Liu Zhiqiang, the top influencer on Douyin, has gained a lot of fans

We found on the short video platform that there are too many short video bloggers in various fields, and they have gradually formed a head effect. That is, there must be an extremely popular account in each vertical category, which plays a leading role, and its position is becoming more and more unshakable.

Whether it is the science account Akimi Wu that we shared before, or the popular science review account Lao Dad Review, they have become the top short video experts in their respective fields.

So today, we are going to take you to analyze Liu Zhiqiang, the top account in the fishing field on the two major short video platforms, Douyin and Kuaishou.

We will conduct a detailed analysis of this account from four aspects: camera techniques, editing methods, copywriting skills, and monetization methods. We believe it will be helpful to everyone.

01 Camera techniques

Different types of short videos require different camera movements.

For example, when showing a landscape, the grandeur of the scenery can be mainly reflected through the distant view.

When presenting a plot, you can use camera movements such as panning or shaking to enhance the atmosphere of the video.

So what camera techniques does Liu Zhiqiang use on a daily basis on this fishing account? And are there any other shooting techniques to follow?

1. Follow the camera

The short videos on this account often include shots of Liu Zhiqiang walking and talking, and the camera movement at this time uses a steady follow-up technique.

To keep the camera stable, there are two tips:

1) Use a stabilizer

Now handheld gimbals, stabilizers and other equipment are divided into different price levels. From entry-level to professional level, there are corresponding equipment available for purchase and use.

If you want to create a high-quality video account, a stable lens must be the first factor. Through Liu Zhiqiang’s video, we can see that his filming team must have used a stabilizer.

2) Choose a flat road

If there is no support from professional equipment, it is recommended to use more conservative lens movement techniques.

But if you must use tracking shooting, try to choose a flat road.

2. Make good use of various camera techniques

Since it is an account in the fishing field, its attributes are relatively vertical and it is an interest-based account, so the use of videos will not be too sensitive to the increase or decrease of fans.

In other words, the overall video just needs to be comfortable for the audience to watch.

No one likes a monotonous camera movement. Too single a shooting angle will make people slide away at the fastest speed.

So, taking the video of May 8, 2021 as an example, the video mainly uses horizontal shaking in different directions when the characters are moving, and when Liu Zhiqiang sits down, the camera technique switches to a close-up.

In other words, being good at switching between various camera techniques, and matching different camera techniques with different content segments, are all very demanding.

Here, we will also introduce to you the camera combinations suitable for different themes and content. You can learn more about them according to different content when shooting.

Push shots can highlight the subject; pull shots can create an atmosphere and make the audience feel as if they are in the scene; and surround shots can show the complex emotions inside the character.

3. Characters as the main subject

Based on the camera movement and tracking, we have determined that this is an account whose video content is shot with people as the theme.

However, during the process of Liu Zhiqiang fishing, the video still ensures that the character is the main subject. The benefit of this is that it can help the audience strengthen their memory, from thinking of fishing and then thinking of Liu Zhiqiang, to first thinking of Liu Zhiqiang and then thinking of fishing.

In other words, continuously strengthen fans' memory and increase fans' stickiness and loyalty.

02 Editing method

There is an obvious feature in the editing of Liu Zhiqiang's account, that is, he himself appears at the beginning of almost all videos.

For accounts like this that are mainly oriented towards character images, you can use the following three editing techniques to further standardize the content of the account.

1. Keep a neat beginning

When we look at the homepage of a short video blogger’s account, we can almost always see a concise and clear homepage display.

Either it is in the form of a fixed cover with a title, or it is in the form of revealing characters in different videos and adding titles.

As can be seen in the picture, the content of Liu Zhiqiang's account is displayed in the form of characters, which looks relatively neat.

2. Explain the story background as early as possible

Since the recording location of this account is different each time and the background story of each fishing trip is different, the editing is such that the background story of the video can be clearly explained at the beginning of the video.

Six common examples are:

Who am I, where am I, what am I going to do?

Where am I, who is around me, and what are we going to do.

Editing in this way will also let the audience know the context of the story and avoid stopping watching due to unclear content of the video.

3. Present more valuable content

Objectively speaking, the process of fishing is often time-consuming, so when editing content like this, we must consider the value of the content presented more.

For fishing, knowledge explanation, experience sharing, and results display are relatively important and valuable contents.

If too much worthless content is displayed, it will be harmful rather than beneficial to the completion rate.

After all, the weight mechanism of Douyin is that completing the broadcast is more important than likes and comments.

