Kuaishou operation and promotion: How to continue to make efforts to create hot products?

It is not easy to stand out among the 15 million pieces of content uploaded on Kuaishou every day. This time, the president talked to several senior Kuaishou account operators, and combined the platform data and observations to compile a set of tips for your reference.

Before creating an account, you must understand the Kuaishou rules

1. "Follow" and "Discover" are the same-level sections in Kuaishou. The discovery page is presented in the form of a double-column feed stream, giving users more choices for content.

2. Kuaishou has strong social attributes. The "talk" and "group chat" functions help further increase fan interaction and stickiness, and the audience pays more attention to the "person" who posts the content.

3. Kuaishou emphasizes the product logic of "fairness and inclusiveness" and conducts decentralized content distribution, so small accounts also have the opportunity to gain a lot of attention.

4. Kuaishou’s traffic distribution is mainly based on user social attention and interest regulation, and the main recommended content is the “Follow Page” content. According to relevant data, Kuaishou users have at least a 30% to 40% chance of seeing content from users they follow.

Content positioning: Choose vertical fields with good monetization prospects and sustainable development

How to position content for an account? Here are four dimensions to consider when choosing:

1. Good monetization prospects

2. Has great potential for increasing followers

3. Sustainable content production

4. Vertical fields

It is understood that the most popular vertical categories on Kuaishou are games, food, animation, celebrities, cars, cute pets, etc.

Build your account personality: let the system and the audience know and remember you

New accounts can be packaged from these four parts:

1. Name: directly indicates identity; has individual characteristics; is easy to spread, and does not contain uncommon characters

2. Avatar: It is recommended to use a real person's avatar; the style should be consistent with the content

3. Header image: Avoid using images with a lot of dense text

Design and select header images based on account positioning. There are currently three common forms:

One is to supplement the account information. For example, the header image of "Yan Jiu"'s Kuaishou account is his Weibo account.

The second is to guide attention.

The third is to choose a picture background that is consistent with the style of the account. For example, the header image of "Scumbag Appraiser Ali" is a real-life photo that is consistent with the style of the avatar.

4. Introduction: Describe yourself in the most concise way possible, and include the most important information within three lines.

Create content that the audience needs, and pay attention to the packaging of the cover and title. No matter how much preparation you have done in the early stages, "content" is still the most critical part of Kuaishou, and it is also the core factor that directly determines whether an account can grow.

A Kuaishou content operator said: "One type is related to hot topics or recent events. For example, school is about to start, so content like the first lesson of the new semester has better data. The other type is curious content, such as eating king crabs, which many people like to watch."

Generally speaking, many Kuaishou content operators have concluded that three types of content: content that resonates with emotion, content that creates contrast, and content that is innovative are more popular now, and audiences are more willing to watch them.

Zhu Feng, the founder of Star Station, believes that account packaging is to allow the machine to have a clear identification of the account and label the account. Based on his accumulated experience, Zhu Feng also shared some tips on cover and title packaging:

Cover——

1. Vertical screen production will contain more video information and bring more visual impact

2. High color saturation

3. Ensure that the main content of the cover is complete and easy to identify. For example, when choosing a person for the cover, it is best not to show half of the head, which makes it difficult for the algorithm to recognize.

4. Be a "cover party" and choose the most dramatic frame in the video as the cover picture. If there is no frame, make a separate one

title--

1. Contrast the font color with the background

2. Keep the title concise, preferably no more than 10 words

3. Increase the sense of interactivity, use more imperative sentences and interrogative sentences, and amplify the dramatic points.

4. Keep the format and layout neat and uniform.

Operational skills: Make good use of traffic peaks, enhance fan interaction, and promote efficient operations both internally and externally to amplify the influence of content.

1. Take advantage of peak traffic times

Previous data platform observations and analyses have shown that the most active time for Kuaishou users is from 6 p.m. to 9 p.m. Other content time periods, such as rush hour and late night, can also be used as alternatives.

After accumulating a certain number of fans in the initial stage, you can combine the fan data in the data assistant and make corresponding targeted adjustments.

2. Fan interaction Kuaishou has obvious social attributes. The relationships between “old friends” are very close, and whether a video can be recommended by the algorithm is largely related to the degree of interaction.

On Kuaishou, there are currently four ways to interact with "old friends": one is to interact in the comment area. To increase the activity of leaving messages, you can consciously guide the audience's conversation through questions and other forms.

