平臺(tái)算法及規(guī)則

Platform algorithms and rules

了解微信視頻號(hào)平臺(tái)的算法和規(guī)則，對(duì)創(chuàng)作者十分重要，知己知彼方能百戰(zhàn)百勝。

Understanding the algorithms and rules of the WeChat video account platform is crucial for creators. Only by knowing oneself and the other can one win a hundred battles.

1. 微信視頻號(hào)算法

1. WeChat video account recommendation algorithm

從陌生人社交，到熟人社交。

From socializing with strangers to socializing with acquaintances.

雖說(shuō)視頻號(hào)的目的不全是為了對(duì)抗“抖快”，但卻免不了與在同一賽道的他們對(duì)比，而視頻號(hào)與抖音、快手大的差別，便是分發(fā)模式。

Although the purpose of the video number is not all to fight against "Shuaikuai", it is inevitable to compare with them on the same track. The big difference between the video number and Tiktok, Kwai is the distribution recommendation mode.

抖音在國(guó)內(nèi)的發(fā)展勢(shì)如破竹，在國(guó)外也沒(méi)有幾個(gè)科技巨頭能干得過(guò)TikTok的算法。字節(jié)打的，是陌生人社交，數(shù)據(jù)為王。快手老鐵則向來(lái)是社交和算法的平衡好手，“土味文化” 形成了快手獨(dú)特的半熟人社區(qū)。

Tiktok's development in China is overwhelming, and there are few technology giants abroad that can do TikTok's algorithm. ByteDance is socializing with strangers, and data is king. Kwai Laotieze has always been a good balance between social interaction and algorithm, and the "unfashionable culture" has formed a unique semi acquaintance community of Kwai.

而身著微信 “社交血脈” 的視頻號(hào)，在出生便擁有 “抖快” 都不能企及的牢固熟人社交關(guān)系鏈，這恰恰是視頻號(hào)崛起的大優(yōu)勢(shì)。

The video account, which carries the social bloodline of WeChat, has a strong social network of acquaintances that even Doukuai cannot reach from birth, which is precisely the major advantage of the rise of video accounts.

目前視頻號(hào)的，基本上是基于社交關(guān)系來(lái)進(jìn)行分發(fā)。例如：

At present, the recommendation of video accounts is mainly based on social relationships for recommendation distribution. For example:

發(fā)現(xiàn)頁(yè)中的小紅點(diǎn)提醒，是 “好友點(diǎn)贊”、“好友在看的直播” 等；

The small red dot reminders on the discovery page are "like by friends", "live broadcasts watched by friends", etc;

進(jìn)入視頻號(hào)，默認(rèn)打開的是“朋友”版塊，而“朋友”也是處于頂部四大信息流的中間位置；

When entering the video account, the "Friends" section is opened by default, and "Friends" is also located in the middle of the top four information streams;

從朋友圈、聊天等途徑看到的視頻號(hào)動(dòng)態(tài)，更是純粹的社交。

The video account updates seen through social media platforms such as Moments and Chat are purely social recommendations.

在近曝光的視頻號(hào)算法機(jī)制中顯示，朋友點(diǎn)贊的“社交”在算法中占比55%，而內(nèi)容的“熱門”只占15%。

In the algorithm mechanism of recently exposed video accounts, "social recommendations" from friends who like account for 55% of the algorithm, while "popular recommendations" from high-quality content only account for 15%.

這就證明：充滿微信特色的社交分發(fā)，依然是視頻號(hào)的優(yōu)先級(jí)。

This proves that social recommendation distribution full of WeChat characteristics is still the priority of video accounts.

