How to create a hit short video!

In 2021, the short video IP field became popular again, and many people wanted to create their own IP on Kuaishou, Douyin and Video Account, publish content and monetize.

So I spent money to learn various courses, bought various filming tools, and shot dozens of videos in succession, but the number of fans and video views has not changed much.

The village chief also shot some videos on a whim, but interrupted them for various reasons. Like everyone else, I was troubled by why I had never shot any popular videos and why the things I shot didn’t become popular. So today I would like to take this opportunity to discuss this with everyone.

1. The content has no clear positioning

Video, like text and voice, is a form of content expression and must have a clear content positioning.

But many people don’t think about these things carefully when shooting short videos, but just pick up their phones and shoot.

1. Unclear style positioning

The selfie-talk format on TikTok has been very popular recently, attracting many people to follow suit and film.

But have you ever thought about it? Even if it is oral broadcast, there are huge differences.

Some people took pictures while walking, some took selfies while sitting in luxury cars, and some took pictures in the office.

For those who sell agricultural and sideline products, he will choose to broadcast them verbally at the place of origin, thereby increasing users' awareness and trust in his label.

It's just a difference in the shooting background, and there are also differences in the language style.

Some people speak slowly and leisurely, some speak in a roaring manner, and some share in an educational manner. Each language style has distinct characteristics and audiences.

In addition, there are lighting, music, text, clothing, etc., all of which are shaping a character. If you only see others taking pictures with their mobile phones, then you will probably not be able to take good pictures.

2. Unclear content positioning

The two most common video genres on Tik Tok are clothing and food.

There are more than a dozen types of clothing photography, such as cross-dressing, treadmill dressing, dressing skills, etc. You can read the articles written by the village chief before. I have looked at 300 Douyin clothing accounts and summarized 15 short video sales experiences.

Let me take food as an example. There are accounts related to agriculture, rural areas and farmers, seafood, home life, mother and baby food, shopping and eating, store exploration, chefs, father and daughter store exploration, high-end food, and travel food.

There are also food account types for different types of characters such as beauties, handsome men, fat men, old people, couples, brothers, and lovers.

So no matter whether you plan to create an educational account that is currently popular, or plan to enter the red ocean of food-related accounts in your city, you must be clear about what style you plan to shoot in and what you want users to remember about you?

Otherwise, users will get tired if they blindly follow the videos. Now, take a look at those Douyin accounts that imitate those "eaters". Are they still popular?

2. No rules and no diligence

The village chief had previously aspired to update videos for 100 consecutive days, but he found that it was actually quite difficult for an individual to do so.

It is difficult for most people to update videos continuously, as they are often intermittent. But if you want to make good short videos, you have to make clear content scheduling just like posting to Moments in a private domain.

Seven days a week, the time period, length of the video, and the content to be posted all need to be determined in advance.

And for those subjects with relatively low shooting costs, is it possible to update 3 or 5 times a day?

For example, if you operate a knowledge account, a financial account, a reading account, or an emotional account, a clothing display account, etc., you can shoot multiple posts in a day.

Diligence is also the core competitiveness of short video operations , especially in the early stages of account shooting. Everyone must believe in the saying that hard work can make miracles happen.

Because many people cannot persist and cannot wait for the explosion after they have taken 200 or 300 photos. This is also something the village chief needs to reflect on.

Of course, while pursuing quantity, we must respect a basic premise, that is, quality must be guaranteed.

It’s like there are many people on TikTok who pay to verify their accounts, but they are just giving away money because their content is not even content, it can only be said to be a post.

3. Most of the content is for self-entertainment

When it comes to content creation, a common misunderstanding is “I thought”.

I thought users would understand and laugh at my jokes, and I thought users liked this way of expression.

But in fact, users are immune to a lot of content because they have seen too much and have a basic preference reflex.

So I hope that before making short videos, you can do some basic market research to see if your form of expression is outdated? Are there any similar ones? Is it something that users are really interested in?

The most important point is that videos are made for users to watch. It is not about what you spread, but what users get.

