What are the short video templates for selling products? How to write copy?

Everyone has the same purpose for making money through the Douyin platform. However, some people want to use the Douyin platform to obtain traffic and leads and then realize monetization, while others want to make money directly from Douyin.

There are many ways to make money directly. The most popular and the ones with the lowest threshold are probably short video sales and live streaming sales. I have tried both of these methods. In terms of the level of worry-free, short video sales are more suitable for lazy people like me.

We all know what Douyin's recommendation algorithm is like. No matter how the platform changes, it still insists on content being king as a whole. On Douyin, only high-quality content can get the platform's traffic recommendation.

This requires us to strictly control the content when using short videos to sell products, otherwise it would be a waste of time. Today I will talk to you about how to use short videos to sell products.

01 What do you want to do?

Regardless of whether you have ever been exposed to advertising, you must be familiar with this type of advertising: product placement, which is also the main form of combination of short videos and advertisements in the current market. We simply divide the main purposes of combining short videos and advertisements into two types:

The first is publicity. Compared with direct sales, the fundamental purpose is to increase users' impression and favorability of the brand through exposure. Common brand advertisements include brand soft implantation and other promotional methods that often appear in variety shows and film and television dramas.

The second is sales. Directly responsible for user behavior, the most direct form of manifestation is purchase. For example, the information flow ads that we often see when we click on the interface that leads directly to purchase.

The methods of advertising placement vary according to different purposes.

Advertising placement for promotional purposes is common in short videos of storylines. There are generally three ways to combine advertising:

The first type is soft implantation that appears as an important plot prop. For example, the video shot by Quanmianshidai that has been criticized by everyone these days uses cosmetic cotton as an important prop in the video.

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The second way is to present it throughout the video as part of the background setting. For example, in TV dramas, we often see a type of purified water that the protagonist often drinks. Although it is not emphasized, it can be used as part of the character setting and leave an impression on the audience.

Image source network

The third way is to integrate it with the plot. Unlike appearing as a prop, the entire story revolves around the characteristics and effects of this product. For example, the recently common soul promotional video uses this method. This method requires a high level of screenwriter ability.

Image source network

The corresponding way of combining advertising for the purpose of sales with short videos is some relatively direct evaluation and recommendation videos. By the way, live streaming also belongs to this type. Through videos and anchor recommendations, users are encouraged to have a desire to buy directly.

In practice, it is recommended that you choose the appropriate shooting method according to your own products and operational purposes: for example, friends who are engaged in fast-moving consumer goods can directly create a relevant scenario (combining the product and user pain points), and then use the product to actually solve related problems, so as to make users want to buy.

02 Practice

Next, I will share with you some of my own practical experiences and relevant copywriting on short video sales, hoping to give you some inspiration.

1. Control the duration

The length of short videos and the user's viewing habits determine that your content must clearly explain your marketing purpose in a very short time. My suggestion here is to focus on promoting a prominent feature of your product or service.

2. Create good content

The content determines the traffic of short videos. If you want to get more attention, you must work hard on the content. Common content templates are:

(1) Drama

Props: Lipstick

Brand concept: Confident girls are the most beautiful.

For example, when a girl with low self-esteem is bullied, someone comes over to comfort her, hands her a lipstick, and tells her to be confident. After being encouraged, the girl undergoes a transformation. Depending on the audience, the script can be adjusted accordingly.

(2) Product introduction

Let’s first bring up a topic that users are concerned about: Too lazy to wash your hair in winter?

Then show users the features of the product in the video, and it will be more convincing if they try it themselves.

3. Choose a good title

If the title copy is well written, you don’t have to worry about the video not having a lot of views. I have also summarized the common title routines for short videos with goods:

(1) Leverage

Leverage hot topics, celebrity endorsements, etc., for example:

If you put on new year makeup like this during the Spring Festival, you will definitely please your elders!

The makeup lotion recommended by a celebrity is really easy to use!

This is a restaurant frequented by a certain celebrity. Today I’m here to check in for everyone!

…

(2) Create a situation

Create a context that the user cares about, such as:

Here is a question that users are concerned about: Do you know why you can’t lose weight by eating fruits every day?

Arouse users' curiosity: Did you know? You've been eating the wrong apples!

Arouse users' vigilance: Be careful! You will only get fatter if you eat like this!

…

4. Don’t spend the entire article talking about the product

Advertisements throughout the video can easily cause users to be disgusted. You should pay attention to controlling the rhythm of the video and grasp one principle: the protagonist of Douyin is people.

Author: Short Video Operation Diary

Source: Short Video Operation Diary (gh_a49c091205cb)