How should enterprises and individuals position themselves when creating video accounts?

This article describes the positioning of video accounts in three parts. If you also want to create a corporate or personal video account, you may wish to take a look at it together.

There is no doubt that this year's Video Account is one of the few platforms that still has dividends, and too many people are advocating to join the Video Account.

But in fact, few people can clearly explain what to do specifically and how to seize this opportunity?

We all know that before we want to enter a certain platform, the most important thing is to do a good job of positioning. I believe everyone understands its importance, so I won’t go into details here. Today we will briefly talk about how the video account should be positioned, what it specifically includes, and what the specific workflow is.

1. What does positioning work specifically include?

Generally speaking, the positioning work of a video account can roughly include three parts, namely account positioning, character positioning, and content positioning.

The simplest one is account positioning, which is what we often call account building. It mainly includes avatar design, nickname design, introduction writing, header image design, and account authentication. For example, the video account includes corporate authentication and personal authentication. Personal authentication includes interest authentication, career authentication and music authentication.

These are all part of the account positioning work. These are relatively simple.

The second part of the video account positioning work is the character positioning, which can specifically include the basic information of the character IP, emotional circle, workplace circle, life circle, IP core value and other module contents. The more detailed we fill in these contents in the early stage, the more three-dimensional the IP image will be created later, and the character will be more dynamic.

This SOP form for character creation actually helps us to better understand ourselves, to discover our own strengths and characteristics, and then to create a character that suits us based on this.

The last part is content positioning.

In fact, playing short videos is all about creating content. Those who have gained 100,000 followers in one day, 400,000 followers in five days, and 1 million followers in half a month all relied on content.

The fans you gain through content are all interested in the areas you share, which is more accurate and reliable. Content is the core of our fan growth and the core of our platform traffic.

In short videos, works are king; content is king; what kind of content attracts what kind of groups, and what kind of customers you want, you need to use what kind of content to attract them.

Often, people who run short video operations have a misunderstanding, that is, they like to excessively chase hot topics, or immediately imitate any popular content. The key here is to think clearly about what content can help us get more accurate customers and help us sell more goods, and then we will create content. Instead of creating content based on what is popular, we should create content. This logic needs to be changed.

Because our short video content is designed around our way of making money, which is what we said in the last class, that is, it is based on the closed loop of traffic in business logic to position. At the same time, combined with the previous character positioning, our content output can be more accurate, and the users attracted are accurate target users.

So remember one thing, on the video account side, our goal is not to increase fans and monetize by popular content, but to consider the problem of continuous traffic and continuous monetization. The key word here is "sustainable", not increasing fans or monetization.

Well, let's talk about short videos. Common content formats can be roughly divided into two categories: real people and non-real people. Non-real people can be divided into anthropomorphism, cute pets, graphic PPT, video editing, animation, subtitle carousel and other forms.

The above is the specific work content of video account positioning. In fact, we can summarize the entire video account positioning work with 5 questions:

1. The first question is, who am I?

2. What do I want to show users?

3. What is the difference between what I do and what others do (differentiation)

4. Why should users look at me (that is, what value can I provide)

5. And the last question: Do I have any advantage by doing this?

When we have a clear understanding of these five issues, our positioning work is basically completed. These issues include the aforementioned personal positioning, account positioning, and content positioning. How should we do these tasks in actual business? In other words, what problems should we solve first and what problems should we solve next? What is the workflow?

2. Specific process of positioning work

When talking about this part, we need to distinguish the situation. The positioning workflows of enterprises and brand owners who make video accounts and individuals who make video accounts are different.

1. Specific process for enterprises and brand owners to create video accounts

Generally speaking, for an enterprise, each of them has its own products, that is, in the "people, goods, and market" triangle model, the first thing to be determined is the "goods", right? The difference between them is nothing more than the difference in product categories and the number of SKUs.

Therefore, when we have the "goods" first, and we want to do the positioning work of the video account, we first need to understand our target user portrait based on the product attributes, that is, we need to know what the precise target group we need to attract is like.

There is one point that needs special attention here, especially for some traditional enterprises that have transformed to run video accounts. The target user portrait of the enterprise product may not be completely equivalent to the user portrait on the video account, especially the behavior patterns and interests. How to understand this sentence? That is, for most companies, they will have their own target groups, right? The behavior patterns and interest preferences of this group of people offline and on other platforms may not be consistent with what they show on the video account.

Let me give you the simplest example. For example, if there is a man whose hobby is the second dimension, and he sees some ladies watching cross-dressing videos on the Douyin platform, he may like them crazily, right? But he may not like them on the video account? Because the streaming mechanism of the video account itself is different from other platforms, his likes will be seen by his friends, so he may not like them for the sake of his own image. Do you understand this?

