The correct approach to enterprise short video operation

First of all, for enterprises, it is obviously not appropriate to put all resources into the field of short videos. The short video platform is more like a channel and a tool.

Today I would like to talk to you about some issues regarding corporate operations of short videos.

01. Why do companies need to operate short videos?

When many friends first find me, they almost always ask me:

Why can’t I make money by making short videos?

Here we need to clarify a question first: Why do companies need to operate short videos?

It is possible to make money, but it is still difficult to monetize short videos. If you don’t invest the corresponding financial and human resources, it will be difficult to do it. This is why so many companies operating short videos always end up in failure.

The ideal way for our company to make short videos is:

Use short videos as a traffic-generating tool, as a channel to obtain leads, as a means to increase brand awareness, or as a sales channel.

Don't let short videos hijack our original operating rhythm.

After clarifying this issue, let’s discuss why companies must develop short video channels?

The reason is simple: it’s the trend of the times.

Just like the WeChat public accounts in the past, people’s habits have also shifted from the era of pictures and texts to the era of short videos. If you are still waiting and watching at this time, the threshold for entry will become higher and higher in the future. If you don’t make a layout, it will be equivalent to handing over a lot of traffic resources to your competitors.

02. How should companies operate short videos?

Since corporate short video operations are a major trend, how should they be operated specifically? Next, I will share my views with you from three aspects: misunderstandings, operating methods and examples.

1. Misunderstandings of short video operations in enterprises

In addition to the misunderstandings about short videos mentioned above, the most common operational misunderstandings of short video operators should be:

Operating short videos = increasing followers and views

This statement is true to some extent, but it lacks some necessary prerequisites:

(1) Different platforms

Let’s take the two most popular short video platforms in China, Kuaishou and Douyin, as examples.

There is no strong relationship between fans and the number of views of a short video on Douyin. This is related to Douyin's content recommendation mechanism. Its basic recommendation mechanism will allocate basic traffic to each video, and then continue to push it to more traffic pools based on the performance of the video.

In other words, the completion rate and interaction rate of the video are the key factors affecting your exposure, and it ultimately depends on the quality of the content. However, the number of fans on Tik Tok and the number of views of a single video are of limited use.

(2) Fan Value

There are really too many internet celebrity accounts with millions of followers on Douyin. Basically, as long as you are willing to spend money, find a few good-looking boys and girls, shoot a few short videos that are in line with the current trend, and spend some money on Douyin, it is easy to create a million-level account.

But these fans have no value to you. These seemingly impressive data actually have no value to the brand and product.

What kind of fans are valuable?

Precise fans.

2. How should companies operate short videos?

First of all, we must have a clear direction and monetization path. The purpose of companies making short videos is very simple, which is to provide an additional channel for monetization and traffic generation. Isn’t it clearer if they make operation plans around this goal?

Secondly, the more vertical the account, the more vertical the fans. This is why many vertical accounts do not seem to have many fans, but their monetization capabilities are top-notch.

For example, you sell 1,000 bags of snacks in one video, or you sell 3,000 pieces of women's clothing in a live broadcast. Compared with your friend who works in large machinery getting ten valid leads in a single video, which one do you think is more valuable?

In fact, the essence of corporate short video operations is to use the platform as a tool. Whether it is for direct monetization or for attracting leads, as long as it can attract accurate users, it can make money.

In addition to traffic generation and monetization, one thing that cannot be ignored in corporate short video operations is brand exposure.

The typical representative of the industry is the Internet celebrity brand "Zhong Xue Gao" which was very popular last year:

First of all, "the product itself has its own characteristics, which allows the anchor to have many stories to tell when promoting it, rather than just saying boringly that the product is delicious every day." At the same time, a number of internet celebrity anchors were also selected to conduct on-site evaluations and promote the products.

In addition, in terms of short videos, "Zhong Xue Gao" successfully promoted the fame of this product through unboxing reviews, situational dramas, and challenge competitions.

Let’s take another example from a more vertical field: the decoration industry.

Let’s take the two accounts “Shangpin Home Delivery” and “Weiyi Customization” as examples.

Among them, the single official Douyin account of Weiyi Customization has more than 4.8 million fans, and the single official Douyin account of Shangpin Home Delivery has more than 3.4 million fans. They can be said to be two of the better corporate accounts in the industry.

We have said before that the interests of an account's fans largely determine the form of the account's content. The content you output must be of concern to users or valuable to them in order to be accepted by them.

Let’s look back at the two accounts, “Shangpin Home Delivery” and “Weiyi Customization”. Each theme of the video is presented in the form of “problems encountered by the owner + knowledge explanation”. The theme is to solve the problems that users may encounter during decoration. This is aimed at the needs and pain points of users, and the real-life interpretation makes it more interesting.

So we can summarize another experience:

If vertical industries want to successfully accumulate a fan base and attract accurate fans, the most important thing is to stand from the user's perspective and output what they want to see and what we can provide them.

For example, if a company that does corporate training wants to monetize through corporate short videos, then before determining the content, it must first research what kind of content users need to solve.

03. With the support of video accounts, the short video track of enterprises is further accelerated

For enterprises, Video Account is indeed a channel that is worth trying.

First of all, the video account can directly lead to personal WeChat, communities, public accounts and mini-programs, and based on the spread of social interactions among acquaintances, fans’ trust will be even higher.

Secondly, short videos are limited in length and sometimes fail to leave a deep impression on users. From this perspective, video accounts that can connect social networks and official accounts can obviously make people feel more professional.

Finally, for corporate short video accounts, video accounts are also an effective way to maintain relationships with old customers.

Author: Short Video Operation Diary

Source: Short Video Operation Diary