How to write a hit short video title

Recently, many friends in the short video industry have chatted with me and said that after they have completed the content production, the biggest problem is that they don’t know how to choose a title. In fact, students who work in operations know that a good title can help spread video content, while a bad title can even bury an excellent video content.

Many people say that this year is the bonus period for short videos on Tik Tok. I think every day is a bonus period for short videos. It just depends on whether you have grasped this opportunity and whether this platform is suitable for in-depth promotion of your products and projects.

The reason why the title is important is that it determines why users are attracted to the video and click on it, and whether they will leave a message and interact with the author after watching the video. It is also an important way for viewers to quickly understand the content of short videos and generate memories and associations. Sometimes a difference of a few words can bring completely different playback volumes to a video.

It can be said that the title is the eye of the video, accounting for 80% of its importance. If the title is good, it will get more clicks and will be more likely to be recommended by the platform.

Today we will share how to write popular titles for short video platforms.

In fact, the video title has two core functions, which are also the two directions we focus on when writing video titles:

1. Let users click on the video - for users to see

2. Get more accurate recommendations from the platform - for the platform to see

We write video titles from these two perspectives, which basically covers all the functions of video titles, and your desired purpose is also very easy to achieve. There is a lot of skill in writing video titles in Tik Tok short videos. Our goal is to encourage users who see the title to click on the video and then get recommendations from the platform.

Let users who see it click on the video. This is actually for users to watch, not for platform robots. Therefore, the first angle to write the title is from the perspective of your target customer group. In this way, people who see your video title will click on it as much as possible, and our first goal will be achieved.

So how should we write? To see the essence through the phenomenon, first determine three points:

1. Pain points must hit the most pressing issues of customers

To put it bluntly, the current video title must hit a certain need of the customer, and it must be the point that the customer wants most, that is, the most troublesome thing the customer is currently encountering, which can usually be summarized in just a few words. Therefore, we usually need to collect information about the problems encountered by our customers in the corresponding industries, list these problems, and then extract the best words that can summarize the current problems. Try to control the number of words to 2-5 words, and the words must be understandable to customers. We should usually go to the platforms where our target customers go to collect and summarize information, and communicate more with target customers to dig deep into their pain points, otherwise the pain point problem will be difficult to solve.

Second, the benefits must meet the most desired needs of customers

After finding the pain point, the next step is to find the most core benefit that this pain point brings to the customer. One pain point corresponds to many benefits. Different benefits can be written from different angles to attract different users. The benefits can also be summarized in 2-5 words, and users can understand them after reading them. It is enough to meet these conditions at the same time. Different industries and different customer groups have different concerns and the benefits they gain from encountering the same problem. This requires us to learn more from some good traffic owners and pay more attention ourselves.

3. Curious, don’t tell the answer, the answer is in the video

It is not enough to just include pain points and benefits in the video title. Sometimes you should also add appropriate words of curiosity. Only when users are curious will they be more willing to click. And you can’t show any answers in the title, leaving customers to find the answers in the video. For example, when we write the cover of the video or the title, we write these tricks, these secrets/methods, this sentence/this idea, everyone is watching, this is how you should play/follow/do it, learn it in 2 minutes, etc. There are also question words: how, how, what, why, could it be, how could it be, actually, actually, after all, simply, no wonder, on the contrary, why, why bother... This kind of curious words can be accumulated and collected by everyone in daily life. The more you collect, the easier it will be for you to write titles and you will not have any worries.

Of course, these are the basic points. Next, I will teach you a few methods on how to write titles:

1. Digital method

The digital method is easier to catch the attention of the demanders!

for example:

①How could this happen if he wasn’t 80% drunk?

②8 life mottos that you must tell your children!

Is there an eight character in both ① and ②, one is capital eight and the other is the number 8?

For example: If you want to know whether you have been deleted by your friends, here are some tips for you.

2 ways to tell you if you have been deleted by your WeChat friends!

There are two advantages to adding numbers. First, put your video content in front of users more intuitively. When users see the title, they will know what the content of your video will be. There are several techniques for this. Second, give users a more affirmative feeling. "2 tricks to tell you whether you have been deleted by your friends". After reading these "2 tricks", you will definitely know "whether you have been deleted by your WeChat friends". You will definitely get something, and to some extent you can guide users to watch your content.

I will give examples later, see the Q&A section

2. Number + question method:

Numbers + interrogative method means that more people passing by have different opinions

For example: In 1992, I was a waiter and my monthly salary was 3,000 yuan. Was it enough for me to support you? I give you 2,800 on the 1st of every month, so it’s not too much to leave 200 for pocket money.

This number + question method is very suitable for the smart home industry, clothing, male fans, entrepreneurial fans, etc.

3. Selling goods + witnessing method:

The selling + testimony method actually expresses that a bystander witnesses the quality of the clothes and how good they look when worn.

This method is suitable for local stores to highlight products and create a stir!

4. Sympathy method:

The law of sympathy expresses the need for one thing or another to get more people to help! This sympathy method is very suitable for use in the agricultural products industry. I remember last winter, a girl named Nong Ajie became very popular by selling oranges. She sold hundreds of thousands of kilograms of oranges a month!

5. Reverse method:

Say the opposite of what is positive, and say the positive of what is negative. Especially when you are just starting to market a product, or when you are making the first or second short video. You can use this marketing model to quickly increase your followers.

6. Ugly method:

Play a role that makes you look ugly, either beautiful or ugly.

7. Magic method:

Makes everyone think he looks amazing, handsome or ugly?

8. Conflicting titles can also make users curious.

Example: "I'm divorced, but I'm happy!"

After reading this title, users will feel confused. "Divorce" is supposed to be a regrettable thing, but why would the author feel happy? The curiosity to know the answer will naturally lead users to click on the video content to answer the doubts in their minds. So "curiosity" once again brings you playback volume.

9. Provocative

Being provocative means adding stimulating words and phrases to your title.

For example: Do you dare to dance in front of strangers?

Users will also be curious when they see this title. You may want to see the specific content of this video and want to know whether you dare to do it. Of course, it is not ruled out that users want to know who will do something that they may not dare to do.

Of course, there is no fixed routine or template for writing titles. In short, just write from the perspective of human nature. Different people have their own way of writing titles. It is best not to copy them. We can learn from others and slowly master our own set of rules and techniques for writing titles. This is very important. In this way, no matter how you write video titles in the future, there will be users willing to watch your videos, and the video playback volume will not be too bad. Of course, in a title, the word curiosity is a must. As for pain points and benefits, you can have both, or you can just put one or the other, because pain points and benefits correspond to each other.

The title is the eye of the video, accounting for 80% of its importance. If the title is good, it will get more clicks and will be easier to get recommended by the platform.

The higher the number of clicks on a video, the more the robot thinks that users like our video and will increase the number of recommendations. If the title we write is bland and few users click on it, the robot will think that users do not like our video and will reduce the number of recommendations.

To write a title, you need to practice a lot, and then you can write a good title that will attract traffic.

Author: Tingchao Yige

Source: Tingchaoyige