濟(jì)南短視頻運(yùn)營：超詳細(xì)的抖音運(yùn)營全攻略，不可錯過

　　一、抖音算法推薦

　　1、 Tiktok algorithm recommendation


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　　1，什么是算法推薦？

　　1. What is algorithmic recommendation?

　　算法推薦可以理解成，程序員小哥哥們開發(fā)了一套智能的編程系統(tǒng)，這套系統(tǒng)能夠通過對用戶行為的分析，判斷出用戶的喜好，比如你經(jīng)常瀏覽明星八卦，就分析出來你對娛樂信息感興趣。

　　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.

　　算法還能夠識別視頻、文字、圖片等內(nèi)容，判斷出這個視頻或文章是關(guān)于什么的。

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

　　然后算法會自動化把不同的視頻、文章推薦給不同的人。從而實(shí)現(xiàn)個性化、精準(zhǔn)化的推薦，也就是所謂的千人千面。一個經(jīng)常瀏覽娛樂信息的人，就會經(jīng)常看到明星娛樂的八卦資訊。

　　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.

　　算法推薦是字節(jié)跳動的看家本領(lǐng)，所以我們平時看到的今日頭條文章，就是這樣被推薦的。抖音是字節(jié)跳動旗下的產(chǎn)品，抖音視頻也是算法推薦實(shí)現(xiàn)的內(nèi)容分發(fā)。

　　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，算法是持續(xù)變化和升級的。算法即會推薦用戶感興趣的內(nèi)容，也會不斷拓展知識的邊界，給用戶相關(guān)的新的內(nèi)容，以實(shí)現(xiàn)推薦的精準(zhǔn)化和個性化。

　　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?

　?、?用戶屬性

　　① User attributes

　　用戶屬性包括用戶的性別、年齡、地域、文化程度、興趣等。不同屬性的用戶會被推薦不同的內(nèi)容，比如00后被推薦的內(nèi)容跟70后是有區(qū)別的。

　　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.

　　用戶屬性還包括用戶行為：閱讀時長、完讀率、轉(zhuǎn)發(fā)、評論、贊、收藏等。算法通過分析用戶的這些行為，判斷用戶喜不喜歡推薦的內(nèi)容，也判斷被推薦內(nèi)容的質(zhì)量好壞。

　　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.

　　用戶屬性還包括用戶的社交關(guān)系，在抖音上會經(jīng)常被推薦疑似好友視頻，就是抖音獲取通訊錄實(shí)現(xiàn)的社交屬性推薦。

　　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 內(nèi)容屬性

　?、?Content attributes

　　內(nèi)容屬性指被推薦的內(nèi)容是關(guān)于什么的。算法能夠?qū)ξ淖帧D片、視頻等進(jìn)行分析，通過文本及圖像分析，判斷內(nèi)容的基礎(chǔ)質(zhì)量、是否違規(guī)和內(nèi)容情況。比如一個視頻的描述寫的是如何做炸醬面，此視頻就會被認(rèn)為是美食類內(nèi)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.

　?、?觀看環(huán)境

　?、? Viewing environment

　　觀看環(huán)境指用戶的硬件設(shè)備，比如用戶的手機(jī)是iPhone 還是安卓，具體哪個型號、4G還是WiFi？以及位置在哪？抖音會根據(jù)用戶的不同設(shè)備、不同網(wǎng)絡(luò)環(huán)境和位置，推薦不同的內(nèi)容給用戶。

　　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，流量池機(jī)制？

　　3. Traffic pool mechanism?

　　了解了算法算什么之后，還要了解抖音在算了內(nèi)容之后是如何推薦的，即流量池機(jī)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.

　　所謂的流量池機(jī)制可以理解成，抖音把全網(wǎng)的每日上億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.

　　小池塘里只有幾百或上千個用戶，也就是“流量”，表現(xiàn)在視頻指標(biāo)上，就是播放量。大池塘有上萬或幾十萬用戶，超大池塘有上百萬用戶，精品流量池有上千萬用戶。

　　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.

　　一個視頻發(fā)布后，會先被推薦到小池塘試試水，根據(jù)池塘里用戶的反饋情況，判斷視頻是不是好，要不要繼續(xù)推薦到大池塘。

　　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.

　　好壞的標(biāo)準(zhǔn)是視頻推薦后，用戶有沒有看，有沒有看完，有沒有轉(zhuǎn)評贊。如果有，并且互動比例高，則繼續(xù)推薦，如果推薦了幾百個人，沒人點(diǎn)贊，則這個視頻不好，就不再推薦了。

　　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.

　　所以不要說，我的視頻為什么沒有推薦。不是沒有推薦，只要你的視頻有幾十幾百個播放量，就是推薦了，只是沒有人點(diǎn)贊，所以不好，不給你繼續(xù)推薦了。

　　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.

