Guidelines for operating Douyin short videos?

With the popularity of self-media and short videos in recent years, Douyin marketing has also been widely sought after, and many people value this business opportunity, but they do not know IP positioning. ? Don’t know how to take videos? Don’t know how to monetize your followers?

Don’t worry, the benefits are collected. We have summarized all the team’s experience in operating Douyin, spent a lot of money to learn a lot of Douyin training courses, and refined all the useful information into a complete guide to operating Douyin. Follow I learned how to play short videos from 0 to 1, quickly gained fans, laid out the matrix, and realized profits.

The contents that will be explained in the "Complete Guide" are:

The content of the 12 sections will be updated one after another. Follow me to take a look at the exciting content first! (What are the twelve steps? How to practice them? What skills and precautions are there?)

1. Positioning

(1) Why positioning

Positioning is to choose your own segmented track. Douyin’s rules are to attach a series of “labels” to both the content posted by the video creator and the viewing habits of the audience. If your Douyin account is accurately positioned and continues to launch vertical works, the system will be able to push the works to more accurate users with the same attribute tags when matching in the recommendation pool, so that you have a greater chance of getting attention and accurate After you have fans, your conversion rate will be higher when you sell products.

Think about it on the other hand, if your positioning is not accurate, then even if you create high-quality content, the audience that receives the push may not be the target audience and will not buy it, so it will not become popular. It can be said that clear positioning can make subsequent operations more efficient.

To summarize:

1. Positioning is to obtain more accurate fans and achieve better conversion;

2. Determines the commercial value of an account. In addition to fan volume, there is also "verticality".

(2) How to position

When positioning, you need to make two points clear:

1. What products or services you want to sell, that is, product selection;

2. Who will buy your product, that is, user analysis

2. Create and maintain an account

(1) Register an account

It is recommended to use a mobile phone number to register an account (it is best to choose the old number range of the operator).

One ID card can apply for 15 mobile phone cards (5 for China Mobile, 5 for China Unicom, and 5 for China Telecom). If you want to operate several accounts, prepare several mobile phone cards.

(2) Why account maintenance is necessary

The account maintenance process has always been controversial in Douyin operations. In fact, "account maintenance" and "weight" are terms that are not officially recognized by Douyin, but this does not mean that new accounts can post content at will. If they operate indiscriminately, they may be judged as machine publishing or marketing accounts.

We believe that account maintenance is a necessary step:

The account maintenance step allows the Douyin system to recognize that your account is a normal user, not a marketing account;

Also By establishing activity, verticality, and health, you can make the system think that this is a high-quality account and gain initial weight;

The most important point is to let Douyin label your account.

(3) Some key tips on account maintenance

Through conversations with several Douyin operators, we have summarized 7 methods of account maintenance for your reference only.

1. One mobile phone number corresponds to one account. Try not to switch between multiple accounts on one mobile phone, and do not constantly search for each other under the same IP.

2. After registering the account, fill in the information and avatar casually, and then modify it after the account is successfully maintained.

3. Use Douyin for 1 hour every day, follow 20 people every day, like 30 times, comment 10 times, retweet 2 times, “not interested” 10 times, click on the homepage to search, and the “hot spots” inside Check out "List" and "Guess You Want to Search".

Note:

① Ensure the completion rate when watching videos;

② Pay more attention to accounts related to the fields you will work in in the future;

③Points that are not related to the field are "not interested".

④ Douyin account maintenance does not necessarily have to be completed in accordance with these numbers, but it is necessary to complete operations such as following and interacting as much as possible.

For example, during the period of account maintenance, pay more attention to clothing and style accounts. After a period of time, the platform will label the account with #attire#.

4. Do not perform any sensitive operations on the newly registered account, such as using an emulator to operate in batches or brushing up fans.

5. Frequently comment on popular videos. Try to make comments as exciting as possible. Likes will help the weight of the video.

6. Watch short videos from the same city for half an hour and interact actively. The probability of getting likes and private messages is very high. You can even get dozens of natural fans during the period of maintaining your account, which will help your weight.

