Core Insights - A new wave of ordinary craftsmen is emerging as influential figures in the short video content ecosystem, gaining significant follower growth through their authentic skill demonstrations [1][10][26] Group 1: Case Studies of Successful Craftsmen - The account @超越家电维修, run by Song Jinbo, gained 4.36 million followers in less than a month after revamping its content approach, showcasing his 20 years of experience in home appliance repair [1][3][4] - Similar success stories include @龙腾虎跃 (Dragon Veterinarian), who transitioned from low engagement to popularity by improving video quality and showcasing his veterinary skills, leading to a significant increase in followers [11][15] - @发型师晓华 (Hairstylist Xiaohua) gained immense popularity by presenting his hairstyling process in a simple, engaging format, resulting in over 3.59 billion views in his live streams and substantial offline traffic to his barbershop [20][24] Group 2: Content Creation Strategies - The rise of these craftsmen is attributed to their authentic, unscripted content that resonates with viewers, creating a strong emotional connection [26][27] - Their focus on practical skills and the contrast between their affordable services and high-quality work addresses consumer frustrations with traditional service industries, enhancing viewer engagement [27][28] - The clear, problem-solving nature of their content provides viewers with a sense of certainty and emotional relief, transforming casual viewing into a valuable experience [28][29] Group 3: Industry Implications - The collective rise of these ordinary craftsmen indicates a shift in consumer demand from purely entertaining content to videos that offer practical, emotional, and social value [28] - This trend suggests a new pathway for content creation in the short video industry, where individuals can thrive by focusing on niche skills and authentic storytelling [28][29]

Core Insights - The report emphasizes that small and medium-sized businesses (SMBs) on Douyin e-commerce should focus on "good content, sufficient quantity, and high efficiency" by 2025 [6][1] - Short videos play a significant role in various scenarios such as product seeding, traffic generation, and sales conversion, with different types of short videos needing to be proportionately combined based on the business context [1][2] Content Creation Strategy - Successful short videos should follow a specific structure: start with a pain point or question, provide detailed explanations, showcase product selling points, and offer compelling reasons to click and purchase [1][2] - Key performance indicators include a jump rate below 30% and a completion rate above 60% for videos, with suggestions to optimize titles and increase interaction points to enhance content appeal [2][1] Tool Utilization - Businesses can leverage Douyin's Select Alliance to collaborate with influencers, utilizing their high exposure and fan engagement to expand reach [2] - AI tools in Douyin's backend can assist in efficiently generating scripts and editing videos, such as using AI for marketing copy generation and managing live stream content [2][1] Search Operations - To enhance traffic, it is recommended to publish at least 27 non-promotional short videos weekly, optimizing product and video titles with popular search terms to increase visibility [2][12] - A case study showed that by submitting search terms, a brand increased its product exposure click-through rate to 23% [2][12] Video Type Classification - The report categorizes short videos into three types: seeding videos, traffic generation videos, and sales conversion videos, each serving distinct purposes in the marketing funnel [24][26] - For different business scenarios, the recommended video ratio varies: for explosive products, prioritize sales conversion videos; for store promotions, focus on traffic generation videos; and for brand building, emphasize seeding videos [28][27] Overall Strategy - The report advocates for a systematic approach to short video content, integrating tools and data optimization to enhance the entire process from content creation to traffic conversion, ultimately improving operational efficiency within the Douyin e-commerce ecosystem [2][1]