From 0 to 1, we can sort out the logic behind the increase of fans of popular short videos

As the wave of short videos grows stronger and stronger, countless content entrepreneurs are groping, getting stuck, and moving forward on this road. How to create, operate and monetize short video content has become a source of anxiety for countless people. The author of this article discusses the logic behind increasing followers through short videos through the following points, hoping it will be helpful to you.

01. The creative ideas behind the hit short videos on Bilibili

Come from life and return to reality. ——Chen Pangpang, a well-known funny UP host on Bilibili

To summarize the creative ideas behind the hit short videos on Bilibili: using simple and crude routines, making it difficult to distinguish between true and false, and having an attitude. Specifically, the video content is fast-paced, the performances are exaggerated, and the editing is compact, directly instilling the ideas you want to express into the audience.

Firstly, the content of my series of videos on selling goods will be combined with the tricks used by some live-streaming hosts to make a profit. Whether it is the actors’ performances, the on-site layout, or the post-production editing, they will all be made to be realistic, to the point where it is difficult to distinguish between the real and the fake.

Second, short video content should have attitude and use "positive traffic" to defeat "negative traffic". Therefore, I hope that my work can reflect some things, resonate with the audience, and satirize certain phenomena.

Thirdly, the content of my short videos has changed from being “uncomfortable” in life to being “uncomfortable” when creating content. In today's era, convenient "traffic" channels have given many young people the opportunity to create content. However, the "algorithm" that everyone is so keen to talk about cannot often serve as a standard for measuring values. Many people are skilled in using content creation, "traffic", and even familiarity with "algorithms" to harm innocent people and society.

Fourth, do a good job in secondary creation of hot topics. My videos follow hot topics. When any hot memes appear on the Internet, I will create secondary videos based on them. For example, among the friends of Panga, I only feel sorry for my brother. It’s three o’clock, time to have tea, etc. If you play it well, you can even turn this meme into your own creative content and make it one of your tags.

Fifth, come from life and return to reality. I have observed that most of the hot topics on the Internet 365 days a year are still things that people care about in real life, so we must come from life and return to reality. When making short videos, it is not shameful to take advantage of hot topics, and it is also a science to weave in the right gags.

As long as you have a clear mind, you can create something that everyone likes and make good money without having to live a lousy life.

02. How to incubate a monetizable beauty account from scratch

Not everyone is suitable to be a beauty blogger. ——Qiu Yan, Content Director of May Beauty

What I’m sharing today is mainly aimed at those who want to be a beauty blogger but don’t know if they are suitable for the job, or those who have already chosen a career path but don’t know how to start from scratch.

• Not everyone is suitable to be a beauty blogger.

There is a huge discrepancy between what people think of bloggers and the actual bloggers:

In addition, now is relatively not a very good time to enter, because there are more and more professional players, and users always prefer new people; the current traffic is not as good as it was two years ago, so it is actually very difficult to create a beauty account now.

If you want to be a beauty blogger, you should first check whether you have one of the following characteristics:

The first point is whether you are extremely good at and knowledgeable in a certain field, or have some identity endorsement. For example, celebrity makeup artists may bring their own traffic; for another example, which type of people will have better data? Formulators, chemists, or people who make products will be more convincing when they talk about skin care.

The second point is whether the personality or appearance is outstanding enough. Some people have a face that is memorable at first sight, so they can be remembered by users at the first time; some people have very distinctive personalities, such as being funny or sarcastic, which makes them easy to remember.

The third point is whether the person is willing to share often, whether he is very sincere and has a good sense of the internet. It’s not that amateurs know nothing, but they work very hard and can transform their sufficient experience and knowledge into the simplest language to tell the audience, so they can attract fans.

If you want to go further, you need to pay attention to your learning ability, stress resistance, desire to survive and acceptance of change. For example, people who don’t want to reply to messages after get off work are not suitable to be beauty bloggers, because they need to interact after posting short videos and watch more videos to learn.

• How to select and build content from scratch?

1. When it comes to building beauty content, the core is to reach users’ pain points.

When creating a beauty account, you need to think about what content the target user is female. Based on our topic selection data and some feedback from the comment area, I summarized some keywords that girls are most likely to pay attention to:

The first is related to beauty, namely "appearance anxiety", such as "how to get rid of acne", "makeup comes off due to oiliness", "lightning thin as lightning", etc.

The second is related to money, that is, saving money or making money, such as "getting rich overnight" and "how to buy at a good price";

The third is emotional resonance, which is about love, such as "little brother" and "sweet love".

2. Regarding the selection of segmented tracks.

The beauty and cosmetics industry is actually a large industry, and it is necessary to make a specific classification of the content of accounts across all platforms. In terms of categories, it can be divided into fashion, beauty, and skin care; in terms of presentation form, it can be divided into grass-planting, evaluation, and skills.

3. About benchmarking.

A blogger whose image, experience, and accumulation are slightly better than yours but not much better than yours, and who is on the rise, is the right person to benchmark against. In addition, benchmarking is not simply copying, but imitating and presenting its pictures and video rhythm, analyzing the account growth path, and disassembling the video content framework, which is more important than blindly following.

4. About innovation.

New bloggers tend to fall into the misunderstanding that "I want to be the most unique person", but in fact short videos have been developed for two or three years. All the topics you are thinking of now must have been proposed by someone before. The reason why they are not popular is not because they are not done well, but because not so many people are willing to watch the topic itself. Therefore, you must choose topics that the public likes to watch, rather than things you particularly like. What we need to do more is to innovate the form of presentation, which is the most direct way to change the content.

Based on this, there are six things to do when creating an account:

• What are some operational skills that are easily overlooked?

