Enterprise short video operation manual!

While you are complaining about the poor traffic and difficulty in conversion, others have already achieved annual performance growth of millions.

According to Qusetmobile's 2019 semi-annual report, as of June 2019, the number of short video users has exceeded 820 million, which means that 7.2 out of every 10 mobile Internet users are using short video apps.

In the second half of the Internet, when the traffic dividend is gradually disappearing, the new traffic brought by short videos has become a new battlefield for all parties to compete and cultivate. According to the prediction of Douyin's Zhang Nan: In 2020, the DAU of short video apps including Douyin and Kuaishou will exceed 1 billion, and short videos will become the largest online traffic pool.

On the other hand, the epidemic has accelerated the popularization of short videos, which will further promote the explosion of internet celebrity economy and traffic economy in the future. During the Spring Festival, the average daily number of short video users was 571 million, and the scale of daily active users was nearly twice that of online video users, making it one of the mobile Internet segments with the fastest growth in daily active users.

Therefore, it is not too late to enter the short video industry now, but the quality of content needs to be strengthened and refined operational methods need to be adopted in order to gain something in the short video competition.

1. Determine the channel

Some people may be curious: Isn’t the first step content positioning?

No, only after you determine the channel, you will know the positioning, what type of content to output, how to present the content, etc. At present, there are four mainstream channels:

1. Short video

As the saying goes, Douyin in the south and Kuaishou in the north, Douyin’s daily active fans have reached about 300 million, which shows how huge Douyin’s traffic is.

As a video channel, Tik Tok can only publish videos of 15-60 seconds at most, so our content must be short and concise; secondly, when choosing characters, the image cannot have too many problems, preferably young men and women.

2. Live broadcast

Live streaming is the most interactive, and you can see real people on screen, which will increase your trust.

3. Audio

Many times people will choose to upload some useful information to video platforms. In fact, converting videos into audio and uploading them to different platforms can also have unexpected results. You can choose platforms such as Himalaya and蜻蜓.

Audio platforms also have a lot of high-quality traffic. When we remove the visuals and only leave the audio, they will pay more attention to your content.

4. Social

Some communities and groups are also very good channels that can achieve high-frequency interactions through a topic.

2. Content Positioning

First, identify the topic areas that you are interested in and familiar with, and make your nickname and avatar professional. Your signature should highlight your professional strengths, such as achievements and skills in a certain field. Specialize each of your modules, including professional topics, professional knowledge, and professional skills.

After clarifying it, determine the content format according to the characteristics of the selected channel.

For example, if you plan to create a marketing KOL on TikTok, then you need to understand, am I going to express the content in the form of character narration, scrolling text, or something else?

Dig deep into vertical fields, unify your content style, and then the next step is to output value. Attracting people's attention by producing high-quality content is generally known as "attracting fans".

Let’s take Douyin as an example to take a detailed look at “How to build an enterprise-level Douyin account from 0 to 1”!

3. Enterprise-level TikTok

1. Tik Tok traffic distribution mechanism

If you want to play a platform well, you must first understand it. For Douyin, the most important thing is the traffic distribution mechanism.

As shown in the figure, this is a summary of the Tik Tok algorithm.

After we upload our works on Douyin, there will be a strict review mechanism as shown in the picture below. After passing machine and manual inspections, the works will be placed in a small traffic pool and wait for user feedback.

In addition, there are several data that should be paid attention to:

01. The number of views . The early number of views is directly related to the number of real fans. Instead of focusing on the number of views, it is better to focus on the following data.

02. Completion rate . The completion rate is related to the length and attractiveness of the video. Don't deliberately compress the time in order to control the completion rate.

03. The attention rate , the value of the content and the expectation of more valuable content will induce our visitors to pay attention.

04. Like rate : A novel and interesting content can often induce visitors to like it. The logic behind this is to touch

05. Forwarding rate . If the video content can help him or his friends, it can lead to forwarding.

2. Enterprise-level Tik Tok content positioning

An enterprise-level Douyin account must output content related to the product, and output content based on the product's production, usage, cases, benefits, selling points and keywords.

1) Sharing of practical information about real-life appearances

Emphasizing practical knowledge and value, we teach you how to take photos, put on makeup, decorate, and exercise.

Core secret: Be sure to see the contrast effect.

2) Product display details description

Emphasize details and authenticity, product production, product usage, product evaluation, and product display.

Core secret: It must be novel.

3) Vivid interpretation of the storyline

Emphasis on scenes and fun, two-person question and answer, multi-person performance, and reversed results.

Core secret: There must be a plot.

4) Douyin team members

01. Content editor, responsible for video content production, determining style and video release.

02. Video editing: edit pictures or videos into a publishable video file, and add dubbing, editing, special effects, etc.

03. Actors: For corporate-level Tik Tok accounts, try to choose company bosses or influencers, so that you can create opinion leaders (some accounts do not require actors)

04. Shooting, ensuring shooting quality, lighting, angle, clear sound, and appropriate camera position.

Through the above explanation, everyone has their own overall understanding of the operation of Douyin. The next step is to choose the content of the work according to their own industry.

Author: Cucumber Morning News

Source: Qinggua Media