So how to manage the operation of new media short video? New media short video operation is a new profession, which belongs to a branch of new media operation or Internet operation system. By planning high-quality and high-spread video content related to the brand, a series of activities such as promotion, publicity and enterprise marketing are carried out to push the news widely or accurately to customers and improve their popularity, so as to make full use of the fan economy to achieve the corresponding marketing purposes.
The team must write an operation plan for the operation of new media short video accounts. Next, AAA Education writes a complete new media short video operation plan.
A complete new media short video operation scheme, including:
I. Purpose of the programme
What is the purpose of making a new media short video operation account, or an account matrix? This requires a combination of specific products or services. If there are products and services that can be realized, it is necessary to reflect the key products or services that need to be transformed in the operation of short video accounts. Compared with graphic self-media content, the realization path of short video content is shorter and more direct. The purpose of the plan should be unique, concrete and pure. Generally speaking, making money and feelings are in conflict, so we should choose between them.
What is the purpose of this new media short video account? This demand is combined with a specific product or service. The purpose of the plan should be unique, concrete and pure. Generally speaking, making money and feelings are in conflict, so we should choose between them.
Second, the target user group and account content positioning
In this part, it needs to be clear why people do content and what needs the content meets the target user group. This can be achieved by analyzing competitive customers and conducting in-depth interviews with typical target users. Positioning is not achieved in one step, and it may need to be adjusted several times. But there must be a direction at the beginning, so as not to be aimless.
How to analyze a competing account, guess the size of content team, production process, topic selection direction, target user group characteristics, cash conversion, fan operation, etc. This requires more practice. A complete new media short video operation scheme can fill in the blanks and restore the other party's operation ideas.
Third, account decoration and content production.
For account decoration, you can refer to the overall decoration idea of personal micro-signal, or refer to the decoration idea of qq space. Avatar, nickname, homepage cover, personal signature/profile, etc. In terms of content production, I want to emphasize that every paragraph update will be as detailed as a new smartphone product launch.
This part is the key point. The idea of account decoration can refer to the overall decoration idea of personal micro-signal. In terms of content production, I still want to focus on it, that is, every time the paragraph is updated, it is as detailed as the new smartphone product launch conference, and the paragraph itself is actually just one of them. Besides paragraphs, there are several aspects. A complete video contains nine factors:
1, video content selection; The more compact the selected material, the shorter the better, the conflict and reversal of the plot, the addition of popular stalks and soundtracks, and controversial comments. ;
2, cover and subtitles: the cover style is unified, and the subtitles are eye-catching and slightly suspenseful to stimulate curiosity. Pay attention to the graphic setting of the cover and unify the style;
3, dubbing, soundtrack: the use of popular elements, soundtrack tags are also important traffic portals;
4. Tags: Hot tags are important traffic portals. Self-created labels are about equal to closed traffic pools, and some official activities are also through labels;
5, video introduction text: trigger comments, likes, interactions, forwarding;
6. Address positioning: different release locations have different start-up broadcasts. The countryside is vast and sparsely populated, and there are many people in cities and towns, and the amount of start-up broadcasting is large. Online celebrity landmarks have a lot of traffic. The location of the new media short video operation scheme /xmt/23 14.html is displayed under the paragraph text introduction, which will bring emotional stimulation of identity and offline meeting. The location itself is also a traffic entrance and a traffic pool;
7. Update the release time: the specific release time starts to play differently;
8, comment area interaction: comment area interaction, comments like, can bring a second page opening. Divine evaluation is also an experience with a sense of gain;
9. Forwarding and reprinting after publishing: Forwarding friends circle, WeChat group, qq space and QQ group will bring basic boot playback. Upload, publish, collect twice, write pictures twice, and spread from multiple media platforms twice. Bring unexpected communication effects.
Fourth, fan operation.
Adding powder is the task index. The specific powder increasing strategies are divided into in-platform and out-of-platform. There are many specific methods and routines in the platform. For example, the interaction in the comment area is very important. Outside the platform, it is to connect the new media short video operation account with other self-media platforms, as well as the community, pre-sales customer service, after-sales service and offline activities.
Verb (abbreviation of verb) conversion and realization
Many people do a good job in content and the number of fans is ok, but they are a little embarrassed in the process of transformation and realization. In fact, the realization still depends on the content. If there is no psychological suggestion for the audience in the content, there is no way to guide the audience to purchase orders purposefully.
Budget and resources required for intransitive verbs
I'll give you a framework today, hoping to inspire you. If you have any questions, you can ask them in the comments section. I tried my best to answer.