How to effectively deliver short video information flow?

1. What is the landing page for?

Taking over traffic: Therefore, when making a landing page, it needs to be coordinated with a promotional video to play the role of taking over traffic.

2. How to make a good landing page?

1. Just like making a video, first sort out the industry’s selling points and pain points. (You can refer to competitors)

2. Set up the customer conversion logic (for example, you can sort the content according to the five steps of interest attraction - in-depth understanding - gaining trust - filling out the form - success prompt). This step requires high ability of the optimizer:

a) If you have some knowledge about the industry, you can ask your boss, ask sales, or look up information yourself. It is necessary to understand the customer's age, preferences, education level, wealth level and other attributes.

b) Have an understanding of your own company, its current status, sales level, product advantages and profit model

c) Design the conversion logic that best suits your company’s sales follow-up based on the current situation of the customer and your company.

3. Detailed content planning (the following content planning is for reference only)

a) First screen (what we are)

i. Who we are and what we can do

ii. What kind of people and scenarios are we suitable for?

iii. Our advantages, scenarios and selling points

Requirements: The first screen picture must be impactful, and the description should use the customer's language so that it can be understood at a glance! Remember one thing: reducing the customer's understanding cost means reducing your own promotion cost!

b) Second screen (why choose us)

i. Details of our advantages, giving customers reasons to choose

Requirements: Easy to read, combining the advantages of products and customer needs, and being able to cooperate with back-end sales to convert customers!

c) Third Screen (How do we do it)

i. Customer concern (is our advantage real or fake, how did we achieve this advantage)

ii. Solve customer doubts (case proof)

Requirements: The case should be authentic in details. The more thoughtful the production, the more touching the conversion.

d) End screen (stimulate conversion)

i. Conversion tool interception

ii. Language stimulation and depicting the future

Requirements: The conversion components should be obvious, and the language that stimulates action should not only be powerful but also effective (don’t write about getting a free product in order to increase the conversion rate, but end up with the customer filling out the form and getting nothing).

3. How to judge whether a landing page is good or bad?

1. Heat map tool (front-end judgment)

a) See if customers pay more attention to key selling points and advantages

b) See if the customer clicks on the form submit button

c) See if the percentage of customers browsing to the last screen is high enough

2. Conversion rate and conversion cost (most obvious when comparing two or more pages)

3. Backend efficiency and intention

This link is the most important part in judging the quality of the landing page. I personally guess that the information flow that distributes traffic to the account will be affected by the keywords of the page. If you change the page and find that the customers are not accurate, but your form and selling points are quite clear, then your page may be misunderstood by the system. You can copy the page, modify it slightly, and then create a new plan for delivery.

After modifying the page, find opportunities to chat more with sales and ask the follow-up customers why they made or did not make a deal. Summarize the commonalities and then modify the page.

It is best to design a follow-up process to determine the efficiency of the customer! After a customer leaves a clue, the salesperson must follow up to determine whether the customer is a valid customer. Or use a customer service position to filter out invalid customers and only transfer valid customers to sales. This can avoid disputes between the optimization promotion department and the sales department, and can also help judge sales capabilities and give priority to major customers.

What if you don’t know how to make a landing page?

If you find it difficult to create a landing page, or your company's products are special and not suitable for landing page conversion, please check whether you meet the following conditions:

If your company’s sales are real-time online, you can skip the landing page and directly click on the private message through the video, jump to the online chat, and then the sales docking conversion can be done;

If your company has an e-commerce store, you can skip the landing page and directly link to the store through the video for more convenient transactions;

If you don’t have customer service or an e-commerce store, but have the budget, you don’t need a landing page. Apply for a Luban account and place orders on Douyin directly through the video link to maximize your ROI.

The Douyin headlines system includes advertising spaces such as Toutiao, Douyin, Xigua Video, Huoshan Video, and Pangolin.

Currently, Tik Tok has the largest daily active users, and advertising space supports both horizontal and vertical videos, so the production of information flow materials of Toutiao is increasingly focused on videos. The following is a list of common video types, production methods, production processes and precautions for your reference.

2. Flash mob - AE templates can be made directly, and you can create a flash mob by entering text. It is applicable to a wide range of industries and has high requirements for dubbing and rhythm control.

3. Original scene remixing - suitable for industries such as vocational education, mechanical equipment, and tourism. You can take multiple original clips, remix them, dub them, and add selling point subtitles.

4. Situational drama - The selling point needs to be perfectly integrated into the script, and the selection of actors and acting skills are required to be high! It is recommended to first test the best selling point in a simple way, and then invest the budget to shoot a situational drama.

5. Oral broadcast : choose a good model, memorize the lines, and start broadcasting alone

6. A mixed combination of the above five.

1. Large-volume customers directly submit their requirements to the design and production , or outsource the production to a third-party professional video team .

2. The basic materials of small-scale customers can be shot using props such as mobile phones + mobile phone holders + ring lights, and then choose massive creative ideas - micro-films in the promotion background, import the materials and automatically produce them. The results have been tested to be good.

According to your own products, organize the spoken selling points, contextualize the customer's pain points, and focus on the highlights of the product (differentiated selling points)

What are the selling points? We don’t need a written official explanation, we need a spoken explanation that customers can understand! Break down the big principles into details that customers care about. For example, only 1 dollar a day!

What are contextualized customer pain points? For example: If you are afraid of getting angry, drink Wanglaoji!

How to highlight product highlights? The differences from peers are the highlights. For example, for driving school training, in addition to attractive prices, you can also try the point of "the coaches are not fierce" to attract some timid students who want to sign up. This will be considered a highlight in comparison. For example, if two people go to the barber shop together, one of them gets a free meal, which is a highlight.

2. Video planning

Choose the type of video you want to make, prepare the script based on the selling points of your product, and determine the four elements of time, actors, environment, and props.

The visual sense of the script should be written in detail, why?

For example, you write in the script: The boss says to Xiao Ming, "When are you going to get off work?" When shooting on location, should Xiao Ming stand or sit? Should he make some other movements when saying this sentence? How should the camera be placed, should it be a close-up? Or does it include both of them at the same time?

3. Shooting and editing

You can choose a QIYA camera for mobile phone photography, and leave the editing to post-production or micro-film editing. You can also use PR, Jianying and other tools to process it yourself.

Switching BGM and video background more often will help improve your performance.

After reading this article, do you think that producing information flow materials is a bit troublesome? In fact, it is a very interesting thing to do it yourself, especially the materials with good running effects will make you feel a sense of accomplishment! Of course, your income will also increase...

At this point, the materials have been prepared, and it can be said that most of the work of promoting Tik Tok information flow has been completed! Next, there will be another article sharing about "Basic Operations for Building Tik Tok/Toutiao". Please continue to pay attention to Aiqi and the next article will be coded.

The above are all based on personal understanding, not necessarily all correct, just for reference! If you have any questions or suggestions, please leave a message, let’s get to know each other and work together!

Author: Wen Hao

Source: Wenhao