How to write a complete short video operation plan?

In January 2019, a friend wanted to hire me to be a short video content planner, or to put it bluntly, to write short video scripts. When I was interviewing, I asked questions like what our main product is, what our main profit point is, future product lines, and how to do fan operations. He said, don't worry about these things, just think about how to shoot the jokes.

I feel very uncomfortable because I have always been doing overall planning. Although content is very important, it is only one part of it. Why do I say so? Jokes are just carriers. Operations based on jokes will maximize the value of the dissemination of joke content.

A complete short video operation plan includes:

1. Purpose of the Program

What is the purpose of creating this short video account or account matrix? This needs to be combined with specific products or services. If you have products and services that can be monetized, you need to highlight the products or services that need to be converted in the operation of the short video account.

Compared with graphic and text-based self-media content, the path to monetization of short video content is shorter and more direct. There was a special discussion on Zhihu about the content monetization path. The general idea was that those foodie anchors you look down on can make more money and faster than you can by writing articles hard.

The purpose of the plan should be unique, specific and pure. Making money and passion are generally in conflict, and you have to make a choice.

2. Target User Group and Account Content Positioning

This part needs to make it clear who the content is for and what needs of the target user group the content meets. This can be achieved by analyzing competitor accounts and conducting in-depth interviews with typical target users. Positioning is not achieved in one step and may require multiple adjustments. But you must have a direction at the beginning to avoid wandering aimlessly. Repeated trial and error is only valuable if it is iterated on a certain basis. Trial and error without direction is just blind pursuit.

How to analyze a competitor's account, infer the size of the content team, production process, topic selection, characteristics of the target user group, monetization and conversion, fan operation, etc. This requires more practice. By filling in the blanks of a complete short video operation plan, you can restore the other party's operation ideas. Of course, you can also directly search for relevant information, ask the other party’s operations staff, consult industry insiders, etc.

3. Account decoration and content production

This part is the key point. When decorating your account, you can refer to the overall decoration ideas of your personal WeChat account, or you can refer to the decoration ideas of your QQ space. Avatar, nickname, homepage cover image, personal signature/introduction, etc.

In terms of content production, I want to emphasize that every update of the jokes should be as detailed as the launch of a new smartphone product.

A complete video clip work, the clip itself is only one part of it. In addition to jokes, there are several other aspects.

A complete short video contains 10 major elements——

1) Video clips: compact structure, the shorter the better, with positive character faces, emotional stimulation, emotional arousal, identity recognition, social currency, plot conflicts and reversals, popular memes and music, and the ability to trigger controversial comments. The content of the paragraph is expanded in detail below.

2) Cover and subtitles: The cover has a unified style, and the subtitles are eye-catching, slightly suspenseful, and inspire curiosity. Pay attention to the cover image and text settings, unify the style, and give a neat and uniform feeling when you open the homepage.

3) Soundtrack/Original soundtrack: You are allowed to use the original soundtrack of my work. The use of popular elements and original sound tags is also an important traffic entrance.

4) Tags: Popular tags are important traffic entrances. Self-created labels are roughly equivalent to a closed traffic pool. Official activities are also through the label

5) Video description text: triggers comments, likes, interactions, and reposts. You can also @ a specific account to link the accounts.

6) Shoot in the same frame: Allow others to take photos with me. A unique traffic entrance with forwarding and display functions.

7) Address positioning: Different publishing locations will trigger different playback volumes. Rural areas are vast and sparsely populated, while towns have large populations and high playback volumes. There are internet-famous landmarks that bring a lot of traffic. The location is displayed below the text description of the joke, which will bring about identity recognition and emotional stimulation of offline encounters. The location itself is also a traffic entrance and traffic pool.

8) Update the delivery time: At a specific delivery time, the starting playback volume is different.

9) Interaction in the comment area: Interaction in the comment area and liking comments can lead to secondary page opens. Great comments are also a rewarding experience.

10) Forward and repost after publishing: forward to friends circle, WeChat group, QQ space, QQ group to bring basic starting playback volume. Upload to Tieba, collect and edit pictures and texts for secondary dissemination on multiple self-media platforms. Bring unexpected communication effects.

Okay, that’s all for today’s sharing. Of course, there are cases for each of the above points, but due to limited space, I will not go into detail. If friends have any questions, you can raise them in the comment section. I answered the best I could.

4. Fan Operation

Increasing the number of followers is a task indicator. Specific strategies for increasing followers are divided into on-platform and off-platform. There are many specific methods and routines within the platform. For example, interaction in the comment section is a very important point.

Outside the platform, it connects short video accounts, other self-media platforms, communities, pre-sales customer service, after-sales service, offline activities, etc. This requires a more complex design and is beyond the scope of this article.

Here is a simple example. In a certain plan, I wrote it like this:

Fans operation outside the platform——

Pictures and text: The video will be re-edited and published on WeChat public accounts and other self-media columns. Intercept the corresponding search traffic within each platform and make automatic recommendations.

WeChat official account: a training briefing, concise text and pictures, and short videos. Optimize the article title for keyword search and conduct interactive activities in the comment section.

Zhihu institutional account: Update graphic and text content synchronously, and optimize titles with keywords. The idea is to publish pictures, texts and short videos, which can be optimized for search. Targeted answers to questions related to football, parent-child relationships, and youth.

Video: Video platforms such as Haokan Video, Tencent Video, Youku Video, and iQiyi are updated simultaneously, with good title parties, key words, and the internal keyword search traffic of each platform.

Community: Fan groups can be formed within the Kuaishou platform. The main functions in the early stage are to notify joke updates and live broadcast previews, and to hold regular draws. In the later stage, we can learn from the high activity and strong operation methods of WeChat groups.

WeChat groups: the parent group that has paid, the ordinary fan group that has not paid, and the surrounding group constitute a three-tiered community structure. Each group needs to be equipped with two administrators who take turns on duty. Specify group announcements and standard procedures for daily group management operations. The main function of the parent group is to notify students of class starts and share pictures and videos of training sessions. The main functions of ordinary fan groups are chatting, launching and disseminating short videos and pictures, soliciting opinions, and inviting participants to free trial classes. Surrounding groups, football training industry groups, and other local industry groups. Try to contact cooperative resources, recruit coaches, contact competitions, cross-industry cooperation, etc. Repost and spread short videos in moderation.

5. Conversion and Monetization

Many people have good content and a decent number of fans, but they are somewhat embarrassed when it comes to conversion and monetization. In fact, monetization depends on the content. If the content does not provide psychological hints to the audience, it will not be possible to purposefully guide the audience to purchase and place orders.

Author: Huanyu Vision Media

Source: Global Vision Media