The content you spread has no value. No matter how well it is performed, how long it is, or how beautifully it is filmed, if users don’t get happiness, knowledge, or resonance, then it is no good.

4. The content is not well designed

The content that the user sees is what you want him to see.

This includes every line, every character, every piece of music, and every benefit, all of which are designed based on demand.

So no matter what type of short video you shoot, you must have a script.

It’s not that having a script will definitely make it popular, but it’s about ensuring that the quality of each video remains consistent.

1. Golden 5 seconds

Some teachers will tell everyone about the golden three seconds, which refers to whether the first 3 seconds of a short video can attract users' desire to watch. The village chief thinks that as long as it can attract users within 5 seconds, it will be fine.

• Quotation method: put the most classic sentence in the video at the beginning
• Conflict method: Use the most controversial segment of the video as the opening
• Questioning method: Ask questions directly to users, such as do you know the most profitable company in China? Do you know who is the most popular recently?

2. Decoration

How to design a video cover, which character to choose, what color and size of words to use? What title to write?

What scene should the shooting be placed in? What props should you hold in your hand? What kind of clothes to wear?

Be sure to pay attention to the use of “text nails”, “visual hammers” and “sound symbols” in the video.

3. Behavioral Law

What do you want users to do after watching your video?

Should I feel emotionally angry, or help you forward the message, or search on Baidu, or follow a Douyin account? Or continue swiping to watch the next video.

For example, if you look at the film and television editing numbers, why do you have to number each video, such as the number of episodes or 2/3 of the progress?

It just wants to tell users that there is other content to watch in this movie, thereby increasing user stay time and number of plays.

Or they deliberately make someone appear out of the dialogue, turn the book upside down, or say a wrong number.

This will guide users to leave messages and discuss in the comment section, thus improving the account's interactive live broadcast.

Think about it, for a professional account with editors and proofreaders, how could it be possible to make mistakes in some common sense data and cause slips of the tongue?

The purpose is to show obvious but harmless errors to users and encourage them to interact. This is just a small method in content design.

5. Account content is restricted

What kind of content do you think it needs from a platform perspective?

It wants content without any political risks, it wants more original and scarce content, and it wants more content in niche categories.

For content platforms, it is the same as selling goods on e-commerce platforms. E-commerce platforms hope to have more abundant and well-serviced products to retain customers, and content platforms also hope that their content can meet the reasonable visual needs of anyone.

So, in the face of such dismal viewing volumes, how do we know that our content is what the platform wants? Or does the platform like your account?

Here are three ways to identify whether short video content and accounts are in violation of regulations and have been restricted:

1. Pod delivery method

Select any video you have published, click [Make Popular], and Tik Tok will tell you whether the work meets the conditions for being heated up.

If it does not meet the requirements, it means that the quality of the content is not high and has not been officially recommended, so it has no chance of becoming popular even if it is released.

2. Illegal Query Law

In the Douyin personal center, click [Feedback and Help], then click [Account Status Check], you will know whether you have violated any regulations and the corresponding videos. If so, your account will be restricted.

3. Data query method

In the Douyin Creator Service Center, there is a data dashboard where you can view the data of each video and feedback on whether the video is worth recommending. If a video is not suitable for recommendation, it means that the quality of the video is poor.

So sometimes there is a reason why the good works you think you have shot do not have the number of views or recommendations. For videos that do not get recommended, you have to shoot new content.

Finally, the village chief would like to say one thing, that is, our understanding of the popularity of a video should not be based solely on the number of views and likes, but we should think clearly about who your content is for and who you want to influence.

If you position yourself in an extremely niche industry, a video you post may only get 100 likes and your account may only have 30,000 followers, but it can also bring in huge transactions.

Don’t pursue superficial playback volume excessively, but build an account that provides solutions. The monetization ability of an account that transmits information is extremely weak and short-lived.

Only accounts that provide solutions are sustainable.

Author: Shili Village

Source: Shili Village (shilipxl)