作者：admin 更新时间：2024-02-11 00:19:04
1、 Analysis of algorithm mechanism of Tiktok
As we all know, Tiktok short videos continue the algorithm gene of headlines, and use powerful algorithms as operation support to ensure users' stickiness and long-term activity. Tiktok is a "inverted triangle" boutique traffic pool algorithm. It is based on the "positive feedback" of each video in the traffic pool, which is the process of upgrading from a low flow pool to a high flow pool.
Tiktok is a decentralized platform, which means that any account has the opportunity to be exposed. It is actually a funnel mechanism, divided into three steps:
1. Cold start flow pool exposure
Assuming that 1 million people upload short videos on Tiktok every day, Tiktok will randomly assign a cold start flow pool with average exposure to each short video. For example, after each short video is reviewed and sent out, there are an average of 1000 exposures.
2. Content data selection
Tiktok will analyze the data of likes, concerns, comments, forwarding and other dimensions from 1000 exposures of the 1 million short videos, and then select the videos whose indicators exceed 10%, and each video will be equally allocated 100000 exposures.
Only after the video has passed the test of the previous level of traffic pool can it enter the next traffic pool in the later stage, gaining more exposure opportunities and playback volume. There are five core indicators to determine whether a video meets "positive feedback": completion rate, like rate, comment rate, forwarding rate, and attention ratio. Then select the four metrics of liking, following, forwarding, and commenting that exceed 10%, and roll them into the next larger traffic pool for recommendation.
3. Premium recommendation pool
Through round after round of verification, short videos with extremely high likes, playback completion rates, comment interaction rates, and other indicators are selected to have the opportunity to enter the premium recommendation pool. When users open them, they will see videos with tens to millions of likes, which is how they come from.
If you want to play Tiktok and use Tiktok for brand promotion and cash flow, the first step must be to understand the algorithm mechanism of Tiktok. Once you are familiar with the algorithm of Tiktok, you can upgrade in this world. In the long-term operation of Tiktok, it is to improve these five indicators.
2、 Tiktok Registration and Tiktok Registration Analysis
1. Tiktok Yanghao
Regarding account maintenance, it is actually a pseudo proposition. Why do we say that?
If your video content is of high quality enough, it doesn't matter whether you keep your account or not, so keeping your account is a thorn in the side for these professional teams or companies!
But if your video doesn't have an absolute advantage, then you need to keep an account to increase the weight of your account, and keep an account to provide assistance in making your account work!
Maintaining an account is a continuous task. It is recommended to start posting videos after 5 days of inactivity. If the account has not been labeled by half a month or a month, you can redo or increase the workload of account maintenance!
From the perspective of algorithm, Tiktok recommendation algorithm will divide the crowd into many categories, and then distribute the video. Aligning the number is to let Tiktok identify which vertical subdivision field your account belongs to by simulating the daily use behavior of users.
2. Tiktok registration
To play Tiktok, you need to register an account first.
After registering the Tiktok account, you need to do real name authentication and apply for official authentication. Improving such information can help increase weight.
Official certification is divided into individual certification, enterprise certification, and institutional certification.
Scope of application: Applications from public figures, domain experts, and internet celebrities.
Application criteria: Publish at least one video; Number of followers ≥ 10000; Bind phone number. (Must meet both requirements)
Scope of application: Enterprise
Application criteria: Enterprise Business License; Corporate certification official letter; The certification review service fee is 600 yuan.
Enjoying benefits: Official certification of V-mark; Personalized homepage image customization; 1 minute long video rights; Support official website link redirection and comprehensive data analysis.
Tiktok organization number certification
Scope of application: Applications from enterprises, media, national institutions, and other well-known institutions.
3、 Tiktok account location and analysis of human attributes
1. Account positioning
To do Tiktok, first of all, do a good job of positioning. Doing a good job in positioning is equivalent to half the success!
What is positioning? It is easy to understand the account positioning that has been operated by the official account. In short, it is focused on a vertical field for content output.
It's about what your account wants to share, what value you can bring to customers, and what kind of customers you need. For example, if you are a dance training teacher, you can introduce yourself to others as a dance teacher and teach them how to dance!
How to position yourself, combining factors such as your project, your product, your customer base, and your monetization model, positioning is the direction!
For example, your dance training program can be positioned as a dance teacher, creating a personal IP, or as a dance institution, creating a corporate IP!
If the account is focused on food, insist on only posting videos related to food; For those who focus on dance, stick to dancing; For those who are positioned towards positive energy quotes, stick to emitting positive energy; The positioning is about dressing, so stick to hair and dressing... The more professional and vertical the content, the more precise the fans it attracts, and the relatively high conversion rate. (To create original content in the early stage)
In addition to content in the vertical field, it is important to always pay attention to hot topics and videos, as it is easy to gain traffic.
