在短视频浪潮席卷全球的当下，每一个镜头的切换、每一秒的内容呈现，都可能成为企业打开市场、塑造品牌的钥匙。企业短视频推广不再是简单的内容输出，而是需要深度解码流量密码，构建起一套契合自身发展的营销新方程式。​
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、短视频推广的核心价值重构​
1、 The core value reconstruction of short video promotion
短视频打破了传统营销的时空限制，以碎片化的内容形态，在极短时间内传递丰富信息，迅速抓住用户注意力。如今，短视频平台日均活跃用户数持续攀升，用户使用时长不断增加，这背后蕴藏着巨大的商业潜力。企业通过短视频推广，能够精准触达目标受众，实现品牌与用户之间的高效沟通。​
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. ​
从品牌塑造角度来看，短视频为企业提供了多元化的表达空间。以往企业需要花费大量精力和资金，通过电视广告等传统媒介塑造品牌形象，而现在，一条创意十足的短视频，就有可能让品牌在用户心中留下深刻印象。例如，某小众国产香水品牌，通过在短视频平台发布充满文艺气息的产品故事短视频，将品牌的独特调性展现得淋漓尽致，吸引了众多年轻消费者的关注，成功实现品牌破圈。​
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. ​
在产品推广方面，短视频更是具有得天独厚的优势。它能够将产品的特点、使用场景、使用效果等直观地展示给用户。比如，一款新型厨房小家电，通过短视频详细演示其便捷的操作流程和出色的烹饪效果，让用户更直观地了解产品价值，从而激发购买欲望。与传统的文字或图片广告相比，短视频的动态展示更具说服力和感染力。​
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、精准定位：企业短视频推广的起点​
2、 Accurate positioning: the starting point of enterprise short video promotion
企业在进行短视频推广之前，首先要明确自身的定位和目标受众。不同行业、不同规模的企业，其目标受众存在显著差异。对于高端奢侈品品牌，目标受众主要是高收入人群，他们注重品质、品牌文化和独特性；而快消品品牌的目标受众则更为广泛，更关注产品的实用性、性价比和便捷性。​
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. ​

以母婴用品企业为例，其目标受众主要是年轻的父母群体。这些用户在短视频平台上更倾向于观看育儿知识、产品测评、亲子互动等相关内容。企业就可以围绕这些用户需求，制作相应的短视频。可以邀请育儿专家分享科学的育儿方法，同时巧妙植入产品；或者展示宝宝使用产品的温馨场景，让用户产生情感共鸣，从而提升品牌好感度和产品转化率。​
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，企业还需要分析目标受众在不同短视频平台的分布情况。抖音用户群体广泛，涵盖各个年龄段和消费层次；小红书以女性用户为主，是美妆、时尚、生活类产品的重要推广阵地；B 站则深受年轻群体喜爱，尤其是二次元、游戏、科技等领域的用户聚集于此。企业应根据自身目标受众的特点，选择合适的平台进行重点布局，提高推广的精准度和效率。​
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、内容创新：打造爆款短视频的关键​
3、 Content Innovation: The Key to Creating Popular Short Videos
在竞争激烈的短视频市场中，内容创新是企业脱颖而出的关键。首先，企业要敢于突破传统思维，尝试新颖的内容形式。例如，一些企业采用剧情反转的形式，在视频开头设置悬念，吸引用户继续观看，最后再巧妙地植入产品或品牌信息，让用户在意外之余对品牌留下深刻印象。​
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，内容要注重情感共鸣。用户在观看短视频时，更容易被具有情感价值的内容所打动。某家居品牌制作的一条短视频，讲述了一个年轻人在外打拼，终于拥有自己的小窝，通过精心布置，让家充满温馨的故事。视频中，该品牌的家居产品自然融入场景，传递出 “家的温暖” 这一情感主题，引发了众多在外漂泊的年轻人的共鸣，视频播放量和品牌关注度都大幅提升。​
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，借助热点和流行元素也是内容创新的有效方式。企业可以关注当下的社会热点、流行趋势、网络热梗等，将其与自身品牌和产品巧妙结合。比如，在热门电影上映期间，餐饮企业可以推出与电影主题相关的美食套餐，并制作创意短视频进行推广，借助电影的热度吸引用户关注。
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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