Not much to say, as an old fritter that has been rooted in new media, I have been in contact with video accounts since the end of 20 years. I have been working on bi-stations and Kuaishu departments before. Video accounts are a new short video platform. What benefits and value can it bring to us as individuals and businesses?
Based on the actual combat experience in the past few months, I will share how to build a framework for personal IP and corporate IP, as well as the high-quality content that everyone has been talking about on the Internet. What is high-quality? At the end, I will share with you a case of violent operation.
I am making this account company email list for Party A as Party B. At present, the certification of both accounts has been broken within 3 months, and all the data are OK (unfortunately, I can't take screenshots, Party A does not allow hhh), which is the key to completion. operational indicators. Just take some time to share with you, please make more suggestions.
Because it is a social attribute, the video account is very IP-heavy. It can be said that the content can be less vertical, but the IP personality must be vertical.
The nature of self-media as an individual is different from the nature of new media as an enterprise. As an operation planning, we must understand whether we are doing it for ourselves or for the enterprise? It is necessary to anticipate the overall framework in advance. With the content SOP, 80% of the work in the content production direction can be completed in the early start-up period.
1. Sharing of personal IP framework thinking
1. Positioning
What you are good at or what you want to express, a simple example: you have something that others don’t have. You can play company email list musical instruments and can bring music enjoyment to others; you can draw and you can bring visual enjoyment to others; Bring exquisite utensils.
Of course, there are many like me who go to get off work every day at two o’clock and one line, and their only hobbies are to surf the Internet and read books (an old otaku). We seem to have the same pace of life every day, so we can start to think about our work profession. Is it interesting to others? Can you share the content of your own life? Will everyone find it interesting?
Then look for, what is it that you are willing or can insist on recording? What things do you have that others want to see? (Don't think about it, be healthy)
From a practical point of view, due to the lack of support from the team, personal IP can only do all the content, including editing materials, and publishing operations. Since the current video account algorithm in the background and the entire social logic are not mature enough, it will lead to some of them. Some videos with the same content are sent on different accounts with the same operation method and have different effects. Everyone should pay attention to trial and error.
Some people operate multiple accounts (non-marketing accounts) at the same time, 1-2 successful accounts, and the data feedback is good; some people succeed at one time, it must have uncontrollable factors in it, so we started to make accounts When you encounter difficulties, don't be discouraged, try another style, stick to it, don't ask to give up.
2. Benchmarking
Is there a high-quality account that has the same direction as the content you want to do, because the video account is still in company email list its early stage, and many functions and logic are not so perfect, and a little luck is added to it to comprehensively consider.
Sometimes you may not be able to find a high-quality account that fully meets your expectations, which is normal. When I was making real estate accounts, many of them just posted content but didn’t operate; there were many accounts that operated but didn’t capture the content, and I tried and made mistakes.
At the beginning, I was looking for the right label against the list table. Because the content of Douyin was too logical before, there were too many show-off skills in the content for the real estate industry.
The human and financial resources invested in the early stage are also relatively large, but the feedback of the result is that the data is not enough. In the end, I decided that I still don’t want to make the video number into a promotional video. Start with creativity, and do something that can reflect the advantages of Party A and make the video number suitable for viewing. The potential customer crowd is acceptable, but also creative and interesting.
Start from the details, give up the frame of showing the property market, explore the lens to the details, flowers and plants, basic equipment, surrounding environment, people coming and going, etc., use the story line to satisfy the small lens, and uncover the big frame little by little.
So many friends like to look for the benchmarking account first, but at present, I found out after the actual operation that the reference is not meaningful, and I may not adapt to the way other people behave. The original intention of other people's account is different from yours, and it is easy to pretend to be yourself. Enter someone else's logical framework and be limited.
