Quick summary of key conclusions 1. The huge amount of live broadcast drainage materials in Qianchuan’s dual inventory are generally moving towards the "silent film era" of interest points, with no interest points or interest points placed at the end and a brief duration becoming the mainstream. 2. The type of material content proves that "actions speak louder than words". Real-person product trial/try-on/tasting content has the largest coverage. As long as it is used well, even promotional copy is not needed. 3. The length of videos is greatly shortened, focusing on 5-20 seconds. The average viewing time under dual inventory is close, both at 3.5 seconds; the content that appears in the first 3 seconds is still important. (More than 50% of the materials directly display the usage scenario, the black background and white text Taoke’s beginning disappears, and the rest are detailed below) 4. The core competitiveness of materials lies in product display. 80% of materials are increased through a variety of display methods. 5. Celebrity materials have been greatly weakened or even disappeared, and ordinary people have become the mainstream. 4P model: Reshaping the creative logic of traffic-generating materials The previous content provides some reference for businesses to produce traffic-generating materials. We have summarized the 4P model of live broadcast traffic-generating materials, and provided a process-based production guide from material conception, script writing, shooting to editing. Product Strength Recommended percentage ~55% Content related to product selling points Product display, trial method & experience, product features Scene Power Recommended proportion ~30% Content related to the upstream and downstream scenarios of product sales (place of origin - factory - shipping warehouse - sales market) and usage scenarios Emotional Power Recommended proportion ~10% Content related to user emotions Interpersonal needs, social needs, and self-actualization needs Marketing power Recommended proportion ~5% Content related to price promotions Tips on prices, discounts, coupons, etc. 4-step creative logic Step 1: Think about whether product features can be visualized Many popular products can display extremely eye-catching properties when used, such as spicy noodles and bursting desserts in the food and beverage industry, high-elastic fabrics and waterproof fabrics in the apparel industry, shower gels full of dense foam and strong decontamination laundry beads in the daily chemical industry, etc. They can be summarized as "delicious at first glance, easy to use at first glance, and curious at first glance."
Step 2: Consider whether the product is relevant to a specific scenario
Step 3: Consider whether the price is unprecedentedly strong
Step 4: Think about whether the product can be emotionally connectedSource: Quantitative Science |
<<: 7 operational ideas for community operations! (Down)
Lenovo has just denied the news of returning to O...
First look at this picture: I divided the operati...
In just over 30 days, it will be the Chinese New ...
The recent hot weather is really hot. As soon as ...
This course is from NetEase Cloud Micro Classroom...
The factors affecting the quotation of Yunfu rain...
This article gives examples of 5 common methods t...
Author: Lv Zemin Han Many people have had the exp...
Whether it is an Android interview or a Java inte...
Today, the post-90s generation has increasingly b...
How to optimize the effectiveness of advertising,...
This article is based on answering a question fro...
About tens of millions of years ago, the ancient ...
In the previous blog, I introduced two methods to...
On October 25, 1979, the World Health Organizatio...