Article from public number:New List (ID: newrankcn), author: truffles, the original title:” cut to the heart! There are 100 reasons why the short video account is being taken (and not so much). The title map is from: Visual China.
Is your account lost today? A hearty question.
According to the statistics of the new list, the vibrato has been in the past half year(May 1st – October 29th)The account that continues to drop powder reaches 23236 One. “Powder” has become a status quo that many short video operators have to face.
What exactly is the “point” that leads fans to get through? In the near future, the new list launched the “Small Video Account Acquisition Reasons Survey”, which surveyed hundreds of people in the form of questionnaires and recycled N “fancy breakup reasons”.
The questionnaire showed that 64.4% of the participants chose to take the “sufficient content”; 45.9% chose “too many advertisements”, 44.4% of the participants chose “three views”; “not updated for a long time”, More than 20% of the participants were selected because of “push too frequently” and “willfulness to take it off”.
01 Reason for taking the “Content is not attractive” (64.4%)
It’s no surprise that “content” is the biggest concern for everyone, whether it’s the creator or not.It is a fan.
According to the feedback of the open Q&A, “not attractive enough” is divided into two situations: One is the content problem, and can’t continue to attract users to watch; the other is the reader, the reader’s interest shift or There is an aesthetic fatigue situation.
In recent days, the phenomenon of homogenization of short video content has become more and more obvious, and the content is getting higher and higher, the production is rough, the video content is too thin, etc., which may lead to fans’ clearance at any time, and sometimes it is not done at times. Not good, just not doing better than others, will also tend to go down in the competition for homogenized content.
“I feel that there is too much attention, and the homogenization is too high. Some quality is generally taken.”
“The content of the plot that is of interest at the moment, I feel that the content is too homogenous.”
“Take off a young lady who danced from Latin dance, except for the beauty and beauty, I have no beauty (the content is homogenized and thin).”
In fact, many people are trying to try new directions in order to avoid too homogenous content. For example, the account business is expanded from online to offline marketing activities, or through a more refined matrix number.
However, there is also a short video operation that says The phenomenon of “washing” between short video accounts is very serious. The original content is not only time-consuming, but there is no perfect mechanism to protect copyright, so even The “original” effort is also likely to be defeated in the competition of homogenized content.
In addition to the homogenization of the platform, the account itself repeats the routines of the past, and it will also bring aesthetic fatigue to the audience, leading to being taken.
“Every day is the same dance, watching the same thing, no sense of freshness.”
“Take a food account, because I always send some cooking videos, long-term visual fatigue…”
The same routine is boring, can you always feel fresh when you change?
The survey data tells us that it is not. Obviously, fans are not a group of people who can easily guess their thoughts. They are getting more and they are not happy.
“The beauty of the makeup is large, the video rhythm becomes too fast, but there is nothing new.”
“The content is different, such as fitness people start sharing daily life.”
It can be seen that sudden changes or changes in content are not desirable. Some of the vibrating people who are doing a series of videos have indicated to the new list that a popular series of videos, as long as the heat is in place, will not give up the node that has been doing a significant decline, and then start to consider content innovation, breakthrough or It is transformation.
There are some reasons for the clearance, more like personal choices about content, such as this time is not like watching, some kind of video, or once loved to watch, after a while it feels boring.
“The age is too big to feel too noisy.”
“After a while, I liked to watch long dramas. I haven’t moved recently, and I’ve taken a lot of it.”
“I thought it was very interesting before. I don’t know if I changed or if she changed. The more I look at it, the more boring the video is.”
In the end, you have changed…
02 “There are too many advertisements” (45.9%)
“Advertising” is a topic that creators can’t avoid. “It’s really hard to use love to generate electricity.” “Cho” is a booster to stick to it.
However, once there is too much “just enough”, the audience is easily disgusted and angry, and 45.9% of respondents show us this situation with their own choices.
Where is the limit of too many ads? This is actually very difficult to say clearly. Everyone’s standards are different. The acceptance and tolerance of advertisements are naturally different.
