企業(yè)開(kāi)展短視頻運(yùn)營(yíng)有什么用？

01 開(kāi)展短視頻平臺(tái)推廣有什么用？

What is the use of promoting short video platforms?

對(duì)企業(yè)來(lái)說(shuō)，在主流短視頻平臺(tái)上開(kāi)展運(yùn)營(yíng)，可通過(guò)低成本的簡(jiǎn)易推廣，獲得品牌的快速傳播，且各類傳播數(shù)據(jù)可以及時(shí)而準(zhǔn)確地做出統(tǒng)計(jì)。

For enterprises, operating on mainstream short video platforms can achieve rapid brand dissemination through low-cost and simple promotion, and various dissemination data can be timely and accurately analyzed.

比如透過(guò)關(guān)注人群、訪問(wèn)數(shù)量、轉(zhuǎn)發(fā)次數(shù)、評(píng)論次數(shù)、互動(dòng)數(shù)量等等，可以直觀看到短視頻的熱度，有助于企業(yè)掌握宣傳推廣的實(shí)時(shí)數(shù)據(jù)，并對(duì)品牌推廣成效做出評(píng)估。

For example, by following the audience, number of visits, number of reposts, number of comments, number of interactions, and so on, the popularity of short videos can be intuitively seen, which helps enterprises to grasp real-time data on promotion and evaluate the effectiveness of brand promotion.

而且，通過(guò)短視頻平臺(tái)的持續(xù)運(yùn)營(yíng)，企業(yè)可以擴(kuò)大品牌影響力，實(shí)現(xiàn)訂單轉(zhuǎn)化，獲得更多客戶資源和市場(chǎng)信息。

Moreover, through the continuous operation of short video platforms, enterprises can expand their brand influence, achieve order conversion, and obtain more customer resources and market information.

較高的互動(dòng)率，則更能促使企業(yè)對(duì)自己的產(chǎn)品和服務(wù)做出精確評(píng)價(jià)。

A higher interaction rate can better encourage companies to make accurate evaluations of their products and services.

具體來(lái)說(shuō)，通過(guò)短視頻平臺(tái)的成功運(yùn)營(yíng)，可以實(shí)現(xiàn)品牌的快速傳播，可以為品牌造勢(shì)，可以實(shí)現(xiàn)賬號(hào)的轉(zhuǎn)化，可以積累客戶或意向客戶群。

Specifically, the successful operation of short video platforms can achieve rapid brand dissemination, build brand momentum, convert accounts, and accumulate customers or intended customer groups.

實(shí)現(xiàn)快速傳播

Realize rapid dissemination

幫你塑造品牌/企業(yè)品牌/產(chǎn)品品牌/快速締造品牌美譽(yù)度；

Help you shape your brand/corporate brand/product brand/quickly create brand reputation;

為企業(yè)品牌造勢(shì)

Building momentum for corporate brands

通過(guò)抖音、快手等營(yíng)銷策劃傳播，可快速提升網(wǎng)絡(luò)知名度及曝光度；

Through marketing planning and communication such as Tiktok and Kwai, the network popularity and exposure can be rapidly improved;

實(shí)現(xiàn)高效轉(zhuǎn)化

Realize efficient conversion

通過(guò)優(yōu)質(zhì)而持續(xù)的視頻內(nèi)容創(chuàng)造，以及高效的賬號(hào)運(yùn)營(yíng)技巧，精準(zhǔn)定位，可以快速提升轉(zhuǎn)化率。

By creating high-quality and continuous video content, as well as efficient account operation skills and precise positioning, conversion rates can be quickly improved.

02 抖音與快手，短視頻平臺(tái)的兩大代表

02 Tiktok and Kwai, two representatives of short video platform

抖音是目前短視頻方面用戶量多的一個(gè)平臺(tái)，用戶量超過(guò)6億人，日活用戶超過(guò)3億人。用戶較為年輕，一二線城市用戶較多，消費(fèi)能力強(qiáng)。

Tiktok is a platform with a large number of users in short video at present, with more than 600 million users and more than 300 million daily live users. The users are relatively young, with more users in first and second tier cities and strong purchasing power.

與抖音相比，“擁/抱每一種生活”的快手，用戶群位于三四線城市的稍微多一點(diǎn)。

Compared with Tiktok, the Kwai, which "embraces/embraces every kind of life", has a slightly more user base in the third and fourth tier cities.

