Short video account positioning and operation methods!

In the process of operating short video accounts, many friends have a misunderstanding: no matter what account they create, the primary goal is to increase followers.

Although this is the era of traffic, where the traffic is, there is the market.

But you will find that many big accounts with hundreds of thousands of fans are sometimes not as good as a small account with only tens of thousands of fans in terms of monetization.

This question was raised in previous member Q&A sessions. Ultimately, it is because the account positioning is unclear and the fans’ accuracy and loyalty are not high enough, which leads to difficulties in monetization.

According to our understanding, many friends hope to realize monetization through short videos. So, if you want to achieve this goal and maximize the benefits, you must do a good job of account positioning in the early stages of account operation.

In order to help more friends solve the problem of account positioning, this issue of Dou Shang Commune’s internal member Q&A session made a detailed sharing from account positioning methods to positioning Q&A .

If you have the same account operation problem, I hope this article can help you!

01. The main steps of short video account positioning

1. Determine the monetization method

Before positioning your account, first clarify the monetization method, and consider monetization first and then positioning.

The monetization method can be determined based on product information, the company's business model, and one's own areas of expertise . For example, if you are good at editing, you can monetize it later by selling editing courses.

2. Analyze fan profiles

After clarifying the monetization method, you need to determine the target group based on the monetization method, that is, what kind of fans you want to attract.

Usually, fan portraits include gender, age, common human characteristics, etc. From these aspects, we need to analyze their consumption habits and preferences.

3. Clarify the content and form of the account

After clarifying the overall direction of the account, the next step is to clarify the content and form of the account. The best way is to refer to the accounts of your peers , do competitive analysis, learn from their good points, and continuously optimize your own account.

When analyzing peer accounts, we can start from both subjective and objective perspectives.

Subjective analysis:

First, analyze the attractiveness of the content of peer accounts to the audience and analyze whether this type of account is popular with users.

Second, analyze the advantages and disadvantages of the account content. For example, what are the conversion rate and monetization rate of the account? If the conversion rate is not high, there is no need to do anything yourself.

Objective analysis:

First, analyze user habits. Observe the release time and frequency of works by peer accounts in the past one to two weeks, and summarize which time period has the best traffic, so as to reduce the time spent on trial and error.

Second, analyze the differences among peers. No matter what type of account you create, if you want to attract users’ attention, you need to have the word “ most ”.

For example, the flower arranger who is best at color matching, the flower shop owner who is best at photography, the painter who is best at remaking old things...

Only when your account has the "most" can you establish a special memory point in the audience's mind and successfully gain more people's attention!

Third, do a good job of market research. Observe the traffic of peer accounts for at least the recent month. Analyze market saturation based on traffic feedback.

If a big account with hundreds of thousands or even millions of fans only has a few thousand views on its works, then it means that the market demand for this type of work may not be high.

So for a newbie, if you want to create the same type of account from 0 to 1, it may take more effort!

4. Segmented Targeting

After the overall positioning of the account is determined, the next step is to segment the positioning. This includes the determination of the actors who will appear on the screen, the positioning and creation of the characters, etc.

The positioning of the personality is also an important way to create account differentiation . Just like when people mention a woman who combines beauty and talent, they will think of Papi Jiang. The personality will leave a very deep memory for users.

If you want to know how to do personality positioning, add the WeChat of Zhang Qian, co-founder of Dou Shang Commune, now: ok233678 (Note: personality positioning), and I will share with you a nine-square personality positioning method exclusively created by Dou Shang Commune . According to this method, you can master the skills of character positioning very clearly.

If you don’t know how to do it, add me on WeChat, and I can also give you one-on-one online guidance on how to do a good job of personal positioning!

02. Short video account positioning questions and answers

1. Teacher, once the account location is determined, does it need to remain fixed?

unnecessary. In operating an account, as long as the main positioning direction remains unchanged, other aspects such as video style and expression form can be slightly adjusted.

Because the content recommended by the Douyin platform varies in different time periods, users' preferences are constantly adjusting.

So in order to better meet the needs of users, everyone needs to pay attention to the comment area and the hot topics that users are paying attention to recently, and adjust their own content in a timely manner to keep up with the times .

2. Teacher, where can I find account materials?

Entertainment accounts: You can refer to Weibo’s real-time hot searches, which contain a lot of entertainment news.

Accounts with useful information/funny jokes: refer to Zhihu . There are a lot of highly praised contents on Zhihu, which are full of useful information and can be used as reference.

Beauty accounts: refer to Xiaohongshu. Product recommendations, beauty tutorials, a lot of content will appear if you directly search for relevant keywords on Xiaohongshu.

Emotional accounts: NetEase Cloud hot comments . If you don’t know how to match the Tik Tok text, you can refer to the popular reviews of these related songs. Someone has used this method before and received hundreds of thousands of likes.

3. How to operate a stick figure account

Simple drawing tutorials need to keep up with hot topics, plan content based on hot topics, and output content that users want to see . Instead of making a tutorial based on what you want to draw.

4. How can I be sure that my positioning is successful?

You can directly share your work in the form of a video within the community and invite everyone to view it.

If everyone thinks your content is already very good, then first of all there must be no problem with the content.

Next, observe the flow of the work. If your content is already very good but the traffic has not increased, you need to consider whether the output format of your account content is already too saturated and unpopular on the platform.

5. The positioning is book list production, how should the content be created?

First of all, the content can be, but not limited to, quotations and chicken soup sharing. It is recommended to start with a story.

Generally, the stories are quite diverse, so there is no need to worry about repetition. Moreover, emotional stories combined with light music are more popular nowadays.

When creating book lists, it is recommended to use warm tones for the background instead of pure white background. Warm colors appear warmer and more resonant. In addition, it is recommended to publish it in the evening for better results! In operating a short video account, account positioning is the first step. If you want to expand your account, you also need to master the skills of short video shooting, production, and traffic monetization .

But for newbies, short videos are a completely new field and it takes a long time to get started.

There is no need to worry about this situation. The fastest way to grow now is to learn from people who have achieved results and draw on their successful experiences and methods.

Author: Doushang Commune

Source: Doushang Commune