Methodology for making short videos that sell goods popular!

The entire industry will quickly become inward-looking. When you find a hot-selling template for the same category, the people who will copy it the fastest will not be you but your peers.

The routines and replicable methodology of short videos selling goods

1. To be down-to-earth, the first step to making a good short video is to imitate

So far, the first step to making a good short video is to imitate, especially for short videos that sell goods. Imitation is the first step for you to quickly become familiar with the content materials of this category.

To put it in practical terms, when the talent density is not that high, imitation and copying is the fastest way to get results, while maintaining an iterative and creative consciousness while imitating and copying.

Borrowing is definitely more efficient than originality. Borrowing with iteration and creativity is no longer simply imitating the same category, but learning and borrowing across categories. Videos that sell goods have nothing to do with literary and artistic creation. Creation is guided by "originality and artistry", while videos that sell goods are essentially guided by "sales effect", which has nothing to do with highbrow or lowbrow.

2. Learn from the popular forms and apply them across categories

You will find a problem. After the first cognition is aligned, the entire industry will quickly become inward-looking. When you find that a popular template for the same category has come out, the people who copy it the fastest are not you but your peers.

After a new hit template appears, everyone is copying it, causing the template's hit rate to be quickly lowered. This hit template has been repeatedly harvesting the target user group, and the user base is limited. The later comers, the more difficult it is to attract conversions.

At this time, you need to change your mindset to learn from the hot-selling forms of your peers, improve them and apply them flexibly in your own category. Don't always just focus on your own category. Learn from the hot-selling forms and learn to apply them across categories.

We can use the help of third-party data websites (Kuaixuanpin, Douchacha, Juliangchuangyi, etc.) to see if there are any hot-selling types in similar categories recently, which hot-selling forms have particularly good traffic recently, and learn from them.

For example, there was a popular template called "Lina Belle" with the following content:

This hot-selling template can be applied to almost any display-oriented product. For example, for beauty and cosmetics, this hot-selling template can be completely changed to: "I met a young lady on the subway. Her lipstick was so beautiful. I plucked up the courage to ask for the link. After buying it, I added a card to show the usage process and effect."

3. Learn from multiple dimensions and pixel level, and iterate based on popular products

The dimensions of reference are not as simple as copying text. You also need to pay attention to factors such as actors, music, rhythm, texture, accounts, etc. Different categories have different requirements for elements. Beautiful women will test the actors' appearance, while the food category will test the texture of the food shooting. Whether it can arouse the taste buds and stimulate appetite is the key.

For example, in the 3c category, there is a big account called "HeiMa Technology". Many players are imitating the content format of HeiMa Technology. Of course, the rate of increase in volume is definitely better than that of ordinary videos, but the effect of increase in volume is far less stable and fierce than that of HeiMa Technology.

The imitators only imitated the shell, but ignored the fact that they have a female actress who has super big eyes, big breasts, speaks in a very coquettish voice, often wears a red top, and calls you brother at every turn. The combination of various elements makes the girl's appearance on screen better than ordinary people, and she is very appealing to the audience.

Therefore, the dimensions we need to focus on are not only copywriting, but also the following:

Actors: Pay attention to the actors’ appearance, clothing, emotions, and memorable expressions;

Music: Pay attention to the popularity of music and the compatibility of music with the product;

Rhythm: Golden three seconds, keep the audience at the beginning, narration speed and sound design;

Texture: light and shadow texture and picture color, whether the picture adds points to the product;

Account: original account label, whether there is a person setting, whether there is any advertising, etc.;

Complete imitation is only applicable in the early stage and is only the first step. It does not mean that you will be able to increase the volume if you imitate it completely. Think about it, your peers have been using this template two months earlier than you. Why should you be able to increase the volume right away?

Even if the photos you take are just as good, you have already lost the "timing" advantage over others, not to mention that your photos are not as good as others.

