Short video operation: How to achieve 1.6 million+ fans?

In short video operations , if you want to do a good job in operating internet celebrities, you need to have a good grasp of content selection and form style. However, the content direction of accounts in the fields of agriculture, rural areas and rural areas is relatively non-popular. In order to attract users, what specific aspects can be done well in operations? In this article, the author made corresponding analysis based on the operation of Shancun Xiaojie’s account. Let’s take a look.

Accounts related to agriculture, rural areas and rural areas must be more distinctive and classified in short videos.

In addition to super head accounts like Liziqi, most of the other rural type accounts also have their own unique advantages or differences.

It can be said that accounts with more than 10 million followers are all excellent and worthy of learning.

Today we are going to talk about Shancun Xiaojie, who is extremely rare in short video platforms in terms of combining mountain village scenes with handicrafts.

In order to explore the operation methods of this account, in this article we will analyze in detail the four aspects of video selection, production methods, style control, and commercial monetization . We believe it will be helpful to everyone.

1. Video topic selection

Looking at all the short video content of Shancun Xiaojie, we found that different topics were selected at different stages of the account.

This is the same idea as when creating a corporate account. When most companies create Douyin accounts, they tend to focus on explaining the company and products at the beginning.

In the middle and late stages, they tend to use work environment, activities, status and other content to output corporate culture.

So the idea is the same for personal accounts or internet celebrity accounts, and there are different suitable topics at different stages.

Shancun Xiaojie's topic selection is a transition from the emotional direction to the skill direction.

1. Emotional topics

In the early stages of the Shancun Xiaojie account, almost all content was expressed and output in an emotional direction, that is, emotion was above all else.

Because of the deep affection between each other, they are motivated to make various handicrafts.

For example, in the video on May 21, 2018, the protagonist of the account, Xiaojie, made a wheelchair mainly in the context of honoring his grandmother.

And in the work on May 24, 2018, a swing was made to fulfill the girl's dream of a swing.

The characteristic of this kind of emotional topic at the time was that it did not fully demonstrate the characteristics and advantages of handmade works. Coupled with the stereotyped event background (deep emotions, making contributions to others), we can actually conclude that the videos at that time were slightly boring.

In other words, in terms of expressing emotions, the length and depth of the emotional expression are not enough; in terms of making handicrafts, the content about handicrafts is not exquisite enough.

Now Shancun Xiaojie should have discovered this problem, so we have the second topic direction that we are going to talk about next.

2. Pure skills-based topics

Pure skill-based topics should be the "specialty" of every handmade account, and this must be the "specialty" of every handmade account.

If the topics that are perpendicular to the account's own positioning cannot be done well, exploring other topics will only make the account's positioning and significance less and less clear, and it will also lose the advantages of a manual account.

Now, most of the topics selected by this account focus on this pure skill direction.

For example, in the video work on June 26, only a few short sentences were used at the beginning to explain the production background of this issue of handmade works, and the rest was almost all a record and display of the production process.

Explain clearly what needs to be explained and shoot clearly what everyone wants to see. This is the key to creating good Douyin content.

However, we want to emphasize that although there is nothing wrong with this topic selection direction, details should never be ignored. That is, briefly explaining the background does not mean not explaining the background.

If you say too much or too little about content that is not related to your skills, it will cause readers to be disgusted. Therefore, internet celebrities and bloggers with similar topic selection or account types must explore a scale that suits them.

2. Production methods

Regarding hand-made videos, there should actually be more stringent requirements for video shooting.

Because it is not clear whether the audience watching the video wants to see the details in order to enjoy the viewing process, or whether the audience is more concerned about the control of the whole process in order to apply what they have learned.

Therefore, when shooting the video, it is necessary to clearly show the production process of each work to the audience.

First, let’s talk about a not-so-good shooting case.

That is, in the video of June 19, 2018, although there are detailed descriptions of splitting bamboo, the details are not sufficient and the image quality is very limited.

The overall viewing experience is that you can't see the production details clearly, the picture is seriously smeared, and the video with limited clarity is not pleasant to watch.

In fact, the method to improve such details is also very simple.

1. We must use professional shooting equipment

For example, many short video creators now use some mirrorless cameras.

Compared with expensive SLR cameras, mirrorless cameras not only have an advantage in price, but also have well-controlled size and weight.

And by combining different lens accessories, the depth of field effect that can be created is excellent.

For videos like Tik Tok, most users watch them on small screens, so the pixels of a mirrorless camera are sufficient.

2. The lighting conditions of the shooting scene must be met

Why do we say that the above video of June 19, 2018 has a serious smearing effect? ​​This is actually due to insufficient light during shooting and the adverse result caused by blindly increasing the brightness in post-production to remedy the situation.

As for the current lighting setup for Tik Tok shooting, the industry has already developed a reasonable system.

