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      "permlink": "tiktok-1100",
      "title": "【复盘】 两个月 TikTok 1100万粉丝的经历及一些思考",
      "body": "TikTok，也就是抖音的海外版，目前已经在海外下载量高达20亿次，在欧美更是各大榜单登顶。目前看来，是国产APP出海做的最成功的一次。中国短视频的崛起也成功的撬动了全球用户的习惯。\n\n如此庞大的用户量，必定带来新的一波流量红利，于是在四月份的时候我随着生财有术的亦仁和嘉伟两位大佬举办的TikTok出海群一起做了运营测试。\n\n先贴一下这两个月运营的数据吧，三个账号粉丝数900万，最高单次播放视频1.6亿次。这样的流量红利大大出乎了我的预期，也让我在上个月停掉了手里一些项目来布局更多的TikTok生态- TikTok数据网站\n\n[TikTok analytics](https://Tikstats.com)（目前属于内测阶段）\n\n\n![image.png](https://cdn.steemitimages.com/DQmPyGpkm5L8nbV8Tz6GhCMHMtMzi81CBaqCWCSxenYLdeN/image.png)\n\n\n\n![image.png](https://cdn.steemitimages.com/DQmUsH8Wd8hGA7z4C4kFF9miAUybEXtN9T1chw1aiQv9v5f/image.png)\n\n\n\n\n![image.png](https://cdn.steemitimages.com/DQmTMecf1qq8EYEnGwDfRb7cEXxB5Xg5vRLJ6FDhT9x6RBs/image.png)\n\n\n\n\n\n\n\n\n\n\n以下总结，我相信适用于各类自媒体运营，帮大家开拓思维。\n\n\n\n\n\n【站在“别人”的角度考虑问题】\n\n\n\n打个比方，上学的时候，擅长考试的学生一定是善于把握出题老师意图和心理的，从复习到考试的各个环节都可以揣测考点来达到事半功倍。\n\n\n\n作为一个视频平台的创作者/运营者，这个“别人”有两个：用户和平台。\n\n\n\n站在平台的角度想问题，如果我是这个平台的设计者，我们平台处于哪个阶段？在这个阶段我会喜欢什么样的视频？\n\n\n\n1）对于TikTok，明显属于全球版图扩张期，用户数量为优先（抖音已经过了这个时期，目前在变现效率方面不断探索）。大胆猜测一下：\n\n\n\n- 让用户停留时间更长 - 用户能自发分享到别的平台，从而给平台带来更多流量 - 容易扶持成IP的视频主 那平台如何通过算法验证你的视频符不符合以上的需求呢？点赞，分享，留言，完播率....等一系列可以量化的指标，然后通过收集来的数据进行机器学习。所以我们明确的知道了我们需要提高的大致目标（点赞，分享，留言，完播率）。\n\n\n\n\n\n2）对于用户，动动手指就可以决定要不要看你的视频，决策成本很低。那如果我是用户，我会对什么样的视频更感兴趣呢？\n\n\n\n- 3s内抓住我眼球 - 反转 - 内容独特有意义 - 视频长度适中 通过换位思考，我们好像对“考点”更加清晰了一点。\n\n\n\n【技巧层面的反向推理】\n\n\n\n知道了考点，怎么样准备才是关键。从刚刚说过的四项指标谈起，哪项指标最容易控制，哪项指标系统权重更高？\n\n\n\n点赞分享留言，都可以通过视频内引导或者文字引导来提高，甚至找人刷评论等方式提高。所以我作为系统设计者，我觉得可能会稍微提高一下视频完播率的权重。\n\n\n\n我有了这个想法之后，就开始实操实验验证，如何提高完播率呢？在我一个萌宠类的账号下，我找了一个10只小狗下楼梯然后有摔倒的视频，原视频没有任何处理，就是以萌吸引眼球。\n\n\n\n\n\n\n\n![image.png](https://cdn.steemitimages.com/DQmfTarCaZQsBVn8wjxRc4EbUF8W8TP8tVh1RV1ZMDaR3yn/image.png)\n\n\n\n\n我做了如下处理：\n\n\n\n1.在视频开始添加了字幕“Olympic Fall DownStairs Competition”(奥林匹克摔楼梯大赛)，加上主题再配上萌萌的十个小狗下楼梯，第一秒就抓住了观众的视线。（从萌视频，变成了萌+有趣 视频） 2.将视频剪辑到9s，数据显示7-9s是用户最容易接受的反复观看时长。\n\n\n\n3.在第7秒的时候插入了一大群狗的照片，一闪而过。并在第8秒显著位置提问，视频中出现了几只狗。引发评论区讨论，开放性问题，因为图中很多狗很隐蔽。\n\n\n\n4.在视频的文字区又问了另一个问题，Who is the winner? 呼应视频前的“奥林匹克摔楼梯大赛”，持续的引发讨论。\n\n\n\n结果：我试验了两条类似视频在两个不同账户，目前一个3300万播放，一个1800万播放。\n\n\n\n总结：抓住要解决的问题，反向找思路去解决，然后多实践，有奇效。\n\n\n\n\n\n\n\n【变现篇】\n\n\n\n总的来说，TikTok属于流量红利期，但却不属于变现红利期。\n\n\n\n目前最好的策略是囤积流量，但提早打通变现渠道肯定是很明智的。身边的伙伴们有做各种尝试，独立站导流卖货，速卖通赚佣金等等。\n\n\n\n我说两个我最近有实践的，让大家知道知道一手数据和行情。\n\n- 我有一个400多万粉丝的账户导流Youtube，一个月左右导流1万多粉丝，之后靠持续流量来获取广告费。\n\n\n\n- 有合作帮歌曲创作者推广他们的音乐，其实就是发视频的时候用一下他的背景音乐。目前这种合作见到好几个，我有合作成功过几单，成交价格在150-200刀每用一次背景音乐。以上供大家参考\n\n以上\n\n新开了公众号 “老虎说一说”，欢迎交流。\n\n\n![image.png](https://cdn.steemitimages.com/DQmYg7cADZBdrSJTofnH9vgBFHy9VgcNUmSBYX2HoA85kiA/image.png)",
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