Low-dimensional learning is like imitating someone else's mistakes, while high-dimensional learning is like borrowing arrows from a straw boat.

So when you can’t imitate in large quantities, you have to learn how to apply across categories and maintain iterative and innovative thinking.

4. Several tool recommendations from peers

(1) Huge Creative https://cc.oceanengine.com

(2) Quick Selection https://kuaixp.com

(3) Douchacha https://www.douchacha.com

(4) Follow by peers (a single account only follows peers)

The five-step creation method for short videos with sales potential

1. Find the right product information location

The first step is to find the right product information position; how to understand this product information position?

For example, when our product is just launched on the market, we already have a clear positioning for this product. You can understand the information position as being roughly equivalent to product positioning.

The difference is that once the product positioning is determined, it is difficult to change it, while the information position is a subset of positioning and you can change it at will according to marketing logic.

If the positioning is very good, you can use it directly, which is your advantage. However, if the positioning is not so good, you will find that the main pain points and differentiation of this product are not so easy to display on the Douyin channel. At this time, you have to find the information position of this product again.

The biggest charm of Douyin e-commerce is that you can increase the premium of your product by saying a few sexy words (advertisements) without changing the original form of the product.

Secondly, let’s understand what information bits are from a different perspective.

The information position is the core reason why customers buy this product, or the core point that stimulates customers' interest;

For example, if you are selling a razor now, and I already have one, why should I buy another one?

Simply because the new product is sharper than mine? Better to use? These aren't really bits of information, these are just conventional selling points.

For different users, the information bits may be different. Let us first give a few examples.

The first bit of information I can type is: A man’s second razor;

Then give a reason why it is the second razor. Maybe you kept the razor at home before, but many times, you forget to shave because you are in a hurry for work or have to meet a client temporarily. It would be very convenient to put this razor directly in your car.

The second information position I can type: A razor is a must-have for men on business trips;

It can be charged for one hour and last for 60 days. The type-c charging port is compatible with mobile phones. It is small and convenient, a must-have for business trips. It then provides scenario explanations and analysis for business trip scenarios and corresponding pain points.

For the third information slot, I can type: a very practical gift for your boyfriend/husband;

The first two are aimed at the user group, and the third is aimed at the purchasing group. Sometimes the user group and the purchasing group are not the same group of people, and the gift attributes are mainly targeted at the purchasing group.

Therefore, holiday nodes and marketing nodes are regular information position conditions, such as gifts for boys on Valentine's Day, gifts for boys on Goddess Day, practical gifts for boys on birthdays, practical gifts for boys on May 20, and considerate gifts for boys on June 18, followed by a series of selling points.

Then let’s take some other information categories as an example. For example, food, safety, cost-effectiveness, and packaging design are all put aside. The most important thing is whether the product image can arouse everyone’s taste buds and stimulate appetite. This is the core point.

Other items are also important, but they are just bonus items, not decision items, and they are not information bits.

Therefore, for all food-related photography, as long as you make the pictures good and tempting, you are already halfway done. I recommend an account called "日食记". After watching his videos, the pictures will have a direct visual impact, arouse your appetite, and make you feel like having a midnight snack. This is the core of food-related material.

What is the core point of clothing? It just looks good on the upper body, right? When buying clothes, do you consider the quality or the style first? For unconventional styles, you must first consider the style and whether it suits your aesthetic taste, and then you consider other factors such as quality.

Therefore, players who are engaged in clothing can directly promote the live broadcast room. The live broadcast room can be directly promoted. Even if it is a short video, there is no need for copywriting. It is enough to show the style, the model, and the appearance, because the information position of clothing is that it looks good on the body.

Then there are the digital information bits. The digital information bits are the iteration of functions and the direction of gift-giving. For example, the SKG series and Philips' health series are both gift-giving, such as waist protectors, eye protectors, massagers, etc. for parents.

Other categories can refer to the above table. The key is to find the point that can truly impress and break through the key decision-making barriers of consumers to place orders.

