企業開展短視頻運營有什么用？

01 開展短視頻平臺推廣有什么用？

What is the use of promoting short video platforms?

對企業來說，在主流短視頻平臺上開展運營，可通過低成本的簡易推廣，獲得品牌的快速傳播，且各類傳播數據可以及時而準確地做出統計。

For enterprises, operating on mainstream short video platforms can achieve rapid brand dissemination through low-cost and simple promotion, and various dissemination data can be timely and accurately analyzed.

比如透過關注人群、訪問數量、轉發次數、評論次數、互動數量等等，可以直觀看到短視頻的熱度，有助于企業掌握宣傳推廣的實時數據，并對品牌推廣成效做出評估。

For example, by following the audience, number of visits, number of reposts, number of comments, number of interactions, and so on, the popularity of short videos can be intuitively seen, which helps enterprises to grasp real-time data on promotion and evaluate the effectiveness of brand promotion.

而且，通過短視頻平臺的持續運營，企業可以擴大品牌影響力，實現訂單轉化，獲得更多客戶資源和市場信息。

Moreover, through the continuous operation of short video platforms, enterprises can expand their brand influence, achieve order conversion, and obtain more customer resources and market information.

較高的互動率，則更能促使企業對自己的產品和服務做出精確評價。

A higher interaction rate can better encourage companies to make accurate evaluations of their products and services.

具體來說，通過短視頻平臺的成功運營，可以實現品牌的快速傳播，可以為品牌造勢，可以實現賬號的轉化，可以積累客戶或意向客戶群。

Specifically, the successful operation of short video platforms can achieve rapid brand dissemination, build brand momentum, convert accounts, and accumulate customers or intended customer groups.

實現快速傳播

Realize rapid dissemination

幫你塑造品牌/企業品牌/產品品牌/快速締造品牌美譽度；

Help you shape your brand/corporate brand/product brand/quickly create brand reputation;

為企業品牌造勢

Building momentum for corporate brands

通過抖音、快手等營銷策劃傳播，可快速提升網絡知名度及曝光度；

Through marketing planning and communication such as Tiktok and Kwai, the network popularity and exposure can be rapidly improved;

實現高效轉化

Realize efficient conversion

通過優質而持續的視頻內容創造，以及高效的賬號運營技巧，精準定位，可以快速提升轉化率。

By creating high-quality and continuous video content, as well as efficient account operation skills and precise positioning, conversion rates can be quickly improved.

02 抖音與快手，短視頻平臺的兩大代表

02 Tiktok and Kwai, two representatives of short video platform

抖音是目前短視頻方面用戶量多的一個平臺，用戶量超過6億人，日活用戶超過3億人。用戶較為年輕，一二線城市用戶較多，消費能力強。

Tiktok is a platform with a large number of users in short video at present, with more than 600 million users and more than 300 million daily live users. The users are relatively young, with more users in first and second tier cities and strong purchasing power.

與抖音相比，“擁/抱每一種生活”的快手，用戶群位于三四線城市的稍微多一點。

Compared with Tiktok, the Kwai, which "embraces/embraces every kind of life", has a slightly more user base in the third and fourth tier cities.

除了抖音和快手以外，目前比較流行的還有B站、西瓜、火山、好看視頻等等。當然微信端的視頻號風頭正旺，依托微信龐大的用戶群基礎，同樣擁有較好的發展前景。

In addition to Tiktok and Kwai, B station, watermelon, volcano, good videos and so on are popular at present. Of course, the video accounts on WeChat are gaining popularity, and relying on WeChat's vast user base, they also have good development prospects.

B站指的是嗶哩嗶哩，即bilibili，是中國年輕世代高度聚集的文化社區和視頻平臺，B站同時獲得騰訊和阿里巴巴的較大投資。目前用戶群超過2億人，以18~35歲的年輕人為主（占比約78%）。生活、娛樂、游戲、動漫、科技是B站主要的內容品類并開設直播、游/戲中心、周邊等業務板塊。

Bilibili, also known as Bilibili, refers to Bilibili, a cultural community and video platform that is highly concentrated among the younger generation in China. Bilibili has received significant investments from both Tencent and Alibaba. At present, the user base exceeds 200 million people, mainly young people aged 18-35 (accounting for about 78%). Life, entertainment, games, anime, and technology are the main content categories of Bilibili, and business segments such as live streaming, game/drama centers, and peripherals are established.

