Detailed explanation of Douyin algorithm recommendation mechanism

Detailed explanation of the Tik Tok algorithm recommendation mechanism! (Science direction)

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It is well known that the traffic distribution of Douyin is decentralized. This decentralized algorithm gives everyone a chance to become popular, but why can other people play Douyin easily get 10w+ likes? Dozens of them are in vain?

What are the game rules of Douyin and what is the recommended algorithm?

As soon as you enter the vibrato, it is as deep as the sea. It can be said that the explosion of the product can ignite the entire brand, and it has become the sweet pastry of merchant brand marketing. From the second half of the 15s short video, it can be seen that its system continues to output bursts. The powerful ability of the paragraph.

There are thousands of ways to play Douyin’s short video. We understand the algorithms and mechanisms. We will conduct an in-depth analysis on the Douyin algorithm. It’s not a professional one. But for Douyin, we can dig deeper and let your Tik Tok video is more effective. image

After a short video is released, Douyin generally conducts a series of recommendation processes, as shown in the following figure: The technical level of pictures is very complicated, involving many professional data and theories. So what are the benefits of algorithms?

The benefits of algorithms for content producers: Since we want to attract fans in other people's territory, we must understand other people's rules. Just like chasing a girl, you have to understand the girl's likes and dislikes so that you have the opportunity to get into her heart by accident. What's more, it is much easier to understand the platform than to understand the girl! As long as we are aware of the platform's recommendation mechanism, we can consciously design our own behaviors and guide the platform to determine that we are high-quality users and assign us more and more accurate streams and higher permissions.

Let's briefly say below: According to the algorithm, machine review + manual double review.

First look at a series of recommendation processes that Douyin generally conducts after the short video is released: pictures

The first step: double review.
In Douyin, a huge number of new works are uploaded every day. It is easy to take advantage of the loopholes that rely solely on machine review, and it is not realistic to rely solely on manual review. Therefore, double review has become the first threshold for the Douyin algorithm to screen video content.

Machine review: Generally, the artificial intelligence model set up in advance is used to identify your video images and keywords. It has two key functions:

First, check whether there are violations in the work and copy. If it is suspected to exist, it will be intercepted by the machine, and the manual attention will be prompted by the yellow, red, etc.;

Second, by extracting the pictures and key frames in the video, matching with the massive works already in the large Douyin database to eliminate duplication, low-traffic recommendations for repetitive works, or reduced power recommendations (only visible to fans, only visible to themselves ).

Manual review: mainly focus on 3 blocks: video title, cover screenshot and video key frame. For machine audits to screen out suspected illegal works and works prone to violations, Douyin reviewers conduct detailed reviews one by one. If the violation is determined, punishments such as deletion of videos, rights reduction notices, and account bans will be imposed on the Violation Douyin account. image

Step 2: Cold start
The recommended algorithm mechanism of Douyin is the well-known information flow funnel algorithm, which is also the core algorithm of Toutiao. After passing the review, the first step is the exposure of the cold start traffic pool. For example, if you upload a video today, and the works that pass the double review, the system will assign you an initial traffic pool: 200-300 online users (there may be thousands exposure). Regardless of whether you are a tuba or not, as long as you have the ability to produce high-quality content, you have the opportunity to compete with tuba.

Step 3: Data weighting.
Douyin will analyze whether to weight you based on the data produced by these 1,000 exposures, combined with your account score, such as completion rate, likes, following, comments, forwarding, turning fans, and tours Depth etc.

(Like, comment, forward, click rate, completion rate) Decide whether to conduct the second round of recommendation and the strength of the recommendation.

That is, the amount of playback = A completion rate + B like rate + C * comment rate + D * forwarding rate

It will affect your short video data and make a judgment on whether to weight your short videos. For example, it will select the top 10% of the videos and add another 10,000 exposures.

In other words, if we want to make our videos popular, we should increase the completion rate, like rate, comment rate, and repost rate.

Cherish the basic recommendation traffic pool, increase the four data, strive to enter the superimposed recommendation, and provide long-term guidance for high-quality content like comments.

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Step 4: Increasing traffic recommendation
This step will give more weight to the short videos with good data, and will strengthen the crowd label distribution in the third step to make the content distribution more accurate, which is similar to the marking you like. , The video is tagged, and the user is tagged, and there will be tag matching between the two.

The weight of the account affects the size of the initial traffic pool. Accounts that frequently make popular videos have a high weight without exception. This requires increasing the weight of the account from the maintenance of the account-insist on publishing videos regularly to ensure high-quality video content And focus, and remember not to violate official rules.

In addition to user preference, high-quality content is mainly related to screen clarity, originality and title description; content focus refers to the long-term stable output of videos related to the account domain; and powder brushing, hard advertising, and publishing of prohibited content belong to Violation.

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Step 5: Enter the boutique recommendation pool (the top traffic pond of Douyin),
enter the boutique recommendation pool, and have a large-scale exposure. Once you enter the boutique recommendation, the crowd tags are weakened, just like the gentle video of that year, almost every TikTok users will always get gentle videos.

