"Go deeper into the areas you are good at and continue to hone and challenge yourself. Everyone has one or two things they are good at. Study and practice in depth to become more proficient. Challenge yourself to become better at it, and this is the only way to develop your "personal expertise." ”This sentence also applies to the operation of short video accounts. To operate a high-quality short video account, it is best to focus on the areas you are good at and work hard to develop your own unique style and characteristics that others cannot easily imitate or surpass . Only then can you gain an absolute advantage in this field. This is what we call the positioning of short video accounts. The more vertical and precise it is, the more precise and high-quality the fans you can attract will be. For example, the familiar "Talking Liu Erdou", "Black Face V", "Duoyu and Maomao Sister"... all have their own clear positioning, either cute pets, special effects, or sand sculptures...However, many people who make short videos find it difficult to position their short video accounts. For example: A person found that editing classic clips in short videos was very popular, so he started editing clips from classic movies. He found that not many people watched it, so he started making short videos about cute pets. Later, he found that making funny short videos seemed to be more popular, so he turned to making funny short videos... Of course, he got nothing in the end. The reason is that he did not position the account and did not develop it vertically. If you are also in such a dilemma, then this article on short video account positioning will definitely help you.
1. Vertical positioning of content
Content positioning is to determine what kind of content you want to create, and don’t be greedy . If you are working on cute pets, then post more videos related to cute pets; if you are working on special effects, then post more videos related to special effects; if you want to sing, then post more singing videos... Let’s look at this influencer on TikTok named “ Wild Pony ”; her account is focused on singing . If you click on her homepage to check out, you will see that every video is of her singing. Except for the changes in scenes and costumes, the main content of the video remains the same. This is a typical short video account that focuses on a vertical field.
The vertical content output, coupled with his personal image and professional talents, has gained him a lot of popularity. So far, this adult has 8.224 million fans.
If you insist on publishing content in vertical fields, the chances of official recommendations will be greater. If one of your videos becomes popular, then continuing to make creative optimizations on similar videos and updating vertical content will help you get more recommendations. If the content is too cluttered, it will be difficult to form a unique label and fail to deepen the user's impression of you.In terms of content positioning, I have two suggestions to share with you:
1. Do what you are really good at
It is often easier to succeed when you do what you are good at, because you are more comfortable with what you are good at. At the same time, you can also combine your own advantages with other emotional content to create your own unique content and attract more users. For example, the "Wild Pony" in the previous case, in addition to being a good singer, is also very good at making use of her appearance. She is sweet, cute and friendly. Her singing style is also relatively casual and free. A small singing video becomes very contagious.
2. Create content that you like
If you don’t know what you are good at or what your strengths are, you might as well look at what you like. As the saying goes, interest is the best teacher . What you like may not necessarily be what you are good at, but if you have enough passion for it, you will have more motivation to learn and persist. Liking this thing can also help you resist some of the negative emotions that arise when you encounter setbacks. So, find something you like, position it as your short video account, and then do your best to do it and do it to the best of your ability.
2. IP Positioning
What is IP?IP is the character.What impression can you give to others? What is your tag? What is your role? What's the first thing people think of when they mention you? For example, when we mention "Duoyu and Sister Maomao", we will think of the sentence "It's so exciting, I feel like my life has reached its peak", as well as his exaggerated wig and his dialect with a strong regional flavor."Wig", "dialect" and "man dressed as a woman" have become his memorable labels, and people will think of him when they mention these labels. This is where his characterization is successful. IP positioning is actually to give yourself a personal character, communicate with users and fans by constantly clarifying and strengthening the character's traits. IP positioning is more about showing unique advantages. If you have an advantage that others do not have or cannot compare with you, then you are the absolute king in this regard. You can use this advantage and magnify it infinitely in every video shooting. There is also the black-faced V that we are all familiar with. When we mention "special effects", "mystery" and "black clothes" , we will think of him. He never shows his face, but he is very impressive. Every one of his videos has these characteristics, and every time it makes people marvel at his special effects, and every time they want to see the face behind these special effects.
3. Audience Targeting
With so many accounts of the same type, field, and content, many early accounts that developed early on have already occupied an absolute dominant position and become industry bigwigs . It may be difficult for newcomers who have just entered the industry to grab a place among them.what to do?The most effective way at this time isto segment vertically and then segment again to find specific audience groups , and create highly attractive content based on the characteristics and needs of this audience group to attract fans.What is vertical segmentation?It means starting from one point, extending vertically, digging downwards, selecting key businesses and then developing them. For example, dance is a large vertical field, and its sub-fields include street dance, jazz, Latin dance and other sub-fields. But if you operate a Tik Tok short video account, this "vertical segmentation" is slightly different. It is interpreted as in-depth performance in the areas where one has an advantage, and then subdividing the greatest advantage . In other words, this subdivision focuses more on showing advantages, but the specific classification still depends on the type of shooting content and the target group. For example, take funny videos. Although both are funny videos of women dressed as men, the biggest feature of Duoyu and Maomao Sister’s videos is complaining. The recently popular short video artist " Mao Guangguang " focuses on touching emotions and tells stories about the warmth and coldness of human nature. He currently has 14.44 million fans . The influencer " Zheng Lifener" with 7.51 million fans focuses on emotions, telling stories about students, and is more focused on evoking adults' memories of the past and causing resonance among young people.
Therefore, if the field you want to work in is highly competitive, then you should segment vertically within the field and create targeted content for more segmented audiences.
As long as your content and personality are interesting enough, you can make a short video that is unique to you.
The above is all the content about short video account positioning that we shared today. It is also the result of our observation of thousands of accounts and analysis and summary in practice. It is very practical.
