Epidemic & Capital, Analysis of the Self-help Case of the Medical Beauty Boss in a Short Video

In this cold winter of the epidemic, bosses should not panic and should not mess up their online operations.

Recently, many medical beauty bosses came to me and told me that they must pay attention to operations after the epidemic and gradually reduce their dependence on channels, but they are troubled by the lack of direction.

In this article, I will use "Customer Lao Zhao" as an example to break down the core methods of Douyin operations.

Lao Zhao owns a medium-sized medical beauty institution on the East Third Ring Road in Beijing. The monthly operating costs are hundreds of thousands. All the original channels were frozen due to the epidemic. Three months ago, he tried Douyin marketing, and all employees were mobilized to study every day, but to no avail.

Lao Zhao summarized to me his confusion about medical beauty/beauty industry using Douyin:

In the double winter of the epidemic and capital, I will share some of my previous experience in operating short videos with "low cost and high return" , and analyze with you from the perspectives of history, products, algorithms, and operations to find out what the pitfalls are in Douyin/short video operations.

Let me first use my short video history to quickly review the development of short videos.

As a newcomer to the music industry, I started a music short video business with the help of a computer and two friends. I found high-quality overseas content, set up a subtitle group, screened videos, and produced them again. I distributed them on the top domestic video websites and quickly gained traffic.

You should know that in the early years, SoYoung was the first to bring high-quality Korean plastic surgery diaries to China, and then quickly established the largest, most comprehensive and up-to-date plastic surgery content community, obtaining a large amount of accurate traffic.

After discovering the traffic dividend of music short videos, I established my first multinational group at a very low cost (I used my personal charm and the money my mom gave me to buy a car to start a second part-time business, and recruited a group of Chinese students who also loved music and were poorer than me to do secondary content production)

In less than 100 days, I achieved my first 100,000,00 views in my life. Like Tik Tok now, your neighbor Erniu can earn over ten thousand yuan a month by posting cooking videos with millions of clicks.

This account had become a popular celebrity on Weibo in the early years around 2010.

I received a lot of advertisements, and it was also the first time for me to cooperate with a listed company as a self-media operator. Find a new niche market and use the same short video operation method to quickly become the first in the industry (real estate), and help the doctor friends around me transform from professional doctors to doctor big Vs.

When you enter the flow state when doing things, such as playing games and immersing yourself in leveling up and killing monsters, gaining experience, money, equipment, and rewards, you will happily stay up late to do it. This state is the flow state. I think studying short videos is my flow feeling.

Apart from not making a lot of cash, overall I am quite satisfied with this ten-year short video journey. But crisis is crisis, and crisis and opportunity must coexist.

After it became popular that year, after wavering between Youku and Ku6, we believed in Xu Nuo in the face of its prospects and actual data.

We lost our ground and transformed from being the earliest entrant and leader to a second-rate participant.

With the lessons learned from the previous projects, we have decided to firmly establish our current AI skin testing and face-changing mini-programs under the WeChat ecosystem. No matter how good the promises of the mini-programs of Alipay, Baidu, and Douyin are, and no matter how much so-called support they provide, it is not easy to join in.

Forget the great benefits that the short video era has brought me, and exchange them for very objective thinking and a sedimentable methodology.

Ten years ago, we already had our own AE opening credits for short videos, including hot word data rankings, commercialization ideas, IP creation, community drainage and fission. None of this is new today, but it was very advanced ten years ago. Today, as we enter this short video war, what advanced methodologies and weapons do we have?

Unlike the editorial recommendation system ten years ago, today, algorithms have the final say.

If I could travel back in time, I would like to take this experience and methodology back and tell my past self about it.

My formula:

Extreme cost x social dimension x data understanding x intelligent operation

The ultimate cost is not to save you money, but to spend your money wisely.

In the era of national short videos, it seems that everyone can shoot videos with a mobile phone, but you will find that behind the beautiful lifestyle advocated by Douyin is a beautiful production cost.

Behind every beauty there needs to be a makeup artist, lighting, and costumes; a wonderful trip requires air tickets and hotels; and wonderful food also requires lighting, scenery, and the purchase of meat.

A glimpse shot by a video team

So professional short video production is not suitable for everyone.

How to achieve a good lifestyle? Life would be beautiful without pressure. If you can’t even bear the financial pressure of shooting, how can you shoot a beautiful lifestyle? The content must be full of routine, anxiety and flaws. The manifestation is that your video is quickly skipped in the 3 to 5 seconds that countless people watch. Once, twice, three times, you say disappointedly, "Oh, no hope."

