As the founder of Akiba brand, Uncle Akiba has made great achievements from the use of workplace tools such as PPT, Excel and Word to the creation of new media and community operation, and is a veritable cross-border talent. After short videos began to enter people's lives, Uncle Akiba led the team to explore the law of video creation.
Since 20 18 settled in Tik Tok, the Office matrix account of Akiba Tik Tok has more than 20 million fans, and all the accounts under the team have also become the "leaders" on the education and training track. In order to help more people understand Tik Tok's creation and uncover the secret of realizing short video and live broadcast, he compiled a book from the actual combat experience he observed and summarized in the past four years and published Tik Tok Thinking.
The book covers the 10 thinking of Tik Tok platform operation, from the most basic user service, track selection, content production and dissemination, to advanced data utilization, algorithm analysis, community operation, and advanced product realization, brand building and team building. Let's not only learn the operation mode of Tik Tok, but also have a clear operation idea, further understand how to put it into practice and help us solve specific problems.
Generally speaking, operating an account needs to go through the following four stages. First of all, you need to confirm which stage you are in, and then readjust and plan your own operation ideas according to the author's suggestions:
People at this stage can be roughly divided into three categories:
(1) I have no foundation, but I think it's fun to shoot short videos and want to try.
(2) There is no foundation. I see others making short videos and live broadcasts to make money, and I want to make money myself, but I have no idea;
(3) I have a shooting foundation, but I haven't decided what to shoot yet. Just take a shot and try it, in case it catches fire!
No matter what reason we start to enter the short video and live broadcast industry, even the fire of luck will not last long if we don't have a clear understanding of ourselves. Therefore, at this stage, we need to do two things well: find the right position and master the frame structure, and focus on learning user thinking, scene thinking and vertical thinking.
For example, a person likes good food. Then he wants to think further: Do you like eating or cooking? Like to eat, you can do eating and broadcasting, and you can do shop exploration; If you like to do it, you can shoot and cook ... By constantly asking yourself questions, you can find the vertical classification under the positioning keywords, and then continue to output such content.
In this process, two points need special attention: first, find your own vertical users through content feedback and make a good portrait of users; The second is to strengthen the role of the scene, strengthen the sense of substitution, and trigger the sound of * * *.
With the foundation of the first stage, we need to pay attention to content creation and improve our creative ability in order to enhance user stickiness. That is, let the audience find that your content is better than others. So at this stage, we should focus on learning data thinking and algorithm thinking.
First, use algorithmic thinking to understand the platform. In Tik Tok Thinking, Uncle Akiba emphasized: "Tik Tok algorithms are efficient because they have four logics." Specifically, it includes: double audit, intelligent distribution, superimposed recommendation, and heat weighting. In other words, only when our content successfully passes these four levels can we get more recommendations and traffic. Specific techniques such as close-up, picture effect and content flipping can be used to improve the recommendation rate of the algorithm.
Secondly, use data thinking to understand the content and users of the explosion. As for users, it is necessary to attract target users through user portraits. Uncle Akiba suggested starting with the characteristics of users, different needs and different scenarios. Of course, the explosive content that the target users pay attention to will also provide us with many ideas.
Finally, combine the platform, explosive content and users, innovate the content, adjust and optimize your own content framework, and analyze it according to the data feedback after each content release, and then repeat the previous steps to enter a new round of optimization and adjustment.
As we all know, it's easy to go from 0 to 1 in many cases, but it's more difficult to get to the back. The whole process not only tests our ability, but also tests our patience and perseverance. So in the third stage, we should learn to look at and think from a higher angle, rather than just focusing on the local. Therefore, we need to learn game thinking, community thinking, brand thinking and cross-border thinking.
Modern short video selling is different from traditional e-commerce and is called "interest e-commerce". It's a bit like "entertaining". Children learn it when they play, while users enjoy watching short videos and live broadcasts, and even if they don't need it, they will place an order to buy it.
When we have a certain understanding of our own positioning, content and users, what we need to upgrade is the operator's mind: learn to master the changes in platform trends, content demands and user needs, and combine our own advantages and characteristics.
In the book, Uncle Akiba suggested:
(1) Always pay attention to the MCN organization large and Tik Tok official creative weekly;
(2) Visit the comment area marked with large size frequently and collect "spit points";
(3) Summarize and analyze your own popular content, and find out users' concerns ... so as to develop new themes and create content.
If the operation of Tik Tok is regarded as a competition, then some people are spectators and some are athletes. To be an excellent athlete, you need to go through the first three stages of study and practice, and then gradually narrow the distance from the front runner, and even finally enter the fourth stage to become the front runner.
Anyone who has had running experience knows that it is easy to follow others, but it will be very tiring to be a leader because you need to master the direction and rhythm. Therefore, when you become a leader in content creation, you will find that many people are imitating you and even trying to surpass you. At this time, you will become the target and target of others. This is the result of the so-called "people are afraid of famous pigs and strong ones". What you need to do is not be complacent or discouraged, but master iterative thinking.
Just as products need to improve product performance through continuous research and development of user needs, content operation also needs to iteratively upgrade its own content according to user feedback and market trends. For example, tap new user needs, adjust content plans, and attract "fresh blood" for the team. Relying on this, we are not afraid of becoming a trend, but should seize the dividend of this trend and strive to do better.
After reading the book Tik Tok Thinking, after four stages of operation, you will find that we have not only read a book and learned a platform operation strategy, but also 10 thinking suitable for any platform operation and any project operation. This is a complete system for doing things and dealing with problems, and it is also a toolbox to relieve our troubles.