7. After maintaining the account for about a week, if the account is not maintained well, try not to post short videos.

(4) How to judge the completion of account maintenance

Use Douyin’s built-in camera to post a video of a real-life scene and check the number of views.

It is normal for the number of views to exceed 100 on that day. Set the video to "private" and start updating entrepreneurial videos.

(5) After raising the account to create a personal IP image

After raising the account for a period of time, we can start to create a personal IP image. At this time, we need to modify all the information, including the avatar. , nickname, personal introduction, background wall, Douyin account, account association, which will be introduced in detail later.

3. Push Mechanism

For the basic operations of Douyin, you can follow Douyin’s official teaching platform “E-commerce Assistant”, which releases basic teaching on shopping carts, live broadcasts, etc.

As for Douyin’s push mechanism, as of now, Douyin has not made it public, and external judgments about Douyin’s algorithm are all based on empirical speculation.

Based on Toutiao’s published recommendation rules and combined with practical feedback from many accounts, we have summarized this set of “Douyin Push Mechanism” for reference only.

(1) Double review

Douyin uploads a huge number of works every day. It is easy to be exploited solely by machine review, and it is unrealistic to rely solely on manual review. Therefore, double review has become the first threshold for Douyin to review video content.

Machine review

Relying on the artificial intelligence model to identify video images and keywords, it has two key functions:

First, review whether the video and copywriting are If there is any violation, if it is suspected, manual attention will be prompted by flashing yellow, red, etc.;

Secondly, by extracting key frames in the video and matching them with the massive videos in the Douyin database, Works with duplicate content will be recommended with low traffic or reduced rights (visible only to fans and only to you).

Manual review

For suspected illegal works screened out by the system, as well as areas prone to illegal content, Douyin reviewers will review them one by one. Mainly focus on 3 parts: video title, cover and key frames.

If violations are determined, Douyin will delete videos, notify users of downgrades, and ban accounts.

(2) Overlay recommendation

Douyin’s overlay recommendation mechanism is a step-by-step approach.

For videos that pass double review, the system will allocate a certain basic traffic, and then the system will judge user feedback and video quality based on the initial traffic pool data (comments, reposts, attention, completion rate and like rate), and will Videos with good data are pushed to the next traffic pool.

Only after passing the test of one traffic pool, the video will enter the next traffic pool and gain more views. Popular videos are recommended step by step based on positive feedback, and continue to enter traffic pools one after another.

4. Material collection

Finding good materials is the first step in creating a popular video. How to quickly find video materials that everyone will buy? You can refer to the following material portals:

(1) Better foreign material websites

YouTube, Twitter, MetaCafe, Vimeo, Dailymotion, LiveLeak, Hulu, Viewster, Twitch, Netflix, MySpace Videos, Vube

= (2) Domestic channels for finding high-quality materials

1. WeChat official account, Sogou WeChat

View hot topics and related topics in WeChat Explode the article and turn it into a video.

You can also search for popular self-media articles on Sogou WeChat, and combine them with your own positioning to select popular articles suitable for making videos into videos.

Experience website: /

3. Weibao

This platform is similar to Xinbang, but it can provide the operation status of local self-media accounts. If you want to do area code operations, you can go to Weibao to find materials and learn about hot topics in different areas.

Experience website:

4. Zhihu

Zhihu has many questions, and there are some more professional answers below. These contents are good. material. And it also distinguishes different sections, and you can go to it to find related fields according to your own positioning.

5. 36氪

This website is more suitable for technology operators. There are not many materials to choose from in fields other than technology.

Experience website: /

6. Sina Weibo

Operators of entertainment self-media accounts can pay attention to the Weibo hot search list and search for more Get good material in a short time.

Experience website: /

7. NetEase Cloud Music Reviews

Select a song at will, you can view the comments below and collect the comments with the highest number of likes .

These channels are often used by us when looking for materials, and we share them with you here.

