In recent years, short videos have set off a new wave. Can the experience of being verified successfully on on TikTok and be copied directly to TikTok? Based on this article, a series of detailed analysis is carried out. Interested friends, come and have a look~
"The current TikTok is Taobao in 2003, WeChat Business in 2011, and TikTok in 2016." A widely circulated sentence in the industry has become an important factor that promotes many people to join TikTok.
Domestic players have witnessed the launch of new waves of short videos and live broadcasts, iterated into traditional media forms, and created a large number of industry "myths".
. When the domestic market gradually enters the era of stock, they naturally turned their attention to TikTok, which has not been completely "cultivated", which has 1 billion monthly active users around the world and the traffic dividends that have not yet been dispersed.
TikTok and TikTok are the same. Can the experience of being verified on TikTok directly copy it to TikTok?
This is a mode that many players are either waiting and watching or have already come to try the waters.
We chatted with many TikTok players, wondering whether the one-to-one gameplay copy is a "dimensionality reduction strike" or will it be "unacceptable to the local environment"?
1. From moving to originality, touching the stones of TikTok through the river
The easiest and rough way to join TikTok is to carry videos.
TikTok can often see similar advertisements
In 2020, TikTok launched the Creative Fund , which is a playback incentive for creators based on the number of views and the value of fans.
According to a transfer player, if there are more American fans in the account, the unit price will be higher. 1 million playback costs 100-30 US dollars, and a video with a playback of 12.5 million will earn 153 US dollars (about RMB 1,000).
This handling process is almost zero threshold for them. Even if they don’t know how to speak English, it doesn’t matter. The only cost to pay is the time cost. There are also tips for handling
. An account that shares transport experience on TikTok revealed that it is best to carry content that does not show your face, rarely describe it in Chinese, and does not have much voice, or just transfer popular videos directly.
However, this pure transport mode was quickly restricted.
From the experience of multiple players, first, the platform will determine whether the account is a real account in the area, which is directly related to whether the creation fund can be opened; second, TikTok will check the video copy and content.
TikTok also clearly stated in its intellectual property policy that "no copyright infringement content is allowed". Once a violation is found, the traffic will be restricted and videos will be deleted at the least, and the account will be banned at the worst.
path is one foot taller, and the devil is one foot taller. Some players revealed that it is difficult to identify and determine the system after performing second-cut and second-creation videos. "It is best to cut off some representative shots, add some pictures of other content, and do some speed adjustment and mirroring." However, this approach to edge balls also faces high risks.
To this day, handling has evolved to the emergence of special software and automated handling.
According to Yibang Power , the iteration of technology has enabled one person to make 1,000 videos a day, manage hundreds of accounts at one time, and upload videos automatically in 24 hours. Of course, this technology also requires corresponding monetary costs.
For some players, the edge-to-drawing production may be detrimental to the subsequent long-term monetization of goods, but purely manual operations cannot play with these mechanized equipment, so it is exploring the creation of original content to become the next direction.
Judging from the distribution of the top 100 TikTok hot accounts we have previously reviewed, appearance, celebrities and funny are the three most popular areas of TikTok, followed by plot, fashion, singing and dancing, food and other content types, which are very close to the distribution of popular tracks of TikTok.
This means that the content operation of , an original account, , the same idea as , which is similar to TikTok, such as how to start a number, maintain an account, create a character, how to create a script suitable for the account, and from which data dimensions the algorithm evaluates the recommended video to enter the next traffic pool, etc.
.com rumored that TikTok traffic pool distribution
Uncle Li worked as a TikTok MCN in Vietnam. After signing the first batch of internet celebrities, he began to create content in the direction of funny and plot. At the beginning, he adapted from domestic hot content, and then filmed and released after localization adjustments.
The theme of the first million-dollar video is a funny short drama between girls who share the rent, which also caused imitation and remakes by Vietnamese at that time.
