Kuaishou operation and content selection strategy

Watching short videos has now become a norm for many people. When you open Kuaishou on a smartphone, you will be flooded with videos. In the entire traffic pool of Kuaishou, some videos become "popular", attracting a large number of fans to watch, like and comment. Some videos have no viewers and the data is pitifully small. Little do people know that a high-quality video cannot become popular just by shooting it casually. The early planning alone requires topic selection, positioning, script, copywriting, title planning, and then shooting and editing it into a film.

In previous courses, we have shared with you how to position an account, how to write scripts, and how to plan titles.

1. What is a topic?

What exactly is a topic selection? The topic selection actually refers to the content direction of the video we want to shoot.

Determining the topic is equivalent to determining the general direction of our video planning. The next step after selecting the topic is to determine the theme and content of each episode. A topic must be closely related to the account positioning, so that our account operations can be more effective. Taking the Kuaishou account "Silk Road Like Operation Energy Station" as an example, the topic is the practical information of Kuaishou operations . The content of each issue is to explain to you how to operate a Kuaishou account so that you can become an excellent operation expert. So "Is your video tagged?", "Let's see the popular titles on Kuaishou", "Why do you need to set a cover when operating on Kuaishou" ... these are all the contents to be shot in each video planned under this topic.

Let’s take a look at a video in this account as an example: the cover title is “Is there a problem with your account? Click here to get the official answer directly.” The title clearly indicates that this video is about Nie Rong, and the title “There is a problem with your account”, which resonates with everyone, attracts users to pay attention and watch the video. What is the copywriting then? The copy is the description of the video. In the video release copy, it explains to everyone what problems are most likely to occur with Kuaishou accounts. At the same time, a "small key" is hung next to the copy to increase the video interaction rate and stimulate consultation interaction.

2. Preparation before choosing a topic

Since a good topic can bring twice the result with half the effort, how should you choose a topic that suits the positioning of your account? Before deciding on the topic, we need to clarify four things:

1. Who is the user? ——Who is my video for?

2. User needs? ——What are the characteristics of my target users? What are their needs?

3. Solve pain points? ——What problems and difficulties can my video solve for users?

4. How to sustain? ——How to attract users to continue to follow my account? (How to stay?)

We can list the answers to these four questions one by one and plan the direction of the topic selection accordingly.

3. How to determine the topic selection direction?

There are generally four types of topics: value output, hot topics, creative topics and resource topics.

1. Focus on hot topics

This topic is the easiest to understand and the easiest to get started with. Even those who have not done a good job of account positioning and planning will look for hot spots from time to time to get traffic. Of course, hot spots are not limited to a highly discussed topic. Hot videos, hot times, hot topics, hot music, we can "pick up" all hot spots and take advantage of them!

2. Value Output

Value determines traffic! What value can our videos bring to users? Is it knowledge that solves doubts, or is it a happy mood? Is it a practical strategy or an appreciation of beauty? Value output is the driving force behind users liking us and engaging in interactive behaviors. The corresponding answers to this point are [solving pain points] and [how to sustain] in the preparatory work, so it is quite important to do a good job in value output.

3. Creative topic selection

Creativity is priceless, but many people cannot clearly define what creativity is. In short videos, how can we create the impression of being “creative”? Simply put, it is a reversal that creates resonance! In daily life, resonant topics, emotions, and relationships can be expressed through creative plots, combined with an unexpected reversal, and a large amount of traffic can be accumulated. "Mr. Zhang", who has become very popular recently, actually chose the daily life in rural Northeast China as his subject matter, but he made use of this ordinariness and used professional shooting and editing techniques to make the entire content full of creativity that cannot be replicated.

4. Resource-based topic selection

The starting point of all topic selection should be based on what resources we have to quickly create content. It is not empty talk that resources can determine the results. Without actual conditions, all topics, planning, creativity, etc. will end up in failure.

4. How to select topics for short video content - Tag pool connection

So, as an enterprise account operator, how should you select content topics? Two dimensions: the company's resource selling points and specialties, and the user's characteristics and needs. We can build label pools based on these two dimensions. We can put qualified feature labels into the label pools. After summarizing them, they become a material library for building topics for this account.

