Shanghai short video operation planning company services

I. Account positioning and planning

1. Market Research and Target Audience Analysis
   In-depth study of the short video market trends in Shanghai and even the whole country, combined with the characteristics of the enterprise's products or services, to accurately locate the target audience. Through data analysis and user research, understand the age, gender, interests and consumption habits of the target audience in detail. For example, for a fashion and beauty company in Shanghai, it is found through analysis that its target audience is mainly young women aged 18-35, who are keen on fashion trends, pay attention to new beauty products, and often browse related content on platforms such as Shake Yin and Xiaohongshu. Based on these characteristics, a clear development direction was set for the short video account.
2. Brand Positioning and Account Characterization
   Based on the core values of the corporate brand and the needs of the target audience, create a short video account with a unique personality. From the account name, avatar, profile to the overall style, all of them should reflect the brand's characteristics, so as to make it stand out among many short video accounts. For example, a Shanghai-based traditional handicraft brand highlights inheritance and innovation in its account positioning, combines traditional crafts with modern design elements, and shows the unique charm of handicrafts through short videos to attract users interested in traditional culture.
3. Content planning and strategizing
   Develop a long-term short video content plan with clear themes, formats and styles for different stages. The content strategy should be centered on the target audience's points of interest, while combining brand promotion and marketing objectives. For example, plan themed content on a monthly basis, including product introduction, production process demonstration, user case sharing, and industry knowledge popularization, etc., to keep users' freshness and attention through diversified content.

II. Content creation and production

1. Script writing and creative conceptualization
   Have a professional scriptwriting team to create high quality scripts for short videos. The content of the script should be creative and tightly plotted, capable of attracting users' attention and conveying the brand message in a short period of time. Combine Shanghai's regional culture, hot topics and corporate features to explore unique creative points. For example, when creating a short video script for a local snack bar in Shanghai, it can incorporate the Shanghai alley culture, tell the story of an old Shanghainese looking for the taste of his childhood in the alley, and naturally incorporate the snack bar's products into it, triggering the emotional resonance and appetite of local users.
2. Filming & Recording
   Equipped with professional filming equipment and team, including photographers, lighting artists, sound recorders, etc., to ensure the filming quality of short videos. According to the requirements of the script, choose suitable shooting scenes, angles and camera movement methods to capture vivid and wonderful images. Whether it's indoor shooting or outdoor framing, ensure the stability, clarity and beauty of the picture. For example, when shooting short videos of Shanghai's cityscape, a drone is utilized to shoot overhead footage to show Shanghai's skyline and iconic buildings, adding visual impact to the video.
3. Post-production and effects
   Use professional post-production software to edit, colorize, dub, add subtitles and special effects to the shooting materials. Enhance the viewability and interest of short videos through careful post-production. According to different content styles and brand images, choose appropriate music, sound effects and visual special effects. For example, for fashion short videos, add fashionable and dynamic music and cool transition effects; for emotional short videos, choose soothing music and warm filter effects to enhance the emotional atmosphere of the video.

III. Short video platform operations

1. Platform Selection and Account Setup
   According to the target audience and marketing objectives of the enterprise, choose the most suitable short video platforms, such as Jittery, Shutterbug, Station B, Xiaohongshu, etc., and build official accounts on each platform. Improve the basic information of the account, including brand introduction, contact information, product window settings, etc., to ensure the professionalism and trustworthiness of the account. At the same time, according to the platform rules and algorithm characteristics, the account is initially optimized to prepare for the subsequent operation.
2. Launch Strategy and Timing
   Formulate the release strategy of short videos, including release frequency, release time and release form. Study the active time pattern of users on different platforms, and choose to release short videos at the time when users are active to get more exposure and interaction. For example, the active time of Jitterbug users is usually between 7pm - 10pm, so releasing well-made short videos during this time can increase the number of video plays and likes. At the same time, rationalize the posting frequency to keep the account active, but also avoid excessive posting that leads to user boredom.
3. Platform algorithm research and optimization
   Deeply study the algorithmic mechanism of the short video platform to understand the platform's rules for content recommendation and traffic distribution. Improve the ranking and recommendation probability of short videos in the platform's search results by optimizing elements such as video titles, labels and descriptions. For example, based on keyword research, choose popular and accurate labels for short videos, so that the videos are more easily searched by target users. Meanwhile, by analyzing the data, the optimization strategy is constantly adjusted to adapt to the changes in the platform's algorithm.

