Analysis of Watermelon Short Video Operation and Promotion Strategy in 2019!

The author will bring you a good short video operation plan .

1. Product Overview

Xigua Video, formerly known as Toutiao Video, was launched as an independent app in May 2016. On June 8, 2017, Toutiao Video was officially renamed Xigua Video.

At present, the content of Xigua Video is mainly PGC short videos, and it is positioned as an aggregated short video platform with personalized recommendations. Its distribution model is to recommend videos through algorithmic analysis of users’ browsing volume, viewing history, dwell time, etc., and it places great emphasis on content platform construction [1].

It is worth noting that the greatest value of Xigua Video APP lies not only in its resources, but also in being a new traffic entrance.

With the help of 5G commercialization, significant reduction in traffic prices, and lower user entry barriers, videos will replace text and pictures and become the new generation of mainstream information carrier, with important infrastructure significance.

With the help of algorithms and content, we attract the attention of large-scale users, and then use rich big data and powerful computing power to cultivate operations and conduct precision marketing to truly meet the needs of each individual.

In terms of content, short video apps have more forms and larger spaces, the appeal of top KOLs has become stronger, and the content is richer, more segmented, more vertical, and more interactive. You can also focus on welfare clubs, joint operations among members, watch short videos, and add exclusive membership benefits.

The future development of short videos will inevitably require further freeing up time, broadening dimensions, and increasing the amount of information.

But opportunities and risks coexist. The algorithmic recommendation mechanism may also lead to enormous pressure on creating celebrities; in addition, it may cause the widespread dissemination of inappropriate content (such as the large-scale recommendation of pornographic content on YouTube children's channels). The above are also possible threats to the future development of short video apps and need to be taken seriously.

2. Data Report

Regarding the data of vertical sub-industries such as maternal and child care, parent-child, and education on information carriers such as short videos and consultations, it can be analyzed based on the comprehensive operational data of popular PGC and related content, and further guide subsequent operational strategies.

This article selects the vertical categories of maternal and child care and children for sharing.

Data sources: Kas Data, Toutiao crawler analysis, etc.

[Short Video Maternal and Child/Children PGC List]

From February 11, 2019 to February 17, 2019, the PGC rankings of short videos on mother and baby themes across the entire network are as follows, mainly covering: complementary food, parenting knowledge (non-complementary food), mother and baby experts, information mix-cuts, and micro variety shows.

From February 11, 2019 to February 17, 2019, the ranking of short video children's theme PGC in the whole network is as follows, mainly covering: toy trial, children's songs, picture book story animation, handmade, creative real-life short drama.

【Today’s headlines ranking of maternal and child care/children】

In order to further understand parent-child/mother and baby/education content, we crawled Toutiao with multiple related words such as "mother and baby" as keywords, and collected a total of 869 data.

After analysis, it is found that the number of such educational reviews is concentrated between 0 and 10, of which articles with 0 comments account for more than 25%, indicating insufficient content recommendations and poor sustainability. The head effect of popular content is obvious.

Filtering out the popular featured content with more than 100 comments, we can see that it contains 104 posts from 67 creators. Shao Ming Yiwen accounted for 8 items, with the highest hit rate of popular items; followed by China Youth Network, which included 5 items.

The most popular content comes from the following three bloggers:

• @止夕 "The difference between rural education and urban education, Liu Qiangdong finally told the truth, so bold" Comments: 12350
• @ People's Daily "A child abuse incident occurred in a primary school in Xicheng District, Beijing. 20 children were injured and 3 were seriously injured" Comments: 12269
• @鲁稚的床上上的床上《Yale professor bluntly said: If China’s education does not transform, it can only cultivate the lowest-end labor force! 》Number of comments: 10552

It can be seen that the content is mostly concentrated in the following directions:

1. Social class solidification, highlighting topics such as urban-rural and rich-poor gaps
2. Major social hot topics, with a certain degree of incitement and emotion

Suggestion: If it involves introducing KOLs, you can consider starting with existing popular bloggers on related topics to guide the creation of topical video content. Further word cloud analysis shows that the top 30 words are mainly concentrated on: children, education, mathematics, parents, elementary school mathematics, students, mother and baby, etc.

