Inventory of classic running video types in information flow

In the current information flow industry, short videos are dominant. Various agents have realized the importance of video teams and are doing their best to build short video teams. In order to save costs, some companies have chosen second- and third-tier cities with lower labor and venue costs to build short video teams in multiple locations. However, there are few mature practitioners in second- and third-tier cities, so most of the people employed are recent graduates or even interns who lack industry experience. Therefore, it becomes particularly important to enable these new video teams to quickly produce high-volume videos.

In addition, now that each video team has been set up, what are the agents competing for? Human efficiency! This includes how to produce more videos per unit time, and how to increase the proportion of videos with the same number of videos.

To solve these problems, we must start by improving the abilities of new employees.

For example:

Because veterans have seen more types of videos and industries than newcomers, they know which video plots in each industry often gain popularity, and their experience has always been proven.

When taking on a new customer, the old man can quickly retrieve the plot of the situational dramas he has seen in his mind and efficiently arrange it for the new customer.

But for the newcomer, since he had never seen it before and had no way to access it, it was completely new to him. What is wasted here is the opportunity to run in volume. If you are slow in one step, all steps will be slow.

If you want newcomers to quickly catch up with the old ones, someone needs to help them "make up". I have been compiling a lot of things that can make up for the lack of "knowledge" of newcomers. So let’s sort out today: the classic volume-running stories in the information flow industry.

I hope this series can become a creative dictionary for new video makers. They can use it directly (all of them are videos that have been popular before), or they can combine several different plots to create innovations. (I will try my best to improve it)

What is the "classic running volume plot":

If the same plot can be run on different clients or even different industries, then we call this type of sitcom a classic high-volume plot.

Classic plot 01～03👇

01. Classic plot 1: Table-slamming and questioning series

The general plot is:

A walked in angrily, slammed the table, and asked: "Who said product + selling point 1?"

B said stubbornly: "It's me!"

A: Who said selling point 2?

B: Me too!

A: Then who said selling point 3?

B: It’s still me! (Add remaining selling points)

A: (From angry to happy) I just want to ask how can I sign up for this good thing? ”

For example:

A: Who said that? Can 49 yuan help your child achieve high scores in math?

B: That’s what I said.

A: Who said that, after 33 lessons, children can write high-scoring essays immediately after seeing the essay topic?

B: I said it.

A: Who said that a child could actually challenge reading comprehension without losing any points?

B: I said it all.

Analysis of the reasons for running volume:

I personally think that the reason why this type of video has become a classic form of running volume is mainly due to the following reasons:

1. The opening "angrily banging the table" is a "conflict" beginning, which can instantly attract the user's attention and keep the user to see what's going on.

2. The aggressive questioning and dialogue between the two people is similar to people quarreling on the street, which will most likely attract a crowd of onlookers who want to watch the fun. At the same time, in the Q&A session, the selling points are presented simply and directly.

02. Classic plot 2: Product manager or boss changes requirements series

The general plot is:

A: (angry and domineering) Lower the price for me, from XX to XX.

B: It’s too low. How can we make money?

A: No, you need a better deal (free courses, teaching materials, etc.).

B: Full of doubts, worried about losing money...

A: Talk about feelings, original intention of entrepreneurship, public welfare, serving users, etc.

For example:

Boss: Reduce the price of the famous teacher’s live class on Zuoyebang from 199 yuan to 9 yuan.

Employee: I don’t, then how do we make money?

Boss: If I ask you to lower the price, then you can lower it. And then I will give you a gift package of mathematical thinking!

Employee: But we’ve already given you a good discount.

Boss: Should I listen to you or me?

Employee: Send, send, send right away

Analysis of the reasons for running volume:

This type of video is based on the perspective of internal staff. When the boss demands a price reduction and more product content, but the employees disagree, the video highlights the price discount and makes users feel like they are getting a good deal, thus stimulating user conversion.

It is also best to incorporate the behavior of throwing folders or slamming the table at the beginning, which also uses the "conflict" moment to attract the user's attention. At the same time, the selling points are presented simply and directly.

03. Classic plot 3: Manual customer service Q&A series

The general plot is:

The screen only needs customer service and phone (the customer service must be beautiful).

Voiceover: Ask users questions that they are likely to have when converting.

Customer service answered them one by one.

Voice-over: Finally, don’t forget to ask how to convert, this is a conversion guide for users.

Customer Service: Click below the video to view the details and you can sign up / swipe left on the video to sign up.

For example:

Customer Service: Hello, this is a human customer service representative. We are happy to serve you.

Voice-over: I heard that you have launched a medical insurance here. How old do you have to be to get the insurance?

Customer Service: You are talking about the WeHealth million medical insurance, right? This insurance is specially designed for low-income people and can be purchased from 30 days to 60 years old.

Voiceover: Oh, so what are those guarantees?

