Awesome! I used a 500-view Douyin video to attract 19 targeted customers! The gameplay techniques of content-driven traffic are revealed for the first time...

The advent of short videos has led to the diversification of Internet content carriers. With the frequent release of short video content, how can we create content for precise traffic diversion? This article summarizes some content diversion techniques, hoping to be helpful to you.

Times are changing, and the advent of the short video era has led to the diversification of Internet content carriers. From the original era of pictures and texts, we have officially entered the era of video and audio.

In the Book of Changes, the "Three Changes" are proposed - "Change", "Simplicity", and "Unchange". "Change" means changing with the times, and "Unchange" means transcending the times. We should use the "simple" way of thinking to choose and master the "Unchange" to adapt to the needs of the "change" of the times. Therefore, for those of us who want to attract traffic and acquire customers on the Internet, the thinking and methods of attracting traffic also need to change to adapt to the current mainstream gameplay!

This article outlines:

1. Why is your content not getting views?
2. A large number of views? Poor traffic generation effect!
3. The core of content diversion: combination punch
4. Summary of the core skills of content drainage

Let’s take a look at a few of our case studies first!

In the above case screenshots, the screenshot on the left is our work on attracting traffic and acquiring customers for a traditional enterprise, which mainly attracts people who want to learn welding technology and take welding certification exams; the screenshot on the right is my guidance to a member of the community to attract traffic and acquire customers through Douyin in the past few days, and the main people attracted are fans who want to start a business on the Internet, which we commonly call entrepreneurial fans.

Let's focus on the second screenshot. The account posted one piece of content a day for one week. The number of views was very low, from a few hundred to more than a thousand. No paid traffic was invested. On the first day, it attracted one person, and from the third day on, it increased to five people. On the sixth and seventh days, it attracted eight and 13 people respectively. The effect of attracting traffic is obviously on the rise! The reason for putting these two cases is mainly to tell you that the gameplay of content traffic can be applied to the current local life industry, it can also be used to attract traffic to traditional enterprises, and it can also help us attract traffic to some Internet projects.

1. Why your content has no views

90% of the reasons why content on the Internet, whether it is pictures, texts, or videos, has no playback volume is due to the topic selection, and the remaining 10% is affected by factors such as the content presentation method, content tone and rhythm, and title.

Think back to one thing. You must have had this question when you were browsing Douyin: "Wow! How can so many people like this rubbish? I really don't understand." In fact, the reason is very simple. Any platform on the Internet does not focus on the "quality" of your content, but on whether your content selection can attract users to read! Other people's content may seem mediocre, but their content selection just meets the real needs of most users or makes most users interested, and then they are likely to continue reading.

The most classic sentence in the political textbook in high school is: "Superstructure determines the economic base". The same is true for Internet content. Whether you are making pictures, texts, or videos, the first step is always to choose the topic first, because different topics not only mean how much interest you can get from potential users, but also determine the upper/lower limit of your video's playback volume and drainage effect!

Don’t understand? No problem, let’s look at the examples!

Let me briefly talk about the two case videos. Both videos are oral content. The topic of the first video is what not to eat during weight loss.

It mainly lists some high-calorie fruits and high-calorie fried foods, and informs users that these foods cannot be eaten.

The topic of the second video is different. It is "How to eat hot pot without gaining weight while losing weight."

It mainly explains how a fat person who wants to lose weight can solve the problem of cravings by eating hot pot, which not only makes you enjoy the food but also keeps you from gaining weight.

Let's take a look at the comparison of the actual data of the two videos:

The main reason for such a big difference in data is the topic selection. From the perspective of a fat person who wants to lose weight, even people who don’t need to lose weight know “what not to eat during the weight loss period”, which leads to the fact that when users see our video, they will subconsciously swipe away the video.

On the other hand, the topic of the second video shows the pain points of fat people during weight loss. Why are fat people fat? They love to eat too much! If you want to lose weight, no matter what method you use, you must give up high-calorie foods and carbohydrates, which is simply a death sentence for a fat person who loves to eat! So, at this time, if you tell the fat person, "Let's go! Brother, I'll take you to eat hot pot, and I guarantee that you won't gain weight after eating", any fat person will light up after hearing this!

Since these two videos are not posted on the same account, it is inevitable that there are some differences. In order to better prove the impact of the topic selection on the number of views, we searched and compared more videos, and the results are as follows:

So, how do we choose topics effectively? Here is a methodological formula for you!

