A complete list of short video operation content models

Suitable industries: decoration industry, machinery, cleaning tools and other industries that mainly display the product itself.

This model has two display methods: problem-stimulating and comparative display.

1. Problem-stimulating

First, let’s raise the user’s pain points : the toilet smells bad in the summer and there are many small flying insects.

Then point out the reason why users have pain points : Go check the floor drain quickly!

Finally, solve the user's pain point : it is best to choose a deep water seal floor drain in the shower area...

This is the template for problem-stimulated content. We raise users' pain points in order to tell them that we can solve their pain points. The cause of the pain points can be replaced by "check the floor drain quickly" with our own products, and the content that solves the pain points can be replaced by the selling points of our own products.

For example: our product is a certain shampoo, and our biggest selling point is that it is silicone-free and oil-controlling.

Pain point: So troublesome! I just washed my hair in the morning and it was oily again in the afternoon.

Cause of pain point: That’s because you didn’t use shampoo. Come and try ×× silicone-free shampoo!

Solve the pain points: No silicone oil ingredients are added, the hair roots are refreshed after washing, the hair is light and moisturized, and the hair will be dry and fresh even if you don’t wash your hair for three days!

2. Comparative display type

First show the products of our competitors or the effects when the products are not used, and then show the effects after using our products. Make a clear contrast to maximize the advantages of our products.

1. What do you teach?

Simple knowledge : When facing a wide range of users, we need to transmit simple knowledge to them. Some potential users cannot understand overly professional knowledge.

Hard-core knowledge : that is, to share some professional knowledge so that our target users can gain value from it and gain the trust of target users.

Buying suggestions : These are some of our common shopping guides. During major shopping festivals such as “618” and “Double Eleven”, bloggers from various fields will release videos with buying suggestions. Normally, we often see purchasing recommendations for clothing, electronic devices, and beauty products.

Reduce costs : Reduce the user's cost of doing something and bring value to the user. For example, "You can make your hair roots fluffy without any nutrition" and "Teach you how to make a certain Kessler pistol leg in three minutes".

Pitfall Avoidance Guide : Tell users about the minefields in a certain field, help them avoid them, and bring value to them. For example, "5 skin care products you wouldn't want even if they were given away for free", "3 things you must pay attention to when decorating", "Avoid lightning strikes at these two attractions in Chengdu", etc.

2. How to teach?

User problems + low learning cost + detailed knowledge : First show the user's problems, then tell the user low-cost solutions, and finally show detailed knowledge.

For example: We want to teach users how to put on makeup in five minutes.

User problem: You always wake up late and don’t have time to put on makeup before going out?

Low-cost learning: Teach you a “five-minute quick makeup routine” so you can go out looking energetic no matter how late you get up!

Specific knowledge content: Demonstrate how to apply makeup and what is needed.

This template is of course not only applicable to the beauty industry, but also to any industry that allows users to solve a difficult problem through low-cost learning.

Subversive ideas + reasons + ideas + sublimation : This kind of subversive idea output is a kind of video content that can attract users very well. When we make this kind of video, we first put forward an idea that subverts the user's cognition, explain the reason for the idea, then put forward your own point of view, and finally sublimate the theme.

Background explanation : explain the characters, time, and story framework. For example, "I am a boss born after 1995 with 200 employees under me", "What did I go through to go from a working girl with nothing to earning a million dollars a year?", etc.

Scenario description : arouse resonance and stimulate demand. For example, under the orange street lights on the roadside in Beijing, in the bustling food stalls, in the dark room with a few beams of moonlight, etc. This common scenario is more likely to resonate with users.

Story twists : setting up difficulties increases the story. For example, “I came to Beijing full of hope, but was cheated out of everything…”, “When I first started in this line of work, no one was optimistic about my future…”, etc. Beautify and exaggerate one's own experiences to make the story more readable.

Happy Ending : The ending of the story satisfies the needs. For example, "Fortunately, I did not give up back then, so I have the life I have today" and "Now I am a boss with 200 employees." It not only satisfies users’ needs for a happy ending to the story, but also introduces the current development of our company.

Traffic conversion : set hooks to retain users. At the end of the video, guide users to pay attention, such as "Follow me, I will take you to ×× in the next issue" or "Follow me, we will grow together", etc.

Today we shared three content models: product content model, knowledge teaching model, and storytelling content model. Have you learned them?

In fact, these three models are suitable for most industries. We don’t have to copy them exactly when using them. We can appropriately change the content structure according to our own characteristics.

There are still three models that have not been shared. The next issue will be here soon. Please follow me so you won’t get lost!