As a pool with over 100 million daily active users, the number of users is huge. Therefore, Douyin is also favored by many advertisers. So, how to shoot a Douyin video that is both popular and popular?

First of all, let me show you what a good Douyin video for bringing goods looks like.

1. Personalization + situational videos

The funny expressions of the young man are paired with different braised geese. While highlighting the product, more attention is paid to the expression of the young man, without particularly highlighting the functions and selling points of the product.

How to shoot video? Master these 7 techniques! Let you become a Douyin master

2. Videos that highlight the product

In the process of making the little yellow duck, the usage scenarios, usage methods and product functions of the product are shown one by one, which is very powerful.

How to shoot Douyin video with goods? Master these 7 techniques! Let you become a Douyin master

What kind of advertising has a stronger ability to bring goods?

Obviously, the video that highlights the product has a stronger ability to bring goods, and the advertisement must highlight the selling point of the product. So, how to make a video with stronger sales ability? You must grasp four key points!

· Product (features and core selling points)

· Model (beauty and expressiveness)

· Video structure (golden 6 seconds rule and duration)

· Shooting methodology (how do I operate the product after I get it)

1

Indirectly highlighting the product

Everyone uses Douyin to relax and have fun, not to remember the selling points and product knowledge components of the product.

So there should be no more than three core selling points. If you find the core selling points that attract consumers the most, the products in the video will be very clear. So having more selling points does not mean it is good.

Too many selling points mean that you cannot hear or remember them at all. Only products that are concise and easy to understand and good for users can become the driving force for consumers to buy.

Golden video advertising should combine the characteristics of "one selling point + three gimmicks", which is a main selling point of the product, and the product selling point is the core point of the product.

For example:

The selling point of Xiaomi Mi 9 is "good-looking and functional", and its gimmicks are "Snapdragon 855 annual flagship phone", "Xiaomi's first 20W unlimited fast charging" and "Sony 48-megapixel triple camera".

The selling point of Xiaomi air conditioner is "Internet air conditioner", and the gimmicks are "1.5 horsepower", "full DC frequency conversion" and "silent design"

To put it simply, the selling point is the only point of the product, and the gimmick is more about the features. When combined with the video, we have to create a unique gameplay and highlight one selling point of the product, which is enough to succeed.

When the selling point of the product is not very prominent, you can use concept capsules, which means to directly tell consumers the advantages of my product.

For example:

The concept capsule was used in the sunscreen spray competition among training stars, and the hydrating spray "Li Xian" was also used. During outdoor filming in summer, you will never get a tan.

Douyin's "Beef Brother" directly lowers the price, which means it is cheaper than what is bought outside, just to tell consumers that I sell it cheaply.

How to shoot Douyin video with goods? Master these 7 techniques! Let you become a Douyin master

2

Model screening

Not every model is an Internet celebrity. Therefore, operators must shoot videos based on the expressiveness of the model. There are two main ways, one is to focus on products, and the other is to focus on cases.

The products correspond to different models. For the clothing category, we are looking for models with better figures, for the food category, we are looking for models with a good sense of humor, and for the travel category, we are looking for outdoor models. We find suitable models for shooting based on the products.

How to shoot Douyin video with goods? Master these 7 techniques! Let you become a Douyin master

TikTok is currently very common. Couples shoot some jokes, wearing the same girl's clothes, highlighting the trend of the clothes and interesting interactions, etc. This kind of "person + situation" shooting is very suitable for clothing advertisements.

3

Video structure

The "golden 6 seconds rule" - that is, 99% of users have viewed the video before 6 seconds.

In the golden 6 seconds, the content of the first 6 seconds determines whether the user likes, comments, forwards and even wants to buy. Therefore, operators must instantly capture the hearts of users based on the video cover and the degree of matching with the content.

How to shoot Douyin video with goods? Master these 7 techniques! Let you become a Douyin master

I divide the video structure into three types: "Pain Point + Product", "Pain Point +" and "Effect + Product".

1. Pain points + products

The content of Douyin’s “Beef Brother” directly highlights the product.

Only sell genuine products at low prices. The price of lipsticks on MAC’s official website is about 200 yuan, while Beef Brother’s price is 149 yuan. This solves the problem that some beauty-loving girls don’t want to buy particularly expensive lipsticks. It not only captures the pain points of the student party, but also highlights the product special offers.

How to shoot Douyin video with goods? Master these 7 techniques! Let you become a master of Douyin

2. Pain points + effects

Douyin "Cui Lei" specializes in marketing and entrepreneurship, which allows people who want to start a business and those who are starting a business to learn many methods.

For example, how to promote the store when opening a store? How to promote products at low cost? These are all kinds of problems encountered at work. After watching this short video, you will have more ideas and thoughts.

How to shoot Douyin video with goods? Master these 7 techniques! Let you become a Douyin master

3. Effect + product

Douyin “Li Jiaqi” can be said to be the king of goods.

Friends who have watched his videos know that when he introduces the product, he never talks about how many rare elements are added or how much higher the nutritional content is than others. Instead, he directly emphasizes the effect. By saying that after applying this lipstick, your lips will not be dry after 6 hours.

How to shoot Douyin video with goods? Master these 7 techniques! Let you become a Douyin master

4

Photography methodology

An advertisement is an advertisement, not a TV series or a movie. The video should include models, plot and products.

Therefore, uncontrollable models, incoherent scripts, and poor correlation between products and scripts will all affect the sales effect.

At present, Douyin has many cases where it develops shooting methods based on its own products. So, after posting your ads, what else do you need to consider?

5

Update

The popularity cycle of each video is 2-3 weeks, so the content needs to be constantly updated and fresh blood injected. Therefore, it is recommended that operators shoot a video every 1-2 days.

When operators are looking for experts to promote, they must also promote regularly based on product characteristics, model selection and seasonal matching.

6

Creativity

You can find creative ideas from Douyin's native video content or external networks. Douyin's native video dissemination can increase user awareness. For example, the dance of "Dilraba" has been imitated by countless ladies.

In the "Kick the Bottle Cap" challenge, entries include Donnie Yen lifting the bottle cap while blindfolded, an excavator sweeping the bottle cap, and a sports car kicking the bottle cap elegantly.

Brands publish their own creative videos, such as little yellow ducks being placed on cars, bicycles and skateboards, allowing users to express their creativity.

For example, for the remote control car released by DJI Drone, the brand only needs to provide instructions on how to operate it, and the users’ imaginations are bigger than yours.

How to shoot Douyin video with goods? Master these 7 techniques! Let you become a Douyin master

7

Change products

If a product has been running for 3-4 months and the material and routines have been used over and over again, but it still cannot become popular, then change the product quickly. This is definitely a category that is not suitable for sale.

Products should be seasonal. In summer, we sell short-sleeves, sunscreen, small toys, etc.; in winter, we sell scarves, hats, etc.

Douyin training products should be changed frequently to maintain the vitality of the account. Don’t stop creating new videos just because one video went viral.

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