After gradually mastering the rhythm, Uncle Li led his team to do more local content innovations, such as making micro-short dramas with continuous plots, and targeted creations in line with the characteristics of Vietnamese people who love to read real content.
Uncle Li also mentioned that TikTok does not currently have official and clear category support and guidance in its content like TikTok, "The customs and customs of various countries are different, and each country operates independently, and it is not as systematic as in China" .
"localization" is a key point that teams like Uncle Li who create original content on TikTok have specifically mentioned. To truly attract local audiences overseas, you must first understand the preferences, habits and taboos of local people. Many memes that domestic audiences like to watch may not necessarily resonate overseas.
"Sometimes the video content is similar, but if the copywriting is replaced by the slang that locals like, or with some memes, they may run away in a moment." This is the experience of a practitioner who has been exploring TikTok for 3 years.
However, TikTok, which has not yet formed a mature content ecosystem, can only provide one direction even if there are samples from TikTok in front of it. How to do it depends on each person's magical powers.
2. Without the TikTok version of super anchor, is the "routine" of live streaming goods universal?
content is the first step for players to accumulate fans, and the ultimate goal is to monetize.
is similar to TikTok. After obtaining huge traffic through short videos, it gradually moved towards a closed loop of selling goods.
However, can the "OMG, buy it!", which made Chinese netizens place orders in a crazy way, stir up the heartstrings of foreign friends?
Mr. X, the founder of an institution who has been engaged in cross-border e-commerce for more than ten years, gave a negative answer.
On the one hand, domestic and foreign users have different online shopping and consumption habits, and the users who sell goods on TikTok live streaming have not yet been fully cultivated.
X revealed that used independent websites to do cross-border e-commerce in the early stage. On Facebook, YouTube and Instagram, it sent information flow advertisements to its own website to sell goods. Before TikTok closed the e-commerce ring, this "old method" also allowed a large number of merchants to make money.
Because foreign users have the habit of buying things on independent websites, such as buying Nike, go to Nike's official website, but this is not the case in China.
was before Taobao in 2016, and then Douyin Kuaishou in 2019. The giant spent several years on education in the market, and users gradually developed the habit of selling things in the live broadcast room, and gradually believed that it was normal for the anchor to open a link.
"Foreigns have not even developed the mind of buying things in an entertainment software, let alone those routines of holding orders can work. This market education cannot be completed in a short period of time," said Mr. X.
On the other hand, live streaming sales requires anchors to "take the lead", and TikTok has not yet become a national super sales broadcaster.
During the shelf e-commerce period, users trusted more platforms. In the period of live e-commerce, users' trust gradually transferred to anchors. Whether TikTok can "promote" its ace anchor has become the key to the success of live e-commerce.
According to observation, in the current TikTok ecosystem, although there are many experts with high fans and beautiful single-game transcripts, there are no sales anchors who can compete with the "Four Heavenly Kings" of live streaming and have national popularity.
TikTok anchor Joanna in Chengdu said that the foreigners she has come into contact with are not very enthusiastic about being an anchor because being an English teacher in China is relatively easier and more profitable.
Domestic anchors get up early and go to bed late, and even take turns to work on duty to do the "sun does not set" live broadcast room, but this " intra-volume " method does not work for foreigners. Several practitioners revealed that foreign anchors basically only broadcast for two hours per game, which is "single broadcast".
Even though he believes that TikTok cannot replicate TikTok's glory in the short term, Mr. X still put out 10% of the resources to deploy TikTok. After testing
, Mr. X found that the algorithm recommendation of TikTok is not as accurate as TikTok, which is exactly the key to whether interest e-commerce can intercept the traffic of e-commerce shelves.