B站擁有技術和文化優勢，視頻審核速度快，對企業在專欄號中傳播品牌文案目前也沒有太多限制。作為年輕人的聚合社區，B站彈幕是其醒目的特點之一。B站不但得到了年輕人的喜愛，更獲得眾多品牌方的青睞，尤其是工業品的生產廠家和公司。

Bilibili has technological and cultural advantages, fast video review speed, and currently does not have many restrictions on companies spreading brand copy in column accounts. As a gathering community for young people, Bilibili barrage is one of its prominent features. Bilibili has not only gained the love of young people, but also gained the favor of many brand owners, especially industrial product manufacturers and companies.

好看視頻是百度旗下產品，用戶量雖然不高，但是好處在于通過百度搜索時，好看視頻相關內容排名靠前，對品牌傳播有一定好處。

Good looking videos are a product under Baidu. Although the user base is not high, the advantage is that when searching on Baidu, the content related to good looking videos ranks high, which is beneficial for brand promotion.

西瓜和火山，則屬于頭條系的短視頻平臺。百度的好看視頻和全民小視頻，分別對標這兩個短視頻平臺。

Watermelon and volcano belong to the Toutiao style short video platforms. Baidu's good-looking videos and popular short videos are benchmarking against these two short video platforms.

03 以抖音快手為主，兼做各大主流平臺

03 Mainly Tiktok Kwai, it is also a major mainstream platform

視頻流趨勢下，除了抖音快手繼續穩坐短視頻賽道的第一梯隊交椅，獲得企業高度青睞之外，B站、小紅書等平臺，同樣得到部分環保裝備企業的喜愛，在相應平臺上做內容深耕，以擴大品牌傳播陣地。

Under the trend of video streaming, in addition to Tiktok Kwai, which continues to be the first echelon of the short video track and is highly favored by enterprises, platforms such as Station B and Little Red Book are also favored by some environmental protection equipment enterprises, and they are doing deep content cultivation on the corresponding platforms to expand the brand communication positions.

所以，就企業來說，操作短視頻平臺，必然是多平臺操作，核心目的在于擴大品牌聲量，獲得更多關注，確立品牌在新媒體平臺上的影響力，并獲得一定數量的成交轉化。

So, for enterprises, operating short video platforms is inevitably a multi platform operation, with the core purpose of expanding brand voice, gaining more attention, establishing brand influence on new media platforms, and obtaining a certain number of transaction conversions.

在推薦機制上，抖音基于內容質量分發，所以媒體屬性更強。

In the recommendation mechanism, Tiktok is distributed based on content quality, so the media attribute is stronger.

而快手則基于社交和興趣分發，社區屬性更強。

While Kwai is based on social and interest distribution, with stronger community attributes.

目前，小紅書已經搭上短視頻紅利的快車，成功撕下過去的美妝標簽，基于生活分享鼓勵創作者邁向多元化的內容創作。

At present, Xiaohongshu has caught the fast train of short video dividends, successfully tearing off the past beauty label and encouraging creators to move towards diversified content creation based on life sharing.

異軍突起的西瓜視頻，依托頭條系流量，將內容聚焦于趕海、影視綜藝領域，目前也正在積極依靠頭部創作者為各細分領域帶來增量。

The emerging watermelon video, relying on headline traffic, focuses its content on the fields of catching up with the sea and film and television variety shows. Currently, it is actively relying on top creators to bring incremental content to various sub sectors.

在系統推薦機制上，小紅書與西瓜視頻均基于內容與興趣分發。

In terms of system recommendation mechanism, both Xiaohongshu and Xigua Video are distributed based on content and interests.

其他的微信&微博，則更是品牌宣傳的固有陣地。

Other WeChat and Weibo platforms are also an inherent platform for brand promotion.

04 持續深耕、不斷擴大品牌影響力

04 Continuously deepening and expanding brand influence

有一種說法是，講品牌，一篇小視頻勝過100頁品牌手冊。

There is a saying that when it comes to branding, a short video is better than a 100 page brand manual.

短視頻的成功運營，對企業的重要性和對品牌的推動作用，已遠遠超過企業的官網和公眾號。

The successful operation of short videos has far exceeded the enterprise's official website and official account in terms of its importance to enterprises and its role in promoting brands.

因此，在短視頻的巨大帶動勢能下，企業官網和其他的品牌推廣要做，但是短視頻則是非做不可的。

Therefore, under the enormous driving force of short videos, corporate websites and other brand promotions need to be done, but short videos are essential.

通過短視頻運營，可以宣傳品牌，可以解讀產品，可以解疑答惑，可以拉進品牌與用戶的距離，可以實現企業品牌的人格化，可以實現用戶的更多參與，可以得到品牌的快速傳播和流量轉化。

Through short video operations, brands can be promoted, products can be interpreted, doubts can be answered, the distance between brands and users can be bridged, the personalization of enterprise brands can be achieved, more user participation can be achieved, and the brand can be quickly disseminated and traffic converted.