The second is live interaction. Kuaishou’s video content is used to increase followers, while live streaming is used to retain followers.

The third is the “Say” function. Many accounts will use "Say" to tell fans about their current status and predicted live broadcast time. A paragraph with a picture can attract a large number of fans to interact.

The fourth is the “group chat” function. At present, the group chat function is mainly used for further in-depth communication between influencers and fans.

3. Efficiently combine and utilize the “Work Promotion” function

"Work Promotion" is Kuaishou's built-in content promotion tool. There are three promotion forms to choose from: "Discovery Exposure", "Exposure in the Same City", and "Follow Top", covering the three major sections of Kuaishou. However, the promoted content must be published within 30 days.

Don’t buy promotion immediately after releasing the video. It’s best to make a careful choice after 1-2 hours based on the video’s existing traffic. According to the official rules, please note:

Try to launch promotions during the peak traffic period of the platform;

The regular delivery time is 12 hours. If you buy after 5 pm, it is recommended to buy 6 hours or less to concentrate delivery within a short period of time.

Pay attention to the "likely to go viral" tag, which is the video that Kuaishou uses its algorithm to predict is most likely to go viral.

Promotion volume ≠ playback volume. To increase playback volume, you need to pay more attention to the cover, title and content.

After the promotion is completed, check the promotion report to prepare for the next precise delivery;

In addition to the regular work promotion function, Kuaishou has also recently tested the "Quick Push" internal testing. The promotion process of Quick Push is simpler, and there is a guaranteed minimum data of 500 impressions. Operators can flexibly match and choose according to their own needs.

4. Large size with small size drainage

Kuaishou influencers often interact with each other, and during live broadcasts, the main accounts can also guide fans to follow the small accounts.

5. Sprint the playback, comment and like data in a short period of time. In Kuaishou’s recommendation algorithm, playback, comment, like, follow and other data are the key factors affecting whether it can become popular.

6. Actively participate in the "Kuaishou Lab"

The functions that Kuaishou is exploring are closely related to the adjustments and development directions that the platform may make in the future. Users can activate relevant functions according to its guidance and then adjust the operation and development path of their account after experiencing them.

How do companies operate Kuaishou accounts?

The president's suggestion: If the cost budget is small, do it first and then plan; if the financial and human resources are sufficient, the matrix number will be launched;

"Zui'e Niang" used the form of "short video + fine wine" to achieve a single live broadcast reward amount of nearly 10,000 yuan, 4,000+ store visits, and more than 50,000 viewers; accounts such as "Xin Youzhi" and "Sanda Ge" have been operating for four or five years, with sales of hundreds of millions.

Zhu Feng talked about how to create an "enterprise matrix account": "First create an official account, and then create several 'touts'. Each tout is an independent account, targeting groups in different circles. For example, when operating a maternal and child-related Kuaishou account, the official account represents the corporate brand image. Tout No. 1 is a hot mom, targeting mothers; Tout No. 2 publishes a family sitcom account, mainly attracting men with families; franchisees or dealers can also be encouraged to participate in it and form an interactive account group." Such a matrix account can avoid the situation where a single official account is self-satisfied, and achieve the effect of connecting the top and the bottom.

Create different drainage plans according to different groups

1. Attract male traffic

Post 2 short videos a day, don’t post too many. It’s best to post them regularly and continuously without interruption.

1. Be original.

You can pay more attention to local auto show news. These auto shows are held in every city, especially in some first-tier cities.

2. Go to other short video platforms to collect short videos of car models from all over the world.

After collecting them, you need to process them carefully to turn them into true pseudo-original works. Use third-party software to achieve seamless transfer. The software is available online, but I won’t recommend it here to avoid advertisements.

In addition, pseudo-original processing mainly includes the following processes, such as video watermark removal, video sound addition processing, frame rate change processing, etc.

3. Do not use any exposed avatars, as this will affect your account if it is checked. In addition, try to complete the information as much as possible. An account with complete information can at least tell the platform that we are not here to cause trouble and we are real users.

The personal introduction should not only be written in a high-end manner, but also be real and down-to-earth.

4. With a large number of male fans following your short videos, the next step is to direct this traffic to your personal WeChat account. Use the traffic from Moments to realize cash.

