We used to be a public account, but we had no experience in videos. We started from scratch and struggled. We also thought of giving up, but we still had to persevere since we did it, so we began to think about and learn excellent cases. In the process of thinking about how to ge

We used to be a public account and had no experience in videos. We started from scratch and struggled. We also thought of giving up, but we still had to persist since we did it, so we began to think about and learn excellent cases. In the process of thinking about how to get liked and paid attention, we made four adjustments based on the previous ones, which will be explained one by one in the following sharing. Account positioning Account positioning, simply put, is to find an appropriate position for the account based on market demand and its own advantages, and occupy a special position in the minds of fans. Video accounts have account categories from various industries, such as life, food, emotions, education, humanities and arts, etc. It is impossible to have an account in each field, or an account covers multiple fields, so you need to make a choice. 1. Choose a category that suits you I will combine the account of the Global Creative List to briefly talk about some of our changes. In the early days, we used the thinking of the official account to make video accounts, which means that our sharing basically synchronizes the content of the official account "Global Design List". Later we found that there is actually a fundamental difference between videos and pictures and texts. Therefore, the positioning direction we chose later is to "share the most warm creative short film in the world", locking the keywords on the word "creative". Creativity is a creative and unique idea, that is, our account is developed through "creative, fresh, and unique", because no one will reject the word "creative". 2. Give a good name The positioning has changed, and the account name has been naturally adjusted. The previous name was Global Design List, but the content we shared was basically creative, so we changed the name to Global Creative List. At the same time, we designed a slogan for this account, "Take you to see good ideas around the world, and use creativity to heal your soul." There is a keyword in our slogan - healing, because creativity is not only a way to open up inspiration, but also a healing effect for most people. Especially in the past two years, after the outbreak of the epidemic, everyone has been depressed and in a tense state. Google released the global hot search terms in 2021, "How to cure" is the most searched word for people in the world. This shows that we have no problem with our original positioning and slogan. After watching our video, we feel satisfied even if we gain a little warmth. This slogan is also used as an introduction to our account, allowing fans to know us better. 3. Choose the appropriate presentation There are several common forms currently, such as live-action, oral broadcasting, and second-creation editing, and others, each with their own advantages. Judging from the content we share, the most suitable form is secondary creation, allowing fans to immerse themselves in the view of different creative videos. 4. Make an account first Many people say that our account is doing very well and has experience, why not make a matrix? The operation of a matrix is ​​definitely different from the operation of a single account. If there is insufficient manpower and no successful experience, if you do multiple accounts, you may not be able to do one account because your time and energy are limited. If you have too many accounts, it is difficult to truly understand the attributes of each account, so we choose to set up an account first and then make other considerations. Account image has a unique visual image that is easier to remember. A good visual image is a style and a memory symbol, which can convey the concept of an account to the extreme. 1.logo design Our account's logo uses a heart-like gesture and evolved into a creative design. Inspired by this action is often used in daily life. It is simple and elegant, easy to remember, and it is also in line with the concept of "love and kindness" that our videos want to convey.

2. Cover design For video cover design, we used "circle" as elements to represent the world, integrating the video theme and subtitle copy, forming an overall visual image. to a certain extent, it can better attract everyone's attention, extend the time for users to stay, maintain a highly unified visual sense when entering the homepage, and it is easy to find the content you want to see.

3. Inner page design Since we are doing horizontal videos, we put the theme and subtitles above the video to facilitate everyone to understand the core content of the video through the theme. At the bottom of the video, we also wrote a copy, "Please watch this video with your heart", adding a little love that will flash.

