济南短视频运营：超详细的抖音运营全攻略，不可错过

　　一、抖音算法推荐

　　1、 Tiktok algorithm recommendation


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　　1，什么是算法推荐？

　　1. What is algorithmic recommendation?

　　算法推荐可以理解成，程序员小哥哥们开发了一套智能的编程系统，这套系统能够通过对用户行为的分析，判断出用户的喜好，比如你经常浏览明星八卦，就分析出来你对娱乐信息感兴趣。

　　Algorithm recommendation can be understood as programmers developing an intelligent programming system that can analyze user behavior and determine their preferences. For example, if you frequently browse celebrity gossip, it can be analyzed that you are interested in entertainment information.

　　算法还能够识别视频、文字、图片等内容，判断出这个视频或文章是关于什么的。

　　Algorithms can also recognize videos, text, images, and other content to determine what the video or article is about.

　　然后算法会自动化把不同的视频、文章推荐给不同的人。从而实现个性化、精准化的推荐，也就是所谓的千人千面。一个经常浏览娱乐信息的人，就会经常看到明星娱乐的八卦资讯。

　　Then the algorithm will automatically recommend different videos and articles to different people. Thus achieving personalized and precise recommendations, also known as personalized recommendations for thousands of people. A person who frequently browses entertainment information will often see gossip about celebrity entertainment.

　　算法推荐是字节跳动的看家本领，所以我们平时看到的今日头条文章，就是这样被推荐的。抖音是字节跳动旗下的产品，抖音视频也是算法推荐实现的内容分发。

　　Algorithm recommendation is a master skill of ByteDance, so today's headline articles we usually see are recommended in this way. Tiktok is a product of ByteDance, and Tiktok video is also the content distribution recommended by the algorithm.

　　需要注意的是，算法是持续变化和升级的。算法即会推荐用户感兴趣的内容，也会不断拓展知识的边界，给用户相关的新的内容，以实现推荐的精准化和个性化。

　　It should be noted that algorithms are constantly changing and upgrading. Algorithms not only recommend content that users are interested in, but also constantly expand the boundaries of knowledge, providing users with relevant new content to achieve precise and personalized recommendations.

　　2，算法到底算什么？

　　2. What exactly is an algorithm?

　　① 用户属性

　　① User attributes

　　用户属性包括用户的性别、年龄、地域、文化程度、兴趣等。不同属性的用户会被推荐不同的内容，比如00后被推荐的内容跟70后是有区别的。

　　User attributes include gender, age, region, educational level, interests, etc. Users with different attributes will be recommended different content, for example, the recommended content for post-00s is different from that for post-70s.

　　用户属性还包括用户行为：阅读时长、完读率、转发、评论、赞、收藏等。算法通过分析用户的这些行为，判断用户喜不喜欢推荐的内容，也判断被推荐内容的质量好坏。

　　User attributes also include user behavior: reading duration, completion rate, forwarding, commenting, liking, bookmarking, etc. The algorithm analyzes users' behaviors to determine whether they like the recommended content, as well as the quality of the recommended content.

　　用户属性还包括用户的社交关系，在抖音上会经常被推荐疑似好友视频，就是抖音获取通讯录实现的社交属性推荐。

　　User attributes also include the user's social relationship. On Tiktok, videos of suspected friends are often recommended, which is the social attribute recommendation achieved by Tiktok's access to the address book.

　　② 内容属性

　　② Content attributes

　　内容属性指被推荐的内容是关于什么的。算法能够对文字、图片、视频等进行分析，通过文本及图像分析，判断内容的基础质量、是否违规和内容情况。比如一个视频的描述写的是如何做炸酱面，此视频就会被认为是美食类内容。

　　Content attributes refer to what the recommended content is about. Algorithms can analyze text, images, videos, etc., and through text and image analysis, determine the basic quality of content, whether it violates regulations, and the content situation. For example, if a video describes how to make Zhajiangmian, it will be considered as food content.

