济南抖音运营：抖音的算法推荐和4大定位技巧

　　抖音是一个引领中国、影响世界的短视频平台。抖音的运营不仅是企业品牌传播和产品销售的要求，也是从业者必备的技能，甚至是个人网络赚钱实现网络名人梦想的途径。

　　Tiktok is a short video platform that leads China and influences the world. The operation of Tiktok is not only a requirement for enterprise brand communication and product sales, but also a necessary skill for practitioners, and even a way for individuals to make money online to realize the dream of online celebrities.

　　一、抖音算法推荐

　　1、 Tiktok algorithm recommendation

　　1，什么是算法推荐？

　　1. What is algorithmic recommendation?

　　算法推荐可以理解为程序员兄弟开发了一个智能编程系统，可以通过分析用户的行为来判断用户的偏好。例如，如果你经常浏览明星八卦，你就会对娱乐信息感兴趣。

　　Algorithm recommendation can be understood as a programmer brother developing an intelligent programming system that can analyze user behavior to determine user preferences. For example, if you frequently browse celebrity gossip, you will be interested in entertainment information.

　　算法还能识别视频、文字、图片等内容，判断视频或文章是关于什么的。

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

　　然后算法会自动向不同的人推荐不同的视频和文章。从而实现个性化、准确的推荐，即所谓的千人千面。经常浏览娱乐信息的人经常会看到明星娱乐的八卦信息。

　　Then the algorithm will automatically recommend different videos and articles to different people. Thus achieving personalized and accurate recommendations, known as' one person, one face '. People who frequently browse entertainment information often come across gossip about celebrity entertainment.

　　算法推荐是字节跳动的看家本领，所以我们通常看到今日头条文章，就是这样推荐的。抖音是字节跳动的产品，抖音视频也是算法推荐实现的内容分发。

　　Algorithm recommendation is the key skill of ByteDance, so we usually see today's headlines, and that's how we recommend it. Tiktok is a product of ByteDance, and Tiktok video is also a content distribution implemented by algorithm recommendation.

　　需要注意的是，算法是不断变化和升级的。算法不仅会推荐用户感兴趣的内容，还会不断拓展知识边界，给用户相关的新内容，从而实现推荐的准确性和个性化。

　　It should be noted that algorithms are constantly changing and upgrading. Algorithms not only recommend content that users are interested in, but also continuously expand knowledge boundaries, providing users with relevant new content, thereby achieving accuracy and personalization in recommendations.

　　2，算法到底算什么？

　　2. What exactly is an algorithm?

　　① 用户属性

　　① User attributes

　　用户属性包括性别、年龄、地域、文化程度、兴趣等。不同属性的用户会推荐不同的内容，比如00后推荐的内容和70后不一样。

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

　　用户属性还包括用户的行为：阅读时长、完读率、转发、评论、赞、收藏等。算法以此来判断用户是否喜欢推荐的内容，评估推荐内容的质量。

　　User attributes also include user behavior: reading duration, completion rate, forwarding, commenting, liking, bookmarking, etc. The algorithm uses this to determine whether the user likes the recommended content and evaluate the quality of the recommended content.

　　用户属性还包括社交关系，经常在抖音上被推荐疑似朋友的视频，即抖音获取手机通讯录实现的社交属性的推荐。

　　User attributes also include social relations, and videos of suspected friends are often recommended on Tiktok, that is, Tiktok obtains the recommendation of social attributes realized by mobile phone address book.

　　② 内容属性

　　② Content attributes

　　内容属性是指推荐的内容。该算法可以分析文本、图片和视频，并通过文本和图像分析判断内容的基本质量、违规性和内容情况。例如，视频描述了如何制作炸酱面，这将被视为美食类内容。

　　Content attributes refer to the recommended content. This algorithm can analyze text, images, and videos, and determine the basic quality, violations, and content situation of the content through text and image analysis. For example, the video describes how to make Zhajiangmian, which will be regarded as food content.

　　③观看环境

　　③ Viewing environment

　　指用户的硬件设备，如iPhone 或者Android，哪个型号，4G还是WiFi？位置在哪里？抖音将根据用户的不同设备、不同的网络环境和位置向用户推荐不同的内容。

　　Which model, 4G or WiFi, refers to the user's hardware device, such as iPhone or Android? Where is the location? Tiktok will recommend different content to users according to their different devices, different network environments and locations.

