Kuaishou advertising for second-tier e-commerce companies in the apparel industry

1. Current status of short video development

Short videos on mobile terminals have been developed for many years. In recent years, the short video industry has developed rapidly, and "Tik Tok in the South and Kuaishou in the North" have become widely circulated. In 2020, WeChat also launched WeChat Video Account. It can be seen that short videos are popular in the market. From grandparents in their sixties and seventies to teenage students, there are short video users, and the user scale is still gradually growing.

As of the end of 2020, Video Account has 873 million users. In the Internet era, the marketing value of short videos is highly favored. They have a wide user base (not restricted by geography), strong adaptability, strong dissemination, and good marketing effects. Short videos are short in length, which fits the fragmented reading style of modern people. More and more people like this type of video content, and the industry is gradually improving.

Data source: China Business Intelligence Network

2. Pain points in the development of short videos

1. Difficulty in topic selection, easy to become homogenized

All the major topics you can think of have already been filmed by others. The concepts are novel and have achieved good results. At this point, it is no longer an advantage to repeatedly film this type of topic. There are few entry points that others have not yet touched upon, and topic selection faces setbacks.

2. Low playback volume, difficult to increase followers

The video content is not of high quality, it cannot attract people to click and watch, and the number of views cannot be increased. It is not possible to achieve traffic diversion by relying solely on natural traffic, so one has to seek promotion through paid channels, placement of information flow advertisements, etc. However, the cost of traffic diversion is becoming more and more expensive, and accurate positioning may not necessarily achieve the desired effect. A large amount of money is invested, but the effect is not good.

3. The number of users attracted is small and it is difficult to monetize

Inaccurate account positioning, unclear fan groups, and lack of content will all lead to problems with account monetization. If you attract few users, advertisers will not choose you to advertise, and you will not have any opportunities to bring in goods. Simply put, you are not popular.

Since there are so many problems in making short videos, is it not suitable to make short videos now? Of course not. The difficulties faced by short videos need to be overcome. Short videos have a wide audience and great room for future development. The current difficulty lies in the fact that there are too many people doing it, which increases competition.

The threshold for doing well and getting a piece of the pie is high, which is sometimes not a bad thing, as not many people can actually reach that step. To make a high-quality content video, there are applicable methods and routines. Today, the editor will talk about how to make good short video content.

3. How to create good content

A good content video will attract many users to like and comment on it, and increase followers. The traffic attracted is natural traffic and is relatively stable. There are various content options available, and the most important thing is to understand what users want and what kind of content they like to watch.

1. If you view short video accounts as a product, you will face three problems

● Who are your users?

● What problem can your video help them solve?

● What are the advantages compared to other competitors?

Take emotional short video accounts as an example. First of all, to accurately locate users, you can divide them according to the male and female audiences, with some specifically targeting male groups and some specifically targeting female groups. User portraits can be accurate to age: 18-40; gender: female; region: unlimited; interests: those who have emotional troubles or are interested in emotions...

Secondly, the expression of emotions is mainly to solve the emotional problems of users, so that their ideas can be understood, recognized and resonated, and practical solutions can be obtained, which can help them have a better understanding of emotions. Finally, compared with other emotional accounts, what are the advantages? We can strictly control the content style and ensure content consistency, and we can also take an innovative route and explore the novelties of emotional analysis.

2. Create your own library

The material library can provide a steady stream of topic selection for your account. If you want to delve deeper into short videos, you must do a good job of collecting material libraries to help improve the content. Collect basic and professional information from different channels to add motivation to your own creation.

You can get information from Baidu, Douban, Zhihu, Weibo, official accounts, Xiaohongshu and other channels. Click on the search box, enter "XX industry insider information/disadvantages", and choose the one you want to add to the material library from the series of answers that pop up. Those who are more professional can look for relevant content from peer communities, industry forums, and industry websites. Competition is inevitable among the same industry. Whoever has more information has first-hand information and is more competitive.

3. Learn to take advantage of the trend

For specific holidays and breaking news, plan content topics in advance and warm up the atmosphere. For example, during the 618 period, the videos on major platforms are all promotional information for related products, with discounts for purchases over a certain amount. Combined with the characteristics of shopping, you can participate in the activities by following the video account, which can increase your followers. Combine hot topics to form personalized content to resonate with the audience and add a human touch.

4. Ideas for topic selection

1) Curiosity

This world is driven by curiosity. Curiosity is human nature. We will get to the bottom of things and have reasons for everything. If you can satisfy people's curiosity, you will definitely get a lot of attention. For example, how did human body hair form? Why individuals differ. Why do humans cry instead of laughing when they are born? This type of title can easily catch people's attention and attract people who are curious about the topic.

2) Restraint

There are some people who have poor self-control. When they want to start doing their homework, they feel itchy inside and want to play with their mobile phones. They pick up their phones and check the time, but time has passed. Finally, they realize that they haven't done their homework yet. You can target this group of people and spend a minute or two to teach them some tips on self-restraint, which will definitely touch some people's pain points.

3) How to politely refuse

In our daily work and life, we all more or less encounter some matters where leaders or friends ask us to help. Some of them we are happy to serve, while others are beyond our ability to handle, and we want to refuse but it is difficult to do so. For this group of people, it only takes a minute or two to learn how to refuse politely without hurting others' feelings, which is sure to resonate with many people.

There are many similar topics, such as lazy people's tips, how to change bad temper, how to chat with high emotional intelligence, golden sentences of praise, etc. I will not list them one by one here. Enterprises can choose according to their own nature.

4. How to present content

Common ways of presenting content in short videos include: oral narration, pure text PPT, video + music, and plot-based .

1. Oral

Oral narration only requires the person doing the narration and a script to complete. It is not difficult to shoot and the cost is low. However, the person who is narrating the story has to express emotions, be emotionally rich and have empathy, which makes it easier for the audience to feel involved.

Note: Expressions must change, and cannot be shot in one shot from beginning to end. A one-shot expression method can easily cause visual fatigue. Treat the camera as a person, communicate with it normally, make facial expressions and movements naturally, and adjust them in time to find the key prominent elements.

2. Text-only PPT

In the PPT presentation format, each page has only text or text + pictures, which can be of the same style or different styles.

3. Video + Music

This type of expression has another name – vlog. The video can be recorded by yourself or copied from others, and then modified, edited and pieced together to form your own work.

4. Drama

The plot-like form of expression is more likely to attract people's attention, with ups and downs in the plot, jokes, and is good at creating conflict scenes. Purely story-based short video accounts face more difficult monetization issues, but this does not affect their ability to produce high-quality content and create good differentiated content in the industry.

V. Conclusion

The key points of increasing followers through short videos:

● Establish a material library and produce high-quality content;

● Clarify the topic selection ideas and grasp the direction of topic selection;

● Choose a short video content presentation format that suits you.