　　③?观看环境

　　③? Viewing environment

　　观看环境指用户的硬件设备，比如用户的手机是iPhone 还是安卓，具体哪个型号、4G还是WiFi？以及位置在哪？抖音会根据用户的不同设备、不同网络环境和位置，推荐不同的内容给用户。

　　The viewing environment refers to the user's hardware devices, such as whether the user's phone is an iPhone or an Android, which specific model, 4G or WiFi? And where is the location? Tiktok will recommend different content to users according to different devices, different network environments and locations.

　　3，流量池机制？

　　3. Traffic pool mechanism?

　　了解了算法算什么之后，还要了解抖音在算了内容之后是如何推荐的，即流量池机制。

　　After knowing what the algorithm is, we also need to know how Tiktok is recommended after calculating the content, that is, the flow pool mechanism.

　　所谓的流量池机制可以理解成，抖音把全网的每日上亿流量分到了不同的池塘，有小池塘，有大池塘，有超大池塘……及最大的精品流量池池塘。

　　The so-called flow pool mechanism can be understood as that Tiktok divides the daily flow of hundreds of millions of the whole network into different ponds, including small ponds, large ponds, super large ponds... and the largest high-quality flow pool.

　　小池塘里只有几百或上千个用户，也就是“流量”，表现在视频指标上，就是播放量。大池塘有上万或几十万用户，超大池塘有上百万用户，精品流量池有上千万用户。

　　There are only a few hundred or even a thousand users in Xiaochitang, which is known as "traffic" and is reflected in video metrics such as playback volume. The large pond has tens of thousands or hundreds of thousands of users, the super large pond has millions of users, and the premium traffic pool has millions of users.

　　一个视频发布后，会先被推荐到小池塘试试水，根据池塘里用户的反馈情况，判断视频是不是好，要不要继续推荐到大池塘。

　　After a video is released, it will first be recommended to try the water in a small pond. Based on the feedback from users in the pond, it will be judged whether the video is good and whether to continue recommending it to a large pond.

　　好坏的标准是视频推荐后，用户有没有看，有没有看完，有没有转评赞。如果有，并且互动比例高，则继续推荐，如果推荐了几百个人，没人点赞，则这个视频不好，就不再推荐了。

　　The standard for good or bad is whether the user has watched, watched, or forwarded the video recommendation. If there are, and the interaction rate is high, continue to recommend. If hundreds of people are recommended but no one likes, then the video is not good and will no longer be recommended.

　　所以不要说，我的视频为什么没有推荐。不是没有推荐，只要你的视频有几十几百个播放量，就是推荐了，只是没有人点赞，所以不好，不给你继续推荐了。

　　So don't say why my video wasn't recommended. It's not that there are no recommendations, as long as your video has tens or hundreds of views, it's recommended. However, no one likes it, so it's not good. I won't continue to recommend it to you.

　　我们要做的是，要让视频发布后有人转评赞，从小池塘进入大池塘，获得持续推荐。

　　What we need to do is to have people repost and like the video after it is published, from a small pond to a big pond, and receive continuous recommendations.

　　? 二、抖音定位策略

　　? II. Tiktok positioning strategy

　　定位是明确自己的运营领域和方向。进行自媒体运营，第一要务是定位。抖音运营有三大定位方向和四大定位技巧。

　　Positioning is to clarify one's own operational field and direction. The first priority in operating self media is positioning. Tiktok operation has three positioning directions and four positioning skills.

　　1，三大定位方向

　　1. Three major positioning directions

　　① 根据兴趣定位

　　① Based on interest positioning

　　运营抖音，不知道做什么时，可以想想自己的兴趣是什么，做自己感兴趣的领域。做自己喜欢的事，更容易坚持，更容易成功。创作感兴趣的内容，更容易投入时间和精力，在质量上也更有可能胜出。

　　When you don't know what to do with Tiktok, you can think about what your interests are and do what you are interested in. Doing what you love makes it easier to persist and more likely to succeed. Creating content that interests one is easier to invest time and effort in, and is more likely to win in terms of quality.

