Short video operation skills and case practice

With the continuous development and popularization of the short video industry, the competition among various short video platforms has become increasingly fierce. So, if you want to have your own foothold in the short video field, on the one hand, in addition to producing some interesting and high-quality content, on the other hand, the operation and production skills of short videos are also very important. Today, let me share with you some of my practical experience in recent years.

1. Short video operation skills

1. Riding on the popularity

One of the fastest and most effective ways to make your short video quickly become popular is to take advantage of the popularity. For those who do self-media, catching real-time hot spots is a very good remedy. It can promote your video invisibly. Hot spots have always been the most popular among users. Combining hot spots to create short videos can bring more recommendations and attention. People who often play Douyin know that there is a hot topic list on Douyin, and the effect of the delivery is relatively considerable. One thing to note here is that hot spots are not necessarily hot news, but can also be some popular topics or things on the Internet. So how to find hot spots? The editor generally uses the following methods to find inspiration for hot spots:

1) Through Weibo’s hot search list, the URL is: https://weibo.com/newlogin;

2) Through Baidu's popular search rankings, the website is: http://top.baidu.com;

3) Through Sogou’s hot search list, the website is: http://top.sogou.com;

2. The topic must be novel

In terms of topic selection, it is recommended to watch more popular videos on some platforms or the Internet, create based on these contents, and then produce according to the positioning of the account and fans; you can also create content based on your own experience. Original content can attract more users to browse. It should be noted that one video should not have too much content. One video can express one theme, and there should be scenes and sense of substitution for the theme described.

3. Take advantage of the herd effect

The "herd effect" is a very typical phenomenon in psychology. Why do I say that? In daily life, it is not difficult for me to find that when some people see what others do, they will involuntarily follow suit. To give a typical example, when you see some people watching on the street, passers-by will involuntarily come over to watch, even though they don’t know what they are looking at. So, if you want to trigger the herd effect in short videos, you have to learn to "create momentum". The greater the momentum, the greater the effect. First, attract users' attention to this matter. When the attention reaches a certain level, you can create something based on this matter. This can trigger the user's "herd effect", which is actually taking advantage of people's curiosity.

4. Ensure content verticality

The verticality of content simply means that the output content is consistent with the selected direction. For example, if the chosen field is food, but the resulting video content is all about clothing, these are obviously different directions and content. Why do we have to talk about content verticality? On the one hand, it increases the weight of your own account and is less likely to lose followers; on the other hand, it continuously produces more attractive content and deepens your understanding of the industry.

5. Ensure content quality and update frequency

When operating short videos, remember to ensure the quality of the video content. If the output content has problems such as unclear picture quality, severe video shaking, many typos in subtitles, inappropriate use of music, etc., it will directly affect the video's completion rate, number of likes, and forwarding volume, and will also lead to a very bad user experience, which will ultimately lead to a very high bounce rate. Therefore, in the process of producing and shooting short videos, these details are particularly important. We must ensure that the output content is competitive. In addition to these, we must also ensure the frequency of content updates. If the updates are intermittent, in addition to affecting the account weight, it will also cause a loss of fans.

6. Interactive fission

When we find that after a short video account has gained a certain number of fans, it is difficult to gain new fans, which means that it does not pay attention to users’ comments and interactive content in a timely manner. Therefore, we need to always pay attention to users’ comments and actively respond to them, improve the interactivity of the comment area, and join fan groups to form efficient management. The advantage of doing this is that through the refined management of fans, we can spread the content through fans for free. In addition, our content is constantly output and updated, which can make these new fans really like our content. Then, over time, the account will become bigger and bigger, and it will get better and better.

2. Notes on short video operations

1. Clear positioning

Whether we are in content creation or short video operation, if we want to do well in the short video field, we must determine our own positioning, and then produce the content. During the operation process, we should create and shoot videos in the direction of our positioning. Once the positioning is determined, remember not to change it easily. If you change it frequently, the system will not be able to accurately capture and analyze your interests and behavior trajectories, which will make it impossible to allocate more accurate traffic to the account. In serious cases, it will also lead to the inability to accurately accumulate fan user groups.

2. Choose the right platform

There are currently many short video platforms, such as (Tik Tok, Kuaishou, Video Account, Meipai, etc.). For business owners, it is particularly important to choose a right platform. Here are some things to note when choosing a platform. First of all, it depends on the traffic and user population of the platform. If the selected platform is not suitable or the traffic is very small, even if the output video content is good, I believe it will not be of much use to business owners; secondly, understand the relevant operating rules and algorithms of the platform. If you don’t understand the relevant rules and algorithms, you will not be able to get more recommendations and readings, which will result in nothing. Finally, once you have determined, you must stick to it and don’t fish for three days and dry the net for two days.

3. High-quality content

When operating short videos, content is a very important link, especially high-quality content. Remember this when operating short videos. Be sure not to move very bad videos, for example: no subtitles, beginning and ending, blurry videos, shaking, etc. Such videos are generally difficult to get recommendations from the platform. When creating short videos, you must combine your own industry positioning, crowd, and characteristics to create video content that this industry likes, and have your own original content.

4. User interactivity

When operating short videos, you must pay attention to interaction with fans and do a good job of maintenance. You can do some lottery activities, such as (reposting, commenting, etc.), so as to increase user experience; or provide some open content and let everyone actively leave messages. Through interaction, you can better understand user needs. By understanding the needs, it will help us in the later creation and thus obtain more traffic.

5. Keep the update frequency

It is recommended to update at least 2-3 videos per week.

6. Pay attention to the completion rate

Generally speaking, the completion rate plays a decisive role in traffic. Content with a completion rate of more than 50% is almost certain to have traffic, and content with a completion rate of more than 70% is a big hit.

7. Use more popular music and special effects

Because the logic of Tik Tok is based on follow-up shooting and special effects. If you use this more often, the platform will recommend traffic to you.

Through the above operation methods, the editor shares an account he operates as follows:

This account is for wedding planning. When I first took over the account, it had less than 300 followers and 600-800 likes. The video content had no theme. In short, it was a dead account. After taking over, I had detailed communication and plan formulation with the business owner again. First, I determined the positioning of the account, which was to create an account for wedding planning and marriage proposals in the same city. The next step is to start producing content. First, we plan a series of themes, such as in cinemas, shopping malls, special holidays, etc.

After 4-5 months of operation, the number of points increased from the initial 300 to 22,000, a 7-fold increase; the number of likes increased to 245,000, nearly 35-fold.