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(xù)了頭條的算法基因，通過強大的算法做運營支撐，保證用戶的粘性、用戶的長時間活躍。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，也就是從一個低流量池逐步升級到高流量池的過程。

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:

1、冷啟動流量池曝光

1. Cold start flow pool exposure

假設(shè)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, there are an average of 1000 exposures.

2、內(nèi)容數(shù)據(jù)挑選

2. Content data selection

抖音會從這100萬個短視頻的1000次曝光，分析點贊、關(guān)注、評論、轉(zhuǎn)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.

只有視頻經(jīng)過了上一級流量池的考驗，在后期才能進入下一個流量池，獲得更多的曝光機會和播放量。而判斷一個視頻是否符合“正向反饋”，有五個核心指標：完播率、點贊率、評論率、轉(zhuǎn)發(fā)率、關(guān)注比。然后從中選出點贊、關(guān)注、轉(zhuǎn)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。

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, 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(zhuǎn)抖音、利用抖音做品牌宣傳和變現(xiàn)，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。在抖音長期的各項運營工作中，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(yǎng)號分析

2、 Tiktok Registration and Tiktok Registration Analysis

1.抖音養(yǎng)號

1. Tiktok Yanghao

關(guān)于養(yǎng)號，其實是一個偽命題，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(nèi)容足夠，養(yǎng)號與否關(guān)系不大，所以，養(yǎng)號對這些的團隊或者公司來說是雞肋！

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有的優(yōu)勢，那就需要養(yǎng)號來提升你賬號的權(quán)重，養(yǎng)號為你的賬號做起來提供輔助！

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(yǎng)號是一個持續(xù)性的工作，開始建議少5天起，再開始發(fā)視頻，如果到半個月或者一個月還沒有被打上標簽，那可以重新做或者增加養(yǎng)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(yīng)歸屬哪個垂直細分領(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認證。完善此類信息有助于提高權(quán)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.

認證分為個人認證、企業(yè)認證和機構(gòu)認證。

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

個人認證

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；粉絲量≥10000名；綁定手機號。（必須同時滿足）

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)營業(yè)執(zhí)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(quán)益：認證V標；個性定制主頁圖；1分鐘長視頻權(quán)益；支持官網(wǎng)鏈接跳轉(zhuǎn)和數(shù)據(jù)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(gòu)號認證

Tiktok organization number certification

適用范圍：企業(yè)、媒體、機構(gòu)和其他知名機構(gòu)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(shè)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，賬號定位做過公眾號運營的就很容易理解，簡單的來說就是：專注于一個垂直領(lǐng)域進行內(nèi)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，你能夠給客戶帶來什么價值，你需要什么樣的客戶，就好比，你是做舞蹈培訓(xùn)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(jié)合你的項目、你的產(chǎn)品、你的客戶群體、你的變現(xiàn)模式等因素來做定位，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(xùn)項目，那么，你的定位可以是舞蹈老師，打造個人IP，也可以定位舞蹈機構(gòu)，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；定位于正能量語錄的，就堅持發(fā)正能量；定位是穿搭的，就堅持發(fā)穿搭……內(nèi)容越，越垂直，吸引到的粉絲，也就越精準，轉(zhuǎn)化率相對來說就很高。（前期好要做原創(chuàng)內(nèi)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(nèi)容，要時刻關(guān)注熱點題材、熱門視頻，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，一個賬號只做一個領(lǐng)域的內(nèi)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(shè)分析

2. Tiktok Manning Analysis

什么是抖音人設(shè)？

What is Tiktok set?

人物設(shè)定簡稱人設(shè)，在電影、喜劇、游戲等場景中，會有各類人物設(shè)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(shè)？

3. Why does Tiktok need to be staffed?

抖音需要人設(shè)的理由有千萬條，每個人都有自己見解，這里不做闡述。但說來說去，就一句話，每個人都代表著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(shè)的時候，就需要仔細衡量產(chǎn)品/品牌與Kol的人設(shè)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(shè)可以迅速圈粉，吸引受眾的道具，同時可以提高轉(zhuǎn)化率。

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

四、短視頻內(nèi)容分析

4、 Short video content analysis

在抖音體系，內(nèi)容是關(guān)鍵的！

In the Tiktok system, content is the key!

