The rule for explosive growth in short video operations!

What kind of short video content can be seen by more people? Now let’s recall the platform’s recommendation logic. We all know that the content on major platforms is recommended by machines based on certain algorithms. The general process is like this: when the content is posted on the platform, the machine will provide a basic wave of traffic to test the quality of your content. Traffic is equal.

If you achieve quality flow Indicator standard , your content will be recommended to the secondary traffic pool. If you meet the standards again, you will enter the next traffic pool, and so on, until it becomes a hit.

So under this logic, the quality of content is the most core evaluation indicator. In this "sliding screen" era, users' patience is very, very weak, and they can stay on a video for a very short time. If you want to get better and more traffic and retain the audience, you must know how to use the "short video 4T method" to write marketing advertising short video scripts. Your content must make the audience feel that your video has highlights right from the start.

What is the 4T method?

ATTRACT – Attraction

TEMPT – Temptation

TRUST – Trust

ACT – Action

Step 1 : ATTRACT attraction ( first three seconds )

The first point of short videos is to keep the audience staying. The key point is that the first three seconds of the video you create must be attractive. There are four commonly used motivations for building attraction: relationship , benefit , fun , and expectation .

Many people think that the law of attraction is actually the three-second principle, but I think that now that content has developed to this stage, three seconds is a bit outdated. In my opinion, I think it is the one-second principle, or even the 0.8-second principle. Your content must be eye-catching right from the start, without too much preparation.

For marketing short videos, it is best to include the product when the video starts cutting into the scene, which can attract and retain accurate audiences, and also dissuade non-accurate audiences. Judging from the data, the first round of traffic loss ends in the first three seconds. What we need to do is to retain our targeted audience and turn it into a normal loss of "taking the essence and discarding the dross".

If the content in the first three seconds is not clearly expressed, even if your content can retain the audience, it is invalid traffic, resulting in poor content feedback, and the video will not be able to enter the next level of traffic pool. Invalid people usually bring about a second wave of traffic loss peak after three seconds, seriously affecting the platform's judgment of video quality and the conversion effect of the video.

Too many people talk about excellent cases, let me give you a counterexample!

The video opening of a certain educational product uses children's education issues as the scene to cut in. There are two types of people who stay in this scene: those who want to learn about basic education and those who want to learn about skills education. When a music education product appears in the 5-20 seconds of the video, it will immediately trigger a new round of traffic loss peak, because people with basic education and people who do not need music skills education find that this is not the information they want, so they will immediately scroll away from the video. To put it bluntly, the blind box did not contain what the audience wanted. When the audience found that the advertisement did not have the product they wanted, it was the "fuse" for the peak of traffic loss, and the oCPM algorithm mechanism was basically scrapped at this time.

Step 2 : Temptation ( first half )

Once you can get your targeted group to stay on your video, it’s time to move on to the “bait” phase. This step is about providing marketing instructions for the product: creating anxiety , creating demand , explaining selling points , and other marketing content . Whether the product selling points are effectively expressed will determine whether the audience can be converted into consumers and whether the audience can be successfully attracted to the product.

Here are two key points:

Point 1: The first thing is to be “focused”. A video can only have one core selling point and a maximum of two auxiliary selling points. Some videos only throw out three or four selling points. In a short video about a facial mask, they tell the audience that it can moisturize, remove acne, and remove blackheads. The audience is confused and may not remember anything. They may also wonder which one is the special function of the product, which causes the audience to doubt the product.

The core selling point must be based on the user's perspective , capturing people's hearts and hitting pain points .

Point 2: The video content should have a product demonstration effect. Just like a toy store on the street, a toy store that puts toys at the door and lets them move will definitely have higher sales than a toy store that just keeps the toys in the boxes. We need to demonstrate product effects and compare before and after effects to highlight the product's selling points. When the audience sees the effect, they will be more likely to be tempted to consume.

Step 3 : TRUST ( mid to late stage )

If the previous part is to arouse the audience's interest in the product, then this part is to build the audience's confidence and establish a mentality of believing that they are not wrong.

Provide brand endorsement. The essence is to "ride the coattails" of the brand. The strength of the enterprise, the influence of the brand, the signed spokespersons, etc. can all help our videos to effectively spread the brand and products.

When the audience sees the brand strength behind the product, it will directly affect his doubts about the product quality, and he will be more determined in his choice.

There are two very effective sources of trust:

• Rational trust: expert identity, scientific evidence, authoritative authentication
• Emotional trust: true stories, testimonials from amateurs, and original tone

Step 4 : AC T action ( end credits )

The impact behind the previous "salt hoarding incident" was caused by a psychological effect in consumer psychology called "psychological suggestion effect".

When people are influenced by very strong scene suggestions, they will subconsciously believe that their consumption is correct.

The "Veblen effect" laid by brand power in the early stages, the "chance price effect" generated when promotional content appears, the psychological influence of "what if you miss it", and the "psychological suggestion effect" guided by the ordering action on the ending screen can achieve the final touch and turn the desire into action.

Commonly used "action power" construction points:

Point 1: Brand support (promotional content that uses the brand as an aid)

Point 2: Promotional offers (landing page + promotional information)

Point 3: Picture guidance (excited and urging tone + clicking action shots).

Now that we have finished talking about the "4T Method of Short Video", let me share with you an excellent example (as shown in the picture)

Disassembly:

0-2s attraction

Establish demand (new house), launch products (custom furniture), create anxiety (what to do)

3-13s Temptation

Amplify demand (multiple spaces), attract with low prices (promotional prices), and pave the way for the next stage (introducing brand concepts)

14-20s Trust

Strong team (customization power), professionalism (space planning, unified style), paving the way for the next stage ("Veblen effect")

21-28s Action

Action instruction guidance (click on the video), advantage emphasis (immediate arrangement), free psychology (can produce the "in case you miss out effect")

That’s all for this sharing and examples. There are actually many methodologies for script writing that are commonly used in the industry, but methodology can only serve as the "foundation" for script creation. While we are marketing, we should not forget creativity. Content creativity and picture creativity are all things we should encourage each other. Let’s work together from a marketing perspective and create creative short videos on information flow.