對(duì)創(chuàng)作者來(lái)說(shuō)，社交也更有利于賬號(hào)漲粉引流。用戶對(duì)某個(gè)視頻號(hào)作品點(diǎn)贊后，系統(tǒng)會(huì)把這一視頻作品到他的社交圈，如果他的微信好友看到后也點(diǎn)了贊，那么這個(gè)視頻作品會(huì)再給此好友的社交圈……

For creators, social recommendations are also more conducive to increasing account followers and attracting traffic. After a user likes a video work on a certain video account, the system will recommend the video work to their social circle. If their WeChat friend also likes it after seeing it, the video work will be recommended to this friend's social circle

這種社交裂變，某種意義上復(fù)制了公眾號(hào)在朋友圈 “刷屏” 的傳播路徑，可以無(wú)限 “出圈”。

This social fission, in a sense, replicates the official account's "screen brushing" communication path in the circle of friends, which can be "out of the circle" indefinitely.

理論上來(lái)說(shuō)，一條視頻號(hào)不停地在各個(gè)圈層間傳播，可以潛在觸達(dá)的人群邊際是無(wú)限的。

In theory, a video account constantly spreads between different circles, and the potential reach of the audience is infinite.

對(duì)運(yùn)營(yíng)者來(lái)說(shuō)，要意識(shí)到，這是巨大的流量潛能。

For operators, the first thing to realize is the enormous potential for traffic.

站在運(yùn)營(yíng)實(shí)操角度，可以充分利用社交裂變進(jìn)行冷啟動(dòng)。發(fā)布視頻后，點(diǎn)贊、轉(zhuǎn)發(fā)、評(píng)論、收藏是關(guān)鍵指標(biāo)，這決定了你的作品能夠獲得多少曝光量。

From the perspective of operational practice, social fission can be fully utilized for cold start. After publishing a video, liking, forwarding, commenting, and bookmarking are key indicators, which determine how much exposure your work can gain.

很多創(chuàng)作者為了提升曝光量也想盡了各種辦法，比如找朋友互贊，加入“互贊群”，付費(fèi)推廣等等，折騰了半天發(fā)現(xiàn)效果并不明顯，還有被系統(tǒng)降低權(quán)重的風(fēng)險(xiǎn)。

Many creators have tried various methods to increase exposure, such as finding friends to like, joining "like groups", paying for promotion, and so on. After struggling for a while, they found that the effect was not significant, and there was also a risk of being downgraded by the system.

視頻號(hào)能不能做起來(lái)，作為創(chuàng)作者，還是要回歸其重要的流量和算法。

Whether a video account can be developed or not, as a creator, we still need to return to its important traffic and recommendation algorithms.

先談?wù)劧兑舻乃惴C(jī)制：

First, let's talk about the algorithm mechanism of Tiktok:

熟悉抖音的創(chuàng)作者應(yīng)該都知道，抖音視頻的作品，主要依靠算法邏輯，根據(jù)作品完播率、復(fù)播率、點(diǎn)贊數(shù)、留言數(shù)、轉(zhuǎn)發(fā)數(shù)等數(shù)據(jù)，來(lái)綜合判定作品情況，人工審核主要是針對(duì)熱門和爆款類視頻的。

The creators who are familiar with Tiktok should know that the recommendation of Tiktok video works mainly depends on the algorithm logic, according to the completion rate, rebroadcast rate, likes, messages, forwarding number and other data to comprehensively determine the work situation. Manual review is mainly for popular and popular videos.

具體來(lái)講，抖音的算法，其實(shí)是一個(gè)漏斗機(jī)制，跟今日頭條的去中心化的算法原理基本一致。

Specifically, the Tiktok algorithm is actually a funnel mechanism, which is basically consistent with the principle of the decentralized recommendation algorithm in Headlines today.

那么，視頻號(hào)會(huì)不會(huì)也采取這樣的模式呢？

So, will video accounts also adopt this pattern?

微信不像抖音，視頻號(hào)和朋友圈、微信群是打通的，未來(lái)也肯定會(huì)打通公眾號(hào)和小程序。

Unlike Tiktok, WeChat is connected with the video account, the circle of friends and WeChat groups, and will definitely connect with the official account and the applet in the future.

所以，用戶可通過(guò)轉(zhuǎn)發(fā)來(lái)獲得基礎(chǔ)播放量，不需要平臺(tái)給量。

So, users can obtain basic playback volume through forwarding, without the need for platform feedback.

