A guide to creating short video content!

Short videos are the most popular form of communication nowadays, and many businesses hope to get a piece of the pie in this hot trend. The threshold for creators is getting lower and lower. It is no longer the era where you can become popular by simply posting a video. How to build a good account and achieve traffic conversion. Content creation plays a vital role.

1. How to determine your account positioning

• Content format:

• Real-person voice broadcast: low product cost, short production cycle, and easy to gain user trust. It is necessary to establish personal identity and avoid homogeneity. Applicable to home decoration main materials/finished furniture/decoration design
• Product display: The output cost is low, but it is easy to get tired of a single product, so the product needs to be updated and iterated in a timely manner.

Applicable to: decoration design/finished furniture/furniture accessories

• Plot implantation: The output cost is average, which is conducive to the creation of account personality and easy to gain user trust, but it requires high performance ability of the people appearing on the screen. Applicable to: Finished furniture/home accessories
• Popular science information: The production cost is high, and the fan money has a high accuracy, so it is necessary to refine knowledge points and directly hit the user pain points. Applicable to: general products

Spoken storyline

Popular science and practical product display

2. Content style: Premium feel - suitable for high-end brands

Down-to-earth——Suitable for factory affordable supply

• Shooting mode: Camera-improved texture

Mobile phone - easy to shoot and edit

• Fan groups: high-end people in first-tier cities, middle-end people in second- and third-tier cities, and sinking markets in third- and fourth-tier cities

2. Analysis of excellent accounts

• Decoration design account

• Content analysis: animated VR display + oral commentary. The beginning of the article arouses users' interest, such as "Six things not to do when installing a laundry area on the balcony, a guide to avoiding pitfalls" and "Layout your bedroom closet like this, and you can hang three times more clothes"
• Character analysis: animation display or professional explanation to increase user trust
• Account advantages: followers are people with urgent needs, accurate positioning, high conversion rate
• Reference accounts: Jin*ke Design, Zui*Decoration Design, Mu*Decoration Diary

• Home decoration material account

• Content Analysis: On-site filming of the production process
• Character analysis: the manual polishing process and the craftsman’s sentimental blessing. Increase audience trust.
• Account advantage: achieve conversion goals through social networks. At the same time, each video opens the same-city positioning, increases the traffic entrance in the same city, and realizes local conversion.
• Reference accounts: Baishi-Garden Stone, Customized Decoration Materials, Tengyu Decoration Materials

• Finished furniture industry

Pain points: whether the product quality is guaranteed, price issues, whether it is cost-effective, whether there is compliant after-sales and maintenance, whether it is a well-known brand, and whether the manufacturer is guaranteed.

Reference account: Chen Hui's selection of high-quality furniture

• 1. Content analysis: real-life store visits, furniture shopping themes, and direct visits to furniture factories in the form of industry visits
• 2. Personality analysis: Visit stores to build personalities, fan welfare blogger, help fans find furniture, visit stores
• 3. Advantages analysis: down-to-earth content, high authenticity, strong interactivity, and profound image

4. Decoration design industry

Pain point analysis: price issues, whether there is any trick, personalized decoration style, safety of decoration materials and design guarantee, whether the after-sales service system is complete, general and low practicality of online content, pursuit of one-stop shopping, whole-house decoration and other convenient home improvement experiences.

Reference account: Yiqi*xiu.com

• Content analysis: real person commentary. Content vertical: decoration design. Knowledge popularization, interactive Q&A
• Personality analysis: Professional insider, decoration designer with decoration experience
• Advantage analysis: The shooting cost is low, the content selection is rich, and it gives users a strong sense of reality and trust.

5. Home accessories/department store industry

Accessories: Users tend to be more emotional in their consumption and are very concerned about the design and appearance quality, while also considering compatibility with the home decoration style.

Home textiles: Users tend to be rational in their consumption, and are concerned about functionality and comfort. They hope that the products are of good quality and cost-effective. We pay great attention to quality assurance in terms of materials, health, safety, etc.

Reference account: Zhongshan ** Home Decorations

• Content analysis: real-person narration + questions and answers at the beginning of the video to introduce the content
• Character analysis: A friendly and beautiful store owner with experience and good taste
• Advantage analysis: One-shot shooting is simple, the picture can fully display the store and products, and the friendly character enhances user trust.

6. Home decoration materials

Pain point analysis: Users have high demands for materials, pay attention to manufacturers, control of the production process, and have doubts about prices. They are concerned about whether prices are inflated, whether the brand and manufacturer are well-known and reliable, and whether there are compliant after-sales and maintenance guarantees.

• Content analysis: A mix of question-and-answer skits and product displays. There are factory scenes, adding dialect and reflecting a sense of intimacy
• Character analysis: image of an expert or an honest person. Experienced and aesthetic in home decoration
• Advantages: Factory physical shooting increases the sense of conviction, rich pictures, comprehensive display, the beginning dialect and the ending plot increase the interest of the video

Reference account: Hang* Unpainted Solid Wood Board Factory

3. Suggestions for video title copywriting in the home furnishing industry

• Title elements

• Strong and weak demand
• Title elements
• Content elements

• Title Keywords

Free design, private customization, test, quota, integration, local area only, warm, reliable, quotation, how much does it cost, limited quantity, take advantage of now...

• Title Case

You can save up to 280,000 yuan by decorating your home in Shijiazhuang like this model house! 【Local style + preferential price】

A young couple in Shijiazhuang looked at decoration projects and found out they could save so much on the decoration quote! 【Local style + preferential price】

A woman must have a good house like this in the first half of her life [Scenario Introduction]

It’s hard not to make the house big when furniture is used to decorate it. It is said that the design doesn’t cost a penny! 【Message body】

Summarize

Every step is essential for a piece of high-quality content, from planning to shooting to operation. It requires a lot of financial, material, time and energy.

Author: Silk Road Praise

Source: Silk Road Academy