Customer Service: This insurance covers 100 common major diseases, and medical expenses can be reimbursed up to 6 million. Moreover, you can buy it whether you have social insurance or not, and reasonable medical expenses outside of social insurance can also be reimbursed.

Narrator: That’s great. How much is the premium?

Customer Service: The first month starts as low as 1.1 yuan, and the minimum monthly fee for subsequent months starts from 11 yuan.

Analysis of the reasons for running volume:

First of all, the customer service in this type of video is usually a young lady with good looks, who uses beauty to attract the user's attention. Secondly, these questions must be real and must be questions that most users really have. Then answer questions as an official customer service representative.

This type of video can cleverly raise and answer questions that users may have when converting, eliminating user doubts and increasing the possibility of user conversion, while also presenting selling points in a simple and direct way.

Classic plot 04～06👇

04. Classic plot 4: The manager asks questions while walking series

The general plot is:

Three people walk together, one in front and two at the back, keeping the same domineering and confident pace and moving forward in a rhythm that matches the music. The image and temperament of the beauty in front should be like a domineering female president

The manager asked: How much do their products cost?

AAnswer: XX.

Manager: What about ours?

AAnswer: XX (invisibly reflects the selling point of a product).

Manager: Introduce the selling point of the product 2.

Manager: Are you ready for selling point 3?

B: Ready.

Manager: On the line!

(Overall, it should be cool)

For example:

Boss: How much do their courses cost?

Employees: 3,000

Boss: What about us?

Employee: 49 yuan for 14 sessions

Boss: Yuanfudao’s winter vacation special training class for elementary school mathematics has arranged famous teachers who graduated from Tsinghua University and Peking University to give live online lectures. I must improve my child’s math scores significantly.

Have you arranged all the teaching materials?

Employee: It’s arranged. It’s free shipping.

Boss: Online!

Analysis of the reasons for running volume:

At the beginning, three beauties walk towards you in a domineering manner, which naturally attracts the user's attention. The opening lines use the huge difference between the prices of competitors and ours to make users feel the strength of the discount.

In addition, neat and domineering steps and powerful strong rhythm music can help drive the user's psychological ups and downs, thereby promoting conversion. At the same time, the selling points are presented simply and directly.

05. Classic plot 5: Express series

The general plot is:

The scene may be downstairs in the community, next to the delivery truck, or at the entrance of the company.

The courier, holding a pile of courier boxes, called out to everyone one by one.

"Xiao A, express delivery"

A: Alas, the product name.

"Xiao B, express delivery"

"Xiao C, express delivery"

Courier: What did you buy? I delivered a lot today.

Xiao C: You don’t even know about this popular product. Let me introduce its selling points.

Courier: "Compared with my own purchase, it's so good, I'll buy one too"

This type of delivery is to deliver the same type of express to different people, and is mostly seen in education. Other industries generally deliver multiple couriers to the same person.

Appearing in the e-commerce industry, the general question is: "Why do you buy so much?" The other party answers: "Because XX e-commerce platform has a discount/1 yuan grab."

Appearing in the online earning industry, people usually ask: "Why do you buy so many express deliveries?" The answer is: "It's all the money I earned from playing XX."

Analysis of the reasons for running volume:

Starting with the daily express delivery scene familiar to users makes the story more immersive.

Introduce products by having different people buy the same type of product or having the same person buy multiple different products to create confusion.

06. Classic plot 6: Street interview series

The general plot is:

Generally, at least 3 people are interviewed. The reporter starts by saying that a certain product is very popular, and then the interviewees who have used the product gradually tell all the selling points.

Or the reporter can first throw the most attractive selling point to the interviewee as a suspense, and then answer the interviewee's questions one by one and state the selling point.

Analysis of the reasons for running volume:

Everyone wants to see what people who have bought and used the product think of it. This is probably why the street interview series is so popular. It can also give users the illusion that people around them are using it.

The venue should be native, and the actors selected should also be native. The content of the actors' lines is very important. They need to express the users' concerns, what needs the product meets, and what pain points it solves.

The actors you choose should fit your target audience, and their performances should be close to reality. There can be some laughter and other real reactions that users would have when being interviewed, which can increase credibility.

Classic plot 07～10👇

07. Classic plot seven: press conference series

The general plot is:

The setting for the press conference, with a person standing on the stage talking about the product and its selling points. It could be a simple product introduction, or a product introduction + responding to questions raised by the audience, or a more dramatic "apology meeting". It is best to indicate the identity of the speaker, and the choice of BGM must appear formal and solemn.

For example:

One person introduces the product on stage

Don’t be fooled by the fake schemes on the market that claim you can make money by playing games or walking. Not only is it time-consuming and energy-consuming, you only make a few cents a day, and you can’t withdraw the money.

But our Tomato Novels are different. You can make money by listening to books. I have been listening to dozens of chapters every day recently and have earned 80 yuan. You can listen while running, shopping, or eating. The longer you listen, the more you will earn.