PS: Vertical precise positioning, each account only focuses on one field of content. If the company has a lot of business, it is recommended to use a matrix number.
2. Tiktok Manning Analysis
What is Tiktok set?
Character setting, abbreviated as character setting, can be found in various scenes such as movies, comedies, and games. The image deliberately created by celebrities and other public figures.
3. Why does Tiktok need to be staffed?
There are thousands of reasons why Tiktok needs to be set up by people. Everyone has his own opinion, which will not be explained here. But after all, in one sentence, everyone represents the positioning of KOL.
When choosing a persona, enterprises need to carefully evaluate whether the product/brand matches Kol's persona label.
PS: A good character design can quickly gain followers, attract audiences with props, and improve conversion rates.
4、 Short video content analysis
In the Tiktok system, content is the key!
Tiktok is a short video content distribution platform!
1. Tiktok, record a better life!
Be sure to carefully analyze this sentence!
Record, what is a record?
Beauty, what is beauty?
Life, what is life?
Recording is not deliberately displaying, seeing, capturing, and sharing in daily life!
Beauty is something beautiful, or a moment or knowledge point, valuable content!
Life is just a little bit related to our daily lives!
Although it may seem simple, it still requires a lot of effort to organize and optimize!
2. Simply put, it means
What value can you bring to consumers?
How do consumers trust you?
Why do consumers choose you?
If you are in the dance training industry, creating a dance teacher IP allows you to share with users your teaching skills, showcasing your student talents, learning moments, perseverance and achievements, and more. These are all excellent materials that do not require deliberate display, what you want is every bit of excitement!
Another very important aspect of content creation is the continuous and high-value vertical content output!
Continuity refers to uninterrupted sharing. Don't spend three days fishing or two days browsing the internet. Stability is very important!
High value refers to positive energy, meaningful content, and as clear and aesthetically pleasing as possible!
Vertical refers to the systematic content, which cannot share food today, games tomorrow, or travel the day after tomorrow. In this way, the platform does not know what you want to share and cannot provide you with accurate traffic!
3. Tiktok's best selling content
Videos that are easily recommended by the system are more likely to become popular. Before operating Tiktok, you must understand what kind of hot money Tiktok has. These contents can guide us to make our own content orientation and find directions that match the popular content.
Appearance category: The proportion of content related to appearance is high, reaching 32.4%. As long as the content of real people appearing on the screen is beauty, this category is more popular in Tiktok. Beauty and handsome men are beauty, and acting is beauty.
Song and dance: The second most common type is the song and dance category. This is related to the history of the development of Tiktok. Tiktok pays attention to the content related to music elements. Singing and dancing are naturally strongly related to music. Tiktok also prefers to recommend such videos.
Cute pets: Pets are highly featured in Internet content, and cats and dogs are popular pets. When doing this type of content, one should not fall into self indulgence and never create a diary. It should have connotation, value, and characteristics, such as a funny cat or a dog that can stand and walk, and provide users with unique reasons to pay attention.
Funny: When do you watch Tiktok? After meals, before bedtime, and on the way to and from work, users prefer to see relaxed content during these relaxing moments. So humorous content is more likely to win the favor of users. Creating humorous content requires strong script and implementation skills, as well as the ability to grasp jokes and burdens.
Food category: Food is the top priority for the people. The content of food preparation can be food courses or food related jokes.
Dry goods: Everyone has knowledge anxiety, including knowledge and skills for work, hobbies, and life learning.
The content of these blockbusters is also the result of user filtering. The content that users like, the easier it is to recommend Tiktok, and the account of this type of content will survive longer because of the recommendation.
Operational details other than the video content itself
Writing a good title: an important factor that attracts users to browse. When others see your title as fresh and interesting, they will continue to read the video content you post. At the same time, it can also guide users to leave messages and interact;
Choose a good cover: it is consistent and eye-catching;
BGM: Switch according to the plot. It can be joyful, humorous, emotional, and popular music.
5、 Analysis of Tiktok liquidity skills and traffic conversion mode
Monetization is the ultimate goal of creating an account, but it can be difficult to pursue it too early. In the early stage, we need to spend time and energy on content. Tiktok platform content is the essence. It is recommended that the number of fans should be more than 50000 and then be realized (product implantation, live broadcast, and diversion).
