Regarding the content topic, here is an operation plan from 0 to 1

This article will try to realistically reflect the content special operation steps for short video/expert initial products, as well as the problems encountered during the process. It is only for reference for new operators who are suddenly confused about content special operations.

Article Directory:

1. Background (product maturity, background of feature production)
2. Project implementation (determine goals, themes)
3. Execution (what to do, what to encounter, what to pay attention to, and what the final result will be)
4. Constraints of the activity (things that cannot be achieved with limited resources)
5. Simple tools (not necessarily the best, but still useful)

Friends who need it can quickly skip non-essential content by directory.

1. Background

1. Product Background:

There are no effective measures to increase user retention for the core products of the app, so based on user characteristics, we find short video content that is relatively consistent with the characteristics of the user group as a product operation strategy, with the aim of improving the retention of the app. So what you need to know is:

• The main body of the app is not for short videos, and the product research and development resources that can be invested in short videos are only at the basic level.
• The company has no experience in short video projects.

2. Content topic demand background:

In the early stage of the short video project, a simple short video function was opened for internal testing at a certain city entrance on the Android side of the main app product, and some skilled people were contacted to join. Due to constant trial and error, changes in objectives, and limited manpower and resources, progress has been somewhat slow.

The leadership required to “see results”, so based on the existing resources, it was decided to adopt the “special topic” content operation format to achieve certain results.

II. Project Implementation

1. Identify your goals

After many deliberations and internal discussions, the goal was determined to be: recommending influencers and their videos. By using high-quality experts, we can attract more interested users and other users who are capable of becoming experts to sign up and participate. (*Note 1)

2. Determine the assessment items

The number of followers of the recommended influencer and the number of visits to the short video homepage during the exposure period of the special topic. (*Note 2)

3. Confirm the topic

The topic is "appearance". #Who says good-looking people are just vases#/#God has opened many doors for them#. (*Note 3)

*Note 1:

In the early stages, goals always go through various ups and downs. First of all, I suddenly decided to do a special topic, but what kind of special topic should I do, what is the main purpose, and what is the theme? None of them.

When it comes to short videos, no matter what topic you are working on, you can only focus on the video content or the influencers, which are just two aspects.

As for the topics, there are all kinds of them. We will find that after thinking of many interesting topics, the resources we have at hand cannot support the topics. Even when doing special topics, we will find out what kind of experts or video content we lack.

Later, because the main goal in the near future was to expand the number of signed talents, the video goal was mainly to promote talents, let the talents see our support for them, and let interested users apply to become talents.

*Note 2:

I am about to use a third-party tool to do a special topic. In terms of data monitoring, I cannot complete the funnel and can only extract partial data. In addition, since I have never done this topic before, I am still in the exploratory stage for data KPIs , so I will not write about it in detail here.

*Note 3:

In terms of themes, we originally wanted to combine special video content, but unsurprisingly we encountered the same difficulties that all startup content has:

• There is little high-quality content, and the content is usually singing and dancing;
• If it is an interesting topic, you need to confirm the topic first, communicate with the expert to produce it, and then integrate the video. This step is a long process.

After screening existing experts and videos, I found that appearance + skills were a combination that could be used in the short term, so I decided on this theme.

3. Execution

The execution steps can be simply summarized as follows: activity page structure design, activity copy design, activity page design (designer), expert contact and corresponding material preparation, resource position confirmation, etc.

See the following Gantt chart for details:

With the Gantt chart, there are some small details that need to be understood:

1. [ Understand the Ammunition – Content ] Before confirming the theme of the event, you need to have a comprehensive understanding of the existing content, know what feature points can be extracted as the theme, and know what kind of videos can be used. If it is not clear, hold a group meeting immediately to resolve it. Colleagues who usually do content review and communicate with experts will be more aware of the above points.

2. [ Communicate upward in a timely manner ] Milestones such as themes that have global impacts must be confirmed with the project leader or direct superior, because you can never predict what changes may occur within two days.

3. [ Understand the Ammunition – Tools ] Tips for understanding the functions of third-party tools: Since there are no product development resources, you can only use third-party tools. At this time, you must clearly understand the third-party functional features. How is a certain function that I need displayed by the third party? Does it meet my expectations? How should my activity diagram coordinate with this display method? What data do I want to monitor? Can a third party do it?

4. [ Text and screen design are the key points ] When making activity diagrams, for small activities that rely on third parties, there will basically be no major innovations in the structure, so you don’t need to spend a lot of time on the structure. You need to focus on the writing of text and the selection of screen design. When making design requirements, you need to bring most of the copywriting and design style requirements for reference.

5. 【 Tips for communicating with designers 】The design department designs the pictures. When a designer is designing an image, he or she may need to know the following information in advance: how long in advance to submit, how long it will generally take, whether there are any design resources in the near future, etc. (adjust the plan in time according to the time of design feedback); the designer has his or her own ideas and modifies the image structure or even the text (pay attention to communication at this time and look for more designers)

6. 【 About promotion position 】Confirm the promotion channel . If the operator does not have any promotion channels , he must contact the relevant department in advance to understand the recent promotion channel advertising arrangements, whether there are locations, what locations there are, what time points there are, and what requirements there are for image size, style, and links. These should be asked clearly in advance. If there are many projects within the company, you may also need to coordinate resource locations with colleagues from other projects.

7. [ People and Time ] From the Gantt chart, we can see that there are mainly two types of people working on this topic: operations + design. The entire topic is a small topic. It will take more time to explore the pitfalls from 0 to 1. Later on, with dedicated people responsible for the task, it is expected that the topic will be completed within a week.

It is recommended that students who are doing operations for the first time can take a close look at the Gantt chart and the supplementary details, and imagine each step in it, so that those who independently operate a small topic will have a better sense of direction.

Special effects:

Evolution from left to right

IV. Restrictions on Activities

1. No product support. Small companies focus all their resources on developing strategic functions, and there is basically no product function support for some small activities.
2. There is no third-party jump data. Without product and technical support, the production of activities can only be simplified, and third-party tools are used, without specific button placement on the activity page. Therefore, apart from page clicks, we have no way of knowing whether users are interested after seeing the activity, or whether there is clear data reflecting the contribution of the activity to the main site data.
3. The short video function has not been fully opened, and there are no fixed content activities, so the continuous exposure of the activities will be relatively much smaller, and there is no objective data to reflect the effectiveness of the activities.

Next improvement:

1. Set content topics in advance and invite/guide experts to publish relevant videos
2. Save common materials, such as JS bridge (a link used to jump to a specific page on the site), video editing templates
3. Optimize all communication steps and reduce back and forth communication

5. Some simple tools

• Huaban.com: It is used to collect activity diagrams of different design styles. It is not only useful when building activity architecture, but it is also easier to communicate with designers by directly providing reference diagrams. You can browse more often and set up a few folders that you think are suitable for your work needs.
• Tuzhan: H5 production tool . Its non-paid features are quite useful. There are many tools for making h5. Different h5 tools provide different degrees of customization. If you are interested, you can explore them slowly.
• Axure or Mokdao: These are tools used by product developers to draw product prototypes. Operation developers can also use them to draw the structure diagram of the activity page, so that designers can understand what operations developers want more easily.
• pr : video editing tool

About the following articles

What is written now is from 0 to 1. After it stabilizes, it should be able to output from 1 to 100. What a good wish.

In addition, my articles are all written based on the things I encountered in my company and my position. They may not be applicable to all companies, so please view them dialectically.

If you have better opinions on certain points, welcome to communicate~~~~

Source: Andersen