Analysis of short video operations, content, and monetization methods!

When the three words post-90s, scrap collection station, and tens of millions of internet celebrities are put together, "scrap collection station" seems to have a sense of incongruity with the other two words.

But Liu Anan has tied the three seemingly discordant words together tightly: Liu Anan, the scrap yard owner born in the 1990s, has gained more than 10 million fans by "treasure hunting" and has also received praise from CCTV host Bai Yansong that "the harder you work, the luckier you are."

Maybe you also find it incredible, but it is true. So how did Liu Anan succeed? What should we learn from this account?

Today we will conduct a detailed analysis from three aspects: character creation, video content, and monetization methods. I believe the article will be able to give you some answers.

As a post-90s generation, Liu Anan always wanted to do something different from his parents, so he started making short videos. Even though he encountered many difficulties, Liu Anan still gritted his teeth and persevered.

We all know that the first step in making short videos is to create a personality that suits yourself. Maybe it was intentional, maybe it was unintentional, but Liu Anan has indeed created a successful character.

So what is Liu Anan’s character? What should we learn?

1. Contrast

After watching many videos of Liu Anan, my evaluation of Liu Anan is "Even if the environment is messy, you must try to give yourself a bouquet of flowers."

Collecting waste is a job that many young people are unwilling to do. The factory is full of workers between 40 and 60 years old, and Liu Anan is the only young person. If it were someone else, they would probably complain about life every day.

However, facing a pile of waste, Liu Anan calls himself "Executive President and CEO of Recycling Resources Greater China" . He can be said to be the best representative of "finding joy in adversity". He lives his ordinary life positively and optimistically.

This strong contrast gives users a different feeling. Some netizens commented: " He is so happy. He is facing a pile of waste, but he seems to have a lot of treasures. "

When we create a character, we can also create some contrast, for example, the old man’s fashionable outfit “Kang Kang and Grandpa”.

2. Resonance

Watching Liu Anan’s videos is more like listening to a friend talking about trivial matters in life, bragging about things like “invite me to dinner” and “the lady boss of the toy store wants to treat me to dinner” and so on.

Liu Anan's lens only captures ordinary life, and he looks for the highlights of life in ordinary life.

We are all ordinary people outside the screen, and such an ordinary lifestyle is naturally more likely to resonate with users.

A scene, a state, or an event can resonate with users. The key is to see whether you can find a point that can resonate with them , such as family affection, or remembering that your grandmother would save the delicious food for you when you were a child.

3. Exclusive features

If you want to be remembered on Tik Tok, you must have your own unique characteristics.

If you have watched Liu Anan’s video, you will definitely be brainwashed by his “Ni ge de de”, then “Ni ge de de” is Liu Anan’s exclusive feature .

In addition to "You Dada", Liu Anan also has many jokes such as "I'm bored and miss my family, and the uncle and I are ecstatic, and I throw myself into his arms and spend a good night together", which makes the video more relaxed and humorous.

When we create a short video account, we also need to create a feature that allows others to remember us quickly , such as Zhu Yici’s "The life of rich people is so plain and boring" and designer A Shuang’s "I love design more than I love men".

The biggest feature of this account is that it shows daily life, and all the content can be summarized as showing daily life.

After segmentation, the video content can be accurately divided into two aspects:

1. Treasure Hunt

When filming the video of "treasure hunting" at the scrap yard, they would complain and make fun of the things in front of them, as well as the uncle or boss who had just delivered the goods.

Liu Anan would search for treasures among newly arrived scraps, make guesses about items he had never seen before, pocket items that looked valuable, and occasionally guess who the items belonged to.

Allow users to see the daily work of a "Executive President and CEO of Renewable Resources Greater China" from a first-person perspective.

2. Life insights

In addition to treasure hunting, Liu Anan also laments about daily life.

For example, my sister's venue was suddenly not available for rent, so my sister and brother-in-law had to quickly vacate the venue and find a new one, but my sister's child was faced with the problem of transferring to another school. Faced with such a situation, Liu Anan said, "Flowers do not last forever, and life is full of hardships."

If we watch Liu Anan's videos, we will find that even though his account has 10 million followers, his account is still extremely vertical and still records his daily life at the scrap yard.

How Liu Anan, who has 10 million fans, monetizes seems to be our biggest concern. In fact, Liu Anan once said: "Even if I'm selling products, I have to make sure that the products are reliable and I can't cheat my fans."

So far, Liu Anan has only two videos promoting products, but if you really think that Liu Anan does not make money through short videos, you are wrong! In addition to selling products, there are other ways to monetize.

1. Promotion

For example, the promotion of a certain product or item's discount event is also a way for many bloggers to monetize. It is also a very easy way to monetize, and generally does not affect the quality of the video.

2. Live Broadcast

Liu Anan occasionally does live broadcasts and makes money through tips from fans.

I believe that after reading this article, everyone should know how ordinary people should make short videos, which is to continuously convey their attitude towards life to users in a distinctive way and keep the account vertical .

His positive and optimistic attitude towards life and the special environment at the scrap yard have earned him more than 10 million fans. He uses practical actions to convey to users that " ordinary people can also have an extraordinary life ."

That’s all for today’s sharing, don’t forget to collect, forward and follow!

Author: Short Video Operation Diary

Source: Short Video Operation Diary (gh_a49c091205cb)