Top 10 rules for short video operations to become a hit!

How to do short video marketing? Are there more ways to play that can be used as reference? In this article, the author will share with you the top ten rules for short video marketing.

As we all know, mobile has entered the post-traffic era, traffic is becoming more and more expensive, and conversion costs remain high.

In this mature traffic market, short videos are still a bright spot in the cold winter, prompting users to reallocate their time and attention, creating a new wave of traffic dividends, and creating new marketing opportunities for advertisers.

From the perspective of advertising budgets, short videos are indeed popular among advertisers. Against the backdrop of the overall decline in the advertising market, even the BAT giants have found it difficult to resist the decline in growth, but the leading short video platforms are still able to maintain a triple-digit growth rate.

As the commercialization of short videos continues to deepen, more and more possibilities are emerging in the exploration and innovation of gameplay.

So, how can advertisers use short videos effectively? Are you just treating short videos as a new channel for releasing commercials? Or are there any greater possibilities?

It is not only about exposure, but also about stimulating interaction, participation and fission

The short video platform is more than just a content consumption platform. Its value lies not only in the exposure of brand information, but also in a social platform where brands and users can fully interact and activate deeper interactive value.

Short videos are popular among the whole nation, and the core lies in the "sense of participation". Users consume short videos no longer in a one-way viewing, but in a two-way interaction; their hands are no longer idle, but they are constantly swiping up and down, liking and commenting, and interacting and forwarding; through search, discovery, location and other functions, users actively explore what they like...

For brands, this highly interactive connection method can mobilize user participation, enhance brand interactivity, and stimulate users' social fission-like communication capabilities. It has become an important way for brands to effectively capture user attention and upgrade marketing effectiveness.

Not just BGC, but also three-dimensional communication of UGC+PGC+OGC

Usually, when companies engage in short video marketing, the usual operation is to open their own accounts and distribute their own content across all channels. However, this mode of operation requires the brand itself to have the ability to continuously create high-quality and interesting content, which is extremely difficult for ordinary companies.

In fact, a more clever way is for the brand to design an effective interactive mechanism to allow users to generate UGC behavior, actively help the brand create content, co-create marketing, and leverage large-scale dissemination at a low cost.

In addition, as a platform with social attributes, the vertical content created by Internet celebrities and influencers starts from the interest circle, and has more advantages in terms of emotional attributes and sales effectiveness, thus achieving accurate conversion of vertical groups of people.

It’s not just about planting grass, it’s also about pulling out grass in one stop

The ability of short video platforms to promote content is beyond doubt. Especially in short video communities with a strong interactive atmosphere, the full vertical screen immersive viewing experience, the decentralized communication model, the real social relationship chain endorsement, and the more forward-looking interactive conversion path can maximize the user's desire to buy.

In order to help brands upgrade their conversion efficiency, short video platforms have also begun to develop and build application-layer products, launching e-commerce, POI, mini-programs and other products to achieve full-link marketing more smoothly.

With the complete marketing model of "enterprise account operation + advertising exposure + topic marketing + expert marketing + e-commerce conversion", the brand can quickly achieve large-scale exposure, rapidly increase product popularity, stimulate user purchasing intention, and through e-commerce components, connect the planting and pulling of grass, from attraction, experience to sedimentation, and complete the marketing closed loop in one stop.

It is not only about traffic thinking, but also about long-term fan management

If a brand creates carefully created content just to gain one-time traffic, it will not be worth it. The key is to make in-depth use of content and long-term management of fans.

Brands continue to produce high-quality content in order to gain high-quality fans. It is obvious that the value of users is greater than the value of traffic, and brands must transform traffic thinking into user thinking. These users not only have high stickiness, but are also very proactive in helping promote the brand.

Therefore, over time, the value of fans will continue to grow and become an important part of brand assets. Brands can continuously track the status of target users, establish long-term and stable relationships with users, operate over the long term, and comprehensively manage the user life cycle.

Not only based on short video platform, but also short video + layout

Short video marketing is not just marketing on short video platforms. With the strong arrival of the short video trend, major Internet platforms are implementing the "short video +" strategy.

For example, all major content platforms are promoting "short video content embedding", setting up independent short video sections and short video shooting and uploading functions on the platform to increase user activity and retention time on the platform.

For example, e-commerce platforms are promoting the "embedding of short video functions", embedding short videos as a platform function, thereby achieving product optimization, enhancing user experience, and improving user platform loyalty.

Not just horizontal screen, vertical video is a more intimate way of interaction

Compared with horizontal videos, vertical videos can bring a more immersive viewing experience and impress the audience by reshaping the narrative method. It not only highlights the characters in the video, but also brings the audience closer, giving people a sense of intimacy.

Snapchat reports that full-screen vertical video ads have a nine-times higher completion rate than horizontal video ads, and the company’s internal research also shows that vertical video ads receive twice as much visual attention as similar platforms.

It is not just about plot writing, but also about telling true stories, which are easier to remember.

In almost all research reports, the number one factor influencing consumers' purchasing decisions is recommendations from friends and family and user reviews. What consumers want to see are the real thoughts and reviews of users who have bought the product.

When it comes to brand short video marketing, there is a “three truths” principle – real people, real stories, and real emotions.

"We hope that all our emotions and reflections can be told through real characters, telling real stories and reflecting real emotions, so that everyone will remember them."

Today's advertisers are also changing. They no longer care about whether the logo is big enough. What they care more about is whether they can integrate the product or brand into the native content and impress users with the content.

It is not just about private domain traffic, but also about comprehensive management of "private domain + public domain + commercial domain"

The mobile Internet has entered the stock era, the traffic dividend has peaked, the cost of acquiring customers for enterprises continues to increase, and the traditional user growth model is gradually failing.

In this context, "private domain traffic" has begun to attract widespread attention and has recently become a hot topic. It is considered to be a powerful tool for solving brand traffic and growth problems.

Public domain traffic is still a position that brands cannot give up, and strong exposure is the foundation of a brand. As for private domain traffic marketing, it is a more emotional and warm marketing, and is a long-term operation process. In the operation of private domain traffic, brands need to invest more energy in creating interesting and high-quality content, managing user relationships, delivering value, and paying attention to the feelings of every user.

Not only should we focus on the top influencers, but we should also build an organic KOL linkage matrix

As an important way of brand social marketing, the value of KOL is becoming increasingly prominent.

As the scope of KOL activities continues to expand, in addition to traditional social platforms, mobile videos, vertical platforms, and e-commerce platforms have become their bases for content production and dissemination. Platforms that have KOLs are also obviously more favored by advertisers. Brands need to scientifically integrate KOLs of different sizes and types and build an organic linkage matrix to maximize the communication effect.

Author: Kant

Source: Media 360 (ID: imedia360)