Douyin Ad Ops

SKILL.md

---
name: douyin-ad-ops
description: Plan, structure, and optimize Douyin (抖音) advertising workflows for lead generation, ecommerce, local business, live-room traffic, and conversion-oriented campaigns. Use when the user wants campaign strategy, account structure, audience angles, short-video ad hooks, opening scripts, budget allocation, testing plans, KPI design, landing page or 私信承接 suggestions, or a reusable workflow for 抖音广告投放 and 巨量引擎 conversion operations. Also use when the user wants to turn a product or service into a Douyin paid acquisition plan rather than generic growth advice.
---

# 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

```bash
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.