Practical sharing of video account operation

How can a video account be operated to make money? This article will introduce in detail how to operate a video account. The author shares the prerequisites, facilities and traffic diversion tips that need to be considered when making a video account. I hope this article can be helpful to you.

Video accounts are the lowest-cost startup for ordinary people from 2022 to 2023. It is currently the project that is most likely to get positive feedback, and it is also the project that allows you to complete "content, editing, product selection, benchmarking, crowd research, live broadcast, traffic diversion, private domain" and other things at one time and complete the closed loop at the lowest cost.

1. Video Account Crowd Positioning and Analysis

The users of Douyin, Kuaishou, and Video Account cover groups over the age of 10, and the users are universal. According to the "2020 Short Video User Value Research Report", from 2018 to 2020, the proportion of short video users aged 20-39 gradually decreased, and the number of users over 40 years old increased year by year.

It is specially pointed out that the proportion of people over 50 years old in the video account is over 60%.

2. Trend bonus opportunities of video accounts

Video accounts are currently in their infancy, lacking content and with a long road to growth. Therefore, the platform will provide traffic support to new accounts in the early stages, even if the content they publish involves reposting.

As the saying goes, where there is traffic, there is the world, so the processes that have been used on short videos such as Douyin and Kuaishou (for example: selling goods, attracting fans, precise traffic, SEO, paid delivery, etc.) are all worth repeating on the video account, and it is definitely feasible.

3. How to build a WeChat video account matrix

Prepare to register a group of accounts:

1) Enterprise

Contact the customer service staff of China Mobile, China Unicom, and China Telecom, register with the company's business license, and they will come to open the card. The card belongs to the company and is registered under the name of the employee. If the employee resigns, the card can be re-bound.

2) Individual Class

Apply for 5 cards each from China Mobile, China Unicom and China Telecom, for a total of 15 cards. Add the identities for family and friends, and it will be enough for you to use.

Complete WeChat real-name authentication: Use your ID card to register normally and open a WeChat video account.

Equipment purchase and scene setting: Mobile phones: Android (low-end series), iPhone (high-end series).

• Computer: The demand for computers to meet the needs of live streaming is now very mature. You can just go to the local computer city and ask.
• Other live broadcast related equipment: Green screen: It is recommended to be 3*3 meters or larger. If the actual background wall is too large, it shall be based on actual measurements.
• Turntable: used to display products during live broadcast or to place a mobile phone to start broadcasting directly.
• Live Broadcast No. 1: When live broadcasting on a mobile phone, the sound played by the computer or other devices can be pushed to the sound card of the live broadcasting mobile phone. In this way, the mobile phone live broadcast sound channel detected by the system comes from the real sound of the sound card.
• 3.5mm audio cable: When the video account tries to use a computer to directly push the live broadcast, use the output sound of the second computer as the input sound of the first computer, and push the sound directly to the sound card of the first computer, so as to avoid violations of computer audio recording and broadcasting. Note that the sound output by the second computer also needs to be long enough to avoid audits.
• Simple sound card: It is recommended to purchase this for unmanned live broadcast.
• Computer camera: The computer camera is used for real people to directly broadcast on the site after the video becomes popular, and to connect to the camera.

4. Product Selection

Product selection is based on the selected group of people - purchasing power - purchasing desire - peer data. Product selection mainly selects the popular products in the video. Selection is more important than effort. Next, let's talk about the channels for product selection:

1. First, for Douyin products, if the hot-selling products on Douyin live broadcast are suitable for video sales and are in season, we can do it immediately. If there is endorsement and promotion by celebrities, the order-generating effect will be better.
2. Second, all the popular products on traditional e-commerce platforms such as Taobao and Pinduoduo can be sold again through short videos and live broadcasts.
3. Third, various data analysis platforms follow the top influencers to promote products and monitor their data.

For example: Based on the WeChat video account live broadcast of the Sannong category operation plan:

• Core services: live broadcast product sales, private domain product sales.
• Target users: middle-aged people with purchasing power (mainly local people in Sichuan and Chongqing).
• Marketing methods: live streaming, short videos, and private domain operations.

1. Market background (analysis based on the TikTok platform)

The development of mobile Internet has laid the foundation for the transformation of rural digital economy. Especially under the two major trends of video and e-commerce, rural information dissemination, e-commerce sales, logistics, characteristic tourism, digital finance, etc. are becoming increasingly perfect.

According to the data from Big Data, users have a strong interest in content related to the "Three Rural Issues". In July 2022, the number of views and submissions of related short video content increased by 145% and 42% year-on-year respectively. The growth rate of views is significantly higher than the number of submissions. Big Data analysis shows that the demand for content related to the "Three Rural Issues" is strong, and the overall supply is in short supply.

