How to do a good job of short video marketing?

In recent years, the short video platform continues to be hot, enterprises also want to promote through short video, but the traditional industry on the one hand on the short video promotion don't know how to do, here pony literacy small editor collated a number of short video marketing and promotion of the rules and techniques, share the following.

A, short video promotion channel classification

Channels are now divided into four categories are: online video channels, information clients, short video channels, social platforms

Online video channels: this type of platform is a number of specialized video sites, playback is mainly by the search or editorial recommendation to get. For example, love Qiyi, Sohu, Tencent video.

Short video channels: the number of fans of this type of channel has a greater impact on the amount of playback, jittery voice, fast hand, mei beat, second shot, etc..

Social platforms: these channels are more communicative and have a stronger spread. qq public media, qq space, microblogging, weibo, weibo, etc.

Two, how to choose the right channel?

1, their own attributes

Or you want to set up a team to start a business or you own a team, or you are in transition from the traditional industry or transition from other industries, want to do food programs, do pet programs. In that case you may upload more videos on the headline in the early stage, because there is no user in the early stage, the headline's recommendation mechanism will bring you a certain amount of volume.

And because you registered account attributes are different, may bring you the volume of incoming revenue share is not the same.

2, content positioning

The program positioning mentioned here with you, refers to the direction of your program, that is, which category you do.

For example:

One color God skills, now doing is the original life digital class, will teach some digital tips and tricks small knowledge; like love Jasmine child, she is doing is the food class, will teach the production of some of Japan's gourmet cuisine; like the Fang Yu Cheng studio, is doing is the music class video. So before doing a video program must do a good job in advance of the positioning of their own programs, you can choose their own interest or feel that the amount of do up will be very high.

In short, positioning is a very important step in your program. Program positioning determined, uploading channels will have a general direction, such as doing funny class, you may choose to upload the beauty beat.

3, short video channel characteristics

The next step is to combine the characteristics of short video channels to promote their own video. For example:

4, understand the channel crowd

Here Pony Sense briefly introduces what kind of user group of the channel, this may be more related to your video positioning.

For example, Tencent video, love Qiyi and headlines of the user's age group in the 20-40 years old, which is significantly more male than female, indicating that men spend more time on the video, in which case you may shoot some of the male-oriented things or boys interested in things to improve playback.

For example, if the age group of users on Meipai is younger, and the style is more amusing and funny, then your video may have some funny content in it when you edit it. Your video is more youthful, and the volume will be very high on Meitai.

Qzone's users are of a younger age group, so if all you uploaded is mother and baby, then the volume may not be too high.

So when choosing a channel, the channel's user base also needs to be taken into account. Comprehensive program positioning and promotional purposes to choose the right channel to upload video, understand the positioning policy of the channel, shooting and channel users in line with the video.

Three, the form of short video promotion

In 2017, short video volcanic eruption, began to enter everyone's life, and so far short video is still in continuous growth. Due to the huge traffic of short videos, most companies and marketers realize that brand promotion needs to be combined into short videos, but how to use short videos for promotion?

1. open screen ads

Open screen ads are always advertising and marketing can not miss the position, short video huge traffic entrance, making the open screen ads become indispensable to marketing advertising. However, the marketing consultant feels that this kind of hard broad investment is huge general small and medium-sized enterprises can not afford, small and medium-sized enterprises can not take advantage of the east wind of the development of short video? Of course you can look down.

2. and Netflix and platform KOL cooperation

In the brand into the short video platform at the beginning of the early stage, you can and part of the Netflix or platform KOL joint momentum, because they themselves have a strong communication power, so that in the early stage of the brand can bring a certain amount of exposure to realize the brand dissemination.

3. Single-page infomercials

There are many short video platforms now, but basically short video platforms have opened this type of advertising page, in the middle of the browsing video is not labeled as a small video ads, if the enterprise's short ah video content is attractive enough, such as creativity or music, etc., the majority of users will choose to watch, bringing a certain amount of traffic.

4. Content marketing

Participation in the platform's hot topics, similar to the microblogging hot, in the video content quality allows at the same time, can bring good traffic.

5. open number since the operation

At present, many enterprises in addition to the double micro, but also in the jitterbug open public number, the external release of the enterprise news, as an important display window of the company, this is the official short video content marketing, but this part of the need to have a professional short video marketers, is currently in the early stages of development, the dividend period is still in the pony, can be tailored for the Customized short video operation program for enterprises.

Four, the role of short video promotion

1, get fans

If your video promotion purpose is to get fans, then you choose to upload the video in the U.S. shoot is a good choice, because the number of fans of the U.S. shoot has a great impact on your playback volume.

2, brand influence

If you are trying to get a greater brand influence, you may choose to multi-platform distribution, choose some big channels like headlines, love Qiyi, Tencent, Meipai, microblogging, and so on, these platforms are well known by the people, and at the same time pay attention to the crowd is more, the exposure rate will be high, so that the chances of your brand to launch it a little bit bigger.

3, playback

Short video marketing promotion has been a must, the enterprise should be based on their own products to choose the platform and content of short video promotion, early to seize the short video marketing promotion of the dividend flow.