Recently, the Douyin platform began to test new algorithms for some accounts, upgrading the previous "account tag" recommendation mechanism to the recommendation logic of "fan growth", which is undoubtedly a great increase in the exposure of the work in front of fans. Affected by this change, many accounts on the platform in the past 30 days have withstood the severe test of "cliff-like" powder drops, with stars * He drop powder 128.5W, red peng *** lf drop powder 203.1W, color ** women also drop powder 3.3W ...
So, what aspects will the official launch of The new douyin algorithm have on the entire content ecology of the platform? And listen to Xiao Chao one by one.
Douyin internal testing of the new algorithm, fans have become "valuable"
In the traditional Douyin algorithm system, after the release of original content, the Douyin platform is often based on the label system to locate the target distribution crowd and give the corresponding traffic recommendation, so that the probability of fans and strangers can brush the content is almost the same, and there are many millions of fan numbers accumulated by short videos During the live broadcast, the attention traffic of fans is difficult to exceed 10%, so the Douyin fans are named "the least valuable" in the perennial operation.
In order to completely break this situation, the adjusted Douyin platform has undergone two major changes:
1. It is not difficult to find that in the "Creator Service Center - Data Center", Douyin has added a "total number of iron fans" below the column of the total number of fans, and the third article of the internal test rules directly indicates that "Douyin will increase the exposure of your videos in your iron fans, making your video traffic more stable"
2. The internal test rules point out in the second article that "the payment rate of iron powder is more than 6 times that of others" Although the proportion of iron powder in the overall fans is relatively low, it cannot be ignored that more than half of the payment behavior of Douyin is contributed by iron fans, and its consumption power and repurchase rate are strong.
Behind these two changes is the embodiment of the concept that the status of Douyin fans, especially hardcore loyal fans, is fully valued. Compared with the past, more traffic is distributed to strangers such as tag users, same-city recommendations and address books, with the help of the new algorithm, the proportion of views of iron fans and recent followers can even reach 60%-80%, if they do not agree with the content of the talents, then it is very likely that this video cannot run out.
It can be seen that in this new model, the preferences and concerns of fan users will put pressure on content creators in the form of data, so that talents can pay more attention to the quality of original content. At the same time, this change in the recommendation mechanism also coincides with the strategic layout intention of "let good and high-quality content get more dissemination and let bad and inferior content be intercepted as much as possible" proposed by Zhi Ying, vice president of Douyin, at the Douyin Creators Conference last October.
Challenging creators under the new algorithm of Douyin
What we need to understand is that although the vibrato algorithm has begun to shift from "tag recommendation" to "fan recommendation" at this stage, this does not mean that the "tag recommendation" model has been completely banned, in this case, what creators have to do is to make reasonable use of these two recommendation models according to actual data.
For new accounts without account tags and fan models, relying on "work tags" to obtain traffic push is the main source of attention from fans. Generally, when the work is uploaded, the system will randomly select 6 frames given 20 related tags. If there is no tag to be selected after recognition, it will basically be pushed; if there is a tag, but there is no vertical tag you want in the 20 tags, you can quit re-uploading or modifying until the exact tag appears. In view of this recommendation model, Xiaochao suggests that the new account can select a vertical field at the beginning of the number, and use Jitter Plus to intelligently deliver in the early stage of content release to achieve rapid powder increase.
For the old account, the new model of "fan recommendation" can be described as the ultimate inner volume, and short video works must reach a certain indicator in the fan group (especially iron fans) in order to obtain greater public domain traffic recommendation, so such creators can only create crazy from the form, content or theme, and constantly innovate in order to obtain the continuous attention of the fan group. Of course, in this process, if the data performance of fans watching is not as good as the overall data, then you can adjust the content appropriately to precipitate more accurate fans into your iron fans; if the fan viewing data is better than the overall data by more than 5 times, it means that the content is perpendicular to the fans, but the account label is not accurate, and the user recommendations outside the fans are also more chaotic, if you can synchronize the labels, then the account data will be on a higher level.
However, high-quality original content is always the only driving force for account growth, and if it can be converted into unlimited private domain traffic, creators will further gain the weight of competition.
The future development of the Douyin platform
The industry has always been popular in the industry, but with the rapid development of platforms such as video number, B station, and Xiaohongshu, Douyin, as a short video platform with more than 600 million daily active users, is also facing challenges such as slowing down user growth. Therefore, the platform that was once oriented to big data algorithms and user interests began to strengthen the layout of private domains, trying to create a traffic acquisition model centered on iron fans, relying on creators to retain users, enhancing the stickiness and trust between fans and celebrities, and exerting the value of stock as much as possible.
In addition, there is another important reason why the Douyin platform makes adjustments to the algorithm recommendation mechanism, that is, to prevent the increasingly intense Matthew effect. Although it is said that in the early stage of the development of the platform, cultivating a group of head advantage masters through traffic support is an important way for the platform to open up the market, but with the continuous growth of the head account, it will also balance the development of the platform in turn. The change of Douyin's algorithm model for the traffic distribution mechanism is undoubtedly to further limit the emergence of such oligarchs, especially those who go out of the circle with titles and use algorithm loopholes to obtain strangers' freshness and heat will be cracked down, bidding farewell to the "false prosperity" obtained only through endless heap budgets in the past, and promoting the positive and healthy development of the platform ecology.
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