Innovation: The real science popularization and medical beauty technology/advantages and characteristics/pain points and selling points/promotional activities themselves, starting from the actual needs of consumers, promote the planning and landing of video scripts.
Step 1: Analyze the user portrait.
At the beginning, we should have a comprehensive understanding of the specific medical beauty projects, understand the characteristics and main interests of consumer groups according to the existing crowd portraits at the account level, and summarize the advantages of the projects from the perspective of consumers.
Second, the form of video marketing
Thinking: Avoid disguised advertising forms, such as introducing health, health knowledge, interviews with people, news reports, etc.
Innovation: Try to adopt ① template video production (advantage display); ② Hospital live shooting (environmental display); 3 mg animation explanation (popular science question and answer), etc. The difficulty and richness of the above three forms of professional production are gradually increasing, which can be matched according to the actual promotion needs.
Under the premise of observing the relevant provisions of the advertising law and the opinion draft, you can also try the trilogy of video production and delivery.
Step 1: Analyze the user portrait.
At the beginning, we should have a comprehensive understanding of the specific medical beauty projects, understand the characteristics and main interests of consumer groups according to the existing crowd portraits at the account level, and summarize the advantages of the projects from the perspective of consumers.
Step 2: Define the delivery strategy.
Define the setting of the launch area and promotion period. We can screen and analyze the structural characteristics of explosive videos on the platform of creative inspiration and other materials, and determine the production direction, general framework and key pain points of the videos.
Step 3: Make an advertising video.
In the first 3-5 seconds of the video, focus on screening interested netizens to attract high-precision consumers to watch the video. By refining the key points, the project advantages, preferential amount, differentiated selling points, etc. are defined. Use plain words to guide users to check the details and make changes.
Written at the end, after an advertising short video is put up, the real video marketing may just begin. The video production team can make a decision according to the video click rate, the completion of playing, the promotion page heat map, A &；; B test and other dimensions, reverse optimize the advertising video itself. Through a series of closed-loop analysis and delivery, you can have many accurate and stable creative videos.