After paying attention to many channels, you will be exposed to a lot of information every day. You need to have the ability to identify important information. In addition, you need to build your own material library and accumulate materials.

5. Content Planning

(1) Topic Selection

1. Difficulty of Topic Selection

Difficulty of Topic Selection The degree depends on your positioning. If you are targeting professional users in a certain direction, then the topic selection may be a little more difficult, but if you are targeting the general public, you must consider the psychological difficulty of the audience.

For example, if you teach everyone to make short videos, let’s compare the following two forms: 1. Use PR to make a short video; 2. Use Meipai to make a short video. You will find that Meipai’s instructional videos have higher views than those of PR software. Because the first impression that PR gives everyone is that it is complicated. Most people will think that they don’t understand it after reading it, so it is better to use Meipai.

So if your positioning is PR teaching, then your introduction must be easy to understand and directly use a step-by-step method to arouse everyone's interest, such as "10 steps to use PR to make a short video." Even if you don’t know how to operate it, you will find it psychologically easier and you can give it a try. This will help you watch the video and gain attention.

2. Topic selection method

Video popular content

Don’t rely entirely on your own imagination when choosing a topic at the beginning. The final effect may not be good. On behalf of all users, it is recommended to go to the material portal recommended in the previous step and learn from popular foreign videos, domestic text materials, etc. Find more topics with better online data, and then display these topics in the form of videos.

For example, if you want to make a technology video, find some technology-related posts with a reading volume of "100,000", and then make the content of the post into a video, because the content of the post The pictures and texts have been proven to be popular and popular among users.

This is an efficient video topic selection method that can greatly increase the frequency of video updates.

Hotspot

Hotspot is a good thing, it can help you promote your video invisibly. For example, if a movie becomes popular and the movie's starring role is popular, other topics related to the movie's theme and starring role will also become popular. You can expand on related topics. Although the method of sticking to the hot spot is a bit opportunistic, its effect is still very impressive.

(2) Script

1. What is a script and why should we write a script?

The script can be said to be the outline of the video shooting, which is used to determine the structure and shooting details of the entire work.

When shooting short videos, especially short videos with plots, we cannot just shoot wherever we think. Blind shooting will not ensure the quality of the short video, and will cause redundant materials and a waste of time. .

Only by understanding the angle, duration and other factors to be photographed, each team member can efficiently complete their tasks and save team energy.

2. How to write a script?

Search for script templates online, and then dismantle the popular videos of your peers. Success is never accidental, and the same is true for popular videos. Most of the popular videos have been carefully planned. We can find a few peers to benchmark against and dismantle their shooting routines.

When looking for peers, you can search whether this account has been carefully labeled. Once it is labeled, it means that this account has done a good job in verticalization and is worth learning from.

You can also directly search for products on the Feigua Data Douyin ranking list, check the original video of the promoter with better data (number of views, number of likes) for this product, download the original video, and create a shooting script.

Imitate writing the shooting script, only need to add or modify the explosive points. For example, if you are a grass farmer, and the grass farm scene of your target account is in the room, you can modify the scene, such as changing it to a luxury car. Similarly, the people and products can also be modified.

A few key points:

①Video duration

As mentioned earlier, how does the system judge the video quality? Just look at these 5 data - completion rate, Like rate, comments, forwarding, and following, so it is recommended not to make too long videos in the early stage.

The shorter the video, the lower the test on video quality; the easier it is to ensure the completion rate.

Here’s a little trick: Douyin’s completion rate does not refer to playing the entire video, but the completion rate after watching half of the total length of the video.

②Video framework

Front-end: retain customers. The front end of the video should arouse the audience's association.

For example: First Secretary, put the climax of the video at the beginning;

The first scene of Zhu Yiyi's boring life is his Rolex watch .

These two accounts became popular very quickly. You can go back and study how they retain their audience.

Middle-end: elaborating content and creating plot.

Backend: The video backend can guide everyone to like and comment, for example: Shen Shen Da Review - "Like my wife".

