济南短视频推广：如果你与团队在做短视频，却没什么效果，一定要了解这两种方法

　　关注企业追求增长过程中的具体问题，并提供相应解决方案，将是近期文章的主题。

　　Focusing on specific issues in the process of pursuing growth for enterprises and providing corresponding solutions will be the theme of recent articles.




　　短视频创作，是当下每家企业都无法回避的话题。本文将围绕企业在短视频创作的难点与痛点，展开讨论。

　　Short video creation is a topic that every enterprise cannot avoid nowadays. This article will discuss the difficulties and pain points that enterprises face in short video creation.

　　01

　　01

　　中小企业对短视频创作，通常有以下误解。

　　Small and medium-sized enterprises often have the following misunderstandings about short video creation.

　　误解1 认为短视频创作很简单，有部手机就能搞。

　　Misconception 1: Believing that short video creation is simple and can be done with a mobile phone.

　　事情当然不会那么简单。

　　Of course, things won't be that simple.

　　脚本撰写、拍摄沟通、出镜人选、产品、道具、灯光、场地、拍摄过程、后期剪辑，要想创作高质量视频，每个环节都不能出错。

　　Script writing, filming communication, on camera selection, products, props, lighting, venue, filming process, post production editing, in order to create high-quality videos, every step must not be wrong.

　　如果只给一部手机，却不提供出镜人选、可拍摄的实物产品，那么短视频创作人员只能从网络扒素材、用AI工具生成虚拟素材，短视频的质量，可想而知。

　　If only one mobile phone is given without providing a candidate for appearance or a physical product that can be filmed, then short video creators can only scrape materials from the internet and generate virtual materials using AI tools. The quality of short videos can be imagined.

　　误解2 认为靠创意，就能获得可观播放量、海量粉丝。

　　Misconception 2 believes that by relying on creativity, one can gain considerable views and a massive fan base.

　　能吸引海量网络观众的创意团队，永远是少数。

　　Creative teams that can attract a massive online audience are always in the minority.

　　最近比较火的豪哥哥、显眼包，还有持续创作短视频多年的《陈翔六点半》，通过创意赢得无数粉丝。但这几个团队，在多如牛毛的短视频团队中，是万牛一毛。

　　Recently, the popular products such as Haoge, Dazzling Bag, and the short video "Chen Xiang 6:30" that has been continuously creating for many years have won countless fans through their creativity. But these teams, among the numerous short video teams, are like a million cows and one hair.

　　靠创意获得可观播放量、赢得海量粉丝，在现实中概率极低，不到万分之一。

　　The probability of gaining considerable views and a massive fan base through creativity is extremely low in reality, less than one in ten thousand.

　　误解3 希望短视频创作，成本低、见效快。

　　Misconception 3: I hope to create short videos with low cost and quick results.

　　企业老板经常能刷到播放量过亿，点赞转发过千万的视频，于是对自家的短视频充满期待：低投入、涨粉快、立刻变现。（这明显违背客观事实，懂的都懂）

　　Enterprise owners often come across videos with over 100 million views, likes, and shares, which makes them highly anticipated for their own short videos: low investment, fast follower growth, and immediate monetization. (This clearly violates objective facts, everyone understands)

　　这不是一个老板的妄念，而是很多老板的真实想法。或许企业正面临巨大的生存挑战，没有多余资源投给短视频创作；或许企业需要借助短视频的力量，以期获得业绩增长。

　　This is not the delusions of one boss, but the true thoughts of many bosses. Perhaps the enterprise is facing a huge survival challenge and does not have spare resources to invest in short video creation; Perhaps companies need to leverage the power of short videos in order to achieve performance growth.

　　在今天，每家企业都面临困难，但困难从来不是逃避现实的理由。

　　Today, every enterprise faces difficulties, but difficulties are never a reason to escape reality.

　　如果企业有迫切增长的愿望，就必须扔掉不切实际的幻想，直面现实，寻找更合适的短视频创作路径，找到更有效的增长办法。

　　If a company has an urgent desire for growth, it must abandon unrealistic fantasies, face reality, find more suitable short video creation paths, and find more effective growth methods.

