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在短視頻浪潮席卷全球的當(dāng)下，每一個(gè)鏡頭的切換、每一秒的內(nèi)容呈現(xiàn)，都可能成為企業(yè)打開(kāi)市場(chǎng)、塑造品牌的鑰匙。企業(yè)短視頻推廣不再是簡(jiǎn)單的內(nèi)容輸出，而是需要深度解碼流量密碼，構(gòu)建起一套契合自身發(fā)展的營(yíng)銷(xiāo)新方程式。?
In the current global trend of short videos, every shot switch and every second of content presentation may become the key for enterprises to open up the market and shape their brand. Enterprise short video promotion is no longer just about content output, but requires deep decoding of traffic passwords and building a new marketing formula that fits its own development. ?
一、短視頻推廣的核心價(jià)值重構(gòu)?
1、 The core value reconstruction of short video promotion
短視頻打破了傳統(tǒng)營(yíng)銷(xiāo)的時(shí)空限制，以碎片化的內(nèi)容形態(tài)，在極短時(shí)間內(nèi)傳遞豐富信息，迅速抓住用戶注意力。如今，短視頻平臺(tái)日均活躍用戶數(shù)持續(xù)攀升，用戶使用時(shí)長(zhǎng)不斷增加，這背后蘊(yùn)藏著巨大的商業(yè)潛力。企業(yè)通過(guò)短視頻推廣，能夠精準(zhǔn)觸達(dá)目標(biāo)受眾，實(shí)現(xiàn)品牌與用戶之間的高效溝通。?
Short videos break the temporal and spatial limitations of traditional marketing, delivering rich information in a very short amount of time through fragmented content, and quickly capturing users' attention. Nowadays, the daily active users of short video platforms continue to climb, and the duration of user usage is constantly increasing, which contains huge commercial potential. Through short video promotion, enterprises can accurately reach their target audience and achieve efficient communication between brands and users. ?
從品牌塑造角度來(lái)看，短視頻為企業(yè)提供了多元化的表達(dá)空間。以往企業(yè)需要花費(fèi)大量精力和資金，通過(guò)電視廣告等傳統(tǒng)媒介塑造品牌形象，而現(xiàn)在，一條創(chuàng)意十足的短視頻，就有可能讓品牌在用戶心中留下深刻印象。例如，某小眾國(guó)產(chǎn)香水品牌，通過(guò)在短視頻平臺(tái)發(fā)布充滿文藝氣息的產(chǎn)品故事短視頻，將品牌的獨(dú)特調(diào)性展現(xiàn)得淋漓盡致，吸引了眾多年輕消費(fèi)者的關(guān)注，成功實(shí)現(xiàn)品牌破圈。?
From the perspective of brand building, short videos provide diversified expression space for enterprises. In the past, enterprises needed to spend a lot of energy and funds to shape their brand image through traditional media such as television advertising. Now, a creative short video can potentially leave a deep impression on the brand in the minds of users. For example, a small domestic perfume brand, by publishing short videos of product stories full of artistic flavor on the short video platform, has fully displayed the unique tone of the brand, attracted the attention of many young consumers, and successfully achieved brand breakthrough. ?
在產(chǎn)品推廣方面，短視頻更是具有得天獨(dú)厚的優(yōu)勢(shì)。它能夠?qū)a(chǎn)品的特點(diǎn)、使用場(chǎng)景、使用效果等直觀地展示給用戶。比如，一款新型廚房小家電，通過(guò)短視頻詳細(xì)演示其便捷的操作流程和出色的烹飪效果，讓用戶更直觀地了解產(chǎn)品價(jià)值，從而激發(fā)購(gòu)買(mǎi)欲望。與傳統(tǒng)的文字或圖片廣告相比，短視頻的動(dòng)態(tài)展示更具說(shuō)服力和感染力。?
In terms of product promotion, short videos have unique advantages. It can visually display the characteristics, usage scenarios, and effects of the product to users. For example, a new type of kitchen appliance that demonstrates its convenient operation process and excellent cooking effects in detail through short videos allows users to have a more intuitive understanding of the product's value, thereby stimulating their desire to purchase. Compared to traditional text or image advertisements, the dynamic display of short videos is more persuasive and infectious. ?
二、精準(zhǔn)定位：企業(yè)短視頻推廣的起點(diǎn)?
2、 Accurate positioning: the starting point of enterprise short video promotion
企業(yè)在進(jìn)行短視頻推廣之前，首先要明確自身的定位和目標(biāo)受眾。不同行業(yè)、不同規(guī)模的企業(yè)，其目標(biāo)受眾存在顯著差異。對(duì)于高端奢侈品品牌，目標(biāo)受眾主要是高收入人群，他們注重品質(zhì)、品牌文化和獨(dú)特性；而快消品品牌的目標(biāo)受眾則更為廣泛，更關(guān)注產(chǎn)品的實(shí)用性、性價(jià)比和便捷性。?
Before promoting short videos, enterprises need to first clarify their positioning and target audience. There are significant differences in the target audience among enterprises of different industries and scales. For high-end luxury brands, the target audience is mainly high-income individuals who value quality, brand culture, and uniqueness; The target audience of fast-moving consumer goods brands is broader, focusing more on the practicality, cost-effectiveness, and convenience of their products. ?

