The most troublesome problem in short video operation is that the number of views cannot be increased, especially the two situations of being stuck at 500 or 1000, which are the most uncomfortable things for operators.

What other methods are there for breakthrough playback?

Where else can I get traffic from?

Today we will talk about the above three aspects, how to increase the playback volume of our short videos?

01 What are the conditions for a short video to become a hit?

I studied hundreds of popular short videos and summarized the three essential elements of a popular short video from their various interaction data.

1. Completion rate

Likes, comments, reposts and follows are the interactive data we pay most attention to when making short videos, but few people usually pay attention to the completion rate data.

In fact, to determine whether a short video has the potential to break through the playback limit, the important thing is to look at the video’s completion rate. As the completion rate increases, various data will not perform badly, and the number of views will naturally increase significantly.

So how to improve the completion rate?

Here I have summarized four methods: controlling the duration, giving advance notice, the final bonus and making rational use of various elements.

The first thing is to control the length . After studying so many popular short videos and accounts, I found that there are generally three types of short videos of different lengths on Douyin:

Experts and experts with deep knowledge reserves - 50s, 1min;

Very short videos (music, cross-dressing, dancing, etc.) – 15 seconds;

Situational drama – between 20 seconds and 1 minute.

We have talked about the same issue before. Why are short videos so popular? This is closely related to the fast-paced life and the increasingly fragmented environment. People’s habit of watching short videos determines that we, the short video operators, must control the length of time.

Based on the account's early positioning and content direction, try to tell users "what do I want to give you?" in the shortest possible time.

The second is advance notice.

When most users are browsing Douyin, it only takes 3 seconds to decide whether they are interested in a video, and what we need to do is to catch the user's attention within these 3 seconds.

You need to tell users in advance: How long is the video? What can this video bring to users?

For example: 15 seconds to teach you how to...

Then comes the final benefit.

In the advance notice, you can also preview the benefits at the end of the video, telling them that there will be benefits at the end, to attract users to continue watching.

For example: There is a bonus at the end, you must watch till the end...

Finally, make rational use of various elements.

There are many ways to give advance notice, such as title, cover, copywriting, background image, and even account details.

2. Like and comment

Behind the likes is recognition, and behind the comments is thinking.

For us, if we want to win users' likes, we need to embed things that everyone in the industry agrees on, that is, points of agreement, into short videos.

The methods to attract user comments are different. In addition to points of agreement, you can also set controversial topics. For example, if everyone says something is right, you can prove it is wrong from another perspective, or set open questions to attract users to participate in the comments.

Create points of criticism and hot spots, actively set up some common errors to attract users to complain, or set points of difference. The same content can be expressed in different ways and with different characteristics to attract user comments.

Another way is to guide users to leave comments and receive benefits. This is the most intuitive and most commonly used way to attract users.

In summary, it is recommended that you always have some industry topics ready and build your own material library in advance to facilitate content production.

3. Forward

What ultimately motivates users to forward content is the value of the content. You can provide useful information, fun content, warmth, or you can provide first-hand new information in the industry, new rules of the platform, new market trends, and so on.

Being good at utilizing and collecting industry materials and information is something that our operators need to do as a daily necessity.

02 What other methods are there to achieve breakthrough playback?

There are two other ways to increase the number of video views: one is to create conflicts in the plot, and the other is to participate in hot topics and popular BGM.

The conflicts in the plot are manifested in the following ways: reversal, creation of suspense, confrontation and surprise.

When making short videos, you should learn to put conflicts in front, flexibly use the golden three-second rule, and make the plot full of twists and turns to attract users to watch it again. Set up suspense and make users look forward to the follow-up...

There are many ways, pay attention to the rhythm of the video.

There is also a way to encourage users to swipe the app repeatedly - setting up hidden benefits.

I wonder if you have ever seen a video like this:

Sometimes there is too much content to explain, and a short video is too short. It is impossible to include it all in one video, and it loses its appeal if it is released separately. Therefore, many videos condense all the content into a table. If users want to see it clearly, they will definitely watch it several times. In order to stay, they have to like and forward it.

Cheesy but useful.

03 Where else can I get traffic?

In addition to starting with the content itself, what other ways are there to increase playback volume for free?

Do you remember the “Tik Tok video search” that was all over the screen some time ago?

If you don’t have superb acting skills, professional equipment, high-level editing skills, and can’t write copy, then I suggest you make good use of TikTok search.

1. Create a search topic

form:#……

For example, including the company's brand name: #Houchang College#;

Include industry keywords: #企业短视频# (the more detailed the better);

Drop-down words containing industry: #short video clip#.

The important thing is to publish a large number of relevant videos continuously in the topics you create.

2. Matching platform search

When we first started operating short videos, we studied the platform’s recommendation algorithm. Douyin has a recommendation mechanism. The platform will label videos according to their characteristics and then push them to users with relevant tags.

Simply put, when you post beauty-related videos, the platform will push them to users who are also interested in beauty.

So how does the platform add tags to our videos? It’s the title, copy, subtitles and description.

Therefore, when we layout the search, we should also try to add relevant topics to these elements.

The above is what I shared with you today. There are many ways to break through the playback volume of short videos, such as riding on hot topics, investing in Douyin, etc., but in the final analysis, it still depends on the content of the video.

The content may not be of such high quality, but it must have everything it should have (title, subtitles, cover, copy) , it must be accurate in terms of hitting the user's psychology, the video must be clear where it should be clear, the sound must not be harsh if it should be...the most basic things cannot be missing.

Let's get started! If you have any questions or better suggestions, you can communicate with us.

The above is what was shared by Teacher Tian Xuan from Houchang College on March 3. Thank you Teacher Tian for your guidance and suggestions.