How can traffic be doubled relying solely on content? It's time to think about your KPIs!
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The golden age of short videos Why do we say that the golden age of short videos has arrived? 2016 was the explosive year for short video startups . According to iResearch report, as of July 1, 2016, the short video industry received a total of 43 investments . Judging from the number and amount of investment, the number is very large, proving to be an industry with great potential. From the perspective of Miaopai , the number of PGC users on Miaopai reached over 5,000 in 2016. This is a conservative figure, at least three times that of 2015. This fully demonstrates that the golden age of short videos has arrived. In the early stages of making short videos, you must understand what your users like to watch, and always believe that content is king. What is operation ? What is operation? What is operation? The scope is too large. For example: the product proposes a concept, and then everyone works together to implement this concept, which is equivalent to the product and technology giving birth to a child together. So what does operations do? The operations department is responsible for taking care of the child. Therefore, the series of problems that this child encounters in the process of growing up, including which stage he is in, such as the rebellious period of adolescence, all require the operator to take some actions to take care of him and enable him to grow better, and ultimately make some contributions to the entire society. There will be times when he gets sick, just like what we said, the product encounters a problem and needs to be solved. The difference between short video operations Traditional video websites are completely editor-centric, while today's short video apps are user-centric. The importance of operations Operations are as important as raising children. The difference between good and bad operations Good operations can be directly responsible for the results and can achieve certain indicators through content operations, etc. Understand your direction and what you want to do. To put it simply, poor operations mean being too obsessed with the work at hand. This is a very potential difference between a good operation and a bad operation. How to do content operation well? Before learning from all the experience, please first establish a basic benchmark in your heart, a ruler to measure your bottom line! What you care about may not be the real headlines. Anyone who has created content will know what kind of content will have higher traffic. It must be content that touches the line between pornography, gambling, and drugs. This is not uncommon. We are usually very busy with work and study, and when we come into contact with such things during our rest time, it does not necessarily represent the ugly side of human nature. Therefore, before we do any content operations, we must stick to our basic bottom line. If all operations blindly focus on hot spots and traffic, without any regard for professional ethics and bottom line, what will the Internet become? The importance of clickbait Moderate clickbait headlines are very important, but there must be a limit, and you need to master this limit yourself. Miaopai conducted a user survey in late July and early August. One of the questions was: What are the reasons why you choose to watch a video? This is our data. Among more than 40,000 people, 60% chose the video title and cover image. This shows that the title of a video is the most critical factor in users choosing to watch a video. So if you can’t do a good job of title, why should we expect users to love reading your content? For example: This happened recently, Zhang Yuqi publicly admitted that she was married. When this incident happened that day, the editor made two headlines. The first one is, "Zhang Yuqi publicly admitted to being married and finally forgot about Wang Quanan." The second one is, "Flash marriage, Zhang Yuqi gets married again, and the rich businessman husband's face is exposed." Which one do you like to watch? Most people would prefer the second one. In fact, when it comes down to it, it all comes down to everyone's attitude towards pan-entertainment gossip. Why do you like to watch entertainment content? Because entertainment is always followed by gossip. The first one seems to be nonsense. I already know that Zhang Yuqi is getting married, so there is no need to say more. I finally forgot about Wang Quanan. This sentence seems to have a little bit of emotion in it as a media person, but it doesn’t have much meaning, because the current one is more important. The second title, Flash Marriage, first summarizes her behavior of getting the marriage certificate in 70 days. Later, the rich businessman’s face was exposed. In fact, what everyone is most concerned about is what kind of man could make Zhang Yuqi decide to marry this man in just 70 days. So the content that everyone sees is very ordinary content, but when it comes to editing, it is really necessary to pay attention to every word and every picture, and strive to let everyone see the most informative things to save your time. Regarding the Fan Bingbing incident, the editor of the celebrity channel and the editor of the homepage made two headlines that were not exactly the same. The first headline is, Fan Bingbing responds to being driven away by the organizer. In fact, this title has the meaning of driving away, but it does not get to the core. How to respond specifically? Second, Fan Bingbing posted evidence to slap the face of Huazhong University of Science and Technology, and everyone may be more concerned about what evidence this is. Enhanced picture effect In the evolution from the era of pictures and texts to the era of videos, pictures are still the most intuitive embodiment, and different pictures bring about vastly different effects. For example, in the Fan Bingbing incident, there was a very simple picture of the scene, like the one on the lower right. Everyone was happily participating in the forum, and there was no description of the event at all. No one realized that this was an accident. The reason for choosing the picture on the upper left is that when Fan Bingbing left the stage, her hands touched her eyes. She was indeed crying, so we specifically picked out this action. It turns out that the top left image is much better than the bottom right image. Understand users Compared with previous portals and traditional video websites, the content operation