This paper will determine the unique differentiated positioning, the thinking degree of video content structure and matters needing attention from the aspects of market environment, competing products and own advantages (resources).
I. Environmental analysis
1, upstream
The upstream of the song is composed of songwriters, music copyright management companies and music copyright collective management organizations, which generally own the copyright of the song and are also organizations that collect the copyright. Music production companies and record companies are organizations that produce and promote records.
After ten years of market downturn, 18 began to see a large number of singers, which were composed of singers from the post-90s and post-00s, including some freelance singers, mainly Zhou Hua and Lao Fan next door. The music style is mainly folk songs and pop. Most songs belong to catchy melodies, telling stories about the growth, love and loneliness of every ordinary person, of course, it is easy to attract public attention.
2. Right in the middle of the river
Music disseminators, mainly Tik Tok, Netease Cloud Music and QQ Music, charge for music songs while spreading music. Among them, Tencent Music was successfully listed at the end of 18. Sing, national karaoke, fun and other music karaoke and music games together.
3. Downstream
Music performance, music peripheral products. Various music festivals are pouring in. Such as ants and strawberries, and many cities have never had music festivals. As an important store promotion activity, music performance has a very low market share.
In a word, the supply and demand of music are gushing. The market is in urgent need of good music works, and independent musicians after 1995 are also rising.
Second, competitive product analysis
Tik Tok divides music into four categories: singing, playing musical instruments, teaching music and abusing others.
1, singing
Show your true self with Little Overlord, Brother M, Ya Dan Egg for a Change, Shen Chong and Modern Sky, and sing the latest pop songs. These head flows are often broadcast live, and even wheat and fans exchange resources.
2. Playing musical instruments
3. Music teaching
4, music other
Third, personal positioning.
As an MCN organization, it needs to establish a crowd matrix.
1) age stratification-after 60-70, after 80 -90, after 00.
2) Music classification-jazz, pop, rap, ethnic and folk songs.
Define labels. Multiple labels, initial recommendation will have more channel users. Such as: music, fitness, face value talent, funny plot, dance, second element, couple CP.
Fourth, content strategy.
1, there is a fixed line-hello, I am so calm, today is another calm day.
2, foreign music-into a funny Chinese singing-three pieces of wood
3. Some Thoughts on Life-Sister Cake
4, China ancient style-Aohan students.
5. Combination of online and offline activities.
6. The most important thing is to write a good paragraph! Paragraph is the essence! Refer to Wang Laoliu (talk show+joke+rap)
7. Questions that fans pay attention to in their messages-funny answers
Verb (abbreviation of verb) matters needing attention
1, in-depth content should have a sense of participation, spit and interaction.
2. Update frequency and release time, 3 videos per week, and release at 1 1: 30 on weekdays; Non-working days can be published through 18-20.
4, scene writing, 5W2H.
1) who-who? Who will do it?
2) What: What is it? Sing what? Performing what? What do you do?
3. where: where? Where to shoot?
4. When: When? When will it be finished? When is the best time? Follow the hot spots, or make your own hot spots?
4. Why: Why do you want this scene? Is there an alternative?
5. how: how? How to implement it? What is the method?