I spent 180,000 yuan on Dou+ before I figured out how to invest in Dou+! (Attached is the process of investing in Dou+ for new accounts)

Everyone who does Douyin knows that Dou+ will generate traffic, but many people don't know how to do it at the beginning, and how to choose the corresponding options. The author of this article uses his own tens of thousands of real-life delivery experiences to explain to us how to do Dou+ delivery and what problems you may encounter. It is recommended for all operators to read.

As the saying goes, "Sharpening the knife does not delay the chopping of wood." If a craftsman sharpens his tools before working, he will be able to operate them with ease and achieve twice the result with half the effort. In "The Analects of Confucius: Duke Ling of Wei": Zigong asked about benevolence. Confucius said: "If a craftsman wants to do his work well, he must first sharpen his tools."

For us, if we want to do well on the Internet, we need to learn how to use the tools well. Coincidentally, in the past few days, many members in the community have also consulted me on how to quickly start an account through the delivery of dou+.

Regarding the investment in Dou+, we have invested more than 180,000 yuan in the past few years, including investment in accounts for our own projects and in Douyin accounts for our clients.

In short, I feel that even if I am a pig, I can still gain some experience with money. Today, I will simply share my Dou+ investment experience in the past few years with you. I will try to explain it from the following dimensions:

1. Basic knowledge of Dou+ (must read for beginners, skip for veterans)
2. New account Dou+ delivery skills (pure dry goods including delivery steps and skills)
3. Dou+ FAQ Analysis (Summary of Tears)

Friendly reminder: It is worth mentioning that with the adjustment of the platform's algorithm and the weight value of the video, Dou+'s delivery method and strategy still require the account operator to fine-tune according to the field of the account.

1. Basic knowledge of Dou+

1. What is Dou+

Professional explanation: Dou+ is a video heating tool launched by the official Douyin platform. Strictly speaking, Dou+ serves Douyin creators. It is a heating tool that can improve various video data in a paid way. At present, Dou+ can help creators improve video playback volume, interaction rate, number of fans, number of leads and other data.

Simple explanation: Dou+ is a tool that allows Douyin creators to purchase various data of videos from Douyin officials in the form of payment. The most common behavior is "spending money to buy traffic."

Basic features of Dou+:

• You can put Dou+ on other people’s videos;
• You can also put Dou+ on your own videos;

For Dou+ that has not been upgraded, 100 yuan = 5,000 views; for Dou+ that has been upgraded, 100 yuan = a certain data purchase quantity, such as "100 yuan = estimated 1,000 likes";

If you need to select the target audience for Dou+, then for the unupgraded Dou+, 100 yuan = 2,500 views;

2. How to place Dou+

Step 1: Enter the video page and click the share button in the lower right corner of the video;

Step 2: Select the [DOU+ Help to Become Popular] button on the "Share Page";

Step 3: Select the desired promotion target, delivery duration, targeting method and delivery amount, and make payment;

Step 4: After the delivery is successfully set up, you only need to wait for the review to pass, and your Dou+ order will officially enter the delivery stage;

Step 5: After the delivery is completed, we can check the delivery record and delivery effect; click [Me] in the Douyin app page - click [Menu bar in the upper right corner] - click [Creator Service Center] - click [DOU+ Hot] - click [Delivery Management];

3. Does Dou+ need to be upgraded?

On April 2, 2022, Douyin provided Dou+ upgrade services for individual creators and corporate Blue V creators. Therefore, for Douyin accounts registered before, a window will pop up as soon as you open Dou+, allowing you to complete the system upgrade!

On April 2, 2022, Douyin provided Dou+ upgrade services for individual creators and corporate Blue V creators. Therefore, for Douyin accounts registered before, a window will pop up as soon as you open Dou+, allowing you to complete the system upgrade!

Accounts in which fields are not recommended to upgrade to the new version of Dou+?

