濟南抖音運營：抖音的算法推薦和4大定位技巧

　　抖音是一個引領中國、影響世界的短視頻平臺。抖音的運營不僅是企業品牌傳播和產品銷售的要求，也是從業者必備的技能，甚至是個人網絡賺錢實現網絡名人夢想的途徑。

　　Tiktok is a short video platform that leads China and influences the world. The operation of Tiktok is not only a requirement for enterprise brand communication and product sales, but also a necessary skill for practitioners, and even a way for individuals to make money online to realize the dream of online celebrities.

　　一、抖音算法推薦

　　1、 Tiktok algorithm recommendation

　　1，什么是算法推薦？

　　1. What is algorithmic recommendation?

　　算法推薦可以理解為程序員兄弟開發了一個智能編程系統，可以通過分析用戶的行為來判斷用戶的偏好。例如，如果你經常瀏覽明星八卦，你就會對娛樂信息感興趣。

　　Algorithm recommendation can be understood as a programmer brother developing an intelligent programming system that can analyze user behavior to determine user preferences. For example, if you frequently browse celebrity gossip, you will be interested in entertainment information.

　　算法還能識別視頻、文字、圖片等內容，判斷視頻或文章是關于什么的。

　　Algorithms can also recognize content such as videos, text, and images to determine what the video or article is about.

　　然后算法會自動向不同的人推薦不同的視頻和文章。從而實現個性化、準確的推薦，即所謂的千人千面。經常瀏覽娛樂信息的人經常會看到明星娛樂的八卦信息。

　　Then the algorithm will automatically recommend different videos and articles to different people. Thus achieving personalized and accurate recommendations, known as' one person, one face '. People who frequently browse entertainment information often come across gossip about celebrity entertainment.

　　算法推薦是字節跳動的看家本領，所以我們通常看到今日頭條文章，就是這樣推薦的。抖音是字節跳動的產品，抖音視頻也是算法推薦實現的內容分發。

　　Algorithm recommendation is the key skill of ByteDance, so we usually see today's headlines, and that's how we recommend it. Tiktok is a product of ByteDance, and Tiktok video is also a content distribution implemented by algorithm recommendation.

　　需要注意的是，算法是不斷變化和升級的。算法不僅會推薦用戶感興趣的內容，還會不斷拓展知識邊界，給用戶相關的新內容，從而實現推薦的準確性和個性化。

　　It should be noted that algorithms are constantly changing and upgrading. Algorithms not only recommend content that users are interested in, but also continuously expand knowledge boundaries, providing users with relevant new content, thereby achieving accuracy and personalization in recommendations.

　　2，算法到底算什么？

　　2. What exactly is an algorithm?

　　① 用戶屬性

　?、?User attributes

　　用戶屬性包括性別、年齡、地域、文化程度、興趣等。不同屬性的用戶會推薦不同的內容，比如00后推薦的內容和70后不一樣。

　　User attributes include gender, age, region, educational level, interests, etc. Users with different attributes will recommend different content, for example, the content recommended by post-00s is different from that of post-70s.

　　用戶屬性還包括用戶的行為：閱讀時長、完讀率、轉發、評論、贊、收藏等。算法以此來判斷用戶是否喜歡推薦的內容，評估推薦內容的質量。

　　User attributes also include user behavior: reading duration, completion rate, forwarding, commenting, liking, bookmarking, etc. The algorithm uses this to determine whether the user likes the recommended content and evaluate the quality of the recommended content.

　　用戶屬性還包括社交關系，經常在抖音上被推薦疑似朋友的視頻，即抖音獲取手機通訊錄實現的社交屬性的推薦。

　　User attributes also include social relations, and videos of suspected friends are often recommended on Tiktok, that is, Tiktok obtains the recommendation of social attributes realized by mobile phone address book.

　?、?內容屬性

　?、?Content attributes

　　內容屬性是指推薦的內容。該算法可以分析文本、圖片和視頻，并通過文本和圖像分析判斷內容的基本質量、違規性和內容情況。例如，視頻描述了如何制作炸醬面，這將被視為美食類內容。

　　Content attributes refer to the recommended content. This algorithm can analyze text, images, and videos, and determine the basic quality, violations, and content situation of the content through text and image analysis. For example, the video describes how to make Zhajiangmian, which will be regarded as food content.

