TikTok is a music short video community for young people. In recent years, TikTok has been building its own content and marketing ecology through various marketing activities. In 2019, TikTok incorporated product evolution and content ecology construction into its strategy, hoping to create a more open and shared short video platform for users.
1. Initiatives
How to see the content ecology construction of TikTok platform? We can analyze it from three points: TikTok’s actual initiatives, TikTok’s popular types, and TikTok’s content bottom line. Let’s first look at TikTok’s major initiatives.
The first initiative is to promote the development of more IPs full of young, popular, beautiful, and positive energy elements. In 2018, “TikTok Wonderful Night” was launched globally. At the same time, the release of iDou Night, Star PD Plan, and music album “Hear and See” will also enhance the value of stars and talents on the TikTok platform and help the birth of more high-quality IPs.
The second measure is to support music. Douyin launched the See Music Plan, Music Release, iDou School Music Chart Program, Wheatfield Music Festival and other projects, providing more opportunities and resources for more talented musicians.
The third measure is to deepen the vertical content. Douyin launched a multi-user circle plan to meet the needs of users in different circles for in-depth content. For example, in the cultural field, Douyin combined the essence of traditional culture and launched the H5 “The First Cultural Relics Drama Conference” with the theme of “Cultural Relics Drama Conference” in cooperation with seven major museums. The cumulative video playback volume reached 118 million times.
2. Type
From the above three measures, we can see that Douyin has made efforts to support a beautiful content ecology. The following is an introduction to the types of Douyin’s popular works.
According to the data released by the Douyin Annual Marketing Summit in 2018, among the top 300 short videos in Douyin, the proportion of beautiful appearance is only about 11%, and more short videos are recording and sharing a beautiful life. Therefore, in addition to high-value songs and dances, there are many other types of content worth exploring and creating.
At present, Douyin’s popular content is mainly concentrated in categories such as music, dance, and lip syncing, while Douyin officials hope that the seven categories of travel, food, fashion, sports, games, cute babies, and cute pets will have richer content and more popular products.
3. Bottom line
If you want to create content on the Douyin platform, where is the bottom line? From June 1 to June 30, 2018, the Douyin platform cleaned up a total of 27,578 videos, 9,415 audios, and 235 challenges, and permanently banned 33,146 accounts.
The blocked accounts contain the following content: pornography and vulgarity, insults and abuse, rumors and rumors, copyright infringement, content that causes discomfort, suspected violations of laws and regulations, and infringement of the rights of minors.
On April 14, 2019, Douyin e-commerce assistant issued a notice to limit the flow of six types of content: in order to maintain the healthy development of the account, it will no longer recommend “picture carousels, inspirational videos, unboxing videos without words, street interviews/selling irrelevant products, solicitation-style recommendations of good things with price mentioned, and vulgar or awkward performances”. Therefore, if you want to have a Douyin account, you must avoid these types of videos.