企业开展短视频运营有什么用？

01 开展短视频平台推广有什么用？

What is the use of promoting short video platforms?

对企业来说，在主流短视频平台上开展运营，可通过低成本的简易推广，获得品牌的快速传播，且各类传播数据可以及时而准确地做出统计。

For enterprises, operating on mainstream short video platforms can achieve rapid brand dissemination through low-cost and simple promotion, and various dissemination data can be timely and accurately analyzed.

比如透过关注人群、访问数量、转发次数、评论次数、互动数量等等，可以直观看到短视频的热度，有助于企业掌握宣传推广的实时数据，并对品牌推广成效做出评估。

For example, by following the audience, number of visits, number of reposts, number of comments, number of interactions, and so on, the popularity of short videos can be intuitively seen, which helps enterprises to grasp real-time data on promotion and evaluate the effectiveness of brand promotion.

而且，通过短视频平台的持续运营，企业可以扩大品牌影响力，实现订单转化，获得更多客户资源和市场信息。

Moreover, through the continuous operation of short video platforms, enterprises can expand their brand influence, achieve order conversion, and obtain more customer resources and market information.

较高的互动率，则更能促使企业对自己的产品和服务做出精确评价。

A higher interaction rate can better encourage companies to make accurate evaluations of their products and services.

具体来说，通过短视频平台的成功运营，可以实现品牌的快速传播，可以为品牌造势，可以实现账号的转化，可以积累客户或意向客户群。

Specifically, the successful operation of short video platforms can achieve rapid brand dissemination, build brand momentum, convert accounts, and accumulate customers or intended customer groups.

实现快速传播

Realize rapid dissemination

帮你塑造品牌/企业品牌/产品品牌/快速缔造品牌美誉度；

Help you shape your brand/corporate brand/product brand/quickly create brand reputation;

为企业品牌造势

Building momentum for corporate brands

通过抖音、快手等营销策划传播，可快速提升网络知名度及曝光度；

Through marketing planning and communication such as Tiktok and Kwai, the network popularity and exposure can be rapidly improved;

实现高效转化

Realize efficient conversion

通过优质而持续的视频内容创造，以及高效的账号运营技巧，精准定位，可以快速提升转化率。

By creating high-quality and continuous video content, as well as efficient account operation skills and precise positioning, conversion rates can be quickly improved.

02 抖音与快手，短视频平台的两大代表

02 Tiktok and Kwai, two representatives of short video platform

抖音是目前短视频方面用户量多的一个平台，用户量超过6亿人，日活用户超过3亿人。用户较为年轻，一二线城市用户较多，消费能力强。

Tiktok is a platform with a large number of users in short video at present, with more than 600 million users and more than 300 million daily live users. The users are relatively young, with more users in first and second tier cities and strong purchasing power.

与抖音相比，“拥/抱每一种生活”的快手，用户群位于三四线城市的稍微多一点。

Compared with Tiktok, the Kwai, which "embraces/embraces every kind of life", has a slightly more user base in the third and fourth tier cities.

除了抖音和快手以外，目前比较流行的还有B站、西瓜、火山、好看视频等等。当然微信端的视频号风头正旺，依托微信庞大的用户群基础，同样拥有较好的发展前景。

In addition to Tiktok and Kwai, B station, watermelon, volcano, good videos and so on are popular at present. Of course, the video accounts on WeChat are gaining popularity, and relying on WeChat's vast user base, they also have good development prospects.

B站指的是哔哩哔哩，即bilibili，是中国年轻世代高度聚集的文化社区和视频平台，B站同时获得腾讯和阿里巴巴的较大投资。目前用户群超过2亿人，以18~35岁的年轻人为主（占比约78%）。生活、娱乐、游戏、动漫、科技是B站主要的内容品类并开设直播、游/戏中心、周边等业务板块。

Bilibili, also known as Bilibili, refers to Bilibili, a cultural community and video platform that is highly concentrated among the younger generation in China. Bilibili has received significant investments from both Tencent and Alibaba. At present, the user base exceeds 200 million people, mainly young people aged 18-35 (accounting for about 78%). Life, entertainment, games, anime, and technology are the main content categories of Bilibili, and business segments such as live streaming, game/drama centers, and peripherals are established.

