What should enterprises pay attention to in short video operation?

Since the media has truly connected everyone in today's Internet age, people have a lot of fragmentation time, and whoever can maximize the possession and use will win the market. There is no doubt that the golden age of short video marketing has arrived.

1. What is short video marketing?

20 16 is the first year of live broadcast and 20 17 is the first year of short video. Since the media is the epitome of this era. From the portal era, the e-commerce era, the mobile era, to the content era dominated by content consumption, the popularity of short videos is keeping up with the trend. And short video marketing has been mentioned and applied by more and more people, so what is short video operation?

2. Short video marketing in line with the current communication trend

(1), short videos cater to people's increasingly lazy behavior.

With the popularity of smart phones and 4G networks, the development of the Internet has entered the mobile field, and people's network behavior habits have also changed, showing the characteristics of time fragmentation and social media. In this case, short videos are easier to attract attention and spread than pictures and texts.

(2) Short videos can stimulate the emotions of the audience.

Short videos are more eye-catching than pictures and words. More beautiful, more emotional and more different than long videos. Compared with static pictures and texts, short videos always appear in a dynamic form, and the content is always accompanied by the author's emotional music, tone, plot, copy content and so on. More efforts are made to impress users with emotions and roles, so that users can establish emotional connection with products or services. For business owners, this is a perfect form of advertising. For users, short video, as a more comprehensive and stereoscopic form of audio-visual integration, makes their perception richer and more in place.

To sum up, short video marketing, as the most popular and effective marketing method, conforms to the current communication trend.

3. Short video marketing has four advantages.

(1), content planning is more professional and three-dimensional.

The production of short video content is different from the production of traditional commercials. Traditional advertising films belong to one-way communication, mainly conveying brand information, product information, service information and advertising needs. Short video content is usually spread as a local advertisement in the whole network, including short video platforms, social media and so on. It belongs to interactive communication, focusing on the integrity of video content and the originality of brand information.

So when making short videos, we need a high degree of professionalism, just like making movies, we need good directors, planners, scripts, photographers, sound engineers, lighting engineers and so on. The video produced only conforms to strong stories, hot topics and strong channel compatibility.

(2) Strong user interaction and gene sharing.

Content rooted in the mobile terminal has natural social attributes. When people see an interesting short video, most of them will have the desire to comment, share or even imitate according to the video advertisement. Different from the one-way output of traditional advertisements, short video marketing can not only let business owners express their ideas, but also collect the information that users want to express.

(3) Maximize the fan economy

This is a personalized era, as the slogan of WeChat public platform says, "No matter how small an individual is, he has his own brand". With more and more self-presentation platforms, it is possible for everyone to find their own audience and form KOL. Behind these kols are fans with high consumption and high loyalty, and they have the marketing transformation ability that cannot be underestimated. Their influence is no less than that of stars, but they are more grounded than stars. For fans, this is a kind of companionship. Therefore, they create more suitable content for fans, create more mature and systematic fan marketing methods, and maximize the economic benefits of fans.

(4) the diversity of communication methods

Traditional advertisements are usually placed on various video media, including TV, movies and video websites. But short videos are different. Short videos are for everyone and have strong compatibility. After users spread through the network, they will spread to their own social media, such as friends circle and social software. No matter which platform they use, they can increase the number of videos played and viewed, thus achieving better publicity results.

4. Short video marketing suggestions for business owners.

(1), customized original short video with KOL * * *

As mentioned above, KOL on the short video platform has gathered many fans with high energy consumption and high loyalty, so it has a very strong ability to bring goods and has a clearer understanding of the fans behind itself than advertisers. In this case, short video content customized by business owners and KOL*** can often get twice the result with half the effort.

For example, Office Xiaoye and Huawei cooperated to pay tribute to V9. Glory V9 is embedded in the video, and as the "food assistant" of Xiaoye in the office, it becomes a food tool such as chopping board and garlic clapper. In the process of food production, the perfect combination of the highlights of glory V9 products and food production has aroused the attention and discussion of the audience. Within 10 days after the release of this delicious video, the total network broadcast volume exceeded 50 million, and the cumulative broadcast volume exceeded 1 100 million. This is because it is based on the understanding of its fans and glory V9, and the short video produced is highly consistent with the tone and target audience of the glory V9 brand.

(2) Create short cluster videos with topics and scenes.

Through the launch of widely spread hot topics or activities, through various live performances, the users of the whole network will be triggered to create short videos, and finally the purpose of promoting brands and products will be achieved. For example, the popularity of the "How to Eat Tik Tok" challenge in Haidilao triggered the whole network audience to go to the store to imitate the eating methods of online celebrities such as "Gluten Stuffed with Eggs and Shrimp", "Tomato Beef Rice" and "Best Dip" smashed in Tik Tok. Haidilao created a new menu, which surprised the diners. They took out their mobile phones to shoot Tik Tok and shared this "good news" with other friends, thus detonating Tik Tok again.

(3) Short video advertisement

An important reason for the rise of short videos is that different experiences of the same life scene have aroused the audience's strong curiosity. Therefore, embedding corporate advertisements in popular short video scenes often brings huge traffic. However, due to the rapid update of hot spots, business owners need to change from process thinking to user management thinking. Only by making a good portrait of the product audience, making advertisements that match the content, further cultivating the audience and tapping the fans' psychology can we do a good job in short video advertisements.

In addition to seeking the cooperation of product placement, enterprises can also use live broadcast and short video marketing to link the on-site application of products. For example, when Sunkist launched the new product "Kiss of Sunkist Girls with White Peach and Lactic Peach Juice Soda", it attracted more than 66 million people's attention by planning on-site marketing with the creativity and on-site challenge of "Kiss of Fresh Meat". The short video produced by editing and processing the live broadcast content spread on the network, which promoted the secondary spread, enhanced the audience's memory and greatly expanded the attention of new products.