Tik Tok Operation is a social software. Running short videos in Tik Tok can share your life, and at the same time, you can meet more friends and learn all kinds of anecdotes here. When a platform is congested, many businesses, especially some small and medium-sized enterprises, want to bring some benefits or some exposure. Lei Jun once said that pigs standing on the tuyere can fly. How can some enterprises not operate in Tik Tok where there are many people and money?
What is the operation of 1.Tik Tok?
To put it bluntly, Tik Tok operation is a short video marketing, much like the previous Weibo marketing, so it is positioned as short video marketing.
Short video vibration, what is the current situation, I believe you don't have to say. Tik Tok fried many products, Divine Comedy and many songs, all of which were paid by the milk belt.
Tik Tok operation, as a short film-based platform, is deeply loved by everyone, and netizens have called for: I can't stop watching Tik Tok. Interesting, fashionable, second-rate and youthful vitality are best described in Tik Tok's video. Next, let's briefly introduce how to operate Tik Tok to find customers.
Second, the operation of Tik Tok: systematize creation and form the ability of continuous creation.
1, positioning analysis, analyzing the needs of users and corporate brands, positioning and formulating strategies;
You need to subdivide your personality according to your product and what kind of image you want in the eyes of potential customers. When we were young, we all filled in the alumni records, and the basic information above also applies to your products. Take people as an example:
If you are a standard physical product, recommend the account personality positioning method, which has the following advantages:
1) is directly related to the selling point of the product, which is equivalent to interesting advertisements.
2) The product is the protagonist of the account.
3) It is even more embarrassing for employees to leave without the "protagonist" absent.
2. Basic services: including the application and certification of the company's Tik Tok account;
3. Staffing and account operation: daily maintenance and update of enterprise accounts (voice and video editing and publishing)
As a boss, after you confirm the above two information, you need to find an employee to make a beautiful Tik Tok account. So how do you find someone?
The main function of Tik Tok operation is video. If we follow the production process of microfilm, we simply need: screenwriter, director, photographer, sound engineer, lighting engineer, editor, art packager, publicity and maintenance personnel. Are you scared to see this? How many people are allocated and how much money is spent, which matches the goal you want to achieve.
Tik Tok's operation is successful, because the camera function of mobile phone has been greatly improved in the past four or five years, and recording 4K is a breeze. So I think Tik Tok needs at least 2-3 people to create the operation and maintenance, and the most important thing is a large number of original or adapted clips and a video editor. To sum up with a simple table:
If you don't have these, it is recommended to find an employee with experience in editing and directing, which will get twice the result with half the effort. In order to save costs, China TV Station has basically cultivated the profession of director into a comprehensive migrant worker who integrates editing, directing and editing, so that the staff can fully meet the needs of your Tik Tok operation post.
4, event planning: online marketing promotion activities (brand theme event planning, event planning execution analysis, customers choose to implement according to demand.
Word-making: Recommend 360 kinds of products in major Internet websites, forums, Sina blogs, Tencent Weibo, Baidu products and Tianya.
6. Monitoring and feedback evaluation: make monthly statistics on the current month's operation and provide standard analysis documents.
7. dynamic adjustment and monitoring of Tik Tok process.
Finally, more importantly, according to the rules of the platform, you will dynamically adjust your method. For example, the Weibo platform will be adjusted once every six months. At this time, you still use the strategy of a year ago, basically get twice the result with half the effort. Recently, Tik Tok has added graphic functions, so you must deeply understand the logic behind it and the challenges it faces, and grow with the platform. This is also a big difference between new media operation and traditional media. However, it seems that 4A basically regards KOL media as CCTV, which is essentially a platform for two kinds of media and two contexts.
Operation:
1: register a Tik Tok business number. Of course, it is better to increase V. Adding V will greatly increase the weight of Tik Tok and make it easier to hit.
2. Accurate positioning and avoiding fans. Make high-quality and creative video content according to your own business situation.
