1. What is the short video account matrix?
The short video account matrix actually connects accounts and accounts through some technical means. This account has a certain correlation. By attracting traffic to each other, the influence of the account can be expanded, so that the account has more fans and higher value. The short video account matrix belongs to the advanced playback method of short video marketing planning. Only by understanding it can we operate short videos well.
There is an essential difference between a short video account matrix and multiple short video accounts. The correlation between multiple short video accounts is very low, and one account cannot ignite another account with fewer fans through its own traffic. The short video matrix account is different. Its essence is to first cultivate a big fan, such as a big fan with more than 10,000, 100,000, and then guide the big fan to the small account to give the small account more traffic. Not only that, the short video matrix can also be linked to each other in the matrix between accounts, and attract each other. Accounts in the short video matrix can also avoid the risk of being blocked to a certain extent. There is no usable account in hand after hardworking account won't be suspended for unknown reasons.
Under the guidance of the matrix account, all accounts can be converted into high-quality accounts, even if individual accounts are banned. After the right is lowered, many other accounts can also be used to operate.
2. How does an enterprise build a short video matrix?
01. Cross-platform layout of corporate accounts
Observe the account opening status of certified public accounts on Douyin, Kuaishou, Station B, and Video Account platforms, and 33% of corporate org accounts have completed new media layouts on more than two platforms;
Accounts that have completed the layout of the above five platforms are mainly concentrated in the fields of enterprises, education, people's livelihood, sports and entertainment.
Technical realization:
App_Plugin_Kuaishou_OpenPlugin($this->manager['ds_agent_id']);
$app_info = $plugin->getAppInfo();
$redirect_uri = $app_info['kuaishou_domain'] . '/dydqtclient/user/ksAccountLogin';
$url = $plugin->getMobOauthCode($redirect_uri, $app_info['kuaishou_scope'], json_encode($state));
break;
case 'xi_gua' :
$plugin = new App_Plugin_Douyin_OpenPlugin($this->manager['ds_agent_id']);
$app_info = $plugin->getAppInfo();
$xigua_scope = plum_parse_config('xigua_scope', 'douyin');
$redirect_uri = $app_info['douyin_domain'] . '/dydqtclient/user/xtAccountLogin';
$url = $plugin->getXiguaCode($redirect_uri, join(',', $xigua_scope), json_encode($state));
break;
case 'tou_tiao' :
$plugin = new App_Plugin_Douyin_OpenPlugin($this->manager['ds_agent_id']);
$app_info = $plugin->getAppInfo();
$toutiao_scope = plum_parse_config('toutiao_scope', 'douyin');
$redirect_uri = $app_info['douyin_domain'] . '/dydqtclient/user/xtAccountLogin';
$url = $plugin->getToutiaoCode($redirect_uri, join(',', $toutiao_scope), json_encode($state));
break;
case 'bili_bili' :
$plugin = new App_Plugin_Bilibili_OpenPlugin($this->manager['ds_agent_id']);
$app_info = $plugin->getAppInfo();
$redirect_uri = $app_info['douyin_domain'] . '/dydqtclient/user/blAccountLogin';
$url = $plugin->getOauthCode($redirect_uri, json_encode($state));
break;
}
if (!empty($link)) {
return [
'url' => $url,
'link' => $link,
];
} else {
return $url;
}
}
/*
* 添加账号/刷新授权
*/
public function addAccountAction()
{
$type = $this->request->getStrParam('platform', 'bai_jia_hao');
$this->useLayout('dydqtshoppc-head.html');
switch ($type) {
case 'bai_jia_hao':
$this->displaySmarty('dydqtshoppc/account/addBjhAuth.html');
break;
}
}
##region 抖音
/*
* 抖音账号列表
*/
public function dyUserListAction()
{
$url = $this->accountLink('dou_yin');
$this->output['link_url'] = $url;
//应用类型输出
$this->outputOpenTypes('dou_yin');
$keyword_type = $this->request->getStrParam('keyword_type');
$keyword = $this->request->getStrParam('keyword');
$time_range = $this->request->getStrParam('time_range');
$this->output['time_range'] = $time_range;
$group_id = $this->request->getStrParam('group_id');
$store_id = $this->request->getStrParam('store_id');
$auth_status = $this->request->getIntParam('auth_status', 0);
$this->output['auth_status'] = $auth_status;
#$this->output['group_id'] = $group_id;
$where = [
['name' => 'da_s_id', 'oper' => '=', 'value' => $this->sid],
['name' => 'da_aa_id', 'oper' => '>', 'value' => 0],//企业号显示与否的判断
//['name' => 'da_account_role', 'oper' => '=', 'value' => 'normal'],
];
$group_model = new App_Model_Douyin_MysqlAccountGroupStorage();
$store_model = new App_Model_Shop_MysqlSaleStoreStorage();
if ($this->admin_role > 1) {
$role = $this->getAdminRole();
if ($role['role'] == 3) {//普通员工
$where[] = ['name' => 'da_admin_id', 'oper' => '=', 'value' => $this->admin_id];
} else {//部门管理
$where[] = ['name' => 'da_admin_id', 'oper' => 'in', 'value' => $role['list']];
}
02. Realization of content
Content and e-commerce are further integrated, and short video delivery has become the norm.
