Tiktok de centralization distribution mechanism
1, the
certified voice recognition is highly recommended. The annual fee of tiktok is 300 yuan. If it is a proct for weight loss, it can be certified as a sports, food, nutrition and other nature account, and better attract some fans who need to slim down. Br />
two, mining content
roughly tiktok short videos are of 12 main categories. Among them, the most popular ones are imitation, funny paragraph, talent show and so on. These short videos are hard to relate to procts, and such content is very much on the platform, and the flow is diluted very much. Therefore, it is recommended that businesses output valuable and in-depth content, such as life knowledge, operation skills, etc. these high-quality content are more in line with the operation direction of the platform side, easy to get weighted recommendation, and the account number is also relatively valuable
three, content publishing and exposure
content release time is very important. Users who are online are usually 18-22 points on Friday night, tiktok two days, holidays and other working days. Choosing to release them at a lot of time will ensure that your work will be seen by more people and the fire will be faster!
of course, no matter how good the content is, it needs exposure to attract powder. The best way to get exposure is to use the platform to recommend popular content. The tiktok tiktok control software is added to the jitter recommendation algorithm, which can control hundreds of accounts or hundreds of thousands of accounts at the same time. By continuously giving short video content through the actions of point, commentary, forwarding, etc., the whole network can be searched for 20000+ live powder within a day. And it can also help account content popular, increase account weight.
simply put forward: the algorithm of shaking is actually a funnel mechanism, which is basically consistent with the principle of recommendation algorithm of the headline's de centralization. Tiktok / BR > it has three tiktok steps:
first, cold start flow cell exposure
assume that 1 million people are uploading short videos every day on the jitter, and the jitter will randomly assign each cold video to a cold start flow pool with average exposure. For example, after each short video is released through audit, there are an average of 1000 exposures
Second, data selection
tiktok will analyze 1000 points of exposure from 1 million short videos, analyze the data of points, attention, comment, forwarding and so on, and pick out videos with more than 10% indicators, and then distribute 100 thousand times on average. Then go to see which are like, follow, forward and comment more than 10%, and roll into the next round of larger flow pool for recommendation
Third, the boutique recommendation pool
through round after round of verification, short videos with extremely high like rate, playback completion rate, comment interaction rate and other indicators are screened out to have the opportunity to enter the boutique recommendation pool. When users open the pool, they can see videos with tens of millions of likes
all the dry goods and skills shared next are closely around the core point: by increasing the number of likes, attention, comments, forwarding rate and other indicators, we can get more accurate official recommendations and win more exposure.
1、 Recommendation principle of intelligent algorithm
the essence of intelligent algorithm recommendation is to match the most interesting content for current users from an aggregate content pool
this content pool contains tens of millions of content every day, covering 15s short video, 1min long video and 5min super long video
when matching content to users, the platform mainly depends on three factors: content, users and their interest in content
How does thesystem understand our creative content
when describing the content, the platform will mainly rely on keyword recognition technology: by extracting the keywords in writing and video, the content will be roughly classified according to the keywords, and then the classification will be refined according to the keywords in the subdivision field
for example, the keywords of video and content are "Ronaldo, football, World Cup"
most of the key words belong to sports vocabulary. You will first classify your works into sports categories, and then subdivide them into "football", "international football" and other secondary and tertiary categories according to the specific key words
user characterization
through this series of comparison and analysis, the system speculates and restores the basic attributes of a user, for example: TA may be a male who is traveling and likes football, car and other categories
the system will classify the above user characteristics as the user's tag
User tags are mainly divided into three categories:
1) basic information of users (age, gender, region)
2) user's behavior information (attention account number, history wandering record, like collection content, music, topic)
3) reading interest (reading behavior, user clustering, user tagging)
according to the user's information and behavior, the system analyzes and calculates the user's classification, topics, people and other information, so as to complete the system's characterization of users
the essence of recommendation algorithm
uses the characteristics of works (keywords, labels, popularity, forwarding, timeliness, similarity), user preferences (short-term click behavior, interest, occupation, age, gender, etc.), and environmental factors (region, time, weather, network environment) to fit a function of user satisfaction with content, It will estimate the user's click probability for each work, and then rank all the works according to their interests from tens of millions of content flow pools in the system. The top 10 works will stand out at this time and be recommended to the user's mobile phone for display
it's probably like this. If you want to learn, you can write to Xiaobian in private
first, cold start flow cell exposure
suppose that 1 million people upload short videos every day on the shaking, and the jitter will randomly assign each cold video to a cold start flow pool with an average exposure. For example, after each short video is sent out by auditing, there are 1000 exposures
second on average. Data selection
tiktok will analyze 1000 points of the 1 million short videos, analyze the data of each dimension such as point, attention, comment, forwarding and so on, and then pick out videos with more than 10% indexes, and then distribute 100 thousand times on average. Then go to see which are like, follow, forward and comment more than 10%, and roll into the next round of larger flow pool for recommendation
thirdly, the boutique recommendation pool
through round after round of verification, short videos with extremely high liking rate, playback completion rate, comment interaction rate and other indicators are screened out to have the opportunity to enter the boutique recommendation pool. When users open the pool, they see videos with tens of millions of likes< br />
: " We are paladins. We can't let revenge occupy our consciousness& quot;,
