濟南短視頻推廣：這可能是最全的抖音運營攻略

　　2018年初，我在公交上看到一個青年對著他的手機屏幕笑了一路。我知道，抖音火了。

　　In early 2018, I saw a young man on the bus smiling at his phone screen all the way. I know, Tiktok is angry.

　　2019年初，我在各個微信公眾號看到他們花式介紹抖音課程。我知道，抖音真的火了。

　　At the beginning of 2019, I saw their fancy introduction of Tiktok courses on various WeChat official account. I know that Tiktok is really angry.

　　一起來看看抖音近年來取得的戰(zhàn)績：

　　Let's take a look at Tiktok's achievements in recent years:

　　2016年9月26日，抖音1.0.0版本上線。作為今日頭條內(nèi)部孵化產(chǎn)品，是一個以15秒錄制、編輯的音樂社交平臺。

　　On September 26, 2016, Tiktok version 1.0.0 went online. As an internal incubation product of Today's Headlines, it is a music social platform that records and edits music in 15 seconds.

　　當時短視頻正處于高熱度階段，這種比文字、圖片更加低門檻、低成本分享信息的方式廣受用戶喜愛。

　　At that time, short videos were in a high heat stage, and this lower threshold and low-cost way of sharing information than text and images was widely loved by users.

　　2017年抖音獨家贊助大熱綜藝《中國有嘻哈》后，才開始真正火起來。

　　In 2017, after Tiktok exclusively sponsored the popular variety show Hip Hop in China, it really became popular.

　　2018年春節(jié)期間，抖音邀請多位流量大咖入駐，加上海底撈事件營銷等多個熱點發(fā)酵，吸引了大批新用戶進入。

　　During the Spring Festival of 2018, Tiktok invited many traffic celebrities to settle in, and many hot spots such as Shanghai Dilao event marketing attracted a large number of new users.

　　2018年以來，抖音幾乎一直盤踞在App Store第一位，7月中旬，抖音官方宣布，全球月活躍用戶數(shù)超過5億。

　　Since 2018, Tiktok has almost always ranked first in the App Store. In mid July, Tiktok officially announced that the number of monthly active users in the world exceeded 500 million.

　　2019年2月12日，楊不壞一篇《停更雙微一抖》引發(fā)了新媒體圈的慌亂。

　　On February 12, 2019, Yang Buyou's article "Stop Changing, Double Micro, and One Shake" caused panic in the new media circle.

　　可是公司領導沒看到楊不壞的《停更雙微一抖》，卻看到了短視頻營銷的趨勢和風口……so sad

　　But the company leaders did not see Yang Buyi's' Stop Changing, Double Micro, and One Shake ', but saw the trend and trend of short video marketing... so sad

　　所以，兩微一抖依然不可避免地要成為各企業(yè)的新媒體標配，也成為了自媒體人紛紛搶占的重要陣地。

　　So, the two WeChat accounts and one Douyin will inevitably become the new media standard for various enterprises, and have also become an important battlefield for self media professionals to seize.

　　我們在搜集了網(wǎng)上關于抖音運營的文章和爆紅案例之后，為各位詳細總結了抖音的運營干貨：

　　After collecting online articles and popular cases about Tiktok's operation, we summarized Tiktok's operation dry goods for you in detail:

　　一個同事某個晚上下載了抖音，然后窩在沙發(fā)里不知不覺地刷了3個小時……

　　A colleague downloaded Tiktok one night, and then hid in the sofa for 3 hours unconsciously

　　于是有了那個段子：抖音5分鐘，人間已千年。

　　So there is the story: Tiktok for five minutes, which has been a thousand years in the world.

　　為什么抖音讓人停不下來？這個磨人的小妖精到底有什么本事？

　　Why can't Tiktok stop people? What are the abilities of this grinding little fairy?

　　這就要從抖音的算法開始說起了。

　　This starts with the algorithm of Tiktok.