According to statistics, the proportion of Douyin and Kuaishou’s videos with goods is increasing month by month, and the proportion of Xiaohongshu’s grass-planting notes continues to rise. Although the volume of videos with goods at station B is small, the average likes of videos with goods are much higher than that of the entire sample On average, content and e-commerce are further integrated, and content delivery has become the norm.
03. Commercial atmosphere
The potential of brand marketing has been strengthened, and new domestic products have become a booster
The brand marketing videos of Xiaohongshu, Douyin, Kuaishou and video accounts are on the rise; with the rise of new domestic products, brands involved in marketing account for about 19% of the total, becoming the new booster of content marketing. Huawei, Hongxing Erke, GAC Toyota, IM Zhiji Automobile and Bubble Mart have outstanding marketing potential, and they focus on different platforms
04. Commercial atmosphere
Multi-channel branding
The number of business orders on each platform has increased year by year, and Bilibili, Douyin, and Xiaohongshu have seen significant growth.
In the past three years, the proportion of single volume of the six major platforms (TikTok, Kuaishou, Bilibili, Video Account, WeChat Official Account, Xiaohongshu) has increased year by year, and the status of the main delivery platforms has been stable year by year. Among them, Bilibili, Douyin, Xiaohongshu Red Book has the most rapid growth and is increasingly favored by advertisers.
3. How can enterprises play with the short video account matrix?
1. Position account
Operating a short video account is like building a brand. When you do brand planning for your own brand, the first thing is to position your own brand, and the same is true for operating short video accounts. Only when you know where you are. You will be more focused in the future after knowing where you are headed. Just like a kitten fishing, when fishing half-heartedly, you will get nothing in the end. So find your account, grow vertically into the space, focus, and keep looking for things you haven't done in the space. This can lead to a highly loyal fan base that is interested in it.
2. Set an image for the account
Similar to the creation of a brand, if a brand wants to spread to a certain extent, the design of the brand image is very important, just like the design of the brand image, the logo design, brand VI design, mascot design, etc. will bring great benefits to the brand. Intuitive impression. When users see similar images, they think about their business. The short video account operation is the same, create an image for your account, and users can see what you are doing by viewing your image. Account images facilitate the dissemination of the account itself to users.
3. There should be a certain correlation between accounts
Let's take a restaurant as an example. The content of the short video must be unified, such as purchasing from raw materials, transportation, and processing in the back kitchen, where guests taste dishes. Throughout the process, there are many short video links that can be shot. The focus may vary slightly between accounts, but they all create content around food. When users watch such short videos, their first impression will believe such a store, because you pay attention to details, shoot more short videos, constantly optimize and send them regularly, which will definitely bring a certain reputation value and further increase exposure .
4. Segment high-quality content
Among the many accounts in operation, one account suddenly caught fire. At this time, it is necessary to consider the reasons for this phenomenon, subdivide the content of account operations, dig deeper, establish deeper relationship accounts, and create momentum for these accounts to ensure that the explosion point is found.
5. Strategic layout of accounts
In the account layout, the position of some accounts will affect other accounts, so the accounts are arranged from a strategic height, and the core accounts are set off by establishing different types of professional accounts. Such as industry number, expert number and enterprise number, etc., these three types of accounts can be used to set off the identity of the core account.