A 4,000-word comprehensive analysis of the complete guide to operating a video account. You can save yourself 3 days of detours after reading this!

Starting from the short video platform, this article makes an objective and detailed analysis of the operation of video accounts from the aspects of opening video accounts and the recommendation mechanism of video accounts, as well as the content, fan growth and monetization of video accounts. It is recommended for those who are engaged in video account operation.

Since the first short video platform "Kuaishou" was launched in 2011, many short video applications have been launched in the past 11 years, including Xigua Video, Kuaishou, Bilibili Short Video, etc. Short videos have grown from nothing to a flourishing business, forming a huge business ecosystem.

When everyone was focused on Douyin and Kuaishou, Video Accounts quietly became popular, and those who could foresee the trend had already started to deploy Video Accounts and made a fortune. Summarizing the development patterns of economic hot spots over the past decade, it is not difficult to find that any trend has a 2-year incubation period, an explosion in the 3rd year, a 3-year boom, and then a stable development period in the 5th year.

If you want to seize the opportunity, it is recommended to enter the market from the planning stage. Currently, there are not many operation strategies for video accounts. Today, Mr. Wang will talk to you about the operation skills of video accounts, including monetization, which is mainly divided into 5 steps.

(1) What is the first step after opening a video account?

(2) Do you understand the recommendation mechanism of Video Account?

(3) What content in the video account is likely to go viral?

(4) How can I increase the number of followers on my video account?

(5) How does Video Account help you make money?

1. What is the first step to open a video account?

When you open an account, is the first step to think about posting a video immediately?

no! no! no! no!

Don’t be in a hurry to post videos. Think about this clearly before posting content: clarify the account positioning of the video account. Most people act impulsively and do what others do without any goals or purposes. They take one step at a time, so most people fail. Success always belongs to a minority.

As the saying goes, sharpening the knife does not delay the chopping of wood. If you want to do your job well, you must first sharpen your tools. If you want to chop wood or cut leeks, you must first sharpen your knife.

Here I suggest that we first take the first step, first of all, to accurately position. Positioning determines the world, pricing determines the country, and positioning determines all possible future development directions of your video account.

1. The purpose of operating a video account

Only by clarifying your purpose of creating an account and your own monetization path can you realize account monetization.

The common ways to monetize video accounts include selling your own products, helping others sell products, relying on rewards in the live broadcast room, helping others advertise, and promoting yourself.

Different purposes lead to different approaches. The purpose will determine effective actions, and effective actions will determine the results. Therefore, you must be very clear about the purpose of creating an account from the beginning.

For example, if your goal is to promote your brand and sell products, then it is recommended to focus on brand promotion in the first stage, and then slowly implant products after customers accept them. Don't send out all kinds of hard ads right away, as that will only be blocked by users.

2. Target audience: Who do you want to attract?

If you want to sell goods, who should you sell them to? What is the profile of the customer group your product is targeting? What are their interests and hobbies? The more segmented the customers, the better, and the more segmented, the more accurate.

For example, a children's toothpaste with a relatively high average order value is targeted at middle- and high-income groups, those who care about their children's health, have high education, high scientific literacy, etc.

3. Determine the direction of the account: What content should be posted on the video account?

At present, the video account focuses on supporting vertical authors and media organizations, encouraging original and real-person accounts, and discouraging copying, vulgarity and other content that violates platform rules.

Therefore, we need to focus on two key points when creating content: one is vertical content, and the other is real people appearing on camera. An account should only focus on one niche area, and not create content for a general group. Not being vertical means not being focused. The more you want to cater to all users and create a variety of content, the more users will think you are unprofessional and give up on you. I organized the content that customers like to watch into the following five categories:

1. The first category is appearance: little brothers, little sisters, cute babies, and cute pets;
2. Second talent category: technical flow, dance, handicraft, singing, dubbing, etc.;
3. Third interest category: fitness, animation, food, beauty, photography, travel, digital, etc.;
4. The fourth knowledge category: office software, maternal and child knowledge, English, humanities and history, etc.;
5. Fifth plot category: comedy, mystery, suspense, emotion, etc.;

You can formulate the content direction of your account based on this classification, combined with your own account creation purpose and customer groups. What you are good at is what you do. Skill sharing in video accounts is very popular recently (such as PS teaching, knowledge payment, etc.).

4. Define your persona: Who am I? The main style of the account

To define a persona is to label an account. What is the identity of your account?

Whether it is a corporate account or a personal account, you need to have an anthropomorphic account style, clarify who the "I" of the account is, and be sure to highlight the differences and find out your own characteristics. Unique content will make you stand out from many accounts. You are definitely not the only one who can produce the same content. Why should you do the same topic? Therefore, you must combine your own reality, according to your own purpose of making an account and the specific content of your work, to find out those labels that have absolute advantages and are different from others.

In the video account, I suggest that it is best to be professional + interesting. Pure professionalism is difficult to resonate and spread, and pure fun has no depth of connotation, which is not conducive to the construction of a high-end personality in the social communication of the video account. For example, @王老师 talks about the account positioning of traffic. In fact, there was no clear positioning at the beginning, and many detours were taken. The works released were also relatively mixed, resulting in little traffic.

Later, I re-examined the purpose of Mr. Wang's account. It is to provide low-cost practical content for business operations managers and small and medium-sized enterprise owners, and to monetize it by developing and selling traffic operation courses. Mr. Wang is a down-to-earth science and engineering man who does not use routines or deceives people. He gains trust with real, effective and practical content that can really help you.