傳統渠道推廣花費大量財力物力，推廣效果還不一定能保證。但如果能通過專業的短視頻運營擴大品牌聲勢，作用和效果會來得非常直觀，作用也比較顯著。

Traditional channel promotion requires a lot of financial and material resources, and the promotion effect may not be guaranteed. But if we can expand the brand's momentum through professional short video operations, the effect and effect will be very intuitive and significant.

05 短視頻運營，主要是做什么？

What is the main focus of 05 short video operation?

短視頻運營的工作內容主要包括:內容策劃、用戶運營、渠道推廣及數據分析。

The work content of short video operation mainly includes: content planning, user operation, channel promotion, and data analysis.

內容策劃就是規劃短視頻內容，準備選題及拍攝制作等相關工作，在這方面花費的時間和精力多；

Content planning is the process of planning short video content, preparing topic selection, filming, and production, which requires a significant amount of time and effort;

用戶運營：是所有做運營工作的工作重點，了解用戶畫像和用戶喜好，才能更加精準地開展粉絲營銷，更容易吸引精準的產品用戶，從而形成自己的社群，實現長期的營銷轉化。

User operation: It is the focus of all operations work. Understanding user profiles and preferences is essential to carry out fan marketing more accurately, attract precise product users more easily, form one's own community, and achieve long-term marketing conversion.

渠道推廣：短視頻運營人員則需要渠道化的多平臺運營，有些渠道還需要進行個性化運營。就企業需求來說，目前運營的主要渠道，就是抖音+快手+B站+小紅書，其他的平臺則可以隨其自然。

Channel promotion: Short video operators require channelized multi platform operations, and some channels also require personalized operations. As far as enterprise demand is concerned, the main channel of operation at present is Tiktok+Kwai+B Station+Little Red Book, and other platforms can follow its nature.

數據分析：所有的平臺都需要數據化運營。比如某條視頻全渠道的播放量，單渠道的播放量，評論收藏量等都需要分析。要找出影響這些點的因素，針對公司所制作的短視頻進行優化。

Data analysis: All platforms require data-driven operations. For example, the playback volume of a certain video across all channels, the playback volume of a single channel, and the number of comments and favorites all need to be analyzed. To identify the factors that affect these points, optimize the short videos produced by the company.

06 短視頻平臺運營，怎么開展工作？

How to carry out the operation of the 06 short video platform?

第一步：對賬號進行整體規劃和定位

Step 1: Overall planning and positioning of the account

賬號規劃要解決的問題包括，解決什么樣的營銷目標，營銷目標一般來說有三類：宣傳曝光、形成口碑、實現轉化。

The problems that account planning needs to solve include what kind of marketing goals to achieve. Generally speaking, there are three types of marketing goals: publicity exposure, word-of-mouth formation, and conversion.

賬戶定位要把握兩個核心點，即內容輸出和實現路徑，堅持做什么。

Account positioning requires grasping two core points, namely content output and implementation path, and adhering to what to do.

第二步：解決企業號內容生態

Step 2: Addressing the Content Ecology of Enterprise Accounts

用什么樣的內容來實現營銷目標。類人設、虛擬化的、情感化的。我們要評估這三類內容哪一種適合實現企業的營銷目標。

What kind of content is used to achieve marketing goals. Humanistic, virtualized, and emotional. We need to evaluate which of these three types of content is suitable for achieving the marketing goals of the enterprise.

輸出內容需要找到一個企業所擅長的點，比如行業突出問題，結合公司的產品，繼續生產內容。作為典型的工業品，結合使用場景，發揮專業價值，體現公司在相關層面的專業和權威身份，更能獲得潛在目標客戶群的接收。

To output content, it is necessary to find a point that the enterprise is good at, such as prominent industry issues, and continue to produce content in combination with the company's products. As a typical industrial product, combining usage scenarios, leveraging professional value, reflecting the company's professional and authoritative identity at relevant levels, can better attract potential target customer groups.

第三步：確定營銷規劃

Step 3: Determine marketing plan

確定營銷目標和內容形態后，該怎么樣將內容在抖音等平臺上形成更好的傳播效果？

After determining the marketing objectives and content forms, how can we make the content better spread on platforms such as Tiktok?

在做抖音等企業號規劃之前我們要明確一個概念——人格化。人格化是企業號運營關鍵的一步，因為人格化的內容可以有效的決未來企業的營銷目標，有效實現內容形態以及進行有效傳播非常重要的一個核心部分。

Before making enterprise number planning such as Tiktok, we should define a concept - personification. Personalization is a crucial step in the operation of enterprise accounts, as personalized content can effectively determine future marketing goals, achieve effective content form, and be a crucial core part of effective communication.