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　　What are the catchphrases for top 100W anchors? Click to review: 5 universal live streaming techniques for millions of live streaming hosts! (Attached with a complete list of Tiktok forbidden words)

　　3，流量池机制？

　　3. Traffic pool mechanism?

　　在了解算法算什么后，还要明白抖音在计算内容后是如何推荐的，也就是流量池机制。

　　After understanding what the algorithm is, we should also understand 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为抖音将整个网络的每日数亿流量分为不同的池塘，包括小池塘、大池塘、超大池塘……以及最大的精品流量池。

　　The so-called flow pool mechanism can be understood as Tiktok divides the hundreds of millions of daily flow of the entire 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者几千个用户，也就是“流量”，表现在视频指标上就是播放量。大池塘有几万或者几十万用户，超大池塘有几百万用户，精品流量池有几千万用户。

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

　　视频发布后，将首先推荐到小池塘试水。根据池塘中用户的反馈，判断视频是否好，是否继续推荐到大池塘。

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

　　好坏的标准是用户在视频推荐后是否观看、完播率和转发评论点赞。如果是，且互动比例较高，则继续推荐。如果推荐了数百人，没有人喜欢，那么视频质量不高，就不再推荐了。

　　The criteria for good or bad are whether users watch the recommended video, the completion rate, and the likes and shares of comments. If so and the interaction ratio is high, continue to recommend. If hundreds of people are recommended and no one likes it, then the video quality is not high and it will no longer be recommended.

　　所以不要说为什么我的视频不推荐。不是没有推荐，只要你的视频有几十个或几百个播放量，就是推荐，但是没有人喜欢，所以不好，不再继续推荐给你。

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

　　所以我们要做的就是让视频发布后有人互动，从小池塘进入大池塘，得到持续的推荐。

　　So what we need to do is to have people interact after the video is released, from a small pond to a big pond, and receive continuous recommendations.

　　二、抖音定位策略

　　2、 Tiktok positioning strategy

　　明确自己的运营领域和方向。自媒体运营的首要任务是定位。抖音运营有三大定位方向和四大定位技巧。

　　Clearly define one's operational field and direction. The primary task of self media operation 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

　　不知道该做什么，你可以考虑你的兴趣是什么，做你感兴趣的领域。做你喜欢的事情，更容易坚持下去，更容易成功。创建感兴趣的内容，更容易投入时间和精力，更有可能赢得质量。

　　If you don't know what to do, you can consider what your interests are and work in the field that interests you. Doing what you love makes it easier to persist and more likely to succeed. Creating content that interests you makes it easier to invest time and effort, and more likely to win quality.

　　② 根据能力定位

　　② Based on ability positioning

　　你也可以根据你擅长的领域和能力来定位。在工作中，你可能已经掌握了某一技能或某一领域的专业知识。所以在运营抖音时，你可以根据自己的专业定位，这样质量就更有保证了。

　　You can also position yourself based on your areas of expertise and abilities. In the workplace, you may have already mastered a certain skill or specialized knowledge in a certain field. Therefore, when operating Tiktok, you can position yourself according to your specialty, so that the quality is more guaranteed.

　　比如我是电商讲师，所以我做微信公众号的时候，首先想到的就是做电商领域，所以公众号定位为电商，公众号名称就叫“荔枝电商”。

　　For example, I am an e-commerce lecturer, so when I was working as a WeChat official account, my first thought was to work in the e-commerce field, so the official account was positioned as e-commerce, and the name of the official account was "Litchi e-commerce".

　　③ 根据热门定位

　　③ Based on popular positioning

　　如果你说你既没兴趣也没太擅长的领域，你只是想做抖音，想赚钱，但你不知道该怎么办，那就很难了。

　　If you say that you are not interested in or good at the field, you just want to do Tiktok and make money, but you do not know what to do, it is very difficult.

　　但如果是这样的话，我建议你可以根据抖音的流行领域来定位。什么领域很受欢迎，受众广泛，而且商业效果好，就考虑做什么领域。

　　But if that is the case, I suggest you locate it according to the popular field of Tiktok. If a field is popular, has a wide audience, and has good commercial results, then consider doing it in that field.

　　抖音的热点领域包括：

　　Hot areas of Tiktok include:

　　① 搞笑类各种偶然的、编排的搞笑的生活，或有趣的内容创作，都有广泛的受众基础。搞笑类是每个平台的重要内容类型之一。

　　① Various accidental and arranged humorous lives or interesting content creations in the field of humor have a wide audience base. Humorous content is one of the important types of content on every platform.

　　② 知识类你可以分享育儿、汽车、学习、养生、运动、生活技巧和其他领域的知识。为用户提供有价值的知识信息，更容易获得粉丝。知识类是一个更容易生产的内容领域。

　　② You can share knowledge related to parenting, automobiles, learning, health preservation, sports, life skills, and other fields. Providing valuable knowledge and information to users makes it easier to gain followers. Knowledge is a more easily producible field of content.

