Six channels for short video distribution and promotion

1

According to QuestMobile data, in 2020, WeChat’s monthly active users reached 1.2 billion, while Weibo and Douyin also had monthly active users of up to 600 million.

The user usage time of short videos reached 11.4%, which has exceeded the 8.3% of online videos and has become the second largest product type after instant messaging.

Short videos have penetrated into every aspect of society.

Looking at the big picture, the marketing industry has also been changing from portals to search engines to today's social media. As the core social media matrix, "WeChat, Weibo, Douyin, and Bookstore" has become a battleground for corporate brand social marketing, and social marketing is increasingly becoming the focus of brand marketing expenditures.

2019 was the explosive year for short video marketing, and 2020 is known as the first year of live streaming. This year, video accounts are also gradually opening up their internal functions, which has stimulated a large number of self-media people to participate. Whoever has fans controls the traffic. Goods need high-quality traffic, and traffic needs high-quality goods. Traffic is valuable only when it can be monetized!

2

As the total number of mobile video users, user viewing stickiness and activity have greatly increased, in terms of viewing time, mobile devices such as mobile phones and PADs have become the preferred channel for Chinese people to watch videos.

On the one hand, with the vigorous development of short video platforms and live broadcasts, a large number of video creators have reaped the benefits of the trend. On the other hand, text and pictures, as conventional content carriers, can no longer meet the needs of the public. In the era of information overload, video has become a new hope. A large number of corporate brand promotions have chosen video as the key form of communication, trying to reverse the situation where content production is not easy to imitate and copy.

However, if the video is produced but not promoted and disseminated, it is all in vain!

All the videos of my personal media are on Weibo Video Account, and Douyin is also updated synchronously. Weibo is now creating Weibo Video Account, which has traffic support. A video posted for a few minutes can have over 3,000 views, which seems to be much more than the traffic of the video account itself. There are also various subsidy policies. I suggest that everyone pay attention to Weibo Video Account. It is always good to have one more distribution platform and more exposure.

Xiaohan also frequently communicates with the Shenzhen Bohu Film and Television team. Short videos are an important form of new media content and are now favored by more and more brands. However, the cost of producing a video is relatively high. How to promote a video and make it reach millions of readers? Can it truly play the role of new media brand marketing and communication?

My answer is: For the dissemination of short videos, Tik Tok should be the main battlefield, and other mainstream short videos should be connected in a matrix, and then supplemented by other video platforms and self-media promotion, to achieve integrated marketing promotion across the entire network, which is the best way!

3

First of all, even the smallest brand can have its own Douyin account, and corporate Douyin should be used as a core platform for continuous updating.

Entering 2018, "Two Weibo and One Douyin" have become the focus of major corporate brand marketing. On June 1, 2018, Douyin launched the corporate account, which is also a must for platform-based companies to provide different value services to different user groups.

When the user scale, usage habits, and population portrait are sufficient, the value of commercial operations becomes increasingly prominent, just like when WeChat launched official accounts and Moments ads, except that this time, Douyin has formed a different user memory point in visual scene marketing.

By building a company's own traffic pool through Douyin, the brand can communicate with young users through videos in such a platform as an officially certified company, and convey the interesting, practical and entertaining side of the brand.

From the traditional media era when TV stations delivered content through short videos, to the Internet era when video websites gained huge traffic through micro-movies and short videos, in the mobile Internet era, it is obvious that short video communication has become one of the important ways for people to communicate with each other and for brands to communicate with users. Therefore, corporate Douyin must be continuously updated as a core content position.

Secondly, the short video content matrix platform is opened for release.

Treat video as product content, and all you have to do is distribute it through video media. For example, Kuaishou, WeChat Video, Bilibili, Weibo Video, Weishi, Volcano, and Xigua Short Video are the first-line positions in short video distribution.

