Video operation skills and methods

With the rise of short videos such as Tik Tok, short video marketing has become the third largest mainstream marketing method after pictures, texts and live broadcasts. More and more businesses are aware of the importance of video marketing.

Nowadays, the new Internet ecology of "short video +" has become more and more popular. So far, the dividends it brings are still strong. Whether it is individuals or enterprises, as long as they seize the opportunity quickly and accurately, at least they will not lose.

It is not easy to operate short videos well. Every link needs to be done well, including planning, shooting, editing and production, etc. Therefore, it is a systematic work that requires teamwork to achieve good results. To operate short videos well, you need certain skills. It doesn’t mean that you will become popular by just posting any video. Today I will briefly talk about the skills and methods of video operation on our platform for your reference. Remember, the most important thing is to stick to it!

1. Do a good job of positioning

Whether it is content creation operation or short video operation, you need to do a good job of positioning in the field so that when creating content, you will not find the direction of creation. As long as you determine your own field positioning, you can create videos towards your positioning.

Don’t switch to one field every day. Otherwise, when you operate short videos in the early stage, you will not be able to accumulate fans due to the inconsistency of the fields. If you don’t accumulate fans in the early stage, you will definitely find it difficult to operate short videos in the later stage and choose to give up.

2. Choose the right platform

The platform’s screening is actually the filtering of your audience, which determines whether anyone will watch the short video you make. For example, if you make short videos on WeChat official account, it will definitely not be as accurate as on Douyin or Kuaishou.

Traffic analysis of the platform must be done. This data includes a survey of user population portraits to see whether it is suitable for short video content and to study the operation of the platform algorithm. Otherwise, no matter how high the quality of your video content is, it will be useless.

3. Create high-quality content

In this era of self-media, I have emphasized more than once the importance of content quality. This content quality not only applies to graphic and text content, but also to short video content.

If the content of your video is a very low-quality copycat video with no commentary, no subtitles, and no opening or ending credits, this type of video will not be highly recommended. When we create video content, we can base it on field positioning and combine it with your target audience to create short video content that the audience likes, and now as the aesthetic taste of the user population increases.

In short, the core of high-quality content has the following points:

(1) Create resonance

The core content of a successful short video must be able to resonate emotionally with the public. This emotion is manifested in common experiences, common living environment, and common concepts.

(2) Satisfy the various fantasies of the public

As the saying goes, "What you can't get will always make you restless." We should learn to skillfully use other people's boyfriends and girlfriends, other people's pets, other people's lives, etc. in short videos, and let others help you realize the things you have fantasized about countless times but dare not or cannot do.

(3) Allow users to obtain value as much as possible

You can share practical life skills, knowledge, common sense, etc. in your videos. For example, some very popular bloggers will teach you how to turn waste daily necessities into treasures, and teach you how to identify whether a certain brand of sports shoes is authentic or a Putian version...

(4) There is a strong conflict

We often don’t pay too much attention to things that happen naturally, so we must learn to create some “little surprises”, such as changes in role identities, changes in cognition, and plot reversals. In short, the drama and interest brought by the strong contrast will leave a deep impression on people.

4. From pictures and texts to short videos

When transitioning from text and pictures to short videos, you should choose the area that you are good at. Short videos should stick to the areas that pictures and texts are good at. If the pictures and texts you create are popular in terms of readership, when you first start selecting topics for short videos, you can take a shortcut and directly turn the popular pictures and texts into short videos.

However, many times, graphic and text content cannot be completely copied to short videos, because the presentation form of short videos is completely different from that of graphics and text. Short videos can use pictures, music, sound effects, post-production and other technical means, as well as some personal expressions to convey information to the audience more directly and intuitively. However, the images and texts in graphic and textual expressions are single, so to attract users, higher requirements are placed on images and language.

5. The best time to post short videos

Statistics show that traffic will reach peaks before and after meals, on the way to and from get off work, and before going to bed at night after get off work. However, it does not mean that you must release it during these time periods. It depends on the actual situation.

When we release a video, the algorithm will recommend it to users with needs based on the attributes of your account, so it is still unknown whether the precise users can see the video. For example, if your account is emotional, it is more appropriate to choose to post around 10 o'clock in the evening. By then, people are basically done with their work, so it is a good time to watch short videos and take a break. People's emotions are the richest at night.

Specifically, users tend to receive strong information in the morning and during commuting time (6:00-9:00, 17:00-19:00), which is suitable for posting graphic and text content. In fragmented and bedtime scenarios (11am-1pm, 10pm-12pm), users tend to receive weak information and are suitable for posting short videos. In the evening living room scene (19:00-22:00), users are in a leisure and light reading state, which is suitable for posting short videos.

Noon and 19:00-23:00 are the peak usage hours for users, and 13:00 p.m. and 18:00 p.m. are the peak likes hours, so the best time to upload videos is between 18:00 and 20:00, about 1-2 videos per week, or more per day. However, it is best to leave a half-hour interval between uploading each video.

