1、直接展示，产品卖点

1. Direct display, product selling points

好的产品自带吸引力和话题性，品牌可以直接在视频中展示产品的差异点，通过解说、对比、追热点的方式巧妙地展示产品。例如，挂脖式电风扇在短视频里主打的差异点是便携，在别的电风扇还需要连接USB或用手举着才能使用时，挂脖式电风扇只要挂在脖子上，在享受清凉的同时又能解放双手。这种差异点还可以用许多精妙的创意充分包装。

Good products come with their own attractiveness and topicality. Brands can directly showcase the differences of their products in videos, cleverly showcasing them through commentary, comparison, and following hot topics. For example, the main difference of neck hanging electric fans in short videos is portability. When other electric fans still need to be connected to USB or held by hand to use, neck hanging electric fans can be hung around the neck to enjoy coolness while freeing up hands. This difference can be fully packaged with many ingenious ideas.

这种营销方法非常适合电商商家，尤其是一些新颖的商品，品牌方将产品的卖点、差异点罗列出来后，寻找有风格标签的达人合作，达人根据产品的卖点结合自身的风格，充分将产品优势展示出来，打造一个爆款热销品。

This marketing method is very suitable for e-commerce merchants, especially for some innovative products. After the brand lists the selling points and differences of the product, they look for influencers with style tags to cooperate with. Based on the selling points of the product and their own style, influencers fully showcase the advantages of the product and create a hot selling product.

2、植入场景，创意展示

2. Implant scenes, showcase creativity

场景植入与传统广告的产品植入类似，都是将品牌放在视频中的显眼位置展出，或者根据剧情将产品恰当植入。例如，在很多情感类短视频中，品牌方将DR钻戒“一生只爱一人”的寓意植入剧情，这为DR钻戒带来了不菲的销售额。

Scene implantation is similar to product implantation in traditional advertising, which involves displaying the brand in a prominent position in the video or appropriately implanting the product based on the plot. For example, in many emotional short videos, the brand embeds the meaning of "loving only one person for a lifetime" into the plot of DR diamond rings, which brings considerable sales to DR diamond rings.

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3、情怀打造，传播文化

3. Creating Emotions and Spreading Culture

消费者购买产品，除了关注产品质量、服务水平等，还会额外关注企业的情怀文化，尤其是对于一些有固定“粉丝”群体的国货企业。在新产品上市的密集宣传期，这类企业除了发布产品本身的广告，也会渲染企业的人文情怀，让消费者感受到来自企业的温度情怀，增加对企业的好感度。例如，只要有新产品面世，就会有很多小米员工发布日常短视频，从产品设计、技术、宣发等不同岗位阐述新产品的诞生理念，用一个有温度的视角帮助消费者了解产品。

Consumers not only pay attention to product quality, service level, etc. when purchasing products, but also pay extra attention to the emotional culture of the enterprise, especially for some domestic enterprises with a fixed "fan" group. During the intensive promotion period of a new product launch, these companies not only advertise the product itself, but also highlight the company's humanistic feelings, allowing consumers to feel the warmth and emotions from the company and increase their favorability towards the company. For example, whenever a new product is launched, many Xiaomi employees will release daily short videos, explaining the birth concept of the new product from different positions such as product design, technology, and promotion, using a warm perspective to help consumers understand the product.

4、VIP 玩家，定向推广

4. VIP players, targeted promotion

付费功能是社交类App主要的收入来源之一，这种营销方法需要企业有充足的预算，当然对于大企业来说，这部分预算属于企业的宣传经费。

Paid features are one of the main sources of revenue for social apps, and this marketing method requires companies to have sufficient budget. Of course, for large enterprises, this budget belongs to the company's promotional expenses.

目前，短视频常见的付费功能有如下两个：

At present, there are two common paid functions for short videos:

1）定向推广，即把内容精准投放给某一类有此消费需求(平台根据关注度判断)的观众。例如，卖鞋的厂家使用平台付费推广功能，让平时浏览鞋类视频的观众看到他们的视频。视频推广也是很多品牌获取额外曝光的主要途径。

1) Targeted promotion refers to the precise delivery of content to a certain audience with such consumption needs (determined by the platform's attention level). For example, shoe manufacturers use the platform's paid promotion feature to allow viewers who usually browse shoe videos to see their videos. Video promotion is also a major way for many brands to gain additional exposure.