1. About the release time

The time people spend watching videos most often is when they are on the road, not at home. "Time on the road" refers to 7:00 to 9:00 in the morning, the lunch break from 12:00 to 2:00, and 5:00 to 7:00 before and after get off work.

2. About the title

Users have very limited patience, and they only have less than a second to spend time with them, so titles need to be simple, straightforward, and down-to-earth. If it cannot be understood by more people, it will not be possible to obtain the first batch of traffic.

3. About the Comments Area

The mission of a video is not accomplished once it is posted. Instead, it can only generate greater value if fans interact with it in the comment section after it is posted. Because good vocabulary is helpful for promoting traffic and can infect more new users.

4. About the topic

Each platform has some related hot topics. Inserting content-related topics can allow target users to search for them, and inserting platform hot topics can be seen by more potential users.

5. About content adjustment

We need to adjust the content according to the characteristics of the platform. For example, for Douyin, we will compress the video shorter because Douyin values ​​the completion rate; for example, Xiaohongshu pays more attention to the click-through rate and click-to-like ratio, so we pay more attention to its cover and collection volume; for example, Kuaishou will pay more attention to the interaction rate.

6. About pinning content

Content suitable for pinning includes endorsement videos, which are an important way to increase the fan conversion rate. Users can use them to see what kind of person you are, what your professional identity is, and what value you can bring, and only then will they pay further attention to you; one is a hit video; the other is a representative work.

• About "eating"

A few things to note:

The first thing is that advertising products are also part of the content. To be responsible for yourself and to go further, you must choose products that are worthy of users.

The second thing is that the first layer of content in an account is content that will become popular if everyone creates it, and the second layer is content that will become popular only if some people create it. If you want to take on long-term advertising, you must lay the second layer of content. The first layer is only the traffic basis, and the second layer is the source of advertising.

The third thing is that customers increasingly hope that bloggers have strong sales capabilities when choosing accounts, which means that your video itself must be close to the product, that is, the content you make determines the advertising you receive.

Finally, I would like to share three sentences with you:

The first sentence is, do more difficult things, because when you choose a simple form, there will inevitably be more people doing the same thing with you. Only when you do more difficult things can you go further.

The second sentence is directed to the blogger: If everyone understands you, how ordinary you will be.

The third sentence is that every past successful experience may become the next stone that trips you up. We have been sharing experiences and using the previous frameworks to create current content. We will find that we always limit ourselves to a box. If we want to do better things, we often have to abandon previous experiences.

03. How to create a strong Douyin account from 0 to 1

Before creating a character, there must be an entertainment package that matches the business thinking. ——Liu Guandan, the person in charge of the "Robot Seventeen" account of the ByteDance official account

• Seventeen's "From 0 to 1"

Many accounts may encounter problems such as having good content but not being able to go viral or sell products. This is mostly a problem with the personal settings. "Robot Seventeen" is an account that shares practical knowledge about Douyin operations, and it also experienced a period of bottlenecks after its launch. I can share with you the detours I have taken:

The initial content was in the direction of general entertainment, shooting funny office skits and establishing a robot character with a very mechanical or cute image. But in fact, this is a performance without personality, which is difficult to leave a deep impression on people.

Many Douyin viewers have little patience and are more easily attracted by exaggerated things. At that time, the general entertainment content was intended to catch the trend, there was no fixed framework, the characters were not clear, and the accumulated fans were of low accuracy, so the account encountered a bottleneck when it reached 100,000 followers.

Later, a content innovation was carried out, which turned it into sharing the practical skills of Douyin operation combined with simple plots. I always say "break up" at the end of my videos, which has formed a personal label for me, so that many people will think of this account when they talk about "break up". At the same time, the character's personality has become emotional and irritable, which is more eye-catching. In this way, we completed the breakthrough of the account bottleneck.

• Building of character

First, before creating a character, there must be an entertainment package that matches the business thinking. Because many accounts often build their personalities in the early stages in order to become popular, without considering the later monetization channels, which leads to many difficulties in monetization in the later stages.

Second, pay attention to the three major elements of building a personal image.

1. Account positioning

Because the purpose of personality setting is to make the account more recognizable, it is closely related to the positioning style. For example, there is a designer whose goal is to provide users with decoration knowledge. The content revolves around issues that users are concerned about when decorating their homes, helping everyone avoid pitfalls. The content, form, and style of the entire account are very unified, with a clear positioning and vertical content.

2. Entertainment elements

First, you need to find the characteristics of the company, product or actor, and be careful not to find the advantages. A character does not need to be perfect, but rather his characteristics should be explored in multiple dimensions, such as the product's exclusive formula, cutting-edge design, etc. The next step is to find the emotional line and skill line. Now more and more emphasis is placed on the value of content. The skill line must convey the value to the audience and then be integrated into the emotional line to make the character more rich.

3. Expression

Common types include drama, oral broadcast, vlog, etc. However, short videos involve collaboration among many types of work, so you need to consider team members and budget when choosing.

• Character design

1. The emotional line and skill line intersect to form a three-dimensional character image.

For example, there is a photography account where the photographer is a cool uncle. Every time different customers come to him, he presents amazing photos. That is, his shooting skills are integrated into the plot, forming his own style positioning.

2. Personality settings require contrast.

For example, some accounts are very "greasy", which is not an advantage, but fans like to see it, which is equivalent to setting up a small flaw for fans to complain about.

3. Labeling of personalities.

I say "break up" in every video, and this is a label. Labels can be reflected in many aspects, including body language, expression, appearance, and props, such as "mask boy".

The IP of an animation or platform can also be used as a character, even with only one hand or leg showing and behind-the-scenes dubbing, to reflect the personality and also label the lines. So, it is not necessary for real people to appear in the film.

In addition, you can fix a small segment in the video structure and use this structure to create content for each issue.

Author: Micro Jam

Source: Micro Jam