A large amount of Qianchuan running material "production formula" [with script plan]

As the saying goes: An optimizer who doesn’t understand the huge amount of information will definitely not be able to play the information flow well.

So today, let’s share the golden formula for Qianchuan’s short video script!

The length of materials in different industries varies. For example, in the beauty industry, more than 51% of the materials are 15s-30s long. In the home appliance 3C industry, since it is necessary to explain the product functions, the length of materials is concentrated between 30s and 60s.

When we were exploring Qianchuan materials in different industries, we found that no matter how long the material was, there would always be three parts of content in the material: "attracting users", "gaining trust", and "guiding clicks" . We summarized the Qianchuan short video golden formula for reference.

In the 30-second video content, you need to throw out the customer's pain points and the advantages of the product at the corresponding time points. During the script writing process, you should start from the product and add content elements with corresponding effects at different time points to allow users to better achieve the purpose of conversion.

Here are 11 types of running materials. You can choose 2-3 types of materials according to your team's expertise and delve deeper into the content.

You can also choose the video type based on the purpose of the video (to increase traffic, to promote content, to convert content, etc.) and production conditions (staff, budget, scene, actors, post-production difficulty, etc.).

1. Celebrity broadcast

The star will speak and use the product, and later on, new materials can be derived for testing by remixing and changing the beginning. It is applicable to celebrity live broadcasts, oral broadcasts, and VLOGs.

2. Celebrity/talent mashup

The beginning of the material attracts users' attention through attractive topics, preferential prices, and good skin.

The overall video has a strong sense of marketing, and this type of material occupies the top spot in the list of explosive materials.

3. Word of mouth from influencers

Expert types: mainly experts in vertical industries; video types: daily vlogs, live broadcasts of product sales, and usage tutorials.

4. Demonstration of amateur use

01. Topic type: Use topics to attract users to stay in the first 3 seconds, which can be age-related, hot topics, user interests, etc.

Formula: topic attraction + product introduction + usage + display effect;

02. DOU+ style: Choose a popular and lively BGM, and make sure the rhythm of the picture matches the music;

Formula: product appearance + texture + product usage + effect display

03. Multi-person mixed editing: Content that is likely to affect the user's viewing experience or the effect is difficult to directly display through the screen can be replaced by animation

5. Oral broadcast by amateurs

Character image: expert/professor/researcher; introduce the product verbally, introduce the product through character endorsement/product endorsement.

6. Amateur evaluation

Video content: Really use the product, put it into context during the entire use process, and introduce its features; when shooting, pay attention to the actors’ shooting status, and enhance the persuasiveness of the product by comparing before and after use;

Formula: Gimmicky opening + proof of real flaws/pain points + emphasis on no beauty filters + product usage + effect comparison

7. Amateur sitcoms

Introduce the product by having characters interpret its appeal, and then add character dialogue to increase the user's sense of immersion.

8. Product usage demonstration

Product selection is mainly based on being able to directly see the product effects (makeup). If the after-use effects cannot be intuitively displayed, other pictures can be used to increase the user's sense of immersion. Video content: Shows product appearance, product usage and after-use effects, supplemented by a small number of human figures.

9. Highlight clips of the live broadcast room

Record the host in the live broadcast room describing the product pictures, edit them later, and list the selling points.

10. Flash pictures and texts

High-quality graphics and texts are combined with popular music, with lower editing requirements, and the focus is on layout and photos.

11. Material Mixing

Select high-quality content from the material library, recombine it with popular BGM, and maximize the utilization of the materials.