For example, accounts in the pan-entertainment fields such as singing, dancing, film and television, drama, comedy, cute pets, etc. are not recommended to upgrade Dou+. The main reason is that the audience groups in these fields are very broad, and the conversion rate of likes, comments, reposts, and attention of the audience groups in these fields is very high. The significance of exposure itself is greater than accuracy.

Vertical accounts should not upgrade to the new version of Dou+ in the early stage. There are two main reasons: the first reason is that new accounts need to be accurately labeled, and in order to accurately label accounts, a large amount of data must be provided for system identification.

Even after targeting the audience, the old version of Dou+ has a larger playback volume than the new version, so it will provide the system with more audience data for identification. As a result, the speed of accurate labeling will be faster. The second reason is that if a new account wants to be accurately labeled quickly, it also needs to be similar to the delivery of the influencer.

When will the new version of Dou+ be available?

Once a new account is successfully created, that is, when the age, gender, and interest tags of the account's natural traffic audience are relatively accurate, you can upgrade to the new version of Dou+. If the content of your account is shot around the product and often involves some marketing promotion content, then it is recommended that this type of account be upgraded as soon as possible.

How to choose the upgrade type for my account?

It is recommended to choose the account upgrade type according to your identity and delivery requirements:

Upgrade corporate rights: Suitable for corporate advertisers, you need to provide a business license, and after upgrading, you can unlock all marketing capabilities. Upgrade personal rights: Suitable for talents with marketing and promotion demands, you need to provide a personal ID card, and after upgrading, you can unlock some delivery capabilities such as third-party product promotion. After upgrading personal rights, if you have further delivery demands, you can continue to upgrade to corporate rights.

Where can I apply for an account upgrade?

Click [Me] in the Douyin app page - click [Menu bar in the upper right corner] - click [Creator Service Center] - click [Dou+ Hot]. In the Dou+ personal center page, click the [Account Information] button in the toolbox below to enter the account upgrade page.

4. Dou+ accidentally upgraded, how to use the old version of Dou+

The simplest and most convenient way is to find a new Douyin account that has not been upgraded to Dou+. Then run Dou+ on your target account.

5. The role of Dou+ delivery

Function 1: Quickly tag new accounts

For new accounts, Dou+ can help them quickly tag themselves. The specific operations and methods will be placed in the second chapter.

Function 2: Assist new accounts to find the content direction of the work

Many people regard Dou+ as paid traffic, that is, they spend money to buy traffic from Douyin. But in the hands of real operators, Dou+ is actually a tool for testing traffic. For a new account, it is difficult to test the quality of the content or whether the content direction is correct simply by relying on the system's basic 500 playbacks.

Then, at this time, we can use Dou+ to identify the quality of the work. After all, if one person says it is good, it is not really good. It is really good only if a group of people say it is good. And the traffic of Dou+ will not be counted in the horse racing mechanism of the natural traffic of the work.

Function 3: Pass the review

Under normal circumstances, when the natural traffic of a work reaches 100,000, manual review will often occur, and this review is very strict. Therefore, if you have worked in the fields of health preservation, health, nutritionist, etc., you will have this feeling that the work often stops running after reaching about 100,000 traffic. In fact, it is because the manual review is triggered.

We only need to place a 100 yuan Dou+ before the work reaches 100,000 traffic, and your work can be changed from the natural traffic review channel to the paid traffic review channel. At this time, as long as there are no obvious violations in your work (such as excessive marketing and promotion), then you will easily break through the manual review limit and enter the next traffic pool. Similarly, when it reaches 300,000, there will be a situation that triggers manual review, and you can still use the above method to circumvent it.

Function 4: Promote hot content

For daily account operations, many students will encounter the situation where the data feedback of the natural traffic of the works is very good, but the number of views is difficult to break through. At this time, we can use Dou+ to deliver paid traffic to some works with potential to become popular, so as to drive more natural traffic to enter, so that the works have the opportunity to become popular.

6. What should I do if Dou+ fails the review?

How long does Dou+ review take?