In the formula of this methodology, the most important point is how to find the user pain points. However, in actual operation, we often bring our own cognition into it, which leads to the fact that the user pain points we think are not the actual user pain points. Therefore, how to find the user pain points is very important. Here is a method we often use to select user pain points:

Of course, in addition to the topic selection, there are many other reasons for the number of video content views. This article mainly explains how to attract content traffic, so regarding other factors that affect the number of video views, I will take the time to write a separate guide to explain them.

2. Large number of views? Poor traffic generation effect

For those who have used content to attract traffic seriously, the problem they will definitely encounter is that the content has a lot of views, and even has millions of views, but it does not attract traffic. Let’s take a look at a comparative case first.

You can think about this question. The difference in the number of views of these two videos is very large. Do you think the video on the left has a better traffic-attracting effect? ​​Or the video on the right has a better traffic-attracting effect?

The content of the first video on the left is very simple, just showing a bunch of forklift certificates, telling everyone that a new batch of forklift certificates have arrived, and those who need them can come and get them. The video on the right is a video about how to use the forklift steering wheel. Okay, I won’t keep you in suspense here, let’s directly look at the data comparison results:

Is this result a little unexpected? But at least we can draw a conclusion: videos with a large number of views do not necessarily have a good traffic-generating effect. On the contrary, videos with a small number of views and a small number of followers can have a surprisingly good traffic-generating effect! Why?

The answer is simple. It is easier to generate traffic by choosing topics that are closer to users’ purchasing needs!

Why? If you want to learn a programming technology, when you first have this idea, your demand is "Is it difficult to learn programming?" or "Is it easy to find a job after learning programming." And when you really decide to learn programming, your demand becomes "How much does it cost to learn programming" or "Which programming training is more reliable." Therefore, the strength of user demand will directly affect the final traffic generation effect of this video.

3. The core of content diversion: combination punch

The biggest taboo in content-driven gameplay is to try to express this and that in one video, but in the end you end up not being able to capture anything! Therefore, the gameplay of content-driven gameplay must be a combination of punches, and the routines of this combination of punches can be routine, framework, and structured.

Based on our experience in content traffic generation, we divide the content into three categories in terms of structure: fan-attracting content, traffic-generating content, and trust-generating content.

As shown below:

Here are the functions and structure of these three types of content:

Content that attracts fans (increases the number of views and drives up the overall weight of the account):

• Topic selection = user interest linkage + industry field that matches the product/service
• Video format = oral broadcast + interlaced images

Traffic-generating content (select topics that are closer to user purchasing needs):

• Topic selection = concerns about product purchase + user needs
• Video format = oral broadcast + interlaced images/pure images + dubbing

Trust content (highlight your advantages):

• Honor medal/Enterprise real scene/Equipment advantages/Production environment/Staffing/etc.
• It is recommended to pin 3 items to the top

Let’s take a look at a real-estate account. The purpose of their videos is to attract targeted users to buy new or second-hand houses. Therefore, this type of account can choose the following content:

This is the so-called combination effect. The content about "housing price trend", "professional knowledge", "avoid pitfall guide" and "policy interpretation" is all for the purpose of increasing video playback, making the account label more vertical, and pushing the account video to people who are interested in real estate. The content of "regional sector analysis" and "property exploration" is to directly attract customers to stay for consultation.

In addition, in order to ensure the effect of attracting traffic, three top videos are specially made. One content is to highlight the professionalism of the blogger, one content is to highlight the large number of customers who have completed transactions, and one content is to highlight the advantages of finding yourself to buy a house instead of finding someone else to buy a house. With this routine, you can really achieve 100% success in attracting traffic! And the transaction rate of the customers attracted is really very high!

4. Summary of content traffic generation methods

If you want to do a good job of content drainage, please change your mindset first: even if there are only 500 basic views, as long as these views are watched by the right people, you can still produce a lot of accurate potential customers!

Therefore, we don’t need to care about the account’s fans, nor do we need to care about the account’s video playback volume. We need to make sure that every video playback volume is a hit! What we care more about is how to make the traffic accurate. The most important thing is to learn from one example and apply it to other situations. I saw a case of “old Chinese medicine health preservation” drainage on the Internet these two days. We all know that although content in this area is easy to become popular on the Internet, it is easy to be restricted by risk control or even blocked. This account is very good at content drainage. It not only avoids sensitive content such as health and wellness, but also has a very good speed of account creation and drainage effect. The following is a screenshot:

This is why I have always emphasized the need to have the ability to draw inferences from one example. In fact, the essence of traffic generation is really the same, but the same method will have different effects in the hands of different people.

Author: Xie Yuxuan; Official Account: Lao Xie Operation Notes