At the same time, new media people and e-commerce companies are trying to drain from the large flow pool in order to share a piece of cake. Especially for the Tik Tok platform, in the past two years, among many competitors, Tik Tok has gradually established the position of "overlord" of e-commerce platform. Many people may have heard of Tik Tok's "Golden 3 Seconds", which means that the first 3 seconds of your short video decide life and death. It is not easy to make a profitable Tik Tok account at this time. Different from the cold start stage, the low threshold of vibrato short video creation has aroused the enthusiasm of the whole people, and everyone seems likely to stand out in Tik Tok with their content; Today, Tik Tok has entered the initial mature stage, and has been strengthening rectification and standardization. If you are not careful, you will be restricted. How to get traffic without stepping on thunder under the fast-paced video stream has become a problem that everyone who makes products and operators think about day and night.
On this issue, Archimedes' sentence "Give me a lever and I can move the whole earth" may inspire us to solve the problem. A person's ability and energy are always limited, so learn to use the potential to amplify energy.
There is such a person, his name is Ye Qiu, and he is a witness of new media entrepreneurship. He led his creative team to seize the explosion bonus of vibrato short video content on 20 18, and then he followed the rapid transformation of Tik Tok, seized the opportunity of Tik Tok IP live broadcast bonus and Tik Tok e-commerce live broadcast, and built a Ye Qiu matrix brand live broadcast room, forming a stable income cash flow. It can be seen that Qiuye has successfully stood on the wave of Internet entrepreneurship. He summed up the 10 big Tik Tok thinking in his book Tik Tok Thinking, which includes both in-depth thinking on Tik Tok's operation mode and concrete and feasible Tik Tok income-generating methods, which is undoubtedly a lever for media creators.
In the past, in Tik Tok, the days when you could send videos are over. At present, the core of Tik Tok's development strategy is to create a platform realization ecology. It not only improves the intelligent marketing platform and data integration platform, but also has the payment function in the platform to realize closed-loop link. If we want to play well in Tik Tok and make money in Tik Tok, we can't stop studying. We can use the lever of "Tik Tok thinking" to touch Tik Tok's "ball".
From the user's point of view, create an immersive shopping scene with game thinking.
Some people say: "excellent businessmen do business around customers, and ordinary businessmen sell their own products." Just like the user thinking mentioned in the book Tik Tok Thinking, no matter what the live broadcast room of the track is, only by grasping the user's psychology can the anchors turn the user's stay into a transaction.
At present, Tik Tok has two modes of cargo transportation: short-sighted cargo and live cargo. Because short videos and live broadcasts can make people feel emotions, perceive pictures, guide and incite. Tik Tok's commodity war is a battle for users' attention. Only highly immersive content can bring high stay and high conversion. For example, to explore the origin of live broadcast, the fan base and viewing volume of factory live broadcast are not high, but their conversion rate is surprisingly high. A blogger made a special durian live broadcast in his orchard. It sold more than 200,000 in just two hours, and the number of online users was less than 3,000. Finally, the total sales reached 5 1 000. Source live broadcast mode such as origin live broadcast gives consumers great confidence and benefits with absolute product advantages and price advantages.
Akiba found that the popular short video of Tik Tok platform has a similar feature: the most common way to do marketing is game thinking, and entertainment is used instead of promotion. In Tik Tok, street shooting is a common expression of clothing goods bloggers: a beautiful young lady shows a video of what she wears in the street and subway, telling you how to look fashionable and often selling the same clothes. In a short video with the theme of "How do dancers do splits", people staged various difficult splits, and the comments in the comment area kept rising. There is a brain teaser live room, which posts links to games. Someone clicks in, and the anchor gets a commission. Akiba concluded that the anchor with a strong sense of variety is very powder-sucking, and the variety show live room is very popular. This is a comprehensive presentation of user thinking, scene thinking and game thinking.
2 Use data thinking, catch the fast train of algorithm, and improve the recommendation probability of Tik Tok platform.
As we all know, Tik Tok is not a platform to win by quantity, but a platform to explode by point. On Tik Tok, a lovely blogger randomly posted a video of his cat peeing on his bed, which was viewed 550,000 times, liked by more than 7,000 people and commented by nearly 4,000 people. This kind of video is often recommended by the system to a larger traffic pool after being praised and commented by many people at the beginning, reaching more users and achieving the effect of heat weighting.
After a green plant flagship store released a short video on flower cultivation knowledge and fertilization, it played more than 8 million on the same day, and the cumulative broadcast volume in the month of release exceeded 654.38 billion, attracting more than 230,000 new fans. Because Tik Tok's short video and live room belong to different traffic pools. Knowing this rule, the team made full use of this wave of heat and traffic, and quickly launched a 24-hour live broadcast, lasting 2 1 day, and the turnover exceeded100000.
With the policy of "constrained algorithm" issued by 1 country in March, algorithm recommendation has also been pushed to the forefront. In other words, algorithm recommendation is synonymous with "precise push" in the e-commerce era.
I often hear everyone's ridicule: "The person who knows you best is not yourself, nor your mother, nor tarot cards, but big data." Some people compare the data to a coal mine with energy. How to use big data has become the key for businesses to win the competition.
Regarding how to drain and how to make your short video and live broadcast room more easily recommended by the algorithm, in Tik Tok Thinking, the author unlocked the password of gold mining from the traffic pool from two dimensions: data thinking and algorithm thinking.
For example, Tu Lei, a star talent of Tik Tok, made full use of her influence and popularity to create a big-headed "Tu Lei", and at the same time developed accounts such as "Tu Lei Select Customer Service" and "Little Assistant Tu Lei". There is also an independent Tik Tok, which can also be a guest appearance and drain each other. If you want to make a large volume in a short time, it is a good choice to combine the talent matrix for promotion. A well-known gourmet anchor is promoting his brand by cooperating with more than 2000 talents, which makes the brand penetration rate and sales effect reach the best.
More and more brands have settled in the e-commerce platform for brand self-broadcasting. There is no doubt that brands have a very prominent advantage in the supply chain of origin. Their presence in the e-commerce platform is equivalent to opening up a position of their own in a large traffic pool, which has a good linkage effect on product promotion and marketing. 202 1 In Tik Tok, Huawei and Tik Tok jointly made a live broadcast. Through the round-table dialogue between the president of Huawei's mobile phone product line and celebrities and authorities in science and technology, many advantages of Huawei's products were displayed, which gained 250 million exposure for Huawei and brought a great upsurge. The author of "Tik Tok Thinking" believes that a brand should be a brand matrix, and no brand should be a team matrix.
Conclusion:
According to statistics, Tik Tok has the largest number of star anchors in the whole network. Some stars bring goods and people, and some stars bring goods to the scene of large-scale car accidents. Prove that fans are the basis of realization, not the guarantee of high sales. This requires us to think deeply from superficial events to system structure. But many times, we can only see the surface of the event, but we can't see the whole picture of the event. We can only see the tip of the iceberg, and naturally we can't see the bigger and more complicated part below the iceberg. If you want to think deeply, you must understand the system structure. As the saying goes, "thinking determines action, and action determines the result."
Tik Tok Thinking provides us with the overall scheme of vibrato short video operation, and explains the operation process of vibrato short video with practical cases. From the level of thinking, this book opens up the underlying logic of Tik Tok's operation. Through multi-dimensional stretching, the model is built with multi-dimensional information to achieve precise strikes, and the user's touch will become more and more accurate. It can be said that reading this book is equivalent to two months of high-end operation classes in Tik Tok. I suggest you have a quick look.