How to create batches of short videos to sell goods on Douyin!

What we are going to talk about today is the creation of short videos for live streaming merchants. Different from the traditional MCN short videos, the short videos here refer more to Qianchuan drainage short videos, short videos to attract traffic to live streaming rooms or short videos to directly bring goods, short videos with e-commerce behavior attributes, and short videos responsible for GMV.

First, let us sort out two basic logical issues: users of entertainment short videos are voting with their time, and users of e-commerce short videos are voting with their RMB.

Therefore, e-commerce short videos should have information flow thinking, attract users' interest through short videos, tell users what products you are selling and why they should buy your products, and pave the way for users to enter the live broadcast room with high efficiency.

First of all, the first question is why do we need to make short videos for live streaming?

Douyin has always advocated the parallel development of live streaming and short videos. The official FACT merchant marketing model also clearly points out the importance of short videos. Especially after Qianchuan’s launch matured, short videos have increasingly become a killer move to double GMV.

The short video creation logic of live streaming merchants:

1. Precise labeling, straightforward

2. Low-cost, mass-produced and replicable

3. Find your own hot-selling template

4. Hot-selling products are paired with hot-selling styles, and every detail has something interesting.

Many businesses have a logical trap: they think that the more short video traffic, the better. In fact, this is not the case. If the purpose is to sell goods, the traffic should be as accurate as possible.

Everyone knows the password for black silk traffic. Greed, anger, ignorance and taking advantage of human weaknesses can definitely generate huge traffic, but this traffic is too shallow, comes and goes quickly, and is not easy to convert.

If the "point" that you use to attract users cannot be associated with the product that is ultimately to be converted, then you are doing useless work. If the product is decoupled from the conversion, what is the point of having a lot of traffic?

I am responsible for the results. The purpose of the videos I make is to convert your orders. Even if you want to achieve low traffic and high conversion, you should never do high traffic and low conversion. The labels that you have worked so hard to put on the live broadcast room will be disrupted by your momentary greed.

Based on the premise of being responsible for the conversion effect, you can add a "hot spot" to the video. This hot spot should be related to the attributes of the product you are converting.

This requires everyone to find a popular template that belongs to your category. In this way, the conversion rate will be high, the production will be good, and it can be copied in batches.

We need both traffic and the ability to replicate and mass-produce. Isn’t this a contradiction? Let me show you a case first.

The videos in the three cases are all replicable in batches, and they have high traffic and explosive points, so they belong to the category of popular templates.

Any category and any field must have its own formula and techniques for creating hits, and they can be replicated in batches at low cost. While being replicated, they can also guarantee traffic and the possibility of a big hit.

What we need to do is to quickly discover this type of shooting mode or creative template, and then copy it in batches.

Don’t expect every video to be a big hit, but make sure that the effect of each video is higher than your previous average level, has the potential to be a hit, and has good conversion rate when invested in, and waits for it to explode.

At the same time, if you discover a certain shooting template, a certain shooting form, or a certain question that has a particularly good conversion rate, or can generate a lot of volume, you can quickly batch copy yourself, do deduplication processing, and do reshoot processing, and continue to use this model until there is no traffic left.

When we find a good piece of material for information flow delivery, we will keep delivering it until the material stops growing in volume. The same goes for e-commerce short videos. Don’t miss any material that can grow in volume.

Let me show you the case of Huili. This is a brand client that understood the situation well in advance.

Huili has grasped its own popular template, fixed shooting mode, fixed shooting style, and mass production shooting.

First, make sure that this template is a hit template for this category. The rest is to keep testing the product. Although content can help create a hit product, the most direct way is for a hit product to lead to a hit.

What we call "a hot-selling product should be matched with a hot-selling product, and everything has substance". Sometimes, if you fail to imitate other people's shooting techniques, it is not just a matter of imitating them, but also has a lot to do with your quality. There is a world of difference between aping others and imitating others.

The logic of e-commerce short videos is still: product > form > copywriting.

