Short video operation: short video script creation skills

I don’t know when it started, but short videos suddenly became popular.

On the street, on the subway, or at home, everyone has a mobile phone in their hands. All kinds of strange sounds are constantly coming out of the mobile phones, accompanied by the silly laughter of people looking at their phones, which has become a beautiful landscape in modern society.

After all, compared to books, people are more willing to watch videos, and compared to movies and TV series, they are shorter and can be finished in a short time. However, one after another, never stopping, before you know it, several hours have passed. It is the best way to kill time.

As a result, Tik Tok, Kuaishou, Volcano Video and so on all came out.

As users spend more time on short videos, some communications have gradually begun to shift from the original text form to short videos, using all kinds of weird, shocking or curious means to attract people's attention.

Today, we keep up with the times and are here to tell you about the methods of short video operations .

To understand the operation methods, you must first understand the basic situation of short videos.

Overview of the short video industry

Short videos are now at the forefront of the trend, with user data growing at an astonishing rate. One of the main reasons for this is that short videos connect diverse scenarios.

For example, internet celebrity travel, internet celebrity cities, internet celebrity shops, etc. that are popularized by short videos.

For example, the characters portrayed in short videos include the national husband, the versatile special police, the unique courier boy, and so on.

For example, refreshing various cognitions of pets, creating cloud cat-hugging, etc.

As a result, KOLs, celebrities, brands, e-commerce companies, institutions, and companies have all begun to enter the short video market, hoping to become popular through this platform. Competition has created richness and diversity in short video elements.

When short videos first came out, they had only one purpose: to attract attention. Therefore, the elements were relatively simple. Generally, they were videos made by people from third- and fourth-tier cities and people in society. Their expressions were bizarre and exaggerated, and the style was more complex in the middle-aged society.

Now, after many formations have been systematized, the elements have also begun to diversify. For example, young fashion, fresh style, beautiful girls, vitality, off-road travel, colorful, high-quality products, couples in love, cute pets, it is full of fun.

What are the characteristics of short videos?

1. The time is short, usually 15 to 30 seconds.

The more exciting things here are dancing, beauty shows, performances, driving skills, showing off one's affection, etc. The more scenario-based ones are campus, home, workplace, distant mountains and sea, or dreams, new belonging, etc.

2. Composition of top users

Taking Tik Tok as an example, half of the users are amateurs. The labels for this type of people are mainly cute pets, good looks, technology, cute dolls, music experts, etc. About 30% are internet celebrities and mature KOLs, including celebrities, internet celebrities, cosplayers, anchors and self-media people.

3. Spread the content after reading it

Short videos embody the word "fast", and consumption decisions are made within 30 seconds. Whether the content can be disseminated and the deal can be closed depends on whether these thirty seconds are eye-catching enough.

4. Popular video ranking

Personal IP is greater than light stories, greater than scenes, greater than advertisements, and greater than instructions for use.

Personal IP is the most effective conversion factor for KOLs, scenario-based content is the most intuitive and interesting form of content, annual ring-based content is the most accurate target audience, and fragmentation does not require too much thinking and is more likely to stimulate user conversion.

Then let’s talk about the content producers and consumers on the platform.

There are two types of content producers:

The first category is seeing interesting content and wanting to share it.

The platform solves the problems of this type of users, such as lack of shooting inspiration, poor shooting effects, no one watching the photos, and having ideas but not knowing how to capture the users’ energy.

For this type of people, the platform provides: cool shooting functions, videos on the platform inspire creative inspiration, shooting is simple, topics are interesting, there is interaction, and there are audiences.

The second category is to record life.

The platform solves the pain points of user records.

Help them record food, funny scenes, travel clips, dance, music, pets, handicrafts, family and more.

These two points capture the pain points of most people. Therefore, in addition to KOLs and some companies, many people will spontaneously become content producers, making the content of the platform more colorful.

For content consumers, the platform solves their pain point of having nothing to do and wanting to kill time.

Funny content is very suitable for entertainment viewing needs. As you laugh, the lonely and boring time will pass.

The shooting effect is cool, beautiful and stimulating to the visual nerves.

In addition, the influencers you follow will be constantly updated, and the content is more down-to-earth and closely related to life.

Here I share with you the content classification rankings that platform users like

Funny and funny

Skills Demonstration

Daily life

Tutorials

Song and dance performance

Appearance

Games

Landscape

You can choose different categories according to the different users you want to attract. If you just want to attract attention, you can choose the appropriate category according to this ranking.

