How to create a hit short video in the beauty category on Kuaishou?

The theme of this issue: How to create a popular short video in the beauty category on Kuaishou?

1. Accurate positioning and content packaging of beauty and cosmetics short video accounts

2. Kuaishou short video creation correctly uses hot spots to create hot items

3. Promotion methods of Kuaishou short video beauty accounts

4. Cold start skills for creating a new short video account from scratch

1. Accurate positioning and content packaging of beauty and cosmetics short video accounts

1. Create account personality and enhance user trust

On any platform, the audience's first impression of you is often your personality and label. Creating a distinctive and prominent personality can deepen the audience's impression of you and help them better remember your personality traits.

The most important thing is that it is best to dig out the distinctive points of the character from the personal life experience. For example, in the field of beauty and cosmetics, it would be best to have a point with vertical attributes in the field of beauty and cosmetics, and it must be real, so that it is conducive to the continuous output of subsequent content of your own account.

When creating beauty content in this way, you will continuously deepen and consolidate your own labels and create a unique personality, which will be very helpful for the audience to deepen their memory of you.

But if you think you don’t have any outstanding personality, you can try asking yourself 4 questions:

"Who am I?": Corresponding to occupation, appearance, and personality, such as model, flight attendant, host, or tall, with dimples, big eyes, or with a bad temper, funny, etc.

"What can I do?": Corresponding to the values ​​and labels, what can you provide, solve, and share for the audience.

"What makes me different from others?": It is reflected in the differentiation and advantages, what professional perspectives you can start from and what are your strengths.

"Who do I need?": Based on the fan portrait, use catchphrases, signature actions, keywords or iconic props to attract the age and gender groups you want.

By perfecting every detail, a unique and distinctive character can be created.

2. Uniqueness of video content

Now the short video area is becoming more and more saturated. The key to a video becoming popular is whether the content is attractive enough. This applies not only to beauty videos, but also to videos of any type. As long as the content is unique enough and can catch the audience's attention, it will attract likes, comments, reposts, and attention from the audience. This will help the video to quickly become popular.

The key points of comparison are:

Matching BGM , nice and suitable background music has the power to infect the audience. It is important to give the audience a good sensory experience. It can be popular BGM, magical BGM, etc., which are very helpful for the audience to stay, increase the completion rate, and even attract the audience to watch the video several times.

Add subtitles to videos . For any type of video, the role of subtitles cannot be underestimated. We must understand the audience's perspective. If the audience is in a very noisy environment or a very quiet environment and can only watch in silence, then the importance of subtitles is reflected.

Optimize video content , reject homogeneity, and reflect differentiation. We must continuously optimize and strive for excellence in terms of topic selection, lines, pictures, style, etc. After all, everyone is willing to spend more time to understand beautiful and interesting things.

The more in-depth key point is the continuous output of high-quality content. The content of current beauty accounts can be divided into: practical content, grass-planting content, grass-pulling content, evaluation content and sharing content . Find the type that suits you, continuously output original content, compile a steady stream of materials, and continuously produce short video content that is valuable to the audience.

2. Kuaishou short video creation correctly uses hot spots to create hot items

In the creation of short video content, as long as the video content is related to hot topics, it is very easy to attract everyone's attention. For influencers, paying attention to hot topics and digging deep into hot spots are very critical links. Influencers can use already popular hot topics to create content, or they can combine existing topics to create new hot topics and create popular products to achieve the goal of increasing fans.

1. Accurately explore hot spots on the Kuaishou platform

First of all, there are types of hot spots. The first type is symbolic hot spots, which are predictable, such as important nodes like the start of the school season, graduation season, and the Spring Festival. The derived hot spots include good things for freshman dormitories, good beauty products for students, good sunscreen products for summer vacation, and a weight loss guide for the Spring Festival.

The second type is the hot topic, which is basically difficult to predict. Just like the "appearance anxiety" that was very popular some time ago, it is based on human nature's attention to deep-seated things and cannot be easily predicted. Such hot topics are inherently very timely, topical, communicable and influential.

We can usually use Feigua Kuaishou Hot List to explore hot topics. The content of the hourly/daily hot lists provided above is clear at a glance, including popular tags that can be accurately explored.

2. Combine hot spots and content

Remember four key points: contrast, superposition, extension, and summary

First of all, let’s make a comparison. Although hot topics are all relatively effective, hot topics at different times and stages are likely to have certain similarities, such as the “popular money-saving keywords” some time ago and the recently popular “change keywords to save money”. In this case, building the relationship between new and old hot spots to enrich the video content will have a good effect.