The picture is the first perception. A hot product can become popular without excessive design. Hot products are more in line with the "visual" expression of Douyin. There is no need to be ingenious, just simple display and assisted by music.

For products that can be directly photographed and displayed, the product itself is the content, and the requirements for shooting are not high. Novel and unique products are the easiest to shoot, products with extremely good looks are even easier to shoot, and products that show a better life are also easy to shoot.

What is not easy to shoot are products whose attributes cannot be demonstrated simply by display. It is necessary to express the "effect", "user experience" and "differentiated selling points" with visual language.

This type of "visual" expression is to make the invisible effects visible in advance in a form that does not violate regulations. At the same time, it cannot be exaggerated. It can be indirect, vaguely hinted, or just briefly mentioned. Those who understand will understand.

Products such as health tea, sesame balls, black coffee, vinaigrette, etc. all follow this logic. Qianchuan doesn't like "overt showiness" but prefers "reserved showiness". The weakened version of information flow material is the Qianchuan of today.

Here’s another classic example of product “visualization”: baking soda toothpaste.

Why is it that baking soda toothpaste still stands out despite the fierce competition in the toothpaste market? It is because its short video has a strong visual selling point. The video content is roughly about a cup of tea water that is particularly dirty. A little baking soda toothpaste is squeezed into it, and the cup is cleaned by turning it and rinsing it with water. This is a visual expression of the product's selling point.

A popular video needs to be analyzed from multiple dimensions. Is it the form, music, text, visual effects or the product itself that makes it popular?

For live streaming merchants, another function of short videos is to increase "search traffic". How do you understand this? It is a recognized fact that Douyin's search is already on par with Baidu. The Douyin data compass can be seen in the live broadcast background. The traffic channels are divided into the following major sections: short video traffic, live broadcast recommendation traffic, paid traffic, others and search traffic, etc.

If there are no trailer short videos, then the search traffic will be almost zero. Even if the short videos selling goods are not popular, we must still make them. The purpose is to make up for the search traffic, but many businesses now do not have this awareness.

To increase "search traffic", you can shoot short videos of trailers and set search keywords. The purpose here is not to sell goods, but to rank at the top when others search for the corresponding keywords, thereby increasing natural traffic recommendations.

The rules of short video content

The first rule for creating explosive short video content is the ability to select products. Simple and crude, the premise for a video to be explosive is explosive products. This is the best advantage. You need to find the selling points that may trigger explosive sales.

The second is the director's thinking. This does not refer to the director's basic skills, but the director's sense of the internet. The ability requirements for the director of short videos that sell goods are not how beautiful the pictures are or how good the story is, but whether he can discover the "selling points" of the products and "visually express" the selling points of the products from the user's perspective. What he should have is advertising thinking.

First of all, today's Qianchuan-type short videos are castrated versions of the second-class e-commerce information flow videos. Live streaming merchants should recruit directors or information flow optimizers with information flow experience.

The quality of a video is not judged from the perspective of data, but from the perspective of whether it is beautiful or not in the eyes of traditional directors. Everything is based on data and is responsible for GMV. If there is no volume, it is garbage.

Let’s take a look at how brand customers play, and Yuanqi Forest’s advertising case.

A qualified director should be able to analyze the reasons why this video has become so popular!

First, this form of filming was very popular on Tik Tok at the time, and a large number of influencers had already gained popularity through this form;

Second, the choice of background music suits the atmosphere, which can attract users to continue watching and create a sad atmosphere.

Third: Very hard advertising placements can trigger complaints in the comment section, but the core is still around the product itself.

Fourth, the copywriting releases the preferential benefits in a very tactful way, instead of telling you directly how great the discount is.

This ability is even more necessary for some products that cannot be expressed visually, using "routines" to attract users to stay and keep them reading. If the director simply imitated the text of the previous video and changed the music and the shooting style, it would be meaningless.

