writing / new shoots of bamboo from the old stump
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Business press ： Beijing Changjiang new century culture media Co., Ltd （ abbreviation “ Yangtze River in the new century ”） Kwai Fu account “ Culture is interesting ”, In less than a year 168 ten thousand , A short video with goods 400 Books , The total number of people watching the series of live broadcast activities reached 970 More than ten thousand people 、 Sales of books 200 Wanjiyang , Ni Ping 、 Baiyan pine 、 Jingyidan 、 Kanghui 、 Zhu Xun 、 Nigmati 、 Ma Weidu and other cultural celebrities appear frequently , How to realize the achievement of short video operation in the new century ？
In short video and live has become book marketing “ Standard configuration ” In the background of , Many publishing institutions have opened their own short video accounts , But in the operation, we will inevitably encounter some problems . How to deal with the shortage of content reserve ？ What to do if the number of fans can't go up ？ Team members have other jobs , What to do with limited energy ？ Should institutional accounts be positioned as brand export or more open ？
Less than a year , accumulated 168 Thousands of fans , Kwai Ji account for the Yangtze River in the new century , It can be described as a short video account operated by publishing institutions in the industry , One of the more outstanding . How does it work ？
Settled in Kwai Fu , Cooperation and attention of famous experts
As early as 2018 By the end of year , The new century begins to operate on the tiktok platform. , During the novel coronavirus pneumonia outbreak , Kwai Chi increases investment in cultural content , Provide traffic support for reading accounts , Yangtze River seizing opportunities in the new century , Kwai Fu account has been opened. “ Yangtze River 1905”. at present , The account number has been changed to “ Culture is interesting ”, existing 168 Thousands of fans , The proportion of women 43%, The proportion of men 57%; Age group in 30~50 Percentage of fans aged 15 70%,30 Under age 30%.
“ Culture is interesting ” Home page of Kwai Fu
2020 year , Short video and live broadcast ,“ I travel to other cities on business , Communication with local publishers , We all want to do video new media , A lot of ideas , But for various reasons, it is difficult to carry out smoothly , For example, the content should not be too easy , Be serious , clothing 、 Style and other overall tonality should be more in line with ‘ official ’ temperament . This obviously does not conform to the logic and law of video new media .” Liu Zheng said .
The Yangtze River is at the beginning of exploring this field in the new century , It determines the basic starting point to understand and grasp the content and rhythm that young people like , Let the young people in the company try . People who are familiar with the Yangtze River in the new century all know , Well known authors and CCTV hosts are its biggest resource advantages , Ni Ping 、 Baiyan pine 、 Jingyidan 、 Kanghui 、 Zhu Xun 、 Nigmati 、 Ma Weidu and other authors have a large number of fans , It also has high national awareness .
first , The new century will be Kwai Yue account as a promotional channel. , Accumulating fans is the first step of operation . These famous authors recorded a wealth of video materials for “ Yangtze River 1905” The initial operation of Kwai Fu account provides many materials. . On the one hand, these videos with traffic help “ Yangtze River 1905” Kwai Ji accounts accumulated the first batch of original fans. , On the other hand, it has become an effective example of persuading famous writers who are not familiar with short video and live broadcast to participate in it .
Some writers are popular in the Kwai Tai platform. , Like maweidu , In the new century, the Yangtze River has tried more cooperation models with it . At the beginning, I didn't know anything about the Kwai Tai platform. , Authors with concerns , Such as jingyidan , The Yangtze River's new century is a detailed introduction to the Kwai Tai platform. , And share the case of considerable communication effect ,“ Our authors are quite willing to try new things , It's just that I don't know , But after understanding and seeing the effect , They are more willing to cooperate .” Liu Zheng said , Jing Yidan 《 Parents love 》 Two short videos recorded in a Book , There's a million hits .
Jing Yidan “ Culture is interesting ” Kwai record short video
It eliminates the worries in the minds of famous writers ,“ Yangtze River 1905” The operation of Kwai Fu account has begun to improve. , Each video can bring a certain amount of pink and conversion , Such as “ Jingyidan's reading 《 The bright moon in front of the window 》”, Let the book go 200 book ; Ma Weidu talks about Chinese Philosophy “ killing with kindness ” The truth , Take the goods 《 Xiaowen 65》400 book ; Bai Yansong a short video about modern people's troubles , take 《 Bai Shuo 》《 Pain and joy 》《 Are you happy ？》 Set sold 114 set , Both have produced considerable data .
Team building , Experience in video
“ Yangtze River 1905” The short video content of Kwai pin accounts mainly for writers' resources. . Usually, it is the characteristics of the editors who are targeted at the famous authors themselves , Prepare some questions in advance or plan some simple copywriting , In the form of interviews . for example , Let CCTV host Kang Hui say a detour , Let liuxiaolingtong and Ma Dehua, such as the old drama, perform a paragraph 《 Journey to the west 》 And so on .
