How to get more than 1 million views of short videos without spending money on promotion?

After the video is shot, it is not as simple as just releasing it, there is also a promotion process. Today I will share with you the short video channels and promotion process.

1. What are the channel classifications?

Channels are now divided into four categories: online video channels, information clients, short video channels, and social platforms.

• Online video channels: These platforms are specialized video websites, and the number of views is mainly obtained through search or editor recommendations. For example, iQiyi , Sohu, and Tencent Video .
• Information clients include : The playback volume of this type of channel is mostly obtained through the recommendation mechanism of its own system. Toutiao Media Platform, Penguin Media Platform , Yidian Zixun
• Short video channels : The number of fans on this type of channel has a greater impact on the number of views. Meipai , Miaopai
• Social platforms : This type of channel is more communicative and has stronger communication capabilities. QQ public media, QQ space, Weibo, WeChat

2. How to choose the right channel?

You need to consider your own attributes

What are the attributes of self? For example, if you are an individual, a producer, and you like to shoot videos that you want more people to see, then you may upload more videos on Weibo, because Weibo is a social platform that is more contagious and can meet your needs of wanting more people to see them.

Or you want to form a team to start a business or you already have a team, or you are transforming from a traditional industry or from other industries and want to make food programs or pet programs. In this case, you may upload more videos on Toutiao in the early stage. Since there are no users in the early stage, Toutiao's recommendation mechanism will bring you a certain amount of volume.

Moreover, because the attributes of your registered account are different , the revenue share of the amount brought to you may also be different.

Program Positioning

The program positioning mentioned here refers to the direction of your program, that is, what category you are doing.

for example:

• Yi Se Shen Skills, what I am doing now is the original life digital category, and I will teach you some digital tips and tricks;
• For example, Amore, she is in the food category and teaches how to make some Japanese delicacies;
• For example, Fang Yucheng Studio makes music videos.

Therefore, before making a video program, you must position your program in advance. You can choose one that you are interested in or that you think will have a high volume.

In short, positioning is a very important step in your program. Once the program positioning is determined, there will also be a general direction when uploading the program to a channel. For example, if you are doing a comedy program, you might choose to upload it to Meipai.

Short video promotion purpose

Gain fans

If the purpose of your video promotion is to gain fans, then uploading the video on Meipai is a good choice, because the number of Meipai fans has a great impact on your playback volume.

If your program is unique, there may be a certain amount of accumulation in the early stage. When it is done well, it may become popular. After seeing it, your fans will comment, repost and like it, which will slowly bring you more fans' attention. You can also use the circle of friends to replay your videos and gain a certain number of fans.

Brand influence

If you want to gain greater brand influence, you may choose multi-platform distribution and select some large channels such as Toutiao, iQiyi, Tencent, Meipai, Weibo, etc. These platforms are well-known and have a large number of followers, so the exposure rate will be high, so your brand has a greater chance of being launched.

Views

If your goal is to get more views, then you can choose to promote your video across all channels, no matter how big or small the channel is. As long as it brings volume, you don’t have to consider how much volume comes, because your goal is to get more views for the program.

Therefore, your promotional purposes are different, and the distribution channels you choose may be different.

Characteristics of short video channels

Understand the characteristics of the channel itself

The second thing is to combine the characteristics of short video channels to promote your own videos. for example:

• Sohu Video , the playback volume is mainly obtained through search and editor recommendation, so you may need to build a good relationship with these editors and let them recommend you to get more volume;
• For example, Toutiao mainly relies on system recommendations to get the number of views. So it may be very important to add tags to your title, so as to recommend more people to watch your video.
• The number of Meipai fans has a great impact on the number of video views, so you need to interact with fans frequently and maintain fan relationships;
• Weibo has a wide range of communication capabilities. If you want to promote a brand, you will choose Weibo.

The characteristics of the channel are also a point you need to consider when choosing a channel.

Understand the channel population

After understanding the characteristics of the channel, briefly introduce what the user group of the channel is like. This may be more related to the positioning of your video.

For example, the users of Tencent Video, iQiyi and Toutiao are mostly between 20 and 40 years old, with significantly more males than females, suggesting that males spend more time on videos. In this case, you might shoot something more male-oriented or something that boys might be interested in to increase the number of views.

For example, the users on Meipai tend to be younger, and their video styles are more funny and playful. In this case, you may want to include some funny content in your video when editing it. Your videos are more youthful, so the volume on Meipai may be very high.

