3 tips for creating explosive short videos

As we all know, the post-epidemic era has accelerated the exponential growth of short video operations and live streaming sales, and short videos have become an indispensable medium in daily life.

Both individuals and companies attach great importance to the short video cake, because it is the code for obtaining traffic in Generation Z and the way the public likes to accept new things.

So today’s topic is about how to create popular short videos and how to generate traffic at low cost? Why are they coming in such large quantities? How can we ensure a continuous and sustainable supply?

1. Find out why short videos are not popular so that you can better position them

1. Operational issues: non-vertical/irregular

The content has no verticality, you just post whatever you want and treat your self-media account as your own circle of friends. The result is that the platform doesn’t know what you are doing, so it is unable to label you and make accurate recommendations for you.

The content you post is too messy, even the algorithm is confused. Do you think you will get traffic? Will there be fans?

At the same time, there is no regular pattern. I post more when I’m in a good mood, and I won’t post for a few days when I’m in a bad mood.

The above two situations can neither allow users to form fixed expectations nor leave a good impression on the platform, resulting in a low recommendation volume.

what to do? How to adjust?

1. Vertical output : As the name implies, it means to produce content in a certain field so that the system can know what you do.
2. Release regularly to help users form fixed expectations, so they will come to follow your updated works and be the first to comment.

2. Content issues: low quality/disorganized

What is low quality?

In terms of content, it has nothing to do with “ emotion , interest , usefulness , quality , appearance , and material ”.

I always think that I have taken a lot of photos, and the content of the photos is very comprehensive, and that I have been moved by them. But in fact, this is just a self-satisfaction.

Without sufficient market analysis, any content that you claim to be original is extremely risky because you may not even understand what user needs are.

What does it mean to be disorderly?

The whole article does not focus on the design of the three structural elements, namely “ grab, link, button ”.

1. Grab point : the point that grabs the audience right from the start (staying point);
2. Bond : content that makes the audience want to watch till the end (completion rate);
3. Button : It makes the audience like/leave a message/repost your post involuntarily after watching it (number of likes/comments).

3. Positioning problem: lack of positioning/low weight

Many people have encountered or heard of such a thing, that is, a short video suddenly goes viral and gets millions of views in an instant, but the number of fans does not increase much. Have you ever thought about why?

It’s very simple. The reason why you don’t gain followers is basically because of lack of positioning.

Almost every viewer who sees your video, and who has finished watching your work, will have a habit of switching to your homepage to take a look.

If your short video works are particularly messy, with everything, and the number of likes is not high, and at the same time, your account name and introduction cannot instantly understand what you do and what kind of users you have.

If you fail to capture the audience’s attention within 3 seconds, they will jump out immediately because they cannot see the value that you can bring to their attention, nor can they find the possibility of seeing you post similar high-quality videos in the future.

2. Find the three elements of short video positioning to achieve high-quality positioning

1. Field positioning

Look for your own strengths, specialties, skills , etc. that can bring knowledge/joy/leisure content to the audience, find your own field and take root in it, the system will know what label to put on you, and provide you with more accurate traffic through the content you output in that field.

2. Content positioning

Recognize the value of the content you produce, whether it is to make people go from not understanding to understanding, or from not knowing to knowing, or from never seeing to seeing.

In short, you need to position the value of your content in order to attract and retain more people with it . At the same time, you need to know in what form you should present the content and spread your valuable content, such as word-of-mouth? Or is it a plot? Or vlog?

So how do you do content positioning?

Step one: Content value positioning.

Mainstream short videos are divided into three categories:

1. Evaluation/popular science, which solves the problem of going from not understanding to understanding;
2. Teaching category, which addresses the value of going from not knowing to knowing;
3. The eye-opening category solves the problem of changing the value from never seeing to seeing.

Step 2: Positioning the display format.

The main consideration is how to present the advantages of the expert and grab the user's attention, which can be divided into three categories:

1. Oral broadcasts are simple to shoot and low-cost, but they are monotonous in form and easily tire the audience.
2. Drama, which is rich in content and can highlight many talents, but the cost is too high;
3. Vlog type has low requirements for talents but high time cost.

3. Account positioning

After the content is spread, can you make the audience who see your content pay attention to you as much as possible and interact with you more?

What is needed is to accurately describe the value and position the account's comprehensive information so that the audience can understand, remember and never forget it.

3. After positioning, content is king. Unveiling the secret of increasing followers through content

In the era of attention economy, people's attention is focused on "what's interesting to look at". So what does "what's interesting to look at" mean?

1. The underlying logic of the attractiveness

Being attractive for a long time means “ an attraction that continues to attract people ”!

This is also the core ability of competition in the new media era!

Audiences will only spend time on people and content they like. If you can make the audience like you, not only can they give you other people’s money, they can even give you their lives.

This is an era of attention economy. Whoever can continue to capture people's attention can manage their familiarity, and then manage their trust and thus their decision-making.

In short, where the attention is, the user's decision is made !

In other words, running a business is roughly equal to operating time (the time of effectively operating an online account, which is why daily active data has become the focus of competition among major Internet companies).

If you want to manage people's time effectively, you must figure out "what is worth watching", or simply put, "the highlights".

2. The inherent attribute of being attractive

There are basically six types of content that are worth looking at: emotion, interest, use, quality, appearance, and material.

1. Emotional : heartfelt, inspirational, touching, positive, and resonant, for example: emotional short videos.
2. Interesting : Interesting, and can kill time, such as: cute babies, cute pets, and talk show short videos.
3. Useful : You can learn something, such as: popular science, evaluation, and teaching short videos.
4. Youpin : desirable and of extraordinary taste, such as travel vlogs and drama short videos.
5. Good-looking : having a good or unique image, good talents, such as show hosts, geeks.
6. Informative : novel, unique, and beyond common sense, such as news and entertainment gossip.

3. Attractive underlying core

The core capabilities for creating “long-lasting” content: content power + expressive power.

• Content power refers to knowing what people want to see and how to design it. Simply put, it is the ability to capture and create highlights.
• Expressiveness refers to knowing how to interpret content well through visual presentation. In simple terms, it means whether one is able to get into the role and whether one has the acting skills.

To sum up, content strength requires directing and editing skills; expressiveness requires acting skills. Works without soul will hardly be deeply rooted in people's hearts.

After reading the logic of positioning and content decomposition, do you have great confidence in the content of your future short videos and how to capture the minds of users? The core of making any short video a hit is altruism . Videos shot with the sole intention of cashing in will not last long and will not yield much reward!

Author: Original Operation Notes

Source: Original operation notes