A complete guide to shooting a product promotion video with 30w likes

In June, ByteDance responded to the news that Douyin had established an e-commerce department: a special e-commerce department was established to meet the consumption needs of users on Douyin. The establishment of the "e-commerce" business department is a policy and business adjustment.

The purpose is to break through "other derivative products" and make e-commerce monetization the core supporting sector of Douyin .

Among them, Douyin video sales, as one of the core contents of Douyin's e-commerce monetization, has always been a hurdle that short video entrepreneurs have been trying to break through.

Tik Tok has 400 million daily active users. If you want your sales video to stand out, you need to master the shooting techniques of sales video.

So, how can you shoot Douyin sales videos to attract people?

01. What kind of Douyin sales videos are attractive?

Let’s first take a look at the characteristics of attractive Douyin sales videos.

1. There is a plot

Let’s take a look at the sales video of Douyin influencer “Huang Sanjin”. Her sales videos are never dry product introductions, but a combination of personality and situations to promote products .

For example, the video below promoting a lotion product is a skit in which a “simple” me uses lotion to make myself look better in order to attract the attention of a boy I like.

Users were unknowingly recommended the product while watching the story, which was natural and not awkward, and was easier to accept. This video received 302,000 likes.

2. Be focused

This type of product promotion video does not only talk about the product, but also presents real usage scenarios .

Show the product's usage scenarios, methods of use, and product functions , so that the target user group can personally feel the benefits of the product and thus successfully recommend it.

What kind of sales video can attract people, and what kind of sales video has strong sales ability? Videos that highlight products have product selling points, and situational videos that promote products are attractive.

So, how should we shoot Douyin sales videos to make them attractive and marketable?

02. How to make attractive videos on Douyin

1. Highlight only one selling point

Audiences watch videos essentially for entertainment, not to read your product manuals, so when you shoot a video promoting your product, just extract the most core selling point to promote it , and don’t exceed three at most.

Find the core selling point of the product that users care about most and highlight it. This will not only clearly display the product, but also allow users to quickly get the key points of the video and decide whether to buy your product in the fastest time.

For example, in a video selling the same clothes, the same skirt in the link will be featured in close-up to attract the audience's attention.

Generally, prime video ads will only highlight one main selling point, and then combine it with three gimmicks for promotion.

For example, the selling point of Xiaomi air conditioner is "Internet air conditioner", and the gimmicks are "1.5 horsepower", "full DC inverter" and "silent design".

The gimmick is actually the characteristics of the product. These characteristics may be shared by other similar products, but with a unique selling point, your product will be different from others.

2. The actor's image and expressiveness

Why do some people’s videos of the same type get hundreds of thousands of likes, while others’ videos get no one watching? Because there is a big difference in the actors' expressiveness.

We need to select or package actors based on the characteristics of the product and the presentation effects required by the plot .

For example, if you focus on highlighting the product , and the product has high requirements on the actor's image, then you need to find actors with good figure and appearance to shoot the video.

For example, in clothing videos, people with good figures are usually more eye-catching, after all, loving beauty is human nature.

If you focus on the plot , then your actors need to be very expressive.

For example, the Tik Tok celebrity "Huang Sanjin" we mentioned earlier, she is very expressive when performing. The timidity and cowardice she showed when being bullied, and the confidence and publicity after turning the tables, are all very attractive.

3. Prepare the video script for selling goods

Preparing a script for a video selling products is actually preparing creative ideas for a video selling products. Whether the script is creative determines whether users will be interested in your product.

As shown below, there are two simple script templates:

It is the creative guide for our short video shooting and an important step in determining whether the short video with products will attract users.

When writing a short video script, you need to consider the following issues:

How to display the product promotion video

Some people shoot horizontally and some shoot vertically? Which form of display is more suitable for selling goods?

Generally speaking, if we shoot a video purely for selling products, the horizontal screen format is more suitable for showing product details.

However, videos with plots such as dramas and comedies are suitable for vertical screens, but these videos take longer to display. This type of short video needs to ensure that the story is attractive enough , with climaxes one after another, so that users will be more likely to accept it.

How to choose the scene of the video

Push, pull, shake, move, follow; long shot, panoramic shot, medium shot, close-up , each shot size and camera movement technique presents a different picture effect.

For example, a video that purely highlights a product will use more close-up shots to focus on the product’s features, making the product’s effects clear at a glance.

What props are needed for the video and in what scene?

For example, in the short video below, a comb is recommended, and the scene setting is sisters having a meal. Props include tables, bowls and plates, etc., which make the story more realistic and more immersive .

In addition, we also need to determine the main line, should we shoot the product or the story? Determine duration, lines, etc.

After deciding on the specific content, you can fill it in according to the script framework to create a short video sales script.

In fact, shooting short videos to sell products is only a small part of Douyin’s monetization . If your account has few followers and low video traffic, and you don’t know how to quickly increase your followers and monetize, or you don’t know how to sell products and monetize through short videos.

Author: Doushang Commune

Source: Doushang Commune