Let’s take the topic selection in the clothing industry as an example. What can be included in the first tag pool (business resource selling points and specialties):

High cost-effectiveness, complete categories, professional women's clothing, trendy brand clothing, dressing experts, sports specialty stores, durable, dirt-resistant, wrinkle-free, designer styles, large-size clothing, hot sales, customization, all colors, etc.

The second tag pool (user characteristics and demands):

Slightly chubby, really fat, short, tall, thin, individual, popular this season, whitening, versatile, matching accessories, corporate white-collar workers, students, many business entertainments, sports enthusiasts, muscular men, skinny, etc.

Then, based on these summarized labels, we can connect them into multiple or even N topics. for example:

Topic 1: How should short girls dress?

Topic 2: Check out the top 10 suits that are most suitable for office workers

Topic 3: Benefits for fat people, recommendations for plus-size trendy brands!

Aren’t the topics we come up with much more useful than those we imagine out of thin air? Is it more attractive to continue to explore? Following the planning ideas of the clothing industry topic selection, we can also do the beauty and skin care and food industry topics for your reference:

【Beauty and Skin Care】

Topic 1: Shower gel that can be used by both mother and baby

Topic 2: 10 tips to help you say goodbye to big oil fields!

Topic 3: A review of popular lipstick shades this winter

【gourmet food】

Topic 1: Review of Beijing's top 10 afternoon tea restaurants

Topic 2: Selection of must-have snacks for overtime work

Topic 3: Special chefs help you make hometown delicacies

5. Good copywriting that helps to boost the popularity of videos

After determining the content topic, the role of the copywriter is to express the topic accurately and vividly. An excellent video copy generally meets these four characteristics:

1. Capture user curiosity

That is, first arouse the user's curiosity, attract users to watch the video, and then ask questions in the title to guide users to seek answers from the video.

2. Give users multiple-choice questions

Multiple-choice questions can trigger user comments and interactions, which will naturally increase the popularity of the video.

3. Grasp the user's pain points

If we can provide answers to the questions that users have been struggling with, then they will definitely insist on watching the video to the end. This type of copywriting can greatly improve the completion rate of our videos.

4. Throwing benefits

Welfare is simple and direct, but it is also always the most effective way. No one will resist the temptation of welfare. By guiding users to leave messages in the comment area through benefits, you can effectively improve the video's interaction rate indicator.

We have previously shared formulas for account positioning and writing video titles. In fact, there are also formula templates for writing video copy.

Copywriting formula 1: Ask a question + quickly solve the problem

Guide corporate users to watch videos and complete traffic generation for new accounts. In the video we can provide answers to some of the questions that businesses are concerned about.

Example:

Ask the question "Kuaishou service account users have exceeded XXX, what are you still hesitating about?"

Give the answer "To learn more, click the link in the comment section"

Copywriting formula 2: Raise a resonant question + quick solution

It is important to note here that the content of the video must be relevant, that is, there must be a detailed interpretation of the problem. Otherwise, it may be suspected of traffic fraud and cause user loss.

Example:

Ask the question "What should I do if I want to learn Kuaishou operations?"

Give the answer "@丝路赞操作能量站"

The problem of resonance - if you don't understand Kuaishou operation, find the solution at "Silk Road Like Operation Energy Station"

Copywriting formula 3: Share experiences or strategies that make people envious/yearn for

The video title must echo the text.

Example:

The copy is "Where to travel with a budget of 3k? Recommended places for everyone to travel, detailed description in the video..." The title of the video should reflect: Where to travel with 3k, graduation travel recommendations, and clearly recommend graduation travel destinations to resonate with readers.

Copywriting formula 4: event + number + revelation

When choosing this copywriting formula, remember to pay attention to the time and numbers you choose, and they must have a strong impact on users in order to be effective.

Example:

Events + Numbers: Overnight gain of one million followers

Revealed: Zhang's fan gain revealed

The above is about how to determine the content topics in short videos. Of course, it is not limited to Kuaishou accounts, but other short video accounts are also of reference value.

Author: Silk Road Praise

Source: Silk Road Praise