Short video matrix operation strategy, a complete short video operation plan

When a team operates a short video account, they must write an operation plan. So, today I will explain to you how to write a complete short video operation plan. When it comes to short video operations, many people only pay attention to one aspect - how to shoot the clips, but ignore the overall process. Jokes are just carriers. Only operations based on jokes can maximize the value of the content dissemination of jokes.

A complete short video operation plan includes:

1. Purpose of the Program

What is the purpose of creating this short video account or account matrix? This needs to be combined with specific products or services. If you have products and services that can be monetized, you need to highlight the products or services that need to be converted in the operation of the short video account.

Compared with graphic and text-based self-media content, the path to monetization of short video content is shorter and more direct. There was a special discussion on Zhihu about the content monetization path. The general idea was that those foodie anchors you look down on can make more money and faster than you can by writing articles hard.

The purpose of the plan should be unique, specific and pure. Making money and passion are generally in conflict, and you have to make a choice.

2. Target User Group and Account Content Positioning

This part needs to make it clear who the content is for and what needs of the target user group the content meets. This can be achieved by analyzing competitor accounts and conducting in-depth interviews with typical target users. Positioning is not achieved in one step and may require multiple adjustments. But you must have a direction at the beginning to avoid wandering aimlessly. Repeated trial and error is only valuable if it is iterated on a certain basis. Trial and error without direction is just blind pursuit.

How to analyze a competitor's account, infer the size of the content team, production process, topic selection, characteristics of the target user group, monetization and conversion, fan operation, etc. This requires more practice. By filling in the blanks of a complete short video operation plan, you can restore the other party's operation ideas. Of course, you can also directly search for relevant information, ask the other party’s operations staff, consult industry insiders, etc.

3. Account decoration and content production

This part is the key point. When decorating your account, you can refer to the overall decoration ideas of your personal WeChat account, or you can refer to the decoration ideas of your QQ space. Avatar, nickname, homepage cover image, personal signature/introduction, etc.

In terms of content production, I want to emphasize that every update of the jokes should be as detailed as the launch of a new smartphone product.

In a complete video clip work, the clip itself is only one part of it, there are many other aspects besides the clip.

4. Fan Operation

Increasing the number of followers is a task indicator. Specific strategies for increasing followers are divided into on-platform and off-platform. There are many specific methods and routines within the platform. For example, interaction in the comment section is a very important point.

It is to connect short video accounts with other self-media platforms, communities, pre-sales customer service, after-sales service, offline activities, etc. This requires a more complex design and is beyond the scope of this article.

Here is a simple example. In a certain plan, I wrote it like this:

Fans operation outside the platform——

Pictures and text: The video will be re-edited and published on WeChat public accounts and other self-media columns. Intercept the corresponding search traffic within each platform and make automatic recommendations.

WeChat official account: a training briefing, concise text and pictures, and short videos. Optimize the article title for keyword search and conduct interactive activities in the comment section.

Zhihu institutional account: Update graphic and text content synchronously, and optimize titles with keywords. The idea is to publish pictures, texts and short videos, which can be optimized for search. Targeted answers to questions related to football, parent-child relationships, and youth.

Video: Video platforms such as Haokan Video, Tencent Video, Youku Video, and iQiyi are updated simultaneously, with good title parties, key words, and the internal keyword search traffic of each platform.

Community: Fan groups can be formed within the Kuaishou platform. The main functions in the early stage are to notify joke updates and live broadcast previews, and to hold regular draws. In the later stage, we can learn from the high activity and strong operation methods of WeChat groups.

WeChat groups: the parent group that has paid, the ordinary fan group that has not paid, and the surrounding group constitute a three-tiered community structure. Each group needs to be equipped with two administrators who take turns on duty. Specify group announcements and standard procedures for daily group management operations. The main function of the parent group is to notify students of class starts and share pictures and videos of training sessions. The main functions of ordinary fan groups are chatting, launching and disseminating short videos and pictures, soliciting opinions, and inviting participants to free trial classes. Surrounding groups, football training industry groups, and other local industry groups. Try to contact cooperative resources, recruit coaches, contact competitions, cross-industry cooperation, etc. Repost and spread short videos in moderation.

5. Conversion and Monetization

Many people have good content and a decent number of fans, but they are somewhat embarrassed when it comes to conversion and monetization. In fact, monetization depends on the content. If the content does not provide psychological hints to the audience, it will not be possible to purposefully guide the audience to purchase and place orders.