好的內容運營，是在內容基礎策劃制作不低于行業中等水平時，可幫助短視頻內容產品大幅度提升用戶觸達率、打開率、停留時長、美譽度、用戶主動反饋和互動度的。

Good content operation can help short video content products significantly improve user reach, opening rate, dwell time, reputation, user feedback, and interaction when the content planning and production are not lower than the industry average level.

第四步，掌握算法邏輯，提高賬號權重

Step 4: Master the algorithm logic and increase the account weight

想要運營好短視頻，必須知道不同短視頻平臺的算法規則，因為不同平臺的算法規則不同，所以呈現的推送機制也不同。

To operate short videos well, it is necessary to know the algorithm rules of different short video platforms, because the algorithm rules of different platforms are different, so the push mechanisms presented are also different.

以Tik Tok（海外版抖音）為例：如果你發一個短視頻，Tik Tok會給你一個基本的呈現量(比如100)，然后系統會通過大數據算法模型對這些指標的數據(主要指轉發、評論、點贊、播放完成率（也稱完播率）、停留時間、停留軌跡、賬號活躍度、粉絲數)進行評估。如果機器人確定這個短視頻很受歡迎，系統會將這個內容推薦給更大的流量池進行展示。而且有些可能會被多次推薦，所以那些播放量上千萬的短視頻就這樣出來了。

Take Tik Tok (overseas version of Tiktok) as an example: if you send a short video, Tik Tok will give you a basic amount of presentation (such as 100), and then the system will evaluate the data of these indicators (mainly referring to forwarding, comments, likes, playback completion rate (also known as completion rate), dwell time, dwell track, account activity, number of fans) through the big data algorithm model. If the robot determines that this short video is popular, the system will recommend the content to a larger traffic pool for display. And some may be recommended multiple times, so those short videos with millions of views come out like this.

各個短視頻平臺推薦的幾個關鍵指標，主要包括轉發、評論、點贊、播放率、停留時間、停留軌跡、賬號活躍度、粉絲數量等。

The key indicators recommended by various short video platforms mainly include forwarding, commenting, liking, playback rate, stay time, stay trajectory, account activity, number of fans, etc.

07 短視頻的本質

The essence of 07 short videos

短視頻的本質是什么？短視頻就是內容。某種程度上，它其實跟圖文、音頻其實是同一件事。而內容的本質是什么？是流量。每個短視頻的運營者，都是在做流量，只是用不同的方式來獲取更有價值的流量而已。

What is the essence of short videos? Short videos are content. To some extent, it is actually the same thing as graphics and audio. What is the essence of content? It's traffic. Every short video operator is doing traffic, just using different methods to obtain more valuable traffic.

由于傳播模型在當代產生了巨大變化，已經變成了分布式流量+多節點傳播的模型，我們可以想象每個人都是一個傳播節點、傳播個體，就像星星一樣分布在遙遠浩瀚的太空，中心這些質量大的星體自動形成引力，形成一個傳播的節點。

Due to the significant changes in propagation models in contemporary times, they have become models of distributed traffic and multi node propagation. We can imagine that each person is a propagation node and individual, distributed in the distant and vast space like stars. These massive celestial bodies in the center automatically form gravity, forming a propagation node.

所以，如果要做品牌宣傳，快速得到知名度，一定要在抖音、快手和眾多的短視頻平臺上布局，因為通過多平臺布局，矩陣式操作，才能大化獲取流量，才能放大公司的品牌聲量，才能提高公司的網絡影響力，尤其是在相關視頻平臺上的影響力。




Therefore, if you want to do brand publicity and quickly gain popularity, you must lay out on Tiktok, Kwai and many short video platforms, because through multi platform layout and matrix operation, you can get more traffic, amplify the company's brand voice, and improve the company's network influence, especially on relevant video platforms.

08 實現企業“短視頻+”的運營模式

08 Implement the operation mode of "short video+" for enterprises

短視頻+品牌

Short video+brand

在信息內容復雜的今天，用戶越來越挑剔，高品質內容更能吸引用戶關注，這也就意味著內容運營的時代已經來臨。品牌商更期望與用戶建立感情紐帶，這就更需要豐富的感情內容來觸動用戶。

In today's complex information content, users are becoming more and more picky, and high-quality content can better attract user attention. This also means that the era of content operation has arrived. Brands expect to establish emotional bonds with users, which requires rich emotional content to touch them.

