济南短视频推广：这可能是最全的抖音运营攻略

　　2018年初，我在公交上看到一个青年对着他的手机屏幕笑了一路。我知道，抖音火了。

　　In early 2018, I saw a young man on the bus smiling at his phone screen all the way. I know, Tiktok is angry.

　　2019年初，我在各个微信公众号看到他们花式介绍抖音课程。我知道，抖音真的火了。

　　At the beginning of 2019, I saw their fancy introduction of Tiktok courses on various WeChat official account. I know that Tiktok is really angry.

　　一起来看看抖音近年来取得的战绩：

　　Let's take a look at Tiktok's achievements in recent years:

　　2016年9月26日，抖音1.0.0版本上线。作为今日头条内部孵化产品，是一个以15秒录制、编辑的音乐社交平台。

　　On September 26, 2016, Tiktok version 1.0.0 went online. As an internal incubation product of Today's Headlines, it is a music social platform that records and edits music in 15 seconds.

　　当时短视频正处于高热度阶段，这种比文字、图片更加低门槛、低成本分享信息的方式广受用户喜爱。

　　At that time, short videos were in a high heat stage, and this lower threshold and low-cost way of sharing information than text and images was widely loved by users.

　　2017年抖音独家赞助大热综艺《中国有嘻哈》后，才开始真正火起来。

　　In 2017, after Tiktok exclusively sponsored the popular variety show Hip Hop in China, it really became popular.

　　2018年春节期间，抖音邀请多位流量大咖入驻，加上海底捞事件营销等多个热点发酵，吸引了大批新用户进入。

　　During the Spring Festival of 2018, Tiktok invited many traffic celebrities to settle in, and many hot spots such as Shanghai Dilao event marketing attracted a large number of new users.

　　2018年以来，抖音几乎一直盘踞在App Store第一位，7月中旬，抖音官方宣布，全球月活跃用户数超过5亿。

　　Since 2018, Tiktok has almost always ranked first in the App Store. In mid July, Tiktok officially announced that the number of monthly active users in the world exceeded 500 million.

　　2019年2月12日，杨不坏一篇《停更双微一抖》引发了新媒体圈的慌乱。

　　On February 12, 2019, Yang Buyou's article "Stop Changing, Double Micro, and One Shake" caused panic in the new media circle.

　　可是公司领导没看到杨不坏的《停更双微一抖》，却看到了短视频营销的趋势和风口……so sad

　　But the company leaders did not see Yang Buyi's' Stop Changing, Double Micro, and One Shake ', but saw the trend and trend of short video marketing... so sad

　　所以，两微一抖依然不可避免地要成为各企业的新媒体标配，也成为了自媒体人纷纷抢占的重要阵地。

　　So, the two WeChat accounts and one Douyin will inevitably become the new media standard for various enterprises, and have also become an important battlefield for self media professionals to seize.

　　我们在搜集了网上关于抖音运营的文章和爆红案例之后，为各位详细总结了抖音的运营干货：

　　After collecting online articles and popular cases about Tiktok's operation, we summarized Tiktok's operation dry goods for you in detail:

　　一个同事某个晚上下载了抖音，然后窝在沙发里不知不觉地刷了3个小时……

　　A colleague downloaded Tiktok one night, and then hid in the sofa for 3 hours unconsciously

　　于是有了那个段子：抖音5分钟，人间已千年。

　　So there is the story: Tiktok for five minutes, which has been a thousand years in the world.

　　为什么抖音让人停不下来？这个磨人的小妖精到底有什么本事？

　　Why can't Tiktok stop people? What are the abilities of this grinding little fairy?

　　这就要从抖音的算法开始说起了。

　　This starts with the algorithm of Tiktok.

　　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:

　　第一，冷启动流量池曝光

　　Firstly, exposure of the cold start flow pool

　　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, it has an average of 1000 exposures.

　　第二，数据挑选

　　Secondly, 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.

　　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推荐。

　　Then select the four metrics of liking, following, forwarding, and commenting that exceed 10%, and roll them into a larger traffic pool for recommendation in the next round.

　　第三，精品推荐池

　　Thirdly, the boutique 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推荐池，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, completion rates, and interaction rates of comments are filtered out to have the opportunity to enter the premium recommendation pool. When users open them, the videos they see with tens or even millions of likes are obtained in this way.