If you have to enter the market, let's talk about the ultimate "pressure-free in terms of cost" strategy.

When I started my second real estate self-media business, short videos became my secret weapon. With the extremely low cost of short videos, each costing 200 yuan, I continued to produce them for 8 months and received 300 million clicks across the entire network. More profits from collusion with developers are omitted here.

The ultimate cost is to save money that should be saved and not spend money that should not be spent.

1. Learning cost = the most cost-effective teachers

Just like the problem encountered by Lao Zhao above, professional teachers are the key to learning costs.

The first recommendation is postgraduate students majoring in photography/directing from well-known universities. They have time, energy, theory, and dreams. They are the people most likely to make good videos, rather than Tik Tok training teachers with unknown background.

If you don't believe me, look at Papi Jiang two years ago, a woman who graduated from the Central Academy of Drama with perseverance and beauty and talent. What if you meet the next graduate student Papi Jiang in the Central Academy of Drama to help you? The price is not high and the ability is outstanding, it is likely to be so!

2. Production cost: the most common second-hand equipment + standardized process + Taobao outsourcing production + professional third-party software purchase

Second-hand equipment from Xianyu, standardized shooting process guided by professional students, unified production and procurement of authorized materials, all can be done on Taobao, and subtitles can be generated with one click using special software.

The overall cost seems to be around 50,000 to 100,000 yuan quoted by the outsourcing company. If I put some effort into it myself, the cost plus equipment would be around 3,000 yuan.

3. Brainpower cost:

The cost of mental effort is long-term and worth investing in.

Video is a process-based thing, and the variable besides hard cost is the brain. Bosses either have to have something in their brains, or find someone with something in their brains, whether full-time or part-time, don't be stingy! ! !

Imagine that you are a boss of a medical beauty business, and you met Papi Jiang in 2015 because of a double-eyelid project. With Papi Jiang's internet celebrity ideas, you would have opened dozens of chain stores due to her popularity. That would be hundreds of millions of traffic brought by creative ideas and the internet celebrity's popularity. The video startup team simply cannot handle it, and the early advertising investment-output ratio is the highest. Calculate the traffic cost brought by creativity, isn’t it great?

4. IQ Tax

Most of the money that should be used seriously and produce results is diverted/abused at this stage.

First of all, I don't deny that there is good training.

If I tell everyone about Tik Tok and live streaming for all, but they have basically never put it into practice, then that is just conceptual incitement. The reason is that it is difficult for individuals to prevent the distribution of organizational interests after they become famous, and they are sleeping in the same bed but dreaming different dreams.

Just like the internet celebrity doctors in the medical beauty system, if they do not have a binding and equity interest relationship like United Liger, countless artists will face the situation of setting up their own business and competing with their former employers after becoming famous. We can get some idea of ​​this by looking at the equity structure of the largest internet celebrity e-commerce company, Ruohan, Zhang Dayi, Li Jiaqi and Mei One.

You probably don't want to watch the things that the training teacher asked everyone to shoot, but in terms of collecting Douyin training fees, everyone is mobilized. Everyone's ability is not good, not because the teacher's teaching level is not good.

This matter can be blamed on capabilities, content and technical algorithms. In terms of content, tactical diligence conceals strategic thinking and positioning, and the grandeur of the scene conceals the leaky foundation. Those teachers who charge expensive tuition fees to tell you how to become popular and make a fortune on Douyin, most likely their biggest revenue will come from your tuition fees after they have a few popular posts, otherwise Douyin will not be able to handle the advertising. Think about it carefully.

The people I have promoted include my ex-girlfriend, my junior sister, my doctor, and the internet celebrities in my social system, who are now tens of millions of internet celebrities on Tik Tok, have lost contact with me today.

Social Latitude

After calculating the costs, for each of your videos, apart from the investment of several thousand dollars, you can imagine how many clicks you will get, how many customer conversions you will get, and how much you will spend. As I was calculating, the big internet celebrity I imagined appeared. However, once I uploaded it, I found that no one watched it, and it fell into the sea like countless other videos...

Because the five people around you determine your social value, but on the Internet, as a newly registered account, you have no social value/traffic. All of this requires us to do some more homework from the social dimension.

What is the social dimension?

