What are the requirements for posting videos?

• After you finish editing and choose to post a video, the system will review it to ensure there aren’t any violations, such as revealing or violent content, or using other people's videos.
• If the system believes that the video has violations, it will not be recommended to users.
• If the system believes that the video does not have violations, it will recommend the video to users who may be interested in it based on the video’s content type and tags. These users are the video’s initial traffic.

Channels where the videos are recommended to users

• If a video passes the review, the system will match users who are interested in it based on the video’s content, and will recommend the video to users through different channels.
• Videos have two main sources of traffic: the For You Tab and Following Tab. When a user opens TikTok, they will see the Following page by default. If a user follows your account, then when they switch to the Following tab, your video will also appear.
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Video Recommendation Logic

• After a video is reviewed and recommended to the first round of users, the system will collect their feedback on the video, use it to judge the quality of the content, and decide whether to recommend it to more users.
• User feedback includes three dimensions: interaction with the content, conversion, and post-purchase experience. If these metrics perform well, the system will consider giving the video more traffic by recommending it to more users. The system will continuously recover feedback, and decide whether to continue recommending the video based on feedback, forming a virtuous cycle.
• If the feedback metrics do not perform well, the recommended traffic of the video will gradually decrease.

How can a video get more natural traffic?

According to the video recommendation logic, you need to observe the three dimensions of user feedback; interaction with the content, conversion, and post-purchase experience, in order to get more natural traffic for your videos.
Each factor and suggested improvement plan will be introduced in detail below.

Video traffic improvement 101

Expand the follower base of an account and focus on matching content creativity with product categories to obtain more initial traffic (Matching users and products).

• Matching follower profile with video content
  • After understanding that an account’s followers are a major source of its video traffic, we can expand the follower base to bring significant basic traffic to the video.
  • Produce video content that caters to the preferences of the account's followers based on their interests in video types.
• Creating vertical video content to attract the target audience
  • Clarify the type of video content, such as movie clips, travel, knowledge sharing, and good product sharing. Different videos will be labeled accordingly to help target the audience who are interested in the content.
  • Choose appropriate product categories and attach the same or related categories to the video, such as Beauty, Food, 3C Electronics, and Clothing, to help the video target the e-commerce buyers who are interested in purchasing products in this category.
  • Check the buyer profile of the products sold, and compare it with the audience profile of the video to see if the two match. Then, adjust the video content to make it align with the preferences of the corresponding target audience for the product.
• Innovating video topics and keeping up with the hot trends of the platform
  • Pay attention to current content hotspots on the platform, such as popular movies, news, and topics. When choosing a video topic, try to track platform hotspots, keep up with current events, and leverage the large traffic pool of hot trends to bring more initial traffic to the video.
  • Optimize and attract users through appealing short video titles with popular keywords. Create videos by utilizing techniques like capturing users' curiosity, addressing their pain points, and offering them benefits.

Basic content capacity: Optimize the effects of sound and picture to improve the quality of video content (Video completion rate)

• Sound quality
  • Improve the clarity and smoothness of the sound to avoid noise, fluctuations, or stuttering problems.
  • Try to communicate in your audience's native language to help them better understand video content.
• Picture quality
  • Improve the clarity of the picture. It is recommended that the video resolution should not be less than 1920×1080, and there should be no image noise, glare or video lag.
  • Improve the stability of the picture to avoid video jitter or lag.
  • Improve the cleanliness of the picture. It is recommended that the main body of products or characters in the video should be clearly visible without using stickers, subtitles or mosaics that may largely obscure them.
  • Adjust the color and exposure of the picture. It is recommended that the video lighting should be moderate instead of being excessively bright or dark, and the color should be normal without adding any distortion filters.
  • Improve the cleanliness of the characters/products in the picture. It is recommended that the scene in the video should be clean and tidy, harmonious, and not abrupt.
  • Improve the matching degree of sound and picture. It is recommended to synchronize the information conveyed in the video.

Scripting and editing: Try to use richer story scripts to enhance video appeal (2s video completion rate, comments, likes, follows).

