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　　要想抖音短視頻運(yùn)營，需要充分理解抖音短視頻的底層邏輯。因?yàn)槎兑羰且环N互聯(lián)網(wǎng)產(chǎn)品，而在產(chǎn)品的背后是算法的運(yùn)作。搭配做抖音短視頻的一些必備要點(diǎn)，幫你快速打造一個(gè)專業(yè)的抖音賬號。
　　To operate Tiktok short video, you need to fully understand the underlying logic of Tiktok short video. Because Tiktok is an Internet product, and behind the product is the operation of algorithms. Some essential points for Tiktok short videos can help you quickly create a professional Tiktok account.

　　抖音的底層邏輯是打造一個(gè)全民社交的短視頻平臺，讓有創(chuàng)作欲望的人在這個(gè)平臺脫穎而出，同時(shí)滿足有精神需求的網(wǎng)民。
　　The underlying logic of Tiktok is to build a short video platform for social networking, so that people with creative desire can stand out on this platform and meet the needs of netizens with spiritual needs.
　　一.流量源于數(shù)據(jù)，數(shù)據(jù)源于行為
　　One Traffic comes from data, data comes from behavior
　　每個(gè)視頻平臺都有數(shù)據(jù)分析界面，可以看到創(chuàng)作者的視頻數(shù)據(jù)，各式各樣的數(shù)據(jù)會讓人眼花繚亂，我們只需要理解：所有數(shù)據(jù)都是圍繞著用戶的行為來決定的，數(shù)據(jù)只是對視頻獲取用戶行為的能力的一個(gè)指標(biāo)。
　　Every video platform has a data analysis interface where creators can view their video data. Various types of data can be overwhelming, but we just need to understand that all data is determined around user behavior, and data is just an indicator of the video's ability to capture user behavior.
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　　1、曝光觀看率、完播率、平均播放進(jìn)度
　　1. Exposure viewing rate, completion rate, average playback progress
　　完播率代表所有進(jìn)入這個(gè)視頻的用戶能夠完整看完視頻的比例，對于很短的視頻來說這個(gè)數(shù)據(jù)容易虛高，所以很多平臺還會以另一個(gè)指標(biāo)去評判，即所有用戶平均觀看的時(shí)長去除以視頻總時(shí)長得到一個(gè)平均播放進(jìn)度，兩者結(jié)合可以更合理地評判用戶是否愛看某個(gè)視頻的內(nèi)容。
　　The completion rate represents the proportion of all users who enter the video that can watch the video completely. For short videos, this data is easily inflated, so many platforms also use another indicator to judge, which is the average viewing time of all users divided by the total video time to obtain an average playback progress. The combination of the two can more reasonably judge whether users like to watch the content of a certain video.
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　　2、點(diǎn)贊率、評論率、轉(zhuǎn)發(fā)率、收藏率等
　　2. Like rate, comment rate, forward rate, favorite rate, etc
　　用戶觀看之后，更重要的就是點(diǎn)贊、評論、轉(zhuǎn)發(fā)收藏等等，任何形式的互動(dòng)都是一種正面反饋，可以幫助平臺更好地理解用戶的喜好，讓平臺把視頻推送給有同樣喜好的用戶，互動(dòng)數(shù)據(jù)越高、視頻內(nèi)容自然更有看點(diǎn)、更有價(jià)值，自然可以獲取平臺更多的曝光。
　　After users watch, what's more important is liking, commenting, sharing, bookmarking, and so on. Any form of interaction is a positive feedback that can help the platform better understand users' preferences, allowing the platform to push videos to users with similar preferences. The higher the interaction data, the more interesting and valuable the video content will naturally be, and the more exposure the platform can gain.