Online, making friends means your possibility of closing a deal. If you don’t have any friends in the early stages, don’t ask about the algorithm, ask your friends.

I understand algorithms, and I understand algorithms.

Everyone’s internet fame is inseparable from Tik Tok and Kuaishou. When talking about the explosive popularity of Tik Tok and Kuaishou, we cannot avoid Kuaishou’s “old iron culture”.

Many people think that the phrase "old friend is here" in the short video of the Northeast anchor on Kuaishou is low, rustic and meaningless, but in fact it is just their way of saying hello in life. In today's society, this way has become scarce because many people have forgotten how to say hi to strangers in a friendly way.

The old friends of Kuaishou have no worries. They just say hi to everyone. Every time they say hi, they are facing hundreds, thousands, or even hundreds of thousands or millions of people. These people type and say hi to you, and this enthusiasm is fed back to the backend data and fed to the algorithm. The algorithm will know that you are enthusiastic, you are very popular, you will take good care of the fans on my platform, and I will give you more.

Algorithms are the ones that understand the Matthew effect best. If you ask me what an algorithm is, it is Matthew's "From him who has little, even what he has will be taken away. But from him who has much, more will be given, and he will have an abundance."

Just a small greeting can bring algorithm care to Kuaishou friends.

The door-to-door visits between Kuaishou old friends also allow each other's fan traffic to flow within their own system. It is also because of the communication model developed by these anchors themselves that Douyin and Kuaishou launched the same-screen PK function. It's not about how awesome the technical algorithms are, but about people's ideas on how to manage friendships. These things are nothing new, they are just the simplest way of socializing for us warm and friendly Chinese people. And these enthusiasms that are fading in today's real society have been released again on the Internet.

Think about this epidemic. Many friends who you rarely contact have rekindled their friendships online because everyone cannot go out of the house?

To give a small counterexample, the root cause of Weibo's decline today is that the early MCN battlefield was dominated by the Minnan faction, which was mainly based on the matrix built by some big brothers. The policy of encircling, blocking, luring and suppressing the high-quality big Vs within the faction led to the homogenization and serious generalization of the Weibo content system.

Where there are people, there are rivers and lakes and sects, but the true spirit of the Internet is openness and sharing. Some methods in the parallel world may have short-term benefits, but the real strong people are those who understand the laws of another parallel world.

Having said that, the social dimension is very important when we are initially scaling. Just like many friends have shot countless videos, shouted “thank you” to their little red hearts, and gained millions of fans, don’t be shy, take the step of making friends!

My friend, look at how beautiful I am.

A good image is not only for users to like you, but more importantly for clinging to the algorithm.

I know everyone wants to promote online and acquire customers, but please don’t let your profile picture be so lustful, like “xx agency so-and-so”. You can tell at first glance that he is a salesperson. Sales friends, think about it, do you have to wear work clothes and carry your work badge every time you go out to date a girl?

This is the reason why Boss Zhao summarized himself in the previous article: It is difficult for doctors to do their job when people are online, and consultants cannot do their job either. People have made a misunderstanding about image. Wearing work clothes is for the company, but your carefully designed image is for your fans. Women dress up to please others, while men become poor to please others.

Follow the ultimate cost, find the best design, and design your outfit in the parallel world from head to toe (avatar cover background music). In addition to not being annoying, the better the design of these details, the more people will click on you, and Douyin will recommend more fans who may like your head cover and background music.

A simple example is that every time you read an article, Toutiao will push similar ones to you, right? Because every time you click, the tags of the article content (beauty, medical beauty, makeup, travel) will be recorded in your digital world, and the next time there is a similar article on Toutiao, it will recommend it to you. Reverse thinking: If you make a high-quality avatar and many people click on it, it will definitely be recommended to more people who may like this type of avatar.

My friend, you are next door, I am not thousands of miles away from you.

Love theory: Your future wife is on the street ten kilometers away from you. You can meet love around the corner and there is love online too!

When it comes to making friends, according to the rules of love, there is a 90% chance that your life partner will be someone within ten kilometers of you. For the parallel world, why does the WeChat Empire develop nearby people? Why is Momo based on geographic location? Why do Tik Tok and Kuaishou have live broadcasts based on nearby people?

The purpose of the local feature is to allow you to make friends, but countless friends have not made good use of these features and expect that spending money can solve the problem. Let me tell you that it is highly unlikely. I have never believed in not making the effort that is within reach and expecting that the problem can be solved by spending money.

