I. Direction of video marketing
Thinking: avoid the "look anxiety", value distortion, patient endorsement, exaggerated guarantee of results and other marginal direction.
Innovation: the real popularization of medical beauty technology/advantageous features/pain points/promotional activities itself, from the actual needs of consumers, to promote the video script planning and landing.
The first step: analyze the user profile
In the initial stage, we first do a comprehensive understanding of the specific medical beauty project, and according to the existing crowd profile at the account level, we understand the characteristics and main interests of the consumer group, and summarize the advantages of the project from the consumer's point of view.
II. Video Marketing FormsThink: Avoid disguised forms of advertising, such as the introduction of health, health care knowledge, character interviews, news reports, and so on.
Innovation: try to use ① template video production (advantages of display); ② hospital live shooting (environmental display); ③ MG animation narration (popularization of Q&A), etc., the above three forms of professional production difficulty and richness of the gradual increase in the actual promotion of the needs of the collocation of placement.
On the premise of adhering to the advertising law and the relevant provisions of the draft opinion, the production and placement of video, you can also try a three-step technique.
The first step: analyze the user profile
Initially, we should first make a comprehensive understanding of the specific medical beauty program, and according to the existing crowd profile at the account level, we should understand the characteristics of the consumer group and their main points of interest, and summarize the advantages of the program from the consumer's point of view.
Step 2: Define the placement strategy
Define the settings for the geographic area and promotion period. You can screen and analyze the structural characteristics of the explosive video in the material display platform such as Creative Inspiration to determine the production direction, general framework, key pain points, etc. of the video.
Step 3: Produce the advertising video
The first 3-5 seconds of the video focuses on screening interested netizens, attracting highly accurate consumers to watch the video, and guiding users to view the details and conversion by refining the key points and elucidating the advantages of the project, the amount of discounts, and the differentiated selling points in plain words.
Written in the end, after an advertisement short video placement, the real video marketing may have just begun. The video production team can reverse optimize the advertising video itself based on multiple dimensions such as video click-through rate, playback completion, heat map of the promotion page, and A&B test. Through a series of analysis and placement of the closed loop, you can have multiple accurate and stable creative videos.