What can I learn from the media platform?

Combined with my own learning experience in self-media courses, I have gained a deeper understanding and cognition of self-media knowledge and gained a lot. Simply share some dry goods and some tips for self-media operation to avoid into the pit.

First, what is self-media?

1. Traditional media: newspapers, magazines, radio and television.

2. New media: Internet media (Netease, Sina, Sohu Youku, iQiyi Tencent Video, Weibo, WeChat).

3. Self-media can be understood as its own media. In the era of mobile internet, everyone is a media, and can publish content anytime and anywhere, with network, equipment, computer and mobile phone.

Since the media platform (Tik Tok WeChat video number Xiaohongshu, today's headlines, hehe)

Individuals and enterprises can provide users with live video, graphic and audio services through the media platform. The characteristics of media are interactivity, two-way, diversity and universality.

Second, how to make money from the media?

1. Traffic equals money.

2. Publish content to attract users' attention and generate traffic realization. Attract users' attention, and users' attention will continue to increase powder, resulting in more traffic realization.

3. Seven ways to make money:

① advertising sharing, platforms with advertising sharing (today's headline, wow, 100, enterprise number iqiyi greater than 1, 1, Zhihu video), platforms with advertising sharing (Tik Tok, Aauto, hurry up, little red book) and platforms with advertising sharing are all videos in progress.

(2) Business orders, including trading platforms and private orders.

(3) With goods, there are videos, live broadcasts and pictures.

4 live broadcast depends on rewards.

5 knowledge payment has a column course tutorial f private domain traffic: it can be drained through the whole network and sold in a certain closed space.

⑥ Platform incentive: there is a platform activity draft, which is posted and published.

Third, the purpose of making short videos from the media

1. job empowerment: boss executives, drainage, brand inspiration content e-commerce sales channel promotion. Ordinary employees, drain the industry 1 prepare for future entrepreneurship.

2. Professional operation

3. Freelancer: The direction is the creator UP, a major blogger and online celebrity.

4. Part-time income

Fourth, the field of short video types

Patiently understand each content form, first be a qualified audience, fans and users, and read more content.

1, long time:

① Short video (within one minute, the video number thresholds of Tik Tok, Aauto Quicker and WeChat are low, allowing users to reach the climax in a short time).

② Intermediate video (1 to 30 minutes, there is a beautiful watermelon video with a threshold and certain professional ability and production ability), which is friendly to newcomers.

③ Long videos (more than 30 minutes, like Youku, Iqiyi and Tencent videos, with high threshold).

2. According to the output:

① Real shooting class

A, MV style (beautiful girl Xiaohui, Chen Lianren is not easy)

B, technology (the representative is the car-burned gyro that Tiger Brother said)

C, speech style (on behalf of Vision Wei Finance and Economics, looking at the economy from a distance)

D, vlog style (vlogo is represented by wheat, and Xiaomi log's brother-in-law loves cookies)

E, multi-position fine cutting (Han Jing event) is generally a word, cut a picture.

F, plot jokes (at 6: 30, there is a worried son, a detective Xiaoyu, Sean)

G, evaluation type (dad evaluation, fake king) H brings goods.

(Ye Gongzi, bankrupt brother and sister)

② Secondary category:

Use other people's video works for secondary creation, instead of making your own video.

I. Explanation

There are movies: (representing poison tongue movies, old heresy movies, Shi Jun's drama movie microphone)

Entertainment: (A Huan's list, said by Lao Zhao)

Games,

Big science: (with global archives, wizard finance disguised tiger)

History: (Qing history theory, Zhu Xiao's history class explores history)

Mixed shear

(The breeze in the harbor circle is peaceful, and Xiao Jia has mixed feelings)

C, inventory (random inventory inventory giant sad little peas)

D, dubbing (baked yam, [funny dubbing 1 Xudu bar)

E, screen recording class: course tutorials do not appear on the screen to record and explain.

For example: excel self-taught animation videos, hand-drawn videos (you don't have to shoot videos yourself, such as Qing history and Zhu Xiao history class, which is an exhaustive strategy and a moment of deep thinking).

③ Domain classification:

1. Pan-entertainment: the traffic is large, but the traffic is not valuable (there is a mood of film and television entertainment, and funny anime talents imitate lip-synching vlog)

2. Vertical areas: small but valuable flows (technology, automobile, finance, digital, workplace, military, fashion, international tourism, parenting food, history, furniture, sports, education, agriculture, rural areas and farmers).

5. What platforms can we do from the media?

1: A video can be distributed to all platforms.

2. What platform can I make?

1 must-do platform: medium video (today's headlines, etc.) short video (Tik Tok, Aauto Quicker, WeChat video number).

② Platforms with operational value, with short videos including Little Red Book and medium videos including Zhihu and Iqiyi.

③ Foreign high-quality platforms: Chinese video YouTube, short video Tik Tok.

④ There are benefits: Tencent Penguin, divided into advertisements and content distribution (Daily Express Tencent News QQ Space QQ Browser WeChat Take a look at the application treasure). Alibaba's big fish (composed of UC Youku potatoes with advertisements).

5 Operational ability: WeChat official account is necessary for enterprises, but it is not recommended for newcomers. Weibo from the media, video number, enterprise size must do, newcomers are not recommended.

⑥ Voice from media platform: Himalayan, litchi FM

7 small platform, Netease, a little information, interesting headlines, Sohu.

Sixth, algorithm recommendation

Decentralization, it is up to the machine to decide what kind of works to recommend to users is fairer. Newcomers have the opportunity to make explosive videos, which are widely adopted by media platforms.

