1. Portrait of target audience
Judging from the user groups of the questionnaire survey, it is mainly concentrated in the scope of college students. There are more women, aged between 18 and 25 years old. The monthly consumption level is generally 1 1,000-2,000 yuan, and some of them are below 1 1,000 yuan. Moreover, most people are not satisfied with their living expenses, and occasionally or often feel that they are not enough.
Suppose the user:
Name: Xiaoqing
Basic attributes: mainly young people aged 18-25,
Consumption characteristics: cautious consumption, high cost performance, and hope to get a good experience at a lower cost.
Social behavior: active in social video platforms, interested in some novel content.
Psychological characteristics: active and lively
Watch the scene: When the living expenses are tight, search for related keywords such as "10 yuan" and "poverty" on the video platform. After seeing this series of videos, click to watch.
2. Market analysis:
2. 1 Industry Status Analysis
In recent years, the popularity of vlog has increased year by year, and more and more UGC content has appeared. Bi Li Bi Li and Watermelon Video have become popular short video gathering places, with a large output every day, attracting many young people and even middle-aged people. It is necessary to splice clips on the basis of a large number of video materials, and at the same time, it is necessary to smoothly "transition" between different clips during the production process to avoid the sudden feeling when watching. This has certain threshold requirements for the photographer's technical foundation, aesthetic level and equipment specialization. Although it has a wide range of content types, at present, the content is seriously homogenized and tends to be vulgar. Therefore, it is necessary to make some distinctive innovations on the existing video types to attract users.
At present, most short videos are mainly funny, beautiful and knowledge-based short videos, while the number of short videos of life is not much in the market.
2.2 competitor analysis
Video content: Mainly focusing on food production, a vlog of 10 yuan series of food was produced.
Video editing: the whole process of food production is edited and spliced, and the expression package related to up main dubbing is inserted in the middle to increase the interest.
Video function:
1. The whole food production process is always accompanied by the comments of the up owner, involving production steps, recent prices, recent entertainment and many other aspects.
2. At the end of the video, the ingredients and specific dosage will be attached.
3. The dishes are diverse and the difficulty is above average.
4. The update speed is faster, and the series exceeds 100.
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3. Column planning
Theme: Taking college students as the leading role, shooting videos with different themes at the cost of 10 yuan. The theme of each issue is different, and it is selected according to user recommendation or voting.
Feasibility analysis:
The production cost of 1 is low, and the cost of each issue of 10 yuan can attract some students with low consumption level or without independent economic ability.
(It can be seen that the lack of living expenses is widespread among the people surveyed. )
The theme of each issue is different, which increases the interest and improves the interest of the audience.
3 Easy and funny life record video technology requirements are relatively low, and the threshold is not high
Creative point: the video content costs ten yuan, and the theme is chosen by the audience, which increases the sense of interaction with fans.
Program Type: Life Short Video
Broadcast platform: Li Lili
Broadcast time: every Friday (once a week, 8 issues in total)
Program duration: about 4 minutes, no more than 6 minutes.
Plan content:
Theme 1: Nostalgia
Invite two college students, spend 10 yuan to shoot nostalgic theme content in the city, and you can buy what they think is "nostalgic", eat nostalgic food and go to nostalgic places to arouse the audience's memories. Sublimation theme, with the passage of time, many things in our memory gradually disappear, so we should cherish, protect or leave memories.
Theme 2: Learning
Go to a stationery store or bookstore, spend 10 yuan to buy what they think is the most special and must be used for study. During the trip, they can talk about their special memories of their school days or interview passers-by. Only in this way can we sublimate the theme and cherish the student days.
Theme 3: Retro.
Spend 10 yuan, go to the old street or antique shop to buy vintage items, and let the shopkeeper introduce the characteristics of antiques, the origin of each item and why it is small. Only in this way can we introduce ancient works to the audience and sublimate the theme. Whether it is ancient works, Lolita, Hanfu, etc. Ethnic costumes should not be discriminated against.
Theme 4: Idyllization
Spend 10 yuan, spend an afternoon chasing favorite stars, and interview passers-by about their favorite stars, what qualities attract you, and whether he spends money. To sublimate the theme, idolization needs rationality and idolization within its own economic scope.
Theme 5: Giving gifts
Spend 10 yuan, buy gifts for friends or couples, or buy materials to make them yourself, and the recipient's reaction when sending them out. Sublimate the theme, the gift is not important, but the most important.
Theme 6: Picnic.
Spend 10 yuan, make a picnic or delicious food, and go to the park to compare other people's picnics. Use this to sublimate the theme, don't blindly follow the trend, and the comfort and practicality of picnics are the most important.
Theme 7: Stalling.
Cost 10 yuan, making goods for the stall and selling them. This can promote the stall economy, but it cannot affect the safety and environment.
Theme 8: Food.
Cooking a dinner in the dormitory costs 10 yuan. Try to react. Sublimation theme, dormitory cooking, electricity needs to meet the specifications.
4. Specific procedures
Take the theme of the eighth issue of Gourmet as the shooting (according to the previous questionnaire survey results, the theme of Gourmet got the highest vote).
4.110 * * What's the dish for?
Program content: Homemade food in dormitory, cost 10 yuan. The first course is an improved version of one-man army hot pot, which will be tried after it is made.
Creativity: Ten dollars to cook simple and delicious dormitory dishes.
feasibility analysis
(1) College students conduct it in the university environment, which has strong imitation and reference.
(2) College students' food choices have certain environmental limitations and need to cook by themselves.
(3) Easy and funny life record videos have a certain popularity and audience base.
(5) Making simple and delicious food requires low cooking tools.
4.2 Personnel arrangement
Appearance: Liang Jiaying
Photographer: Liu
Editor: Yang Xing
4.3 * * * publicity methods
In WeChat circle of friends, WeChat video number, Weibo publicity,