A complete guide to short video operations!

I believe that many of my friends in self-media are familiar with short videos. In the era of short videos, Douyin is currently the platform with the largest traffic base in China. Why do I advise you to understand short videos? What do you think is the difference between you and internet celebrities with millions of fans? Let’s learn the secrets of short video operations together today.

1. Understanding the short video trend

1. Media changes/trends of the times

Mastering media channels = obtaining pipeline benefits and third-rate business-controlled products, second-rate business-controlled brands, and first-rate business-controlled media.

2. Traffic dividend

The essence of all businesses is traffic, and the cost of traffic determines the profit space. Currently, Douyin has about 700 million daily active users, a traffic depression. The ultimate battle of the Internet is "user time". The country spends 600 million hours watching short videos every day, and the user time accounts for an increasing year by year, approaching the social APP "Moxin".

3. Isolation economy/secondary outbreak

During the Spring Festival, the length of short videos increased by 100 million hours. Staying at home more and having more free time will bring new growth

4. Huge market/rapid growth

There are 20 anchors whose sales of a single product exceed 100 million yuan; a shopping cart has sold 2.4 million items and is still growing at a rate of over 40%. It is a market worth hundreds of billions that is expected in the future.

5. Conversion efficiency/flexible monetization

More than 50% of users are willing to purchase goods through short videos.

6. Immersive Communication/User Preferences

Delivering product features through personal experience makes it easier to remember and convert.

7. Diversity/Equality in the Field

A platform that records a beautiful life, Guan Yuan, Ping still counterattacks

8. Complete supporting functions: The platform’s certified account marketing function is complete and fully promotes the entire monetization process.

2. Master the core logic of operations

Why equality? Is there any fixed rule?

1. Content recommendation rules

The rule for content recommendation is that only those that are followed by users will become popular. Think clearly about: who is the user, where is the user, and what does he want to watch?

Content recommendation rule y = F(Xi, Xu, Xc) User environment content

2. Content recommendation steps:

Content recommendation step 1 - cold start distribution of primary traffic pool, marked as: 1. Followers of the account, but not all 2. Users who may like the video

The first step of content recommendation - weighted recommendation, influencing factors: completion rate > like rate > comment rate > forwarding rate. After passing the review, enter the traffic pool.

3. Simple initial method

How to play: Tips for increasing the number of fans in the early stage - mobile phone address book, private message mutual connection, card and coupon function; Methods for borrowing content - interactive promotional activities; Tricks for rapid production increase - remakes of high-quality videos with original soundtracks from similar stores; Update rules - more, simpler and more effective.

The lavish gameplay can make you popular by spending money to buy DOU+.

4. Three stages of account operation cycle

Start-up phase: Don’t worry about positioning, try and error quickly; create a large amount of content in a short period of time to increase probability.

Growth stage: seize the hot products, pursue the success and copy the content.

Stable period: Maintain normal updates and look for new content formats.

Knowing the recommendation logic is enough, content creation is the key

3. Quickly become a content creator

Become a content creator quickly – what’s the difference between you and being famous? (Author’s thinking).

1. Core logic of creation: target the customers you want. For some videos, the number of fans is important, verticality is the key, and the meaning of playback is that being interesting and pleasing to the eye is not as good as being accurate and useful.

Some videos: Professional ones are better than fancy and funny ones.

Desired clients: Scope is meaningless, it is more important to know the target audience.

2. How to create popular content

The first step is to identify the user portrait and clarify the user's preferences, gender, age, region, zodiac sign, etc.

The first blockbuster remake: a proven successful reinterpretation.

The third creation method: creative extension after logical analysis.

The fourth creative crowdfunding trick: take the initiative to ask and get rave reviews. Why not?

The fifth step is to follow the hot spots

Sudden hot spots - ensure production speed and information accuracy (social events, marketing events, entertainment news, etc.)

Regular hot spots - early planning, early preparation, and smart release (regular social events, important festivals and festivals)

3. Who should be the main character in your video?

Language is the product of category blindness and is also the element with the lowest threshold for information dissemination. Appearance is just a passing cloud, and speaking is the key. Talk, talk, talk.

4. Fixed structure of high-quality content: Baibailing’s three-part structure has a recommended length of 45 seconds.

Beginning, attract (5s≈20 words)

In the middle, give details (30s≈130 words)

Ending, lead to interaction (10s≈20 words)

4. How to shoot videos most easily - shooting techniques

What’s the easiest way to shoot a video? Professional equipment and a professional team are required.

1. Video composition requirements:

2. Camera operation techniques: Panoramic view to show the environment and set the atmosphere; mid-range view of the upper body to show the relationship with the environment; close-up above the chest to show emotions; close-up to lay the groundwork for the plot and depict mental activities.

3. Sound collection standard: Outdoors, do not choose too noisy places. Indoors, do not choose a room that is too spacious to prevent echo.

4. Shooting light conditions: Outdoors, please adjust the light source. Indoors, you can use a desk lamp to add some light when taking pictures.

5. Environmental setting principles: Wrong demonstration, the recording environment is dirty and messy. Correct demonstration and simple layout can reduce transitions.

6. The best tools for shooting are camera and Shake APP.

5. Personality Revealed — Case Studies

Personalized cases—unveiling the hot spots of successful cases.

Personalized cases—revealing the secrets of successful cases.

Personalized case - Conclusion: The essence of good content is to insightfully cater to the audience's four emotional needs. 1. Very curious. 2. I want to say it but I can’t. 3. I want to speak but I can’t. 4. There are some highlights.

Case - I want to say something but cannot. Expression is a professional job. Only by speaking out more can I gain more recognition.

Case - I want to say it but I can't, and make the abstract truth concrete.

Case - There are some highlights, which lead to collections (reposts, likes and followers), and collections lead to weighted recommendations.

Type analysis - funny segment: It seems easy, but it is actually the most difficult. The continuous update requires strong sense and performance.

Type Analysis—Technical Flow: How to Cut It Off? Good PR, editing and other tools can easily create a single hit, but the fan stickiness is low.

Type analysis - If it is a drama type, contrast is the most eye-catching part, and other costs need to be turned into low costs.

Top case - Mr. Li became famous all over the country with the phrase "OMG". Inspiration: let this phrase become your trademark.

Top case - someone’s “hidden world” with a profit of 160 million yuan in seven years. Revelation: To fulfill the audience’s unattainable dream.

Top case - Brother XX is an English knowledge vendor who sells pomegranates. Inspiration: Creating contrast can deepen the audience's impression; fantasy, dream-making, and D-skin counterattack are topics that always work.

Top case - the charming letter from Guo Moumou and the funny Northeast Sister's revelation: the visual contrast appearance characteristics after aesthetic fatigue are the moat that cannot be replicated.

Top case - Wei Moumou's segment that became popular by eating dog food reveals: the segment that can resonate with the audience is the most advanced humor.

Leading case - the weather vane of Wang's Dou Shen dance, inspiration: simple and repetitive Dou Shen songs trigger low-threshold imitation and allow others to spread it.

The lower the likes and fans (number of likes/number of fans), the higher the verticality and the lower the conversion rate.

Finally, let me share how short video operation experts make videos popular: First, you must attract users' attention by using the golden three seconds at the beginning to attract users' attention and increase their stay time; second, you can use popular music to increase the exposure of your video; third, the content of the video should not be thin, and it is best to have a creative video; fourth, the best time to publish is generally between 8 and 10 in the morning, the best time in the afternoon is between 4 and 6, and the works should be published after 8 pm; fifth, you can add some things in the beginning and end to guide users to watch the next work; sixth, the video should be short and concise, so that it is easier to stay on the video.