Faced with the phenomenal product of Douyin, many people are impressed by the design and guidance of human nature behind Douyin. For example, the interface setting that weakens time, you can switch videos by sliding lightly, the random stimulating rewards, the simple earworm music, and the unpredictable stimulating content. If you want to make good and eye-catching content, you must also learn from the instinctive needs of human nature. What are the instinctive needs of users? The author summarizes five points, as follows.
1. Entertainment and decompression
The fast-paced modern life makes everyone overwhelmed, especially for ordinary people. Douyin plays the role of a pan-entertainment platform and wants to become a time-killing tool for users. If you want to do Douyin well, even if your video works cannot make people laugh, you must let people temporarily escape from real life and have an outlet for emotional catharsis.
2. Visual rewards
It is no exaggeration to say that Douyin has greatly increased the threshold of users’ aesthetic appreciation of pictures. The characters, props, and shooting environments that appear on the screen must be as pleasing to the eye as possible. Most people can’t help but want to take a few more glances when they see such things.
3. Emotional and psychological resonance
People have seven emotions and six desires. Douyin account operators should have as much insight as possible and use common life event materials to achieve psychological empathy and resonance with users. For example, there are several major life themes that everyone will experience: work, emotions, wealth, health, etc. Each major theme can derive many small themes, and each small theme can generate different events.
For example, Douyin big V “Yichan Little Monk” is famous for emotional short videos. The reason why he can be successful is that the short videos he publishes can always make the Douyin users who watch them resonate emotionally and psychologically.
4. Useful
A considerable number of accounts on Douyin are outputting useful knowledge and skills, and some knowledge and skills are particularly suitable for presentation in the medium of short videos. Various practical skills, resource integration, must-have lists, travel and food strategies, etc., also belong to this category, which can trigger people’s impulse to like and collect.
5. Social value
There are six dimensions to measure whether a video has social value, namely, sense of belonging, communication and discussion value, practical value, support, information knowledge, and identity recognition.
The above five points basically cover the instinctive needs of ordinary users. Many people who create Douyin accounts not only do not know how to consider the target users, but also lack basic knowledge of what kind of content they can output.