The age group of users of QQ space is relatively young. If all the content you upload is about mothers and babies , the number of views may not be too high.

Therefore, when choosing a channel, the user base of the channel also needs to be taken into consideration. Consider the program positioning and promotion purpose to choose the appropriate channel to upload the video, understand the channel's positioning policy, and shoot videos that are in line with the channel users .

3. Promotion Methods

Initial promotion

When your video is first released, how do you get the first batch of users?

First of all, the video must be updated daily so that users can develop a habit and distribute it through multiple channels to increase the exposure of the program. For example, you can join some interest groups, share some things about your video in them, and gradually expand your popularity.

Second, you can go to some forums and Zhihu. Answer questions in the forum and when commenting, you can recommend your own column to achieve a publicity effect.

Third, take advantage of the popularity and hot topics . In Wang Sicong’s Weibo post about Sony TV, Suning Logistics and JD Express both took advantage of the popularity. If your short video column is also in the early stages of operation , you can use these methods to increase attention for yourself and attract some fans.

Promotion growth period

When your column gradually starts to gain a certain volume, it will enter a period of slow development and growth. At this time, Xiaoyu believes that what needs to be done for promotion is to maintain your existing users and then continue to accumulate users to achieve a state of growth.

Interact well with users

The so-called good interaction is divided into two points: one is to interact with users in the comment area below,

For example, when the Yi Se Shen skill was operating on Meipai and Toutiao, there were messages below and we would reply to the users, making them feel that they were valued and that their ideas, opinions and even suggestions were seen. This way, users might develop a habit and gradually be retained. Users may even forward the post to attract another group of users to pay attention to your stuff.

Another way is to guide interaction . For example, if you raise questions in the column and initiate a discussion, people may be very interested in a discussion you initiated, and they will complain and comment on it. This is a way to retain users, guide everyone to interact, and then convert users.

Mutual promotion

There will be some questions on Zhihu Q&A, Toutiao Q&A, Tieba and even Weibo. You can take the initiative to reply and comment under these articles. At the same time, you can also include the name of your own program to achieve a publicity effect. If your answer satisfies the user, then the user may follow your account.

Mutual diversion

The meaning of mutual traffic diversion is actually to cooperate with other self-media people and bring each other traffic. However, when you are looking for these accounts, you need to pay attention to the fact that the fan portraits must be similar. How do you understand this? That is to say, the column you are currently working on is aimed at mothers, so when you are looking for a partner, it would not be appropriate to contact some gaming columns, because gaming columns may be more targeted at male users. Secondly, when looking for cooperation to divert traffic, you also need to pay attention that if your program is aimed at mothers, then you may need to find some mother and baby programs. Such audience users are similar and are more likely to bring you effective users.

How to acquire users during the promotion stability period

At this stage, your user growth may be basically stable, so you need to pay attention to the details of the operation when operating the column.

Headline titles and tags

We all know that headlines are a recommendation mechanism, and they have double titles. Therefore, the title is actually very important for the volume of the column. For example, the title needs to be concise and clear, use more numbers, raise questions, and capitalize on hot topics. Double titles can help you detect which type of titles are more attractive to users. The titles may be similar or very different, and you can continue to optimize based on your own titles. I have shared with you how to choose a title before, so I won’t go into detail here.

Toutiao is a recommendation mechanism, so tagging is naturally very important. Because it makes recommendations based on the tags, your users will see your program. Once the tags are not added well, the volume will be greatly affected.

Meipai's head picture, popular in topic activities

For channels like Meipai, when we are operating, we may need to use some beautiful pictures as header images, use beautiful avatars, and participate more in topic activities organized by Meipai. If you do well, you can become popular, so that more fans can see your videos and increase exposure.

Do more activities

When your column reaches a stable period, you can also do more activities. Because your user fans are accumulated at this stage, if your activities are done well, it may encourage some fan users to participate in forwarding activities, which will indirectly promote your column.

For example, the previous " Escape from Beijing, Shanghai and Guangzhou" campaign of Xin Shi Xiang was almost all over the WeChat Moments, which brought him a new user group.

What I am going to share today is mainly about introducing the content of the channel and how to promote it. When we choose channels for promotion, we must first understand the channels and the stage of our promotion. Then we need to consider the positioning of our program itself, pay attention to some operational details based on the characteristics of the channels, and do some publicity and promotion in a purposeful manner. Maybe in this way, channel selection will be simpler and the volume will be good.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @顾小雨 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map