　　想在一个陌生的世界里生存下来，首先你要知道这里的自然法则。

　　To survive in a strange world, first you need to know the natural laws here.

　　想玩转抖音、利用抖音做品牌宣传和变现，第一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。

　　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.

　　想玩抖音，首先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官方认证。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 this type of information can help increase weight.

　　官方认证分为个人认证、企业认证和机构认证。

　　Official certification is divided into personal certification, corporate certification, and institutional certification.

　　个人认证

　　Personal Verification

　　适用范围：公众人物、领域专家和网络名人申请。

　　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 1 video; The number of fans is ≥ 10000; Bind your phone number. (Must be met simultaneously)

　　企业认证

　　Enterprise Certification

　　适用范围：企业

　　Scope of application: Enterprises

　　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: Business license of the enterprise; Enterprise certification official letter; The certification audit service fee is 600 yuan.

　　享受权益：官方认证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全面数据分析。

　　Enjoying benefits: Official certification of V-mark; Personalized customized homepage image; 1-minute long video rights; Support website link redirection and comprehensive data analysis.

　　机构认证

　　Institutional certification

　　适用范围：企业、媒体、国家机构和其他知名机构申请。

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

　　申请方式：用电脑打开www.douyin.com申请。

　　Application method: Open www.douyin.com on your computer to apply.

　　完成抖音号的注册以后，先不要急着拍摄和上传视频。

　　After completing the registration of Tiktok number, don't rush to shoot and upload videos.

　　首先，你要养号。

　　Firstly, you need to maintain your account.

　　为什么要养号？养号的唯一核心目的就是高权重。权重高就意味着基础推荐量高，也就是说我们的账号更容易出现在目标用户的视线中。

　　Why do we need to keep an account? The sole core purpose of account maintenance is high authority. High weight means high basic recommendation volume, which means our account is more likely to appear in the sight of target users.

　　从算法的角度，抖音推荐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.

　　几乎所有的流量平台都会吸引大量的营销账号，他们通过搬运、伪原创内容来批量做号，以达到曝光、引流、卖货、卖号等目的。从平台可持续发展的角度，抖音则更希望把流量分给那些正常的、能创作高质量、垂直内容的账号。

　　Almost all traffic platforms attract a large number of marketing accounts, who mass create accounts by moving and pseudo original content to achieve exposure, traffic attraction, sales, and account sales. From the perspective of sustainable development of the platform, Tiktok prefers to distribute traffic to normal accounts that can create high-quality, vertical content.

　　正常的账号，抖音都会在初期给予流量扶持。通过对账号的前3-5个视频进行标签测试，抖音会在后续推荐更多精准的用户，以便于这些账号产生的优质视频获得更多互动（转评赞）和推荐。

　　Normal accounts and Tiktok will provide traffic support at the initial stage. Through the tag test of the first 3-5 videos of the account, Tiktok will recommend more accurate users in the future, so that the high-quality videos generated by these accounts can get more interaction (re rating) and recommendation.

　　所以我们才需要花点时间来养号。

　　That's why we need to spend some time maintaining the account.

　　养号养什么？

　　What does the account support?

　　01.完善账号信息（包括账号基础信息、实名认证、绑定手机号、绑定第三方账号、个性签名、头像、其他）。认真填写这些信息，因为它会影响你的权重分数。

　　01. Improve account information (including basic account information, real name authentication, binding mobile phone numbers, binding third-party accounts, personalized signatures, avatars, and others). Fill in this information carefully, as it will affect your weight score.

　　02.关注20-30个同行业、同领域内比较火的账号。这一举动既是用来被贴标签，也是用来分析同行哪里做得好，热点视频有哪些特点。不用一次性关注，每天关注几个。

　　02. Follow 20-30 popular accounts in the same industry and field. This action is not only used to be labeled, but also to analyze where peers are doing well and what are the characteristics of hot videos. Don't follow at once, follow a few every day.

　　03.推荐、附近视频观看，进抖音首页，看推荐的视频最少5个，看附近同城的抖音视频。

　　03. Recommend and watch nearby videos. Go to the home page of Tiktok and watch at least 5 recommended videos and Tiktok videos in nearby cities.

　　04.稳定登陆5-7天，每天一小时左右模拟真实用户使用行为，观看视频直播、点赞、评论、转发。

　　04. Stable login for 5-7 days, simulate real user behavior for about an hour every day, watch live videos, like, comment, and forward.

