The most complete short video operation guide

Compared with text, short videos are more intuitive and full in expression. With the development of mobile Internet technology, obstacles such as mobile phone traffic are becoming less and less, and short videos have become one of the hottest fields nowadays. The huge viewing group behind short videos is a potential user group for online marketing. How to convert these potential users into actual users will be the key to corporate marketing.

Before we get to know the operation of short videos , let me first introduce to you what short videos are? In fact, for most of us, the idea of ​​short videos is to complete a disseminable video content in a very short time and disseminate content in the form of video. For example, you can post short videos of 15 seconds or one minute on the Douyin APP. Now short videos are divided into two types, UGC and PGC. UGC is mainly content generated by users of the video platform, while PGC is video content produced by professional video teams.

So how should the operation of short videos be managed? Short video operation is an emerging profession. It is a branch of the new media operation or Internet operation system. It uses the current popular platforms to carry out a series of promotional, publicity, and corporate marketing activities. It will plan high-quality, highly spreadable video content related to the brand, push messages to customers widely or accurately, increase brand awareness, and make full use of the fan economy to achieve the corresponding marketing goals.

After briefly introducing short video operations, I will tell you four tips.

Tip 1: Adjust the posting time. Some statistics show that 60% of users will watch Douyin before meals and before going to bed. There is actually no unified time for the best posting time. We can only give you some references, such as 12 noon, 18:00 in the afternoon, and 21:00-22:00 in the evening on weekdays, or Friday night and weekends, etc. Just choose the time period when everyone may be relatively free.

Tip 2: Improve 4 indicators. Douyin evaluates your performance in the cold start mainly based on the number of likes, comments, reposts, and completion rate. Therefore, if you want to get recommendations, you must mobilize all your resources to improve these four indicators after the video is released.

Tip three: Actively participate in challenges. There are many ways to become popular, but the simplest, most effective and best way is to use the "Popular Challenge" function of Douyin. On Douyin, there will be different challenges every day. You can judge the potential of a topic to become popular based on comprehensive comparisons, and then select the topic you think is most likely to become popular to imitate, which can increase your chances of being recommended.

Tip 4: Continuous maintenance. The recommendation algorithm on Douyin will sometimes "dig up the past", thereby making some high-quality old videos popular. Therefore, for relatively high-quality videos, you need to continue to like, comment, and forward them, and continue to operate them. Maybe after a while, this video will be recommended.

"Man vs. Wild" must have become a must-have game on young people's mobile phones. This is a game released by NetEase. It will update some new game methods and some short videos mixed with in-game materials. In fact, short videos can be called the catalyst of the game. The original materials in the game will become more interesting through post-processing. The popularity of chicken-eating games in China is inseparable from the popularity of the Red Army's videos on the Internet. In addition to games, live broadcasts can reprocess the essence of the parts, and mobile digital devices can take out small functions and small skills for editing. The main difference from the second type is that many teams or users will spontaneously carry out it for various purposes.

In fact, many companies now use short videos to introduce their products, and answer customers' questions by shooting short videos on the platform. Some companies can answer customers' questions more intuitively and accurately by shooting short videos. Many Internet companies use short videos to showcase their products, which not only makes the company's product introduction more comprehensive, but also can dispel users' doubts to a certain extent. For example, Xiaomi's smart hardware product - the Ninebot balance car, has a short video introducing its usage in the Xiaomi Mall's Ninebot balance car introduction. In this way, users can become familiar with moving forward, reversing, going over gentle slopes, avoiding obstacles, etc. in a short period of time.

Some companies will integrate the product manufacturing process into a video display. This marketing method can deepen users' understanding of the product, help build product culture, and thus attract users' attention and purchases. Meizu Mobile Phone once shot a short video of the Meizu MX5's all-metal craftsmanship. By showing the metal body processing process, it allows consumers to be more assured about the processing of the phone, and also increases consumers' confidence in this phone.

Brand culture can also be displayed through short videos. Through the publicity and promotion of product culture, companies can make users more recognizable to corporate culture. This form of online content marketing has special significance, so large Internet companies have always attached great importance to the promotion of corporate culture. This screenshot of Apple’s “iPad Changes Everything” video clip promotes the changes that Apple iPad has brought to life, and indirectly shows Apple’s pursuit of brand culture.

Secondly, I want to tell you about the methods of video marketing on the Internet.

Video marketing refers to the use of videos by companies to promote various products and activities. Therefore, it requires not only high-level video production, but also two points that attract people's attention. Common forms of video marketing include: TV commercials, online videos, promotional trailers, micro-films, etc.

Nowadays, video marketing is mainly developing in the direction of the Internet. Compared with traditional marketing and traditional TV advertising, Internet video marketing has a more participatory audience and has advantages in appeal, expression form, content innovation, etc. There are three stages in the communication chain of Internet video marketing.

• Phase 1: Users become interested and watch videos
• The second stage: viewers become sharers, promoting dissemination
• The third stage: the same interests and hobbies make the viewing group continue to expand.

These three stages have their own characteristics, which give companies great advantages in advertising and marketing in this area. They can also be divided into five aspects.

First, with low cost, good creative content and a small team, a short video can be produced.

The second aspect is that precise targeting can help companies find potential users accurately and create a drainage effect.

The third aspect is that it is highly interactive, and the audience can participate in the communication through sharing, commenting, etc.

