Kuaishou short video operation strategy in 2022

1. Current Development Status of Kuaishou

As for the current situation, among the existing short video platforms, the only two with more than 300 million daily active users are Douyin and Kuaishou. As a leader in the short video field, Kuaishou’s customer base cannot be ignored.

What is the concept of Kuaishou products?

Kuaishou has been building an APP platform that can be used by the general public. Its original intention is to allow the general public to share and record their daily lives. The product design follows the principle of universal simplicity and non-intrusiveness. Therefore, when Kuaishou selects its user groups, it targets (3rd-5th tier cities). Mainly focusing on the general public, every ordinary person is worth recording, not just the lives of some stars and big names. Ordinary people also have the need to record their beautiful lives.

Video production, lowering the barrier to entry

Kuaishou short video platform, based on its own creative concept, lowers the threshold for short video production and release, allowing everyone to create. There is no need for professional shooting equipment or professional shooting skills. You can share your daily life with everyone and present the most real life scenes in the form of short videos. The entry threshold for short videos has been lowered, so the short videos you see on Kuaishou are of various styles, and even if the video production is not that exquisite, it can still become popular.

Faced with such a large user base of Kuaishou, how do we operate our own Kuaishou account and create our own popular videos? Let’s take a look together with the editor below.

2. Creating a hot-selling video on Kuaishou

Matching of background music.

Good background music gives people a wonderful feeling, and a background that suits your work is the icing on the cake. You should choose the appropriate background music according to the tone of your video. For example, if the tone of the video is funny, then you should use funny background music. If it’s an emotional video, there’s some soothing music. The right music is the best plus.

The works have clear subtitles.

When watching a video, in addition to the music in the work, it is best to have some eye-catching content with vivid subtitles. It can increase the number of views of your works. Once the number of views increases, it will be possible for your works to become popular.

Positioning of the work.

What is the positioning of your own account? Follow the positioning of your own account. To analyze what types of works fans like. For example, it could be scenery, food, or talent show.

Share and spread.

Ask friends to forward your posts, tag them to like, comment and interact with them, which will help increase the interactivity of your fans. Provide the popularity of your work. Only in this way can the platform allocate more traffic.

After completing the preliminary preparations, you can publish videos and operate the account according to the plan.

3. Can ordinary people’s Kuaishou accounts become popular?

Someone may ask, it is difficult for me, a normal account, to create a hit video.

In fact, this is not the case, because the product concept of Kuaishou is to share the lives of ordinary people. You don’t need to be a big star or a famous person. The video push volume is relatively high. The entry threshold for Kuaishou videos is also extremely high. You don’t need to be beautiful, you don’t need to be knowledgeable, you don’t need to be wealthy, and you don’t need good packaging. An ordinary person on Kuaishou can have fans who like him or her.

2. In terms of video content, Kuaishou takes a differentiated approach. The concept of Kuaishou is to record the daily life of ordinary people, with ordinary people as the protagonists. Therefore, it did not sign any celebrity or internet celebrity contracts to promote its platform. These are products that have become popular through the spread of the word by users themselves. In an era when there are so many internet celebrities, beauties, and big stars dominating the screen, Kuaishou only shows the daily life of ordinary people. It is a very down-to-earth platform. This is why many ordinary people prefer Kuaishou, especially people in third- and fourth-tier cities, because its user coverage is higher than other short video platforms. So ordinary people can also operate their own Kuaishou well.

• The most direct method – hard advertising

What is hard advertising? To put it simply, it is to achieve exposure for your brand through paid advertising on the Kuaishou platform. This is a common online promotion model. Not only Kuaishou, other short video platforms also use it. Get stable and efficient exposure in a short period of time, bring more playbacks and recommendations to your account, and thus attract more fans. Prepare for subsequent conversions.

• Content implantation

Title content implantation is also a very common short video marketing method, and it is also one of the earliest ones. The presentation forms include program sponsorship, voice-over placement, and brand display.

• Content customization

Customized content, in simple terms, is the interpretation of the plot. The script needs to be set up in advance, mainly highlighting the content of the plot. By shooting short videos, things can be presented and the plot content can be highlighted. This requires the creator of the video to have good creative ability and very high shooting skills. The interpretation of the plot is similar to the shooting of a TV series. It looks like a simple short segment, but it requires a lot of shooting techniques, such as the use of close-ups and long shots.

• Internet celebrity activities

Like some scenic spot type accounts. You can invite some outdoor internet celebrities to do the check-in and take photos. Create a popular check-in destination for internet celebrities. Or some food accounts can invite some food bloggers and food internet celebrities to come to the store to taste the food, increase the number of people with similar preferences, be able to see it first, attract netizens to come, and at the same time increase their own loyal fans. Achieve online traffic and offline monetization to gain better benefits.

• Account operation

It is generally more suitable for enterprises, which establish their own official accounts. There is continuous content output every month or even every week. Maintain the brand’s interactivity with customers and increase its stickiness with customers. Some car or mobile phone manufacturers will hold various brand promotion activities before launching new products.

The first benefit is that compared to TV advertising, the large-scale online advertising, and the marketing methods of product launches facing the public, the advantage of establishing your own Kuaishou official account is that if you want to interact with fans, you only need to shoot a good video and upload it to your own account. The platform can distribute it to its fans at the first time, and the quality of fans is better than other advertisements in verticality. People become fans only if they like and are interested in something, so the more vertical an account is, the higher the fans' monetization ability will be. This is why, some accounts don’t seem to have many fans, and there aren’t many people watching during live broadcasts, but the purchasing power of fans is very strong. Some fans see a product they like, buy it directly after a brief introduction, and leave immediately without staying in the live broadcast room for too long. This is a reflection of the fans' extremely high level of trust.

Secondly, the cost of advertising is low. Advertising on television media and hard advertising on the Internet both require investment in advertising costs. Without investment in advertising costs, there will be no good results. The cost of running a Kuaishou official account is actually just the manual operating cost. There are no other costs, so it is very suitable for business owners.

Conclusion: In the face of the modern social environment, the Internet is an indispensable part of people's lives, and the short video platform is another form of expression of the Internet. As the popularity of short video platforms increases, entrepreneurial friends must see this situation and grasp the development trend of short video platforms in order to make their companies develop better and better.

Author: Silk Road Praise

Source: Silk Road Academy