Recently, I have met many friends who do not know anything about T-Tok but want to do T-Tok operation. In fact, this is essentially a question of how to quickly learn and become familiar with the new field.

Today, I will share with you some of my own experience, including how Xiaobai operates T-Tok's systematic approach from scratch, and some brief introductions to T-Tok's certain sound recommendation mechanism.

When we enter the

new field of T-Tok, we need to do the following four steps:

First, find the right bidding products

Why can some people, no matter what field they enter, do well? How do they quickly get acquainted with this new field and then do it well?

(1) Don't touch the field you can't (

2) Once you enter a new field, the fastest way to learn is to learn the common ground of the top competitors in the industry.

Do T-Tok do the same. There was a career number before, and I already had more than 50,000 fans when I took over, but the growth was a little weak in the later stage. After taking over, I spent about three days or so researching the benchmarking accounts that we should learn and surpass.

So how do you quickly know who your competitors are?

Start by determining your positioning. I made it clear at the beginning that the funny part was not my main learning object. Because our products are to gather people who are concerned about workplace growth. In the future, we will let these people pay for our knowledge products. After clarifying, we will determine the head account of the knowledge IP.

Second, to determine the data indicators of high-quality accounts, without indicators there is no way to quickly define who the learning goals are. The first one I identified was that the number of followers should exceed 500,000, and the second was that the single video had a relatively high follower growth figure. The former indicates that the overall operation capacity of the account is relatively good, and the latter indicates that the operation efficiency of the account is relatively high. People with 300,000 followers compared to posting a hundred videos. Of course we have to learn, post 30 videos, and there are 300,000 followers. Again, we can search for it ourselves, ask others for advice, and then find accounts that match these data indicators.

First, you can consult with knowledgeable people, which is always the most reliable and fastest way

Second,

we can use other platforms to query high-quality accounts Third,

you

can search directly in T-Tok

　　For example, searching for workplaces in the user bar can find a lot of workplace sizes. After these three steps, most of the top accounts in the workplace have entered our field of vision. It is important to remind that when we screen competitors, we must search exhaustively. If you find ten accounts, the account you think you should learn the most is probably not the one you should learn the most, because the pool is too small.

Second, learn competing accounts

(1) It has been particularly popular on other platforms, and the T-Tok of the big V is not necessarily the focus of our learning.

Big V settles in, T-Tok official may have resource support. If you use them as the main learning object, you may go astray. Conversely, accounts you've never heard of before, but have a lot of T-Tok followers, may be the focus of learning.

(2) You must select the ones that are most suitable for your own study.

In my own case, I divided more than a hundred accounts into three categories. .ppt , anchor solo speech, or live theater. When I took over, the account was doing PPT videos, and the data growth was very slow. I took a closer look at those PPT millions of fans, and the likes have been very low recently. I judge that PPT content is no longer liked by users in the workplace. On the contrary, the overall average data of videos in which real people appear is not bad. So I focused my studies on the latter. If you don't know what others are doing well, how do you know where to start?

Third, how to do competitive product analysis?

(1) We need to analyze the commonality of all videos in the account

The video

disassembly dimension should be clear in the topic selection direction, script structure, shooting method, video secondary editing, packaging, video title and message area. Many people analyze other people's videos based on personal feelings, which is lazy behavior. When researching an account, be sure to split the composition of a video and analyze it one by one, because success is often the result of multiple elements superimposed.

A large part of the account's popularity comes from explosive videos. When we finished analyzing the video commonality of an account. The next thing we're going to analyze is why his video went crazy. The same shooting method, the same actors, but the video likes and fan data are a hundred times different.

When doing competitive analysis, you also need to remind you of two points.

One is that when you are not sure what kind of video you are suitable for learning, you should analyze it synchronously and test the one with better data separately.

Regarding competitive analysis

, I recommend that all ideas be formed into a document Good competitive analysis

should be a detailed and comprehensive review report. Verbal analysis alone is often too superficial and incomplete.

Verification of competitive

analysis methods

After we disassemble the characteristics of competitive videos, the next step is to verify whether our analysis is OK, and if we verify OK, we can quickly create at scale. If the verification is not OK, you need to continue to find new methods.

This stage is essentially the stage of imitation. When we finish analyzing the competition, how do they make videos? We have to make our own videos to see if the data is better, or even the same or better than others. I recommend doing similar topics first. If you do your own innovative topic selection at the beginning, most of the video data will not be too good, and we are not very good at judging whether it is a problem of topic selection or a problem in the form of video. So you might as well try it out first.

In short, the first few videos should be infinitely close to the shooting form of competing products, the status of the actors, the selection of topics and the way they are structured. Generally about ten videos. You can see if the video data is OK. Methodology verification ok, the following is the need for bold creative innovation in the selection of topics and shooting forms and actors. Then if the methodology verification is ok After that. In the next step, we can completely abandon the topic of the competition and do our own content. The choice of topic is the decisive factor in determining the gap between accounts.

T-Tok's recommendation is interest-based recommendation, and the machine will first recommend your video to a subset of customers, which is a cold start stage. Then, based on user feedback, judge whether to continue to push to more users. There are many dimensions of user feedback data, including likes and interactions, as well as completion rate. So how do we improve the number of likes, engagement rates, and completion rates. Old A will expand on it later.

Old A wants to say that the key to determining these factors is the selection of topics and scripts.

To do a good job of topic selection, it is necessary to understand what kind of people T-Tok users are. We need to brush more high-end videos of recommended channels. T-Tok users, of all kinds, they are young and don't like old-fashioned boring things, they are used to short videos, and if the first three seconds of the video do not impress them, they may lose. Fans like nice things and don't like earthy things.

T-Tok's users also have a lot in common with users on other platforms. They also have confusion in life and workplace, and they will also be confused and entangled. When you understand what kind of people T-Tok users are? You won't run too far when you are doing the topic selection. On the one hand, the popular topics made by similar accounts are still our popular topics, and such topics have been tested by data. If you can have new ideas or elaborate angles, it's still worth doing. On the other hand, we can pay attention to public accounts in the same field and know about Weibo hot topics, many of which are pain points that users pay more attention to.

Fourth, innovate

You

learn the first few steps, keep trying and keep doing it, usually within a few months, you can become an account with nearly one million accurate fan accounts. But you may not be satisfied, you want to do better than your competitors, at this time we must have a sense of innovation to really stand out. When you know your users well enough to know what they want, you're more likely to hit their pain points. Understand that users must not just watch similar videos. We still need to brush the recommended channels to see what forms and topics T-Tok users like the most, such as high-praise, funny, etc.

In fact, the methods of quickly familiarizing yourself with a field are often the same.

Find the benchmark, then

disassemble the advantages of the benchmark, form your own methodology, and then verify this methodology, and finally innovate. Beyond methodology is probably just that.

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