What short video methods did the popular Li Ziqi use?

The rise of short video media has driven traffic growth for many accounts. Among them, Liziqi is an object that cannot be ignored, and her videos have attracted the attention and love of many people. So, why can Li Ziqi's videos attract so many people's attention? In this article, the author explains Li Ziqi's short video operation methods from the perspectives of video structure, audio-visual effects, copywriting and commercial monetization. Let's take a look.

In the field of short videos, perhaps no one can be more popular than Liziqi.

Not only did she become the object of imitation for countless people in China, but even abroad, there were many people who continued to pay attention to and follow her. What’s incredible is that Li Ziqi’s popularity has even spawned many copycat versions of Li Ziqi.

So, what operational methods are involved in Li Ziqi’s short videos? In this article, we will analyze it from four perspectives: video structure, audio-visual effects, copywriting, and commercial monetization .

1. Video Structure

Since Li Ziqi's videos are all long, there is a relatively obvious and rigorous time logic and cause and effect relationship. Therefore, the plot structure of the entire video becomes particularly important.

So, here are two commonly used structural forms for medium and long videos.

1. In chronological order

A video produced in chronological order, as the name suggests, means that everything happens in a normal objective order. Take the recent video of Li Ziqi making a bamboo sofa on May 18, 2021 as an example. It is a typical work recorded in chronological order.

This video structure does not require time interweaving or interlacing, and is mainly shot in a normal narrative manner. It is suitable for videos with short production cycles for themes.

2. Time-staggered

Time interweaving means that in the process of video shooting, there is the cycle of time and the change of seasons. Behind this video structure, there is often a production cycle measured in years. Looking at the entire short video field, apart from Liziqi, there is almost no short video blogger willing to spend so much time shooting.

Therefore, this is a more important structure in Li Ziqi's video works, and it is also a video structure that we emphasize in this article.

The characteristic of this structure is that it starts with a food that takes a longer time, such as from sowing to harvesting. Then, while waiting for the harvest, record the changing scenery of the four seasons and do other things in between. Finally, when the things in the waiting period are completed, the camera turns and the crops that were planted at the beginning have already matured.

Then, you can use some of the items made in the middle, combined with the crops you sowed, to create the ending of the current video as a whole.

The advantage of this structure is that it can weaken the impression that short videos are "short, flat and fast" that most users have of them. In addition to watching ordinary videos, it can provide users with a longer video period, thereby deepening their expectations for the video.

At the same time, videos with double the length and interweaving scenes and objects have essentially gotten rid of the hasty plot development caused by the short length of videos, allowing the audience to feel more relaxed when watching the videos and to fully engage in the experience.

2. Audio-visual effects

1. Scene selection

Li Ziqi's videos are beautiful, which is inseparable from her filming team's superb control of scene scale and camera movement.

The following modes can be used as a reference for common scene selection.

When shooting landscapes, choose Long View.

When photographing a specific object, choose a close-up or close-up.

When photographing people working in a fixed position, choose a medium shot.

2. Transition settings

Generally, transitions are divided into two common forms.

The first one is to use special effects transitions. The second method is to use natural scenery to transition.

Among them, everyone must be familiar with the first type of special effects. In the early technical flow and camera videos of Douyin, the constantly shuttling images were special shows completed using various special effects. However, the nature of special effects videos lies in the use of special effects, and there is no aesthetic appeal at all.

Li Ziqi chose the second special method, using natural scenery.

The format of this special show is to insert a recording of the scenery between two things that need to be connected, or between two different stages of one thing.

As shown in the picture, in Li Ziqi's video on April 22, 2021, the prepared green rice dumplings are put into the pot and steamed.

Since steaming takes some time, Li Ziqi used a clip of the sky and peach blossoms as a transition in her video. When the scene was cut back, Liziqi was already opening the pot and preparing to take out the steamed green rice dumplings.

According to this model, many short video bloggers of scenery or events can refer to this method. Overall, there is no technical difficulty. It mainly depends on the accumulation of video materials and the grasp of details.

3. Background Music

Countryside, slow life, girl, old people, farming.

The above keywords, without a doubt, all represent a beautiful scene.

Therefore, considering these factors and the length of Li Ziqi's videos, it is more appropriate to use some soothing music. For example, some soothing piano music, zither music, etc. are most suitable.

But there is no fixed formula when it comes to choosing music. In general, it is relatively easy to choose and match music as long as it does not overshadow the main subject and does not add discomfort to the video.

4. Material accumulation

We mentioned earlier about scene transitions. Li Ziqi’s video transitions are all about depictions of scenery.

However, most of the suitable transition materials are not shot together with the current video, but are accumulated through daily shooting. Here we provide a method for all bloggers who will involve natural landscapes in their videos, which is to accumulate a large amount of environment related to or surrounding the main shooting locations.

