Two directions to help you complete the writing of corporate short video copy!

Due to the time limit of short videos, it is almost impossible to fully demonstrate the selling points of our products and the brand values ​​we want to convey.

The amount of information that can be carried has become smaller, but we cannot give up publicity. Therefore, we, the short video operators, are required to make good use of every component of the short video, and copywriting is the most important one.

Today I will share with you two copywriting directions and copywriting forms that can be used as references in different industries. If it can help you expand your thinking, remember to give it five stars~

01 Satisfy users’ desire to express themselves

Human nature is very complex. We have no way of collecting the preferences of all users because there will definitely be differences. But the only thing we can use is that different people will resonate with the same things, so we can say what users want to say but are embarrassed to say.

For example, we must have seen such copywriting on Douyin:

Tips:

In fact, it is just about stating the user's pain points. You can also reasonably use question sentences and numbers to increase the eye-catching effect .

A key point is that the emotions must be given in place. It is best to use your own stories or other people's real stories, which can arouse emotional resonance among most users. For friends who make knowledge-based short videos, this part can benefit users, that is, help them solve problems and make users identify with your content.

Finally, don’t forget to make a conversion at the end. It can be an emotional sublimation, or it can be guided interaction, etc., to make users feel that they are talking to you face to face. In fact, at this time the user has already decided whether to like or comment on your video. What you need to do is to give the user a push, guide his behavior, and make him have a deep impression of your account.

Industry practice:

Travel: Will you fall in love with a city because your first love is there?

Emotion: Have you ever felt like jumping off a building for a moment after a breakup?

Home decoration: After paying the house down payment, I only have 195 yuan left. Should I continue to decorate my house?

Education: 99% of parents’ efforts for their children are in vain!

02 Satisfy user curiosity

The entertainment value of short videos requires us operators to consider both satisfying users' entertainment needs and satisfying their curiosity about unknown things and other people's lives when creating content, while also increasing user interaction rates.

For example, we will see such copy on TikTok:

Tips:

At the beginning, you can put forward some incredible ideas, subversive cognitions, and things and experiences that users are curious about to attract users.

Incredible events/subversive understanding + proof process + theme sublimation

In the middle, you can prove that the point you put forward at the beginning is correct. In this link, you must pay attention to the rhythm and not be too straightforward. Finally, you can sublimate the theme.

Industry practice:

Healthcare: What is it like to operate a medical device that costs 20 million?

Investment and franchising: Do you have any friends who have achieved financial freedom by opening a store?

Home Improvement: Are there any big shots around you whose renovation costs exceed the total house price?

Real estate: After 10 years of living in Beijing, I finally bought a 35-square-meter home in the 5th ring road. The sadness behind it!

I’ll share this here for today. I will organize the detailed copywriting skills and related cases for various industries later and share them with you next time!