Let’s first talk about the differences between WeChat and Weibo: WeChat and Weibo tend to be in the private domain, while Douyin is mainly public domain traffic, with a small portion. Toutiao products are exactly the same, with algorithms determining the distribution of public domain traffic.

Douyin Large Traffic Platform:

Douyin is a traffic platform. Its distribution logic is: when a video is sent, it is initially allocated to a first-level traffic pool. The size of the initial traffic depends on the weight of the account. The higher the weight, the larger the traffic pool will be, and the more traffic the account will naturally receive.

The distribution mechanism will give feedback based on the data of the initial traffic pool to determine whether the video is popular among the seed users in the initial traffic pool. If the comprehensive values ​​are higher than the average, the background algorithm will continue to distribute the video to the next level traffic pool, that is, the second-level traffic pool and the third-level traffic pool. Next, let’s see how to screen and evaluate high-quality videos?

First, Douyin’s distribution algorithm logic is the core

The evaluation dimensions of a video include completion rate, like rate, comment rate, and forwarding rate. If the data of the video are higher than the average, the algorithm will automatically identify it as a high-quality video, so as to obtain more traffic for distribution.

Second, high-quality Douyin videos can be judged based on the following two dimensions:

First-level data dimensions: play volume, likes, comments, reposts

Play volume represents the excitement of the content;

The number of likes represents the user's recognition;

The number of comments and reposts represent the value of the video (that is, the value).

The secondary data dimensions mainly include like rate, attention rate, comment rate, and forwarding rate

The like rate determines the content quality of the video;

The attention rate is the number of fans who follow the video/the number of plays of the video;

The comment rate determines the interaction index of the video;

The forwarding rate determines the value index of social currency, which is the possibility of monetization.

For example:

A certain video of Jinan Douyin Company has received 10,000 views and 1,000 converted attention, which is a relatively high attention conversion rate; the same video has 10,000 views, but only received 100 people’s converted attention. Such an attention conversion rate is very poor.

If the video playback volume is very high, but users do not pay much attention to the video after seeing it, it is because the account lacks a minimum positioning and personality, and there is no overall idea planning and content packaging, which makes users feel that they will not get the required content if they stay in the account. Therefore, the account must have personal attributes and operational content planning, and at the same time insist on outputting high-quality topic selection content after positioning.

We said that after uploading a video, the system will distribute it in the initial traffic pool, and the size of the traffic pool is determined by the weight of the account, so how to understand the weight of the account.

3. Cognition

Answer: The account weight is similar to the credit index of an account (such as the level of a store, or the definition of Tmall flagship store, specialty store, and specialty store). It is a standard used by Douyin's algorithm to evaluate the quality of the account. High-quality accounts can get relatively high primary traffic. Generally speaking, what we call account weight can be divided into: zombie accounts, low-weight accounts, accounts that have been demoted midway, accounts that are waiting to be added, and accounts that are waiting to be added.

Zombie account: refers to an account that posts videos at a low frequency for a week, and the video playback volume is less than 100. The algorithm will classify it as a zombie account, and the initial traffic it receives is the lowest

Low weight account: refers to an account whose video playback volume averages between 100 and 100 for seven consecutive days Around 200, the traffic distributed to it by the algorithm will become less and less;

An account that was demoted midway: refers to an account with a good operating foundation, but a sudden drop in data in a certain period of time (the reasons are: 1. Moving videos; 2. Publishing advertising videos; 3. There is data brushing in the background);

Jinan Douyin Company is waiting to be recommended: It means that the update frequency of the account within a week is relatively high, and the average video playback volume is at least over 1,000. The Douyin algorithm will evaluate the account weight as; Pending account: It means that the average video playback volume of the account within a week is more than 10,000.