of new media products such as Miaopai is essentially more like a user. Because if we don’t understand who our users are, then we have no idea what kind of content we need to present to everyone when creating content. The basic information of Miaopai users shows that most of them are female and the users are relatively young, aged 16-26, and basically all of them are students. So when the editor browses the background every day, he will find that many elementary school students are taking pictures, and many middle school students are taking pictures in their spare time, and the pictures they take are very good and particularly creative. The regions are distributed in Guangdong and South China. Perhaps because most emerging products are concentrated here, Guangdong has the largest number of users using similar apps. The most important question when we are doing content operation is, who are our users? Who are we creating all this content for? After thinking through these issues, you will feel more comfortable creating content. Whether it is the title, some distribution channels selected in the future, or some marketing cooperation brands, we will choose places with more users, so that the efficiency will be higher. Understand the product I believe every company has a pain point. Operations will often find trouble with products, and products will often find trouble with operations. Then technology is stuck in the middle like a punching bag. Therefore, we will often put forward some requirements to the product based on the content itself, and the product will feel that the requirements you put forward are not popular with users at all and do not meet the market prospects at all. However, no matter what, this is a conflict between the two departments from their own perspectives. In fact, because of these conflicts, it is easier for both sides to explain their reasons and create some collisions, so that the product functions presented in the future will be more useful. In the picture on the left, the video stops playing after it is finished, and there will basically be no next one. In the picture on the right, after one video ends, the next video starts playing within 3 seconds. This feature is a bit strong, but it can push more and more interesting things to users. But the prerequisite is that this function must be launched accurately. For example, if the first video played is a celebrity video, it means that the user may be more interested in celebrity-related things, so when the second video is played, the user's habits will be referred to and more celebrity videos will be recommended to him. These are some of the demands that operations put forward to products based on their own perspective. Hot Events I believe everyone is familiar with the first picture, the hero going against the flow. The Tianjin explosion occurred at 11:30 p.m. at the time. The first video was taken by a man on the upper floor of his house, who filmed a powerful explosion far away on the opposite side. This scene was sent through the Miaopai App port. Later we made a series, including the hero who went against the flow, which was also the creativity of netizens. Including a series of activities to pray for these fire heroes, which is also an extension of this hot event. The Longshi Wedding set a new record for our data at that time. Without any other channels for promotion , the traffic increased by 20% simply by relying on content. Therefore, grasping these hot events and then making some reasonable extensions, including some interactions between you and users, are all very good ways to attract new traffic and users to your site. The so-called content operation should not only stay on the surface of the content, but also think more about how to use your strengths to let more users outside the site know about the things on our site. At this time, you need to have a very strong channel thinking. You will find a pattern: it is becoming increasingly difficult and expensive to add new channels. When channel people are doing external promotions and adding new channels, they first start with content. The trial of Wang Baoqiang’s case has begun. What exactly happened in the court? Use a picture to illustrate such a simple hot news event. First of all, the event must be chosen very accurately, it must be a hot topic and it must be content that everyone is very concerned about. After the user opens it, an H5 page is presented with the basic title of the event on top, a button-like logo image below, and then an explanation of the event. Without clicking on any picture, you can have a comprehensive understanding of the Wang Baoqiang incident from beginning to end. If you click, there will be two situations. If you have Miaopai installed, you can play it directly. If you don’t have Miaopai installed, it will jump directly to a download page. This is the channel. In order not to harm users, after you download the app, the homepage must of course present something about the Wang Baoqiang incident, because users downloaded the app because of the Wang Baoqiang incident. Otherwise, users would naturally think they have been cheated. So this is also the common method used by channels now, combining content for delivery. In fact, the effect is very high, and users will not be particularly averse to this method, because content-based communication is the most effective. Pareto Theory There are many users on Miaopai who can be called " self-media ", such as Papi Jiang, Xiaoman's mother, and Huang Wenyu. However, among the many users of Miaopai, these users account for less than 20% at most, so this is also the "28 theory" that everyone understands very well, using these 20% of users to attract the other 80% of users. People usually focus on how to attract new users, how to drive new site traffic, and how to promote their products. You need to be clear about some of the things that people who create content should do, because content can truly attract users. This is the era where content is king. Some suggestions for operators ● Try more and experiment more, there is no unchanging operation ● Try to understand all aspects of your own products, including products, technology, channels, markets, etc. ● The threshold for operation is low, but the future is limitless● Read more, learn more, summarize more, and ask more whys! ●Other people’s experiences are not necessarily correct! Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @田路梦Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting! |
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