一、抖音的算法机制分析

1、 Analysis of algorithm mechanism of Tiktok

众所周知抖音短视频延续了头条的算法基因，通过强大的算法做运营支撑，保证用户的粘性、用户的长时间活跃。抖音是一种“倒三角形”的精品流量池算法，基于每条视频在流量池中的“正向反馈”逐级晋升，也就是从一个低流量池逐步升级到高流量池的过程。

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.

抖音是一个去中心化的平台，这就意味着任何一个账号都有曝光的机会。它其实是一个漏斗机制，分为三个步骤：

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、冷启动流量池曝光

1. Cold start flow pool exposure

假设每天在抖音上有100万人上传短视频，抖音会随机给每个短视频分配一个平均曝光量的冷启动流量池。比如，每个短视频通过审核发出后，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、内容数据挑选

2. Content data selection

抖音会从这100万个短视频的1000次曝光，分析点赞、关注、评论、转发等各个维度的数据，从中再挑出各项指标超过10%的视频，每条再平均分配10万次曝光。

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.

只有视频经过了上一级流量池的考验，在后期才能进入下一个流量池，获得更多的曝光机会和播放量。而判断一个视频是否符合“正向反馈”，有五个核心指标：完播率、点赞率、评论率、转发率、关注比。然后从中选出点赞、关注、转发、评论四个指标超过10%的，再滚进下一轮更大的流量池进行。

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

通过一轮又一轮验证，筛选出来点赞率、播放完成率、评论互动率等指标都极高的短视频才有机会进入精品池，用户打开时，看到的那些动辄几十上百万点赞量的视频就是这么来的。

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.

想玩转抖音、利用抖音做品牌宣传和变现，步一定是了解抖音的算法机制。熟悉抖音的算法后，你就可以在这个世界打怪升级了。在抖音长期的各项运营工作中，就是为了提升这五项指标。

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、抖音注册和抖音养号分析

2、 Tiktok Registration and Tiktok Registration Analysis

1.抖音养号

1. Tiktok Yanghao

关于养号，其实是一个伪命题，为什么这么讲呢？

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

如果你的视频内容足够，养号与否关系不大，所以，养号对这些的团队或者公司来说是鸡肋！

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!

但是如果你的视频没有的优势，那就需要养号来提升你账号的权重，养号为你的账号做起来提供辅助！

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!

养号是一个持续性的工作，开始建议少5天起，再开始发视频，如果到半个月或者一个月还没有被打上标签，那可以重新做或者增加养号的工作量！

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!

从算法的角度，抖音算法会把人群分为很多类，然后再分发视频，养号就是通过模拟用户日常使用行为，让抖音识别你的账号应归属哪个垂直细分领域。

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.抖音注册

2. Tiktok registration

想玩抖音，你需要注册一个账号。

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

注册好抖音账号后，还需要做实名认证和申请认证。完善此类信息有助于提高权重。

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

认证分为个人认证、企业认证和机构认证。

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

个人认证

Personal authentication

适用范围：公众人物、领域和网络名人申请。

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

申请标准：发布视频≥1个；粉丝量≥10000名；绑定手机号。（必须同时满足）

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

企业认证

Enterprise certification

适用范围：企业

Scope of application: Enterprise

申请标准：企业营业执照；企业认证公函；认证审核服务费600元。

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

享受权益：认证V标；个性定制主页图；1分钟长视频权益；支持官网链接跳转和数据分析。

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.

抖音机构号认证

Tiktok organization number certification

适用范围：企业、媒体、机构和其他知名机构申请。

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

三、抖音账号定位与人设属性分析

3、 Tiktok account location and analysis of human attributes

1.账号定位

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，账号定位做过公众号运营的就很容易理解，简单的来说就是：专注于一个垂直领域进行内容输出。

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.

就是你的账号是想分享什么，你能够给客户带来什么价值，你需要什么样的客户，就好比，你是做舞蹈培训的老师，你给别人介绍你的身份就是舞蹈老师，你能够教别人跳舞！

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，结合你的项目、你的产品、你的客户群体、你的变现模式等因素来做定位，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，你的舞蹈培训项目，那么，你的定位可以是舞蹈老师，打造个人IP，也可以定位舞蹈机构，打造企业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!

如果账号是定位于美食的，就坚持只发美食相关的视频；定位于舞蹈的，就坚持发舞蹈；定位于正能量语录的，就坚持发正能量；定位是穿搭的，就坚持发穿搭……内容越，越垂直，吸引到的粉丝，也就越精准，转化率相对来说就很高。（前期好要做原创内容）

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)

除了垂直领域的内容，要时刻关注热点题材、热门视频，容易获得流量。

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：垂直精准定位，一个账号只做一个领域的内容，如果公司的业务较多，建议做矩阵号。

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.抖音号人设分析

2. Tiktok Manning Analysis

什么是抖音人设？

What is Tiktok set?

人物设定简称人设，在电影、喜剧、游戏等场景中，会有各类人物设定。明星等公众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.抖音为什么需要做人设？

3. Why does Tiktok need to be staffed?

抖音需要人设的理由有千万条，每个人都有自己见解，这里不做阐述。但说来说去，就一句话，每个人都代表着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.