抖音就是一個短視頻內(nèi)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！

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，有價值的內(nèi)容！

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

生活，就是與我們?nèi)粘Ｏ嚓P(guān)的點點滴滴！

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

看似簡單，但是做起來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、簡單講就是

2. Simply put, it means

你能夠給消費者帶來什么價值？

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(xùn)行業(yè)，打造舞蹈老師IP，你可以給用戶分享你的教學(xué)技巧、你的學(xué)生才藝展示、學(xué)生學(xué)習(xí)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，要的就是點點滴滴的精彩！

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(nèi)容，還有一個非常重要的方面，就是持續(xù)性高價值的垂直內(nèi)容輸出！

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

持續(xù)性就是指不間斷的分享，不要三天打魚兩天曬網(wǎng)，穩(wěn)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!

高價值指的是正能量、有意義的內(nèi)容，還要盡可能清晰、美觀！

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

垂直指的是內(nèi)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，平臺也不知道你想要分享什么，沒辦法給你精準流量！

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(nèi)容

3. Tiktok's best selling content

容易被系統(tǒng)的視頻，是更容易爆款的視頻。在運營抖音之前，一定要了解抖音都有哪些爆款內(nèi)容。這些內(nèi)容可以指導(dǎo)我們做自己的內(nèi)容定向，找到和爆款內(nèi)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：顏值類的內(nèi)容占比高，達到32.4%。只要是真人出鏡的內(nèi)容都是顏值類的，這一類在抖音多，美女帥哥是顏值類，演戲是顏值類。

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

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：寵物是互聯(lián)網(wǎng)內(nèi)容中出鏡率很高的內(nèi)容，阿貓阿是大眾喜歡的寵物。在做這一類內(nèi)容時，不能陷入自嗨，一定不要做成日記。要有內(nèi)涵、有價值、有特點，比如劇情很搞笑的貓、比如會站立行走的，要讓用戶有關(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：觀看抖音的時間都在什么時間？飯后、睡前、上下班的路上，在這種放松的時刻用戶更喜歡看到輕松的內(nèi)容。所以搞笑的內(nèi)容更容易獲得用戶的喜愛。做搞笑內(nèi)容需要有強劇本和強實現(xiàn)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：民以食為天。美食制作的內(nèi)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：所有人都有知識焦慮，有為工作、為愛好、為生活學(xué)習(xí)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(nèi)容同樣也是用戶篩選的結(jié)果，用戶喜歡的內(nèi)容，抖音就越容易，這類型內(nèi)容的賬號也就因為更加長久地生存。

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(nèi)容本身以外的運營細節(jié)

Operational details other than the video content itself

寫好標題：吸引用戶瀏覽的重要因素，別人一看你的標題新鮮有趣，才會繼續(xù)看看你發(fā)的視頻內(nèi)容，同時也能引導(dǎo)用戶留言和互動；

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(tǒng)一、吸睛；

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

BGM：根據(jù)劇情切換。可以是歡樂、幽默、煽情及熱門音樂。

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

五、抖音變現(xiàn)技巧與流量轉(zhuǎn)化方式分析

5、 Analysis of Tiktok liquidity skills and traffic conversion mode

變現(xiàn)是做賬號的終目的，但是如果過早的去追求變現(xiàn)，是難的。前期要花時間精力是做好內(nèi)容，抖音平臺內(nèi)容是本質(zhì)，建議粉絲量在5萬以上，再變現(xiàn)（產(chǎn)品植入、直播、導(dǎo)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(xiàn)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(xiàn)

1. E-commerce sales monetization

抖音現(xiàn)在不僅可以鏈接某寶店鋪，也可以鏈接抖音小店，在視頻分享的時候，下面直接出現(xiàn)購物車，將精準流量引導(dǎo)到電商店鋪變現(xiàn)，即使自己沒有店鋪、沒有商品，也可以做某寶客模式幫商家賣產(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(xiàn)

2. Creating monetization through internet celebrities

網(wǎng)紅打造變現(xiàn)的模式也分為幾種，包括網(wǎng)紅帶貨變現(xiàn)、網(wǎng)紅廣告變現(xiàn)、網(wǎng)紅直播變現(xiàn)、網(wǎng)紅線下活動變現(xiàn)等等，但是這種成本相對應(yīng)高一些，當然，對于有才藝的達人，做起來就輕松很多，如果自己賬號做起來了，會有很多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(xiàn)

3. Retail monetization

這種事做的比較多也是比較長久的，將精準流量引導(dǎo)到聊天工具上，通過零售的模式將產(chǎn)品銷售給粉絲，比如分享育兒內(nèi)容的賬號吸引寶媽寶爸粉絲，引流到聊天工具上銷售母嬰用品；比如分享商標內(nèi)容的賬號需要粉絲到聊天工具上，銷售知識產(chǎn)權(quán)服務(wù)；比如分享裝修內(nèi)容的賬號需要業(yè)主到聊天工具上，銷售裝修服務(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!