Someone can’t stand too much advertising, even more than non-advertising content:
“Some of the ads posted on some accounts are too much, not to say “just eat”, but your content is not directly proportional to the proper structure, I can’t accept it.”
“Take a blogger who made a video introduction, always selling equipment.”
Some people can’t accept good ad placement, and they have encountered accounts that have collapsed because of advertising:
“Take off a very good positive energy number, slowly become a pure ad number, and completely overthrow the previous person.”
“An emotionally funny account, from the image of a good sister to a single flight, divided into two numbers, pulling traffic to sell advertisements, destroying the image, and taking the three numbers together.”
There are some tips about advertising:
“A long time ago, I took a large size, because there were too many plots when I was in love with each other, and there were all kinds of inexplicable advertisements.”
“A beauty blogger has too many ads and poor quality.”
How can I make advertising content that fans love to watch? First of all, we must do a proper integration with the account content. After all, fans start out because content is attracted.
The advertisements of “Langweixian” are mostly related to food. By combining the characteristics of the account with the advertisements through the “trying to eat” and other forms, the style is continued and the fans are more acceptable.
“Zhu Xiaoying” is also very good at combining the plot and advertising. A Debon Express advertising video “My dad let the courier brother take me away”, both insisted on “married not to go out” and family funny Humor style, also successfully implanted the express business.
According to the founder of Xindong Media, Murong Inherit said that the video has a play volume of over 50 million and a number of 1.46 million, helping the “Zhu Xiaotong” to successfully increase the powder by 200,000. “This shows that there are still opportunities for customers and fans. Find a good balance between the two.”
03 “Long time not updated” (26.7%), “Push too frequent” (22.2%)
From the results of the half-year-old fans’ floating data monitored by the new list, many of the fans have a negative growth account, and the update frequency is not very high. Some accounts have only updated one month.
But the update is too frequent and can’t please all the viewers. Li Rongxin, the behind-the-scenes operator of “Zhengshan Beef Brothers”, found that the content of the songs was 50 on the day, but how often did the content be released to the audience?
22.2% of the respondents in this survey chose to “push too frequently” and take a message. Someone said that “it’s been a long time since the account was pushed too much”.
Do not push and close, push and take off, so the reason for this is also suffocating many creators. How to squeeze out the balance scale? Many accounts have also tried and explored their own.
The blame of a beast, the monster said that in order to reduce the fans’ “fatigue and fatigue”, they will deliberately reduce the frequency of “blaming a beast” and open other accounts in the image of “monsters”. The content is distributed alternately with “blame a beast” and continues to interact, thus ensuring the frequency of updates and alleviating the “aesthetic fatigue” that may result.
04 Other reasons
“If you have a long story, please look at the next episode, so pay attention to it first, but then you can’t find the content.”
“After the show is over, the official account can be closed.”
“It’s very sad to take a food account.”
“The old age is that they are too noisy.”
Under the “willfulness to take care of” or other various reasons, under the “difficult to adjust”, “take off” is happening almost every day.
05 After being taken off, your account may not have a second chance
How much is the chance of being re-focused after the account is cleared?
According to the new survey, 38.5% of the respondents chose “will not pay attention again and will not view the content”, 35.6% of the respondents chose “will occasionally look at the account content, but will not pay attention again “.
This data means that the accounts that were taken out have almost no second chance in the eyes of these “pre-fans”.
Someone said that the short video head of the person, 3-5 months will change a wave, no one can always occupy the top.
But for content creators, being “taken” is a frustration that has to be accepted. They constantly review and reflect on themselves. In the end, which part of the problem has gone wrong? Is there any possibility of returning to the peak traffic again?
In order to get out of the dilemma of the ups and downs, some accounts try to iterate several times, some shift their focus to the matrix account, and others learn to accept and adapt.
Not long ago, a vibrating person who was caught in the bottleneck of the powder told me that he wanted to maintain a “Buddha mentality” and make every video for the fans who still stayed.
Article from public number:New List (ID: newrankcn), Author: truffles.