The fourth aspect is rapid dissemination. Rapid dissemination is also the biggest feature of Internet communication, and it can spread in a short period of time.

The fifth aspect: The effect is measurable. You can directly see the number of video views, reposts, comments, and the effect is visualized.

Finally; content marketing of short videos. Content marketing is actually not traditional embedded advertising, but a form of marketing that packages products into content and implants content into products. It will produce a marketing effect of content as advertising. Short videos are actually a very good content carrier. Short videos are conducive to building various scenario modes and can condense complete communication information in a very short time. This advantage also plays a very important role in product promotion.

In the content operation of short videos, there are also three points that we need to pay attention to.

The first point is that there needs to be continuous and high-quality content output.
The second point is to adapt to the fragmented needs of users.
The third point: the video should be able to create a spontaneous dissemination effect.

In addition to content marketing, event marketing also has a good communication effect. If companies can fully utilize and tap the potential of short videos, it will definitely attract users' attention and achieve good publicity and promotion effects. For example, the lip-syncing APP Xiaokaxiu has been very popular recently. Because of this lip-syncing activity, it has stimulated the users' interest in participation. The lip-syncing video can solve the problem of voice defects of ordinary people. At the same time, it can also have the characteristics of interesting communication, attracting the attention and participation of the majority of netizens. At the same time, many celebrities have also participated in it, which has made the marketing of Xiaokaxiu activities even more popular.

In fact, we can easily find that the conjecture of short videos is being realized step by step, the combination of short videos and e-commerce, short videos and IP shaping, and short video marketing. It feels like the Internet has started a new round of competition. Everyone is in a relationship of catching up and being caught up, so we can be completely confident and bold to innovate!

So how do you write a complete short video operation plan? What is included?

Firstly, the purpose of the program

What is the purpose of creating a short video account or an account matrix? This needs to be combined with specific products or services. If there are products and services that can be monetized, the key products or services to be converted need to be reflected in the operation of short video accounts. Compared with self-media content such as pictures and texts, the path for monetization of short video content is shorter and more direct. The purpose of the plan should be unique, specific and pure. Making money and passion are generally in conflict, and you have to make a choice.

Secondly; Target user groups and account content positioning

What I want to tell you in this part is that you need to think clearly about what kind of people you are targeting when creating content and what needs of the target user group the content meets. This can be achieved by analyzing competitor accounts and conducting in-depth interviews with typical target users. Positioning is not achieved in one step and may require multiple adjustments. But you must have a direction at the beginning to avoid wandering aimlessly. Repeated trial and error is only valuable if it is iterated on a certain basis. Trial and error without direction is just blind pursuit.

So how do you analyze a competitor's account, infer the size of the content team, production process, topic selection, characteristics of the target user group, monetization and conversion, fan operation, etc.? This requires more practice. By filling in the blanks of a complete short video operation plan, you can restore the other party's operation ideas. Of course, you can also directly search for relevant information, ask the other party’s operations staff, consult industry insiders, etc.

At the same time; account decoration and content production

This part is the key point. For account decoration, you can refer to the overall decoration ideas of personal WeChat accounts. In terms of content production, I still want to emphasize that every time the jokes are updated, they are as detailed as the new smartphone product launch conference. A needle-bending joke work, in fact, the joke itself is only one part. In addition to the jokes, there are several other aspects. A complete video contains nine factors.

• First, the choice of video content; the more compact and shorter the selected material, the better, with the addition of plot conflicts and reversals, popular memes and soundtracks to trigger controversial comments. ;
• Second, the cover and subtitles: the cover has a unified style, and the subtitles are eye-catching, slightly suspenseful, and inspire curiosity. Pay attention to the cover image and text settings, and unify the style;
• Third; Dubbing, original sound: the use of popular elements, the original sound tag is also an important traffic entrance;
• Fourth, tags: Popular tags are important traffic entrances. Self-created tags are equivalent to closed traffic pools. Some official activities are also carried out through tags.
• Fifth, video description text: trigger comments, likes, interactions, and reposts;
• Sixth, address positioning: different publishing locations will trigger different playback volumes. Rural areas are vast and sparsely populated, while towns have large populations and large playback volumes. There are internet-famous landmarks that bring a lot of traffic. The location is displayed below the text description of the joke, which will bring about identity recognition and emotional stimulation of offline encounters. The location itself is also a traffic entrance and traffic pool;
• Seventh, update the delivery time: the start-up playback volume is different at a specific delivery time;
• Eighth, interaction in the comment area: Interaction in the comment area and liking comments can lead to secondary page openings. God's comments are also a rewarding experience;
• Ninth, forward and repost after publishing: forward to friends circle, WeChat group, QQ space, QQ group, to bring basic starting playback volume. Upload to Tieba, collect and edit pictures and texts for secondary dissemination on multiple self-media platforms. Bring unexpected communication effects.

Secondly, fan operation

Increasing followers is a personal indicator. Specific strategies for increasing followers are divided into on-platform and off-platform. There are many specific methods and routines on the platform, such as interaction in the comment area, which is a very important point.

Finally, conversion and monetization

Many people have good content and a decent number of fans, but they are somewhat embarrassed when it comes to conversion and monetization. In fact, monetization depends on the content. If the content does not provide psychological hints to the audience, it will not be possible to purposefully guide the audience to purchase and place orders.

Author: Spider

Source: Spider