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经过两年多的沉淀，视频号已经逐渐走上了正轨，越来越多人开始重视这块流量。本文作者总结分享了他做视频号的经验，希望能给你带来帮助。
经过两年多的沉淀，视频号已经逐渐走上了正轨，大家也开始越来越重视这块流量，所以有很多朋友问视频号到底该怎么运作。
这里，挖塘人就总结一下这两年做视频号的经验并分享给大家，今天先跟大家视频号的推荐算法，下期我们再聊经营策略。
01 视频号审核机制
从直观的角度来看，视频号的审核机制是和抖音、快手、小红书等平台的审核机制大致一样。
作品上传解码后，首先审核算法会判断作品的文案、画面、声音是否违规，主要包括侵权、低俗、过度营销、违法违规、诱导、色情、虚假欺诈等。
除了算法审核之外，也有人工审核，主要针对算法没有识别到或者算法识别有疑问的“漏网之鱼”。
同时，如果已经通过的视频遭受举报，那么会再次触发人工审核，人工会根据举报的证据对作品做出判断，如果没有违规就正常推荐，否则反之。
02 视频号推荐机制
视频号是基于微信生态的，相比其他平台多了很多社交属性，所以在推荐机制上会有一些不同点，为了更好理解，我们从三个方面来分析。
1. 什么样的内容不会进入推荐池？
1）视频质量
如果你的存在声音画面不同步，画面卡顿模糊，大面积无画面等视频质量问题，基本上就不会有推荐。
2）内容质量
视频号和其他内容平台一样，对内容的要求主要有两个原则，一个是热点性，另一个是价值性。
如果你发布的作品都是没有看点的内容，那么你的账号就相当于公开的朋友圈，就自己和好友看看。
同时，发布同质化，旧闻等内容也不会得到推荐，平台除了不允许违规的作品外，太多的低质量的内容也不是平台想要的。
2. 什么样的内容会被平台推荐？
1）视频质量高
保持视频高清无码，画面清晰不卡顿，字幕与声音对齐等，让观众有个良好的观看体验。
2）内容质量高
内容质量的高低其实是很难界定的，每个人的看法是不一样的，但是从平台的角度来讲，它还是希望创作者可以创作有热点、议点、看点的内容，因为这些内容可以留住和吸引用户。
3）精准关键词
为了更精准地将内容推荐给用户，视频号推荐模型会根据用户的地理位置，平常的浏览喜好，关注的话题等维度来进行推荐，所以在视频内容，标题文案，话题标签，地理位置等方面添加对应的关键词更有利于系统的精准推荐。
3. 推荐逻辑是什么样的？
我们先来聊聊视频号推荐算法的原理和运行机制。虽然官方并没有公开视频号的推荐算法机制机理，但我们可以从微信看一看的算法机制机理中找到一些依据。
从微信看一看的推荐算法中可以看到，算法是基于用户的浏览记录、关注的公众号以及在看内容等三个维度进行建模的，然后经过安全过滤、生态保障、内容去重、兴趣打散、社交推荐等干预机制后再进行推荐。
同理可证，视频号的算法也是基于用户的浏览记录、关注的视频号、点赞评论分享的内容以及不喜欢的内容等多个维度进行建模，经过多种干预机制后再推荐。
了解完视频号推荐算法的机制机理后，我们再来梳理一下它的推荐逻辑。
从视频号推荐算法的机制机理中我们不难总结出它的推荐逻辑与三个方面有关联，即用户、内容、互动。
- 在用户方面，推荐算法会根据用户的社交关系，综合筛选出合适的推荐内容列表，这也就是视频号首页顶部导航的「朋友?」和「关注」。
- 在内容方面，推荐算法首先会进行安全过滤、生态保障、内容去重等干预机制，屏蔽掉不合适的内容，然后再对合适的内容进行兴趣打散，最后根据兴趣标签推荐给目标用户。
- 在互动方面，推荐算法会根据互动的数据来“评判”该内容是否需要继续推荐，这里也有几个维度，即点赞率、评论率、分享率、完播率。
根据多个不同类型账号的视频数据分析，完播率占比比较大，一般20s以内的视频低于10%就很难被推荐。
视频入选推荐也证明了这一点，被推送「视频已获得推荐」消息的视频大部分的完播率都在10%以上。
其次是分享率，这个因素重要的原因可能有两个，一是视频号为了扩张，二是微信天然是社交平台，所以鼓励大家分享视频给好友是理所当然的事情。
接着是点赞率，用户给某视频点赞说明该视频被用户认可了，容易获得更多推荐。
最后是评论率，评论其实是评判该视频的价值性，各大平台都在鼓励创作者创作有看点，有议论点的内容，所以它也是影响作品推荐的一个因素。
此外，还有一些维度在后台的数据统计中没有显示，比如用户观看某视频的时长，视频的跳出率等等。因为视频的的复杂性，仅仅通过表面的几个维度来评判一个视频的好坏是不够的，所以这一块的数据推荐算法里应该是有的，只是没有对用户开放。
根据上面的逻辑，我们绘制出一张图，方便大家更好地理解。
其中维度数据的具体占比无从得知，只能写大概的，但努力把所有的数据做好，爆款肯定少不了。
当然，除了掌握这些平台的规则之外，更多的精力应该花在经营上，包括矩阵运营，内容输出，直播，商业变现等，我们下期也将分享视频号经营方面的经验，欢迎关注！
作者：挖塘人，微信公众号：挖塘人，挖塘养鱼，专注互联网粉丝经济，商业干货
本文由 @挖塘人 原创发布于人人都是产品经理。未经许可，禁止转载
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近年，因为受到疫情等因素影响，许多线下机构受到冲击，招生渠道紧缩，成本压力不断增大，机构越发拽紧最为重要的生存要义——生源。 而在这种严峻环境下，河南某机构借助伯索云学堂，针对教学…
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口碑是机构的隐形财产，一个学员的肯定，往往能影响10个以上的家庭，所以，“口碑招生”一直是成本较低但转化效果好的招生方式。要把机构的“口碑”变现，关键点在于做好——转介绍活动，做好…
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大家好这里是新商业思维Talk！很多新店开张，多数都会大张旗鼓的做宣传，其中最常见的手段就是做促销，比如打折、满减或是买一送一等等一系列优惠，希望以此来吸引顾客增加自己店里的人气。…
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在抖音上开店卖东西,有两种选择:一是通过广告位植入广告来引流;二是通过短视频、小程序或小游戏来引流。 通常来说,对于一个实体餐饮店来说,前者是首选,而后者则是其次。一般来说,餐厅都…