How to create short video marketing?

Nowadays, the times are developing faster and faster, and ordinary text and picture information can no longer meet people's demand for high-quality content. In recent years, short videos that spread content in a short, flat, fast and high-traffic manner have quietly entered people's sight and quickly gained people's attention. Short videos are different from live broadcasts, pictures and texts. They have strong social attributes and a low threshold for creation. And because of the characteristics of short videos, the time and scenes for viewing are very convenient, which is more in line with the fragmented content consumption habits of today's Internet era.

This article takes catering as an example to explain how popular short videos are.

There is no need to say much about how popular short videos are. Business giants such as Toutiao, Baidu, Tencent, and Alibaba have all entered the short video industry. As of December 2020, the scale of short video users in China was 873 million, and it is still growing continuously. The short video industry has seen a blowout phenomenon.

Faced with the explosive popularity of short videos, more and more catering businesses are using short video marketing methods on short video platforms to bring huge exposure and traffic to their catering brands.

For example, the theme song of Mixue Ice City has been very popular on short video platforms in recent days, with more than 40 million viewers and 1.35 million likes, which has also triggered the creation of Douyin. Previously, Haidilao’s “secret way of eating” also became popular on the platform, with hundreds of millions of views. After it became popular, it immediately became an online celebrity way of eating, attracting many people to check in at Haidilao offline stores. There is also a HEYTEA ordering guide on the short video platform, which has received tens of millions of views, and major stores are still in short supply...

It can be seen that by using short videos for marketing, businesses can attract a lot of traffic. Especially during the epidemic, many consumers still choose to dine at home for the purpose of epidemic prevention and control. The catering industry is facing a situation of sparse customer flow. Therefore, the catering industry should pay more attention to the combination of online and offline and seize the trend of short videos.

If catering businesses want to create high-quality short videos, what should they do in terms of content?

Good dissemination + high conversion + active interaction = high-quality short video content. There are many short video platforms now, but the most suitable ones for the catering industry are Douyin and Video Account. Merchants can choose these two platforms to publish videos.

So how should catering businesses focus on short videos? The editor has summarized the more popular video content on various short video platforms and summarized some characteristics. Merchants can start from these aspects to create popular videos:

Douyin: Douyin has over 600 million daily active users and is the king of the short video industry. It has created countless popular videos, and there are countless businesses that have gained huge traffic on Douyin. If businesses want to gain huge traffic, Douyin is a good platform.

1. Find KOL cooperation: invite food broadcasters and internet celebrities

What is kol? A kol is an authority in a certain field who has professional knowledge, skills or experience, such as Li Jiaqi. A kol has its own traffic. In the catering industry, choosing to cooperate with a kol that is highly compatible with one's own brand can quickly promote one's own brand in a short period of time and drive consumer conversion rate.

2. Create your own store symbol

Create symbols for your own store to deepen consumers' impression of it, whether it is the beautiful environment of the store, the fresh way of eating dishes, the high-quality service of the store, the impressive dolls, or the beautiful and good-looking store clerks, etc., all of which can be used as the unique selling point of your store. These characteristics can be extracted from the customer's perspective and then made into interesting videos to attract attention.

3. There must be a “stalk”

The so-called "梗" means a funny point. In life, the meaning of the word "梗" has been constantly expanded and extended. It can be as large as a certain period of time, as small as a plot interlude, or even a fragment that happens in a story can be called a "梗", such as "height 梗", "classic 梗", "face-to-face 梗", "romance 梗", "creative 梗", "humorous 梗", etc. , it can also be a sentence, a song, a dance, a technology, a way of playing, etc. Short videos need to have "memes" to be more attractive.

For example, Li Jiaqi’s “meme”: “Oh my god!” “All girls!” These words are repeated over and over again, coupled with Li Jiaqi’s excited and exaggerated expression, making this meme continue to be popular on the Internet.

4. Expansion of high-quality content

When you are just getting started with short videos, if you see a popular video, you can shoot one in the same way; but it should be noted that imitation does not mean copying it completely and systematically. Instead, you should analyze the plots and routines of the video, incorporate the characteristics of your own store, and achieve better expansion on the original video. This is effective imitation and can lead to effective dissemination.

5. Create unique gameplay

Don’t be silly and just take pictures of whatever the store has! The stores also leverage the power of foodies to create all kinds of magical and fun ways to check in. Many popular short video contents are the result of an original video going viral, followed by a large number of imitators. This creates a dissemination fission effect, reaching more viewers. The video aroused the interest of these viewers and gained huge exposure through their continuous imitation.

Stores can choose more fun ways to let customers eat and play at the same time. In order to create a variety of interesting, interactive and easy-to-learn videos to achieve the greatest volume effect,

Video Number

It is backed by WeChat, which is currently the largest social platform on the Internet. China has a population of 1 billion, and the daily login volume of WeChat reaches 1 billion. Therefore, although Video Account started later than other short video platforms, judging from the traffic of WeChat and the attention WeChat has paid to it in the past two years, Video Account is expected to become the next popular short video platform after Douyin and Kuaishou.

Many big catering accounts have already settled in Video Account, and the data are quite impressive.

How to create content on Video Account?

1. Take advantage of the hot spots and spread positive energy

Riding on the popularity of a video is an effective way to increase attention and playback, but you must learn how to do it just right.

A recent video with very good data from Mixue Bingcheng is about Mixue Bingcheng stores across the country supporting the college entrance examination event. It received 3,121 likes, and the comments were all likes for Mixue Bingcheng's event.

Therefore, compared to videos that attract attention by selling misery or seeking novelty, producing content that conveys positive emotional value can also increase the reputation of the brand.

2. Deliver brand emotions

Often the more real something is, the more it can touch people's hearts, and the same goes for short videos.

In a video with 419 likes, Zhen Gongfu tells the story of how Zhen Gongfu insisted on protecting the health of Guangzhou residents during the Guangzhou epidemic. The dialogues close to life gave the viewers a strong sense of involvement, and "using their own strength to give customers more protection and peace of mind" sublimated the emotions.

Catering businesses use videos to express their attitudes, trigger resonance among viewers, and attract consumers with similar perceptions to come to their stores for consumption.

3. Microfilms and small theaters

If the store only displays nothing, it will inevitably be boring. Merchants can try to make some micro-movies, small theaters, etc. to add interest to the video.

Most of Heytea’s video accounts start from this aspect. Heytea’s first micro-film was released on the “Video” account, with a duration of 3 minutes and 58 seconds. The number of likes is 2911, the number of reposts is 1828, and the number of comments is 112, which is much higher than the popularity of other short videos. In the video, the story of the grandson, oranges, and grandfather begins, "Do you also remember the person who peeled oranges for you?" The whole video is warm and touching. Although it is plain, it made many people cry.

Through these short plot videos, Heytea promoted its brand and increased fan stickiness and attention.

4. Food preparation, helping customers understand the dishes:

On the video account, some catering accounts mainly show the production process of some products, and can also gain a lot of traffic. Because this type of video can give viewers the most intuitive understanding of the dishes, and it is also down-to-earth, giving the brand some fireworks~

The video account of "Bingsheng" mostly contains such content. The picture above is a video of Bingsheng making roast goose in soup, which allows the audience to experience the entire roast goose production process in the cloud, triggering the audience's desire to go to the store to try it in person.

This type of video has bright tones and is fully integrated with close-up shots, making the color of the food more vivid, making it look more delicious, and stimulating the appetite of the viewers.

The Internet is developing very fast, and short video marketing has become popular among many catering businesses because it can indeed bring good traffic and publicity effects to businesses. Using short videos for good marketing is the key to success for catering businesses in the future.