根據(jù)大多數(shù)創(chuàng)作者這段時(shí)間的測(cè)試來(lái)看，新作品視頻號(hào)是不給量的，更新的視頻作品只有達(dá)到一定熱度后，才會(huì)獲得平臺(tái)，而這樣的基礎(chǔ)播放，需要你通過(guò)轉(zhuǎn)發(fā)和分享才能獲得。

According to the testing conducted by most creators during this period, new video accounts are not given in quantity, and updated video works will only receive platform recommendations after reaching a certain level of popularity. Such basic playback requires you to obtain it through forwarding and sharing.

這就意味著，在剛開始做視頻號(hào)時(shí)，基礎(chǔ)播放量，要通過(guò)你的轉(zhuǎn)發(fā)和分享來(lái)獲得。所以，視頻號(hào)的算法和抖音恰恰相反，采用相反的算法機(jī)制，也即是將抖音的 “算法+人工” 變?yōu)?“人工+算法”。

This means that when starting a video account, the basic playback volume needs to be obtained through your forwarding and sharing. Therefore, the algorithm of video number is the opposite of Tiktok, and the opposite algorithm mechanism is used, that is, the "algorithm+manual" of Tiktok is changed to "manual+algorithm".

因此，運(yùn)營(yíng)視頻號(hào)的創(chuàng)作者不必過(guò)分擔(dān)心算法，如公眾號(hào)閱讀量一樣，的轉(zhuǎn)發(fā)數(shù)據(jù)和點(diǎn)贊數(shù)，才是評(píng)價(jià)作品好壞的根本。

Therefore, the creators of operating video accounts need not worry too much about algorithms. Just like the reading amount of official account, high-quality forwarding data and likes are the basis for evaluating works.

2. 微信視頻號(hào)審核機(jī)制

2. WeChat video account review mechanism

視頻號(hào)每天都有大量的創(chuàng)作者發(fā)布視頻，肯定是要設(shè)定視頻審核過(guò)濾機(jī)制的。目前都有有雙重審核，分別是機(jī)器審核和人工審核。

Video accounts have a large number of creators posting videos every day, so it is necessary to set up a video review and filtering mechanism. At present, there are dual audits, namely machine audits and manual audits.

微信視頻號(hào)的審核標(biāo)準(zhǔn)：

Review standards for WeChat video accounts:

機(jī)器審核：

Machine audit:

提前設(shè)置好人工智能模型來(lái)識(shí)別你的視頻畫面和關(guān)鍵詞，用來(lái)審核你的作品和文案是否存在違規(guī)行為。

Set up an artificial intelligence model in advance to recognize your video visuals and keywords, and use it to review your work and copy for any violations.

如果視頻規(guī)則可能會(huì)導(dǎo)致作品被：降低、刪除作品、自我可見(jiàn)等。

If video rules are used, it may lead to works being: reduced recommendations, deleted works, self visibility, etc.

嚴(yán)重違規(guī)則直接刪除或者設(shè)置自我可見(jiàn)。如果無(wú)法直接判定違規(guī)則會(huì)進(jìn)入人工審核。

Serious violations can be directly deleted or self visible. If the violation cannot be directly determined, it will be subject to manual review.

人工審核：

Manual review:

對(duì)機(jī)器篩選出來(lái)疑似違規(guī)的作品，由人工進(jìn)行審核。人工審核主要有圍繞三塊：視頻標(biāo)題、視頻封面、視頻關(guān)鍵幀。

Suspected works of violation will be screened by the machine and manually reviewed. Manual review mainly revolves around three aspects: video title, video cover, and video keyframes.

如果發(fā)確定違規(guī)，將會(huì)進(jìn)行：刪除視頻、降權(quán)通告、封禁賬號(hào)等處罰。

If it is determined that the violation has occurred, penalties such as video deletion, downgrade notice, and account suspension will be imposed.