Finally, I have compiled a positioning table for everyone. You can record your own monetization methods, target customer groups, content types, personal settings, etc., so as to complete your account positioning.

After clarifying the positioning of your account, you must also decide on the account name and write it down. Regarding how to name your account, I have also compiled 6 patterns.

Of course, there is one more thing to consider: Do you really want to create a video account? If you have thought about it, then come on!

2. Do you understand the recommendation mechanism of the video account?

Douyin has a calculation mechanism, and Video Account also has it, but the recommendation mechanism of Video Account is completely different from that of Douyin. Here I analyzed the video accounts of several friends and found that they have the following characteristics.

1. Social connections among acquaintances

When we browse the video account, we will find that the video account recommendation mechanism is related to your social acquaintances. For example, when you browse a certain video, it will show "xx friends have watched it" below. Some videos will have reminders of "people you may know". When you click on them, you will find that they are indeed your friends.

At this stage, the video account is still in its early stages, so the traffic provided by new works is very limited, so in the early stages you have to find a way to make your videos have views, haha, so use your friends circles and family groups.

2. Human work first, then algorithms

Video accounts are backed by WeChat, which has 1.2 billion daily active users. They rely on social recommendations as the main method and algorithm recommendations as the auxiliary method for distribution. They use social relationship chains, friends' interactive likes, shares, comments, etc., to achieve rapid dissemination among friends and reach more six-degree connections. If a video account content has good interactive data in a short period of time, then this content will continue to spread and be seen by more people, and the video will also be more popular than Kuaishou and Douyin for a longer time.

3. What content on the video account is likely to go viral

In the data released in the first half of the year, the top few categories are food and comedy, and there is also a category related to video accounts, such as operating skills. In comparison, videos on civil affairs and life are more popular.

There are a few things to note about the content

(1) The simpler the content, the better. The first principle of popular content is to make it understandable to everyone, so the simpler the content is, the better. Complex content increases the cost of reading and understanding.

(2) Do not have too much content in a single video. Try to make sure that each video has only one key point. If there are too many knowledge points, users will not be able to remember them.

(3) The video should not be too long. Generally, 15 to 30 seconds is the best. Videos that are too long will affect the playback rate and the probability of recommendation.

(4) You need to promote your published work yourself. You can post it through friend groups, WeChat groups, and friends, etc.

In addition, we can also use the platform's creation center to find popular topics. The platform will also provide us creators with a more comprehensive service platform, such as Douyin's "Creator Service Platform", Video Account's Creator Center, and so on.

We click "Discover - Video Account - Click the avatar in the upper right corner - Then click Creator Center". After entering, you can not only see some basic account data of your own, but also see the function of "Creative Vane".

4. How to increase followers on the video account

Let's first break down the path for users to follow a video account. Ordinary people usually do this: they scroll through the videos they like, then click on the account homepage, and finally decide whether to follow it. The keyword is "homepage". Therefore, the homepage of the video account that makes the first impression must be optimized to be beautiful and fun!

Here are some effective ways to increase your followers:

1. Unified style

High-quality content generally has a unified style. For example, our official accounts and large accounts generally have the same typesetting style, giving people a professional feeling.

2. More updates and more hits

Regardless of the platform, the law of hot products attracting fans remains unchanged. A hot product can have at least a few hundred fans, or as many as thousands.

3. Increase followers through hot topics

After you make a video, don’t rush to post it. Collect some hot topics first, and then bring these topics to bring more traffic. When we publish video works, we can add different "#topic" tags to each work. The two most important points are: one is to establish a brand label, and the other is to bury search keywords. When customers search, high-quality keyword settings can more effectively bring accurate traffic and let everyone search for you or your products.

4. Make good use of the comments section

Go to the accounts of big names or peers to comment more often, or add comment guides in your own videos.

5. How can video accounts help you make money?

The most critical point, and the issue that everyone is most concerned about, is how to monetize the video account? How can we make money with the video account! The answer is five ways: franchise, e-commerce sales, mutual advertising, knowledge payment, and live streaming sales.

The first is to attract investment and franchise . If you already have a project that needs investment, then you can create an investment promotion account, such as a founder account. For example, the Li Shu Ji account has brought in hundreds of franchise stores.

The second type of e-commerce product promotion is that the video account has opened a product promotion center where you can select products and add them to your showcase. You can sell them by posting videos without the cost of inventory pressure, after-sales process, or promotion fees.

The third type of advertising is mutual selection . In the video account creator center, there is a mutual selection platform where advertisers will post advertising tasks or select accounts to cooperate. You can also choose advertiser tasks on it, and choose each other and cooperate for mutual benefit.

The fourth type of paid knowledge is selling courses. Many teachers have become popular on short video platforms because they already have content. All you need to do is turn your content into short videos. But I know you don’t know what to shoot to become popular.

The fifth type is live streaming with goods , which means you go live streaming to sell goods and so on.

This is already very popular on Douyin, but there are still great opportunities on video accounts. Now I would like to ask you to think carefully, if it is you, which of the above categories are suitable for you? But I want to tell you that this is not a single-choice question, but a multiple-choice question! For example, Mr. Wang, I do knowledge payment, live broadcast and sell goods, etc. One more way means one more income.

Well, the above is the entire process from getting started with Video Account to monetization. How is it? Have you decided to seize this opportunity of Video Account?

Author: Mr. Wang talks about traffic

Source: Teacher Wang talks about traffic