B站拥有技术和文化优势，视频审核速度快，对企业在专栏号中传播品牌文案目前也没有太多限制。作为年轻人的聚合社区，B站弹幕是其醒目的特点之一。B站不但得到了年轻人的喜爱，更获得众多品牌方的青睐，尤其是工业品的生产厂家和公司。

Bilibili has technological and cultural advantages, fast video review speed, and currently does not have many restrictions on companies spreading brand copy in column accounts. As a gathering community for young people, Bilibili barrage is one of its prominent features. Bilibili has not only gained the love of young people, but also gained the favor of many brand owners, especially industrial product manufacturers and companies.

好看视频是百度旗下产品，用户量虽然不高，但是好处在于通过百度搜索时，好看视频相关内容排名靠前，对品牌传播有一定好处。

Good looking videos are a product under Baidu. Although the user base is not high, the advantage is that when searching on Baidu, the content related to good looking videos ranks high, which is beneficial for brand promotion.

西瓜和火山，则属于头条系的短视频平台。百度的好看视频和全民小视频，分别对标这两个短视频平台。

Watermelon and volcano belong to the Toutiao style short video platforms. Baidu's good-looking videos and popular short videos are benchmarking against these two short video platforms.

03 以抖音快手为主，兼做各大主流平台

03 Mainly Tiktok Kwai, it is also a major mainstream platform

视频流趋势下，除了抖音快手继续稳坐短视频赛道的第一梯队交椅，获得企业高度青睐之外，B站、小红书等平台，同样得到部分环保装备企业的喜爱，在相应平台上做内容深耕，以扩大品牌传播阵地。

Under the trend of video streaming, in addition to Tiktok Kwai, which continues to be the first echelon of the short video track and is highly favored by enterprises, platforms such as Station B and Little Red Book are also favored by some environmental protection equipment enterprises, and they are doing deep content cultivation on the corresponding platforms to expand the brand communication positions.

所以，就企业来说，操作短视频平台，必然是多平台操作，核心目的在于扩大品牌声量，获得更多关注，确立品牌在新媒体平台上的影响力，并获得一定数量的成交转化。

So, for enterprises, operating short video platforms is inevitably a multi platform operation, with the core purpose of expanding brand voice, gaining more attention, establishing brand influence on new media platforms, and obtaining a certain number of transaction conversions.

在推荐机制上，抖音基于内容质量分发，所以媒体属性更强。

In the recommendation mechanism, Tiktok is distributed based on content quality, so the media attribute is stronger.

而快手则基于社交和兴趣分发，社区属性更强。

While Kwai is based on social and interest distribution, with stronger community attributes.

目前，小红书已经搭上短视频红利的快车，成功撕下过去的美妆标签，基于生活分享鼓励创作者迈向多元化的内容创作。

At present, Xiaohongshu has caught the fast train of short video dividends, successfully tearing off the past beauty label and encouraging creators to move towards diversified content creation based on life sharing.

异军突起的西瓜视频，依托头条系流量，将内容聚焦于赶海、影视综艺领域，目前也正在积极依靠头部创作者为各细分领域带来增量。

The emerging watermelon video, relying on headline traffic, focuses its content on the fields of catching up with the sea and film and television variety shows. Currently, it is actively relying on top creators to bring incremental content to various sub sectors.

在系统推荐机制上，小红书与西瓜视频均基于内容与兴趣分发。

In terms of system recommendation mechanism, both Xiaohongshu and Xigua Video are distributed based on content and interests.

其他的微信&微博，则更是品牌宣传的固有阵地。

Other WeChat and Weibo platforms are also an inherent platform for brand promotion.

04 持续深耕、不断扩大品牌影响力

04 Continuously deepening and expanding brand influence

有一种说法是，讲品牌，一篇小视频胜过100页品牌手册。

There is a saying that when it comes to branding, a short video is better than a 100 page brand manual.

短视频的成功运营，对企业的重要性和对品牌的推动作用，已远远超过企业的官网和公众号。

The successful operation of short videos has far exceeded the enterprise's official website and official account in terms of its importance to enterprises and its role in promoting brands.

因此，在短视频的巨大带动势能下，企业官网和其他的品牌推广要做，但是短视频则是非做不可的。

Therefore, under the enormous driving force of short videos, corporate websites and other brand promotions need to be done, but short videos are essential.

