2 big short video operation tricks, attracting more than 6 billion impressions in 15 months

Chen Weiliang: 2 big short video operation tricks, 6 monthsdrainageOver 15 billion impressions

Chen WeiliangThe main topic of the blog today is the short video entrepreneurial project "One Minute Talking About Health".

"One Minute Talking About Health" (video screenshot)

In the second half of last year (2016), the short videonew media, is still relatively hot, and there are short video teams in various fields doing it.

However, since 2016, the operating bonus period of WeChat official account has ended, and due to the short video industry, it is relatively expensive, and of course some companies have raised funds to operate.

At that time, due to the problem of the operation model, the increase of fans was still relatively small, which led to the failure of most of the operation of this project.

For some teams that have not yet raised funds, because this video uses video production to increase fans, the cost performance is very low, and it has been unable to make profits for a long time, which makes it unsustainable.

XNUMX. Self-star mode

What kind of new model is "One Minute Talking About Health" that can get about 15 billion views of Quanwang in half a year?

I will tell you now that the specific operation model is a huge change compared to other short video companies.

In fact, this operation model is also a subtle theory, which can be said to be the theory of the enterprise version. Let's talk about the operation ideas of this project.

Because this self-star in various vertical fields is also what we are advocating, and we hope that people in various fields will become stars in your field.

So talk about the health team in one minute, this kind of operation idea can be used in any subdivision (vertical) self-star field.

A lot of people pay attention to the official WeChat account that talks about health in one minute, and say this, you seem to read this, that is, tens of thousands of people every day, where does the 15 billion views come from?

In fact, he has not yet understood, this is a higher-dimensional operating model.

The team's operating model is not considered its ownPublic account promotionThe purpose is to increase fans, but to expand the influence of the video column in the country.

Because the current focus on health is mainly middle-aged and elderly, the daily broadcast of health in one minute, but in the middle-aged and elderly groups, it still has a very large influence.

XNUMX. Massivedrainagemethod

Web PromotionMass drainage, how to achieve it?It must be to cooperate with public accounts that already have a large number of users.

Because most of the current public health accounts, includingLifeThe public account of the class, they already have quite a large number of fans.

Then we mainly cooperate with this kind of WeChat public account, which is equivalent to the output of a content.

• Because most of the current successful public accounts are successful, not to say that his operational capabilities are particularly prominent (that is of course more prominent).
• More importantly, they have already entered the operation bonus period of the WeChat official account.
• Because they did it relatively early, it is said that they have accumulated a large number of fans. In fact, every industry has such a bonus period.

Copyright exclusive changed to shared

Relatively speaking, high-quality content is in short supply for non-original tuba.

Then, a change has been made in the idea of ​​dissemination of short videos and copyright ideas, from the original exclusive to the shared mode.

Because, before and now, the vast majority of short video creation teams, their ideas for operating public accounts are:

• "My video is out, and I can only use it myself. I won't let you use your other public accounts. If anyone uses it, I will sue someone for infringement."
• This is what most video teams do.

Then we can do the opposite. There are even a few employees who talk about health in one minute. They specially come to use these WeChat public accounts as a medium to recommend public accounts for one minute talk about health and let them use it for free.

If we go a step further, we even make an exclusive version of each video for him.

• Don't tell me what I posted just now, it's for Maimai Health...
• Let's just say, Maimai Health, and One Minute Talk about Health, jointly produced

End of video:

1. Health care
2. Talk about health in one minute
3. Co-produced

At the end of the video, there will be a "joint production" with some health-related public accounts.

In this way they are particularly willing to cooperate with us.

• Because they can get such a video without spending a penny, it makes fans look like they have invested a lot of human, material and financial resources to make a video (so they are very willing to cooperate with us).
• There are a lot of public accounts of this type. After the program comes out every day, they will send it out the next day. This is how the 6 billion views of "One Minute Talking About Health" in 15 months came.
• That is, all over China, there are thousands of similar WeChat public accounts, and such videos are used every day.

(a partner's video views)

When we established this content output as an operating model, the development was very rapid.

