15 short video planning and promotion

An excellent short video often requires a good planning scheme. Some precise, sophisticated and creative planning can often make the short video work have a clear theme and strong viewing value.

1. What kind of people are suitable for IP?

The people who can really make money on Douyin are those who have already made a lot of money offline.

Those who can really succeed in Douyin are those who are already very good offline.

What kind of people are suitable for creating IP?

We have content, experience, industry accumulation, mature monetization products, and the ability to deliver well.

2. How many people does a small Douyin startup team need?

If you start a business alone, it will be hard in the early stage. You have to handle planning, shooting, editing and operation by yourself. It depends on how you position yourself.

If it is a small team startup, it needs an iron triangle team, a director + operation, an actor + anchor, and a photographer who can shoot and edit. Basically, one person plays multiple roles. Many MCN agencies have such a configuration.

If it is a large enterprise with a budget, it is recommended to choose outsourcing. Leaving professional matters to professionals can greatly save time and trial and error costs. After all, time is money.

3. How to get a Shenzhen property number?

Shenzhen real estate account, the positioning area is Shenzhen. Don't talk about macro things. Rooted in Shenzhen, talk about investing in Shenzhen, stay close to Shenzhen, and develop around Shenzhen real estate.

To create a persona as an expert in buying houses in Shenzhen, you must have experience in real estate investment or real estate brokerage in Shenzhen, and highlight your professional experience, investment logic and practical cases.

What kind of topic is attractive? Let me give you some references, such as which real estate project in Shenzhen has the best property? Which property is the most expensive? Which developer in Shenzhen has the best quality houses? Where is the wealthy area in Shenzhen? Which luxury house is more expensive than Shenzhen Bay No. 1? Which Shenzhen real estate project does Jack Ma own? Which property in Shekou did Liu Xiaoqing buy? There are houses with a unit price of 50,000 in the center of Futian City? Which residential area do the second generation of rich people in Shenzhen live in? Where do the socialites in Shenzhen live? What properties are there near the areas with the highest concentration of listed companies in Shenzhen?

Share the latest real estate projects launched in Shenzhen, the latest market conditions and housing purchase policies for second-hand houses, which properties will appreciate in value, whether they are worth buying, and talk thoroughly about houses in Shenzhen, because you are attracting local home-buying fans in Shenzhen, so you need to have targeted fans, not general fans.

4. How to create a restaurant number?

For a restaurant account, which is positioned as a local life consumption account, what you need to do is to attract Douyin fans in the same city to consume in your store, or do you want to attract brand investment and franchise?

Think clearly about your purpose first. If you need to attract customers to consume in your store, it is very simple. Use a local account to take good-looking photos of the restaurant's food, highlighting that the dishes are delicious and tempting, and ask customers to comment on them. Show that there are many people, that there are long queues, and that the business is booming. Show that the dining environment is good, and that this is an Internet celebrity restaurant. Look, everyone comes to eat there and it is delicious.

Show the boss's business experience, create a reliable image, and then target the local Dou+. When the account reaches 5,000 or 10,000 followers, you don't need to invest anymore. Post works frequently, especially at mealtimes. Post 5 to 10 pieces each time, attract natural traffic in the same city, let more people in the same city see you, leave an address and phone number, give a discount from Douyin to your store, and let people come to your store to post Douyin @ your account so that more people can see it.

5. How to do the postpartum recovery center on Douyin?

To build an image of an industrial restoration expert, follow the top ten industrial nursing teachers in this field on the Internet, write down the topics of their most liked videos, and explain them in your own professional language. Do not plagiarize.

Other videos regularly share tips on postpartum care, the consequences of not caring for the baby, and the difference between before and after care. It is enough to shoot a week's worth of videos at a time. In the early stage, you can target Dou+ to accumulate 5,000 basic fans, then start live broadcasts and keep updating.

6. Can I use a recruitment account in the same city?

Of course, one of the clients I visited the day before yesterday is a factory under a listed company. It spends more than 10 million yuan every year on recruitment fees. It has always used traditional third-party labor dispatch companies to recruit people, which is costly and inefficient. The average cost of one accurate user is 2,000 yuan. Later, they created a Douyin recruitment account, and the content focused on corporate culture. With only 1,800 fans, they hired 200 people and spent only tens of thousands of yuan, which is a very high investment-output ratio.

