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　　在山東這片充滿活力的商業(yè)熱土上，短視頻運(yùn)營(yíng)已成為企業(yè)宣傳的重要陣地。而企業(yè)員工出鏡的短視頻，因其獨(dú)特的真實(shí)感與親和力，正逐漸成為吸睛的焦點(diǎn)。如何設(shè)計(jì)這類短視頻，讓員工成為企業(yè)形象的優(yōu)質(zhì)代言人，吸引更多觀眾目光，是山東短視頻運(yùn)營(yíng)者們需要深入思考的問題。
　　In Shandong, a vibrant commercial hotspot, short video operation has become an important battlefield for corporate promotion. And short videos of corporate employees appearing on camera are gradually becoming the focus of attention due to their unique realism and affinity. How to design such short videos to make employees high-quality spokespersons for corporate image and attract more audience attention is a question that Shandong short video operators need to deeply consider.
　　明確目標(biāo)與主題，錨定內(nèi)容方向
　　Clearly define goals and themes, anchor content direction
　　首先，要明確制作員工出鏡短視頻的目標(biāo)。是為了展示企業(yè)的創(chuàng)新文化，推廣新產(chǎn)品，還是提升企業(yè)的品牌形象？不同的目標(biāo)決定了不同的主題方向。若想展現(xiàn)企業(yè)的創(chuàng)新氛圍，可以圍繞員工參與的創(chuàng)新項(xiàng)目、頭腦風(fēng)暴會(huì)議等展開；若為推廣新產(chǎn)品，讓員工親自演示產(chǎn)品的使用方法與優(yōu)勢(shì)，會(huì)更具說服力。以山東一家專注智能家居研發(fā)的企業(yè)為例，為推廣新的智能門鎖產(chǎn)品，策劃了一系列員工出鏡短視頻。主題確定為 “便捷生活，從一把智能鎖開始”，員工們分別從產(chǎn)品設(shè)計(jì)原理、安裝過程、使用體驗(yàn)等角度出鏡講解，生動(dòng)展示了產(chǎn)品的魅力，成功吸引了大量潛在客戶的關(guān)注。
　　Firstly, it is necessary to clarify the goal of producing short videos featuring employees appearing on camera. Is it to showcase the innovative culture of the enterprise, promote new products, or enhance the brand image of the enterprise? Different goals determine different thematic directions. If you want to showcase the innovative atmosphere of the enterprise, you can focus on employee participation in innovative projects, brainstorming meetings, etc; If employees were to personally demonstrate the usage and advantages of the product in order to promote it, it would be more persuasive. Taking a company in Shandong that focuses on smart home research and development as an example, a series of employee short videos have been planned to promote new smart door lock products. The theme was determined to be "Convenient Life, Starting from a Smart Lock". Employees appeared on camera to explain the product design principles, installation process, and user experience, vividly demonstrating the charm of the product and successfully attracting the attention of a large number of potential customers.
　　精選出鏡員工，展現(xiàn)多元魅力
　　Selected on camera employees showcase diverse charm
　　員工的選擇至關(guān)重要，他們代表著企業(yè)的形象與氣質(zhì)。既可以挑選在專業(yè)領(lǐng)域有突出表現(xiàn)的技術(shù)骨干，分享專業(yè)知識(shí)與經(jīng)驗(yàn)，展現(xiàn)企業(yè)的專業(yè)實(shí)力；也可以選擇性格活潑、表現(xiàn)力強(qiáng)的普通員工，以輕松有趣的方式傳遞企業(yè)信息。例如，山東一家食品企業(yè)在拍攝企業(yè)文化宣傳短視頻時(shí)，挑選了研發(fā)部門的資深專家講解產(chǎn)品研發(fā)背后的故事，展現(xiàn)企業(yè)對(duì)品質(zhì)的執(zhí)著追求；同時(shí)，也邀請(qǐng)了銷售一線的員工，分享他們與客戶之間的暖心故事，凸顯企業(yè)以客戶為中心的服務(wù)理念。通過不同崗位員工的多元呈現(xiàn)，全面展示了企業(yè)的風(fēng)采。
　　The selection of employees is crucial, as they represent the image and temperament of the company. You can select technical backbones with outstanding performance in the professional field, share professional knowledge and experience, and demonstrate the professional strength of the enterprise; You can also choose ordinary employees with lively personalities and strong expressive abilities to convey company information in a relaxed and interesting way. For example, a food company in Shandong selected senior experts from the R&D department to explain the stories behind product development when filming a short video promoting corporate culture, demonstrating the company's persistent pursuit of quality; At the same time, frontline sales employees were also invited to share their heartwarming stories with customers, highlighting the company's customer-centric service philosophy. Through the diverse presentation of employees in different positions, the company's style is comprehensively showcased.
