Five elements of short video operation

Users will receive 5 network switches from the time they watch a short video until they finish watching it, including short video positioning, short video content, short video title, short video background music, and short video cover image, which also constitute the short video operation. Five elements. First of all, users’ eyes can be attracted by the cover image of the short video, and then they will subconsciously look at the title of the short video. If the title deeply attracts the user's enthusiasm, the short video will be opened. After opening the short video, users will watch the short video content and understand what these short videos are about. During this process, users will also hear the background music in the short video. After watching all the short videos, the user may also get a piece of information in their mind - I just watched a short video about beauty, skincare, food, skills... For short video operators, if they want to design short videos that can grasp the psychology of users and attract users to open, watch and interact, they need to grasp these five elements.

Short video precise positioning

The definition of short video is the most important part of the short video business process, and it is a link that is easily overlooked. The precise positioning of short videos is often critical, and there are two factors. First, short video service platforms prefer to support original creators who are truly and steadily producing content, especially short video accounts that continue to export meaningful content in vertical industries. Establishing a positioning can prevent short video operators from falling into the cognitive misunderstanding of blindly following the trend of writing, and then continue to write high-quality content in the positioning vertical industry. Second, after positioning well, if the operator can publish content that is consistent with the positioning, it will create a unique first impression in the minds of users. This will also enable you to export products, brands and ideas, and ultimately Produce driving force for the purpose of realization. Therefore, from the user's point of view, clear short video positioning is very important. It not only allows users to know what kind of short video account you produce, but also gives users a reason to pay close attention. Generally speaking, short video operators can position the short video accounts they operate from the perspectives of personal interests, hobbies, expertise, and resources. Because the precise positioning of short videos is very important.

Short video content

Short video content is the basis and an important part of short video operations. For short video operations, short video content must not only be read by people, but also good things to watch (high-quality content). The two are closely related and indispensable. Therefore, if you want users to pay close attention, you need to continue to export high-quality short video content. Generally speaking, high-quality short video content has the advantages of integrating network hot spots (but not blindly pursuing it), high content quality, strong uniqueness, logical and detailed content, novel content and perspective, etc., which can allow users to obtain interesting and interesting content from short videos. Effective, happy, and tasteful value experience. It can be said that the higher the quality and unique short video content, the more useful information can be delivered to users, allowing users to automatically forward, follow, like, comment, and collect. In order to achieve the effect of completing the dissemination of short videos and increasing user conversions.

Short video title

Short video titles are the root of play rates. In the short video recommendation system, users can receive many short video messages every day. To make your short video stand out in the stormy waves of the Internet and make users want to click, the title is particularly important. For the same short video, different types of titles can produce completely different playback rates for the short video. If the title is not eye-catching enough and fails to impress the user's ability to associate, it will directly affect the user's chance of making a video call. In other words, if the title is not eye-catching and very few people open the video, it also means that the video has no views. The system software will also think that the video is not worth trying and will not recommend the short video. quantity. Therefore, short video titles are crucial. Generally speaking, a better short video title must meet the following standards. First, the title and content should be consistent, which can reflect the theme of the short video activity and allow users to understand the general content of the short video from your title. For example, the title of a short video of the famous short video master Papi Jiang is "Papi Jiang's Monday broadcast - changes after pregnancy." Users can understand from the title that the theme of this short video is about pregnancy. Change, plain and simple.

Second, the title can create suspense appropriately and set general questions in the title. After users see the title, they naturally hope to seek answers in the short video. For example, "Is a 25-year-old girl the key to saying goodbye to being single or the key to getting rid of poverty and becoming rich?". The third is to skillfully apply numbers and data information. Generally speaking, titles with numbers are more logical and allow users to quickly understand the key points of the content from the title. At the same time, the data is more accurately established, making it easier to compete for users' attention and arouse users' enthusiasm for watching videos. For example, "116 yuan for 30 skewers of raw barbecue, it's so satisfying to eat."

Short video background music

A good background music can directly arouse the user's nerves. To a certain extent, background music plays the finishing touch. The content of some short video works is not actually high-quality, but if you choose the right background music, it can still attract users' attention, likes, comments and shares. For example, on the short video software Douyin, music is an important part of short video works. In each piece of music, users are immersed in short videos. Even a short video of only about 15 seconds has a strong appeal with the help of background music, making users immersed in it. Therefore, short video operators must pay attention to background music. Generally speaking, when choosing background music for short videos, you need to pay attention to the following aspects. The first is to select appropriate songs based on the tone of the content of the content creation video. For example, short videos that express emotions are not suitable for using music that is too funny, and similarly, short videos that express comedy and entertainment are not suitable for using songs that are too emotional. It is worth mentioning that when the short video content reaches a climax or a grand theme, you can add impassioned and heart-stopping music; when the content is gentle, the background music also needs to be relaxed, so as not to compete for users' attention to the content. Second, the rhythm of the background music must match the rhythm of the short video content and grasp the nodes of the short video. This can not only drive user emotions and resonance, make it exciting, but also leave a deep impression on users. The third is to make appropriate use of popular songs. Popular songs generally spread quickly and have a high degree of user acceptance. Using popular songs will not only make users pay more attention to your short video content, but also greatly add points to the short video. For example, there are many popular songs on the short video platform Douyin, and these songs also leave a deep impression on users who watch the short videos.

Short video cover image

The short video cover is what users see at first glance. High-quality short video cover images can attract users to click and make video calls. If the video cover effect is not good, users may not be able to watch the video. Therefore, short video operators also need to pay close attention to short video cover images. Generally speaking, high-quality short video cover images mainly have the following requirements. First, the cover image is consistent with the content and is simple and clear, allowing people to see the theme of the short video event at a glance. For example, directly highlight the key points on the cover image, add a plug-in subtitle with a different color, font style, font size, etc. Second, the design style of the cover image is unified, and the external subtitles are conspicuous and a bit suspenseful to inspire curiosity. The third is to pay attention to the cover image and text settings, and unify the design style. You must have a unified feeling after opening the homepage. For example, the cover image of each short video issue of a certain short video account has a brightly colored font size, which is eye-catching and allows users to feel a unified feeling when playing the video page.

All in all, short video operators must grasp the above five elements to design short video works that are more likely to touch the hearts of users and make users like them, and lay a solid foundation for further business and monetization.