title is the source of the playback volume, and a good title often means half the success. Sometimes the difference of one word in the title will bring a completely different amount of playback.
1. The meaning of a good title
What are the characteristics of a good title? Let's take a brief look.
(1) Social attributes
A good title has social attributes. For example, the WeChat public account article "Master of Chasing Wind" likes up to 10W. Look at 1.2W. Huang Xujin, an elderly man from Xi'an, Shaanxi, is 81 years old this year. As long as the weather is not abnormal, he keeps exercising every day. This kind of inspirational behavior has infected many people who eat melons, and they will naturally spread the article a second time.
(2) Obtaining algorithm channel traffic
The mechanism of the recommendation algorithm can accurately capture users' points of interest, allowing the platform to better retain users. Therefore, today's Toutiao Penguin and other self-media platforms all use recommendation algorithm channels, and more platforms will adopt this set of algorithms in the future. The basic process of
recommendation algorithm channel is shown in the figure.
From an operational perspective, short video titles, descriptions, tags, and classifications are the key points of short video operations.
From the user level, the title is the most direct feedback form of the video content, and it occupies a high weight in the user's click factor.
From the recommendation mechanism, the title occupies a high weight in the factors that the user clicks.
(3) Cause user behavior
The final data of the short video,Such as comments, favorites, and completion rates are largely affected by the title.
Let’s take two headings to give an example of "3 ways to peel off the skin shrimp, the last one takes only 5 seconds!", "Peeling shrimp in summer? These three quick peeling methods can help you !".
If I were a reader, I would definitely click on the first one when I saw these two titles, because "the last one only takes 5 seconds" aroused my interest.
2. Three main points of the title
Study the content of the title itself and the characteristics of the platform operation. .
(1) Clear audience tags
Determine the audience of the video content, and increase the sense of substitution by adding crowd tags, which can improve the behavioral data of the relevant people. The crowd tags are very rich, and there are many dimensions that can be used, such as occupation, school, age, identity, gender, hobbies, and so on. For example, the title of the identity tag "What did your parents do that touched you the most".
(2) Identify user pain points
Whether it is graphics or video, it is best to achieve "emotional resonance". The best way to empathize with emotions is to clarify the characteristics of users so that everyone can empathize. For example, there was once a Douyin video titled "Life itself is suffering. May God treat you kindly". The content is a scene of a thin father sending his daughter to college. The emotions are sincere and make people cry.This video has nearly 2 million likes.
3. The steps of the pseudo-title
(1) Determine the keyword of the title
High-traffic keywords are the main points to make a title attract attention, and the specific application has two aspects: Increase keywords and common words to upgrade.
1. Add keywords. Add some keywords with your own traffic to attract attention, such as celebrities, hot topics, and so on. For example, for the upcoming Labor Day, if you include titles such as "May Day" and "Where to Go on May Day Holiday" in the video posted on the We-Media platform, it means that the keyword "May Day" in this video belongs to its own Hot topics of traffic.
2. What is ordinary word upgrade? Simply put, it is to change the same content to another way of writing through text art to make the language effect stronger. For example, "A Cat" has done a live broadcast of the course before, setting a new high in purchases, and the title is "Ten Relentless Strategies for the Rapid Rise of Ordinary People". "Ordinary people, fast, rising, top ten, relentless moves", each word directly hits the user's pain point. If the title is changed to "10 Ways to Promote and Raise Salaries in the Workplace", the effect is obviously too far behind.
(2) Determine the sentence pattern of the title
1. Use as many short sentences as possible and diversify the sentence patterns. Try not to use very long sentences in the title of a short video, otherwise it will be quite painful to understand. Try to ask, question, and sigh these sentences more often, which can arouse users' deep thinking and enhance the sense of substitution.
(3) The number of words in the title is moderate
According to the statistics of " golden second award ",The short video title is up to 20 characters, and the title length is positively related to the playback volume; the title length is 25 to 30 characters, and the playback effect is the best. Of course, the standards of each channel are different, today's headlines 10-20 characters, and the number of Douyin characters is limited to 55 characters.
(4) Optimize the title
Through the first three points, the basic framework of a title comes out, and then you need to optimize the title.
① Use rhetoric . Precise rhetoric is like a bridge, allowing you to instantly reach where the author wants to take you. For example, “childhood friends are like childhood clothes, they can’t wear them when they grow up”; the anthropomorphic copywriting of Great Wall Wines “a journey of three millimeters, a good grape takes ten years”.
② Use numbers. The brain will recognize different things first. The use of numbers in the title can increase the recognition of the title and reduce the difficulty of thinking in the brain. For example, these two headings "Top 10 Embarrassing Pictures: Double Eleven Husband Rating Chart! What level is yours?" "Five times faster than an airplane! Is the 4000 kilometers per hour'flying car' reliable?" Everyone is the first to pay attention What's the content?
The above is the title details that need to be paid attention to when making a video. Whether it is a video or a graphic text, the title is the facade. The first thing readers see is the title, and only the title interests them Only then will you click in to see the content.
May I ask, if the title is uninteresting, the reader will just cross it off. No matter how exciting the content is, what use is it?
What do readers think?
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