As soon as you enter Tik Tok, frequent explosions bring you fire. Tik Tok has become the second half of brand marketing. The success of this short video of 15s in the second half must be the ability of the system to continuously output explosions, which requires us to understand the logic behind the algorithm: intelligent distribution, superimposed recommendation and heat weighting.
1. Intelligent allocation
The algorithm of headline system is different from the centralized traffic distribution of other Internet products, just like the traffic in Weibo is concentrated in Celebrity V, and no one watches the newly opened Weibo. The headline is that even if you are a fan of 0, the jitter system will allocate dozens or hundreds of traffic to any released video intelligence. The distribution of new video traffic is mainly based on proximity and attention, combined with intelligent distribution of user tags and content tags. If the new video has a high playback rate and high interaction rate, this video will have the opportunity to continue to increase traffic.
This is why 0 powder can also be 1, 10w overnight, so Tik Tok's decentralization algorithm is well known, and this wave of dividends gives everyone a chance to watch it every day!
2. Overlay recommendation
The so-called overlay recommendation means that all new videos will be distributed intelligently around 100vv. If the forwarding volume reaches 10 (for example), the algorithm will judge that the content is popular, automatically weight the content and recommend it to you 1000 vv, and the forwarding volume reaches 100 (for example). The algorithm will continue to stack and recommend to 100. The forwarding volume reaches 1000 (for example), and then it is recommended to 10wvv, which is pushed in turn, so those Tik Tok owners who play millions a night are also forced, and I don't know what happened, which is actually the weighting of big data algorithms. Of course, overlay recommendation is based on the comprehensive weight of content. The key indicators of comprehensive weight are: broadcast completion rate, praise, comment and forwarding, and the weight of each cascade is different. When it reaches a certain order of magnitude, it is based on the combination of big data algorithm and manual operation.
3. Heat weighting
We actually brushed nearly a hundred Tik Toks, and found that all the videos that were popular overnight, as well as those recommended by Tik Tok, had millions of broadcasts, and the comprehensive data (broadcast rate, likes, comments and forwards) were all good without exception. It can be seen that after a large number of users' tests, the layers of heat will enter the recommended content pool of Tik Tok after being weighted, and will be baptized by tens of millions to millions of traffic. The weight of each heat is: forwarding volume >; Comments > likes.
Thermal weight will also change with time. The popularity of a popular video lasts at most 1 week. Unless a large number of users imitate shooting, they need a stable content update mechanism and the ability to continuously output explosions.
In addition, Tik Tok's stars and top talents will be automatically weighted, which is the centralization tilt in the decentralization algorithm to support high-quality PGC content. In the customs clearance strategy of explosive fire, the algorithm only points out the path, and the content is the golden key to open human nature. Video playback, likes and attention are all votes in the hearts of the crowd, and the secret of customs clearance is only content!
3. How to make explosive videos?
Good content has its own traffic, a picture is worth a thousand words, and a frequency can play a role. The short video is cut to the chase with 15s, which makes people feel beautiful in the vibration of vision, hearing and situation. However, the content that broke the news overnight has its own rules. It is inseparable from the in-depth insight into human nature to continuously output the content that hits in one fell swoop.
The causes of motivation: according to the psychological point of view, the core motivation of human behavior is nothing more than three points: pursuing happiness and avoiding pain; Pursue hope and avoid fear; Pursue identification and avoid rejection.
The video of Tik Tok and the explosion is inseparable from these three kinds of pursuit psychology, which gives us beauty and hope; Fun and interesting, let's laugh at the pig's cry together; In the world of Tik Tok, you can always find love and singing, and people have a deep sense of existence and accomplishment in Tik Tok.
1. Good-looking class: Yan value is justice.
High face value, cute baby, cute pet, song and dance, good life
David ogilvy, an advertising master, put forward the 3B rules of advertising: face value, cute baby and cute pet. This principle is the same as the content rules applicable to Tik Tok's audio and video, including singing and dancing performances, beautiful scenery, truth, goodness and beauty in life, and keeping you with all good things.
2. Fun: Happiness is king.
Drama, prank, picking up girls (brother), plot reversal, funny jokes.
Everyone wants to be happy. Laughter is a physiological reaction of human body to relieve danger (or stress), which shows that there is inherent drama in life, or expresses absurdity and dislocation, or magnifies conflict, or creates contrast (turning point). This expectation can release the pressure and fear to the maximum effect, making people laugh.
3. Novelty: Curiosity explores the world
Creativity, acting skills, technical flow, extreme sports, genius master
Yes, we like the whimsy of this world and marvel at the whimsical brain holes. This curiosity is the basic driving force for the progress of human civilization, constantly exploring the unknown world.
4. Useful: the instinct of evolution
Beauty fashion, diy skills, knowledge, skills
Evolution is human instinct, imitation is human nature, learning useful knowledge and imitating practical skills are the choices for survival and evolution, so now knowledge pays for anxiety.
Television advertising has a history of nearly a hundred years, from 30s to 15s, and then to 6s. It takes the shortest time to penetrate the power of people's hearts or brains, but Tik Tok and 15s video advertisements have the same effect, using 1s as bait, using 3s as novelty and fun things, and then using the remaining 10 to present the wonderful, this condensed 10.
Let's share some taboos about sending videos. Sending these videos is not only unpopular, but also counterproductive:
1, many viewers simply don't understand what it is, so don't post it.
2. It is agreed that the audience will see the end but get nothing and not send it.
3, the picture quality is very poor, don't send it.
4. Don't publish bad jokes, news, etc.
5, negative energy, vulgar, false content, do not send.