material is the "rice" placed, as the saying goes, it is hard for a good cook to cook without rice. The importance of video material to delivery is self-evident. Here I would like to talk to you in more detail about how to increase high-quality "rice" and reduce inferior "rice".
First of all, let’s set up a definition of “scrap rate”. This definition has more or less been a concept in terms of content in the headline section. Definition of waste film rate: The quantity of a single material consumed less than 1,000 yuan/total material quantity during the statistical period can measure the overall material running capacity of customers and agents. Increasing the number of materials consumed above 1,000 yuan can greatly increase the overall customer consumption.
has a consensus on definition, let’s take a look at the current situation of the home large-scale .
21, due to the development of Qianchuan, the total number of materials in the home furnishing building materials industry increased by 5 times from the beginning of the year to the end of the year, but the proportion of materials consumed above 1,000 yuan has been declining. With the increase in the amount of materials, the inversion of large-scale materials has become more and more serious; although the growth rate of large-scale materials in Qianchuan is relatively slow, the proportion of materials consumed above 1,000 yuan is not stable enough throughout the year, and the overall trend is on the decline.
Note: This analysis mainly targets non-massive Qianchuan material content.
2021 The total consumption of home building materials is ≥1,000. Changes in the proportion of materials. The number of materials accounts for a large amount. In the market, the secondary industries with large consumption are mainly: decoration design, furniture, home furnishing department stores, home decoration main materials, home accessories, comprehensive service platform for home building materials, and offline retail of furniture and building materials. Through the comparison of the total number of materials and the proportion of materials consumed ≥1,000, it was found that the overall offline retail material situation in the furniture industry and home building materials industry performed well, but the material problems in the decoration design industry and home department store industry were more serious.
Based on the above-mentioned situations of the market and secondary industries, the number of effective materials will be increased and the proportion of materials consumed ≥1,000 is increased. To save the waste film rate, we need to focus on both materials and delivery. While improving the quality of materials, we also cooperate with scientific delivery strategies.
Let’s take a closer look at the market running material model
1. Tag 3.0 system
Tag 3.0 system is a product created by the platform in order to help customers and agents produce running videos more efficiently. It is based on the characteristics of video content and forms in different industries, and is jointly created by product technology and mathematical scientists. Through the label 30, the characteristics and models of running videos can be summarized, applied to material creation and production, improve material production efficiency, produce popular videos more accurately, and complete business growth. The tags currently in use mainly include five categories of "video types", "video selling points", "video music", "user psychology", and "video aesthetics". This time, the analysis is mainly centered on two major label types: "Video Type and "Video Selling Point!". Number selection logic: select the top 1000 materials in the AD market for label analysis.
*Basic "Video Type" Basic Situation
Number of video types include "Product Display", "Situo Drama", "Real Person Broadcast", "Picture Display"
Different types of videos, and the data performance is obviously different
"Real Person Broadcast", "Product Display", "Situo Drama" has advantages on CTR The trend shows that these three types of videos have more advantages in the display and guidance of selling points, but "live-person broadcast!" Situation drama! is lower in CVR, which means that these two types of videos have room for improvement in the conversion of selling points;
"Situation drama and live-person broadcast | Types have more advantages in the 3s5s end broadcast, which means that these two types of videos are more attractive in the golden three seconds of the opening, but compared with CTR, it means that the selling points and plot are lower. Combined with display, there is a lot of room for improvement in the guidance of selling points;
"Picture Display|The completion rate and CTR performance of 3s5s are both lagging behind other types, indicating that this type of video needs to improve the display and guidance of the golden three seconds at the beginning and the display and guidance of selling points
"video type" segmentation of the secondary industry
Note: The following video tag analysis source The total consumption of single videos is the top 1000, which is only used as a reference for material production direction. I hope to help everyone increase the probability of material running volume. It does not mean that as long as the following model is used, you will definitely run volume. According to the above analysis, what kind of marketing selling point effect is the best?
At present, in the clue type videos of home building materials, users pay more attention to the three major marketing points: the product's own advantages, user core demands and
selling points.
Three major marketing selling points with better effect: "Product's own advantages", "User core demands" and "Selling points", what users pay more attention to?
1. "Product's own advantages" mainly include special services (44%), guarantee services (34%) and decoration type (23%)
special services: mainly focus on getting quick quotes and whole-house customization.
Quickly get quotation examples - Free quotation/you can issue quotation, quotation list, quotation list, etc.
