It has been popular for a while. During this period, it has become popular among many people and things. The strong niche has attracted countless brands to settle on this platform to reap the dividends.

However, so far, the operation of most brands and marketing accounts on it is not ideal, and many of them are in a state of very little attention. The reason is that many of them have not clearly defined their own content tonality. Instead, they adopt a very simple and crude style of play, that is, they follow whatever hot spots there are, hoping to create a hit.

However, this kind of hot-pot gameplay is often used, and even if it obtains short-term traffic exposure, it does not solve the core concern behavior.

Only by solving the core problem can you create value for users. That is, why do users pay attention to you?

The user’s attention behavior is definitely not because you accidentally produce a hit. This behavior of hoping to maintain a long-term relationship is largely due to your ability to continue to meet certain needs of fans.

More than 80% of this demand is triggered by the following five motivations.

1. Satisfy happiness - escape negative emotions

2. Satisfy curiosity - provide talking points

3. Learn to imitate - reference objects, design goals

4. Solve problems - better complete a task

5. Self-actualization - desire for success

01

Satisfying happiness

The reason why users can be trapped in it and unable to extricate themselves is to a large extent that it can continuously satisfy the user's need to pursue happiness, and this need is often triggered by negative emotional experiences in life - that is, escaping pain. Think back to how many times you have opened Douyin because of boring and irritable moments?

People sometimes do this behavior unconsciously and automatically. The reason is because the primary brain that dominates people’s emotional desires controls the human intuitive system. Seeking advantages and avoiding disadvantages is the instinctive reaction of the primary brain.

Therefore, if the user judges that an account will continue to satisfy his need to pursue happiness, then it will trigger his behavior of paying attention.

So, how to continue to meet the needs of users?

This method on Douyin is to create a clear personality position. This kind of personality is especially important for comedy-themed accounts, because when users form a fixed impression of the actor, the user will think that you can continue to meet his needs and form expectations, which will lead to attention behavior towards you.

This is like employees having no expectations for a moody leader, because you don’t know what will happen to him in the next second, but they will have expectations for a leader with clear rewards and punishments, because you know what he will do next, and it is precisely because of this certainty that people can form expectations.

For example, on Douyin’s “Tiantian Xiaoyuan” account, the role creation and performance style of each character have been consistent for a long time.

This kind of long-term consistent character creation not only allows fans to develop a sense of expectation for the actors, but sometimes they also recognize the content because they like the actors.

However, if the same funny account mixes the characters and performance formats for a long time, first of all, it will weaken the fans' expectations of the actors, and in turn, they will have higher requirements for content and overall acting skills. In this kind of account that requires superb acting skills and long-term high-quality content to support, it will undoubtedly be much more difficult.

And a clear personality will easily make people form a specific impression, and eventually they will associate everything expressed by this person in a fixed direction. For example, even if a comedian plays a very serious role, his every move may still make people think it is funny. It is precisely because of this stereotype that fans have lower requirements for content.

02

Satisfy curiosity

In addition to the funny accounts that occupy a part of the traffic on Douyin, there is also an equally powerful account type. This type of account provides some strange, fresh, and exciting content to satisfy the curiosity of users.

For example, there are some Douyin accounts that focus on how foreigners evaluate certain things in China.

These Mandarin interviews specifically for foreigners are all spoken very smoothly, which is in contrast to the public's consistent perception, and is particularly easy to attract attention.

The main reason why TA can attract so many fans is to satisfy people's curiosity to know how foreigners evaluate some specific things in China, because human beings, as social animals, are particularly concerned about how other people evaluate certain specific opinions about things related to me (for example, there are often games in the circle of friends to see what friends say about you.)

Another example is the Douyin account of "Global Village Explainer" which mainly provides some novel and imaginative cold knowledge to satisfy people's curiosity.

For example, one of his most popular "Disappearance Series" works

"Human beings suddenly disappeared"

"The sun suddenly disappeared"

…..

Basic knowledge not only satisfies people's innate desire to understand the changes in their environment, but also provides people with conversation materials for daily social interactions. When people socialize in daily life, the most important thing is often to find topics, and this brain-opening knowledge can not only easily become conversation materials, but also reflect a sense of superiority.

Another example is some travel accounts, extreme challenge sports accounts, etc. These videos are popular and continue to satisfy people's curiosity about exploring the outside world.

The reason why this kind of information can satisfy people's curiosity is "because unlike the phenomena seen in daily life, the human brain has always been very sensitive to changes, but not sensitive to fixed things." For example, the title "Jack Ma becomes the richest man again" is not more attractive than "Poor losers made a counterattack in life in 3 years, and XXX became the new richest man in China."

Therefore, if you can continue to provide this kind of information to satisfy users' curiosity, it will trigger users to pay attention to you.

Typical ones such as the "little deer-style girlfriend" attract people's attention by portraying the image of a well-behaved and sensible girl.

