Which is better to promote agricultural products, live broadcast or short video?

In recent years, relying on short video and live broadcast platforms, major specialty agricultural products have presented the story, growth process, ecological environment and cultural customs of agricultural products to consumers more intuitively through the forms of "short video+online celebrities+live broadcast", forming a new consumption scene and becoming a new marketing trend.

Real and intuitive feelings and the freshness brought by rural life scenes have attracted a large number of fans.

At present, the fields of agriculture, countryside and farmers in short videos are very popular in major live broadcast platforms. Through the content creation of short videos, promote agricultural products with local customs, thus helping the sales of agricultural products and the promotion of local tourism.

Is the era of short video coming?

Compared with pictures and texts, short videos can better express the content in IP and penetrate into the hearts of consumers. To some extent, short video is replacing graphic and text, which brings more possibilities for brand marketing with its characteristics of creative interaction, strong communication and youthfulness.

The short video of agricultural products shows the brand agricultural products in a three-dimensional way by excavating the product characteristics, and at the same time expresses the differences of agricultural products, and presents them to users in the shortest time for consumers to buy and transform.

It is not difficult to shoot and make short videos of agricultural products. The existing platform and technology are very mature, and ordinary mobile phones can complete the whole shooting and production. The key is the content output of short video.

Style positioning

To create short videos, the first is the style orientation of short videos, whether it is funny or pastoral, or popular science, food courses, creativity, animation and so on. In the process of short video creation, we need to be clear about our own positioning, and different positioning has different forms of expression.

So how to determine the short video positioning? We should start from our own resources, including product characteristics, ecological environment, or brand culture and character characteristics.

By summarizing its own products, environment, humanities, people and other elements, it expresses the differentiation of short videos and continuously outputs content.

For example, Huanong Brothers, which was very popular last year, successfully created their own short video IP by relying on short video creation of bamboo rats (reminding them not to eat wild animals during the epidemic), which also promoted the development of bamboo rats and surrounding industries; By looking at their short videos, their style is humorous and interesting. They told the audience about the daily life, growth and cooking of bamboo rats in vivid language and interactive form ... not only let the bamboo rats enter the consumers' sight, but also let the humorous image of Huanong brothers be printed in the audience's mind.

(The picture shows Huanong Brothers)

Content planning

Positioning yourself is the first step in short video creation. In the field of short video, content is also king. The content of short video is always higher than the video quality (image quality, color matching, special effects, etc. ) and content performance.

Focusing on the production, planting and packaging process of products, we systematically plan the short video creation content from the aspects of ecological environment, human history, events, hot spots, etc., and form batch content from the perspectives of products, brands and so on. Generally, one shot takes 2-3 seconds, which enriches our short video content in a relatively short video time.

Li's short video focuses on China's traditional food culture, from the choice of clothing, environment and utensils to the video itself, which has been carefully planned. In the video, she has turned her life into a poem, which has been fascinating for thousands of years.

abstract

It has always been the direction of short video marketing to output high-quality content and continuous output. From the content and interest, the brand of agricultural products will be integrated into the short video; At the same time, based on social responsibility, short videos will become a new force to help the poor and farmers, and branded agricultural products will enter the market in a more intuitive and three-dimensional way, helping to build regional brands of agricultural products.