　　抖音是一個去中心化的平臺，這就意味著任何一個賬號都有曝光的機會。它其實是一個漏斗機制，分為三個步驟：

　　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:

　　第一，冷啟動流量池曝光

　　Firstly, exposure of the cold start flow pool

　　假設每天在抖音上有100萬人上傳短視頻，抖音會隨機給每個短視頻分配一個平均曝光量的冷啟動流量池。比如，每個短視頻通過審核發(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, it has an average of 1000 exposures.

　　第二，數(shù)據(jù)挑選

　　Secondly, data selection

　　抖音會從這100萬個短視頻的1000次曝光，分析點贊、關注、評論、轉發(fā)等各個維度的數(shù)據(jù)，從中再挑出各項指標超過10%的視頻，每條再平均分配10萬次曝光。

　　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.

　　然后從中選出點贊、關注、轉發(fā)、評論四個指標超過10%的，再滾進下一輪更大的流量池進行推薦。

　　Then select the four metrics of liking, following, forwarding, and commenting that exceed 10%, and roll them into a larger traffic pool for recommendation in the next round.

　　第三，精品推薦池

　　Thirdly, the boutique recommendation pool

　　通過一輪又一輪驗證，篩選出來點贊率、播放完成率、評論互動率等指標都極高的短視頻才有機會進入精品推薦池，用戶打開時，看到的那些動輒幾十上百萬點贊量的視頻就是這么來的。

　　Through round after round of verification, short videos with extremely high likes, completion rates, and interaction rates of comments are filtered out to have the opportunity to enter the premium recommendation pool. When users open them, the videos they see with tens or even millions of likes are obtained in this way.

　　想在一個陌生的世界里生存下來，首先你要知道這里的自然法則。

　　To survive in a strange world, first you need to know the natural laws here.

　　想玩轉抖音、利用抖音做品牌宣傳和變現(xiàn)，第一步一定是了解抖音的算法機制。熟悉抖音的算法后，你就可以在這個世界打怪升級了。

　　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.

　　想玩抖音，首先你需要注冊一個賬號。

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

　　注冊好抖音賬號后，還需要做實名認證和申請官方認證。完善此類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 this type of information can help increase weight.

　　官方認證分為個人認證、企業(yè)認證和機構認證。

　　Official certification is divided into personal certification, corporate certification, and institutional certification.

　　個人認證

　　Personal Verification

　　適用范圍：公眾人物、領域專家和網(wǎng)絡名人申請。

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

　　申請標準：發(fā)布視頻≥1個；粉絲量≥10000名；綁定手機號。（必須同時滿足）

　　Application criteria: publish at least 1 video; The number of fans is ≥ 10000; Bind your phone number. (Must be met simultaneously)

　　企業(yè)認證

　　Enterprise Certification

　　適用范圍：企業(yè)

　　Scope of application: Enterprises

　　申請標準：企業(yè)營業(yè)執(zhí)照；企業(yè)認證公函；認證審核服務費600元。

　　Application criteria: Business license of the enterprise; Enterprise certification official letter; The certification audit service fee is 600 yuan.

　　享受權益：官方認證V標；個性定制主頁圖；1分鐘長視頻權益；支持官網(wǎng)鏈接跳轉和全面數(shù)據(jù)分析。

　　Enjoying benefits: Official certification of V-mark; Personalized customized homepage image; 1-minute long video rights; Support website link redirection and comprehensive data analysis.

　　機構認證

　　Institutional certification

　　適用范圍：企業(yè)、媒體、國家機構和其他知名機構申請。

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

　　申請方式：用電腦打開www.douyin.com申請。

　　Application method: Open www.douyin.com on your computer to apply.

　　完成抖音號的注冊以后，先不要急著拍攝和上傳視頻。

　　After completing the registration of Tiktok number, don't rush to shoot and upload videos.

　　首先，你要養(yǎng)號。

　　Firstly, you need to maintain your account.

