從前，短視頻內(nèi)容生產(chǎn)者大多是非普通個(gè)體，他們利用自身成本低廉，制作簡(jiǎn)便，無(wú)門檻及強(qiáng)烈社交屬性等特點(diǎn)來(lái)進(jìn)行消費(fèi)轉(zhuǎn)化?，F(xiàn)在，已經(jīng)有更多個(gè)人和企業(yè)發(fā)現(xiàn)短視頻平臺(tái)所蘊(yùn)含的商業(yè)價(jià)值并加入短視頻營(yíng)銷行列?，F(xiàn)將短視頻營(yíng)銷策略建議梳理如下：

In the past, short video content producers were mostly non professional and ordinary individuals who utilized their low cost, easy production, no barriers to entry, and strong social attributes to convert consumption. Now, more individuals and businesses have discovered the commercial value contained in short video platforms and joined the ranks of short video marketing. The suggestions for short video marketing strategies are summarized as follows:

1.重視內(nèi)容創(chuàng)意

1. Emphasize content creativity

企業(yè)選擇短視頻平臺(tái)開展?fàn)I銷，主要希望借由短視頻的短小創(chuàng)意增加產(chǎn)品的曝光度、提高品牌知名度，而內(nèi)容創(chuàng)意不可忽視。

Enterprises choose short video platforms for marketing, mainly hoping to increase product exposure and brand awareness through the short creativity of short videos, while content creativity cannot be ignored.

，短視頻的內(nèi)容類型創(chuàng)意。企業(yè)投入到短視頻營(yíng)銷之前，需要對(duì)短視頻垂直細(xì)分領(lǐng)域的商業(yè)價(jià)值進(jìn)行衡量和評(píng)估，短視頻涉及到的題材非常廣泛，幾乎覆蓋所有細(xì)分領(lǐng)域，這幾個(gè)方面按照企業(yè)所處的行業(yè)的不同，可能會(huì)包括企業(yè)，教育，旅游，母嬰等。如何把內(nèi)容類型用創(chuàng)意形式呈現(xiàn)出來(lái)是短視頻營(yíng)銷發(fā)展的個(gè)前提。二是短視頻在內(nèi)容形式上創(chuàng)意。在短視頻營(yíng)銷日益發(fā)展的背景下，內(nèi)容形式開始產(chǎn)生了改變。

Firstly, the creative content types of short videos. Before investing in short video marketing, enterprises need to measure and evaluate the commercial value of vertical segments of short videos. Short videos involve a wide range of topics, covering almost all segmented fields. Depending on the industry in which the enterprise operates, these aspects may include enterprise, education, tourism, mother and baby, etc. How to present content types in creative forms is the first prerequisite for the development of short video marketing. Secondly, short videos are creative in terms of content format. With the increasing development of short video marketing, the form of content has begun to change.

2.賬號(hào)定位精準(zhǔn)

2. Accurate account positioning

當(dāng)企業(yè)進(jìn)行藍(lán)V認(rèn)證后，需明確賬號(hào)定位。企業(yè)應(yīng)該遵循長(zhǎng)期營(yíng)銷戰(zhàn)略思維、并將品牌理念貫穿于短視頻拍攝中，盡量確保內(nèi)容風(fēng)格統(tǒng)一。而企業(yè)在入駐平臺(tái)前，需要剖析貫徹企業(yè)的品牌理念、平臺(tái)面向受眾的用戶畫像、賬號(hào)人格、創(chuàng)意內(nèi)容以及團(tuán)隊(duì)設(shè)置。

After the enterprise undergoes Blue V certification, it is necessary to clarify the account positioning. Enterprises should follow long-term marketing strategy thinking and integrate brand concepts into short video shooting to ensure consistent content style as much as possible. Before entering the platform, enterprises need to comprehensively analyze and implement their brand concept, user profile for the platform's audience, account personality, creative content, and team settings.

3.注重人設(shè)打造

3. Emphasize the creation of character design

移動(dòng)互聯(lián)時(shí)代，隨著短視頻的興起，每個(gè)人或者組織只需要15秒就能爆紅。而持續(xù)爆火的途徑則是：打造專屬人設(shè)，直擊用戶內(nèi)心。在短視頻平臺(tái)創(chuàng)作作品日益同質(zhì)化的今天，個(gè)人或企業(yè)想要在短視頻平臺(tái)持續(xù)走紅，必須打造賬號(hào)垂直度，打造短視頻人設(shè)可以幫助創(chuàng)作者確立內(nèi)容創(chuàng)作方向，為作品貼上專屬標(biāo)簽，并保持穩(wěn)定輸出內(nèi)容。

In the era of mobile internet, with the rise of short videos, each person or organization can become popular in just 15 seconds. The only way to continue to become popular is to create an exclusive persona that hits the hearts of users. In today's increasingly homogenized short video platform creations, individuals or businesses who want to maintain popularity on short video platforms must first build account verticality. Creating a short video persona can help creators establish their content creation direction, label their works with exclusive tags, and maintain stable output of content.