There are many manufacturing factories like this. Something that originally cost more than 10 million yuan can be done on Douyin for tens of thousands of yuan. Traditional companies are of course willing to do such things. Local recruitment accounts are a good way to do this. Make this into a project, sell the model, train people who make accounts in batches, collect training fees, and then graft the factory recruitment project to make a profit from the difference.

7. How to create an account without showing your face?

First, in the food category, although you don’t have to show your face, the requirements for the background layout of dishes and tableware are relatively high, such as this account and this example.

Second, the first-person story type, to put it simply, uses a camera instead of eyes to record interesting things, but it is more difficult to monetize this type of account.

Third, the unboxing and review categories, which include women’s clothing, beauty products, mother and baby products, and daily necessities. Especially for the female group, the unboxing and monetization capabilities are very good.

Fourth, technical activities, such as teaching painting and handicrafts.

There is no shortcut to making TikTok, the only way is to continuously polish the content.

8. How to create a personal matrix number?

It's easy work. Each of my accounts is managed by an assistant. They take pictures with their mobile phones, edit them and post them, two videos a day.

The key point is: the content of each account should be different, so that when others see you, they can learn something from each account, instead of being annoyed and wondering why it is always the same face saying the same thing. This will cause a bad user experience. Just like my matrix, this account talks about short video entrepreneurship, which is more on the thinking level, and that account talks about short video teaching for novices, which is more on the technical level.

9. Does the boss want to create a personal IP?

Of course, this is a matter of gaining both fame and fortune. Many bosses with a net worth of hundreds of millions have come to live broadcast and sell goods. What does this mean? There is a huge opportunity here.

Personal IP is the most valuable thing in this era and will be more valuable than real estate in the future. 1. It can help companies acquire customers and reduce traffic costs. 2. The official media of a company is cold and has no warmth. The boss’s personal IP is the personification of self-media, which makes it easier to narrow the distance and enhance trust. It is easier for consumers to get to know a person than a dull company.

10. What is the biggest difference between you and other planners?

I have been using social media for almost ten years, from the early Tianya Xici to Douban, Weibo, and WeChat, to the current Douyin, Kuaishou, and Bilibili. I have experienced all of them. I also had a lot of fans in the era of pictures and texts, started my own new media company, served dozens of listed companies, accumulated relatively rich practical experience, and have a better understanding of the rules of short videos. I have a relatively good sense of the Internet, because I am also a self-media author and have output millions of original words on the official account.

I can quickly help a person position himself or herself and find the right tone. After chatting with him for a while, I will know what this person’s most shining point is, what tone is most suitable for him, and what he says is most exciting and contagious. My role is to explore, locate, present, and amplify. When it comes to starting an account, I have my own way of doing it, and it works.

11. What is the difference between Douyin and Video Account?

Douyin is a big bazaar, all the people who see you are strangers, and you need to attract their attention in a very short time. Douyin is public domain traffic, that is, the traffic does not belong to anyone, and the fans belong to the platform. Only the traffic that you can convert is yours. What is convertible? It means that they are willing to give you rewards in the live broadcast room, buy your courses, and pay you for consulting. Therefore, the more vertical the content is, the better. The number of fans and playback volume are actually not very meaningful. The focus is on monetization.

The video account is a large circle of friends. Those who see you are people who know you. After all, everyone has hundreds of WeChat friends. It is not difficult for them to like your post when they see you. The video account can activate private domain traffic. It is suitable for those who already have a traffic base and mature monetization products, and can quickly build trust.

Tik Tok and Video Account are a great combination, one diverts traffic to the public domain, and the other activates the private domain.

12. What are the differences between Douyin, Kuaishou, Bilibili, and Xiaohongshu?

Douyin is actually "entertainment jokes + live shopping guide + advertising shopping guide", which corresponds to the traditional model of "TV programs + TV shopping + TV advertising". It grabs the traffic of TV stations.

