一、抖音的算法機制分析

1、 Analysis of algorithm mechanism of Tiktok

眾所周知抖音短視頻延續了頭條的算法基因，通過(guò)強大的算法做運營(yíng)支撐，保證用戶(hù)的粘性、用戶(hù)的長(cháng)時(shí)間活躍。抖音是一種“倒三角形”的精品流量池算法，基于每條視頻在流量池中的“正向反饋”逐級晉升，也就是從一個(gè)低流量池逐步升級到高流量池的過(guò)程。

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.

抖音是一個(gè)去中心化的平臺，這就意味著(zhù)任何一個(gè)賬號都有曝光的機會(huì )。它其實(shí)是一個(gè)漏斗機制，分為三個(gè)步驟：

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、冷啟動(dòng)流量池曝光

1. Cold start flow pool exposure

假設每天在抖音上有100萬(wàn)人上傳短視頻，抖音會(huì )隨機給每個(gè)短視頻分配一個(gè)平均曝光量的冷啟動(dòng)流量池。比如，每個(gè)短視頻通過(guò)審核發(fā)出后，平均有1000次曝光。

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、內容數據挑選

2. Content data selection

抖音會(huì )從這100萬(wàn)個(gè)短視頻的1000次曝光，分析點(diǎn)贊、關(guān)注、評論、轉發(fā)等各個(gè)維度的數據，從中再挑出各項指標超過(guò)10%的視頻，每條再平均分配10萬(wàn)次曝光。

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.

只有視頻經(jīng)過(guò)了上一級流量池的考驗，在后期才能進(jìn)入下一個(gè)流量池，獲得更多的曝光機會(huì )和播放量。而判斷一個(gè)視頻是否符合“正向反饋”，有五個(gè)核心指標：完播率、點(diǎn)贊率、評論率、轉發(fā)率、關(guān)注比。然后從中選出點(diǎn)贊、關(guān)注、轉發(fā)、評論四個(gè)指標超過(guò)10%的，再滾進(jìn)下一輪更大的流量池進(jìn)行。

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、精品池

3. Premium recommendation pool

通過(guò)一輪又一輪驗證，篩選出來(lái)點(diǎn)贊率、播放完成率、評論互動(dòng)率等指標都極高的短視頻才有機會(huì )進(jìn)入精品池，用戶(hù)打開(kāi)時(shí)，看到的那些動(dòng)輒幾十上百萬(wàn)點(diǎn)贊量的視頻就是這么來(lái)的。

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.

想玩轉抖音、利用抖音做品牌宣傳和變現，步一定是了解抖音的算法機制。熟悉抖音的算法后，你就可以在這個(gè)世界打怪升級了。在抖音長(cháng)期的各項運營(yíng)工作中，就是為了提升這五項指標。

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.

二、抖音注冊和抖音養號分析

2、 Tiktok Registration and Tiktok Registration Analysis

1.抖音養號

1. Tiktok Yanghao

關(guān)于養號，其實(shí)是一個(gè)偽命題，為什么這么講呢？

Regarding account maintenance, it is actually a pseudo proposition. Why do we say that?

如果你的視頻內容足夠，養號與否關(guān)系不大，所以，養號對這些的團隊或者公司來(lái)說(shuō)是雞肋！

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!

但是如果你的視頻沒(méi)有的優(yōu)勢，那就需要養號來(lái)提升你賬號的權重，養號為你的賬號做起來(lái)提供輔助！

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!

養號是一個(gè)持續性的工作，開(kāi)始建議少5天起，再開(kāi)始發(fā)視頻，如果到半個(gè)月或者一個(gè)月還沒(méi)有被打上標簽，那可以重新做或者增加養號的工作量！

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!

從算法的角度，抖音算法會(huì )把人群分為很多類(lèi)，然后再分發(fā)視頻，養號就是通過(guò)模擬用戶(hù)日常使用行為，讓抖音識別你的賬號應歸屬哪個(gè)垂直細分領(lǐng)域。

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.抖音注冊

2. Tiktok registration

想玩抖音，你需要注冊一個(gè)賬號。

To play Tiktok, you need to register an account first.