Recommendation process:

1. Send content-review-pass without violation. Recognition means that the content is qualified, not high quality.

2. The title of the system calculation content introduces the type, etc. Then calculate the user's gender, age, hobbies, browsing historical environment, regional model and so on. Then match with the user according to the calculated content.

3. Cold start: recommended to a small number of users after calculation, will be recommended to fans first, generally above 100. Account number is abnormal, most videos are recommended to be zero or lower than 100 or very few. The limitation period is generally 1 to 2 days, and the longest is 90 days.

4. Evaluation calculation: User feedback is good, continue to recommend. User feedback is poor, not recommended or less recommended.

5. Attenuation: stop recommending or reduce recommending similar users. After a period of time, due to the change of user behavior characteristics, similar users become less and less. Life lasts 2 to 3 days, and the longest week may be 90 days.

Seven. Video sizes of different platforms

1. Chinese video,

Horizontal video is mainly in watermelon video,

Size 16: 9

Reach1920x1080p2k/4k/720p.

2. Short videos, mainly including Tik Tok, WeChat video number, Aauto Quicker and Little Red Book.

Reach 1080* 1920p.

The minimum is 720x 1280p.

Note: WeChat video number also supports 1920* 1080p.

Horizontal video can also be sent to platforms such as Tik Tok and WeChat video number.

Eight, content positioning

1. Think about three questions:

① There are more similar authors and more users' choices. Why do users want to watch my videos? (Realize domain segmentation and differentiation)

2 Watch beauty videos and follow my fans. Will they be interested if you send a history video? (you can't send everything, you have to operate vertically and only do one field)

There are so many works of the same type on the platform, why does the platform give me traffic? (The content is recognizable, which can help the platform retain users, have commercial value and help the platform make money.)

2. How to fight our way out?

Do vertical operation and subdivide the field.

(such as video commentary,

By region: Hong Kong drama, Korean drama, American drama, domestic drama,

According to the classification, it can be divided into: science fiction, martial arts, emotion, love, military, commercial warfare, palace fighting, suspense, inspirational, Machiavellian, spy warfare and so on.

According to the classic old dramas, they can be divided into Empresses in the Palace, Eight Dragons and Princess Zhu Huan. IP vertical.

According to style: funny, different perspectives, popular science).

Identify differences (design advertising language to make people remember you, BGM, copywriter, editor) Pay attention to more than ten creators in the same field to learn and analyze, and find benchmark authors.

position

what do you want to do? What are the characteristics of the content?

How to reflect it? Direct (with name, avatar and introduction, users will know your account location after reading your name, introduction and avatar)

Nine, account avatar

1, located according to the content.

2. Forbidden area: QR code, regent, contact information, other platform information, copyright pictures.

3, principle: in line with content positioning, high recognition, so that fans can easily remember you. Don't change your avatar frequently, fans won't find you.

4, avatar: personal picture (self-portrait, image photo, life photo PS beautification)

5, logo design, company logo, text head, product head.

Ten, naming related, according to the content positioning.

1: Newcomers don't have to be too entangled. Most platforms support changing more than twice a year. If you are strong enough, you can choose any name.

2. Eight naming principles:

A, non-marketing category (such as so-and-so slimming tea)

B, easy for people to find you (don't add special symbols, English name is uncommon, simple name)

C, it is easy to remember you (simple and short, no uncommon words)

D, three consistent (consistent content name, consistent platform, consistent account introduction)

E. Anti-counterfeiting (don't use separable Chinese characters, such as Ming, Day and Month).

F, not high imitation (don't imitate the names of other authors)

G, don't break into the restricted area (exaggerated publicity, such as the best mask, the first furniture brand in China. Involving politics, other people's trademark company names, vulgar and immoral, unqualified socialist harmonious values)

H, and customer orientation.

3. How to name it:

I. Vertical field

Nickname+field: such as poison tongue movies, wizard finance, Tiger Brother talking about cars,

Description+field: teach you how to interview attentively, and you are an old gun in the car industry.

Real name+field: if you look at the economy from a distance, a car.

Real name+occupation: such as Mr. Li Yongle, Dean of XXX College.

B, local number

Region+Nickname: Eddie Peng Yuyan Yuyan from Guiyang, Sister Tao Zi from Zhongshu.

C. Personal IP

Real name: Li, Hu Xijin.

Strong people are set to head size, star.

The stage names are: Grandma Pan, Li Er and Grandpa Zhou.

D, pan-entertainment

Follow one's inclinations: I will get off work in one day and take you to eat melons.

E, corporate brand

Such as: Today's headlines, Alibaba, Gree Electric.

F. Virtual ip

Such as: Elvis Presley food, the young monk's bomb.

4. Peer reference: Pay attention to more than ten high-quality accounts, and you will know how the name came from.

XI. Account introduction, according to the content.

Function: users know you, let them remember you, give them a reason to pay attention to you, and let them know what you do.

What to write:

1, slogan

2. Value brought to users

3. Personal introduction

4. Content characteristics

5. Live broadcast time

Step 6 guide private information

7. Contact information

Step 8 decorate

Peer reference

Twelve. What should I do?

Choose according to the purpose of making short media videos.

1: Work authorization:

① Business owners, executives and employees (content e-commerce drainage, private domain traffic, online sales system. )

② Selection of operating products and services: formulate corresponding contents.

2. Others:

① Professional management, freelancing and part-time income

2 Have a job: WeChat, have a job to buy energy,

3 own specialties: talent, etc.

4 occupation: designer, engineer, etc.

⑤ Own advantages: food, child care, etc.

⑥ Secondary creation: commentary, no appearance (film and television commentary, entertainment commentary, game commentary, etc. )

Editing: no appearance, no scriptwriting, no dubbing (video editing, game editing, etc.

Full of dry goods, professional teachers, and eager micro-customers are really good!