Douyin short video is connected with Toutiao and Huoshan short video, and the identities and rights between the platforms are synchronized. There are two ideas for connecting the information matrix:

1. Content synchronization between platforms: After a brand applies for authentication with a Douyin or Toutiao account and passes, the identity and rights between platforms will be synchronized;

2. Construction of a cross-platform enterprise matrix: Whether on Weibo, WeChat, or other social platforms, or to Douyin corporate accounts, establishing the company's official account is the beginning of the matrix, with differentiated positioning for different platforms. The content characteristics should be consistent with the platform, but the content style should be consistent with the brand tone, so that user groups on different platforms have a unified understanding of the brand, but they fall in love with your brand because of different content expressions. Different platforms have different video size requirements, and operators need to prescribe the right medicine. .

Furthermore, other video platforms release it across the entire network.

Judging from the data performance of major video websites, Tudou, Youku, and Tencent Video are veteran platforms and are rated as five-star must-haves; iQiyi and LeTV should not be ignored either, with obvious growth and advertising revenue-sharing plans.

According to iResearch MUT data, in 2019, the monthly viewing time of iQiyi APP reached 2.35 billion hours, and that of Tencent Video APP reached 1.63 billion hours, an increase of 67.5% and 123.2% respectively compared to January 2018.

In addition, don’t miss out on the entertaining AB stations with young user tags; and Miaopai, which is the best for short video promotion . Miaopai and Weibo are connected, which completes the basic video platform release.

On video platforms, you can also place interstitial ads. That is, in the film and television content of Tencent Video, you can choose your own user tags and regions, shoot a 15-second interstitial video, upload it to the background, and then it will be displayed in the opening ads of popular film and television dramas on Tencent Video.

When launching video on the entire network, it is necessary to count the data of each platform and prioritize them.

In addition, other self-media platforms distribute it.

For example, Toutiao's Toutiao account has always provided considerable traffic support for short videos. Tencent Penguin account, because it is connected with Tencent's other social products, will recommend and distribute higher-quality content on Tencent News and Tiantian Kuaibao channels. The huge traffic of Tencent's own social system should not be underestimated. There are also Baidu Baike, Yidian Zixun, Sohu Self-Media, NetEase Self-Media, and Phoenix Self-Media, all of which are worthy of companies to enter self-media and distribute high-quality video content.

The early logical thinking was to use videos to develop a form of self-media. This has high requirements on content, high-quality and unique perspectives, and the need to attract accurate fans. It also has high requirements on the team, and a lot of effort needs to be put in in the early stages to accumulate a large number of seed users.

Finally, large-scale delivery on new media.

Because new media has a strong social attribute, video content that is too official and serious is not suitable for dissemination here. It requires humane, heartfelt, and entertaining content. This is the basic threshold, otherwise it will be difficult to attract users.

For example, Weibo's Fantong, Weibo big accounts, and WeChat big accounts can also be screened and placed according to bidding and the number of fans, and orders can be received. Reposts can be customized and charged per forwarding. For example, a Weibo big account with 1 million fans has a forwarding price of 3,000 yuan. The price needs to be judged based on the fan activity and user tags. If Weibo wants to spread videos, it is best to insert topics to enhance exposure.

When posting videos on WeChat accounts, it is recommended to use the format of soft text + video, which often has better results. Xiaohan has posted several marketing videos before. For a small account with 100,000 fans, the video reading volume can generally reach 30,000.

Finally, I would like to recommend a Baidu Video promotion method.

If we want to promote videos on Baidu search engine, we can directly buy out keywords, fix advertising space in Baidu’s video search column, and display the video position.

The playback volume of this type of video is very high. Xiaohan previously tried to promote it to a point where the video received over 10,000 views within 3 days of being online, and the cost was only the keyword click fee of the bidding account.

The more comprehensive video promotion methods basically include the above methods. I believe that after obtaining a large amount of traffic, everyone will start to think about how to convert the traffic.

The first is to directly add marketing promotion information to the video so that users can see it. This kind of violent increase in fans is suitable for the self-media model. This kind of fans is more accurate and valuable.

The second method is to embed product or brand information into the video, which is more covert but has a lower conversion rate.

The best way to promote videos is to release them in a matrix across the entire network and promote them in a combination manner. If you have any other promotional methods, please feel free to add your comments.

Author: Xiaohan Tang

Source: Tang Xiaohan