Kuaishou’s current position is a bit awkward, but it is also easy to understand. Douyin is CCTV and Kuaishou is a local station. One is high-profile and the other emphasizes characteristics. If it is done well, Henan Spring Festival Gala can compete with CCTV Spring Festival Gala. Currently, Bilibili wants to expand its audience through knowledge learning first, and is still in the rapid evolution stage of attracting more people. It has great commercial potential. Xiaohongshu corresponds to social sharing and will gradually replace part of the influence of Weibo and Moments, and is also in its rising stage.

From the perspective of entry cost, the ecosystems of Douyin and Kuaishou are already very mature, and it is difficult to succeed without teamwork and advertising investment; Bilibili's commercialization is progressing rapidly, but UP hosts are still innovating, so there is still an opportunity; Xiaohongshu is on the eve of full commercialization, and it is the best time to enter.

13. The director is a soul catcher.

When shooting short videos, the most important person on the scene is the director. The director is the soul of the scene. The director must understand the use of light, aesthetics, composition, and how to communicate with the actors. He must mobilize and explore to present the most shining, beautiful and radiant side of the actors, allowing them to bloom in front of the camera, be themselves confidently, like themselves in the camera more and more, and be able to express themselves freely. These states affect 60% of the effect of a work.

In fact, the role of the script itself only accounts for 50%, so the effect of the same content spoken by different people varies greatly. Sometimes, in front of the camera, your inner things transcend language and are not expressed for language. At a higher level, it is actually the soul that is expressing. Language is just an auxiliary, and sometimes it can even reduce the value of an interesting soul. The director is this "mind catcher".

14. To make money from Douyin, you need three teams.

You can't do it alone, you need a team. 1. You need someone to help you with content creation, positioning, character design, topic selection, shooting, editing and operation. They help you with traffic. 2. You need a live broadcast conversion team. Live broadcast and short video are two different systems. For live broadcast, you need to control the scene, speech skills, process, hold orders, sell goods, and attract private domain traffic. 3. You need a delivery team to help you with course development, product development, and after-sales customer service. Delivery is very critical because it is difficult to build trust and a bad reputation can happen overnight. Traffic, conversion, and delivery are three teams that complement each other and none of them can be missing.

15. TikTok’s eight monetization models

Do you know what is the most important thing about making Tik Tok? Monetization model. Some people work hard to get millions of fans, but they are confused when they can't make any profit. This is a nanny-level Douyin monetization video. If you are a newcomer or already have a fan base and are confused about monetization, be sure to watch the video and download it.

1. Share products and promote sales.

Many people think that you must have 1,000 fans to sell goods in a window display, but this is not true. Douyin has many mini-programs, and you can sell goods even if you have 0 fans. For example, search for Kaola, find a product that girls like and has a certain degree of popularity, and choose to shoot Douyin. Just shoot a quality video for this product and release it.

2. Mini Program monetization.

Currently, the best things to earn money on Douyin are psychological tests and small games. Pay attention to the game publisher Doutuimao. The highest weekly income of small games is 246258

Live broadcast rewards.

For example, this young lady. I also want to tell you that if your video is exposed, you must turn on the live broadcast immediately. In fact, if you are a newcomer and have no live streaming experience, you can still earn a lot of money from tips when the traffic explodes.

Live streaming selling goods.

Live streaming sales do not require many basic fans. When my clothing live streaming account had 30,000 followers, I achieved sales of over 100,000 in a single live broadcast. If you have good products and are good at sales, the traffic of Douyin live broadcast is so huge that it is easy to sell out.

5. Star map advertising.

You can apply for admission if the number of fans reaches 10,000. For example, as a blogger with 600,000 followers, my advertising quote is 6,500 yuan per post, while the quote for top influencers is over one million.

6. The ways for oral knowledge bloggers to monetize include:

①Open a window hanging course, for example, this anchor with less than 100,000 fans made 1.39 million

②Consultation fees. This blogger has three consulting prices: 2999, 30,000, and 300,000.

③Physical training

7. Guide to the group.

There are many ways to monetize by directing fans to Douyin groups, including selling goods, paid communities, etc.

Author: tangxiaohan007

Source: tangxiaohan007