除了抖音和快手以外，目前比較流行的還有B站、西瓜、火山、好看視頻等等。當(dāng)然微信端的視頻號(hào)風(fēng)頭正旺，依托微信龐大的用戶群基礎(chǔ)，同樣擁有較好的發(fā)展前景。

In addition to Tiktok and Kwai, B station, watermelon, volcano, good videos and so on are popular at present. Of course, the video accounts on WeChat are gaining popularity, and relying on WeChat's vast user base, they also have good development prospects.

B站指的是嗶哩嗶哩，即bilibili，是中國(guó)年輕世代高度聚集的文化社區(qū)和視頻平臺(tái)，B站同時(shí)獲得騰訊和阿里巴巴的較大投資。目前用戶群超過(guò)2億人，以18~35歲的年輕人為主（占比約78%）。生活、娛樂(lè)、游戲、動(dòng)漫、科技是B站主要的內(nèi)容品類并開(kāi)設(shè)直播、游/戲中心、周邊等業(yè)務(wù)板塊。

Bilibili, also known as Bilibili, refers to Bilibili, a cultural community and video platform that is highly concentrated among the younger generation in China. Bilibili has received significant investments from both Tencent and Alibaba. At present, the user base exceeds 200 million people, mainly young people aged 18-35 (accounting for about 78%). Life, entertainment, games, anime, and technology are the main content categories of Bilibili, and business segments such as live streaming, game/drama centers, and peripherals are established.

B站擁有技術(shù)和文化優(yōu)勢(shì)，視頻審核速度快，對(duì)企業(yè)在專欄號(hào)中傳播品牌文案目前也沒(méi)有太多限制。作為年輕人的聚合社區(qū)，B站彈幕是其醒目的特點(diǎn)之一。B站不但得到了年輕人的喜愛(ài)，更獲得眾多品牌方的青睞，尤其是工業(yè)品的生產(chǎn)廠家和公司。

Bilibili has technological and cultural advantages, fast video review speed, and currently does not have many restrictions on companies spreading brand copy in column accounts. As a gathering community for young people, Bilibili barrage is one of its prominent features. Bilibili has not only gained the love of young people, but also gained the favor of many brand owners, especially industrial product manufacturers and companies.

好看視頻是百度旗下產(chǎn)品，用戶量雖然不高，但是好處在于通過(guò)百度搜索時(shí)，好看視頻相關(guān)內(nèi)容排名靠前，對(duì)品牌傳播有一定好處。

Good looking videos are a product under Baidu. Although the user base is not high, the advantage is that when searching on Baidu, the content related to good looking videos ranks high, which is beneficial for brand promotion.

西瓜和火山，則屬于頭條系的短視頻平臺(tái)。百度的好看視頻和全民小視頻，分別對(duì)標(biāo)這兩個(gè)短視頻平臺(tái)。

Watermelon and volcano belong to the Toutiao style short video platforms. Baidu's good-looking videos and popular short videos are benchmarking against these two short video platforms.

03 以抖音快手為主，兼做各大主流平臺(tái)

03 Mainly Tiktok Kwai, it is also a major mainstream platform

視頻流趨勢(shì)下，除了抖音快手繼續(xù)穩(wěn)坐短視頻賽道的第一梯隊(duì)交椅，獲得企業(yè)高度青睞之外，B站、小紅書(shū)等平臺(tái)，同樣得到部分環(huán)保裝備企業(yè)的喜愛(ài)，在相應(yīng)平臺(tái)上做內(nèi)容深耕，以擴(kuò)大品牌傳播陣地。

Under the trend of video streaming, in addition to Tiktok Kwai, which continues to be the first echelon of the short video track and is highly favored by enterprises, platforms such as Station B and Little Red Book are also favored by some environmental protection equipment enterprises, and they are doing deep content cultivation on the corresponding platforms to expand the brand communication positions.

所以，就企業(yè)來(lái)說(shuō)，操作短視頻平臺(tái)，必然是多平臺(tái)操作，核心目的在于擴(kuò)大品牌聲量，獲得更多關(guān)注，確立品牌在新媒體平臺(tái)上的影響力，并獲得一定數(shù)量的成交轉(zhuǎn)化。

So, for enterprises, operating short video platforms is inevitably a multi platform operation, with the core purpose of expanding brand voice, gaining more attention, establishing brand influence on new media platforms, and obtaining a certain number of transaction conversions.