The second is superposition, that is, hotspot superposition. In many cases, a single hotspot may not bring too much attention. Therefore, in order to further expand the scope of dissemination, we must understand that 1➕1>2. We can directly select two hotspots that are not related, find the intrinsic connection between the two hotspots, and connect them together. The chance of the video content going viral will be very high.

Then comes extension, that is, divergent thinking and horizontal connection. Don’t limit yourself to the hot spot itself, but radiate to all sides. The outbreak of a hot spot actually reflects not only the topic itself, but also deeper connotations. Only by learning to accurately find distinctive entry points can the video content be unique and have stronger spreadability.

The last part is the summary, which can be regarded as a collection of useful information and a summary of key points.

3. Promotion methods of Kuaishou short video beauty accounts

1. The introduction should be eye-catching

Whether it is product promotion or original content, the "Golden 3 Seconds Eye-Catching Rule" must be used to retain more audiences in these 3 seconds, increase the completion rate, and make it easier for the work to become popular. You can design a plot with a strong twist or bait to arouse the audience's curiosity.

The first 3 seconds of introduction here can include interest points, curiosity points and support points.

Interest points, such as those related to money, such as affordable, very cheap, or specific amounts must be put in front, as well as what benefits it can bring to the audience, such as "15 chopsticks of white stuff that glows", "200 yuan for a full set of makeup", etc.

The curiosity point is something interesting, something that few people have heard of, or something that is revealing or private, which fully stimulates the audience's desire to pry into your privacy, making them more likely to stop and read your content.

The support point can be a strong identity support or a strong contrast effect support, which will make the audience more confident in your subsequent content, increase trust, and make the audience more willing to continue watching your content.

2. Content meets social currency attributes

Content that can attract a lot of attention and discussion from the audience must be something that has a wide audience and that the audience needs and wants to watch, including:

Make the audience feel that your content has practical value and sharing genes . In other words, it must have key points that can encourage the audience to share the content and the topic must be talkative. The audience should feel that sharing your content can show off and prove something.

Emotional resonance can be psychological activities that cause panic in the audience, are about money, make people excited, make people angry, make people sad, etc. For example, the promotion of private goods that I mentioned earlier that has been played millions of times uses the audience's desire to pry into privacy to arouse everyone's excitement, and then the subsequent rendering of pain points triggers panic in the audience, which is why the video became a big hit.

Publicity, including hot topics and whether it is of concern to the general public. The more these points are met, the greater the chances of the video content becoming popular and a big hit.

3. The Importance of Hooks

An excellent short video must have a hook. If it can retain the audience through the golden 3 seconds, the next thing to consider is how to ensure that the audience does not slip away midway. In the recommendation mechanism of the short video platform, the completion rate is a very critical indicator, which largely determines the traffic of a video content.

If an account has a hit video, whether the video content leaves hooks is one of the factors that determine whether the account can gain followers. It can arouse the audience's strong curiosity, trigger intense discussion and attention, and lay the foundation for the traffic of subsequent videos.

4. Cold start skills for creating a new short video account from scratch

1. Provide tags that your audience likes

You can start with the tags and content that the audience likes, and then determine the positioning direction of the account based on your own capabilities and resources. You must try to avoid homogeneous content, because the audience will see it too often and will not be able to extract interest from it. It may even cause the audience to be disgusted, and they will give you a "not interested" click, and you will not be able to achieve the purpose of breaking through.

You must innovate based on your own content and labels that the audience likes. You can choose to create in the field you like or are good at, and try to continuously explore the field you choose to ensure the continuous output of content.

Well, in the early stage of video release, we can analyze the video playback volume, likes, reposts, comments, etc. to get a general understanding of the content that fans are interested in. Once a video with good conversion rate appears, we should immediately continue the entire series.

2. Personal positioning principle

There are many short video platforms now. The attributes of the platforms are different, and the audience's preferences will also be different. The content created by the new account must learn to cater to the audience's preferences and create a unique personality to better catch the audience's attention.

However, there are two key points to keep in mind when doing character positioning:

Don't just follow the crowd and create your own persona just like others do: for example, a while ago there suddenly emerged a large number of "star makeup artists" and "ingredient parties". If the persona is not real, and the persona cannot support the continuous output of short video content, and the persona cannot gain the trust of the audience, the account will easily die.