Compared to my female friends who were scammed into paying 38,000 yuan for membership on a certain website, I am on a dating app that uses big data to match girls within 21 days. All my systems are called AI Skin Tester. It will recommend girls in Beijing to me based on my daily location and the type of girls I like. If I like the pictures, avatars, interests and hobbies, I will definitely find my soulmate in the future.

But most of the girls ask me how to use AI skin testing, and then more and more girls come to me because of AI skin testing.

"Case: A medical beauty case based on the combination of a good image and geographical location to make friends"

As a wealthy medical beauty boss. Today, based on the good location positioning of the Douyin and Kuaishou anchors in the same city, a large number of people are watching, and countless sisters are watching. You go to the live broadcast room and take a look. Unlike others who are unknown, once your color-changing name above level 20 enters, everyone will pay attention to you, and the probability that the anchor will add you on WeChat is high.

Some people say that all female anchors have male fans, and they have straight male thinking at first glance. Then you ask girls which female anchors they like to visit. Can't you look for those in the same city? The title of "loyal fan" on Weibo, the color-changing name of live broadcast, and the big V certification function of short videos are all developed based on this logic.

But the example I mentioned at the beginning was not quite appropriate.

Because firstly, there are restrictions on the number of people in the medical beauty industry; secondly, the operating methods are too complicated. For example, what is an appropriate name, what to chat about with the anchor, what message to leave under the anchor's short video, how the anchor should cooperate with you in replying, and are you leaving a message as a male account or a female account.

Everyone always wants to divert sales and make orders directly, but if you leave a message on a female anchor's account in the same city saying "Your eyes are so beautiful," and comment on her based on plastic surgery aesthetics, the anchor and internet celebrity only needs to reply "Yours are still the best looking," and at this time your Douyin name happens to be called "The World of Beautiful Girls with xx Eyes/Barbie Eyes," and the videos that come in are all about girls' beautiful eyes. For example, you use our software to calculate the aesthetic proportions of various celebrities' eyes, and write in the introduction: I know who is the most beautiful. Believe me, the people who follow you are most likely girls, and the people who send you private messages are also girls. Guys only like superficial things like breasts, legs, and face, and don’t pay attention to details.

When Sicong was a big V on Weibo, he used this trick to promote Liu Jishou, who specialized in commenting on girls and had one million fans in two months. But now no one on Douyin has copied this trick.

Before this article came out, I chatted with a female friend and showed her this idea. She said it was right and that I had my double eyelids done after watching by2.

Do simple things repeatedly, and repeated things can accumulate. This is one of the little tricks. Because Douyin’s private domain system is strictly managed, some methods are not discussed in public articles. I believe that you, as a smart person, will find the answer in the previous system construction.

After learning the theory of the ultimate cost of content, the theory of enthusiastic social interaction with old friends, and the theory of self-image in parallel worlds, it is probably just a matter of time before we have a few thousand fans.

However, the tips for increasing your income from thousands to tens of thousands are given to you in this article. There are already some hints in Laotie’s social discussion, which is that when making friends online, don’t forget that your friends are not originally online.

By sorting out your network traffic system, you can clearly understand how many fans you will have in the future.

A six-dimensional calculation of how popular you might be:

How to apply? Take TikTok as an example:

There are many similar channels, and everyone is welcome to communicate with me. Although repeating this will not make you popular, when the algorithm looks at you, it will determine that you are a high-quality account. In addition, long-term and continuous output of content is a positive output to the platform, which is the underlying structure for popularity. This kind of basic volume is also called the cold start volume method, and this kind of starting volume method can be replicated on multiple platforms.

For example, in the medical beauty industry, under the restrictions of Douyin, Kuaishou has fewer restrictions, and SoYoung also has a short video publishing function, with no restrictions at all for medical beauty. WeChat will soon launch video accounts in full. In the context of such fierce competition on the headlines, I will use the most difficult method in places with relatively fewer restrictions. Each of them has tens of billions of traffic and a small number of peers. It is simply the blue ocean of medical beauty traffic that countless people are looking for, and if you master these skills, you are a great white shark.

Most of the above steps can be performed using software. Semi-artificial and semi-intelligent technology can enable everyone to obtain very accurate and high-quality traffic in the short term, without having to envy other people’s fans and worry about their own number always being in the single digits.

Author: Wang Weinan

Source: mevosforum