濟(jì)南短視頻運(yùn)營(yíng)：短視頻4大呈現(xiàn)形式解讀

現(xiàn)在很火的短視頻行業(yè)，無(wú)論是覆蓋人群還是播放量，都不比傳統(tǒng)的電視臺(tái)節(jié)目遜色，短視頻正進(jìn)入高速發(fā)展階段，涌入短視頻行業(yè)的人更是不斷上升，僅僅是在抖音方面，抖音的總用戶數(shù)量已超過8億，日活7億，人均單日使用時(shí)長(zhǎng)超過2小時(shí)，這只是平均數(shù)據(jù)，其實(shí)大部分人刷抖音時(shí)間會(huì)超過3個(gè)小時(shí)，這個(gè)數(shù)據(jù)還會(huì)繼續(xù)漲，使用時(shí)間應(yīng)該已經(jīng)成為各大app的第一名。

The popular short video industry is no less popular than traditional TV stations in terms of coverage and broadcast volume. Short video is entering a stage of rapid development, and the number of people pouring into the short video industry is increasing. Just in the aspect of Tiktok, the total number of Tiktok users has exceeded 800 million, with daily life of 700 million, and the average daily use time of more than 2 hours per capita. This is just the average data. In fact, most people will spend more than 3 hours on Tiktok, This data will continue to rise, and the usage time should have become the number one among major apps.

一、短視頻的4種表現(xiàn)形式

1、 The Four Forms of Short Video Representation

我們剛開始接觸短視頻運(yùn)營(yíng)需要思考的問題：不同定位風(fēng)格的短視頻賬號(hào)，表現(xiàn)形式也不盡相同。

At the beginning of our exposure to short video operations, we need to consider the following issues: short video accounts with different positioning styles also have different forms of expression.

適合的短視頻表現(xiàn)形式，不僅能使賬號(hào)整體風(fēng)格和諧統(tǒng)一，而且能為受眾留下記憶點(diǎn)。因此我們更需要找到適合的表現(xiàn)形式，來(lái)實(shí)現(xiàn)短視頻賬號(hào)的優(yōu)化改進(jìn)。

A suitable form of short video presentation can not only make the overall style of the account harmonious and unified, but also leave a memory point for the audience. Therefore, we need to find suitable forms of expression to achieve optimization and improvement of short video accounts.

想要選擇適合的短視頻內(nèi)容的表現(xiàn)形式，首先要對(duì)不同表現(xiàn)形式的特點(diǎn)有一個(gè)充分地了解。

To choose a suitable presentation format for short video content, it is first necessary to have a thorough understanding of the characteristics of different presentation formats.

常見的短視頻表現(xiàn)形式有4種：+文字解說，視頻+配音，真人口述和情景劇。

There are four common forms of short video presentation:+text commentary, video+dubbing, live person narration, and situational drama.

隨著競(jìng)爭(zhēng)的加大，平臺(tái)對(duì)創(chuàng)作內(nèi)容也在進(jìn)行優(yōu)化，為了使用戶得到更多有價(jià)值的內(nèi)容，想要做抖音短視頻，這4種短視頻展現(xiàn)形式值得我們?cè)敿?xì)了解。

With the increasing competition, the platform is also optimizing the creative content. In order to make users get more valuable content, we want to make Tiktok short videos. These four short video presentation forms deserve our detailed understanding.

我們可以根據(jù)我們之前分享的內(nèi)容腳本的5個(gè)方向確定內(nèi)容表現(xiàn)的4個(gè)形式。

We can determine the four forms of content expression based on the five directions of the script we shared earlier.

1、+文字解說

1. +Text explanation

在抖音上，應(yīng)該經(jīng)?？梢钥吹蕉鄨D+文字解說表達(dá)的內(nèi)容視頻，當(dāng)然我們看到的+配音基本上也是屬于這種類型。

On Tiktok, we should often see content videos expressed by multiple pictures and text commentary. Of course, the+dubbing we see is basically of this type.

比如下面的一個(gè)視頻內(nèi)容：一個(gè)+背景音樂，就可以有很高的播放量和點(diǎn)贊量，制作起來(lái)實(shí)在是太簡(jiǎn)單了，而且還是XXX的微博截圖。

For example, in the following video, with a background music, it can have a high number of views and likes. The production is simply too simple, and it is also a screenshot of XXX's Weibo account.