During the day, it is usually within 1 hour; at night, the time is not fixed and the review time is longer. Generally, Dou+ orders placed in the second half of the night will be reviewed after the morning.

If your work fails to pass the Dou+ review, it may be due to the following reasons:

• The video content contains contact information such as QR codes, WeChat IDs, and mobile phone numbers;
• Display logos and products for a long time;
• The manifestation of minors becoming adults;
• The content of the work contains extreme words such as first, most, and absolutely;
• Driving under the influence without a seatbelt, filming a video while driving;
• Discounts, discounts, coupons, and other information whose authenticity cannot be verified;
• Images or words involving national leaders, public security, procuratorial and judicial organs, national organs, national emblems and national flags, etc.;
• Involving negative social events, hot issues, sensitive events, red songs, the Red Army, revolutionary martyrs, etc.;
• The content involves cheating, domestic violence, showing off wealth, discrimination, provoking war, smoking, swearing, pranks, spoofs, abuse, etc.;

Note: The above violations do not represent all the requirements of Dou+ review, but only represent the violations that creators often ignore.

What should I do if my work does not involve the above-mentioned illegal content but still fails the Dou+ review?

It is recommended to find [My Account-User Help] in the [Creation Service Center]-[Popular on Dou+] page, and then click [Contact Official Customer Service]. At this time, we can only contact the official customer service robot, and then repeatedly enter "manual customer service" in the chat box to find the chat entrance of the manual customer service. Then, report to the manual customer service about the problem of your video not being approved, and be sincere, such as "My work is original", "I have checked it many times and no problems were found", etc., and solve the problem of not being approved through the feedback of the manual customer service.

2. Tips for launching Dou+ on new accounts

1. Why should new accounts invest in Dou+?

Accounts in the pan-entertainment field do not need to be placed on Dou+ during the account creation stage

First of all, it should be made clear that if a new account wants to be created, it is not necessary to put Dou+ on it. In other words, if the field chosen by your account is the pan-entertainment field, which is what we often call the fields of comedy, entertainment, drama, etc., because the content in this field is mainly funny, funny, positive energy, etc. as the main output direction, from the perspective of content, the range of suitable people is also wider. Therefore, in the case of unclear labels in the early stage of the account, even if the people pushed to you by Douyin are relatively general, it is enough to arouse the user's interest in reading, and naturally it will generate data on interactive behaviors such as likes, comments, and reposts.

It is recommended to launch Dou+ for vertical field accounts at the initial stage

However, for accounts in vertical fields, when a new account is created, because the field segmentation is too vertical, or the content selection angle is too segmented, your target audience is not general users, but a certain type of users in a certain group.

Taking [the IP we created: Wang Haokan Seafood] as an example, the content of the account is mainly about the farming of whiteleg shrimp, and the people who pay attention to this kind of content belong to a very precise user group, either people who are interested in the farming industry, or colleagues in the shrimp farming industry.

Therefore, in the early stage of account creation, if your account has less content and the content topics are too professional and segmented, and the new account does not have any past data to refer to, it is difficult for Douyin to determine which group of people your content should be pushed to. This is why most new accounts in vertical fields, no matter how good the content quality is, often still have 500 views.

One of the functions of Dou+ is to "spend money to purchase test traffic". Through Dou+, you can target users with custom population attributes (select users who you think are the portrait of your target user group. The specific selection method will be explained in detail later), so as to obtain more paid traffic through paid purchase of traffic. These paid traffics form a data model of your content for the Douyin system, thereby helping Douyin to better understand the correct groups of people to whom the content of your account should be pushed. This is what we often call the process of "labeling accounts."

Friendly reminder:

Dou+ is just a tool for you to shorten the account creation cycle, and as a paid traffic tool, Dou+ only plays the role of icing on the cake, not timely help. If your content (topic selection, copywriting, shooting, editing, etc.) is not up to standard, even if you spend a huge amount of money on Dou+, it will not play any substantial role!

