在政策引导、技术推动、经济发展等多种因素作用下,我国短视频领域历经多年蓬勃发展,积累了庞大的产业规模,且仍保持增长态势,已成为数字内容产业发展的主引擎;截至2023年12月,全网短视频账号总数已达惊人的15.5亿个,职业主播达1508万人,短视频已成为全民基础应用,同时也是新增网民触网的主要渠道;随着用户规模的逐渐饱和,相关数据表示未来两年短视频用户规模年均增速将放缓至2%左右,短视频内容从开始的"泛娱乐"为主向"泛娱乐+泛知识"多元化方向拓展,"短视频+"逐渐跨界融入各行各业消费场景中,不断拓展新的业务增长点.

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

有用户在的地方就是流量聚集地

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

短视频能够迅速抓住观众的注意力,在信息泛滥的今天,人们的注意力越来越分散,而短视频以其独特的视听冲击力和紧凑的内容结构,能够在短时间内迅速吸引观众的眼球;这使得短视频成为宣传和推广的理想选择,无论是品牌宣传、产品推广还是事件营销,都能通过短视频达到事半功倍的效果;各家平台纷纷争夺用户和内容创作者:像抖音、快手等平台成为了用户非常受欢迎的短视频平台,它们通过推出各种有吸引力的功能和内容,吸引了大量的用户.

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

实体行业一直竞争十分激烈,在经过疫情影响之后举步维艰,这两年的调整之路也十分艰难,所以更需要通过短视频来"重做一遍",使企业焕发新生机,拓宽企业的营销渠道,通过视频的传播形式,让更多的用户看到我们的企业,挖掘更多的潜在客户和精准客户,因此对于实体行业来讲,做一遍短视频能够给企业带来更多优势：

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:

提高企业的影响力

Enhancing the influence of enterprises

短视频是一种生动、直观、易于传播的营销方式,可以通过视频内容展示企业的产品、服务、文化等,吸引潜在客户的关注,提高更多的关注度,基于大数据与人工智能技术,算法从海量的互联网信息中精准筛选出用户可能感兴趣的内容能更快的推送给需要的用户.

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

增强用户粘性

Enhance user stickiness

短视频可以通过生动有趣的内容吸引用户的关注,增强用户的粘性,同时,视频平台的社交属性也可以让用户与企业进行互动,增加用户的参与度和忠诚度,这种互动不仅有助于提升用户体验，还可以为企业带来更多的商业机会。

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.

提高转化率

Improve conversion rate

短视频可以通过生动的画面和音效,让用户更加直观地了解企业的产品和服务,从而提高转化率,短视频也可以通过引导用户进行购买、预约等操作,这种有针对性的推广方式可以大大提高企业的转化率,为企业带来更多的销售收入.

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

降低营销成本

Reduce marketing costs

短视频可以通过生动的画面和音效,让用户更加直观地了解企业的产品和服务,从而提高转化率,短视频也可以通过引导用户进行购买、预约等操作,这种有针对性的推广方式可以大大提高企业的转化率,为企业带来更多的销售收入.

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

增加企业认可度

Increase corporate recognition

通过生动有趣的内容,企业可以让用户更加了解企业的文化和价值观,增加品牌的亲和力,短视频也可以通过展示企业的社会责任和公益活动,增加企业社会形象,提升企业的公众认可度.

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

实体行业如何定位自己的短视频？

How does the physical industry position its short videos?

短视频平台的商业变现模式日趋多样化，包括广告投放、电商导流、直播带货、知识付费等;这些模式不仅提高了平台的盈利能力,也为用户提供了多元化的消费体验,如果实体行业想要获取自己的一杯羹,需要将视频做的更加垂直化、专业化,同时也需要根据不同的平台和受众进行针对性的制作和推广,下面我们可以从一下的方面出发:

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:

明确企业定位

Clarify the positioning of the enterprise

实体行业要做好短视频运营,需要明确自己的企业定位和目标受众,通过市场调研、用户调研等方式,了解目标用户的喜好、需求和消费习惯等,以此为基础制定出适合自己的企业定位,避免盲目跟风,做到精准定位,提高短视频的转化率.

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

制作高质量的短视频

Create high-quality short videos

短视频的制作质量对于吸引用户的关注和提高用户关注度至关重要,在短视频制作上下足功夫,选择合适的短视频创意,尽可能地凸显自己的产品特点和卖点,同时,短视频的画面、音乐、文案等方面也需要考虑周全,制作出高质量、有创意的短视频,让用户在短时间内产生共鸣,从而增加用户黏性和转化率.

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

选择合适的推广方式

Choose the appropriate promotion method

各大平台提供了多种广告形式,可需要根据自身的需求和预算选择合适的广告形式,提高企业的宣传影响力;也可以选择一些专业的公司进行操作,推广实体企业要达成的目标.

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

运营策略制定

Development of operational strategies

实体企业需要制定具体的运营策略，包括以下几个方面:

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

1. 账号管理:选择合适的平台和工具进行账号管理,确保内容发布和运营的高效性.

2. 
   

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

2. 内容发布:根据目标受众的活跃时间和兴趣点,合理安排内容发布的时间和频率.

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

3. 互动管理:积极回复评论和私信,加强与用户的互动,提高用户满意度和忠诚度.

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

4. 数据分析:定期对数据进行分析和总结,找出内容的优点和不足,不断优化运营策略.

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

持续优化与迭代

Continuous optimization and iteration

各大平台提供了多种广告形式,可需要根据自身的需求和预算选择合适的广告形式,提高企业的宣传影响力;也可以选择一些专业的公司进行操作,推广实体企业要达成的目标.

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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