Tik Tok content production strategy

Currently, Douyin has become the main battlefield for marketing and promotion for many brand companies. Brands such as Huaxizi, Perfect Diary, and LYNEE (an original design women's clothing brand with a cumulative transaction volume of over 2.77 million yuan at the "DOU Brand Super Guangdong Festival") have almost become the "new favorites" of young ladies through marketing on Douyin and are gradually being recognized by the public. There is also the "Meilijia's Sorghum Candy" that was widely circulated on Douyin some time ago, and the "Fantianwa Spicy Strips" that is currently popular. They both fermented quickly on Douyin and were imitated to become hot brand topics. This also made many brand business owners realize the power of short videos, especially TikTok, and they began to focus on the promotion of TikTok.

In fact, although it looks like a video or a live broadcast, behind it is a team that is constantly planning and polishing the video and brand. If you want to build a brand, video planning, content operation, corporate certification, brand operation, data operation, etc. are all indispensable.

Today, based on our successful experience in serving multiple brand clients, we bring you a methodology for content production, and help brand owners achieve a breakthrough from 0 to 1.

1. Analysis of the most popular video content types on TikTok

First, let’s look at a few brand examples, which can generally be divided into the following three categories:

Brand science: Category awareness & user education & information volume

Luxury car care, accelerated education, childcare, etc.

Summary of marketing characteristics: The product is relatively complex and highly professional. This type is more suitable for practical science content. This requires systematic planning, the creation of a series and multi-dimensional presentation.

Brand exposure: Funny & Hot & Emotional

Localized life services such as food, home decoration, hotels, massage care, etc.

Summary of marketing characteristics: The products/services are relatively simple and relevant to daily life, and they attract a lot of public attention. The popularity is high but there is serious homogeneity. It is suitable for multi-dimensional planning and continuous output, and the presentation form should be diversified, such as incorporating high-emotional content such as funny jokes and situational dramas, which are more likely to resonate with people. Of course, taking advantage of hot topics is also a way to "stand out".

Brand interaction (selling goods): experience & after-sales & content operation

Flower shop, skin care and beauty, clothing, home furnishings...

Summary of marketing characteristics: In high SKU industries, it is recommended to use real people to demonstrate and the content launched should be as detailed as possible, and pay attention to user feedback. It is recommended that content operation topics be planned based on the comments and feedback from users in the comment area.

In fact, in general, for the brand appeals of different business owners, there are generally three types and operations that can be chosen. We have summarized them into three types:

Of course, these three categories are not exclusive. I believe that using them in combination will also achieve good results.

OPPEIN Home Furnishing has created "Dry Goods Sharing", "Decoration Guide" and "Love Theater" according to different dimensions, combining and planning the three major series of popular science + product display + situational drama, and cross-planning and releasing them according to the audience's acceptance to create three major series. It maximizes the brand's "warmth + depth + attitude" and shapes the brand's rich image and reputation. The average number of stores for each series is over 500, and the number of views is calculated based on 10,000.

2. 5×6 Principles of Content Production Methodology

After analyzing the account theme, we will further refine the video content production itself. In fact, through the above themes, it is not difficult to find that a popular video content is always inseparable from five steps and six elements, which is the 5×6 principle. How is it manifested specifically? Next, we will combine two high-quality videos to conduct a focused analysis and guide you step by step to get started quickly.

5 steps of user browsing habits:

If you want to create a video that touches people's hearts, understanding user behavior habits is the key. From viewing to leaving impressions and promoting actions, we need to add influencing factors. After understanding the five stages of users, we need to develop six corresponding video factors.

The six components of a video :

We will use two cases to illustrate:

Food case: Flower Pig*Elephant Theme Cultural Restaurant

This is a tutorial video introducing the production process of squid tentacles.

Five major periods:

Opening: Narration by the protagonist + Dry Pot Squid Tentacles (protagonist)

Impression period: Interact with analysis, today's introduction to the squid tentacles production process

Turning point: Serious cooking teaching scenes with vivid explanations

Resonance period: sublimate the theme and establish the character. Use a famous quote to elevate it, like "Work hard until you die", this chicken soup-like saying also fits the characteristics of some users who pay attention to food and resonates strongly.

