4 common misunderstandings in short video operations, how many of them have you encountered?

According to the conventional short video operation ideas, you need to maintain an account, follow hot topics, edit, and publish. However, we found that many people fall into various misunderstandings in this process, resulting in various problems with their accounts.

For example:

After the video was released, many people watched it, but few commented; the number of views did not increase after following the hot topics; I made short videos and live broadcasts, but the results were not good at any of them... Why did these problems occur? Because you may fall into the following short video operation misunderstandings:

01. Not interacting with users

After posting a video, many people only look at the number of views and completely ignore the comment section. Or some people want to interact with users in the comment section, but they don’t know where to start because no one is interacting in the comment section, so they just leave the comment section deserted.

This is a common misunderstanding among novice short video operators.

Actively interacting with fans is a key operation to maintain fans and enhance fan stickiness. Regular interaction with fans can enhance understanding and cultivate feelings. Once fans recognize your operating strategy and feel warm and happy when interacting with you, they will develop a dependence and sense of belonging to you. When you post a video next time, they will like it or even forward it.

Secondly, many people will focus on the comment section when watching videos. If there are points in the comment section that trigger them to express their opinions, the interaction rate will be further increased. The activity level of the comment section is also one of the criteria used by the system to judge the quality of the video.

Therefore, if someone posts a comment in the comment section, as a newbie, you must be more proactive in responding. If no one replies, then you can mobilize your relatives, friends, or secondary accounts to reply in the comment section, leaving room for further discussion.

For example, why does this outfit match like this? How should I match my height? You can also make some guiding comments to give others room to express their opinions.

For example, I think this outfit is pretty average, don’t you? This will inspire some people who feel injustice to respond, thereby increasing the activity in the comment section.

02. Blindly follow the trend

Hotspots are a quick and efficient way to become popular. As a result, many people blindly follow hot topics and try to get involved when they see a hot topic. For example, when a beauty account sees a social hot spot, it will follow it, which has nothing to do with the account positioning.

In the case of vertical account positioning, if you try to follow hot topics, the content tags will be completely inconsistent with the account tags, which will not be conducive to the accurate recommendation of the video or to becoming popular. It may also cause fans to be disgusted and lead to fans leaving because of the sudden change in style. Therefore, there must be a method to follow the hot spots.

1. Is the hotspot associated with your account?

For example, if you are a food-related account, you can take advantage of the upcoming Dragon Boat Festival, because people eat rice dumplings on the Dragon Boat Festival.

2. Is the hotspot positive?

Smart short video operators will choose to take advantage of positive hot topics, such as the hot video of a child lighting a lantern to lead the way for the fire brigade a while ago. Similar positive hot topics are worth following, which can inspire emotions such as being moved and gratified in the audience.

3. Fast and accurate tracking of hot spots

Hot topics are highly time-sensitive and only receive widespread attention during a certain period of time. You need to determine whether a hot spot can be pursued as soon as it appears, and take advantage of it in a timely manner.

03. Disdain to do data analysis

The role of data analysis is to analyze various data of the released videos, including: completion rate, like rate, comment rate, forwarding rate and other data.

These data can reflect whether your video is of high quality and whether it is liked by users.

However, many people do not do this. They just ignore the video after posting it and only look at the number of views. If the number of views is low, they will post the same video many times, hoping for a miracle to happen. The video will go viral accidentally.

For example, after a video is released, it has 3,000 views, 1,152 likes, and 321 comments.

In fact, judging from the proportions of various data, the quality of the video is very high, because there are more than a thousand likes among the 3,000 views, accounting for one-third.

So why didn’t the number of views increase any further?

We need to compare our videos with similar popular videos. For example, if yours is an emotional video with heartwarming quotes, what is the difference between other videos of the same type and yours?

Is the video presentation format different? Or is there something wrong with the dubbing lines? Or maybe the music isn't suitable? By comparing various contents, try them out and find the most useful method.

These are the most basic data analysis. In addition, if you want to operate your short video account better, you also need to understand the platform usage time, the number of platform users, as well as user gender, age stratification, consumption preferences, etc.

Adjust account operation ideas based on this data information. For example, if your fans tend to be younger, then your videos need to meet the needs of young people. For example, how do you recharge yourself after a busy day at work? Should I give up the long-distance relationship with my significant other? Wait, choosing topics that young user groups are interested in to make videos will give you a better chance of creating a hit.

Note: Short video data analysis relies on various short video data analysis tools, such as the Watermelon tool we commonly use.

04. Not paying attention to industry dynamics and trends

This is a big misunderstanding in the understanding of short video operations.

Many people don’t have the habit of paying attention to industry trends.

The industry dynamics we are talking about here include:
Official policy changes on the platform, such as Douyin’s recent adjustment of its live streaming profit-sharing policy, strong support for Douyin stores, and limited-time free certification for enterprise accounts;

Official channel activity updates, such as when and what activities will be held;

Channel technology-related dynamics, such as what new features have been launched in winter.

The purpose of paying attention to these dynamic changes is to adjust account operation ideas and directions in a timely manner according to platform trends.

For example, friends who are engaged in Douyin e-commerce will recently seize the opportunity to open a Douyin store with 0 fans based on the platform's trend, open a Douyin store, and use the Douyin store to sell goods.

Keeping abreast of platform dynamics can help us prepare for interactions early and stand out in events, which can further help us achieve our monetization goals sooner.