The secret of running volume of information flow materials

How to continuously produce mass-produced popular materials may be the ultimate question for the entire short video industry, and the answer can be said to be the wealth code of the information flow industry.

We have previously counted several classic information flow videos, and suddenly found that everyone has seen so much material without realizing it. As we all know, hit materials are hard to come by. Although we are constantly summarizing, innovating, and trying to develop the so-called "explosive methodology", in fact, in most cases, there are too many factors that determine whether the material can become a hit, from the budget, bidding, and targeting on the account side to the pace of new product releases, from the scale of selling points on the product side to the intensity of review, and finally the plot, actors, scenes, and costumes of the material itself. Due to too many uncontrollable factors, many methodologies may not be replicated if the industry or product is changed.

However, there are also some accumulated experiences that are applicable to most industries, such as the first 3 seconds of the material, also known as the golden 3s. The optimization data directly related to it is the material click-through rate. The click-through rate always affects the bidding ability of the plan. So we usually say that the better the click-through rate, the faster the money spent.

When I was writing this article, a scene of confrontation between optimization and creativity came to my mind: the CTR of the materials you produced is too low, and the new plan has no money at all! The market XXX and we XXX, how can we run!

The creative person said aggrievedly: I also know that CTR is important, so why don’t you tell me how to optimize CTR!

There are many ways to optimize CTR. Today I will only share it from a creative perspective - the first 3 seconds of the material.

01 Are the first 3 seconds useful?

Let’s first think about what the first 3s mean? Why do the media and agents repeatedly emphasize the first 3s?

First of all, the purpose of the first 3 seconds of the material is to attract users to stay and build up their expectations for viewing. When watching short videos, 80% of users will only take 1 second to think about whether to continue watching the video, so how to attract the user's attention in the first second and make him continue watching is the first step.

02 The first 3 seconds from the user's perspective

What kind of mentality do people generally have when deciding whether to continue watching a video? We consider this in two aspects.

1. Be attracted by the picture

① Good-looking, funny, good sensory experience

② Fresh, unprecedented, attracted by novel content

2. Be attracted by the content

① The temptation of interest points: Is this true? Is there such a good thing? It won’t hurt to give it a try!

② The plot is intriguing: It’s too ridiculous, there is such a thing! I can relate, it's so real! The value is affirmed, I give you a thumbs up!

03 How to design the first 3s

Applied to the first 3 seconds of our material, how do we design the beginning around these starting points? You can start from two points.

1. Start from the picture

①Borderline ball:

Taking the male audience as an example, the opening shot is a beautiful woman/beautiful legs in stockings/short skirt professional attire/stewardess uniform, lying on the sofa/by the bed...commonly known in the industry as playing the edge ball.

The scale of this type of material is difficult to control. If the scale is too large, it will definitely not pass the review, and even if it passes the review, there is a risk of being inspected and taken offline; if the scale is too small, the effect will not be obvious. But leaving aside the content factor, if I were an ordinary user, a good-looking and distinctive character at the beginning would definitely attract me more than an ordinary face.

② Pre-conflict category:

It means putting the conflicting points of the plot in front of you and creating a tense atmosphere from the beginning. Common scenes include couples or mother-in-law and daughter-in-law quarreling fiercely; the boss slams the table and yells at the secretary: "Why doesn't anyone have XXX!" or the victim rushes in and questions the chairman: "You liar!" There are even some films where the actors throw the script to the ground at the beginning: "I don't want to shoot! I'm going to expose you!" and then unfold the selling point.

It is human nature to like to watch the fun, and this type of opening plot fully satisfies the user's desire to watch the fun, and the effective playback is completed unknowingly.

Author: Sanlitun Information Flow

Source: Sanlitun Information Flow (sanlitunxinxiliu)