Short video operation data analysis method!

Before and after the release of the short video, and even earlier when we were planning the short video project, data analysis was very important. We used data analysis methods to advance almost every link.

01 Data analysis: the right time, the right person, the right method

The fundamental purpose of a company making short videos is definitely not to increase followers or cater to the market. Our ultimate goal must be very simple: to acquire customers and realize monetization.

Why do I have to keep emphasizing this issue? Because many friends who make short videos often gradually stray away from their original purpose in order to gain user attention and cater to user preferences during operations.

This is also the fundamental difference between our company’s short video operation and the short video operations of other amateurs and internet celebrity organizations. I hope everyone can remember it!

Back to the topic, perhaps many friends don’t realize that we had already started doing data analysis when we were doing account positioning.

1. Find the target users (the right people)

At the beginning of positioning, we conducted a survey and analysis of target users:

Which age group of users are most likely to become our loyal users, and in which cities are they located? What is the income level? Do you have any hobbies? What is the demand for our products? What pain points are there related to the product?

Analyze the commonalities among the majority of our users.

2. Find the right time

When analyzing our users, we have actually analyzed their activity time. During which time periods are they usually less busy and have time to watch short videos?

This is the time when we are active.

In addition, during the operation process, we will also analyze the data of the short videos we have released to see the active time of our potential users and the time period when our videos receive the best recommendations and traffic. Then, based on this data, we can find a more suitable time.

3. Find the right way

After determining the target users and the appropriate publishing time, the next step is to consider how to appear in front of the target users and attract their attention.

Blindly trying things wastes time and energy, but using data analysis methods can save you a lot of worry.

Everyone is familiar with Tik Tok’s algorithm and recommendation mechanism—using tags to help us recommend content to our target users.

Then we should analyze the video data, adjust the direction of the content in a timely manner, optimize our tags, and produce content that better meets the needs of our target users.

These data include: playback completion rate, number of likes, number of reposts, number of comments, number of followers, etc. By comparing which videos have a high number of favorites, reposts, and comments within a week or a month, we can analyze the content format that best suits us.

02 Data analysis: the meaning behind each piece of data

There is meaning behind every piece of data, and each piece of data represents our users' feedback on the content. As an operator, we must clearly know what this data represents and be able to provide an optimization direction.

A brief summary for everyone:

Behind the opening is the attraction of the title and cover

Behind the attention lies the watchability/value of the video

The likes are a reflection of the recognition/resonance of the content.

Behind the comments is the thought

Behind the collection is practicality

Let me help you sort out the ideas for analyzing the four data that everyone is most concerned about: completion rate, number of followers, number of reposts, and number of comments.

1. Completion rate

The completion rate represents the match between our video content and the distribution to users. The more accurate it is, the more it means that we have found the right direction. If the completion rate is not high, we need to consider the reasons from two aspects and provide solutions.

In terms of video content: Is this content something users like to watch? Is it because the title and cover are too exaggerated, causing the video content to be different from user expectations?

In terms of user accuracy: if there is no problem with the content, then it is that the label of our account is not accurate enough, and most of the recommended users are not our target users?

Correspondingly, we can provide two solutions: optimize content and continue to optimize account labels.

2. Followers

Why do users follow us? The biggest reason why users follow corporate accounts must be that our content is useful to them, that is, valuable.

For example:

"Ten optimization directions for corporate short videos"

“100 product introduction lines in live broadcast room”

“Which industries are suitable for the 7 short video channels?”

…

These contents that are difficult to remember in one go but are of great value will motivate users to follow the account, which requires us to continuously and steadily output content that users consider valuable.

3. Repost volume

Content with a high number of reposts is generally more popular or of higher quality. Users may repost videos for the purpose of following a trend or sharing.

This requires us to put some effort into selecting topics.

4. Number of comments

Users are sometimes very lazy. Even if they think your video is good, they will at most give you a like. If you want them to comment on us, you must give them an incentive to comment.

Therefore, some accounts will guide users to leave messages to receive things, some will leave a question in the video for discussion with users, and some will deliberately make controversial questions or points, so that users can't help but complain in the comment area and express their own opinions.

Do you think data analysis runs through our entire operation process?

Through continuous analysis of data, we will continuously optimize our accounts and content, and eventually our accounts will achieve exponential growth. Isn't it getting closer and closer to the effect that our ideal account should achieve?

Author: Short Video Operation Diary

Source: Short Video Operation Diary (gh_a49c091205cb)