注冊好抖音賬號后，還需要做實(shí)名認證和申請認證。完善此類(lèi)信息有助于提高權重。

After registering the Tiktok account, you need to do real name authentication and apply for official authentication. Improving such information can help increase weight.

認證分為個(gè)人認證、企業(yè)認證和機構認證。

Official certification is divided into individual certification, enterprise certification, and institutional certification.

個(gè)人認證

Personal authentication

適用范圍：公眾人物、領(lǐng)域和網(wǎng)絡(luò )名人申請。

Scope of application: Applications from public figures, domain experts, and internet celebrities.

申請標準：發(fā)布視頻≥1個(gè)；粉絲量≥10000名；綁定手機號。（必須同時(shí)滿(mǎn)足）

Application criteria: Publish at least one video; Number of followers ≥ 10000; Bind phone number. (Must meet both requirements)

企業(yè)認證

Enterprise certification

適用范圍：企業(yè)

Scope of application: Enterprise

申請標準：企業(yè)營(yíng)業(yè)執照；企業(yè)認證公函；認證審核服務(wù)費600元。

Application criteria: Enterprise Business License; Corporate certification official letter; The certification review service fee is 600 yuan.

享受權益：認證V標；個(gè)性定制主頁(yè)圖；1分鐘長(cháng)視頻權益；支持官網(wǎng)鏈接跳轉和數據分析。

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.

抖音機構號認證

Tiktok organization number certification

適用范圍：企業(yè)、媒體、機構和其他知名機構申請。

Scope of application: Applications from enterprises, media, national institutions, and other well-known institutions.

三、抖音賬號定位與人設屬性分析

3、 Tiktok account location and analysis of human attributes

1.賬號定位

1. Account positioning

做抖音，要做好定位。做好定位就等于成功一小半！

To do Tiktok, first of all, do a good job of positioning. Doing a good job in positioning is equivalent to half the success!

什么是定位，賬號定位做過(guò)公眾號運營(yíng)的就很容易理解，簡(jiǎn)單的來(lái)說(shuō)就是：專(zhuān)注于一個(gè)垂直領(lǐng)域進(jìn)行內容輸出。

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.

就是你的賬號是想分享什么，你能夠給客戶(hù)帶來(lái)什么價(jià)值，你需要什么樣的客戶(hù)，就好比，你是做舞蹈培訓的老師，你給別人介紹你的身份就是舞蹈老師，你能夠教別人跳舞！

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!

如何定位，結合你的項目、你的產(chǎn)品、你的客戶(hù)群體、你的變現模式等因素來(lái)做定位，定位就是方向！

How to position yourself, combining factors such as your project, your product, your customer base, and your monetization model, positioning is the direction!

比如，你的舞蹈培訓項目，那么，你的定位可以是舞蹈老師，打造個(gè)人IP，也可以定位舞蹈機構，打造企業(yè)IP！

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!

如果賬號是定位于美食的，就堅持只發(fā)美食相關(guān)的視頻；定位于舞蹈的，就堅持發(fā)舞蹈；定位于正能量語(yǔ)錄的，就堅持發(fā)正能量；定位是穿搭的，就堅持發(fā)穿搭……內容越，越垂直，吸引到的粉絲，也就越精準，轉化率相對來(lái)說(shuō)就很高。（前期好要做原創(chuàng )內容）

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)

除了垂直領(lǐng)域的內容，要時(shí)刻關(guān)注熱點(diǎn)題材、熱門(mén)視頻，容易獲得流量。

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：垂直精準定位，一個(gè)賬號只做一個(gè)領(lǐng)域的內容，如果公司的業(yè)務(wù)較多，建議做矩陣號。

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.抖音號人設分析

2. Tiktok Manning Analysis

什么是抖音人設？

What is Tiktok set?

人物設定簡(jiǎn)稱(chēng)人設，在電影、喜劇、游戲等場(chǎng)景中，會(huì )有各類(lèi)人物設定。明星等公眾人物刻意塑造的形象。

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.抖音為什么需要做人設？

3. Why does Tiktok need to be staffed?

抖音需要人設的理由有千萬(wàn)條，每個(gè)人都有自己見(jiàn)解，這里不做闡述。但說(shuō)來(lái)說(shuō)去，就一句話(huà)，每個(gè)人都代表著(zhù)kol的定位。

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.

