2024 Tik Tok Advanced Brief & Explosive Talk!

In 2024, the functions and gameplay of TikTok are constantly being updated. Let's take a look at the author's views and opinions on TikTok~

01

More and more people are starting to use Tik Tok and WeChat video accounts. If you look closely, you will find that this once again verifies an ironclad fact of the Internet:

Content that was popular on the old platform will definitely be popular on the new platform, it’s just a change of content format or disguise.

So when a new platform emerges, a quick way to occupy a position is to organize the good content of other old platforms and immediately occupy the new platform in a different form. This is really enduring. From forums to QQ space, to Weibo, to Zhihu, to WeChat, to Douyin, to Video Account, it has always been like this. It is simple to say, but it is often complicated.

02

Many people who run corporate TikTok accounts are puzzled: after planning, finding models, spending money on filming, and working overtime to carefully edit the video, it remains unchanged after being posted, and the only few likes are from themselves. However, a casually shot video can get hundreds of times more views.

How should I put it? Too much emphasis is placed on the form. No matter how exquisite the video is, it is just a form of content. The core is still the content itself. Instead of thinking about how to make a fine video, it is better to spend more time on finding and summarizing the rules of hot products.

03

I saw a very good saying that variety shows nowadays all pursue large traffic, and if they want traffic, they must be vulgar. They also have to have some elegant things to support it, which on the one hand sublimates the theme and on the other hand sets off the vulgar things.

It’s not that vulgar content is bad and advanced content is good. This is a market demand, a market demand of the vast majority of people. The same is true on Douyin. There are definitely more entertainment and food broadcasters than professional knowledge broadcasters, and there are also more entertainment and food big Vs. Even for the same knowledge broadcaster, those who are too advanced can’t beat those who talk about it superficially.

That's the reason. If a product is too advanced, it will be difficult to sell it to the general public. If a content is too advanced, it will also limit its dissemination.

04

There is a huge gap between the ideas of people in different positions. Most of the Douyin operators are thinking about where to find hot products, how to write better scripts, how to optimize titles, how to make cover pictures, what details are there during live broadcasts, how to do everything possible to attract traffic, is there any methodology, how to optimize the creative ads, how to increase the click-through rate... etc., basically all of these are details, right?

The more I think about it, the harder it becomes; the more I fiddle with it, the more headache I get; and the results are minimal.

After talking with several big Douyin traffic operators (not the kind of scammers, but the very powerful ones, with hundreds of millions of cases on their hands), I found that the problems we rack our brains to think about every day, others don’t even care, and are too lazy to think about them. What they think about are: 1) Is your company determined to join Douyin? 2) How big is your plate and how long can it last? 3) How much are you going to invest, are you going to pull it all in? 4) What is the business logic and structure?

They think this is a very simple matter. To put it bluntly, it depends on whether you really want to do it and how much money you are prepared to spend. As long as you are willing to invest, everything else is not a problem. If you don’t have traffic, you can use it. If you don’t have talent, you can poach talent. Once you find the right benchmark case, you can just follow it. It’s not difficult.

You see, we complain about how difficult it is every day, but the words they say most often are "easy" and "no problem".

05

Companies should stop counting on free traffic. In recent years, it has become extremely difficult to acquire customers through high-quality content, let alone in 2024. When you are still spending a lot of manpower, energy and time on content creation, capital has already seized all users and entered the commercialization stage.

On the other hand, the conversion rate of free traffic has always been relatively low. Users come for the content and have weak purchasing intention or no purchasing intention at all, which requires a long time to cultivate. Paid traffic, on the other hand, is obtained through targeted advertising and carries stronger demand and purchasing tendency, so it is obviously easier to convert.

This is particularly prominent in Douyin, where natural traffic cannot compete with invested traffic, and converting natural traffic is a greater test of the host's hard power.

We always say that free things are the most expensive, and paid things are the most direct and efficient. This sentence is very appropriate in the current customer acquisition scenario.

06

In recent years, there is a very obvious observation that the traffic distribution of platforms such as Douyin, Kuaishou and Xiaohongshu has changed visibly. In general, more attention has been paid to natural traffic, while commercial traffic is gradually narrowing, not as much support as before, and further standardizing commercial content, cutting commercial traffic, and suppressing merchants who take advantage of the situation to grab commercial traffic.

To put it bluntly, they are all trying to finely divide commercial traffic and natural content traffic, and try to balance the commercial and content nature of the platform. The purpose is simple and reasonable, that is, to make money, and to make money continuously. Content quality has always been their foundation. As I said before, whether it is Douyin or Xiaohongshu, it is always a content platform, and then a marketing platform.

This is true for the platform, as well as the brands and merchants on the platform. If you still only pursue marketing as in the past, you will find it increasingly difficult to do so this year.

07

Many people find it painful to start a Douyin account. They just make videos every day, then post them, then look at the dismal data, and finally feel anxious, anxious, and anxious. The vast majority of people just keep working every day, but never think about two things: investment and review.

Let me tell you a way that many MCN agencies use to quickly start an account. When they want to start an account, they first have a budget of tens of thousands, analyze popular videos and sort out 30-50 basic topics, then publish 3-5 videos every day, spend hundreds of dollars on batch placement on dou+, and the next day select the video with the best data from the previous day and publish it together with several videos of the day, and continue to place placements on dou+... Repeat this process for about 10 days, and you've probably spent 3,000-4,000 yuan.

Starting from the 11th day, they will hide the videos that did not meet the data requirements, and then create secondary videos at a low cost. They will repeat the previous work for about 10 days, and continue until the 21st day. They will invest all the remaining budget in the top five videos, and strive to exceed tens of thousands of fans within a month.

