In the new media environment, with the changes in user media habits, China Mobile short videos, as a flourishing news media format and a new information dissemination method, have become an effective way for audiences in the mobile Internet era to use fragmented time to receive information, entertainment and leisure. Among the competitive layout of apps, the short video "recording happy life" has the strongest development potential. In addition to the unique media characteristics given to it by the short video communication method, the content itself plays a particularly important role in the development of the platform. Content is not only a key stage in the short video industry chain, but also important for short video apps to maintain the diversified development trend. The article analyzes the types, characteristics, and business models of "short video" short video content, and puts forward its shortcomings and solutions.

How to shoot a short Douyin video with strong professional ability to bring goods? Qingchen Network summarizes it as follows:

As a pool with 320 million daily active users, Douyin Short Video has a huge number of users and is favored by many advertisers. So how to shoot that short Douyin video that is both informative and trendy? Let me first show you what a better video of bringing goods looks like.

1. IP+situational videos. The funny and humorous young man's expression was paired with different kinds of braised goose, which only showed off the product. Most of the attention was paid to the young man's expression, but the efficacy and product advantages of the product were not fully displayed.

Tricks to make Douyin’s popular advertising short videos popular!

2. Video showing the goods. The process is all about making a little yellow duck. The usage scenarios, instructions for use, and product functions are all shown one by one. The professional ability in bringing goods is very strong.

3. Which advertising slogan has better ability to carry goods?

It goes without saying that a video that shows the product is more capable of carrying goods. The slogan must show a certain advantage of the product. So how to make a video that is more capable of carrying goods?

Grasp a few requirements:

1. Product (characteristics of the product and product advantages)

2. Supermodel (famous model appearance and charisma)

3. Video structure (golden 6-second standard and time)

4. Shooting methodology (how do I get the product)

1. Directly display the product

Everyone watches Douyin videos to relieve stress, not to memorize the advantages and technical content of the product.

Therefore, the product advantages cannot exceed 3. It is necessary to explore the product advantages that are most attractive to consumers and make the product characteristics in the video very clear and simple.

A product with many advantages may not necessarily be a good product. A product with many advantages means that it is completely inaudible and forgotten. Being concise, easy to understand, and being good to people are the driving forces behind consumer purchases.

Tricks to make Douyin’s popular advertising short videos popular!

When the product's product advantages are not very obvious, you can use definitions to tell consumers immediately what the importance of my product is without empty talk.

The female star used the Defining Mask during the sunscreen spray competition, and also used the hydrating spray "Li Xian". She couldn't get a tan after filming outdoors in summer. The Douyin short video "Beef Brother" immediately announced the price, saying that it was better than buying it from outside, and it was to tell consumers that the price here was better.

2. Supermodel screening

Not every supermodel is an internet celebrity. The specific expression method of the promotional video must be determined based on the charisma of the supermodel. This type is heavy goods, this type is heavy cases.

The products are suitable for different supermodels. For the clothing industry, we are looking for slimmer supermodels. For the gourmet category, we are looking for humorous supermodels. For the travel and vacation category, we are looking for outdoor supermodels. According to the products, we are looking for suitable supermodels for shooting.

Tricks to make Douyin’s popular advertising short videos popular!

Lecturer Li Xiaoman’s Douyin short videos are very common at present. For example, couples shoot some funny jokes and wear celebrity-style beautiful ladies’ clothes, which show that the clothes are very trendy and interesting. The shooting of this kind of IP+ scene is very suitable for advertising slogans in the clothing industry.

3. Video structure

"Golden 6 seconds standard" - 99% of customers have passed it before 6 seconds.

In the golden 6 seconds, content management in the first 6 seconds determines whether customers care, comment, upload, and even purchase. This also requires us to instantly grasp the hearts of consumers from the matching level of video cover images, song downloads and content. What can we put in place? I divided the video structure into several categories. It's best to try videos within 20 to 30 seconds.

(1) Confusion + Product:

The content of Douyin short video "Beef Brother" Douyin short video immediately shows the product, and only sells genuine and cheap products. The lipstick price on the official website is around 200, while Beef Brother's price is 149. It has grasped the mentality of some girls who love beauty and is unwilling to buy very expensive lip balm, and also shows the low-price discount of the product.

Tricks to make Douyin’s popular advertising short videos popular!

(2) Confusion + Expectation:

The Douyin short video "Cui Lei" specializes in promotion, marketing, starting a business and other methods. It solves the many confusions encountered by some people who are doing business or starting their own business. How to open a store, how to promote and plan a store, and how to promote products at a low cost are all confusions encountered in work. After watching this short video, I have more design concepts and ideas.

Tricks to make Douyin’s popular advertising short videos popular!

(3) Expected effects + goods:

The Douyin short video "Li Jiaqi" is the king of goods.

Friends who have watched his video know that when he explains the product in detail, he never talks about how much rare elements, nutrients and moisture content are higher than others. He only talks about how this lip balm will prevent dry lips when he is 6 years old. What is the expected effect after using this product immediately? It is not just a simple product introduction, but just the experience after using the product. This is why the current evaluation video is unclear.

Tricks to make Douyin’s popular advertising short videos popular!

4. Scientific shooting methodology

Advertising slogans are advertising slogans, not TV series or movies. The video should contain information such as supermodels displaying products and plot presentations, because the unpredictability of supermodels, intermittent scripts, and poor linkage between products and scripts all harm the expected sales effect.

It is recommended that you read the current videos to promote restaurants, clothing, famous brands, APPs, tourist attractions, etc. There are many cases of Douyin short videos, and you can develop shooting methods based on your own products.

What should you consider after publishing an advertising slogan?

1. Upgrade

The popularity cycle of each video is 2-3 weeks, so it is necessary to constantly upgrade the content and introduce fresh blood.

How does the company create a Douyin video account? It is recommended that there be a finished tea video every 1-2 days, and you should find experts to promote and market it on time based on product characteristics, famous model selection, seasonal matching, etc.

2. Creative design

Lecturer Li Xiaoman on Douyin can find creative design ideas from the natural video content of Douyin short videos or external addresses. The natural video distribution of Douyin short videos can increase customer recognition, such as "Dilraba's dance", which has been imitated by countless beautiful ladies. In the "Kick the Bottle Cap" competition, Donnie Yen kicked the bottle cap while blindfolded, an excavator swept the bottle cap wildly, a supercar kicked the bottle cap coolly, etc.

The brand releases its own creative videos: for example, the little yellow duck is put into the car, on the bicycle, on the swing board, etc., allowing customers to fully utilize the creative design points. When DJI drones launch remote-controlled cars, the brand only needs to provide instructions on how to operate it. Customers' imaginations are bigger than yours.

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