In addition to short videos, live e-commerce opportunities are also attracting the participation of "agriculture, rural areas and farmers" anchors. According to statistics from Juliang Suanshu, the number of Douyin "agriculture, rural areas and farmers" related live broadcasts and views have continued to grow since 2021. By July 2022, the number of live broadcasts increased by 150% year-on-year, and the number of views increased by 113% year-on-year.

2. Business model Basic model Directly convert customers through live broadcast sales and private domain marketing

Refer to the following model:

5. Issuing an order

If you produce a video with 100,000 views, the official website will basically label it for you. What should you do if you continue to post but no more hits appear and the views are not improving?

If the company has 3-5 hit products every month, it can earn 300,000-500,000 yuan in commission. (In order to test these 3-5 hit products, it may be necessary to test the details of a large number of orders in the early stage.)

6. Monetization

There are many ways to monetize through video accounts: selling goods, private domain, traffic, advertising, etc.

Profit = Number of video accounts x Number of videos x Probability of explosive playback x Unit price x Conversion rate x Gross profit – Backend cost

• Number of video accounts: The more accounts you have, the greater the chance of success (5 accounts for individuals and 50 accounts for small teams).
• Number of videos: The more videos you have, the greater the chance of success (10-15 videos a day, keep posting).
• Probability of explosive playback: deduplication, theme, content (fine editing, topic selection, and finding benchmarks).
• Unit price and conversion rate: product selection, optimization of various guides, and live broadcast conversion (product selection optimization, guide optimization, and acceptance of popular live broadcasts).
• Gross profit: commission ratio, payment period (high commission products, self-operated without supply, extended payment period).
• Backstage costs: mobile phones, phone charges, staff, venue costs, efficiency (do not add entities unless necessary).

7. How can one person make a video account successful?

The video account that had been maintained for half a month suddenly "exploded" with a piece of content, and I was ecstatic. When I opened the video every 5 minutes, there were hundreds of new likes and recommendations (video account: Rural Niu Cuihua) .

Therefore, as long as you master the rules of video accounts, it is really easy to become popular! Next, we will explain how a person can play video accounts from three aspects:

1. What kind of content is more likely to become popular on Video Account?
2. What are the pitfalls that need to be avoided in operating video accounts?
3. How can video accounts be monetized and make money?

In order to take care of newcomers, we briefly sort out the tips for opening a video account:

1. Open WeChat – Discover – Video Account, click in and click the camera icon to post a video, and you will enter the activation phase.
2. The name should be determined based on the characteristics of the product you are targeting, or the personal brand image you want to convey to your followers. For example, if you are promoting food, you should define the name based on the preferences and recognition of the audience for the food you promote, and then optimize it to a more memorable and distinctive name.

What kind of content is more likely to become popular on Video Account?

Video accounts are like the two ends of a scale: one is particularly easy to become popular, and the other is particularly difficult to attract traffic .

Why is this happening? Let’s figure it out together.

• The cover title must be "big" enough; the so-called "big" means that it is clear in meaning and attractive.
• The cover title must be "yellow" enough; the "yellow" here refers to the color of the cover, it can be said that it has to be yellow.
• The content design must be "hot" enough; the video theme should focus on hot topics, which are easier to go viral. For example, "Why do girls always meet bad guys?", "Starbucks also started group buying?".

What are the pitfalls that need to be avoided in operating video accounts?

In addition to having a deep understanding of the backend rules of the video account, it is more important to avoid common content mistakes, such as:

• Avoid being a content porter . If you download videos directly from Douyin or Kuaishou and post them to your own video account, it will be considered plagiarism, which will reduce the weight of your video. The consequence is that your video will no longer have traffic, and subsequent postings of other videos will also be affected.
• Avoid sending hard ads . Don't try to do anything in one go. When your video account is not even mature, why do you start accepting ads right away?

Therefore, video accounts are ultimately a type of content operation. If you want to operate a video account, you must maintain the health of the account, otherwise it will be in vain. If your account unfortunately becomes a half-dead account, then please post some original videos to activate the account, or simply cancel and re-register a new account.

How can video accounts be monetized and make money?

Relatively speaking, this question is simple and straightforward. After opening a video account, go to the [Creation Center], open the [Product Promotion Center], select products that are more suitable for your user group, and then attach a link to put them on the shelves for sale.

The key to promoting products is to choose the right products . If you have bad products, your video may get one or two million views, but you may not be able to sell a single product! The key to choosing products is user analysis .

Therefore, if you want to get a piece of the pie in the video account, you must plan ahead so that when the real opportunity comes, you can enjoy the dividends of the times.

Okay, that’s all for today’s sharing!

Author: Xiao Q Chats About Products, WeChat Official Account: Xiao Q Chats About Products