企業(yè)做短視頻運(yùn)營的哪些運(yùn)營要注意？

基礎(chǔ)智能推薦

Basic intelligent recommendation

指的是你的視頻在發(fā)布開始時(shí)會(huì)有的一波流量推薦，通常會(huì)推薦給你的賬號(hào)粉絲、通訊錄好友、同城視頻以及同標(biāo)簽用戶流量池。賽道熱度不同，流量池的大小不同，也會(huì)影響到這一波推薦流量。

It refers to the wave of traffic recommendations that your video will receive at the beginning of its release, usually recommended to your account fans, contacts, local videos, and user traffic pools with the same tag. The different popularity of the track and the size of the traffic pool can also affect this wave of recommended traffic.

疊加推薦機(jī)制

Stacked recommendation mechanism

你的內(nèi)容會(huì)先匹配冷啟動(dòng)流量，如果你的視頻能在冷啟動(dòng)流量中脫穎而出，即點(diǎn)贊率達(dá)到0.3%，完播率超過60%，那么恭喜你，進(jìn)入下一個(gè)流量池。但要注意，越大的流量池，要求的標(biāo)準(zhǔn)越高。而且，視頻的熱度變高后，就會(huì)有人工審核介入，判斷是否有價(jià)值上熱門。

Your content will first be matched with cold start traffic. If your video can stand out in the cold start traffic, with a like rate of 0.3% and a completion rate of over 60%, congratulations and enter the next traffic pool. However, it should be noted that the larger the traffic pool, the higher the required standards. Moreover, as the popularity of the video increases, there will be manual review and intervention to determine whether it is valuable and popular.




時(shí)間效應(yīng)機(jī)制

Time effect mechanism

企業(yè)運(yùn)營短視頻的時(shí)候，會(huì)發(fā)現(xiàn)這樣一個(gè)現(xiàn)象：新發(fā)出的視頻沒什么流量，幾年前的視頻卻越來越火，這其實(shí)就是抖音的時(shí)間效應(yīng)。前期視頻在默默積攢反饋，直到某一天反饋值達(dá)到了下一級(jí)流量池的標(biāo)準(zhǔn)，就產(chǎn)生了這樣延后引爆的效果。

When enterprises operate short videos, they will find that there is no traffic for newly issued videos, but videos a few years ago have become increasingly popular, which is actually the time effect of Tiktok. The early video silently accumulated feedback until one day the feedback value reached the standard of the next level traffic pool, which resulted in the delayed explosion effect.

抖音推薦算法的本質(zhì)就是利用作品的特征、用戶喜好特征以及環(huán)境因素，對企業(yè)發(fā)布的內(nèi)容進(jìn)行評分，并對點(diǎn)擊量進(jìn)行一個(gè)估算。評分和數(shù)值越高，被推薦到用戶的手機(jī)上展現(xiàn)的機(jī)會(huì)就越多。

The essence of Tiktok recommendation algorithm is to use the characteristics of works, user preferences and environmental factors to score the content published by enterprises and estimate the number of clicks. The higher the rating and numerical value, the more likely it is to be recommended and displayed on the user's phone.

企業(yè)短視頻運(yùn)營還需要關(guān)注一個(gè)點(diǎn)，那就是——用戶。抖音上每一個(gè)用戶都有自己的標(biāo)簽，為了方便管理，抖音把用戶按照紅黃綠不同顏色進(jìn)行分類，根據(jù)月登陸和月發(fā)布視頻次數(shù)從低到高依次為紅、黃、淺綠、深綠用戶。深綠色用戶是平臺(tái)非常歡迎的用戶，會(huì)想盡辦法保留；針對淺綠色用戶，平臺(tái)也會(huì)想辦法讓他們轉(zhuǎn)變成核心者；針對黃色用戶，抖音平臺(tái)會(huì)為他們提供更優(yōu)質(zhì)的內(nèi)容；針對紅色用戶，則需要傳達(dá)產(chǎn)品價(jià)值，培養(yǎng)使用習(xí)慣。而企業(yè)要做的，就是成為綠色用戶，得到平臺(tái)的資源傾斜。

Enterprise short video operation also needs to pay attention to one point, which is users. Each user on Tiktok has its own tag. To facilitate management, Tiktok classifies users according to different colors of red, yellow and green. According to the number of monthly login and monthly video release, from low to high, they are red, yellow, light green and dark green users. Deep green users are highly welcomed by the platform and will try their best to retain them; For light green users, the platform will also find ways to transform them into core users; For yellow users, the Tiktok platform will provide them with better content; For red users, it is necessary to convey product value and cultivate usage habits. And what enterprises need to do is to become green users and get the platform's resource tilt.

至于與抖音推薦流量息息相關(guān)的四大核心數(shù)據(jù)：完播率、評論量、點(diǎn)贊量、轉(zhuǎn)發(fā)量，這里就不再多說了。

As for the four core data closely related to Tiktok recommendation traffic: completion rate, comments, likes, and forwarding volume, I will not say more here.

再說說企業(yè)運(yùn)營抖音短視頻的另一個(gè)先決條件：短視頻賬號(hào)基礎(chǔ)定位。包括短視頻的類型、基礎(chǔ)需求、目標(biāo)用戶、用戶動(dòng)機(jī)、人設(shè)設(shè)置、個(gè)人IP等等，都是賬號(hào)定位的一部分。爬爬客做了十幾年抖音SEO短視頻運(yùn)營，我建議企業(yè)打造垂直賬號(hào)，即一個(gè)賬號(hào)專注一個(gè)領(lǐng)域。這樣的賬號(hào)技術(shù)門檻低，運(yùn)營更輕松。想要面面俱到固然是個(gè)很好的想法，但是實(shí)操還是非常困難的。

Another prerequisite for enterprises to operate Tiktok short videos is the basic positioning of short video accounts. Including the type of short video, basic requirements, target users, user motivations, persona settings, personal IP, etc., are all part of account positioning. Crawlers have operated Tiktok SEO short videos for more than ten years. I suggest that enterprises create vertical accounts, that is, one account focuses on one field. This type of account has a low technical threshold and easier operation. It's a great idea to have everything covered, but it's still very difficult to put it into practice.

如果企業(yè)做好運(yùn)營短視頻的準(zhǔn)備了，可以先從以下三種抖音賬號(hào)入手布局：1、行業(yè)號(hào)2、專家號(hào)3、企業(yè)號(hào)。囊括個(gè)人IP和行業(yè)專業(yè)形象，用戶的觀感更好。至于未來，是打造行業(yè)品牌矩陣或者全面開花，就看企業(yè)自己的想法了。

If the enterprise is ready to operate short videos, it can start with the following three Tiktok accounts: 1. industry number 2. expert number 3. enterprise number. Include personal IP and industry professional image, providing a better user experience. As for the future, whether to build an industry brand matrix or fully bloom depends on the company's own ideas.