Video account operation plan, growth strategy, and traffic monetization strategy (Part 1)

Editor’s note: With WeChat Video Account’s full-link connectivity in the WeChat ecosystem, many companies and individuals have participated in the creation of the content, hoping to share in the initial traffic dividends. This article analyzes how to operate a video account from four dimensions: traffic operation, account building, data growth, and traffic monetization. I hope it will be helpful to you.

With the full link of video account + official account + community + mini program + small shop + live broadcast being opened up, more and more companies and individuals are investing in the production of video accounts.

But in the actual operation process, are you facing these problems: Don’t know how to start a video account from scratch? Don’t know how to build IP for video accounts? Don’t know how to disassemble a hot item? Don’t know how to create an account? Don’t know how to increase traffic? Don’t know how to analyze data? Don’t know how to monetize traffic on Video Account?

This article starts from the four dimensions of traffic operation, account building, data growth, and traffic monetization, and talks about the operation goal decomposition, traffic logic, operation ideas, IP shaping, content sop, material library construction, growth strategy, data analysis tools, and traffic monetization of video accounts.

Account operation plan

1. Traffic Operation

1. Operational goal breakdown

Lao Huang said in "The Light of Operation": A core difference between an excellent operator and an ordinary person is that when an excellent operator gets a problem, he will first return to the process, sort out the entire process of the problem, and then look for potential solutions from the process. So when we receive a task, we should not rush to do it, but think about it first and look beyond the surface to see the essence. Then use process thinking, refined thinking, leverage thinking, and ecological thinking to help achieve the goal.

• Process thinking: Think about whether there is any place in each link that can help achieve the goal
• Refined thinking: break down each point into specific executable parts
• Leverage thinking: leverage users or resources to achieve overall completion through small points, such as hiring a big boss
• Ecological thinking: Think about all the participants in the whole game, what each person needs most, let them match each other and complete the value chain, such as in a WeChat group.

Similarly, video account operations also require a global perspective: one must learn to sort out overall operational ideas and be able to break down operational goals. How to sort out and disassemble it specifically?

For example: Amber received the task of operating the company's video account and was required to set up the account in March. How to do it?

First, determine the stage goals. Clarify the team's expectations and requirements for the account, such as the goal for March is to achieve IP exposure and user growth.

Second, establish a timeline. In addition to clarifying the goals, you also need to make good time plans to facilitate the orderly implementation of the plans.

Third, sort out the focus of the stage. Formulate core work tasks for each time period based on the stage goals. like:

• Sort out operational planning. Plan carefully before taking action and make a good account operation plan in advance.
• Shoot and push content. After the account planning is completed, you have to start shooting, editing, pushing, operating and other work.
• In-depth research on the platform’s streaming mechanism. Be familiar with the platform rules and aim to produce hit products. The long-tail effect will cause a hit to continue to bring in volume, and the hit will drive up the data of ordinary works. Once a hit is released, it will be easier to produce another hit.
• Focus on operating popular videos. Videos with good data can be pinned to the top of the page, and other traffic can be consciously guided to like, comment on, and finish watching the video, to help get more exposure.
• Review of operating conditions and data. Do a good job in data recording and data analysis, and guide creative iterative optimization based on data changes. (Don’t be a tool person who produces unconsciously, but consciously cultivate data thinking, operational thinking and other abilities)

Core goal breakdown

Finally, break down the tasks into weekly outputs. This method can initially complete the breakdown of the stage operation goals.

2. Core traffic logic

The essence of video accounts is to leverage public domain traffic with private domain traffic, but the most important issue is how to convert the attracted public domain traffic into private domain traffic. The key to solving this problem lies in clarifying your own traffic logic.

Note: Do not discuss the platform traffic logic without considering the business. Instead, sort it out in combination with your own monetization needs. Do not start with the underlying logic of the entire platform and the logic of the recommendation algorithm. Because good data ≠ good monetization. For example, accounts that make music recommendations, emotional quotes, and film and television editing are more likely to receive likes than accounts that share good books and teach skills, but their monetization capabilities are often the opposite.

Therefore, in order to avoid being unable to monetize or having weak monetization capabilities, you must first clarify your core business logic. Only by clarifying your business monetization model can you make progress from zero to one. In addition, this process is actually sorting out the user journey map.

Because putting personal WeChat in the video account will be restricted. Therefore, the current common traffic link is: hang a public account under the video account ➡️ the public account directs traffic to the personal WeChat account ➡️ the personal WeChat account for conversion.