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　　3、商品點(diǎn)擊、下單（未付款）、成交率
　　3. Product clicks, orders (unpaid), transaction rate
　　掛小黃車的視頻通常流量只有不掛車的十分之一，因?yàn)槎兑羯厦娴碾娚塘髁空急群苌伲瑨燔囈曨l要爭奪電商流量不僅要有優(yōu)秀的觀看、互動(dòng)數(shù)據(jù)，更要跟其他掛車視頻比拼商品點(diǎn)擊率、下單率和成交率。
　　The traffic of videos with small yellow cars is usually only one tenth of that of non trailers, because the e-commerce traffic on Tiktok accounts for a small proportion. Trailer videos should not only have excellent viewing and interactive data to compete for e-commerce traffic, but also compete with other trailer videos in terms of product click rate, order placement rate and transaction rate.
　　二.視頻獲取流量的過程
　　II The process of obtaining traffic from videos
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　　1、內(nèi)容評判與初始推流
　　1. Content evaluation and initial streaming promotion
　　在發(fā)布內(nèi)容時(shí)，平臺機(jī)器會先審核內(nèi)容是否已經(jīng)有人發(fā)布過、是否有違規(guī)內(nèi)容等等，確定是原創(chuàng)內(nèi)容、質(zhì)量也不錯(cuò)時(shí)即可讓內(nèi)容發(fā)布出去，同時(shí)算法會判定視頻的標(biāo)簽以及目標(biāo)人群，將視頻推送到用戶下滑的內(nèi)容中，等待用戶往下滑看到這個(gè)內(nèi)容，但用戶能否滑到你，還要看你的內(nèi)容排隊(duì)排在第幾號。
　　When publishing content, the platform machine will first review whether the content has been published by someone, whether there is any illegal content, etc. Once it is confirmed to be original content and of good quality, the content can be published. At the same time, the algorithm will determine the video's tags and target audience, and push the video to the content that the user has slid down to see. However, whether the user can slide down to you depends on the ranking of your content in the queue.
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　　2、用戶行為反饋獲取后續(xù)推流
　　2. Obtain user behavior feedback for subsequent streaming
　　平臺只負(fù)責(zé)推送，是一個(gè)只會看行為數(shù)據(jù)的機(jī)器，第一波初始流量過后，用戶的行為會反饋給平臺，如果觀看、互動(dòng)的反饋良好平臺就會繼續(xù)推送，推送給同樣喜歡這個(gè)話題內(nèi)容的用戶、推送給那些和為你點(diǎn)贊的用戶有相似行為和興趣的用戶。
　　The platform is only responsible for pushing and is a machine that only looks at behavioral data. After the first wave of initial traffic, user behavior will be fed back to the platform. If the feedback on viewing and interaction is good, the platform will continue to push to users who also like the topic content, and to users who have similar behavior and interests to the users who like you.
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　　3、人工審核與破圈推流
　　3. Manual review and breakthrough promotion
　　平臺只負(fù)責(zé)推送，是一個(gè)只會看行為數(shù)據(jù)的機(jī)器，第一波初始流量過后，用戶的行為會反饋給平臺，如果觀看、互動(dòng)的反饋良好平臺就會繼續(xù)推送，推送給同樣喜歡這個(gè)話題內(nèi)容的用戶、推送給那些和為你點(diǎn)贊的用戶有相似行為和興趣的用戶。
　　The platform is only responsible for pushing and is a machine that only looks at behavioral data. After the first wave of initial traffic, user behavior will be fed back to the platform. If the feedback on viewing and interaction is good, the platform will continue to push to users who also like the topic content, and to users who have similar behavior and interests to the users who like you.