For example, dogs and cats on the premises.

Or the plants and flowers around the site.

Even simpler are the changes in the weather, the rustling of leaves, the play of light and shadow.

Not only Li Ziqi, but also the food account Rishiji uses the same method.

3. Copywriting

A beautiful video must be paired with beautiful text.

First, let’s take a look at some of the copywriting in Li Ziqi’s videos:

Each tiny movable type seal has engraved the unchanging character for thousands of years and printed out the fragrance of ink that will be passed down through the ages; each peach blossom tear has a faint sweetness of spring. Eat a bowl of peach gum to relieve spring fatigue, and attend this spring banquet in the sweet and moist taste.

And, the following:

Peach blossoms are all over the mountains, and I took my loved one to enjoy the spring; the peach blossoms blossomed into a piece of pink snow, and I picked some while I had time to make some spring flower food.

By reading the above copywriting, we can conclude that Li Ziqi's copywriting style can be roughly divided into two categories.

The first one describes something in extremely flowery words, while the second one tells you directly what to do in a more straightforward way.

Although the final results of both types of copywriting are thing-oriented, it is obvious that the act of carefully working on the copywriting itself can also add beauty to the video.

Therefore, good copywriting needs to have the following characteristics.

1. Make it clear what you want to say

No matter how long or short, straightforward or not, every line of Li Ziqi's copy will let the audience know the theme of the video after reading it.

2. Make good use of rhetoric

To make semantics beautiful, it is always necessary to add rhetoric.

Mao Buyi likes to use parallelism in his lyrics, Fang Qi likes to use metaphors in her copywriting, and Liziqi also likes to use metaphors in her copywriting. It can be seen that the wise use of rhetoric can make a text of just a few numbers give people a refreshing effect.

3. Reflect the personality or character of the short video blogger

When writing copy, never stick to just one tone. An unchanging copywriting style will reduce the image of the entire account.

Let’s take Li Ziqi’s specific copy as an example: she used traditional silk flower craftsmanship to make a peach blossom hair crown; now that she had the headdress, she had to match it with clothes~ She quickly made a pink long-sleeved top decorated with peach blossoms.

This is the text from the videos on April 18 and 20, 2021. Although these two sentences are relatively ordinary, they create a playful personality.

This can reduce the distance between the audience and Li Ziqi herself when reading, thereby maximizing fan conversion or increasing fan stickiness.

In short, the focus of Li Ziqi's copywriting style is worth trying for everyone. As long as you master the use of rhetoric and the creation of your own personality, you will be halfway to success.

4. Commercial Monetization

1. Background

I believe everyone is familiar with Li Ziqi's commercial IP. From the common Li Ziqi snail noodles and beef sauce to mayonnaise, lotus root powder, etc., the Li Ziqi brand covers them all.

But all of this is closely related to the company that Li Ziqi signed with. In other words, the success of Li Ziqi's brand incubation is mainly the result of the company's team's operation. Just like Zhao Xiaoli whom we wrote about before, the company behind Zhao Xiaoli had already registered Zhao Xiaoli's trademark when there was no specific IP product launched yet.

The same goes for Liziqi.

Because Li Ziqi's videos are highly logical and complete, it is not convenient to insert advertisements. Therefore, Li Ziqi's commercial monetization only has one dimension: brand IP.

However, although there is only this one dimension, it does not affect the effect of commercial monetization at all.

2. Means

1) Open product showcase

In Li Ziqi's display window, the associated products are not from the Douyin store, but are directly linked to her official Taobao store. After users make a purchase, they are redirected to Taobao to make the purchase.

2) Operating an official Taobao store

Li Ziqi’s Taobao store is one of the stores that makes it onto the monthly list in the food category. The snail noodle products in the store are always sold out every time they are put on Viya’s live broadcast room.

Taking the data from May 2021 as an example, the sales volume of snail noodles in Li Ziqi’s store has reached over 500,000.

The products sold in the entire store are all produced in cooperation with manufacturers related to the industrial belt. In essence, Li Ziqi herself and her company do not provide or participate in any technical services, and their main focus is on operating the Li Ziqi brand IP.

V. Conclusion

As a popular and influential figure in the domestic short video industry, we are well aware that it is difficult to completely copy Li Ziqi, but Li Ziqi's video shooting methods and some skills in operating accounts are worth learning for all practitioners.

Whether it is the requirements for high-quality videos, such as the use of sceneries and camera movements, as well as the detailed presentation of materials and the display of scenery and the continuous accumulation of related materials, these are points that many short video bloggers tend to overlook in daily life, but it is often these detailed points that determine the quality of the video and its final direction.

If you master Liziqi's method, even if you cannot become Liziqi in the end, it will essentially be of great help to your own growth. ‍

Author: Internet Celebrity Headlines

Source: Internet celebrity headlines, founder: Dawei