and the number of works. Sometimes posting too many works can have a counterproductive effect, and the resulting screen-flooding can cause fans to become aesthetically fatigued.

Remember, it is better to produce one exquisite work a week than to produce three works in a day that you think are good.

DOU+

DOU+ is a content heating tool and Douyin’s official advertising platform, which can recommend works to more potential users.

Finally, I want to say a few words to everyone. Whether you are an enterprise entering the short video industry or a friend who wants to find a short video operation job to earn a better salary, there must be a way to do short video operation. In 2019, I spent 3 months to create a corporate account with 1 million followers, and I can still get hundreds or thousands of customer leads every month.

Author: Houchang College

Source: Houchang College

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13,000-word complete guide to Tik Tok operations and promotion!