　　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。漂亮的小妹妹，英俊的小哥哥永远有杀伤力。如果你有颜值，或者有外表资源，你可以充分发挥你的优势来展示美。当然，美应该有内容支持，如唱歌跳舞、讲笑话等。

　　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. A beautiful little sister and a handsome little brother always have killing power. If you have good looks or physical resources, you can fully utilize your strengths to showcase your beauty. Of course, beauty should have content support, such as singing, dancing, telling jokes, etc.

　　④ 才艺类

　　④ Talent category

　　这里不仅仅是唱歌跳舞，胸口碎大石也是才艺。如果你能像西安的不倒翁女孩一样跳舞，或者把刀面切成花，你就可以做才艺类内容。你可以结合自己的工作技能或生活技能来探索自己的才能。

　　This is not just about singing and dancing, breaking big stones on the chest is also a talent. If you can dance like the wobbly girl in Xi'an, or cut the blade into flowers, you can do talent content. You can explore your talents by combining your work skills or life skills.

　　⑤美食类美食类是一个受众广泛的内容领域。烹饪食物可以分为许多领域，如专业教程分享、吃货探店、热量低美食技巧或当地特产推荐。这一类内容竞争非常激烈，你需要做出自己独有的特点和风格，才能有机会成功。

　　⑤ Food related content is a widely accepted field. Cooking food can be divided into many areas, such as sharing professional tutorials, exploring foodies, low calorie food tips, or recommending local specialties. This type of content is highly competitive, and you need to create your own unique characteristics and style in order to have a chance of success.

　　⑥ 鸡汤类情感既可以关于爱，也可以是积极的能量，或者是鼓舞人心的励志文案。不同的观众定位，你可以煮不同的鸡汤。鸡汤是各种情感激的大众精神消费品。

　　⑥ Chicken soup emotions can be about love, positive energy, or inspirational texts. Different audience positioning allows you to cook different chicken soup. Chicken soup is a popular and emotionally stimulating consumer product.

　　⑦ 萌宠类可爱的宝宝和宠物都属于萌宠类。如果你有宠物或孩子，你可以做可爱的定位。记录和创造日常生活中有趣或治愈的事情可以吸引大量可爱的观众。

　　⑦ Cute babies and pets belong to the category of cute pets. If you have pets or children, you can make cute positioning. Recording and creating interesting or healing things in daily life can attract a large and lovely audience.

　　⑧ 旅行类“世界那么大，我想去看看”是每个人都渴望的生活。美丽的风景，特色的习俗，异国情调都有很强的吸引力。如果您有相关的条件或资源可以结合，您可以选择旅游领域。

　　⑧ The world is so big, I want to go and see it "is a life that everyone longs for. Beautiful scenery, distinctive customs, and exotic atmosphere all have strong appeal. If you have the relevant conditions or resources to combine, you can choose the tourism field.

　　⑨ 美妆类美容化妆品是抖音的一个特色领域，美容化妆品也可以属于知识共享领域，但由于它快速发展和清晰的商业模式，它独属于一类。目前，美容化妆品的竞争已经白热化，门槛也很高。如果你没有杀手锏，建议不要做。

　　⑨ Beauty cosmetics is a characteristic field of Tiktok, and beauty cosmetics can also belong to the field of knowledge sharing, but because of its rapid development and clear business model, it belongs to a unique category. At present, the competition in beauty and cosmetics has become fierce, and the threshold is also very high. If you don't have a trump card, it's recommended not to do it.

　　除上述主要热点领域外，抖音还有游戏类、二次元、乐活、职场等内容类型。

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

　　以上领域划分是一些思路和灵感，可以结合自己进行选择。明确领域方向后，在定位时必须遵循以下几点。

　　The above field divisions are some ideas and inspirations that can be combined with one's own choices. After clarifying the direction of the field, the following points must be followed when positioning.

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　　Tiktok live broadcast must be done. Short video+live broadcast has better operation effect. Click review: [Collection] Tiktok live broadcast with detailed explanation of goods. This is enough!

　　2，四大定位技巧

　　2. Four major positioning techniques

　　① 垂直化定位

　　① Vertical positioning

　　定位必须是垂直的，尽量垂直到最小，并且找到自己的特点和受众人群。定位越垂直，运营就越容易成功。

　　Positioning must be vertical, as close as possible to the minimum, and identify one's own characteristics and target audience. The more vertical the positioning, the easier it is to succeed in operation.

　　比方说，您的抖音定位为知识共享，您需要继续详细定位。你分享了什么领域的知识？营销知识？哪些营销知识，是房地产营销还是快速消费品营销？是传统的营销还是互联网营销？

　　For example, your Tiktok is positioned as knowledge sharing, and you need to continue detailed positioning. What field of knowledge did you share? Marketing knowledge? What marketing knowledge is it, real estate marketing or fast-moving consumer goods marketing? Is it traditional marketing or Internet marketing?