在推薦機(jī)制上，抖音基于內(nèi)容質(zhì)量分發(fā)，所以媒體屬性更強(qiáng)。

In the recommendation mechanism, Tiktok is distributed based on content quality, so the media attribute is stronger.

而快手則基于社交和興趣分發(fā)，社區(qū)屬性更強(qiáng)。

While Kwai is based on social and interest distribution, with stronger community attributes.

目前，小紅書(shū)已經(jīng)搭上短視頻紅利的快車，成功撕下過(guò)去的美妝標(biāo)簽，基于生活分享鼓勵(lì)創(chuàng)作者邁向多元化的內(nèi)容創(chuàng)作。

At present, Xiaohongshu has caught the fast train of short video dividends, successfully tearing off the past beauty label and encouraging creators to move towards diversified content creation based on life sharing.

異軍突起的西瓜視頻，依托頭條系流量，將內(nèi)容聚焦于趕海、影視綜藝領(lǐng)域，目前也正在積極依靠頭部創(chuàng)作者為各細(xì)分領(lǐng)域帶來(lái)增量。

The emerging watermelon video, relying on headline traffic, focuses its content on the fields of catching up with the sea and film and television variety shows. Currently, it is actively relying on top creators to bring incremental content to various sub sectors.

在系統(tǒng)推薦機(jī)制上，小紅書(shū)與西瓜視頻均基于內(nèi)容與興趣分發(fā)。

In terms of system recommendation mechanism, both Xiaohongshu and Xigua Video are distributed based on content and interests.

其他的微信&微博，則更是品牌宣傳的固有陣地。

Other WeChat and Weibo platforms are also an inherent platform for brand promotion.

04 持續(xù)深耕、不斷擴(kuò)大品牌影響力

04 Continuously deepening and expanding brand influence

有一種說(shuō)法是，講品牌，一篇小視頻勝過(guò)100頁(yè)品牌手冊(cè)。

There is a saying that when it comes to branding, a short video is better than a 100 page brand manual.

短視頻的成功運(yùn)營(yíng)，對(duì)企業(yè)的重要性和對(duì)品牌的推動(dòng)作用，已遠(yuǎn)遠(yuǎn)超過(guò)企業(yè)的官網(wǎng)和公眾號(hào)。

The successful operation of short videos has far exceeded the enterprise's official website and official account in terms of its importance to enterprises and its role in promoting brands.

因此，在短視頻的巨大帶動(dòng)勢(shì)能下，企業(yè)官網(wǎng)和其他的品牌推廣要做，但是短視頻則是非做不可的。

Therefore, under the enormous driving force of short videos, corporate websites and other brand promotions need to be done, but short videos are essential.

通過(guò)短視頻運(yùn)營(yíng)，可以宣傳品牌，可以解讀產(chǎn)品，可以解疑答惑，可以拉進(jìn)品牌與用戶的距離，可以實(shí)現(xiàn)企業(yè)品牌的人格化，可以實(shí)現(xiàn)用戶的更多參與，可以得到品牌的快速傳播和流量轉(zhuǎn)化。

Through short video operations, brands can be promoted, products can be interpreted, doubts can be answered, the distance between brands and users can be bridged, the personalization of enterprise brands can be achieved, more user participation can be achieved, and the brand can be quickly disseminated and traffic converted.

傳統(tǒng)渠道推廣花費(fèi)大量財(cái)力物力，推廣效果還不一定能保證。但如果能通過(guò)專業(yè)的短視頻運(yùn)營(yíng)擴(kuò)大品牌聲勢(shì)，作用和效果會(huì)來(lái)得非常直觀，作用也比較顯著。

Traditional channel promotion requires a lot of financial and material resources, and the promotion effect may not be guaranteed. But if we can expand the brand's momentum through professional short video operations, the effect and effect will be very intuitive and significant.

05 短視頻運(yùn)營(yíng)，主要是做什么？

What is the main focus of 05 short video operation?

短視頻運(yùn)營(yíng)的工作內(nèi)容主要包括:內(nèi)容策劃、用戶運(yùn)營(yíng)、渠道推廣及數(shù)據(jù)分析。

The work content of short video operation mainly includes: content planning, user operation, channel promotion, and data analysis.

