Douyin Ad Ops

Use this skill to turn a vague Douyin ad idea into a practical paid acquisition workflow.

Default goal:

• clarify the offer
• define the conversion action
• create short-video ad angles
• structure tests and budget
• improve lead quality and conversion efficiency

What this skill covers

• 抖音广告 / 巨量引擎 planning
• 短视频投流 and lead-gen workflows
• ecommerce, local business, education, AI services, consulting, training, live-room traffic
• hooks, scripts, creatives, CTA, landing-page alignment, 私信承接
• testing logic and iteration loops

Core workflow

1. Clarify the business first Identify:

   • product / service
   • price band
   • target user
   • sales path
   • conversion action: 私信 / 表单 / 加企微 / 下单 / 直播间引流 / 留资
   • whether the goal is branding, lead gen, or direct conversion

2. Choose the ad mode

   • Lead-gen mode: 留资 / 私信 / 企微 / 电话咨询
   • Live-room mode: 引流直播间 and承接成交
   • Conversion mode: direct下单 or stronger action path
   • Local mode: 到店 / 预约 / 留电 / 私信
   • Hybrid mode: 短视频种草 + 承接页 / 私域 / 销售转化

3. Build the offer frame Always answer:

   • why stop scrolling now
   • why trust this ad
   • who this is for
   • what problem it solves
   • what happens after the click

4. Design the campaign structure Return when relevant:

   • campaign goal
   • audience buckets
   • angle matrix
   • opening 3-second hooks
   • script directions
   • budget split
   • KPI targets
   • iteration rules

5. Write ad-ready outputs Prioritize:

   • 3-second hook lines
   • short-video script outlines
   • CTA variants
   • landing-page / 私信承接 copy
   • sales follow-up suggestions

Recommended output format

1. 投放目标

• 这轮广告到底要拿什么结果

2. 用户分层

• 冷用户
• 半热用户
• 高意向用户

3. 角度矩阵

• 痛点角度
• 结果角度
• 案例角度
• 反常识角度
• 对比角度

4. 视频脚本方向

• 3 秒开头
• 中段结构
• 信任补强
• CTA

5. 预算与测试计划

• 先测什么
• 每组预算怎么分
• 看哪些指标
• 什么时候关停 / 放量

6. 承接设计

• 落地页重点
• 私信首句
• 销售跟进脚本方向

What usually goes wrong

Avoid these mistakes:

• 开头 3 秒不抓人
• 只讲产品，不讲用户冲突
• 视频像宣传片，不像投放素材
• 只追播放，不看成交动作
• 没有承接设计
• 素材全是同一种角度
• 没有停放规则和复盘节奏

Chinese ad-writing rules

• 前 3 秒必须先打冲突、痛点、结果或反差
• 抖音投流内容先抢停留，再谈产品
• 不要把视频做成“介绍自己”，要做成“让用户觉得跟自己有关”
• CTA 要低门槛，但动作要清楚
• 强调“适合谁 / 不适合谁”会帮助筛选线索

Bundled resources

• references/douyin-ad-principles.md — 巨量引擎 / 抖音广告投放基本逻辑
• references/hook-matrix.md — 3 秒开头和脚本角度矩阵
• references/conversion-handoff.md — 落地页 / 私信 / 留资承接模板
• scripts/douyin_ad_plan_brief.py — generate a structured Douyin ad plan brief from raw business info

Script usage

python3 scripts/douyin_ad_plan_brief.py <input.txt>

Use the script for a quick first-pass plan, then refine with business judgment.

Default stance

Short-video first. Conversion before vanity. Hook > explanation. Landing and follow-up matter as much as the ad itself.