　　如果是网络营销，我们能否继续将其细化为短视频营销、抖音营销、微信营销和社区营销？细化越多，越有特色，观众越清晰，成功的可能性就越大。

　　If it is online marketing, can we continue to refine it into short video marketing, Tiktok marketing, WeChat marketing and community marketing? The more refined, the more distinctive, the clearer the audience, and the greater the possibility of success.

　　在定位时，我们应该首先垂直到最小的受众，找到自己的特点和观众，然后在操作过程中，随着粉丝的积累，我们可以逐渐扩大定位范围，以实现更广泛的受众获取。

　　When positioning, we should first go vertically to the smallest audience, find our own characteristics and audience, and then gradually expand the positioning range as fans accumulate during the operation process to achieve a wider audience acquisition.

　　因此，在抖音运营的定位策略上，首先是小众，然后是大众。

　　Therefore, in terms of the positioning strategy of Tiktok's operation, the first is the minority, and then the public.

　　②人格化定位

　　② Personalized positioning

　　个性化定位意味着把你的抖音账号变成一个人。作为你的身份，或者作为你创造的虚拟角色与粉丝交谈。

　　Personalized positioning means turning your Tiktok account into a person. As your identity, or as a virtual character you create, talk to fans.

　　例如，“一禅小和尚”是一个虚拟的角色形象。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。、

　　For example, 'One Zen Little Monk' is a virtual character image. Speaking the truth of life through the mouth of a young monk is easier for people to accept than simply explaining it. 、

　　此外，以人的方式与粉丝沟通更符合社交短视频的特点，用户有更多的沟通欲望。

　　In addition, communicating with fans in a human way is more in line with the characteristics of social short videos, and users have more desire to communicate.

　　③ 个性化定位

　　③ Personalized positioning

　　个性化是为了创造一个记忆点。

　　Personalization is about creating a memory point.

　　一个大众脸是不会被路过的人记住和喜欢的。个性首先可以吸引注意力，然后可以引起好感。

　　A common face will not be remembered or liked by passersby. Personality can first attract attention, and then create a favorable impression.

　　因此，在定位时，我们应该提前明确自己的个性是什么，在以后的运营中，不断输出个性，让用户感受到、喜欢你，并形成辨识度。

　　Therefore, when positioning, we should clarify our personality in advance, and continuously output our personality in future operations, so that users can feel and like you, and form recognition.

　　有很多方法可以打造个性化，如个性化的头像、名字、声音、文案，甚至个性的口头禅。在运营中，需要反映个性的各种细节，打磨出个性。

　　There are many ways to create personalization, such as personalized avatars, names, voices, copy, and even personalized catchphrases. In operation, it is necessary to reflect various details of personality and polish personality.

　　比如papi酱夸张的表情，超快的语气，“一个集美貌与才华于一体的女人”的标签；李子柒的古风美食、从不说话、不食人间烟火；李佳琦的“OMG”、“姐妹们”、“所有女生请注意”…

　　For example, Papi Jiang's exaggerated expression, super fast tone, and the label of "a woman who combines beauty and talent"; Li Ziqi's ancient style cuisine, never speaking, and not eating the smoke and fire of the human world; 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，首先要忘掉功利心，不要总是考虑销售产品，做广告。为用户提供有价值的内容和服务是运营抖音的正确方式。

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



　　抖音是一个内容媒体平台，用户在抖音平台上的意义是获取有价值的信息。这个价值可以是看新闻、笑话、美女和宠物。娱乐是核心，而不是广告。

　　Tiktok is a content media platform, and the significance of users on the Tiktok platform is to obtain valuable information. This value can be news, jokes, beauties, and pets. Entertainment is the core, not advertising.

　　因此，如果你想做广告和销售产品，请先做好抖音号，建立品牌，积累粉丝，然后逐步转型。或者直接投资信息流广告，找到大号带货。你不能每次抖音都考虑如何销售产品。

　　Therefore, if you want to advertise and sell products, please do a good job of Tiktok first, build a brand, accumulate fans, and then gradually transform. Or directly invest in information flow advertising and find large-scale sales channels. You can't think about how to sell products every time you Tiktok.

　　既然我们运营抖音，我们应该扩大我们的账号，获得高互动和高粉丝数量。然后我们需要将账号定位为服务号，为用户提供有价值的内容服务。以此为出发点创作内容。

　　Since we operate Tiktok, we should expand our account to obtain high interaction and high number of fans. Then we need to position the account as a service account to provide valuable content services to users. Create content based on this as a starting point.