How to operate and promote short videos?

The short video operation and promotion methods include hard advertisement promotion, content placement advertisement, content customization, online celebrity activities and account operation, as follows:

1, hard advertising promotion

Hard advertising is familiar. The pure advertisements we see and hear in newspapers, magazines, radio and television, and the Internet are all hard advertisements. Hard advertising is the simplest and most direct publishing method on short video platform. Simply put, it is to expose the product by paying. To put it bluntly, it is to spend money to buy traffic.

2. Advertising with embedded content

It is an advertising method to integrate representative visual brand symbols into film and television or stage works, leaving a considerable impression on the audience, thus achieving marketing purposes. "Product placement" is an advertising method that rises with the development of movies, TV and games. It refers to deliberately inserting the products or services of merchants into the film and television plots and games to achieve a subtle publicity effect.

3. Content customization

According to the needs of consumers, the audience relationship management system is used to issue accurate advertisements to consumers. The logic of content customization is similar to the idea of traditional advertising, but different from traditional advertising, it takes a long time, the mode of communication is single, the content of content customization video advertising is shorter and the explosion points are dense. Compared with brand information transmission, it is hoped that their video content will become interesting stories, and the effect of secondary and multiple dissemination can be achieved from a single short video platform.

4. Online celebrity activities

Network celebrity activity refers to promoting brand marketing through network celebrity effect, just like traditional advertisers signing star singers as spokespersons. In short video marketing, the influence of online celebrities or KOL can bring more explosions to the brand. Its core marketing difficulty lies in the need to formulate appropriate publicity programs according to marketing objectives. It takes a long time, cost and money to select celebrities in the cooperative network and plan activities, and there are certain requirements for the platform.

5. Account operation

Many brand operators have also settled in the short video platform and opened their own official accounts. Food products such as Wangzai and digital products such as Xiaomi have achieved good publicity effects, and Tik Tok and Aauto Quicker have also become new advertising products besides the official accounts of Weibo and WeChat.