What should enterprises pay attention to in short video operation?

Enterprise short video operation needs attention.

1. What is the goal of this enterprise at this stage? Is it to enhance brand awareness or release new products or clear goods?

2. According to the goal, decide whether to choose channels, build personal IP or cooperate with talents to bring goods directly.

3. Short video operation does not need different platform mechanisms. If it is operated by itself, it is necessary to consider the manpower and technical support planning.

4.Tik Tok mainly exports PGC. Now koc may surpass Kol's strength. If your business is convincing, you can do it yourself!

5. Pay attention to staged play during short video operation, and remember guerrilla warfare!

With the hot concept of video marketing and the emergence of many successful cases, various enterprises have gradually paid attention to the new marketing trend of short video marketing. Yi Ming, Dean of Meishou College, once mentioned in an internal discussion that 20 18 will be the first year of short video for small and medium-sized enterprises. Many small and medium-sized enterprises have begun to try to make short videos from the media and have taken the first step of success. Of course, for most enterprises, it is not easy to go from 0 to 1, but please rest assured that Xiaoyu will explore enterprise short video marketing with you.

In fact, it is very difficult to make short videos from media marketing. It's not difficult to say. From the production point of view, it is actually not as difficult as imagined. The difficult thing is to get traffic by content and grab users' attention and time, that is, operation and promotion. Today, let's talk about the points that need attention in the operation.

Selection and maintenance of channels

Access to traffic and users, the channel is a position, so what channel you choose determines whether your opening method is correct. So how to choose the channel? How many channels are available? What should I pay attention to?

1) Do the platform tonality and content positioning match?

Each platform has its own attributes and characteristics, including its users. For example, headline users will have more male users, which is more suitable for some technology and automobile columns. Beauty users will be more inclined to some young women, which is more suitable for beauty and fashion columns. If your short video is about e-sports, then it is more suitable for game users to gather on more platforms like Bi Li.

Before choosing a channel, it is the most basic consideration to think carefully about the positioning and marketing purpose of short video, fully understand the tonality and user characteristics of each platform and see if it is consistent with its target users.

2) Understand and adapt to the platform rules.

Content with consistent tonality will be more popular on the platform, but sometimes the channel may have such and such rules, so we should adjust ourselves to meet the requirements of the platform. For example, to control the shooting time and video size, it is necessary to cut the video to 1 minute. When the video is distributed through multiple channels, the video can be edited separately according to the rules of different platforms. For example, the video uploaded by the iQiyi platform needs to be added with a record number.

3) Access to channel resources

If our team has some channel resources, for example, we can contact the channel to recommend a good recommendation for our column, such as green channel, which can be the basis of our key channels of content distribution.

A good recommendation bit is very important for many platforms, such as today's headlines. No recommendation, no quantity. Like a little information, Netease and Sohu. In addition, the novice period and trial operation period of the platform are divided quickly. As more and more creators settle in various platforms, the requirements of platforms are becoming more and more strict. Usually, we should focus on obtaining these resources in our operations. Is there any way to help them pass quickly? At the gathering of heroes, Xiaoyu will also help the creators to connect with the resources of some channels and help high-quality creators to get benefits through the novice period.

4) Expand channels according to human resources.

In the case of insufficient human and financial resources, we can choose some channels to cooperate and authorize our own columns to be distributed to some channels, which can not only save manpower, but also expand the influence of multiple channels. According to the statistics of our short video assistant, there are about 60 video channels on the market at present, and even omni-channel distribution can get more exposure.

In addition, you need to be careful not to rely too much on a certain channel. If a large number of fans are accumulated on a certain platform, it would be a pity if this number is accidentally or blocked on this platform.

What should I pay attention to when increasing the amount of play and powder?

What if the content is released, there is no broadcast, and there are no fans? It is not only the enterprise from the media, but also a big problem for all short video authors. The skills of increasing the broadcast volume and powder of various important channels have been talked about a lot in the articles before Xiaoyu. Since this is a major proposition, I won't say much here. In addition, because different companies do short videos for different purposes, some do brand and product exposure and spread corporate awareness, that is, quantity; Another is to acquire users and finally get sales conversion, that is, to increase sales. Different purposes determine the different ways of subsequent operation and promotion. For example, the short video of enterprises with traffic as the ultimate goal should try to choose channels with large user base or do omni-channel operation, and try to be close to the public in topic selection, in line with the preferences of the broad audience and improve communication; The short video with the ultimate goal of obtaining users may focus more on fan channels in channel selection, while the topic tends to be vertical and professional, so as to be small and precise, thus having enough fan stickiness. So there is no unified methodology here, just a few points that need to be paid attention to in the short video operation of enterprises.

Good content comes with traffic to help you retain users.

The founder once said: "Good content is the best communication". In fact, I spent a lot of money on advertising at first, and then I kept making high-quality videos to promote people from all walks of life to forward them. For example, after a video introducing personalized hotels in China came out, all the friends in the hotel circle were screened, and after an art video came out, all the art circles were screened, not to mention the food video. In fact, users are not stupid. They have their own understanding of whether a piece of content is valuable, just as our content will feel dry or rubbish after reading it. In short, remember that no channel or user will reject good content, and good content will bring its own traffic and attract users. Also, the title and cover are very important, which I believe everyone knows.

Make good use of other functional products of the channel.

The most typical ones are the micro-headlines and questions and answers of headlines. We have mentioned many times before the benefits of using these two functions to help promote and add powder to headline numbers. This time, I want to tell us that the same is true for enterprises. A large number of cases, including the headline number of small fish, prove that as long as we do it well, it can really help us increase the broadcast volume and powder. The specific operation method can be seen in Xiaoyu's previous article, and you can try it.

Paid promotion

If our short videos are really lacking, another trick is to pay the audience to watch your videos. For example, headlines can be placed on videos with redundant numbers and advertising systems, Weibo has micro-tasks, Fan Tong and Tencent's Broadcom. The advantages of paid promotion are that the promotion process is relatively controllable, the promotion effect is obvious, and the start-up speed is fast; With the introduction of precision advertising systems on various platforms, the cost has become more controllable to some extent. Can quickly occupy the market, focus on exposure in a short time, "bombs" occupy the user's time, or achieve powder increase.

In fact, it is very difficult for enterprises to make short videos, and it is not difficult to say that it is not difficult. Just like the short video from the media, it is not as difficult as expected from the production. The difficult thing is to get traffic by content and grab users' attention and time, that is, operation and promotion. The last article introduced the matters needing attention in channel selection, increasing the amount of broadcast and increasing the amount of powder. Today, we will continue to introduce the matters needing attention in the short video operation of enterprises.

With the hot concept of video marketing and the emergence of many successful cases, various enterprises have gradually paid attention to the new marketing trend of short video marketing. Yi Ming, Dean of Meishou College, once mentioned in an internal discussion that 20 18 will be the first year of short video for small and medium-sized enterprises. Many small and medium-sized enterprises have begun to try to make short videos from the media and have taken the first step of success. Of course, for most enterprises, it is not easy to go from 0 to 1, but please rest assured that Xiaoyu will explore enterprise short video marketing with you.

In fact, it is very difficult to make short videos from media marketing. It's not difficult to say. From the production point of view, it is actually not as difficult as imagined. The difficult thing is to get traffic by content and grab users' attention and time, that is, operation and promotion. Today, let's talk about the points that need attention in the operation.