企業(yè)在選擇人設的時(shí)候，就需要仔細衡量產(chǎn)品/品牌與Kol的人設標簽契合度是否匹配。

When choosing a persona, enterprises need to carefully evaluate whether the product/brand matches Kol's persona label.

PS：好的人設可以迅速圈粉，吸引受眾的道具，同時(shí)可以提高轉化率。

PS: A good character design can quickly gain followers, attract audiences with props, and improve conversion rates.

四、短視頻內容分析

4、 Short video content analysis

在抖音體系，內容是關(guān)鍵的！

In the Tiktok system, content is the key!

抖音就是一個(gè)短視頻內容分發(fā)平臺！

Tiktok is a short video content distribution platform!

1、抖音，記錄美好生活！

1. Tiktok, record a better life!

一定要認真分析這句話(huà)！

Be sure to carefully analyze this sentence!

記錄，什么是記錄？

Record, what is a record?

美好，什么是美好？

Beauty, what is beauty?

生活，什么是生活？

Life, what is life?

記錄，就是不刻意的展示，看到的，捕捉到的，平時(shí)的分享！

Recording is not deliberately displaying, seeing, capturing, and sharing in daily life!

美好，就是美好的東西或者瞬間或者知識點(diǎn)，有價(jià)值的內容！

Beauty is something beautiful, or a moment or knowledge point, valuable content!

生活，就是與我們日常相關(guān)的點(diǎn)點(diǎn)滴滴！

Life is just a little bit related to our daily lives!

看似簡(jiǎn)單，但是做起來(lái)還是需要花費很大精力去整理、優(yōu)化！

Although it may seem simple, it still requires a lot of effort to organize and optimize!

2、簡(jiǎn)單講就是

2. Simply put, it means

你能夠給消費者帶來(lái)什么價(jià)值？

What value can you bring to consumers?

消費者如何信任你？

How do consumers trust you?

消費者為什么要選擇你？

Why do consumers choose you?

如果你是舞蹈培訓行業(yè)，打造舞蹈老師IP，你可以給用戶(hù)分享你的教學(xué)技巧、你的學(xué)生才藝展示、學(xué)生學(xué)習瞬間、學(xué)生的堅持與成果等等，都是非常好的素材，不需要刻意的展示，要的就是點(diǎn)點(diǎn)滴滴的精彩！

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!

做內容，還有一個(gè)非常重要的方面，就是持續性高價(jià)值的垂直內容輸出！

Another very important aspect of content creation is the continuous and high-value vertical content output!

持續性就是指不間斷的分享，不要三天打魚(yú)兩天曬網(wǎng)，穩定很重要！

Continuity refers to uninterrupted sharing. Don't spend three days fishing or two days browsing the internet. Stability is very important!

高價(jià)值指的是正能量、有意義的內容，還要盡可能清晰、美觀(guān)！

High value refers to positive energy, meaningful content, and as clear and aesthetically pleasing as possible!

垂直指的是內容成體系，不能今天分享美食、明天分享游戲，后天分享旅游，這樣的話(huà)，平臺也不知道你想要分享什么，沒(méi)辦法給你精準流量！

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、抖音的爆款內容

3. Tiktok's best selling content

容易被系統的視頻，是更容易爆款的視頻。在運營(yíng)抖音之前，一定要了解抖音都有哪些爆款內容。這些內容可以指導我們做自己的內容定向，找到和爆款內容相匹配的方向。

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.

顏值類(lèi)：顏值類(lèi)的內容占比高，達到32.4%。只要是真人出鏡的內容都是顏值類(lèi)的，這一類(lèi)在抖音多，美女帥哥是顏值類(lèi)，演戲是顏值類(lèi)。

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.

歌舞類(lèi)：第二多的類(lèi)型是歌舞類(lèi)。這和抖音發(fā)展的歷史有關(guān)，抖音關(guān)注音樂(lè )元素相關(guān)的內容，唱歌、跳舞天然和音樂(lè )強相關(guān)，抖音也更喜歡這類(lèi)視頻。

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.

