With the hot concept of video marketing and the emergence of many successful cases, various enterprises began to gradually pay attention to the short video marketing this new marketing situation, the beauty of the second college of Yi Ming Dean had mentioned in an internal seminar, 2018 will be the first year of short video for small and medium-sized enterprises, a lot of small and medium-sized enterprises have already begun to try to go to do the short video self-media, which has already taken the first step to success. Of course, for most enterprises, from 0 to 1 is not an easy thing, but also please rest assured that Xiaoyu will work with you to explore the enterprise short video marketing this piece forward.

Channel selection and maintenance

Get traffic and users, the channel is a position, so choose what kind of channel to decide whether you open the right way. So exactly how to choose channels? How many channels to choose? What need to pay attention to?

1) whether the platform tone and content positioning match

Each platform has its own attributes and characteristics, including its users are also. For example, headline users will be more male users, more suitable for some technology, automotive columns. And Meipai users will be more inclined to some young women, more suitable for beauty and fashion columns to put. If your short video is the game gaming aspect, it is more suitable for B station this kind of game users gather more platform.

Before choosing a channel, think carefully about the positioning of the short video and the purpose of marketing, and fully understand the tone of each platform and user characteristics, to see whether it matches with their own target users, is the most basic consideration before choosing a channel operation.

2) Understanding and adapting to platform rules

The platform will welcome content that is consistent in tone, but there are times when the channel may have such-and-such rules, and we need to self-adjust to make ourselves more in line with the platform's requirements. For example, the beauty of the time length and video size control, we have to cut the video to 1 minute. Video multi-channel distribution, depending on the rules of different platforms to edit the video, such as Aqiyi platform uploaded video is required to add the record number on the video.

3) Access to channel resources

Their team if there are some channel resources, such as channels can contact the channel to their own columns recommended to a good recommended position, such as the green channel, etc., which can become the basis of their own content distribution key channels.

Many platforms a good recommendation is crucial, such as today's headlines, no recommendation, equivalent to no amount. Like a little information, Netease, Sohu also. There is also a quick platform over the newbie period, trial operation to get a share, with more and more creators stationed in various platforms, the platform requirements are also more and more stringent, the usual operation to focus on getting these resources. Is there any way to help them pass quickly? Within the group, Xiaoyu will also help creators docking some channel resources, to help high-quality creators through the novice period, to gain revenue.

4) Expand channels according to manpower

In the case of insufficient manpower and financial resources, you can choose to cooperate with some channels to authorize their own columns to some channels to distribute, not only can save the manpower, but also expand the influence of multiple channels, according to the statistics of our short video assistant of the beauty second, the current market is about 60 video channels, and even can be distributed across all channels to get more exposure.

Additionally, it should be noted that do not overly rely on a certain channel, if you have accumulated a large number of fans on a certain platform, it would be a pity in case the number has an accident or is blocked on this platform.

What do I need to pay attention to in order to increase the number of plays and fans?

What if the content is published and there are no plays or fans? Not only corporate self-publishing, this is the sky-high problem faced by all short video authors. On the various important channels to enhance playback and increase powder skills in Xiaoyu's previous articles have spoken a lot, in view of the fact that this is a major proposition here will not say more. In addition, because different enterprises do short video purpose is different, some are to do brand and product exposure, spread corporate awareness, that is, to volume; there is another is to get users, and ultimately get sales conversion, that is, to increase the powder, the different purpose determines the subsequent operation and promotion of the differences in the way, for example, the flow of the ultimate purpose of the enterprise short video try to select the channel with a large user base or to do omni-channel operation. In the selection of topics as close as possible to the public, in line with the majority of audience preferences, to improve the dissemination; and to obtain users for the ultimate purpose of the short video in the selection of channels may be more biased fan channels, the selection of topics tends to be more vertical and specialized, to do a small and refined, so that there is enough fan stickiness. So there is no unified methodology here, only a few points of attention in our short video operation in the enterprise.

Good content carries its own traffic, help you retain users

The founder once said: "good content is the best communication", in fact, at the beginning of a smashed a lot of money to advertise, and then continued to produce high-quality video, to promote all kinds of people forwarding, for example, an introduction to China's personalized hotels after the video came out. Hotel circle of friends were screened, art video came out, the art circle was screened, food video, not to mention. In fact, users are not stupid, a content is not valuable, they have their own perception, just like our content we will feel after watching is dry or very trash, in short, remember, no channel and the user will refuse good content, good content comes with traffic and will attract users. Also, the title and cover are very important, I believe this point is clear to everyone.