Sixth: Other concepts and phenomena. After the
delay,
many Douyin operators will find that some content is released on the same day, a week or even a month, but the data is flat, but suddenly one day it will become popular. Why? Two reasons:

The first is dubbed "Grave Digging" by many old drivers. It means that Douyin will re-dig the "high-quality old content" in the database and give it more exposure. The reason why these old works can be "detonated" is that their content is good enough, and secondly, that your account has published a lot of sufficiently vertical content, the label becomes clearer, and the system can match you with more accurate users. With high-quality content and precise users, it is not surprising that old works become popular again.

The second kind, we can call it the "explosion effect", it means that when one of your works gets a lot of exposure (several millions or even tens of millions), it will bring a huge number of users into your personal On the homepage, go to look at your previous works. If one of your works can get enough attention (re-comment and like), the system will put these videos back into the recommendation pool. Many vertical content creators often directly “ignite” several other high-quality videos because of the “popularity” of a certain video, forming a multi-point blooming and full-blown event.

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Traffic
peaks After double review, initial recommendation, and superimposed recommendation of TikTok works, they usually bring a lot of exposure, interaction and fans to the account. And this highly recommended exposure time generally does not exceed one week. After that, the hot videos and even the entire account will quickly cool down, and it is difficult for some works to be released later to have a high recommendation amount. why?

Douyin’s daily daily activity is limited, which means that the total amount of recommendations is basically fixed: on the one hand, people with tags related to your content basically complete recommendations, and other non-precision tags have poor feedback, so stop recommending; on the other hand, On the other hand, Douyin does not want an account to become popular quickly, but to pass rounds of tests to test your ability to reinnovate and test your ability to continuously output high-quality content.

Seventh: How to increase the weight of
Douyin account Douyin will refer to the weight of the account when allocating traffic, so creators should not ignore the construction of personal information, and improve it from the official certification, account name, profile, avatar, and background. .

1. Tik Tok official certification The
Tik Tok official certification is the platform's confirmation of the authenticity of the user's identity. Identity verification is helpful to get more recommendations for the video. There are three types of official Douyin certifications: personal certification, corporate certification, and agency certification.

The user clicks Settings—Account and Security—Apply for official certification, enter the application page and apply as required. Personal authentication must meet the following conditions at the same time: the number of posted videos is greater than 1, the number of fans is greater than 10,000, the mobile phone number is bound, and the account has no record of violations.

2. Improve personal information. The
account should have a distinctive personal style. The account name is concise and consistent with the overall tone of the account. Personal profile is used to describe account positioning and guide users to follow. The setting of the background image corresponds to the overall style of the account, and text signs are added to guide attention. Video creators must carefully design any customizable section to increase conversion opportunities for their accounts.

Eighth: Short video content optimization skills

  1. Vertical
    you are doing video cosmetology classes do not send some beauty has nothing to do with the video, so the system can not accurately identify what areas you are an account in order to give you the wrong tags or without tags, this will cause your weight go up account Lead to less flow and inaccuracy.

  2. Originality
    It's best not to plagiarize. In fact, it is more troublesome to carry other people's videos than to make a video by yourself, and it is more and more difficult to carry it.

  3. Keep up with hot topics and popular music. It's
    okay to participate in hot topics and use popular music for better results. Lao Wang doesn't let you go to the hottest topics, find topics that are related to your own field and are hot at the same time!

  4. 7-15 seconds If the
    video time is too short, there is nothing to show, and there is no viewability; too long will affect the completion rate, so it is best to control the early video at 7-15 seconds.

  5. Vertical screen shooting
    The product design of Douyin is based on the vertical screen. The user is used to scrolling videos in the vertical screen. The playback rate of the vertical screen will be higher than that of the horizontal screen.

  6. Participation in the challenge,
    especially the official challenge, its purpose is to guide users to publish such videos, so it will give some support.

  7. When shooting high-definition content, do not blur
    . When shooting, buy a mobile phone holder to maintain stability, and then buy a fill light to make the video you shoot bright and simple. These things can be done within 100 yuan on Taobao.

  8. Release optimization is released
    at 12:00—2:00; 6:00—11. There are many people who take a break during these periods, and there are also many people who are free to use Douyin, so it is easy to be posted during this period of time. It should be noted that we'd better post 10 minutes in advance because the platform will have a review time, which can be as fast as one or two minutes or as slow as ten minutes.
    Target to a crowded place to publish. Remember Lao Wang said that Douyin has a mechanism for preferentially recommending to people nearby?
    Obey the rules of the platform.
    If you want to play Douyin, you must understand the rules of Douyin, and you must follow the rules of the platform to go further. After all, if you want to make money, you must abide by the rules, and you must understand the content. , The important thing is to learn to transform and transform thinking!

Making money is the final result of doing one thing. On the way, you need to learn, investigate and analyze, marketing planning, layout, predictive deduction...Finally, it provides value for others, solves problems and obtains: money.

From the avenue to the simple, often talking about a project and model that is very complicated is flicker. If I can briefly talk about the core of making money, there are two words: making the game.

How many people do it.

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Origin blog.csdn.net/stay_foolish12/article/details/112678558