3 tips for short video operations!

Short video operation is specially opened by many companies in response to the trend of the times.

Many of my friends who work in this position are forced to do various operations such as new media operations and content operations. After taking over the job, I feel like I am being tortured beyond recognition every day by life.

After all, in the field of content, video is a completely different carrier from pictures and texts, and requires completely different operations to process.

Today I will talk to you about the ins and outs of this, hoping it will be helpful to you.

1. Keep the operation goal in mind and don’t let it go astray

The content of short videos will be different depending on the nature of the company, products and services. For operations, both operational strategies and assessment indicators are greatly affected.

Now, the description of short videos and job content are basically based on the platform. Douyin, Kuaishou, and Video Account use the platform names to refer to what needs to be done. Although this emphasizes the importance of the platform's tone, it actually blurs the goals of short video operators.

We must clarify this again.

1. We-media short videos

The self-media short videos are the favorite of the army of knowledge payers and are said to be the closest to money. I heard that many post-00s aspire to work in self-media and become internet celebrities.

Why do you say it’s close to money?

Many platforms support content creators, which is part of the money;

Audiences will tip content creators, which is part of the money;

After becoming famous, you can make videos to earn money, which is another way to make money.

It is not that easy to make money by watching short videos. All kinds of self-media that make short videos are clearly priced from the toes to the head. The more popular a person is, the more he or she makes, and the longer a person remains popular, the more he or she makes.

Therefore, for operators of self-media short videos, the core goal is to be popular and remain popular. To achieve your goal, you should focus on the following points:

① The spreadability and topicality of the content itself. Where is the breaking point? Where is the buried plot?

②Data for each issue. Make comprehensive comparisons, identify problems, and make timely adjustments.

③Pay attention to the tone and dynamics of the platform. You have to be able to play with the memes, use the BGM correctly, and read the help center carefully.

For example, the official TikTok recommends the "SPARK Creation Principles" for knowledge creators; Bilibili also has a creation manual in the background of creators, and even has different guidelines for different sections.

Basically, mainstream platforms have such official instructions. If you follow these instructions, it will be easier to receive official recommendations from the platform.

2. Short videos with product promotion

The core purpose of short videos selling products is to sell products. So what exactly is bringing goods? For physical goods, it is to promote sales; for virtual products or services, it is to attract new customers.

Focusing on this general direction, it doesn’t matter whether you are making a plot, doing a review, or performing cute dance moves. Because this series of operations are ultimately aimed at selling goods. In other words, as long as it can sell goods, the content can be bolder and the form can be more eclectic.

Many short videos and video ads that are very well-made and can even make people cry, end up with little conversion. The core reason is that the problem was not solved when creating the content.

Two positive representatives are nominated here. You can read them more when you have nothing to do, find inspiration and summarize rules.

① Although some of the short video ads in the information flow are quite vulgar, they really play the thousands of tricks of selling products thoroughly. For friends who want to do this, I suggest you download a few apps with a lot of advertisements and take a closer look at the advertisements in them. For something a little more obscure, I suggest watching the short videos on Taobao. Everyone is trying their best to promote their own products.

②Eat food video. Many well-known big Vs have started to make a living, and there is a flourishing of all schools of thought. By watching more videos, you can summarize the patterns of this type of video, and even tell from the number of views whether it is a bad idea for advertisers. If you make this type of video independently, you can extract its essence and then produce it. Although I lose the traffic that bloggers bring, it’s good to lose less hair.

2. Make good use of tools to protect your hair

I once participated in a Douyin salon. Many participants were from traditional industries, and there were even quite a few small and medium-sized enterprise managers born in the 1960s. The only thing they have in common is that they have seen the tremendous power of short videos in attracting traffic and bringing goods, and they are trying to seize the opportunity and keep up with the times.

But do you think these managers understand short videos?

They understand a little bit, such as the fact that they can make money. But as to how much I understand, it is indescribable. These people generally don’t know how to actually operate the business, and the ones who get crushed are only me who is writing this article, and you who are clicking on it. An old tool.