通过短视频运营，可以宣传品牌，可以解读产品，可以解疑答惑，可以拉进品牌与用户的距离，可以实现企业品牌的人格化，可以实现用户的更多参与，可以得到品牌的快速传播和流量转化。

Through short video operations, brands can be promoted, products can be interpreted, doubts can be answered, the distance between brands and users can be bridged, the personalization of enterprise brands can be achieved, more user participation can be achieved, and the brand can be quickly disseminated and traffic converted.

传统渠道推广花费大量财力物力，推广效果还不一定能保证。但如果能通过专业的短视频运营扩大品牌声势，作用和效果会来得非常直观，作用也比较显著。

Traditional channel promotion requires a lot of financial and material resources, and the promotion effect may not be guaranteed. But if we can expand the brand's momentum through professional short video operations, the effect and effect will be very intuitive and significant.

05 短视频运营，主要是做什么？

What is the main focus of 05 short video operation?

短视频运营的工作内容主要包括:内容策划、用户运营、渠道推广及数据分析。

The work content of short video operation mainly includes: content planning, user operation, channel promotion, and data analysis.

内容策划就是规划短视频内容，准备选题及拍摄制作等相关工作，在这方面花费的时间和精力多；

Content planning is the process of planning short video content, preparing topic selection, filming, and production, which requires a significant amount of time and effort;

用户运营：是所有做运营工作的工作重点，了解用户画像和用户喜好，才能更加精准地开展粉丝营销，更容易吸引精准的产品用户，从而形成自己的社群，实现长期的营销转化。

User operation: It is the focus of all operations work. Understanding user profiles and preferences is essential to carry out fan marketing more accurately, attract precise product users more easily, form one's own community, and achieve long-term marketing conversion.

渠道推广：短视频运营人员则需要渠道化的多平台运营，有些渠道还需要进行个性化运营。就企业需求来说，目前运营的主要渠道，就是抖音+快手+B站+小红书，其他的平台则可以随其自然。

Channel promotion: Short video operators require channelized multi platform operations, and some channels also require personalized operations. As far as enterprise demand is concerned, the main channel of operation at present is Tiktok+Kwai+B Station+Little Red Book, and other platforms can follow its nature.

数据分析：所有的平台都需要数据化运营。比如某条视频全渠道的播放量，单渠道的播放量，评论收藏量等都需要分析。要找出影响这些点的因素，针对公司所制作的短视频进行优化。

Data analysis: All platforms require data-driven operations. For example, the playback volume of a certain video across all channels, the playback volume of a single channel, and the number of comments and favorites all need to be analyzed. To identify the factors that affect these points, optimize the short videos produced by the company.

06 短视频平台运营，怎么开展工作？

How to carry out the operation of the 06 short video platform?

第一步：对账号进行整体规划和定位

Step 1: Overall planning and positioning of the account

账号规划要解决的问题包括，解决什么样的营销目标，营销目标一般来说有三类：宣传曝光、形成口碑、实现转化。

The problems that account planning needs to solve include what kind of marketing goals to achieve. Generally speaking, there are three types of marketing goals: publicity exposure, word-of-mouth formation, and conversion.

账户定位要把握两个核心点，即内容输出和实现路径，坚持做什么。

Account positioning requires grasping two core points, namely content output and implementation path, and adhering to what to do.

第二步：解决企业号内容生态

Step 2: Addressing the Content Ecology of Enterprise Accounts

用什么样的内容来实现营销目标。类人设、虚拟化的、情感化的。我们要评估这三类内容哪一种适合实现企业的营销目标。

What kind of content is used to achieve marketing goals. Humanistic, virtualized, and emotional. We need to evaluate which of these three types of content is suitable for achieving the marketing goals of the enterprise.

输出内容需要找到一个企业所擅长的点，比如行业突出问题，结合公司的产品，继续生产内容。作为典型的工业品，结合使用场景，发挥专业价值，体现公司在相关层面的专业和权威身份，更能获得潜在目标客户群的接收。

To output content, it is necessary to find a point that the enterprise is good at, such as prominent industry issues, and continue to produce content in combination with the company's products. As a typical industrial product, combining usage scenarios, leveraging professional value, reflecting the company's professional and authoritative identity at relevant levels, can better attract potential target customer groups.

第三步：确定营销规划

Step 3: Determine marketing plan

确定营销目标和内容形态后，该怎么样将内容在抖音等平台上形成更好的传播效果？

After determining the marketing objectives and content forms, how can we make the content better spread on platforms such as Tiktok?