If you look at the video taken in June 2021, you will see that the close-ups of the details are clear and the lighting looks comfortable. In fact, this is all thanks to the lighting.

When setting up the lights, we can refer to some of the lighting categories shown in the figure below.

Different shooting standards correspond to different costs of lighting setup. So you can configure the top light, fill light, contour light, etc. as needed.

3. Style Control

In this issue, we will focus on explaining style control.

Because we found that many accounts in vertical fields, when their own positioning is unclear, often lead to inconsistent video styles. This is what we said above, whether emotion should be more important than skill, or skill should be more important than emotion.

First of all, the display of skills, combined with emotional accompaniment or catalysis, is actually a very good idea, but some short video bloggers may not be able to grasp it well.

Let’s take the way Shancun Xiaojie handled the situation as an example.

In the video on May 31, 2021, before introducing the production work, Shancun Xiaojie took only a few seconds to complete the background explanation.

The whole process is very smooth, and the background story does not lay out too many emotions to create a "bitter" or "affectionate" style.

You can imagine that if before starting production, you shoot the video in the style of "the sky is blue and waiting for the rain, and I am waiting for you" because it is raining, the subsequent style will be separated from the production process and appear out of place.

Therefore, the control of style is not only about controlling the action itself, but also about considering whether the content and tone of the entire video are consistent with the emotions to be implanted.

Next, we will tell you about a great account that combines skill-based content with emotions.

The Douyin account is Century Weifeng. This account is an account that is vertical to the field of mobile phone repair, but the content of the account is not only oriented towards mobile phone repair. Almost every mobile phone repaired or every work published has a story related to it.

So let me ask you a question here. When his video shows using an ammeter to test the current of a mobile phone motherboard, as well as disassembling the motherboard and soldering and tinning, do you need to understand or learn it?

The answer is no.

Shancun Xiaojie’s videos are also skill-based, and everyone has the possibility of hands-on creation, but I believe that no one will deliberately break their mobile phone to experience the pleasure of repairing it.

So, although the Century Weifeng account is a skill-based account, it is also more of a storytelling account.

Behind every maintenance experience, there are many stories about family, love, etc.

After talking about these two cases, I believe everyone should understand what we emphasize about style control.

That is, in skill areas that everyone can get started with or copy, skills are the main focus; in skill areas that are not easy for everyone to get started with or copy, skills are not the main focus.

The plot and story are some dimensions that need to be carefully considered and weighed when faced with the above choices.

4. Commercial Monetization

Shancun Xiaojie has three ways to monetize: live streaming, product display, and advertising for celebrities.

1. Livestreaming

Since Shancun Xiaojie's content scene is based in the countryside, it would be more advantageous for him to choose some wild products when promoting products, and in reality, he did choose this way.

In the live broadcast, products such as mushrooms and dried lilies are all very wild and natural, and the unit prices are not high.

However, for live streaming sales, Shancun Xiaojie still needs to slowly cultivate the minds of his fans.

At present, there are still some fans who think that it is too early to commercialize during the live broadcast and have expressed some non-supportive remarks.

2. Product display

In Shancun Xiaojie's merchandise display window, the products sold are almost the same as those shown in the live broadcast.

Since there are almost no broadcasts in history, everyone can see that the reputation of the show in the early stage is still good. If this standard can be maintained in the future, I believe the sales data will get better and better.

However, since the fan base has relatively fixed labels, in the short and medium term, Shancun Xiaojie may not be able to promote other categories of products for the time being.

3. Advertise

In Shancun Xiaojie’s video list, there is a joint advertisement with Chen Hexian’s Hezhuang Hotpot Restaurant.

However, when looking through recent works, we find that there are very few advertising collaborations.

Although the reason is more because there are fewer advertising brands that match the account attributes of Shancun Xiaojie, we can see that in addition to making profits, the popularity bonus brought by the celebrities appearing in this kind of joint advertising can also become a good means of operating the account.

Judging from the few advertising collaborations currently available, the viewing experience is actually quite comfortable.

In Chen He’s hotpot advertisement, not only the hotpot is effectively displayed, but it is also combined with the handmade characteristics of Shancun Xiaojie’s production, which is in line with the positioning of the account.

V. Conclusion

Rural type accounts have some advantages compared to other types of accounts.

Because in the hearts of many modern people, there is a countryside dream, big or small. Then when the countryside is combined with handicrafts or agriculture, rural areas and farmers, the account's greatest advantages and characteristics are brought into play.

However, in controlling the content of video works, how to grasp the scale of emotions and how to find the focus require careful consideration. I believe that the cases in this article are enough to bring you some gains and thoughts.

Author: Wanghong Toutiao Founder: Dawei

WeChat Official Account: Internet Celebrity Headlines