　　為什么要養(yǎng)號？養(yǎng)號的唯一核心目的就是高權重。權重高就意味著基礎推薦量高，也就是說我們的賬號更容易出現(xiàn)在目標用戶的視線中。

　　Why do we need to keep an account? The sole core purpose of account maintenance is high authority. High weight means high basic recommendation volume, which means our account is more likely to appear in the sight of target users.

　　從算法的角度，抖音推薦算法會把人群分為很多類，然后再分發(fā)視頻，養(yǎng)號就是通過模擬用戶日常使用行為，讓抖音識別你的賬號應歸屬哪個垂直細分領域。

　　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.

　　幾乎所有的流量平臺都會吸引大量的營銷賬號，他們通過搬運、偽原創(chuàng)內(nèi)容來批量做號，以達到曝光、引流、賣貨、賣號等目的。從平臺可持續(xù)發(fā)展的角度，抖音則更希望把流量分給那些正常的、能創(chuàng)作高質量、垂直內(nèi)容的賬號。

　　Almost all traffic platforms attract a large number of marketing accounts, who mass create accounts by moving and pseudo original content to achieve exposure, traffic attraction, sales, and account sales. From the perspective of sustainable development of the platform, Tiktok prefers to distribute traffic to normal accounts that can create high-quality, vertical content.

　　正常的賬號，抖音都會在初期給予流量扶持。通過對賬號的前3-5個視頻進行標簽測試，抖音會在后續(xù)推薦更多精準的用戶，以便于這些賬號產(chǎn)生的優(yōu)質視頻獲得更多互動（轉評贊）和推薦。

　　Normal accounts and Tiktok will provide traffic support at the initial stage. Through the tag test of the first 3-5 videos of the account, Tiktok will recommend more accurate users in the future, so that the high-quality videos generated by these accounts can get more interaction (re rating) and recommendation.

　　所以我們才需要花點時間來養(yǎng)號。

　　That's why we need to spend some time maintaining the account.

　　養(yǎng)號養(yǎng)什么？

　　What does the account support?

　　01.完善賬號信息（包括賬號基礎信息、實名認證、綁定手機號、綁定第三方賬號、個性簽名、頭像、其他）。認真填寫這些信息，因為它會影響你的權重分數(shù)。

　　01. Improve account information (including basic account information, real name authentication, binding mobile phone numbers, binding third-party accounts, personalized signatures, avatars, and others). Fill in this information carefully, as it will affect your weight score.

　　02.關注20-30個同行業(yè)、同領域內(nèi)比較火的賬號。這一舉動既是用來被貼標簽，也是用來分析同行哪里做得好，熱點視頻有哪些特點。不用一次性關注，每天關注幾個。

　　02. Follow 20-30 popular accounts in the same industry and field. This action is not only used to be labeled, but also to analyze where peers are doing well and what are the characteristics of hot videos. Don't follow at once, follow a few every day.

　　03.推薦、附近視頻觀看，進抖音首頁，看推薦的視頻最少5個，看附近同城的抖音視頻。

　　03. Recommend and watch nearby videos. Go to the home page of Tiktok and watch at least 5 recommended videos and Tiktok videos in nearby cities.

　　04.穩(wěn)定登陸5-7天，每天一小時左右模擬真實用戶使用行為，觀看視頻直播、點贊、評論、轉發(fā)。

　　04. Stable login for 5-7 days, simulate real user behavior for about an hour every day, watch live videos, like, comment, and forward.

　　05.養(yǎng)號期間主要就是看視頻，不發(fā)任何視頻。

　　During the account maintenance period, I mainly watch videos and do not post any videos.

　　06.在積累1萬粉絲前，不要在賬號的任何地方留微信號或敏感詞匯。

　　Before accumulating 10000 followers, do not leave WeChat accounts or sensitive vocabulary anywhere on the account.

　　07.有空可以搜索抖音里舉辦的各種挑戰(zhàn)賽，看看后續(xù)哪些是可以參加的、可能會火的。

　　07. When you have time, you can search for various challenges held in Tiktok to see which ones you can participate in and which may become popular in the future.

