Next, I will introduce the four main points of making a hit short video. If you want to quickly increase your followers in a short period of time, the core secret is to make a hit short video. What is a hit video?
1. It must be original short video content
Douyin has a duplicate checking mechanism. During the machine review process, every video will be checked for duplicates every frame and every second. If you make a downgrade. The video is a reposted video or a video that is simply processed in the later stage, it will be put in the cold palace by Douyin, and even you will be discouraged. The Douyin platform encourages originality, but in fact, originality is not as difficult as everyone imagines. Even if you remake a popular Douyin work after simple modification, it is also called originality. Sometimes Douyin’s original works are not popular, but the remakes are popular.
2. Make good use of popular BGM background music
The same video was released on the same day, but it was just a hot BGM. As a result, one had less than 600,000 likes, and the other had more than 8.9 million likes. On Douyin, if you want to make a hit, half of it depends on your video work, and the other half depends on how you play your BGM.
In the field of art, there is a term called contrast setting in dramatic situations, which refers to leaving a deep impression on people through settings with strong contrast. For example, if a beggar and a fashionable girl stand together, will they leave a deeper impression on people than if two beggars stand together? Therefore, the greater the contrast between things, the stronger the drama. If you want to quickly capture the user’s emotions through background music, you can use the following three universal combinations as your background music.
(1) Cheerful video + sad background music. (2) Unlucky video + cheerful background music. (3) Horrible video + magical background music.
As the saying goes, a dog biting a man is not news, but a man biting a dog is. If you can give the video soulful music during the production of a short video, so that there is a strong “contrast” between the video content and the background music, it will naturally arouse the curiosity of Douyin users.
3. The copy must be written attractively
Whether a short video can become popular or not, the title, cover copy, and content copy play a crucial role. The better your title copy is, the more it can arouse curiosity or resonance, and naturally attract Douyin users to view your short video and then follow it. Mastering the strategy of writing copy will make it particularly easy to become popular, and it can also increase your As shown in Figure 7-1, this is a short video promoting a toy. Many Douyin users have some resistance to promotional short videos. If the e-commerce operator only asks Douyin users to buy in the copy, then most Douyin users may choose to swipe directly.
One thing that this short video does well is that the copy highlights the attraction of the toy to children, emphasizing that after buying the toy, children will not snatch mobile phones. And children snatching mobile phones is a problem that many parents are more worried about. Therefore, after seeing the copy, many Douyin users were attracted.
7.1.4 Try to shoot short videos with real people
Some people should know that since May 1, 2019, Douyin officials have begun to limit the flow of graphic accounts. If you are planning to do Douyin or are already doing it, it is recommended that you choose real-life appearances. Because Douyin is a social short video app that is very consistent with the logic of commercial realization, whether you can make money on Douyin depends on others’ trust in you.
On Douyin, trust = RMB, real-life appearances can not only shape your personal IP, but also increase the stickiness of your fans. At the same time, you can output value through real-life appearances, while conveying values and increasing your trust currency. This is why many new accounts with real-life appearances can increase their fans by millions in just a few months.
Some people may feel that their expressiveness is not enough and they are embarrassed to face the camera. Some even say that they should keep a low profile and are unwilling to “sell their faces” easily. Whenever others have such thoughts, the author finds it ridiculous. You haven’t adjusted it, so what are you low-key about?
In fact, the essential problem of not wanting to appear on camera is that you are not capable enough and are afraid of frustration, so you have been in a comfort zone and are unwilling to break through yourself. The author hopes that readers who see this book will not set limits for themselves. Here is a universal mantra that I often use. Whenever I encounter something that I dare not challenge, I will say to myself: “Who cares? Just go for it!”