5 ways to express your ideas in short videos

As a merchant selling goods, when we publish short videos on the platform, what content expression methods can help users better understand the products we want to sell?

Considering that some villagers may also be doing Douyin and Kuaishou related businesses recently, I have specially captured some content to share with you.

01 Short videos can achieve what you see is what you get

Before sharing, I still want to emphasize one point. I hope everyone can pay attention to the content construction of short videos, especially for suppliers.

1. Compared with the description of products in text and pictures, the content of short videos is more direct, vivid, comprehensive and easier.

2. Users open Taobao to shop few times a day, but they open Douyin and Kuaishou to watch short videos many times a day. Relevant data shows that the average daily short video usage time per person exceeds 110 minutes.

This tells us that short videos can help us suggest users’ consumption mindsets and increase opportunities for communication with users.

In traditional shelf e-commerce, users consume based on demand and have almost no knowledge before searching.

In content e-commerce or interest e-commerce, users watch the product for a certain period of time, get to know the brand, and finally decide to place an order.

It not only achieves brand promotion, but also realizes consumer conversion.

Traditional sales involve external investment in directing traffic to Taobao for consumption. The path is discontinuous and does not truly achieve what you see is what you get. This places a heavy test on the brand’s advertising and promotion capabilities.

Therefore, everyone can think more deeply about the benefits of a short video account with brand recognition to make videos + live broadcasts to sell products.

Then, let’s talk about what kind of script settings we can use to promote products when shooting short videos and achieve the integration of product promotion and sales.

02Five ways to promote short videos

1. Detail display

This is a short video shooting method used by most businesses because it is the simplest.

Choose a core selling point of the product and present it directly to the user by focusing the lens.

For example, if you want to sell a pair of shoes and highlight its softness, you can simply bend and twist the shoe.

In order to prove that the pants sold do not shrink and have elasticity, people simply pull the pants hard to see if they will immediately return to their original shape.

The purpose of displaying details is to highlight selling points and dispel users' concerns.

2. Knowledge explanation

It means telling users some common knowledge or expert advice about products and industries in a popular science way, because most users have only a vague understanding of the products.

a. Secrets

Reveal things that ordinary people rarely come into contact with in their daily lives, such as taking users to visit a workshop to understand how a pair of shoes is made or how a pack of paper towels is produced.

In fact, it looks like a revelation, but the core is to convey to users how their products are genuine, have strong brand power, and are safe and thoughtful.

b. Matching

You can check out many beauty and clothing accounts, almost all of which share dressing tips, such as how to choose underwear, sandals, and socks in summer, and how to hydrate, moisturize, and protect against the sun in summer.

Matching accounts should highlight practical information and utility, so users will be more dependent on them.

c. Key points

Listing some knowledge simply and directly gives users a sense of instant gain.

For example, there are three wrong ways to run, you must read these ten books, when shooting short videos, you should never create these five accounts, etc.

3. Product comparison

Instead of bragging about your own products, it is better to tell users why others are not good, so as to reduce the need for users to make comparisons.

a. You bought the wrong

Taking the topic of users buying fake and shoddy goods as an example, tell users what is authentic.

b. You bought it too expensive

They feel sorry for the users who bought expensive goods, and tell the users that it is really cheap to buy here by showing the workshop, origin, first-hand source, brand, etc.

c. You bought the wrong

Using the excuse that the user bought a bad product, directly compare the quality of two products. For example, if someone is selling seafood shrimps, they will display one large and one small.

The purpose of comparison is to establish a good standard in the minds of users, break the users' original decision-making cognition, and more intuitively reflect the advantages of their own products.

4. Usage method class

Share product usage tips with users to help them better understand the product.

For example, a shoe seller will tell you how to identify genuine leather, how to maintain shoes, how to wash shoes without damaging them, 5 ways to tie shoelaces, how to wear shoes in different occasions, etc.

It generally involves food, clothing, housing, transportation and daily necessities, and is particularly suitable for sharing skills for this type of content.

5. Usage scenario

Mainly in the form of plots, provide various scenarios for users to use your product.

If you sell red wine, then you should list 100 or 200 scenarios in which users can drink your wine.

For example, class reunions, friends’ birthdays, company relocations, wedding anniversaries, achievement celebrations, late nights, frustrations in life, etc. The more scenarios you create for users, the more reasons they will have to buy from you.

Based on the above five ways of planting grass, when shooting short videos, you can use multiple templates or combine them together to extend hundreds of video styles to ensure the watchability and sustainability of the content output.

But you must remember: a video only talks about one point, so that users can remember that one point deeply.

Some people may ask, don’t videos like the three major mistakes and five major reasons you just mentioned have a lot of points?

It is important to note here that although there seem to be many such points, they are all related to one theme and are interrelated.

03 Three styles of short video promotion

In addition, when we present specific video content, there are different ways of expression.

1. Drama

For example, in order to highlight that their shoes are cheap, two people in the video bought a pair of shoes at the same time. During the conversation, they found that A only spent 99, while B spent 199. Then A shared his tips on saving money when shopping in a certain channel.

The plot-based approach is to embed the original content into a story first, so as to avoid users ignoring the advertisement directly.

Of course, the expression of the plot cannot be mechanical, but must be combined with the characteristics of the product.

2. Question and answer

Demonstrate or popularize the information to users by having one person ask questions and another person interview them.

For example, employees ask their boss how to choose a car, sisters ask each other how to choose clothes, students ask teachers how to teach and demonstrate, etc.

It should be noted here that the question-and-answer format is not a very rigid street or indoor interview scene, but the entire video style is presented in the form of question and answer, with the blogger revealing secrets and popularizing science.

c. Direct statement

This is also the most common way of expression. Either the protagonist answers while sitting on a chair, or answers while walking in an open scene, but both belong to the soliloquy type.

This comparison tests the blogger's ability to express and interpret, especially in terms of emotions and tone, and how to make users willing to listen to you alone.

Okay, that’s all I have to share today.

Author: Shili Village

Source: Shili Village (shilipxl)