Tips for creating hit short videos!

As of March 2021, the number of short video users in my country reached 873 million, with an average daily usage time of 125 minutes. As the user scale grows, the video account’s ability to attract new users is also admirable. In a survey of new netizens from June 2020 to December 2020, it was found that among the 49.15 million new netizens, 20.4% said that they used short video applications for the first time when going online. It can be said that almost every mobile phone user has downloaded 1-2 short video apps, and they are even gradually affecting users' food, clothing, housing and transportation.

Short videos continue to be popular, and as major companies have entered the short video market, competition has become increasingly fierce. The pain points of short video operations in current enterprises are becoming increasingly prominent:

1. The content is highly homogenized and the overall account data is not improving.

2. It is difficult to create high-quality and popular videos, and there is a lack of systematic planning

3. Irregular operation and poor fan stickiness

4. Lack of conversion tracking port, serious gap between exposure and conversion

5. Irregular operations and frequent violations

In fact, the purpose of an enterprise's video operation is nothing more than to add a large window for external publicity and promotion. Through the powerful exposure of the video, it can continuously and stably output brand content, thereby driving brand awareness and conversion into orders.

However, the operation of short video accounts is a science. Some people make a fortune with it, while others seem a little "lonely". This is why some of the pain points in business operations that I mentioned earlier appear. The root cause is that you "don't understand" operations. Today, based on the deep-seated needs and pain points of enterprises, we have combined years of operational experience to summarize a three-step strategy for short video operations for you. At each stage, we must focus on the key points, go deeper and deeper, and ultimately serve the results.

1. Basic Operations

1. The account looks unprofessional and informal, and lacks the desire to understand?

What kind of account looks more like an official, formal and professional account?

1) The facade decoration looks neat

Of the following two groups of accounts, leaving aside the content itself, when you have a desire to learn more or buy something, which one would you be more easily attracted to when you first see the account homepage?

On the left is a furniture store in Luoning. Judging from the homepage alone, it looks more like a personal account. The banner image and video content are more like a personal account, but the nickname, header image, and introduction are like a corporate store that has not been certified. In this way, even if there are a lot of fans, it is likely to attract more "entertainment fans" and some old customers and acquaintances, and it is seriously insufficient to attract some new fans and potential customers. At least as a consumer, I feel that it is unprofessional and informal.

The one on the right is an officially certified corporate account. The nickname + introduction + banner image + works are all centered around furniture. The overall look is more professional. I believe that many fans who follow it also have needs or consider it as an alternative potential user.

2) All sections are well-organized

Of course, in addition to the decoration of the account itself, when there are many business points or many product dimensions involved, systematic classification of each section and link is also a major manifestation of professionalism. For example, if I want to know how Douyin Enterprise Account operates, I can get a comprehensive understanding from multiple dimensions by looking at dimensions such as "Douyin Operation Guide", "Douyin Enterprise Account Service Overview", and "Case Studies".

2. The content of the entire account lacks appeal, and people gradually stop following it or even stop following it?

Of course, no matter how things change, the essence remains the same. Whether the account content is attractive needs to be presented in multiple dimensions based on its own business. What is presented next is our designated content planning for colleges and universities and the catering industry, which aims to maximize the solution to the problem of content homogeneity.

Of course, regular updates are also a major manifestation of standardization. For example, there are three fixed updates per week, on Monday, Wednesday, and Friday at noon or in the evening, to create a high frequency and increase fan stickiness.

2. Effect Operation

Of course, in addition to basic operations, we also frequently focus on studying the effects of videos. Why can others’ content become a hit when it comes to the same content? Why are your video views always in the tens or hundreds? Why haven’t your videos achieved any breakthroughs in volume? In fact, the way content is presented is also very important, that is, whether it "suits the user's appetite". As an editor who has been engaged in short video creation for many years, after watching thousands of popular short videos , the editor has summarized the following four popular content creation formulas, and moved them to the small bench to watch~

1. Inventory of the formula for creating popular content

Formula 1: Introduce a question + break it into several steps to answer + then introduce another question

Steps in detail:

Step 1: Problem introduction: Traditional stores have low profits and high costs? Low repurchase rate? Want to switch to e-commerce marketing, but don’t know what to do? Then come and learn from me!