相比傳統的圖文內容，短視頻的競爭優勢就凸顯出來了，視頻內容比起圖文內容更具有立體性更能身臨其境。同屬于視聽內容的短視頻，憑借其強有力的流量聚集性能以及滿足用戶閱讀習慣的競爭優勢，成為了流量的新陣地。

Compared to traditional graphic content, the competitive advantage of short videos is highlighted. Video content is more three-dimensional and immersive than graphic content. Short videos, which belong to audiovisual content, have become a new battlefield for traffic due to their strong traffic aggregation performance and competitive advantage in meeting user reading habits.

在這個時代，內容即廣告，內容即宣傳，反過來也是一樣的道理。所以，公司輸出的短視頻內容，也被稱之為原生廣告。在短視頻平臺中，企業賬號所發布的一切內容，均可稱為原生廣告。每一條短視頻，其實都是對企業不同側面的宣傳。

In this era, content is advertising, content is promotion, and the opposite is also true. So, the short video content produced by the company is also known as native advertising. In short video platforms, all content posted by enterprise accounts can be referred to as native advertisements. Every short video is actually a promotion of different aspects of the enterprise.

短視頻+知識提供

Short video+knowledge provision

為順應受眾的知識需求，從喜馬拉雅、知乎、得到、分答、微博、微信、36氪、豆瓣等各種訂閱專欄、付費課程、內容加上有償問答、知識社群等都開始賣內容。知識付費發展到今天，已有許多行業領先的優質產品。

In order to meet the knowledge needs of the audience, various subscription columns, paid courses, content, paid Q&A, knowledge communities, etc. from Himalaya, Zhihu, Dada, Weibo, WeChat, 36Kr, Douban, etc. have all started selling content. Today, with the development of knowledge payment, there are many industry-leading high-quality products.

通過知識講解（有人物出境好）+配音模式，可以形成關注類似問題的用戶的快速聚攏。

Through knowledge explanation (with characters going abroad) and dubbing mode, a quick gathering of users who pay attention to similar issues can be formed.

對企業來說，利用短視頻+知識提供，就是把賬號作為一個行業深度分析的場所，作為對用戶解疑答惑的空間，進而凸顯出企業經營品牌的深度，對行業的透徹了解，以及對用戶的全方位關心。

For enterprises, utilizing short videos and knowledge provision is to use accounts as a place for in-depth analysis of the industry, a space for users to answer questions and highlight the depth of the enterprise's brand management, a thorough understanding of the industry, and a comprehensive concern for users.

09 企業短視頻運營四階段

09 Four stages of enterprise short video operation

第一階段，品牌知曉期 通過人設，輸出大量與品牌調性一致的內容對話受眾。萬變不離其宗，短視頻運營第一步，讓大家知道自己的品牌。

In the first stage, the brand awareness period involves using personas to output a large amount of content that is consistent with the brand tone and engages in dialogue with the audience. The first step in short video operation is to let everyone know their brand, as everything changes without leaving their roots.

第二階段，受眾感知期 通過爆款的內容視頻、話題和活動，讓受眾更直觀了解企業的品牌/服務理念，并有意愿進一步了解產品、考察產品和體驗產品。

In the second stage, the audience perception period allows the audience to have a more intuitive understanding of the company's brand/service philosophy through popular content videos, topics, and activities, and is willing to further understand the product, inspect the product, and experience the product.

第三階段，銷售擴張期 通過大約（3-6個月）的發酵，我們已經利用有效內容溝通到了一批目標受眾，此時可集中通過KOL效應聚攏人群，通過商品櫥窗、視頻加入產品連接、直播方式等帶動產品銷售。

In the third stage, during the sales expansion period, after about 3-6 months of fermentation, we have already used effective content to communicate with a group of target audiences. At this time, we can concentrate on gathering the audience through KOL effects, and drive product sales through product displays, video connections, live streaming methods, and other means.

第四階段，品牌升級期 通過深度內容及多元形式，向受眾展示自己更深度的品牌理念，打造鐵桿粉，形成企業更為顯著的品牌影響力。（MZK）

In the fourth stage, the brand upgrade period showcases a deeper brand concept to the audience through in-depth content and diverse forms, creating a loyal fan base and forming a more significant brand influence for the enterprise. (MZK)

本文由濟南短視頻運營友情奉獻.更多有關的知識請點擊:http://www.www11ccmmcomc.cn真誠的態度.為您提供為全面的服務.更多有關的知識我們將會陸續向大家奉獻.敬請期待.

This article is dedicated by Jinan Short Video Operations. For more information, please click: http://www.www11ccmmcomc.cn Sincere attitude. We will provide you with comprehensive service. We will gradually contribute more relevant knowledge to everyone. Stay tuned