What determines the spread of your content?
Editor’s note: This article is from WeChat public account “Opening School” (ID: openmindclub), author Lei Zong Yang; authorized to reprint.
The truly meaningful message is not the content that the media of each era suggests to people, but the media itself. The key role of the media is to influence our understanding and thinking habits.
The ability to “sell” yourself everywhere
This time I was researching how to bring the goods. I was about to give up. I always felt that I was not the material. Every time I played a short video playback, I was shouted:
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“How did you change?”
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“All can’t escape the routines that bring the product after the first powder”
However, for some bloggers, fans still want him to pick up more ads, so that she can make more money. This is really a personality charm.
Walking on the road, I told Xiao Jing, “The self-media that operates the short video of the vibrato seems to naturally lead to e-commerce.” After saying this, I realized that it was wrong.
Whether it is Weibo, WeChat, B station, fast hand, vibrato, or even you want to be an idol, you will eventually learn to sell yourself.
E-commerce, advertising, needless to say, even if you pay for knowledge, professional skills, you still have to sell yourself. Need to say more to become a love bean, you can see a lot on Weibo is that one person can buy dozens or even hundreds of the same album for love beans.
Super Li Hongqi like Li Jiaqi has also worked very hard to deliberately train, learn exaggerated expressions, apply hundreds of lipsticks at night to almost rub the lips, and then watch their videos again after watching, observe what kind of The language, behavior and performance styles enhance interaction or volume, and live the next day to optimize.
When I realized that this was an ability to “learn” and need to learn, there was no excuse to start the study with myself as an experiment.
Two videos 3 million + play volume
Do not talk nonsense, share the results of the two weeks of research, and report the results directly with the work.
First: Shoe Clips
Image Source Vibrato Management Platform
Second: Socks
Image source vibrato management platform
Total data for the past 30 days: (mainly these two videos)
Data Source Vibrato Management Platform
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Click product conversion rate: 1.9%
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Product purchase conversion rate: 0.3%
If you simply bring 10,000 play counts from Dou+ every 100 yuan, then the shoe clips will directly bring 20300 ads; socks are 14100 ads.
From the perspective of two conversion rates, as a well-known e-commerce business friend said, the vibrato display is better, but the conversion rate is low. But for the two videos I created, in addition to creativity and manpower, these traffic is free.
Supply chain due to vibrato
In comparison, the conversion effect of the first product is much better than the second one. The estimated reason is:
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Show product highlights directly in short videos, this highlight can be quickly identified;
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The price of both products is 39. It seems that it is easier for everyone to accept 39 pieces of cool shoe clips, but it is difficult to accept 39 pieces of socks that are actually worn inside.
The second thing I have to say is the product channel.
Three products like socks, 199 yuan brand pockets and 950 yuan special outdoor glasses are just distributed as a channel. Targeted users have been positioned before development, which is a middle-class pursuit of quality and love of outdoor sports.
However, the product of the shiny shoe clip is provided for the night running crowd of the vibrato. The price is controlled within 99 blocks. It is easy to use, no need to think, and a feature is a highlight. Direct factory development and rapid docking of the vibrato channel, there may be a simple test before, and then directly mass production of millions of sold out directly to develop the next product. This simple and clear supply chain is more efficient and competitive than traditional R&D. In the future, it will inevitably occupy a certain market share.
The fan base is not as important as it is
It is important to lay the basics.
In the vibrato, you often see the goods owner @正善牛肉哥, you will see his video of the goods from time to time, and even you will remember his classic “put down the price.”
But he is not born to be good at selling goods, and his efforts are much more than you think. When you click on his homepage, you find that he currently has close to 4 million fans. Short video releases are about to reach 2,000. (A lot of people you may see dozens or one or two hundred, often blocking short videos of low quality.)
Image source vibrato e-commerce leader list
Even if you have this fan rating, based on algorithm recommendations, most of them are just a few hundred.
Looking at the short video of Beef Brothers, there is a feeling that after you have established a basic routine, as long as you work hard enough, you will have a burst every 20 or 30 videos.
One of the benefits of “algorithm recommendation” is equality, just as the video content of the beef brother above is not good and there will not be too much playback. It is also possible to get enough exposure as a novice content.
Image source vibrato e-commerce leader list
In the “Popularity List”, you will always find some videos of the explosions. He may be just an ordinary account with few fans. Even there are always some accounts that are dedicated to “good things sharing”. From a few thousand to more than 200,000 fans, they almost all use the same template to share their products, just like an organization or a group of micro-businessSpecifically done.