• Provide more information value through content
  • Improve the professionalism of video making. It is recommended that the livestreamer should dress neat and tidy, speak at a moderate speed, volume, and in an organized manner, be stable with no negative emotions, arrange items neatly, be able to introduce the advantages/selling points of products from multiple angles, and explain more professional knowledge.
  • Improve the expression of content. It is recommended that the video content should be easy to understand and avoid the use of obscure or non-mainstream vocabulary and expressions. Further explanations will be needed if you can’t avoid using such vocabulary and expressions.
  • Improve the concept conveyed by the video. It is recommended that the viewpoints and knowledge presented in the content should be recognized and understood, without relying on non-mainstream themes (such as flaunting wealth or worshipping materialism) to attract users' attention.
• Make video content and form richer and more interesting
  • Enhance the richness of video content by encouraging diverse and original works. Capture users' interests by using storytelling and designing interesting and novel plots.
  • Improve the level of video making. It is recommended that content creating and editing techniques should be organized and logical and should not rely on low-cost methods such as reproducing or revamping to make videos.
  • Add introduction of product usage scenarios. It is recommended to proactively include product usage situations and applicable user groups in the video to help consumers fully understand the product information.
• Design the rhythm of video content to extend crucial user watch time
  • Increase information density right from the start: Try grabbing users’ attention in the first 3 seconds by switching camera angles, optimizing opening scripts, or leading with a climax to keep them engaged.
  • Strengthen video theme expression: You can cut into the video theme from the first second and offer a little content preview in the first 3 seconds. You can also get started with a question or multiple-choice question to encourage user participation and spark their curiosity.
  • Increase overall information density: You can increase user interest and retention rate by switching camera angles every 3 seconds or adding new overlay materials to increase the video's amount of information.
  • Optimize video length: Quality should be the priority. Accelerate the content pace to save time for users, optimize transition points, and cut unnecessary video content.
  • Keep the video length within a certain range: it should not be shorter than 10 seconds, and the optimal video length is between 15 and 30 seconds.
• Enhance user attention and user interaction
  • Increase the number of followers:
    • Enhance content richness: In addition to product promotion, provide informative content that meets users' needs for acquiring knowledge, choosing the right product and getting the best deal.
    • Highlight differentiation features: Provide high-quality product recommendations with brand recognition and great value, and appropriately emphasize the unique features of users, brands, and products to attract targeted users' attention.
  • Increase the number of likes:
    • Use like-boosting techniques: Provide high-quality product recommendations or informative content that meets users' needs or solves their pain points. Encourage them to like the video and save it for future reference.
  • Increase the number of comments:
    • Use interactive techniques: Try to enhance your viewpoints in the video to spark discussion, or design content that users may criticize or complain about; getting the audience to engage and increase the number of comments.
    • Optimize the content interaction pace: Consider adding a topic or phrase for interaction with fans every 1/3 of the video, such as "What do you think?" "Do you have the same question?" "What do you suggest?" and other similar content.
    • Manage comment content: Create some "funny/suspenseful" comments or comments related to hot topics and pin them to the top. This can encourage users to engage with the comments section and interact with each other.

Highlight product selling points and promotions to improve video conversion efficiency (CTR, CO, inventory).

• Spark users' interest in the product to increase the click-through rate
  • Regularly showcase the product's unique selling points that address users' pain points or meet their needs in the content. Make the title of the shopping cart more attractive and highlight the values that the product can bring to them.
  • Use persuasive scripts: In the video product introduction section, use persuasive scripts to encourage users to click on the link and guide them to the shopping cart.
• Stimulate users' purchasing needs to increase product conversion rate
  • Emphasize the video-exclusive-price advantages: Try to highlight the exclusive purchasing benefits brought by the video, strengthen the value proposition of the product to users, and encourage them to place orders.
  • Showcase the product's selling points: Optimize e-commerce attributes such as product price and main image. In the video content, try to present the real-life scenarios in which the product is used, enabling users to see the advantages of the product in a more vivid way.
• To avoid losing potential customers who intend to make a purchase, it is crucial to continuously monitor the inventory of products promoted in the video
  • When the inventory of a product featured in a video reaches zero, the product link will disappear from the video, preventing potential customers from placing orders; resulting in lost sales. Therefore, it is highly recommended that video creators keep a close eye on their inventory and replenish products that are running low to prevent the loss of potential customers.

High-quality and well-serviced products can bring more traffic to the video.

• Good product quality scores will bring more video traffic and conversion
  • Select products with detailed descriptions on their product information and detail pages to effectively dispel users' doubts about the product features, increase user trust, and ultimately lead to more successful purchases.
• Poor product service experience will have a negative impact on video traffic
  • Choose products from stores with a high shop experience score (SES), as products with high negative review rates or LDR rates can have a negative impact on video traffic, resulting in fewer recommendations for the video.