What self-media platforms can I learn from?

Combined with my learning experience in the Haoxue Weike self-media course, I have a deeper understanding and recognition of self-media knowledge, and I have gained a lot. Let me simply share with you some useful information and some tips on self-media operations to avoid falling into pitfalls.

1. What is self-media?

1. Traditional media: newspapers, magazines, radio and television

2. New media: Internet media (NetEase, Sina, Sohu Youku, iQiyi Tencent Video, Weibo, WeChat)

3. Self-media can be understood as one's own media. In the era of mobile Internet, everyone is a media and can publish content anytime and anywhere, as long as there is a network, a device, a computer or a mobile phone.

We-media platforms include (Douyin, WeChat video account Xiaohongshu, Toutiao, and Bilihuali)

Individuals and companies can provide live video broadcasts to users through self-media platforms. Characteristics of self-media for services such as graphics, text, and audio: interactive, two-way, diversified content, extensive

2. How does self-media make money?

1. Traffic equals money

2. Publish content, users watch it, attract users' attention, and generate traffic monetization. Attract users' attention, user attention will continue to increase fans, and generate more traffic monetization

3. Seven ways to make money:

① Advertising sharing, platforms with advertising sharing (Today's Toutiao, Huaxia Bili Baijia account, Qishi account, iQiyi account, Dahao, Yidian account, Zhihu video) There are platforms with no advertising Kite (Douyin, Kuaishou, Xiaohongshu) and platforms with advertising sharing are all in the process of being built. Video

②Business orders, including trading platforms and private orders

③Bringing goods, there are videos to bring goods live, pictures and texts to bring goods,

④ Live broadcast relies on rewards

⑤Paid for knowledge, there are special courses and tutorials; f Private domain traffic: it can be diverted through the entire network, and transactions and sales can be made in a certain closed space

⑥Platform incentives: There is a platform The official draft of the event is published

3. The purpose of making self-media short videos

1. Work empowerment: bosses and executives, attracting traffic, promoting brand incentive content e-commerce sales channels . Ordinary employees are diverted to change industries to prepare for starting a business in the future.

2. Career operation

3. Freelancing: the direction is creator, UP blogger, Internet celebrity master

4. Part-time income

4. Short video type fields

Be patient and understand each content form clearly, first be a qualified audience, fan, user, and read more content

1. According to the duration :

①Short video (within one minute, Douyin, Kuaishou, WeChat video accounts have low threshold, allowing users to reach climax in a short time)

②Medium video (1 to 30 minutes Within, there is Xigua Video Station B, which is good-looking, has a threshold for videos, has certain professional capabilities and production capabilities) and has advertising shares, which is more friendly to newcomers

③ Long videos (more than 30 minutes, like Youku, iQi) Art, Tencent Video, high threshold)

2. According to production:

①Real shot type

a. MV style (beautiful girl Xiaohui, Chen Lianren is not easy) )

b. Technical (representative works include Brother Hu talking about the burning gyroscope of a car)

c. Lecture style (represented by Weichen Finance, looking at the economy from afar)

d, vlog style (representing the vlogo with wheat, Xiaomi log’s brother-in-law loves to eat biscuits)

e, multi-camera precision cutting (respecting Han Qing Xiang Xiang’s battle) is usually one sentence , cut a scene

f, plot jokes (Young Master, Detective Xiaoyu, Chen Xiang at six and a half)

g, evaluation style (evaluation by dad, crackdown on counterfeiters) h Bringing goods category

(Ye ??Gongzi, bankrupt brother and sister)

②Second creation category:

Use other people’s video works for secondary creation without having to do it yourself Make a video

a. Commentary

There are movies and TV shows: (representative works: The Vengeful Tongue Movie, Lao Xie Shuo Movie, Shi Jun Talking Drama Movie, Microphone)

Entertainment: (Ah Huan's List, Lao Zhao talks about drama)

Games,

Big science: (There is a global archive, Wizard Finance Camouflage Tiger)

