摘要：1，TikTok官方近期发布《TikTok For Business Launches New Solutions to Help Small 
Businesses Connect and Grow with the TikTok Community》 
。2，文章介绍了AD新平台的重要特性。3，巨浪团队深入查看政策，分析和挖掘新政策对小卖家们的支持力度。4，本次更新的目的，是为Tik 
Tok更好的向中小卖家提供服务，这是TikTok商业化最重要的一步。5，AD支持链接到任何合法页面，任何合法电商平台的链接都可以添加。<img src="http://ikjzd.oss-cn-beijing.aliyuncs.com/uploads/ueditor/php/upload/image/20200720/1595214591925877.png" alt="5605.png"/>tiktok营销专家巨浪出海TT007（中英文参照表述）（附：官方原文关键内容提炼）TikTok has recently completely updated their advertising platform, allowing 
all businesses to advertise on TikTok. Unlike the past where only a select group 
of large international businesses with a very high budget were allowed to 
advertise, any business is allowed to use TikTok Ads. Whilst anyone can now 
advertise, your business still needs to be verified, which is different for 
every sort of business. For example, e-commerce businesses only required you to 
have a contact page, on the other hand, phone applications need to show 
sufficient proof that there aren’t any bugs or spying software.TikTok已彻底地更新他们的广告平台，（并）允许所有商业活动在Tik Tok上做广告。任何商业（公司）都被允许使用Tik 
Tok的广告，而不是之前那样只有一小部分持有巨额预算的大型跨国公司才被允许。虽然任何人可以做广告，但是你的公司仍然需要被验证（后才可以），（验证方式）因公司本身的不同而不同。例如，电商公司只需要给一个联系页面；另一方面，手机应用则需要出示没有BUG（系统漏洞）或者监控软件的有效证明。Furthermore, there is a minimum ad spend per business per day of US$50, 
making it reasonable for small businesses to advertise on the platform without 
spending a large amount of money.此外，（平台）每日的最低花费限制是50美金，这对（需要）在平台做广告且花不了大钱的小企业来说很友好。As many economies worldwide are struggling due to the virus, TikTok Ads is 
generously giving US$300 of free advertising credit on their platform to all 
accounts, making it the best time to advertise on the platform that ever before. 
Not only this, but they are also matching every dollar spent on advertising. 
What this means is that if you spend US$500 on TikTok Ads, they will give you a 
bonus US$500 credit for free (up to a maximum of US$2,000). These discount and 
credits are only in available until August 31, 2020.因为全球许多经济体都因新冠肺炎而挣扎，TikTok广告服务大度的给了平台每个账户300美金的免费广告额度，这简直就是用该平台做广告的最好时候了。不止如此，他们还对你花的每一分钱“买一送一”。具体体现在，如果你在TikTok广告平台花费了500美金，他们会免费给你一张500美金的券（最多只给2000美金）。这些折扣和抵用券只能在2020年8月31日及之前使用。<img src="http://ikjzd.oss-cn-beijing.aliyuncs.com/uploads/ueditor/php/upload/image/20200720/1595214599775989.png" alt="5606.png"/>tiktok折扣With the new TikTok Ads platform, businesses are able to change their 
advertising objective to either “Brand Awareness”, “Traffic” or “Conversions”, 
which all play a different role within growing your business.在新的广告平台帮助下，商业公司可以在 “品牌知名度”， “引流”或者“转化 ” 中任意更换他们的广告目的，这些目的对公司的成长都会起不同的作用。Currently, businesses are only allowed to make in-feed advertisements (see 
the photo) through the self-service TikTok ad manager. If you wish to have a 
sponsored hashtag or a brand takeover, you will need to contact TikTok directly 
and apply.目前，公司只能通过自助的TikTok广告管家做信息流置入广告（如图所示）。如何你想要做个付费标签或者开屏广告，你将必须直接联系TikTok申请。The TikTok Ads platform allows businesses to advertise to their target 
audience very efficiently. You can target your audience based on the following 