　?、塾^看環境

　?、?Viewing environment

　　指用戶的硬件設備，如iPhone 或者Android，哪個型號，4G還是WiFi？位置在哪里？抖音將根據用戶的不同設備、不同的網絡環境和位置向用戶推薦不同的內容。

　　Which model, 4G or WiFi, refers to the user's hardware device, such as iPhone or Android? Where is the location? Tiktok will recommend different content to users according to their different devices, different network environments and locations.

　　100W頭部主播的過款話術？點擊復習：百萬帶貨主播的5步萬能直播話術?。ǜ蕉兑暨`禁詞大全）

　　What are the catchphrases for top 100W anchors? Click to review: 5 universal live streaming techniques for millions of live streaming hosts! (Attached with a complete list of Tiktok forbidden words)

　　3，流量池機制？

　　3. Traffic pool mechanism?

　　在了解算法算什么后，還要明白抖音在計算內容后是如何推薦的，也就是流量池機制。

　　After understanding what the algorithm is, we should also understand how Tiktok is recommended after calculating the content, that is, the flow pool mechanism.

　　所謂的流量池機制可以理解為抖音將整個網絡的每日數億流量分為不同的池塘，包括小池塘、大池塘、超大池塘……以及最大的精品流量池。

　　The so-called flow pool mechanism can be understood as Tiktok divides the hundreds of millions of daily flow of the entire network into different ponds, including small ponds, large ponds, super large ponds... and the largest high-quality flow pool.

　　小池塘里只有幾百或者幾千個用戶，也就是“流量”，表現在視頻指標上就是播放量。大池塘有幾萬或者幾十萬用戶，超大池塘有幾百萬用戶，精品流量池有幾千萬用戶。

　　There are only a few hundred or a few thousand users in Xiaochitang, which is known as "traffic" and is reflected in video metrics such as playback volume. The large pond has tens or hundreds of thousands of users, the super large pond has millions of users, and the premium traffic pool has tens of millions of users.

　　視頻發布后，將首先推薦到小池塘試水。根據池塘中用戶的反饋，判斷視頻是否好，是否繼續推薦到大池塘。

　　After the video is released, it will be recommended to try the water in a small pond first. Based on the feedback from users in the pond, determine whether the video is good and whether to continue recommending it to the big pond.

　　好壞的標準是用戶在視頻推薦后是否觀看、完播率和轉發評論點贊。如果是，且互動比例較高，則繼續推薦。如果推薦了數百人，沒有人喜歡，那么視頻質量不高，就不再推薦了。

　　The criteria for good or bad are whether users watch the recommended video, the completion rate, and the likes and shares of comments. If so and the interaction ratio is high, continue to recommend. If hundreds of people are recommended and no one likes it, then the video quality is not high and it will no longer be recommended.

　　所以不要說為什么我的視頻不推薦。不是沒有推薦，只要你的視頻有幾十個或幾百個播放量，就是推薦，但是沒有人喜歡，所以不好，不再繼續推薦給你。

　　So don't say why my video is not recommended. It's not that there are no recommendations, as long as your video has dozens or hundreds of views, it's recommended, but no one likes it, so it's not good and I won't continue to recommend it to you.

　　所以我們要做的就是讓視頻發布后有人互動，從小池塘進入大池塘，得到持續的推薦。

　　So what we need to do is to have people interact after the video is released, from a small pond to a big pond, and receive continuous recommendations.

　　二、抖音定位策略

　　2、 Tiktok positioning strategy

　　明確自己的運營領域和方向。自媒體運營的首要任務是定位。抖音運營有三大定位方向和四大定位技巧。

　　Clearly define one's operational field and direction. The primary task of self media operation is positioning. Tiktok operation has three positioning directions and four positioning skills.

　　1，三大定位方向

　　1. Three major positioning directions

　?、?根據興趣定位

　　① Based on interest positioning

　　不知道該做什么，你可以考慮你的興趣是什么，做你感興趣的領域。做你喜歡的事情，更容易堅持下去，更容易成功。創建感興趣的內容，更容易投入時間和精力，更有可能贏得質量。

　　If you don't know what to do, you can consider what your interests are and work in the field that interests you. Doing what you love makes it easier to persist and more likely to succeed. Creating content that interests you makes it easier to invest time and effort, and more likely to win quality.