Through the combination of the above points, it is the unique visual image of the entire network that everyone has seen. From the first video we published to the current consistent style of every video. Content output 1 In the Internet era, the title party has long lost the market, and doing good content is the kingdom. Only content that can touch people's hearts will continue to attract more users. In January this year, the Global Creative List published a video titled "Make Kindness within reach", with more than 60 million views, more than 1 million likes, and directly increased by 300,000 fans, becoming the hit product at that time. Below I will analyze the methods of producing hit product content through practical cases. 1. Select topics suitable for accounts When choosing topics, we will look for videos with potential based on recent current hot topics. We found that when we were making the video "Make Kindness Being within reach" that many people rush to get tickets and go home with their mobile phones and pay online, which is a daily routine. So is the era of using cash or swiping cards over? This has become a question we think about. We have collected a large number of videos related to "mobile phone, payment, card swipe", and finally determined the idea of ​​a creative card swipe machine. The next step is to start systematically building: reinterpret the content and dig deeper into what it wants to express. 2. Soft the dissemination theme and copy We will watch every video to be published repeatedly and extract key information and words to select the theme and the concept of transmission, which is mainly reflected in copy. Copywriting generally refers to the video title and publishing copy. A good title can accurately express the theme and convey core ideas; publishing copywriting can instantly trigger everyone's interaction. If you use some classic sentences, it can also add icing on the cake to attract clicks and secondary sharing. For example, the video above has 1 million likes and 50 million views. It tells the story of a little boy who was arrested for stealing medicine to treat his mother and the shop owner helped him to rescue him. Many years later, the boy became a doctor to help the shop owner treat his illness. We extracted keywords such as kindness, gratitude, and heartwarming from the video, determined to take "kindness" as the theme, and found that the sentence "kindness is an orderly cycle" coincides with the ideas that our video content wants to convey, so we took this sentence as the title, published the copy and focused on "kindness" again to strengthen guidance. Here I would like to remind you not to appear too professional or uncommon words, as users may not be able to understand them. The copywriting should be simple and easy to understand, so that most people can understand them is the best. In fact, many videos have been posted by many accounts, but they have not combined the videos well with the accounts, so it is difficult to resonate with fans and cannot become popular products. So even if a video becomes popular on our account, you may not be popular if you copy it to your account, because our account positioning, fan group and other attributes are different, and the effects may also be different. The real core point of Erchuang is to find high-quality content, package it, and recommend it to your fans. You must be well aware of the attributes of your account fans, such as age, interests and hobbies, and the points they pay attention to when leaving messages. To put it bluntly, in the first stage you need to meet the needs of fans and understand their feelings after reading it. In the second stage, you can create some needs by yourself. The videos posted are something that fans have never seen before, but after watching them, you will feel that you like this kind of videos quite well. Before moving others, you must first move yourself, that is, you must like this video enough to be posted to fans. Our videos will have several times higher likes when the number of views is the same, which means that the content we serve is excellent and focused enough. Account monetization monetization is actually a question that everyone is more concerned about. We have always had a good attitude, just let it go. At the beginning, I didn’t think about how much money I would make when I started my account. It was like a person. If you master more skills and produce qualified things, you will naturally have market and competitiveness. It is the same as a rule for you to make an account. Currently, the most common monetization methods include live streaming, opening small stores to sell products, hanging links under videos, receiving advertisements, etc. Our traffic has always been good, with millions of views every day, but we have not made too many attempts to monetize, such as hanging links and selling goods. The way we currently choose to cooperate is to receive product advertisements, which is consistent with the content we usually share. Of course, we will also filter content that suits us, such as interesting and creative. Not all advertisements are accepted, or just pay for them. This is not only not only irresponsible to oneself, but also not responsible to customers and is not friendly to fans. In this process, we have also cooperated with dozens of well-known brands, and their content is very good. Nowadays, domestic advertisements are getting better and better, and you also find it interesting to watch advertisements. mainly divided into the following three aspects: 1. Direct investment: The videos provided by the customer will publish, and just publish the copywriting of the video content. This kind of cooperation is relatively simple. 2. Second creation: The customer provides films or materials, and conducts secondary creation based on this to create a relatively fresh content. This is relatively difficult. You need to have a good understanding of the story and have some more rigid needs, which require bloggers who understand copywriting and are good at editing. 3. Original: It requires preliminary communication, script writing, shooting, editing and creation, etc., which is much more difficult and will gain more.