當(dāng)然也可以多圖+背景音樂，而且抖音官方也專門推出了這種內(nèi)容形式的入口：

Of course, multiple pictures+background music can also be used, and the Tiktok official has also launched the entrance of this content form:

很多人都說圖文視頻是抖音留給普通人后的風(fēng)口，因?yàn)檫@種形式制作簡(jiǎn)單易上手，還擁有百億流量支持。圖文形式分為單純的視頻和配音＋故事的形式表現(xiàn)。

Many people say that graphic video is the outlet left by Tiktok for ordinary people, because it is easy to make and has 10 billion traffic support. The form of graphics and text can be divided into simple video and dubbing+story representation.

圖文優(yōu)點(diǎn)就是簡(jiǎn)單，沒有的拍攝設(shè)備也能夠完全勝任，只需要幾張照片就能夠完成視頻。不過建議短視頻運(yùn)營(yíng)如果是在負(fù)責(zé)知識(shí)輸出的話，好還是選擇真人口述，長(zhǎng)篇大論的圖文難以被用戶接受。

The advantage of graphics and text is that it is simple, and even without shooting equipment, it can fully handle it. Only a few photos are needed to complete the video. However, it is recommended that if short video operators are responsible for knowledge output, it is better to choose live person oral communication, as lengthy text and images are difficult for users to accept.

比如下面的一個(gè)賬號(hào)，專門做的就是多圖+BGM，來(lái)講述故事的賬號(hào)，播放量和粉絲還是不少的。

For example, the following account specializes in multi image and BGM storytelling, with a considerable number of views and fans.

單純的形式是將單張或多張合成一個(gè)視頻，中涵蓋信息量較多，適合干貨知識(shí)分享、系列好劇推薦、好物推薦等等。

The simple form is to combine a single or multiple videos into a single video, which contains a lot of information and is suitable for sharing dry knowledge, recommending good dramas, recommending good products, and so on.

以下圖視頻截圖為例，博主事前就故事脈絡(luò)錄音形成講解配音，然后在制作過程中將配音和每一故事情節(jié)搭配，這種形式就是講解配音＋故事形式。

Taking the screenshot of the following image and video as an example, the blogger records the storyline before the event to form an explanatory dubbing. Then, during the production process, the dubbing is combined with each story plot, which is the form of explanatory dubbing+story.

圖文形式制作簡(jiǎn)單適合新手，而且時(shí)長(zhǎng)普遍較短，相比其他表現(xiàn)形式更易獲得較高的完播率?？梢酝耆肞PT形式來(lái)制作這類的視頻，只要你的PPT制作精美就可以，后期加上文字或者配音就可以。

The production of graphic and textual forms is simple and suitable for beginners, and the duration is generally short, making it easier to achieve a higher completion rate compared to other forms of presentation. You can create such videos entirely in the form of PPT, as long as your PPT is beautifully crafted, and you can add text or dubbing in the later stage.

當(dāng)然這種內(nèi)容變現(xiàn)形式還可以考慮真人口述+配音，效果可能會(huì)更好一些，視頻中有真人出鏡，有真人口述，有配音，這種形式是：真人口述++配音的內(nèi)容表現(xiàn)形式。

Of course, this form of content monetization can also consider live person narration+dubbing, which may have a better effect. In the video, there are live person appearances, live person narration, and dubbing. This form of content expression is: live person narration+dubbing.

有的視頻中會(huì)展示與內(nèi)容相關(guān)的人物，有的會(huì)從電影中截取一段素材并用文字加以說明。

Some videos will display characters related to the content, while others will extract a segment of material from the movie and explain it with text.

2、視頻+配音

2. Video+dubbing




這種形式的內(nèi)容：以影視劇、采訪、動(dòng)畫、明星、盤點(diǎn)等內(nèi)容的剪輯為主，主題不限。

This form of content mainly includes editing of movies, TV dramas, interviews, animations, celebrities, inventory, and other content, with no limitation on the theme.

電影解說類很明顯就是這種內(nèi)容形式：視頻+配音+BGM，解說不錯(cuò)和故事情節(jié)不錯(cuò)就會(huì)有很好的效果，而且可以分集剪輯，可以快速增粉。

The film commentary category is clearly in this form of content: video+dubbing+BGM. If the commentary is good and the story plot is good, it will have a good effect, and it can be divided into episodes for editing, which can quickly increase followers.