2. Should the new account’s advertising target be the number of followers or the number of likes and comments?

There are usually two options for new accounts to choose from when placing Dou+ ads: "Likes and comments" and "Fans". When placing "Likes and comments", the system will match you with people who like to like and comment on videos, thereby helping you increase the amount of likes and comments. When placing "Fans", the system will match you with people who like to follow videos, thereby helping you increase the number of fans of your account.

What is the purpose of launching Dou+ on new accounts?

The core purpose of launching Dou+ for new accounts is to obtain a data feedback model of precise user groups by purchasing customized precise paid traffic. That is, the traffic population purchased through Dou+ will generate corresponding data for the video, that is, interactive behavior data such as "completion of broadcast, likes, comments, and reposts". The significance of this type of data is to tell the system which type of people are interested in your content, so that the system can more quickly identify what kind of people your content should be pushed to, thereby helping the account to quickly establish a fan model, thereby achieving the purpose of quickly starting an account.

Why should new accounts first invest in “likes and comments” instead of “followers”?

From the parameters of Douyin's official creator open platform, we can see that the contribution values ​​of traffic correspond to: "watch time, likes, comments, and reposts". Among these four sets of data, the contribution value of watch time is 1000, the contribution value of likes is 800, the contribution value of comments is 500, and the contribution value of reposts is 300. In other words, the impact on video weight is: watch time > likes > comments > reposts.

That is to say, the number of "fans" will not increase the weight of your video, but the "number of likes and comments" can increase the basic weight value of your video. In other words, the data of "number of likes and comments" purchased through Dou+'s paid traffic can increase the weight of the video, thereby helping us to leverage more natural traffic.

What results will be produced by increasing the number of followers for a new account?

If a new account continuously increases its followers in a short period of time, it is easy to get a group of "follow-up maniacs". The so-called "follow-up maniacs" means that the account's follow list has more than a thousand accounts, which means that the interest tags of such fans are very chaotic. It also means that when you release a new video, it is difficult for such fans to see your new work. Such fans are also called "sea king" fans. In the stage of starting a new account, the more "sea king" fans there are, the more difficult it is for the system to accurately label your account.

For example, you want to label your account as parenting, but your account has a bunch of fans with over 1,000 followers (these fans are interested in parenting, real estate, clothing, film and television, ACG, etc.). If you were the system, could you tell that you are the author of parenting labels based on your account's fans? If your account is not tagged, no matter how many fans you have, the natural traffic of your work will still be around 500.

How can I tell whether a new account has been created successfully?

Currently, the official has not given any method to check the precise tags of an account! The "huge star map" query method and so on are not necessarily 100% accurate.

Therefore, we can only use the number of fans as the standard. If your new account has 3,000 or 5,000 fans, then at this time, if you publish three works in a row (one per day), without using Dou+, the natural traffic of each work within 24 hours is 1-2 times greater than the number of your fans (taking 3,000 fans as an example, the natural traffic of the works should be between 3,000-6,000, or more), then the account can be considered successfully created.

3. How long should I choose to launch Dou+ for a new account?

You can choose the delivery time of Dou+ from "2 hours, 6 hours, 12 hours, 24 hours" or even "2 days, 3 days...". Under normal circumstances, it is generally recommended to choose 2 hours or 24 hours for the delivery of Dou+ for a new account. Of course, if you have special needs, you can choose 6 hours and 12 hours.

Why do new accounts choose 2 hours or 24 hours?

The reason for choosing 2 hours of delivery is to quickly accumulate basic data for videos just released by new accounts. This helps newly released videos to better leverage natural traffic. The reason is simple, just like when we buy things on Taobao, we always like to buy products with good reviews and sales. The same is true for Douyin users. If the work they see is a work with zero likes and zero interactions, the possibility of users swiping away the video will increase.