Each short video platform has different audiences and gameplay rules. For example, Kuaishou and Douyin are suitable for short videos of 15 seconds to 1 minute, and the content, dry goods, and rhetoric all need to be refined. However, Bilibili prefers long videos of more than 5 minutes, and the content requires a longer time to render. Therefore, it is necessary to position the characters according to the user preferences and rules of the audiences on different platforms and grasp the rhythm of the video.

Don't compete with the top accounts. The top short video accounts have strong influence and many competitors. They have a solid position in their own fields. If we create the same type of personality, it will easily lead to an effect of imitating others without success and cause deep disgust among the audience. It will do more harm than good to your own account and will only waste your time and costs. Don't copy them blindly.

A successful personality can be roughly divided into four rules and five ideas:

Four rules: distinct personality, unique style, communication of values, and easy-to-understand content.

Five major ideas: useful and talented, humorous and relaxing, eye-catching, content with positive emotional reactions and beautiful feelings, accurately hitting the softest part of the audience's heart (such as love, justice, positive energy, etc.), and jaw-dropping curiosity.

You must also pay attention to the creation of character. A good character must have a clear distinction between right and wrong, likes and dislikes. You must know how to start from the details and shape yourself into a soul with flesh and blood and logic.

3. Content Model

When selecting content , you should first find benchmark accounts. If you do not learn from and draw lessons from accounts of the same type, but blindly choose content, topics, music, etc., you will not only fail to increase your followers, but also fail to get the corresponding traffic, wasting your time and energy. The first thing to do is data analysis, analyzing daily video content, popular lists, topics, music and other information, cross-border analysis of high-quality video content from different accounts, imitating and learning the advantages of other high-quality accounts, extracting key points and adjusting them for use, so that the topic selection has a more reference direction.

The content structure should first focus on pain points or demand points. Content should be created based on the audience’s pain points or demand points, and videos that are helpful to the audience should be produced. In this way, most viewers will patiently watch the video. Remember not to target your own pain points and needs. If a new account has zero visibility, the audience doesn’t care about the creator’s needs at all.

The second is to strengthen tags to guide user interaction, and use language, copywriting, or the ending screen of the video to guide the audience to comment, like, and follow, thereby increasing the probability of the video going viral.

The last thing is the rhythm of the video content. Arrange the video content in a fragmented rhythm, and have sufficient personal expressiveness. Don’t deliberately memorize lines or have obvious traces of recitation, otherwise the audience will think that the blogger in the video is a fake person.

Form positioning, clever use of visual memory, the threshold for producing short videos is actually relatively low, but the forms of presentation are extremely rich. We must learn to cleverly use visual memory to show the characteristics of short videos and attract the audience's attention.

5. Question and Answer Session

1. What details must be paid attention to when selling products through short videos? What pitfalls should be avoided?

The first and most important thing to note is to try to avoid the use of banned words. If banned words appear in short videos, they will basically fail the review and may easily lead to video traffic restrictions.

For example, some functional words: whitening, anti-inflammatory, acne removal, etc., and some very absolute words, such as: top, first in the entire network, 0 additives, high efficiency, most popular, and how many days to take effect, etc. should be avoided as much as possible.

Secondly, try to avoid any third-party brand **, that is, praising one and criticizing the other, and making malicious comparisons. Do not use two before-and-after comparison pictures. You can use a dynamic video, one for comparison before and one for comparison after. Don't directly involve price to guide purchases.

This is also a taboo on short video platforms. At the very least, the traffic will be restricted, and at the worst, the account will be blocked. Remember this!

2. What should ordinary people do if they want to sell goods through Kuaishou short videos? When you first start selling products, how do you choose products with the potential to become hits?

Kuaishou is actually more like a content display stand. If the cover title is attractive enough and the content is good enough, the chances of becoming popular and monetizing are very high.

First of all, you need to determine the field you want to do or monetize, and preferably the area you are good at and understand. If there is no way to determine a vertical field, you can look for hot products in the industry, or try to create content in the blue ocean field. Build an account persona and maintain a unified account style. Create content that will attract a large audience.

What kind of products have the potential to become hits?

The first type is new and unique products , that is, products with unique highlights that make the audience feel very novel, private or eye-catching, such as feminine care liquid, tampons, mouthwash, whitening teeth strips, etc.

The second type is products with strong visual impact, obvious contrast and aesthetic appeal , such as lipsticks and eye shadows in the cosmetic category.

The third type is products with high cost performance , because most people nowadays cannot refuse products that provide greater performance with minimal investment.

Author: Blue Whale Muddy Water

Source: Hunwater Media