History: (Qing Shi said, Xiao Xiaozhu's history class explores the history)

b. Mixed cutting

(Qingfeng Anran Hong Kong Circle, mixed cutting Xiaojia)

c. Inventory (the inventory includes Randomly take stock of the huge and sad Xiaodoudou)

d. Dubbing category (roasted yam, [Funny dubbing 1 Xudu bar])

e. Screen recording category: course tutorials recorded without appearing on screen to explain

For example: Excel self-taught animation videos, hand-drawn videos (you don’t have to shoot videos yourself, such as Qing History, Xiao Xiaozhu’s history class, exhaustive strategies, deep thinking moments)

③Field classification:

1. Pan-entertainment: large traffic, but the traffic is not valuable (with film and television entertainment emotions, funny animation talents and looks to imitate lip-sync vlog)

2. Vertical fields : The traffic is small, but the traffic is valuable (including technology, automobiles, finance, digital, workplace, military, fashion, international travel, parenting and food, history, furniture, sports, education, agriculture, rural areas and farmers)

5. Self-service What platforms can the media use?

1: One video can be released on all platforms

2: What platforms can the media use?

①Must-use platform: China Video (Toutiao Today) , Hualibili) short video (Douyin, Kuaishou, WeChat video account)

② Platforms with operational value, such as Xiaohongshu for short videos, Zhihu and iQi for medium videos Art Account

③High-quality foreign platforms: China Video (YouTube), Short Video (TikTok)

④Profitable: Tencent Penguin Account, divided by advertising and content distribution (Tiantian Kuaibao Tencent News QQ Space QQ Browser WeChat Kankan App Store) Alibaba’s Big Fish Account (composed of UC Youku Tudou, with advertising sharing)

⑤ Operation with sufficient strength: WeChat public account, a must-have for large enterprise accounts Do it, it is not recommended for newbies. Weibo self-media, video account, must be done by large companies, but not recommended for newcomers.

⑥Voice self-media platforms: Ximalaya and Lizhi FM

⑦Small platforms, NetEase accounts, Yidian News, Qutoutiao, and Sohu accounts.

6. Algorithm Recommendation

Decentralized, it is more fair for the machine to decide what works to recommend to users. Newcomers have the opportunity to make popular videos, which are widely used by self-media platforms

Recommendation process:

1. Post content - review - pass without violation. Passing the review means that the content is qualified, but does not mean that it is of high quality.

2. The system calculates the title introduction type of the calculation content, etc. Then calculate the user's gender, age, hobbies, browsing history, geographical model, etc. Then match the user based on the calculated content.

3. Cold start: After calculation attempts, it is recommended to a small number of users and will be recommended to fans first, usually above 100. The account is abnormal. Most of the video recommendations are zero or less than 100 or very few. The aging time is generally 1 to 2 days, up to 90 days.

4. Evaluation calculation: User feedback is good, continue to recommend. User feedback is poor, not recommended or rarely recommended.

5. Decay: Stop recommending or reduce recommendation, similar users become fewer or no more. After a period of time, due to changes in user behavior characteristics, there are fewer and fewer similar users. Life span is 2 to 3 days, and a week may be as long as 90 days.

7. Video sizes on different platforms

1. Medium videos,

Horizontal videos are mainly on Xigua Video B station,

Size 16:9

Up to 1920x1080p 2k/4k/720p

2. Short videos, mainly Douyin, WeChat video accounts, Kuaishou, and Xiaohongshu.

To reach 1080*1920p

The minimum is 720x1280p

Note: WeChat video account also supports 1920*1080p

Horizontal video also You can send it to platforms such as Douyin and WeChat video accounts

8. Content positioning

1. Think about three questions:

① There are many similar authors, and the user’s There are many choices, why should users watch my videos? (Achieve domain segmentation and differentiation)

②For fans who follow me and watch beauty videos, will they be interested if I post historical videos? ?(You can’t publish everything, you have to operate vertically and only work in one field)

③With so many works of the same type on the platform, why should the platform give me traffic? (The content is recognizable and can help the platform retain it. Users have commercial value and help the platform make money)

2. How to carve out a new path?

Achieve vertical operation and field segmentation

( For example, film and television commentary,

can be divided by region: Hong Kong dramas, Korean dramas, American dramas, domestic dramas,

by category: science fiction, martial arts, emotion, love, military, business war, palace Fighting, suspense, inspiration, intrigue, espionage, etc.,

According to the classic old dramas, it can be divided into: The Legend of Zhen Huan, The Eight Parts of the Dragon, and The Princess of Pearl.

