陈曦 · 增长与 AIChen Xi - Growth & AI
4.2

抖音宣发Douyin Campaign

介绍Introduction

抖音是算法公域，靠的是瞬时密度。素人团队同一时间推同一件事把量顶上去，跑得动的片子再加投。Douyin is algorithmic open reach, and it runs on burst density. The creator network pushes the same thing at the same time to build volume, and whatever moves gets ad spend behind it.

抖音是纯算法的公域场。没人在搜你，是系统决定要不要把你推出去——所以这里比的不是内容挂多久，是同一时间有多少条内容在推同一件事。Douyin is purely algorithmic open reach. Nobody is searching for you; the system decides whether to push you out. So what counts here is not how long content stays up, it is how many pieces are pushing the same thing at the same time.

单条内容的命运在前几百次曝光就定了：完播率和互动率过得去，系统才继续往下一层推；过不去，这条就停在那儿了。所以内容要短、开头要快，能不能被看完比拍得好不好看更重要。A single clip's fate is settled in its first few hundred impressions: clear the completion and engagement bar and the system pushes it to the next tier; miss it and the clip stops there. Which is why content has to be short and open fast, and why being watched to the end matters more than being beautiful.

内容生命周期短是这个平台的特点，不是缺点——它意味着可以短时间内制造密度。一件事在一周里被几十个不同的人从不同角度说一遍，用户刷两天就会觉得「最近好像到处都在说这个」。The short content lifespan here is a characteristic, not a flaw: it means density can be manufactured quickly. When dozens of different people cover the same thing from different angles inside a week, a user scrolling for two days comes away feeling it is suddenly everywhere.

素人团队和投流是接力关系，不是二选一。先用人海把内容铺出去，看哪几条自然跑得动，再拿这几条去加投——把预算花在已经验证过的素材上，成本不是一个量级。The creator network and paid traffic are a relay, not an either-or. Volume goes out first, whichever clips move organically are identified, and only those get funded. Putting budget behind already-validated creative costs a different order of magnitude.

素人团队的规模就是这块的底子：品牌宣发、品牌造势靠的是人海铺开，同一件事由很多不同的人说出来。The size of the creator network is what this rests on: brand campaigns and buzz-building come from sheer numbers, with the same message coming from many different people.

除了发内容，评论区风向和舆论风向也是这批人在做——正面的话要有人接，负面的话要有人往回带。Beyond posting, the same people work the comment section and the wider conversation: the positive line needs people to pick it up, and the negative one needs people to pull it back.

内容这一侧也不缺：我们有 AI 工具去做视频混剪、数字人推广、图文设计，所以内容板块也很充足。内容管够，再配上素人团队去分发，造势就是很轻松的一件事。The content side is just as well stocked: we have AI tooling for video remix edits, digital-human presenters and graphic design. With content in ample supply and the creator network distributing it, buzz-building is the easy part.

  • 兼职分发网络投放Part-time distribution network rollout
  • 统一编辑的内容包Centrally edited content packs
  • 同期集中投放的档期设计Scheduling designed for a concentrated burst
  • 多版本改写（避免重复度过高）Multi-version rewriting to avoid near-duplicate throttling
  • 跑得动的素材转投流Promoting proven creative into paid traffic
  • 曝光与进店对照记录Exposure-to-walk-in comparison log

怎么做How it runs

  1. 定一件事Pick one thing

    一轮宣发只推一个点，分散推等于没推——密度是这里唯一的杠杆。One campaign round pushes one message. Spreading it thin is the same as not pushing at all, because density is the only lever here.

  2. 改多版本Write the variants

    同一个点改写成几十个角度和几十种开头，重复度太高会被降权。Rewrite that one message into dozens of angles and openings, since near-identical clips get throttled.

  3. 集中投放Publish in a burst

    按档期同期集中发，把瞬时密度顶上去，而不是摊平在一个月里。Publish concentrated within a window to build burst density, rather than spreading it across a month.

  4. 挑赢家加投Fund the winners

    看完播和互动挑出自然跑得动的几条，只给这几条加预算。Use completion and engagement to pick the clips that moved on their own, and put budget only behind those.

致 Boss 的一封信A letter to you

尊敬的 Boss，您好。Hello, Boss.

这是我的个人产品页，其中的板块都是我自身的技能以及资源。This is my personal product page. Every board on it is a skill or a resource that is genuinely mine.

我从大学毕业后就开始创业，截至现在已经 10 年时间了。I started my own business straight out of university — that was ten years ago.

最开始是产品经理，带领开发团队做出第一款软件（安卓系统）。三个月时间，我从销售到铺垫代理、到技术维护，几乎变成了六边形的 — 三个月总盈利 150W+。I began as a product manager, leading a dev team to ship my first piece of software (Android). In three months I went from sales to building out the reseller network to technical maintenance — close to an all-rounder. Three months, 1.5M+ RMB in total profit.

后面因为要转行业，所以在众多行业中选择了小红书，没想到这一选择就是 4.5 年的时光。Then I needed to change industries. Out of all of them I picked Xiaohongshu — and that one choice turned into four and a half years.

因为当时比较年轻，赚取的第一桶金，所以难免会年少轻狂（现实中同年操盘一个项目，半年纯利润达到 5000W，被合伙人背刺，有真实记录经验以及可考察）。I was young, it was my first real money, and I was inevitably a little reckless. That same year I ran a project that cleared 50M RMB in net profit in six months, and was stabbed in the back by my partner. There are real records, and it can be checked.

后面沉淀了两三年，回到北京，开始研究抖音流量板块以及 AI 相关。I spent the next two or three years settling, then came back to Beijing and started working on Douyin traffic and on AI.

很幸运，在我上年以及今年一直深耕 AI 赛道，所以取得了很不错的成就。I have been lucky: last year and this year I stayed deep in the AI track, and it paid off.

而且我很开心，也很庆幸 — 我在 AI 身上看到了无限。所以我在三个月时间，消耗了 3W 刀的 Token。从文本，到图片，到视频，我看到了太多。AI 是未来。并且我以前的资源圈子，可能让我达不到太高的门槛。And I am glad — genuinely glad — that what I saw in AI was something without limits. In three months I burned USD 30,000 of tokens. Text, then images, then video: I have seen too much to think otherwise. AI is the future. My old circle of resources, though, may not carry me past a high enough threshold.

我帮别人做公司梳理以及流量打造是 2K 一小时的咨询费；全域流量搭建以及小红书的自营矩阵、员工培训是 19800 的搭建费。I charge 2,000 RMB an hour to restructure a company and build its traffic; full-channel traffic build-out, an owned Xiaohongshu matrix and staff training run a 19,800 RMB setup fee.

我说这些的目的，是因为我觉得衡量人的价值不是情感，而是很现实的钱。I say this because I believe a person is not measured in sentiment. They are measured in money, plainly.

我很希望可以继续进新的圈层以及获取新的资源。I want to keep moving into new circles and reaching new resources.

所以很感谢您能看到这里。我所擅长的就是流量打造、品牌打造，以及 AI 的产品和商业逻辑。So — thank you for reading this far. What I am good at is building traffic, building brands, and the product and business logic of AI.

希望我们可以达成合作，一起拥抱 AI 和流量，一起拥抱I hope we can work together. Let us embrace AI and traffic, and embrace

未来The Future