Short video operation method

In recent years, short videos have occupied the leisure and entertainment time of many people. Short videos have also allowed many people to find another opportunity and platform to show themselves. We can see that Douyin has hundreds of thousands or even millions of likes every day, and there is an operation team and production behind it. This article is a review of short video operations , let’s take a look together.

Short videos have long become a promotional channel for major companies, and our company is no exception. We hope to increase awareness through a new channel, thereby bringing about sales conversions.

Short video operation is a new channel that needs to be explored and it is unknown whether it can bring results, so everyone is skeptical. A leader has the mentality of wanting to do something but not wanting to invest too many resources.

We started operating short videos in early May, initially on WeChat Video Account and later switched to Douyin. It has been nearly five months since then, and there has not been a systematic review. That’s because I’ve always fantasized about waiting until I succeed in this (at least accumulate 1K fans) and then reviewing the team’s journey. However, the reality is that after paying 200 yuan for two promotions, the number of fans is only 67, and half of them are the company’s own people.

We have to admit that we failed miserably in this matter. Now let’s record the experience we accumulated in the process of failure. Here are a few misunderstandings:

1. Overconfidence and lowering of expectations

In the first month, we went into battle alone. In order to cooperate with the promotion of a weekend travel project called "Lejiabang", we released videos about the top ten parks in Shenzhen, a trip to Chenzhou, a funny video imitating the "Houlang" trend, and a flash video of the 520 promotion.

As soon as we heard the introduction, we knew it was very complicated, so when we later decided to do TikTok, we learned from our mistakes, clearly positioned the account, and did what we thought was sufficient research.

The survey is as follows:

The video must either be informative, funny or good-looking. Funny requires a joke script and good actors, which is quite difficult. Good-looking requires good-looking actors. The company does have a few girls, but when the company does not make a huge investment, I cannot ask them to cooperate with my work for a long time. Besides, their acting skills may not meet the requirements. Substantial content has the lowest cost. We can just copy the content of big Vs and re-shoot and edit it.

At that time, I saw many car-related videos on the Doudouxia platform. The shooting was very crude, but the number of likes was very high. In addition, the content shot by many accounts was also very simple, but they posted a lot of videos and accumulated tens of thousands of fans. I am optimistic that as long as we persevere and continuously output content, we can also accumulate fans.

Therefore, the accounts I benchmarked against were all small V accounts, not big ones, and I did not hold myself to high standards; "learn from the best and you will get something average; learn from the average and you will get something below average." The quality of the videos we output was not high, our fans did not increase, and our team morale was low.

2. Pursuing speed without regard to quality

During the preliminary research, there were many articles teaching you how to operate a Douyin account, and we read quite a few of them. Some of them mentioned that if the first five videos of an account are not popular, the account will not be popular; the number of followers of an account cannot be more than its own fans, otherwise the weight will be too low; if an account stops updating for more than five days, Douyin will narrow your promotion scope; an account must be maintained, and you must use it frequently, by watching Douyin, watching videos of your own type, and so on.

I am very cautious and take out my phone to check it every day. In order to keep up with the update speed, we will shoot materials for three to four videos in one afternoon.

Because video shooting is not the main job of other team members, there are some problems in resource coordination. There is only one afternoon a week for shooting, and sometimes we have to rent a car for shooting.

We shoot three to four videos in one afternoon, and we basically do it in one take. We don't review them on the spot to see how their expressions are, or whether the camera position needs to be adjusted. We are in a state of rushing things, rigidly pursuing the speed of updates, and we are not very satisfied with either the shooting or the editing.

3. The higher the image quality, the better

We made major adjustments in early September. The first was to open another Douyin account. I replaced Jun Ge as the IP protagonist, and the content direction was adjusted to drama segments with cars as the main scene.

This time we learned from our previous lessons and decided to produce a high-quality video in a week. We focused on cross-dressing in the first video, where we entered and exited from one side of the car to complete the cross-dressing from modern times to ancient times, and incorporated dance elements. We planned with full confidence, brought filming equipment, costumes and props, and took it seriously as never before.

We used OMSO to shoot in 2.7K quality, which looks very clear. We even think that for this video to become popular, it should have at least 10,000 views.

The reality is that it only has 289 views, which is even less than my own personal account.

Why is there such a big gap between ideal and reality? The most obvious reason is that the picture quality is not clear, but it was very clear when it was shot?

We searched Zhihu, Baidu, and asked our friends, and finally found out why the clear picture during shooting became blurry after editing and TikTok? Why are other people’s Tik Tok videos so clear?

1) "Restoration" can ensure authenticity. You can achieve the best viewing effect by using the same pixel as the one you shot. However, if you shoot at 2.7K or 4K but export it at 1080P, it will inevitably be distorted. TikTok does not support uploading 1080P videos, and uploaded videos will be compressed. You can know this by downloading its files. Generally, a 40s video is only 7M in size.

2) When compressing Tik Tok, the degree of compression of 9:16 (wide screen) is much smaller than that of 16:9 (vertical screen), which means it can be clearer; the principle is that the large area of ​​9:16 is a black screen, and only the middle area is the picture content. If you keep shrinking a picture, you will feel that it is much clearer than enlarging it.

3) Professional parameter adjustment, adjusting saturation and sharpening can make the page look clearer.

4) Pay attention to focus when shooting to ensure picture clarity and to make sure that the effective depth of field of the camera lens is fully utilized.

IV. Conclusion

Five months is not a short time, and we have updated nearly 30 videos, but the effect is minimal.

It was not until recently that I suddenly realized that "perseverance" is nothing more than using tactical diligence to cover up our strategic failure in direction and content.

Perseverance is of course essential, but only by producing sincere and high-quality works can we truly achieve the effect of the experiment and obtain real and effective feedback data, thereby adjusting the direction of our content.

At present, we are still trying to create interesting content with cars as the main scene. We hope that in the next periodic review, we can really achieve some results in the operation of short videos.

Author: Rong Sange

Source: Strange Orangutan