How do enterprises do short video operation well?

With the increase of new consumption and the development of mobile Internet, the brand is undergoing unprecedented changes. This change mainly comes from four aspects: new people, new products, new channels and new communication. For people, diversified and personalized consumption characteristics have brought more and more rapid market opportunities. In terms of products, the brand is guided by the needs of consumers, providing more cost-effective, high-value and perceptual products to meet the needs of consumers. As far as channels are concerned, short videos are the representative of promotional video production channels, which are more suitable for consumers' catalytic habits and help brands attract consumers quickly. In terms of communication, online celebrity and KOL can provide thousands of "original" short video content, which is achieved through strong substitution and trust. It was quickly recognized. Next, Jiean Mathematics Department will answer your questions: Step 1: Make an overall plan for the whole account. The problems to be solved in planning include what kind of marketing objectives to be solved. There are three main types of marketing objectives: exposure, word of mouth and transformation. Step 2: Solve the enterprise's content ecology, that is, what kind of content we use to achieve our marketing goals. We mainly summarize it into three forms: artificial, virtual and emotional. We should evaluate which of these three types of content is suitable for achieving the marketing objectives of enterprises. Step 3: Determine the marketing plan. After determining the marketing target and content form, how to form a better content communication effect in Tik Tok? Before planning Tik Tok enterprise, we should define a concept-personalization. We believe that personalization is the most critical step in enterprise operation, because personalized content can effectively solve the marketing objectives of future enterprises, effectively realize the content form and effectively spread a very important core part. Specifically, it includes four steps: (1): analyze the brand target ta, and deeply analyze the target population of the brand in Tik Tok with data, including his age, gender, region, interests, etc. (2): Analyze the KOL characteristics that TA pays attention to, and find the KOL that the brand target TA pays attention to in Tik Tok through data. We need what kind of content this kind of target users like in Tik Tok. The best reference for choosing the type is KOL(3): based on the characteristics of KOL, create a personalized brand image. First of all, we will deeply analyze the age, gender and content style of KOL, find the KOL prototype that best fits the brand tonality, list the * * * features, and find out the image closely integrated with the brand through the * * features. (4) Based on the output of high-quality content, strengthen personal design, personalize brand image, and enrich and strengthen brand personal design through continuous high-quality content. After personalization is established, we need to start content planning, that is, what kind of content to do on Tik Tok. Office jokes are KOL-like content forms that most brands are doing. Through the appearance of 1 and 2 people, some hot spots of Tik Tok have been produced steadily. If brand enterprises produce an efficient way of communication in Tik Tok, how should the content be planned? First of all, we need to define three types of enterprise content on Tik Tok. These three types are: (1) Tagging of tagged content has many forms and contents. Another important feature is that tags change in real time on Tik Tok, because the content types that Tik Tok users like are dynamic, and there will be different tags at different stages. Therefore, enterprises should be more open when making tagged content, so that labels are more malleable. The tag content can be simply summarized in the following forms: 1. Scenarios with "strong" association with brands/products; 2. Brand personality (gender, age, identity, personality, social relations, values, etc. , can represent the characteristics of the brand); 3. Content theme, common style types of business operations: office jokes/jokes, knowledge and skills, editing creativity, sitcoms, etc. 4. Brand content: brand LOGO, products, shops, brand music, etc. Many brands will fall into a misunderstanding when doing tagged content. They think that tagged content is equivalent to brand exposure, which is a wrong idea. (2) Hot content is an essential rule of content marketing, especially in Tik Tok, a platform with strong operation and algorithm mechanism recommendation, which can be successfully combined with hot spots and hot events, and the content is easier to get out. There are two hot topics: 1. Social hotspots (important festivals, major activities/events, marketing nodes), successfully taking advantage of the situation; 2. Hot platforms (hot topics, hot BGM/ dance, hot skills, hot videos), cleverly taking advantage of the situation. We have two suggestions about hot spots: 1. Only wipe the "potential" of the content that is highly compatible with the brand/product concept and selling point; 2. Successful pursuit of hot spots can enrich the creative methodology (family line, entertainment line, cute baby line, knowledge and skill line), and never go all the way to the dark. (3) Advertising content Advertising content is a brand TVC/ advertisement/spokesperson propaganda film released at key marketing nodes, emphasizing the exquisiteness and exclusivity of the content. When such content is released, it must be accompanied by information flow advertisements. Many people will ask, is the advertising content suitable for the planning of Tik Tok? In fact, it is suitable for some industries, such as the most typical industry is the automobile. When users decide to buy a car, they want to show some functions of the car or the performance of the usage scene, and this kind of content is easier to show through advertising content. From the content pattern of 3000 Tik Tok enterprise numbers, it can be seen that 90% enterprise numbers are doing tagged and hot content, and there are few advertising content enterprises. Because advertising content needs to be equipped with the same value budget, in order to ensure the effective dissemination of the whole content. So remember, if you want to advertise content but spread it by means of labels, it is basically impossible. Let's summarize the above contents through data. From the expression form of Enterprise: 1. Influenced by the content carrier, product/brand characteristics and other factors, the entertainment and game industries like to output regular content through film and television/game screen editing with featured dubbing and subtitles; Education and training institutions like to export content through knowledge sharing/education and training, while catering and digital home appliance industries like to export content through skill sharing. 2. The content of funny jokes is the choice of most brand operating enterprise numbers, but it is not the mainstream choice. The reason is that the creative threshold of funny/funny/sitcom content is high, and it is difficult to continuously produce high-quality content, and it is also difficult to form a strong connection with brand people and realize the path transformation from fans to target TA. Follow me and take you to know more about the short video operation of dry goods!