　　05.养号期间主要就是看视频，不发任何视频。

　　During the account maintenance period, I mainly watch videos and do not post any videos.

　　06.在积累1万粉丝前，不要在账号的任何地方留微信号或敏感词汇。

　　Before accumulating 10000 followers, do not leave WeChat accounts or sensitive vocabulary anywhere on the account.

　　07.有空可以搜索抖音里举办的各种挑战赛，看看后续哪些是可以参加的、可能会火的。

　　07. When you have time, you can search for various challenges held in Tiktok to see which ones you can participate in and which may become popular in the future.

　　其次，养号期间，主要通过浏览同行业、同类型的抖音号，完成自身账号的差异化定位。

　　Secondly, during the period of account maintenance, the differentiated positioning of their own accounts is mainly achieved by browsing the Tiktok accounts of the same industry and type.

　　比如，大家都做美食，你可以定位办公室下午茶、亲子零食；大家都在美妆测评，你就可以考虑专做国产品牌的测评。

　　For example, if everyone is cooking delicious food, you can target office afternoon tea or parent-child snacks; Everyone is conducting beauty evaluations, so you can consider specializing in evaluating domestic brands.

　　差异点就是记忆点，可以让你不至于刚入场就被众人淹没。

　　The difference is the memory point, which can prevent you from being overwhelmed by the crowd as soon as you enter.

　　在养号期间，你也可以借此机会熟悉一下抖音界面和抖音的基础功能。

　　You can also take this opportunity to familiarize yourself with the Tiktok interface and the basic functions of Tiktok during the maintenance period.

　　01.什么是电商橱窗？

　　01. What is an e-commerce showcase?

　　即商品分享功能，开通此功能，就可以拥有个人主页橱窗，在直播间中添加商品，完成电商转化。还能通过DOU+（视频流量推广）功能将自己发布的视频推广给更多的人。

　　That is, the product sharing function. By activating this function, you can have a personal homepage showcase, add products in the live broadcast room, and complete e-commerce conversion. You can also promote your videos to more people through the DOU+(Video Traffic Promotion) function.

　　开通此功能需要同时达到以下条件：

　　To activate this feature, the following conditions must be met simultaneously:

　　粉丝量≥0；发布视频≥10个；通过实名认证。

　　Number of fans ≥ 0; Publish at least 10 videos; Through real name authentication.

　　02.什么是DOU+？

　　02. What is DOU+?

　　DOU+是抖音的视频加热工具，购买并使用后，可实现将视频推荐给更多兴趣用户，提升视频的播放量与互动量。

　　DOU+is a video heating tool for Tiktok. After purchase and use, it can recommend videos to more interested users and increase the amount of video playback and interaction.

　　使用 DOU+的视频会出现在抖音-首页推荐流里，根据抖音的高效能推荐算法，视频会展现给对该视频可能感兴趣的用户或潜在粉丝。

　　The video using DOU+will appear in the Tiktok homepage recommendation stream. According to the efficient recommendation algorithm of Tiktok, the video will be presented to users or potential fans who may be interested in the video.

　　03.怎么开通直播功能？

　　03. How to activate live streaming function?

　　目前只要满足抖音直播开通条件，通过实名认证就可开通。

　　At present, as long as the conditions for Tiktok live broadcast are met, it can be launched through real name authentication.

　　04.怎么开通1分钟长视频权限？

　　04. How to activate 1-minute long video permission?

　　抖音粉丝超过1000的用户即可开通长视频权限。满足条件后会收到权限开启的通知。

　　Users with more than 1000 Tiktok fans can open long video permissions. After meeting the conditions, you will receive a notification of permission activation.

　　好了，熟悉掌握上面几点以后，你就可以正式开启你的抖音之旅了。

　　Well, after you are familiar with the above points, you can officially start your Tiktok journey.

　　但是你要时刻记住，你是背着KPI去的，不是去记录美好生活的。

　　But you must always remember that you are going with KPIs behind your back, not to record a good life.

　　有人问我，现在做抖音还来得及吗？

　　Someone asked me, is it too late to do Tiktok now?

　　人们说，种一棵树最好的时候，一个是十年前，一个是现在。

　　People say that the best time to plant a tree is ten years ago and now.

　　我说，现在进入还不晚，现在进来的还有很多……你不会是最后一个。

　　I said, it's not too late to enter now, there are still many who come in now... you won't be the last one.

　　来吧。

　　Come on.

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