factors:TikTok广告平台允许公司精准的向他们的目标受众投放广告。你可以根据如下因素锁定你的受众：Ø LocationØ GenderØ AgeØ Language of their deviceØ The software of their device (Android or iOS)Ø Interest categories1. 定位2. 性别3. 年龄4. 设备语言5. 设备系统6. 兴趣类型Most of the interest categories available are very broad, however, TiKTok 
recommends that users do not narrow down their audience by only selecting one 
interest because “the algorithm will automatically find the users most engaged 
in your advertisement if given sufficient time”. Whilst allowing the algorithm 
to find the right audience for your ad might increase the money spent on 
advertising, it will continuously optimise your results automatically, 
increasing your return on investment and increasing sales.大部分可用的兴趣类别是非常宽泛的，但是，TikTok建议用户不要因为单一兴趣点收窄受众，因为“给予足够的时间，算法会自动找到对你的广告最关注的用户”。当允许算法做最佳受众尝试（的时候），你的广告花销也会增加，（算法）会持续自动优化你的（转化）结果，你投入的回报和销售额会增加。Whilst not directly related to the new TikTok Ads platform, it must also be 
mentioned that after months of trials, TikTok has finally allowed all users with 
more than 1,000 followers to include a link in their bio. This allows businesses 
to include their website in their TikTok profile, something which was only 
previously possible by large international brands.虽然这件事没有直接和新的广告平台有关联，但是我们必须提到：在几个月的试用后，TikTok终于允许所有超过1000粉的账户在自己的简介中加链接。这允许所有公司在他们的主页添加到他们TikTok的简介，这之前只允许大型国际性品牌这么做。<img src="http://ikjzd.oss-cn-beijing.aliyuncs.com/uploads/ueditor/php/upload/image/20200720/1595214608180827.png" alt="5607.png"/>tiktok新账号展示Overall, we have all been waiting months for this update to come, allowing 
businesses of all sizes from all around the world to market on the fastest 
growing social media platform. Finally we have been delivered with a new TikTok 
Ads platform. Not only that, but the additional credits and financial incentives 
make it the best time ever to advertise on TikTok.总的来说，这种更新（允许全世界各种公司，在这个世界上增长最快的社交媒体平台营销）我们已经等了好几个月了。终于，我们等到了TikTok的新广告平台。不止如此，额外的优惠和财务奖励使得现在是TikTok做广告有史以来的最佳时机。附：官方原文关键内容提炼TikTok For Business Launches New Solutions to Help Small Businesses Connect 
and Grow with the TikTok Community商务版TikTok发布新方案 助小企业与TikTok社群共同成长TikTok, a platform that celebrates creativity and storytelling from its 
users, aims to give marketers innovative tools with which to create authentic, 
creative content unique to the app. More and more brands are realizing TikTok&#39;s 
unique ability to reach and engage with a broader audience, and today&#39;s launch 
of new advertising solutions for SMBs makes it seamless, easy, and efficient for 
all brands to now meaningfully connect with the TikTok community.TikTok是一个鼓励用户们创造作品的平台，争取为营销商提供新的方法，助其在这个平台上创作出真实、独创的内容。TikTok能与更多观众接触和互动，越来越多的品牌正在认识到TikTok这个特有的能力。今日为中小型企业发布的这项新的营销推广方案，让所有品牌都能与TikTok社群紧密、轻易、高效、有益地联系起来。TikTok Self-Serve Advertising Tools (available globally)TikTok自助式广告服务（全球可用）The TikTok For Business Ads Manager empowers businesses of all sizes to reach 
their ideal customers on TikTok through a simple interface. With new creative 
tools and performance features designed with small businesses in mind, it&#39;s now 
