To some extent, content is intended to stimulate positive feedback from users. In these feedbacks, however, they tend to include new selections of content, new product intergenerational thinking, new market demand, new consumption demand, etc. This information, which is extremely valuable for a brand owner or firm, is estimated to be a daily price if it is converted into a service fee to a consulting firm。
3. Operationalization of content
In the design of short video content products, work at the operational level needs to be included at the outset. Since the operation helps to better communicate content and users, it also helps content products to ferment continuously after they are online, with long tail effects。
Good operations must be personalized, combined with the positioning of content products, in a certain capacity, in the management of user comment areas, and in the refinement of operations. Every time a user comments and comments through the operational feedback, online campaigns and so on, make your content products more personalized and personalized, so that your content products are truly remembered。
4. Operation makes content more timely
Because behind the operation is a person, and sometimes even a team, your content product becomes more flexible with a finer operation. Thus, in the case of hotspot events and some information bias, operational feedback on immediate market and user demand can be achieved。
On the internet, you are faster and more sensitive than others, and the faster you feed back to users, the greater the flow dividend。
5. Operation gives you first-hand data
For content production teams, big data should be used as a very important reference dimension for production content. If it were to be handed over to a team that would only do what is called “creative research and development” and “explosive content development”, the end result would probably be nothing, nothing。
Moreover, the cost of hiring a director is still very high, and it must be irrational and unscientific to invest too much in content production before a long-term and stable business model is developed。
The content is standardless, “one thousand hamlets in 1,000 people”. Blindly believing in the personal aesthetic standards of a producer or producer, it's a big deal。
For a short video content team, the best iterative strategy is to hire suitable staff, highlight value for money, and then get feedback from sources, users, markets, customers, etc. Through operations. In the volatility of data growth and decline, patterns and break points are identified, and product overlay and testing continue until a suitable level is stabilized for traffic and user sedimentation。
These “first-hand data” obtained by means of operations are the most valuable data in this market. Their authenticity and effectiveness can help you to see changes in many markets, thereby clearly positioning their products and achieving real market competitiveness。
IiiShort video operationWhat are they all about
If specific to the content of the short video operation, it can be refined into four main areas: operation of the short video channel, operation of the short video content, short videoUser operationsIt's a community operation。
1. Channel operations
Short video channels operate mainly in cooperation with mainstream video platforms and video content distribution channels now at home and abroad. Externally, it is a form of cooperation between tobs and internally, a way of collecting data through feedback through channels, and of feeding content products over time and user operations。
There are two distinct ways and means of operating short video channels, both domestically and internationally. It would have been nice to have a few large video and social content platforms, such as youtube, done outside the country, but the country was very complex and there was no single state。
At the same time, there are differences in the user-modification and content positioning of each content channel, and it is possible to be operational if you do content in the subdivision area and look at the content needs and user preferences of each channel platform in detail。
Focused channels need to be operated in detail, and individual visits and maintenance are important. Inside, each channel receives feedback from users, and different operational and content product strategies need to be designed and developed for different channels. Channel operations follow channels and users on them, and are not static。
2. Content operations
Content operations are largely understood as traditional programmingContent planningAnd make, plus the film section at most. Given the purpose of the operation, the design of content production needs to be at the service of growth, and therefore the content production chain needs to be operated closely and through channels, and the user operations fit together, combining the collection and collation of large data into a more comprehensive and refined process。
In particular, it is important to move beyond “author thinking” and to think from the point of view of the users and not fall into the so-called “professional” thinking. If previous thinking was still being used to produce content, it would certainly become a “high” and a self-reward。
Unless you're really very talented, the master of personalized labels can be driven by the creator's own preferences, which, though they have a chance to succeed, are less likely。
Good content operations can help short video content products to significantly increase user touch, opening, stay, reputation, user initiative feedback and interaction when content base planning is at least below industry average。
The core of the short video content product is content, but it must also be made clear that it is not a matter of thinking by one or two core creators, but rather of planning and developing over time in conjunction with operational strategies. The preferences of the user cannot be replaced by the preferences of the individual at once. It is important to be neutral and objective and to really treat short video content as an internet product。
3. User operations