After understanding the basic situation of short videos, let’s learn about the creative ideas of short video scripts and content.

Here comes the useful information, remember to take notes.

Short video scripts and content creation ideas

First of all, different video content should be provided according to the different psychology of audiences. Let’s first analyze what types of videos are needed to meet different psychological needs.

Expected information class

Provide useful information, valuable knowledge, or useful skills

Expected Views

Give opinions, life philosophy, scientific knowledge and life emotions

Expected Resonance

Give value resonance, concept resonance, experience resonance, aesthetic resonance and identity resonance

Expectation conflict

Give role identity conflicts, common sense cognition conflicts, plot reversal conflicts and value conflicts

Expected benefits

Give personal interests, group interests, regional interests or national interests

Expectation and Desire

Generally includes the desire to collect, the desire to share, the desire to eat, the desire to love, etc.

Expected Curiosity

Use more types such as why, what, how, where, amazing, etc.

Expectation Fantasy

Give love fantasies, life fantasies, other people's... various empathy, various desires, etc.

Expected sensory

Provide auditory and visual stimulation

There are four steps to content creation:

1. Shooting

The main thing is anti-shake, the other is flash and exposure, and the material framing also needs attention

2. Editing

Here we should pay attention to the sense of rhythm and network

3. Add music or dubbing

Mainly to make the video quality look higher

4. Upload

You can upload to multiple platforms at the same time. The same video cannot be uploaded to different platforms or accounts within 5 hours, because the platform will automatically detect the originality, which will affect the recommendation and diversion.

There are three frameworks for joke scripts:

The first type: foreshadowing + jokes

The second method is to lay the foundation with attitude + theme + premise

The third method is to perform + mix + perform again to find the funny points

Here, I will teach you a script creation formula for a 15-second short video.

First five seconds: Grab attention

5 seconds will most likely determine whether the viewer scrolls down or slides to the next video. Determines the amount of playback and completeness. Therefore, we need to stimulate interest points, increase interaction, and promote users' willingness to share.

The tenth second: reversal triggers interaction

Content planning can start from three aspects, such as hot content to stimulate user curiosity; tag content to attract user teams; advertising content to convey product information

Fifteen Seconds: Creative Ending

Users will be more interested in simple and easy-to-understand content, so the content at the end should be easy to gather, understand, and interact with. Ending with creativity can give users a sense of authenticity and make it easier to increase your followers.

In addition, short video creation content can also use templates. Here are a few templates to share with you.

1. Imitation

You can imitate randomly. For example, if you see a popular video, you can shoot one yourself based on it. You can also imitate the system, find the corresponding accounts, IPs, etc., analyze their classic scenes and routines, and imitate them

2. Restore and restore

Here you can use content restoration, comment restoration, identity restoration, or planning logic restoration

3.Scene expansion

This requires a certain amount of imagination. For example, if you see a video that is very popular, you can shoot a video that expands its scene.

4. Substitution method

The topics here should be popular and of a type that many people may experience, so that users can have a certain sense of immersion after reading it.

5. Reversal method

A bland narrative is not interesting, but an exciting and interesting twist makes people enjoy watching it. Making a twist that users don’t expect will have a better effect.

6. Nesting

Embed the script of the second story into the script of the first story through an embed point

7. Action stimulation method

Choose difficult and incredible actions to stimulate users to finish watching, and then watch again, like, comment, share and follow, etc.

Short video marketing

Content marketing is to create content or leverage content to achieve marketing goals through graphics, comics, videos, live broadcasts, etc.

With the rise of short video platforms, short video marketing has also been brought to the stage.

Among the uneven quality of videos, what is good content and what is bad content?

Let’s make a definition first.

The criteria for good content: classy, ​​emotional, interesting, and useful.

You can make people feel after watching it: Well, this video is good and interesting. Or, this worked for me and I gained a lot from it.

The effect that good content can achieve is to create a positive reputation for you, achieve user conversion, turn passers-by into fans, turn haters into fans, and so on.

The standards for bad content are just the opposite: tasteless, heartless, boring, and useless.

When many people enter this platform, in order to attract attention, they often choose disgusting and despicable methods. Although this method can attract attention in a short period of time, the impact is extremely bad.

The final result is that the platform restricts traffic, users dislike it, word of mouth becomes negative, users leave, and fans turn against them.

Well begun is half done.

Now that you know the overview of short videos and ideas for script production, in the next class, I will teach you how to create an "Internet celebrity".