easier than ever to start activating at scale on the platform.商务版TikTok广告管理器可通过简单的界面使各种规模的企业在TikTok上接触到理想的客户。有了为小型企业而设计的新创意工具和特殊性能，现在比以往任何时候都容易在平台上进行大范围激活。Product highlights include:产品亮点有：· Creative tools:· 创意工具：· Flexible budgets:· 预算灵活。· Performance targeting:· 效果定位：· Business accounts:· 商业账户：TikTok Back-to-Business Program (available globally)TikTok“重返商业”计划（全球性）Small businesses are uniquely at risk as local economies ceased activity in 
efforts to protect public health. SMBs around the world are weathering this 
crisis, and we are committed to supporting them as they get back on their feet 
and start rebuilding by providing $100M in advertising credits.各地为保护公共健康减少了各类活动，小企业因此承受了特有的风险。全球的中小型企业都在经受着这场危机，我们承诺提供一亿美元的广告信贷金，帮助他们再次站起来并开始企业重建。我们走过了1年零4个月的探寻和摸索，目前，我们拥有了跨境中国团队，北美团队，澳洲团队。关于TikTok短视频流量变现问题及情况。我们会实时分享我们的工作经验 
。有兴趣可以加我，加入我们的分享团队。

摘要：1，TikTok官方近期发布《TikTokForBusinessLaunchesNewSolutionstoHelpSmallBusinessesConnectandGrowwiththeTikTokCommunity》。2，文章介绍了AD新平台的重要特性。3，巨浪团队深入查看政策，分析和挖掘新政策对小卖家们的支持力度。4，本次更新的目的，是为TikTok更好的向中小卖家提供服务，这是Tik

跨境卖家利好！Tik Tok新广告政策解读-跨境知道

跨境卖家利好！Tik Tok新广告政策解读

TikTok recently published in their press release article what factors make up 
the algorithm in the for you page. They explain that certain criteria are more 
important than others and they are all valued differently. They mention that 
criteria include:TikTok近期在他们新闻稿集里，发布了关于For 
You页面的算法构成要素。他们解释到，某些标准比其他的更重要，并且（相同的）标准会被估算成不同的权重。他们提到的标准包括：The user’s engagement with the post. Whether this is likes, comments, shares 
or following the account; these are all given a different importance用户对发布（行为或内容，也可以简单的理解成帖子）的参与程度。不论是点赞，评论，分享或者关注账户；它们都会被给予不同的重要性。Which sounds are used. This answers the predicted theory that trending sounds 
boosts your video’s reach, hence demonstrating the importance of using trending 
sounds使用哪些音效。这个回应了一个已被预测的理论，（即）流行的音效增加了你的视频的搜索，因此，阐述了使用流行音效的重要性。The device and location settings. The language your device is using, GPS 
location and type of device are also considered within the algorithm设备和位置设置。设备所使用的语言、GPS位置和设备类型也会在算法中被考虑。It was also mentioned that each one of these indicators is valued differently 
for each different user, this is due to different users having different habits, 
for example, if a user only shares one out of every 200 videos, the algorithm is 
going to value that share a lot more than people who share every second 
video.它还提到了，这些指标中的每一个指标都会因为不用户本身的使用习惯不尽相同，而产生不同权重；例如，如果某用户只在两百个视频中分享了一个(出去)，那么算法就会认为这个分享(的权重)比其他什么都分享的用户(的权重)高很多。Something very important to mention is how a high number of followers “is not 
a direct factor in the algorithm”. This means that even if you have a very small 
number of followers, if it performs well against the criteria mentioned above, 
it will be treated the same as if it was done by an account with millions of 
followers.有一点非常重要，巨大的粉丝数量不是平台推荐算法机制的直接加权项。这意味着，即使你账户的粉丝数量非常少，如果按照上述特定标准中表现良好，将会被视为与同样标准同样表现的数百万粉丝账户的重要性一致。The article also mentions how there are numerous factors that are involved to 
understand what a user is NOT interested in. This includes:文章还提到，大量有关什么是用户不感兴趣的要素是怎么关联的。这些因素包括- 举报视频- Reporting the video- 点击 &quot;我不感兴趣的按钮&quot;- Tapping the “I’m not interested button”- 取消关注该用户- Unfollowing the userIt is clearly mentioned that you will not be recommended content that you 
