People are not grass, who can’t have “emotions”.
Emotion, the most primitive and widespread human needs, has also created a boom in the supply side of the content: from the traditional media era, “Zhiyin” magazine, “Gold Mediation” TV program, to the Internet era, emotional podcasts and emotional short video …… all kinds of emotional content burgeoning.
Whether they are logical or not, whether they can help solve the problem, these contents correspond to a large number of different classes of consumer groups, and the key switch that triggers the explosion is “resonance”: these account operators, as if they are the roundworm in your stomach, sentence by sentence to your heart, word by word touching your nerves.
Video number, WeChat
Do emotional content, good to do big, but also easy to make a pop. At present, it seems that this set of summary also works on WeChat video number.
In the first monthly list of video numbers released by the new list on December 6, emotional big numbers popped up frequently. 700,000+ fans @Night Listening Liu Shin, 650,000+ fans @Han Han Emotional Sharing, 600,000+ fans @Changchun Singularity, are all examples of this category.
The anime and comic game list with over 2 million followers @Yichan Little Monk is also warm emotional content in nature. Dayu Network co-founder Lee Yongan believes that emotion is the first growth of video numbers, and that video numbers have the opportunity to achieve millions of users.
In order to get a more comprehensive understanding of the performance of emotional video numbers, we checked the video number data for a total of 15 days from November 17 to December 2 at 14:00 through New Vision, and found that 277 videos received 100,000+ likes, of which 52 were emotional content, ranking first with a percentage of 18.77%.
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Combined with the new video data tools, we took a look at the popular content and head accounts of the emotional category on the video number, and tried to explore their content creation and realization.
To do emotional video number.
What content is easy to fire?
To measure the hotness of the video number content, the number of likes is one of the important criteria.
Here we will take the above 52 videos with 100,000+ likes as our research samples. Although not fully representative of the video number emotional category ecological status, but enough to get a glimpse of two.
From these 52 research samples, the overall length of the video is within 9 seconds to 1 minute, with an average length of 35 seconds.
These videos come from 33 video numbers, and the explosive productivity of some of them should not be underestimated. For example, @LinSisterQuotes has 5 works with 100,000+ likes; @ChangchunQiDot and @HappyQiDot are operated by the same person, and the 2 numbers have produced 8 videos with 100,000+ likes.
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We combed through the keywords of popular video topics and found:
There are thousands of emotional content, but all changes are the same. It is inseparable from the topics of “husband and wife, mother-in-law and daughter-in-law, children, lovers, parents” and other social relationship chains, and similar to “filial piety, gratitude” and other traditional Chinese virtues, or “health, security “health, security” and other basic human needs are also often flopped.
If you want to do emotional selection, around the following direction, the probability will not go wrong.
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100,000+ likes of emotional video topics word cloud
What kind of “big ideas” are easy to fire around these topics?
Since we can’t see the specific number of plays for each video and the specific number of likes above 100,000, we use the number of comments and the time to reach 100,000 likes as the measurement dimensions to filter out the top 15 of these 52 videos:
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Data from New Vision
Statistics from Nov. 17 to Dec. 2, 14:00
These popular videos are mainly of the following types. 1:
- Marriage: This category has the highest percentage of topics, mainly discussing the way couples and in-laws get along with each other. It conveys the feelings of women in marriage who suffer and want to be loved and understood in a harmonious family.
For example, the skit “Should my wife do the housework when she’s at home?” released by @PositiveEnergyDontong on November 23rd. The video was released the next day with 67,000 likes, and 2 days later it reached 100,000+ likes.
- Growing up: such as social reality, human feelings and warmth are revealed. The main values conveyed in this category are “people should love themselves well and live with dignity” and “society is very realistic, most people look at money and interests to speak”.
- ethical and moral discussions: such as @99Loveology released “women too peaceful is good or bad”, indicating that “women too peaceful is mostly not good, their own contribution to others will be taken for granted, and not get the same return”.
- love: love stories, love psychology; exes, etc.
The video is about a girl who met her ex-boyfriend at a barbecue stall and faced with the girl’s need to eat crayfish, her current husband was too expensive to buy it and her ex-boyfriend silently bought it and sent it to the waiter.
A set of stark contrast, side by side performance of the man’s love for his ex-girlfriend, as well as “true love missed” the disappointment, the video was released within 2 days that reached 100,000 likes.
The 3 presentation forms of the head emotional video number.
More than half of them are oral content
In the list of emotional video numbers released by New List, “Changchun Wonderful”, “Han Han Emotional Sharing”, “Lin Sister Quotes” and “Yichen Healing House” are on the top.
What are the content forms of the “front-runners” of these emotional numbers?
- Single camera oral broadcast
Regardless of men, women and children, regardless of the shooting scene is the car, outdoor or home, they express their views directly to the camera, simple and brutal. Representative accounts such as @Changchun Singularity, @Happy Plum, @LinSisterQuotes.