在做抖音等企业号规划之前我们要明确一个概念——人格化。人格化是企业号运营关键的一步，因为人格化的内容可以有效的决未来企业的营销目标，有效实现内容形态以及进行有效传播非常重要的一个核心部分。

Before making enterprise number planning such as Tiktok, we should define a concept - personification. Personalization is a crucial step in the operation of enterprise accounts, as personalized content can effectively determine future marketing goals, achieve effective content form, and be a crucial core part of effective communication.

好的内容运营，是在内容基础策划制作不低于行业中等水平时，可帮助短视频内容产品大幅度提升用户触达率、打开率、停留时长、美誉度、用户主动反馈和互动度的。

Good content operation can help short video content products significantly improve user reach, opening rate, dwell time, reputation, user feedback, and interaction when the content planning and production are not lower than the industry average level.

第四步，掌握算法逻辑，提高账号权重

Step 4: Master the algorithm logic and increase the account weight

想要运营好短视频，必须知道不同短视频平台的算法规则，因为不同平台的算法规则不同，所以呈现的推送机制也不同。

To operate short videos well, it is necessary to know the algorithm rules of different short video platforms, because the algorithm rules of different platforms are different, so the push mechanisms presented are also different.

以Tik Tok（海外版抖音）为例：如果你发一个短视频，Tik Tok会给你一个基本的呈现量(比如100)，然后系统会通过大数据算法模型对这些指标的数据(主要指转发、评论、点赞、播放完成率（也称完播率）、停留时间、停留轨迹、账号活跃度、粉丝数)进行评估。如果机器人确定这个短视频很受欢迎，系统会将这个内容推荐给更大的流量池进行展示。而且有些可能会被多次推荐，所以那些播放量上千万的短视频就这样出来了。

Take Tik Tok (overseas version of Tiktok) as an example: if you send a short video, Tik Tok will give you a basic amount of presentation (such as 100), and then the system will evaluate the data of these indicators (mainly referring to forwarding, comments, likes, playback completion rate (also known as completion rate), dwell time, dwell track, account activity, number of fans) through the big data algorithm model. If the robot determines that this short video is popular, the system will recommend the content to a larger traffic pool for display. And some may be recommended multiple times, so those short videos with millions of views come out like this.

各个短视频平台推荐的几个关键指标，主要包括转发、评论、点赞、播放率、停留时间、停留轨迹、账号活跃度、粉丝数量等。

The key indicators recommended by various short video platforms mainly include forwarding, commenting, liking, playback rate, stay time, stay trajectory, account activity, number of fans, etc.

07 短视频的本质

The essence of 07 short videos

短视频的本质是什么？短视频就是内容。某种程度上，它其实跟图文、音频其实是同一件事。而内容的本质是什么？是流量。每个短视频的运营者，都是在做流量，只是用不同的方式来获取更有价值的流量而已。

What is the essence of short videos? Short videos are content. To some extent, it is actually the same thing as graphics and audio. What is the essence of content? It's traffic. Every short video operator is doing traffic, just using different methods to obtain more valuable traffic.

由于传播模型在当代产生了巨大变化，已经变成了分布式流量+多节点传播的模型，我们可以想象每个人都是一个传播节点、传播个体，就像星星一样分布在遥远浩瀚的太空，中心这些质量大的星体自动形成引力，形成一个传播的节点。

Due to the significant changes in propagation models in contemporary times, they have become models of distributed traffic and multi node propagation. We can imagine that each person is a propagation node and individual, distributed in the distant and vast space like stars. These massive celestial bodies in the center automatically form gravity, forming a propagation node.

所以，如果要做品牌宣传，快速得到知名度，一定要在抖音、快手和众多的短视频平台上布局，因为通过多平台布局，矩阵式操作，才能大化获取流量，才能放大公司的品牌声量，才能提高公司的网络影响力，尤其是在相关视频平台上的影响力。




Therefore, if you want to do brand publicity and quickly gain popularity, you must lay out on Tiktok, Kwai and many short video platforms, because through multi platform layout and matrix operation, you can get more traffic, amplify the company's brand voice, and improve the company's network influence, especially on relevant video platforms.

08 实现企业“短视频+”的运营模式

08 Implement the operation mode of "short video+" for enterprises

短视频+品牌

Short video+brand

在信息内容复杂的今天，用户越来越挑剔，高品质内容更能吸引用户关注，这也就意味着内容运营的时代已经来临。品牌商更期望与用户建立感情纽带，这就更需要丰富的感情内容来触动用户。

In today's complex information content, users are becoming more and more picky, and high-quality content can better attract user attention. This also means that the era of content operation has arrived. Brands expect to establish emotional bonds with users, which requires rich emotional content to touch them.