2. Attract female traffic

1. What women are most interested in is beauty, so you can use short video platforms to upload short videos of makeup, braiding, and clothing matching to attract targeted female fans. It is recommended to use Meipai to attract female fans.

2. Use audio ads to replace text ads. This audio advertisement also has its own requirements. On the one hand, it is the content of the advertisement, and on the other hand, it is the recording of the advertisement.

3. If you are selling weight loss products, if your advertising audio only introduces your products and contact information, your advertisement will appear too rigid and the effect will not be very good. You can package your product appropriately. In addition to simply introducing your product and contact information, you can also include some successful cases. It should feel real and engaging.

4. When packaging your product, the content of the packaging includes the setting of your own identity and customer feedback, but the ultimate goal is only one, to make your advertisement realistic and vivid to attract customers. Add your WeChat ID at the end of the advertisement. It is best to use a number so that the listeners can remember it easily.

5. When it comes to advertising production, if you want to save costs, you can record it on your mobile phone. If you feel that it cannot achieve the effect you want, you can also find a professional teacher to dub it, or use online audio conversion software to write the advertising copy first and directly generate an audio file.

3. Cleverly use the comment area to attract traffic

1. Every video in Kuaishou Live will have a comment section. As a traffic generator, try not to include sensitive words in the comments. Advertising that is too obvious may not be passed.

2. Write some guiding words to let others view your information, create a professional image in the comment area, and then attract traffic from pain points. For example, if I sell skin care products, the traffic that can be attracted by the image of a professional makeup expert is very accurate.

3. Write some guiding words to let others view your information, create a professional image in the comment area, and then attract traffic from pain points. For example, if I sell skin care products, the traffic that can be attracted by the image of a professional makeup expert is very accurate.

4. Multi-channel promotion to increase exposure

If you rely solely on Kuaishou's system recommendations, sometimes you may not be able to get more recommendations due to various reasons, so more people will not be able to see your work, so it is very necessary to promote it through multiple channels.

Kuaishou live broadcast promotion advantages:

1. Clearly define different positioning

Kuaishou is different from other short video platforms in that it is positioned to record and share life. “Everyone deserves to be recorded” is the phrase that most touches the hearts of ordinary users of Kuaishou. It is unquestionable that Kuaishou is a platform for ordinary people. Moreover, we can see that even when Kuaishou’s advertisements are shown on TV, they are endorsed by some of the lowest-level ordinary users, so that in the later period, its user base and activeness are very large.

2. Clear advertising target audience

The Kuaishou platform supports regional targeting, gender and age targeting, mobile phone system targeting and network type targeting. Its positioning is to record and share life. In addition, the majority of Kuaishou users are young people. About 87% of Kuaishou users are born after 1990. These are the necessary basic conditions for promotion on Kuaishou. Only by clarifying the target audience of the advertisement can more accurate delivery selection be achieved.

3. Clarify advertising goals

Kuaishou Advertising can recommend appropriate advertising formats based on the expected goals that advertisers need to achieve. The advertising content is presented in a creative way through short videos, pictures & albums, or picture albums to achieve the purpose of brand promotion. At the same time, the advertiser's advertising copy also needs to be innovative in terms of subject matter. The advertisement must have its own unique style, and the advertisement must also be heartfelt so that it can resonate with consumers.

As a flagship product for young people, Kuaishou’s product promotion strategy and operation model are in line with the trendy social form. Through continuous exploration, it intersperses information flow advertisements with the operational guidance of new products, new functions and new scenarios. It not only increases user stickiness and average visit time, but also appears in front of us in the form of videos and pictures, which naturally attracts our attention.

In line with the pace of the times, the "Kuaishou Business Dictionary" was born, covering the popular words that friends love to play with, the most popular marketing buzzwords in the industry, and the business "jargon" with the greatest conversion potential. It is becoming a phenomenal weather vane.

The continuous popularity of various hot words can always maintain the leading position of short video platforms and leave an indelible mark. When the "salty or sweet" celebrity lady receives likes and rewards from her friends in one live broadcast after another; when the "useless invention" becomes the most useful traffic harvester in history, it brings a lot of monetization income to the influencer.

There is always a "high-energy warning" ahead, and marketing opportunities are not "unintentional" . Everything is "arranged" clearly, with only one "666" to praise the "excellence" of Kuaishou's friends!

Author: President Banxia

Source: Arbor Operations

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