從前，短視頻內容生產(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(mén)檻及強烈社交屬性等特點(diǎn)來(lái)進(jìn)行消費轉化?，F在，已經(jīng)有更多個(gè)人和企業(yè)發(fā)現短視頻平臺所蘊含的商業(yè)價(jià)值并加入短視頻營(yíng)銷(xiāo)行列?，F將短視頻營(yíng)銷(xiāo)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.重視內容創(chuàng )意

1. Emphasize content creativity

企業(yè)選擇短視頻平臺開(kāi)展營(yíng)銷(xiāo)，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.

，短視頻的內容類(lèi)型創(chuàng )意。企業(yè)投入到短視頻營(yíng)銷(xiāo)之前，需要對短視頻垂直細分領(lǐng)域的商業(yè)價(jià)值進(jìn)行衡量和評估，短視頻涉及到的題材非常廣泛，幾乎覆蓋所有細分領(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。如何把內容類(lèi)型用創(chuàng )意形式呈現出來(lái)是短視頻營(yíng)銷(xiāo)發(fā)展的個(gè)前提。二是短視頻在內容形式上創(chuàng )意。在短視頻營(yíng)銷(xiāo)日益發(fā)展的背景下，內容形式開(kāi)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.賬號定位精準

2. Accurate account positioning

當企業(yè)進(jìn)行藍V認證后，需明確賬號定位。企業(yè)應該遵循長(cháng)期營(yíng)銷(xiāo)戰略思維、并將品牌理念貫穿于短視頻拍攝中，盡量確保內容風(fēng)格統一。而企業(yè)在入駐平臺前，需要剖析貫徹企業(yè)的品牌理念、平臺面向受眾的用戶(hù)畫(huà)像、賬號人格、創(chuàng )意內容以及團隊設置。

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.注重人設打造

3. Emphasize the creation of character design

移動(dòng)互聯(lián)時(shí)代，隨著(zhù)短視頻的興起，每個(gè)人或者組織只需要15秒就能爆紅。而持續爆火的途徑則是：打造專(zhuān)屬人設，直擊用戶(hù)內心。在短視頻平臺創(chuàng )作作品日益同質(zhì)化的今天，個(gè)人或企業(yè)想要在短視頻平臺持續走紅，必須打造賬號垂直度，打造短視頻人設可以幫助創(chuàng )作者確立內容創(chuàng )作方向，為作品貼上專(zhuān)屬標簽，并保持穩定輸出內容。

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(xiāo)

4. Integrate into scene marketing

移動(dòng)互聯(lián)時(shí)代社交需求不斷變化，已由傳統界面瀏覽向短視頻視覺(jué)習慣過(guò)渡。在目前短視頻營(yíng)銷(xiāo)下，更多的商家開(kāi)始融合場(chǎng)景打造、融合用戶(hù)視覺(jué)習慣等方式展示和植入產(chǎn)品，相對于傳統直截了當的植入性營(yíng)銷(xiāo)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(zhù)短視頻平臺的電商體系不斷接入，企業(yè)通過(guò)平臺進(jìn)行短視頻發(fā)布完善人設續更，選定垂直細分領(lǐng)域，加強內容創(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，內容的新聞效應引爆性也會(huì )更強。而在直播過(guò)程中平臺選擇、直播間的打造、選品、直播腳本設計編寫(xiě)、主播選擇以及直播數據數據分析也尤為重要。

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，消費者容易因為共同的愛(ài)好而聚在一起，以直播形式推介產(chǎn)品，實(shí)現高位時(shí)刻情感氛圍。個(gè)人或者企業(yè)借這一時(shí)機來(lái)銷(xiāo)售產(chǎn)品，它肯定會(huì )取得更好的營(yíng)銷(xiāo)效果。移動(dòng)互聯(lián)時(shí)代下，短視頻營(yíng)銷(xiāo)以市場(chǎng)短小，內容創(chuàng )意等價(jià)值優(yōu)勢成為了企業(yè)一種重要營(yíng)銷(xiāo)手段。企業(yè)只有站在自己的立場(chǎng)，不斷挖掘內容創(chuàng )意、準確進(jìn)行賬號定位、重視賬號人設打造才能達到持續運營(yíng)、獲取利潤的目的。

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.

短視頻平臺也需要加強短視頻社交屬性、接入更加完善直播體系、提高平臺監管等措施，以更好構建消費者和企業(yè)品牌間聯(lián)系，實(shí)現企業(yè)營(yíng)銷(xiāo)目標。

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.