　　② 根据能力定位

　　② Based on ability positioning

　　还可以根据自己的擅长领域定位，有哪方面能力，就做哪方面定位。在工作中你可能掌握了某项技能或某领域的专业知识。那么在运营抖音时，可以根据自己的特长定位，这样质量上更有保证。

　　You can also position yourself based on your areas of expertise, and position yourself based on your abilities. You may have acquired a certain skill or specialized knowledge in a certain field during your work. Then when operating Tiktok, you can position it according to your own expertise, so that the quality is more guaranteed.

　　比如我是一名新媒体讲师，那么我做抖音，首先想到的就是做新媒体领域，所以我的抖音定位就是新媒体，我抖音名就叫“一正文案”。

　　For example, if I am a new media lecturer, the first thing I want to do in Tiktok is to do in the field of new media, so my positioning of Tiktok is new media, and my name is "Yizheng copywriting".

　　③ 根据热门定位

　　③ Based on popular positioning

　　如果你说自己既没有兴趣，也没有能力，但就是想做抖音，想火想挣钱，但不知道做什么，那……其实是挺难的。但如果真的是这样，我建议你可以根据抖音的热门领域去定位。什么领域热门，受众广泛且商业化效果好，就做什么领域。

　　If you say that you have neither interest nor ability, but just want to do Tiktok, want to make money, but do not know what to do, then...... It is very difficult. But if this is the case, I suggest you locate it according to the hot areas of Tiktok. Whatever field is popular, has a wide audience, and has good commercialization effects, then focus on that field.

　　抖音上的热门领域有：

　　Popular areas on Tiktok include:

　　① 搞笑类各种偶然的、编排的有趣生活场景，或搞笑内容创作，有广泛的受众基础。搞笑类内容是各平台的重要内容类型之一。

　　① Various accidental and arranged interesting life scenes or humorous content creations in the field of comedy have a wide audience base. Humorous content is one of the important types of content on various platforms.

　　② 知识类可以分享汽车、学习、养生、健身、生活小窍门等各领域知识。为用户提供有价值的知识信息，更容易获取粉丝。知识类内容是较容易生产的内容领域。

　　② Knowledge can be shared in various fields such as automobiles, learning, health preservation, fitness, and life tips. Providing valuable knowledge and information to users makes it easier to gain followers. Knowledge based content is a relatively easy field to produce.

　　③?颜值类漂亮的小姐姐、帅气的小哥哥永远有杀伤力。如果你有颜值，或者有颜值资源，可以发挥自己的特长，去展现美。当然，美要有内容依托，比如唱歌、跳舞、讲段子等。

　　③? Beautiful ladies and handsome brothers in terms of appearance always have killing power. If you have good looks or beauty resources, you can use your strengths to showcase your beauty. Of course, beauty requires content support, such as singing, dancing, and telling jokes.

　　④ 才艺类才艺不只是唱歌跳舞，胸口碎大石也是才艺。如果你能像西安不倒翁女孩一样跳舞，或能把刀削面削出花来，都可以定位才艺。可以结合自己的工作技能或生活技能去挖掘自身才艺。

　　④ Talent is not just about singing and dancing, breaking big stones on the chest is also a talent. If you can dance like a Xi'an tumbler girl, or cut Daoxiao Noodles into flowers, you can position talent. You can combine your work skills or life skills to explore your own talents.

　　⑤?美食类美食是受众广泛的内容领域。做美食，又可以细分成很多领域，比如专业教程分享、吃货大胃王、懒人美食小妙招，或者当地美食推荐等。做美食竞争激烈，需要做出自己的特色和风格，才有机会成功。

　　⑤? Gourmet cuisine is a widely accepted field of content. Cooking can be further divided into many fields, such as sharing professional tutorials, being a foodie with a big stomach, lazy food tips, or recommending local cuisine. The competition for making delicious food is fierce, and one needs to create their own unique characteristics and style in order to have a chance of success.

　　⑥ 鸡汤类情感鸡汤也是大众消费品，是抖音热门领域大类。情感既可以是关于爱情的，也可以是正能量的，还可以是职场励志的。不同的受众定位，可以熬制不同的鸡汤。鸡汤就是各种情感激励的精神消费品。

　　⑥ Emotional chicken soup is also a mass consumer product, which is a major category in the hot field of Tiktok. Emotions can be about love, positive energy, or career motivation. Different audience positioning can make different chicken soup. Chicken soup is a spiritual consumption product that inspires various emotions.

