Short video operation topic planning!

In this article, we will share with you from three aspects: platform selection, topic planning, and release and dissemination.

1. Platform Selection

Speaking of platforms, this is actually a topic that has been talked about many times.

Moreover, different people have different preferences for different platforms.

Here, we do not make fixed recommendations for you. You can make your own choices based on our examples.

• Young people who make handmade jewelry choose Douyin;
• For traditional pasta, choose fast food;
• For beauty and hairdressing professionals, choose Douyin;
• If you want to convert a wave of die-hard fans, choose Kuaishou;
• If you live in the north, especially in the northeast, choose Kuaishou;
• If you live in a city in the south where there are many young people, choose TikTok;
• For driver lunch, big bones self-service, choose fast;
• For those who make exquisite pastries, choose Douyin;
• If you have a stable business and want to recruit apprentices, you can choose Kuaishou and Douyin;
• For the business of selling goods, if you have accumulated a large number of loyal fans on Kuaishou or Douyin in the early stage, you can continue to do Kuaishou, or develop a video account...

Through the above examples, I wonder if you are clear about your own entrepreneurial field and what kind of platform to choose?

To sum up, there are only two dimensions to consider. The first is the platform's population portrait, and the second is the platform's ecological characteristics.

Douyin users tend to be younger people, Kuaishou users tend to be older people, and the age range of the users of Video Account is wider.

The Douyin algorithm is above all else, Kuaishou’s loyal fans convert faster, and the video account is backed by WeChat’s private domain.

Here, I will give you three real examples.

Case 1: Douyin sells crispy pork belly

The account name is "Hangzhou Yuhang District Fuwangduo Food" and it runs a stall selling crispy pork belly in Yuhang District, Hangzhou City, Zhejiang Province.

There are not too many videos at present, but each one focuses on showing: customers rush over from places xxxxxx away to eat.

From this, we conclude that the main purpose of this account in the short video is to promote its food and prepare for business sales.

Case 2: Live broadcast of grilled cold noodles

The account is named "Xiao Aniu Grilled Cold Noodles" and the number of works is not large overall, but the account broadcasts live almost every day, and during the live broadcasts, it also shows apprentices how to make grilled cold noodles.

Grilled cold noodles is a snack that is widely accepted across the country. The most important purpose of this account on the short video platform is to recruit apprentices and teach how to make grilled cold noodles.

Case 3: The lady who sells bacon and cooked food

On the video platform, there is an account called "Chengji Cooked Food and Smoked Meat". This account previously mainly published works on Kuaishou, but now the protagonist of this account has switched the platform to Video Number.

Video accounts are in their bonus period and are very helpful in retaining old customers, so the protagonist switched the platform to video accounts that are more closely integrated with private domains.

2. Topic Selection and Planning

After talking about platform selection and examples of platform selection by different accounts, let us talk to you about how entrepreneurs plan content selection when operating short videos.

1. Short video topic selection

1) Introduce food/goods/products

This kind of topic is relatively simple, you just need to shoot the video or product directly. During the shooting, you must reflect its craftsmanship and its deliciousness.

Introducing food is actually not difficult. You can learn the wording from food bloggers such as "Mizijun", and mainly pay attention to the texture and taste of the food.

If you don’t have the energy to shoot exquisite videos, you can just shoot scenes of customers queuing to buy or business booming, and then edit them into short videos.

2) Add personal touches

The short video content of an account may not all be products.

Inserting personal stories in the gaps between works will also make fans more convinced.

For example, you can shoot a video saying, "I come from the countryside, with a junior high school education. Through my entrepreneurship, I bought a house/car in xx city in just one month. I believe that God favors hardworking people, and I also thank my customers for their continued support."

In addition to personal biographical videos, you can also regularly record and release videos specifically to thank your fans.

For example, in the video, it is said: "In less than two months, our xx product has sold xx million. I would like to thank my fans for their support along the way. In order to give back to the fans, I will prepare xxxx benefits/discounts for my family!"

3) Create a sense of popularity for products

The purpose of creating a sense of popularity and scarcity is to make fans believe that the things being sold are useful or delicious.

For example, if a seller of grilled cold noodles posts a message every day around five or six in the afternoon that all the grilled cold noodles are sold out, will that definitely arouse the curiosity of fans?

The general script is as follows: "Dear family members, all the goods prepared today have been sold out. It is really too popular! For those who still want to buy, see you tomorrow! Thank you for your support!"

2. Live broadcast topic selection

Generally, this type of entrepreneurial account cannot avoid live streaming, and the live streaming directions are mainly the following three categories.

1) Small talk

Chat-type live broadcasts are actually not useless.

The importance of fans has been mentioned by countless successful entrepreneurs. Therefore, chatting can not only strengthen the relationship with fans, but its main purpose is to eliminate the sense of distance between you and the fans and prepare for their conversion into loyal fans.

Reference topics include:

• Why did you choose to start a business?
• Why did you choose to start your current business?
• How to manage the money you earn;
• …

2) Live broadcasting

Business-type live broadcasts are actually the most common among live broadcasts by entrepreneurial accounts.

Because this kind of live broadcast is relatively simple and the effect is good.

