Tips for choosing hot topics for short videos!

Topic selection should be a headache for every operator. Writing is a relatively easy task, but the really difficult part is that the topic must be liked by fans and users.

Otherwise, if the script that you worked so hard to write is not read or played, that would be a headache for short video operators!

So today I want to share with you some tips on how to choose topics for short videos.

1. Why do we say: Choosing the right topic is half the battle?

First of all, let’s clarify one question: why is it said that choosing the right topic is half the battle?

In the community, I have discussed the issue of topic selection with many friends. Many of them think that topic selection is just about determining a theme. But in fact, the role of topic selection is not to determine what theme you have determined, but to set a tone for the content you are going to produce next.

For example, my topic today is: how to acquire customers.

When choosing this topic, I have basically determined the audience and direction of the content. So, should I further consider how I want to create this content? Who is the audience? Where is the differentiation reflected? Shooting technique? Distribution channel? What is the specific form of content copywriting? …

Based on this logic, I determined that my audience is start-ups, the main content is the way to acquire customers, the differentiation lies in different regions, the shooting technique adopts the form of single-person broadcast, and the delivery channel is WeChat Video Account. Next, it is time to write the specific copy.

The final video:

You see, just the topic selection can determine so much content, can you still say it is not important?

2. Six tips for topic selection

After clarifying the importance of topic selection, let’s talk about how to choose a topic specifically.

1. Take advantage of the trend

Well, hot spot marketing is a topic that never changes for operators, and it is also a basic skill that operators must master. If you want to obtain traffic in a short period of time and quickly attract users' attention, hot spot marketing must be the most efficient way.

If you don’t want to read it, just look here. I have briefly summarized several principles for riding on hot topics: timeliness, topic popularity, scope of dissemination, and whether it is relevant to the account.

Basically, the hot topics that most of our target users are chasing are the hot topics that we must pursue.

2. User thinking & product thinking

There is actually a little controversy here. Some people think that the topic should be combined with the product, while others think that the topic should be selected from the user's perspective. In fact, the two want to express basically the same content:

They all rely on combining product features with user needs , but the implementation methods are slightly different and each has its own drawbacks.

Product thinking starts from the product and looks for user needs, which inevitably leads to deviations in user needs. User thinking starts from the user's perspective and packages the product's selling points, which may not match the product's characteristics.

So how should we balance these two kinds of thinking and find the truly suitable keywords?

The simplest way is to make a two-column table, with the product features on one side and the user features and needs on the other, and then combine them randomly to find the best theme.

for example:

The education industry’s “famous teacher endorsement + preparation for the college entrance examination” = 72 hours of famous teachers from Peking University accompanying you through the essential English vocabulary for the college entrance examination!

3. Keyword thinking, precise layout search

I’m tired of talking about how influential Douyin search is, but to put it simply, it’s search layout: by searching for keywords in your industry, you can batch produce content to improve the ranking of your video content under that keyword.

4. Benchmark against the best-selling products of peers

Finding a "reference" and benchmarking against "peers" is also a good way to quickly find content positioning. Usually, you can pay more attention to the accounts of your peers, analyze their video themes, see how they write the same content, what kind of shooting methods they use, and their popular topics, which can also be used as a reference.

5. Use human nature to tap into potential needs

Who do you create content for? Is it someone we should study?

In the actual operation process, you can start from human nature to select topics, and you may be able to tap into the potential needs of users.

(1) Herd mentality: If others have it, I must have it too

(2) Greed—I want more, but I don’t want to pay for it yet

(3) Fear - fear

(4) Laziness: not wanting to work hard but still wanting to gain

…

6. Output value from the perspective of content

In the short video field, the accounts that can continue to be popular are those with high-quality content. From this perspective, accounts that output knowledge and emotions have a little longer vitality than accounts that only take advantage of hot topics.

The high-quality content we usually talk about is generally divided into three types: knowledge content, news information, and emotional resonance . Short video themes selected around these three angles generally will not go astray.

The above is what I shared with you today about topic selection skills. If you have any better ideas or different opinions, you are welcome to communicate and learn!

Author: Short Video Operation Diary

Source: Short Video Operation Diary (gh_a49c091205cb)