　　② 根據能力定位

　?、?Based on ability positioning

　　你也可以根據你擅長的領域和能力來定位。在工作中，你可能已經掌握了某一技能或某一領域的專業知識。所以在運營抖音時，你可以根據自己的專業定位，這樣質量就更有保證了。

　　You can also position yourself based on your areas of expertise and abilities. In the workplace, you may have already mastered a certain skill or specialized knowledge in a certain field. Therefore, when operating Tiktok, you can position yourself according to your specialty, so that the quality is more guaranteed.

　　比如我是電商講師，所以我做微信公眾號的時候，首先想到的就是做電商領域，所以公眾號定位為電商，公眾號名稱就叫“荔枝電商”。

　　For example, I am an e-commerce lecturer, so when I was working as a WeChat official account, my first thought was to work in the e-commerce field, so the official account was positioned as e-commerce, and the name of the official account was "Litchi e-commerce".

　?、?根據熱門定位

　?、?Based on popular positioning

　　如果你說你既沒興趣也沒太擅長的領域，你只是想做抖音，想賺錢，但你不知道該怎么辦，那就很難了。

　　If you say that you are not interested in or good at the field, you just want to do Tiktok and make money, but you do not know what to do, it is very difficult.

　　但如果是這樣的話，我建議你可以根據抖音的流行領域來定位。什么領域很受歡迎，受眾廣泛，而且商業效果好，就考慮做什么領域。

　　But if that is the case, I suggest you locate it according to the popular field of Tiktok. If a field is popular, has a wide audience, and has good commercial results, then consider doing it in that field.

　　抖音的熱點領域包括：

　　Hot areas of Tiktok include:

　　① 搞笑類各種偶然的、編排的搞笑的生活，或有趣的內容創作，都有廣泛的受眾基礎。搞笑類是每個平臺的重要內容類型之一。

　?、?Various accidental and arranged humorous lives or interesting content creations in the field of humor have a wide audience base. Humorous content is one of the important types of content on every platform.

　?、?知識類你可以分享育兒、汽車、學習、養生、運動、生活技巧和其他領域的知識。為用戶提供有價值的知識信息，更容易獲得粉絲。知識類是一個更容易生產的內容領域。

　?、?You can share knowledge related to parenting, automobiles, learning, health preservation, sports, life skills, and other fields. Providing valuable knowledge and information to users makes it easier to gain followers. Knowledge is a more easily producible field of content.

　?、垲佒殿惼恋男〗憬恪洑獾男「绺缬肋h有殺傷力。如果你有顏值，或者有顏值資源，可以發揮自己的特長，去展現美。當然，美要有內容依托，比如唱歌、跳舞、講段子等。漂亮的小妹妹，英俊的小哥哥永遠有殺傷力。如果你有顏值，或者有外表資源，你可以充分發揮你的優勢來展示美。當然，美應該有內容支持，如唱歌跳舞、講笑話等。

　　③ Beautiful ladies and handsome brothers in terms of appearance always have killing power. If you have good looks or beauty resources, you can use your strengths to showcase your beauty. Of course, beauty requires content support, such as singing, dancing, and telling jokes. A beautiful little sister and a handsome little brother always have killing power. If you have good looks or physical resources, you can fully utilize your strengths to showcase your beauty. Of course, beauty should have content support, such as singing, dancing, telling jokes, etc.

　?、?才藝類

　?、?Talent category

　　這里不僅僅是唱歌跳舞，胸口碎大石也是才藝。如果你能像西安的不倒翁女孩一樣跳舞，或者把刀面切成花，你就可以做才藝類內容。你可以結合自己的工作技能或生活技能來探索自己的才能。

　　This is not just about singing and dancing, breaking big stones on the chest is also a talent. If you can dance like the wobbly girl in Xi'an, or cut the blade into flowers, you can do talent content. You can explore your talents by combining your work skills or life skills.

　?、菝朗愁惷朗愁愂且粋€受眾廣泛的內容領域。烹飪食物可以分為許多領域，如專業教程分享、吃貨探店、熱量低美食技巧或當地特產推薦。這一類內容競爭非常激烈，你需要做出自己獨有的特點和風格，才能有機會成功。

　　⑤ Food related content is a widely accepted field. Cooking food can be divided into many areas, such as sharing professional tutorials, exploring foodies, low calorie food tips, or recommending local specialties. This type of content is highly competitive, and you need to create your own unique characteristics and style in order to have a chance of success.

