Short video operation and script writing!

In an era where content is king, the account positioning and script creation of short videos are the foundation of the video's content style, content form, and content tone, and play a decisive role in the overall operation of the video account. Let's take a look at how the specific homework is done...

one. Account positioning

1. Commercial positioning

At present, the commercial positioning of short videos is mainly based on advertising placement and IP value.

We will first explain the advertising placements which are more numerous. Nowadays, advertising placement has a new face. For popular videos with high traffic and numerous distribution channels, people will watch them repeatedly even if there are advertising placements, and they are keen to share them. Advertised products can also become popular with the help of the videos. However, when inserting advertisements, you can’t be too abrupt. If you want your advertisements to be deeply rooted in people’s hearts, you need to capture the pain points of consumers and insert them in a targeted manner. Most consumers first focus on the price of the advertised product and whether it looks good; the second focus is on the quality and whether it is easy to use. These product features can be presented to the audience through some video presentation techniques. For example, use imaginative video presentation methods to interpret and use unexpected reversals to present product selling points.

The value of IP is generally reflected after the IP is successfully created. It is mainly divided into two parts. The first is personal IP: the first manifestation of personal IP is the transformation of personal IP into personal trademark, such as XX snail noodles and other products; the second is advertising value, commercial promotion of major brands, live streaming and video streaming, etc. The other part is the corporate IP. The value brought by the successful creation of the corporate IP can not only shine in the industry in which it is located, but also be known by others in other channels, thereby launching other product promotion, innovation, and sales channels.

2. Target Users

The target users, or the audience group, in simple terms, refers to the group of people that the video account intends to watch. These can be divided according to age, gender, occupation, region, hobbies, living habits, etc. For example, the target users of the **Fitness Studio video account are female users aged between 25 and 35 who like sports, fitness and weight loss. Only by determining the target user population profile can we produce vertical content more effectively. For example, methods, techniques and precautions of exercise and fitness, misunderstandings about weight loss, etc.

Oral broadcasting directly conveys content knowledge points to users through a single-person narration. For example, a tea company uses oral broadcasting to explain and spread tea culture, attracting users who are interested in tea, thereby increasing product exposure and brand promotion. For example, a certain reading app, through the form of oral storytelling, conveys insights on education, workplace, human nature, psychology, sociology, classics, etc. to a large number of users, triggering users' deep thinking and making users want to learn knowledge from his videos.

Display category is mainly used in companies whose products have visual impact, such as the catering industry, tourism industry, clothing industry, etc. Because vision is people's first sense, the focus of "watching videos" is on "watching", and the focus of "attracting eyes" is on "eyes", so creating a visual impact is half the battle. For example, the product of XX scenic spot is the beautiful scenery of the scenic spot. By shooting the beautiful scenery of the scenic spot such as mountains, trees, streams, waterfalls, and adding post-production editing, color grading, and sound effects, the finished film is presented to the audience, which is pleasing to the eye.

Vlog, the full name of which is video weblog, means video log. Video bloggers go to scenic spots, restaurants, activities and other scenes to shoot and introduce them from a personal perspective. They can lead the camera through long shots, panoramic shots, mid shots, close shots and close-ups to show the landscape and cultural characteristics of the places they visit from all angles. They can also narrate their own experiences and inner world while shooting. It is a way for many bloggers to express and release themselves. For example, XX Seaview Garden Hotel, the characters use this form to present the experience process of the hotel service facilities (swimming pool, gym, restaurant therapy equipment, etc.) and share it with the audience, making the audience feel as if they are on the scene.

Animation: This type of video is often seen in industry knowledge introductions, or industry videos where the products are relatively virtual and difficult to shoot, such as the medical industry, high-tech industry, financial industry, etc., with MG animation as the main form of expression. It can introduce the industry and product features in a simple, clear and concise way, but the production cycle of such videos is relatively long, and the professional skills required of the producers are relatively high.

2. IP settings

After the industry is determined, the character setting must be determined. For videos in which people appear, the IP setting is related to the presentation style and tone of the video content. Based on the industry and product characteristics, we conduct audience analysis, starting with men and women, and further narrowing the scope by age group, to further understand the preferences and acceptance of different images and output content in this age group, and further complete the IP creation.

2. Script theme positioning

The video content structure is the most core part of script creation. Based on the golden three-second principle of short videos, for plot videos, shots with strong visual impact can firmly lock the audience's attention at the beginning of the video. For example, the plot short video of Xingtai XX Inn starts with the climax of the story, which arouses the audience's curiosity and wants to know what happened, and then introduces the background and cause of the story in the following content. Towards the latter part of the video, a sudden turn, the gradual escalation of the video content from shallow to deep, or an open ending that makes people think about it, are all good choices.

For videos about knowledge explanation, popular science, and character interviews, the video content cannot be too "honest". A title that can arouse the audience's thinking in all aspects is particularly important. "Today I will share certain knowledge with you" seems bland compared to "about something" which you don't even know yet, and the audience will have no desire to continue watching. After the knowledge points are explained, summarize again to deepen the audience's impression and make the content more complete.

Conclusion:

The rationality and professionalism of script creation can not only bring huge competitive advantages to the video and make it stand out, but also provide a framework and direction for the coordination and connection between directors, cameramen, actors, costumes, props and other departments during the shooting process, which plays a vital role in improving work efficiency. However, its creation process may not be smooth sailing, and there is no fixed routine. While mastering basic creative skills, you also need to grasp the market trends and commercial selling points, and pay attention to the observation, experience and thinking of life details and human nature, so as to create content with soul and depth.