Disadvantages of choosing 2-hour delivery: First of all, we need to make it clear that the number of Douyin users is fixed. If you are an account that sells one-piece dresses, a large number of authors have delivered two hours of Dou+ in the same field and within the same time period. If there are not enough users interested in "one-piece dresses" at this time, that is, when there are too many wolves and too little meat, the system can only match your account with the second-level users who are interested in "skirts, short skirts, long skirts, floral skirts", etc. This will result in the users who watch the video not being the most accurate users, and the acquisition of data may not be satisfactory.

The reason for choosing 24-hour delivery: 24-hour delivery is the longest delivery time in Dou+. The biggest advantage of a long delivery time is that the system has enough time to accurately match your account with what you need, so you will basically not be given a "floral skirt" when you ask for a "dress".

Under what circumstances are 6-hour and 12-hour delivery appropriate?

You only need to run a campaign for 6 or 12 hours when you have a very accurate grasp of your users’ active time, or when the number of fans your account needs to acquire is very special.

For example, Zhang San created an account for late-night food. For this account, the most accurate fans must be "food lovers who are active at night." So for this account, choose to run for 6 hours or 12 hours, and set the start time of the run after 6 pm, so that you can ensure that the fans you get are users who are active at night.

4. How to choose the target audience for the new Dou+ account?

In Dou+, you can choose "system intelligent recommendation" or "custom targeted recommendation". So how do you choose between these two recommendations?

System intelligent recommendation

First of all, we need to make it clear, which groups of people will be pushed to you by the so-called system intelligent recommendation? When we put out the system intelligent recommendation, Douyin will analyze the labels of our works based on the cover/title/content copy. For example, if there are a lot of keywords related to the field of "cars" in the cover/title/content copy of your work, then the system will give you amplified recommendations for the same audience profile group according to the label "cars".

However, it is important to note that the system's intelligent recommendations are not "restrictive". For example, if your work with the "car" tag is liked and interacted with by people over 50 years old, the system will recommend a large number of people over 50 years old to watch your video, but in reality, you want to get people aged 31-40 to watch it. Therefore, if you want to use the system's intelligent recommendations well, you must ensure that the keywords in your work are more accurately targeted.

If your account is in the field of pan-entertainment, which is what we often call comedy, entertainment, drama, etc., because the content in this field is mainly funny, funny, positive, etc., from the perspective of content, it is suitable for a wider range of people. At this time, compared with customized directional recommendations, system intelligent recommendations are more appropriate.

Customized targeted recommendations

Compared with system intelligent recommendation, custom targeted recommendation can limit the group of people to be pushed. It is the same as system intelligent recommendation, it still analyzes the tags of your account works and makes recommendations based on your tags, but the difference is that system intelligent recommendation cannot limit the attributes of the group.

When the target audience is very specific, such as the 31-40 age group, it is best to use custom targeted recommendations to limit the audience attributes. This recommendation mechanism is more suitable for accounts in vertical fields.

5. How to choose similar influencers when launching Dou+ with a new account

Accounts in the pan-entertainment field do not need to be placed on Dou+ during the account creation stage

In "Custom Targeted Audience", in addition to defining the attributes of the audience, you can also choose to target expert accounts for targeted delivery. Choosing similar experts means selecting benchmark accounts (already established accounts with a certain number of fans) in the same field and with the same labels as your account for targeted delivery. The benefit of doing this is that it can help the system better identify who the target audience you need is?

Which experts cannot be selected?

I believe everyone has seen other knowledge bloggers’ similar explanations of experts on Douyin. One of them said this:

“When benchmarking against influencers, you must not choose accounts with hundreds of thousands or even millions of followers.”

There is nothing wrong with what you said. The reason why you cannot choose this type of account as your benchmark is mainly because although these accounts are in the same field as yours in terms of content production direction, they have already reached a certain scale in terms of fans. This means that many of the fans of these accounts follow three to five hundred accounts (or even thousands of accounts). This will result in the account content being vertical, but the viewing portrait of the fans of the account will not be vertical.