Listen every moment and make money all the time. Not only are the novels on the site complete in variety, but they are also free, so you can really make money without doing anything. You can withdraw cash with just one yuan.

One person introduces the product on stage and responds to questions from the audience

Host: Don’t buy it yet, don’t buy it yet. Parents, don’t buy it yet. I just received an urgent notice that the Yuanfudao winter vacation Chinese and mathematics training class worth 899 yuan will start its Double 12 event today. It only costs 30 yuan, and the free gift package also includes a 22-piece set of teaching materials.

Audience: I don’t agree. What we lack are books. What we lack are teachers. What kind of teachers can we hire with 30 yuan?

Host: Don’t worry, parents. Yuanfudao has hired teachers who graduated from Tsinghua University and Peking University to lead this course. 100% graduated from key universities, with an average teaching experience of 8 years.

After 9 seasons of polishing, 110 essential knowledge points in Chinese and mathematics have been summarized. 35 core reading and writing skills, 69 essential computing application skills.

Teach children to read with skills, write with methods, and calculate without mistakes.

Audience: What is Little Ape Butler? I've never seen a gift box like this before.

Host: Xiaoyuan Time Manager is a new product launched during this winter vacation. You couldn’t buy it before, but now it is free.

He can help children develop a sense of time through the Pomodoro Technique, which is popular on the Internet. Get the job done quickly.

Analysis of the reasons for running volume:

A press conference is a very important business occasion. In our daily lives, new mobile phone launches, movie launches, etc. attract a lot of attention. Advertising in the form of a press conference can naturally attract everyone's attention.

The change in the style of press conference advertising is also a typical example of the development of the information flow advertising industry. In the past, companies could just find a place to shoot and pretend it was a press conference and that was enough to generate a lot of sales. Now, they have to rent a movie theater to shoot press conference ads, and the materials are becoming more and more professional.

Early press conference style

08. Classic plot eight: surveillance series

The general plot is:

The beginning of surveillance footage is usually accompanied by suspenseful music. Fixed subtitles on the screen: Themed subtitles with suspense.

Then the normal plot is introduced to talk about the product and selling points.

Analysis of the reasons for running volume:

Surveillance is a form that has just become popular this year. Surveillance content that appears online is usually shocking or panic news.

Therefore, the video that starts with the surveillance footage will be accompanied by a slightly suspenseful BGM to attract everyone's attention and increase curiosity. Then answer the questions naturally and introduce the product.

09. Classic plot 9: WeChat chat opening series

The general plot is:

Start with a WeChat chat dialog box, raise the pain points and introduce the product.

Analysis of the reasons for running volume:

We all use WeChat to chat on a daily basis, so there is a natural sense of familiarity. The same content, when made into the form of WeChat chat, will attract more attention.

Such videos often gain popularity and have been used in industries such as social networking, online earning, finance, and e-commerce.

The general content of the conversation is also the user's pain points. It's more resonant.

10. Classic plot 10: Positive energy series

The general plot is:

The story usually starts with the situation of a weak person, followed by a kind-hearted person doing good deeds to introduce the product. The plot of this series is quite diverse and will be continuously updated in the future.

Analysis of the reasons for running volume:

The appeal of this type of video is that it exploits the characteristics of the media and the common characteristics of human beings.

The characteristics of the media are: videos with many likes and comments will be judged as high-quality and easier to run.

People all have a common trait of praising positive energy, good people and good deeds. People will give thumbs up to people who do good things and say things that resonate with them.

Therefore, videos that start with a weak character and feature kind-hearted people doing good deeds have an advantage in terms of volume. It is also suitable for various industries.

Common underdog plots include:

The old man used the money from collecting bottles to buy a down jacket for his wife;

The cleaning lady only eats rice, leaving the delicious food for her husband;

A primary school student was kicked out for doing homework on a luxury car, but later found out that the window was not closed and he was helping to watch the car;

A couple living in poverty came into the store and ordered a meal. They were polite to each other and the boss enthusiastically gave them a meal.

When a couple quarrels, the woman is bullied because she is just a housewife, and passers-by can’t help but help;

The girlfriend breaks up with the boy because he is poor, and a passerby recommends a product to make him rich or change his girlfriend;

A passenger took a taxi, and the driver wanted to wait for a while to finish his meal. When the passenger got off the taxi, the driver thought he had missed an order. However, the passenger bought the driver some water and asked why he had eaten so late. The driver replied that he wanted to earn more money to enroll his child in tutoring classes, so he had not had time to eat. They also complained that the tutoring classes were too expensive, and passengers recommended XXX selling points 1, 2, 3, etc.

This type of content can be expanded infinitely, and I will continue to share with you the plot videos of this type that I have compiled.

Author: Sanlitun Information Flow

Source: Sanlitun Information Flow