The reason why this type of account is successful is that humans are naturally wired to regulate themselves by imitating the behavior of others, especially the behavior of the group we aspire to be like.

For example, people who aspire to become internet celebrities will learn to refer to the outfits and skills of internet celebrities, and people who aspire to become experts in a certain field will learn from the learning behaviors of experts in that field, etc.

And this kind of "other people's girlfriend/boyfriend" is what many people long to have such an ideal boyfriend/girlfriend. Therefore, these people will regulate their own behavior by following their accounts.

For example, singles will use this as a criterion for finding a partner, or they will want to be such a person in the future, or men and women will say to their significant other, "Look at what other boyfriends/girlfriends do in this scenario, we will do the same in the future..."

Therefore, if you can create a group of people that people aspire to be, then it is very likely to attract people's attention.

For example: poor people long to be rich, rich people long to be nobles, etc...

So, what should be done specifically?

You only need to answer, what group is the person your current target group aspires to be but cannot become.

For example, in the past two years, the world is so big that I want to see it. Many people want to be the kind of person who travels around the world all day long. Therefore, many beautiful Internet celebrities attract a lot of attention by portraying the image of travel experts that people aspire to be.

04

Solving problems

People will always encounter various problems in life, and the emergence of these problems hinders us from completing a certain task. For example, in the past, people could not judge the quality of a movie in advance, but the emergence of some movie self-media big Vs has solved this problem, helping people avoid mistakes in advance, and playing a role in screening the quality of movies.

Therefore, if you can solve a certain problem in people's lives and allow them to complete their tasks better, then you can attract people's attention.

Some Excel skills, home decoration, and food accounts. These accounts help people better complete the tasks of using Excel, home decoration, and cooking to attract people's attention.

The biggest feature of this type of account is that it is instrumental, that is, people will not "think of them simply because of them, but think of them because of other things." For example, if you want to solve an Excel problem, you will suddenly remember that "Excel Office Teaching" once solved this problem, and then you will open Douyin to see how he did it.

Tool-based internet celebrities have a longer life cycle than other internet celebrities who only provide sensory stimulation, because no matter how good-looking or funny you are, sooner or later people will "adapt to stimulation" and eventually develop aesthetic fatigue.

However, tool-based Internet celebrities are different. They are not designed to satisfy the emotional experience needs of fans, but are "tools" to help users better complete a certain task. For example, WeChat and Alipay will not cause fatigue because they are tools that allow people to complete social interactions more efficiently and complete payments more conveniently.

And, “This kind of demand will exist even without this kind of internet celebrity.” For example, in the past, if you wanted to solve a certain problem in Excel or put on makeup, you would search on Baidu or ask a friend for advice. However, the emergence of these Internet celebrities has become a "tool" to help you complete the task better.

05

Self-actualization

In addition to the first four types, there is also the last type of content that can arouse users' motivation to pay attention. This type of content is a video that specifically provides chicken soup.

Circumstances create heroes. In this era of rapid change, the most indispensable thing is some personal success stories with ups and downs. These success stories are vividly displayed in front of the public after being rendered by the media, stimulating people to pursue success and realize their self-worth, but also make countless people feel extremely anxious about their current situation.

The chicken soup content provides people with a positive idea of ​​​​wanting to succeed.

The reason why these positive thoughts are so persuasive and are regarded as golden rules by many people is that in addition to using the authority effect of celebrities, the most important thing is to improve one's sense of control.

The sense of control is just like human nature, as basic as eating and drinking. Improving personal sense of control can make people have a more positive attitude towards life. "For example, a study on nursing homes found that the same group of patients, those who were allowed to move the position of the bed and place flowers and plants by themselves, lived longer and healthier than those who were taken care of. Because those who were taken care of, even the positions of flowers and plants were fixed, their sense of control over themselves was reduced."

On the other hand, when people feel that their sense of control has been deprived or things are out of control, they will have a feeling of anxiety. For example, when people take an elevator, they will unconsciously choose a position close to the elevator button, because this will give them a feeling that the surrounding environment is under control.

In real life, people will inevitably encounter frustration, confusion, and even helplessness, which will create a feeling that life is out of our control. This feeling will make people anxious, and these positive thoughts will make people feel that "the reason why we are like this now is because we have not done these things. If I do, I can become better and more successful." This gives people a feeling that things are under control again.

These positive thoughts can allow people to gain spiritual solace and temporarily get rid of anxiety. Modern people’s anxiety is like menstruation, which always breaks out several times a month. Whenever anxiety occurs, this kind of spiritual food is needed to improve personal control. After eating it, people will seem to "gain power again."

Conclusion

Basics of Douyin training When you want to attract users to follow you, you might as well answer some of the most basic questions, why do users follow you? What psychological needs can you satisfy users? What motivates users to follow you? The five demand theories provided above in this article may be used as a reference to make a clear content positioning for your own Douyin account.