Therefore, when companies and brand owners are positioning their video accounts, we need to create user portraits based on the product, and then work backwards to understand what pain points these people have, what content they might like to watch on the video account, and what kind of behavior they will exhibit. The key here is to base it on the video account, not other platforms. This is why many companies may do very well on Douyin or Kuaishou, but cannot succeed on the video account. In addition to the different recommendation mechanisms of these platforms, the same users may have completely different interests, preferences, and behavior patterns on different platforms.

So how should we do it specifically? How can we judge what content our target users might like and what kind of behavior they will have on the video account? In addition to paying close attention to and studying some official white papers, the best way is to analyze competing products. Find the right benchmark account to disassemble and analyze.

(If you want to learn more about this part, you can go to my related series of courses "Video Account Live Operation Guide" for detailed explanation)

Based on the product, the company analyzes the user portrait, and then reversely infers what content the target users may like to watch and what pain points they have. In fact, in essence, it is to solve the second and fourth questions of the five questions we mentioned earlier. In other words, what do I want to show users and why do users watch me? After we disassemble and analyze the benchmarking accounts, we can further clarify our personality positioning and content positioning based on this. Finally, we can build specific accounts based on these contents. This is a specific workflow for video account positioning for enterprises and brand owners.

2. Specific process for creating a video account for individuals

There is a saying that goes, "Know yourself and your enemy, and you will win every battle!" If companies and brand owners want to position their video accounts, they should first draw user portraits based on the product, determine what content users like and what behavior patterns they have, and then work backwards to deduce our positioning. It is a process of first knowing the enemy and then knowing yourself.

To position a video account for an individual, one must first know oneself and then know the other. That is, one must start from the individual's own perspective and first solve the two key questions of who am I and what value can I provide.

Because for individuals, we don’t have any products that we must promote. In other words, it doesn’t matter what products we sell. The important thing is to be able to sell them. This product can be changed at any time. In other words, in the “people, goods, and market” triangle model, the “goods” factor is relatively weak.

Therefore, for individuals, the most important thing is to find ways to tap into their own potential and value based on their actual situation. The first two questions to be answered are who I am and what value I can provide, which is to clarify our personal positioning.

Then, in the second step, I started to think about how I could make the value I provide visible to more people and present it in a better way.

Then, because you have solved the two questions of who you are and what value you can provide, it is basically clear what category you belong to, or which content track you have chosen.

Next, I need to think about what kind of content I should use to reflect my value, that is, what I want to show users.

At this point, we can use the same method as when companies and brand owners do positioning, by finding benchmark accounts and performing breakdown analysis to determine the situation.

Of course, after we have analyzed the benchmark accounts, we can further think about whether we can do it differently from these people. This is the third question mentioned above: What is the difference between what I do and what others do? You need to find the differentiation. This step is to position our content.

Finally, when you have solved and determined all the above problems. There is one last question you need to think about, which is whether you have an advantage by doing this. Some friends may be confused about this question, thinking that since I have already determined what value I can provide, why do I still need to think about whether I have this advantage? For example, if you are a psychoanalyst, the value you can provide is to help users solve various psychological problems, such as how to face anxiety, how to deal with stress, etc., then this is my advantage! Why do you still need to think about it?

Whether there is an advantage here is a comprehensive consideration. Perhaps as a psychoanalyst, you have enough advantages in your profession. But if you want to present it in the form of a short video, then you must consider how to reflect this advantage.

Why should this question be put at the end, after analyzing and disassembling the benchmark accounts? Because we need to look at the accounts in the same field that are doing well, and see how their videos are presented and what their content is presented like.

For example, in the same psychology track, some people use oral broadcasting directly, some people present it through short dramas, and some people present it by interpreting some small clips in film and television dramas! These different video presentation methods may not be suitable for everyone. After all, we are now positioning the video account for individuals. Individuals also mean that the time, energy, financial costs, and other resources you can invest are limited. So you must find a model that is suitable for your current situation and in which you have an advantage.

When all the above problems are solved, we can finally build our account based on our personality positioning and content positioning, that is, we can do account positioning at the end, such as avatar, nickname, introduction, etc. Okay, the above is a process for positioning personal video accounts.

In fact, we can find that no matter whether it is a company, a brand owner, or an individual doing video account positioning, they all need to do the same things, that is, to do personality positioning, account positioning, and content positioning. The core is to solve these five problems. It’s just that in practice, their order is different.

OK, the above is about how enterprises and individuals should position their video accounts!

Author: Pai Ye Operation