Fourth, fan operation and interaction

1. Fan Growth Strategy
   Attract short video users to follow the account through a variety of ways to achieve continuous growth of fans. This includes optimizing the quality of content, producing "explosive" short videos, and using the platform's recommendation algorithm to expand exposure; carrying out cooperative promotions, promoting each other and cooperating with famous accounts or net stars in the same field to create content; and making reasonable use of the platform's advertisement placement function to accurately locate the target audience and attract potential fans. For example, for a short video account of a Shanghai-based fitness club, it cooperated with a netizen in the fitness field to launch a joint fitness challenge video to attract the attention and participation of fans from both sides.
2. Community Building and Management
   Assist enterprises in establishing short video fan communities, such as WeChat groups, QQ groups, etc., to gather fans together and enhance the stickiness between fans and between fans and brands. In the community, it regularly releases valuable information, organizes online and offline activities, and answers fans' questions to create a good community atmosphere. For example, in a fan community established for a short video account of a Shanghai-based mother and baby product company, weekly parenting knowledge lectures and product trial activities are organized to stimulate fan participation and increase brand loyalty.
3. User interaction and feedback processing
   Actively interact with fans and reply to users' comments, private messages and likes, so that users can feel the brand's attention and importance. Adjust the short video content and operation strategy in a timely manner according to users' feedback and suggestions. For example, if fans raise questions about a product feature in the comments, reply in the comment area in a timely manner and produce relevant content to answer in the subsequent short video to improve user satisfaction.

V. Data analysis and impact assessment

1. Data collection and integration
   Utilize the data statistics tools provided by the short video platform and third-party data analysis software to comprehensively collect data related to short video operation, including video playback volume, number of likes, number of comments, number of retweets, number of fan growth, user profile, playback duration and so on. Integrate these data into a unified data analysis platform to provide data support for in-depth analysis.
2. Data Analytics & Insights
   Conduct in-depth analysis of the collected data to dig out the hidden information behind the data such as user behavior patterns, content preferences, platform trends, etc. Through data analysis, we can understand which contents are popular among users and which need to be improved; at what point in time users are more likely to participate in interactions; and what are the differences in users' responses to contents in different regions. For example, if the analysis reveals that users in Shanghai have a higher interaction rate with locally featured content, then more elements related to local Shanghai culture can be added to the subsequent short video creation.
3. Effectiveness Evaluation and Strategy Adjustment
   Regularly evaluate the effectiveness of short video operation and analyze the operation and development trend of the account based on the set marketing objectives and key data indicators. Based on the evaluation results, adjust the short video content strategy, release strategy, fan operation strategy, etc. in a timely manner to improve the effectiveness and efficiency of short video operation. For example, if you find that the broadcast volume of a certain series of short videos continues to decline, analyze the reason may be a single form of content or outdated topics, and then adjust the direction of content creation and launch more attractive new content.

VI. Commercial realization and marketing promotion

1. Marketing and promotion program development
   Combine the marketing goals of the company and the characteristics of the short video account to develop a comprehensive marketing and promotion program. This includes brand promotion, product promotion, event publicity and other content. Through the form of short videos, marketing messages are skillfully integrated into interesting and valuable content, leading users to generate purchase desires and actions. For example, for an e-commerce company in Shanghai, we developed a short video promotion program for the "Double 11" promotion, producing a series of short videos showing discounted products and event rules to attract users to place orders during the event.
2. Advertisement implantation and cooperation
   According to the needs and budgets of enterprises, advertising implantation and cooperation projects are reasonably arranged. This includes cooperation with brands for product implantation advertisements, cooperation with platforms for advertisement placement, and participation in commercial activities of platforms. In the process of advertising implantation, it is necessary to ensure that the content of the advertisement is integrated with the overall style and plot of the short video, avoiding hard selling and affecting the user experience. For example, in a tourism short video, naturally implanting the advertisement of a hotel brand or a travel equipment brand attracts users' attention by showing the actual use of the product during the trip.
3. Exploration of Commercial Realization Pathways
   Help enterprises explore commercial realization ways of short videos, such as live streaming with goods, merchandise window sales, brand cooperation and endorsement, and paid content. According to the enterprise's product type and target audience's consumption habits, choose the appropriate way of realizing, and formulate the corresponding operation strategy. For example, for a food enterprise in Shanghai, it can sell specialty food products through live streaming with goods, and at the same time carry out cooperative endorsement with other food brands to increase the source of income.