According to the style. : There are funny jokes, different perspectives, and popular science).

Differentiation of recognition (design slogan to make people remember you, BGM, copywriting, editing), follow more than ten creators in the same field to learn and analyze, and find benchmark authors

3. Positioning

What content should be used? What are the characteristics of the content?

How to reflect it? Directly (with name, avatar, introduction, let users read your name, introduction, avatar, etc.) Know your account positioning)

9. Account avatar

1. Position it according to the content

2. Restricted areas: QR code, regent, contact information, Other platform information, copyrighted images

3. Principle: It is consistent with the content positioning and highly identifiable, making it easy for fans to remember you. Don’t change your avatar frequently, otherwise fans will not be able to find you.

4. Avatar: personal pictures (selfies, image photos, PS beautification of life photos)

5. Logo design, company logo, text avatar, product avatar

10. Naming is related, based on content positioning

1: Newcomers don’t have to worry too much. Most platforms support changing the name more than twice a year. If you are strong enough, you can choose your name as you like

2: Eight naming principles:

a. Non-marketing (such as so-and-so weight loss tea)

b. Easy for people to find you (do not add special symbols, English name The name of the rare characters should be simple)

c. It is easy to remember you (simple and short, does not contain the rare characters in foreign languages)

d. Three consistent names (the content names should be consistent across all platforms) Be consistent and consistent with the account introduction)

e. Anti-counterfeiting (do not use detachable Chinese characters, such as Ming, sun and moon)

f. No high imitation (do not imitate Names of other authors)

g. Do not enter restricted areas (exaggerated propaganda, such as the best facial mask, China’s first furniture brand. Involving politics, other people’s trademarks and company names, vulgar and immoral, and unqualified for socialist harmonious values) )

h, consistent with account positioning

3: How to choose a name:

a. Vertical field

Nickname field: such as poisonous tongue Movies, Wizard Finance, Brother Tiger talks about cars,

Description field: If you teach you to learn interviews carefully, a veteran in the car industry

Real name field: If you look at the economy from afar, so and so Car

Real name and occupation: such as teacher Li Yongle, dean of such and such

b, local number

Regional nickname: such as Guiyang Peng Yuyan, Shuzhong Taozi sister

c. Personal IP

Real names such as: Li Ziqi, Hu Xijin.

The strong character design is suitable for large heads, celebrities

Stage names such as: Grandma Pan, Li Erdui, Grandpa Zhou

d, pan-entertainment

Do whatever you want, such as: I will get off work in one day, and I will take you to eat melon

e, corporate brand

For example: Toutiao, Alibaba, Gree Electric

f, virtual IP

For example: Elvis Presley Cuisine, Yidan Little Monk

4: Peer Reference: Follow more than ten high-quality accounts and you will know how to choose the name

11. Account introduction, determined according to the content

Function: users understand you, let users remember you, give users a reason to follow you, let users know what content you are about

What to write:

1. Slogan

2. Value brought to users

3. Personal introduction

4. Content features

5. Live broadcast time

6. Guided private messages

7. Contact information

8. Decoration

Peer reference

12. What content should be made?

Choose according to your own purpose of making self-media short videos

1: Work Empowerment:

①Business owners, executives, employees (content e-commerce traffic, private domain traffic, online sales system.)

②Business product and service selection: Make corresponding content.

2: Others:

①Professional operation, freelancing, part-time income

②Have a job: WeChat, have a job to purchase energy,

③own strengths: talents, etc.

④own majors: designers, engineers, etc.

⑤own strengths: food, parenting, etc.

⑥Second creation : Commentary, no appearance (film and television commentary, entertainment commentary, game commentary, etc.)

Editing: No appearance, no copywriting, no dubbing (film and television editing, game editing, etc.

Full Really good information, professional teachers, and easy-to-learn Weike!