6. Video Production

Video production has two directions: transportation and originality. For moving videos, you can use them in the early stage, and try to be original in the later stage, but if you want to make a personal IP, don’t move them.

When making a moving video, you need to pay attention to:

Do not frame the video;

The definition must be high;

Remove the watermark (modify the video MD5 );

Do not upload videos that are too popular to avoid being reported;

Do not upload or imitate videos with IP tendencies.

Attach the video to the watermark website/

In the future, this platform will publish an article detailing common apps for video production (Quick Movie, Dubbing Show, etc.) and professional software (PR) How to use it, as well as how to make videos on batches of book list numbers, wallpaper numbers, baby names, and Taobao product numbers on Douyin.

7. Publishing skills

(1) Publishing time

Statistics show that around 12:00-13:00, 17:00-18:00 The left and right ones have the highest likes.

But there is no unified standard for the best publishing time. To find the publishing time that suits you, try to imagine whether your precise users will use Douyin at this time after you finish posting. , what is their status?

For example, emotional videos are suitable for posting between 21:00 and 23:00 in the evening, because this time period is when most people are empty, lonely and cold; inspirational content is suitable for posting between 8:00 and 9:00 in the morning. Released from 11:30 to 12:30 noon.

As for the release time, combined with the time when the target group uses Douyin and the status at that time, there is no best, only the most suitable. At the beginning, you can count the video release time of your peers.

(2) Location

1. Do you need to add positioning when posting videos?

There are two situations:

First, the video has certain local attributes, such as dialect, specialties, landmark buildings, etc. Then, adding positioning can increase the accuracy of the recommendation. sex.

Second, if your content is vertical or has a unified style, and the overall content has nothing to do with local attributes, then there is no need to add it.

2. What are the benefits of adding location information (POI) when publishing?

Helps with exposure. POI can let the audience know the location of the store, and POI is one of the information of the video. The POI details page is a content collection page. Any video with this POI is your potential traffic channel.

To put it simply: adding a new traffic entrance is beneficial as long as it is added at the right time.

(3) Title

We have compiled 6 popular title forms for you:

Note

1. The title should be Guide user interaction, such as "video content dispute/question/choice".

2. We should also pay attention to tag topics. Some of the tags of hot topics are long-term and are very suitable for adding at the end when we publish videos. This will determine whether your content will appear when users look at related tag topics. We can search for popular topics in Douyin's "Search" - "Topics".

3. Do not use various shocking titles that appear in WeChat public accounts. Under the recommendation of decentralized algorithms, such titles cannot increase the number of views.

4. Avoid misleading headlines. The title should match the content and be clear.

For example, if your video is about mobile phone usage skills, then the title should be clear about your mobile phone brand.

For example, if you are talking about iPhone skills, then your title must have this keyword, so that Douyin will push your title to all users with the iPhone tag.

5. Make the title more attractive

On the basis of a clear match between the title and the content, if your title is more attractive, it will inevitably affect the video data. Here I summarize some points for your reference.

①Be good at using numbers, and they are Arabic numerals

②Be good at using question marks and exclamation marks

③Be good at adding brand words and hot words

④At first glance, the title seems to be able to help users solve a pain point

⑤The title seems to be telling a story (you can take a look at the title sense of "Second Update")

(4) Dou tests sensitive words

Videos containing sensitive words cannot be promoted with dou, so you can use dou to test whether the video contains sensitive words.

Test method:

1. Prepare Douyin trumpet (if there is a problem with the trumpet, it will not affect the use of the larger one);

2. Use the trumpet Publish videos that may contain sensitive content;

3. Put Dou:

First, see if it can be put. If you can't vote, there must be a problem;

Then, if you can vote, see if it passes the review.

If the review fails, please refer to the official reasons for the violation;

If the review passes, the video will be hidden and Dou will be suspended.

8. Create hits

Many Douyin operators will find that some content videos perform mediocre on the day, week or even a month they are released, but suddenly one day they become popular. Popular, why?

We can call it the "hit effect".