　　⑦ 萌宠类萌娃和宠物都属于萌宠。如果你养宠物，或者有孩子，可以做萌宠类定位。记录、创作日常生活趣事，就能俘获大批可爱的受众。

　　⑦ Cute pets, including cute children and pets, belong to the category of cute pets. If you have pets or children, you can do cute pet positioning. Recording and creating interesting daily life stories can capture a large number of lovely audiences.

　　⑧ 旅行类“世界那么大，我想去看看”是人人都向往的生活。美丽的风景、特色的人情，异域的见闻都有强大的吸引力。如果你有相关条件或资源能结合，可以选择旅行领域。

　　⑧ The world is so big, I want to go and see it "is a life that everyone yearns for in the travel category. Beautiful scenery, unique customs, and exotic experiences all have strong appeal. If you have the relevant conditions or resources to combine, you can choose the field of travel.

　　⑨ 美妆类美妆是抖音上的特色领域，美妆也可以属于知识分享领域，但因为美妆领域发展迅猛，商业化模式清晰，所以单拿出来属于一类。美妆类目前竞争已经白热化，门槛较高，如果你没有杀手锏，建议不要做。

　　⑨ Beauty is a characteristic field of Tiktok, and beauty can also belong to the field of knowledge sharing. But because the beauty field is developing rapidly and the commercialization model is clear, it belongs to the first category alone. The competition in the beauty industry is currently fierce and the threshold is high. If you don't have a trump card, it is recommended not to do it.

　　除以上主要的热门领域之外，抖音还有游戏、二次元、生活、职场等内容类型。

　　In addition to the above major hot areas, Tiktok also has content types such as games, anime, life, and workplace.

　　以上领域划分，是给大家提供思路和启发，大家可以结合自身进行选择。明确了领域方向后，在定位时，一定要遵循以下几点。

　　The above field divisions are intended to provide ideas and inspiration for everyone to choose based on their own needs. After clarifying the direction of the field, the following points must be followed when positioning.

　　2，四大定位技巧

　　2. Four major positioning techniques

　　① 垂直化定位

　　① Vertical positioning

　　定位一定要垂直，一定要选择某一个具体的领域。定位越垂直，则运营越容易成功。

　　Positioning must be vertical, and a specific field must be selected. The more vertical the positioning, the easier it is to succeed in operation.

　　比如你的抖音定位为知识分享，还需要继续细化定位。分享的是什么领域的知识？营销知识？哪方面的营销知识，是房地产营销还是快消品营销？是传统营销还是互联网营销？

　　For example, your Tiktok positioning is knowledge sharing, and you need to continue to refine the positioning. What field of knowledge is being shared? Marketing knowledge? Which aspect of marketing knowledge is real estate marketing or fast-moving consumer goods marketing? Is it traditional marketing or Internet marketing?

　　如果是互联网营销，能不能继续细化成短视频营销、抖音营销、微信营销、社群营销？越细化越有特色，受众越清晰，则更有可能成功。

　　If it is Internet marketing, can it be further refined into short video marketing, Tiktok marketing, WeChat marketing, and community marketing? The more refined, the more distinctive, and the clearer the audience, the more likely it is to succeed.

　　在定位时，要先垂直到最小众，找准自身特色和受众，然后在运营过程中，随着粉丝的积累，可以逐步扩大定位范围，以实现更广泛受众的获取。因此在抖音运营的在定位策略上，要先小众，再大众。

　　When positioning, it is necessary to first vertically reach the most niche, identify one's own characteristics and audience, and then gradually expand the positioning range with the accumulation of fans in the operation process to achieve a wider audience acquisition. Therefore, in the positioning strategy of Tiktok operation, we should first focus on the minority, then the public.

