1. Positioning In the context of vertical content opportunities, whether red ocean or blue ocean is important, everyone must understand the general environment and recognize themselves clearly.

Papi Jiang, her slogan that she keeps emphasizing - "a woman who combines beauty and talent". Aobujun, this is a group of two boys wearing hoods, forming a bond in the two-dimensional field and becoming a singing and dancing game ghost.

Producing the all-powerful two-dimensional Uncle Xiong’s Kitchen, food programs are already in a red sea of ??competition in the Internet ecosystem, and the content is too homogeneous.

In this case, we have found an entry point for parent-child food related to our own field. After adding the characteristics of mother-infant parent-child food and complementary feeding, such a program is very different from the short food videos on the market.

Jestra, a beauty blogger who reviews domestic products.

Throughout the entire cooperation process, we positioned him in the field of domestic product evaluation.

Although everyone is involved in beauty cosmetics, there are many different divisions in the field of beauty cosmetics. Reviews of domestic products have greatly improved the recognizability of his content.

This kind of positioning attracted the favor of many domestic brands in his subsequent development path, forming a good commercialization and operation positioning.

Socialization + Vertical Content Through statistics, we found that when positioning content, we should do what is in demand, but more importantly, we should do what we are good at. This is the vertical field.

Only by being the most different can you be needed to the greatest extent. This is also a very important point when we do content positioning.

2. Planning short videos is not an artistic creation. The content of short videos should be selected more based on data when planning. The form is just a shell. We must learn to learn from it. The script is more important than the mirror. Cass data needs to find some core data to support our selection.

The reference and model in terms of theme and content form are indeed true? 3. Shooting equipment can be added points, but it is not a must. The shooting of short videos is different from advertising and film and television shooting.

"Lightweight and sustainable" solutions are the top priority for shooting.

Let’s take a look at the comparison between the advertising crew and the short video crew. On the left, you can see that when we shoot an advertisement, including the set-up, actors, and the filming team, it is a team of many people working together. For short videos,

We often require more lightweight and adaptable 4 distributions. The most important point for distribution is to recognize the characteristics of different platforms.

In the current media environment, fragmented time is distributed on different platforms, and users’ expectations for different platforms are also very different.

For content creators, it is more important to create the right content on the right platform.

Here we simply summarize these six platforms. A large platform like Tencent Video is similar to a theater or cinema, a ceremonial experience. People watch more dramas and variety shows here, so many short videos are not life-oriented content.

It is suitable for distribution and operation on video platforms.

Weibo is like a city central square, a communication center.

People enter different circles to interact through such squares, so Weibo brings together a lot of content that everyone can discuss.

Only content that can form a circle of communication can become popular.

WeChat has gradually become people’s life and work circle, which includes life, work and acquaintance relationships.

In WeChat, a lot of content must provide social currency value.

When users read content, they not only read the content itself, but also express what kind of person they are through the content.

? The Douyin platform is more like a snack street game arcade because of the time limit, vertical screen experience and product big data matching characteristics.

Users use fragmented time to entertain and kill time here.

Xiaohongshu is very much like a coffee and afternoon tea scene, where best friends discuss gossip and share experiences.

E-commerce platforms are all developing content channels. For Taobao, although it is also producing content, it is like a big shopping mall for users. Here, users will first choose to go shopping, relax, and shop.

Your content should be combined with relevant attributes, rather than making some biased or light-hearted content on the e-commerce platform.

5 Operational interaction The most important part of accumulating fans is that you have to interact with them.

When all fans see your content for the first time, he is just a viewer. When he is willing to comment for the first time, he has already extended an olive branch to you.

As an operator, you must complete such interaction so that users can feel your real existence, so that you can gradually operate and develop the IP and strengthen your stickiness and relationship with users.

6 Data Analysis The most important part of accumulating fans is that you have to interact with them.

When all fans see your content for the first time, he is just a viewer. When he is willing to comment for the first time, he has already extended an olive branch to you.

As an operator, you must complete such interaction so that users can feel your real existence, so that you can gradually operate and develop the IP and strengthen your stickiness and relationship with users.