So the question is, as a tool, if you can’t sell the goods, can you still rescue them?

1. Planning and preparation stage

The most critical step! If you don't do this step well, the video may become unavailable and your work will be in vain.

Step 1: Analyze the platform

① Check the leaderboard and follow the strong ones

Which third-party tools to use is a matter of opinion.

In addition to short videos, I also need to pay attention to the data from Weibo and Wechat, so I recommend these relatively comprehensive third-party data platforms to everyone.

Of course, there are also many data platforms specifically for Douyin. Friends who specialize in this area can look for them, so I won’t go into details.

These data platforms each have their own advantages and can be viewed as needed, or in combination. But please note these two points:

a. If there is a ranking list, check it directly on the platform. If there is no ranking list, use third-party tools.

b. The rankings within the platform are mainly used, supplemented by third-party tools.

c. The following are recommended tools~

New list (New Dou)

Website address: https://xd.newrank.cn/

Supported platforms: Douyin, Tiktok

Qingbo Big Data

Website address: https://xd.newrank.cn/

Supported platforms: Tik Tok, Kuaishou, Bilibili, Meipai, Xigua, Huoshan, WeChat Video Account, Pear Video...

Kas Data

Website address: https://www.caasdata.com/index/rank/index.html

Supported platforms: Tik Tok, Kuaishou, Bilibili, Meipai, Miaopai, Xigua, Huoshan

Optimistic data

Website address: https://www.caasdata.com/index/rank/index.html

Supported platforms: Tik Tok, Kuaishou, Bilibili, Meipai, Xigua, Huoshan

②Platform activities, pay close attention

If there is any activity on the platform you are focusing on recently, that’s great.

Tik Tok Challenge, Bilibili's activity center, etc., often broadcast various creative theme activities for authors in different categories.

This is a ready-made accelerator. Active participation can help you significantly increase your exposure through platform activity promotion.

For new operators, frequent participation in such activities can help them get familiar with the platform more quickly (stalks, hot cover designs, etc.);

Comparing with outstanding works participating in the same event will help you quickly discover creative inspiration for similar works.

Step 2: Planning and preparation

① Keep up with hot topics

If you are working in new media, the importance of this point is self-evident. If you are a newcomer and think that following hot topics is vulgar and boring, it is still necessary to emphasize the importance of:

Hot topics have their own attention and popularity, and it is difficult to create the same hot spots by yourself;

There are hot spots every day, so you don’t have to worry about your creative inspiration and materials drying up, withering, or becoming rotten.

Only those who can organically combine hot topics with their own creative inspiration are the chosen ones;

The reason I say this is because the creation cycle of videos is longer than that of graphic and text creation. Many new friends are overwhelmed by inspiration and can’t help but let themselves go. We should exercise restraint in this situation:

a. The core goal should always be kept in mind;

b. For corporate accounts, the tone of the brand products should not deviate too much;

c. Be careful when choosing topics that are prone to failure (gender-related topics);

d. Don’t just take advantage of every hotspot;

② Understand some basic audio-visual language and turn your ideas into scripts

The concept of script here belongs to the category of directing. You told me that I shouldn’t be so professional and creative. Wouldn’t it be more efficient if I simply described it to the team and we all started shooting right away?

If you are creating out of interest, not for fame or profit, then you can just hit the nail on the head and start working.

If we really want long-term sustainable development, this part must not be missing. For any more professional video creation, there is a script first, followed by shot division, shooting, editing, post-production, etc. If the script is not in place, problems in various processes later on will only become more troublesome, and you won’t know where to pass the buck.

So what should be included in a short video script? Please refer to the picture below. If you don't know how to fill in the information, it is recommended that you find some articles in audio-visual languages ​​to read.

