解鎖濟(jì)南短視頻運(yùn)營密碼，打造企業(yè)新名片

在信息高速流轉(zhuǎn)的當(dāng)下，短視頻以其直觀、生動(dòng)、傳播迅速的特性，成為企業(yè)塑造品牌、拓展市場的前沿陣地。濟(jì)南，這座底蘊(yùn)深厚又充滿活力的城市，企業(yè)借助短視頻運(yùn)營的東風(fēng)，挖掘泉城特色，融入創(chuàng)新思維，開辟出一條別具一格的品牌建設(shè)之路。

In the current era of high-speed information flow, short videos have become the forefront for enterprises to shape their brands and expand their markets due to their intuitive, vivid, and rapidly spreading characteristics. Jinan, a city with a rich and vibrant heritage, is a unique brand building path for enterprises that leverage the power of short video operations to explore the characteristics of the Spring City and integrate innovative thinking.

明確目標(biāo)，精準(zhǔn)定位

Clear goals and precise positioning

企業(yè)開展短視頻運(yùn)營，首先要明確運(yùn)營目標(biāo)，是為了提高品牌知名度、促進(jìn)產(chǎn)品銷售，還是吸引潛在客戶。不同的目標(biāo)，決定了短視頻內(nèi)容的方向。例如，若以促進(jìn)產(chǎn)品銷售為目標(biāo)，內(nèi)容應(yīng)圍繞產(chǎn)品優(yōu)勢、使用場景展開；若以品牌建設(shè)為目標(biāo)，內(nèi)容則需注重品牌文化與價(jià)值觀的傳遞。同時(shí)，要對目標(biāo)受眾進(jìn)行深入分析，了解他們的年齡、性別、興趣愛好等特征，從而創(chuàng)作出更具針對性的內(nèi)容。

When enterprises carry out short video operations, the first step is to clarify the operational goals, whether it is to increase brand awareness, promote product sales, or attract potential customers. Different goals determine the direction of short video content. For example, if the goal is to promote product sales, the content should revolve around product advantages and usage scenarios; If brand building is the goal, the content should focus on the transmission of brand culture and values. At the same time, it is necessary to conduct in-depth analysis of the target audience, understand their age, gender, interests and hobbies, and create more targeted content.

策劃內(nèi)容，打造爆款

Plan content and create explosive products

優(yōu)質(zhì)的內(nèi)容是短視頻成功的關(guān)鍵。創(chuàng)作者要立足濟(jì)南特色，挖掘獨(dú)特的題材。比如，將濟(jì)南的傳統(tǒng)手工藝，如魯繡、剪紙等融入短視頻，展示其制作過程，既能傳播傳統(tǒng)文化，又能吸引觀眾關(guān)注。此外，巧妙結(jié)合熱點(diǎn)話題，是打造爆款的有效途徑。濟(jì)南文旅部門就曾借助抖音平臺，發(fā)起 “# 這一站濟(jì)南” 話題挑戰(zhàn)，吸引眾多創(chuàng)作者參與，極大地提升了濟(jì)南的城市知名度。在視頻形式上，要敢于創(chuàng)新，采用反轉(zhuǎn)劇情、幽默調(diào)侃等方式，增加視頻的趣味性和吸引力。

High quality content is the key to the success of short videos. Creators should base themselves on the characteristics of Jinan and explore unique themes. For example, traditional handicrafts in Jinan, such as Lu embroidery and Paper Cuttings, are integrated into short videos to show their production process, which can not only spread traditional culture, but also attract audience attention. In addition, cleverly combining hot topics is an effective way to create explosive products. With the help of Tiktok platform, the culture and tourism department of Jinan launched the topic challenge of "# This Stop in Jinan", which attracted many creators to participate and greatly improved the city's popularity. In terms of video format, we should dare to innovate and use methods such as reversing the plot and humorous teasing to increase the fun and appeal of the video.




優(yōu)化運(yùn)營，提升影響力

Optimize operations and enhance influence

短視頻發(fā)布后，運(yùn)營工作才剛剛開始。創(chuàng)作者要關(guān)注視頻的數(shù)據(jù)表現(xiàn)，分析播放量、點(diǎn)贊數(shù)、評論數(shù)等數(shù)據(jù)，了解觀眾的喜好和反饋，進(jìn)而優(yōu)化后續(xù)內(nèi)容。同時(shí)，積極與粉絲互動(dòng)，回復(fù)評論和私信，增強(qiáng)粉絲的粘性。此外，合理利用短視頻平臺的推廣工具，如 Dou + ，提升視頻的曝光度。在發(fā)布時(shí)間上，要根據(jù)目標(biāo)受眾的活躍時(shí)間，選擇最佳的發(fā)布時(shí)機(jī)，提高視頻的傳播效果。

After the short video was released, the operation work had just begun. Creators should pay attention to the data performance of videos, analyze data such as views, likes, and comments, understand audience preferences and feedback, and optimize subsequent content. At the same time, actively interact with fans, reply to comments and private messages, and enhance fan stickiness. In addition, make reasonable use of promotion tools on short video platforms, such as Dou+, to increase the exposure of videos. In terms of release time, it is necessary to choose the best release time based on the active time of the target audience to improve the dissemination effect of the video.

隨著 5G 技術(shù)的普及和人工智能的發(fā)展，濟(jì)南短視頻運(yùn)營將迎來新的機(jī)遇。未來，短視頻將更加注重互動(dòng)性和個(gè)性化，通過 AI 技術(shù)實(shí)現(xiàn)內(nèi)容的精準(zhǔn)推送。同時(shí)，虛擬現(xiàn)實(shí)、增強(qiáng)現(xiàn)實(shí)等技術(shù)將為短視頻帶來全新的體驗(yàn)。濟(jì)南企業(yè)需緊跟時(shí)代步伐，不斷創(chuàng)新短視頻運(yùn)營模式，挖掘更多的城市特色和企業(yè)亮點(diǎn)，打造更具影響力的企業(yè)新名片 。

With the popularization of 5G technology and the development of artificial intelligence, Jinan's short video operation will usher in new opportunities. In the future, short videos will pay more attention to interactivity and personalization, and achieve precise content delivery through AI technology. Meanwhile, technologies such as virtual reality and augmented reality will bring new experiences to short videos. Jinan enterprises need to keep up with the pace of the times, constantly innovate short video operation models, explore more urban characteristics and corporate highlights, and create more influential new business cards for enterprises.

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