Practical notes on Kuaishou, Douyin, and Video Account

Today I will continue to share with you my learning and practical notes on Kuaishou, Douyin, and Video Account .

01 Short video shooting performance method

To be honest, I have always taught others to use an external perspective (user perspective) to make design plans when doing marketing, but I ignored this issue when shooting short videos myself, because no one knows you on Douyin, at least at the beginning. If you start shooting the video in a preaching tone, you think it is normal and reasonable, but the person on the other side of the screen is "examining" you from the perspective of "the emperor looking at his concubine."

This forms a conflict of attitudes, just like in the past when two young people passing by on the street and looking at each other could get upset and start a fight. So you can see that many videos on Douyin are "performed" with a posture that is "lower" than the audience. This "low" can be expressed in many ways, such as "stupid behavior and speech" in exchange for comments from the viewers that "show off" their IQ superiority, such as "selling misery", "disappointment", and "failure" in exchange for the viewers' sense of superiority that they think you are "pitiful" and "live a worse life than themselves", for example, saying some "self-deprecating" words to gain the pleasure of "mocking" from the viewers. In short, everything is a performance routine.

Of course, there is also a kind of "high", which is extreme showing off of wealth. This kind of showing off of wealth cannot be verbal, but must have "props", because the viewers on the other end of the video believe that "seeing is believing", so you see a group of successful people showing off their wealth with "luxury cars" and "famous watches".

There is a saying in the mob that the public is superficial in certain scenarios. This is exactly what it means. So when making short videos, we first play with human nature and psychology, which is exactly the same as what we do in marketing. It seems that I need to improve my shooting strategies in the future and can no longer shoot videos from such a condescending position.

02 How to create short video content

This month I have been intensively studying Tik Tok and Kuaishou, and watched a large number of works. I am a little sick of them, but I found a few interesting points: a large amount of content creation comes from imitation. In other words, the content is highly homogeneous, and for many new creators, copying the copy and reinterpreting it is the most efficient way, which is also the main creative mode for many people at present.

But why do some people become popular by imitating others while others fail? I have summarized a few opinions that I have experienced, which may not be correct. You can discuss them:

1. Video clarity is important

Because Tik Tok is about recording a beautiful life, if the video clarity is not guaranteed and does not meet the requirements for the creation of high-quality videos, then everyone’s attention and interest will immediately be greatly reduced. But most people can't do this, including me. The editing and uploading compression after shooting result in very low clarity, so even if the content is similar, it is difficult.

2. Video tag area

Take my job in marketing for example. It is a niche professional field. Most people use TikTok for entertainment, not for learning knowledge. Therefore, we are destined not to gain many fans in this field. It is much more difficult than those young ladies taking a photo or dancing. But just like WeChat, what I want are B-side fans. The number is not important. Conversion and traffic are important. So I will insist on shooting. Even if I know the routine, I probably won’t use it, because the conversion is followed by a stable output of value.

If you want to increase your followers, it is recommended that you do not use knowledge payment. However, if you want to monetize, you can temporarily forget about increasing your followers and create good content. A few thousand fans are also love, and may even be more valuable because they are precise vertical fans.

3. Expressiveness is important

In the past, I was obsessed with some small tricks and used them to trick the platform into completing the completion rate and replay rate, but later I found that this was harmful. Content creation still requires care. Otherwise, occasionally becoming popular will have little value other than being fun. After all, we play Douyin to realize profits, not for temporary pleasure.

To sum up, there are thousands of routines, but content comes first. Routines are fun for a while, but content will be fun in the future.

03 How to upload high-definition videos on Tik Tok and Kuaishou

Do you know why your video is blurry? This is an unsolved mystery for many people on TikTok. There are various explanations, but they only treat the symptoms and not the root cause.

I have tried everything, such as uploading to the computer and selecting the resolution. After repeated experiments, I finally found the answer, which is "light". Share a method that I think is relatively reliable at present:

1. Adding top and bottom to the horizontal screen will affect the clarity

2. Ensure sufficient light, this is the most important thing!

3. Use the rear camera

4. Import the original camera photo into Jianying and then beautify it

5. If you can use a computer to transfer, then use a computer.

6. Adjust the camera settings to 1080p x 60fps and select the format with the best compatibility

7. Upload in MP4 format (unverified), some say the format suffix is ​​changed to m4a (also unverified)

8. Do not use WeChat to transfer videos for storage, as they will be compressed.

With the same equipment, you can shoot high-definition videos with the lowest cost and price when shooting under natural light during the day. However, most non-professionals cannot shoot clear videos indoors using artificial light and fill light because it is difficult to debug them professionally enough. After much research, they forget the most basic principle of video recording equipment: the principle of imaging is the collection of light.

However, too many of our research has neglected the main purpose, and we have spent all day studying uploading methods, formats, equipment, and pixels, which has resulted in us getting bogged down in all the trouble. Light is the source of video clarity. If you don't believe me, you can try it. This unsolved mystery has finally been solved today. Follow me and I will share the most practical new media marketing information with you every day.