and Kwai? Where are Kwai and tiktok's strengths? Short video as the most popular social network, brush short video has become a lot of people's leisure time now. Tiktok and Kwai can be regarded as the king of short video traffic in the short video app ranking. Of course, there are still differences between the 2 platforms. Tiktok Kwai, p>
, where is the difference between the shaking and the fast? Tiktok tiktok and Kwai Kwai are 2 major barriers to short video platform. The Kwai's mass base is deep, and the vibrato is more cool. The two are essentially different. They are embodied in the following aspects:
1, the different
quick positioning of proct positioning: the predecessor was "GIF fast hand" was born in March 2011, and is a mobile phone application for making and sharing G pictures. P>
In November 2012, it transformed from a pure tool application to a short video community, positioned as a platform for recording and sharing everyone's life
: the tiktok's short music video software is launched in September 2016. It is a 15 second music short video community dedicated to young people. It is positioned as the new generation of short video music community platform. Kwai Kwai Kwai: p>
2 and user groups are different
fast: the target users are three or four line and rural users, most of them are 25-34 years old, with 25-34 users in the age group, the number of users is 43%, the proportion of users is higher, the female sex users are 57.8%, and men are 42.2%. In terms of ecation, Kwai Fu users are more evenly distributed, with the highest proportion of users in senior high school and above, accounting for 32.8% and 31.9% respectively. P>
tiktok: target tiktok is a second line and young user. After 95 or 00, most users are at 19-24, accounting for 40% of the total number of users. The gender ratio is higher, the proportion of women is 66%, and the proportion of male users is only 34%. The users' income and ecational background are concentrated in tiktok or above, and their consumption ability is strong. Down to earth, p>
3, video style
: video style is Kwai Fu, video content is mainly for daily life, content creators are mainly ordinary people, closely related to life, strong social attributes, and long tail users have more exposure to video. The positioning of Kwai to center helps to diversify the content of videos, to make the audience resonate, to form a sense of identity and a strong community cohesion. P>
tiktok: Video collocation is more fashionable, personalized, vibrato beauty filter, funny sticker and VR special effects, with the "magic" and "ear catching" tiktok music, making it more "tidal" and "personalized" features. The central location of jitter is tiktok, while the hot content is highly similar and repeatable. So viewers will only pay attention to a few KOL, and the users' Association is weak. A new force suddenly rises. The p>
4 and cash in the
mode: relying on live streaming revenue, relying on short video traffic diversion and more life oriented content, Kwai / P>
tiktok: relying on the flow realisation, with its huge user base and the algorithm based traffic distribution system, the marketing system is complete, and the tiktok advertising revenue has obvious advantages. P>
two, Kwai and fast tiktok, where are their advantages? Tiktok and p>
are obviously different from those in Kwai Chung, but both of them are outstanding in short videos, and have their own advantages in advertising promotion. P>
tiktok and Kwai Yin both have a large number of user groups, and can also be targeted in advertising orientation. But the Kwai Tai platform is a city of civilians seeking life with curiosity, interest and ghosts. The user group is concentrated in three or four line city, and is suitable for the instry that needs to penetrate into the three or four line cities. Tiktok users are mostly in a second tier city, with large traffic system, suitable for larger advertisers and more popular with big brands. p>
Proct Description:
1, tiktok, open screen advertising
advertising style: static 3 seconds, dynamic 4 seconds, video 5 seconds. p>
sales mode: CPT (the number of rounds of open screen CPT procts is increased from 4 to 8, and the inventory of single round is 10000 CPM)
GD does not support orientation, and can support third-party monitoring of exposure and click
remarks: for the sale of open screen CPT, it is necessary to order and submit materials at least 5 days in advance, and for the sale of open screen CPM, it is necessary to order and submit materials at least 3 days in advance
2, jitter information flow,
material types: tiktok video and vertical video. p>
way of sale:
Gd (single page advertisement): click the advertiser's Avatar, nickname, creative title, "details" label, bottom "view details" column, mask "view details" button, right slide operation of video content to enter the promotion landing page; It supports like interaction, does not count and display the number of likes, and does not support comments and forwarding; Advertisers tiktok account is not tiktok, not attention, no shaking home. It does not support orientation, and can support third-party monitoring of exposure and click
GD (native AD): click on the advertiser's head, nickname, video content, right slide operation, and enter the main page of the advertiser's jitter. Click the creative title, the "details" tab, the "view details" column at the bottom, and the "view details" button on the mask to enter the promotion landing page; Support tiktok, commentary, forwarding, support for attention to the advertiser's voice account. p>
competitive advertising: it supports the purpose of application download and landing page promotion, but does not support landing page card coupon advertising; It supports CPC, OCPC, CPM and ocpm billing types; At present, it supports the orientation of region, age, gender, first activation time, Android version, IOS version, network, operator, mobile phone brand, etc., but does not support the orientation of APP behavior classification, interest classification, etc
3, jitter sticker procts:
proct advantages:
uses the original scene, users actively use, high acceptance, long interaction time; < / tiktok p>
stimulate users to actively spread, after sharing spread, trigger secondary use
advertising forms vivid, enhance brand tiktok users. p>
Proct Price: selling price: net price 300000 / 7 days
location: 3 days, fourth rows of first row of the voice sticker tiktok, 4 days of random location, continuous purchase, and design of multiple stickers to ensure that the replacement is 1 times a week. p>
the proct belongs to non-standard proct, does not guarantee quantity, and does not support third-party monitoring
tiktok has the final say on whether or not the sticker has the on-line standard. Tiktok: p>
4 tiktok master:
content customization: to provide video content customization for the customers. p>
talent marketing: use talent influence and creative ability to achieve brand marketing content communication
master tiktok: the Darren cooperation video can enter the recommended flow normally, and it will be transmitted in the original voice station. P>
two tiktok: video content can be used for two other platforms (including only buffet watermark version). p>
Video top: Video top in 5 hours on Daren's personal page, no new video will be added ring the protection period
Video retention: cooperative video can be retained under Daren account for three months, and continue to spread