How to quickly layout and detonate the video account, this is the best answer

In this digital age, video accounts, as an emerging social media platform, are becoming the new favorite of content creators and brand marketers. However, how to quickly deploy and achieve explosion on video accounts has become the focus of many people. This article reveals the secrets of successfully operating video accounts for your reference.

In the past, we have seen the infinite energy of video accounts. Even during the sluggish 618 shopping festival, video accounts still achieved considerable results. Therefore, the value of video accounts needs no further explanation.

So how to complete the path from starting an account to breaking the circle on the video account? This is a problem that every entrant needs to solve. This is not only a challenge, but also an opportunity.

On this topic, Jianshi invited Xiao Q, a certified lecturer of Tencent Academy and Tencent Advertising Marketing Consultant, and Fan Weifeng, the founder and CEO of Gaozhang Capital, who recently successfully broke the circle on Video Account, to the Jianshi live broadcast room for an in-depth dialogue that was very thought-provoking.

From thinking about account positioning to monetization, from gameplay to essence and original intention, there are many obstacles on the road to making a video account. Persistence is the biggest possibility of breaking the circle.

Friends often ask whether they should join the video account market. The best time to start a video account is actually when you are ready. As Fan Weifeng said: Only by being well prepared before the opportunity comes can you seize the opportunity at the critical moment.

Next, let’s go back to the conversation and listen to their understanding and thoughts. As follows, enjoy:

01 From starting an account to breaking out of the circle, you need to have the ability to create content

Before creating an account, you have to consider several major issues: what is the track, what are the capabilities, how can this capability be empowered to the account, etc.

Fan Weifeng gave an answer to these questions with his experience. He believes that when creating content, the positioning must be more precise and focused. Everyone should dig into their own professional field and find hot spots related to their industry, whether through ambush or direct response.

Content creation is like mining, you need to dig your own minerals and then process them into valuable products. In this way, you can create in-depth and attractive content, which will stand out in the fiercely competitive market.

At the same time, there are several points that need special attention, including content quality, ambush hotspots, etc.

First, long videos are released on short video platforms. The platforms are turning to in-depth content and paying more and more attention to user stay time and conversion rate.

Second, try not to write a verbatim script, but to record the key points, so that you can express yourself more freely when explaining, rather than being constrained by the script. This method can express yourself more naturally while maintaining the depth and professionalism of the content.

Third, judge some topics that may become hot topics in advance and wait for the right time to release them. For example, Fan Weifeng made a video about Dong Yuhui himself and released it the day before he released his resignation letter. Although this video only increased the number of fans by 10,000, considering its professionalism and depth, this result is already quite impressive.

Fan Weifeng's video account "Lao Fan Chats About Entrepreneurship" broke the circle of the video about "Dong Yuhui's End"

How to make the video account explode? One of the key factors is to leverage the trend. Find out where the hot spots are and use the energy of the hot spots to empower your account.

Fan Weifeng said that if you want to improve the quality of content, you must plan more attractive content. These contents can be divided into two categories: chasing hot spots and ambushing hot spots. Chasing hot spots means keeping up with currently popular topics, while ambushing hot spots means predicting and preparing for topics that are about to become hot topics.

For example, a friend made a news video about Zheng Qinwen's victory. He started making this video immediately after he won the semi-finals. The video was completed before the finals began. Because the focus of the news report is not entirely on whether the gold medal is won, but on the performance of the athlete. Even if you predicted the gold medal and finally won the silver medal, the video can still be released, but the effect may be slightly different. If you are sure that he will win the gold medal, then you can make this program completely according to the gold medal standard.

The only thing that needs to change is the beginning of the video. The rest of the video, including the athlete's growth and the whole process, can be prepared in advance. As soon as he wins the gold medal and the national anthem is played, you can release the video immediately. At that point in time, your competitors will be few and far between, which provides you with a unique advantage.

During the Olympics, they also produced a small hit video about the economy of Paris, France. Does such content need to chase hot spots? No. If you already know the date and location of the Olympics, can't you prepare in advance? Even the release of games like "Black Myth: Wukong" can reflect the importance of advance preparation.

Why are there no secrets about these things? Because most of them are public information. Many social events can be predicted in advance. Of course, some things are unpredictable. Without a large team, timely response may not be fast enough, so it is particularly important to grasp the predictable parts and prepare in advance. This is the same as the principle of investment: only by preparing before the opportunity comes can you seize the opportunity at the critical moment.

02 To break the circle, you need to learn to stand on the shoulders of giants

For new video accounts, the best way is to learn from the successful experiences of predecessors, integrate and innovate.

Teacher Xiao Q cited the example of local life. The success of local businesses on video accounts depends largely on whether they can build a strong personal brand and provide high-quality localized services. In this way, businesses can attract and retain loyal customer groups and succeed in the local market. There are two local life accounts that are worth learning from.

The first one is Chaofenjie. During the epidemic, she appeared in a unique image - wearing a dress, a black mask and a pearl necklace. Although she was dressed fashionably, her business was a down-to-earth roadside stall. This contrast showed a unique aesthetic of life. Her videos showed the spirit of being optimistic and working hard to change the status quo in adversity, which is a very rare and attractive quality.

The success story of Chaofenjie shows that once a persona is established on a video account, it is feasible to sell other products across different categories. This is different from the way the Douyin platform works. On Douyin, changing product categories may require changing accounts and rebuilding the image. But on a video account, once a persona is recognized, they can maintain their influence even if they change sales categories.

