Times will cause media to change, but users’ demand for good content will not change. Therefore, respecting content and being familiar with users, and making an accurate match between the two are the basic requirements of content operations .
The Internet: The New and Old of the Media Ecosystem
As technology continues to advance, what is considered "new" today may become "old" tomorrow. As media media are constantly updated with the times, users will also continue to change, from radio to television in the past, and then to the Internet. A mobile phone carries 80% or even more of our lives. Television is "new" to radio, and the Internet is "new" to television. They will coexist, and the migration of user behavior will cause them to grow and decline, and they will not coexist forever.
1. Where is the new media ?
1. Audience. In the "new" media environment, the form of content consumers has changed a lot. One person has many roles, including reader, listener, netizen and so on.
2. Trend. The reason why new media can continuously attract users of traditional media is that it brings a more convenient, more massive and more proactive form of reading and consumption habits to our lives.
3. Transmission mechanism. The biggest drawback of traditional media is that users cannot actively choose content and can only passively accept it. For example, when we open a newspaper, we have to consume whatever content is printed in the newspaper. The same goes for TV channels. We can only watch what the channel is broadcasting, including the advertisements. New media allows users to make the decisions and provide different experiences for different people.
4. Business model . Traditional media mainly sells space and time slots, while new media adopts a free + paid + value-added business model.
5. Profit model. Traditional media mainly rely on advertising revenue, while new media, in addition to traditional advertising, also has membership models and other monetization methods, allowing its profits to develop in a healthier direction.
6. Transformation of traditional media? Users can access it at any time, read it at their leisure, and interact quickly. Turn "constraints" on users into "constraints" on yourself.
2. 2016 Trends: New Media
Audience changes
The mobile Internet user penetration rate is highest in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, and the mobile Internet penetration rate in eastern coastal cities is higher than that in central and western regions.
The proportion of users under 30 years old continues to exceed 70%, and the proportion of users under 24 years old continues to increase, and the mobile Internet has a clear trend of younger users.
The number of users in second- and third-tier cities is slowly increasing, and the Internet is gradually sinking into economically underdeveloped areas.
User Analysis
The size of China's active mobile Internet user group will exceed 800 million.
The population is getting younger, the male-female ratio is equal across regions, and the penetration rate in economically underdeveloped areas is increasing year by year.
The penetration rate of mobile Internet in coastal areas is higher than that in inland areas, and users in cities of different levels have different preferences for mobile Internet.
Changes in user habits: from single-task reading to multi-task reading, from passive reading to interactive reading, from standardized reading to personalized reading, the user experience has been greatly enhanced.
three. Market Contribution (New Media)
Compared with traditional media, advertising growth in the new media field has accelerated. Except for traffic videos, the growth rates of Internet, commercial building videos, and cinema videos are all higher than the previous year.
In the Internet advertising industry, except for the transportation industry, the growth rates of the other top five industries are increasing, among which the financial industry reached 94.1%.
Although China's box office this year was lower than expected, spending on cinema advertising increased from 54.2% in the first half of last year to 77.1%, with Internet companies represented by Tmall growing as much as 295.4%.
Four. Market contribution (traditional media)
Traditional media, led by television, saw varying degrees of decline in market growth in 2016, with only radio seeing a 0.1% increase.
Traditional media advertising fell by 6.2% in 2016, the largest drop in recent years.
From the perspective of various media, except for radio, other traditional media are in decline. Newspapers have experienced a cliff-like decline for two consecutive years, with a drop of 41.37% this year.
From the perspective of advertisers, the health care and pharmaceutical industry's investment in traditional media has continued to grow, but the companies mainly engaged in fast-moving consumer goods have significantly reduced their investment.
Internet content is by no means a translation of traditional media content
1. Several categories of short videos :
News and information category. The first-time restoration of the scene gives users an immersive feeling.
Practical skills category. The vertical professional content is easy to understand and covers food, clothing, housing and transportation, serving users’ daily needs and delivering new skills in a short time, allowing users to choose what they need.
Leisure and entertainment category. It meets the daily needs of the broadest range of users and is a great tool for relieving stress during fragmented time.
Compared with traditional media, Internet content is characterized by massive volume. How to select high-quality content for processing and form one's own characteristics is a test for every Internet content operator .
2. What kind of content does new media need?
Good quality. We never try to attract attention or cater to the public deliberately, but use professional thinking and attitude to inspire reflection among the audience and even society.
