Short video marketing: How to quickly create short Douyin videos that can go viral and bring sales!

In the past 2018, " short video marketing " remained the top priority of corporate marketing.

At the same time, the Douyin short video APP has maintained an amazing growth momentum since its outbreak in May 2017. In corporate marketing, it has been on par with self-media platforms such as official accounts, Weibo, and Toutiao marketing, and has become a major battlefield in brand marketing that cannot be ignored.

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So, how can companies seize the platform dividends and create Douyin short videos that are popular, sell goods, and have high conversion rates?

First, we need to understand the recommendation mechanism of Douyin

There are two viewing entrances for Tik Tok short videos: Recommended and Nearby .

The general recommendation process is: individual nearby users see it first, and then the star rating of the video is calculated based on the like rate, playback time, comment data and other dimensions of these users.

If the rating is good, Douyin will recommend it to more similar users. If the data has not decayed, it will continue to recommend it. On the contrary, if the data has decayed or the rating is not high, it will reduce or stop recommending it.

Therefore, when making short videos on Douyin, companies must ensure the quality of the content, operate each video in a refined manner, and enhance the fun, reversibility, and practicality of the videos so that they maintain a certain degree of spread.

Second, the short video content must be attractive enough

Although short videos on Tik Tok are generally only 15 seconds long and no longer than 1 minute, if you want users to finish watching your company’s marketing video, you must attract them within the first second, otherwise they will just swipe past it. Therefore, the video content must be attractive enough.

How to attract users? Here are 3 methods for you:

1. Useful:

This means that users can gain some valuable content after watching your video. Such as feelings, knowledge, concepts, and even interests. In this way, users will be willing to follow your account and maintain their expectation for account content updates.

For example, the TikTok account "Xiaomi Mall" has gained a lot of fans by producing shooting tutorial videos for a long time. As of January 2019, "Xiaomi Mall" has gained 2.46 million fans.

2. Fun

Tik Tok users usually use fragmented time to watch videos, and the vast majority are young users born in the 1990s and 2000s. Therefore, light-hearted and entertaining video content ranks first among all video types, accounting for 25% of the platform's popular content.

Therefore, if companies want to create a popular Douyin video, they can plan short video content from the perspective of "fun". Of course, the "interesting" here does not mean vulgar, but conveys an optimistic, positive attitude towards life and sense of humor.

For example, the Douyin account "Alipay" often publishes some interesting "situation comedy" short videos, which not only make users find the "situation comedy" fun to watch, but also remember the brand and the products it promotes.

3. Have personality

The "character" here refers to the brand image of the enterprise. When companies are making TikTok videos, if they want to be remembered by others, they must highlight their distinctive brand personality and remember not to be ambiguous, otherwise users will not be able to remember you.

For example, Adidas’ character is “love of sports”, and its video content is full of displays and advocacy of sports life; Black Shark gaming phone’s character is “love of playing games”, and its video content is full of funny screen recordings and gameplay guides of various popular games.

In general, if companies want to create short videos that are popular, can bring goods, and have high conversion rates, they must start from attracting users' attention, capture certain emotions of users, and hold users' attention. They must be useful, fun, or have personality. In short, the ultimate goal is the same - to be attractive enough .

Third, advertising placement should be clever and cautious

If you want to achieve a high conversion rate for brand and product promotion in Tik Tok short videos, advertising placement copy is the key. You should focus on how to make the tone of your video more in line with the brand or product tone, so that the product and video content are integrated.

Taking the education industry as an example, when educational institutions make knowledge recommendation videos, the copywriting should be more professional and the teachers in the video should be convincing; when making funny videos, the video copywriting can be based on classic sentences and some interesting things in the process of students and teachers teaching;

If you really don’t know how to plan, just make the advertisement a little “harder”, which can also play a certain role in “promoting sales” and directly state the selling points of the product.

However, the content should be kept interesting and current as much as possible to make users feel real and interesting, which can partially offset the boredom that hard advertising brings to users.

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Finally, companies should pay attention to the following points during the operation of Douyin:

1. The best frequency is 2-3 posts a week to ensure the refined operation of the video, maintain the activity of the account, and make every post have the potential to become popular;

2. Break down the 15-second video into three parts: cover, content, and hot topic. The cover should catch the user's eye and attract the user, then start the content, and be sure to leave a hot topic at the end.

3. In terms of content, try to personalize it as much as possible. In fact, Douyin is still based on people. Whether it is real people, animated characters, or voice characters, it is to make users feel real and involved;

Source: Houchang Network