Let’s talk about the common information positions in the industry. Product price, visual impact, traffic password, celebrity influencers, and big-name brands are common information positions that are applicable to any product.

Price advantage: Factory direct sales of big brands, buy one get two, gift logic. The gift logic is better played in the pre-prepared food track. The entire pre-prepared food track is using the gift logic. The industry's best-selling template video is "I don't want to buy it, but it comes with a pot."

The source of this sentence comes from Li Jiaqi’s netizen comment section. The original words are “I don’t want to buy it either, but he called me a beauty.” Think about whether this is another level of cross-category learning, borrowing arrows from a straw boat.

Gifts help to increase product value and boost conversion rates. The product is a "consumable" and the gifted pot is "equipment." When people see the equipment, they think of the consumables, which increases repurchase rates and raises the overall LTV value. This is a typical strategy.

You can pay attention to the short video materials and gift logic of several brands that are good at gift logic, including "Cha Xiaokong" in the fruit tea track, "Guanyun Baijiu" in the liquor track, "Master Bai" in the tea track, "Fanhu" in the food track, and the snail noodle series products.

Visual impact: Picture impact and visual effects, such as violent opening and macro wonders. Recently, many beauty and cosmetics tracks are using macro wonders. Mascara, lipstick, beauty contact lenses, and makeup series shooting directly give you the ultimate details of macro shooting. The shooting process is accompanied by immersive experience sound effects, which is full of effect.

Traffic codes: beautiful opening, deliberate exposure, black silk codes, tight clothing. It should be noted that the premise of using traffic codes is that the points that attract users are related to the target audience of the product. Not all categories are suitable for using traffic codes to increase the completion rate.

It is suitable for 3c category, automobile category, soft health care and light health care category, and is not recommended for other categories.

Celebrity influencers: Traffic-generating celebrity influencers or traffic-generating IP Amway recommendations will naturally increase trust endorsement for the product and use the celebrity’s face to increase product conversion.

Psychological hint: Put your products together with well-known brands to plant the psychological price anchor point in advance. People's sense of happiness is relative and is obtained by comparing with the surrounding environment;

The same is true for products. Although your product is only sold for 99, if it is taken out of a Hermès bag, it will increase the sense of value, the contrast with the big brand, and the psychological suggestion.

The charm of Douyin e-commerce lies in the fact that brands with content and marketing capabilities will grow rapidly. As long as the product itself is not a problem, Douyin's growth will be rapid. For new brands, Douyin e-commerce's growth rate is higher than any other e-commerce platform.

For most products, finding a unique visual expression, or accurate consumer user insights, is actually half the battle. The remaining steps are to spend money, spend money, spend money, and spend.

If there is no traffic, ask Qianchuan for it, ask Xiaodian Suixin for it, or ask Contentreitu for it. You just need to make good content and short video materials. The logic of delivery has nothing to do with traffic dilemma.

2. Set the beginning attraction point

After finding the right information position, the general direction and conversion logic will not be wrong. The purpose of designing the opening attraction point is to catch the user's attention in the context of fast-paced traffic, increase the completion rate, and give users a reason to listen to you patiently.

As shown in the figure, we provide you with several formulas. These templates are universal and you can iterate them. They just give you a thinking framework and let you fill in the content. The ultimate goal is to guide your thinking and precipitate your own creative framework.

When we are working on any category, we can explore and gain insights into keywords that impress users to make transactions in the product review section or the target competitor's review section across platforms. We must learn to analyze user reviews, as the most authentic feedback from users is the most real insight.

3. Find the key decision-making links

Before producing short video materials of all categories, it is necessary to clarify whether the materials are aimed at users, buyers, or content-focused groups?

To put it bluntly, it means thinking about what users care about from the user's perspective. Many users and buyers are not the same group of people. You need to distinguish whether your short video material is targeted at users or buyers.