內(nèi)容策劃就是規(guī)劃短視頻內(nèi)容，準(zhǔn)備選題及拍攝制作等相關(guān)工作，在這方面花費(fèi)的時(shí)間和精力多；

Content planning is the process of planning short video content, preparing topic selection, filming, and production, which requires a significant amount of time and effort;

用戶運(yùn)營(yíng)：是所有做運(yùn)營(yíng)工作的工作重點(diǎn)，了解用戶畫像和用戶喜好，才能更加精準(zhǔn)地開(kāi)展粉絲營(yíng)銷，更容易吸引精準(zhǔn)的產(chǎn)品用戶，從而形成自己的社群，實(shí)現(xiàn)長(zhǎng)期的營(yíng)銷轉(zhuǎn)化。

User operation: It is the focus of all operations work. Understanding user profiles and preferences is essential to carry out fan marketing more accurately, attract precise product users more easily, form one's own community, and achieve long-term marketing conversion.

渠道推廣：短視頻運(yùn)營(yíng)人員則需要渠道化的多平臺(tái)運(yùn)營(yíng)，有些渠道還需要進(jìn)行個(gè)性化運(yùn)營(yíng)。就企業(yè)需求來(lái)說(shuō)，目前運(yùn)營(yíng)的主要渠道，就是抖音+快手+B站+小紅書(shū)，其他的平臺(tái)則可以隨其自然。

Channel promotion: Short video operators require channelized multi platform operations, and some channels also require personalized operations. As far as enterprise demand is concerned, the main channel of operation at present is Tiktok+Kwai+B Station+Little Red Book, and other platforms can follow its nature.

數(shù)據(jù)分析：所有的平臺(tái)都需要數(shù)據(jù)化運(yùn)營(yíng)。比如某條視頻全渠道的播放量，單渠道的播放量，評(píng)論收藏量等都需要分析。要找出影響這些點(diǎn)的因素，針對(duì)公司所制作的短視頻進(jìn)行優(yōu)化。

Data analysis: All platforms require data-driven operations. For example, the playback volume of a certain video across all channels, the playback volume of a single channel, and the number of comments and favorites all need to be analyzed. To identify the factors that affect these points, optimize the short videos produced by the company.

06 短視頻平臺(tái)運(yùn)營(yíng)，怎么開(kāi)展工作？

How to carry out the operation of the 06 short video platform?

第一步：對(duì)賬號(hào)進(jìn)行整體規(guī)劃和定位

Step 1: Overall planning and positioning of the account

賬號(hào)規(guī)劃要解決的問(wèn)題包括，解決什么樣的營(yíng)銷目標(biāo)，營(yíng)銷目標(biāo)一般來(lái)說(shuō)有三類：宣傳曝光、形成口碑、實(shí)現(xiàn)轉(zhuǎn)化。

The problems that account planning needs to solve include what kind of marketing goals to achieve. Generally speaking, there are three types of marketing goals: publicity exposure, word-of-mouth formation, and conversion.

賬戶定位要把握兩個(gè)核心點(diǎn)，即內(nèi)容輸出和實(shí)現(xiàn)路徑，堅(jiān)持做什么。

Account positioning requires grasping two core points, namely content output and implementation path, and adhering to what to do.

第二步：解決企業(yè)號(hào)內(nèi)容生態(tài)

Step 2: Addressing the Content Ecology of Enterprise Accounts

用什么樣的內(nèi)容來(lái)實(shí)現(xiàn)營(yíng)銷目標(biāo)。類人設(shè)、虛擬化的、情感化的。我們要評(píng)估這三類內(nèi)容哪一種適合實(shí)現(xiàn)企業(yè)的營(yíng)銷目標(biāo)。

What kind of content is used to achieve marketing goals. Humanistic, virtualized, and emotional. We need to evaluate which of these three types of content is suitable for achieving the marketing goals of the enterprise.

輸出內(nèi)容需要找到一個(gè)企業(yè)所擅長(zhǎng)的點(diǎn)，比如行業(yè)突出問(wèn)題，結(jié)合公司的產(chǎn)品，繼續(xù)生產(chǎn)內(nèi)容。作為典型的工業(yè)品，結(jié)合使用場(chǎng)景，發(fā)揮專業(yè)價(jià)值，體現(xiàn)公司在相關(guān)層面的專業(yè)和權(quán)威身份，更能獲得潛在目標(biāo)客戶群的接收。

To output content, it is necessary to find a point that the enterprise is good at, such as prominent industry issues, and continue to produce content in combination with the company's products. As a typical industrial product, combining usage scenarios, leveraging professional value, reflecting the company's professional and authoritative identity at relevant levels, can better attract potential target customer groups.