This means that when we choose accounts with millions of followers as benchmark accounts, it is equivalent to attracting many so-called "Sea King" fans. Such fans, because they have too many follow-up lists and their portraits are usually vague, it is impossible for them to help your account establish the fan tags you want.

In summary, when choosing a benchmark influencer, you must choose an account that has been recently created in the same field as yours, with fewer works and tens to hundreds of thousands of followers. Because it is a new account, it means that the fan model of this account is relatively pure, unlike those big accounts that already have millions of fans, whose fans' interests must be very mixed.

How to find benchmark accounts

Extract the core keywords of your account. For example, my account is dedicated to the output of content for children's aversion to learning. Then, "aversion to learning" is your core keyword.

Enter the keyword "dislike of school" in the Douyin search box, select the "Video" column, and set the filtering conditions to "most likes" and "works within the past week."

Click on the filtered search results one by one. Check whether the content output direction of each video is consistent with the core keywords of your account. If they are consistent, first record the link of the video and the account name of the video.

From the recorded videos, find the homepage of the account behind each video, check other videos under the homepage, and if you find that the theme of the content under the account is consistent with the core keywords of your account, and the account is a recent new account (check the release date of the first video of the account), the number of videos is small (check the number of works of the account), and the number of fans is beginning to take shape, then the account can be added as a benchmark account.

Friendly reminder

When adding a benchmark account, you must define the fan portrait. In addition, if you really can't find a suitable benchmark account, you don't need to add a benchmark account.

6. How can the new Dou+ account accurately find the target audience?

The function of customizing the targeted audience can help us to clearly identify the target audience during the Dou+ delivery process. In other words, you should choose the audience you think your work is targeting. However, many novices often make a mistake here, which can be summarized in one sentence: "You only think what you think." Therefore, subjective speculation about your target user group may lead to delivery errors. Delivery to the wrong audience will inevitably lead to poor data performance, which will fail to achieve the purpose of building a data model.

For example:

Topic: How do I get along with my mother-in-law like a sister?

From the perspective of topic selection, this topic talks about the issue of "mother-in-law and daughter-in-law relationship". Many people subconsciously believe that young people are more concerned about the relationship between mother-in-law and daughter-in-law than the elderly, so they choose the two age groups of "24-30 years old and 31-40 years old" in terms of population age. But is this really the case?

We can use massive amounts of math to verify our ideas.

Step 01: Log in to the official website of Juliang Arithmetic on PC, click "Arithmetic Index" in the navigation bar, enter the keyword "mother-in-law and daughter-in-law relationship" in the keyword column, and click search.

Step02: After the search is completed, click the "Crowd Portrait" column.

Step 03: At this time, we will see all the crowd portraits under the keyword "mother-in-law and daughter-in-law relationship", but if you think this is the final crowd portrait, you are wrong! There is a very important indicator on the page here: TGI index. This index reflects the strength or weakness of the target group within a specific research scope (such as geographic area, demographic field, media audience, product consumer).

The TGI index indicates the differences in the issues that users with different characteristics pay attention to. A TGI index of 100 represents the average level, and a TGI index above 100 means that this type of user pays more attention to a certain type of issue than the overall level.

In other words, taking the "mother-in-law and daughter-in-law relationship" as an example, the group with a TGI index greater than 100 is the group that is most concerned about the "mother-in-law and daughter-in-law relationship" issue. Take the following picture as an example:

We can see that although the 31-40 age group is the most concerned about the "mother-in-law and daughter-in-law relationship", their concern is not strong. On the contrary, the 41-50 age group and the group over 51 years old are very concerned about the "mother-in-law and daughter-in-law relationship". If we combine the following gender distribution chart:

We can conclude that women, people aged 41-50 and over 51 are most concerned about the issue of "mother-in-law and daughter-in-law relationship". At the same time, by filtering the TGI index of region and interest, we can get which group of people are most concerned about the issue of "mother-in-law and daughter-in-law relationship".

