Six channels for short video distribution and promotion

1 According to QuestMobile data, in 2020, WeChat's monthly active users have reached 1.2 billion, while Weibo and Jieyin have also harvested up to 600 million monthly activity. Short video has reached 11.4% of user usage time, which has surpassed online video's 8.3% and become the second largest product type after instant messaging. Short videos have permeated every aspect of society. Looking at the big picture, from portals, to search engines, to today's social media, the marketing industry is also changing along the way. As the core social media matrix, "double micro a jitter a book" has become a must contend position for enterprise brand social marketing, and social marketing is increasingly becoming the focus of brand marketing expenditure. 2019 is the outbreak of short video marketing, 2020 is known as the first year of live broadcasting, and this year, the video number is also gradually letting go of the inside, which inspired a large number of self-marketers to participate. Media people participate, who has fans who hold the flow, goods need quality traffic, traffic needs quality goods, traffic can be realized to have value!2 With the total number of mobile video users, the user's viewing stickiness and activity have been greatly improved, from the point of view of the viewing time, mobile devices such as cell phones and PADs have become the preferred channel for Chinese people to watch videos. On the one hand, with the booming development of short video platforms and live broadcasts, a large number of video creators tasted the wind dividend, on the other hand, text pictures as a conventional content carrier, has failed to meet the needs of the public, in the era of information overload, the video just like a new hope, a large number of corporate branding chooses video as the focus of the form of dissemination, in an attempt to reverse the situation of the production of content is not easy to imitate the situation of replication. However, the video made, but no promotion and dissemination, equal to do nothing! All of my personal self-media video in microblogging video number, jitterbug also synchronized update, microblogging now build microblogging video number, there is traffic support, a video casually sent a few minutes to read the amount of broken three thousand, as if more than the video number of the flow itself are not small, and there are a variety of subsidy policies, it is recommended that we also go to pay attention to the microblogging video number, more than one distribution platform, more points of exposure, is always a benefit. Xiaohan also often communicate with Shenzhen Bohu film and television team, short video is an important form of new media content, is now favored by more and more brands, and then the cost of producing a video itself has been relatively high, how to promote a video, so that it reads a million? Really play a role in new media brand marketing communication? My answer is: short video communication, to Jitterbug as the main position, and other mainstream short video through the matrix, and then supplemented by other video platforms and self-media promotion, to achieve the whole network integrated marketing and promotion, is the king's way!3 First of all, even a small brand can have its own Jitterbug number, the enterprise Jitterbug should be continuously updated as a core position. Entering 2018, "two micro a jitter" has become the focus of major corporate brand marketing, in June 1, 2018 Jitterbug launched the enterprise number, which is also a platform type of enterprise, to provide different value services to different user groups must go through. When the user scale, use habits, crowd portrait and other cases with sufficient, the value of business operations is increasingly prominent, just as WeChat launched the public number and the circle of friends ads at that time, only at this time the jitterbugs in the visual scene marketing, the formation of a different user memory point. By creating the enterprise's own traffic pool through Jittery Voice, the brand communicates with young users through video in such a position as an officially certified enterprise, conveying the fun, practical and entertaining side of the brand. From the traditional media era of television stations to deliver content through short videos, to the Internet era video sites to microfilm, short videos, etc. to get huge traffic, the mobile Internet era, it is clear that through the short video communication has been an important way of communication between people, brand and user communication, so the enterprise jittery voice as a core position of the content to continue to update. Secondly, the short video content matrix platform through the release. Take the video as product content, all you have to do is to distribute in the video medium. For example, the fast hand, WeChat video number, b station, microblogging video number, microvision, volcano, watermelon short video, belongs to the short video distribution of the first line of position. Jitterbug short video and today's headlines, volcano small video through, between the platform identity and rights and interests synchronization, information matrix through the idea of two points: 1, between the platform content synchronization play: Jitterbug short video, today's headlines, volcano small video, the brand with the Jitterbug or headline account to apply for authentication through the identity of the inter-platform and the rights and interests of the