如果你是電影解說、科普、八卦、知識(shí)教學(xué)等需要靠大量的視頻或輔助你所說的內(nèi)容，建議各位短視頻運(yùn)營(yíng)可以選擇視頻+配音的形式輸出內(nèi)容。

If you need a large amount of video or auxiliary content for movie commentary, science popularization, gossip, knowledge teaching, etc., it is recommended that short video operators can choose to output content in the form of video+dubbing.

動(dòng)畫類的視頻+配音也是這種內(nèi)容形式，比如抖音里面的各種13的動(dòng)畫視頻，關(guān)鍵是故事情節(jié)要緊湊。這類賬號(hào)的表現(xiàn)很不錯(cuò)（截圖中抹除了那個(gè)相親的13）。

Animation video+dubbing is also this kind of content form. For example, various 13 animation videos in Tiktok, the key is that the story should be compact. This type of account performs very well (the blind date 13 was removed from the screenshot).

這類視頻的難度就是動(dòng)漫視頻的制作，至于配音就跟電影解說的配音一下了。

The difficulty of this type of video lies in the production of anime videos, and as for dubbing, it is similar to dubbing the movie commentary.

雖然對(duì)于剪輯要求不高，但是對(duì)于剪輯思路要求是非常高的，要做這類視頻的話，要先想清楚想要表達(dá)什么。

Although the requirements for editing are not high, the requirements for editing ideas are very high. If you want to make such videos, you need to first think clearly about what you want to express.

講故事類的內(nèi)容腳本一般情況下都是視頻+配音，用已經(jīng)準(zhǔn)備好的視頻+配音這種形式關(guān)鍵就是配音解說了。

Storytelling content scripts are usually video and voice over, and the key is to use prepared video and voice over as a form of narration.

上面我們講了+配音和視頻+配音的兩種內(nèi)容形式，這兩種內(nèi)容形式我們?cè)谥谱鬟^程中給大家總結(jié)一下：

Above, we discussed two forms of content: dubbing and video dubbing. During the production process, we will summarize these two forms of content for everyone:

3、真人口述

3. Real person oral narration

真人口述也就是真人口播，這類內(nèi)容：主播出鏡人講述的形式，以單一固定鏡頭為主，根據(jù)內(nèi)容加入視頻或。

Live person oral communication, also known as live person oral broadcasting, refers to the form of narration by the host on camera, mainly using a single fixed lens, and adding videos or content based on the content.

適用干貨分享、知識(shí)付費(fèi)類、新聞、情感、推書類、開箱類等賽道視頻。

Applicable for track videos such as dry goods sharing, knowledge payment, news, emotions, book promotion, and unboxing.

這類內(nèi)容的特點(diǎn)是需要大量的知識(shí)積累，如果內(nèi)容上準(zhǔn)備得不夠充分、畫面比較單一的話，很容易導(dǎo)致完播率低、用戶直接劃走的情況，對(duì)題材的選擇較嚴(yán)。

The characteristic of this type of content is that it requires a lot of knowledge accumulation. If the content is not fully prepared and the visuals are relatively single, it is easy to lead to low completion rates and users directly leaving, and the selection of themes is stricter.

真人口播類短視頻賬號(hào)運(yùn)營(yíng)注意要點(diǎn)：

Key points for operating live streaming short video accounts:

1、把文案、內(nèi)容準(zhǔn)備好

1. Prepare the copy and content

2、對(duì)于選題、制作的內(nèi)容，要做嚴(yán)格篩選

2. Strict screening is required for the topic selection and production content

3、積累大量相應(yīng)知識(shí)，做好賬號(hào)內(nèi)容分析

3. Accumulate a large amount of corresponding knowledge and do a good job in analyzing account content

4、情景劇

4. Situational drama

這類的內(nèi)容形式難度高了，短劇形式是通過拍攝表演來(lái)傳達(dá)所想要展現(xiàn)的主題。

This type of content format is difficult, and the short drama form conveys the desired theme through filming and performance.

情景劇也是適合大多數(shù)人選擇的短視頻運(yùn)營(yíng)表現(xiàn)形式之一，因?yàn)閹缀跛械男袠I(yè)都是可以通過情景劇輸出自己的內(nèi)容，不止有搞笑視頻，例如美食、知識(shí)等。這類表現(xiàn)形式在抖音中受歡迎了，播放量和點(diǎn)贊量都是很高的。

Scenario dramas are also one of the short video operation forms that are suitable for most people to choose, because almost all industries can output their own content through scenario dramas, not only funny videos, such as food, knowledge, etc. This kind of expression is popular in Tiktok, with high playback and likes.