The third point is the choice of music. What kind of target users choose what kind of music. If the target users are middle-aged women, then you should look for music that they like to listen to. The corresponding music platform selection is also very important. Find the right music platform and you can directly pull out the playlist for the corresponding group.

Also, believe in the data, don’t rely on your intuition, and use rational thinking to abandon metaphysics.

Juliang Qianchuan updates the most popular playlists of the week every week. You can see which singles are suitable for which type and have good popularity, and then directly refer to and apply them, taking off by standing on the shoulders of giants.

The playlist link is given to everyone and updated in real time every week. You can get the link by replying "Running Volume Playlist" on the official account.

The fourth is the ability to imitate, tracking the live broadcast rooms of peers through "data" without the need for testing. Through the data platform, we can find popular forms, templates, and copywriting, and carry out secondary creation.

Being a director does not simply copy and imitate content, but also requires the ability to judge the facts, what trends the current data represents, and to optimize the video content and the live broadcast room based on data feedback.

Don't explore on your own, learn to stand on the shoulders of giants, be diligent and have vision. Our goal is not to be pretentious or original, but to find natural traffic hot products and imitate them to achieve quick success.

Even if you copy, you have to copy it to 100% or 120%. If you copy it to 60% and still worry about it and say “why others can explode but I can’t”, that’s nonsense. Don’t just stay at the stage of imitating others. Once you have completed the first two steps, the third step will be a natural outcome.

The fifth is the cognitive gap. E-commerce short videos usually have a low like-to-play ratio. Low likes do not mean low video playback volume. A video with 5,000 likes may have 5 million playbacks. This is the characteristic of e-commerce short videos. If users are interested in your product, they will directly click to enter your live broadcast room and give you likes as a conditioned reflex.

Users of entertainment short videos are voting with their time, while users of e-commerce short videos are voting with their RMB.

It is not recommended to outsource the production of short videos to attract traffic to the live broadcast room. Finding a service provider is certainly a time-saving and labor-saving task, but the cost-effectiveness is too low, the money paid is too little, and the service provider is unwilling to spend time finding selling points, models, routines, and templates for you. You still need to build a short video team yourself and be directly responsible for GMV.

If the team has limited energy, it is a good idea to find a service provider to purchase materials, make material requirements based on your own needs, and then do the mixed editing and processing in large quantities by yourself.

As the overall market traffic is tight, the platform will definitely provide traffic bubbles in disguise, and contentization is the killer weapon to revive the existing system!

A great director is as important as a great pitcher, and the purpose of both is to make traffic cheap! Nowadays, the most efficient way to increase sales is to make short videos! Pay attention to short video traffic!

At the same time, let’s take a look at the overall situation of Qianchuan Short Video. According to the data feedback from official documents, the focus of Qianchuan Short Video has returned to the product itself.

"Visualization" of product features and then matching product usage scenarios is the mainstream content. Video length is concentrated between 3.5s and 20s. It no longer attracts users with strong marketing interest points such as "low-price promotion" and "cheap". After all, the feelings of the audience in the content traffic pool must be considered to remove strong marketing purposes.

Even most videos do not directly mention the price promotion benefits, but only reflect the beauty of the product and the beauty after use. The focus is still on the "strong visual" expression of the product. Real people appearing on the screen, real people tasting, real people trying on clothes, real people oral broadcasts and pure product displays are the mainstream. Lightweight production with one shot is the most direct.

There are fewer and fewer beginnings with white text on a black background. The official believes that this is garbage material and has no quality. Second-class e-commerce companies that remix and copy materials will not sell well or may not pass the review at all, so original videos are more important.

The reason why there are fewer celebrity materials is not because they are not useful anymore, but because the authorization time for live broadcast room slices is obviously getting shorter and shorter. The celebrity live broadcast room slice information flow materials are still very effective. If the brand can still obtain relevant authorization, don’t hesitate to release them quickly. The effect is far greater than your ordinary video.

Author: Black Bull Film

Source: Black Bull Film