　?、?雞湯類情感既可以關于愛，也可以是積極的能量，或者是鼓舞人心的勵志文案。不同的觀眾定位，你可以煮不同的雞湯。雞湯是各種情感激的大眾精神消費品。

　?、?Chicken soup emotions can be about love, positive energy, or inspirational texts. Different audience positioning allows you to cook different chicken soup. Chicken soup is a popular and emotionally stimulating consumer product.

　?、?萌寵類可愛的寶寶和寵物都屬于萌寵類。如果你有寵物或孩子，你可以做可愛的定位。記錄和創造日常生活中有趣或治愈的事情可以吸引大量可愛的觀眾。

　?、?Cute babies and pets belong to the category of cute pets. If you have pets or children, you can make cute positioning. Recording and creating interesting or healing things in daily life can attract a large and lovely audience.

　　⑧ 旅行類“世界那么大，我想去看看”是每個人都渴望的生活。美麗的風景，特色的習俗，異國情調都有很強的吸引力。如果您有相關的條件或資源可以結合，您可以選擇旅游領域。

　　⑧ The world is so big, I want to go and see it "is a life that everyone longs for. Beautiful scenery, distinctive customs, and exotic atmosphere all have strong appeal. If you have the relevant conditions or resources to combine, you can choose the tourism field.

　?、?美妝類美容化妝品是抖音的一個特色領域，美容化妝品也可以屬于知識共享領域，但由于它快速發展和清晰的商業模式，它獨屬于一類。目前，美容化妝品的競爭已經白熱化，門檻也很高。如果你沒有殺手锏，建議不要做。

　?、?Beauty cosmetics is a characteristic field of Tiktok, and beauty cosmetics can also belong to the field of knowledge sharing, but because of its rapid development and clear business model, it belongs to a unique category. At present, the competition in beauty and cosmetics has become fierce, and the threshold is also very high. If you don't have a trump card, it's recommended not to do it.

　　除上述主要熱點領域外，抖音還有游戲類、二次元、樂活、職場等內容類型。

　　In addition to the above main hot areas, Tiktok also has content types such as games, anime, Lehuo, and workplace.

　　以上領域劃分是一些思路和靈感，可以結合自己進行選擇。明確領域方向后，在定位時必須遵循以下幾點。

　　The above field divisions are some ideas and inspirations that can be combined with one's own choices. After clarifying the direction of the field, the following points must be followed when positioning.

　　抖音直播一定要做，短視頻+直播運營效果更好，點擊復習：【合集】抖音直播帶貨詳細講解，看這一篇就夠了！

　　Tiktok live broadcast must be done. Short video+live broadcast has better operation effect. Click review: [Collection] Tiktok live broadcast with detailed explanation of goods. This is enough!

　　2，四大定位技巧

　　2. Four major positioning techniques

　?、?垂直化定位

　?、?Vertical positioning

　　定位必須是垂直的，盡量垂直到最小，并且找到自己的特點和受眾人群。定位越垂直，運營就越容易成功。

　　Positioning must be vertical, as close as possible to the minimum, and identify one's own characteristics and target audience. The more vertical the positioning, the easier it is to succeed in operation.

　　比方說，您的抖音定位為知識共享，您需要繼續詳細定位。你分享了什么領域的知識？營銷知識？哪些營銷知識，是房地產營銷還是快速消費品營銷？是傳統的營銷還是互聯網營銷？

　　For example, your Tiktok is positioned as knowledge sharing, and you need to continue detailed positioning. What field of knowledge did you share? Marketing knowledge? What marketing knowledge is it, real estate marketing or fast-moving consumer goods marketing? Is it traditional marketing or Internet marketing?

　　如果是網絡營銷，我們能否繼續將其細化為短視頻營銷、抖音營銷、微信營銷和社區營銷？細化越多，越有特色，觀眾越清晰，成功的可能性就越大。

　　If it is online marketing, can we continue to refine it into short video marketing, Tiktok marketing, WeChat marketing and community marketing? The more refined, the more distinctive, the clearer the audience, and the greater the possibility of success.

　　在定位時，我們應該首先垂直到最小的受眾，找到自己的特點和觀眾，然后在操作過程中，隨著粉絲的積累，我們可以逐漸擴大定位范圍，以實現更廣泛的受眾獲取。

　　When positioning, we should first go vertically to the smallest audience, find our own characteristics and audience, and then gradually expand the positioning range as fans accumulate during the operation process to achieve a wider audience acquisition.