相比传统的图文内容，短视频的竞争优势就凸显出来了，视频内容比起图文内容更具有立体性更能身临其境。同属于视听内容的短视频，凭借其强有力的流量聚集性能以及满足用户阅读习惯的竞争优势，成为了流量的新阵地。

Compared to traditional graphic content, the competitive advantage of short videos is highlighted. Video content is more three-dimensional and immersive than graphic content. Short videos, which belong to audiovisual content, have become a new battlefield for traffic due to their strong traffic aggregation performance and competitive advantage in meeting user reading habits.

在这个时代，内容即广告，内容即宣传，反过来也是一样的道理。所以，公司输出的短视频内容，也被称之为原生广告。在短视频平台中，企业账号所发布的一切内容，均可称为原生广告。每一条短视频，其实都是对企业不同侧面的宣传。

In this era, content is advertising, content is promotion, and the opposite is also true. So, the short video content produced by the company is also known as native advertising. In short video platforms, all content posted by enterprise accounts can be referred to as native advertisements. Every short video is actually a promotion of different aspects of the enterprise.

短视频+知识提供

Short video+knowledge provision

为顺应受众的知识需求，从喜马拉雅、知乎、得到、分答、微博、微信、36氪、豆瓣等各种订阅专栏、付费课程、内容加上有偿问答、知识社群等都开始卖内容。知识付费发展到今天，已有许多行业领先的优质产品。

In order to meet the knowledge needs of the audience, various subscription columns, paid courses, content, paid Q&A, knowledge communities, etc. from Himalaya, Zhihu, Dada, Weibo, WeChat, 36Kr, Douban, etc. have all started selling content. Today, with the development of knowledge payment, there are many industry-leading high-quality products.

通过知识讲解（有人物出境好）+配音模式，可以形成关注类似问题的用户的快速聚拢。

Through knowledge explanation (with characters going abroad) and dubbing mode, a quick gathering of users who pay attention to similar issues can be formed.

对企业来说，利用短视频+知识提供，就是把账号作为一个行业深度分析的场所，作为对用户解疑答惑的空间，进而凸显出企业经营品牌的深度，对行业的透彻了解，以及对用户的全方位关心。

For enterprises, utilizing short videos and knowledge provision is to use accounts as a place for in-depth analysis of the industry, a space for users to answer questions and highlight the depth of the enterprise's brand management, a thorough understanding of the industry, and a comprehensive concern for users.

09 企业短视频运营四阶段

09 Four stages of enterprise short video operation

第一阶段，品牌知晓期 通过人设，输出大量与品牌调性一致的内容对话受众。万变不离其宗，短视频运营第一步，让大家知道自己的品牌。

In the first stage, the brand awareness period involves using personas to output a large amount of content that is consistent with the brand tone and engages in dialogue with the audience. The first step in short video operation is to let everyone know their brand, as everything changes without leaving their roots.

第二阶段，受众感知期 通过爆款的内容视频、话题和活动，让受众更直观了解企业的品牌/服务理念，并有意愿进一步了解产品、考察产品和体验产品。

In the second stage, the audience perception period allows the audience to have a more intuitive understanding of the company's brand/service philosophy through popular content videos, topics, and activities, and is willing to further understand the product, inspect the product, and experience the product.

第三阶段，销售扩张期 通过大约（3-6个月）的发酵，我们已经利用有效内容沟通到了一批目标受众，此时可集中通过KOL效应聚拢人群，通过商品橱窗、视频加入产品连接、直播方式等带动产品销售。

In the third stage, during the sales expansion period, after about 3-6 months of fermentation, we have already used effective content to communicate with a group of target audiences. At this time, we can concentrate on gathering the audience through KOL effects, and drive product sales through product displays, video connections, live streaming methods, and other means.

第四阶段，品牌升级期 通过深度内容及多元形式，向受众展示自己更深度的品牌理念，打造铁杆粉，形成企业更为显著的品牌影响力。（MZK）

In the fourth stage, the brand upgrade period showcases a deeper brand concept to the audience through in-depth content and diverse forms, creating a loyal fan base and forming a more significant brand influence for the enterprise. (MZK)

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