Whole house customization examples - One-stop service, all-inclusive, whole-decoration, contracting materials and other
guarantee services: The main services that are more popular among users are professional and reliable services, environmentally friendly decoration, check-in with bags, after-sales guarantee, professional and reliable examples - big brands, excellent quality, transparent fees, quality assurance, quality and visible quality, etc. - environmentally friendly decoration examples - environmentally friendly and pollution-free, environmentally friendly testing and other after-sales guarantee examples
Decoration type: The frequency of occurrence is more waterproofing and leak repair, old house renovation, villa decoration, commercial space decoration, and super fast renovation and decoration
2. In the "Core User Request", the main presentation of price discounts
Price discount: including free door-to-door inspection, decoration gifts, free design fees, price benefits
3. In the "selling point", except for the part that coincides with the guarantee service and price discount, the more frequently used are event selling points, general selling points and sales selling points
Event selling points: mainly refer to promotion holidays and artificial festivals. For example, festival promotions, 618 promotions, and activities for new and old customers, etc.,
general selling points: including sales channels or hunger marketing selling points. For example, direct sales of manufacturers and the same style in the shopping mall, etc.
sales selling points: such as hot-selling products, crazy selling, hot-selling mattresses, hot-selling products
To sum up, in terms of the selection of video types, the three types of contents of product display, sitcom, and live broadcast have better performance; the product display type video has the strongest running capacity, but it needs to find ways to improve in the three-second golden second; the sitcom type video content is more attractive and can retain users, but it needs to improve in the display and conversion of selling points; the picture and text display video performs better in consumption capacity, but needs to improve in the novelty of content and the three-second golden second golden second. In the selection of video marketing selling points, the more selling points, the better, the video arpu value , ctr\cVR, 3-second complete broadcast, 5-second complete broadcast, and the average video playback time are better. Among them, the display of "product's own advantages", "user core demands" and "selling points! is more effective, and it can be seen that content with stronger correlation with product information, price discount activities and convenience are guaranteed and more concerned by users.
Finally, let's take a look at how to operate it, which can reduce the waste film rate and produce high-quality videos.
1. Introduction: The first five seconds
In the data statistics, more than 90% of the jumps occur in the first five seconds of the video. Therefore, what determines the success or failure of a video is the first 5 seconds of a video, also known as the first five seconds of a golden one. In the first five seconds of gold, the more people you keep, the higher the click rate of the video will be; the more accurate the people you are encircled, the higher the conversion rate will be.
Gold improvement skills for the first five seconds: core selling points must appear in the first five seconds, consumer core pain points or product information, ensure that the information in the first five seconds is complete; human-related topics have a higher click-through rate. Use topics related to human nature in the first five seconds, and the click-through rate is higher. Such as: gender topics, user pain points, money-related, and family-related. Only by empathizing with the customer can you cause clicks
2. Main skeleton: pain points and solutions
21. Pay attention to the essence of commercial advertising
0. Home form advertising is allocated to strong advertising traffic pools, and you should pay more attention to the essence of commercial advertising. Short video commercial advertising is worth every minute, which means strengthening promotion. It cannot be too content, but instead weakens the effect of advertising .
2.2 Pain point description and solution in the essence of the video is not in the multiple
video length, telling multiple pain points will cause consumers to be unable to remember the key points. Each video only tells one pain point and solution, which can resonate more and improve click-through rate;
2.3 Expression of pain points and solutions is the main innovative point of the video
to explain pain points. You can try various forms, such as: VR, real shots, simulated chat conversations, sitcoms, carousel pictures, rap , etc. Since this part of time accounts for the largest proportion, it is also the main part that can carry new forms.
3, guide conversion
3.1, last 5S of the video, guide clicks, improve click rate
Before the end of the video, repeatedly emphasize the discount and selling points, and cooperate with the dynamic patch of guide clicks, or the model's guidance actions, which can increase the click rate
0 click rate
3.2, discount addition time and quantity limit, help increase click rate
0 guide clicks oral broadcasts to join "Click the link below today..." or "Top 20 registered", creating a sense of urgency to trigger clicks, trigger clicks
4, BGM: The key that is often ignored
0 will determine whether the video is currently popular content through the BGM in the video. Using the current popular BGM can speed up the system to identify video content and get more displays.
is based on all the above analysis and detailed operation steps, and can be adjusted continuously in the future to reduce the waste film rate.
