Core Viewpoint - The article discusses the challenges faced by companies in acquiring customers through short videos, emphasizing the need for effective strategies to enhance visibility and conversion rates in a rapidly evolving digital marketing landscape [2][3]. Group 1: Challenges in Short Video Marketing - Companies face three main challenges in short video marketing: lack of traffic after posting videos, difficulty in converting views into customers, and the need for continuous ad spending to maintain conversion rates [4][7]. - The essence of these challenges lies in the inability to create content that attracts organic traffic, the inconsistency in producing high-conversion materials, and the unclear understanding of how to create native content that fits platform ecosystems [7][9][10]. Group 2: Types of Short Video Content - Short video content can be categorized into three types: hard ads (素材), native ads (原生素材), and pure content (纯内容) [6]. - Hard ads focus on direct advertising to achieve user acquisition and sales conversion, characterized by high efficiency and measurable ROI [9]. - Native ads aim to reduce advertising costs while still achieving user acquisition and conversion, often benefiting from additional organic traffic [10]. - Pure content seeks to build a brand's "private domain" by attracting a large number of targeted users without immediate sales goals, focusing instead on user retention and brand image [11]. Group 3: Creating High-Conversion Quality Content - High-quality content is defined by its authenticity, usefulness, and visual appeal, with key performance indicators including click-through rate, completion rate, and conversion rate [12][14]. - The production process should focus on generating attractive and effective materials while avoiding inefficiencies through continuous data review and optimization [13][17]. - Companies are advised to update their content frequently, with a recommendation of 2-4 new materials daily, and to keep hard ads under 35 seconds for optimal completion rates [18]. Group 4: Structuring Short Videos - Successful short videos should follow a three-part structure: an engaging opening (黄金3秒), a compelling middle section (痛点+钩子), and a smooth closing that drives conversion (丝滑转化) [20][21][24]. - The opening should capture attention within the first three seconds, while the middle section should address user pain points and maintain interest [23][32]. - The closing should effectively prompt users to take action, utilizing emotional triggers and social proof to enhance conversion likelihood [41][44]. Group 5: Strategies for Attracting Target Users - Content creation should focus on attracting vertical user groups, with an emphasis on relevant topics that indirectly lead to product interest [45][60]. - Companies should prioritize selecting topics that resonate with their target audience, avoiding blind pursuit of trends [55][56]. - Innovative filming techniques and cross-industry inspiration can enhance content appeal, allowing for a broader reach [59]. Group 6: Platform Selection and Strategy - Understanding the user demographics and engagement strategies of different platforms is crucial for effective short video marketing [66]. - Each platform has distinct user bases and content consumption patterns, necessitating tailored approaches for platforms like Douyin, Kuaishou, WeChat Video, and Xiaohongshu [68][70]. - Companies should consider a multi-platform strategy, ensuring content is optimized for the unique characteristics of each platform [73][76]. Group 7: Continuous Improvement and Practice - Continuous practice, review, and optimization are essential for the success of short video marketing strategies [83]. - Companies with advertising budgets should focus on optimizing their material library and transitioning high-quality hard ads into native ads [80]. - Brands with franchisees should empower them to produce quality content independently, while smaller brands should learn to create native materials to attract users through organic traffic [82].