3. SWOT Analysis of Xigua Video

【Advantage Analysis】

1. Content advantage: Both long and short videos, using the short to promote the long and the long to support the short.

Advantages of short videos: light, interesting, and efficient. Users can watch them without any burden. They are suitable for more fragmented scenarios, have strong addictiveness and appeal, can occupy users' entertainment time, and break the traditional leisure modes such as text/pictures/games.

Advantages of long videos: The content is more professional and rich, the information conveyed is more systematic, the marketing scope is expanded, the operability is stronger, and it is easy to salvage and promote S-level high-quality content; the user stickiness is high, and it has a texture that short videos cannot match.

1. Powerful algorithm recommendations can be regarded as a moat.
2. A high subsidy mechanism, regular skills training, offline Xigua creator conferences, and a sense of belonging have created a training system to help them quickly become professional producers on the Xigua Video platform. It has also launched a "3+X" monetization plan to help short video entrepreneurs realize commercial monetization through platform profit-sharing upgrades, watch-while-buy, and live streaming.

【Disadvantage Analysis】

1. The reputation of video content resources in professional categories has not yet been established, and there is a lack of well-known KOLs with popular appeal as benchmarks.
2. The authors are not sensitive enough to hot topics, and the algorithm recommendation mechanism can only recommend from the existing pool of works, but cannot create similar videos on a large scale.
3. Three elements:

1) Creativity

① Insufficient creative inspiration, weak sustainability, and limited personal accumulation, making it impossible to produce high-quality video content over a long period of time.

② The creative ability is insufficient, there is serious homogeneity, self-replication and no innovation. Training is needed in recording techniques, script writing, video recording, theme selection and content operation.

③ Lack of enthusiasm for creation, easily getting bored after a short period of time and giving up quickly.

2) Influence

① The data on video playback, likes, comments, etc. are poor, and there is no sustained motivation and incentive.

② Fan stickiness is extremely poor. Due to the lack of strong social familiarity and information flow overload, it is difficult for users to identify and remember well-known KOLs, resulting in the result that “video celebrities are not popular” and it is difficult to retain fans.

3) Monetization

Splash screen ads, information flow ads, buy while watching, mid-inserts, post-posts, etc., large companies such as KFC, FAW, and Tmall, and brand advertisers are concentrated on top creators, while small and medium-sized creators find it difficult to monetize, which seriously dampens their enthusiasm.

【Opportunity Analysis】

-Full range of financial/technical/operational support

-Comprehensive cooperation in business/marketing/marketing

-Exclusive content distribution

- Incubate independent IP and build your own MCN organization[2]

【Threat Analysis】

1. Copyright issues
2. Policy issues
3. Video carrier bonus loss
4. Through integration and elimination, user traffic will gradually flow to the top platforms and mid-level platforms in vertical segments, and a large number of mid- and long-tail platforms will be integrated or even eliminated.

• To expand overseas markets, for example, Toutiao has already begun to conquer overseas blue ocean markets on a large scale.
• The business has been expanded to lower-tier cities, gradually getting involved in the MCN business, establishing direct contact with content providers, and competing for high-quality content resources. In the future, more MCN organizations will join the industry to help content creators distribute content.
• As the application of artificial intelligence in the short video field deepens, intelligent recommendations will become more accurate.

【Improvement ideas】

• Traffic tilt: recommendation model/manual intervention, focus on operation
• Scarce support: discover high-quality authors and help them grow
• Fine distribution: recommendation algorithm, adding the evaluation dimension of fan interaction
• Helping efficiency: reducing the repetitive, ineffective and ineffective work of creators and liberating productivity

4. Competitive Product Analysis

1. Xigua Video

Emphasize attention to bloggers and attach importance to interactive relationships in the community.

There are detailed topic categories below the submenu bar, such as games including: Honor of Kings and other popular categories, which are convenient for users to search and locate.

2. Huawei Video

• Home page [Featured]: Multiple banner ads
• The navigation bar contains [Welfare Club]
• Search: including hot search rankings of each section
• Video details page: including activity banner
• 【My】: Contains membership card purchase entrance

However, Huawei Video carries out large-scale marketing promotion, with a large number of advertising spaces and a high proportion of member operations.

