How to get accurate fans through short videos?

The video has a very high number of likes, but the number of fans is not high;

The number of fans is obviously high, but the monetization ability is very poor;

Obviously, a single video went viral, but the subsequent videos didn’t show much improvement;

…

If you happen to have these problems now, it is recommended that you save today’s article or share it with your operations team!

Short videos are easy to make, but also difficult to make.

The easy part is that as long as you have a gimmick, you can become popular, but the difficult part is how to acquire high-quality and accurate fans.

The root cause of the above problems is that your account is not vertical enough.

The future trend of short videos and the direction of the industry will definitely become more and more vertical. We can see this from the data released by Douyin at the beginning of the year that the number of monthly active users of video search has exceeded 550 million.

Both platforms and users prefer vertical content accounts.

To sum up: the more vertical the account is, the more accurate the fans will be.

What is Vertical?

Vertical means that the content of the video is consistent with the preferences and needs of your target users, and the tone of the content output by the same account is generally consistent, which is the labeling behavior that I have always emphasized to everyone.

How to make the account more vertical?

1. Name of the account

The name of the account is, in a sense, also an IP, representing the purpose of the operation of this account.

For example, the account names that emphasize personal image include: Daigula K, Yichan Little Monk, Ishihara Nimi, Menier, etc. These accounts represent an image and determine the tone of the account.

For example, account names that emphasize the industry: Designer A Shuang, Seventh Ring Road House Sister, Weird Interviewer, etc. The common feature of these accounts is industry + personal image, which is directly related to the content, and can also allow users who see them for the first time to know the main content of the account at the first time.

For example, account names that use industry words or brand words: marketing common sense, emotions, etc. are more vertical. The advantage is that the content is accurate enough and convenient for users to search. The disadvantage is that it is a bit stiff and not down-to-earth.

Another naming method is: place + personal IP. This method is more suitable for playing in the same city, for example, eat, drink and have fun in XX, xx takes you to eat xx, etc.

You should have realized by now that, in comparison, the naming method of industry keywords + personal IP is obviously more in line with our goal of acquiring accurate fans.

2. Content Type

An important factor affecting the verticality of an account is the content type of the video. There are two key words for operation here: relevant content and content differentiation.

One of the difficulties that needs to be overcome in short video operations is the homogeneity of content. For example, if a type of short video becomes popular, within half a day, various identical videos will appear on these platforms. Under this situation, it is really difficult to stand out with content.

Here I have simply compiled a few tips on operations and content production for your reference.

Content positioning - multi-directional integration: the richer and fuller the content, the better

When we are positioning our accounts, we always worry about two directions: is it better to make videos of the most popular type at the moment? Or should I find a new way and choose a type of thing that no one has done before or very few people have done?

The former has many reference accounts, and it is easy to increase the volume if done well. It is easy to do but not easy to stand out. The latter relies entirely on oneself to test the market, but once better content appears, the value will be much higher than the previous one. However, the early advantages are not easy to maintain, and it is difficult to do and easy to be imitated.

No matter how you think about it, neither of these two methods can be considered the optimal solution. In fact, there is a third direction to choose - fusion.

What is Fusion?

To give a simple example, what we mentioned above: industry keywords + personal IP is a kind of fusion. In terms of content form, such as "funny + music", "jokes + law", "situational drama + education", etc., these are all fusions.

One of the more popular accounts recently is @石原泥美, which takes a different approach and combines one of her own characteristics to create a clothing review account. Unlike other slim anchors, she also incorporates funny elements to enrich her content.

The output is "the same fat body + humorous self-deprecating language + combination with current hot topics". It neither sells anxiety like other accounts, nor deliberately covers up the body problem. Instead, it successfully stands out with a confident and optimistic style, and even becomes a reverse recommendation.

Since there are too many accounts of the same type, we will add some new elements to the original content positioning and integrate them into a new type, which will make a lot of money.

Pay attention to attracting accurate users, so user preferences should also be considered when integrating.

For example, the two types of accounts, "Beauty + Reviews" and "Beauty + Tutorials", have much stronger monetization capabilities than simple beauty recommendation accounts.

At this point, we have determined the basic tone and label of the account, and we just need to prepare the content according to the tone set at the beginning.

How do vertical accounts maintain their vitality?

As time goes by, another difficulty in operating vertical accounts has gradually emerged. Sometimes the content is too vertical, which may lead to insufficient materials and lack of novelty in the content.

At this time, we need to upgrade the content.

1. Hotspot Marketing

If you want your account to remain active and popular, hot marketing is essential. It is very important to wrap your content with hot spots.

For example, I was so addicted to watching TV series recently that I saw a video titled "Looking at popular TV series from the perspective of popularizing the law" while scrolling through short videos. This form of using hot topics as entry points and outputting one's own content is also a topic selection idea worthy of everyone's careful study.

2. Content upgrade

As we said just now, innovative content is short-lived. If you want your account to maintain long-term vitality, you still need to continue to innovate and try out subsequent content.

For example, the account @鹏程哥 mainly produces sitcom-type content in the form of one person playing multiple roles. In the beginning, the roles he played were relatively few, but as the plot developed, the number of main characters increased a lot. Now that the plot is gradually enriched, many fans leave messages below asking for updates and follow-up, which can prove how strong the vitality of this account is.

To put it simply, content upgrade means being able to continuously convey a sense of freshness to fans so that they can look forward to your content.

Summarize

Positioning sets the tone, and content maintains vitality. The key is to combine user needs and preferences to continuously produce high-quality content, and vertical accounts and precise fans are not a problem.

Author: Short Video Operation Diary

Source: Short Video Operation Diary (gh_a49c091205cb)