Program planning case
1. Portrait of target audience
From the user group of the questionnaire survey, it is mainly concentrated in the range of college students. There are more women, aged between 18 and 25. The monthly consumption level is generally 1,111-2,111 yuan, and some of them are below 1,111 yuan. And most people are not satisfied with their living expenses, and occasionally or often feel inadequate.
Suppose the user:
Name: Xiaoqing
Basic attributes: young people aged 18-25,
Consumption characteristics: cautious consumption, cost-effective, hoping 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 <
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. Bili Bili, watermelon video and so on have become popular short video gathering places, with a large daily output, attracting many young people and even middle-aged people. It needs to be edited and spliced on the basis of a large number of video materials, and at the same time, it is necessary to smoothly "transition" between different clips in the production process to avoid the sudden feeling of watching. This has certain threshold requirements for the photographer's technical skills, aesthetic level and equipment specialization. Although its content types have a wide range of choices, at present, the content is highly homogeneous and tends to be vulgar. Therefore, it is necessary to make some characteristic innovations on the existing video types to attract users.
At present, most short videos mainly focus on funny videos, beauty videos and knowledge videos, while the number of short videos of life videos in the market is small.
2.2 competitor analysis
video content: mainly focusing on food production, a vlog
video clip of 11 yuan series of food was produced: the whole food production process was edited and spliced, and the expression pack related to up main dubbing was inserted in the middle to increase interest.
video features:
1. The whole food production process will always be accompanied by the comments of the up owner, and its content will be related to the production steps, recent prices, recent entertainment and other aspects
2. The ingredients and specific amount will be attached at the end of the video
3. The dishes are diverse and the difficulty is moderate
4. The update speed is faster. There have been more than 111 issues in this series
3. Column planning
Theme: Taking college students as the leading role, using the cost of 11 yuan to shoot videos with different themes. The theme of each issue is different, and it is selected according to user recommendation or voting.
Feasibility analysis:
1 The production cost is low. Defining the cost of RMB 11 per period can attract some students with low consumption level or who have not yet obtained independent economic ability.
(it can be seen that the living expenses are not enough among the people surveyed)
2 The theme of each issue is different, which makes it more interesting. Improve the audience's interest
3. The technical requirements of life record video with easy and funny are relatively low, and the threshold is not high
Creative point: the cost of video content is 11 yuan, and the theme is chosen by the audience, which increases the interactive feeling with fans.
program type: short video of life
broadcast platform: Bili Bili
broadcast time: every Friday (once a week, ***8 issues)
program duration: about 4 minutes, no more than 6 minutes
program content:
theme 1: nostalgia
Please invite two college students. To sublimate the theme, with the passage of time, many things in our memories gradually disappear, and we should cherish, protect or leave memories.
Topic 2: Learning
Go to a stationery store or a bookstore and buy items or books that they think are the most special and must be used in their study at a cost of 11 yuan. They can talk about their special memories of their school days or interview passers-by on the way. In this way, we can sublimate the theme and cherish our student years.
theme 3: retro
at the cost of 11 yuan, go to an old street or an antique shop to buy vintage items, and let the shopkeeper introduce the characteristics of antiques, the origin of each item and why they are so popular. In this way, we can introduce the ancient works to the audience and sublimate the theme. Whether it is ancient works, Lolita, Hanfu, etc., minority clothing should not be discriminated against.
theme 4: idolize
spent an afternoon chasing after his favorite stars at the cost of 11 yuan, interviewing passers-by whether they had favorite stars, what attracted you, and whether he had spent money. To sublimate the theme, idolize needs to be rational and idolize within its own economic scope.
theme 5: gift giving
at the cost of 11 yuan, buy gifts for friends or couples, or buy materials to make them yourself, and the recipient's reaction when sending them out. To sublimate the theme, it doesn't matter how much a gift is, the most important thing.
Theme 6: Picnic
Make items or food for picnics at a cost of RMB 11, and go to the park to compare other people's picnics. Use this to sublimate the theme, don't blindly follow the trend, and it is most important that picnics are comfortable and practical.
theme 7: setting up a stall
at the cost of 11 yuan, we will make goods for setting up a stall and sell them. In this way, the stall economy can be promoted, but it cannot affect safety and the environment.
theme 8: delicious food
at the cost of RMB 11, make a dinner in the dormitory and try it to react. To sublimate the theme, cooking in the dormitory, electricity needs to meet the specifications.
4. The specific first phase of the program
takes the theme of the eighth phase of "gourmet" as the shooting (according to the results of the previous questionnaire, the number of votes on the theme of gourmet is the highest)
What are you doing with a gourmet article of 4.111 yuan * * * *
Program content: the food at the cost of 11 yuan is prepared in the dormitory, and the first phase of the dish is an improved version of one-man army.
Creativity: making simple and delicious dormitory food at the cost of 11 yuan
Feasibility analysis
(1) It is highly imitative and referential for college students in the university environment
(2) The food choices of college students have certain environmental limitations. Need to cook by yourself
(3) Easy and funny life record videos have a certain popularity and audience base
(5) Making simple and delicious food, and the requirements for cooking tools are low
4.2 Personnel arrangement
Photographer: Liang Jiaying
Photographer: Liu Zhuyin
Editor: Yang Xing
4.3 *.