There is another category of people who pay attention to your content. They may not buy or click, but they just like to watch. This group of people is also the backbone of your content. Even if they like to watch but don’t buy, their likes can help your content break the circle and contribute to basic viewing volume.

4. Smooth out the transformation logic chain

A simple understanding of the logical chain is to find selling points that have been verified by the platform or other competing products, and to break down and express the verified selling points. The dimensions of the table include: consumer level, transaction keywords, core demands, direct pain points, products and added value, etc.

5. Add action instructions

At the end of the video material, provide guidance and action instructions. Action instructions are divided into direct instructions and indirect instructions. Direct action instructions: don’t miss it; click on the avatar and we will wait for you; the link has been arranged, just go ahead sisters; the little yellow car is arranged below, take home full of surprises; or directly use arrow annotations to guide clicks.

Indirect action instructions: stick with it for a week, come back and tell me about your little surprise; imagine the scene of taking it home, there must be an unexpected little surprise; the house is rented but your life is your own, be nice to yourself and don't feel wronged; caring for your parents should not only focus on big things, but also small things; imagine how happy your boyfriend will be when he uses it, I really can't wait.

Visual expression of short videos promoting products

In fact, the gameplay and operation skills of Douyin's e-commerce have been changing, but the general direction will not change much. The core of short videos with goods is "visual expression", which has always been applicable.

Let’s take a look at a case study of a “Leifen” hair dryer. Compared with Dyson, its price is one-fourth of Dyson’s, and the unit price is 599 yuan. For a new brand, this is already a high average order value on Douyin. Let’s take a look at Leifen’s visual expression case.

There is a lot of content displayed in the video, which can be broken down and analyzed for the best, or you can refer to their other visual expression videos.

The hair dryer faces the ground, and its own wind force can support the body to float. In order to highlight the power of wind, the rotation speed of traditional hair dryers is 10,000 rpm, while that of the Lifen hair dryer is 110,000 rpm, proving that the wind power can directly blow over a full bottle of mineral water.

In order to prove the wind force, a ping-pong ball test was conducted. A ping-pong ball was placed in the middle of a very long bucket. Then when the hair dryer was turned on, the ping-pong ball ran from one end to the other and broke another piece of A4 paper, visually proving that the wind force was extremely strong.

It will tell you that using a traditional heated hair dryer will damage your hair. If you put a garbage bag on the mouth of a traditional hair dryer and find that the garbage bag is burnt after blowing the hair, it will psychologically suggest to you that traditional hair dryers will damage your hair.

For other visual expression methods, please refer to the above picture and I will not give examples one by one.

Recently, many materials without subtitles have seen a high rate of growth. From the perspective of user thinking, the viewing habits of the lower-level market are that they do not like to watch subtitles. You must ensure that users can still understand your text without watching subtitles. This is also a standard for testing whether the text speaks human language. On the other hand, it can appropriately avoid censorship.

The picture is always more important than the text. Users do not think when they are browsing Douyin, and their brains are in a relaxed state. The picture must convey more directly than the text.

Our standard for judging the quality of a piece of material is to throw it into the content traffic pool. If users in the content traffic pool are not disgusted by your advertising material, then this material logic is in line with the Douyin ecosystem.

To sum up, the essence of Qianchuan is "sales and marketing". No matter whether it is a black cat or a white cat, the one that can achieve high ROI is a good cat, and high ROI by any means you use is the core goal.

It’s not that high-quality materials don’t sell in large quantities, but that high quality without marketing attributes doesn’t sell in large quantities. It’s not just low-quality material that can generate volume, but your video must be in line with the aesthetic tastes of your target users and find the right information position.

There is no right or wrong, only whether it is suitable.

The charm of Douyin e-commerce lies in the fact that brands with content and marketing capabilities will grow rapidly. As long as the product itself is not a problem, Douyin's growth will be rapid. For new brands, the growth rate of Douyin e-commerce is much higher than any other platform.