Traffic logic sorting

Also, please note that traffic and traffic pool are two different concepts. Traffic thinking refers to obtaining traffic and then monetizing it, while traffic pool thinking refers to obtaining traffic and obtaining more traffic through storage, operation, and discovery. The biggest difference between traffic thinking and traffic pool thinking is the subsequent behavior after traffic acquisition. The latter emphasizes more on how to use a group of old users to find more new users.

Video accounts are at the intersection of the WeChat ecosystem and the video ecosystem, and at the "crossroads" of the video social relationship chain and the WeChat traffic ecosystem chain. When companies are in the stage of rapid profit-making, they only focus on attracting users but fail to retain and split users. Monetization relies solely on grabbing traffic without converting brand awareness, which can easily lead to one-time transactions. Without brand awareness, there is no way to lock in the core audience and form brand awareness, which can bring about a compound interest effect.

Summary: The reasonable traffic path is - traffic acquisition (public domain traffic pool) ➡️ traffic sedimentation (private domain traffic pool) ➡️ traffic conversion (traffic retention). However, traffic gameplay such as fission, diversion, and viral marketing can be added to each link.

3. Two major operational ideas

Content is king and is important, but based on the recommendation logic of the video account, it is entirely possible to become popular simply by relying on operational skills and accumulation of private domain traffic. Therefore, the operation of video accounts requires both content thinking and traffic operation thinking.

First, content is king, and we must produce high-quality content.

• Content productization. Output content with the attitude of creating products, so that each video has its own content logic;
• Execution process. Form your own content SOP so that content production does not become a major burden, so that you can spend more time and energy on operations;
• Decision-making digitization. The iteration and update of topics, titles, text, endings, guide words, and video introductions are based on data. Data assessment dimensions may include likes, plays, readings, comments, collections, forwarding, etc.

keypoint: Always keep the user in mind, not only consider what you can provide, but also consider what the user needs. Or think about how to turn what you have into what users need.

Operational logic

Second, operational thinking, to carry out refined operations.

• Keep up with the latest trends. In addition to daily content output, you can also track hot topics based on lists such as New Vision and customize the output of hot content.
• Iterate quickly. Don't fall into repetitive assembly-line output. Instead, iterate the video material library and topic selection in real time, and create content with personal characteristics based on platform hot spots. For example, a voice host uses Shin-chan's voice to tell healing chicken soup accompanied by Hayao Miyazaki's animation. This topic not only reflects voice imitation, but also takes advantage of popular themes such as emotions and animation.
• Fine operation. Control the overall operation rhythm, such as formulating operation plans, building data analysis systems, researching flow promotion mechanisms, designing traffic-generating methods, and reviewing operations. From doing a good job in attracting traffic in every aspect, such as account profile attraction, content description attraction, extended link attraction, active comment attraction, video content attraction, account mutual promotion attraction, video live broadcast attraction and so on.

keypoint: The popularity of a video depends not only on high-quality content, but also on sophisticated operations!

2. Account Setup

Here, the logic of account building is broken down into four steps: IP disassembly - account building - creative ideas - material library. Only after completing the above work can you further consider issues such as dissemination, traffic diversion, and monetization.

1. IP Disassembly

The first step in setting up an account is to disassemble your personal IP, first disassemble it and then package it. If you choose a direction, you have to choose something that you can handle, that others can trust, and that is easy to monetize. How to do it specifically?

• Label positioning: Know who you are and be able to tell everyone who you are. For example, you are a teacher teaching sound, English knowledge, film and television editing, etc.
• Content design: Sort out your own knowledge system or content system, output targeted content, and establish the public's cognition and recognition of you through continuous targeted content output.
• IP communication: choose good media channels and do a good job of promotion and communication.
• Personal services: What kind of altruistic content can be provided to help yourself monetize.
• Platform shaping: Because we are monetizing knowledge into IP, we add the shaping of a third-party platform here. We can use the platform to carry our own content and use the platform's traffic to expand our influence.

IP shaping (please contact me if you need complete information)

key point: IT (Internet) + IP (personal value) = ID (identity identification)

2. Create an account in 3 steps

Find a benchmark. Others cross the river by feeling the stones, but you cross the river by feeling others. Prioritize the same platform, quickly find accounts, continuously brush similar accounts, and break down the positioning and video content of high-quality accounts. To borrow Ai Le's sharing: For novices, the most efficient way is to find benchmarks, to find accounts of the same type as yours that have done very well and learn from them, learn how they create content, what the general direction of the content is, look at their operating methods, including studying their business model and how they monetize.