　　②?人格化定位

　　②? Personalized positioning

　　人格化定位是指，把你的抖音账号打造成一个人。以你的身份，或你打造的虚拟人物身份去跟粉丝对话。

　　Personalized positioning refers to creating a person from your Tiktok account. Speak to fans as you or as a virtual character you have created.

　　比如“一禅小和尚”就是一个虚拟的人物形象，以小和尚之口说出人生的道理，比直接讲道理更容易让人接受。而且以人的方式与粉丝沟通，更符合社交化短视频的特点，用户更有沟通的欲望。

　　For example, 'One Zen Little Monk' is a virtual character image that expresses the truths of life through the mouth of a little monk, which is easier for people to accept than directly explaining them. Moreover, communicating with fans in a human way is more in line with the characteristics of social short videos, and users have a greater desire to communicate.

　　③ 个性化定位

　　③ Personalized positioning

　　个性化是为了打造记忆点。一个大众脸是不会被路过的人记得并喜欢的。有个性首先能引起关注，其次能引起好感。因此在定位时，要提前明确好自己的个性是什么，在后期运营时，不断输出个性，让用户感受到、喜欢你，并形成辨识度。

　　Personalization is about creating memorable moments. A common face will not be remembered and liked by passersby. Having personality can first attract attention, and secondly, it can create a favorable impression. Therefore, when positioning, it is important to clarify in advance what your personality is, and in later operations, continuously output your personality to make users feel and like you, and form recognition.

　　打造个性化的方式有很多，比如个性的头像、名字，个性的声音，个性的文案，甚至是个性的口播标签等。在运营时，需要在各种细节上去体现个性，打磨出个性。

　　There are many ways to create personalization, such as personalized avatars, names, voices, copywriting, and even personalized voice tags. In operation, it is necessary to reflect personality in various details and polish personality.

　　比如papi酱的夸张表情、超快语气、“一个集美貌与才华于一身的女子”标签；比如李子柒的古风美食、从不说话、不食人间烟火；还有李佳琦的“OMG”、“姐妹们”、“所有女生请注意”……

　　For example, Papi chan's exaggerated expressions, super fast tone, and the label of "a woman who combines beauty and talent"; For example, Li Ziqi's ancient style cuisine, never speaking, and not indulging in worldly pleasures; And Li Jiaqi's "OMG", "sisters", "all girls please pay attention"

　　④ 服务化定位

　　④ Service oriented positioning

　　服务化定位是对那些有营销目的的运营者的叮嘱。运营抖音，要首先忘掉功利心，不要总想着卖产品，打广告。为用户提供有价值的内容和服务，才是运营抖音的正确之路。

　　Service oriented positioning is a warning to operators with marketing objectives. To operate Tiktok, we should first forget about utilitarianism and not always think about selling products and advertising. Providing users with valuable content and services is the right way to operate Tiktok.

　　抖音是内容媒体平台，用户在抖音平台存在的意义，就是为了获取有价值的信息。这个价值可以是看新闻、看段子、看美女、看宠物……娱乐消遣是核心的，而不是看广告。

　　Tiktok is a content media platform. The significance of users' existence on Tiktok platform is to obtain valuable information. This value can be watching news, watching jokes, watching beautiful women, watching pets... Entertainment and leisure are the core, not watching advertisements.

　　所以你如果想打广告卖产品，请先把抖音号做好，把品牌建起来，把粉丝累积起来，然后再逐步转化。或者直接投信息流广告，找大号带货。不能每次发抖音都想着法的叫卖产品。

　　So if you want to sell your products through advertising, please do a good job of Tiktok first, build the brand, accumulate fans, and then gradually transform. Alternatively, you can directly advertise in the information flow and find larger brands to promote your products. Don't try to sell products every time you tremble.

　　既然运营抖音，那我们默认就是要把账号做大，要获得高赞高粉丝量。那就需要把账号定位为服务号，为用户提供有价值的内容服务。以此为出发点去创作抖音内容。

　　Since we operate Tiktok, by default, we need to expand our account to get high praise and fans. Then it is necessary to position the account as a service account and provide valuable content services to users. Take this as the starting point to create Tiktok content.

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