How to promote the operation of video number?

After several months of user fermentation and functional iteration, the WeChat video number has successfully entered the public's field of vision and become one of the most important content consumption sectors in the WeChat system. First of all, we briefly summarize the video number from four dimensions: entrance, function, content and promotion. At present, the video number has multiple entrances inside and outside the station, such as WeChat official account tweet insertion, friends circle, WeChat group, discovery, WeChat search, online and offline scanning code, etc. There are more and more functions, such as live broadcast, small shop, official WeChat account, hashtag homepage, @ account interaction, location positioning, account authentication, etc. The basic functions required for the operation of new media can basically be met. In terms of content, the content distribution mechanism includes friend praise, algorithm recommendation, proximity, attention and so on. Content types were initially limited to the direction close to real life, but now they are gradually expanding, and all-encompassing content can be seen on the video number. With the increasing concern and participation of enterprises and various media, some methods of video number operation and promotion have been explored and precipitated, such as hot topic challenge, KOC circle promotion, large-scale mutual assistance linkage, and WeChat official account tweet insertion. Next, I will give a comprehensive analysis and explanation of the video number with the topic "How do enterprises operate the video number". This article can be used as a simple version of the video number operation manual. First, the role of enterprise operation video number Tik Tok, as a leader in the field of short video, has achieved great success. What are the chances for the WeChat video number to come in at this time? 1. Compare Tik Tok and WeChat video number. The difference between the two is mainly reflected in four aspects: platform style and tonality, algorithm mechanism of content recommendation, selling ability and content operation logic: (1) platform style and tonality: adhering to the undifferentiated style of WeChat, the content published according to Zhang Xiaolong personalized video number is usually 6: 7 and 16: 9. This is completely different from Tik Tok's way of using full screen and emphasizing the immersive experience when users watch. The slogan of the video number is "Everyone records real life", so the starting point of WeChat is to hope that users can publish something closer to real life and pay attention to the warmth and coldness of the world, while Tik Tok prefers pan-entertainment and content that young people find cool. (2) Content recommendation mechanism: Socialization is the main recommendation, and the timeliness of content is not so important. Wechat products always focus on the strategic direction of acquaintance socialization, and video numbers are no exception; After entering the video number from the discovery portal of WeChat, the default first section is "Friends Like", which shows all the content that WeChat friends have praised; Therefore, in the content distribution mechanism, the video number mainly depends on the way recommended by acquaintances in social private domain. Under this special recommendation mechanism, the timeliness of content becomes less important. For example, a content released ten days ago was praised by one of your WeChat friends today, so when you open the video number, this praised content will appear in front. (3) The logic of content operation: high-quality content is the foundation, and refined operation can generate explosions. A content distribution mechanism based on video number social and private domain recommendation, in order to become an explosion, in addition to the very high quality and attractiveness of the content itself, the promotion and operation of the content is also essential; Only when more people like it through operational means can the content spread explosively by using the social circle layer. At Tik Tok, we pay more attention to the video content itself, and the system will score the comprehensive quality of the content according to "like, share and video playback rate". As long as your content is good enough, it will continue to be recommended to more people, get more traffic, and eventually become an explosion. (4) E-commerce sales with goods: Compared with simple and rude sales, the video number of private domain traffic can be precipitated first. At present, it is online in a small shop (it can be understood as an upgraded version of EC applet), and goods can be sold through this small shop during live broadcast, similar to Tik Tok live broadcast with goods; However, the video number does not have a function similar to the window of Tik Tok, and the release of short videos cannot be directly drained to the store. However, after all, WeChat has the natural advantage of precipitating private domain traffic. When releasing a short video, you can add a jump link at the bottom of the video to guide users to add personal or corporate WeChat, and then precipitate traffic for private domain operation, which is a very good supplement for simple and rude live broadcast. 