E-commerce short video pyramid creation method (Part 2)

In the previous article "E-commerce Short Video Pyramid Creation Method (Part 1)", we introduced the bottom and middle-level structures of the pyramid creation method - three basic sequences and seven plot effects.

In this issue, we continue to explore the high-level and top-level structure of the pyramid creation method - diversified script design and lens language. In the film and television shooting process, storyboard writing and lens language design are the work of the director team.

The same script shot by directors with different styles will present completely different dramatic effects. This leaves the director with a lot of room for imagination.

In the past, in order to maintain a unified mental position, brand video advertising often spent a lot of money to hire professional teams to shoot advertising blockbusters, and adopted a one-way voice approach of "one face for thousands of people" to establish brand awareness among potential audiences. The basis for the creation of such short video scripts is "brand image".

The creative team needs to consider how to fully present the brand’s value proposition in a shorter advertising window. Due to its short length, the characters in the play are almost completely weakened. With the development of online streaming, long story-telling video ads have entered the public eye.

This type of video uses cinematic narrative techniques to convey brand meaning, create dramatic conflict, and has a certain viewing value. Its storyboard script is created based on the script structure and still revolves around the plasticity of the brand image.

The fundamental goal of e-commerce short videos is to achieve product conversion. Different from high-altitude bombardment and self-talking brand advertisements, the script creation of e-commerce short videos is based on "thousands of faces for thousands of people" precision marketing and diversified population labels.

The current e-commerce short video effectiveness analysis is even accurate to the second level, with in-depth analysis of clicks, conversions, and loss numbers. The three basic sequences and seven plot effects introduced in the previous article help us clarify a set of efficient logic for selling products.

Readers may wonder that without the support of programmatic fission technology, almost no business can truly achieve "one thousand faces for one thousand people".

Is diverse script design really just an ideal utopia? Returning to the origin of short video creation , we only need to divide the sound and picture into two independent creative lines - audio track and picture, and we can achieve diversification under the guidance of key plot points.

1. Diversified audio tracks

The audio track corresponds to the key plot, and essentially what it needs to solve is the three basic sequences of conflict problems - cognitive conflict, trust conflict and value conflict.

I have summarized the key plots into 6 major tags:

• Tag 1: Common ways of introducing topics include pain point introduction and suspense introduction, in order to quickly arouse curiosity and imagination in the exploration sequence.
• Tag 2: Solution The solution is the first step in starting the “user persuasion journey” and is also the first appearance of the product.
• Label 3: Product display Appearance display is essential, especially for products that win by packaging.
• Tag 4: Product selling points explain the core competitiveness of the product and are the most important plot points in e-commerce short videos.
• Tag 5: Effect promise in the co-creation sequence, creating a vision of improved life after using the product can greatly enhance purchasing motivation.
• Tag 6: Timely sweetness: When approaching major marketing periods, such as 618 and Double 11, adding "free" or "discount" plot points to the co-creation sequence can attract short-term traffic and promote conversion, but it is not a must.

Some short videos will merge label 1 with label 2, or label 5 with label 6, focusing on presenting the true sequence of label 3 "product display" and label 4 "product selling point".

However, the lack of an opening topic will make the selling point statement seem pale and powerless, and will not be of much help in promoting sales in the value sequence.

The six plot tags and seven plot strategies together form the main logical line of the audio track. What are their specific combinations? I made a diversified ratio plan for reference:

As shown above, we can come up with dozens of combinations just from the logic of the audio tracks. The picture below takes a shampoo promotion video as an example. In terms of expression, we only need to mix and arrange the seven plot strategies and the six plot labels to complete the first level of script diversification design.

Next, we will focus on how to diversify the screens - the "faces" in "thousands of faces for thousands of people" in programmatic advertising refers to the screens, which means delivering different creative content to people with different labels through buying traffic.

Based on the above analysis of the audio track line, the diversified picture design of e-commerce short videos can be divided into "separation of audio and video content" and "integration of audio and video content".

2. Separation of audio and video content

a. Explanation: The sound and picture content are independent of each other and not directly related.

The audio tracks and images are mixed and arranged according to the plot labels.

b. Common strategies for second-tier e-commerce Due to lack of shooting costs or lack of scene conditions, most of the short video storyboards of second-tier merchants are derived from second-hand materials on the Internet, or are directly shot with mobile phones without any picture modification.

Category II merchants only need to record a few refined audio tracks and randomly match various product-related shots to achieve the most original and diversified design. It should be noted that due to the lack of synchronization between sound and picture, the picture content is monotonous and rough, and its "diversity" is more like "piling up quantity", which has no correlation with population labels and is only suitable for cheap products targeting the sinking market.

c. A common strategy used by brands is to mix sounds and images based on plot tags.

Brand merchants will first list the required plot tags and create audio tracks and images in each tag group. After the labels are mixed and arranged, different types of complete audio track lines and picture combinations are obtained, and the sound and picture are merged to achieve diversified production. This type of screen diversification design can be carried out from the following aspects:

① Change angle

Display products from multiple angles, and skillfully use close-ups and close-ups.

② Create layers

The trial session highlights the product quality by displaying a multi-level experience, such as showing a complete unboxing session before the trial, to continuously stimulate users' desire to explore.

③ Rich scenes

For plot-based e-commerce short videos, the live streaming scene where the anchor is selling goods closely corresponds to the target audience, and it is necessary to distinguish the pain points and corresponding solutions (product selling points) corresponding to different scenes.

④ Add characters

Increasing character interactions can create dramatic conflicts from the side and improve the persuasiveness of short videos, especially for plot-based sales videos.

3. Audio and video content integration

a. Explanation: The sound is synchronized with the picture content. The audio tracks are mixed and arranged according to the plot labels. The graphics are designed in a variety of ways based on the segmented audio tracks.

b. Brand merchants often use strategies to diversify the images based on the audio track grouping.

In order to produce more refined content, brand merchants will first list the required plot tags and create different types of audio tracks within each tag group to form audio track groups.

Finally, create different images in each group based on the type of audio track. After the mixed editing and combination, the number of complete videos selling products is huge, which can fully meet the demand for distribution in various channels.

Let’s take a look at the simplest diversification strategy through the example of a wet wipes short video:

4. Lens Language

The language of film and television shots covers camera movement, background music, sound and light effects, etc., which means conveying the story through changes in the camera image.

Since e-commerce short videos do not have appreciation value, the lens language mostly refers to the picture frame, background music and subtitle special effects. The main values ​​of these three lens languages ​​are as follows:

a. Picture frame Picture frame is often used to unify brand tone, convey promotional information and emphasize added value. The occupied frame position acts as a visual constraint, integrating the image into the special context created by the advertiser. For example, during the 618 period, most brand merchants will add discount, time limit and gift information to the package frame to remind users of the urgency of placing orders and create a context of hot sales.

b. Background music The most taboo for background music in e-commerce short videos is to "take the lead" - the background music cannot cover up key information points, otherwise it will weaken the effect of promoting orders. E-commerce short videos often use light-hearted and humorous music as a prelude.

c. Subtitle special effects Subtitles are divided into dynamic subtitles and static subtitles. Static subtitles only serve as information aids, while dynamic subtitles emphasize special information and enhance the interest of the picture.

It should be noted that if you choose to use a creative frame, it is not recommended to use dynamic subtitles, otherwise it will affect the main visual creativity.

The above is the complete content of the e-commerce short video pyramid creation method.

Author: Buy a small plane

Source: Buying Small Airplane