have already seen before or any duplicate content, as TikTok considers this 
spam. This highlights the importance of creating original content, as copying 
and reposting someone else’s video will drastically decrease the video’s 
performance.其中明确提到，不会给你推荐之前已经看过的内容，也不会推荐任何重复的内容，因为TikTok认为这是垃圾。这就凸显了创作原创内容的重要性，因为搬运和转发别人的视频会彻底地降低视频的表现分。TikTok finally fully explained the reason behind why you often find videos on 
the for you page with less than 100 likes. This is due to “bringing diversity 
into your feed” to “give you opportunities to find new content categories and 
creators”. This is why the number of followers on someone’s account does not 
have any relationship to how well the video performs against the algorithm.TikTok终于充分解释了，为什么你经常在For You页面上发现的视频，只有不到100个赞背后的原因。这是由于 &quot;要保持你的Feed的多样性&quot;，以便 
&quot;让你有机会找到新的内容类性和创作者&quot;。这就是为什么用户账户的粉丝数量，不会影响算法对该视频好坏的判断。Lastly, they mention that the for you algorithm “is designed to continuously 
improve, correct and learn”. Therefore, it must be considered that whilst the 
factors mentioned above are important in determining the reach of a video, this 
might change in the future.最后，它提到For You算法 
&quot;旨在不断改进、纠正和学习&quot;。因此，必须考虑到，虽然上述因素在决定视频的播放范围方面很重要，但是在未来仍然会产生变化。原文从8个方面来阐述TikTok中For You的推送机制。1，For You条件因素一个很重的标准，就是用户的“喜好”。1）用户互动：喜好和分享的视频，关注的账户，发布的评论以及创建的内容。2）视频信息，视频的标题，配音以及标签等细节。3）设备和账户的设置，语言的偏好，国家的设置和设备的设置（伪装流的核心关注点：原文引用：Device and account settings like 
your language preference, country setting, and device type. These factors are 
included to make sure the system is optimized for performance.）。这些因素，都会被TikTok的推荐系统处理，并依据这些对用户的价值进行加权。一个强的兴趣指标，会比一个弱的兴趣指标获得更大的权重，比如说，用户是否会从头到尾，完整的看完一个视频。是否会完整的看完一个长视频。2，For You Feed的建立一个新的用户，创建账号同时，平台会为新用户，推荐感兴趣的类别，以依据这些喜好，开始进行推荐。并依据此类喜好，进行客户推荐的打磨。那么对于没有选择喜好的用户，平台会先推荐热门视频，新用户的第一次点赞，评论和重播都将是平台更加的了解新的用户，并开始推荐机制。每一次用户的新的互动都是让系统更了解用户的需求，并推荐更多用户喜好的视频。那么当用户选择“Discover” 
选项卡上的标签、声音、效果和热门话题也是如此，这些内容，都会进入用户的新的推荐机制选择项中。<img src="http://ikjzd.oss-cn-beijing.aliyuncs.com/uploads/ueditor/php/upload/image/20200715/1594800974146692.png" alt="5545.png"/>tiktok的Discover标签3，少看自己不感兴趣的东西用户遇到不感兴趣的话题时，可选择“不感兴趣”来选择。也可选择隐藏来自特定创作者或者某种背景音乐制作的视频等方式，来减少系统中的推荐。<img src="http://ikjzd.oss-cn-beijing.aliyuncs.com/uploads/ueditor/php/upload/image/20200715/1594800984312928.png" alt="5546.png"/>tiktok的“不感兴趣”4，来自推荐引擎的挑战给出“Filter Bubble”（字母翻译过滤泡沫）的概念。提出挑战：可能会有更多同质化的内容被推荐出来。5，打断重复模式将不同类型的内容与用户喜爱的内容穿插在一起，可能会被推荐一个受到其他兴趣相投的用户好评的视频。但，不推荐重复的内容，你已经看过的内容，或者任何被认为是垃圾的内容。6，多元化内容提供会在用户的信息源中提供该用户的兴趣无关的视频，或者是积累大量的赞的优质视频。是为了让用户有更多的机会在浏览Feed时，发现新的内容类别，发现新的创作者，并体验新的观点和想法。（此点也是官方不断阐述原创，优质视频的重要性。）7，保障用户体验拒绝敏感视频，拒绝刚刚上传或正在审核的视频，以及寻求人为增加流量的视频等垃圾内容。8，改进内容系统的设计是为了不断改进、纠正，根据用户的反馈、研究和数据，努力完善准确性、调整模型，并重新评估有助于推荐的因素和权重。有对tiktok 有兴趣，有研究的小伙伴，可以来我们社群多沟通。 我们有中国北美团队，澳洲团队分享实际工作经验 
。另外我们有官方政策解读，有做上亿播放的号经验分享，最重要的是我们还有成熟的变现经验分享哦。

——巨浪出海TT007（翻译：巨浪出海David）TikTokrecentlypublishedintheirpressreleasearticlewhatfactorsmakeupthealgorithmintheforyoupage.Theyexplainthatcertaincriteriaaremoreimportantthanothersandtheyareallvalueddiffer