But there are always new ideas , The most difficult thing is the shooting time . The authors have their own jobs , therefore , It can only be used during the landing activities such as the new book release or readers' meeting , Communicate well with the author in advance , Schedule half an hour or more for video recording . In this way, publicity can be done at the same time , It can also drive sales . Sometimes offline activities are recorded as videos , After editing, it can be used as content reserve . That's it , Accumulate material and content a little bit ,“ Yangtze River 1905” Kwai fan account is increasing rapidly. , There are also frequent video releases .
for example ,“ 6、 ... and · One ” A short video of six children released on children's Day , at that time 《 Journey to the west 》 Classic lines in “ Do you dare to promise when I call you ” Become popular , The Yangtze River plans a new century 《 Journey to the west 》 This segment of , Put it on the Kwai Tai platform , Deeply loved by users . The amount of play of this video is up to 2400 ten thousand , Like 115 ten thousand , The harvest 2.1 Wan comments and 5300 Forward many times . Liu Zheng said ：“ I think this short video is very consistent with the positioning of the Kwai Tai platform. , Teacher of six children as an actor , It's more popular to repeat this classic clip , If it's for him to read , There may not be that much attention .”
Six little children “ Culture is interesting ” Kwai record short video
Sabine 、 Shi Hang 、 Niegmati and others appeared in succession “ Yangtze River 1905” Kwai Fu account , Several editors involved in the operation have also experienced “ readers - user ” The change of thinking ,“ We used to be creators , It's about selling books , I'll show you what I have , The selling points were refined after the book was published , Push to readers . But now do short videos , We should consider the problem from the perspective of users , Understand the needs of users .” Liu Zheng is quite aware of this . Except for short videos , Changjiang new century is also actively trying to broadcast business , Before that, there was a lot of momentum “ Spring of Bookstore —— Saving physical bookstores ” Live broadcast shop 、 Precise assistance activities , Total number of viewers 970 More than ten thousand people , Accumulated sales of books 200 Ten thousand yuan , Cumulative live time 1680 minute , Average sales per minute 28.9 Ben .
Kwai Kong new century and Bai Yansong's new book conference
“ Yangtze River 1905” Kwai account operation team 4 Everyone is from the Yangtze River in the new century 90 Post marketing editor , In addition to the original book marketing work , Liu Zheng is in charge of docking with famous writers and content planning ; rest 3 One part time operation 、 A part-time photographer and editor 、 A maneuver . In Liu Zheng's opinion , The traditional way of book marketing can not be abandoned ,“ After all, head sales are still generated in these channels . Video new media is an important part , Be quick , Strong user stickiness . Both directions are important , Do it all .” This requires team members to keep learning , One specialty and many abilities .
Brand promotion , Open your mind and make a matrix
To make a brand , It is far from enough to rely on the resources of celebrities , How can we improve the fans' recognition of Changjiang brand in the new century ？ This 4 The small team gradually realized that they only used the account as a promotion tool , It can't maximize its advantages . Review of past data , Actively learning from peers and master Kwai , In the new century, the Yangtze River has adjusted its operation direction and strategy from the following aspects ：
First of all , Change account name .“ Our account name ‘ Yangtze River 1905’, Easy to make ‘ Passerby ’ feel at a loss . Many fans follow celebrities , Think it's the celebrity's personal account , Lack of a fixed memory point .” Liu Zheng said , In this case , Account changed to “ Culture is interesting ”, This helps fans quickly capture account features ,“ It's culture , And there are celebrities ”.
second , Content , Segment segment , Accurate touch . Since I want to make a brand , Then the fine division of content is inevitable . After re planning , The account number is divided into three content sections ：“ Reading for you ”, Ask the author to read his favorite book or his own book , Record a reading video ,“ From the data point of view , The conversion rate of this form is high ”;“ Listen to your words ”, Please share your life experience 、 Past experiences or suggestions for young people and readers , It's dry ;“ It's kind of interesting ”, Dig deeper into the author 、 More unknown childhood stories , Such as toys played 、 Read a Book , Let fans see another side of the author . Liu Zheng said , Recently, we are cooperating with the southern third uncle , Let him talk about the most frightening stories he heard in his childhood .
Third , Build content platform , Actively cooperate .“ For us , Puff up 、 Transformation may not be the most important , Building a platform is our ultimate goal .” After all, a publishing house has limited resources , The Yangtze River hopes to open up new ideas in the new century , Let this account serve the entire publishing industry .“ Authors from all publishing organizations can post short videos on our account 、 Do live , It can also meet some promotion needs , Achieve mutual benefit .” Liu Zheng said .
In the near future , Beijing Baima time Culture Development Co., Ltd. is actively cooperating with the Yangtze River in the new century , With the help of “ Culture is interesting ” Dr. Kwai Yong's quick account 《 eye 》 A Book , Dr. Tao Yong also recorded a short video , It will be released later . On the choice of guests , Except for celebrities like Bai Yansong , The Yangtze River also hopes to cooperate with some people who know the story , Or a field KOL, To broaden the boundaries of content .
Dr. Tao Yong “ Culture is interesting ” Kwai record short video
Bring up plans for the future , Liu Zheng said ：“ We just opened two new personal accounts , One for parent-child reading , The other is a female reader . I haven't done a personal number before , Compared with Institutional Accounts , It's still in the exploratory stage , See if we can find a way out , Form a small matrix .”
And “ Culture is interesting ” cooperation , Sure cue This teacher