Just buy a mobile phone holder and use the front camera of the mobile phone to live broadcast. During the sales process, the protagonist of the account can occasionally look at the barrage and answer fans' questions, which will attract a large number of viewers.

After ordinary people see the products, if they think they are delicious or are interested in the products sold, they will quietly add the store location and have the opportunity to consume.

Some people who want to start a business, when they see that the anchor's live broadcast room is very popular, or when they hear that the anchor is recruiting students, there is a certain chance that they will contact the anchor.

Therefore, business-related live broadcasts are the most common and also the most necessary.

3) Live broadcast of the production process

In addition to on-site prepared delicacies such as grilled cold noodles and hand-pulled pancakes, some pre-made foods or handicrafts can be live-streamed during the production process.

Whether it is food or handicrafts, live streaming during the pre-production stage not only allows fans to see the entire production process in a transparent, clean and safe manner, but also allows some fans who are out of town to place orders remotely after watching the live broadcast.

Regarding the choice of equipment for live streaming during the production process, you can buy a mobile phone holder and then use the front camera of the mobile phone to start broadcasting. This not only allows you to grasp the shooting range of the camera, but also ensures that you can see fans' barrage messages in real time, making it convenient to reply promptly.

If you are outdoors in a hot environment, it is recommended to purchase a mobile phone radiator for the back of the phone to prevent the phone from freezing or freezing due to excessive temperature.

3. Release and dissemination

How can you spread your short videos or live broadcasts better and faster?

The chance of waiting to be popular by the algorithm is too slim, so we recommend that you open a Qianchuan account.

Then, in the promotion and communication stage, first of all, we must be clear about what our purpose is. Do we want to prioritize publicity and promotion, or do we want to prioritize increasing store traffic and sales?

Next, let’s take Qianchuan’s live broadcast as an example. If you choose to prioritize publicity and promotion, then whether you choose rapid promotion or professional promotion, you must select the "enter the live broadcast room" or "increase fans in the live broadcast room" option when choosing the conversion goal.

If you want to increase your store’s sales, you should choose “Live broadcast room product clicks” or “Live broadcast room orders” when selecting the conversion goal.

In increasing store sales, there is actually a small point involved, namely the "targeted population" option.

If your store is usually operated offline and there are only one or two products to attract traffic in the live broadcast room, then when placing the ad, you should fill in the province or city where you are located in the "Region" option in "Targeted Audience".

Only in this way can potential customers near your location see it, thereby increasing the probability of offline consumption.

When promoting, since some small entrepreneurs have limited budgets, we recommend that everyone choose "professional promotion" because the professional promotion model can strictly control the cost of investment.

So when you are not advertising, are there any tips on publishing?

Everyone should remember that when you are not advertising, you should make clever use of the topic function.

For example, when choosing topics to add to a short video about selling crispy pork belly, what topics should you add?

Just enter the three words "pork belly" in the Douyin search box, and the following topic list will appear. At this time, just select the most popular topic in the list and add it to your short video.

For example, in the search results, "pork belly cp", "pork belly", and "crispy pork belly" are the top three hot topics, so you can consider using them when publishing a short video.

In terms of the frequency of posting, it is recommended to post 4-6 articles a week, and then choose to post them in the afternoon, that is, 1-2 hours before the evening consumption peak.

In terms of publishing and dissemination, it is recommended that you start with live streaming.

And taking the Tik Tok short video platform as an example, if you choose to deliver during live broadcast, you must take into account the dimension of delivery based on the surrounding geographical location.

Let’s talk about the specific live broadcast process below.

The first step is to apply to create an account if you don’t have one yet.

The second step is the live broadcast content: the process of making food, handicrafts, or chatting.

The third step is how to avoid dull moments: If you are making something, you must share some thoughts and experiences while making it.

Step 4. Tips to increase the retention time of viewers in the live broadcast room: Douyin now has a lucky bag mechanism, which can increase the user's stay time by setting lucky bag benefits.

The fifth step is to guide the audience in the live broadcast room to join the fan group or follow and like the video.

Step 6. How to make conversions: After the previous series of operations are completed, you can reveal the information about recruiting disciples in the live broadcast, or put the products on the shared cart at the right time to sell them.

Finally, let’s talk about what stage is suitable for going on Video Account?

In the previous article, we told you in the account examples that the protagonist case of selling cooked food has currently chosen the video account.

It has gone through the stages of promoting its own products on Kuaishou - continuously attracting fans - forming a fixed fan group - focusing on maintaining fans - and switching to Video Account.

Therefore, no matter what you do, you can start planning the video account after you have a stable private customer base. However, we do not recommend that you abandon Douyin and Kuaishou and only do the video account. We recommend maintaining multiple platforms at the same time.

IV. Conclusion

Low-cost entrepreneurs do not need to be too concerned with account data indicators, such as the number of fans and views, when operating short video platforms.

What we really need to care about is the content of short videos and live broadcasts, whether every person they reach is accurate and can be converted into a customer.

In other words, treat short videos as a channel for brand promotion and sales rather than just for fun.

Author: Wanghong Toutiao Founder: Dawei

Source: WeChat Official Account: Internet Celebrity Headlines