"The traffic is really large, but the conversion is really bad. Because TikTok is still a very young software, and the data in all aspects is not enough to feed the algorithm. For example, TikTok knows that a user with a male tag likes beauty, but it is not more specific enough, but Facebook can accurately recommend the blonde and blue-eyed beauty that users like."
first enters the game and eats meat, and then enters the game and drinks soup. is precisely because the TikTok e-commerce closed loop has not yet developed that many players have seen the opportunity. Mr. Wu, the founder of
Mijing Media, believes that if TikTok is already very mature, there will be no chance for small and medium-sized enterprises. As one of the service providers of Douyin e-commerce, they have come to TikTok by touching the stones laid by domestic e-commerce and become one of the official service providers of TikTok.
"I have never done cross-border e-commerce before. I started directly from Douyin e-commerce and witnessed the rise of content e-commerce in two years. TikTok is like Amazon 7 years ago, Taobao 5 years ago, and Douyin 2 years ago. domestic live e-commerce logistics, finance, delivery and gameplay are leading in the world. We hope to copy this set of methods overseas. needs to adjust accordingly according to the language, culture, policies, regulations and tax laws in Europe, North America, Southeast Asia and other regions." Although
"routines" such as holding orders cannot be copied for the time being, human nature and algorithms are connected, such as opening stones, selling jewelry in the mirror, and live streaming packaging, which have emerged on TikTok.
"adapts to local conditions" to copy domestic rhetoric and gameplay, to some extent, is a "dimensionality reduction blow" to the foreign live streaming market.
TikTok service provider Colin told us that both TikTok and TikTok recommend content to users based on algorithms, so using this mature operating logic in China to label the live broadcast room is twice the result with half the effort.
For example, selling jewelry and jewelry, replacing "Hello everyone" with "sisters", thereby increasing the proportion of female fans, repeating key information points that are cheaper than the counter, etc. These methods can help the account lock in target users faster and improve the efficiency of starting a account.
If you want to copy the rhetoric, it was a great challenge to translate it in combination with the language of various regions " in a profound and elegant ".
In Uncle Li’s opinion, most foreign live broadcast rooms have not yet formed the so-called "tale art". It was strange if domestic Chinese rhetoric was translated directly. For example, he once wanted to use "×× Yanxuan" to name an account, but he took the various translated versions to show to locals in Vietnam. The other party thought this statement was strange.
Although there are many difficulties in "copying" one to one, Uncle Li still believes that learning based on Douyin live broadcast is the most effective method.
Recently, he adjusted a Vietnamese TikTok beauty and cosmetics account according to the appearance of domestic live broadcast rooms, such as increasing the large screen to reduce the number of times the anchor bows, enhancing the interaction between anchors and users, and not explaining the product but using more trials. After just doing these basic operations, the account's monthly GMV tripled to US$40,000.
We have talked to more than a dozen TikTok practitioners. Judging from the feedback from most people, the ideas and models of account operation and live broadcast are the same, but only by adapting localized adjustments to local conditions can we truly enter the local market.
In other words, TikTok's operating experience can be referenced. This is one of the fastest and most efficient ways to join TikTok, but it is not recommended to copy it directly. For players who do not have experience in operating TikTok, starting from 0 will not necessarily lag behind others.
TikTok is still a platform that is developing rapidly.
According to a late report, TikTok e-commerce's GMV in the first half of 2022 has exceeded US$1 billion, which is not only equivalent to its size in the whole year of 2021, but also achieved half of its annual transaction volume target for 2022.
TikTok e-commerce team has also set a goal of reaching US$23 billion in 2023 and achieving US$470 billion (nearly RMB 3 trillion) within five years. These numbers are enough to show TikTok's ambitions.When the
wind comes, it will not say hello to anyone. TikTok pioneers have begun to "wait for the wind" in the wild growth.
Author: Truffle Bamboo; Editor: Truffle
Source official account: Newlist (ID: newrankcn), focusing on observation and reporting in the Internet content field, caring about people and things related to the content industry.
This article is authorized by the cooperative media of Renren Product Manager @Xinbang. Reproduction is prohibited without permission.
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