1. Determine the type and presentation method
Currently, Douyin mainly has the following types of videos: product shopping guide, knowledge dissemination, entertainment and comedy, music performance, life recording, technology, corporate official account, game, and secondary processing.
There are three mainstream video presentation forms, namely real-life appearance, animation, and pictures and texts. Because the pictures and texts are highly homogenized, the official has limited the flow of all pictures and texts on May 1, 2019. Therefore, when shooting Douyin short videos, real-life appearances or animations should be used as much as possible.
Short videos with real-life appearances are more dependent on the appearance or acting skills of the actors, which determine how far the IP can go. The same account has 10 million fans, one is a virtual image as the protagonist, and the other is a real person as the protagonist. The former must have greater commercial value. Because the appearance and acting skills of the virtual image can be accurately controlled through various processing.
For example, “Little Monk Yichan” has its own fan base and recognition, so it has derived many peripheral products.
2. Labeling
How to label yourself? Actually, it is to match keywords with your works. This keyword can allow target fans to pay attention to you through search.
In the first step of positioning, we talked about vertical field information research. In fact, through information research, we can count the common keywords of similar accounts. This is just one aspect of labeling yourself. Of course, you can also use this as a personal introduction in one sentence, which can make people who are not familiar with you remember you, and then pay attention to you and like you. With the label, the main theme of the creative direction is determined.
3. Differentiated display
Differentiated display includes elements such as name, avatar, signature, background wall, etc. The author will interpret them separately below.
1. The name must be easy to remember. Many Douyin masters name themselves according to their own preferences, ignoring the importance of the name. In fact, although the Douyin name can be modified, it must be more recognizable to use a fixed name for a long time. We can use the universal formula for naming: industry name + name. This will not only make it easier for others to search for you on Douyin, but also let them know what you do immediately.
2. If it is a personal account, it is best to use a positive photo of yourself; if it is a corporate account, you can use the corporate logo. Whether it is an individual or a company, the photo must be high-definition, look consistent with the account personality, and make people feel comfortable at first glance.
3. The signature is a simple sentence, which is different from a personal label because the two are facing different groups. Here, you need to simply and roughly indicate the value of yourself and your account. For example, if you are a fitness account, you can write keywords such as “fitness”, “shaping”, and “sports” in your signature, so that people can know your value at a glance.
4. Many people ignore the role of the background wall. In fact, the background wall can play a icing on the cake effect. A few words or pictures that match the tone of the account can enhance the personality of the account. In short, the design of the specific elements of the Douyin account must comply with two principles: one is the unity of style, that is, the color and style of the avatar, background wall, etc. should be consistent; the second is that it should look generous and beautiful.