以母嬰用品企業(yè)為例，其目標(biāo)受眾主要是年輕的父母群體。這些用戶在短視頻平臺(tái)上更傾向于觀看育兒知識(shí)、產(chǎn)品測(cè)評(píng)、親子互動(dòng)等相關(guān)內(nèi)容。企業(yè)就可以圍繞這些用戶需求，制作相應(yīng)的短視頻。可以邀請(qǐng)育兒專(zhuān)家分享科學(xué)的育兒方法，同時(shí)巧妙植入產(chǎn)品；或者展示寶寶使用產(chǎn)品的溫馨場(chǎng)景，讓用戶產(chǎn)生情感共鳴，從而提升品牌好感度和產(chǎn)品轉(zhuǎn)化率。?
Taking maternal and child product companies as an example, their target audience is mainly young parents. These users tend to watch parenting knowledge, product reviews, parent-child interactions, and other related content on short video platforms. Enterprises can create corresponding short videos based on these user needs. We can invite parenting experts to share scientific parenting methods and cleverly implant products; Alternatively, showcasing warm scenes of babies using the product can create emotional resonance among users, thereby enhancing brand favorability and product conversion rates. ?
此外，企業(yè)還需要分析目標(biāo)受眾在不同短視頻平臺(tái)的分布情況。抖音用戶群體廣泛，涵蓋各個(gè)年齡段和消費(fèi)層次；小紅書(shū)以女性用戶為主，是美妝、時(shí)尚、生活類(lèi)產(chǎn)品的重要推廣陣地；B 站則深受年輕群體喜愛(ài)，尤其是二次元、游戲、科技等領(lǐng)域的用戶聚集于此。企業(yè)應(yīng)根據(jù)自身目標(biāo)受眾的特點(diǎn)，選擇合適的平臺(tái)進(jìn)行重點(diǎn)布局，提高推廣的精準(zhǔn)度和效率。?
In addition, companies also need to analyze the distribution of target audiences on different short video platforms. Tiktok has a wide user group, covering all ages and consumption levels; Xiaohongshu is mainly used by female users and is an important promotion platform for beauty, fashion, and lifestyle products; Station B is very popular with young people, especially users from anime, games, technology and other fields gather here. Enterprises should choose suitable platforms for key layout based on the characteristics of their target audience, in order to improve the accuracy and efficiency of promotion. ?
三、內(nèi)容創(chuàng)新：打造爆款短視頻的關(guān)鍵?
3、 Content Innovation: The Key to Creating Popular Short Videos
在競(jìng)爭(zhēng)激烈的短視頻市場(chǎng)中，內(nèi)容創(chuàng)新是企業(yè)脫穎而出的關(guān)鍵。首先，企業(yè)要敢于突破傳統(tǒng)思維，嘗試新穎的內(nèi)容形式。例如，一些企業(yè)采用劇情反轉(zhuǎn)的形式，在視頻開(kāi)頭設(shè)置懸念，吸引用戶繼續(xù)觀看，最后再巧妙地植入產(chǎn)品或品牌信息，讓用戶在意外之余對(duì)品牌留下深刻印象。?
In the fiercely competitive short video market, content innovation is the key for enterprises to stand out. Firstly, enterprises should dare to break through traditional thinking and try innovative forms of content. For example, some companies adopt the form of plot reversal, setting suspense at the beginning of the video to attract users to continue watching, and then cleverly embedding product or brand information at the end, leaving a deep impression on users' brand in addition to accidents. ?
其次，內(nèi)容要注重情感共鳴。用戶在觀看短視頻時(shí)，更容易被具有情感價(jià)值的內(nèi)容所打動(dòng)。某家居品牌制作的一條短視頻，講述了一個(gè)年輕人在外打拼，終于擁有自己的小窩，通過(guò)精心布置，讓家充滿溫馨的故事。視頻中，該品牌的家居產(chǎn)品自然融入場(chǎng)景，傳遞出 “家的溫暖” 這一情感主題，引發(fā)了眾多在外漂泊的年輕人的共鳴，視頻播放量和品牌關(guān)注度都大幅提升。?
Secondly, the content should focus on emotional resonance. Users are more easily moved by emotionally valuable content when watching short videos. A short video produced by a certain home furnishing brand tells the story of a young man who works hard outside and finally has his own little nest. Through careful decoration, the home is filled with warmth. In the video, the brand's home products naturally blend into the scene, conveying the emotional theme of "warmth of home", which resonates with many young people who are wandering outside, and the video playback and brand attention have greatly increased. ?
再者，借助熱點(diǎn)和流行元素也是內(nèi)容創(chuàng)新的有效方式。企業(yè)可以關(guān)注當(dāng)下的社會(huì)熱點(diǎn)、流行趨勢(shì)、網(wǎng)絡(luò)熱梗等，將其與自身品牌和產(chǎn)品巧妙結(jié)合。比如，在熱門(mén)電影上映期間，餐飲企業(yè)可以推出與電影主題相關(guān)的美食套餐，并制作創(chuàng)意短視頻進(jìn)行推廣，借助電影的熱度吸引用戶關(guān)注。
Furthermore, leveraging hot topics and popular elements is also an effective way to innovate content. Enterprises can pay attention to current social hotspots, popular trends, internet memes, etc., and cleverly combine them with their own brands and products. For example, during the release of popular movies, catering companies can launch food packages related to the movie theme and produce creative short videos for promotion, using the popularity of the movie to attract user attention.
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