In recent years, the stories, growth process, ecological environment, cultural customs and so on of major featured agricultural products are presented to consumers in a more intuitive way by means of short video and live broadcast platform, forming a new consumption scene and becoming a new marketing trend.

The 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 on all major live broadcast platforms. Through the content creation of short videos, agricultural products with local customs and customs are publicized, thus helping the sales of agricultural products and promoting local tourism.

is the short video era coming?

compared with pictures and texts, short videos can express the content in IP and penetrate into consumers' hearts. To some extent, short video is replacing graphic and text, which brings more possibilities to 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, it can express the differences of agricultural products and present them to users in the shortest time, so that consumers can purchase and transform.

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

Style Positioning

To create short videos, the first thing is the style positioning of short videos, whether it is funny or rustic, or popular science, food courses, creativity, animation and so on. In the process of creating short videos, 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 can express the differentiation of short videos, and at the same time make continuous content output.

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

(The picture shows Huanong Brothers)

Content planning

Positioning yourself well is the first step of 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.

around the production, planting and packaging process of products, we systematically plan the content of short video creation from the ecological environment, human history, events and hot spots, and form batch content from multiple angles of products and brands, usually 2-3 seconds for one shot, which enriches our short video content in a relatively short video time.

Li Ziqi's short video is themed around China's traditional food culture, from clothing, environment, the choice of utensils to the video lens itself, all of which are carefully planned. In the video, she turns her life into a poem, which is a life of a paradise that people have been fascinated by for thousands of years.

summary

it is always the direction of short video marketing to output high-quality content and continue to output it. Starting 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 brand agricultural products will enter the market in a more intuitive and three-dimensional way, helping to build regional brands of agricultural products.