Hello, short video agency operation is a social, information, video and other high-quality video platforms for you to choose and tailor-made video ads. The popularity of Douyin has redefined the mobile social market. The pattern of two WeChat and one Douyin has basically taken shape. Douyin has begun to become a marketing position for more and more companies, and the importance of short video operations has been increasingly valued by companies.
1. What is short video operation?
Before getting to know short video operations, let me introduce to you what short videos are?
The short video we are currently referring to is to use a very short time to complete a video content that can be spread, and spread the content in the form of video. To put it in an easy-to-understand way, in the early days of Weibo, only 140 words of graphic information could be published, but now we can publish short videos of 15 seconds or even 1 minute on Douyin. The principle is the same.
Currently short videos are basically divided into two modes: ugc and pgc. ugc is mainly content generated by video platform users, while pgc is video content produced by professional video teams.
Short video operation is a branch of new media operation or Internet operation system. It uses emerging short video platforms such as Douyin, Weishi, Huoshan, and Kuaishou to carry out a series of activities for product publicity, promotion, and corporate marketing. . By planning high-quality, highly disseminable content related to the brand, we can push messages to customers extensively or accurately to increase visibility, thereby making full use of the fan economy to achieve corresponding marketing purposes.
2. The work content of short video operation
In general, the work of short video operation mainly includes four aspects, content planning, user operation, channel promotion and data analysis. Specifically, content planning is planning short video content, preparing topic selection, shooting and production and other related work. It is also the focus of short video operators and spends the most time and energy. After all, in the pan-entertainment video era, dehomogenization is the best direction for our short video operations to break through.
In addition, user operation is also another focus of short video operation operators. It should be said that this is the focus of all operation work. Only by understanding user portraits and user preferences can we carry out fan marketing more accurately. It is easier to attract accurate product users, thereby forming your own community and achieving long-term marketing conversion. Then the user operation work of short videos mainly includes user interaction and feedback information collection, planning user activities, community operations, etc.
The third aspect is channel promotion. The popularity of Douyin has directly pushed short videos to the forefront. Countless Internet companies have flocked to it, and emerging short video platforms are also emerging in endlessly, such as Huoshan, Kuaishou, Weishi, Short video platforms such as Xigua, Miaopai, Haokan, and Luke are in full swing! As a short video operator, you need channelized multi-platform operations, and some channels will also conduct personalized operations. The channel operation work also includes communicating with some channel editors, signing agreements, etc.
The last step is data analysis, which is similar to what we did in new media operations before. We have to look at the operation data of public accounts and Weibo every day. The same goes for short video operations. All platforms require data-based operations. For example, the playback volume of a certain video across all channels, the playback volume on a single channel, the number of comments and collections, etc. all need to be analyzed. To find out what factors influence these points, optimize for the short videos we create.
One point to emphasize here is that every operation student must be able to edit videos. It does not mean that it requires powerful production skills, but it is necessary to understand that from the beginning of planning a video to user feedback, a video goes from 0 to 1 process. This is why there is currently a shortage of short video operators in the market.