synchronization; 2, the cross-platform enterprise matrix construction: regardless of whether it is in the microblogging, weibo, there are other social platforms, and then to the Jitterbug enterprise number, the establishment of the official number of the enterprise is the beginning of the matrix, differentiated positioning of different platforms, content features and platforms in line with the content style, but content style should be consistent with the brand tone, so that different platforms of the user base of the brand have a unified cognition, but it is due to the different ways of expression of the content to love the brand on your different platforms on the size of the video requirements of specifications are also different, the operators need to treat the problem. Need to treat the symptoms. Furthermore, other video platforms publish the whole network. From the data performance of the major video sites, Tudou Youku, Tencent video is a senior platform, belonging to the five-star must be released; Aichiye and LeTV can not be ignored, the growth is obvious, and there is an advertising share program. Ai Rui MUT data show that in 2019, the monthly viewing time of Aikiye APP reached 2.35 billion hours, and Tencent video APP was 1.63 billion hours, compared with January 2018, an increase of 67.5% and 123.2% respectively. In addition, the AB station, where the user label is young and entertaining, should not be missed; there is also a short video to promote the best watery seconds, seconds and microblogging are open, which completes the basic video platform release. In the video platform, you can also do patch advertising placement, that is, in the Tencent video all-network film and television drama content, their own choice of user labels, regions, shooting 15-second patch video, uploaded backstage, you can be in the Tencent video popular film and television drama title advertising display. In the video platform all-network placement, it is necessary to count the data of each platform and divide the priority. In addition, other self media platforms are distributed. For example, today's headlines, has been a large flow of short video support, Tencent Penguin, because other social products with Tencent is through the relationship, for more than high-quality content, will be in the Tencent News, Daily Express channel recommended distribution, Tencent's own social networking system of the flow of large can not be underestimated, as well as the Baidu Baike, a little bit of information, Sohu self-media, NetEase self-media, Phoenix self-media, are worthy of business! stationed in the media, and distribution of high-quality video content. Early logical thinking, is the use of video, to create a self-media form of development, this content requirements are very high, the need for high-quality unique perspective, to attract accurate fans, the team requirements are also high, the early need to pay a lot in order to accumulate a large number of seed users. Finally, the new media end of the large number of placements. New media because of the strong social attributes, so too official and serious video content, it is not suitable for dissemination here, the need for humane, heartfelt, entertaining content, this is the basic threshold, or user diversion will be very difficult. Weibo put video, it is recommended to use the form of soft + video, the effect is often better, Xiaohan previously put a few marketing video, 100,000 fans of the trumpet, the video reading volume can generally reach 30,000. At the end of the day, recommend a Baidu video own promotion. Want to publicize the video in Baidu search station, we can directly buy out the keywords, Baidu's video search column fixed advertising space, video location show. This video playback is very high, before Xiaohan try to promote to the customer video online 3 days to watch over 10,000, and the cost is only bidding account keyword click fee. More comprehensive video promotion methods basically include the above several means, I believe we get a lot of traffic after the traffic began to think about how to convert the traffic. The first is to directly add marketing and promotional information to the video, so that users can see, then this violent increase in powder suitable for self-media mode, this kind of fans are more accurate and valuable. The second is to implant the product or brand information in the video, more hidden, but the conversion is lower. Video promotion is best for the whole network matrix release, combined promotion, and what other means of promotion, welcome to add. Wendo successive, often can not be judged by the age of the young to judge, the competition is also so, after all, the former wave was the latter wave shot on the beach of things, in the long river of history abound. In the era of big data, data analysis has become a core competitiveness, as the saying goes, "know yourself and know your enemy, and you will not be in danger in a hundred battles", through professional jitterbug data analysis, not only can you understand the industry's latest gameplay, but also learn the peer's popular "routine", twice the result with half the effort. The data included in the big clue data platform is the most in the whole network, and the function is also very comprehensive, providing video ranking, live broadcast analysis, e-commerce data analysis and other services, which can help people, merchants or MCN organizations to better create and operate short videos. Most importantly, the functions are all free and open for use.