Second: the strategic steps of enterprise's overall content operation!
Third: What factors should be paid attention to in enterprise content operation?
1. Why do you want to run a Tik Tok enterprise?
1, Tik Tok has a huge user base and a large daily activity. According to official data, Tik Tok's daily life is around 250 million, which is a very large traffic group.
2. Where there are people, there are rivers and lakes, and where there is traffic, there is marketing. Enterprises should make a good layout before the Tik Tok traffic bonus disappears, so as to eat this big cake brought by the traffic bonus. Therefore, as a content marketing platform, Tik Tok platform is an important position for enterprises at present.
What benefits will it bring to the enterprise?
1. Enterprises can expand their influence and gain greater exposure through brand marketing on the Tik Tok platform.
2. Propagandize corporate culture, embody corporate purpose and export corporate value.
3. Make your products and services become the selling points of enterprises through 60-second video presentation, thus transforming and realizing!
Second, analyze the strategic steps of enterprise's overall content operation.
1, positioning and overall planning of enterprise customers, and defining what forms enterprises need to achieve exposure, word-of-mouth communication and transformation, including the age, gender, region, hobbies and so on of the target population!
2. By analyzing the characteristics of KOL concerned by the target group, deeply analyze the content style of KOL, find out the characteristics suitable for brand tonality, and on this basis, carry out pedestrian design, scene display and sitcom interpretation to gain the attention of accurate users and potential customers, including the soft implantation of advertising products and brand LOGO, so as to achieve the effect of moistening things quietly!
3. By continuously exporting high-quality original content, enrich and strengthen brand design, strike while the iron is hot, and borrow social hot information content, topics, BGM, festivals and other activities to build.
For example: Dong Peng drinks specially.
During the World Cup, Dong Peng drank the unique man-made "Peng Ge" and interpreted the theme jokes of the World Cup, which won the attention and praise of a large number of users.
Third, what factors should be paid attention to in enterprise content operation?
1. Cover: The cover of short video should be the lens that can bear the biggest highlight of the video, or the cover of celebrity spokesperson, which should be beautiful, clear and relevant to the theme.
2, title: simple and clear, cut to the chase! Copywriting throws topics, attracts interaction, and guides users to pay attention!
3.BGM: Try to use the original BGM in post-production.
4. Shooting equipment: The ancients said: "If you want to do something well, you must first sharpen your tools." Good shooting equipment can ensure the quality of video, ensure the clarity of each frame and effectively improve the broadcast rate.
5. Release time: According to the third-party data platform "Star Map", Tik Tok has two peak active periods every day, 12:00- 13:30 and 20:00-23:00. It is suggested that you choose the release time at the peak as much as possible.
6. User operation: The most important thing after the video is released is to monitor the data and reply to the user's comments in time. The number of plays, likes and comments of a video directly affects whether the video is continuously recommended to more users. "Horse racing mechanism" can not be separated from good user operation and content quality.
7. Interest content: According to the data of the annual marketing summit of Tik Tok, among the top 300 videos broadcast on Tik Tok platform, the category with good looks accounts for about 1 1%, and most of them are videos that record and share a better life. Therefore, in addition to the hot songs and dances of Yan Yan's younger brothers and sisters, there are still many contents worth exploring and creating by the brand! At present, music, dance, lip-synching, acting jokes have become the strong content of the vibrato platform. In addition, tourism, food, fashion, sports, games, cute babies and cute pets also have more room for development and creation.
8. Industry label: For Tik Tok enterprises, different industries have different operation skills.
For example:
Digital 3C industry: In addition to displaying product features, products can also be implanted through sitcoms.
In the fashion sports industry, the interactive index of high-value video content is the best. It is suggested that brand enterprises attach importance to cooperation with Tik Tok celebrities and self-owned brand stars.
Maternal and child products industry: funny videos are the best, and practical skills videos are the best.
In the automobile industry: the video of plot deduction has the best effect of praise, interaction and powder absorption, and it is best to integrate funny plots and life scenes.
FMCG industry: The video of emotional touching and skill sharing has obvious praise and powder absorption effect, but brands in FMCG industry should pay attention to the popularization of knowledge and skills.
Summary: With the "two micro and one shake" becoming the standard of enterprises, the operation of Tik Tok is by no means a simple platform migration. It is necessary to operate professionally according to the characteristics of brands and products, clearly locate short video accounts, and determine the main content and value points. A mature Tik Tok content operation team needs three talents:
1, a director and director who is good at content planning and innovation.
2. The strength of the post-production team
3. Content online operation and user operation