　　因此，在抖音運營的定位策略上，首先是小眾，然后是大眾。

　　Therefore, in terms of the positioning strategy of Tiktok's operation, the first is the minority, and then the public.

　　②人格化定位

　　② Personalized positioning

　　個性化定位意味著把你的抖音賬號變成一個人。作為你的身份，或者作為你創造的虛擬角色與粉絲交談。

　　Personalized positioning means turning your Tiktok account into a person. As your identity, or as a virtual character you create, talk to fans.

　　例如，“一禪小和尚”是一個虛擬的角色形象。以小和尚之口說出人生的道理，比直接講道理更容易讓人接受。、

　　For example, 'One Zen Little Monk' is a virtual character image. Speaking the truth of life through the mouth of a young monk is easier for people to accept than simply explaining it. 、

　　此外，以人的方式與粉絲溝通更符合社交短視頻的特點，用戶有更多的溝通欲望。

　　In addition, communicating with fans in a human way is more in line with the characteristics of social short videos, and users have more desire to communicate.

　　③ 個性化定位

　?、?Personalized positioning

　　個性化是為了創造一個記憶點。

　　Personalization is about creating a memory point.

　　一個大眾臉是不會被路過的人記住和喜歡的。個性首先可以吸引注意力，然后可以引起好感。

　　A common face will not be remembered or liked by passersby. Personality can first attract attention, and then create a favorable impression.

　　因此，在定位時，我們應該提前明確自己的個性是什么，在以后的運營中，不斷輸出個性，讓用戶感受到、喜歡你，并形成辨識度。

　　Therefore, when positioning, we should clarify our personality in advance, and continuously output our personality in future operations, so that users can feel and like you, and form recognition.

　　有很多方法可以打造個性化，如個性化的頭像、名字、聲音、文案，甚至個性的口頭禪。在運營中，需要反映個性的各種細節，打磨出個性。

　　There are many ways to create personalization, such as personalized avatars, names, voices, copy, and even personalized catchphrases. In operation, it is necessary to reflect various details of personality and polish personality.

　　比如papi醬夸張的表情，超快的語氣，“一個集美貌與才華于一體的女人”的標簽；李子柒的古風美食、從不說話、不食人間煙火；李佳琦的“OMG”、“姐妹們”、“所有女生請注意”…

　　For example, Papi Jiang's exaggerated expression, super fast tone, and the label of "a woman who combines beauty and talent"; Li Ziqi's ancient style cuisine, never speaking, and not eating the smoke and fire of the human world; Li Jiaqi's "OMG", "sisters", "all girls please pay attention"

　　④ 服務化定位

　?、?Service oriented positioning

　　服務化定位是對那些有營銷目的的運營者的叮囑。運營抖音，首先要忘掉功利心，不要總是考慮銷售產品，做廣告。為用戶提供有價值的內容和服務是運營抖音的正確方式。

　　Service oriented positioning is a warning to operators with marketing objectives. To operate Tiktok, we should first forget about utilitarianism and not always consider selling products and advertising. Providing users with valuable content and services is the correct way to operate Tiktok.



　　抖音是一個內容媒體平臺，用戶在抖音平臺上的意義是獲取有價值的信息。這個價值可以是看新聞、笑話、美女和寵物。娛樂是核心，而不是廣告。

　　Tiktok is a content media platform, and the significance of users on the Tiktok platform is to obtain valuable information. This value can be news, jokes, beauties, and pets. Entertainment is the core, not advertising.

　　因此，如果你想做廣告和銷售產品，請先做好抖音號，建立品牌，積累粉絲，然后逐步轉型。或者直接投資信息流廣告，找到大號帶貨。你不能每次抖音都考慮如何銷售產品。

　　Therefore, if you want to advertise and sell products, please do a good job of Tiktok first, build a brand, accumulate fans, and then gradually transform. Or directly invest in information flow advertising and find large-scale sales channels. You can't think about how to sell products every time you Tiktok.

　　既然我們運營抖音，我們應該擴大我們的賬號，獲得高互動和高粉絲數量。然后我們需要將賬號定位為服務號，為用戶提供有價值的內容服務。以此為出發點創作內容。

　　Since we operate Tiktok, we should expand our account to obtain high interaction and high number of fans. Then we need to position the account as a service account to provide valuable content services to users. Create content based on this as a starting point.