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为什么你拍的短视频火不了?

2021年短视频IP领域再次火爆起来,许多人都想在快手、抖音以及视频号上创建自己的IP,发内容、做变现。

于是花钱去学了各种课程,买了各种拍摄工具,接连拍了几十个视频,但是粉丝和视频播放量一直都没有特别大的变化。

小薇也曾一时兴起拍摄了过一些,因为各种原因中断了,和大家一样苦恼过,为什么我没有拍出过爆款的视频,为什么我拍的东西火不起来,所以今天小薇借此机会和大家一起探讨下。

摄影 直播 短视频

01

内容没有清晰的定位

视频和文字、语音一样,都是一种内容的表达形式,都要有个明确的内容定位。

但许多人拍摄短视频的时候,并没有仔细考虑这些的,而是拿起手机就拍了。

1、风格定位不清晰

最近抖音上的自拍口播的方式很火,吸引了很多人跟风拍摄。

但大家有没有思考过,哪怕是口播,也有很大的差异。

有的人是一边走一遍拍摄,有的人是坐在豪车里自拍,还有的是在办公室里。

对于那些卖农副特产的,他会选择在原产地进行口播,从而增加用户对他的标签认知和信任。

这只是拍摄背景的不同,在语言风格上也有不同。

有的人娓娓道来,有的人怒吼式发言,有的是教育式分享,每一种语言风格都鲜明的特点和受众。

除此外,还有灯光、配乐、文字、着装等等,这些都在塑造一个人设,如果你只看到了别人拿着手机拍而已,那你多半是拍不好的。

2、内容定位不清晰

抖音最常见的两种视频方向,其一是服饰、其二是美食。

关于服饰拍摄就多达十几种,比如变装、跑步机换装、穿搭技巧等,大家可以去看村长之前写过的文章。看了300个抖音服装号,总结了15条短视频带货经验。

那我再以美食为例,有三农号、海鲜号、居家号、母婴辅食号、逛吃号、探店号、厨师号、父女探店号、高端美食号,旅行美食号。

还有美女、帅哥、胖哥、老人、夫妻档、兄弟档、情侣档等不同人物的美食账号类型。

所以不管你是打算做现在正火的教育号,还是打算杀入红海的美食同城号,你都必须要明确,你打算以什么样的风格类型拍摄,你希望用户记住你什么?

否则盲目的去跟拍,用户是会疲惫的,现在你再去看看那些模仿干饭人某某的抖音运营号还火吗?

02

没有规律也不勤奋

村长之前也励志要连更100天的视频,但发现对于个人来说,要做到其实挺难的。

绝大多数人拍视频很难做到连更,都是断断续续的,但想要做好短视频,就得像私域发布朋友圈一样进行明确的内容排期。

一周七天,什么时间段发,发多长的视频,发什么样的内容,都要提前确定好。

而且对于那些拍摄成本比较低的题材,能不能做到一天更新3个、5个呢?

比如你做运营知识号,财经号、读书号,还有像情感号、服饰展示号之类的,完全可以一天拍多条。

勤奋也是短视频运营的核心竞争力,尤其是在账号拍摄的初期,大家要相信大力出奇迹这句话。

因为很多人坚持不了,等不到自己拍了200条,300条之后的爆发,这也是村长需要反思的。

当然在追求数量的同时,必须要尊重一个基础的前提,那就是质量要保证。

就好比抖音上有许多花钱去鉴号,就是去白送钱,因为他们的内容根本就不叫内容,只能说是一条动态而已。

03

绝大多数内容是自嗨

在内容创作上,经常陷入的误区就是“我以为”。

我以为自己的梗用户会理解,会发笑,我以为用户喜欢这种表达方式。

但事实上,用户对于很多内容是免疫的,因为看的太多,有一种基本的喜好反射。

所以希望大家在做短视频之前,先做一些基本的市场调研,看看你的表达形式是不是过时了?是不是有同类的?是不是用户真的感兴趣的。

最重要的一点就是,拍视频是给用户看的,不是你传播了什么,而是用户得到了什么?

