平台算法及规则

Platform algorithms and rules

了解微信视频号平台的算法和规则，对创作者十分重要，知己知彼方能百战百胜。

Understanding the algorithms and rules of the WeChat video account platform is crucial for creators. Only by knowing oneself and the other can one win a hundred battles.

1. 微信视频号算法

1. WeChat video account recommendation algorithm

从陌生人社交，到熟人社交。

From socializing with strangers to socializing with acquaintances.

虽说视频号的目的不全是为了对抗“抖快”，但却免不了与在同一赛道的他们对比，而视频号与抖音、快手大的差别，便是分发模式。

Although the purpose of the video number is not all to fight against "Shuaikuai", it is inevitable to compare with them on the same track. The big difference between the video number and Tiktok, Kwai is the distribution recommendation mode.

抖音在国内的发展势如破竹，在国外也没有几个科技巨头能干得过TikTok的算法。字节打的，是陌生人社交，数据为王。快手老铁则向来是社交和算法的平衡好手，“土味文化” 形成了快手独特的半熟人社区。

Tiktok's development in China is overwhelming, and there are few technology giants abroad that can do TikTok's algorithm. ByteDance is socializing with strangers, and data is king. Kwai Laotieze has always been a good balance between social interaction and algorithm, and the "unfashionable culture" has formed a unique semi acquaintance community of Kwai.

而身着微信 “社交血脉” 的视频号，在出生便拥有 “抖快” 都不能企及的牢固熟人社交关系链，这恰恰是视频号崛起的大优势。

The video account, which carries the social bloodline of WeChat, has a strong social network of acquaintances that even Doukuai cannot reach from birth, which is precisely the major advantage of the rise of video accounts.

目前视频号的，基本上是基于社交关系来进行分发。例如：

At present, the recommendation of video accounts is mainly based on social relationships for recommendation distribution. For example:

发现页中的小红点提醒，是 “好友点赞”、“好友在看的直播” 等；

The small red dot reminders on the discovery page are "like by friends", "live broadcasts watched by friends", etc;

进入视频号，默认打开的是“朋友”版块，而“朋友”也是处于顶部四大信息流的中间位置；

When entering the video account, the "Friends" section is opened by default, and "Friends" is also located in the middle of the top four information streams;

从朋友圈、聊天等途径看到的视频号动态，更是纯粹的社交。

The video account updates seen through social media platforms such as Moments and Chat are purely social recommendations.

在近曝光的视频号算法机制中显示，朋友点赞的“社交”在算法中占比55%，而内容的“热门”只占15%。

In the algorithm mechanism of recently exposed video accounts, "social recommendations" from friends who like account for 55% of the algorithm, while "popular recommendations" from high-quality content only account for 15%.

这就证明：充满微信特色的社交分发，依然是视频号的优先级。

This proves that social recommendation distribution full of WeChat characteristics is still the priority of video accounts.

对创作者来说，社交也更有利于账号涨粉引流。用户对某个视频号作品点赞后，系统会把这一视频作品到他的社交圈，如果他的微信好友看到后也点了赞，那么这个视频作品会再给此好友的社交圈……

For creators, social recommendations are also more conducive to increasing account followers and attracting traffic. After a user likes a video work on a certain video account, the system will recommend the video work to their social circle. If their WeChat friend also likes it after seeing it, the video work will be recommended to this friend's social circle

这种社交裂变，某种意义上复制了公众号在朋友圈 “刷屏” 的传播路径，可以无限 “出圈”。

This social fission, in a sense, replicates the official account's "screen brushing" communication path in the circle of friends, which can be "out of the circle" indefinitely.

理论上来说，一条视频号不停地在各个圈层间传播，可以潜在触达的人群边际是无限的。

In theory, a video account constantly spreads between different circles, and the potential reach of the audience is infinite.

对运营者来说，要意识到，这是巨大的流量潜能。

For operators, the first thing to realize is the enormous potential for traffic.

站在运营实操角度，可以充分利用社交裂变进行冷启动。发布视频后，点赞、转发、评论、收藏是关键指标，这决定了你的作品能够获得多少曝光量。

From the perspective of operational practice, social fission can be fully utilized for cold start. After publishing a video, liking, forwarding, commenting, and bookmarking are key indicators, which determine how much exposure your work can gain.

很多创作者为了提升曝光量也想尽了各种办法，比如找朋友互赞，加入“互赞群”，付费推广等等，折腾了半天发现效果并不明显，还有被系统降低权重的风险。

Many creators have tried various methods to increase exposure, such as finding friends to like, joining "like groups", paying for promotion, and so on. After struggling for a while, they found that the effect was not significant, and there was also a risk of being downgraded by the system.