第三步：確定營(yíng)銷規(guī)劃

Step 3: Determine marketing plan

確定營(yíng)銷目標(biāo)和內(nèi)容形態(tài)后，該怎么樣將內(nèi)容在抖音等平臺(tái)上形成更好的傳播效果？

After determining the marketing objectives and content forms, how can we make the content better spread on platforms such as Tiktok?

在做抖音等企業(yè)號(hào)規(guī)劃之前我們要明確一個(gè)概念——人格化。人格化是企業(yè)號(hào)運(yùn)營(yíng)關(guān)鍵的一步，因?yàn)槿烁窕膬?nèi)容可以有效的決未來(lái)企業(yè)的營(yíng)銷目標(biāo)，有效實(shí)現(xiàn)內(nèi)容形態(tài)以及進(jìn)行有效傳播非常重要的一個(gè)核心部分。

Before making enterprise number planning such as Tiktok, we should define a concept - personification. Personalization is a crucial step in the operation of enterprise accounts, as personalized content can effectively determine future marketing goals, achieve effective content form, and be a crucial core part of effective communication.

好的內(nèi)容運(yùn)營(yíng)，是在內(nèi)容基礎(chǔ)策劃制作不低于行業(yè)中等水平時(shí)，可幫助短視頻內(nèi)容產(chǎn)品大幅度提升用戶觸達(dá)率、打開(kāi)率、停留時(shí)長(zhǎng)、美譽(yù)度、用戶主動(dòng)反饋和互動(dòng)度的。

Good content operation can help short video content products significantly improve user reach, opening rate, dwell time, reputation, user feedback, and interaction when the content planning and production are not lower than the industry average level.

第四步，掌握算法邏輯，提高賬號(hào)權(quán)重

Step 4: Master the algorithm logic and increase the account weight

想要運(yùn)營(yíng)好短視頻，必須知道不同短視頻平臺(tái)的算法規(guī)則，因?yàn)椴煌脚_(tái)的算法規(guī)則不同，所以呈現(xiàn)的推送機(jī)制也不同。

To operate short videos well, it is necessary to know the algorithm rules of different short video platforms, because the algorithm rules of different platforms are different, so the push mechanisms presented are also different.

以Tik Tok（海外版抖音）為例：如果你發(fā)一個(gè)短視頻，Tik Tok會(huì)給你一個(gè)基本的呈現(xiàn)量(比如100)，然后系統(tǒng)會(huì)通過(guò)大數(shù)據(jù)算法模型對(duì)這些指標(biāo)的數(shù)據(jù)(主要指轉(zhuǎn)發(fā)、評(píng)論、點(diǎn)贊、播放完成率（也稱完播率）、停留時(shí)間、停留軌跡、賬號(hào)活躍度、粉絲數(shù))進(jìn)行評(píng)估。如果機(jī)器人確定這個(gè)短視頻很受歡迎，系統(tǒng)會(huì)將這個(gè)內(nèi)容推薦給更大的流量池進(jìn)行展示。而且有些可能會(huì)被多次推薦，所以那些播放量上千萬(wàn)的短視頻就這樣出來(lái)了。

Take Tik Tok (overseas version of Tiktok) as an example: if you send a short video, Tik Tok will give you a basic amount of presentation (such as 100), and then the system will evaluate the data of these indicators (mainly referring to forwarding, comments, likes, playback completion rate (also known as completion rate), dwell time, dwell track, account activity, number of fans) through the big data algorithm model. If the robot determines that this short video is popular, the system will recommend the content to a larger traffic pool for display. And some may be recommended multiple times, so those short videos with millions of views come out like this.

各個(gè)短視頻平臺(tái)推薦的幾個(gè)關(guān)鍵指標(biāo)，主要包括轉(zhuǎn)發(fā)、評(píng)論、點(diǎn)贊、播放率、停留時(shí)間、停留軌跡、賬號(hào)活躍度、粉絲數(shù)量等。

The key indicators recommended by various short video platforms mainly include forwarding, commenting, liking, playback rate, stay time, stay trajectory, account activity, number of fans, etc.

