What does short video operation do?

The work of short video operation mainly includes four aspects: content planning, user operation, channel promotion and data analysis.

Content planning: It is to standardize the content and direction of short videos, provide ideas and thoughts, and also prepare topic selection and shooting methods to facilitate post-shooting. Content planning is the position that takes up the most time and experience. After all, de-homogenizing videos is the best direction that planners need to break through.

User operation: Understand user portraits and preferences to carry out accurate fan marketing, thereby forming your own fan matrix and achieving long-term marketing conversion. The work of user operation mainly includes user interaction and feedback information collation, user activity planning, community operation, etc.

Channel promotion: As a short video operator, you also need to operate on multiple platforms through channels, such as Douyin’s promotion of dou+. Channel operation work also includes communication with channel editors, signing of agreements, etc.

Data analysis: All platforms require data-driven operations, and short videos are no exception. For example, the number of views of a video across all channels, the number of views on a single channel, the number of comments and collections, etc. all need to be analyzed. Finding out the factors that affect these points will help to better optimize short videos in post-production.

Misunderstandings of Short Video Operations

1. Not understanding the platform rules

No matter what you do, you have to explore the rules behind it first. Short videos are no exception. Only after you master the relevant rules of the platform operation can you go smoothly.

The Douyin platform has always protected the rights of users and advocated originality. If you simply copy other people's videos and post them on your own account, you may be punished by the Douyin official, with the lighter punishment being limited traffic and the heavier punishment being account suspension.

2. The account is not maintained. Many novices do not know how to maintain an account, and they have never maintained an account. Therefore, their videos are likely to be buried, so why maintain an account? How to maintain an account?

First of all, maintaining an account can increase the weight of your account. The higher your account weight is, the more chances your videos will be recommended.

Secondly, to maintain an account, you only need to watch other people’s excellent videos every day, and do operations such as likes, comments, and follows. At the same time, you can also watch live broadcasts of no less than 15 minutes every day.

After a week, you can test the results of your account management by publishing your first video and then seeing if the number of views reaches 200 within an hour. If so, it means you have succeeded.

Talk about brand

A short video is worth a 100-page brand manual. Short videos are equivalent to TVCs. Xiaomi, which has always been good at marketing, is also the first to try out short videos.

Several short videos of Xiaomi on the Weishi platform all have one thing in common: integrating the product as a whole into creativity. For example, there is one that is inspired by the popular Korean drama "My Love from the Star". A Xiaomi phone is hung in the air and flipped over, saying that it is possessed by Professor Do! These creative ideas not only attract consumers, but also increase their awareness of the Xiaomi brand.

Talk about products

In addition to reflecting the brand’s interest, you can also use short videos to explain the How To question and tell your users how to install the product. How to use? It replaces the previous paper instructions and is more vivid and specific. Sort out the most frequently asked questions for the customer service department and create short videos answering them.

One thing that operations partners should pay attention to when using short videos to talk about products is that they should not try to be comprehensive. It is best to only talk about a small point at a time, but make it clear. Xiaoban also cited Xiaomi mobile phone as an example. In the short video, Xiaomi teaches users how to use wired headphones to secretly take pictures of beautiful women. This is also to teach users some cooler and less detectable ways of playing with some products, and stimulate users' enthusiasm for participation and interaction.