企业做短视频运营的哪些运营要注意？

基础智能推荐

Basic intelligent recommendation

指的是你的视频在发布开始时会有的一波流量推荐，通常会推荐给你的账号粉丝、通讯录好友、同城视频以及同标签用户流量池。赛道热度不同，流量池的大小不同，也会影响到这一波推荐流量。

It refers to the wave of traffic recommendations that your video will receive at the beginning of its release, usually recommended to your account fans, contacts, local videos, and user traffic pools with the same tag. The different popularity of the track and the size of the traffic pool can also affect this wave of recommended traffic.

叠加推荐机制

Stacked recommendation mechanism

你的内容会先匹配冷启动流量，如果你的视频能在冷启动流量中脱颖而出，即点赞率达到0.3%，完播率超过60%，那么恭喜你，进入下一个流量池。但要注意，越大的流量池，要求的标准越高。而且，视频的热度变高后，就会有人工审核介入，判断是否有价值上热门。

Your content will first be matched with cold start traffic. If your video can stand out in the cold start traffic, with a like rate of 0.3% and a completion rate of over 60%, congratulations and enter the next traffic pool. However, it should be noted that the larger the traffic pool, the higher the required standards. Moreover, as the popularity of the video increases, there will be manual review and intervention to determine whether it is valuable and popular.




时间效应机制

Time effect mechanism

企业运营短视频的时候，会发现这样一个现象：新发出的视频没什么流量，几年前的视频却越来越火，这其实就是抖音的时间效应。前期视频在默默积攒反馈，直到某一天反馈值达到了下一级流量池的标准，就产生了这样延后引爆的效果。

When enterprises operate short videos, they will find that there is no traffic for newly issued videos, but videos a few years ago have become increasingly popular, which is actually the time effect of Tiktok. The early video silently accumulated feedback until one day the feedback value reached the standard of the next level traffic pool, which resulted in the delayed explosion effect.

抖音推荐算法的本质就是利用作品的特征、用户喜好特征以及环境因素，对企业发布的内容进行评分，并对点击量进行一个估算。评分和数值越高，被推荐到用户的手机上展现的机会就越多。

The essence of Tiktok recommendation algorithm is to use the characteristics of works, user preferences and environmental factors to score the content published by enterprises and estimate the number of clicks. The higher the rating and numerical value, the more likely it is to be recommended and displayed on the user's phone.

企业短视频运营还需要关注一个点，那就是——用户。抖音上每一个用户都有自己的标签，为了方便管理，抖音把用户按照红黄绿不同颜色进行分类，根据月登陆和月发布视频次数从低到高依次为红、黄、浅绿、深绿用户。深绿色用户是平台非常欢迎的用户，会想尽办法保留；针对浅绿色用户，平台也会想办法让他们转变成核心者；针对黄色用户，抖音平台会为他们提供更优质的内容；针对红色用户，则需要传达产品价值，培养使用习惯。而企业要做的，就是成为绿色用户，得到平台的资源倾斜。

Enterprise short video operation also needs to pay attention to one point, which is users. Each user on Tiktok has its own tag. To facilitate management, Tiktok classifies users according to different colors of red, yellow and green. According to the number of monthly login and monthly video release, from low to high, they are red, yellow, light green and dark green users. Deep green users are highly welcomed by the platform and will try their best to retain them; For light green users, the platform will also find ways to transform them into core users; For yellow users, the Tiktok platform will provide them with better content; For red users, it is necessary to convey product value and cultivate usage habits. And what enterprises need to do is to become green users and get the platform's resource tilt.

至于与抖音推荐流量息息相关的四大核心数据：完播率、评论量、点赞量、转发量，这里就不再多说了。

As for the four core data closely related to Tiktok recommendation traffic: completion rate, comments, likes, and forwarding volume, I will not say more here.

再说说企业运营抖音短视频的另一个先决条件：短视频账号基础定位。包括短视频的类型、基础需求、目标用户、用户动机、人设设置、个人IP等等，都是账号定位的一部分。爬爬客做了十几年抖音SEO短视频运营，我建议企业打造垂直账号，即一个账号专注一个领域。这样的账号技术门槛低，运营更轻松。想要面面俱到固然是个很好的想法，但是实操还是非常困难的。

Another prerequisite for enterprises to operate Tiktok short videos is the basic positioning of short video accounts. Including the type of short video, basic requirements, target users, user motivations, persona settings, personal IP, etc., are all part of account positioning. Crawlers have operated Tiktok SEO short videos for more than ten years. I suggest that enterprises create vertical accounts, that is, one account focuses on one field. This type of account has a low technical threshold and easier operation. It's a great idea to have everything covered, but it's still very difficult to put it into practice.

如果企业做好运营短视频的准备了，可以先从以下三种抖音账号入手布局：1、行业号2、专家号3、企业号。囊括个人IP和行业专业形象，用户的观感更好。至于未来，是打造行业品牌矩阵或者全面开花，就看企业自己的想法了。

If the enterprise is ready to operate short videos, it can start with the following three Tiktok accounts: 1. industry number 2. expert number 3. enterprise number. Include personal IP and industry professional image, providing a better user experience. As for the future, whether to build an industry brand matrix or fully bloom depends on the company's own ideas.