　　我們要做的是，要讓視頻發(fā)布后有人轉(zhuǎn)評贊，從小池塘進(jìn)入大池塘，獲得持續(xù)推薦。

　　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

　　定位是明確自己的運(yùn)營領(lǐng)域和方向。進(jìn)行自媒體運(yùn)營，第一要務(wù)是定位。抖音運(yùn)營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

　?、?根據(jù)興趣定位

　?、?Based on interest positioning

　　運(yùn)營抖音，不知道做什么時，可以想想自己的興趣是什么，做自己感興趣的領(lǐng)域。做自己喜歡的事，更容易堅(jiān)持，更容易成功。創(chuàng)作感興趣的內(nèi)容，更容易投入時間和精力，在質(zhì)量上也更有可能勝出。

　　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.

　?、?根據(jù)能力定位

　　② Based on ability positioning

　　還可以根據(jù)自己的擅長領(lǐng)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項(xiàng)技能或某領(lǐng)域的專業(yè)知識。那么在運(yùn)營抖音時，可以根據(jù)自己的特長定位，這樣質(zhì)量上更有保證。

　　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.

　　比如我是一名新媒體講師，那么我做抖音，首先想到的就是做新媒體領(lǐng)域，所以我的抖音定位就是新媒體，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".

　?、?根據(jù)熱門定位

　?、?Based on popular positioning

　　如果你說自己既沒有興趣，也沒有能力，但就是想做抖音，想火想掙錢，但不知道做什么，那……其實(shí)是挺難的。但如果真的是這樣，我建議你可以根據(jù)抖音的熱門領(lǐng)域去定位。什么領(lǐng)域熱門，受眾廣泛且商業(yè)化效果好，就做什么領(lǐng)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.

　　抖音上的熱門領(lǐng)域有：

　　Popular areas on Tiktok include:

　　① 搞笑類各種偶然的、編排的有趣生活場景，或搞笑內(nèi)容創(chuàng)作，有廣泛的受眾基礎(chǔ)。搞笑類內(nèi)容是各平臺的重要內(nèi)容類型之一。

　?、?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.

　?、?知識類可以分享汽車、學(xué)習(xí)、養(yǎng)生、健身、生活小竅門等各領(lǐng)域知識。為用戶提供有價(jià)值的知識信息，更容易獲取粉絲。知識類內(nèi)容是較容易生產(chǎn)的內(nèi)容領(lǐng)域。

　?、?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.

　?、?顏值類漂亮的小姐姐、帥氣的小哥哥永遠(yuǎn)有殺傷力。如果你有顏值，或者有顏值資源，可以發(fā)揮自己的特長，去展現(xiàn)美。當(dāng)然，美要有內(nèi)容依托，比如唱歌、跳舞、講段子等。

　?、? 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.

　?、?才藝類才藝不只是唱歌跳舞，胸口碎大石也是才藝。如果你能像西安不倒翁女孩一樣跳舞，或能把刀削面削出花來，都可以定位才藝?？梢越Y(jié)合自己的工作技能或生活技能去挖掘自身才藝。

　?、?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.

　?、?美食類美食是受眾廣泛的內(nèi)容領(lǐng)域。做美食，又可以細(xì)分成很多領(lǐng)域，比如專業(yè)教程分享、吃貨大胃王、懶人美食小妙招，或者當(dāng)?shù)孛朗惩扑]等。做美食競爭激烈，需要做出自己的特色和風(fēng)格，才有機(jī)會成功。

　?、? 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.

　?、?雞湯類情感雞湯也是大眾消費(fèi)品，是抖音熱門領(lǐng)域大類。情感既可以是關(guān)于愛情的，也可以是正能量的，還可以是職場勵志的。不同的受眾定位，可以熬制不同的雞湯。雞湯就是各種情感激勵的精神消費(fèi)品。

　?、?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 萌寵類萌娃和寵物都屬于萌寵。如果你養(yǎng)寵物，或者有孩子，可以做萌寵類定位。記錄、創(chuàng)作日常生活趣事，就能俘獲大批可愛的受眾。

　?、?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.

　?、?旅行類“世界那么大，我想去看看”是人人都向往的生活。美麗的風(fēng)景、特色的人情，異域的見聞都有強(qiáng)大的吸引力。如果你有相關(guān)條件或資源能結(jié)合，可以選擇旅行領(lǐng)域。

　?、?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.

　?、?美妝類美妝是抖音上的特色領(lǐng)域，美妝也可以屬于知識分享領(lǐng)域，但因?yàn)槊缞y領(lǐng)域發(fā)展迅猛，商業(yè)化模式清晰，所以單拿出來屬于一類。美妝類目前競爭已經(jīng)白熱化，門檻較高，如果你沒有殺手锏，建議不要做。

　?、?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.

