短視頻運(yùn)營的方式方法

一、商業(yè)定位

1、 Business positioning

1.在拿到賬號時(shí)，我們要先了解公司對于新媒體平臺的定位、主要功能是什么，是品牌宣傳、引1流獲客、老板個(gè)人P?

When obtaining an account, we need to first understand the company's positioning and main functions for new media platforms, including brand promotion, attracting top tier customers, and personal P of the boss?

2.如果是引流獲客，那么引流則為這個(gè)賬號的定位，就要考慮怎么去變現(xiàn)。

2. If it is to attract customers through traffic, then the positioning of this account for traffic should be considered, and how to monetize it should be considered.

3.那變現(xiàn)方向有哪些呢?主流的有四種:電商帶貨、引流咨詢、星圖廣告、直播打賞。

What are the directions for monetization? There are four mainstream methods: e-commerce sales, traffic consulting, star chart advertising, and live streaming tipping.

二、內(nèi)容定位

2、 Content positioning

1.找20個(gè)對標(biāo)賬號，就是你想做的類型、同行，認(rèn)真去看他們的視頻，從第1條開始看，重點(diǎn)看什么時(shí)候出爆款的，及近期他們的選題。

1. Find 20 benchmark accounts, which are the types and peers you want to do, and carefully watch their videos. Starting from the first point, focus on when they became popular and their recent topics.

2.把選題方向、腳本結(jié)構(gòu)、畫面元素，全部吃透，并收集建素材庫。

2. Understand the topic direction, script structure, and visual elements thoroughly, and collect and build a material library.

3.每天都要登陸賬號，評論互動，私信，檢查發(fā)布數(shù)據(jù)，自己分析優(yōu)點(diǎn)和不足，在下一篇進(jìn)行調(diào)整，

3. Log in to your account every day, interact with comments, send private messages, check your published data, analyze your strengths and weaknesses, and make adjustments in the next article,




4.起號核心:重復(fù)爆款!如果一個(gè)選題爆了，就用不同角度和形式去不斷復(fù)制，不斷重復(fù)爆款視頻。

4. Starting point core: repeated explosive products! If a topic becomes popular, use different perspectives and forms to continuously replicate and repeat popular videos.

三、差異策劃

3、 Differential planning

1.基于找的20個(gè)對標(biāo)，進(jìn)行差異化策劃。差異化策劃有兩種，分別是:內(nèi)容主題差異、內(nèi)容元素差異。不要求都做，至少要會-種 。

Based on the 20 benchmarks found, carry out differentiated planning. There are two types of differentiated planning, namely: content theme differences and content element differences. It's not required to do everything, at least you need to know how to do it.

2.帳號主題-差異化:在主題中加入爆款元素，以成本元素舉例:200塊錢飯店開盲、3個(gè)月賺2萬塊錢的身邊大佬故事。

2. Account Theme - Differentiation: Add popular elements to the theme, using cost elements as an example: a 200 yuan restaurant opening blind, and a story of a big shot who earns 20000 yuan in 3 months.

3.內(nèi)容元素-差異化:一個(gè)短視頻是由5大元素構(gòu)成，分別是:p身份、場景、服化道、態(tài)度、呈現(xiàn)，以身份舉例:孩子教媽媽寫作業(yè)、保安說金融、美女去養(yǎng)豬場養(yǎng)豬。

3. Content Elements - Differentiation: A short video is composed of five elements, namely: identity, scene, costume, attitude, and presentation. Examples of identity include children teaching their mothers homework, security guards discussing finance, and beautiful women raising pigs at a pig farm.

四、帳號搭建

4、 Account setup

1.人設(shè)定位:教導(dǎo)者、陪伴者、崇拜者、陪村者、搞笑者

1. Character positioning: educator, companion, worshipper, village companion, comedian

2.帳號包裝:1.昵稱、2.簡介、3.頭像、4.頭圖、5.合集

2. Account packaging: 1. Nickname, 2. Introduction, 3. Avatar, 4. Headimage, 5. Collection

3.簡介模板:你的特點(diǎn)個(gè)性化標(biāo)簽、你是誰你有什么背書、你未來要給別人帶來什么、感謝關(guān)注類結(jié)尾。

3. Introduction Template: Personalized tags based on your characteristics, who you are, what endorsements you have, what you want to bring to others in the future, and thank you for following the end of the class.

4.注意事項(xiàng):要做一個(gè)有溫度的帳號，不要像一個(gè)功利的機(jī)器人，主頁搭的好粉絲少不了，五件套要凸顯你的人設(shè)。

4. Precautions: Create a warm account, don't be like a utilitarian robot. A well-designed homepage and a fan base are essential, and the five piece set should highlight your character.

五、內(nèi)容創(chuàng)作

5、 Content creation

1.素材收集:選題庫、標(biāo)題庫、視頻庫、音樂庫

1. Material collection: Topic library, title library, video library, music library

2.選題舉例:周期方向欄目思維

2. Example of topic selection: Thinking in the cycle direction column

3.腳本結(jié)構(gòu):文本創(chuàng)意、分鏡畫面創(chuàng)意

3. Script structure: Text creativity, storyboard image creativity

4.內(nèi)容形式:真人口述、圖文配音PPT、視頻配音Vlog、情景劇

4. Content format: live narration, text and image dubbing PPT, video dubbing Vlog, situational drama

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