How to do short video operation

To make a short video, the first thing to do is to locate the account. What is this idea? It is suggested here that if it is a personal number, choose the skills or hobbies that you are good at to locate; If it is an enterprise, it should position itself according to its own brand and market demand.

Give a chestnut:

You are a photography enthusiast, you can name xxx photography;

Good at product operation field, you can name xxx to say product operation;

A company that pays for knowledge can be named xxx School.

Account positioning needs to grasp two cores, content output and realization path. At the beginning, we should think about what effect each stage will achieve, and don't give up halfway.

Content export needs to find what you are good at, such as your industry, and continue to produce content; It is suggested to subdivide the field vertically, focus on content, and gradually establish fans' cognition of you. Content must be persistent, which is the key point to improve user stickiness and an important way to drive the growth of fans.

Liquidation paths mainly include paid knowledge, live broadcast, e-commerce scouring customers, training, paid community, traffic advertising and other types. In view of the professional field, the implementation method should be chosen well. The most important thing is to have fans. With fans, you don't have to worry about cashing in.

Second, the algorithm logic

Understanding the algorithm of short video platform is an important part of short video operation. Know yourself and know yourself. Because the algorithm logic of each platform is different, the presented push mechanism is also very different.

Tik Tok's recommendation mechanism is centralized, relying on big data model to make recommendations, paying attention to more avant-garde content and updating it in real time. The main population is concentrated in first-and second-tier cities; Aauto Quicker pays more attention to personal stickiness and user experience, and the main population is in third-and fourth-tier cities.

Third, the recommendation mechanism

1. Forward

The suggested idea is to add more related WeChat groups. Usually, they are active in these groups. If you have nothing to share with the group, you can send a red envelope. As soon as the short video comes out, share it in these groups and push the boat with the tide.

Or build a special interactive group in Tik Tok, who has made new content in the group and shared it with each other. If * * * wins, it is estimated that all members will be willing to share.

2. Full broadcast rate

Impetuousness, pressure and impatience are the portrayal of modern people. Watching short videos is to relieve stress and have fun.

If a video is 15 seconds and the user slips away without watching it, the system will think that this video is not very popular; So even if it is open for 60 seconds now, if the content is not attractive enough, it is recommended to shoot 15 seconds.

The selection of materials must go straight to the theme, the title should be reminded to read, and the highlight should be at the end to attract users.

Step 3 comment/like

Comments and praises are also important evaluation items of recommendation mechanism. We need to work hard on the title copy here. First, the title needs to guide users' comments. There are many methods, including questions and answers, controversial questions, voting questions and so on.

In addition, the highlight of the comment area, you will find that the comment area is often more exciting than the content of the video. Therefore, we should attach great importance to the role of a god comment, which can push an ordinary content to the fire, and the connotation points and stems of the same video should also be there.

If there are few comments, you have to use the trumpet to see how to make good use of it to drive users in the comment area.

4. Fan activity/number

What I want to say here is, first of all, your account keeps a certain activity every day, and you don't need to update the content every day, but you can keep logging in, watch videos, like them, or communicate with others, comment on popular videos, pay attention to popular bgm, add online celebrity WeChat, and enter his fan base, all of which can bring powder. High activity, many fans and high natural weight.

5. Stay time/stay trajectory

Seeing an interesting video, many people's habit is to click on your homepage to browse, even until they finish watching it.

This kind of operation will also be recorded, which will add points. The account positioning mentioned above must be the same kind of vertical content, repeat, repeat, repeat again. Even if you write a quotation with a pen every day, with the latest popular music, it may become popular if you persist for a long time.

Some accounts do short stories or leave suspense in videos to guide users to watch the next video, which is also a way to increase the length of stay.

Fourth, content output.

It is very simple but difficult to ensure continuous content output, especially for Tik Tok personal number and enterprise number. Fortunately, everyone worked as planned.

The continuous output of personal number content is a process of overcoming laziness and needs persistence, so it is very important to do what you are good at, so that you will not feel bored.

Let's see which types of content are easier to absorb powder.

1. Close to hot spots

Either you have caught the current hot spot. For example, the hot spots of Porsche female drivers have been particularly hot recently. If you promote more social positive energy content, it is easy to bring powder.

2. Unique

The characteristic of this thing is to be different. When you put it in a crowd, you can see it at a glance. This type is either beautiful without friends or ugly to the extreme.

And if you look at it often, you will gradually ignore the appearance, but you will find the connotation and bright spot of others.

3. Technical special effects

It is not important to know some technical work, such as ps, animation, photography, editing special effects and copywriting. All these will be brought into full play to a new height through a series of technical means.

Play the emotional card

Better understand the physical and mental needs of young people, or touch the depths of people's hearts. Most people work hard and are lonely outside. Copywriting and music should impress people, and at some point it may bring you unexpected gains.