Image source vibrato
What I want to say here is that no matter how many or fewer fans you have, it will not affect your ability to pick up the goods. The key is your ability to bring goods, of course, sometimes you need some luck blessing.
Get 100,000+ on the day of delivery}
You may already have some ideas here. If you want to start bringing in short videos, you may want to take a look at the “popular good list” of the vibrato to see what kind of products are more popular and popular. What are the characteristics of the product; if you want to learn how to bring the goods, you can also look at the “Electronic Business Leaders List” and learn their routines.
Image source vibrato e-commerce leader list
If you need some target and head-selling goods, then you can look at the Taobao Alliance’s “social bulls list”, you will find that many people across the country can bring goods to earn 10 Wan +.
How to become a seller?
In addition to the usual observation and imitation of the “popular good list” and “e-commerce list”, it is best to let yourself become the person who will buy your own goods.
That is to let yourself become your own customer. So, I started to buy in the vibrato once I saw it.
Before you saw a particularly cool Spider-Man mobile phone case, you have a special cool feeling at night, just click into the shopping cart to buy 88 pieces.
Image source vibrato
So, slowly discovered these basic features when shopping for vibrato:
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Prices up to 99 pieces: Can be purchased easily, even if you buy it back badly or just use it once, no problem;
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The function is simple and easy to use, highlighting one bright spot: once you have the feeling, you can buy it;
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Before and after use, there is a clear contrast: it can be especially cool. Once you use it, everyone knows it; it can also be especially useful once it is used, such as waterproof shoe covers.
These are all Low Involvement:
Consumers often purchase products that do not require time and effort to make purchase decisions and are considered low-invasive products. They have no major impact on the buyer and do not result in substantial changes in lifestyle. The so-called convenience goods are low-intervention products. ——MBA MBA Encyclopedia
Features are as follows:
Low price: don’t think too much when buying;
Low risk: can be easily returned or exchanged;
The difference is not big: such as Nongfu Spring and Ipoh, Coca-Cola and Pepsi;
Brand conversion: Since there is not much difference, it will not adhere to a brand;
Availability and distribution: Product availability is the only indicator. If you buy a favorite ice cream, change it if you don’t see it. If the product is distributed in your range, the more likely you are to buy it, such as cola. ;
Repeatable purchases: Because it’s not the first purchase, unlike the house and the car, don’t think too much;
Impurative purchase: It may be purchased directly on the basis of a momentary feeling.
When we know that vibrato is more suitable for bringing some “low-involved products”, we can improve your persuasiveness in short videos based on past research on advertising, such as:
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You can use music or other sounds
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Fast speed > Slow speech rate
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“Short Captioning” Enhancement Key Points
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Improve products or messages
When you slowly improve your persuasiveness, you need to start to understand the purchasing decisions of consumers deeper and understand what factors affect purchasing decisions, as mentioned in Consumer Behavior. “Perceived vigilance” of consumption:
Perceived vigilance is that consumers are more likely to notice his current needs. For example, a person who just bought a Ford will notice more Ford cars on the street than usual.
For example, in the summer, there will be a lot of people who come out with acne. At this time, the cosmetics title plus the key words of oil control, the effect will definitely be better. OneIn areas with particularly high efficacy, such as acne, many consumers are running with cosmeceuticals. This time he will be more aware of the cosmeceutical style of the product on white.
So when designing a product, you have to choose your own style at the beginning, so that consumers can identify your product in the fastest time. This is also a double-edged sword, because if you are too styled, consumers may have a conscious defense (not watching what you don’t want to see) to avoid you.
Image Source Douban Reading
Re-understand and build new thinking habits
It is more and more profound to realize that the fast-paced hand is not simply a simplification of the past video, just as in 1964, McLuhan proposed “media is the message” in “Understanding the Media: The Extension of the Human Body.” That is, the truly meaningful message is not the content that the media of each era reminds people, but the media itself.
The key role of the media is to influence our understanding and thinking habits. Conversely, your understanding and thinking about the current short video will often determine the extent of your content.
If you happen to have not yet started or just entered the short video field, perhaps it is better to be an opportunity for nearly 3-5 years. The quality of short video content is far from enough. After all, as a content creator, most people still don’t understand it clearly.
Everyone has no shortage of potential, but it takes time to enter a field. If you want to go further, you need to be practical. ■
References:
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MBA MBA Encyclopedia: Low Intervention Products
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What is a Low involvement product or Low involvement purchase?
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“Consumer Behavior”
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“Advertising Persuasion: 195 Advertising Principles Based on Empirical Research”
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“Swipe Screen: The Law of Madness in the Video Age”
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“Understanding the Media: The Extension of the Human Body”