　　除以上主要的熱門領(lǐng)域之外，抖音還有游戲、二次元、生活、職場等內(nèi)容類型。

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

　　以上領(lǐng)域劃分，是給大家提供思路和啟發(fā)，大家可以結(jié)合自身進(jìn)行選擇。明確了領(lǐng)域方向后，在定位時，一定要遵循以下幾點(diǎn)。

　　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

　?、?垂直化定位

　?、?Vertical positioning

　　定位一定要垂直，一定要選擇某一個具體的領(lǐng)域。定位越垂直，則運(yùn)營越容易成功。

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

　　比如你的抖音定位為知識分享，還需要繼續(xù)細(xì)化定位。分享的是什么領(lǐng)域的知識？營銷知識？哪方面的營銷知識，是房地產(chǎn)營銷還是快消品營銷？是傳統(tǒng)營銷還是互聯(lián)網(wǎng)營銷？

　　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?

　　如果是互聯(lián)網(wǎng)營銷，能不能繼續(xù)細(xì)化成短視頻營銷、抖音營銷、微信營銷、社群營銷？越細(xì)化越有特色，受眾越清晰，則更有可能成功。

　　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.

　　在定位時，要先垂直到最小眾，找準(zhǔn)自身特色和受眾，然后在運(yùn)營過程中，隨著粉絲的積累，可以逐步擴(kuò)大定位范圍，以實(shí)現(xiàn)更廣泛受眾的獲取。因此在抖音運(yùn)營的在定位策略上，要先小眾，再大眾。

　　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

　?、? Personalized positioning

　　人格化定位是指，把你的抖音賬號打造成一個人。以你的身份，或你打造的虛擬人物身份去跟粉絲對話。

　　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“一禪小和尚”就是一個虛擬的人物形象，以小和尚之口說出人生的道理，比直接講道理更容易讓人接受。而且以人的方式與粉絲溝通，更符合社交化短視頻的特點(diǎn)，用戶更有溝通的欲望。

　　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.

　?、?個性化定位

　　③ Personalized positioning

　　個性化是為了打造記憶點(diǎn)。一個大眾臉是不會被路過的人記得并喜歡的。有個性首先能引起關(guān)注，其次能引起好感。因此在定位時，要提前明確好自己的個性是什么，在后期運(yùn)營時，不斷輸出個性，讓用戶感受到、喜歡你，并形成辨識度。

　　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.

　　打造個性化的方式有很多，比如個性的頭像、名字，個性的聲音，個性的文案，甚至是個性的口播標(biāo)簽等。在運(yùn)營時，需要在各種細(xì)節(jié)上去體現(xiàn)個性，打磨出個性。

　　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醬的夸張表情、超快語氣、“一個集美貌與才華于一身的女子”標(biāo)簽；比如李子柒的古風(fēng)美食、從不說話、不食人間煙火；還有李佳琦的“OMG”、“姐妹們”、“所有女生請注意”……

　　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"

　?、?服務(wù)化定位

　?、?Service oriented positioning

　　服務(wù)化定位是對那些有營銷目的的運(yùn)營者的叮囑。運(yùn)營抖音，要首先忘掉功利心，不要總想著賣產(chǎn)品，打廣告。為用戶提供有價(jià)值的內(nèi)容和服務(wù)，才是運(yùn)營抖音的正確之路。

　　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.

　　抖音是內(nèi)容媒體平臺，用戶在抖音平臺存在的意義，就是為了獲取有價(jià)值的信息。這個價(jià)值可以是看新聞、看段子、看美女、看寵物……娛樂消遣是核心的，而不是看廣告。

　　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.

　　所以你如果想打廣告賣產(chǎn)品，請先把抖音號做好，把品牌建起來，把粉絲累積起來，然后再逐步轉(zhuǎn)化?；蛘咧苯油缎畔⒘鲝V告，找大號帶貨。不能每次發(fā)抖音都想著法的叫賣產(chǎn)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.

　　既然運(yùn)營抖音，那我們默認(rèn)就是要把賬號做大，要獲得高贊高粉絲量。那就需要把賬號定位為服務(wù)號，為用戶提供有價(jià)值的內(nèi)容服務(wù)。以此為出發(fā)點(diǎn)去創(chuàng)作抖音內(nèi)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.

　　本文由 濟(jì)南短視頻運(yùn)營  友情奉獻(xiàn).更多有關(guān)的知識請點(diǎn)擊  http://www.my1chu.com/  真誠的態(tài)度.為您提供為全面的服務(wù).更多有關(guān)的知識我們將會陸續(xù)向大家奉獻(xiàn).敬請期待.

　　This article is a friendly contribution from Jinan Short Video Operations For more related knowledge, please click http://www.my1chu.com/ Sincere attitude To provide you with comprehensive services We will gradually contribute more relevant knowledge to everyone Stay tuned