The prerequisite for monetization is: ① having a certain number of followers, ② high fan stickiness
1. E-commerce sales monetization
Tiktok can now link not only to a store, but also to a small store in Tiktok. When sharing videos, shopping carts directly appear below, leading accurate traffic to e-commerce stores for cash. Even if you don't have a store or goods, you can also do a Baoke mode to help businesses sell products to earn commissions!
2. Creating monetization through internet celebrities
There are several ways for internet celebrities to create monetization models, including monetization through online celebrity sales, monetization through online celebrity advertising, monetization through online celebrity live streaming, monetization through offline activities, and so on. However, the cost of this is relatively higher. Of course, for talented influencers, it is much easier to do it. If you start your own account, many MCN brokerage companies will come to you to sign contracts!
3. Retail monetization
This kind of thing is done quite often and for a long time, guiding precise traffic to chat tools and selling products to fans through retail models. For example, accounts that share parenting content attract fans of mothers and fathers, and attract them to chat tools to sell mother and baby products; For example, an account that shares trademark content needs fans to use chat tools to sell intellectual property services; For example, an account that shares decoration content needs homeowners to use chat tools to sell decoration services or household items!
4. Recruitment agent monetization
WeChat merchants attract users to add to chat tools and then turn them into agents through various modes such as Tiktok sharing industry knowledge points or creating personal IP addresses!
5. Inviting franchisees to monetize
This is an agent model for recruitment projects. For example, the Answers Tea Project, which became popular on Tiktok, once received more than 8000 calls for investment promotion one day, and 400 calls were almost exploding. In a short time, more than 200 franchise stores were signed, making tens of millions of profits. This is suitable for many entrepreneurial projects, and is one of the effective promotion methods!
6. Offline store drainage and monetization
The industries that attract more offline stores are catering and tourism. Create online red food and beverage stores or online popular attractions on Tiktok to increase customer flow. Many bosses will say that most of my customers are local. In fact, as long as you are famous, customers don't care about the distance! For example, Huanglongxi Yigen Noodle, Shaanxi Shaanwan Wine, Chongqing Light Rail, Changsha Zhongmao City, and so on, as long as customers want to go, no matter how far away it is, it is not a problem!
7. Teaching and training monetization
This training includes a lot of things, including short video teaching, various skills training and teaching, etc. For example, Potential Yuge, channeled to chat tools through Tiktok, sold fitness courses, converted nearly 1000 members in two months, with an average of 1100 yuan per capita and a net profit of 1 million yuan, and paid only time, energy and expertise!
8. Realizing sales volume
This is also easy to understand. Many people do not have a source of goods and do not want to sell their own products. So, they sell traffic and attract precise customers to the merchants. Based on traffic or conversion, the profits are also quite considerable!
6、 Analysis of Promotion Techniques for DOU+
When using DOU+promotion, one should not blindly follow the rhythm of use to achieve optimal results.
Dou+is the only way officially launched by Tiktok to increase traffic through purchase to find suitable users for the brand, saving a lot of energy and time; (100 yuan, 5000 fewer views)
Based on the operation of the account, prepare a promotion budget; Each video's DOU+budget is controlled at 300 yuan; Tip: Invest 100 in 1 hour for a total of three rounds. When the data drops, invest another 100.
7、 Basic functions of Tiktok
1. What is an e-commerce showcase?
Namely, the product sharing function. By activating this function, you can have a personal homepage showcase, add products in the live broadcast room, and complete e-commerce conversion. You can also promote your published videos to more people through the DOU+(Video Traffic Promotion) function. To activate this feature, the following conditions must be met simultaneously:
Number of followers ≥ 0; Publish at least 10 videos; Verified through real name authentication.
2. How to activate the live streaming function?
At present, there are two main ways to open Tiktok live broadcast:
1. Invitation. Tiktok will actively invite operators to open it. Generally, only those with 4000 to 10000 fans can receive official notification.
2. Application. Apply to join the Tiktok live broadcast labor union, and the live broadcast will be launched after the approval of the labor union.
3. How to enable 1-minute long video access?
Users with more than 1000 Tiktok fans can open long video permissions. After meeting the conditions, you will receive a notification of permission activation.
Well, after you are familiar with the above points, you can officially start your Tiktok journey.
But you must always remember that you are going with KPIs behind your back, not to record a good life.
8、 Tiktok data analysis+iterative review
Regularly collect the operation data of Tiktok. First, do the operation. No matter what platform you do, data analysis is very important. Data analysis can determine the quality of content and guide our operational strategies.
This article is dedicated by Shandong Short Video Operations. For more information, please click: https://www.xinnuoshang.com Sincere attitude. We provide you with comprehensive service