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在政策引導(dǎo)、技術(shù)推動、經(jīng)濟發(fā)展等多種因素作用下,我國短視頻領(lǐng)域歷經(jīng)多年蓬勃發(fā)展,積累了龐大的產(chǎn)業(yè)規(guī)模,且仍保持增長態(tài)勢,已成為數(shù)字內(nèi)容產(chǎn)業(yè)發(fā)展的主引擎;截至2023年12月,全網(wǎng)短視頻賬號總數(shù)已達驚人的15.5億個,職業(yè)主播達1508萬人,短視頻已成為全民基礎(chǔ)應(yīng)用,同時也是新增網(wǎng)民觸網(wǎng)的主要渠道;隨著用戶規(guī)模的逐漸飽和,相關(guān)數(shù)據(jù)表示未來兩年短視頻用戶規(guī)模年均增速將放緩至2%左右,短視頻內(nèi)容從開始的"泛娛樂"為主向"泛娛樂+泛知識"多元化方向拓展,"短視頻+"逐漸跨界融入各行各業(yè)消費場景中,不斷拓展新的業(yè)務(wù)增長點.

Under the influence of various factors such as policy guidance, technological advancement, and economic development, China's short video industry has experienced years of vigorous development, accumulated a huge industrial scale, and still maintains a growth trend, becoming the main engine for the development of the digital content industry; As of December 2023, the total number of short video accounts on the entire network has reached an astonishing 1.55 billion, with 15.08 million professional anchors. Short videos have become a basic application for the whole population and also the main channel for new internet users to access the internet; As the user base gradually saturates, relevant data indicates that the annual growth rate of short video users will slow down to around 2% in the next two years. Short video content will expand from being mainly focused on "pan entertainment" to diversified directions of "pan entertainment+pan knowledge". "short video+" will gradually cross boundaries and integrate into various consumer scenarios, continuously expanding new business growth points

有用戶在的地方就是流量聚集地

A place where users are present is a gathering place for traffic

短視頻能夠迅速抓住觀眾的注意力,在信息泛濫的今天,人們的注意力越來越分散,而短視頻以其獨特的視聽沖擊力和緊湊的內(nèi)容結(jié)構(gòu),能夠在短時間內(nèi)迅速吸引觀眾的眼球;這使得短視頻成為宣傳和推廣的理想選擇,無論是品牌宣傳、產(chǎn)品推廣還是事件營銷,都能通過短視頻達到事半功倍的效果;各家平臺紛紛爭奪用戶和內(nèi)容創(chuàng)作者:像抖音、快手等平臺成為了用戶非常受歡迎的短視頻平臺,它們通過推出各種有吸引力的功能和內(nèi)容,吸引了大量的用戶.

Short videos can quickly capture the audience's attention. In today's world of information overload, people's attention is becoming increasingly dispersed. However, short videos, with their unique audio-visual impact and compact content structure, can quickly attract the audience's attention in a short period of time; This makes short videos an ideal choice for promotion and promotion, whether it is brand promotion, product promotion, or event marketing, they can achieve twice the result with half the effort through short videos; Various platforms compete for users and content creators in succession: platforms such as Tiktok and Kwai have become very popular short video platforms for users. They have attracted a large number of users by introducing various attractive functions and content

實體行業(yè)一直競爭十分激烈,在經(jīng)過疫情影響之后舉步維艱,這兩年的調(diào)整之路也十分艱難,所以更需要通過短視頻來"重做一遍",使企業(yè)煥發(fā)新生機,拓寬企業(yè)的營銷渠道,通過視頻的傳播形式,讓更多的用戶看到我們的企業(yè),挖掘更多的潛在客戶和精準客戶,因此對于實體行業(yè)來講,做一遍短視頻能夠給企業(yè)帶來更多優(yōu)勢：

The physical industry has always been highly competitive, and after the impact of the epidemic, it has been difficult to make progress. The road to adjustment in the past two years has also been very difficult. Therefore, it is even more necessary to "redo" through short videos to revitalize enterprises, expand their marketing channels, and through the dissemination of videos, let more users see our enterprise and explore more potential and precise customers. Therefore, for the physical industry, making a short video once can bring more advantages to enterprises:

提高企業(yè)的影響力

Enhancing the influence of enterprises

短視頻是一種生動、直觀、易于傳播的營銷方式,可以通過視頻內(nèi)容展示企業(yè)的產(chǎn)品、服務(wù)、文化等,吸引潛在客戶的關(guān)注,提高更多的關(guān)注度,基于大數(shù)據(jù)與人工智能技術(shù),算法從海量的互聯(lián)網(wǎng)信息中精準篩選出用戶可能感興趣的內(nèi)容能更快的推送給需要的用戶.