Step 2: Detailed explanation in stages: 1. Establish a live broadcast team and create “people, goods, and venues”…; 2. Shoot works and put them on the short video platform…; 3. Create the positioning of the account, so that the platform will give accurate labels…

Step 3: Lead to the next question: Have you learned it? The next video tells you how to xxx.

This formula is suitable for almost all industries, such as education and training, jewelry, retail, beauty and home decoration. After all, every industry has some "secrets" that are unknown to ordinary people, but users are eager to know.

Formula 2: Raise questions (set up suspense) + explain stories/cases + sublimate at the end, draw out personal opinions and increase interaction

In fact, this form is more suitable for volg/personal sharing. Let us explain through examples. Like this customer service representative of a certain company, who records/shares daily life, due to its realistic recording method and the subject matter that attracts public attention, it has an average of 500,000+ views and 100,000+ likes. Below is a video that is more representative of his style. It is marked with dates like a diary and is titled "How much can a customer service representative earn in a day? ”,

Below is a video that is more representative of his style. It is marked with dates like a diary and is titled "How much can a customer service representative earn in a day? ”,

Creation analysis:

Step 1: Start by asking a question to create doubt or suspense, such as: "How much money can you make in a day as a customer service representative in Shenzhen?" Asking a question makes people want to read on to find the answer.

Step 2: Share and record your own life in the middle. The copy should be concise and powerful. You can add some numbers, examples, etc., such as "an average of 100-200 calls are made every day" and "the handling rate must reach 90%." At the end, express your own point of view to arouse resonance.

Step 3: Summarize or sublimate at the end. For example, this one seems to be about spending a day with the client, but at the end it is elevated to personal will, courage, etc. Just like she said: No matter where you are or what profession you are in, you must have the courage to fight to the end! ”

It is recommended that volg can follow this formula. For example, daily office life, daily life of a deliveryman, or recording a certain group or a certain job industry. In short, this form is more interesting than straightforward narration.

Formula 3: Pre-result + process proof + ending or sublimation/reversal

This kind of content is suitable for plot design and has a strong dramatic impact. The topics must resonate with people and be close to life, such as stories triggered by spicy strips and girls playing pranks on boys on Valentine's Day. They should be good at turning life into jokes and maximizing the display of contradictions and conflicts. For example, in this "Auntie Xue's Office", Auntie Xue planned a series of hilarious scenes of interactions with her colleagues, and the ending always makes people laugh.

Framework analysis:

Let’s take the example of a video she posted about making a male colleague fall in love with spicy snacks, which eventually received over 2 million likes and tens of millions of views:

Step 1: Give the result, such as: Believe it or not, just one spicy strip can make all the male colleagues in the company fall in love with me.

Step 2: Prove the intermediate process and use spicy strips to interact with male colleagues.

Step 3: Reversal, one boy doesn’t buy into the routine, and the story ends in a hilarious way.

This formula is suitable for some lighter and more lively industries, where the overall atmosphere tends to be more relaxed and interesting. For example, education and training, maternal and child care, life services, etc. Of course, in some offices and families where there are such strong relationships, it would be more interesting to create comedy effects through character relationships.

Formula 4: Create conflict (contrast) + raise questions + give answers

This formula is applicable to almost all industries. It creates problems and conflicts by taking advantage of knowledge gaps and industry differences, and then naturally provides solutions.

Creation analysis:

Step 1: Create conflict at the beginning of the video or in the video title, for example: You must have answered these 3 questions wrong. Or maybe it turns out that most teachers in kindergarten communicate with children in this way... (with pictures of children crying and being naughty)

Step 2 : In the middle are answers to questions, or real records of teachers teaching courses. Regardless of whether the final result is what you expected, you will finish watching it without realizing it.

Finally, the answer is given!

In fact, this kind of theme is very common. If it is just a simple record, it may be an ordinary one among the vast number of videos. However, with some conceptual designs and layered guidance of copywriting, the video is like a hook, attracting users to watch to the end, thereby increasing the completion rate.