To sum up, if we put the topic of "mother-in-law and daughter-in-law relationship" on Dou+ and selected newly married women aged 24-30, then, can the data such as likes and comments we get really be good? The answer is of course no!

Therefore, if we need to determine the true target user group portrait when launching Dou+, remember to use the massive arithmetic tool to make a correct judgment on the population portrait of the current platform!

Friendly reminder

The data related to the keywords found by Juliang Suansu is time-sensitive, and the platform displays the data of the past 7 days by default. In other words, if affected by some special circumstances, such as the issue of "mother-in-law and daughter-in-law relationship" becoming a hot topic on the entire network, then the TGI index here will also change accordingly.

Therefore, before launching Dou+, it is best to refer to the data of the current 7 days and the data of the past 30 days, make a comprehensive comparison, and then make a decision and judgment. In addition, the method of checking the real user portrait by Juliang Suanshu can also be used to verify the field you choose and verify whether the hypothetical user portrait is consistent with the actual situation.

7. Summary of Dou+ strategy for new accounts

For a new account, the 300-500 playbacks given by the system are basically inaccurate marginal traffic. Because from the perspective of the platform, high-quality traffic will definitely be given to high-quality accounts, and as a new account, you need to use time and content to prove your value. So this is why the account must be updated. However, because there are too many creators now, and the content is highly homogenized, it is difficult to get an account label (successful account creation) by insisting on updating works. So in order to shorten the time, during the stage of starting a new account, we often accumulate data models by purchasing paid traffic.

When will Dou+ be launched?

Therefore, when a new account is in the creation stage, it is best to launch Dou+ immediately after the work is released, and use the paid traffic model to guide the recommendation of free traffic.

How to choose the delivery target?

In terms of delivery targets, new accounts must select "Likes and Comments". As mentioned above, the purpose of purchasing paid traffic is to add data models to the account, and in the user's reading behavior, viewing time, likes, comments, and reposts will all be calculated into the video weight. Therefore, for new accounts, the benefits of delivering "Likes and Comments" are maximized.

How long should I choose to run the campaign?

It is recommended that new accounts be launched for 24 hours. The longer the launch time, the more accurate the traffic obtained will be. Reducing the acquisition of marginal or secondary traffic will make our data model establishment more successful.

How to choose the target audience?

If you are an account in the pan-entertainment field, such as appearance, comedy, jokes, etc., then you can directly select "system customization" in terms of the crowd. If you are an account in a vertical field, you must choose the correct crowd portrait. You can choose the crowd portrait based on the core keywords of the content and refer to the huge amount of calculations to select the crowd portrait with a TGI greater than 100 for precise delivery.

Do you want to select a benchmark account?

First, you can choose a benchmark account, but you must choose a new account in the same field. It is best to choose an account with a smaller number of works but a certain number of fans.

How much money does Dou+ invest?

What we need to make clear is, do we really need to invest 100 yuan in Dou+ to test whether the data is good or bad? The answer is definitely no. In fact, when you choose to invest for 24 hours, when the 100 yuan Dou+ we invest is consumed between 30-50 yuan, we can judge the data brought by the current Dou+. If the completion rate is less than 20% and the likes are less than 3%, don't hesitate, you can decisively terminate the investment. So, how do we terminate the investment?

Step 01: Click on the page of the work being broadcast, and find the "Forward" button in the lower right corner of the page. After clicking it, a row of options will pop up, one of which is called "Permission Settings".

Step02: Click "Permission Settings" and set the work to "Private, visible only to you".

Step 03: After the setting is successful, find the hidden video again and follow the above method to set the work to "Public, visible to everyone" again.

Step 04: At this time, you will receive a system notification in the background, informing you that Dou+ for this video has been terminated.

After the termination of the campaign, the remaining Dou+ fees will be refunded to your Dou+ account, and the fees can be used for your next Dou+ campaign.