Short video is a vivid, intuitive and easy to spread marketing method. It can show the products, services, culture, etc. of enterprises through video content, attract the attention of potential customers, and increase more attention. Based on big data and artificial intelligence technology, algorithms can accurately screen the content that users may be interested in from the massive Internet information, which can be pushed to the users in need more quickly

增強用戶粘性

Enhance user stickiness

短視頻可以通過生動有趣的內(nèi)容吸引用戶的關(guān)注,增強用戶的粘性,同時,視頻平臺的社交屬性也可以讓用戶與企業(yè)進行互動,增加用戶的參與度和忠誠度,這種互動不僅有助于提升用戶體驗，還可以為企業(yè)帶來更多的商業(yè)機會。

Short videos can attract user attention and enhance user stickiness through vivid and interesting content. At the same time, the social attributes of video platforms can also allow users to interact with enterprises, increasing user engagement and loyalty. This interaction not only helps to improve user experience, but also brings more business opportunities to enterprises.

提高轉(zhuǎn)化率

Improve conversion rate

短視頻可以通過生動的畫面和音效,讓用戶更加直觀地了解企業(yè)的產(chǎn)品和服務(wù),從而提高轉(zhuǎn)化率,短視頻也可以通過引導(dǎo)用戶進行購買、預(yù)約等操作,這種有針對性的推廣方式可以大大提高企業(yè)的轉(zhuǎn)化率,為企業(yè)帶來更多的銷售收入.

Short videos can provide users with a more intuitive understanding of a company's products and services through vivid visuals and sound effects, thereby increasing conversion rates. Short videos can also guide users to make purchases, appointments, and other operations. This targeted promotion method can greatly improve a company's conversion rate and bring more sales revenue to the company

降低營銷成本

Reduce marketing costs

短視頻可以通過生動的畫面和音效,讓用戶更加直觀地了解企業(yè)的產(chǎn)品和服務(wù),從而提高轉(zhuǎn)化率,短視頻也可以通過引導(dǎo)用戶進行購買、預(yù)約等操作,這種有針對性的推廣方式可以大大提高企業(yè)的轉(zhuǎn)化率,為企業(yè)帶來更多的銷售收入.

Short videos can provide users with a more intuitive understanding of a company's products and services through vivid visuals and sound effects, thereby increasing conversion rates. Short videos can also guide users to make purchases, appointments, and other operations. This targeted promotion method can greatly improve a company's conversion rate and bring more sales revenue to the company

增加企業(yè)認可度

Increase corporate recognition

通過生動有趣的內(nèi)容,企業(yè)可以讓用戶更加了解企業(yè)的文化和價值觀,增加品牌的親和力,短視頻也可以通過展示企業(yè)的社會責(zé)任和公益活動,增加企業(yè)社會形象,提升企業(yè)的公眾認可度.

Through vivid and interesting content, companies can help users better understand their culture and values, increase brand affinity, and short videos can also showcase their social responsibility and public welfare activities, increase their social image, and enhance their public recognition

實體行業(yè)如何定位自己的短視頻？

How does the physical industry position its short videos?

短視頻平臺的商業(yè)變現(xiàn)模式日趨多樣化，包括廣告投放、電商導(dǎo)流、直播帶貨、知識付費等;這些模式不僅提高了平臺的盈利能力,也為用戶提供了多元化的消費體驗,如果實體行業(yè)想要獲取自己的一杯羹,需要將視頻做的更加垂直化、專業(yè)化,同時也需要根據(jù)不同的平臺和受眾進行針對性的制作和推廣,下面我們可以從一下的方面出發(fā):

The commercial monetization models of short video platforms are becoming increasingly diversified, including advertising placement, e-commerce diversion, live streaming sales, knowledge payment, etc; These models not only improve the profitability of the platform, but also provide users with a diversified consumer experience. If the physical industry wants to get a share of its pie, it needs to make videos more vertical and professional. At the same time, targeted production and promotion based on different platforms and audiences are also needed. Below, we can start from the following aspects:

明確企業(yè)定位

Clarify the positioning of the enterprise

實體行業(yè)要做好短視頻運營,需要明確自己的企業(yè)定位和目標受眾,通過市場調(diào)研、用戶調(diào)研等方式,了解目標用戶的喜好、需求和消費習(xí)慣等,以此為基礎(chǔ)制定出適合自己的企業(yè)定位,避免盲目跟風(fēng),做到精準定位,提高短視頻的轉(zhuǎn)化率.