04 Overview of Video Accounts

I’ll post the interview transcript that Muddy Waters asked me for yesterday:

Q1: How many followers do you have on your video account now? In addition to increasing followers through content, what other methods have been used to divert traffic?

2500 followers, currently relying on content to increase followers, shoot a video every day

Q2: What types of content do you mainly post on your video account? Does the video account bring fans to your official account?

Mainly publishes entrepreneurial insights and skills learning content;

Didn’t bring many fans to the official account

Q3: What types of short video content do you think Video Account is more suitable for?

It is hard to judge at the moment. Although I make knowledge-based videos, I still think that video accounts are suitable for sharing life scenes, beautiful scenery, and breaking news videos.

Q4: What differences do you think there are in the user experience between Video Account and other short video products? What do you think are the advantages of Video Account?

The experience is a deeper level than Tik Tok and Kuaishou. The non-immersive addiction is not high, and it still looks relatively cold and unsexy.

The advantage is that it can connect all WeChat products to form a closed loop of traffic

Q5: What do you think are the aspects of the current video accounts that you think are not easy to use or need improvement?

1. Unable to set cover

2. No progress bar

3. Small music library

4. Improve the basic editing function

5. It’s best to have a built-in beauty function (otherwise everyone is just reposting videos from TikTok)

6. Should the number of fans be displayed? It's hard to commercialize without showing it.

Q6: What forms of income do you think Video Account will generate in the future?

1. Advertising

2. E-commerce unboxing conversion

3. Topic Marketing

Q7: Do you think the video account will develop well? Will you continue to develop the video account? Why?

I am relatively neutral, neither optimistic nor pessimistic. I will continue to do it because I will not give up any opportunity to present fragmented content.

05 The formula for amateurs to become popular on TikTok in short videos

A few days ago, a video I posted casually became a little popular. I sorted out a basic formula and hope it will be helpful to everyone:

Popularity formula = a topic that resonates or is controversial + a forwarding drive (which can represent the attitude or idea of ​​the forwarder) + real emotional expression + within 30 seconds + clear video without blur

You can compare the above five elements one by one when shooting videos and writing scripts. Although my videos are not very good, it does not prevent me from learning and analyzing other people's videos. When I watch short videos, I will first filter out those that are well-made and obviously produced by a team, because those are not something that ordinary people can do.

After looking at the types of success of several amateurs, I summarized the following low-cost amateur development paths:

1. This is an era where information outweighs attention. With short videos, live broadcasts, and self-media, everyone is building IPs and outputting knowledge. This means that the quality and scarcity of content become decisive factors. Copying other people's popular copywriting can indeed become popular occasionally in the short term, but the lack of long-term value output will make subsequent realization and continuation a problem. Therefore, when creating content, you can think about how to create content with the mindset of helping users "save time", simplify the content structure, make it clear and easy to understand, and fragment it. In fact, the study notes I am making now are based on this idea to some extent, but they still need to be optimized.

2. For the same copy, I found that short videos that directly express and vent emotions are more explosive than straightforward content. Therefore, it is more important to be "real" in front of the camera than to perform the filming. I guess many people have not got this technique.

3. It’s still the 20-second principle. At the beginning, you really shouldn’t create content that is longer than 20 seconds. One reason is the high bounce rate, and the other is that the core reason for most long content is that we don’t look at the problem from the user’s perspective. Unless it is high-quality content, no one will have the patience to watch you for more than 20 seconds. High-quality content is not one of our early advantages in creating amateur short videos. So it is recommended that you first think about how to summarize and compress the content and make it clear within 20 seconds.

06 Things to note about Kuaishou

Today, one of our partners was doing a live broadcast on Kuaishou. We shared it on WeChat Moments and did some community planning, but found a problem: if you haven’t downloaded Kuaishou, the link clicks will not be counted in the Kuaishou live broadcast data, and WeChat Moments will block the Kuaishou live broadcast link. This is a relatively big problem.

Therefore, if you want to do Kuaishou’s community and circle of friends fission promotion, you need to take these details into consideration, otherwise it is likely to lead to the failure of the activity.

07 Things to note about Tik Tok

If you run a Douyin store and your account is blocked, you will not be able to withdraw the commission. Therefore, it is recommended to use Taobao Alliance. The alliance account is independent and should be able to be re-uploaded even if it is blocked.

08 How to check your own TikTok tags

I recently discovered a little trick to see if your account is vertical, which is to use someone else's TikTok account to search for the TikTok account you want to check, and then click on the upper right corner ▼ on the search page, click it, and see what appears. If the account type that appears is the type you want, then it means that your label and direction should be basically finalized. If "No recommendations yet" appears, then it may not be the case.

Of course, this idea may not be correct, but it can be used as a reference. Another way I have is to look at the similar fans when launching dou➕ to see if those accounts are of the same type as you planned. If not, it means that your account positioning is still messy, otherwise it is clear. In a word, learn more, practice more and think more about Douyin.

Author: Zhen Miao

Source: Zhen Miao