Nowadays, many people are diving into short video creation, but not everyone has a systematic approach. Many rely solely on their preferences to set up and manage their content. However, there are plenty of valuable insights to learn from, like the ones summarized here, which can greatly help.
Recently, many friends have been asking about short video operation methods, so I decided to take this weekend to share in detail how to operate a short video account from start to finish, hopefully providing you with some useful insights.
1. Account Planning
At the beginning stage, you need to plan three key elements: name, bio, and profile picture.
1.1 Account Name
Your account name should be simple, memorable, and creative. A good name should be easy to pronounce, easy to remember, and should reflect the uniqueness of your account.
Strategies:
Use Keywords: Choose keywords related to your content to help users find you more easily through searches.
Creative Combinations: Try combining two or more words in a creative way to form a unique name.
Avoid Complexity: Stay away from obscure characters, long words, or complicated spellings that may burden the user's memory.
Brand Consistency: If you plan to extend your brand across other platforms, ensure that your name is consistent and available on all platforms.
Example:
A name like "Health Fresh Girl" immediately tells you it’s about health and freshness. Avoid using tongue twisters or complex names that people can't remember. We want something that makes people think of your name as soon as they think of health remedies.
1.2 Account Bio
Your bio should be concise, clear, humorous, and engaging to attract long-term followers. Aim to communicate your account's value in no more than three sentences.
Strategies:
Clear Positioning: Clearly state what your account is about and the value you provide.
Use Humor: A touch of humor can make your bio more appealing and memorable.
Create a Hook: Use a question or challenge to pique users’ curiosity and encourage them to explore your profile further.
Keep It Updated: Regularly update your bio to keep it relevant as your content evolves.
Example:
"Get ahead in health! No pills, just laughs. Follow us to learn fresh, funny, and playful ways to stay healthy!"
1.3 Profile Picture
Your profile picture is the visual identity of your account. It should be simple, aesthetically pleasing, and easy to recognize.
Strategies:
Color Selection: Use vibrant or brand-consistent colors that help your profile stand out.
Graphic Design: Design a simple but recognizable image, whether it's a cartoon, logo, or a pattern relevant to your content.
Contrast: Try using contrasting colors or styles to make your profile picture more memorable.
User Experience: Ensure your profile picture looks good on different devices and resolutions.
Example:
Your profile picture could be a cartoon of a little girl holding a cup of hot tea. This avatar is both cute and matches the tone of your account, signaling that your health content is approachable and youthful.
2. Content Creativity
2.1 Forms of Expression
There are many ways to express creativity in short videos. It can be through scripts or VLOGs, and you can determine your style through trial and error based on feedback and data.
2.2 Simple Language
Use plain, everyday language when producing content. This makes you feel more relatable to your audience, even if the content isn’t overly polished. Simple language can foster a sense of closeness, making viewers more comfortable and engaged.
2.3 Niche Focus
Deeply explore your niche based on your account's positioning. Use data analysis to identify which dimensions resonate more with users and focus on those areas.
2.4 Creative Conflicts
Once you have your idea, search for keywords on platforms like TikTok to ensure there's no conflict with existing content. Adjust accordingly if necessary.
3. Cover Text
The cover text of your videos must clearly convey the main idea of the content and set a hook to pique user curiosity. It plays a major role in drawing traffic, contributing to at least 70% of the video's appeal.
Operational Tips:
Clear Theme: Convey the video’s core content simply and effectively.
Create a Hook: Add an intriguing question or statement to ignite curiosity.
Consistent Style: Ensure the cover design aligns with your brand's tone.
Highlight Key Points: Use design elements to emphasize crucial information.
Use Emotion: Connect with the user emotionally to create a bond.
4. Video Length Control
Analyze the presentation format based on similar videos, considering variations in presentation, content scope, and length. Each of these factors can lead to significant differences in performance.
Standard Duration:
Entertainment: 30 seconds to 2 minutes
Knowledge: 1 to 2 minutes
Storytelling: 2 to 3 minutes
In-Depth Content: Under 4 minutes
5. Script Pacing
Your video should progress smoothly from grabbing attention to building intrigue, creating atmosphere, introducing twists, and concluding with a powerful ending.
Start Strong: Grab attention in the first three seconds. Use suspense, contrast, or a rhetorical question to make viewers stay.
Middle Content: Once engaged, build on that interest with narrative or emotional peaks.
Ending: Leave a question or cliffhanger to encourage further interaction and discussion in the comments.
6. Background Music
Music is the co-star of your video. It should sync with the emotions and flow of the content.
Tips:
Match the mood of your video with the right background music.
Use dramatic music at critical moments to heighten impact.
Capitalize on trending music for broader exposure.
7. The Perfect Ending
Create a Memory Point: Use a signature move, phrase, or funny moment to leave a lasting impression.
Emotional Resonance: Create a sense of connection that prompts viewers to discuss the content in the comments.
Add Value: Offer practical tips or insights at the end, ensuring the video leaves a lasting impact.
8. Comment Interaction
Actively engage with users in the comment section to build rapport and increase engagement.
Tactics:
Highlight great comments to keep the conversation going.
Ask thought-provoking questions to stimulate interaction.
Share valuable content that people feel compelled to pass on.
Conclusion
Short video operations have become a must-have skill in many job roles today. While it may seem flashy, the core principles of content creation remain consistent: those who understand and cater to their audience will ultimately succeed.
That's all for today. I'm Muyan, former operations director at a large company with years of experience in the financial industry. If you have any questions about operations, careers, finance, or business, feel free to reach out!
