Serious internal entanglement in the we media industry: where should the enterprise we media go

The we media industry has passed the blowout period , Now we have entered the era of involution , There are a large number of we media accounts with serious homogenization in each field , This is especially true for enterprise we media . For most SMEs , It is an inevitable trend to enter the field of we media , However, it may be more difficult to operate corporate we media than individual we media . Moreover, operating we media requires a lot of time and energy , The effect is very slow , This makes it difficult for most enterprises to accept , The investment cost is very long, but the effect is not seen .

First , At present, what are the difficulties faced by enterprise we media ？

First of all , Investment funds , Now it is more and more difficult to operate a we media account , More and more investment , Need a team to operate , And this team has to be equipped with cameras 、 clip 、 copy 、 The host 、 Planning and other posts , At least 3-4 A position can be completed . The actual situation is that many internal we media teams only recruit 1-2 Post , Possible shooting 、 copy 、 The editing was done by one person . Because most small and medium-sized enterprises still hold “ Test the waters ” To be the we media , We just regard the we media platform as a place where we can advertise .

second , The level of we media practitioners varies , planning 、 clip 、 copy 、 Shooting and other work requires professional skills , A short video copy is very good , But the anchor has no appeal , The audience won't like it in the end , So now the audience is becoming more and more picky , Once the beginning of the video doesn't attract them , There is no desire to look down .

Third , Positioning of enterprise we media , Many enterprises find it difficult to locate their we media accounts , such as ： An enterprise that sells mechanical products , Such enterprises should be the official we media , What should you position your account as ？ It belongs to the field of Pan knowledge , Or any other field ？ It is difficult to plan the content if the positioning is not correct .

then , Where should we go for small and medium-sized enterprises ？

If enterprises are not willing to give up we media , Then you should calmly analyze your actual situation , For enterprises that do not have much capital investment , Operating an official we media account can “ Slowing down ”, You don't have to update the content every week , You can update a video every two weeks or a month , The quality of video is far more important than the quantity . The value of we media is to promote brand image and realize fans , If you only publish hard advertising content in your own account , No audience will pay attention to such we media , No one will go to see the naked advertisement .

Last , Enterprise we media should find its own position

, Attract audiences and users through excellent anchors , The content shall be grounded , Products can be implanted while popularizing science . Output content of general value , This is the first step to do a good job of corporate we media content .

author ： stone IT visual angle