Tik Tok short video promotion plan and channels!

Why is the content of my short video very good, but the number of views is average? After the video is shot, it is not as simple as just releasing it, there is also a promotion process. Today Xiaoyi will share with you the short video channels and promotion process.

1. What are the channel classifications?

Channels are now divided into four categories: online video channels, information clients, short video channels, and social platforms.

1. Online video channels : These platforms are specialized video websites, and the volume of playback is mainly obtained through search or editor recommendations. For example , iQiyi, Sohu, Tencent Video

2. Information clients include : The playback volume of this type of channel is mostly obtained through the recommendation mechanism of its own system. Toutiao media platform, Penguin media platform, Yidian Zixun, etc.

3. Short video channels : The number of fans on this type of channel has a greater impact on the number of views. Meipai, Miaopai

4. Social platforms : This type of channel is more contagious and has stronger communication capabilities. QQ, Weibo, WeChat

2. How to choose the right channel?

1. First of all, you need to consider your own attributes.

What are the attributes of self? For example, if you are an individual, a producer, and you like to shoot videos that you want more people to see, then you may upload more videos on Weibo, because Weibo is a social platform that is more contagious and can meet your needs of wanting more people to see them.

Or you want to form a team to start a business or you already have a team, or you are transforming from a traditional industry or from other industries and want to make food programs or pet programs. In this case, you may upload more videos on Toutiao in the early stage. Since there are no users in the early stage, Toutiao's recommendation mechanism will bring you a certain amount of volume.

Moreover, because the attributes of your registered account are different, the revenue share of the amount brought to you may also be different.

2. Program positioning

The program positioning mentioned here refers to the direction of your program, that is, what category you are doing . For example, "Issue Shen Skills" is currently working on original digital life content, and will teach everyone some digital tips and knowledge; "Amore" is working on food content, and will teach how to make some Japanese delicacies; "Fang Yucheng Studio" is working on music videos. Therefore, before making a video program, you must position your program in advance. You can choose one that you are interested in or that you think will have a high volume. In short, positioning is a very important step in your program. Once the program positioning is determined, there will also be a general direction when uploading the program to a channel. For example, if you are doing a comedy program, you might choose to upload it to Meipai.

3. The purpose of short video promotion is to gain fans and views

Uploading videos on Meipai is a good choice, because the number of Meipai fans has a great impact on the number of views. If your program is unique, there may be a certain amount of accumulation in the early stage. When it is done well, it may become popular . After seeing it, your fans will comment, repost and like it, which will slowly bring you more fans' attention. You can also use the circle of friends to replay your videos and gain a certain number of fans.

Choose multi-platform distribution, such as Toutiao, iQiyi, Tencent, Meipai, Weibo, etc. These platforms are well-known and have a large number of followers, so the exposure rate will be high, so your video has a greater chance of being promoted.

4. Characteristics of short video channels - understand the characteristics of the channel itself and the target audience

Combine the characteristics of short video channels to promote your own videos. For example, on Sohu Video , the number of views is mainly obtained through search and editor recommendations, so you may need to build a good relationship with these editors and let them recommend you to get more views; on Toutiao , the number of views is mainly obtained through system recommendations, so the title and tags you choose may be very important, so as to recommend more people to watch your video; the number of Meipai fans has a greater impact on the number of video views, so you need to interact with fans frequently and maintain fan relationships; for example, Weibo has a greater spreadability, so if you want to promote a certain brand, you will choose Weibo. The characteristics of the channel are also a point you need to consider when choosing a channel.

After understanding the characteristics of the channel, you need to understand what the user group of the channel is like. This may be more related to the positioning of your video.

For example , the users of Tencent Video, iQiyi and Toutiao are mostly between 20 and 40 years old, with significantly more males than females , suggesting that males spend more time on videos. In this case, you might shoot something more male-oriented or something that boys might be interested in to increase the number of views.

For example, the users on Meipai tend to be younger, and their video styles are more funny and playful . In this case, you may want to include some funny content in your video when editing it. Your videos are more youthful, so the volume on Meipai may be very high.

The age group of users of QQ space is relatively young. If all the content you upload is about mothers and babies, the number of views may not be too high.

Therefore, when choosing a channel, the user base of the channel also needs to be taken into consideration. Consider the program positioning and promotion purpose to choose the appropriate channel to upload the video, understand the channel's positioning policy, and shoot videos that are in line with the channel users.

3. Promotion Methods

1. Initial stage of promotion

When your video is first released, how do you get the first batch of users?

First of all, the video should be updated regularly, and fixed update times should be chosen so that users can develop habits and distribute it through multiple channels to increase the exposure of the program . For example, you can join some interest groups, share things about your video in them, and gradually expand your popularity.

Secondly, you can find them on some forums and Zhihu. Answer questions in the forum and when commenting, you can recommend your own column to achieve a publicity effect.

Then take advantage of the popularity and hot topics . In Wang Sicong’s Weibo post about Sony TV, Suning Logistics and JD Express both took advantage of the popularity. If your short video column is also in the early stages of operation, you can use these methods to increase attention for yourself and attract some fans.

2. Promotion and growth period

When your column gradually starts to gain a certain volume, it will enter a period of slow development and growth. At this time, Xiaoyi believes that what you need to do for promotion is to maintain your existing users and then continue to accumulate users to achieve a state of growth.

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author: DouYi Study Club

source: DouYi Study Club