2）认证。短视频认证分为个人认证和企业认证两种。

2) Certification. Short video authentication is divided into two types: personal authentication and enterprise authentication.

①个人认证(黄V认证)，即拥有平台认可的身份，一些特定的职业，如理财、房产投资达人等，必须拥有个人认证才允许发布相关内容，否则平台将不予流量曝光。认证后，达人将会获得以下权益：

① Personal authentication (yellow V authentication) refers to having an identity recognized by the platform. Some specific professions, such as wealth management and real estate investment experts, must have personal authentication in order to be allowed to publish relevant content, otherwise the platform will not expose traffic. After certification, the influencer will receive the following benefits:

· 更容易上热门，认证后会升级成为平台优质账号，会提高账号权重，更容易上热门。

·It is easier to become popular, and after authentication, it will be upgraded to a high-quality account on the platform, which will increase the account's weight and make it easier to become popular.

· 获取平台更多推荐：拥有平台认可的“身份”，账号内容更容易得到推荐。

·Get more recommendations from the platform: Having a platform recognized "identity" makes it easier for account content to receive recommendations.

· 提升视频审核速度：对于时效性比较强的内容，认证后的达人能更快抢占热门。

·Improve video review speed: For content with strong timeliness, certified influencers can quickly seize popularity.

· 提升“粉丝”的信任感:这是打造个人IP的基础，黄V认证能提高达人的知名度及影响力。

·Enhancing the trust of 'fans': This is the foundation for building a personal IP, and yellow V certification can increase the visibility and influence of influencers.

②企业认证(蓝V认证)，即拥有了平台认可的企业身份。蓝V认证能让企业拥有更多与“粉丝”交互的权益，实现营销闭环。认证后，企业将会获得以下权益：

② Enterprise certification (Blue V certification) means having a platform recognized corporate identity. Blue V certification can give companies more rights to interact with their fans and achieve a closed-loop marketing strategy. After certification, the enterprise will receive the following benefits:

· 蓝V标识：公示权威身份，使其公信力更强。

·Blue V logo: Publicize authoritative identity to enhance its credibility.

· 昵称锁定：搜索时企业昵称置顶显示，且昵称不重名。

·Nickname lock: When searching, the enterprise nickname should be displayed at the top, and the nickname should not be the same.

· 外链按钮：支持跳转外链，展现个性化的内容。

·External link button: supports jumping to external links and displays personalized content.

· 商家页面：首页展示商家信息，有利于用户在第一时间获取信息。

·Merchant page: The homepage displays merchant information, which is beneficial for users to obtain information in the first time.

· 活动卡券：打通线上线下，精准推送给有需求的人。

·Activity coupons: Connect online and offline channels, and accurately deliver to those in need.

5、与网络红人合作，实现传播最大化

5. Collaborate with internet celebrities to achieve maximum dissemination

品牌如果只依靠自己的流量，往往传播力有限，而如果与相同品类的流量大号、红人大号合作，则能把传播效应最大化。

If a brand relies solely on its own traffic, its dissemination power is often limited. However, if it cooperates with traffic and influencer accounts of the same category, it can maximize the dissemination effect.

大号的“粉丝”群体可以被看作一个私域流量池，而“粉丝”对网络红人有一定的信任度和好感度，借助红人的力量在流量池里推广产品，能够实现传播及转换最大化。

The large "fan" group can be seen as a private domain traffic pool, and "fans" have a certain degree of trust and favorability towards internet celebrities. By leveraging the power of celebrities to promote products in the traffic pool, it is possible to achieve maximum dissemination and conversion.

当然，正因为网络红人的流量池存在信任关系，所以很多红人对产品都会有严格的审核机制。

Of course, precisely because there is a trust relationship in the traffic pool of internet celebrities, many of them have strict review mechanisms for their products.