07 短視頻的本質(zhì)

The essence of 07 short videos

短視頻的本質(zhì)是什么？短視頻就是內(nèi)容。某種程度上，它其實(shí)跟圖文、音頻其實(shí)是同一件事。而內(nèi)容的本質(zhì)是什么？是流量。每個(gè)短視頻的運(yùn)營(yíng)者，都是在做流量，只是用不同的方式來(lái)獲取更有價(jià)值的流量而已。

What is the essence of short videos? Short videos are content. To some extent, it is actually the same thing as graphics and audio. What is the essence of content? It's traffic. Every short video operator is doing traffic, just using different methods to obtain more valuable traffic.

由于傳播模型在當(dāng)代產(chǎn)生了巨大變化，已經(jīng)變成了分布式流量+多節(jié)點(diǎn)傳播的模型，我們可以想象每個(gè)人都是一個(gè)傳播節(jié)點(diǎn)、傳播個(gè)體，就像星星一樣分布在遙遠(yuǎn)浩瀚的太空，中心這些質(zhì)量大的星體自動(dòng)形成引力，形成一個(gè)傳播的節(jié)點(diǎn)。

Due to the significant changes in propagation models in contemporary times, they have become models of distributed traffic and multi node propagation. We can imagine that each person is a propagation node and individual, distributed in the distant and vast space like stars. These massive celestial bodies in the center automatically form gravity, forming a propagation node.

所以，如果要做品牌宣傳，快速得到知名度，一定要在抖音、快手和眾多的短視頻平臺(tái)上布局，因?yàn)橥ㄟ^(guò)多平臺(tái)布局，矩陣式操作，才能大化獲取流量，才能放大公司的品牌聲量，才能提高公司的網(wǎng)絡(luò)影響力，尤其是在相關(guān)視頻平臺(tái)上的影響力。




Therefore, if you want to do brand publicity and quickly gain popularity, you must lay out on Tiktok, Kwai and many short video platforms, because through multi platform layout and matrix operation, you can get more traffic, amplify the company's brand voice, and improve the company's network influence, especially on relevant video platforms.

08 實(shí)現(xiàn)企業(yè)“短視頻+”的運(yùn)營(yíng)模式

08 Implement the operation mode of "short video+" for enterprises

短視頻+品牌

Short video+brand

在信息內(nèi)容復(fù)雜的今天，用戶越來(lái)越挑剔，高品質(zhì)內(nèi)容更能吸引用戶關(guān)注，這也就意味著內(nèi)容運(yùn)營(yíng)的時(shí)代已經(jīng)來(lái)臨。品牌商更期望與用戶建立感情紐帶，這就更需要豐富的感情內(nèi)容來(lái)觸動(dòng)用戶。

In today's complex information content, users are becoming more and more picky, and high-quality content can better attract user attention. This also means that the era of content operation has arrived. Brands expect to establish emotional bonds with users, which requires rich emotional content to touch them.

相比傳統(tǒng)的圖文內(nèi)容，短視頻的競(jìng)爭(zhēng)優(yōu)勢(shì)就凸顯出來(lái)了，視頻內(nèi)容比起圖文內(nèi)容更具有立體性更能身臨其境。同屬于視聽(tīng)內(nèi)容的短視頻，憑借其強(qiáng)有力的流量聚集性能以及滿足用戶閱讀習(xí)慣的競(jìng)爭(zhēng)優(yōu)勢(shì)，成為了流量的新陣地。

Compared to traditional graphic content, the competitive advantage of short videos is highlighted. Video content is more three-dimensional and immersive than graphic content. Short videos, which belong to audiovisual content, have become a new battlefield for traffic due to their strong traffic aggregation performance and competitive advantage in meeting user reading habits.

在這個(gè)時(shí)代，內(nèi)容即廣告，內(nèi)容即宣傳，反過(guò)來(lái)也是一樣的道理。所以，公司輸出的短視頻內(nèi)容，也被稱之為原生廣告。在短視頻平臺(tái)中，企業(yè)賬號(hào)所發(fā)布的一切內(nèi)容，均可稱為原生廣告。每一條短視頻，其實(shí)都是對(duì)企業(yè)不同側(cè)面的宣傳。

In this era, content is advertising, content is promotion, and the opposite is also true. So, the short video content produced by the company is also known as native advertising. In short video platforms, all content posted by enterprise accounts can be referred to as native advertisements. Every short video is actually a promotion of different aspects of the enterprise.

