短視頻運(yùn)營：抖音流量密碼之六大算法機(jī)制

我們要想做好賬號(hào)運(yùn)營以及數(shù)據(jù)運(yùn)營，首先要做的就是熟悉平臺(tái)以及平臺(tái)的數(shù)據(jù)運(yùn)營實(shí)現(xiàn)我們的漲粉和變現(xiàn)。

To do a good job in account and data operations, the first thing we need to do is to familiarize ourselves with the platform and its data operations to achieve our goal of gaining followers and monetizing.

在做漲粉和數(shù)據(jù)運(yùn)營之前我們首先要知道的就是平臺(tái)的規(guī)則和算法，這篇文章會(huì)運(yùn)營小編就給大家分享如何熟悉抖音平臺(tái)的六大算法機(jī)制。

The first thing we need to know before doing pink and data operations is the rules and algorithms of the platform. This article will tell you how to get familiar with the six algorithms of the Tiktok platform.

一、平臺(tái)的發(fā)展趨勢和商業(yè)邏輯

1、 The development trend and business logic of the platform

其實(shí)我們做運(yùn)營，就是要做到流量和變現(xiàn)，我們需要學(xué)習(xí)的是如何做流量，有了流量如何變現(xiàn)。

In fact, in operation, we need to achieve traffic and monetization. What we need to learn is how to generate traffic and how to monetize it.

我們做抖音就是我們?nèi)绾巫隽髁恳约白儸F(xiàn)，所以你要做抖音一定要做好自己的賬號(hào)定位以及內(nèi)容定位，這樣可以實(shí)現(xiàn)商業(yè)變現(xiàn)，而不是簡單的刷刷抖音短視頻。

We do Tiktok, which is how we do traffic and cash, so you must do your own account positioning and content positioning to do Tiktok, which can realize commercial cash, rather than simply brushing Tiktok short videos.

這時(shí)我們要清楚的知道我們自己在玩抖音的同時(shí)，抖音這個(gè)平臺(tái)同時(shí)在玩我們，比如都是推薦符合你價(jià)值觀的內(nèi)容，讓你認(rèn)為你認(rèn)為的就是對(duì)的，其實(shí)不是這樣的。抖音平臺(tái)你如果第一次進(jìn)入，首先推薦給你點(diǎn)贊非常高的內(nèi)容給你，如果你點(diǎn)贊了、評(píng)論了，那么他就會(huì)評(píng)判你的價(jià)值觀，推薦類似的視頻給你。如果你不看直播，它就會(huì)推薦熱門的直播間給你，如果你不買東西，那么就會(huì)推薦轉(zhuǎn)化率高的直播間給你，然后讓你成為抖音平臺(tái)的付費(fèi)用戶。

At this time, we need to know clearly that we are playing Tiktok at the same time, and Tiktok is playing us at the same time. For example, we recommend content that meets your values, so that you think what you think is right, but it is not. If you enter the Tiktok platform for the first time, you should first recommend highly liked content to you. If you like it or comment on it, it will judge your values and recommend similar videos to you. If you don't watch the live broadcast, it will recommend the popular live broadcast room to you. If you don't buy something, it will recommend the live broadcast room with high conversion rate to you, and then let you become a paying user of Tiktok platform.




所以我們要清楚平臺(tái)的商業(yè)邏輯，所以我們首先了解一下互聯(lián)網(wǎng)平臺(tái)發(fā)展的趨勢。

So we need to understand the business logic of the platform, so let's first understand the development trend of the Internet platform.

1、流量1.0時(shí)代。

1. The era of traffic 1.0.

那個(gè)時(shí)候是互聯(lián)網(wǎng)的1.0時(shí)代，那時(shí)流量還是主要在線下，所以我們企業(yè)想要有用戶，想要了解用戶的需求，抓住用戶，那就必須符合營銷的法則：用戶在哪營銷就出現(xiàn)在哪，這時(shí)用戶在線下，那么我們就考慮線下如何做用戶，如何吸引用戶。

At that time, it was the 1.0 era of the Internet. At that time, the traffic was mainly offline, so if our enterprise wanted to have users, understand their needs, and seize users, it must comply with the marketing law: where users appeared in marketing, when users were offline, we should consider how to be users offline and how to attract users.

