玩转Tiktok的碎碎念-怎样壮大自己的粉丝群体

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主题

One Million Followers内容

1

流程：假设-测试-调整

根据结果进行实验和适应。hypothesize-test-pivot

-Founder Mark Zuckerberg says that experimentation is the defining strategy of his company’s success. 成功在于不断测试。I’m constantly testing, learning, and pushing the boundaries of the platform

（我从不断地内容发布中发现了不同平台的特征，比如小红书标题很重要，内容要简单易懂甚至可以随意点，FB发布的内容观众更喜欢品牌露出）

2

信息传递和易分享性

创建易于分享的内容。为观众提供价值，无需期待回报。以服务为导向，以观众为中心。通过脆弱和诚实与观众建立联系。

*Shareability 容易分享的内容最为可贵，分享得多代表内容的优质，就像送礼一样，都会选它。可以裂变。

*Don’t sell your service or product; instead, offer unique value through your product or service.

首先接触对方要选择为其提供价值。

Wilcox points out that everyone hates to be sold to, but everyone loves to buy.

每个人都讨厌被推销，而喜欢自己选择购买。

3

内容创作和策略

为共鸣编写引人入胜的标题。标题要产生共鸣，口语化。

内容创作应该符合以下原则：

前期的工作：

-找到用户关心什么. Social listening我们都说是什么是最重要的元素

-善于使用search based tool像Adwords, Google trend

-倾听用户的想法listen to your audience

先在用户群里面测试内容的受欢迎程度 test the content within the community

It’s quality, not quantity that helps you grow.

内容创作：

–Think about the sharability factor from the first/engaging using a good headline/have a clear message

-Connect with your audience.与读者或观众共情。Vulnerability and honesty allow viewers to feel closer to the subject and to connect with you and your emotions. (Loneliness is one of the number one epidemics)

-一开始不求回报Giving your audience value without asking anything in return.

-从以我为中心到以观众或服务群体为中心。Be service orientated.

-也可以发布一些和业务相关的主题。运动本身之外，自然主题就很获好评。Expand your content horizen，

-不管创作什么内容都要有目的性，不能看什么火就发什么。Viral activity for the sake of virality doesn’t mean anything. It has to enhancewhatever message or purpose you’re trying to achieve.

避免无关的内容和捷径。为用户体验优化以取得成功。

不要总是耍小聪明用小技巧，开始可能适用Most users are intelligent, and if they go to a hashtag and see content that’s irrelevant, they won’t follow your account. Hacks may help a little at the beginning, but the secret sauce of success is very straightforward—create the best experience on your platform for the users.

视觉方面：

-使用视觉效果，文字限制在图片的25％以内。

4

广告技巧

利用有机增长和广告（点赞广告，投资回报）来快速获取关注。优质内容降低广告成本。

基于兴趣创建多个广告组。视频长度限制为三分钟。根据内容选择广告投放的最佳时机。FB广告内容越好，就越便宜，反之就越贵。

一般晚上投放广告，五分国内（美国），两分国际，根据你的内容来定。

5

合作和伙伴关系

与有影响力的红人和品牌合作。利用同行合作。利用授权内容和合作。

-寻找合作伙伴互相曝光对方内容,举的例子是Dua lipa和酒店的合作，背景选在酒店拍摄

-寻找网红的平台有 CreatorIQ, Speakr, or  Traackr.

-寻找同路人，If you’re an artist, find other artists. If you’re a photographer, find other photographers. Reach out to your peers, and ask them if they’d like to partner and be in an engagement group with you.

-善于利用他人的内容。 Leverage other people’s contents. Facebook and Instagram pages is that 70 percent of the content is licensed, and only 30 percent is original.

6

全球和新兴市场

首先关注新兴市场。利用大市场获取粉丝。教育对全球商业质量的影响使得每个国家的用户都能参与其中。

-利用人口红利的市场。One of the main reasons why Facebook bought WhatsApp was its international audience. Facebook already had enough customers in the “higher-value” markets of the United States, United Kingdom, and Canada. It needed an opportunity to extend its reach and scale to other parts of the world.

-emerging markets first. 每个人都喜欢去看点赞数量，粉丝梳理去点击互动率高的帖子，如果你可以从新兴市场获取点击率再转向高净值发达国家市场，那会剩下很多费用。

-新兴市场的特点：

-there are large brands that are investing heavily in Africa because of the tremendous scale. Brazil and Mexico are also cost effective with high engagement.

India has a large population for followers

I learned that Brazil has a very big sharing culture. Brazilians online seem to share content like no other community.He also pointed out that times have changed. Ten years ago it wasn’t the case, but today the companies he invests in—whether located in the United States or India—have a similar quality level. He attributes this to better access to education. Almost everyone in the world can use Harvard CS 101; or look on iTunes University, Corsair, or U-2-Me. Broader access to education has raised business quality across the world.

7

发布频率及

将精力集中在一个平台上。利用其他平台推广主要内容。随时间调整内容发布频率。

-Focus Your Efforts and Frequency 把精力都放在一个平台上，其他平台推广这个平台内容。注意内容发布频率，刚开始越多越好。

8

用户生成内容和细分

利用用户生成的UGC内容。优先推动分享以促进内容传播。

9

接受变化和保持相关性

适应不断变化的趋势。建立个人品牌以保持相关性。

-You have to be willing to change with the times and go with the trends. He says that if you don’t keep up, you’ll get left behind.

-关于个人品牌，品牌内容基本不会脱离这些内容：I focused my brand around the themes of thought leadership, teaching, and inspirational posts.

10

连接和回应

通过回应评论建立联系。与用户真诚互动是关键。

和你的粉丝保持连接 You can foster a better connection by responding to and engaging with people who comment on your posts—it creates a connection to your company that people feel is genuine.

任何的互动都是有益处的，不管是好评还是差评。

11

追求梦想和幸福

追随你的激情并追求梦想。关注有意义的追求。

认准了就去追随 If you have a voice inside you that says, “I love doing this, and I want to do it for the rest of my life,” then don’t let anything stop you. Even if you never “make it,” the pursuit of a dream is more interesting than living a complacent life doing something you dislike.

Wade reminds us that you only live once. Take your one life, and do something that makes you happy. Do everything in your power to make your dream a reality. If you don’t build your own dream, someone may hire you to build theirs.

Jonathan Skogmo of Jukin Media reminds entrepreneurs that success is not a race; it’s a marathon. Just because you’re not on a rocket ship doesn’t mean you’re not growing. And just because you were on a rocket ship at one point doesn’t mean it will last forever, because everyone runs out of fuel.

12

长期成功

成功是一场马拉松，而非短跑。持续的增长和适应至关重要。

Build a brand around you. 怎样保持持久的火热？明星就是最好的解释。To stay relevant, it’s important to build a brand around you—that way you mean more than simply the content you create right now.这里举的一个例子是，一个节目成功后，还要找其他的人假如你的队列创作。

一定要有更远大的理想。Prince Ea explains that a pilot will often take a route that’s north of the destination; if he flies straight, he’ll land lower than where he wants to go. Prince Ea explains that this is a good analogy for work and life. If we’re too realistic, we wind  up pessimistic. But if we shoot for the moon, we wind up among the stars (exactly where we want to go).