企业在选择人设的时候，就需要仔细衡量产品/品牌与Kol的人设标签契合度是否匹配。

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

PS：好的人设可以迅速圈粉，吸引受众的道具，同时可以提高转化率。

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

四、短视频内容分析

4、 Short video content analysis

在抖音体系，内容是关键的！

In the Tiktok system, content is the key!

抖音就是一个短视频内容分发平台！

Tiktok is a short video content distribution platform!

1、抖音，记录美好生活！

1. Tiktok, record a better life!

一定要认真分析这句话！

Be sure to carefully analyze this sentence!

记录，什么是记录？

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?

记录，就是不刻意的展示，看到的，捕捉到的，平时的分享！

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

美好，就是美好的东西或者瞬间或者知识点，有价值的内容！

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

生活，就是与我们日常相关的点点滴滴！

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

看似简单，但是做起来还是需要花费很大精力去整理、优化！

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

2、简单讲就是

2. Simply put, it means

你能够给消费者带来什么价值？

What value can you bring to consumers?

消费者如何信任你？

How do consumers trust you?

消费者为什么要选择你？

Why do consumers choose you?

如果你是舞蹈培训行业，打造舞蹈老师IP，你可以给用户分享你的教学技巧、你的学生才艺展示、学生学习瞬间、学生的坚持与成果等等，都是非常好的素材，不需要刻意的展示，要的就是点点滴滴的精彩！

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!

做内容，还有一个非常重要的方面，就是持续性高价值的垂直内容输出！

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

持续性就是指不间断的分享，不要三天打鱼两天晒网，稳定很重要！

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

高价值指的是正能量、有意义的内容，还要尽可能清晰、美观！

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

垂直指的是内容成体系，不能今天分享美食、明天分享游戏，后天分享旅游，这样的话，平台也不知道你想要分享什么，没办法给你精准流量！

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、抖音的爆款内容

3. Tiktok's best selling content

容易被系统的视频，是更容易爆款的视频。在运营抖音之前，一定要了解抖音都有哪些爆款内容。这些内容可以指导我们做自己的内容定向，找到和爆款内容相匹配的方向。

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.

颜值类：颜值类的内容占比高，达到32.4%。只要是真人出镜的内容都是颜值类的，这一类在抖音多，美女帅哥是颜值类，演戏是颜值类。

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.

歌舞类：第二多的类型是歌舞类。这和抖音发展的历史有关，抖音关注音乐元素相关的内容，唱歌、跳舞天然和音乐强相关，抖音也更喜欢这类视频。

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.

萌宠类：宠物是互联网内容中出镜率很高的内容，阿猫阿是大众喜欢的宠物。在做这一类内容时，不能陷入自嗨，一定不要做成日记。要有内涵、有价值、有特点，比如剧情很搞笑的猫、比如会站立行走的，要让用户有关注的独特理由。

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.

搞笑类：观看抖音的时间都在什么时间？饭后、睡前、上下班的路上，在这种放松的时刻用户更喜欢看到轻松的内容。所以搞笑的内容更容易获得用户的喜爱。做搞笑内容需要有强剧本和强实现的能力，对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.

美食类：民以食为天。美食制作的内容，可以是美食课程，也可以是美食相关的段子。

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

干货类：所有人都有知识焦虑，有为工作、为爱好、为生活学习的知识和技巧。

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

这些爆款的内容同样也是用户筛选的结果，用户喜欢的内容，抖音就越容易，这类型内容的账号也就因为更加长久地生存。

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.

除了视频内容本身以外的运营细节

Operational details other than the video content itself

写好标题：吸引用户浏览的重要因素，别人一看你的标题新鲜有趣，才会继续看看你发的视频内容，同时也能引导用户留言和互动；

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;

选好封面：好统一、吸睛；

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

BGM：根据剧情切换。可以是欢乐、幽默、煽情及热门音乐。

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

五、抖音变现技巧与流量转化方式分析

5、 Analysis of Tiktok liquidity skills and traffic conversion mode

变现是做账号的终目的，但是如果过早的去追求变现，是难的。前期要花时间精力是做好内容，抖音平台内容是本质，建议粉丝量在5万以上，再变现（产品植入、直播、导流）。

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).

变现的前提条件：①有一定的粉丝量，②粉丝粘性高

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

1、电商带货变现

1. E-commerce sales monetization

抖音现在不仅可以链接某宝店铺，也可以链接抖音小店，在视频分享的时候，下面直接出现购物车，将精准流量引导到电商店铺变现，即使自己没有店铺、没有商品，也可以做某宝客模式帮商家卖产品赚取佣金！

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、网红打造变现

2. Creating monetization through internet celebrities

网红打造变现的模式也分为几种，包括网红带货变现、网红广告变现、网红直播变现、网红线下活动变现等等，但是这种成本相对应高一些，当然，对于有才艺的达人，做起来就轻松很多，如果自己账号做起来了，会有很多MCN经纪公司找你签约！

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、零售变现

3. Retail monetization

这种事做的比较多也是比较长久的，将精准流量引导到聊天工具上，通过零售的模式将产品销售给粉丝，比如分享育儿内容的账号吸引宝妈宝爸粉丝，引流到聊天工具上销售母婴用品；比如分享商标内容的账号需要粉丝到聊天工具上，销售知识产权服务；比如分享装修内容的账号需要业主到聊天工具上，销售装修服务或者家居用品等！

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!