To do a good job in short video operation in the physical industry, it is necessary to clarify one's own corporate positioning and target audience. Through market research, user research, and other methods, one can understand the preferences, needs, and consumption habits of target users, and based on this, develop a suitable corporate positioning to avoid blindly following the trend, achieve precise positioning, and improve the conversion rate of short videos

制作高質(zhì)量的短視頻

Create high-quality short videos

短視頻的制作質(zhì)量對于吸引用戶的關(guān)注和提高用戶關(guān)注度至關(guān)重要,在短視頻制作上下足功夫,選擇合適的短視頻創(chuàng)意,盡可能地凸顯自己的產(chǎn)品特點和賣點,同時,短視頻的畫面、音樂、文案等方面也需要考慮周全,制作出高質(zhì)量、有創(chuàng)意的短視頻,讓用戶在短時間內(nèi)產(chǎn)生共鳴,從而增加用戶黏性和轉(zhuǎn)化率.

The quality of short video production is crucial for attracting user attention and increasing user engagement. Efforts should be made in short video production to choose suitable short video creativity and highlight product characteristics and selling points as much as possible. At the same time, the visual, music, copywriting, and other aspects of short videos also need to be carefully considered to create high-quality and creative short videos that resonate with users in a short period of time, thereby increasing user stickiness and conversion rates

選擇合適的推廣方式

Choose the appropriate promotion method

各大平臺提供了多種廣告形式,可需要根據(jù)自身的需求和預(yù)算選擇合適的廣告形式,提高企業(yè)的宣傳影響力;也可以選擇一些專業(yè)的公司進行操作,推廣實體企業(yè)要達成的目標.

Major platforms offer various forms of advertising, and it is necessary to choose the appropriate advertising form according to their own needs and budget to enhance the promotional influence of the enterprise; You can also choose some professional companies to operate and promote the goals that physical enterprises need to achieve

運營策略制定

Development of operational strategies

實體企業(yè)需要制定具體的運營策略，包括以下幾個方面:

Physical enterprises need to develop specific operational strategies, including the following aspects:

1. 賬號管理:選擇合適的平臺和工具進行賬號管理,確保內(nèi)容發(fā)布和運營的高效性.

2. 
   

1. Account management: Choose the appropriate platform and tools for account management to ensure the efficiency of content publishing and operation

2. 內(nèi)容發(fā)布:根據(jù)目標受眾的活躍時間和興趣點,合理安排內(nèi)容發(fā)布的時間和頻率.

2. Content release: Reasonably arrange the time and frequency of content release based on the active time and interests of the target audience

3. 互動管理:積極回復(fù)評論和私信,加強與用戶的互動,提高用戶滿意度和忠誠度.

3. Interactive management: Actively respond to comments and private messages, strengthen interaction with users, and improve user satisfaction and loyalty

4. 數(shù)據(jù)分析:定期對數(shù)據(jù)進行分析和總結(jié),找出內(nèi)容的優(yōu)點和不足,不斷優(yōu)化運營策略.

4. Data analysis: Regularly analyze and summarize the data, identify the strengths and weaknesses of the content, and continuously optimize operational strategies

持續(xù)優(yōu)化與迭代

Continuous optimization and iteration

各大平臺提供了多種廣告形式,可需要根據(jù)自身的需求和預(yù)算選擇合適的廣告形式,提高企業(yè)的宣傳影響力;也可以選擇一些專業(yè)的公司進行操作,推廣實體企業(yè)要達成的目標.

Major platforms offer various forms of advertising, and it is necessary to choose the appropriate advertising form according to their own needs and budget to enhance the promotional influence of the enterprise; You can also choose some professional companies to operate and promote the goals that physical enterprises need to achieve

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