How to quickly increase the volume of corporate short video operations?

At that time, some friends said that it was due to the epidemic, and that the trend would pass after the epidemic, while some friends said that it would take at most one or two years, but I always believed that:

Short video is not a fad, but a trend.

On the afternoon of March 29, Chen Qi, general manager of local direct operations of ByteDance's Toutiao Engine, pointed out that as of the end of 2020, the registered scale of Douyin corporate accounts had reached 5 million, covering 29 industries and 295 sub-industries, with an average daily page views of 20 billion times per day. At the same time, in the freshly released Douyin daily active data for the first quarter of 2021, we can see that Douyin's peak daily active users are about 700 million and the average is over 600 million.

Looking at these data, it is basically certain that it is an inevitable trend for companies to enter the short video market.

Although I have been sharing some operational experiences and skills before, I have not really helped you sort out the logic of establishing a corporate account from scratch, so today I want to share with you: the starting point of a corporate account.

1. Start with multiple accounts and AB testing

The randomness of intelligent recommendation algorithms

We have always said that before making short videos, you must study the algorithm of short videos clearly. What's more, some people even list the algorithm of short videos as a mysterious existence. In fact: the system is not as smart as you think.

Therefore, it is not possible to recommend your video to your target users with complete accuracy. There is still a certain degree of randomness. This is why I recommend that you must use multiple accounts to achieve rapid growth.

What the system wants to do is to recommend the correct video content to relevant users.

For example, a young man who wants to pursue someone he likes will initially send all kinds of gifts to please the other person, such as flowers, snacks, clothes, etc. The process of sending gifts is also a process for him to become familiar with the other person's preferences. Gradually, the things he sends will become more and more in line with the other person's preferences.

The recommendation mechanism for short videos is roughly like this. To borrow a concept from information flow, it has a learning period, during which a variety of content will be pushed to users, and user habits will be observed, then the users and your account will be slowly labeled.

So for those of us who want to increase sales quickly, how can we shorten the labeling process?

It's simple: win by quantity.

This is why it is recommended that you start with multiple accounts. There are two main forms:

1. Multiple accounts with similar content:

The same copy, when shot by different people, will generate different short videos, which will then be posted on different accounts.

As we mentioned earlier, the recommendation mechanism for short videos is actually accidental. This is why our content is obviously of better quality, but sometimes it just doesn’t become popular - it is recommended to a traffic pool with less relevance.

Sometimes, some videos of average quality become popular inexplicably - by accident, there are more people interested in them in the initial traffic pool.

In order to increase the probability of pushing content to interested users, the best way is to increase the number of accounts. However, due to the limitations of the content review mechanism of the short video platform, it is recommended that different people or different shooting techniques be used to produce the same content.

2. Multiple accounts publish different content

In fact, it is the short video "matrix" we mentioned before, but the slight difference is that in the initial stage of an account, the purpose of making a "matrix" is to test and see what kind of content format is more popular with users, so as to select the most suitable account to continue to develop.

Once it has grown to a certain scale, we can devote extra energy to operating other matrices well.

For example, when talking about the matrix, one account that people will definitely mention is: Fan Deng.

Strictly speaking, Fan Deng himself is not a short video operator. He should be regarded as a content producer. He only needs to produce a large amount of content every day, and then distribute it to his agents, asking them to process and then publish the content. As a result, many people have more or less seen Fan Deng's related content on Douyin.

In our actual operation, suppose you have 20 accounts, and in the same time period, you publish different content of the same person. If you are in the same city, you can also add your location. In a short period of time, how many users in the same city can see your content?

If 20 accounts post the same content, there will always be one or two accounts that will become popular. If there is no problem with the content, one account can at least get more than 1,000 traffic, and 20,000 people will have seen your content. This does not include the accounts with explosive traffic. You can do the math yourself.

Is it scary? Are you satisfied?

Gain account playback volume through AB testing

According to the status of the account, constantly adjust the composition of the video to achieve the best results.

I wonder if you friends have ever had this feeling: doing the same thing every day, making short videos in the same format and with similar content every day?

If so, take another look at your content and see if it has been a long time since it went viral?

Even an account with tens of millions of followers wouldn’t dare to post the same content for a long time, so how dare you? In the field of short videos, lack of change is a very fatal problem. For example, street photography that was popular a few years ago is not as popular now as before.

Here I briefly summarize the four directions of AB testing for your reference.

1. Content direction

Select content and adjust content in different directions to obtain the best results for the account.

2. Character Selection

Character expressiveness, achieve the best effect of the account by changing or replacing the characters appearing on the screen.

3. Expression

Adjust the presentation of the account in a timely manner and find the most suitable form.

4. Other factors

Get high playback volume by adjusting other factors of the video, such as length, copywriting, script, etc.

Through this test, we can find a good critical point, for example, this anchor's live broadcast has the highest positive reviews, this short video content format has better data feedback, this length of content has the highest completion rate, etc. Combining these points is the best choice for this account.

2. Practical Demonstration of Multi-industry Accounts

——Take the same city account as an example

We have previously shared content related to local accounts, and also shared the practical operations of local food exploration accounts. Today, I will explain to you how to quickly get started with accounts in the real estate industry and small shops in the same city.

1. Real estate industry

Content output: property visits, policy interpretation, hotspot combination, price range, beautiful display, property-related supporting facilities...

Channels: Tik Tok, Xiaohongshu, WeChat Video Account

(1) Property visits:

Model rooms, construction sites and all other content that users care about. For example: What does the building look like? What are the advantages and disadvantages? Where is the construction site located? …

(2) Policy interpretation:

Loan policies, housing price trends, popular properties, settlement policies, etc.

(3) Hot spot combination:

New policies and current trends, for example: during the epidemic, many real estate projects will be promoted with keywords such as distance between buildings, large balconies, good ventilation, and two bathrooms.

(4) Price range:

What kind of houses and apartment types can be bought at different prices is similar to recommendations for good products.

(5) Beautiful display:

Remember to show your users the luxury home life from time to time to attract them.

(6) Real estate related supporting facilities:

Property services, community greening, surrounding schools, entertainment facilities, sunken squares, etc.

2. Local stores

Although I have told you last time that Douyin’s local screen dominance is not credible, I still want to emphasize here that this is a project to cut leeks, and it is recommended that you do not believe it easily!

Back to the topic, the core of local store operation is: to connect online and offline, to divert your natural in-store traffic to online, to influence more users, and then to build your own private traffic.

Here we take a nail salon as an example.

Content output: Create a topic, such as #踏青美甲, and let users @ you to receive coupons. You can also promote it through live broadcast.

Under the topic you created, there will be two types of videos: one is a video posted by you with the location of your store and promotions, and the other is a video made by users and @ you.

Isn’t this profitable fission method better than screen domination?

You can directly create a community for all the users attracted by your activities. This community is both your users and your seed users for fission.

You see, it’s that simple to increase volume quickly.

Author: Short Video Operation Diary

Source: Short Video Operation Diary (gh_a49c091205cb)