萌寵類(lèi)：寵物是互聯(lián)網(wǎng)內容中出鏡率很高的內容，阿貓阿是大眾喜歡的寵物。在做這一類(lèi)內容時(shí)，不能陷入自嗨，一定不要做成日記。要有內涵、有價(jià)值、有特點(diǎn)，比如劇情很搞笑的貓、比如會(huì )站立行走的，要讓用戶(hù)有關(guān)注的獨特理由。

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.

搞笑類(lèi)：觀(guān)看抖音的時(shí)間都在什么時(shí)間？飯后、睡前、上下班的路上，在這種放松的時(shí)刻用戶(hù)更喜歡看到輕松的內容。所以搞笑的內容更容易獲得用戶(hù)的喜愛(ài)。做搞笑內容需要有強劇本和強實(shí)現的能力，對段子和包袱有把握能力。

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.

美食類(lèi)：民以食為天。美食制作的內容，可以是美食課程，也可以是美食相關(guān)的段子。

Food category: Food is the top priority for the people. The content of food preparation can be food courses or food related jokes.

干貨類(lèi)：所有人都有知識焦慮，有為工作、為愛(ài)好、為生活學(xué)習的知識和技巧。

Dry goods: Everyone has knowledge anxiety, including knowledge and skills for work, hobbies, and life learning.

這些爆款的內容同樣也是用戶(hù)篩選的結果，用戶(hù)喜歡的內容，抖音就越容易，這類(lèi)型內容的賬號也就因為更加長(cháng)久地生存。

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.

除了視頻內容本身以外的運營(yíng)細節

Operational details other than the video content itself

寫(xiě)好標題：吸引用戶(hù)瀏覽的重要因素，別人一看你的標題新鮮有趣，才會(huì )繼續看看你發(fā)的視頻內容，同時(shí)也能引導用戶(hù)留言和互動(dòng)；

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;

選好封面：好統一、吸睛；

Choose a good cover: it is consistent and eye-catching;

BGM：根據劇情切換?？梢允菤g樂(lè )、幽默、煽情及熱門(mén)音樂(lè )。

BGM: Switch according to the plot. It can be joyful, humorous, emotional, and popular music.

五、抖音變現技巧與流量轉化方式分析

5、 Analysis of Tiktok liquidity skills and traffic conversion mode

變現是做賬號的終目的，但是如果過(guò)早的去追求變現，是難的。前期要花時(shí)間精力是做好內容，抖音平臺內容是本質(zhì)，建議粉絲量在5萬(wàn)以上，再變現（產(chǎn)品植入、直播、導流）。

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).

變現的前提條件：①有一定的粉絲量，②粉絲粘性高

The prerequisite for monetization is: ① having a certain number of followers, ② high fan stickiness

1、電商帶貨變現

1. E-commerce sales monetization

抖音現在不僅可以鏈接某寶店鋪，也可以鏈接抖音小店，在視頻分享的時(shí)候，下面直接出現購物車(chē)，將精準流量引導到電商店鋪變現，即使自己沒(méi)有店鋪、沒(méi)有商品，也可以做某寶客模式幫商家賣(mài)產(chǎn)品賺取傭金！

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、網(wǎng)紅打造變現

2. Creating monetization through internet celebrities

網(wǎng)紅打造變現的模式也分為幾種，包括網(wǎng)紅帶貨變現、網(wǎng)紅廣告變現、網(wǎng)紅直播變現、網(wǎng)紅線(xiàn)下活動(dòng)變現等等，但是這種成本相對應高一些，當然，對于有才藝的達人，做起來(lái)就輕松很多，如果自己賬號做起來(lái)了，會(huì )有很多MCN經(jīng)紀公司找你簽約！

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、零售變現

3. Retail monetization

這種事做的比較多也是比較長(cháng)久的，將精準流量引導到聊天工具上，通過(guò)零售的模式將產(chǎn)品銷(xiāo)售給粉絲，比如分享育兒內容的賬號吸引寶媽寶爸粉絲，引流到聊天工具上銷(xiāo)售母嬰用品；比如分享商標內容的賬號需要粉絲到聊天工具上，銷(xiāo)售知識產(chǎn)權服務(wù)；比如分享裝修內容的賬號需要業(yè)主到聊天工具上，銷(xiāo)售裝修服務(wù)或者家居用品等！

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!