3. Short video content classification, Tik Tok platform is the product of today's headlines, and naturally there is an algorithm for today's headlines. Better classification can get more recommendations from Tik Tok platform.
4. Original video. When you first start running the jitter short video platform, you must use the original video as the basis to better obtain the recommended amount of jitter. No matter which social platform you create, originality is always the best choice. First of all, from the platform point of view, it is more like original authors, and the corresponding resources will tend to these original authors. Secondly, from the author's point of view. From this point of view, although it used to be bulky and bulky, it will greatly exercise its skills in this field and have more chips in future development.
5. Sensitive sense of smell and strong thinking ability, able to grasp the latest hot spots of Tik Tok.
6. Other short video communication channels, such as friends circle, Weibo, QQ and WeChat group, are all good communication channels. The more people read, the more letters of recommendation, the more natural fans, and the more people you like. The forwarding volume is larger.
Third, Tik Tok operation: how to continuously generate new short videos?
If you have positioned your own brand or product and know the characteristics of your product, it is not difficult. The difficulty lies in how to collect the paragraphs and skillfully combine them with the products to make a short video operation.
One way to collect jokes is to rely on your own accumulation. Channel is a hot topic in Weibo and Weibo, and popular Weibo. Collect interesting content, and then immediately look at the accounts you subscribe to, as well as the uninterrupted browsing of friends circle. When you see interesting content, you will send a section under the skin, not artificial leather, but genuine leather. The second way is to let employees share the KOL in their areas of concern, and summarize it in Tik Tok Bian Xiao, so as to judge the topic selection, product selling point combination and production difficulty evaluation.
You need to find a wall that will not be pasted by HR, put the latest popular stalks on the left and the selling points of the main products on the right, then everyone can brainstorm together and make countless connection choices when creating a meeting.
If your office doesn't have a suitable wall, or you don't like the classical wall-watching operation, you can use the collaborative table function of graphite documents to edit a table with a few friends. Everyone puts the stalks in the left column and all the functions of the product in the right column quantitatively every day. You can choose to label the same color for connection.
Fourth, Tik Tok operation: arouse the enthusiasm of potential customers and participate in Tik Tok content output.
1, create product attributes.
First of all, at least in one respect, your products have great advantages over competing products, or have bright spots. Through Tik Tok operation or marketing, you will constantly strengthen the selling point of your products, actively create a DIY soil for consumers, and launch a hot topic, which is called topic challenge in Tik Tok.
2. Who is interested?
After determining a content, make it clear who will be interested in it. For example, beauty cosmetics are aimed at women and active urban white-collar workers. In recent years, make-up in beauty cosmetics is more popular. The main crowd of takeout is first-and second-tier office workers, mainly students. One is too busy to go home for lunch, and the student is poor. Everyone involved in social operation and maintenance needs to be familiar with these.
3. Let products chase hot spots.
In the past three years, online celebrity food broke out all over the country. Master Bao, soybean milk box, half-cooked cheese and dirty steamed buns have become the hottest commodities among 20 17 online celebrities. If you are a restaurant owner, you should know that these products contain a lot of high-calorie ingredients such as cheese and cream, but why do some people like to eat them? I understand that it is related to work stress, and high-sugar food can relieve stress and anxiety to a great extent. If you know this reason, you can try DIY existing food in this direction. The quick sense of accomplishment of DIY can inspire people to publish social networks and make products catch up with hot spots.
Everyone hates chasing hot spots, because most blue V's are not easy to chase, and some brands do it very low. As soon as Party A and Party B sit down, Durex is the king of hot spots. I understand that socializing is about getting hot spots. We regard the hot spots of the whole network as waves. Only when the waves jump on you will you be pushed up when you surf on the water. This is the most economical shortcut to make your brand known to consumers.
Related suggestions:
Tik Tok's operation policy and strategy, Tik Tok's operation training course, and the evolution of zero-based new media operation.