1) Benchmark account screening

How to find the benchmark account?

Directly search for segmented keywords.

Extended search. Search for words of the same nature and related to the user's mental words. If you want to monetize through learning, you can also search for "training, chat, talk, training, entrepreneurship" and so on

Data table analysis. Relevant information is placed in a table, such as name, avatar, style, tone, account data... Use the table to screen high-quality accounts, gather the strengths of thousands of accounts, and integrate the good things done by each.

Account screening tool (please contact me if you need complete information)

Search tool recommendations.

We can quickly view the popular accounts, popular materials, popular videos, etc. of vertical categories through third-party platforms. By clicking in, we can see the number of followers of the account, the number of likes, the number of works, the average likes, the average comments, the average reposts and the data of each video.

Tool 1: Xinshi, a video account data analysis platform

Tool 2: New Dou Data

Tool 3: Flying Claw Data

2) Benchmark account disassembly

Put the account information in a table, such as name, avatar, style, tone, beginning, ending... Through comparative analysis of the table, find the essence of the account to "imitate", don't just learn the appearance. Detailed data analysis is also required, and the topic selection, title copy, shooting techniques, background music, comments, etc. all need to be broken down one by one. In a word, we need to break down the data to the extreme. for example:

• Basic information: type, name, label, content features, avatar, signature
• Video data: duration, most liked content, fan characteristics
• Video screen: overall visual effect, video cover, video middle, video end
• Video sound: vocals, music
• Video copy: video introduction, comment area
• Video account data: Here you can see how the videos on Douyin, Kuaishou and Retweet perform in WeChat.

Account disassembly tool (please send me a private message if you need complete information)

After the analysis, you cannot just copy it blindly. You still need to consider the platform user attributes and popular patterns to develop your own account plan.

Here is an interesting observation: most of the popular videos on WeChat are non-mainstream, and some fancy videos and emotional videos shared by 30+ women are more likely to get 100,000+ views. It is speculated that the people who watch videos on WeChat are still mainly older people. Most older people have WeChat, but not necessarily TikTok, so they will watch videos on WeChat. At the same time, when it comes to watching videos, most young people currently prefer to watch videos on Douyin and Kuaishou. Therefore, some videos with more elegant and popular styles are more popular on the video account.

For example, regarding the account push time, Douyin and Kuaishou will have better data push speeds around 8 p.m., but this may not be the case for WeChat.

3) Personal account establishment

Once we have found similar high-quality accounts and disassembled them, we will then need to design the accounts based on the characteristics of the personal IP. The design content includes:

• Account information: avatar, name, account description, tags, account features
• Video screen: duration, cover design, first 3 seconds design, last 3 seconds design, ending lead, editing style, etc.
• Video sound: vocals, background music, such as vocals should be recorded professionally, and background music should be popular music as much as possible
• Video copywriting: video title design, video introduction design, comment area copywriting design, etc.

Account building tools

These seemingly basic information are actually quite important in the video account. Because the follow-up link of Video Account is different from that of Douyin and Kuaishou, when watching videos on Douyin and Kuaishou, if you think the content is good, you can directly click the + sign on the right side of the video to follow it, but this is not the case with Video Account.

Video account follow link

Therefore, it is very important to set the account information in the video account! For example, the account below, combined with the characteristics of the account owner, uses a good-looking avatar and an account name that is strongly related to the account owner's profession; uses arrows to point to follow, giving users a behavioral hint; uses a unified cover and title style, etc.

【Avatar click rate】

• Depends on video content guidance
• Depends on video introduction guide
• Depends on the guidance of hot review copy

[Personal homepage attention rate]

The most important thing is to make users feel the need to follow you (many users are not aware of following, and many users are hesitant about whether to follow, so these all need guidance). At the same time, you need to meet users' expectations in several aspects:

• Number of contents
• Content Quality
• Cover at first glance
• See the first line of each video at a glance
• Self-introduction copy, commitment copy (I am xxx, follow me to learn/obtain/understand xxx)

The above is a sharing of the video account operation goal decomposition, traffic logic, operation ideas, IP decomposition, account building methodology and related tools.

The next series of articles will talk about methods for producing popular videos on video accounts, content production SOPs, material library building tools, data growth strategies, data analysis tools, and traffic monetization methods. Please continue to pay attention.