Because most of these public figures, she is the content circle, and we just happen to be able to provide relatively high-quality content.

Therefore, with the help of other people's official account platforms, the influence of our column, especially the influence of middle-aged and elderly groups, is promoted very quickly.

At that time, when there were 100 issues of "One Minute Talking About Health" (one issue per day), the playback volume was only 100 million. By the time of 3 issues, the total playback volume can be counted, and it has reached 200 billion. .

Copyright sharing profit model

A column, a video, a WeChat public account, as long as it has a lot of attention and exposure, then it must have commercial value.

So, at this stage, there is actually a strong advertising value.

For example, with about 2 million views per month, we sell the naming rights of video columns, as well as some billboards on the lecturer's desk, some advertisements on the background wall, and the display of some brand names.

In fact, it can be realized in the form of advertising fees.

Because of this short videoE-commerce, In fact, the idea of ​​selling advertisements is exactly the same as the column title of traditional TV stations.

As long as you have a large amount of broadcasts, there are many brand owners who are willing to name you.

Title explanation

1. Title sponsorship is a means of corporate promotion.Use high-profile activities to enhance your own visibility and promote your company's products or services, a public relations method similar to advertising.
2. TV title sponsorship is one of the special forms of TV advertising, which can be roughly divided into two categories: column title and theater title.In addition, the special forms of advertising include column title, column reminder, special broadcast, column title, program guide, new movie preview, end-of-credits banner, computer back panel, etc.
3. The "Mengniu Super Girl" event is an event named after Mengniu Dairy.

Moreover, for each broadcast volume, we can give this sponsor or brand that advertises.

A screenshot of a public account partner said that she can clearly know:

• Where are the ads displayed?
• Which public accounts are placed in?
• How many times has it been shown?
• (We can all give him detailed data)

New inspiration for marketing

When it comes to this, many friends may be inspired, that is, every vertical field can use this kind ofInternet marketingmode to create a corresponding short video column.

Because of the current new media environment, every vertical field basically gathers a large number of public accounts, headlines, and a bit of information. These big boys actually lack high-quality content.

then you doWechat marketing, and even not in the form of video marketing, but in the form of article content marketing.

• For example, there is a writeUFOResearchCopywritingA very nice person, come over and tell me that he provides us with a high-quality article every dayAlienUFOResearch article.
• Then, he doesn't leave his own QR code on it, just leave the author's name, then we are definitely welcome.
• Because most people don't reject high-quality content, and they will eventually increase fans, or fans on his own public account, he is definitely welcome.

Reference format:

author | author name
Source|Official Account Name (ID: XXX)
Author introduction / official account introduction text [gray font]

corporatization to create net red

Many friends said that he wanted to be a self-star, but he was not good at making public appearances or writing articles by himself, so he could operate in a corporate form.

Lecturer: Chen Maohao (video screenshot)

• That is, you can leave the country without going to the front desk yourself.
• Then you can package an Internet celebrity, an expert in a certain field, and let him become your spokesperson.
• For example, the people in the "One Minute Talking About Health" column are also not out of the country.
• Just package a well-known old Chinese medicine doctor, let him come to our company, and follow-up commercialization, it is enough to be an endorsement.

Chen WeiliangFinal Thoughts

Short video drainage must be combined with "new flow theory" to operate:

1. Choose a platform
2. research platform
3. Perform task

(byChen Weiliang 100% original summary "Model of New Traffic Theory")

Focusing on Tencent Video and WeChat official account platforms, research platform user behavior:

• At present, most short video teams can only use them by themselves after making the videos (inconvenient for cooperation).
• We do the opposite, create high-quality content, and end with "xxx xxx co-produced", or "only leave the author's name & official account ID (without QR code)" to promote, so thatIt is easy to get more cooperation exposure opportunities.
• Non-original accounts lack high-quality content. Once the cooperation is finalized, we only need to implement the tasks as planned, and the success will be just around the corner!

Sharing is a kind of joy, so happy, haha ​​O(∩_∩)O~

Writing here, this article ends here!

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