Please read this section with these questions:
1. How to set up a TikTok account?
2. What are the precautions for watching and posting videos on TikTok?
3. Where can I see the video data?
If you are already familiar with the basics of TikTok accounts, use this section to help check whether your account settings are complete and whether the account type is selected correctly. If you have not used TikTok yet, please read this section carefully step by step.
1. How to have a TikTok account
There are many ways to download and use TikTok, and a search on Zhihu will bring up a lot of results. But in this book, I want to share with my readers the correct way to download and use it, because many of my students chose the incorrect way to download and use it, which led to being punished by the platform or even blocked. So don’t underestimate the download, installation and registration of TikTok. Once the account is blocked, all efforts will be in vain.
After trying many methods, I finally chose to use a regular cloud server, combined with a regular real machine hosting service in the United States, and use a computer to control the cloud phone.
This step is difficult and important for most novices, and requires a detailed teaching process with clear steps. So I specially prepared an 8,000-word “TikTok Download and Registration Nanny-level SOP Tutorial”, which marked the three different download and registration methods on it. Whether you are a novice individual or a company, you can find a solution that suits you on it. Since TikTok is in an adjustment period, policies and operational details are being adjusted and changed at any time, so I will also make the latest proofreading and revision of this tutorial every month.
2. TikTok account settings three-piece set
1. Account name and avatar
The best way to set the account name is brand name + category name. For example, if the brand name is Bunny and the category name is Rings, then our name is Bunny Rings, which is convenient for strengthening our brand power and for users to search for us when searching for the keyword “Ring”.
Only the brand name, without the category name, will make it impossible for users to know what we sell at the first time, the conversion rate will be affected, and the TikTok platform will not be able to recognize our tags; only the category name, without the brand name, will be like what I said in the fifth section of Chapter 2, and it is impossible to accumulate brand power.
The setting of the avatar is determined by your products and content. If you are a real person IP, you can use real person photos, which is easy to gain trust and favorability; if you are a merchant who takes the brand route, you can use your own LOGO as the avatar (the design of the LOGO is best related to the product, so that the display of the LOGO has both brand sense and can tell users what products we sell); if your TikTok only sells one popular product, you can use this product picture as the avatar.
2.TikTok account profile
The setting of the account profile is also very important. It is based on the account name and avatar, and gives users a display window to know us and understand us again.
A good account introduction is generally divided into 3~4 lines, and the content of each line has a different function. Generally speaking, the best format is: who am I + what I do/how awesome I am + action instructions
Let’s take a look at this example.
This format is actually the most typical “what + why + how to do”. The path from users’ interest in the products in the video to making a purchase decision is actually solving these three problems.
It should be noted here that the last line of action instructions can be guided in many ways.
The first is to guide users to buy directly. The words used are “click on the link below (independent site or third-party shopping link such as Amazon) to buy”, or “click on the link below to buy to enjoy a 50% discount”, etc. Customers who are willing to buy will actively click on the link to place an order.
The second is to guide users into the private domain. The words used are “click on my photo wall to get a free gift”, or “click on the link below (private domain platform link) to get xxx”, etc., so that users can be first deposited in the private domain, and then one-to-one conversion can be carried out through the chat order method for secondary marketing.
So the introduction part is very important. It depends on our transaction link and affects the user’s subsequent behavior. I prefer the second method because of the importance of private domain assets that I mentioned in the previous chapter.
3. Account type selection
The account type allows TikTok to know us more accurately, know what we do, who we serve, and who may be interested in the content of this account. If you choose the wrong account type, operational growth will be more difficult, and it will also affect the function of the account.
After we register a new account, it will generally be defaulted to a personal account. If you just play around by yourself, post text works or videos of your daily activities, and have no monetization needs, you can use a personal account. But most readers of this book have monetization needs, so we can change the account type in the account settings to help us better achieve the purpose of selling goods and monetization. To be a TikTok account for bringing goods, you need to switch to a Business Account. In addition to making it easier for TikTok to identify the nature of our account, there are two very important functions: hanging links and watching detailed data of videos. Let’s look at them one by one.
The first function is to hang links. After switching the account to a merchant account, you can hang third-party links such as our independent website on the homepage, and customers can jump to our website with just one click. If you don’t switch to a merchant account, there is no way to hang the link on the homepage, which loses a conversion entrance.
The second function is to view the detailed data of short videos. The data that a personal account can see is very limited, while a merchant account can see very detailed data. Let’s take a look at what data a merchant account can see.
Here you should pay attention to the completion rate, which is the most important factor in testing account tags and video quality. For works with a high completion rate, a little Promote (Douyin+) will be invested to boost it based on the user portrait. Combined with the paid traffic strategy I mentioned in the traffic acquisition, it may trigger a new round of growth.
Let’s look at the viewing source of this video, the proportion of “ForYou” recommendations, and combine it with the user country below to determine whether this video is recommended and whether it is consistent with the region of our target users, so as to help us adjust the content strategy.
The continuous output of content cannot be blind, let alone just moving yourself. Each work needs to be analyzed for data, and the content should be adjusted according to the analysis results. This is a targeted adjustment and can achieve twice the result with half the effort.
3. How to swipe videos on TikTok
Our account has a dual identity in the eyes of TikTok: user and creator. After registering an account, swiping the content of the platform from the perspective of an ordinary user is more likely to be recognized as a real user by the background, rather than a robot, so that we can give normal traffic recommendations.
When watching videos, take a look at the situation of competitors in the same industry. There are several advantages to doing this: first, you can label your account with the interest tag of this industry; second, For You will recommend you more similar videos. We should watch more accounts that are doing well in this industry, learn and benchmark their strengths; third, cultivate and improve online sense.
Fourth, how to post videos on TikTok
1. Click “+” to upload a video
2. Add popular music
3. Add appropriate copy and tags to this video
These three steps are similar to uploading videos on Douyin in China, but when performing these steps, you need to use the five forces model for improving TikTok mentioned in Chapter 2 as the goal to operate. After learning the basic operations of these TikTok accounts, let’s take a look at TikTok’s recommendation algorithm later.