6. Skills of short video operation

There are many opinions on the Internet about the techniques of short video operation, but the most effective and easy-to-operate ones are as follows:

(1) Golden 5-second rule

The first 5 seconds are the golden time for short videos. If you fail to grab users’ attention in the first 5 seconds, they will leave. Therefore, there must be a hot spot in the first 5 seconds (appearance, figure, curiosity, cuteness, etc.). If the breaking point occurs later, you can cleverly use text guidance.

(2) Title

Regardless of whether you are a clickbait title person or not, it is really important to choose an attractive title. At this time, the authenticity, completeness and length of the title will directly affect whether the audience clicks to watch. Therefore, if you want to make a good short video, start with the title.

(3) Fancy copywriting routines (not equal to clickbait headlines)

If there is no eye-catching highlight in the first three seconds of the video and the core explosive point has not yet arrived, you can use suspense copywriting. Use interrogative statements to create suspense, arouse users' curiosity, and make them remain patient until the breaking point appears.

(4) Comment on the first assist

After the video is released, be the first to post interesting comments related to the video in the comment section to liven up the atmosphere in the comment section. Interesting and wonderful comments can increase users' enthusiasm for interaction, encourage users to like and leave comments actively, and help increase the number of video recommendations.

(5) Crazy hype plan

Is your short video catching up with the trend? Are the characters and situations in the video clichéd or fresh? Are there any exciting points? Is the distribution area of ​​the exciting points reasonable? These are areas that every self-media or new media should consider. Wonderful content never comes out of thin air, but is the result of careful consideration and polishing of every detail.

If the video itself is interesting, you can choose the most popular music as the BGM and use the most popular jokes to increase exposure for your work.

(6) Enhance user interactivity

After posting the video, you should actively interact with your fans and maintain them. You can also hold some lottery activities at the beginning of the video to encourage users to forward and comment, thereby increasing the number of views of your video.

(7) Video viewing experience

Many people may overlook this point. Whether your short video has a watermark, color filter, clarity, playback smoothness, etc., directly affects people's viewing experience. People may be attracted to click, but if the details are not in place, you may be permanently blacklisted.

(8) Participate in platform activities

Short video platforms often initiate various activities. Participating in official activities and topic challenges can help us increase traffic and get one step closer to becoming popular. It is also the simplest and most effective way. If you can predict which topic will be popular and which background music will be popular, you can plan ahead and increase the probability of being recommended.

7. Short video feedback assessment dimensions

The dynamic features of short videos include the number of shares, click-throughs, play rate, average play time per person, number of comments, positive and negative feedback from users... To a large extent, it depends on the high-quality content core mentioned above. Active sharing can also make these dynamic features more obvious!

(1) Completion rate: At what time period do viewers jump out of the video content? If they do, it means that there is a problem with the user appeal of this content, which needs to be paid attention to and improved.

(2) Number of likes: The number of likes can indicate how well the video is made, how many people like to watch it, and what the video expresses. If the first season of a show receives an ideal amount of likes, the second season can be directly copied.

(3) Number of comments: Regardless of whether the comments are good or bad, as long as there are a lot of comments, it means that people are reading them, which is a welcome phenomenon.

(4) Retweets: Similar to the number of likes, this indicates that the post can arouse emotional resonance among users.

8. Stable and continuous video output

After opening their own video accounts , many operators did not plan the operation rhythm reasonably, nor did they equip a dedicated operation team to continuously output high-quality content. No wonder your content marketing is ineffective!

The video is very considerate of the platform users and knows that it is not easy to gain fans in the fierce competition of short videos, so it has been lowering the threshold for short video production. At present, any ordinary user can use all the elements of Douyin to create more interesting and fun short videos. If businesses want to do a good "performance", they don't need to consider any difficulties in form. In addition to creativity, the most important thing is persistence.

Once you have a good positioning, you should assemble your video team and make sure every link, including creativity, shooting, editing, interaction, conversion, etc., is included. Develop content based on weekly, monthly, and quarterly time planning nodes, and make appropriate use of holidays and major events for event marketing.

Continuous content output can make users feel a strong sense of identification with you. After that, you can consider cultivating a fan community, using the community to establish an emotional connection with fans, creating opportunities for interaction and conversion, and achieving marketing goals.

The purpose of producing and disseminating short video content is actually to gain users' attention and capture their focus, so that users are willing to stay on the entire network channel or their own products. Therefore, user operation can be simply understood as deep interaction with users. The ultimate goal is to increase user activity and user stickiness, so that users can pay attention to and be interested in content products for a long time. After user operations have been optimized, users need to feel that they are talking to a real person, and their desire to communicate can be realized at any time.

Author: Ma Haixiang

Source: Ma Haixiang's blog