Interaction period: Report status to fans before the video and ask for understanding.

6 elements:

Scene: The camera is facing the pot, teaching fans how to cook

Role: Dish (Squid)

Music: Soothing light music, strong compatibility

Narration: Explain the dishes in dialect

Copywriter: Busy preparing for the new store... (key information + interaction)

Subtitles: Full subtitles, special dialect words are also accompanied by pinyin.

According to official data, although this account has only 100,000 followers, it brings in 50% of offline business through Douyin.

Home Furnishing Case: Ou*Home Furnishing

Here is a situational drama about decorating a baby's room, with product introductions embedded in it.

Five major periods:

Opening: Creating conflicts, the couple quarrels about the decoration of their child’s room.

Impression period: propose key points to solve the problem, such as safety, health, comfort, and beauty, and propose several issues that parents are most concerned about.

Turning point: Introduce the brand of Ou* Home Decoration and introduce its products

Resonance period: Incorporate the outcome issues that parents are concerned about into the product and demonstrate product functions.

Interactive period: At the end, I point out "such a perfect decoration" and I will teach you directly

6 elements:

Scene: In the baby's room

Role: A couple of parents

Music: Soothing light music, strong compatibility

Narration: The parents’ voice-over appears throughout the product introduction in the later stage, which is rich in emotions and makes parents feel more involved.

Copywriting: "Good-looking ones are afraid that the materials are unsafe, good materials are expensive, and cheap ones don't have complete functions", which points out the voices of countless parents

Subtitles: The parents quarreled too fast, so considering the viewing experience, the subtitles were colored throughout, which also took into account the characteristics of the "children's room" and made the overall picture harmonious.

Have you learned it? Try the 5+6 principle right away.

3. Analysis of high-quality presentation forms - series creation skills

Finally, we would like to highlight a small trick to improve the effectiveness of your account - the series style, especially for the popular science and situational drama types we mentioned above. If the series style is done well, it can also drive the shaping and growth of the overall brand. It has strong sustainability (continuous output in the same format is more likely to succeed), saves time cost/production cost, and the output monetization will be more stable. In other words, as long as one video becomes popular, when launching other videos in the series, you only need to make small adjustments in music, costumes, props, etc., and you can achieve rapid and continuous output.

For example: the clothing brand's "Plus Size Fat Jia Jia" and "Slightly Chubby Girls" series all start with a plump appearance and then through the correct matching, the visual effect is eye-catching. How can the chubby girls not be moved?

Or there is the series "The Faces of Some Parents in the Parent Group" created by a personal account of a funny university. The audience directly starts to chase the drama. Each time there is a hot topic, one person plays three roles, each character has a distinct personality, and the scenes and costumes are mostly fixed. Although the production is simple, the audience stickiness is high. This series of videos has an average of 50,000+ views, and one series has helped increase the number of fans by 200,000.

If we want to make a good series, we have summarized 3 major points and 12 elements. The specific dimensions are as follows:

Of course, if you have no inspiration for production, you can look for benchmarking accounts for reference. When referring, you also need to follow the "four elements of benchmarking"

Video production ability: It is recommended to find some peer accounts with lower difficulty. It is not recommended to watch film and television related ones as they are too difficult.

Monetization capability: Large traffic but poor monetization capability? Such an account is not worth learning from. The specific monetization capabilities can be viewed on Feigua Data.

Input cost: First imitate one to see if the cost can be supported.

Incubation period: It is not recommended to use a product that takes too long and has too many works, such as two to three years, and takes only one or two thousand yuan to take effect. This type of product is not recommended. It can be about a year, evenly distributed, one article per day, and the average data is balanced.

Of course, a high-quality video requires early planning, mid-shooting, and subsequent operations and data analysis. The manpower and financial resources required to continuously and stably operate an account are also a major consideration. For example, Blue V certification, account decoration, content planning, account operation, effect operation, etc., each link is closely linked. Then, most small and medium-sized enterprises on the market, especially those that are not mainly engaged in the Internet, cannot maintain the entire ecosystem, which ultimately leads to poor results. Silk Road Academy has built a CSO operation system to open up the entire marketing chain. Each link has targeted marketing strategies and benefits to maximize the help of major companies to win at the starting line.