It is best to print several copies of the document so that it is convenient to review and discuss the scene on the set. If you have online electronic or professional needs, here are some useful tools recommended to you~

a. Celtx

Website address: https://www.celtx.com/index.html

Recommended reason: Celtx is a film and television multimedia creation auxiliary tool. All work is based on a digital interface, which can conveniently publish information to relevant staff for sharing, allowing you to say goodbye to the pain of endless modifications.

b. Storyboarder

Website address: https://wonderunit.com/storyboarder/

Recommended reason: A simple, easy-to-use, free and open source storyboard tool. Perfect for animation video teams. After drawing the draft, you can use the shortcut keys to open the artboard in Ps for more detailed editing.

c. Juyi.com

Website address: http://www.ju1.cn/

Recommended reason: The latest online filtering tool for banned words in advertising law, suitable for video copy checking to avoid accidents.

d. Rhyme Assistant

Website address: https://yayun.la/

Recommended reason: If the video copy is not catchy enough, you can try this.

e. Filmgrab

Website address: https://film-grab.com/

Recommended reason: Color grading reference for world movie screenshots. Take a look at it when you are looking for reference pictures, or when you have nothing to do.

2. Implementation

① Shooting stage

If you are taking photos yourself, learn some photography knowledge.

Of course, in many cases, we also need to find some professional materials, preferably free of charge.

a. Pexels

Website address: https://www.pexels.com/videos

Recommended reason: It has always been a picture material library, but in fact, it has video materials~

b. Pixabay

Website address: https://pixabay.com/zh/videos/

Recommended reason: It has always been a picture material library, but it actually has video materials +1

c. the stocks

Website address: http://thestocks.im/

Recommended reason: This is a collection of material websites, it has everything you want. However, because there are so many choices, you still have to look carefully at the scope of authorization.

② Post-editing stage

When you enter this stage, basically all kinds of tool software are flying around. Not to mention the common AE and PR, the more skilled you are in operation, the higher your efficiency will be. But for operations, many times you need some simple but powerful tools to achieve your goals. Today I will introduce some free ones~

a. Font selection: Maoken.com

Website address: https://www.maoken.com/all-fonts

Reason for recommendation: A public welfare website with a terrifying amount of free commercial fonts. The most comprehensive I've seen since surfing the Internet.

b. Subtitle production: Niupian Intelligent Subtitles

Website address: https://www.6pian.cn/zimu.html

Recommended reason: A must-have for those who are too lazy to type subtitles manually. Even speech-to-text conversion uses this now. They also have a dubbing tool that's pretty good, and it's free.

c. Video compression: Xiaowan Toolbox

Website address: https://maruko.appinn.me/

Recommended reason: I don't allow you not to have heard of the great reputation of Xiaowan Tool Box.

d. Video background removal: Unscreen

Website address: https://www.unscreen.com/

Recommended reason: I don’t know how to use green screen to cut out images, so I rely on this to save the day. It can also be used to cut gif.

e. Low-profile editing: Fast editing

Website address: http://kuai.360.cn/home.html

Recommended reason: It is very easy to operate and it is free.

3. Review phase

Basically, all popular self-media platforms have a creative center, and the data in it is very important. What everyone cares most about is the number of views and the number of fans.

But for operators, the completion rate, average playback time, and interaction of each video are very, very, very important.

This guides your next actions and even affects the priorities of the operating platform. It is best to choose one or two platforms from a bunch of platforms that best match the tone of your own company and products, and focus on operation and maintenance.

After all, for a team with insufficient manpower, trying to do everything at once would be self-abuse. It is possible for a video to be popular on all platforms at the same time, but it is really difficult. Those who have done it are now well-known by their IDs. If you have done this and happen to see this article, I sincerely request you to open a course. I want to buy it. Boom boom boom.

3. Conclusion

Short video operation is a position that requires very high skills and internet sense. Some of the colleagues working hard in this position are in the new media transformation, some are more inclined to planning, some are more inclined to execution, some are more inclined to post-production, and some do everything...

Author: Moving bricks is refreshing

Source: Moving bricks is refreshing