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带你玩转视频营销

2022/11/17 来源:http://www.jnexb.com
互联网的时代,网民们越来越趋向于从视频中获取知识,短视频的APP琳琅满目,比如微视、抖音、快手、趣拍等,现在微信也推出了短视频功能,市场一片热闹,可谓正式开启了中国的小视频时代。我有一个朋友小张前几个月正好签约了一家视频公司,负责公司的视频制作工作,起初小张的热情很高,每天工作又充满了动力,认真研究公司品牌形象和广告之间的关系,对视频拍摄也去踩点拍摄地的光影关系;之后小张制作的视频开始在抖音、快手等APP上架,但是反响都不是很好,视频的点击率对比公司的其他同事实在是比较少,视频中的产品也卖不出去。小张认为他工作认真负责,视频也花了很多的时间剪辑处理,他不明白为什么点击率会和同事差这么多,经过和同事的交流讨论,发现是自己的视频商业气息太浓,趣味性较少。
In the era of the Internet, netizens are more and more inclined to acquire knowledge from videos. There are a variety of short video APPs, such as Microvision, Tiktok, Kwai, Funpai, etc. Now WeChat has also launched the short video function, and the market is bustling, which can be said to officially open the small video era in China. A friend of mine, Xiao Zhang, just signed a contract with a video company a few months ago to take charge of the company's video production. At first, Xiao Zhang was very enthusiastic, and he was full of motivation to work every day. He carefully studied the relationship between the company's brand image and advertising, and also visited the light and shadow relationship of the shooting site for video shooting; After that, the videos produced by Xiao Zhang began to be launched in Tiktok, Kwai and other APPs, but the response was not very good. Compared with other colleagues in the company, the click rate of the videos was relatively low, and the products in the videos could not be sold. Xiao Zhang thinks that he is conscientious and responsible. He also spent a lot of time editing and processing videos. He doesn't understand why the click rate is so different from his colleagues. After communication and discussion with colleagues, he found that his videos are too commercial and less interesting.
那公司和品牌如何才能玩转视频营销呢?
How can companies and brands play video marketing?
一、吸引用户的内容
1、 Content that attracts users
首先标题吸引用户是一步,就像看文章先看题目,视频也是一样的道理,想要吸引用户观看就需要一个夺人眼球的标题。再谈到视频的内容,经数据分析,一段视频的前十秒是吸引用户的关键,不少用户会因为视频不足以吸引他们而在视频的前十秒就关掉视频。所以,快速地传递内容信息,并且告诉受众视频对于他们的价值所在是视频营销索要做到的两点。能然用户打开并且持续观看,需要制作的视频具有思想启发性,或者是快速提供用户希望得到的知识。快速吸引用户注意力的方式有提问和预告等形式。
First of all, it is a step for the title to attract users. Just like watching an article, it is the same with watching a video. To attract users, you need an eye-catching title. Turning to the content of the video, according to data analysis, the first ten seconds of a video is the key to attracting users. Many users will turn off the video in the first ten seconds because the video is not enough to attract them. Therefore, to quickly transmit content information and tell the audience the value of video to them are two key points of video marketing. Users can open the video and watch it continuously. The video to be produced is thought-provoking, or quickly provides the knowledge that users want. The ways to quickly attract users' attention include questions and previews.
二、视频与平台的融洽度
2、 Harmony between video and platform
广告是营销视频必不可少的一个项目,但是很强硬的广告载入不能够被大众所接受,没有人会喜欢硬广,这样的视频会被用户在前十秒就直接屏蔽掉。广告需要被设计,与平台的形象定位、价值观等相符合,从而巧妙地融入视频之中。以美妆视频为例,此类视频主要是起到提供用户学习美妆,那要达到相同的妆容效果所需的美妆材料从何获取?直接的就是参考“同款”产品,在提供优惠购买的链接。这样的方式既能够在视频中植入广告,又能够不消磨用户的耐心,在提供观众所需的信息的同时,也能够合理地达到自己的营销目的。
Advertising is an indispensable project of marketing video, but very tough advertising loading cannot be accepted by the public, and no one will like hard advertising. Such videos will be directly blocked by users in the first ten seconds. Advertising needs to be designed to match the image positioning and values of the platform, so as to skillfully integrate into the video. Take beauty videos as an example. Such videos are mainly used to provide users with beauty learning. Where can I get the beauty materials needed to achieve the same makeup effect? The direct way is to refer to the "same model" products and provide a link to purchase at a discount. Such a way can not only embed advertisements in videos, but also can reasonably achieve their own marketing goals while providing the information required by the audience without killing the patience of users.
三、 巧蹭热度
3、 Skillfully rubbing heat
做视频营销对于热点话题需要具有一定的敏锐度,并及时抓取,对于已经很火热的话题不应该再继续加入,想要分一杯羹;而是要发掘那些已经小有热度,在未来的发展中热度能够不断上升的话题。另一个可以蹭的就是热门的音乐,这一点在借用上比较简单,可以是将合适的热门音乐作为视频的背景音乐;或者可以对热门的音乐进行艺术的再创作,融入到自己的视频当中。但是在蹭热度的同时有一点需要注意,任何的的借用都需要经过判断,选择合适自己品牌的才能够借用,不然会损害品牌的形象定位。
Video marketing needs to be sensitive to hot topics and capture them in a timely manner. We should not continue to participate in hot topics and want to get a piece of the cake; It is to explore topics that are already hot and will continue to grow in the future. Another thing that can be rubbed is popular music, which is relatively simple to borrow. It can be the appropriate popular music as the background music of the video; Or you can re create popular music and incorporate it into your own videos. But at the same time, we need to pay attention to that any borrowing needs to be judged, and we can only borrow if we choose the right brand, otherwise it will damage the brand image positioning.
以上就是为大家介绍的有关济南全网营销的详细的介绍,希望对您有所帮助.如果您有什么疑问的话,欢迎联系我们.我们将以的态度,为您提供服务http://www.jnexb.com/
The above is a detailed introduction to the whole network marketing of Jinan, and I hope it will be helpful to you. If you have any questions, please contact us. We will provide you with our attitude http://www.jnexb.com/

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