Actually, it doesn’t cost much to create an account. The key is actually this kind of thinking. First, spend a little money to do minimum feasibility verification and test continuously; second, it is to review efficiently every day, pick the tallest one among the short ones, cross-validate, select the best from the best, and focus on amplification.

08

When people are on a new track, they always like to ask experts some questions, such as whether our industry is suitable for Douyin? I want to create an IP, how can I do it? Now our account has not been established, how can we play it?

What I want to say is, bosses and comrades, an expert is only particularly good in one field, he is not a god, how can he know everything? If he tells you something as soon as you ask him, it is probably nonsense.

These questions are not that complicated. People often overthink them. You need to do research to understand the core. If you look at whether there are any good companies doing well in your field on Douyin, what the business model is like, and what the content is like, then you will have the answer. The rest is just copying. This is a research question, not a brainstorming question. The truth about doing business on Douyin now is to find a benchmark, and then copy it, and copy it better than others.

09

Nowadays, some people are really good at playing Tik Tok, in a very rustic and aggressive way.

How do they do it? They quickly invest money in the early stage to build IP, then form a systematic operating SOP process, quickly review and iterate the SOP, and then copy and replicate in batches, continuously producing new IPs. If there is a good track, they will link the resources of this track, build IP, and get results.

You see, this set of operations is like an Internet celebrity production line. This is not the most amazing thing. The most amazing thing is that they even copy the traders in batches, constantly creating new IPs to feed the traders, and the traders keep creating better IPs, and so on.

With the SOP process of the super system and a large number of super-powerful traders, all that remains is to run the business 24 hours a day and continuously collect money.

10

As we all know, when looking for influencers to advertise on Douyin, you must first choose an account and use Star Chart Big Data to analyze the KOL’s communication power, commercial power, fan power, and growth potential.

But many people have a misunderstanding, always thinking about finding the experts in this category and directly converting them through short videos or live broadcasts.

This method itself is not wrong, but you need to analyze it in detail. Some influencers are very effective in promoting products, but their ability to bring goods is weak, so they are generally put on the blacklist.

In fact, there is another method of placement: she plants the grass and I harvest the grass. That is, those who are good at planting grass can be allowed to plant grass, and the brand itself or other influencers with strong ability to bring goods will harvest the grass. This is also effective. In other words, poor conversion data does not mean that these influencers have no value in planting grass. Targeted analysis can lead to more refined operations.

11

In 2023, the "single investment model" of pure KOL purchases is rapidly evolving into a "dual investment model" of combination (KOL/KOC+information flow). Many people think that the "dual investment model" means doing KOL/KOC investment on one hand and information flow investment on the other.

In fact, it is not at all. The current popular "double investment model" is actually to conduct data racing through batch cooperation with KOL/KOC to run the materials of the best quality accounts, and then heat up the information flow and expand the flow to improve the cost-effectiveness of marketing investment.

In 2024, this trend will continue, and it is particularly suitable for finding small and medium-sized long-tail accounts, because the cost is much lower than that of the top KOLs, so a large number of horse racing can be put in, and then the top horse can be heated up. This is actually a minimum feasibility verification of influencers.

12

The ideas of many companies when using TikTok are very interesting. Only when natural traffic can no longer be generated and conversion rates plummet do they start to think about paid traffic.

Is it useful? Of course it is useful, but it is highly likely that you will not be able to play it for long. It is OK to do this for short-term investment, but forget it if you want to invest in the long term.

When is the best time to pay? It is definitely not when natural traffic is no longer possible. You should consciously start paying from the beginning, and pay and free should be carried out in coordination. It is precisely when natural traffic is the best and conversion is the smoothest that the paid effect is the best, with high ROI and less trouble. Paying is to magnify the effect and volume. If you use it as a band-aid, do you still want to heal a fracture?

13

The main part of Douyin is interest-based e-commerce, that is, the goods-finding-people model. It is based on algorithms and interest recommendations, and the core of the connection port is live broadcast + short video; while shelf e-commerce is more inclined to the traditional people-finding-goods model, the core of which is based on search, and the connection port is mall + hanging chain short video.

Since last year, Douyin’s e-commerce strategy has been standardized and transparent, mainly consisting of three parts:

1. Qianchuan advertising + brand store broadcast as the foundation;
2. After the KOL special broadcast is completed, KOC distribution will follow;
3. A matrix layout of multiple accounts, multiple stores and multiple products, supplemented by star maps and recommendations from influencers.

This is not a difficult strategy to come up with, everyone does it this way. The key points of operation are also very clear, and there are still three points:

1. Product polishing and hot-selling creation;
2. Good content creation, good delivery combination;
3. Fine-tuned operations and competition in execution.

Although popular products and popular content are the core focus, in my opinion, for the vast majority of small and medium-sized brands on Douyin, the key is to improve execution and optimize operations from scratch.

14

In 2024, it will be more difficult to sell goods through live streaming on Douyin, monetize short videos, and build IP. So how should we operate? What is the most critical thing in operation?

I think the five most important points for operations, especially for the person in charge, are: first, operational execution and SOP process; second, 90% of the work is fixed and repeated every day; third, 10% of the work is continuously iterated and innovated. This ratio does not need to be too high. It is already quite impressive to be able to thoroughly perform fixed work; fourth, understand peers, benchmark peers, and find hot cases to "copy"; fifth, regular review, it is best to implement review, find out what is done well and keep it, optimize what is not done well, eliminate what is done poorly, and continue to iterate. Don't stand still.

If you do these 5 things well, you can definitely do well on TikTok.

Author: Mumu Laozei WeChat public account: Mumu Laozei