As mentioned earlier, the production and dissemination of short video content is actually intended to capture the attention of users and to capture their attention, thereby making them willing to remain on the internet or on their own products. Thus, user operations can simply be understood as a deep interaction with users, with the ultimate aim of increasing user activity, user viscosity and allowing users to generate long-term and sustained attention and interest in content products。
The short video content product is the beginning of opening the user's operation, after which the user's means of operation can be linked to the user in a variety of new media formats, including chats, voice, audio, small programs, h5 events, etc. Users need to be able to communicate with a real person when they have done so, and the desire of users to communicate from time to time can be realized。
Users operate on the basis of comments, on the management of the bomb screens, answering direct user comments and providing more one-on-one, personalized services. From a thousand to a thousand to a thousand to one, this is not only the way forward for internet products to evolve, but also the effect of truly moving offline communication。
Conditional teams may even operate a specific crm matching system for users. For both entrepreneurs and branders, the "back-up" and upgrade of such a user management system is to incorporate the flow of content systems, short video content into their original crm system and to operate on a content-based basis closer to the user-line use of scenes。
4. Community operations
On the internet, many products and services cannot be truly accessed through simple once or twice postings of software, virus videos and tvc advertisements. Many games and internet-based app-type products face the end of the app downloading dividend period and the problem of online access。
Although they have also made a flow of traffic to reach and expose a precise population through purchases, original advertising, etc., and through subdivision channels, it is still difficult to complete follow-up operations such as effective user registration and app downloads。
There is therefore a need to stratification and sediment the flow, to bring together those who really need it, and to carry out one-on-one precision operations, a process that is the purpose and method of community operations。
For many knowledge-paying products, community operations tend to have a better effect, as if they had organized an online learning group, all of which came in on the same subject of communication, and where the previous flow of traffic between them became a “column of the same kind”, followed by online video, voice, etc., or by a “face base” under the line, into an entity such as the “bookshop”, the whole process being carried out through different community operating strategies。
Criteria for selection of short video operators
Finally, the selection criteria for short video operators are met because good strategies require good and right talent. The planning of the short video operation team would then be crucial。
In short, if you want to hire a person to run the short video operation to reduce costs, he must have at least four capabilities:
1. Commercial communication and negotiation capacity
For the to b part of the channel, the base capacity for business communication and negotiation cooperation is essential. Here, the operator is more like a branded businessman, representing the entire short video content team for communication and negotiation with the channel. It is essential that the individual be kept short and that he or she be as aware and as supportive as possible of the channels of support and support for content products。
Moreover, many of your users may be your clients when they operate, so the initial attitude of this operator may affect further cooperation in the future when these demands are based on commercial cooperation。
2. Content planning and production capacity
The short video content team operates with a certain quality of product manager, who, even if he did not make the film in person, has a certain aesthetic skills, as well as the ability to write the text, and has some unique thinking and understanding of the content。
3. Large data collection and analysis capacity
Operators need to have some understanding and sensitivity to numbers. Otherwise, he would be incapable of operating without the means to discern certain patterns and problems after seeing a play-rate map of the platform. At the same time, the basic capacity for data collection and collation can help your team to move closer in the right direction. If the operator is a careless person, who often mixes and misconstrues a lot of data, the results eventually emerge to be highly problematic. There is a risk of major deviations from the content iterative and other operational strategies built on this thrust。
4. Strategic thinking and global perspective
The operator must not be simply an implementer, he must have an overall perspective and some market prognosis. So a really good operation is as effective as a team leader。
This global view is also reflected in the various dimensions of his thinking at the time of project implementation, and in the fact that no single step or decision-making takes place and exists, in order to significantly increase the efficiency of operations and ultimately achieve the desired growth goals。
It is indeed difficult to find such a person, but at least one criterion needs to be understood, including clear training planning and direction, even when selected and trained within the team. A good operator must be able to grow into a “growth hacker” type of talent in the future, and possibly start his own business。
Before that, if you are the head of the short video content business team, you must develop your own understanding and knowledge of the operation, so that you can quickly find your place before the oligarchy of short video。
Operational enabling content to maximize flash points is an essential link for short video products from 1 to 10. Read the feedback and quickly adjust the steps so that short video content creators will not be eliminated in the second half of the game。