The scripted copy of about 100-200 words is also quite similar to the common graphic emotional digest and chicken soup paragraphs. From these 52 research samples, more than 50% of the content is of this kind.
An oral class emotional video number operator revealed that this type of video production costs are low, if you look for material from various platforms, almost half an hour, recorded video as long as 5 minutes. Of course, there is a need to avoid the copyright risk problem.
- Drama
The emotional content of the drama class has a lot of old players from the shake fast, there is a relatively mature team operation, the picture production is also relatively well.
The vast majority of “foreign players” in the video number to adjust the name of the account, direct distribution of content, did not do much adjustment. The representative accounts such as @奕晨治愈所, @戴较瘦Divanna.
According to the person in charge of @DaiThinDivanna, Leizhao revealed that they currently have two video accounts, which are also storytelling, @DaiThinDivanna is from a female perspective and @QiLoveKan is from a male perspective, so that they can serve users of all genders.
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In terms of video production, it takes them 5-7 days to produce a video, and the daily production process is generally as follows: content team digs up selected topics (that resonate with users and are controversial) – screenwriter creation – director and content director review – arrangement of filming sites, on-site filming – post-editing – director and content director post-editing – review by director and content supervisor.
“Our strength lies in both the control of the content and the professionalism of the team.” It is reported that the current @DayThinnerDivanna team actors have all participated in movies and TV shows, and the female lead actress, Faye Dai, is herself a class actress from the Nanjing Art Institute.
- video, picture clips class
This kind of content does not require real people to appear, the common clip material has celebrity quotes, or pictures + “net inhibition cloud” style copy, the overall production is also relatively simple. Representative accounts such as @ DongYanQingYu, @psychological time.
Due to her intellectual image in variety shows like “Chinese Poetry Conference” and “The Reader”, Dong Qing’s classic quotes have become the common editing material for this kind of videos.
With “Dong Qing” as the keyword, you can find a lot of related contents on the video number. In addition, Fudan professor Chen Guo, comedian Guo Degang and other celebrities, are also commonly tapped.
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Are these emotional video numbers making money? How to earn?
It is understood that the more head emotional video number has earned the first bucket of money, mainly in several forms:
- direct advertising
The way to put mainly includes video implantation, or video number bottom hanging chain.
For example, @Dai thin Divanna in the video “love across the mountains and the sea, the mountains and the sea can not be flat, through the long distance, is a lifetime”, the end of the video, the man kneeling on one knee, from the pocket out of a diamond ring, to propose to the woman. According to Lei trick, this is shake fast channel brand advertisers DR diamond ring, do video number content distribution of advertising costs, the offer 10,000.
But it is understood that the video number of advertising offer system is not fixed for the time being.
At present, one of the main video number link entrance for the public, looking through the oral class emotional account, you can see many outbound advertising, covering a variety of types of financial, books, education, emotional advice, health tonic, novels, etc., mostly traditional public advertising.
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It is reported that the above picture such novel video direct injection + public number hanging chain advertising, to 300,000 + fans of the emotional number, for example, a bid of about single 800 yuan, but some video number operators said that such ads to take a single very hurt powder. In addition, a financial advertising public number hanging chain offer , the bid is 120 yuan / million powder.
- small program e-commerce
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According to an oral class emotional video number operator, the current product distribution commission of WeChat Mall is around 20%. Some of the merchants looking for door-to-door in 40% to 60%, for example, many oral emotional number of small program store hanging emotional business books, commission in about 50%.
- direct broadcast with goods
As the head player, 30 million public fans V Liu Xiao and “soul aroma of the woman” founder Li Xiaoyi has long been testing the water, the results are also relatively bright. Li Xiaoyi first live with goods, 3 hours sales of nearly 20,000 single, the total turnover of 1.9 million yards of books.
And this kind of realization, the comprehensive cost is high, to consider the selection and supply chain, but also to learn the skills of e-commerce live. Even involving the teamwork of multiple people.
Later, if the WeChat video number of knowledge payment, live reward and other functions can be online one after another, the video number of cash will also be more diversified.
Conclusion
Hansen of WeChat’s legal team said in a public speech that “the video number definitely does not take the process of pollution first and then governance, we have launched a fully electronic infringement complaint process at the same time as the product is online”, Hansen mentioned that if the creator encounters infringement, he can defend his rights through infringement complaints.
After looking through hundreds of 100,000+ likes of emotional video content, we see opportunities and hidden dangers.
For example, some videos have content handling, video editing (remove watermark, change background music, change voiceover) and other phenomena, and some emotional video copy directly copied from the content of graphic self-publishing. For some unauthorized release of celebrity images of the video, there is also the risk of infringement.
In the long run, if these problems cannot be circumvented, then whether the vitality of the content is sustainable and the geometry of the brand value need to be a question mark.
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