There is something interesting. Compared to clickbait titles and empty content, the audience needs more substantive content .
it works. The starting point for users to consume content is to satisfy their own needs. We need to understand users’ needs and prescribe the right remedy.
interesting. Not only does the content need to be interesting, but it also needs to be closer to users in terms of presentation.
How to create good short video content
We need to have an in-depth interpretation of the content. Before doing content operations, we must first learn to break down the content. If the video production process is regarded as a production behavior, then the operation process is the sales process.
1. News and information short video operation
Key points:
The live images are more shocking than oral broadcasts. If it is just the release of a report, you can just read a text flash. But if an incident, accident or disaster happens somewhere, I would like to see first-hand footage of the scene.
The attention paid to major cities is higher than that to other places, capital> first-tier cities> provincial capitals...
With the same loss, public safety incidents are greater than professional field incidents.
Both unexpected and foreseeable events test the operations team’s ability to capture them.
Title creation:
1. Details + Site Description
For example, when the strong typhoon "Nida" passed through Shenzhen, large trees in the city were uprooted.
2. Highlight content acquisition methods
For example: a real video of a large truck crashing into two police cars and forcing its way through a highway toll checkpoint.
3. Pay attention to the reference of numbers
For example: A motorcycle passes through an intersection at high speed, and the rider is hit and flies dozens of meters away.
4. Suspense, let users find the answer themselves
For example: A large truck rushes down a slope quickly and is about to crash. What does the driver do?
Cover production:
1. Predictable events that can reflect the most exciting moments of the content
For example: the moment of rocket launch ignition and Chinese models walking the runway at the Victoria's Secret Fashion Show.
2. Emergencies, Emphasis on the Scene
For example: the scene where tsunami waves rise, the scene where earthquakes are destroyed, and the real reactions of the people at the scenes of various emergencies.
3. Others
Find the conflicts in the content images, make the images emotional, and let the emotions infect users.
2. Operation of short videos on practical skills
Key points:
Practical skills vary for each person. Everyone focuses on different things and needs different content. Practical skills content is most concerned with content that is closely related to users' lives. The closer it is to life, the more frequently users come into contact with it in their daily lives.
Be brief and concise, don't drag on. If you can finish explaining something in 3 minutes, it is recommended not to take 10 minutes.
Recommend content based on user choices.
Title creation:
1. Easy to understand and down-to-earth; more colloquial and straightforward, with the core appeal clear at a glance.
[Example] A simple way to check if there are any problems with your neck and shoulders? It can also prevent and treat cervical spondylosis and periarthritis of the shoulder!
[Example] A must-have for traveling, this is really practical! I really admire girls who are so clever and skillful!
2. Highlight the purpose of video content; make it easy for users to quickly find points of interest and resonance.
[Example] Are blackheads annoying but hard to squeeze out? Don't worry, we'll teach you how to remove them safely right away!
[Example] Do it 20 times a day to get rid of your belly fat and develop a perfect mermaid line!
3. Sense of hierarchy: Use words to express a sense of hierarchy and space, making it easier for users to fill in the blanks beyond the title.
[Example] Creative home design with a wild imagination, teaching you how to use small space flexibly!
【Example】A small box can hold 20 pieces of clothes! This storage technique is a must learn!
4. Cleverly use the concept of time; methods, tricks and shortcuts are time-saving and fast, allowing users to GET in a short time and gain more favor and attention.
[Example] Debunk unreliable condom rumors in one minute!
[Example] Teach you how to make delicious boiled pork slices in three minutes! Tender meat and spicy taste!
Practical skills can be applied to all aspects of daily life, whether it is dressing up, makeup or home cooking recipes, including love skills, etc., they will actually be of some help to everyone.
Cover production:
There are two key points in making the cover of practical videos, and you need to grasp one of them:
Highlight the final effect
Show the operation process
Ideas:
The idea behind short videos on practical skills is that the core of topic selection should be useful and interesting.
Practicality: Ensure that the video content conveys knowledge and skills rather than showing off skills or lifestyle, and is "useful and informative" so that users can gain something after watching it.
Interestingness: The video content is not boring, and is not a simple list of skills or knowledge. The video has explanations or complete subtitles to ensure that users can easily practice after watching it. Creative content is even better.