3. Good looking videos

• Tab: Good-looking, short video, 1 billion Spring Festival activities, live broadcast, mine
• Play page: Emphasis on sharing
• Complete tasks, receive cash, and use subsidies to guide users

Emphasis is placed on guiding attention. The homepage navigation is the attention, which guides people to follow high-quality authors with one click. The operation focus has certain social attributes; emphasis is placed on event operations.

4. Kuaishou

The countdown in the lower right corner of the video playback page shows the playback progress. Click it to jump to the red envelope activity.

Interactive design is more prominent, focusing on activity operation

5. Yoo Video

It has a beautiful UI, a strong style, high recognition, and focuses on operations, including challenge activities and hot search lists to guide attention.

5. Activity planning

【Operation ideas】

1. Pay attention to popular content, combine the above data analysis, and accurately guide KOL creators to produce content.

① Mother and baby:

②Children:

1. Event operations activate the inspiration of creators and improve the watchability and topicality of content.
2. Offline IP creation, strong alliance, and joint monetization.
3. Establishment of online mother and baby/parent-child/education communities.
4. Dig deep into the content, starting from the knowledge and entertainment aspects of maternal and child care and parent-child relationships.

【Activity landing】

(Here we take hot topics such as "It's OK if you don't do well in the exam" and other educational topics as examples)

1. Insufficient attention to hot topics, and appropriate guidance from the platform

Background: After analysis, among the educational videos on Xigua Video, videos related to "The Wandering Earth" are very popular, with many videos having over 100,000 views.

For example, when teacher Li Yongle analyzed the physics knowledge in "The Wandering Earth", the number of views of related videos with the title #漂流地球# has far exceeded that of other topics. Therefore, algorithm recommendation and data analysis can be combined to artificially guide user creation.

Plan: Consider creating challenge activities around hot topics and setting up a special topic on "The Wandering Earth".

College Entrance Examination:

1. Focusing on knowledge transfer, the basic subject knowledge is presented in an interesting way.
2. The game is divided into the liberal arts group and the science group for a PK competition, which encourages KOLs or ordinary users to shoot and upload knowledge topics related to Chinese, mathematics, English, physics, chemistry, biology, politics, history and geography, and users will like and vote.

For example, the composition teacher introduced how to incorporate movie materials into the college entrance examination composition.

University:

1. Focusing on professional analysis, we create a video version of Zhihu, with less entertainment and more practical content.
2. Department of Computer Science - Artificial Intelligence Theme of Moss Mutiny.

Department of Sociology: In a crisis, who decides who survives?

Postgraduate Entrance Examination:

1. Focusing on practical skills for postgraduate entrance examinations, it keeps pace with the times and combines education with entertainment.
2. Special topics in politics, foreign languages, mathematics, and professional courses analyze and explore the deep knowledge in movies to inspire creative marketing of training talents.

Emotions:

1. The self-media routine gameplay is based on opinions, emotionality, and capturing hot spots.
2. The Wandering Earth was mocked by Korean netizens: Saving the Earth? Can we control the smog first?

Wu Jing's inspirational analysis and the rise of Chinese science fiction films

2. Strengthen IP creation and deepen the creator community

1) Creator Conference: Deeply cultivate the important IP of Xigua Creator Play, create a "holy land" for the most dynamic and high-quality content creators in the industry, and enhance the attractiveness of the content.

2) Online community: Establish Xigua online community/group to concentrate and consolidate core creator resources, create a seamless and intimate interactive relationship between the platform and creators, get close to creators, collect opinions/demands in the first place, respond in a timely manner, observe for a long time, communicate quickly and efficiently, and fully satisfy them, so as to achieve high-stickiness user retention.

3) Regular offline small-scale creator gatherings: Cooperate with offline venues such as mobile phone manufacturers, operator business halls, and training institutions to create experience exchange meetings/offline salons for shooting and creating videos using XX mobile phones/XX communication products/XX courses.

3. Reuse of own traffic and enter the platform's own variety shows

In conjunction with the launch of "It's Okay If You Don't Do Well in the Exam", users are encouraged to engage in secondary creation, referring to the blindfold challenge of "The Bird" on the Netflix platform (or referring to various challenge activities on Tik Tok and hot topic activities on Weibo, which have the effect of secondary detonation), and guide users to exchange identities as children and parents in real life and experience each other's day.

Author: Chi Yuluo

Source: Naowei