03 Copywriting skills

1. Add a topic

Taking the video released by the account on April 16, 2021 as an example, we can see that when releasing the content of the related event, the video copy added #HappyFishingLakeRally.

In addition, in his daily routine content, Liu Zhiqiang also added the topic #捕鱼 in his video texts.

The advantage of doing this is that it allows users to expose their own accounts when searching for related words.

There are not many short video bloggers who do this at present, so it is considered a relatively easy-to-use copywriting technique with no implementation cost.

2. Arouse the audience’s curiosity

A video copy with a semi-open attitude can give the audience room for imagination. At the same time, appropriately presenting an introduction to the video content can also arouse the audience's curiosity, which are effective means of increasing the video's completion rate.

Liu Zhiqiang's copywriting model is one that is worth learning from, because he adopts the form of informing the results but not the process.

A specific example is the copywriting on March 30, 2021: "Today's target is crucian carp, but they don't play by my rules!"

If this sentence was written as "today's target is crucian carp", it would lack a hot topic. However, by adding "unconventional" it effectively arouses the audience's curiosity.

Everyone wants to see how a fish does not play by the rules.

3. Question-style copywriting to enhance the atmosphere of the video

If the second point of copywriting skills is to build in the explosive point, then the skill of question-style copywriting is to give the audience more room for imagination.

Let’s take the video posted by the account on April 2, 2021 as an example. The text reads, “I’m a little scared of this kind of fishing situation. Are you scared, fellow anglers?”

The characteristic of this copy is that it does not tell the final result or goal of the entire video, but leaving a question will undoubtedly guide the audience to explore the complete plot of the video.

4. Give fans unique titles

The account Liu Zhiqiang likes to affectionately call fans "fishing friends" in the video captions.

The advantage of doing this is that it reduces the sense of distance between the host and the audience. Starting with a title, the role relationship at both ends of the video is changed from blogger and audience to friends and friends.

As for this point, not many accounts have implemented it yet.

Looking at the entire Internet, whether it is singer Li Jian calling his fans "listeners" or live-streaming host Viya calling her fans "Viya's women", it can be concluded that changing the title will appear much warmer.

Only by making fans feel that they are taken seriously and valued can the empathy between short video bloggers and their audiences be better deepened.

04 Monetization Methods

1. Livestreaming

Live streaming to sell goods is a method chosen by most short video bloggers.

However, the account Liu Zhiqiang used for live streaming to sell goods was not "Liu Zhiqiang Fishing", but a derivative small account called "Liu Zhiqiang Fishing Tackle".

According to the pinned video of "Liu Zhiqiang Fishing Gear", the small account is not only for live broadcast, but also for publishing fishing techniques that have not been broadcast on the main account and are less involved.

In terms of sales performance, as shown in the figure below, we can see that Liu Zhiqiang's fishing gear account had good sales performance on May 15 and 16, 2021, reaching 500,000 and 320,000 respectively.

The average sales volume of goods sold in the past 30 days can reach 68,000 yuan.

For a highly vertical account, this is a good result.

In terms of supply, some of the products in the live broadcast come from his own store "Liu Zhiqiang Chats about Fish and Outdoor Sports", and other products come from other stores.

The only feature of products from other stores is that they have an extremely high commission rate. As shown in the figure, the commission rate given to Liu Zhiqiang by other stores is mostly 20%.

2. Open product showcase

Both the Liu Zhiqiang Fishing and Liu Zhiqiang Fishing Tackle accounts have opened product showcases to facilitate fans to place orders at any time.

The majority of the items sold are bait, and there are also some other small quantities of fishing rods, clothing, floats, etc.

In addition, the window also introduces products from other stores, such as self-heating rice, other brands of fishing rods, etc.

But whether it is the goods in one's own store or in other people's stores, most of them are still vertically related to the fishing field, and other types of goods are still in the minority.

Another point is that most of the products sold in their own stores are low-priced bait products, which is in line with the characteristics of the Douyin platform that consumers are more willing to consume for low prices and practicality.

At this stage, it is more appropriate for small and medium-sized accounts to sell products with low customer unit prices.

05 Conclusion

Liu Zhiqiang's account is a typical vertical field account. Through a series of thoughtful operation methods, it finally embarked on a good path of monetization with its huge number of fans.

Accounts in vertical fields often pay more attention to the details of the account before thinking about the content, such as the use of copywriting topics and the design of fan names to change the relationship between the two ends of the account.

At a time when content homogeneity is quite serious, even if the operating methods are only slightly different, the level of personalization of the account can be greatly improved to gain the love of more fans.

Author: Internet Celebrity Headlines

Source: Internet celebrity headlines, founder: Dawei