Completeness: Content completeness is the most basic requirement for videos. It must contain at least one complete knowledge point, allowing users to master truly practical life skills or knowledge by watching such videos.
3. Leisure and entertainment short video operations
Key points:
The reading threshold for leisure and entertainment content is low, so the topics should be more down-to-earth and resonate with users.
The most taboo thing is that the content is lengthy and bland.
We cannot just do things for the sake of being funny, or entertaining for the sake of entertainment. The relevant content should also have corresponding values and convey correct value orientation.
Title creation:
1. Be network-oriented and use Internet buzzwords proficiently to make the title interesting
Original title: All the students in the school do radio gymnastics, but this student is different
Data: Click-through rate 10%
Modify the title: Classmate, your radio gymnastics is simply a mudslide, every move makes me laugh
Data: Click-through rate 25%
Analysis: Adding popular Internet language can narrow the psychological distance with users. Currently, 70% of mobile Internet users are young people. The modified title is more in line with users' reading preferences. After the adjustment, the click-through rate of a single article increased by 15%.
2. Exaggeration
Original title: The highlights of the 4 episodes of Da Zhangwei and Bai Kainan’s version of “Lecture Room” are all here!
Data: Click-through rate 13%
Modified title: The classic among classics, finally the complete set of Da Zhangwei and Bai Kainan's version of "Lecture Room"
Data: Click-through rate 21%
Analysis: This video is a clip from the 2013 show "The King of Variety Show". Because it has been a long time, many users have inevitably forgotten it. Modifying the title directly aroused users' interest by using the two sets of keywords "classic among classics" and "collection", thereby increasing the click-through rate.
3. Suspense
Original title: The sad story behind Jia Ling’s fame
Data: Click-through rate 6%
Modified title: Jia Ling amused audiences nationwide. She actually had such a sad past...
Data: Click-through rate 18%
Analysis: The original title is a typical old stereotype. Through modification, Jia Ling's achievements are pointed out, and suspense is used to attract users to pay more attention to the story of the character itself, so as to achieve better operational and promotion effects.
Cover production:
1. Convey emotions
A cover image with emotion can stimulate users' imagination through the picture and make users feel involved.
2. Dynamics
Pictures are static, but an excellent cover can convey dynamic effects to users through static images.
In addition to content, you also need to understand your users
A content operation that does not understand users will fail! If we regard the operation process as a sales process, then we need to be clear about who our customers are!
1. Key points
User portraits should be based on real data.
When there are multiple user portraits, you need to consider the priority of the user portraits.
User portraits are constantly being revised.
2. User portrait and role
User portraits are virtual representations of real users and are target user models based on a series of real data. The premise of Internet precision marketing is to have accurate user portraits. In the PC era, there may be different users behind one terminal. In the mobile era, there is one user behind one terminal.
Its functions can be roughly divided into the following aspects:
Accurate recommendations: accurate recommendations are made based on the differences in existing content and the different users.
User statistics, based on user feedback data, calculate the corresponding user scale in sample form.
Data mining, based on data feedback results, infers users' diverse preferences. For example, users who like to watch food also have a high receptiveness to travel content. Every user is different, and only by truly understanding the users can we achieve personalized content operations.
3. Means of obtaining user portraits
Technical means
In the mobile era, each user has his or her own independent terminal, which reduces the difficulty of user portraits. The portrait information that can be directly obtained through technical means includes:
Terminal hardware information
Phone model
Mobile phone network environment
User usage time
The user's geographical location, etc.
Operational means
Obtain user portraits through user research. When users open the app for the first time, you can allow them to make some choices. Or you can set up some easy and interesting tests to conduct user research, one is to attract user attention, and the other is to stimulate user enthusiasm for participation. You can also embed questions about the user's gender, occupation, preferences, etc. into the test, and finally randomly give the user an interesting result. During this process, the user likes the participation process and cares about the fun.
Reading behavior. Different users have different differences when reading content, and the user's profile can be roughly determined based on the user's long-term reading behavior and differences. For example, a user who is interested in fashion and beauty is most likely a young female user , while a user who likes military and games is more likely to be a male user.
Content management alone is not enough, you also need to attract fans
This year is an era of explosive growth in self-media . In addition to paying attention to how many reads and clicks their content has received on the platform, many people will also pay attention to how many fans they have. This has exploded since Weibo, and everyone will compare the number of fans, etc. In the era of self-media, fans are users, but users are not necessarily fans. By shaping themselves into opinion leaders in vertical fields through their own content, users have reasons to become fans. So you have users but lack fans. What are you lacking in?