你传播的内容没有价值,哪怕演绎的再好,再长,拍摄再精美,用户得不到开心、知识、共鸣的话,那就是不好的。

04

内容没有精心设计

用户看到的内容,就是你想让他看到的内容。

这里包含了每一句台词,每一个人物、每一段配乐,每一个福利,这些都是需求设计的。

所以不管拍什么类型的短视频,都要有脚本。

不是因为有了脚本就一定能火,而是保证每个视频的质量都保持统一。

1、黄金5秒

有些老师会和大家说黄金三秒,就是一个短视频前3秒钟能不能吸引用户观看的欲望,村长觉得只要在5秒内能吸引用户都可以。

a、语录法:把视频中最经典的一句话放在片头

b、冲突法:把视频中最有争议的切片作为片头

c、提问法:直接向用户发问,如你知道中国最赚钱的公司吗?你知道最近谁最火吗?

2、装饰法

视频封面要如何设计,选什么人物,用什么颜色的字,几号?写什么标题?

拍摄要放在什么场景之中?手上要拿什么道具?穿什么样的衣服?

一定要注意“文字钉”、“视觉锤”、“声音符”在视频当中的运用。

3、行为法

你需要用户看完你的视频做什么?

是产生情绪上愤怒,还是帮你转发,还是去百度上搜索,亦或是去关注抖音某个账号?还是继续划看下一个视频。

比如大家去看一下影视剪辑号,为什么要给每个视频进行编号,比如多少集或者2/3的进度?

它就是希望告诉用户,这部电影还有其他内容可以观看,从而增加了用户停留时间和播放数量。

要么就是故意在台词中,让某个人出境,把书倒置,说错一个数据。

由此引导用户在评论区留言、讨论,这样账号的互动直播就提升上去了。

各位试想一下,对于一个专业的账号,有剪辑、校对人员,怎么可能会把一些常识的数据弄错产生口误呢?

目的就是希望把明显的但又无伤大雅的错误展现给用户,让用户去互动,而这些只是内容设计中的一个小方法而已。

05

账号内容被限流了

你觉得从平台角度来,它需要什么样的内容?

它希望没有任何政治风险的内容,它希望更多原创稀缺的内容,它希望更多细分类目的内容。

对于内容平台来说,和电商卖货是一样的,电商平台希望有更多丰富的,服务好商品来留住客户,而内容平台也希望自己的内容能满足任何一个人合理的视觉需求。

那面对十分惨淡的播放量,如何知道我们的内容是平台想要的呢?或者说你这个账号是平台喜欢的呢?

这里分享三种短视频内容及账号鉴别是否违规、被限流的方法:

1、豆荚投放法

选择你已发布的任意视频,点击【上热门】,抖音就会告诉你该作品是否符合加热条件。

如果不符合,就表示这个内容的质量本来就不高没有得到官方的推荐,哪怕投放也没有机会上热门。

2、违规查询法

在抖音个人中心中,点击【反馈与帮助】,再点击【账号状态检测】,你就会知道自己是否有违规的情况,以及对应的视频,如果有就会导致账号被限流。

3、数据查询法

在抖音创作者服务中心里,有数据看板,可以查看每条视频的数据,以及该视频是否值得推荐的反馈,如果视频出现不适合推荐,就意味该视频的质量差。

所以有时候你自己以为拍的好作品没有播放量、推荐量都是有原因,对于得不到推荐的视频,只有拍摄新内容。

最后村长还想说一点,就是我们对于视频火爆的认知不应该仅仅停留在简单的播放量、点赞量上,而是要想清楚你的内容到底是给谁看的,要影响谁。

如果你定位成极其细分的行业,可能发一个视频只有100个点赞、账号只有3万个粉丝,但它也能带来巨大的成交。

不要过度追求表面的播放量,而要打造一个提供解决方案的账号,信息传递的账号变现能力是极其薄弱的,也是短暂的。

只有做解决方案的账号,才具有可持续性。

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