3. Common Problems of Dou+ Distribution

First of all, it should be made clear that if a new account wants to start, it does not necessarily have to be put on Dou+. In other words, if the field chosen by your account is the pan-entertainment field, that is, what we often call comedy, entertainment, drama and other fields, because the content in this field is mainly funny, funny, positive energy and other main output directions, from the perspective of content, the range of suitable people is also wider. Therefore, in the case of unclear labels in the early stage of the account, even if the people pushed to you by Douyin are relatively general, it is enough to arouse the user's interest in reading, and naturally it will generate data on interactive behaviors such as likes, comments, and reposts.

1. How much Dou+ budget do new accounts need to prepare?

First of all, I hope everyone can thoroughly understand that Dou+ is just icing on the cake, not a life-saving help. In other words, if the quality of your work is not up to standard, then no matter how much you spend on Dou+, it will be difficult to start an account. So in the final analysis, under the premise of ensuring the quality of the account, the better the content quality, the lower the cost of Dou+ placement.

Under normal circumstances, a Dou+ budget of around 5,000-6,000 yuan is usually required for highly competitive fields. A Dou+ budget of 2,000-3,000 yuan is also required for fields with moderate competitiveness. For some blue ocean fields with low competition pressure and high user demand, if the quality of the work is good enough, it is easy to start an account without even placing an Dou+ campaign.

To sum up, don’t be too lazy, creating good content is the key!

2. If you invest in Dou+, you will have traffic, but if you don’t invest in Dou+, you will have no traffic?

To clarify this question, please first understand a formula (natural traffic = the final total traffic of Dou+ - the specified traffic value of the Dou+ system). If you invest 100 yuan in Dou+, you can normally get 5,000 paid traffic. When you run out of 100 yuan, your final traffic data is 5,500 playbacks. This means that your natural traffic is still only 500!

So, no matter whether your Dou+ is placed or not, your account is still an account that has no broken plays even 500 views.

Furthermore, in the previous article, I have repeatedly emphasized that Dou+'s traffic is a "test" traffic purchased from the system through paid methods! If the data model (finished broadcast, like, comment, and forward) feedback from this traffic is better, it will leverage the natural traffic of your work. Therefore, if you want to obtain certain data feedback, it is ultimately a problem of the quality of your work!

In short, if you invest in Dou+, you will have traffic, because you spend money! If you don’t invest in Dou+, you will have no traffic, because the quality of your works is really unsatisfactory! Taking the maximization of platform interests as the entry point, let me ask a work that pays for Dou+ and has poor data feedback, why should the platform give you more natural traffic to you?

3. Why has the new version of Dou+ played less?

First of all, we need to understand that the old version of Dou+ is settled in the form of CPM. The so-called CPM refers to the cost of a thousand display, which means how much is the cost of 1,000 exposures of this advertisement. We all know that the old version of Dou+ will cost 100 yuan on the premise of choosing the intelligent recommendation of the system. However, if we refine the range of the people, 2,500 views will cost 100 yuan.

In contrast, the new version of Dou+ focuses more on the target behavior results of the delivery. That is to say, when we choose the delivery target of Dou+ in the new version of Dou+ is the number of likes and comments, the new version of Dou+ will directly show an estimated result, telling you how many actual results this 100 yuan Dou+ can expect to bring. This method is more similar to the CPA model in advertising, and the deduction is carried out in a single action. If described in professional terms, the new version of Dou+ is settled in the form of ECPM, which means that the profits are effectively displayed for thousands of times.

Simply put, it also costs 100 yuan Dou+, and the target is to choose the number of likes and comments. The old version Dou+ first guarantees you 5,000 plays, and match users as much as possible with likes and comments. The new version Dou+ has the core goal of likes and comments. Everything is to match more accurately, that is, users who like to like and comments, and the likes and comments on your videos are settled. This is why, on the old version Dou+, we can only get 100-200 likes on 100 yuan. However, in the current version Dou+, more than 1,000 views, can bring 200-300 likes.

Author: Xie Yuxuan; Official Account: Lao Xie Operation Notes