视频号能不能做起来，作为创作者，还是要回归其重要的流量和算法。

Whether a video account can be developed or not, as a creator, we still need to return to its important traffic and recommendation algorithms.

先谈谈抖音的算法机制：

First, let's talk about the algorithm mechanism of Tiktok:

熟悉抖音的创作者应该都知道，抖音视频的作品，主要依靠算法逻辑，根据作品完播率、复播率、点赞数、留言数、转发数等数据，来综合判定作品情况，人工审核主要是针对热门和爆款类视频的。

The creators who are familiar with Tiktok should know that the recommendation of Tiktok video works mainly depends on the algorithm logic, according to the completion rate, rebroadcast rate, likes, messages, forwarding number and other data to comprehensively determine the work situation. Manual review is mainly for popular and popular videos.

具体来讲，抖音的算法，其实是一个漏斗机制，跟今日头条的去中心化的算法原理基本一致。

Specifically, the Tiktok algorithm is actually a funnel mechanism, which is basically consistent with the principle of the decentralized recommendation algorithm in Headlines today.

那么，视频号会不会也采取这样的模式呢？

So, will video accounts also adopt this pattern?

微信不像抖音，视频号和朋友圈、微信群是打通的，未来也肯定会打通公众号和小程序。

Unlike Tiktok, WeChat is connected with the video account, the circle of friends and WeChat groups, and will definitely connect with the official account and the applet in the future.

所以，用户可通过转发来获得基础播放量，不需要平台给量。

So, users can obtain basic playback volume through forwarding, without the need for platform feedback.

根据大多数创作者这段时间的测试来看，新作品视频号是不给量的，更新的视频作品只有达到一定热度后，才会获得平台，而这样的基础播放，需要你通过转发和分享才能获得。

According to the testing conducted by most creators during this period, new video accounts are not given in quantity, and updated video works will only receive platform recommendations after reaching a certain level of popularity. Such basic playback requires you to obtain it through forwarding and sharing.

这就意味着，在刚开始做视频号时，基础播放量，要通过你的转发和分享来获得。所以，视频号的算法和抖音恰恰相反，采用相反的算法机制，也即是将抖音的 “算法+人工” 变为 “人工+算法”。

This means that when starting a video account, the basic playback volume needs to be obtained through your forwarding and sharing. Therefore, the algorithm of video number is the opposite of Tiktok, and the opposite algorithm mechanism is used, that is, the "algorithm+manual" of Tiktok is changed to "manual+algorithm".

因此，运营视频号的创作者不必过分担心算法，如公众号阅读量一样，的转发数据和点赞数，才是评价作品好坏的根本。

Therefore, the creators of operating video accounts need not worry too much about algorithms. Just like the reading amount of official account, high-quality forwarding data and likes are the basis for evaluating works.

2. 微信视频号审核机制

2. WeChat video account review mechanism

视频号每天都有大量的创作者发布视频，肯定是要设定视频审核过滤机制的。目前都有有双重审核，分别是机器审核和人工审核。

Video accounts have a large number of creators posting videos every day, so it is necessary to set up a video review and filtering mechanism. At present, there are dual audits, namely machine audits and manual audits.

微信视频号的审核标准：

Review standards for WeChat video accounts:

机器审核：

Machine audit:

提前设置好人工智能模型来识别你的视频画面和关键词，用来审核你的作品和文案是否存在违规行为。

Set up an artificial intelligence model in advance to recognize your video visuals and keywords, and use it to review your work and copy for any violations.

如果视频规则可能会导致作品被：降低、删除作品、自我可见等。

If video rules are used, it may lead to works being: reduced recommendations, deleted works, self visibility, etc.

严重违规则直接删除或者设置自我可见。如果无法直接判定违规则会进入人工审核。

Serious violations can be directly deleted or self visible. If the violation cannot be directly determined, it will be subject to manual review.

人工审核：

Manual review:

对机器筛选出来疑似违规的作品，由人工进行审核。人工审核主要有围绕三块：视频标题、视频封面、视频关键帧。

Suspected works of violation will be screened by the machine and manually reviewed. Manual review mainly revolves around three aspects: video title, video cover, and video keyframes.

如果发确定违规，将会进行：删除视频、降权通告、封禁账号等处罚。

If it is determined that the violation has occurred, penalties such as video deletion, downgrade notice, and account suspension will be imposed.