4.融入場(chǎng)景營(yíng)銷

4. Integrate into scene marketing

移動(dòng)互聯(lián)時(shí)代社交需求不斷變化，已由傳統(tǒng)界面瀏覽向短視頻視覺習(xí)慣過(guò)渡。在目前短視頻營(yíng)銷下，更多的商家開始融合場(chǎng)景打造、融合用戶視覺習(xí)慣等方式展示和植入產(chǎn)品，相對(duì)于傳統(tǒng)直截了當(dāng)?shù)闹踩胄誀I(yíng)銷有了一個(gè)質(zhì)的跨越。

In the era of mobile internet, social demands are constantly changing, transitioning from traditional interface browsing to short video visual habits. Under the current short video marketing, more businesses are beginning to integrate scene creation, user visual habits, and other methods to display and implant products, which has made a qualitative leap compared to traditional straightforward implant marketing.

5.打造直播體系

5. Build a live streaming system

隨著短視頻平臺(tái)的電商體系不斷接入，企業(yè)通過(guò)平臺(tái)進(jìn)行短視頻發(fā)布完善人設(shè)續(xù)更，選定垂直細(xì)分領(lǐng)域，加強(qiáng)內(nèi)容創(chuàng)意，但同時(shí)需要打造直播體系。直播除了自身的廣告效應(yīng)，內(nèi)容的新聞效應(yīng)引爆性也會(huì)更強(qiáng)。而在直播過(guò)程中平臺(tái)選擇、直播間的打造、選品、直播腳本設(shè)計(jì)編寫、主播選擇以及直播數(shù)據(jù)數(shù)據(jù)分析也尤為重要。

With the continuous integration of short video platforms into the e-commerce system, enterprises are using the platform to publish short videos, improve their character design, select vertical niche areas, strengthen content creativity, but at the same time, they need to create a live streaming system. In addition to its own advertising effect, live streaming also has a stronger explosive news effect. In the process of live streaming, platform selection, live room building, product selection, live script design and writing, anchor selection, and live streaming data analysis are also particularly important.

在這個(gè)去碎片化的時(shí)代，消費(fèi)者容易因?yàn)楣餐膼酆枚墼谝黄?，以直播形式推介產(chǎn)品，實(shí)現(xiàn)高位時(shí)刻情感氛圍。個(gè)人或者企業(yè)借這一時(shí)機(jī)來(lái)銷售產(chǎn)品，它肯定會(huì)取得更好的營(yíng)銷效果。移動(dòng)互聯(lián)時(shí)代下，短視頻營(yíng)銷以市場(chǎng)短小，內(nèi)容創(chuàng)意等價(jià)值優(yōu)勢(shì)成為了企業(yè)一種重要營(yíng)銷手段。企業(yè)只有站在自己的立場(chǎng)，不斷挖掘內(nèi)容創(chuàng)意、準(zhǔn)確進(jìn)行賬號(hào)定位、重視賬號(hào)人設(shè)打造才能達(dá)到持續(xù)運(yùn)營(yíng)、獲取利潤(rùn)的目的。

In this era of fragmentation, consumers tend to gather together due to common interests, promote products through live streaming, and achieve a high-level emotional atmosphere. Individuals or businesses taking advantage of this opportunity to sell products will definitely achieve better marketing results. In the era of mobile internet, short video marketing has become an important marketing tool for enterprises due to its value advantages such as small market size and creative content. Only by standing in their own position, constantly exploring content creativity, accurately positioning accounts, and attaching importance to the creation of account personas can enterprises achieve sustainable operation and profit.

短視頻平臺(tái)也需要加強(qiáng)短視頻社交屬性、接入更加完善直播體系、提高平臺(tái)監(jiān)管等措施，以更好構(gòu)建消費(fèi)者和企業(yè)品牌間聯(lián)系，實(shí)現(xiàn)企業(yè)營(yíng)銷目標(biāo)。

Short video platforms also need to strengthen their social attributes, integrate more complete live streaming systems, and enhance platform supervision measures to better build connections between consumers and corporate brands, and achieve corporate marketing goals.