　　02

　　02

　　中小企业，通过短视频快速赢得业绩增长的方法。

　　Small and medium-sized enterprises can quickly achieve business growth through short videos.

　　虽然，绝大部分中小企业不具备创作高质量短视频的能力，但非常需要通过短视频快速获得业绩增长，有两种方法可以借鉴。

　　Although the vast majority of small and medium-sized enterprises do not have the ability to create high-quality short videos, they greatly need to quickly achieve business growth through short videos. There are two methods that can be used for reference.

　　方法一：参考华为饱和营销法，重金、重兵投入。重金聘请短视频创作高手，

　　Method 1: Refer to Huawei's saturation marketing method and invest heavily in funds and troops. Hiring a skilled short video creator at a high cost,

　　提供设备、提供人力、提供所需物料，全力支持并配合短视频创作工作。

　　Provide equipment, manpower, and necessary materials to fully support and cooperate with short video creation work.

　　这种方法，效果不会慢、也不会差。

　　This method will not be slow or poor in effectiveness.

　　方法二：重金聘请外部专业团队。

　　Method 2: Hire an external professional team at a high cost.

　　重金聘请外部短视频创作团队，签订合作协议，快速确定短视频创作的整体解决方案，并由外部专业团队负责执行。这种方法，效果有一定保障。

　　Hire an external short video creation team at a high cost, sign a cooperation agreement, quickly determine the overall solution for short video creation, and have an external professional team responsible for execution. This method has a certain guarantee of effectiveness.

　　以上两种方法，都能帮助企业创作高质量视频，甚至能帮助企业吸引大量粉丝。但这两种方法，在企业增长体系中，仅负责提升与用户沟通的效率。

　　Both of the above methods can help companies create high-quality videos and even attract a large number of fans. But these two methods are only responsible for improving the efficiency of communication with users in the enterprise growth system.

　　企业增长中的关键问题，高质量短视频无法解决。

　　The key issue in enterprise growth cannot be solved by high-quality short videos.

　　03

　　03

　　企业增长最关键的问题，从来不是短视频创作。

　　The most critical issue for business growth has never been short video creation.

　　1 企业要深度了解市场、了解用户消费场景、对用户消费场景做分类、选择企业能够抓住的高频消费场景、选择目标用户。

　　Enterprises need to have a deep understanding of the market, understand user consumption scenarios, classify user consumption scenarios, choose high-frequency consumption scenarios that the enterprise can capture, and select target users.

　　2 明确为用户创造的价值、确定为用户创造价值的形式、确保创造的价值符合用户真需求、打造企业的核心竞争力、证企业始终具有核心竞争力。

　　2. Clearly define the value created for users, determine the form of creating value for users, ensure that the value created meets the true needs of users, build the core competitiveness of the enterprise, and prove that the enterprise always has core competitiveness.

　　3 设计或找到适合的商业模式、明确企业的核心业务、制定业务开展流程与标准、规划产品矩阵（包含支持产品矩阵的供应链管理）、价格策略（成本、价格、利润率、回款周期、优惠措施）。

　　3. Design or find a suitable business model, clarify the core business of the enterprise, develop business development processes and standards, plan a product matrix (including supply chain management to support the product matrix), price strategy (cost, price, profit margin, payment cycle, preferential measures).

　　4 制定并执行整合营销传播计划、品牌打造计划、营销销售人员培养计划，由谁制定、由谁执行、怎么考核、怎么调整、怎么补救。

　　4. Develop and implement integrated marketing communication plans, brand building plans, and marketing and sales personnel training plans, who will develop them, who will execute them, how to assess them, how to adjust them, and how to remedy them.

　　这些关键问题，需要纳入企业增长体系中通盘考虑，不能把创作短视频当作业绩增长的救命稻草。若想通过创作短视频赢得业绩增长，需要先把关键问题处理清楚。

　　These key issues need to be comprehensively considered in the enterprise growth system, and creating short videos cannot be seen as a lifeline for performance growth. If you want to achieve business growth through creating short videos, you need to first address the key issues clearly.

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