With the increase of new consumption and the development of mobile Internet, brands are experiencing unprecedented changes. This change comes from four main areas: new people, new products, new channels and new communication. For people, diversified and personalized consumption characteristics bring more and more fast-moving market opportunities. In terms of products, brands are oriented to consumer needs, offering more cost-effective, high-value and sensual products to meet consumer demands. In terms of channels, short-form video represents a promotional video production channel that is better suited to consumers' catalytic habits and helps brands engage consumers quickly. In terms of communication, relying on NetRed and KOLs, it is possible to offer thousands of "raw" short video content, which is realized through a strong sense of substitution and trust. It is quickly recognized. Here's the answer from Jet Digital: Step 1: Plan the entire account as a whole. The problems to be solved by the planning include, what kind of marketing objectives are solved, and there are three main categories of marketing objectives: exposure, word of mouth, and conversion. The second step: to solve the content ecology of the Enterprise, that is, what kind of content we use to achieve marketing objectives. We mainly summarize it in three forms: persona, virtualized, and emotional. We have to evaluate which of these three types of content is suitable for achieving the marketing goals of the enterprise. Step 3: Determine the marketing plan. After determining the marketing objectives and content forms, how should we form the content on Jitterbug into a better distribution effect? Before we do the planning of Jittery Enterprise we have to clarify a concept - personification. We believe that personification is the most critical step in the operation of the Enterprise, because personified content can effectively address the future marketing objectives of the enterprise, effectively realize the content form as well as carry out effective dissemination of a very important core part. Specifically, it includes four steps: (1): analyze the brand target TA with data in-depth analysis of the brand's target group on Jitterbites, including his age, gender, region, interests, etc.; (2): analyze the KOL characteristics of TA concern through the data to find the brand's target TA on Jitterbites *** with the same attention to the KOL, we need to be this type of target users on Jitterbites exactly what type of content they like, and the choice of the The best reference for choosing the type is KOL; (3): Based on KOL characteristics, we will first analyze KOL's age, gender, and content style in depth to find the KOL archetype that most closely matches the brand's tone, list the ****same characteristics, and find out the image that closely matches the brand through the ****same characteristics. (4): Strengthen the persona through high-quality content output as a basis for personalizing the brand image, and enrich and strengthen the brand persona through continuous high-quality content. After the establishment of the persona is completed, we need to start content planning, that is, what type of content to do on Jitterbug. Office segments are the form of content that most brands are doing a type of KOL, which steadily produces some Jittery Voice hotspots through the appearances of 1 or 2 people. If the brand enterprise number produces an efficient way of communication on Shake Voice, how should the content go to plan? First of all, we should be clear about the three types of enterprise number content on Jieyin at present, which are: (1) Labeled content labeling has many kinds of forms and contents, and another important feature is that labels change in real time on Jieyin, because the type of content that Jieyin users like changes dynamically, and there will be different labels at different stages. Therefore, enterprises should be more open when making tag-based content, so that the extension of the tag is stronger. Labeled content can be briefly summarized in the following forms: 1. scenes with a "strong" association with the brand/product; 2. brand persona (gender, age, identity, personality, social relations, values, etc., which can represent the characteristics of the brand); 3. content body, the common style of operation of the enterprise number type: the office of the funny / paragraph, knowledge, skills, editing ideas, situational drama, and so on. Skills, editing ideas, sitcoms, etc.; 4. Brand content: brand LOGO, products, stores, brand music, etc.. Many brands will fall into a misunderstanding when doing labeled content, they feel that labeled content is equal to brand exposure, which is the wrong idea. (2) hot content to take advantage of the situation, chasing hot spots, is the necessary law of content marketing, especially in the jitterbug this both strong operation and algorithmic mechanism recommended platform, can successfully combine with hot spots, popular events, content, it is more likely to C Road out of the position. There are two types of hotspot content: 1. social hotspots (important festivals, major activities/events, marketing nodes), successfully leveraging momentum; 2. platform hotspots (hot topics, popular BGM/dance, popular skills, popular videos), skillfully leveraging momentum. On rubbing hot spots, we have two suggestions: 1. only rub with the brand / product concept, selling point of high degree of content "potential"; 2. successful use of momentum to catch up with the hot spots, you can enrich the creative methodology (family route, entertainment route, cute baby route, knowledge and skills route), do not go down one road to the black. (3) advertising-type content advertising-type content is released in the key marketing nodes of the brand TVC / advertising / spokesman promo, more emphasis on the content of the degree of exquisiteness and exclusivity, this type of content in the release of the ads must be paired with the information flow. Many people will ask, is advertising-type content suitable for Jitterbug's planning? In fact, it is suitable for certain industries, for example, the most typical industry is automobile. When users decide to buy a car, they want to show some of the functions of the car or the performance of the use of the scene, and this kind of content is more likely to be shown through ad-based content. From the viewpoint of the content form of 3,000 Shake Enterprise numbers, 90% of them are doing labeled and hot content, and there are fewer advertising-type content enterprises. This is because advertising content needs to be equipped with a budget of the same value in order to ensure that the dissemination of the entire content is effective. So remember one thing, if you want to do advertising type content but use the label type way to spread, it is basically impossible to realize. Let's summarize what has been said above through data. From the Enterprise's content expression: 1. Influenced by the content carrier, product/brand characteristics and other factors, entertainment and gaming industries, the most favorite through the film and television/game screen editing coupled with featured voice-overs, subtitles to the regular content output; education and training institutions most favorite through the knowledge-sharing/education training and other forms of content output, and catering and food, digital home appliance industries, the most favorite through the skills sharing to output content. 2. 2. Funny paragraph content is the choice of most brands for enterprise number operation, but not the mainstream choice. The reason for this is that the threshold of funny/segment/sitcom content creation is high, making it difficult to consistently produce high-quality content and to form a strong association with the brand's persona, realizing the transformation of the path from fans to target TAs. Follow me to bring you more enterprise short video operation dry goods!