　　其次，養(yǎng)號期間，主要通過瀏覽同行業(yè)、同類型的抖音號，完成自身賬號的差異化定位。

　　Secondly, during the period of account maintenance, the differentiated positioning of their own accounts is mainly achieved by browsing the Tiktok accounts of the same industry and type.

　　比如，大家都做美食，你可以定位辦公室下午茶、親子零食；大家都在美妝測評，你就可以考慮專做國產(chǎn)品牌的測評。

　　For example, if everyone is cooking delicious food, you can target office afternoon tea or parent-child snacks; Everyone is conducting beauty evaluations, so you can consider specializing in evaluating domestic brands.

　　差異點就是記憶點，可以讓你不至于剛入場就被眾人淹沒。

　　The difference is the memory point, which can prevent you from being overwhelmed by the crowd as soon as you enter.

　　在養(yǎng)號期間，你也可以借此機會熟悉一下抖音界面和抖音的基礎功能。

　　You can also take this opportunity to familiarize yourself with the Tiktok interface and the basic functions of Tiktok during the maintenance period.

　　01.什么是電商櫥窗？

　　01. What is an e-commerce showcase?

　　即商品分享功能，開通此功能，就可以擁有個人主頁櫥窗，在直播間中添加商品，完成電商轉化。還能通過DOU+（視頻流量推廣）功能將自己發(fā)布的視頻推廣給更多的人。

　　That is, 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 videos to more people through the DOU+(Video Traffic Promotion) function.

　　開通此功能需要同時達到以下條件：

　　To activate this feature, the following conditions must be met simultaneously:

　　粉絲量≥0；發(fā)布視頻≥10個；通過實名認證。

　　Number of fans ≥ 0; Publish at least 10 videos; Through real name authentication.

　　02.什么是DOU+？

　　02. What is DOU+?

　　DOU+是抖音的視頻加熱工具，購買并使用后，可實現(xiàn)將視頻推薦給更多興趣用戶，提升視頻的播放量與互動量。

　　DOU+is a video heating tool for Tiktok. After purchase and use, it can recommend videos to more interested users and increase the amount of video playback and interaction.

　　使用 DOU+的視頻會出現(xiàn)在抖音-首頁推薦流里，根據(jù)抖音的高效能推薦算法，視頻會展現(xiàn)給對該視頻可能感興趣的用戶或潛在粉絲。

　　The video using DOU+will appear in the Tiktok homepage recommendation stream. According to the efficient recommendation algorithm of Tiktok, the video will be presented to users or potential fans who may be interested in the video.

　　03.怎么開通直播功能？

　　03. How to activate live streaming function?

　　目前只要滿足抖音直播開通條件，通過實名認證就可開通。

　　At present, as long as the conditions for Tiktok live broadcast are met, it can be launched through real name authentication.

　　04.怎么開通1分鐘長視頻權限？

　　04. How to activate 1-minute long video permission?

　　抖音粉絲超過1000的用戶即可開通長視頻權限。滿足條件后會收到權限開啟的通知。

　　Users with more than 1000 Tiktok fans can open long video permissions. After meeting the conditions, you will receive a notification of permission activation.

　　好了，熟悉掌握上面幾點以后，你就可以正式開啟你的抖音之旅了。

　　Well, after you are familiar with the above points, you can officially start your Tiktok journey.

　　但是你要時刻記住，你是背著KPI去的，不是去記錄美好生活的。

　　But you must always remember that you are going with KPIs behind your back, not to record a good life.

　　有人問我，現(xiàn)在做抖音還來得及嗎？

　　Someone asked me, is it too late to do Tiktok now?

　　人們說，種一棵樹最好的時候，一個是十年前，一個是現(xiàn)在。

　　People say that the best time to plant a tree is ten years ago and now.

　　我說，現(xiàn)在進入還不晚，現(xiàn)在進來的還有很多……你不會是最后一個。

　　I said, it's not too late to enter now, there are still many who come in now... you won't be the last one.

　　來吧。

　　Come on.

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