Another example is a mother in Tianjin who sells pork elbow lunch boxes on the roadside. She attracted a lot of traffic through the video account, especially from Tianjin locals. After seeing her positive energy, they were willing to share her story with their relatives and friends. Her story shows her confidence and self-reliance in adversity. She does not think selling lunch boxes is an inferior job, but is proud of it and changes her fate through her own efforts.

Her service is so good that many people come from far away to buy her lunch boxes. Her enthusiasm and sense of humor also win the love of customers. For local businesses, it is crucial to provide high-quality service and a good experience.

For example, a fruit store can attract customers by offering 1 yuan tasting and 9.9 yuan membership cards, and provide immediate refunds for any dissatisfaction. Such high-quality services can win the trust and reputation of customers, thereby bringing in more repeat customers.

Although it was mentioned earlier that establishing a personal image is a very effective way, you need to be cautious if you want to build a professional IP in a video account.

Home page of Teacher Xiao Q's video account "Teacher Xiao Q Says"

Teacher Xiao Q said that the platform has long-term considerations for expert personas, but has not yet provided clearer governance directions for those who are formally IP experts. If you want to build a professional persona, you still need to wait and see.

For example, commercial IPs are currently facing great challenges on video accounts. On the one hand, in order to achieve commercial conversion, they need to cooperate with companies or broadcast frequently, but the current platform algorithm is not strong enough to mine accurate commercial customers, resulting in unsatisfactory ROI of commercial IPs. On the other hand, video accounts do a good job in protecting the interests of users and avoiding an overly strong commercial atmosphere.

Once you talk about money-making projects, the platform will ask for additional qualifications for investment and franchising, but only accounts with specific business licenses can provide investment qualifications. In addition, if you talk about helping others make money, you may also trigger warnings prohibiting showing off wealth and exaggerating, which makes it difficult for commercial bloggers to gain attention.

At present, the platform is controlling these risks for the sake of safety and to prevent the emergence of IPs that "cut leeks". In the past, there have been some cases of rapid rise and rapid decline in video accounts because they were too aggressive in "cutting leeks", which brought negative risks to the platform.

03 New trends are emerging

Only by learning to avoid pitfalls can you move forward on the shoulders of giants, and only by paying attention to trends can you go further.

Fan Weifeng believes that when making a video account, you must avoid three major pitfalls.

The first pitfall is not being able to persist in posting videos. Many creators tend to feel frustrated when the data of the videos they post is not satisfactory. If the data of several consecutive videos is not ideal, they may give up. However, persistence is the key to success. Little do people know that quantitative changes will eventually lead to qualitative changes. When the quantity accumulates to a certain extent, there will suddenly be a qualitative leap at a certain moment. It's like constantly adding sand to a sand pile. It seems stable at first, but when it reaches the critical point, the entire sand pile will collapse.

We can’t predict when we’ll reach this critical point, but it’s important not to get hung up on the number of followers you gain each day, but to stay positive and patient.

The second pitfall is focusing on the wrong core. It is necessary to know some practical skills, but they are not the core. The real core lies in the quality of the content - whether the topic is attractive. Just like in martial arts novels, one trick is enough to conquer the world. If you have a particularly effective trick, even if it has flaws, as long as you continue to use it, it can produce huge results.

The third pitfall is not starting to commercialize. Once you have 1,000 fans, you should start thinking about how to convert fans into commercial value. Because making money is the motivation to persist. Without financial returns, it is difficult to maintain the passion for creation. Although there may be some positive feedback at the beginning, such as someone coming to cooperate, these are unstable. Ultimately, financial gains are the key to measuring success.

Fan Weifeng's video account "Lao Fan Chats About Entrepreneurship" has products such as quarterly cards, consulting, and memberships around "Lao Fan Academy"

Teacher Xiao Q gave his own observations on the video account trends.

First, local life will be a huge bonus opportunity for Video Accounts.

WeChat's past experience shows that local life plays an important role in the success of WeChat Pay. WeChat Pay has helped WeChat consolidate its market position and helped Tencent succeed in the payment field. The foundation of WeChat Pay's success is local life services. Relying on the extensive offline coverage, every small merchant has a WeChat QR code in his store, which provides a huge user base for WeChat Pay and cultivates the habit of transfer and transaction between users.

WeChat Pay has huge traffic potential. If this traffic can be directed to the video account live broadcast room, it will bring significant growth and diffusion effects to the video account. At the same time, this traffic is based on local life, with geographic location tags and IP addresses, and can accurately attract potential customers through online distribution, which is a huge advantage for local business operations.

Therefore, the commercial operation of local life business will also be strengthened. Through the carrier of video account, local life scenes can be better reached, and users can receive coupons and participate in live broadcast activities, thus achieving better results.

Second, merchants on existing e-commerce platforms began to increase their investment in video accounts, especially in terms of duration and delivery. This may be because the Douyin platform began to put price pressure on merchants, causing many merchants who originally performed well on Douyin to face higher costs and lower prices this year, and were forced to turn to other platforms.

Third, the Quanyutong tool will lower the learning threshold for merchants and influencers. By lowering the threshold for learning and trial and error, it can open the door to goods on the video account, thereby changing the user's cognitive habits, and ultimately opening the door to sales on the entire platform and achieving ecological prosperity.

Fourth, distribution will be an important development direction in video accounts. Merchants should consider which products can be distributed and how to use private domain cooperation for distribution. At the same time, small green books (i.e. graphic content) also have great room for development, because it is in the interests of the platform and fills the content gap between public accounts and video accounts. In addition, it is also key to be well prepared for delivery, because if you do not deliver, you may be seized by competitors in the same industry or across industries.