It means that when one of your videos becomes a hit, the exposure of the video will bring a large number of users to your personal homepage to browse your previously published works.

If some of your previous works can gain enough attention, the system will put these videos back into the recommendation pool.

So many operators who are good at verticality often do it because a certain "hot" video "ignites" several other high-quality videos, bringing a large number of precise fans, and becomes a certain Internet celebrities in the field.

So based on the hit effect, it is crucial to create series and covers.

(1) How to choose Douyin cover?

Video cover is very important, because as long as your video appears on relevant channels, your cover will appear.

1. Add a title so that the precise audience can know at a glance what theme you want to express;

2. Unify the cover style. Once an unfamiliar audience becomes interested in you because of one of your videos, a unified cover style will quickly make this audience your accurate fan, which will help to accumulate accurate fans.

(2) How to make a series?

For example, splitting and numbering long videos, packaging openings and endings, formulating standardized standards for video styles (including the font size in the video and where the fonts appear), and unifying the video style . Improve the efficiency of video production, thereby improving the quality of videos.

(3) Use the popularity of Dou

1. What is Dou

Dou is a paid video promotion function launched by the platform, which means spending money to promote video works .

Dou is a good thing. For videos with good data and potential to become popular, you can use Dou to increase exposure and strive to become popular.

2. How to place Dou correctly

①Preliminary video test

After each high-quality video is released, there will be no packaging, and a hundred yuan will be invested first. Dou, record video data regularly after delivery.

②Packaging

Select videos with good data and potential to be popular, and package them with comments and likes.

③Re-vote

After packaging, vote more on the video to make the video more likely to go viral. Let what originally only had one million views grow to tens of millions of views through Dou.

You still have to remember to keep record data and be sure to maintain comments.

To be clear, Dou is a heating tool and can only serve as a boost and icing on the cake. Whether a video can become a hit depends on the content.

9. Increase the weight

In addition to publishing videos regularly, we also need to improve the weight by mastering the backend maintenance skills of Douyin.

Take comment maintenance as an example. Comments need to do two things:

(1) Maintain your own comments

Post participatory comments yourself, such as Say "I think... give me a thumbs up if you agree with me", prompting everyone to comment below.

Allow users to participate in comments. If there are few people participating in the beginning, you can use some methods, such as:

Prepare comments in advance. After the video is posted, ask your friends to write in the comment area. Guide users to engage in more interactions around this topic and guide the direction of comments.

You may have had this experience. When watching a video, you find a certain point very interesting and want to know what everyone thinks. If the comments are exciting or controversial, you will watch the comments for a while or take the initiative. Comment, the video may have been played several times inadvertently at this time, which can increase the completion rate of the video.

In addition, you yourself need to interact with users. Children's shoes operating in the early stage must reply to everyone's comments, which is also counted in the interaction index.

(2) Comment on other people’s works to attract traffic

There are two ways to play. The first is to comment specifically on popular works. At this time, the traffic is large but broad.

The second is to comment specifically on large-scale works related to your own account. For example, if you sell cereal, you can search for keywords such as breakfast to find many competitors. At this time, the traffic Small but precise.

There are two tips for attracting comments.

First, pay attention to the frequency. If the frequency is too fast, your account will be blocked easily. So remember not to comment more than a few times a minute.

Second, the content of the comments should be changed, and do not include ads with sensitive words. Just comment normally.

10. Data Analysis

During the operation process, video data, fan data, delivery data, etc. need to be frequently detected. Commonly used analysis tools include Cass Data, Feigua Data, Douba Data, and Toobigdata.

11. Monetization method

The logic of the fan economy is: content → fans → traffic → monetization. There are seven common forms of realization:

12. Matrix

What is a matrix?

Douyin matrix gameplay refers to the establishment of connections between accounts, and through operational planning, horizontally connecting fans, rapidly expanding areas, and increasing commercial value.

The operation of the matrix can also learn from peers. Analyze the objects of @, as well as "like" and "follow", dig out his matrix number, and see the positioning of each number and how it is operated. .