1. How to attract fans through short videos?
Why do you want to attract fans? Fans are a loyal community of content readers who can accelerate the conversion of your content into economic income. Every real brand will have its own fan base.
2. A single short video cannot attract fans
A single short video can bring users, but not fans. If self-media organically connects the content and provides users with an entry and channel for long-term attention, then the more vertical your content is and the better it is in the vertical field, you will not only gain clicks on the content, but also gain your own fans. Fans are long-term followers. Only by continuously meeting the needs of users can you ensure that you do not lose fans. Having your own media is the first step to attracting fans!
3. Thirty-six Strategies to Attract Fans
1. Accurately position and find your own differentiation
The essence of self-media is user thinking, not PC traffic thinking. User thinking is the core thinking of mobile Internet, so how to differentiate short videos is a question we need to think about. Differentiation of self-media, differentiation of video content positioning, differentiation of target groups, etc., even if there is a little real differentiation, you will become competitive.
2. Build the core competitiveness of content
You can make the content down-to-earth, useful, interesting, emotionally stimulating, and immersive; you can speak for fans and say it better than they do. Have your own opinions and express them skillfully.
For example: the difference between a copywriter with a monthly salary of 3,000 and a copywriter with a monthly salary of 30,000
Stimulate emotions: You can complain, feel justice, sympathize, or remember...
3. Develop effective promotion strategies
Find effective target users, pay attention to the open rate and sharing rate. If the self-media only cares about the number of fans and reading volume, it will lack long-term vitality. Only by constantly sharing and forwarding the content can it bring a steady stream of attention and fans. Remember to maintain a continuous attraction to fans, because the relationship between fans and you is not a one-time reading and consumption relationship. Only by using your greatest ability to create high-quality content can you maintain the long-term attention of fans.
Monetization, the golden age of self-media
1. The king of mobile traffic
The trend of short videos appeared ten years ago, led by YouTube overseas, and domestic platforms such as Tudou and Ku6 entered the market one after another. However, due to various constraints, various video platforms have transformed one after another.
Through analysis, we can find that short videos have once again become everyone's favorite after being silent for a few years, but there is a very big difference, that is, the migration of users from traditional PC to mobile terminals. In addition, with the acceleration of technology and the reduction of service charges, users' psychological defenses against short video applications have been lowered, and short videos with rich categories have become the best reading choice for users in fragmented time.
2. Three traps
1. Mistaking “professional roughness” for “layman roughness”
Currently, short video production tools have become professionalized. In the past, you had to carry a camera to shoot a short video, but now you can complete the production of a short video with just a smartphone. Behind the seemingly casual and rough videos lies a professional foundation. Papi Jiang 's rapid popularity is not only due to her seizing the bonus period of short videos, but her background in film and television is enough to explain why her success is not accidental. She has put a lot of effort into every aspect of her short videos, including topic selection, slot design, performance, and editing.
2. The Matthew Effect is the natural enemy of long-tail content
In the past, there were two mainstream forms of short video distribution: portal (Youku, Sohu Video, etc.) and social (Weibo, WeChat , etc.). The former relies on pure manual editing, and the limited space is monopolized by the top content, leaving no traffic for vertical long-tail content; the latter has the inherent drawbacks of social distribution, which causes traffic to gather at the top, making it difficult for the rest of the content to get a cold start and obtain initial traffic. Therefore, only by breaking the monopoly of the head, making personalized operation recommendations based on massive user data, and achieving accurate matching of users and content, can more long-tail and vertical content also gain corresponding exposure and traffic.
3. The commercial value of short video content is difficult to be recognized
Domestic short video creators often need to balance content creation and commercial monetization, but single producers and production groups have certain shortcomings in IP management, brand investment, marketing promotion , etc. Therefore, the production cost of short videos is much higher than that of pictures and texts, and the need to monetize and make profits is more urgent.
Times will cause media to change, but users’ demand for good content will not change. Therefore, respecting content and being familiar with users, and making an accurate match between the two are the basic requirements of content operations.
Mobile application product promotion service: APP promotion service Qinggua Media advertising
The author of this article @操作鹤手 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!