Use the other features of the channel products

The most typical is the headline micro headlines and Wukong Q&A, we have mentioned many times before the use of these two features to help the headline number to promote and increase the benefits of the powder, this time once again take to speak to tell us that the enterprise is the same, a large number of cases, including Xiaoyu's headline has proved that, as long as you do a good job really help us to enhance the volume of playback and powder. Specific ways to operate can look at Xiaoyu's previous articles, we can try.

Paid promotion

If, say, our short video is really no volume, there is another trick is to spend money to let the audience to see your video, for example, the headlines can be used outside the number and advertisement system to put the video, microblogging micro task, fan pass, Tencent's wide point of view and so on. The advantage of paid promotion is that the promotion process is relatively controllable the promotion effect is obvious the starting speed is very fast; with the launch of the precise advertising system of each platform, the cost has become more controllable to a certain extent. Can quickly capture the market, in a short period of time focused exposure, "bombing" occupation of the user's time, or to achieve the increase in powder.

Enterprise short video is actually difficult to say that it is also difficult to say that it is not difficult to say that it is not difficult, and short video media, purely from the production of actually did not imagine that difficult, difficult to rely on the content to obtain the flow and grab the user's attention and time, that is, the operation and promotion, the last article we introduced the channel selection and enhance the amount of playback, increase in the number of powder considerations, and today we continue to introduce the short video enterprise Today we continue to introduce the short video of the enterprise, the things that need to pay attention to when operating.

Maintaining fans and conversion

For the purpose of obtaining fans for the enterprise, the maintenance of fans relative to the main want to get traffic for the enterprise is more important, each fan is a potential customer, to introduce you to a few ways to maintain fans:

Guide the interaction

Last year, a new internal policy of the headline mentioned that the rate of comments in the impact of Recommendation volume and even the weight of the index of this piece of aggravation, causing creators to pay attention. How to effectively guide the interaction? One is to let the users watching your content have to participate in the comments of the will, you can set up in the content of the controversial points, slots, as well as at the end of the video plus interactive topics; Second, they have to interact with the user, such as in the comment area with some guiding words, for example: for this issue, how do we think? Or their own with some number to comment in addition to this, the last for everyone's comments, must go to reply in time, do a good job of interaction. Don't interact with users is a very interesting thing, don't take this as a task.

Activity interaction

The first method is the lucky draw to send benefits, but also a very effective method, mainly in the comment area to select a better comment on the audience or comments were the highest number of likes of the audience, the distribution of benefits are mainly cash red packets and a variety of items. It should be noted that this method of giving benefits by lottery requires us to have the resources and ability to give out those money and items.

For example, when Chen Xiang six and a half in the release of Father's Day related video, in the QQ space, Meipai and other channels at the same time launched the activities in the comment area to select two viewers, each person to issue 500 yuan of red packets, the video's comments reached a maximum of 35,000 people.

Take the fans as our friends, there will be a gift between friends, and the occasional activity to send benefits is also a good way to increase the stickiness of the fans.

Use data analysis to optimize

In short video operation, data analysis is a very necessary part. The number of plays, comments, likes, retweets and favorites of a particular video on a single channel as well as on the omni-channel need to be analyzed to find out the factors that affect these points and optimize them for the short videos we make.

In addition to the amount of data, you can actually do some processing of the data before analyzing. For example, four rates: comment rate, like rate, retweet rate, favorite rate. It is the ratio obtained by dividing the number of comments, likes, retweets and favorites by the number of plays respectively.

The ratios obtained by doing this division make videos with many times the difference in playback comparable. It can be used to compare video data between numbers and used to optimize our video content. By looking for the data pattern of excellent videos, and then take the data of our own videos to compare, we can know which aspects of our own can still be improved and optimized.

For example, if you are also in the field of funny, you can import the ratio of papi sauce's related data into an Excel table and observe the trend, especially pay attention to the number of favorites and the number of comments. High favorites indicate a high degree of user preference for the video, and the number of comments shows which topic users are active on, which can be used as a reference for their future content selection.

In the short video operation, data analysis is very important, to observe the phenomenon behind the data, which is conducive to the adjustment of our video content, optimization has a guiding role.

The above is Xiaoyu summarized the enterprise in the process of doing short video operation and promotion need to pay attention to the place, mainly want to help from 0 start to do short video marketing enterprise to avoid stepping into some pits. About the specific operation methodology, including the title, select the cover image and how to do brand implantation to do conversion, you can look at Xiaoyu's previous articles, I hope to help you.