　　播放量是有等級之分的，每達(dá)到一個(gè)不同的等級，視頻都會經(jīng)歷一次人工審核，由人工判斷該視頻內(nèi)容是否可以獲取更大的播放量，每一層的審核標(biāo)準(zhǔn)越來越嚴(yán)格，有任何負(fù)能量、違法違規(guī)的東西，哪怕通過了機(jī)器審核，在人工審核時(shí)也會馬上限流甚至下架、禁言，嚴(yán)重者甚至?xí)馓枴?br>　　The playback volume is divided into different levels. Each time a video reaches a different level, it will undergo a manual review to determine whether the video content can obtain a larger playback volume. The review standards for each level are becoming increasingly strict. Any negative energy, illegal or irregular content, even if it passes the machine review, will be immediately restricted or even taken down or banned during manual review. In severe cases, the account may even be banned.
　　一旦通過了人工審核，視頻就會獲取到下一個(gè)量級的流量，讓你的播放量翻十倍不止；比如你的視頻內(nèi)容是美食，但因?yàn)槟銛?shù)據(jù)表現(xiàn)優(yōu)秀，你的視頻會被推送到一個(gè)巨大的流量池，讓你的內(nèi)容在各個(gè)賽道中都獲得靠前的展現(xiàn)排位，讓平時(shí)刷美妝、搞笑、服裝視頻的用戶也會看到你的優(yōu)秀內(nèi)容，這些人平時(shí)很少看美食內(nèi)容，所以很容易被你新奇的內(nèi)容吸引，讓你的播放量和粉絲蹭蹭蹭往上漲，這就是某些博主破圈爆火的過程。
　　Once it passes the manual review, the video will receive the next level of traffic, increasing your views by more than tenfold; For example, if your video content is about food, but because of your excellent data performance, your video will be pushed to a huge traffic pool, making your content rank high in various tracks, and allowing users who usually watch beauty, funny, and clothing videos to also see your excellent content. These people rarely watch food content, so they are easily attracted by your novel content, causing your views and fans to skyrocket. This is the process of some bloggers breaking through circles and becoming popular.
　　三.萬變不離其宗
　　III Never deviate from its roots in all changes
　　對于創(chuàng)作者來說，持續(xù)創(chuàng)作卻得不到反饋很容易失去動(dòng)力甚至走偏方向，此時(shí)要根據(jù)上面的邏輯去判斷到底是方向不對、數(shù)據(jù)不夠還是運(yùn)氣不好，很多人火的莫名其妙，但其實(shí)仔細(xì)看一看會發(fā)現(xiàn)每個(gè)火起來的博主都是符合邏輯的，萬變離不開算法、更離不開用戶的心理，當(dāng)然也有很大的運(yùn)氣。
　　For creators, it is easy to lose motivation and even deviate from direction if they continue to create without receiving feedback. At this time, they need to judge whether it is the wrong direction, insufficient data, or bad luck based on the above logic. Many people are inexplicable about their popularity, but upon closer inspection, they will find that every blogger who becomes popular is logical. The constant changes cannot be separated from algorithms, let alone the psychology of users. Of course, there is also great luck involved.
　　對于創(chuàng)作者來說，這種長時(shí)間的等待無疑是一種煎熬，這時(shí)要在原有的視頻內(nèi)容上增加一些話題和看點(diǎn)，抓住更多用戶的心理增加來擴(kuò)大流量池，同時(shí)迎合算法多做數(shù)據(jù)，讓系統(tǒng)更好地搜索你的目標(biāo)人群，優(yōu)化好內(nèi)容腳本之后堅(jiān)持創(chuàng)作，盡人事聽天命。
　　For creators, this long wait is undoubtedly a torture. At this time, it is necessary to add some topics and highlights to the original video content, seize more users' psychological increase to expand the traffic pool, and cater to the algorithm to do more data, so that the system can better search for your target audience. After optimizing the content script, persist in creation, and do one's best to obey fate.
　　本文由 濟(jì)南短視頻推廣 友情奉獻(xiàn).更多有關(guān)的知識請點(diǎn)擊 http://kangbaosrg.com/ 真誠的態(tài)度.為您提供為全面的服務(wù).更多有關(guān)的知識我們將會陸續(xù)向大家奉獻(xiàn).敬請期待.
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