2. Tips for editing popular short videos

No matter how good the idea is, it will lose its meaning if it cannot be conveyed through video images. Or even if it is gold, the effect will be greatly reduced if the picture presented is not beautiful enough. How is a popular short video made? Why do other people’s videos look so high-end while yours seem “not up to par”? In fact, video editing is not as complicated as you think. Next, we will take Tik Tok as an example to teach you how to use PR to quickly create a “high-end” Tik Tok short video.

1) How to make a spoken-word video? (static picture + video combination)

Nowadays, videos that share practical knowledge are also very popular on Douyin. There are static images at the top and bottom, a video in the middle, a title above the video, and subtitles at the bottom.

Here’s how:

Step 1: Set the video sequence to 9:16 size, which is 1080×1920, and then import the video. If the upper and lower backgrounds of the video are different pictures, you need to import the upper and lower background pictures separately. If the background music does not need the original video, you also need to import it.

Step 2: Put the video into the middle video track, and put the two pictures at the upper and lower positions of this track respectively. Please note: After dragging in the video, the system will prompt you whether to "keep existing settings". Just click Yes here.

Step 3: Add text to the two subtitle tracks respectively. The upper title text and the lower subtitle text need to be completed in two layers to ensure that they do not overlap.

Finally, render and export. Click File-Export-Media, and be sure to select the h.264 format. The format of the exported sequence must be the same as the format of the imported sequence. Click Export and that’s it!

2) How to produce situational dramas and course lectures? (Picture-in-picture format)

Of course, if you want to create a picture-in-picture format, for example, the main video is in the middle and the background is a blurred video fill effect, then how do you make it?

Step 1: Import a video in mp4 format. Then click New Item - Sequence - Settings

Then set the pixel to 720×1280 and the pixel aspect ratio to: square pixels, click "Confirm", then drag the video into the editing area and click "Keep Existing Settings".

Then you can click "Video Effect" in "Effect Controls" to adjust the position and size of the video.

Step 2: Overlap the videos. First, press alt+original video, copy the video and put it on the upper layer. Then click on the copied video layer on track 1, zoom in on the video in "Video Effects", then find the "Gaussian Blur" effect, and drag the effect onto the video to cover it.

Finally, adjust the "Blur" in the "Effect Controls", and then add subtitles and titles. Finally, render and export.

3. Fission Operation

Improve the entire operational flow, connect traffic and conversion more effectively, and achieve faster fission propagation. There are three main channels for fission operations, such as the fission of the platform's internal port, live broadcast port, and off-site traffic port.

Short video + live broadcast: This form is used by most industries, not to mention the common fast-moving consumer goods industry, and some industries such as the automobile industry and the catering industry can also try it. We organized 11 live broadcasts for a client in the automotive industry in two months, mainly for the launch of new models. The average duration was 1 hour, and each live broadcast attracted 500+ users to watch. On average, each live broadcast would have 3-5 effective consultations, and the overall effect was quite significant.

Fission conversion within the platform: In fact, it is to guide users to add fan groups and contact information in areas directly related to users, such as the comment area and private message area. Like the Kuaishou service account, we will also launch a consultation and appointment component to maximize the successful conversion of users who watch the video into orders and store visits.

Off-site fission: To put it simply, this means actively sharing to platforms such as QQ, Weibo, and social networks, and attracting traffic through clicks from users on other platforms.

4. The difference between self-operation and agency operation

Of course, the operating model also directly affects the operating results. In particular, for an account to have long-lasting and stable exposure and continuously output high-quality video content, it must be supported by a complete operational link, which includes planning, account decoration, team building, operational promotion and public opinion monitoring. Each link is crucial. Of course, this involves the issue of self-operation and agency operation. In fact, as I said before, whether to choose self-operation or agency operation needs to be considered from the perspective of the overall situation and future long-term benefits.

Next, we will focus on the comparison of the cost, content, professionalism and effect that enterprises are most concerned about, which you can use as a reference:

In general, a mature agency operation plan can not only meet diversified operational needs, but also solve related problems encountered in daily operations, including account problems. Therefore, from a long-term development perspective, video operation services have become a necessity for enterprises.