2、流量2.0時(shí)代

2. The era of traffic 2.0

這時(shí)我們做營銷同樣考慮用戶在哪？是否使用互聯(lián)網(wǎng)？使用互聯(lián)網(wǎng)的用戶專注哪些平臺(tái)？這個(gè)時(shí)候互聯(lián)網(wǎng)還是處于2.0時(shí)代，這時(shí)的用戶在一些門戶網(wǎng)站。

At this point, when doing marketing, we also consider where the users are? Do you use the Internet? What platforms do Internet users focus on? At this time, the Internet was still in the era of 2.0, and the users were in some portals.

所以我們做營銷，只需要找到這些門戶網(wǎng)站渠道就可以獲取自己的用戶，后實(shí)現(xiàn)商業(yè)變現(xiàn)。

So when we do marketing, we just need to find these portal website channels to acquire our users and then realize commercial monetization.

3、流量3.0時(shí)代

3. In the era of traffic 3.0

這個(gè)時(shí)候，上網(wǎng)的大部分用戶都是在互聯(lián)網(wǎng)上使用搜索引擎，想要獲取信息就使用搜索，所以這個(gè)時(shí)候的營銷大部分都是SEO和SEM，搜索這個(gè)時(shí)代，大部分國內(nèi)用戶基本都是用百度搜索的。

At this time, most of the users on the Internet use search engines on the Internet and search if they want to get information, so most of the marketing at this time is SEO and SEM. In this era of search, most domestic users basically use Baidu search.

這時(shí)獲取客戶和用戶的方式，都是通過SEO和SEM的方式，而且SEO和SEM成為互聯(lián)網(wǎng)獲取客戶的主要方式。

At this time, the way to obtain customers and users is through SEO and SEM, and SEO and SEM have become the main ways to obtain customers on the Internet.

4、流量4.0時(shí)代

4. In the era of Traffic 4.0

流量4.0時(shí)代的出現(xiàn)基本和3.0做了一個(gè)完美的對(duì)接，尤其是騰訊的QQ和微信，折就是屬于社交媒體的時(shí)代了。社交媒體的大特點(diǎn)就是用戶貢獻(xiàn)內(nèi)容，所有的內(nèi)容都是互聯(lián)網(wǎng)用戶產(chǎn)生的，而且這時(shí)的營銷也發(fā)生變化就出現(xiàn)社交媒體營銷了。

The emergence of the Traffic 4.0 era has basically made a perfect connection with 3.0, especially Tencent's QQ and WeChat, which belong to the era of social media. The main feature of social media is that users contribute content. All content is generated by Internet users, and social media marketing occurs when marketing changes.

這時(shí)的互聯(lián)網(wǎng)更是回歸人類社會(huì)的本質(zhì)——人與人之間的溝通，社群營銷成為主流。這時(shí)國內(nèi)的一些社交APP也不斷出現(xiàn)，成為我們的互聯(lián)網(wǎng)的主流，人在哪里營銷就出現(xiàn)在哪的企業(yè)營銷也得出現(xiàn)變化。

At this time, the Internet is returning to the essence of human society - interpersonal communication, and community marketing has become the mainstream. At this time, some social apps in China are also emerging, becoming the mainstream of our Internet, and corporate marketing has to change where people are marketing.

5、流量5.0時(shí)代

5. Traffic 5.0 Era

流量5.0時(shí)代就是指的短視頻的出現(xiàn)，短視頻成為主流，所有的商業(yè)模式都是成為用短視頻形式表現(xiàn)。

The era of traffic 5.0 refers to the emergence of short videos, which have become mainstream, and all business models are expressed in the form of short videos.

短視頻平臺(tái)尤其是抖音的異軍突起，產(chǎn)生了新的商業(yè)模式和變現(xiàn)方法。下面我們看看抖音的發(fā)展節(jié)奏，從初的分享美好生活，到現(xiàn)在的全域電商的轉(zhuǎn)變，已經(jīng)成為我國的互聯(lián)網(wǎng)發(fā)展的主流。

The emergence of short video platforms, especially Tiktok, has created new business models and liquidity methods. Now let's take a look at the development rhythm of Tiktok. From sharing a better life at the beginning to the transformation of global e-commerce, it has become the mainstream of China's Internet development.

因?yàn)榛ヂ?lián)網(wǎng)平臺(tái)的演變，所以我們的商業(yè)模式也要變化，我們做運(yùn)營的平臺(tái)也要發(fā)生變化，把所有精力都集中在短視頻平臺(tái)：抖音、快手、微信視頻號(hào)、小紅書、B站等等。

Because of the evolution of the Internet platform, our business model will also change, and our operating platform will also change. We will focus all our efforts on short video platforms: Tiktok, Kwai, WeChat video number, Xiaohongshu, Station B, etc.