2. What can an enterprise get from operating a video number? At present, most enterprises and self-media are in the exploration stage. According to the known situation in the market, the function of operating video number to enterprises is mainly reflected in the following aspects: (1) traffic bonus period, free traffic and exposure. At the end of June this year, Zhang Xiaolong's circle of friends said that the number of users of video number had exceeded 200 million, and at present, the monthly active users of WeChat are as high as120,000. As a strategic product relying on WeChat, video number will have a very big future. At the same time, the WeChat video number can not only send videos but also send pictures. For enterprises, it is entirely possible to open an account to occupy a pit first, and then send the content on other socialplatform on the video number again, so that free traffic and exposure can be obtained at a very small cost. Why not? (2) Drain the official WeChat account, and support adding the article link of the official WeChat account under the content published by the video number of private domain traffic. In the case that the tweet opening rate of WeChat official account continues to decline, the video number can be an effective channel to drain the tweets of WeChat official account. After users jump to the official WeChat account Twitter, they can further guide users to EC applets or personal WeChat, and complete the closed-loop marketing of private domain traffic from drainage to operation to transformation. (3) Brand user interaction and brand promotion linkage Although the video number does not have an exclusive topic square like Tik Tok, the video number can also launch a hashtag topic, and all videos under the same topic will appear on an integrated topic homepage; Brands can initiate topics, users can shoot videos to participate in topic challenges, and realize the interaction between brands and users. If the user portraits of the two brands are similar, you can also use the @ function to carry out linkage and cooperation between brands when publishing content, and accurately drain the video numbers of both parties. (4) The live broadcast function of e-commerce with goods and sales transformation was fully tested at the end of 10. Enterprises only need to open a small store function, and they can sell goods directly when they broadcast live. The specific sales and interaction methods are similar to those of Tik Tok, so I won't introduce them in detail. Second, the analysis of the current situation of enterprise video number 1, the browsing path of enterprise video number users is more complicated, so it is needless to say that looking at the picture directly. Second, most enterprises are in the wait-and-see and groping stage. Few enterprises will produce content specifically for video numbers, and most will publish materials on other platforms simultaneously. There are probably several mainstream account types: brand promotion, advertising, activities, trends, events and so on. The video number is regarded as a publicity channel for brand content. Popular science knowledge, release some teaching knowledge related to enterprises, such as healthy diet, exercise, common sense of life, etc. For example, Nike's video number specially invites sports stars to release a sports teaching video every week. Product promotion is mainly the advertisement of some products, the display of product details, or the implantation of products in the content. The product videos on the GUCCI video number are very pleasing to the eye, and people can't help but want to watch them several times. In addition, there will be some personalized accounts for creating IP, performance accounts for playing small theaters, story accounts for telling stories and paragraphs, and so on. 3. The common explosive content of video number is based on platform tonality and positioning close to real life. The explosive content types on the video number are somewhat different from the pan-entertainment content on Tik Tok, and the content related to life, knowledge and stories will be more popular on the video number. The following picture shows the explosion content of video number of TOP 10 type, which is very worthy of reference: 3. Enterprise video number 1 operation suggestion. Want to know the positioning of enterprise video number and the functional positioning of enterprise video number first. What should enterprises get from operating video numbers, which is to enhance brand awareness and establish brand image? Or interact with users? Or as a sales channel for products? Secondly, the role positioning of video number. To communicate with users on the new media platform, we should treat both enterprises and users as real people, so we need to find out what role enterprises play when they get along with users, friends. Family? Best friend? Expert? Partner? This paper introduces a RCSC model, which can help enterprise video number to create a three-dimensional personalized image: 2. Content strategy and matrix of enterprise video number According to the functional positioning and role positioning of video number, we can logically deduce the content strategy and content matrix of video number to guide the output of appropriate content. Content strategy refers to the dimension and direction of content published by accounts. If the functional orientation of an enterprise is to promote transformed products, then the combination of "brand activity+star planting grass+product promotion+knowledge popularization" is the content strategy of product promotion account. The content matrix is further refined on the basis of content strategy. For example, brand activities can include brand TVC, brand activities, brand interaction and so on. And star planting grass can include star commercials, star wear, star oral broadcast recommendation, etc. A complete content matrix is formed by integrating the content strategy with all the refinement parts. 3. Enterprise video number operation strategy In the process of video number operation, the enterprise mainly aims at realizing the three operational objectives of video number promotion, brand and user interaction and effect transformation. Based on the existing function of video number, three goals can be achieved through the following ways: video number promotion: participating in popular Hashtag topics, inserting video numbers in official WeChat account posts, promoting KOC or KOL praise circles, forwarding the spread of friends or communities, mutual drainage among brands, indirect drainage of accounts on other social platforms, etc. User interaction: initiate Hashtag topic challenge, award-winning interaction in comment area, barrage interaction at the bottom of video, etc. Effect transformation: open a small shop to do live broadcast with goods, insert a tweet link at the bottom of the video number, and then guide it to the EC applet or personal micro signal. It is said that a window function similar to Tik Tok may be launched in the future.