　　巧妙構(gòu)思腳本，打造精彩情節(jié)
　　Cleverly conceptualize the script and create an exciting plot
　　一個(gè)好的腳本是短視頻成功的關(guān)鍵。腳本設(shè)計(jì)要充分考慮員工的特點(diǎn)與優(yōu)勢(shì)，為他們量身定制表演內(nèi)容。可以采用故事化的敘事方式，增加視頻的趣味性與吸引力。比如，一家山東的文創(chuàng)企業(yè)，在制作員工出鏡短視頻時(shí)，以 “一個(gè)文創(chuàng)產(chǎn)品的誕生” 為線索，腳本中安排員工從創(chuàng)意構(gòu)思、設(shè)計(jì)繪制、產(chǎn)品制作到推向市場(chǎng)的全過程出鏡演繹，每個(gè)環(huán)節(jié)都設(shè)置了有趣的情節(jié)與互動(dòng)，讓觀眾在欣賞故事的同時(shí)，深入了解企業(yè)的運(yùn)作模式與文化內(nèi)涵。同時(shí)，要注意腳本的節(jié)奏把控，避免冗長(zhǎng)拖沓，確保在短時(shí)間內(nèi)抓住觀眾眼球。
　　A good script is the key to the success of short videos. Script design should fully consider the characteristics and advantages of employees, and tailor performance content for them. Storytelling can be used to increase the fun and appeal of the video. For example, a cultural and creative enterprise in Shandong, when producing a short video featuring employees appearing on camera, takes "the birth of a cultural and creative product" as the clue. The script arranges for employees to perform the entire process from creative conception, design and drawing, product production to market launch. Each link is set with interesting plots and interactions, allowing the audience to appreciate the story while gaining a deeper understanding of the enterprise's operating mode and cultural connotation. At the same time, attention should be paid to controlling the rhythm of the script, avoiding lengthy and dragging, and ensuring that it catches the audience's attention in a short period of time.

　　優(yōu)化拍攝與剪輯，提升視覺效果
　　Optimize shooting and editing to enhance visual effects
　　在拍攝環(huán)節(jié)，要注重光線、構(gòu)圖與畫面穩(wěn)定性。選擇合適的拍攝場(chǎng)地，營(yíng)造與主題相符的氛圍。利用自然光或?qū)I(yè)燈光設(shè)備，保證畫面明亮清晰。構(gòu)圖時(shí)，遵循美學(xué)原則，突出員工主體地位。使用三腳架、穩(wěn)定器等設(shè)備，確保拍攝過程中畫面平穩(wěn)流暢。剪輯時(shí)，合理運(yùn)用轉(zhuǎn)場(chǎng)效果、字幕添加、音樂搭配等技巧。例如，在員工講解產(chǎn)品優(yōu)勢(shì)時(shí)，添加簡(jiǎn)潔明了的字幕強(qiáng)調(diào)重點(diǎn)內(nèi)容；根據(jù)視頻的節(jié)奏與情感基調(diào)，選擇歡快或舒緩的音樂，增強(qiáng)視頻的感染力。像山東的一些美妝企業(yè)，在員工演示化妝教程的短視頻中，通過精心剪輯，將復(fù)雜的化妝步驟清晰呈現(xiàn)，配合時(shí)尚動(dòng)感的音樂，大大提升了視頻的觀賞性。
　　In the shooting process, attention should be paid to lighting, composition, and image stability. Choose a suitable shooting location and create an atmosphere that matches the theme. Utilize natural light or professional lighting equipment to ensure bright and clear images. When composing, follow aesthetic principles and highlight the subject status of employees. Use equipment such as tripods and stabilizers to ensure a smooth and steady shooting process. When editing, use techniques such as transition effects, subtitle addition, and music matching reasonably. For example, when employees explain product advantages, add concise and clear subtitles to emphasize key content; Choose cheerful or soothing music based on the rhythm and emotional tone of the video to enhance its appeal. Some beauty companies in Shandong, for example, use carefully edited short videos of employees demonstrating makeup tutorials to clearly present complex makeup steps, combined with fashionable and dynamic music, greatly enhancing the viewing experience of the videos.
　　鼓勵(lì)員工參與，激發(fā)創(chuàng)作熱情
　　Encourage employee participation and stimulate creative enthusiasm
　　員工是出鏡的主角，讓他們參與到短視頻的策劃與制作過程中，能激發(fā)他們的積極性與創(chuàng)造力?？梢越M織頭腦風(fēng)暴會(huì)議，收集員工的創(chuàng)意與想法；在拍攝過程中，充分聽取員工的建議，根據(jù)他們的實(shí)際情況調(diào)整拍攝方案。例如，山東一家互聯(lián)網(wǎng)企業(yè)，在拍攝團(tuán)隊(duì)建設(shè)主題的短視頻時(shí)，讓員工自己策劃游戲環(huán)節(jié)與表演內(nèi)容，員工們熱情高漲，拍攝出的視頻充滿活力與真情實(shí)感，很好地展現(xiàn)了企業(yè)積極向上的團(tuán)隊(duì)文化。
　　Employees are the main characters on camera, and involving them in the planning and production process of short videos can stimulate their enthusiasm and creativity. Can organize brainstorming meetings to collect employees' creativity and ideas; During the shooting process, fully listen to the suggestions of employees and adjust the shooting plan according to their actual situation. For example, an Internet enterprise in Shandong asked its employees to plan game links and performance content when shooting short videos on the theme of team building. The employees were enthusiastic, and the videos shot were full of vitality and true feelings, which well demonstrated the enterprise's positive team culture.

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