短視頻+知識(shí)提供

Short video+knowledge provision

為順應(yīng)受眾的知識(shí)需求，從喜馬拉雅、知乎、得到、分答、微博、微信、36氪、豆瓣等各種訂閱專欄、付費(fèi)課程、內(nèi)容加上有償問(wèn)答、知識(shí)社群等都開(kāi)始賣內(nèi)容。知識(shí)付費(fèi)發(fā)展到今天，已有許多行業(yè)領(lǐng)先的優(yōu)質(zhì)產(chǎn)品。

In order to meet the knowledge needs of the audience, various subscription columns, paid courses, content, paid Q&A, knowledge communities, etc. from Himalaya, Zhihu, Dada, Weibo, WeChat, 36Kr, Douban, etc. have all started selling content. Today, with the development of knowledge payment, there are many industry-leading high-quality products.

通過(guò)知識(shí)講解（有人物出境好）+配音模式，可以形成關(guān)注類似問(wèn)題的用戶的快速聚攏。

Through knowledge explanation (with characters going abroad) and dubbing mode, a quick gathering of users who pay attention to similar issues can be formed.

對(duì)企業(yè)來(lái)說(shuō)，利用短視頻+知識(shí)提供，就是把賬號(hào)作為一個(gè)行業(yè)深度分析的場(chǎng)所，作為對(duì)用戶解疑答惑的空間，進(jìn)而凸顯出企業(yè)經(jīng)營(yíng)品牌的深度，對(duì)行業(yè)的透徹了解，以及對(duì)用戶的全方位關(guān)心。

For enterprises, utilizing short videos and knowledge provision is to use accounts as a place for in-depth analysis of the industry, a space for users to answer questions and highlight the depth of the enterprise's brand management, a thorough understanding of the industry, and a comprehensive concern for users.

09 企業(yè)短視頻運(yùn)營(yíng)四階段

09 Four stages of enterprise short video operation

第一階段，品牌知曉期 通過(guò)人設(shè)，輸出大量與品牌調(diào)性一致的內(nèi)容對(duì)話受眾。萬(wàn)變不離其宗，短視頻運(yùn)營(yíng)第一步，讓大家知道自己的品牌。

In the first stage, the brand awareness period involves using personas to output a large amount of content that is consistent with the brand tone and engages in dialogue with the audience. The first step in short video operation is to let everyone know their brand, as everything changes without leaving their roots.

第二階段，受眾感知期 通過(guò)爆款的內(nèi)容視頻、話題和活動(dòng)，讓受眾更直觀了解企業(yè)的品牌/服務(wù)理念，并有意愿進(jìn)一步了解產(chǎn)品、考察產(chǎn)品和體驗(yàn)產(chǎn)品。

In the second stage, the audience perception period allows the audience to have a more intuitive understanding of the company's brand/service philosophy through popular content videos, topics, and activities, and is willing to further understand the product, inspect the product, and experience the product.

第三階段，銷售擴(kuò)張期 通過(guò)大約（3-6個(gè)月）的發(fā)酵，我們已經(jīng)利用有效內(nèi)容溝通到了一批目標(biāo)受眾，此時(shí)可集中通過(guò)KOL效應(yīng)聚攏人群，通過(guò)商品櫥窗、視頻加入產(chǎn)品連接、直播方式等帶動(dòng)產(chǎn)品銷售。

In the third stage, during the sales expansion period, after about 3-6 months of fermentation, we have already used effective content to communicate with a group of target audiences. At this time, we can concentrate on gathering the audience through KOL effects, and drive product sales through product displays, video connections, live streaming methods, and other means.

第四階段，品牌升級(jí)期 通過(guò)深度內(nèi)容及多元形式，向受眾展示自己更深度的品牌理念，打造鐵桿粉，形成企業(yè)更為顯著的品牌影響力。（MZK）

In the fourth stage, the brand upgrade period showcases a deeper brand concept to the audience through in-depth content and diverse forms, creating a loyal fan base and forming a more significant brand influence for the enterprise. (MZK)

本文由濟(jì)南短視頻運(yùn)營(yíng)友情奉獻(xiàn).更多有關(guān)的知識(shí)請(qǐng)點(diǎn)擊:http://www.dgaiddi.com真誠(chéng)的態(tài)度.為您提供為全面的服務(wù).更多有關(guān)的知識(shí)我們將會(huì)陸續(xù)向大家奉獻(xiàn).敬請(qǐng)期待.

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